Marketing Mix (4Ps or 7Ps)
4 or 7 Ps for the marketing mix
The traditional marketing mix (4 Ps) is based on four different pillars. These are product, price, promition and place. Three more (physical evidence, people and process) were added for the 7 Ps.
The main element the marketing is based on is the product, software or service a company provides. Therefore it is important to make clear and sensible decisions about your product range, packaging, the product quality, warranties and much more.
The price can determine if a customer buys or does not buy a product or service. If the user can not afford it the user will not purchase it. Adjustments of the price often depend on different other variables like the customer segment and the expenses. But it is a very important variable that can influence the customers' behaviour. Price strategies, tactics and discounts are therefore an important aspect for marketing your product or service.
The place can have a big influence of the marketing success of a solution. In the days of the World Wide Web the access to products, softwares or services is basically always given if they are sold online. But the decisions need to be made carefully as different aspects come into account like distribution, market coverage, inventory and transport/logistics.
This P refers to the channels that are used to promote your solution to potential customers. To successfully use this tool UX Designers need to understand your target group(s). If they are of a young age, social media marketing might be more beneficial than a newspaper advert. But not only decisions on the channel need to be made. Aspects like the message frequency and the content need to be clear, too.
The contact person for the user or client or customer has an influence on how he or she perceives the contact. Therefore it is important to employ polite, respectful and responsible employees as they influence whether a customer returns or not.
The process of receiving your service or ordering your product influences whether a customer returns or not. The process is very important and it can be massively improved by a higher UX. If the ordering process is easy and exactly how a customer wants it to be, those customers will be more likely to return to the store than to others.
P7: Physical Evidence
This variable represents the interaction place of services where customers and service employees interact. It is important to have a plan where the service employees and the customers who need support interact. This can be either in stores, online or at the customer's home. Depending on the decision made other questions occur like which furniture needs to be used in the stores.