What Are the 7Ps of the Marketing Mix?

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The Marketing Mix is an aspect of the marketing process which aims to streamline the goals and objectives of your strategy. When it was first introduced by Jerome McCarthy in 1964, it simply involved 4Ps: Product, Place, Price, and Promotion.

Fast-forward to 1981, where we see Booms and Bitner, two academics, who added 3 crucial Ps to the Marketing Mix: Physical Evidence, People, and Processes. These new additions saw the Marketing Mix evolve into the 7Ps, or the Extended Marketing Mix as its often known.

So what good does the 7ps of the marketing mix do for marketers? As the needs, wants, and expectations of customers are constantly changing and developing, understanding and changing with them is key. Frequently revisiting the 7Ps formula allows you to accurately segment your market. Then, with your new streamlined strategy, you can meet, and exceed, the requirements of your consumers, and also keep ahead of industry competitors.

So let’s dive a little deeper into the 7Ps of the marketing mix.


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