Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards), whereas the essence of marketing should be the outside–in approach". An inside-out approach is the traditional planning approach where the organisation identifies its desired goals and objectives which are often based around what has always been done. Marketing's task then becomes one of "selling" the organisation's products and messages to the "outside" or external stakeholders.[45] In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer.[46]
This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention or any sacrifices consumers make in order to acquire a product or service. The price is the cost that a consumer pays for a product—monetary or not. Methods of setting prices are in the domain of pricing science.
It may look simple on the outside but the Pitch Perfect co-star’s wedding cake by Crushcakes was made up of two layers of Rice Krispies treats, and three different cake flavors: salted caramel, carrot crush and lemon berry. Plus, the cascade of pastel flowers tied in perfectly with the rest of the dessert table outfitted by La Tavola Fine Linen Rental. 
Services marketing needs to account for the unique characteristics of services (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption). In order to recognize the special challenges involved in selling services, as opposed to goods, some authors advocate extending the model to 7 Ps for service industries by adding; Process - the way in which orders are handled, customers are satisfied and the service is delivered; Physical Evidence - is tangible evidence with which customers interact and with the potential to impact on the customer's service experience; People -service personnel and other customers with whom customers interact and form part of the overall service experience.[51]

Inspiration is so important that many companies, Unilever among them, have begun measuring employees’ brand engagement as a key performance indicator. Google does this by assessing employees’ “Googliness” in performance appraisals to determine how fully people embrace the company’s culture and purpose. And Zappos famously offers new hires $3,000 to leave after four weeks, effectively cutting loose anyone who is not inspired by the company’s obsessive customer focus.
Cakes may be classified according to the occasion for which they are intended. For example, wedding cakes, birthday cakes, cakes for first communion, Christmas cakes, Halloween cakes, and Passover plava (a type of sponge cake sometimes made with matzo meal) are all identified primarily according to the celebration they are intended to accompany. The cutting of a wedding cake constitutes a social ceremony in some cultures. The Ancient Roman marriage ritual of confarreatio originated in the sharing of a cake.
On July 7, 1928, a bakery in Chillicothe, Missouri introduced pre-cut bread using the automatic bread-slicing machine, invented by Otto Frederick Rohwedder. While the bread initially failed to sell, due to its "sloppy" aesthetic, and the fact it went stale faster,[3] it later became popular. In World War II bread slicing machines were effectively banned, as the metal in them was required for wartime use. When they were requisitioned, creating 100 tonnes of metal alloy, the decision proved very unpopular with housewives.[4]
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