THE MARKETING

MIX: THE 7 P’S OF

MARKETING
Marketing Mix

It refers to the set of actions, or tactics,

that a companies uses to promote its brand
or product in the market.
The combination of marketing components
that will maximize customer satisfaction and
ensure PROFITS.
Uses of the 7p’s model
Conduct a situation analysis
Set objectives
Conduct a strength, weakness,
opportunity and threat (SWOT)
Come up with marketing strategies
and tactics
The three- level Concept of
Products or services
LEVEL 1: Core benefits ( Basic Features)
- major factors why a customer buys a product or avails
a service.

LEVEL 2: Physical Characteristics ( Expected Features)

- better packaging for products or a better physical
evidence or customer experience for services.

LEVEL 3: Augmented Benefits ( Unexpected Features)

- additional benefits
Product
Any physical good, service, or
idea that is created by an
entrepreneur or an innovator in
serving the needs of the
customers and addressing their
existing problems.
Place
It refers to a location or the
medium of transaction. It also
covers the product distribution and
the whole business logistics.
Price
It is the peso value that the
entrepreneur assigns to a certain
product or service after considering its
costs, objectives, positioning anfd
target market.
It is the only P in the 7p’s that
generatesrevenues for the business.
Promotions
It involves presenting the products or
services to the public and how thes can
address the public’s needs, wants,
problems, or desires.
Promotional Tools
 1. Advertising
- This a type of communication that
influences the behavior of a customer to choose
the product or service of the entrepreneur over the
competitors.

Informing, educating and familiarizing the public

with the product an service offerings.
Building a trustworthy image
Increasing the sales.
Forms of Advertising
Television
Radio
Internet
Mobile phones
Print
2. Selling
- this is the act of trading a
product or service for a price or a
fee.
3. Sales Promotions
- These are the short term
promotional gimmicks wherin practical
incentives and appealing activities are
incorporated to entice the customers to
buy the product or avail of the service.
4. Public Relations
- These are the image - building
initiatives of the entrepreneur to make
the name of the usiness reputable to
stakehilders, such as target customers,
government agencies, business
partners, media and the public.
People
It is one of the additional P’s in
the marketing mix.

it is not just about the quality of

products, but how employees serve
customers.
Packaging
It is how the product or service is
presented to customers.

It is the overall identification(look

and feel) of the product or service.
Process
It is defined as a step-by-step
procedure or activity workflow that the
entrepreneur or employees follow to
effectively and effeciently serve
customers.
Thank
you