Table 1.
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).