Costco Wholesale is a company that does not use television advertisement, and has been very successful. There are four ways of promoting that the company uses to best market their products, which are sales promotion, direct marketing, personal selling, and public relations. With sales promotion, Costco offers discounts to their products, to get consumers more interested in their store. Costco makes use of direct marketing by sending emails and a monthly publication of products available to their members. With personal selling, Costco works to convince their consumers to go to the store itself and purchase their products. Finally, Costco uses public relations to enhance their image by doing donations for children in need. Costco Wholesale is continuously growing just by promoting their products, without any actual advertisement.

Costco Wholesale’s Marketing Mix (4Ps) Analysis