The 7-P's is a marketing strategy tool from Booms and Bitner which is also known as extended marketing mix. This strategy expands the number of control variable to seven from the four in the original marketing mix model which includes product,price,promotion and place are more suitable for product marketing rather than services marketing which has its own fundamental characteristics like being intangible, perishable, inseparable and heterogeneous. Booms and Bitner therefore they suggested 3 more P's to be considered while marketing services- people, physical evidence and process which are described below.
People
These involve all those concerned with the service-either directly or indirectly. For example-consumers, employees, workers, middlemen, etc. In services, the production and consumption of the service happen together and are inseparable.Therefore, the consumer experience is directly proportional to the effectiveness of the contact employees providing it. Typical examples can be- nurses, hair dressers, teachers or trainers. Thus, it is essential that the firm pays attention to the training and overall development of its personnel as it will be these people who will be the production and delivery centre at the consumer end.
Physical Evidence
It refers to whole environment in which the service is presented and sold to the consumers. It includes all the tangibles that create perceptions about the service and the firm offering it. As an example, consider a salon service where the physical evidence includes the interiors of the place, the dress up of the personnel, the recognition certificates hung on wall, the magazines and brochures lying on table.
All these work either positively or negatively to affect the consumer experience about the service he will be offered and the company offering it.
Process
It defines the way or procedure the product is prepared and all other processes involved in product preparation till their representation in the market.They define all the activities and services involved properly.Creating an effective service process is essential for the success of a service firm.
People
These involve all those concerned with the service-either directly or indirectly. For example-consumers, employees, workers, middlemen, etc. In services, the production and consumption of the service happen together and are inseparable.Therefore, the consumer experience is directly proportional to the effectiveness of the contact employees providing it. Typical examples can be- nurses, hair dressers, teachers or trainers. Thus, it is essential that the firm pays attention to the training and overall development of its personnel as it will be these people who will be the production and delivery centre at the consumer end.
Physical Evidence
It refers to whole environment in which the service is presented and sold to the consumers. It includes all the tangibles that create perceptions about the service and the firm offering it. As an example, consider a salon service where the physical evidence includes the interiors of the place, the dress up of the personnel, the recognition certificates hung on wall, the magazines and brochures lying on table.
All these work either positively or negatively to affect the consumer experience about the service he will be offered and the company offering it.
Process
It defines the way or procedure the product is prepared and all other processes involved in product preparation till their representation in the market.They define all the activities and services involved properly.Creating an effective service process is essential for the success of a service firm.
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