6. Three new marketing Ps: process, physical evidence and people.
What’s in this chapter for you
The traditional marketing mix has been extended by three new Ps, to become the extended marketing mix or the Seven Ps. These new Ps are: process, physical evidence and people. These additional Ps were added to the marketing mix because of the increasingly customer-oriented focus on marketing as well as the growth of the service sector and its importance to the economy.
Physical evidence: getting the right feel
Physical evidence is one of the new elements of the extended marketing mix and refers to the elements ...