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    4P's - 7P's by Philip Kotler

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    Serhii L
    The document discusses the marketing mix, which originally consisted of the 4Ps - product, price, place, and promotion. It was later expanded to the 7Ps with the addition of physical evidence, people, and process. Each P is defined in the context of managing elements to pursue marketing objectives for a target market. Product refers to the goods or services being marketed. Price determines the base price and pricing strategy. Place refers to distribution channels. Promotion informs and persuades customers. Physical evidence influences purchase decisions. People include all customer-facing employees. Process covers service delivery procedures. The 4Ps are used for tangible goods while the 7Ps framework is more applicable for services marketing.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    4P's - 7P's by Philip Kotler

    Uploaded by

    Serhii L
    240 views20 pages
    The document discusses the marketing mix, which originally consisted of the 4Ps - product, price, place, and promotion. It was later expanded to the 7Ps with the addition of physical evidence, people, and process. Each P is defined in the context of managing elements to pursue marketing objectives for a target market. Product refers to the goods or services being marketed. Price determines the base price and pricing strategy. Place refers to distribution channels. Promotion informs and persuades customers. Physical evidence influences purchase decisions. People include all customer-facing employees. Process covers service delivery procedures. The 4Ps are used for tangible goods while the 7Ps framework is more applicable for services marketing.

    Original Title

    4P’s_7P’s by Philip Kotler

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    The document discusses the marketing mix, which originally consisted of the 4Ps - product, price, place, and promotion. It was later expanded to the 7Ps with the addition of physical evidence, people, and process. Each P is defined in the context of managing elements to pursue marketing objectives for a target market. Product refers to the goods or services being marketed. Price determines the base price and pricing strategy. Place refers to distribution channels. Promotion informs and persuades customers. Physical evidence influences purchase decisions. People include all customer-facing employees. Process covers service delivery procedures. The 4Ps are used for tangible goods while the 7Ps framework is more applicable for services marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    240 views20 pages

    4P's - 7P's by Philip Kotler

    Uploaded by

    Serhii L
    The document discusses the marketing mix, which originally consisted of the 4Ps - product, price, place, and promotion. It was later expanded to the 7Ps with the addition of physical evidence, people, and process. Each P is defined in the context of managing elements to pursue marketing objectives for a target market. Product refers to the goods or services being marketed. Price determines the base price and pricing strategy. Place refers to distribution channels. Promotion informs and persuades customers. Physical evidence influences purchase decisions. People include all customer-facing employees. Process covers service delivery procedures. The 4Ps are used for tangible goods while the 7Ps framework is more applicable for services marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 20

    4P’s/7P’s

    by Philip Kotler
    What is 4P’s/7P’s?
    Marketing Mix

    The marketing mix has been defined as the "set of marketing tools that the
    firm uses to pursue its marketing objectives in the target market". It consisted
    of 4P’s but later was extended with 3 more.
    1. Products

    Product, is managing the elements of the product including the planning and
    development of the right product or service to be marketed by changing the
    existing product or service by adding and taking other actions affecting the
    various products or services.
    2. Price

    Price is a company management system that will determine the right base
    price for a product or service and must determine a strategy that involves
    discounts, freight payments and shared variables.
    3. Place

    Place, which is choosing and managing the trading channel used to distribute
    the product or service and also to serve the target market, as well as
    developing a distribution system for physical product delivery and commerce.
    4. Promotion

    Promotion is an element used to inform and persuade a market about a new


    product or service in a company through advertising, personal selling, sales
    promotion, or publicity.
    5. Physical Evidence

    Physical Evidence, is a real thing that also influence consumer decisions to


    buy and use products or services offered. Elements included in physical
    facilities include environmental or physical buildings, equipment, supplies,
    logos, colors and other items.
    6. People

    People, are all actors who play an important role in the presentation of
    services so that it can affect buyer’s perception. Elements of people are
    employees of companies, consumers, and other consumers. All employee
    attitudes and actions, how to dress employees and the appearance of
    employees have an influence on the success of service delivery.
    7. Process

    Process, are all actual procedures, mechanisms, and flow of activities used to
    deliver services. This element of the process means something to deliver
    services. Process in services is a major factor in the marketing mix of services
    such as service customers will be happy to feel the delivery system as part of
    the service itself.
    Коли/Як
    використовується
    4P/7P?
    4P - продукт
    7Р - послуга

    Коли ? ЗАВЖДИ
    must have
    Як ?
    Крок 1
    Крок 3
    Крок 2 Аналізуємо/доповнюємо/
    робимо висновки
    Обираємо систему 4P/7P Заповнюємо цілі
    Приклад

    використання 4P-
    English Student - флеш-картки
    PRODUCT eng-student.com Картки для вивчення іноземних мов

    ● 500 шт, слова та приклади


    вживання ⇒ лексичний запас

    ● Метод інтервального вивчення -


    Лайтнера +memobox

    ● 46 SKU
    PRICE

    ● 230-350 грн

    ● Безкоштовна доставка /Знижка 10%

    ● Продаж тематичними наборами

    ● Справжня Black Friday

    ● Тематичні знижки “до днів”

    ● Система цін для дистриб'юторів


    PLACE

    ● Online - website

    ● Offline дистрибуція (101 контрагент (10+


    великі)

    ● Виставки
    PROMOTION

    ● SEO, Google Ads

    ● Facebook/instagram
    targeting ads

    ● SMM content

    ● Email marketing

    ● Чат-бот

    ● Виставки, книжкові
    форуми

    ● “Influencers-лідери думок”
    7P - для сервісу (послуг)

    Physical Evidence

    People

    Process
    Thank you!

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