Marketing mix (7Ps)
The seven-P marketing mix extends product, price, place and promotion with people, process and physical evidence. The extra elements help analyse how an offering is delivered and experienced, particularly in services. People include those shaping the customer experience; process covers the service steps and reliability; physical evidence includes tangible cues that help customers assess an intangible offer. The elements interact, so align the promise, price and actual experience rather than adding three headings without a coherent customer proposition.
Worked example
A clinic promotes rapid appointments, but poor booking processes and unhelpful reception staff undermine that promise. Improving scheduling, staff support and clear patient information addresses process, people and physical evidence alongside the clinical service itself.
Common mistake
Using physical evidence as proof that the underlying service is flawless or describing the seven elements without applying them to the customer experience.
Where it appears in your exams
| Qualification | Exam | Relationship | Period |
|---|---|---|---|
| ACCA | SBL | Direct | September 2026–June 2027 |