How does the concept of the extended marketing mix differ from the traditional four Ps?

The extended marketing mix expands the traditional four Ps (Product, Price, Promotion, Place) to include three additional Ps: People, Process, and Physical Evidence.

The traditional marketing mix, also known as the 4Ps, is a concept that was first introduced in the 1960s. It includes Product, Price, Promotion, and Place. These four elements are seen as the core aspects that a company needs to consider when marketing a product or service. The Product refers to what the company is selling, whether it's a physical good or a service. Price is the amount the customer pays for the product. Promotion includes all the methods of communication that a company uses to provide information about the product. Place refers to the distribution channels used to get the product to the customer.

However, in the 1980s, the marketing mix was extended to include three additional Ps: People, Process, and Physical Evidence. This is often referred to as the 7Ps of marketing and is particularly relevant in the service industry.

People refers to the employees who deliver the service. In many service industries, people are the most important asset. They are the ones who interact with customers, deliver the service, and represent the company's brand. Therefore, it's crucial that they are well trained, professional, and capable of delivering a high-quality service.

Process refers to the systems and procedures that are used to deliver the service. This includes everything from the way a hotel checks in guests, to how a restaurant takes orders and serves food. A well-designed process can enhance the customer experience, increase efficiency, and reduce costs.

Physical Evidence refers to the tangible aspects that customers come into contact with. This could be the physical environment where the service is delivered, such as a restaurant or a hotel, or it could be the packaging of a product. Physical evidence can have a significant impact on a customer's perception of a product or service.

In conclusion, the extended marketing mix provides a more comprehensive framework for marketing a product or service. It recognises that in many industries, particularly the service industry, there are additional factors that need to be considered beyond the traditional four Ps.