Principles of marketing 9: Exploding the 7Ps of marketing

Classic marketing approaches like the 4Ps (or service marketing 7Ps) retain their validity today because they still provide a useful framework for marketing regardless of platform. As an example, I recently conducted an exercise to apply the 7Ps to an online marketing plan for a consultancy firm I’ve worked with.

Product: The act of providing consultancy (in this case risk consultancy) can only effectively be delivered in person. The Internet provides incredible reach, allowing companies to position, package and promote their offer directly to target customers worldwide. Websites can be developed to include engaging multimedia content, white papers and digitally distributed material to reaffirm their expert stance.

Place The Internet provides speed and convenience which is fantastic for a niche service provider. All available traffic and enquiry generation tools can be used, from search engine optimisation (natural and pay per click), to link building, social networking/media, digital PR and the use of banner ads on key sites.

Price Companies operating in this area typically operate a ‘clicks and mortar’ or mixed mode approach where customers use the Internet to research and shortlist suppliers before making an offline purchase through a bid/tender.

Promotion Effective measurement supports using the online channel. Customers search online so companies need to be located through search, advertising industry portals, trade associations and websites for influential trade publications. High visibility in these areas will stand companies in this area well.

People Most in-house marketing teams are small, so websites need to be automated as far as reasonably possible. Most benefit from functions such as FAQs, live chat, MyXXX login, forums, downloadable scoping documents to save time and provide customers with the information to ‘self serve’. This allows consultants to respond more quickly and decisively when customers make contact and also free them up to spend time on complex, high value contracts.

Processes Effective enquiry management systems should be established, with a strong case for automating many of the required steps in the enquiry handling process, adding the ability to quote/spec/tender online.

Physical Evidence Consultancies need to reassure customers about the integrity, safety and security of their website and doing business online by adding reviews, testimonials, certificates and privacy policies. Regular opt in email communication, focused around news, comment, tips and advice will demonstrate expert and trusted positioning.

There are reasons why the simple, tried and tested approaches in marketing stand the test of time.


2 responses to “Principles of marketing 9: Exploding the 7Ps of marketing

  1. Fantastic site, I really like your writing style. Very distinctive and to the point. On a lot of blogs people just drone on and on, but not you – very nice. Keep up the excellent work! I love reading other sites about QA. It’s such an exciting topic. Don’t have time to read everything here, I found your site while looking for something else on But I’ve bookmarked your homepage and will visit it regularly to read what’s new. Seems like there is something new to learn every day. Thanks again for a very educational site! Click here if you’d like to check out my site.

  2. I really like what you wrote here. Thanks! I have been researching Six Sigma certification. Do you think it is of any value in the job market? Visit my site if you’d like to read more.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s