A critique of both the 7P's and 4E's models of the marketing mix and proposal that the 4Cs be extended to reflect the service element from the customer viewpoint with the addition of Confidence, Customer service experience and Courtesy to replace Physical evidence, Process and People in the 7Ps.

1. An ExtendedAn Extended
Customer FocusedCustomer Focused
Model of theModel of the
Marketing MixMarketing Mix
Paul BuckleyPaul Buckley

2. ContentsContents
Background to the marketing mix
Services mix
Alternative mixes
Critique of 4Ps/ 4Cs/ 4Es
Proposal of 7Cs

3. BackgroundBackground
1933 Frisch – price and quality
1939 von Stackelberg – action parameters
1955 Rasmussen – parameter theory
(price, quality, service, advertising)
1961 Frey – offering
(product, packaging, brand, price, service)
- methods and tools
(distribution channels, personal selling,
advertising, sales promotion, publicity)

4. BackgroundBackground
1962 Lazer and Kelly – 3 elements
(Goods and services mix, Distribution mix,
Communication mix)
1964 McCarthy – 4Ps
(Product, Price, Place, Promotion)
1965 Borden – 12 elements
(product planning, pricing, branding, channels of
distribution, personal selling, advertising,
promotions, packaging, display, servicing,
physical handling, fact finding, analysis)

5. BackgroundBackground -- Services MixServices Mix
1980 Booms and Bitner - Participants, Physical
evidence, Process
1986 McGrath – Personnel, Physical facilities,
Process management
1987 Judd – People
1999 Goldsmith – Participants, Physical
evidence, Process, Personalisation

6. BackgroundBackground -- AlternativeAlternative MixesMixes
1990 Lauterborn – 4Cs
(Customer needs, Cost, Convenience,
Communication)
2008 Graves – 4Es
(Experience, Exchange, Everyplace,
Evangelism)

7. 4Ps Critique4Ps Critique
Internally oriented, no consideration of consumer
Treats customers passively, doesn't capture
relationships
Simplistic model
Does not personify marketing activities
Moeller (2006)

8. 4Ps Critique4Ps Critique
Does not consider services marketing
Products considered singularly, rather than as
product lines or brands
Relationship building and customer experience
not covered
Implies marketers are central not customers
Fakeideas (2008)

9. Critique 4CsCritique 4Cs
Does not cover service products
Relationship building not considered
Market oriented - focuses planner's mind on the
customer

10. Critique 4EsCritique 4Es
Applies better to service rather than physical
products
Not really customer focused
Exchange is somewhat narrow, cost is better
Everyplace somewhat retro, convenience better
Evangelism does not apply to many
products/services
Not as easy to relate to as 4Cs
Too internet and brand focused

11. Proposed extension to 4Cs modelProposed extension to 4Cs model
Physical evidence Confidence
Process Customer service
experience
People Courtesy

12. ConfidenceConfidence
Services intangible – need confidence in provider
Physical evidence – builds confidence and trust,
making the intangible tangible
Feelings of confidence and trust important - not
physical evidence per se

13. Customer (service) experienceCustomer (service) experience
Processes are a management function
Customer interested in service experience
resulting from the processes
Customer expectations important

14. CourtesyCourtesy
The term “People” suggests a resourcing
viewpoint
People buy from people they like

15. SummarySummary
Roots of marketing mix in 1930s microeconomics
Marketing mix for products developed early 60s –
4Ps
Services mix 1980s – 7Ps
Customer focused product mix 1990s – 4Cs
Internet/brand focused mix 2008 – 4Es
Propose customer focused services mix - 7Cs