What are the 7 Ps of marketing? (2023)

Before we answer this question on 7Ps of marketing, let’s start with the beginning and see where the term “marketing” comes from. As many marketing experts have discovered, putting the right product in the right place, at the right price, and at the right time is the core of marketing. Isn’t it simple? The hard part is doing it well.

Marketing encompasses all aspects of the business cycle, including marketing strategy, analysis, product creation, distribution strategies, sales, and comprehension of your customers’ needs. Marketers use campaigns to carry out this path.

Read this article to learn the 7 Ps of Marketing and the importance of marketing mix as a marketer.

Importance of 7P’s marketing

  • Marketing is a discipline that encompasses all of a company’s efforts to attract consumers and maintain connections.
  • At its most fundamental level, marketing aims to link a company’s products and services with customers who desire to use them. Profitability is ensured when items are matched with customers’ demands.

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

Read more – How to keep your MBA dreams relevant in 2023

How many Ps are there in marketing?

The marketing mix is one of the marketing strategies organizations have traditionally used to sell their product. To lay the groundwork, the marketing mix is defined as a collection of marketing techniques that a firm uses to promote its brand or product in the marketplace.

The approach was typically structured around the four pillars of marketing: product, price, location, and promotion. However, as marketing became more sophisticated, so have the approaches. Later, it was expanded to 7Ps of marketing with the inclusion of People, Process, and Physical Evidence.

To drive marketing choices at every level, businesses materialize the aspects of the marketing mix. It assists them in:

(Video) Extended Marketing Mix (7P's) Explained | Marketing

  • Recognizing its assets and mitigating its flaws
  • Becoming more adaptive and competitive
  • Improving departmental and partner collaboration

However, before you start using the 4Ps or 7Ps of marketing, you must first determine your target audience’s persona. Understanding who you’re selling to will help you determine the specifics of your marketing mix. Without it, you won’t be able to get started.

What are the 7 Ps of marketing? (1)

7Ps of marketing – Understanding the concept

Since the 1960s, the 4 Ps of marketing have been applied to support the concept of the mix. The 4Ps are a set of four letters that stand for the following:

  • Product
  • Price
  • Place
  • Promotion

The marketing mix process has changed in response to changes in the company and consumer markets. McCarthy’s concept was developed in 1981 by Bernard H. Booms and Mary J. Bitner into the 7Ps of marketing mix that we know today.

The original four Ps are still in place, but Booms and Bitner added three more:

  • People
  • Process
  • Physical evidence

Let’s dive deep into each one of them in the 7Ps of marketing

  1. Product: The characteristics, unique selling factors, and overall quality of the product or service being offered
  2. Promotion: Methods used to advertise the product through many channels are referred to as promotion
  3. Price: The product’s long-term price plan, including promotions, discounts, and special offers
  4. Place: Where do customers find your product, learn about it, and then buy it
  5. People: Those who come into direct and indirect touch with your target clients
  6. Process: How you will deliver the product to clients and provide them with the finest experience possible
  7. Physical evidence: tangible goods and experiences that convince clients that your product is genuine — in the case of digital, this includes website visits, confirmation emails, testimonials, client feedback, and more

You may like to read top blogs on marketing.

1st of 7P’s of marketing – Product

Simply put, the marketing mix product is what is being marketed. When we refer to the product, we refer to aspects such as quality, packaging, design, and brand. You must ensure that the product satisfies the needs of your market while designing it, i.e., does your target market or audience desire or need it?

The life cycle, which covers the growth, maturity, and sales drop phases, must also be considered. By providing a better quality product to your intended audience than your opponents, you will be able to win this aspect.

(Video) 7 Ps of Marketing | Marketing Mix for Services | Explained with Example

Here are five questions to consider while defining product mix strategies:

  • What do people expect from a product or service?
  • What will they do with it, and how will they use it?
  • What features are required to fulfil the client’s requirements?
  • Is the product’s name memorable?
  • What sets your product apart from the competition?

2nd of 7P’s of marketing – Price

Price in the marketing mix refers to the amount of money your consumer is willing to spend. The price must be higher than the cost of manufacturing by definition, as this decides your profit or survival. Changing the pricing has a significant influence on the product’s sales and demand and the impression of your brand.

Tip: When customers compare your prices to your competitors, they may connect a lower price with poor quality items. However, overpricing might result in costs exceeding benefits. Where exactly is the middle ground?

Thus, while determining the price, marketers should examine the product’s value and assess various pricing techniques.

Check these questions to help you get started with this marketing mix element:

  • Is this priced favorably?
  • How does the price compare to competitors?
  • Should discounts be offered?
  • Do you accept payment plans?
  • Are there any credit terms the customer might need to meet?

3rd of 7P’s of marketing – Place

Place refers to the distribution and availability of your goods to potential buyers as part of the marketing mix. And you can’t talk about the location without mentioning your target market. This component necessitates a thorough grasp of the target persona. You will uncover the most effective distribution methods once you have nailed knowing the ins and outs of your target clients.

So, how do you position your product correctly? Here are five questions that can assist you in defining this marketing element:

  • What are the places where purchasers seek your product?
  • What’s the best way to find the correct distribution channels?
  • What distinguishes your distribution strategy from that of your competitors?
  • Is it necessary to hire a sales team?
  • Do you need to sell something on the internet?

4th of 7P’s of marketing – Promotion

Spread the word!

(Video) What Are the 7Ps of the Marketing Mix?

When it comes to the marketing mix, the component of the promotion mix refers to who, what, and how. What is conveyed, to whom it is transmitted, how is that audience reached, and how frequently is it promoted? It uses techniques such as:

  • Advertising
  • Sales
  • Public relations
  • Emails
  • Social media

The promotion mix meaning and principle is to increase brand awareness and sales. If you can answer yes to these five questions, you’ll be well on your way to developing a promotion strategy:

  • When and where can you reach out to your target market with your marketing messages?
  • How do your competitors promote themselves?
  • And how do your competitors impact the promotional activities you choose?
  • When is the most effective time to market your product?
  • Is using social media the best option?

5th of 7P’s of marketing – People

Aren’t businesses dependent on the individuals who manage them? Having the right people is a no-brainer since they are as much a part of your business offering as the products/services you provide. Employee performance, appearance, and customer service are all examples of this.

As a result, establishing what constitutes the “appropriate people” for your company might be difficult, but it should include the following three factors:

  • Exceptional service
  • Genuine enthusiasm
  • Be open to suggestions

Tip: Having the right teammates is an organizational benefit that influences your market position.

6th of 7P’s of marketing – Process

The process in the marketing mix is the method through which your product or service is presented to clients. Your sales funnel, distribution system or other methodical operations can ensure your company functions properly. You also want to make sure that your procedure is well-organized to save money.

Other examples include the order in which individuals complete activities, the quantity of inquiries received by salespeople, and how performance is recorded and assessed.

7th of 7P’s of marketing – Physical evidence

Physical proof is a must-have for the 7 Ps of marketing. It might be material or intangible, and you should provide proof of delivery. Product packaging, receipts, and customer service are all physical examples. The perception of a company’s product in the marketplace is intangible physical proof.

(Video) 7 Ps of Marketing | Marketing Mix for Services

Consistent branding across channels is a means to impact customers’ views to the point that your brand is the first thing that comes to mind when they hear a word, sound, or phrase.

Consider who comes to mind when you think about fast Pizza. Pizza Hut is a popular answer. Their existence in the marketplace is immediately noticeable. That is Intangible physical evidence.

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Course LevelPostgraduation
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Approvals/ accreditationUGC, ACU, NAAC (A+), WES, ICES AICTE, IQAS
Duration2 years (4 Semesters)
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Average salaryINR 4 Lakh to 14 Lakh

Mode of learning for online MBA

  • Lectures, assignments, projects, and any other research work at Manipal University Jaipur are all done in English
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  • The LMS is used for teaching and assignment submission; enrollment credentials are given at the time of enrollment
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Eligibility criteria for online MBA at Online Manipal

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  • Candidates must have a graduating grade point average of at least 50%
  • A minimum of 45 percent aggregate marks in their graduation is required for applicants who belong to restricted categories
  • Aspirants must pass an online aptitude exam administered by Manipal University Jaipur (MUJ) at a time determined by the admission committee for admission to the MBA program
  • A candidate must appear in the aptitude test if they have a valid score (40 percentile) on any aptitude test (CAT/MAT/CMAT/XAT/GMAT).

Placement assistance at Manipal University Jaipur

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Online Manipal MBA curriculum

First SemesterSecond Semester
Management Process and Organisational BehaviorProduction and Operations Management
Business CommunicationFinancial Management
Statistics for ManagementMarketing Management
Financial and Management AccountingManagement Information System
Managerial EconomicsOperations Research
Human Resource ManagementProject Management
Third SemesterFourth Semester
Research MethodologyStrategic Management and Business Policy
Legal Aspects of BusinessInternational Business Management
Four elective courses in the chosen areaBusiness Leadership
Four elective courses in the chosen area

MUJ’s online MBA course offers a comprehensive perspective of the core talents required to make management decisions in a complicated global company ecosystem. Each semester is meant to tie business themes together.

Instead of studying business in silos — with distinct courses in accounting, finance, marketing, and so on — you’ll learn about the interdependence of these basic business disciplines. In other words, you’ll learn about business the way you see it every day in the real world: as a complicated web of interwoven difficulties. You can now be confident that you are acquiring the same rigorous core business knowledge from a globally recognized MBA certification.

Online MBA career scope

Having an online MBA degree can give a promising career. Let’s have a look at some of the job opportunities after an online MBA:

Public Sector JobsPrivate Sector JobsIT Sector Jobs
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Computer SystemFashion IndustryIT Manager
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EntrepreneurshipOperations Research Analyst
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International Business


To create your marketing mix, Keep the 7Ps of marketing in mind, and include them in your marketing fundamentals. From the customer experience to the intangible value of your product, consider how one aspect influences the others as you design your 7Ps of the marketing mix to create a cohesive brand experience for your buyers.

(Video) What is Marketing Mix, 7P's of marketing

Furthermore, consider how a product’s price affects its advertising approach, how specifications affect pricing, and how your employees carry out tasks. Ensure that your employees and the tools they use can connect accurately. Use the appropriate tools to reach out to the individuals.


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