Extended Marketing Mix
(7-Ps)

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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:

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 -

Extended Marketing Mix Special Interest Group Special Interest Group (1385 members)

Extended Marketing Mix Forum   Recent topics   From 7 P's to 7 C's of Marketing Anyone who has taken a marketing course learned about the 4Ps and later 7Ps of Marketing. They are Place, Price, Promotion, Product. Later People, Phy...           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 the P. Perception is not co...           Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance......           Extra Marketing Mix P: Patience I think in service industry patience is utmost important, because whatever organisation is offering they are intangible things and if it failes to per...           Extra Marketing Mix 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?<...           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 and external environments, yo...           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. Keep the plan as simple as possi...           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 doesn't start with a "P" per say...           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 and an error in one of them can ...           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 companies are spending...           Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say?...           Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....           Extra Marketing Mix P - Programming I think at this age of globalization, where we use software for any specific objectives, programming can be an effective 10th P in the Marketing Mix....           Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing in which a service view substitutes the historic goods view. Service-Dominant (S-D) Logic is a...

Best Practices - Extended Marketing Mix   What is Physical Evidence in Extended Marketing Mix? 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 deliv...           Which Marketing Mix P is most Important? Prioritising the 7 P's... Could someone please prioritise the 7 P's for me in order of importance?...           When Should we Use the Extended Marketing Mix (7Ps) instead of the Traditional Marketing Mix (4Ps)? 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 re...           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 customer, and the packagi...           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 ma...           Is the Customer Always Right? 1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why?...           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 professionalised. Corporate image building et...           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 be anything the organisation ...           Extra Marketing Mix P - Performance I think that performance is the only criteria for judgement pertaining to success or failure. The product performance can be encapsulated on the conte...

Expert Tips - Extended Marketing Mix   How to Determine the Right PRICING?       The Most Complete Marketing Mix       3 Communication Phases in Providing Services       What Types of Marketing Organizations Exist?       Don't Forget Internal Marketing       Additional 8th P of the Extended Marketing Mix

Resources - Extended Marketing Mix A Service-Oriented View on Marketing   Consumer Behavior in the Service Sector   Product Packaging   Services Marketing   Introduction to Services Marketing   Introduction and Summary of the 7P's   Mindmap of Extended Marketing Mix     News about 7ps Marketing         News about Extended Marketing Mix         Videos about 7ps Marketing         Videos about Extended Marketing Mix         Presentations about 7ps Marketing         Presentations about Extended Marketing Mix         Books about 7ps Marketing         Books about Extended Marketing Mix         More about 7ps Marketing         More about Extended Marketing Mix

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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