The Marketing Mix 7Ps
The
7Ps model is a marketing model that transforms the 4Ps model. The 7Ps is
generally used in the service industries. Here is the expansions from the 4Ps
to the 7Ps marketing model. In my previous post I already describe the 4P’s
here I extend the other one.
People:
Mutually target market and people directly related to the business. The
company’s employees are important in marketing because they are the ones who
deliver the service. It is important to hire and train the right people to
deliver superior service to the clients, whether they run a support desk,
customer service, copywriters and programmers. This is a secret, internal competitive
advantage a business can have over other competitors which can fundamentally
affect a business’s position in the market.
Process:
The systems and processes of the organization affect the implementation of the
service. So, you have to make sure that you have a well-tailored process in
place to minimize costs. It could be your entire sales, a pay structure, supply
system and other logical procedures and steps to ensure a working business that
is running efficiently. Tweaking and enhancements can come later to make
tighter a business to minimize costs and maximize profits.
Physical Evidence:
In
the service industries, there should be physical evidence that the service was provided.
Moreover, physical evidence relates also to how a business and its products are
perceived in the marketplace. It is the physical evidence of a business’
presence and establishment. A concept of this is branding. When you think of
sports, the names Nike and Adidas come to mind. You immediately know exactly
what their existence is in the marketplace, as they are largely market leaders
and have established a physical sign as well as psychological sign in their
marketing. They have operated their consumer perception so well to the point
where their brands appear first in line when an individual is asked to broadly term
a brand in their niche or industry.
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