1. Marketing: An Introduction
The marketing mix – 4Ps
The extended marketing mix – 7Ps

2. The Extended Marketing Mix (7P’s)
The 4P’s don’t express the full range of marketing activities in the service sector
So, the “extended marketing mix” (7P’s) was developed by Bloom and Bitner in 1981
The 3 extra P’s include:
People – the human aspect
Process – the transaction of service – flow of activities in delivery of a service
Physical environment (Physical evidence) – the tangible evidence of service

3. The Extended Marketing Mix (7P’s)
People: - the human aspect of service delivery
Services very dependent on the human element (people) to deliver the “product”
In many cases customer satisfaction linked to service provided e.g.
Lovely restaurant surroundings and good food delivered by pleasant staff
End result = satisfied customers 
Slow and rude waiting staff
End result = dissatisfied customers 

4. The Extended Marketing Mix (7P’s)
People:
Well-trained staff vital to the provision of a service
Direct contact between customer and staff
Simultaneous nature of production and consumption

5. The Extended Marketing Mix (7P’s)
Process – the transaction of service
The procedures and flow of activities involved in the delivery of a service
Processes play an important role in the quality of service provided
Most successful businesses have a marketing process that is highly focused on / driven by the customer

6. Customer driven marketing process
The Extended Marketing Mix (7P’s) Processes: Examples – Flow of activities
Going on a cruise
Greeted at dockside
Baggage taken directly to cabin
Services from restaurants, spa, shops
Baggage taken to transport at final destination
Customer focused marketing process
Booking flight online
Visit airline's website
Customer enters details & books flight
Ticket/booking reference arrive by or text
Catch flight and arrive at destination
Customer driven marketing process

7. The Extended Marketing Mix (7P’s)
Physical environment – the tangible evidence of service
The environment in which the service is delivered
Due to intangibility of services, customers look for physical evidence to assess the quality of the service
For example:
In a hotel, nice decor, comfortable room temperature, en-suite etc
The location and cleanliness of a hairdresser’s premises
The leg room and quality of food served on an aeroplane

8. Adapting the marketing mix

9. Britvic - adapting the marketing mix
Changes in external market (macro) conditions that may affect Britvic
How Britvic might adapt its marketing mix to respond to these changes
Ageing population
Introduce new products aimed at older people
Economic recession
Introduce a value range
Government promotion of healthy lifestyle
Introduce products in keeping with a healthy lifestyle

10. Assessment Guidance
Using Clare’s Chocolate Cafes as an example, explain the importance of:
People
Process
Physical evidence
Note:
Responses should relate to the cafes and not the hand-made chocolate products

11. People Process Physical evidence
The role of people in the marketing of products or services in the organisation including:
Customer interaction
Customer service
Service quality
Internal marketing
The importance of process in the marketing of products or services including:
Customer transactions
Order processing
Database management
Service delivery
After sales care
Relevant examples might be:
Premises
Equipment
Documentation
Signs
Uniforms
Logos
etc

12. Assessment Guidance Changing market conditions
How Clare’s Chocolates’ marketing mix responds to changing market conditions
Note:
Changing market conditions should be described in relation to the organisation’s external environment, and
3 examples should be provided of how the marketing mix has (could be) changed

13. Assessment Appendices Bibliography Title page Student Declaration Form
Appendix 1
Appendix 2
Bibliography
Title page
Word count
Student Declaration Form
Contents page (page numbers!)

14. Student Declaration Form
Copy on SSS

15. Brussel Sprout Relaunch Apply the marketing mix to a product
Group Activity 1
Brussel Sprout Relaunch
Apply the marketing mix to a product

16. Ryanair Apply the extended marketing mix to a service
Group Activity 2
Ryanair
Apply the extended marketing mix to a service