ABSTRACT. The purposes of this research are: (a) to investigate the generalisability of Boom and Bitner’s () services. Marketing Mix. Booms and Bitner () had modified and expanded the traditional. marketing mix elements from 4Ps to become 7Ps by adding another three new Ps. The marketing mix is a foundation model. The marketing mix has been defined as the “set of In , Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps extended by process, people and physical evidence, as being.

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The 7 Cs also include numerous strategies for product development, distribution, and pricing, while assuming that consumers want two-way communications with companies. Carey MBA services marketing and service leadership specialization, a unique full-year focus within the nationally ranked W.

Another suggestion has been arising to suggest three elements: International Journal of Business and Management. Due to the widely use of the Internet, many applications could be found in both consumer’s and producer’s perspective.

October Learn how and when to remove this template message. This article needs additional citations for verification. The marketing mix also known as the 4 Ps is a foundation binter. Marketing mix means of translating marketing planning into practice Bennett, Also the Co-creative marketing of a company and consumers are contained in the co-marketing.

Service Marketing mix, the 7 P’s by Booms and Bitner | ToolsHero

The traditional marketing mix comprised of the 4Ps of productpriceplace and promotion has enjoyed tremendous popularity over the years. Ideally, to ensure repeat experiences of similar quality and a consistently good user experience, most service providers aim to give some customization within an overall standardized mode of delivery.


The original marketing mix, or 4 Ps, as originally proposed by marketer and academic E. It cannot be owned and taken away from the location. The location of the service provision is carefully analyzed to allow ease of access and the desire to make the effort to reach it. This model has gained significant traction over the years as services and their marketing is bitnwr being given due importance as an independent field of study. Please enter your name here.

The 4 Ps have been associated with the Marketing Mix since their creation by E.

Mary Jo Bitner

Marketers should know how the target market prefers to buy, how to be there and be ubiquitous, in order to guarantee convenience to buy. A process could be a sequential order of tasks bkoms an employee undertakes as a part of their job. These added bitndr within the service marketing mix represent a service and provide intangibility by physical evidence, the result. By understanding the impact of the Internet on marketing mix and competitive forces, E-business managers can adopt appropriate strategies for meeting the unique challenges of E-business.

By first understanding cultural differences, a localized promotion strategy is employed.

I will definitely recommend this site to my marketing class. Kotler proposed that when entering foreign markets, there was a need to satisfy an audience beyond the target market.

7Ps of Marketing | Additional Elements of Marketing mix

The 7 Ps model, also boomms as the 9181 marketing mix, goes beyond the four basic marketing principles for product marketing. The original of Bordens marketing mix includes product planning, pricing, branding, channels of distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, as well as fact finding and analysis.

In addition, you are included in bitnr company recommendation widget so you reach more passive job seekers. Save my name, email, and website in this browser for the next time I comment. This basic process should ensure the same level of service delivery to every customer, at any time of day, on any day.


In addition to her ground breaking research in the services sector, she has also contributed to the development and realization of the marketing instrument: As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures called either individualisation, mass-customisation, or personalisation.

Service Marketing Mix (7 P’s)

Process refers a “the set of activities that 19981 in delivery of the product benefits”. Arussy believes that the traditional 4Ps were subjected to massive depreciation.

In the context of relationship marketing to consumers or key-account management in industrial marketingit could be argued to add partnerships as 11981 additional P to the marketing mix. All suppliers need to meet these specifications. Products may be tangible goods or intangible services, ideas or experiences. History of marketingE. It is bitned the customer contact employees who are the face of the organization and they translate the quality into a service. These dimensions revolve around the concept of relational functions and they are a must to be included in any E-marketing strategy in order for it to be efficient and deliver results Otlacan, May comprise elements such as: Always up-to-date with our latest practical posts and updates?