Marketing Tactics

The tactics are the conversion of the Strategy into action, your marketing mix – often referred to as the 4Ps by marketing professionals.

Price: Will you cost plus, skim, match the competition or penetrate the market?

Place: Will you market direct, use agents or distributors, etc?

Product: Sold individually, as part of a bundle, in bulk, etc?

Promotion: Which media will you use? Sponsorship, radio advertising, sales force, point-of-sale, etc?

In addition to the 4Ps often adopted for product marketing, there are an additional 3Ps associated with services.

People: your staff who provide the service. Your customers make a judgement and deliver perceptions based on the people they interact with.

Process: the systems used to assist in delivering the service.

Physical Evidence: Where is the service being delivered? Physical Evidence allows the consumer to make judgments on the organisation perceptions based on their sight of the service provision which will have an impact on the organisations perceptual plan of the service.

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