📚 AIPMM Product Management Certification
Complete Study Guide by 280 Group
Part 3 of 3: Chapters 8-10 (FINAL)
CHAPTER 8
Marketing Mix & Positioning
The Marketing Mix
Marketing Mix
Set of controllable tactical marketing tools — product, price, place, and
promotion — that an organization blends to produce the response it wants in the
target market.
🧠 The 7 P's of Marketing Mix
4 P's + 3 P's
Core 4 P's: Product • Price • Place • Promotion
Extended (Services): People • Process • Physical Proof
💡 Purpose of Managing the Marketing Mix
, Managing the mix allows customer satisfaction
Enables meeting marketing objectives
Elements are interdependent
Extended mix elements apply to services only
The Core 4 P's
📦 Product 💵 Price
Addresses customer need & delivers What is the customer willing to pay
benefit
Key Questions:
Key Questions:
What value will it deliver?
What does customer want? Established price points for
What needs does it satisfy? competitors?
What features must it include? What is customer willing to pay?
How and where will customers use it? Price sensitivity of target customers?
What is the user experience? How will price differentiate from
competitors?
How is it differentiated vs
competitors?
📍 Place 📢 Promotion
How or where will customers buy How and where will you present
product
Key Questions:
Key Questions:
Where do buyers look for products?
How to access right distribution Where/when to get messaging to
channels? target?
Need to use a sales force? How to reach target market?
What do competitors do? When is best time to promote?
How are channels differentiated? What do competitors do?
, How is promotion differentiated?
Extended Mix (Services Only)
👤 People ⚙️ Process
Who delivers the service — plays the Ensures consistency of service
most important role in service delivery
delivery
🏢 Physical Proof
Makes service offering feel more
tangible and adds to perceived value
📝 Exam Tip
The extended 3 P's (People, Process, Physical Proof) apply ONLY to service-oriented
industries. Don't confuse with product marketing!
Pricing Strategies
Three Pricing Approaches
💰 Cost-Based Pricing 💎 Value-Based Pricing
Cost plus pricing — Add markup to Based on consumer perceptions of
cost value
Complete Study Guide by 280 Group
Part 3 of 3: Chapters 8-10 (FINAL)
CHAPTER 8
Marketing Mix & Positioning
The Marketing Mix
Marketing Mix
Set of controllable tactical marketing tools — product, price, place, and
promotion — that an organization blends to produce the response it wants in the
target market.
🧠 The 7 P's of Marketing Mix
4 P's + 3 P's
Core 4 P's: Product • Price • Place • Promotion
Extended (Services): People • Process • Physical Proof
💡 Purpose of Managing the Marketing Mix
, Managing the mix allows customer satisfaction
Enables meeting marketing objectives
Elements are interdependent
Extended mix elements apply to services only
The Core 4 P's
📦 Product 💵 Price
Addresses customer need & delivers What is the customer willing to pay
benefit
Key Questions:
Key Questions:
What value will it deliver?
What does customer want? Established price points for
What needs does it satisfy? competitors?
What features must it include? What is customer willing to pay?
How and where will customers use it? Price sensitivity of target customers?
What is the user experience? How will price differentiate from
competitors?
How is it differentiated vs
competitors?
📍 Place 📢 Promotion
How or where will customers buy How and where will you present
product
Key Questions:
Key Questions:
Where do buyers look for products?
How to access right distribution Where/when to get messaging to
channels? target?
Need to use a sales force? How to reach target market?
What do competitors do? When is best time to promote?
How are channels differentiated? What do competitors do?
, How is promotion differentiated?
Extended Mix (Services Only)
👤 People ⚙️ Process
Who delivers the service — plays the Ensures consistency of service
most important role in service delivery
delivery
🏢 Physical Proof
Makes service offering feel more
tangible and adds to perceived value
📝 Exam Tip
The extended 3 P's (People, Process, Physical Proof) apply ONLY to service-oriented
industries. Don't confuse with product marketing!
Pricing Strategies
Three Pricing Approaches
💰 Cost-Based Pricing 💎 Value-Based Pricing
Cost plus pricing — Add markup to Based on consumer perceptions of
cost value
