MBATricks

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Marketing :: Booms & Bitner :: 7Ps

An extended version of the 4Ps (traditional marketing mix model) was created by Booms and Bitner. This version is useful for marketing services.

The 3 new Ps are:

  1. People: All people that are directly or indirectly involved in the consumption of a service are an important part of the Extended Marketing Mix. Knowledge workers, employees, management and consumers often add significant value to the total product or service offering.
  2. Process: Procedure, mechanisms and flow of activities by which services are consumed (customer management processes) are an essential element of the marketing strategy.
  3. Physical Evidence: The ability and environment in which the service is delivered. Both tangible goods that help to communicate and perform the service, and the intangible experience of existing customers and the ability of the business to relay that customer satisfaction to potential customers.

Source:

http://www.12manage.com/methods_booms_bitner_7Ps.html

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