Extended Marketing Mix

What is the extended marketing mix?

The extended marketing mix is a framework for that helps companies create and execute their marketing strategies.

It include seven key elements, known as the 7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence.

Elements of extended marketing mix

1. Product: Product refers to what a company offers to customers, including its design, packaging, and branding.
2. Price: Price is the amount of money customers pay for the product.
3. Place:Place refers to how and where customers can buy the product.
4. Promotion:Promotion includes the ways a company markets and advertises the product.
5. People: People are the employees who help sell and deliver the product, and their skills and training are important for customer satisfaction.
6. Process: Process refers to the steps a company takes to get the product to the customer, like order fulfillment and delivery.
7. Physical Evidence: Physical Evidence refers to the tangible elements of the customer experience, such as the quality of the product and the store or office environment.

Companies can create better marketing strategies by considering all of above elements that addresses all aspects of the customer experience using extended marketing mix.

Who extended the 4Ps of marketing mix?

The 4Ps of marketing mix (Product, Price, Place, and Promotion) were first introduced by E. Jerome McCarthy in 1960.

But the 7Ps of marketing or extended marketing mix were proposed by Bernard Booms and Mary Bitner.

They introduced three additional elements: People, Process, and Physical Evidence to the E. Jeromes 4Ps of marketing mix.

This was in their 1981 article “Marketing Strategies and Organization Structures for Service Firms”

That article was published in the Journal of Marketing.

why is the extended marketing mix important

The extended marketing mix (7Ps) is really important because it provides a better and more complete way of thinking about marketing.

The original 4Ps of marketing mix were useful in addressing some of the important parts of marketing, but they didn’t cover everything that customers experience.

But when we add People, Process, and Physical Evidence to the 7Ps framework,

• we can think about the people who deliver the service or product
• the processes used to deliver it
• physical evidence that customers see and touch.

By looking at all of these factors, businesses can create a marketing plan that really fits what their customers want, which can make them happier, more loyal, and more likely to buy from the company again.