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Extended Marketing Mix

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Steve Raybould
Steve Raybould

The document discusses the traditional marketing mix of 4Ps (Product, Price, Place, Promotion) and introduces an extended marketing mix for services called the 7Ps. The 7Ps add People, Processes, and Physical Evidence to address the intangible nature of services. For each P, the document outlines the key decisions involved and how they should be coordinated to create customer value and meet customer needs. An integrated marketing mix is important to deliver a consistent customer experience.

Business
1 of 12
The Extended Marketing Mix
Objectives of this session: ,[object Object],[object Object],[object Object],[object Object]
Marketing Mix: The Four Ps ,[object Object],[object Object],[object Object],Product Price Place Promotion
Four P’s: The Product Product Decisions Branding Quality Features ,[object Object],[object Object],Benefits offered
The Four Ps: Pricing Pricing Strategies Penetration Skimming Competition Product Line Bundle Psychological ,[object Object],[object Object],[object Object],[object Object]
The Four Ps: Promotion Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Direct Marketing Internet/ E-commerce ,[object Object],[object Object]
The Four Ps: Place Manufacturer Consumer Manufacturer Retailer Consumer Direct Distribution Indirect Distribution ,[object Object],[object Object],[object Object],Manufacturer Franchisee Consumer
Marketing Mix: The Service Ps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People Decisions The Service Ps: People Service & Quality Relationship Marketing Marketing Training Internal Marketing ,[object Object],[object Object]
The Service Ps: Processes ,[object Object],[object Object],[object Object],Process Decisions Enquiry / Info Search Point of Purchase Delivery After Sales
The Service Ps: Physical Evidence Physical Evidence Evidence of Ownership Environment of PoP Product Design Packaging Corporate Identity ,[object Object],[object Object],[object Object],[object Object]
In Conclusion The 7 Ps The 7 Cs < Organisation Facing Customer Facing > Product = Customer Value Price = Cost Place = Convenience Promotion = Communication People = Caring Processes = Co-ordinated Physical Evidence = Confirmation

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Extended Marketing Mix

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  • 8.
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  • 10.
  • 11.
  • 12. In Conclusion The 7 Ps The 7 Cs < Organisation Facing Customer Facing > Product = Customer Value Price = Cost Place = Convenience Promotion = Communication People = Caring Processes = Co-ordinated Physical Evidence = Confirmation