The National Trust is a registered charity. Every year it welcomes around 19 million visitors to its properties and special places, which are open to everyone. The Trust uses a variety of messages and communication channels to promote the work that it does. The marketing mix (the four Ps) is a means of assessing how an organisation can balance the four key elements of product, price, place and promotion in order to meet customers’ needs.
Promotion covers all the tools and techniques by which an organisation markets its products and services. For example, The National Trust has recently promoted its plans to generate half of its power from renewable sources by 2020. The Trust aims to set an example to others by integrating renewable energy into sensitive landscapes. (BBC, 18th March 2013)
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