The marketing mix refers to the set of controllable tactical marketing tools that are used to influence customer demand - the four Ps of marketing: product, price, place, and promotion. While traditionally focused on goods, the marketing mix for services was expanded to the seven Ps to also include people, physical evidence, and process. The seven Ps and seven Cs frameworks provide a structured way for marketers to develop offerings that meet customer needs.

1. Marketing Mix

2. Marketing Mix
• The concept is simple. Think about another
common mix - a cake mix. All cakes contain
eggs, milk, flour, and sugar. However, you can
alter the final cake by altering the amounts of
mix elements contained in it. So for a sweet
cake add more sugar!

3. Marketing Mix
• It is the same with the marketing mix.
• The offer you make to your customer can be
altered by varying the mix elements.
• So for a high profile brand, increase the focus
on promotion.

4. Marketing mix a business tool used in marketing and by marketers.
The marketing mix is the set of controllable tactical marketing tools that
are four P's: price, product, promotion, and place.
E. Jerome McCarthy proposed the four Ps classification in 1960, which has
since been used by marketers throughout the world.

5. • In service marketing, however, the four Ps are expanded to
the seven P's: people, physical evidence and process

7. The 7 Ps The 7 Cs
Organisation Facing Customer Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation

10. Product
A product or service is said to be a good that fulfills customers
needs.

11. Price
It is the amount of money that a consumer pays or is willing to pay for the
product or service offered.

12. Place
Place is concerned with various methods of transporting and storing
goods, and then making them available for the customer. Getting the
right product to the right place at the right time involves the
distribution system.

13. Promotion
Promotion is the process of communicating with customers. It provides
information to the customer that will assist them in making a decision to
purchase a product or service.

15. People
Customer service lies at the heart of modern service industries. People are
an essential ingredient in service provision; recruiting and training the
right staff is required to create a competitive advantage. Customers make
judgments about service provision and delivery based on the people
representing your organization.

16. Process
This element of the marketing mix looks at the systems used to deliver the service.
In customer service there are a number of processes involved in making marketing
effective in an organization
1. processes for handling customer complaints,
2.processes for identifying customer needs and requirements,
3.processes for handling order etc.

17. Physical Evidence
Physical evidence is about where the service is being delivered from. This
element of the marketing mix will distinguish a company from its
competitors.
Example: if you walk into a restaurant you expect a clean and friendly
environment, if the restaurant is smelly or dirty, customers are likely to
walk out.