MARKETING MIX – 4P’S VS. 7P’S
MARKETINGMIX
                                                                                  Place
                                                                        Price
                      Product       Price
                                                                                P
                                                                               4
                                                                                         Promotion
                              44PP                                             7P7P
                                                                  Product
                                                                                   P
                                                                                  3       Physical
                     Promotion      Place                                                 Evidence
                                                                       People
                                                                                 Process
               Classic Consumer Goods Marketing                      Expanded Service Marketing
                    •  Features                                                                                                                                                   •  Payment Terms
                    •  Quality                                                                                                     P                                              •  Discounts
                    •  Branding & packaging                                                      T                                  RO
                                                                                               C                                       P                                          •  Allowances
                                                                                              E                                         M
                                                                                             U                                           R
                                                                                            C                                              I
                                                                                           D                                               O
                    •  Services & warranties                                              A                                                 C                                     •  Pricing & Strategy
                                                                                         O                                                   T
                                                                                        L                                                     E
                                                                                       R                                                       IO
                                                                                       P
                                                                                     P                                                            N
                                                                                        MARKETING MIX
                   •   Sales promotion                                     4P •  Location & Transport
                   •   Advertising                                                                                                                                                •  Assortment & Inventory
                   •   Public relations                                                                                                                                           •  Market Coverage
                   •   Direct marketing                                                                                                                                           •  Channels
           4 P’S MARKETING MIX                                                                                              EXISTING          IN PROGRESS
                    T
                    C                                                                                                      Discounts                  P
                    U                Features                   Quality                                                                               R
                    D                                                                          Payment terms                                          I
                    O                                                                                                                                 C
                    R                                                                                                                                 E
                    P                          Packaging                                                                Allowances
                                                                                                                                                      P
                                                                                                                                                      R
                    E                                      Inventory                                                                                  O
                    C                                                                          Public relations         Direct marketing              M
                    A          Transportation                                                                                                         O
                    L                                                                                                                                 T
                    P                                                                                                                                 I
                                                    Market coverage                                         Advertising                               O
                                                                                                                                                      N
                                                                                                                     7 P’S MARKETING MIX                                                                                                                                     04 PROD-
                                                                                                                                                                                                                                                                                           UCT
                                                                                                                                                                                                                                                                                           •    Design
                                                                                                                                                                                                                                                                                           •    Technology
                    01 PLACE                                                                                                                                                                                                                                                               •    Usefulness
                                                                                                                                                                                                                                                                                           •    Convenience
                                  •    Retail                                                                                                                                                                                                                                              •    Warranties
                                  •    Wholesale
                                  •    Mail Order                                                                                                                    Place                                                                                                   05 PEOPLE
                                  •    Internet
                                  •    Direct Sales                                                                                                                                                                                                                                        •    Employees
                                                                                                                            Physical                                                                                                                                                       •    Management
                    02 PRICE                                                                                                     Evi-                                                                       Price                                                                          •    Culture
                                                                                                                               dence                                                                                                                                                       •    Customer Service
                                  •    Skimming                                                                                                                                                                                                                                            •    Personnel
                                  •    Penetration
                                  •    Psychological                                                                                                                                                                                                                         06 PROCESS
                                  •    Cost-Plus                                                                                                                  TARGET 
                                  •    Loss leader,                                                                                                                                                                                                                                        •    Especially relevant to ser-
                                       etc.                                                                                                                       MARKET                                           Promo-                                                                       vice industries
                                                                                                                   Process
                    03 PROMOTION                                                                                                                                                                                       tion                                                                •    How are services con-
                                                                                                                                                                                                                                                                                                sumed?
                                  •    Special Offers                                                                                                                                                                                                                                      •    Performance & analytics
                                  •    Advertising                                                                                                                                                                                                                                         •    Validation
                                  •    Endorsement                                                                                                                                                                                                                           07 PHYSICAL EVI-
                                  •    User Trials                                                                                                                                                                                                                                         DENCE
                                  •    Leaflets/poster                                                                                         People                                    Product                                                                                           •    Interface
                                       s                                                                                                                                                                                                                                                   •    Comfort
                                                                                                                                                                                                                                                                                           •    Facilities
                                                                                                                                                                                                                                                                                           •    Foot traffic
                                                                                                                                                                                                                                                                                           •    Store lines
                                                                                                                      7P’S MARKETING MIX
           PRODUCT                                                                                        PROMOTION                                                                                               PEOPLE                                                                                         PHYSICAL
                                                                                                                                                                                                                                                                                                                 EVIDENCE
                                                                  PRICE                                                                                            PLACE                                                                                         PROCESS
            •    Design                                                                                      •    Special Offers                                                                              •   Employees                                                                                       •    Interface
            •    Technology                                                                                  •    Advertising                                                                                 •   Management                                                                                      •    Comfort
            •    Usefulness                                                                                  •    Endorsement                                                                                 •   Culture                                                                                         •    Facilities
                                                            •    Skimming                                                                                      •    Retail                                                                                •   Especially relevant to 
            •    Convenience                                                                                 •    User Trials                                                                                 •   Customer Service
                                                            •    Penetration                                                                                   •    Wholesale                                                                                 service industries
            •    Warranties                                                                                  •    Leaflets/poster                                                                             •   Personnel
                                                            •    Psychological                                                                                 •    Mail Order                                                                            •   How are services con-
                                                                                                                  s
                                                            •    Cost-Plus                                                                                     •    Internet                                                                                  sumed?
                                                            •    Loss leader,                                                                                  •    Direct Sales                                                                          •   Performance & analytics
                                                                 etc.                                                                                                                                                                                     •   Validation