Marketing Management Prof.

Rajesh Satpathy
Boom & Bitner’s 7 P’s

Lately three more P’s have been added to the marketing mix.
They are as follows:

People – The individuals involved in the sale and purchase of

products or services come under people.

Process – Process includes the various mechanisms and

procedures which help the product to finally reach its target
market

Physical Evidence – With the help of physical evidence, a

marketer tries to communicate the USP’s and benefits of a
product to the end users
 Marketing Management
People

People decisions are particularly important to the marketing of

services. In the services sector, in particular, people planning can be
very important where staff have a high level of contact with
customers.

Marketing effectiveness is likely to be critically affected by the

actions of front-line employees who interact with customers. While
a car manufacturer’s employees may be unseen by its customers, a
restaurant’s waiters can make or break the benefits that visitors to
the restaurant perceive. Where questions arises: what are the
prerequisite skills for front-line employees? How should staff be
rewarded and motivated?
Marketing Management
Marketing Management

Host @Taj Palace Hotel

 Marketing Management
Process
Process decisions are again of most importance to marketers in the
services sector. The process of production may be of little concern
to the consumer of manufactured goods, but it is often of critical
concern to the consumer of ‘high contact’ services.

A customer of a restaurant is deeply affected by the manner in

which staff members serve them. For busy customers, the speed
and friendliness with which a restaurant processes its customers
may be just as important as the meal itself. Marketers must work
closely with operations managers to design customer handling
processes that are both cost-efficient and effective in satisfying
customers’ needs.
 Marketing Management
Physical Evidence
Physical evidence is important in guiding buyers of intangible
services through the choices available to them. This evidence can
take a number of forms.

Eg.: At its simplest, a brochure can describe and give pictures of

important elements of the service product- a holiday brochure gives
pictorial evidence of hotels and resorts for this purpose.

The appearance of staff can give evidence about the nature of a

service-a tidily dressed Air Hostess for an airline gives some
evidence that the airline operation as a whole is run with care and
attention. A clean, bright environment used in a service outlet can
help reassure potential customers.
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Integrated Marketing
The 4P’s represents the seller’s point of view of the marketing tools
available for influencing buyers. From the buyers point of view, each
marketing tool is designed to deliver a customer benefit. A
complementary breakdown of marketing activities has been
proposed that centers on customers.

The Customers Questions are:

S Solution: How can I solve my problem?

I Information: Where can I more about it?
V Value: What is my total sacrifice to get this solution?
A Access: Where can I find it?
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Integrated Marketing
Winning Companies satisfy customer needs and surpass their
expectations economically and conveniently and with effective
communication.

Applying a Integrated Channel strategy ensures that direct and

indirect channels, such as online and retail sales works together to
maximize sale and brand equity.
 BOTTOM OF THE PYRAMID (BOP)
The Bottom of the Pyramid (BOP) is a socio-economic concept
that allows marketers to group a vast segment - in excess of
about four (4) billion - of the world’s poorest citizens
constituting an invisible and un-served market blocked by
challenging barriers that prevent them from realizing their
human potential for their own benefit, those of their families,
and that of society's at large.
 BOTTOM OF THE PYRAMID (BOP)
Technically, a member of the BOP is part of the largest but
poorest groups of the world's population, who live with less
than $2.50 a day or about INR 140 and are excluded from the
modernity of our globalised & civilized societies, including
consumption and choice as well as access to organized
financial services.

Some estimates based on the broadest segment of the BOP

put its demand as consumers at about $5 trillion in Purchasing
Power Parity terms, making it a desirable objective for creative
and leading visionary businesses throughout the world.
 BOTTOM OF THE PYRAMID (BOP)
One of the undeniable successes in this process is the
explosion of the Microfinance industry witnessed in many
parts of the world.

The first person to really focus on BOP was C.K. Prahalad

(1941-2010), who in the process has inspired influential
leaders and countless ordinary citizens sharing his vision, to
joint efforts for the unleashing of their creative and productive
potential as part of an inclusive capitalist system, free of
paternalism toward the poor.
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Thank You!