Marketing & Finance

Marketing Mix (7Ps)

Check that product, price, place, promotion, people, process and physical evidence tell one consistent story.

How to use this worksheet
  1. Name the product or service and its target customer. Everything below should be written for that customer.
  2. Fill all seven sections briefly. Then read across: do price, promotion and physical evidence signal the same positioning?
  3. Mark gaps in the notes box and turn the top three into actions with owners.
0 of 8 sections filled
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What exactly do customers get, and why is it better or different?

Prompts and example

Ask yourself

  • Which problem does it solve?
  • What is the unique selling point?
  • Which features matter most to the target customer?

Example

Self-serve analytics dashboard with 30 ready-made templates. USP: first useful report in under 10 minutes.

What do customers pay, and what does the price say about you?

Prompts and example

Ask yourself

  • How does it compare to alternatives?
  • Which discounts or payment options exist?

Example

Three tiers: 29 / 79 / 199 EUR per month. 20% off annually. 14-day trial without card.

Where and how do customers find and buy?

Prompts and example

Ask yourself

  • Which channels does the target customer already use?
  • How long does it take from interest to purchase?

Example

Own website (self-serve), marketplace listing, 3 reseller partners for enterprise.

How do customers learn about you and why do they trust you?

Prompts and example

Ask yourself

  • Which message do you repeat everywhere?
  • Which channel brings the best customers?

Example

Weekly blog and webinar, partner newsletters, targeted search ads. Core message: "your first report in 10 minutes".

Who delivers the experience, and how do they behave?

Prompts and example

Ask yourself

  • Who talks to customers?
  • What training do they need?

Example

Support team (2 h first response), customer success manager for enterprise, onboarding webinar every Tuesday.

What does the customer journey look like step by step?

Prompts and example

Ask yourself

  • Where do customers wait or get stuck?
  • Which steps could be removed?

Example

Sign-up in 2 minutes, guided setup with sample data, first report, automated check-in after 30 days.

What tangible proof makes the offer credible?

Prompts and example

Ask yourself

  • What do customers see before they buy?
  • Which proof is missing?

Example

Customer logos, three case studies, public roadmap, ISO 27001 badge, clear documentation.

Where does the mix contradict itself? What will you change first?

Prompts and example

Ask yourself

  • Does every P support the same positioning?
  • What are the top three actions?

Example

Gap: premium price but weak proof. Actions: 1) two new case studies (Maya, Q1), 2) shorten onboarding (Lee, Q2), 3) review pricing page (Sam, Q1).

Before you finish

About the 7Ps

The 4Ps (product, price, place, promotion) were introduced by E. Jerome McCarthy. Booms and Bitner extended them in 1981 with people, process and physical evidence for services.

The model is a checklist, not a strategy. Its value is in spotting where the parts of your offer say different things.

Recommended reading

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