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The marketing of services

Rethinking the 4 P’s

The marketing of products, mainly on a B2C context, is heavily influenced by the 4 P’s framework: product, place (distribution), price and promotion (advertisement, communication).

For services, especially on a B2B context, an adaptation is needed to better frame the solution.

Enter SAVE, a substitution of the 4 P’s for services:

  • Product -> Solution: Meet customer needs
  • Place -> Access: Develop cross-channel presence
  • Price -> Value: Focus on value and benefits to customer
  • Promotion -> Education: Coach the customer on the usage of the service
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