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Edward Jerome McCarthy who was a marketing professor at Michigan State University derived the 4 basic elements in marketing that is everything there is to the subject – he called it as the 4 Ps of marketing.
Apart from the product itself, product marketers must give weightage to the surroundings, the product range and the conflicts. While setting the price for a product, marketers must ensure that they find out the competition rates and rate accordingly. There are four major types of promotion – advertising, public relations, personal selling and sales promotions.
Promotion plays a role in the perception the possible target audience may have about your service. Services marketing is that elusive concept which stays incomplete without a thorough understanding of 7 Ps. Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies? Use the form below to delete this The 4 Pa€™s Of Marketing a€“ Mix Strategies Business image from our index.
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Know the value of your brand – now, more than ever, customers are judging you on their perception of your brand.
Every good businessman knows that the key to having a successful business is a healthy relationship between buyers and sellers. Any product no matter how good it can be will not be successful in any market endeavor without good promotion.  Product promotion is in charge in communicating with the customers about the product, its benefits, and pricing.


It can either be tangible or intangible such as a cellphone service or a car washing service. The lifecycle of a product is something that the marketers need to give a good amount of thought while introducing the product in its nascent stages, how the maturity of a product enables it stay afloat and finally it gives way to something better, leading to a downfall in sales. In other words, communicating to consumers that such and such a product exists and it can do this, this and this and is priced only at yey. Advertising as well know is a paid service like Google Adsense where we pay for our ad to put up at various places.
Who would want to travel 10 miles to have a regular dinner, even if that is priced very competitively and has a super quality? Services being intangible, processes become all the more crucial to ensure standards are met with. These form the critical success factors for any service as evaluated by a possible customer. Our authors are educators from top QS ranked universities and practitioners from multinational enterprises. As discretionary spending reduces, and an environment of uncertainty creeps in, clients will be looking for strong and trusted brands that they have a relationship or affinity with. Hiring, motivating and keeping the best people (who exemplify the brand) while competitors are pruning overhead is a key source of proprietary advantage. Every marketing strategy centers upon the basic principle that is when the customers are satisfied, they would continue to indulge in the product thus creating a mutual bond of trust. Its modifications include the amount of production wherein it could be mass produced or can be made in specific number of units. Promotion itself includes for elements namely advertising, public relations, sales promotion, and personal selling. This is determined by the general needs of the area and the possibility of production or delivery of a product nearby.
Examples of tangible products are what we can see and hold such as a cellphone, pencil eraser or a car.
In other words, product lines must not compete with one another that come out of the same stable.
Public relations include news releases and other typically non-paid services that carries the word about the product. He advises businesses, organizations and enterprises on how to build service management framework and deliver value.
Services can range from financial services provided by the banks, technology services provided by the IT company, food and ambiance as a service provided by restaurants or even a blog where an author provides a service (information presentation, interesting reading etc) to his audience. The attributes of the product, vis-a-vis the attributes offered by competing products and substitutes, are important in estimating the competitive scenario for the marketing strategy formulation. Promotion leads to service (brand) recognition and further establishes a proxy to evaluate quality of services based by potential customers. Process mapping ensures that your service is perceived as being dependable by your target segment. This will help them to reduce their perceived personal exposure to risk and provide them with a feeling of security and peace-of-mind.
There are a number of factors involved in creating this kind of atmosphere and these factors are commonly termed as a marketing mix. This is determined by the raw materials, cost of production, and transportation among other factors.
Any one of these elements or a combination of all of them can greatly help public knowledge about a product and can build popularity and trust between buyers and sellers. Water for example is hard to come by in arid areas it is therefore good to ell water to these parts.


For example, an automobile manufacturer launches different models which cater to different classes of consumers and with varying range of prices. Personal selling concept is straight forward – an example could be you calling your best friend to tell him about the product you are launching. It refers to how a product is getting distributed from the producer to the consumer – what path it takes, is it efficient and optimized? Services marketing are dominated by the 7 Ps of marketing namely Product, Price,  Place, Promotion, People, Process and Physical evidence. What is important to note that services being all the more intangible, the price becomes an important factor for the actual service consumption to happen, after service awareness and service acknowledgement. Many different promotional tools are often used like internet advertisement, special events, endorsements which happen out of the store or in-store merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital signage. Intensive training for your human resources on how to handle customers and how to deal with contingencies, is crucial for your success. Would you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear a stained apron? Now is the time to continue reinforcing your brand values and positioning in all communication and business channels to assist in retaining and attracting customers during this period. The basic tactical components of a marketing plan can be summed up in 4 P’s; price, place, product, and promotion.
Mass produced products are those with every day high demands while those with limited stocks may be rare or hard to produce but could be sold in a higher price range. Production however would depend upon a good and cheap delivery system but would much better benefit the seller if he has access to a nearby water source.
He will not launch two cars with similar set of features and watch them compete against one another.
The 7 P framework is one of the most popular framework for deciding a marketing strategy, right from strategy formulation to actual implementation. Think of them as the essential ingredients in a recipe and they can be freely modified to suit the taste of the customer. Careful consideration of product comparisons between similar products is essential in order for you to determine the strategy involved in the production.
A far superior product may be sold more than inferior competitors if there are willing buyers. Strategically balancing out the most appealing combination for each of these elements is essential to satisfy the needs of the customer and in turn serving the purpose of the product sellers. Package labeling no matter how mundane we may think is also important since it creates the first impression of the product and also considerably alters the production design. Most of the time however, popularity and brand establishment plays a role in undermining new products despite their superiority against well-known competitors.
Second – it should not be too low that the consumer might start to think that the product or service is inferior. You could for example modify the price of your goods depending on the demand or concentrate more on promotions while maintaining a standard price. In the end it’s the competition that greatly determines the price unless a super effective promotion is implored.
Help them understand their importance in the company and let them sing your praises to potential clients.




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