Cara Menggunakan 7Ps Marketing Mix


What is the 7Ps Marketing Mix and how should it be used?

The marketing phối is a familiar kinh doanh strategy tool, which as you will probably know, was traditionally limited to lớn the core 4Ps of Product, Price, Place và Promotion. It is one of the top 3 classic marketing models according to a poll on Smart Insights.

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The traditional 7Ps of marketing consist of:

ProductPromotionPricePlacePeopleProcessPhysical evidence

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Who created the 7Ps model

The 7Ps Model was originally devised by E. Jerome McCarthy & published in 1960 in his book Basic Marketing. A Managerial Approach. 

We"ve created the graphic below so you can see the key elements of the 7Ps sale phối.


The 4Ps vs The 7Ps

The 4Ps were designed at a time where businesses were more likely lớn sell products, rather than services & the role of customer service in helping br& development wasn"t so well known. Over time, Booms and Pitner added three extended ‘service phối P’s": Participants, Physical evidence & Processes, và later Participants was renamed People. Today, it"s recommended that the full 7Ps of the marketing set are considered when reviewing competitive strategies.

The 7Ps helps companies to lớn Review and define key issues that affect the marketing of its products & services and is often now referred lớn as the 7Ps framework for the digital sale mix.


In Dave Chaffey"s book: Digital Marketing: Strategy, Implementation and Practice, this Mã Sản Phẩm was refreshed & applied khổng lồ online channels khổng lồ give sầu a practical approach which works well for multichannel businesses. An eighth P, ‘Partners’ is often recommended for businesses khổng lồ gain reach online (first mentioned in Digital mMarketing Excellence by Dave Chaffey & PR Smith although some would argue it"s part of Place). 

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How can I use this model?

Although it"s sometimes viewed as dated, we believe the 4Ps are an essential strategy tool lớn select their scope và is particularly useful for small businesses. For startups reviewing price và revenue models today, using the Business Model Canvas for sale strategy is a great alternative sầu since it gives you a good structure lớn follow.

Companies can also use the 7Ps Model to lớn phối objectives, conduct a SWOT analysis & undertake competitive sầu analysis. It"s a practical framework lớn evaluate an existing business và work through appropriate approaches whilst evaluating the mix element as shown below và ask yourself the following questions:

Products/Services: How can you develop your products or services?Prices/Fees: How can we change our pricing model?Place/Access: What new distribution options are there for customers to experience our hàng hóa, e.g. online, in-store, Mobile etc.Promotion: How can we add to or substitute the combination within paid, owned và earned truyền thông media channels?Physical Evidence: How we reassure our customers, e.g. impressive buildings, well-trained staff, great website?Processes: Are there internal process barriers in the way to lớn delivering the best customer value?People: 
Who are our people và are there skills gaps?Partners: Are we seeking new partners and managing existing partners well?.

An example of a company using the 7Ps strategy

Take a look at HubSpot as an example, which was founded in 2006; Hubspot now boasts over 86,000 total customers in more than 1đôi mươi countries. Comprised of Marketing Hub, Sales Hub, Service Hub, CMS Hub, & a powerful miễn phí CRM, HubSpot adds value for customers in every aspect of the 7Ps.

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What does a successful marketing phối look like?

This is a top-cấp độ overview; you would take this inlớn greater detail và ask the following questions:

1. Products/Services: Integrated toolphối for SEO, blogging, social truyền thông media, website, email and lead intelligence tools.

2. Prices/Fees: Subscription-based monthly, Software-As-Service model based on number of contacts in database và number of users of the service.

3. Place/Access: Online! Network of Partners, Country User Groups.

4. Promotion: Directors speak at events, webinars, useful guides that are amplified by SEO & effective with SEO. PPC Social truyền thông media advertising, e.g. LinkedIn.

5. Physical Evidence: Consistent branding across communications.

6. Processes: More sales staff are now involved in conversion.

7: People: Investment in online services.

8. Partners: Hubspot looks khổng lồ form partnerships with major truyền thông companies such as Facebook & Google plus local partners including Smart Insights who it is collaborating with on retìm kiếm in Europe.

What lớn watch for

When using the 7Ps as a Mã Sản Phẩm to lớn conduct a sale audit, I look at each of the Ps. It’s unwise to ignore an area unless it is completely outside your control.

9Ps of marketing?

Since 2007, Larry Londre"s 9Ps of marketing has included:

Planning, Process or Marketing ProcessPeople/Prospects/Potential Purchasers/Purchasers (Target Market)ProductPrice/PricingPlace/DistributionPromotionPartners/Strategic AlliancesPresentationPresentation

Original References & sources of 7Ps?

Bitner, M. J. và Booms, H. (1981). Marketing Strategies và Organization: Structure for Service Firms. In Donnelly, J. H. & George, W. R. (Eds). Marketing of Services, Conference Proceedings. Chicago, IL. American Marketing Association. p. 47- 52.