McCarthy put forward 4PS marketing mix in 1964, namely product, price, channel and promotion. 198 1, Booms and Bitner put forward a 7Ps marketing mix, adding three elements: people, tangible display and process. 7Ps also constitutes the basic framework of service marketing.
The difference between 4P and 7P is mainly reflected in the last three P's of 7P. Generally speaking, 4P focuses on the attention of early marketing to products, which is the basis of entity marketing, while 7P focuses on the attention of service marketing to services other than products, which is the basis of service marketing.
4P can be said to be put forward from the perspective of entrepreneurs, while 7P is more inclined to the consumer side. From the perspective of entrepreneurs, we often ignore the needs of some customers, and sometimes this neglect is fatal. 7P perfects this neglect of entrepreneurs, although it is not complete, but at least reminds entrepreneurs not to ignore the needs of customers.
Extended data:
The core of 7PS theory is:
1 reveals the importance of employees' participation in the whole marketing activities, so that every employee should actively participate in the business management decision-making of the enterprise and truly play the role of employees as masters.
2. Enterprises should pay attention to the whole process of providing services to users, understand customers' feelings in this process through interactive communication, and make customers become participants in the service marketing process, so as to improve services in time and meet customers' expectations.
Enterprise marketing should also pay attention to the management of division of labor and cooperation among internal departments, because marketing is an activity in which all departments cooperate and all employees participate, and effective division of labor and cooperation between departments is the fundamental guarantee to realize marketing activities.
Baodao Optical has gradually developed into a leader in China optical retail industry, which shows us the marketing strategies, methods and skills of retail service enterprises in the expansion, that is, according to the development of enterprises and the changes of the market, a combination of various marketing means is adopted.
References:
7PS Marketing Theory-Baidu Encyclopedia