Brosola, Ely Francis L.
Most of the new marketing strategies and business activities are based on the marketing mix, a key foundation
on which to stay significant and thrive, it’s important for businesses to find structure in the planning, organizing,
evaluation, execution, and re-evaluation of their strategies and business activities. A critical component of
Marketing is messaging which involves creating messages that are remarkable and aim to streamline the goal
and objective of the strategy.
It was first introduced by Jerome McCarthy in 1964 in his book Basic Marketing: A Managerial Approach. He
introduced basic elements they are four P’s product, price, place, and promotion. In 1981 Booms and Bitner two
academicians, add two crucial pieces to the marketing mix physical evidence, people, and processes. The
‘’People’’ is added to the list, to recognize the importance of the human in the aspect of marketing. The
‘’Process’’ is added in the marketing mix to highlight the fact that service, unlike physical products is an
experience as a process at the time that they are purchased. This new addition in the marketing mix evolves
into 7 P’s or the extended marketing mix. The need, wants and expectations are constantly changing and
developing. It is important to frequently revisit the 7 P’s formula to accurately forecast the market. Only then
we can meet and exceed the requirements of the consumer and keep ahead of the industry competitors
The first P is Products refer to the physical product, service or experiences. You need to make sure that the
product is right for the market and it satisfied or exceed the expectation of the costumers. The second P is
Place involves the process of storing the products, ease of access to product or service, and transporting making
available to the consumers. It could be warehouses, brick and mortal or online shops. Where ever we choose to
distribute, it should be accessible to the consumer, consider the traffic flow, foot traffic and take the
competitors into consideration because having several competitors in one location attracts more customers.
The third P is Price refers to the cost of the product, service, or experience. The cost should reflect on the
costumer's perceived value of offering because High pricing is being perceived by the customers with high-
quality products It should also be in line with the consumer budget and take into account industry competition
it might jeopardizing lose the desired target market. The forth P is Promotion refers to the marketing
advertising and sale promotion technique. It could be the traditional promotional which includes televisions,
radio, billboards, magazines, newspapers, or modern methods like using social media, hiring an influencer, or
email marketing. The promotion uses to create a message with the potential and existing consumers. Choosing
the right promotion methods can create noise and be heard that could create the right audience in the right
place at the right time.
The fifth P is Physical evidence is the material part of the service. It could be a proof or confirmation of the
services that being done. The sixth P is People refer to anyone who’s involved in the brand or product it could
be those selling it. There is no use in creating a product having an interactive social media presence and a strong
brand, adding team members who will engage with the vision-mission of the company and can boost value to
the organization. The last P Process is described as the full experience of the buying process from where the
consumer becomes aware of the brand and enters the sale and distribution. The distribution method is an
important aspect that makes a difference in the benefits those consumers in the service industry.
Every aspect of the marketing mix is the key to the success. No element should be left behind. Careful analysing
and segmentation the target audience using 4 Ps and 7 Ps. ensures that the marketing strategy will work.
References:
Gilstein, J. (2020). Marketing mix. Salem Press Encyclopedia.
2015. Marketing and the 7Ps: A brief summary of marketing and how it work. [ebook] Berkshire, United
Kingdom, pp. 1-12. Available at: <https://www.cim.co.uk/media/4772/7ps.pdf> [Accessed 4 February 2021].
