Many marketing jobs require that candidates have experience of the ‘full marketing mix’. But how relevant is the marketing mix model for today’s b2b marketer?

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Time to rethink the
7 Ps of Marketing
Do b2b marketers need an
extended marketing mix?

2. The Seven Ps of Marketing
• The traditional concept included 4 Ps – Product, Price, Place and Promotion. As
thinking evolved, the model was extended to cover Ps associated with
services, namely People, Processes and Physical evidence.
Product
Price
Place
Process
Physical
evidence
People

3. The Seven Ps of Marketing
• The traditional concept included 4 Ps – Product, Price, Place and Promotion. As
thinking evolved, the model was extended to cover Ps associated with
services, namely People, Processes and Physical evidence.
Product
Price
Place
Promotion
Process
Physical
evidence
People

4. How relevant are the 7Ps today?
• The 7Ps model views marketing as every dimension of customer
experience
• The 7Ps do not cover modern marketing activity in detail
• Most of the seven Ps would be outside the remit and responsibility of the
marketing manager: Product - Price – Place – People…

5. How relevant are the 7Ps today?
• Product: Actual functionality, technology and associated user guarantees
are decided and managed by the product manager
• Pricing and distribution channels (Place) are firmly within the remit of
sales and commercial directors, if not the CEO himself, in smaller firms
• Customer service levels (People) fall within the responsibility of the
technical helpdesk team and account managers

6. The New Ps of Marketing
• The 7Ps concept no longer reflects the ACTUAL WORK of marketers at the
more complex end of the b2b spectrum. A more relevant paradigm would
cover three additional aspects which constitute a key marketing
contribution to the ‘augmented product’:
1) Positioning - competitive, in customers’ minds
2) Proposition - value to customer
3) Presentation - the visual and brand experience

7. The Ten Ps of Marketing
• Positioning, value proposition and presentation help to create an enhanced value
product:
Product
Price
Positioning
Proposition
Presentation
PlacePromotion
Process
Physical
evidence
People

8. Find out more
• Read the related blog post at
http://wp.me/p3Hcuq-1N
• Follow me @yasminetweets
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