I wrote a very popular article about the marketing mix:
Marketing Mix: 4 P’s or 7 P’s of Marketing or Extended Even More?
I then extended it to look at the different versions with widely different P’s. I’ve now decided to have separate articles for each of the different number of marketing P’s.
The original marketing mix that has become widely known is Product, Price, Promotion and Place.
The 7 P’s of Marketing
Version 1 (the marketing mix for service businesses)
- Price
- Place
- Product
- Promotion
- People
- Processes
- Physical evidence
I think this version makes a great deal of sense for service businesses.
As an example, think about a restaurant.
In terms of physical evidence, the building, the decoration of the room, the quality of the table and chairs, cutlery and glassware will all help to form an impression. So will the food itself – how it looks, smells and tastes.
Then there are the people. Front of house, the quality of waiter or waitress service can make a big difference. The chef may be particularly talented and even a celebrity.
Finally the processes are important because they make sure that service is consistent. You do want to go to a restaurant and have a great meal, decide to take friends and have it turn into a disaster because what was done so well before, has suddenly become a disaster.
Version 2
In this version of the 7 P’s of marketing, processes and physical evidence are replaced with positioning and packaging.
- Product
- Prices
- Promotion
- Place
- Packaging
- Positioning
- People
http://www.entrepreneur.com/marketing/article70824.html
Version 3
Here Place is dropped from the original marketing mix and Position is brought in. While Place usually refers to the distribution routes to market, position identifies how the business fits in with competitors. Otherwise it is very similar to the service marketing mix.
- Price
- Position
- Product
- Promotion
- People
- Processes
- Physical evidence
http://www.sabusinesshub.com/section/content.php?SectionId=7&SubsectionId=5&ContentId=529
What Do You Think About The 7 P’s Of Marketing?
Do you find any of these more helpful than the traditional marketing mix?
Leave a comment below.
The Other Versions Of The Marketing Mix
If you want to look at how the other versions have developed, here are the links.
