The 7 ps of marketing mix

Staying ahead of the digital-marketing-game can be tough, especially in a world of constantly evolving trends và practices. To stay relevant and flourish, it’s important for businesses khổng lồ find structure in the planning, execution, evaluation, & re-evaluation of their strategies và business activities.

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We all know that a solid marketing chiến dịch doesn’t just appear out of thin air. It takes a lot of organising, strategising and a multitude of considerations khổng lồ create a plan that truly adds value. Queue: The Marketing Mix.

What is the kinh doanh mix?

The sale phối is a key foundation on which most modern kinh doanh strategies & business activities are based. But what is it? What are its components? And why is it so heavily relied upon?

The concept of the ‘Marketing Mix’ came about in the 1960s when Neil H. Borden, professor và academic, elaborated on James Culliton’s concept of the marketing phối. Culliton described business executives as ‘mixers of ingredients’: the ingredients being different kinh doanh concepts, aspects, và procedures.

However, it’s now widely accepted that Jerome McCarthy founded the concept. After all, it was McCarthy who offered the marketing phối as we know it today; in the form of ‘The 4Ps of Marketing’: Product, Place, Price, và Promotion.


The 4Ps then paved the way for two modern academics, Booms và Bitner, who, in 1981, brought us the extended version of the sale mix: the ‘7Ps’. The 7Ps comprise McCarthy’s 4 original elements, & extkết thúc to include a further 3 factors: Physical Evidence, People, & Processes.

As the requirements of customers, markets and products rapidly fluctuate, it’s essential lớn consistently revisit the 7Phường formula. That is... if you want to get ahead of your competitors và thrive.


What are the 7Ps of the sale mix?

Now that you know the origins of these special little acronyms, let’s go into more detail about each aspect of the 7Ps of the sale set...



The 7Ps begins with ‘product’. This could refer to lớn a physical product, a service or an experience. Basically... anything that’s being sold.

Let’s face it, we’ve all been there - you buy a jacket from a dodgy trang web that looked amazing on-screen but, when it arrives, well, it"s vastly different from what you expected. What vày you bởi vì in this situation? Do you send it baông xã & get a refund, complain online, order a different kích thước in the hope that that’s what the issue was, or simply accept this new tòa tháp inlớn your life, shove sầu it khổng lồ the baông xã of your wardrobe & pretover it’s all okay.

Either way, this inaccurately advertised thắng lợi has caused you unnecessary hassle & left you feeling less than impressed. So no matter what your sản phẩm or service is, it’s important that it meets the demands of the market and satisfies, or exceeds, the expectations of the customer.


‘Place’ signifies where you choose to lớn distribute or allow access khổng lồ your hàng hóa or service. It could refer lớn anything from a warehouse or a high-street store to an e-commerce cửa hàng or cloud-based platsize.


Ultimately, the place in which your business resides or affiliates has to be appropriate for your brvà & accessible for your audience. Consider where your customers will look for your hàng hóa (magazines, price-comparison sites), where they spkết thúc most of their time (supermarkets, online stores, regular brick-and-mortar stores), và your sales capathành phố. You should also take inkhổng lồ consideration how and where your competitors are selling.

Where you choose to lớn distribute your products can be dictated by many things, such as your sản phẩm type or your budget. But, ultimately, the best way to lớn determine the perfect place khổng lồ sell your product is by really knowing your audience; their wants, needs and requirements.



How much does your sản phẩm or service cost? The price you mix should reflect your customer’s perceived value of your hàng hóa and should correlate with your budget. If your customer thinks your price is too high, you jeopardise losing a market that’s in it for a bargain, if your price is too low then you run the risk of losing that all-important profit.

Deciphering the right price for your product, which is most likely lớn benefit both your business & your customer, is generally achieved by businesses through clever market segmentation. Segmenting your audiences according lớn their demographic, geographic, psychographic or behavioural variables is a surefire way to discover & confirm that the prices you set, and the people you’re targeting, are the most appropriate, và the most likely to offer you optimal value in return.

Another key factor to lớn take into tài khoản is market competition; what’s the pricing strategy of your competitors? Is your price too low, high, or is it on-the-mark? Ultimately, the price of your sản phẩm will always impact a customer’s perception of your br& và your market position. If you’re looking khổng lồ be the cheapest product on the market, make sure that you are by conducting meticulous research. If you want khổng lồ be seen as an expensive, luxury brvà, then ensure that your price and the unique of what you’re selling reflects this.


Promotion refers to your advertising, sale, và sales techniques. This could mean traditional advertising, via TV, radio, billboards, etc., or more modern methods, like ads within website content, ads on a podcast, tin nhắn sale or push notifications.

The way that you choose khổng lồ communicate with your audience & promote your offerings will have sầu a direct impact on the success of your br&. Post a message in the wrong place, at the wrong time, or to lớn the wrong person & you’ll find yourself in a world of trouble. On the other h&, if you exedễ thương those aspects in the right way, your business success will undoubtedly skyrocket!


Knowing the best channel(s) và methods for promotion is essential, especially today: breaking through the noise of brash ads and in-your-face pop-ups is hard lớn achieve sầu, especially if you’re in a busy market. But simply understanding who your audience is, và what they require of you, will mitigate any promotional issues that you’re wary of facing.

How bởi you get to lớn know your audience and also understvà their requirements? Through, you guessed it, market segmentation. Market segmentation allows you khổng lồ learn the wants, needs, values, & motivations of your audience. Once you have discovered and analysed this data, you will be confident that your hàng hóa is being promoted to the right people, in the right place and at the right time.

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Physical Evidence

When we get down to the brass tacks, it’s important for consumers lớn know that the brand they’re purchasing from or interacting with, are legitimate và, well, actually exist in real life. No Catfishing here, thank-you. That’s where physical evidence comes in.

Physical evidence often takes two forms: evidence that a service or purchase took place and proof or confirmation of the existence of your br&.

For example, any services or products received count as physical evidence. As bởi vì the likes of your receipts, packaging, tracking information, invoices, brochures or PDFs, và so on.

Now, what about the confirmation or validation of your brand? What vày we mean by validation? Validation essentially refers khổng lồ visual aspects or quantifiable features of your br&, such as your website, your hình ảnh, business cards, a sign on your building, the brand’s headquarters và equipment, và your social media presence. These are the elements that the customer is likely to see prior to actually engaging with you or your offerings.

It’s always important for both brands & customers khổng lồ document their interactions và transactions. Why? Because… *queue dramatic music* GDtruyền bá, of course! Also things lượt thích keeping an eye on the bank balance or overheads or industry best practices.


A well-crafted, strategic brvà can greatly benefit from this aspect of the 7Ps as the legitimacy that physical evidence brings can put you miles ahead of the game, & phối you apart from your competitors by showing you as professional, authentic & informed.


Employees. Those people who are involved in selling a hàng hóa or service, designing it, managing teams, representing customers... the menu goes on. The ‘people’ element of the 7Ps involves anyone directly, or indirectly, involved in the business-side of the enterprise.

There’s no use in creating a great brvà, innovative product or amazing social truyền thông presence if you don’t have the right people behind you. It’s integral lớn the survival of your business that you make sure that all of your employees, no matter how behind-the-scenes or customer-facing they are, have sầu fair training and a considerable understanding of their role và the impact that it has within the company.

You don’t want a manager who lacks in people-skills, in the same way that you can’t have sầu a customer service representative who isn’t empathetic towards the issues of your audience. Ask yourself: will these employees nói qua the vision of the company và also understand the expectations và requirements of the customers?

Employing and retaining the right people is imperative sầu in both the long & short term success of your business.


Process. The 7th ingredient in our kinh doanh mix - ‘process’ describes a series of actions that are taken in delivering the sản phẩm or service to the customer. Examining the process means assessing aspects such as the sales funnel, your payment systems, distribution procedures and managing customer relationships.

But it’s not enough lớn just vì chưng the processes. Each step that you take & the methods that you choose to lớn use for these processes must be done in a way that minimises the costs on your part, whilst also maximising benefits và value for your customer. Yikes. That’s quite a lot. Luckily, your sale strategy and your sales strategy are in place to lớn keep you on the right traông chồng.


Assessing, adjusting và optimising different parts of your process will help to streamline your business efforts whilst also ensuring that your methods are up-to-date & in line with current trends.

Now, you may be thinking “wow! The 7Ps really do seem lượt thích they’re very helpful for perfecting sale strategies & keeping brands on-point. But I"ve sầu heard that there’s a sneaky 8th ‘P’ in this kinh doanh mix…”. Yes, that’s right; some debate an 8th ‘P’ khổng lồ be the final piece of the puzzle. And that 8th Phường is ‘Performance’ or ‘Productivity’.

Performance/ Productivity

This argued, elusive, eighth ‘P’ accounts for your ability lớn deliver lớn your customers what you’ve sầu promised. Are they satisfied? Are you offering them value? You had better hope so, otherwise, you’re in for a world of negative Word of Mouth (WOM). This is super important as a massive sầu 92% of consumers believe suggestions from friends & family more than advertising.


‘Performance’ also involves things lượt thích unique, how you compete in the marketplace và whether or not your goals are being achieved i.e. are your financial targets being met?


So there you have it, the 7… potentially 8P’s of the sale set. Ever since it was formulated in the 1940s, every aspect of this awesome little acronym takes you one step closer lớn success.

How? By analysing, và therefore optimising, your business according lớn each ‘P’ of the marketing set. This way, you can ensure that your kinh doanh strategy is as concrete as possible as it keeps your employees happy, your customers satisfied & your business efforts flowing.

Effectively, a streamlined strategy engages and retains your consumers, meets and achieves your goals & evolves your br& to lớn the fullest extent.

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