Marketing mix(4P / 7P)
Strategy and planning
Strategy and planning
The marketing mix is the classic set of choices around your offer: product, price, place and promotion — for services extended with people, process and physical evidence.
The model is old but still a useful checklist: many growth questions are not promotion questions but price, product or process questions.
In services the extra three Ps usually matter most. How you quote, deliver and communicate shapes brand perception more than a campaign does.
Related terms
- Pricing strategyYour pricing strategy is how you set prices: based on cost, on the market, or on the value the customer perceives.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- Marketing planA marketing plan sets out your audience, the result you want, the channels and the budget — and how you measure whether it works.