Marketing of Services and Non Purely Physical Products?

Marketing Mix | The 4Ps
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Aung Chit Khin

Marketing of Services and Non Purely Physical Products?

Most of today's products are not purely physical. We are also offering intangible values like brand feelings and after-sale services in additional to the physical benefits. For this the Extended Marketing Mix (7Ps) is to be preferred.

  Fawas
 

Extended Marketing Mix

Yes, also called Extended Marketing Mix. See also the text and the link in "Compare also:" below.

  Tahir Mumtaz Awan
Professor, Pakistan
 

Rename 'Extended Marketing Mix' to 'Marketing Mix'

Usually the marketing mix for services includes 7 Ps. If we consider the present market conditions, without services even a tangible product is of no use.
So instead of naming the 7 Ps the 'extended marketing mix', we should call it simply 'marketing mix'.
Marketing books should include the former extended or new marketing mix under the heading of marketing mix. And the concept of 4Ps should be represented under the heading "marketing mix in the past" or similar.

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