7 Ps of the Marketing Mix

1. Promotion

1.1. Coupons

1.2. Strategies to make the consumer aware of the existence of a product or service

1.3. Give aways

1.4. Discounts

1.5. NOT just advertising

1.6. Rebates

2. Place

2.1. Pricing Strategy

2.2. Marketers consider 3 questions to determine price:

2.3. How much are people willing to pay?

2.4. Is the price competitive with other products?

2.5. Can the company make a profit?

3. Product

3.1. Predict how to make the product appeal to consumers

3.2. First, find out if there is a demand for a product

3.3. Packaging is important

3.4. Design

3.5. Color

3.6. Size

3.7. Brand name

4. Price

4.1. The means by which products and services get from producer to consumer, and where they can be accessed by the consumer

4.2. Channel of distribution – a pathway to direct products to consumers

4.3. Direct distribution – occurs when goods or services are sold from the producer directly to the customer

4.4. Indirect distribution – involves one or more intermediaries (distributors, wholesalers, or retailers)

5. Physical Environment

5.1. The ambience, mood or physical presentation of the environment

5.2. Smart/shabby?

5.3. Trendy/retro/modern/old fashioned?

5.4. Light/dark/bright/subdued?

5.5. Romantic/chic/loud?

5.6. Clean/dirty/unkempt/neat?

5.7. Music?

5.8. Smell

6. People

6.1. People represent the business

6.2. The image they present can be important

6.3. First contact often human – what is the lasting image they provide to the customer?

6.4. Extent of training and knowledge of the product/service concerned

6.5. Mission statement – how relevant?

6.6. Do staff represent the desired culture of the business?

7. Process

7.1. How do people consume services?

7.2. What processes do they have to go through to acquire the services?

7.3. Where do they find the availability of the service?

7.4. Contact

7.5. Reminders

7.6. Registration

7.7. Subscription

7.8. Form filling

7.9. Degree of technology