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Extended Marketing Mix
(7-Ps)

Explanation of Extended Marketing Mix (7-Ps) of Booms and Bitner.

The 7-Ps or Extended Marketing Mix of Booms and Bitner is a Marketing Strategy tool that expands the number of controllable variables from the four in the original Marketing Mix Model to seven.

 

Usage of the Extended Marketing Mix

The traditional Marketing Mix model was primarily directed and useful for tangible products. The 7-Ps model is more useful for services industries and arguably also for knowledge-intensive environments.

 

3 extra P's

Booms and Bitner's have added the following 3 additional Ps to the original Marketing Mix:

  1. People: All people that are directly or indirectly involved in the consumption of a service are an important part of the Extended Marketing Mix. Knowledge workers, employees, management and consumers often add significant value to the total product or service offering.
  2. Process: Procedure, mechanisms and flow of activities by which services are consumed (customer management processes) are an essential element of the marketing strategy.
  3. Physical Evidence: The ability and environment in which the service is delivered. Both tangible goods that help to communicate and perform the service, and the intangible experience of existing customers and the ability of the business to relay that customer satisfaction to potential customers.

The first two more Ps are explicit (People, Process) and the third one (Physical Evidence) is an implicit factor.

 

Booms and Bitner also suggest that Place in a service-oriented company includes the accessibility of the service, and that Promotion in a service-oriented company includes the input of front-line service personnel.

 

Book: Nirmalya Kumar - Marketing As Strategy -

Book: David A. Aaker - Strategic Marketing Management -

 

Extended Marketing Mix Forum

Recent User Comments
Nilesh Mandole - India Extended P "I think population can be substituted against people, because the whole population affects the market."    0
Ashwin - Australia Marketing "Marketing something more than these P's. It is all about creativity, its about how you sell your product. Traditional ways of marketing is not a mandatory, People have done it before, the P's are just for the starters. You don't really have to go by the books if you are creative enough then you can sell anything in this world."    0
Y.N - Australia 7P vs 4P "Basically you could just go away with the 4Ps even when it comes to the services, however just having those 7Ps in mind is a good idea, but its not really something to focus on. The Physical Evidence falls into the Place, since there are no real distribution when it comes to services. People... well the marketing mix is made to satisfy people's needs and wants so it could even be in the 4Ps, why adding it in the 7Ps? It's just like bolding it to make sure you get that right but still People are involved in the whole process one way or another. Process: Ok that is probably the only one that deserves to be added on the 4P of the "normal" marketing mix. So yeah, once again, is there a real need of those 7P? ps: "Prior Preparation Prevents Piss Poor Performence" is still the best 7P ~!"    7
Rajesh Vyas - India Extra Marketing P: Pace "How about pace? I.e. The speed of introduction of new products. Won't pace be a factor to be considered to get the First Mover Advantage?
Marketing success is a function of Pace in a big way."		    4
Hafsa - Tanzania Extra P: Praise "I think another P could be praise,as you should always praise the customers and you should make a good service to be praised on."    -9
Best User Comments
paul - GB Another P: Physical Evidence "I've read and re-read the meaning of Physical Evidence but it's still gobbledigook. "The ability and environment in which the service is delivered.": sorry, you lost me!"    30
Neil - UK P's P's more P's "A great easily remembered method of remembering and encompassing the whole basic business process into 7 very simple words that can be elaborated to create the core basis of a strong sound marketing plan, concept and business stratergy as long as used as a basis to compare and analyse SWOT on all 7"    16
mbabhai - India Another P: Packaging "Another P has been added - Packaging. The rationale is that it is very important how the product is presented to the customer, and the packaging is often the first contact that a customer has with a product."    16
anita - brunei Another P: Perception "A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers."    11
jb. singh - india p's of marketing mix "why we are stuck in the web of P's only. Just to continue with the single alphabet will not solve the problem...we have another 25 alphabets ...and marketing can be known by combining all of them...and not only P's.."    8

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Compare with the Extended Marketing Mix (7-Ps): Marketing Mix (4-Ps)  |  Relationship Marketing  |  Ansoff  |  Porter  |  BCG Matrix  |  Positioning  |  Co-Creation  |  3C's  |  4S Web Marketing Mix

 

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  § Nilesh Mandole (India) Marketing Mix "I think there is need of extending marketing Ps because physical evidence is a necessity just like people and process."

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  § RayC (UK) the 7th P "Paul(GB) I accept your point that the description is poor. In a service oriented business the Physical Evidence could include, your offices, reception, marketing literature, proposals, case studies, project reports etc. How your business is physically represented to your potential client."
  § Gayle (UK) P7 "The ability and environment... ie, imagine going into a five star hotel, in the reception physical evidence is all around you, do you get it now Paul (GB)?"
  § shash (INDIA) 7 P "The 7th P speaks about the medium through which the service is delivered. Take for example RETAILING, which is a service industry, so the Physical Evidence here would be the MALL and the its atmospherics."
  § Weiye (Singapore) the 7th P "Physical Evidence also refers to the receipt you received after you've paid for the service. It serves as a reminder that the product (a service in this case) has been consumed. As we all know, the types of receipt issued vary accordingly to the types of products etc. Why is this so? This is because of the significance people realised in these physical evidence as being part of the product."
  § James (Oz) The 7th P "It could also be customer testimonials that reinforce the quality of the service being provided"
  § Eddie (UK) 7th P "Ray and Gayle's explanations are spot on. It really is about the physical environment from where the service is provided!"
  § Adrian (Ireland) physical evidence "How the staff interracts with the customer - location. What the service looks, employees attitude towards customer, Is the service supplied efficient, how long are u waiting. Overall presentation of service e.g. restaraunt ..."
  § Gareth (UK) P's!!! "Guys, read your marketing books properly. Profit is explained under price. Packaging is explained under promotion. There is little need to make the 7 p's more complicated than it already is. For the person who is lost regarding physical evidence, I can explain. Services need physical evidence to show that they exist. eg, vouchers etc ."
  § Kev (GN) P's!! "Got to agree with Gareth there. Physical evidence within a service context is the tangible aspects that make the service possible... it might be signposting in a shop or an airport, it may be the writen communication between you and an insurance company (i.e. - if you received a letter from your insurers full of spelling mistakes - it reflects on the service perception). Hope that helps"
  § Mohit Garg (india) Edit physical evidence "Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgements on the organisation. If you walk into a restaurant your expectations are of a clean, friendly environment. On an aircraft if you travel first class you expect enough room to be able to lay down!"
  § mohit (India) Physical Evidence "Physical Evidence, one of the 7 p's of Service Marketing plays a crucial role in Service sector companies. Take an example of a restaurant where you have gone for a date with your girlfriend/boyfriend. You are very much satisfied with price, people, process etc.........but you don't get seats comfortable enough to sit for long. They also have sprayed strong room freshner which is making you to fight to breath....Utensils are not cleaned etc..etc............Result..your date gets spoiled. Take another example.......You have gone for a business meeting in summer and the company has arranging for you to stay in a Five star hotel.....You stayed there for a night and to your surprise the AC was not working ...and so you have managed with the fan only for the whole night...Result...you may not want to stay in that hotel on your next visit..... It therefore becomes necessary to make all efforts to be intact with all 7P's of service sector.....you just can't ignore one..."

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  § gzgreg (philippines) the 8th P "Packaging is part of one of the 4 P's, Product. When you think of a product, packaging is an integral part of it. From the primary packaging to the secondary to the shipping package."
  § Brian Imber (US) Packaging in Marketing Mix "I would rather consider Packaging being part of Promotion, because the presentation of a (consumer) product to the buyer is often very significant. Howewer this would be less valid for B2B goods."
  § Avinash (India) Packaging "Packaging already comes under the product mix."

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