Extended Marketing Mix: What It Is and Why It’s Useful

The extended marketing mix is a collection of components used in product marketing campaigns. The product, placement, price, and promotion components of the original marketing mix have been expanded to include new elements that can affect the outcome of a campaign. Companies planning to launch new campaigns must consider how to structure them in light of the product, the brand, and the market. Putting together the incorrect marketing mix can lead to a disastrous product launch.

Midway through the 20th century, marketers started investigating the so-called “Four Ps.” Important factors include the product itself, the price range, where it is placed, how it is promoted to consumers, and where it is placed. People, physical environments, processes, and the provision of customer service can all be additional components of a marketing mix. In keeping with the P theme, marketers have created a variety of mixes with seven to 27 Ps.

Companies that want to enter new markets must broaden their understanding of the marketing mix. For instance, simply placing a product in stores is insufficient. A manufacturer with retail locations must also consider the physical setting and layout. Customers should associate the brand favorably with the store’s appropriate appearance and atmosphere. Products should be logically and consistently displayed inside the store, in the places where customers would look first if they were looking for particular items.

Process control can also be important for the marketing mix. This involves keeping an eye on the various production stages for efficiency, safety, and other aspects, such as whether a company adheres to internal standards. Process control is a necessary component of an extended marketing mix for a company that wants to market environmentally friendly products, for instance, in order to reassure customers that it is responsible and takes measures to protect the environment.

Companies with internal marketing teams can talk about the extended marketing mix and the preparations they should make for a planned release. Even though the company strives to maintain an overall consistent look and feel, this can change with each release. This process can also involve outside consultants because businesses may employ them for particular campaigns or to provide assistance with revamping an A successful campaign and a company’s ability to maintain its position in the market can both be aided by a strong extended marketing mix.

Extended Marketing Mix (7P’s) Explained | Marketing

Why is the extended marketing mix useful?

Marketers benefit from using the extended marketing mix because it offers a clear framework for how to approach their work. Professionals can use the seven pillars as categories of importance to order certain elements of their plan. Other factors supporting the utility of the extended marketing mix might be:

Making informed decisions

Seven different marketing and business strategy components can help professionals feel more prepared to make wise decisions. The pillars cooperate to make sure that marketers view the situation from various angles. Taking into account each factor can assist you in making choices that set your business apart from rivals or improve the performance of your marketing division.

Developing a budget

It is possible to create a thorough budget for a particular marketing campaign by examining seven different pillars. Each pillar offers a unique viewpoint that can assist you in making more informed resource allocation decisions. For instance, you might allocate more resources to that part of the budget if one pillar needs more work before you can release the promotional materials.

Creating a complete plan

A comprehensive marketing strategy can be developed by using seven different indicators to guide your planning. These strategies could be subtle and highlight areas for development. A thorough plan can equip your marketing team to focus time, effort, and resources on particular pillars to guarantee the campaign’s success.

What is the extended marketing mix?

Professionals use the extended marketing mix to define specific marketing strategies, objectives, and activities. The extended marketing mix, which is derived from a condensed “marketing mix” strategy, includes seven different pillars. These pillars enable experts to approach marketing holistically and comprehensively to create effective campaigns. Each pillar is intended to assist marketers in completing a comprehensive and improved marketing strategy. Additionally, each pillar collaborates to produce a coherent and successful plan.

7 pillars of the extended marketing mix

For the purpose of determining how to develop a marketing strategy, the extended marketing mix examines the effects of several different business areas. The seven pillars of the extended marketing mix include:

1. Product

The first pillar looks at the goods, services, or experiences the business offers. This pillar serves as the primary pillar that shapes the others because it reflects the character of the business. It’s crucial to take into account every component of the product you sell, including its features, quality, and potential benefits to consumers. It’s beneficial to include clear information about each component of the product in the strategy because it may affect other aspects of the marketing plan.

2. Place

The second pillar, place, deals with the locations and methods of product sales. Businesses may opt to sell their goods or services in a variety of distinctive ways, such as online or in a brick-and-mortar location. Any distribution that takes place between the business and its clients is referred to by this pillar. It’s crucial to take your target market’s preferred method into account when choosing where and how to sell your products. This can guide your strategy and assist you in developing distribution avenues that speak directly to your target market.

3. Price

The third pillar concerns the price your business decides to charge for the good or service it offers. The first and second pillars are directly related to pricing. It’s crucial to choose a price that corresponds to the product’s quality, appeals to the target market, matches the distribution method, and satisfies market expectations. Furthermore, it’s best to establish a price that enables your business to achieve consistent revenue goals and turn a profit. A few pricing strategies may include:

4. Promotion

This pillar has a direct connection to physical marketing materials that aim to increase consumer awareness of a product, establish a brand identity, or engage an audience. Public relations, digital ads, content marketing, and television commercials are all examples of promotional tactics. The purpose of promotions is to persuade the audience to buy your goods or services as opposed to those of a rival. It’s also beneficial to think about how other pillars, like the target market and the cost, can affect your marketing plans. Some promotional strategies may include:

5. People

The employees of the company are referred to as the fifth pillar. The experts involved in creating and marketing the product are crucial to marketing strategy. Utilizing their knowledge could give your plan new perspectives and insights. Additionally, it’s common for employees to promote the good or service, which can improve their capacity to explain the worth of the item to customers. This knowledge, along with the other pillars, can help create a successful marketing campaign.

6. Process

The sixth pillar, process, aids marketers in identifying customer expectations and creating plans to satisfy them. It encompasses all procedures designed to deliver your product or service to the customer. To guarantee that your business consistently provides a positive customer experience, you might choose to outline the steps involved in each process. Processes to evaluate may include:

7. Physical evidence

Physical proof, the seventh pillar, relates to each component that must be present physically to complete the marketing plan. This pillar includes all other facets of your business, brand, and product that are not covered by the other pillars. It can offer suggestions for specific visual components like your logo, storefront design, or customer communications. Including these components in your marketing plan may help you build brand loyalty, a recognizable identity, and consistent messaging.

Extended marketing mix vs. marketing mix

There is only one major difference between the extended marketing mix and the simple marketing mix. Only four pillars make up the marketing mix: place, price, product, and promotion. The additional three pillars of the extended marketing mix, which are physical evidence, processes, and people, add to the original toolkit. The extended version of the marketing mix adds more nuance through the additional pillars, but the marketing mix still offers helpful guidance for developing a marketing strategy.


What is an extended marketing mix?

The extended marketing mix (7Ps) is a grouping of seven marketing components that aim to cooperate in order to accomplish the goals of a marketing strategy. These seven components are physical, people, place, price, promotion, and the product.

What are the 3 extended P’s in marketing?

The seven Ps of marketing—which stand for “product, price, promotion, place, people, process, and physical evidence”—are included in this strategy.

What are the extended 4Ps?

The 4Ps marketing mix can be used to distinguish between services and physical products. e. Three additional 3Ps—people, physical evidence, and process—have been added to the original four: product, process, pricing, and promotion.

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