Knowing and evaluating how your customer interacts with your business is crucial to creating a successful marketing plan, so keep the seven Ps of marketing – the key contact points between your customer and your business – in mind.
Product: What aspects of the product (both rational and emotional) have an influence on customer perception and their purchase intentions?
Price: What does it cost the customer to use your product, including but not limited to the list price?
Place: When and where, in terms of time and space, is your product available to customers?
Promotion: How do you communicate with your customers?
People: What are the important points of human contact between your customer and your business?
Process: What are the processes involved in delivering your products and services to the customer?
Physical presence: What are all the physical areas viewed by your customers, from your reception area through to your delivery vehicles and drivers?