I really like this article. It expands the traditional marketing mix to a marketing strategy. The extension of 4Ps to 7Ps helps tie people, packaging and positioning to the marketing mix.
Packaging involves not just the product or service, it also means the company and the people involved in the selling process. How the customers perceive the company is such an important determinant of success of marketing. Think of Lexus and the pursuit of perfection comes to mind. Think of BMW and the Ultimate driving machine comes to mind. Consumers are willing to pay premium as their minds have come to trust the above mentioned companies and what their products stand for.
- The New 4Ps of Marketing (helpscout.net)
- The Marketing Mix and 4 Ps ~ Understanding How to Position Your Market Offering (electroworlds.com)