Professional Documents
Culture Documents
The 7P’s of
Marketing
• Marketing Mix
• Buyer Behavior
• Assembling the Marketing
Mix
• Diagnostic Marketing Mix
• Marketing Plan
• 4S’s in Marketing Plan
Marketing Mix
•The Marketing Mix is one of two
interrelated components of strategy
•The Marketing Mix, more popularly
referred to as the 7Ps of Marketing is a set
of controllable and interrelated variables
composed of product, place, price and
promotions that a company assembles to
satisfy a target group better than it’s
competitor.
•Marketing Mix strategy is choosing and
implementing the best possible course of
action to attain the organization’s long-
term objectives and gain competitive
edge.
Product
Place
Promotions
Price
People
Physical Appearance
Process
Product
•Cultural Factors
•Social Factors
•Personal Factors
•Psychological Factors
Cultural Factors
•Age and life cycle – Retirees are the prime market for many
luxury cruises, as it is consistent with the slow, relaxing pace
they desire.
•Occupation – Pamper Uni are bought by working mothers who
cannot afford to rest in the morning. The International School
targets children of expatriates.
•Economic Circumstances – Network marketing offers equal
opportunity to those who want to start and grow their own
business without the large capital involved in putting up
traditional businesses.
•Lifestyle – Kraft imported cheese and Lazy Boy chairs are
examples of lifestyle products.
•Personality and Self-concept – Premium brands like Rolex,
cars and even clothes are driven by how the buyer looks at
himself of herself
Psychological Factors
Product Program
Value (Marketing)
(Competitiveness)
1.Distribution Driven
• Some companies are distribution-driven, meaning,
their product must be available when and where
customers expect them to be. Their location are the
single most important factor in their business.
2. Selling – Driven
• Some companies are selling driven especially when
products are only available through the salesman.
3. Sales Promo – Driven
•Other companies that are sales promo driven are fast
food parlors like Jolibee and Mc Donalds which have at
least eight major promo campaign yearly to bring back
consumers to the store as often as possible.
4. Price – Driven
•Makro is a price driven brand. Without any fancy display,
Makro boasts of rock-bottom prices everyday, which
attract people to visit the hypermarket.
5. Advertising – Driven
•Coke is advertising-driven. It intends to be top-of-mind in the
soft drinks industry as it constantly reminds consumers of the
different usage occasions for Coke. Its ad-driven strategy is
supported with a heavy distribution effort, sales promo support
and parity pricing with competition.
Diagnostic Marketing Mix
•Diagnostic marketing mix entails the matching of correctly
defined marketing problems with the proper marketing
solution.