A Solid Business Footing: The 7Ps – That’s Right, Seven! (Part I of IX)

Starting a new series, Marka introduces the concept of the 7Ps, which are so crucial to business success. Let’s get started. Remember, fire = print.
Marka had spent the last twelve hours trying to hash out what she’d finally decided to call the “Seven Ps.” She hadn’t slept all night, yet her thinking was clear as the Aegean Sea on a calm day. Marka glided into the conference room for FEI’s weekly marketing meeting sporting an uncanny confidence. Zoot and Org, each holding mugs of grogaccino, took their usual stumps at the conference table. Lucy, the greenhorn product development manager with bright eyes and a pink toga, was invited as well.
Marka took one last swig of grogaccino, and said, “Tribe, we need to have a discussion about the Seven Ps and how they impact everything we do. This is the foundation on which FEI will grow.”
“I may not have a fancy MBA from Olympus U, but even I know the term is the Four Ps, not Seven,” Zoot complained. “Plus, everyone already knows about the Four Ps. They’re old news.”
“Everyone knows the Four Ps for the same reason everyone knows the best way to race a chariot is to get in and whip the horse,” Marka retorted. “Winning still depends on using the right techniques at the right time. We’ll get to the extra three Ps in just a click of the sundial.”
Marka grabbed a piece of coal and wrote on the FEI whiteboard.
The First P: Product
“What are we selling?” Marka asked.
Zoot examined his manicured nails and chuckled. “Umm, fire? I think I got this one right. Nice marketing lesson—I’ll be at the Red Argus if you need me.”
“Let’s be serious, Zoot,” Marka said. “We have to pinpoint what products and services FEI offers to the marketplace. Our future market research, promotional and branding activities depend on this.”
Join us next week as Marka, Zoot, Numo, Org and the gang discover the importance of the first P: Product.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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