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 Forum Start a new topic   Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing...           Extra Marketing Mix P: Power Physical Power acquired by a company from o...           Use only P's that can be Controlled / Influenced! Please, when deciding on any P in the marketing mi...           Extra Marketing Mix P: Planning An extra P that should be considered is Planning.<...           Extra Marketing Mix P - Publicity Publicity and public relations will also be an ext...           7 P's or Sustainable Competitive Advantage Maybe we should just be focusing on the things tha...           Extra Marketing Mix P - Politics This P's has grt power and influences the very bas...           Extra Marketing Mix P - Performance I think that performance is the only criteria for ...           Extra Marketing Mix P - Programming I think at this age of globalization, where we use...           Extra Marketing Mix P: Patience I think in service industry patience is utmost imp...           Extra Marketing Mix P: Positioning We should add another P: Positioning......           Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poo...           What about Customers?? Sometimes I think marketers can get too hanged up ...           Marketing Mix - when to choose what?? I think the whole process of marketing revolves ar...           Extra Marketing Mix P - Principles There is a basic misunderstanding by some of the c...           Extra Marketing Mix P - Product Innovation To be successful in the market,every company shoul...

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Best Practices - Extended Marketing Mix Premium   From 7 P's to 7 C's of Marketing Anyone who has taken a marketing course learned ab...           Is the Customer Always Right? 1. The customer is always right. 2. The custo...           Which Marketing Mix P is most Important? Prioritising the 7 P's... Could someone please prioritise the 7 P's for me i...           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...           Extra Marketing Mix P - Packaging Another P should be added - Packaging. The ...           What is Physical Evidence in Extended Marketing Mix? I've read and re-read the meaning of Physical E...

Expert Tips - Extended Marketing Mix Premium   How to Determine the Right PRICING? One of the 4 P's is Pricing. To help managers find... Usage (application): Steps to Strategic Pricing       The Most Complete Marketing Mix The 'Total Marketing Mix' includes 4Ps, 4Cs... Usage (application): Marketing, Strategy, Marketing Mix       3 Communication Phases in Providing Services Three main communication phases can be distinguish... Usage (application): Services Management       What Types of Marketing Organizations Exist? Booz Allen identified 6 types of marketing organiz... Usage (application): Best Practices to Consider       Don't Forget Internal Marketing Besides external marketing, dealing with th... Usage (application): Involving your Employees, Internal Marketing Best Practices       Additional 8th P of the Extended Marketing Mix Some practitioners and academics are suggesting a ... Usage (application): Marketing

Resources - Extended Marketing Mix Premium A Service-Oriented View on Marketing Presentation about a service-dominant logic mindse... Usage (application): Service-Dominant Logic, Perspectives on Marketing   Consumer Behavior in the Service Sector Presentation about consumer behavior in services. ... Usage (application): Decision Making, Behavioral Economics   Product Packaging In-depth presentation about packaging and sustaina... Usage (application): Marketing, Sustainable Business, Environmental Sustainability, Packaging   Services Marketing Comprehensive presentation on service marketing by... Usage (application): Marketing Services   Introduction to Services Marketing This presentation is about marketing in the servic... Usage (application): Services Marketing, Service Sector Marketing, Hospitality Services   Introduction and Summary of the 7P's One by one explanation of each of the 7P's: 1... Usage (application): Initial Understanding of the 7P's, Trainings, Workshops   Mindmap of Extended Marketing Mix Mindmap of Extended Marketing Mix.... Usage (application): Summary     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         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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