OBJECTIVES

At the end the lesson I will be able to Describe the Marketing Mix (7Ps) in
relation to the business opportunity vis-à-vis:
Product;
Packaging;
Price;
Promotion;
People;
Place; and
Positioning
 4.
PEOPLE
are the ultimate marketing Strategy.
They are the one that sell and push the product.

They search hard to find the right market.

People distribute,
promote,
price and
sell the products,
in the most attractive market places.
 4.
PEOPLE
represent the business
– refers to individual employees or workers
who are directly involved in the production,
marketing, and sale of the product or
service.
 4.
PEOPLE
 The attitudes of staff
 Training of staff
 Internal relations
 The observable behaviour of staff
 The level of service-mindedness in the
organisation
 The consistency of appearance of staff
 The accessibility of people
 Customer-customer contacts
 4.
PEOPLE

People aim to please the customers,

through continuing service and product
enhancements long after the customers have
bought the products.

People are the regular contact points between

the enterprise and its market.
 4.
PEOPLE
The people in marketing organization play a crucial
role in the success of the enterprise.

At the end of the spectrum, they are conducting

the market and the consumer research that
would lead to the development of products(s) and
the formulation of the marketing strategy.
 4.
PEOPLE
At the middle of the spectrum,
they are devising the marketing plans and
programs that would be translated to the specific
elements of the marketing mix.

At the other end of the spectrum,

they are contacting,
reaching, and
convincing the customers to buy the
product/s.
 4.
PEOPLE
The market strategizing must be matched by the
footwork that goes into distributing and selling
products.
One without the other will fail.
If all the marketing research and planning work did
not produce the right products for the intended
customers, then it would be extremely difficult to
distribute and sell the products.
 4.
PEOPLE
The wrong products needs a superhuman sales
force with charismatic powers.

The right products only need good distribution

channels and an effective sales force.
 4.
PEOPLE
The marketing efforts of people are organized at
four levels;
1. To create customer awareness
2. To arouse customer interest
3. To educate customers as they evaluate their
buying choices
4. To close the sales and deliver the products.
 4.
PEOPLE
To arouse the interest of customers, the enterprise can use several people or
organizational modalities.

The first modality is to outsource the people from

advertising agencies,
events management outfits,
call centers, and
telemarketers.
 4.
PEOPLE
To arouse the interest of customers, the enterprise can use several people or
organizational modalities.

The second modality is to build in-house capabilities by hiring

market researchers,
brand managers,
salespeople,
public relations officers,
website writers,
orchestrators, etc.
 4.
PEOPLE
To arouse the interest of customers, the enterprise can use several people or
organizational modalities.

The third modality is to collaborate or enter into partnerships with

principals,
distributors,
dealers, and
industry associations.
 4.
PEOPLE
Educating customers in their evaluation process, requires the enterprise, to know the
customer’s decision-making process.
1. What and who are involved in the buying process.
2. Where are the customers in the buying process?
Are they still canvassing and “shopping around”?
Are they currently focusing on a few candidates?
Are they seriously evaluating the company’s product?
3. What are the next steps of the customers and how can the company facilitate their next
steps?
What else do the customers need to know and what issues must be addressed by the
marketers?
 4.
PEOPLE
Finally, the sale must be closed and the product should be delivered to the customer.

Closing the sale demands that the product be available, adequate, acceptable, and
affordable.
 4.
PEOPLE
Availability
means that the enterprise has the goods or services on hand.
Accessible
means that the customers can easily get the product from their usual buying places or the products
can be conveniently delivered to them.
Adequate
means the product meets the quality and delivery specifications of the customers.
Acceptable
means that the customers is convinced by the selling points of the products, finds very little or no
objectionable features in the product, and accepts the conditionality, warranties and amenities given by
the seller.
Affordable
means the price and payment terms are right.
Common Beliefs about
Business Today!
Can you cite at least one belief about
business?
Write A if you AGREE with the statement and write D if you
DISAGREE with the statement.
Belief #1. Businesses take money away from people
Business does not “take” money away.
It exchanges something for people’s money.
 Write A if you AGREE with the statement and write D if you
DISAGREE with the statement.
Belief #2. Business is money making scheme
 Yes, business has to make money out of its “scheme.”

Otherwise, the business will die.

 Write A if you AGREE with the statement and write D if you
DISAGREE with the statement.
Belief #3. A business is an enterprise owned by private individual/s.

Not necessarily.
Business can also
be owned by
groups and by
government.
The term
“business” refers
 Write A if you AGREE with the statement and write D if you
DISAGREE with the statement.
Belief #4. A business is only for rich and intelligent people.

NO. Business is for all people

Write A if you AGREE with the statement and write D if you
DISAGREE with the statement.
Belief #5. A business Will make you wealthy.

A businesses Will make you wealthy and generous.

Business Minded People Embrace a
Philosophy that made them Effective
and Successful!
 How can you create and accumulate customers?
PLACE

 it refers to the place where the target consumers are.

The more places to buy the product and the easier it is made to
buy it, the better for the business (and the consumer)
How can you create and accumulate customers?

POSITIONING
It refers to the place occupied by
the product in the minds of the
consumers.

It is a marketing strategy that

defines the target consumers.