Extended Marketing Mix
(7-Ps)

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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:

5. 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.
6. Process: Procedure, mechanisms and flow of activities by which services are consumed (customer management processes) are an essential element of the marketing strategy.
7. 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 -

Forum - Services Marketing   Discussions about Services Marketing.   Extra Marketing Mix P - Packaging Another P should be added - Packaging. The rationale is that it is very important how the product is presented to the cu (...)           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 (...)           Use only P's that can be Controlled / Influenced! Please, when deciding on any P in the marketing mix, it is key to remind marketers to focus on the ability to control th (...)           Extra Marketing Mix P - Publicity Publicity and public relations will also be an extra P in the present day scenario as this will get more professionalise (...)           7 P's or Sustainable Competitive Advantage Maybe we should just be focusing on the things that give our organisations sustainable competitive advantage. This could (...)           Extra Marketing Mix P - Performance I think that performance is the only criteria for judgement pertaining to success or failure. The product performance ca (...)           Extra Marketing Mix P: Patience I think in service industry patience is utmost important, because whatever organisation is offering they are intangible (...)           Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance... (...)           Extra Marketing Mix P: Planning An extra P that should be considered is Planning. Planning is involved in each step of the 4P 's or 7P's... (...)           Extra Marketing Mix P: Positioning We should add another P: Positioning... (...)           Marketing Mix - when to choose what?? I think the whole process of marketing revolves around these 7 Ps, but what is more important is to analyze the internal (...)           Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say? (...)           Keep Marketing Plan Simple Use the most suited P's of the marketing mix for the marketing plan. Using all or too many could complicate the plan. Ke (...)           Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P. (...)           What about Customers?? Sometimes I think marketers can get too hanged up with theories, that we forget the ' Customer Experience'. Though it do (...)           Extra Marketing Mix P - Principles There is a basic misunderstanding by some of the commentators. The Ps are internal factors in control of the business an (...)           Extra Marketing Mix P - Product Innovation To be successful in the market,every company should concentrate on Product Innovation that best suit the customers. Many (...)           Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers. (...)           Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing in which a service view substitutes the traditional, historic goods v (...)           Addition of PEOPLE to the Marketing Mix is Important Indeed the extended 3Ps are important, especially PEOPLE. They are perhaps the most unreliable "P". By including it in t (...)         Extra Marketing Mix P: Positive I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability). I be (...)

Expert Tips - Services Marketing Here you will find advices by experts.   How to Determine the Right PRICING? Steps to Strategic Pricing (...)       The Most Complete Marketing Mix Marketing, Strategy, Marketing Mix (...)       3 Communication Phases in Providing Services Services Management (...)       What Types of Marketing Organizations Exist? Best Practices to Consider (...)       Don't Forget Internal Marketing Involving your Employees, Internal Marketing Best Practices (...)       Additional 8th P of the Extended Marketing Mix Marketing (...)

Resources - Services Marketing Here you find powerpoint presentations, micro-learning videos and further information sources. A Service-Oriented View on Marketing Service-Dominant Logic, Perspectives on Marketing (...)   Consumer Behavior in the Service Sector Decision Making, Behavioral Economics (...)   Product Packaging Marketing, Sustainable Business, Environmental Sustainability, Packaging (...)   Services Marketing Marketing Services (...)   Introduction to Services Marketing Services Marketing, Service Sector Marketing, Hospitality Services (...)   Introduction and Summary of the 7P's Initial Understanding of the 7P's, Trainings, Workshops (...)   Mindmap of Extended Marketing Mix Summary (...)

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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