The 7Ps model is a marketing model that modifies the 4Ps model.
The 7Ps is generally used in the service industries.
Here are the additional elements that transition the 4Ps to the 7Ps marketing model:
#5 Marketing Mix – People
Both target market and people directly related to the business.
Thorough research is important to discover whether there are enough people in your target market that is in demand for certain types of products and services.
The company’s employees are important in marketing because they are the ones who deliver the service.
It is important to hire and train the right people to deliver superior service to the clients, whether they run a support desk, customer service, copywriters, programmers…etc.
When a business finds people who genuinely believe in the products or services that the particular business creates, it's is highly likely that the employees will perform the best they can.
Additionally, they'll be more open to honest feedback about the business and input their own thoughts and passions which can scale and grow the business.
This is a secret, “internal” competitive advantage a business can have over other competitors which can inherently affect a business's position in the marketplace.
#6 Marketing Mix – Process
The systems and processes of the organization affect the execution of the service.
So, you have to make sure that you have a well-tailored process in place to minimize costs.
It could be your entire sales funnel, a pay system, distribution system and other systematic procedures and steps to ensure a working business that is running effectively.
Tweaking and enhancements can come later to “tighten up” a business to minimize costs and maximise profits.
#7 Marketing Mix – Physical Evidence
In the service industries, there should be physical evidence that the service was delivered.
Additionally, physical evidence pertains also to how a business and it's products are perceived in the marketplace.
It is the physical evidence of a business' presence and establishment.
A concept of this is branding is for example; when you think of “fast food”, you think of McDonalds.
When you think of sports, the names Nike and Adidas come to mind.
You immediately know exactly what their presence is in the marketplace.
They are generally market leaders and have established a physical evidence as well as psychological evidence in their marketing.
They have manipulated their consumer perception so well to the point where their brands appear first in line when an individual is asked to broadly “name a brand” in their niche or industry.
Next up; what is the Marketing Mix 4C‘s and how does it apply to the 4P's and 7P's?