The 4Ps model has been challenged because it omits or underemphasizes important activities such as services. It's also been criticized for taking a seller's, rather than a buyer's, viewpoint. The more recent 4As framework complements the traditional model and includes . Group of answer choices adaptability, affordability, availability and awareness adaptability, affordability, accessibility and awareness acceptability, affordability, accessibility and aptitude acceptability, affordability, accessibility and awareness adaptability, affordability, availability and aptitude

acceptability, affordability, accessibility and awareness.

Explanation:

Marketing mix can be defined as the choices about product attributes, pricing, distribution, and communication strategy that a company blends and offer its targeted markets so as to produce a desired response.

Generally, a marketing mix is made up of the four (4) Ps;

1. Products: this is typically the goods and services that gives satisfaction to the customer's needs and wants. They are either tangible or intangible items.

2. Price: this represents the amount of money a customer buying goods and services are willing to pay for it.

3. Place: this represents the areas of distribution of these goods and services for easier access by the potential customers.

4. Promotions: for a good sales record or in order to increase the number of people buying a product and taking services, it is very important to have a good marketing communication such as advertising, sales promotion, direct marketing etc.

However, the 4P's model has been challenged because it omits or underemphasizes important activities such as services. It's also been criticized for taking a seller's, rather than a buyer's, viewpoint. The more recent 4As framework complements the traditional model and includes acceptability, affordability, accessibility and awareness.

The 4As framework helps business firms or companies to see all of its activities from the perspective of the customers and as such it enhances (facilitates) customer satisfaction and creates value.

Hence, for any business to be successful in its market campaigns, it must judiciously and effectively adopt the 4As framework.

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