g strategy. The four categories are (1) product, (2) place, (3) price, and (4) promotion, and are commonly called the "four p's." Note also that the client is not part of, but rather is the marketing mix's target (Perreault, Jr. & McCarthy, 2004, p. 38).
             Armstrong & Kotler, 2005, p. 223 define the product as "anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need" (Armstrong & Kotler, 2005, p. 223). Most definitions are similar, and it should be emphasized that a "product is not limited to finished goods" (Perreault, Jr. & McCarthy, 2004, p.38). All businesses, whether for profit or not, have at least one product. Even the government, by providing services and physical goods, has products.
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