6Ps of marketing

6Ps of marketing

Product

This refers to the merchandise assortment as need-satisfying utilities (Zikmund & d’Admico,

2001:654), e.g. a supermarket’s product offerings in terms of range, quality and availability, and

also includes packaging, because this eventually also con-tributes to the image of the store

through its effect on shelf life, product image, communication of product information and

affordability.

Place/physical surrounding

The store itself has thus become a fertile opportunity for market differentiation to the extent that

2003). Retailers therefore have to determine how much their target market will be willing to pay

for atmosphere and physical resources such as convenient parking facilities (Zikmund &

D’Amico, 2001:11-12).

Price

The amount of money that is exchanged for the satisfaction of a need is generally considered

acceptable if the value of the product purchased is perceived to be equal to, or exceeding the

amount paid. Irrational evaluation of price occurs when price is used as an indication of quality

Pricing strategies are often used to sway buyer decisions because most consumers are ill

equipped to guard against them (Assael, 1993:650; Zikmund & d’Admico, 2001:654).

Depending on the importance of price in a consumers’ interpretation of CS, price can thus be a

Promotion

All forms of marketing communication, in written, oral, auditory and/or visual format, used to

draw attention to a store’s offerings influence customers’ decision to patronize the store or not

(Zikmund & d’Admico, 2001:655). Vast amounts of money are spent annually to promote

businesses; Salespeople and personnel With respect to selling orientation/customer orientation,

salespeople and other personnel significantly influence customers’ satisfaction with stores,

often negated by the poor performance of salespeople (Goff et al, 1997; Sharma & Levy, 1995).

(Reynolds & Beatty, 1999) and reduces risk perception, especially during the final stages of the

dependability, and providing credit facilities, exchange policies and guarantees make up the

process of attracting and retaining customers. Customers expect retailers to be supportive and so

any service/mechanism that suggests empathy and understanding will enhance consumer

specific strategies to attract and retain customers (Du Vázqueza et al, 2003). These policies

lifestyles from different socio-economic and cultural backgrounds, as opposed to a shop that

serves a smaller, more homogeneous markets.

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