Baines, Fill, and Rosengren: Marketing, 4th edition
Chapter 1: Marketing Principles and Practice
Worksheet 1.1: Marketing Principles and Practice
Chapter Reference
Chapter 1: Marketing Principles and Practice
Overview
This activity introduces you to two frameworks that help us to understand how managers can market their
goods and services.
Learning Outcomes
After completing this worksheet you should be able to:
apply McCarthy’s 4P’s to a good;
apply Bitner and Boom’s 7P’s to a service;
describe the exchange process;
discuss the differences and similarities between a good and a service.
Worksheet
Choose a brand of soft drink you are familiar with and apply McCarthy’s 4P’s framework to this Fast
Moving Consumer Good (FMCG)
4P’s Questions Answer
Product:what is the
Product
FMCG?
Price: how much does
Pricing
the FMCG cost?
Place: where can you
Place purchase the FMCG
from?
Promotion: describe
Promotion how ithe FMCG is
promoted.
What sort of exchange
Exchange
is taking place?
Choose a food outlet you have been to recently and apply the components of Boom & Bitner’s (1981) 7P's
to this service offering
7P’s Questions Answer
Product: What is the
Product
service?
© Oxford University Press, 2017. All rights reserved.
Baines, Fill, and Rosengren: Marketing, 4th edition
Chapter 1: Marketing Principles and Practice
Price: how much does
Price
the food cost?
Place: where can you
Place purchase the food
from?
Promotion: describe
Promotion how the food is
promoted
Physical evidence: what
Physical part of the service could
evidence you see, touch, taste
and so on?
Process: how satisfied
Process were you with how the
service was provided?
People: how satisfied
were you with the
People
people involved in
providing the service?
What sort of exchange
Exchange
is taking place?
© Oxford University Press, 2017. All rights reserved.