Why was there a need to introduce three additional Ps in the marketing mix?

The three additional Ps were introduced to the marketing mix to better address the unique characteristics of service-based businesses.

The original marketing mix, also known as the 4Ps (Product, Price, Place, Promotion), was developed by E. Jerome McCarthy in the 1960s. It was primarily designed for product-based businesses. However, as the service sector grew, marketers realised that the 4Ps model was not sufficient to cover the unique characteristics of service-based businesses. This led to the introduction of three additional Ps - People, Process, and Physical Evidence.

People refers to all individuals directly or indirectly involved in the consumption of a service, including employees and other consumers. In a service-based business, employees' interactions with customers can significantly impact the customers' perception of the service. Therefore, it's crucial to ensure that employees are well-trained and capable of providing excellent customer service.

Process refers to the procedures, mechanisms, and flow of activities by which a service is delivered. This includes the customer's journey from discovering the service to post-purchase interactions. A well-designed process can enhance the customer experience, leading to higher customer satisfaction and loyalty.

Physical Evidence refers to the tangible aspects that customers encounter while interacting with the service. This could include the physical environment where the service is delivered, the equipment used to deliver the service, or any physical components that come with the service. Physical evidence helps to make the service more tangible and real for customers, which can be particularly important for intangible services.

In conclusion, the three additional Ps were introduced to the marketing mix to better cater to service-based businesses. They help to address the unique characteristics of services, such as their intangibility, variability, and perishability, which are not adequately covered by the original 4Ps model. By considering these additional factors, marketers can develop more effective strategies for promoting and delivering their services.