biz-4p-7p

asgard-ai-platform ｜ 商業與營運 ｜ 原文 ｜ MIT

用 4P/7P 行銷組合設計產品、價格、通路、推廣決策

---
name: "biz-4p-7p"
description: "套用行銷組合（4P/7P）框架，設計涵蓋產品、價格、通路、推廣的戰術性行銷決策，服務業再加上人員、流程、實體證據。當使用者需要規劃產品上市、設計 go-to-market 策略、或稽核行銷組合時使用，即使他們說的是「這個該怎麼定價」、「該在哪裡賣」或「我們的 go-to-market 計畫是什麼」也一樣。"
metadata:
  category: "WP-14 商學院—行銷"
  tags: ["marketing", "4p", "7p", "marketing-mix"]
---

# 行銷組合：4P / 7P

## 概述

4P（Product 產品、Price 價格、Place 通路、Promotion 推廣）框架用來整理戰術性的行銷決策。服務業要擴充成 7P，加上 People 人員、Process 流程和 Physical Evidence 實體證據。和 STP（策略層面）不同，行銷組合是**戰術性**的：STP 回答「要賣給誰？」之後，行銷組合回答「怎麼執行？」

## 何時使用

**觸發條件：**
- 使用者在規劃產品上市或 go-to-market
- 使用者需要稽核或重新設計行銷組合
- 使用者問「這個該怎麼定價？」、「該在哪裡賣？」或「要怎麼推廣？」
- 使用者已完成 STP，需要下一步

**何時不要用：**
- STP 還沒做之前，沒有目標的組合是失焦的
- 策略層級的決策 → 用 STP、SWOT 或 Ansoff
- 品牌識別的工作 → 用品牌定位

## 框架

```
鐵律：所有的 P 內部必須一致

4 個／7 個 P 必須互相強化。奢華的產品（Product）
定價卻很低（Price），還在折扣店販售（Place），
搭配大眾市場的廣告（Promotion），這是自相矛盾的。
每一個 P 都要講同一個故事。

定案之前，要檢查：「價格和產品相配嗎？通路和價格相配嗎？
推廣和通路相配嗎？」
```

```
鐵律：行銷組合跟隨 STP

組合必須是「為」STP 中找出的目標客群設計的。
不同客群需要不同的組合。沒有特定目標客群就設計的 4P，
只是猜的。
```

### 4P（產品與服務業皆適用）

**Product 產品**：你賣什麼
- 核心利益、功能、品質水準、設計、品牌
- 產品線的廣度與深度、包裝、保固
- 問題：「目標客群需要什麼？我們的產品怎麼滿足他們？」

**Price 價格**：客戶付多少
- 定價策略：成本加成、價值導向、競爭導向、滲透、吸脂
- 折扣、付款條件、目標客群的價格敏感度
- 問題：「目標客群願意付多少？價格傳達了我們什麼樣的定位？」

**Place 通路**：客戶怎麼拿到
- 配銷通路：直營、零售、線上、批發、市集平台
- 通路涵蓋：密集、選擇性、獨家
- 物流、庫存、地理上的可得性
- 問題：「目標客群期待在哪裡買？我們怎麼把產品送到那裡？」

**Promotion 推廣**：客戶怎麼得知
- 廣告、銷售促進、公關、人員銷售、數位行銷
- 內容行銷、社群媒體、網紅合作
- 問題：「目標客群從哪裡獲得資訊？什麼訊息能引起共鳴？」

### 擴充的 3P（服務業）

**People 人員**：誰提供服務
- 員工訓練、面對客戶的態度、招募標準
- 客戶在共創服務體驗中扮演的角色

**Process 流程**：服務怎麼提供
- 服務遞送的步驟、標準化 vs 客製化、等待時間
- 科技賦能、自助服務選項

**Physical Evidence 實體證據**：服務品質的有形線索
- 店面設計、網站 UX、制服、收據、包裝
- 客戶能看到、摸到或體驗到、並傳達品質訊號的任何東西

### 逐步做法

1. **確認目標客群**（來自 STP）
2. **針對目標設計每一個 P**
3. **檢查所有 P 之間的內部一致性**
4. **找出缺口**：哪一個 P 最弱？
5. **排定行動優先順序**：哪一個 P 對目標客群影響最大？

## 輸出格式

```markdown
# 行銷組合：{產品/服務}

## 目標客群
{來自 STP：這個組合是為誰設計的}

## 4P 分析

### 產品（Product）
- 核心利益：...
- 主要功能：...
- 差異化：...

### 價格（Price）
- 策略：{成本加成 / 價值導向 / 競爭導向 / 滲透 / 吸脂}
- 價格點：{$X}
- 理由：...

### 通路（Place）
- 通路：...
- 涵蓋：{密集 / 選擇性 / 獨家}
- 關鍵通路：...

### 推廣（Promotion）
- 主要管道：...
- 關鍵訊息：...
- 預算分配：...

## 擴充的 3P（僅限服務業）

### 人員（People）
...

### 流程（Process）
...

### 實體證據（Physical Evidence）
...

## 一致性檢查
| P 對 P | 一致？ | 備註 |
|--------|------------|-------|
| 產品 ↔ 價格 | ✓/✗ | ... |
| 價格 ↔ 通路 | ✓/✗ | ... |
| 通路 ↔ 推廣 | ✓/✗ | ... |
| 推廣 ↔ 產品 | ✓/✗ | ... |

## 優先行動
1. ...
2. ...
```

## 範例

### 正確的應用

**情境：** 一個高端台灣茶品牌，在便利商店賣瓶裝茶的 4P

| P | 決策 | 理由 |
|---|----------|-----------|
| 產品 | 冷泡單一產區烏龍、350ml 玻璃瓶、極簡標籤 | 高端定位需要高端的包裝，並和 PET 瓶茶明確區隔 |
| 價格 | NT$65（一般瓶裝茶是 NT$25-35） | 價值導向定價；目標客群（25-40 歲都會上班族）把茶視為小奢侈，不是大宗商品 |
| 通路 | 選擇性配銷：只放 7-ELEVEN 的 City Café 區，不上一般貨架 | 獨家陳列強化高端定位；City Café 區傳達「咖啡等級的品質」 |
| 推廣 | Instagram KOL 合作 + 店內試飲活動 | 目標客群追蹤生活風格 KOL；試飲活動降低高價位的嘗試門檻 |

**一致性檢查**：高端產品 ✓ → 高端價格 ✓ → 選擇性通路 ✓ → 嚮往感的推廣 ✓。所有的 P 都在講同一個故事。

### 錯誤的應用

**哪裡出錯：**
- 高端玻璃瓶茶（Product）賣 NT$25（Price），在每一家店都有（Place），還搭配降價促銷（Promotion）→ 每一個 P 都和高端定位矛盾。違反鐵律：內部一致性。
- 設計組合時沒有指定目標客群 → 決策沒有依據。違反鐵律：組合跟隨 STP。

## 常見陷阱

- **價格不只是一個數字**：價格傳達定位。7-ELEVEN 賣 NT$65 的茶，傳達的是「高端但平易近人」。賣 NT$25，傳達的是「大宗商品」。數字本身就是一則訊息。
- **通路決策很難回頭**：進入折扣通路會永久侵蝕高端定位。退出某個通路又會疏遠既有客戶。要謹慎選擇。
- **數位改變了通路和推廣**：對線上業務來說，Place = 平台（蝦皮 vs 自有網站 vs LINE 購物），Promotion = 內容 + 廣告 + SEO。框架依然適用。
- **所有服務業都適用 7P**：只要有真人在提供服務，就需要 People、Process 和 Physical Evidence。有客戶成功團隊的 SaaS 產品，就是服務業。
- **推廣 ≠ 只有廣告**：推廣包含公關、活動、銷售、合作、內容。不要預設就是「下廣告」，要讓管道對準目標客群會注意的地方。

## 參考資料

- 詳細的定價策略技巧，見 `references/pricing-strategies.md`
- 通路策略框架，見 `references/distribution-channels.md`

---
name: "biz-4p-7p"
description: "Apply the Marketing Mix (4P/7P) framework to design tactical marketing decisions across Product, Price, Place, Promotion — plus People, Process, Physical Evidence for services. Use this skill when the user needs to plan a product launch, design a go-to-market strategy, or audit their marketing mix — even if they say 'how should we price this', 'where should we sell', or 'what's our go-to-market plan'."
metadata:
  category: "WP-14 商學院—行銷"
  tags: ["marketing", "4p", "7p", "marketing-mix"]
---

# Marketing Mix: 4P / 7P

## Overview

The 4P (Product, Price, Place, Promotion) framework structures tactical marketing decisions. For services, extend to 7P by adding People, Process, and Physical Evidence. Unlike STP (strategic), the marketing mix is **tactical** — it answers "how do we execute?" after STP answers "for whom?"

## When to Use

**Trigger conditions:**
- User planning a product launch or go-to-market
- User needs to audit or redesign their marketing mix
- User asks "how should we price this?", "where should we sell?", or "how do we promote?"
- User has completed STP and needs the next step

**When NOT to use:**
- Before STP is done — mix without a target is unfocused
- For strategic-level decisions → use STP, SWOT, or Ansoff
- For brand identity work → use Brand Positioning

## Framework

```
IRON LAW: All Ps Must Be Internally Consistent

The 4/7 Ps must reinforce each other. A luxury product (Product) at a
budget price (Price) sold in discount stores (Place) with mass-market
ads (Promotion) is contradictory. Every P must tell the same story.

Before finalizing, check: "Does the Price match the Product? Does the
Place match the Price? Does the Promotion match the Place?"
```

```
IRON LAW: Marketing Mix Follows STP

The mix must be designed FOR the target segment identified in STP.
Different segments require different mixes. A 4P designed without
a specific target segment is guesswork.
```

### The 4Ps (Product and Service Businesses)

**Product** — What you sell
- Core benefit, features, quality level, design, branding
- Product line breadth and depth, packaging, warranty
- Question: "What does the target segment need, and how does our product deliver it?"

**Price** — What customers pay
- Pricing strategy: cost-plus, value-based, competitive, penetration, skimming
- Discounts, payment terms, price sensitivity of target segment
- Question: "What is the target segment willing to pay, and what does price signal about our positioning?"

**Place** — How customers get it
- Distribution channels: direct, retail, online, wholesale, marketplace
- Channel coverage: intensive, selective, exclusive
- Logistics, inventory, geographic availability
- Question: "Where does our target segment expect to buy, and how do we get the product there?"

**Promotion** — How customers learn about it
- Advertising, sales promotion, PR, personal selling, digital marketing
- Content marketing, social media, influencer partnerships
- Question: "Where does our target segment get information, and what message resonates?"

### The Extended 3Ps (Service Businesses)

**People** — Who delivers the service
- Employee training, customer-facing attitude, recruitment standards
- Customer's role in co-creating the service experience

**Process** — How the service is delivered
- Service delivery steps, standardization vs customization, wait times
- Technology enablement, self-service options

**Physical Evidence** — Tangible cues of service quality
- Store design, website UX, uniforms, receipts, packaging
- Anything the customer can see, touch, or experience that signals quality

### Step-by-Step

1. **Confirm target segment** (from STP)
2. **Design each P** with the target in mind
3. **Check internal consistency** across all Ps
4. **Identify gaps** — which P is weakest?
5. **Prioritize actions** — which P has the biggest impact on the target?

## Output Format

```markdown
# Marketing Mix: {Product/Service}

## Target Segment
{From STP — who is this mix designed for}

## 4P Analysis

### Product
- Core benefit: ...
- Key features: ...
- Differentiation: ...

### Price
- Strategy: {cost-plus / value-based / competitive / penetration / skimming}
- Price point: {$X}
- Rationale: ...

### Place
- Channels: ...
- Coverage: {intensive / selective / exclusive}
- Key channel: ...

### Promotion
- Primary channels: ...
- Key message: ...
- Budget allocation: ...

## Extended 3P (services only)

### People
...

### Process
...

### Physical Evidence
...

## Consistency Check
| P vs P | Consistent? | Notes |
|--------|------------|-------|
| Product ↔ Price | ✓/✗ | ... |
| Price ↔ Place | ✓/✗ | ... |
| Place ↔ Promotion | ✓/✗ | ... |
| Promotion ↔ Product | ✓/✗ | ... |

## Priority Actions
1. ...
2. ...
```

## Examples

### Correct Application

**Scenario:** 4P for a premium Taiwanese tea brand selling bottled tea in convenience stores

| P | Decision | Rationale |
|---|----------|-----------|
| Product | Cold-brewed single-origin oolong, 350ml glass bottle, minimalist label | Premium positioning requires premium packaging and clear differentiation from PET bottle teas |
| Price | NT$65 (vs NT$25-35 for standard bottled tea) | Value-based pricing; target segment (25-40 urban professionals) views tea as a small luxury, not a commodity |
| Place | Selective distribution — 7-ELEVEN City Café section only, not general shelf | Exclusive placement reinforces premium positioning; City Café area signals "coffee-tier quality" |
| Promotion | Instagram KOL partnerships + in-store tasting events | Target segment follows lifestyle KOLs; tasting events reduce trial barrier for premium price |

**Consistency check**: Premium product ✓ → Premium price ✓ → Selective placement ✓ → Aspirational promotion ✓ — All Ps tell the same story.

### Incorrect Application

**What went wrong:**
- Premium glass-bottle tea (Product) sold at NT$25 (Price) in every store (Place) with price-cut promotions (Promotion) → Every P contradicts the premium positioning. Violates Iron Law: internal consistency.
- Designed the mix without specifying a target segment → No basis for decisions. Violates Iron Law: mix follows STP.

## Gotchas

- **Price is not just a number**: Price communicates positioning. A NT$65 tea at 7-ELEVEN says "premium but accessible." At NT$25 it says "commodity." The number is a message.
- **Place decisions are hard to reverse**: Entering discount channels erodes premium positioning permanently. Exiting a channel alienates existing customers. Choose carefully.
- **Digital changes Place and Promotion**: For online businesses, Place = platform (Shopee vs own website vs LINE Shopping) and Promotion = content + ads + SEO. The framework still applies.
- **7P for all service businesses**: If there's a human delivering the service, you need People, Process, and Physical Evidence. A SaaS product with customer success is a service business.
- **Promotion ≠ advertising only**: Promotion includes PR, events, sales, partnerships, content. Don't default to "run ads" — match the channel to where the target segment pays attention.

## References

- For detailed pricing strategy techniques, see `references/pricing-strategies.md`
- For channel strategy frameworks, see `references/distribution-channels.md`