4.6 The extended marketing mix of seven P's

Question 1

What do the 7P’s apply to? (More than the 4P’s?)

Answer 1

The 4P’s are more applicable to the marketing of goods
Whereas the extended marketing mix of 7P’s suits services

Question 2

What are the 3 extra P’s?

Answer 2

• People
• Processes
• Physical Evidence

Question 3

What does “people” refer to?

Answer 3

Selling services and gaining loyal customers requires excellent customer service

Question 4

What do “processes” refer to?

Answer 4

The processes that a business has in place to satisfy customers’ wants
Banks replace your bank card before you have to request one
Restaurant should have set processes in place to ensure a service runs efficiently
(usually you only notice this when it goes wrong)

Question 5

What does “physical evidence” refer to?

Answer 5

Allowing customers to see the quality of a service for themselves
(eg. seeing a kitchen in a restaurant)