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    How many Ps in Marketing?

    By John Ross

    Middle East MarketingFor those who did Marketing 101 the answer to the above question is a simple 4: Product, Price, Place and Promotion.  For those who have read more widely it might be 6, the 4 above plus People and Process, some might even include a 7th P which is Physical evidence, however I contest that there is only 3 Ps in Marketing: Perception, Possible and Pleasure.

    According to the Oxford English Dictionary, Perception is “the process of becoming aware or conscious of a thing or things in general; the state of being aware; consciousness; understanding.”  However to perceive something is not necessarily to understand something, but rather to hold that perception as a truth.  If we put that into marketing terms it is that which makes customers buy a brand or product.

    The second P is Possible defined by the same noble tome as “capable of existing, happening, being done”, and the Chartered Institute of Marketing defines Marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements, profitably”  is this not the art of the Possible?

    It is on this premise that I postulate that these are the first 2Ps in Marketing.  If it is Possible that an organisation can develop a product or service, communicate with it’s target audience in such a way that they believe that there is a need for this product or service then they Perceive it to be of benefit and will buy it.  The more difficult part is now maintaining or exceeding that perception in order that the experience is an enjoyable one and repeat purchase or recommendation occurs; I call this Pleasure.

    Again referring to the Oxford English Dictionary Pleasure is “feeling of satisfaction or joy, source of gratification” or if you like Customer Satisfaction, and, as Peter Drucker once said, “The measurement of a successful organisation is an external one; it is called satisfied customers”

    Therefore Marketing is delivering Perceived Pleasure whenever Possible to those who could Possibly Perceive the Pleasure of an organisations product or service.

    OKI Business Efficiency Seminar

    The OKI Business Efficiency Seminar is held at the Arjaan Rotana on Monday 12th July @4:00pm and focuses on a number of areas intended to help you make a difference in how effectively you manage your business.

    Join us for a couple of hours of educational, entertaining & interactive sessions. We’ll also be taking the opportunity to launch the latest Oki colour products: the C300 & the C500.

    The event will feature a number of speakers of vast knowledge and expertise in Finance, Management, Innovation, Sales Training and Information Technology.

    First Speaker:               Binod Shankar, Genesis Review

    How to efficiently manage your budget

    Second Speaker:          Carol Talbot, Matrix Training Solutions

    A head start in 2010

    Third Speaker:             Jennifer Baxavanis, BAX Consultancy

    Sales training and its direct impact on productivity

    Fourth Speaker:           Vivienne Strettle, KVS Consultancy

    Staff empowerment and motivation

    Fifth Speaker:               John Ross, OKI Printing Solutions

    Efficiency in printing management

    The event is followed by a cocktail reception.

    To reserve your seat, please register here (free admission): http://cpilive.net/nl/2010/it/oki/registration.aspx

    You can help us with this survey about, oddly enough, business efficiency: http://www.surveymonkey.com/s/NKTX6KF

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