Below is an article I wrote in 1996 for the company newsletter at Scholin Brothers Printing Company where I worked from 1995-1998. I came across this recently and was impressed with how timely it still is. It is a great reminder that as much as the tools of marketing evolve, the fundamentals remain the same: great marketing begins with a great Product.
How many P’s of Marketing are there?
Way back in Marketing 101, I was taught the 5 P’s of Marketing. As I’ve worked in marketing since 1989 (over 25 years now), I’ve refined the list and am now updating it to include 10 P’s.
The 10 Ps of Marketing (a.k.a. P’s of Marketing X)
The purpose of the P’s of marketing is to help us analyze areas of our marketing efforts to determine what is or isn’t working.
An interesting aspect of the 10 Ps is that a company does not have to perform well in all P’s to be successful. They might have achieved success through just one or a few of the Ps. Likewise, a company might be doing well in most of the P’s, but fail because of an insurmountable problem with one of the P’s.
The Ps – and more effectively, this full list of 10 P’s – provide a complete framework to assess our marketing programs.
More details on the 10 Ps coming soon.
Marketing Ground Zero is the marketing blog of Abra Marketing, a full-service ad agency based in Santa Rosa, Sonoma County, California.