Over time, these 4 P's were later joined by 3 more concepts: people, process and physical evidence.
Posted: Tue Jan 07, 2025 7:22 am
his now famous four P's: I have a product, I sell it at a specific price for a market niche, I promote it to attract more customers and I distribute it to get it to the end customer. But it is clear that each point is much more complex than it seems and the rules of the game have changed a lot in recent decades.
Employees of an organization who have direct contact with customers, by whatever means, are great ambassadors for the organization. The good image of the organization depends largely on their behavior and attitude and can make the difference between a happy or dissatisfied customer.
The process. More and more companies are devoting a large part of their efforts to offering a shopping experience that satisfies the customer. In this era in which there is so much talk about customer or consumer empowerment and where it is easier to have customers leak to other companies, this point must be especially taken care of.
Physical proof refers to the importance kazakhstan phone data of ensuring that the information provided to the customer about the products or services offered is true to the reality that they will encounter once they have received the product or enjoyed the contracted service. Here, increasingly, testimonials from other customers have become the star and their weight in the purchase decision is fundamental.
But today the most popular terms that drive a company's marketing managers crazy have changed a lot conceptually and have evolved towards a relational approach with the customer:
From the product being the centre of all strategies, we have moved on to putting the focus on the customer. Giving them what they need, trying to get to know their preferences better and better, to the point of almost offering personalised products or services, at least in some part of the sales process.
From pricing as a decision based on the crossing of planets, we move on to using the margin on the cost price, to now thinking in terms of value for the customer. What the target audience is willing to pay for that product or service.
We have seen how promotion, with intrusive advertising, evolved towards communication with customers, who are the ones who find the products when they need them and establish a relationship over time with the brand with which they identify.
Finally, distribution, with the addition of virtual stores , is nothing like what we knew long ago. The counter has given way to the screen and buying in a physical store is starting to seem like science fiction for many.
Well, a marketing action plan should address all of this. Complicated, right? Constant training of the profiles that work in these areas is essential and SMEs must follow trends closely in order not to be left behind.
Employees of an organization who have direct contact with customers, by whatever means, are great ambassadors for the organization. The good image of the organization depends largely on their behavior and attitude and can make the difference between a happy or dissatisfied customer.
The process. More and more companies are devoting a large part of their efforts to offering a shopping experience that satisfies the customer. In this era in which there is so much talk about customer or consumer empowerment and where it is easier to have customers leak to other companies, this point must be especially taken care of.
Physical proof refers to the importance kazakhstan phone data of ensuring that the information provided to the customer about the products or services offered is true to the reality that they will encounter once they have received the product or enjoyed the contracted service. Here, increasingly, testimonials from other customers have become the star and their weight in the purchase decision is fundamental.
But today the most popular terms that drive a company's marketing managers crazy have changed a lot conceptually and have evolved towards a relational approach with the customer:
From the product being the centre of all strategies, we have moved on to putting the focus on the customer. Giving them what they need, trying to get to know their preferences better and better, to the point of almost offering personalised products or services, at least in some part of the sales process.
From pricing as a decision based on the crossing of planets, we move on to using the margin on the cost price, to now thinking in terms of value for the customer. What the target audience is willing to pay for that product or service.
We have seen how promotion, with intrusive advertising, evolved towards communication with customers, who are the ones who find the products when they need them and establish a relationship over time with the brand with which they identify.
Finally, distribution, with the addition of virtual stores , is nothing like what we knew long ago. The counter has given way to the screen and buying in a physical store is starting to seem like science fiction for many.
Well, a marketing action plan should address all of this. Complicated, right? Constant training of the profiles that work in these areas is essential and SMEs must follow trends closely in order not to be left behind.