A New Marketing Mix Structure:
The “7 Ps”

Modern marketing has supplemented the traditional marketing mix structure of ”4 Ps” with three more “Ps” to give you “7 Ps” of marketing. The new additions to the marketing mix are People, Process and Physical Evidence.

This new marketing mix is discussed below with emphasis on why thinking about these additional elements of the marketing mix are important to your sales and marketing efforts. This ties into the larger debate about what the marketing mix really is and what it means today.

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The New Marketing Mix Structure: Adding “Ps”

Why add more “Ps”?

The answer to this question is that the traditional marketing mix was designed in and created for the age of marketing brought about by the manufacturing explosion of the 50s and 60s. The “4 Ps” are simply not enough to describe new marketing systems, paradigms and methodologies which are much more focused on people and technology.

The fact of the matter is that even “7 Ps” may not be enough to cover everything that you need to know to successfully create marketing plans. However you define the components of the marketing mix the real question is, what do you need to know to create customers today?

In looking at the “3 Ps” of People, Process and Physical Evidence in the new marketing mix, think about what other factors will play a role in creating a successful marketing program. These may be as important for you to consider as traditional elements of the marketing mix.


The marketing equation of the past was traditionally concerned with only two parties, you and your customer (“You”). The new marketing mix structure broadens this to include a myriad of other people involved in modern business. Your Marketing Communication Strategy must now encompass employees, shareholders, partners, the press, analysts and the general public. Each of these groups is a stakeholder in your businesses whose needs must be addressed.

While the complexity of the diverse interests you must cater to can seem intimidating, they provide you the opportunity to provide a rich message that delivers more value to your customers in the form of an experience and not just a product.


It is not enough to say you have a Product and a Place where your consumer will purchase from you without more focus on the shape and form your business will take. Sales and marketing today is far more complicated than the simple transactions of the past.

Some of the questions covered by Process within the components of the marketing mix are not only where and how customers will do business with you but what added value you provide and how you can develop relationships and provide an interactive experience.

The advent of e-commerce has caused an explosion and exponential growth in new ways of doing business. The most successful organizations today are those that interact and transact with customer through a variety of methods.

In cultivating long term relationships with your customers, Process within the new marketing mix will come to include not only how you promote and deliver the value you create but also how you educate and support customers on an ongoing basis.

Sales and Marketing for "You" means making sure you keep your customer in mind throughout the sales and marketing process. In looking at this element of the marketing communication mix, always keep their needs in mind. Are they being serviced excellently? Do they have all the information they need? Is their experience of interacting with your organization satisfying and rewarding?

Physical Evidence

What is Physical Evidence? Within the new marketing mix structure this refers to whatever your customers can see before purchasing. This can include the physical environment, packaging, supporting collateral and anything else that helps in presentation.

Physical Evidence as one of the components of the marketing mix is most useful in selling and marketing services and intangible products. Whenever your customer can't feel or see your end product, then supporting physical evidence they can see and feel becomes important.

Physical Evidence within the marketing mix structure should once be tied into trying to understand your customer's perspective. What experience are you providing them during the purchase process itself? Is it pleasant and rewarding doing business with you? How can you tailor your customer interactions to be in and of themselves a value add and unique differentiator for you?

Get help with how to define Marketing Mix structure for your business!

What is Marketing?Definition of MarketingToday's Marketing MixThe "4 Cs"A New Marketing MixMarketing Mix PromotionMarketing Mix Structure Consultant

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