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7 P’s Model Concept
7 P’s Model, also known as “Extended
Marketing Mix”, is a model introduced by Booms and Bitner and that
expands the number of 4 traditional marketing variables (4 P’s Model:
Product, Price, Communication and Distribution) to 7, adding the
variables People, Processes and Physical Perception.
According to the authors of the model, the
original 4 P’s model was though for tangible products, presenting some
shortcomings as to services or sectors of intensive use of knowledge-
The additional 3 P’s introduced by Booms
and Bitner are the following:
. People: all people directly or
indirectly involved in providing a service are an important part of the
marketing mix – the value understood by the client depends in large
measure from the employees and managers involved.
. Processes: represents activity
procedures and flows needed for providing the service, whose form an
indispensable element for marketing mix.
. Physical Perception: represents the
circumstances/environment in which the service is provided to the
client.
According to the authors, the first two
variables (people and processes) are explicit, while the third
(perception) forma an implicit value.
Translated from Portuguese
by Susana Saraiva, Portuguese-English and English-Portuguese translation
specialist. Contact: spams@sapo.pt.
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