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 -

Special Interest Group - Services Marketing Special Interest Group (1341 members)

Forum - Services Marketing   In this forum you will find recent interesting discussions.   P's of marketing mix Why we are stuck in the web of P's only? Just to continue wi...           Use only P's that can be Controlled / Influenced! Please, when deciding on any P in the marketing mix, it is k...           Extra Marketing Mix P - Publicity (2 reactions) Publicity and public relations will also be an extra P in th...           7 P's or Sustainable Competitive Advantage Maybe we should just be focusing on the things that give our...           Extra Marketing Mix P - Performance I think that performance is the only criteria for judgement ...           Extra Marketing Mix P: Patience I think in service industry patience is utmost important, be...           Alternate 7 Ps instead of Those of the Extended Marketing Mix (1 reactions) Proper Prior Planning and Preparation Prevents Poor Performa...           Extra Marketing Mix P: Planning (1 reactions) An extra P that should be considered is Planning. Planning ...           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...           Keep Marketing Plan Simple (1 reactions) Use the most suited P's of the marketing mix for the marketi...           Extra Marketing Mix P: Power (1 reactions) Physical Power acquired by a company from one of its ...           What about Customers?? (3 reactions) Sometimes I think marketers can get too hanged up with theor...           Extra Marketing Mix P - Principles There is a basic misunderstanding by some of the commentator...           Extra Marketing Mix P - Product Innovation To be successful in the market,every company should concentr...           Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of mar...           Extra Marketing Mix P - Perception (1 reactions) A possible 9th P could be 'Perception' of interested ...           Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing in which ...           Addition of PEOPLE to the Marketing Mix is Important Indeed the extended 3Ps are important, especially PEOPLE. Th...         Extra Marketing Mix P: Positive I suggest to add an 8P to the marketing mix: POSITIVE that s...

Best Practices - Services Marketing Here you will find the most valuable discussions from the past.   From 7 P's to 7 C's of Marketing (14 reactions) Anyone who has taken a marketing course learned about the 4P...           What is Physical Evidence in Extended Marketing Mix? (14 reactions) I've read and re-read the meaning of Physical Evidence           Which Marketing Mix P is most Important? Prioritising the 7 P's... (5 reactions) Could someone please prioritise the 7 P's for me in order of...           When Should we Use the Extended Marketing Mix (7Ps) instead of the Traditional Marketing Mix (4Ps)? (7 reactions) Basically you could just go away with the 4Ps even when it c...           Extra Marketing Mix P - Packaging (6 reactions) Another P should be added - Packaging. The rationale ...           Is the Customer Always Right? (12 reactions) 1. The customer is always right. 2. The customer comes seco...           Extra Marketing Mix P - Pace (3 reactions) How about Pace? I.e. The speed of introduction of new...

Expert Tips - Services Marketing Here you will find high-quality advice from 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 will 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...     News about Extended Marketing Mix         News about Services Marketing         Videos about Extended Marketing Mix         Videos about Services Marketing         Presentations about Extended Marketing Mix         Presentations about Services Marketing         Books about Extended Marketing Mix         Books about Services Marketing         More about Extended Marketing Mix         More about Services Marketing

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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