8 Ps of

Marketin
g
The Secret Mix for
E-commerce Competitive
Advantage

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Experience the

The Marketing Mix

Strategy is a tool that
helps organizations
meet long-term
objectives andInverse
gainDesign
a
Experience the

Actually, the marketing mix is one component of two

that make up the marketing strategy.
Target market selection is the other component. The
formula looks like this:
Marketing Mix + Target Market Selection = Marketing
Strategy
Yet, the marketing mix in itself can indeed be
considered a strategy, as

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Experience the

Many neglect to
include marketing mix
as a component of
their marketing
strategy Inverse Design
as odd as that may seem.

Experience
This has transformed use of
the

For example, a commonly

used approach to marketing
that leaves out marketing
mix generally goes
something like this:
1. Have some sort of an idea about how to make some profits.
2. Maybe Set a few goals, Like X amount of profits or X number of customers/sales.
3. Carry out some promotional tactics, such as place an ad, write a blog, tweet, etc.

Hmmnow
WHY
isnt
and HOPE for results

Its a problem that heavily plagues

the internet marketing
community especially. Too often do
those seeking to make money
online follow such a flimsy approach.

Even stranger is that many well-established

bricks and mortar small business owners
take a similar approach to marketing when
seeing to build a profitable online presence

Internet Marketing
Strategy 101:

1.

Find a product to
promote.

2.

Do a bit of research,
(mainly keyword
research).

3.

Start blogging, placing

ads, and nagging people
on social media.

10%/F
-

Large corporations are more likely to take a more educated

approach, as the marketing mix is one of the basics taught in
college-level business and marking courses.
Not every person seeking to establish an online business
presence has taken these courses, or actually apply what they
learned in these courses, or even graduated college at all.
but That doesnt make the marketing mix principle any less
valid, helpful, relevant, and/or effective.
It just means Implementing the Marketing mix Strategy Could
Instantly Give your business a Competitive Edge.

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Therefore, the
marketing mix
strategy is a strategy
indeed.
Strategy: a. The science and art of using all the
forces of a nation [or business] to execute approved
plans as effectively as possible during
Inverse
peace
Design
or war
[i.e. always]. The American Heritage
Dictionary the
Experience

One of the most common

debates over the marketing
mix isnt whether or not its
a strategy, but what the mix
should consist of.
4 Ps, 5 Ps 7 Ps, 8 Ps, 9Ps, 4 Es, 4Cs, 4Ss, ??
A through Z, 4-44

Can it get any more

confusing?

Especially when conducting business online, the 8

Ps of service marketing is the best one to go
by, even though there is such as thing as a web
marketing mix (WMM).

Although originally intended just

for services businesses without
regard to the internet, the 8 Ps
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can help bring your business
a
Experience the

Introduced by Christopher Lovelock and Jochen Wirtz

in Services Marketing: People, Technology, and
Strategy (2007), the 8 P service marketing mix is as
follows:
1. Product *
2. Price*
3. Promotion*
4. Place*
5. People
6. Process
7. Productivity (or performance)
8. Physical Evidence ( or philosophy)
* An element of the original 4 Ps.

When it comes to customer

service, social media has
raised the bar, making
superior service the
prerequisite of true and
lasting business success,
and making the 8 Ps ofInverse
services
Design
marketing relevant to allExperience
types of the

So, just how can the 8

Ps of service marketing
be applied to online
business in order to
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foster growth and
Experience

1.
Product

The Product must Satisfy

Consumer Demands

Online:

The internet provides

consumers with greater ease
of access to a wider range
of options. Customization and
uniqueness is the name of
the game.

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Design
Experience the

2.
Price

How much a consumer must

pay for the product affects
Demand, sales volume, and
profit margins

Online:

Lowest Price wars run

rampant in many industries,
often making it even tougher to
compete on the internet than in
the traditional marketplace. If at
all possible, businesses that
would avoid these hassles must
stand apart through providing

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Design
Experience the

3.
Promoti
on

Increasing brand awareness

and loyalty while generating
sales

Online:

Promotion can be done at

a lower cost. It becomes
easier for consumers to
assist in the promotion of
a brand, and brand
uniqueness is especially
important. Heavy

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Experience the

4.
Place

How and where the product is

made available to potential
consumers

Online:

A focus must be placed on

website user experience,
and search engine visibility,
meanwhile seeking to
connect with potential
customers where and when
theyll be more likely to

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Design
Experience the

5.
People

The attitude, passion, level of

knowledge, and experience of
the professional or team

Online:

Consumers have higher

expectations for response times
and customer service. Current and
potential customers connect with
business owners and team
members on a more intimate level
through social media. Even for

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Design
Experience the

6.
Process

The procedure followed for

producing and delivering the
product

Online:

Innovative digital solutions help

business streamline operations
and boost efficiency, often
resulting in faster, better
service, and higher product
quality. Online consumers are
less patient in waiting for

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Design
Experience the

7.
Perform
ance

the Competitiveness of the

product and whether
financial goals are being
met

Online:

Sales productivity is
enhanced through the
expansion of sales
enablement. This means,
for example, attracting
potential customers through
useful, engaging, relevant
content a prerequisite to

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Experience the

8.
Philoso
phy

The companys position

within its industry and how it
stands apart from its
competitors

Online:

Developing a strong brand

identity through social media
is vital. The company must
have a distinctive brand
personality to which the
target market can befriend

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Experience the

Let Inverse Design help you

take your online business
presence to the next level.

Call Now
1-877-518-1669

to schedule a free consultation.

info@InverseDesign.com 1918 BOUL.SAINT-REGIS DORVAL, QC,
H9P 1H6 Canada

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Thank You
References
Lovelock, C. and Wirtz, J. (2007). Services Marketing: People, Technology, and Strategy, 6th ed., Pearson Prentice Hall., New Jersey.
Strategy. 2014 in AHDictionary.com. Retrieved August 8, 2014, from https://www.ahdictionary.com/word/search.html?q=strategy&submit.x=31&submit.y=16

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