In previous posts, I have written about the 4 P’s of the marketing mix. Today, the focus is on the expansion of this model—namely, the 7 P’s.
In addition to the first 4 P’s (Product, Price, Place, and Promotion), three more P’s have been added over time.
These are particularly relevant for service-based businesses and the increasingly complex market we operate in today.
The additional P’s are: Physical Evidence, People, and Process.
Physical Evidence
As mentioned, the last three P’s were added to the original four due to their relevance for service-based businesses, and physical evidence is a great example of this.
Service businesses often deal with intangible offerings, making it essential to provide concrete elements that help consumers assess the company’s credibility and whether it meets expectations.
This can include everything from the physical environment and employee dress code to the design and packaging of any tangible elements associated with the service.
In other words, how is the final product presented, and does it align with the brand image the company aims to establish in the minds of consumers?
People
For service-based businesses, a strong focus on people—the individuals who interact directly with customers—is crucial.
This interaction plays a key role in shaping the customer’s experience with the company.
Prioritizing service quality and employee competencies in customer interactions can help build a foundation for long-term customer loyalty.
Process
A vital aspect of any service business is ensuring that the underlying processes are efficient and contribute to a seamless customer journey.
In other words, it’s about evaluating whether these processes enhance the overall customer experience.
Depending on the nature of the business, the focus may be on standardizing common procedures or customizing processes to cater to individual customer needs.
Why Are the 7 P’s Important?
For a service-based business, the addition of the three extra P’s is particularly relevant in developing a comprehensive strategy that aligns with customer needs and supports continuous evaluation of the company’s competitiveness.
Which elements should the company highlight in its marketing efforts, and where can improvements be made to gain a competitive advantage?
Ultimately, the 7 P’s should be viewed in relation to one another to maximize their effectiveness in crafting the right marketing strategy.
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