producing, packaging, shipping, storing, and selling the product. Price encompasses the amount of money paid by the consumer in order to purchase the food product. When pricing the food products, the manufacturer must bear in mind that the retailer will add a particular percentage to the price on the wholesale product. This percentage amount differs globally. The percentage is used to pay for the cost of producing, packaging, shipping, storing and selling the food product. For example, the purchasing of a food product in a supermarket selling for $3.50 generates an income of $2.20 for the manufacturer. Promotion Promoting a food to consumers is done out of store, in store, and on package. Advertisements on television and in magazines are attempts to persuade consumers to think favorably about a product, so that they go to the store to purchase the product. In addition to advertising, promotions can also include Sunday newspaper ads that offer coupons such as cents-off and buy-one-get-one-free offers. In the 1950s, entrepreneur Frieda Rapoport Caplan revolutionized the fresh produce industry by introducing packaging and labeling of fresh fruits and vegetables. Place Place refers to the distribution and warehousing efforts necessary to move a food from the manufacturer to a location where a consumer can buy it. It can also refer to where the product is located in a retail outlet (e.g., the end of an aisle; the top, bottom, or middle shelf; in a special display case, etc.) The food marketing system in the United States is an amazingly flexible one. Consumer focus helps marketers anticipate the demands of consumers, and production focus helps them respond to changes in the market. The result is a system that meets and influences the ever-changing demands of consumers. Place refers to the activities that organisations go about in order to make its food product available to its consumers. This encompasses the distribution necessary to move a food product from the manufacturer to a location where it can be purchased by the consumer. Product location in a store is also a definition of place in the marketing mix. For example, a particular place in an aisle, a shelf or a display in a supermarket (Helm & Gritsch, 2014). Segmentation In order to market its food products, an organisation must first understand whether its product will satisfy the consumer's needs better than competitors do (Noori, 2015). In order to achieve this, an