Customising the 7P's 1 Product Solvay Interox, a chemicals company, customizes its hydrogen peroxide product for textile industry customers Price Dell Computer offers lower prices to its larger relationship customers than its small office-home office (SOHO) customers Promotion Ford customizes communications to its dealership network. Place Procter and Gamble delivers direct to store for its major retail customers but not smaller independents. Customising the 7P's 2 Process Xerox customises its service guarantee and recovery processes for individual customers People Hewlett Packard creates dedicated virtual project groups for its consultancy clients Physical evidence Thomson and other major tour operators overprint their point-of-sale material with travel agency details