The 7 Ps of Marketing Mix

MARKETING THEORIES –THE MARKETING MIX – FROM 4 P’S TO 7 P’S

Marketing is a continually evolving discipline and as such can be one that companies find themselves left very much behind the competition if they stand still for too long. One example of this evolution has been the fundamental changes to the basic Marketing mix. Where once there were 4 P’s to explain the mix, nowadays it is more commonly accepted that a more developed 7 P’s adds a much needed additional layer of depth to the Marketing Mix with some theorists going even going further.

Before We move to 7 P we must first try to understand what is original 4 P given by management Professional for marketing mix .

THE MARKETING MIX       

Simply Marketing Mix is a way used by businesses , corporate , managers and Marketers to determine a proper product or brands offering. The 4 P’s have been associated with the Marketing Mix since their creation by E. Jerome McCarthy in 1960.

The Marketing Mix 4 P’s is illustrated as belows:

·         Product - The Product should fit the task consumers want it for, it should work and it should be what the consumers are expecting to get.

·         Place – The product should be available from where your target consumer finds it easiest to shop. This may be High Street, Mail Order or the more current option via e-commerce or an online shop.

·         Price – The Product should always be seen as representing good value for money. This does not necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is that customers are usually happy to pay a little more for something that works really well for them.

·         Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organization. These tools should be used to put across the organization’s message to the correct audiences  in the manner they would most like to hear, whether it be informative or appealing to their emotions.

In the late 70’s it was widely discussed by Marketers/ Management Gurus  that the Marketing Mix with changing scenario and evolving technological environment , changing customer preference and competition  , it requires more thing to be considered while making marketing and product Strategy . This led to the creation of the Extended Marketing Mix in 1981 by Booms & Bitner who had added 3 new elements to the 4 P’s Principle. This extended Marketing Mix includes  products that are services and not only just physical things.

The extended 7 P’s includes following three important element :

·         People – All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Having the right people is essential because they are as much a part of your business offering as the products/services you are offering.

Processes –The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for.

·         Physical Evidence – Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible. For example a hair salon would provide their client with a completed hairdo and an insurance company would give their customers some form of printed material. Even if the material is not physically printed (in the case of PDF’s) they are still receiving a “physical product” by this definition.

Though in place since the 1980’s the 7 P’s are still widely taught due to their fundamental logic being sound in the marketing environment and marketers abilities to adapt the Marketing Mix to include changes in communications such as social media, updates in the places which you can sell a product/service or customers expectations in a constantly changing commercial environment.

Is there an 8th P?

In some spheres of thinking, there are 8 P’s in the Marketing Mix. The final P is Productivity and Quality. This came from the old Services Marketing Mix and is folded in to the Extended Marketing Mix by some marketers so what does it mean?

The 8th P of the Marketing Mix:

·         Productivity & Quality - This P asks “is what you’re offering your customer a good deal?” This is less about you as a business improving your own productivity for cost management, and more about how your company passes this onto its customers.

Even after 31 years (or 54 in the case of the original P’s) the Marketing Mix is still very much applicable to a marketer’s day to day work. A good marketer will learn to adapt the theory to fit with not only modern times but their individual business model.

Marketing and Marketing management Philosphy

1                                                                                                      Marketing

Marketing is an organizational function and a set of process for creating , communicating and delivering value to customer and for  managing customer relationship in ways that benefits the organization and its stake holder . Definition given by American Marketing Association

Marketing Management Philosophies:

There are four type of marketing management philosophy which influences entire marketing process of an organization. They are mentioned as below :

a)      Production Orientation

b)      Sales  Orientation

c)       Market Orientation

d)      Societal Marketing Orientation

a)      Production Orientation :-

 A Production Orientation is a philosophy that focuses on the internal capability of the firm rather than need and desire of market place. In this philosophy , an organization focus on available resource with them and product or service which is convenient to make or deliver with available resource rather then what is current need , desire and demand of market .

A Production Orientation falls short because it does not consider whether the goods and service that the firm produces most efficiently also meets the needs of the  market philosophy .

A product orientation  firm can survive and prosper when competition is weak or demand exceeds supply .But in order for firm to succeed in competitive market , it must have clear understanding of needs and demand of market place and then produce according to required condition , rather then putting it focus on what company management thinks should be produced .

b)      Sales Orientation

A Sales Orientation is based on the ideas that people will buy more goods and service if aggressive sales techniques are used and that high sales result in high profit .

Main problem with sales oriented firm is lack of understanding of the needs and wants of the marketplace. Sales-oriented companies often find that, despite the quality of their sales force , they cannot convince people to buy goods or services that are neither wanted nor needed.

c)       Market Orientation

Market Orientation Philosophy states that the social and economic justification of an organization’s existence  is the satisfaction of customer wants and needs while meeting organization objective .

It is based on an understanding that a sales does not depend on an aggressive sales force , but rather on a customer’s decision to purchase a product .

The marketing concept includes the following :

·         Focusing on customer wants and needs so that the organization can distinguish its products from competitor offering .

·         Integrating all the organization’s activities , including production , to satisfy these wants .

·         Achieving long term goals for the  organization by satisfying customer wants and needs legally and responsibly .

D) Societal Marketing Orientation

Societal Marketing Orientation Philosophy states that an organization exist not only to satisfy customer wants and needs and to meet organizational objective but also to preserve or enhance individuals’ and society’s long term best interests .