The classic marketing mix includes the 4Ps - product, price, place, and promotion. What your product has that meets needs, what pricing strategy you are seeking, how you will reach your customers, and how your product will be promoted to your customers.
Arts management students learn about the 7Ps, which is an extension of the 4Ps, adding 3 more to the marketing mix: people, process, and packaging.
People are the parties required in association with the product: this can be your product developers, the sales force, the receptionist at the company who is the first line in customer experience, and the culture of the company surrounding the project.
Process is the full delivery of the project and the complete customer service that comes with it. This can be the original implementation of the venture, the replacement of (say) filters, communication with the customers and other involved parties like vendors and response when/if there is an issue.
Packaging - the title for this one changes. We learned it as packaging, but online sources also call it physical evidence, physical packaging, physical environment, or just physical. It's the marketing of the product itself, the visual elements and the first impressions of the product or service and the first thing the customer experiences. This could be a website, or a physical building and offices, how the involved people and employees look.
Here's an article from Entrepreneur further elaborating on the 7Ps, except process has been replaced with positioning, which we learned about last week.
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