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 four Ps of marketing are Product, Price, Place and Promotion. People searching for “4 P of marketing” are usually looking for these four connected decisions.
The 7P model adds service delivery
The phrase “7P of marketing” refers to an extended service model. It adds decisions about who delivers the service and how the customer experiences the process, together with the proof they use to judge it.
Apply the model to a specific situation
State the customer group and commercial decision first. Record current evidence beside each part of the mix, then select the change that can be measured without rewriting the whole plan.
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
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Trace each enquiry from campaign source through sales follow-up, then address the first broken handoff.
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