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Time to rethink the 7Ps: Making the case for an extended b2b marketing mix

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Many marketing jobs require that candidates have experience of the ‘full marketing mix’. But how relevant is the marketing mix model for today’s b2b marketer?

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Time to rethink the 7Ps: Making the case for an extended b2b marketing mix

  1. 1. All About Good Marketing © 2014. All Rights Reserved. No part of this document may be disclosed, reproduced or used in any form without the prior permission of allboutgoodmarketing.com Time to rethink the 7 Ps of Marketing Do b2b marketers need an extended marketing mix?
  2. 2. The Seven Ps of Marketing • The traditional concept included 4 Ps – Product, Price, Place and Promotion. As thinking evolved, the model was extended to cover Ps associated with services, namely People, Processes and Physical evidence. Product Price Place Process Physical evidence People
  3. 3. The Seven Ps of Marketing • The traditional concept included 4 Ps – Product, Price, Place and Promotion. As thinking evolved, the model was extended to cover Ps associated with services, namely People, Processes and Physical evidence. Product Price Place Promotion Process Physical evidence People
  4. 4. How relevant are the 7Ps today? • The 7Ps model views marketing as every dimension of customer experience • The 7Ps do not cover modern marketing activity in detail • Most of the seven Ps would be outside the remit and responsibility of the marketing manager: Product - Price – Place – People…
  5. 5. How relevant are the 7Ps today? • Product: Actual functionality, technology and associated user guarantees are decided and managed by the product manager • Pricing and distribution channels (Place) are firmly within the remit of sales and commercial directors, if not the CEO himself, in smaller firms • Customer service levels (People) fall within the responsibility of the technical helpdesk team and account managers
  6. 6. The New Ps of Marketing • The 7Ps concept no longer reflects the ACTUAL WORK of marketers at the more complex end of the b2b spectrum. A more relevant paradigm would cover three additional aspects which constitute a key marketing contribution to the ‘augmented product’: 1) Positioning - competitive, in customers’ minds 2) Proposition - value to customer 3) Presentation - the visual and brand experience
  7. 7. The Ten Ps of Marketing • Positioning, value proposition and presentation help to create an enhanced value product: Product Price Positioning Proposition Presentation PlacePromotion Process Physical evidence People
  8. 8. Find out more • Read the related blog post at http://wp.me/p3Hcuq-1N • Follow me @yasminetweets • Receive the latest blog articles via email – sign up at www.allaboutgoodmarketing.com

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