ABSTRACT
The traditional ingredients of the marketing mix used to be known as the ‘4Ps’: product, place (distribution channels), price and promotion decisions. The marketers of services, faced with intangible products, the integral involvement of people in service product production, delivery and consumption, plus the characteristics of the service product (cf. Brief 19), added three additional ‘Ps’, to create the ‘7Ps’ of the services marketing mix: product, place, price, promotion, people, physical environment and process. The marketers of consumer goods and business-to-business products increasingly have incorporated these additional ingredients within their marketing mixes.
