The seven Ps, or ‘marketing mix’, have been presented as a series of dimensions on which one might vary a product or service. Getting the right mix means engaging customers and matching the mix at different stages of your enterprise and product/service development. In early phases you might work with customers to get the product right, to provide physical evidence of the quality or the process, to get the people element right and establish the optimum price. For example, imagine you open a sandwich shop surrounded by offices and other similar eateries. If the value you offer is the same as all the others (i.e. no discernible differences in the quality of food, service or environment) then your price may need to be competitive. If you are an artisan baker selling sandwiches, then price might be a less dominant factor than fresh bread baked on the premises using traditional recipes and locally sourced fillings.