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. Author manuscript; available in PMC: 2021 Feb 1.
Published in final edited form as: Prof Psychol Res Pr. 2020 Feb;51(1):68–76. doi: 10.1037/pro0000255

Table 1.

Marketing Mix Dimensions and Sample Questions

Dimension Definition Example Questions
Product/Service The specific product or service being marketed • How would you describe your ideal therapy experience for your teen?
• How would you describe your teen’s actual therapy experience?
Promotion The specific channels through which information about the specific service is marketed • From whom would you prefer to get information about therapy for your teen?
• From which channel would you prefer to get information about therapy for your teen?
Place Where the specific service being marketed is ultimately delivered • Where would you prefer to meet with your teen’s therapist?
Price The costs (both direct and opportunity costs) associated with obtaining the service being marketed • How far would you be willing to travel for your teen’s therapy?
• How much would you be willing to spend for your teen’s therapy?

Note. Example questions within each of the four domains of the Marketing Mix (see Zeithaml, Bitner, & Gremler, 2012).