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

The extended marketing mix includes three additional Ps - People, Process, and Physical Evidence, expanding on the traditional four Ps.

The traditional marketing mix, also known as the 4Ps, includes Product, Price, Place, and Promotion. These elements are primarily concerned with the tangible aspects of marketing strategy. However, the extended marketing mix, often referred to as the 7Ps, includes three additional elements - People, Process, and Physical Evidence. These additional elements are particularly relevant in the service industry, where intangible factors can significantly influence customer perceptions and experiences.

The 'People' element refers to everyone who is directly or indirectly involved in the consumption of a service, including employees, management, and consumers. In a service-based business, the quality of service delivered by staff can significantly impact customer satisfaction. Therefore, businesses need to ensure that their staff are well-trained, motivated, and customer-focused.

The 'Process' element refers to the systems and procedures that are used to deliver the service. This includes the customer service processes, the sales process, and the processes used to deliver the product or service. A well-designed and efficient process can enhance customer satisfaction by ensuring that the service is delivered in a timely and efficient manner.

The 'Physical Evidence' element refers to the tangible aspects that customers come into contact with during the service delivery process. This can include the physical environment where the service is delivered, the equipment used to deliver the service, and any physical items that are part of the service delivery. Physical evidence can help to create a positive impression of the service and enhance the overall customer experience.

In conclusion, the extended marketing mix provides a more comprehensive framework for developing and implementing marketing strategies, particularly in the service industry. By considering the additional elements of People, Process, and Physical Evidence, businesses can better understand and meet the needs of their customers, leading to increased customer satisfaction and loyalty.