01
Product
Define the problem solved, the offer boundary and the evidence a buyer needs.
Practical guide
Marketing mix guide for applying the 4Ps and 7Ps.
Use the marketing mix to make connected decisions about the offer and how customers can buy it.
The original four decisions
Review each part against one defined customer group.
A change in one part of the model can alter the others, so each choice needs the same audience and commercial context.
02
Price
Set pricing against delivered value and the buying conditions in the market.
03
Place
Choose where the customer finds the offer and how the purchase or enquiry happens.
04
Promotion
Use the message and channel suited to the buyer stage and intended action.
The four Ps form one decision system
The 4Ps of marketing are Product, Price, Place and Promotion. Each decision should serve the same customer group and commercial goal.
The 7P model adds service delivery
The 7P marketing model adds People, Process and Physical Evidence to show how customers experience and judge a service.
Apply the model to one situation
Name the customer group and commercial decision. Record the evidence for each part, then select one measurable change.
Use examples as working comparisons
A manufacturer may change technical proof before changing promotion. Local trade businesses may improve their quote path before spending more on demand.
Working sequence
Turn the model into a documented decision.
01
Choose the audience
Name the buyer group and the action the business needs from it.
02
Record the current mix
Write down how the offer is priced and where buyers currently encounter it.
03
Select one change
Choose the part most likely to remove the current buying constraint.
04
Review the evidence
Compare the agreed measure before deciding whether to continue or revise the change.
Next step
Request a Growth Review
Trace each enquiry from campaign source through sales follow-up, then address the first broken handoff.
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