7ps of Marketing

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Marketing and the 7Ps
A brief summary of marketing and how it works

© The Chartered Institute of Marketing 2005 www.cim.co.uk/marketingresources www.cim.co.uk/knowledgehub | 1

Marketing and the 7Ps:
A brief summary of marketing and how it works

ONE

What is marketing? he Chartered Institute of

T

Marketing offers the following

Marketing is the management process responsible for identifying, anticipating and

Every product we buy, every store we visit, every media message we receive,

definition for marketing: “Marketing is

every choice we make in our consumer

the management process responsible

society has been shaped by the forces

for identifying, anticipating and

of marketing. The
…show more content…
In reality, it covers a much broader range of activities, many of which small businesses do without calling them marketing.
Think about what you do. You probably make a particular effort to know your customers well. Your instincts tell you that getting to know what customers want on an individual basis, and providing it, is what will keep you in business. You know that you can’t stand still, and that you need to improve and extend existing products, and sometimes develop new ones. If this description rings true, your marketing activity closely fits the classical definition used by The
Chartered Institute of Marketing.

© The Chartered Institute of Marketing 2009

www.cim.co.uk/marketingresources | 3

Marketing and the 7Ps:
A brief summary of marketing and how it works

THREE

The 7Ps of marketing
S

uccessful marketing depends



upon addressing a number of key

The perfect product must provide value for the customer. This value is

issues. These include: what a
Successful
marketing depends upon addressing a number of key issues. These include: what a

in the eye of the beholder — we

company is going to produce; how

must give our customers what they

much it is going to charge; how it is

want, not what we think they want

going to deliver its products or



services to the customer; and how it is

A product does not have to
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