TAILIEUCHUNG - Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics

The marketing mix concept is one of the core concepts of marketing theory. However, in recent years, the popular version of this concept McCarthy’s (1964) 4Ps (product, price, promotion and place) has increasingly come under attack with the result that different marketing mixes have been put forward for different marketing contexts. While numerous modifications to the 4Ps framework have been proposed (see for example Kotler, 1986; Mindak and Fine, 1981; Nickels and Jolson, 1976; Waterschoot and Bulte. 1992) the most concerted criticism has come from the services marketing area. In particular Booms and Bitner’s (1981) extension of the 4Ps framework to include process, physical evidence and participants, has gained widespread acceptance in the services. | 4 I MARKETING INTELLIGENCE PLANNING 13 9 Using the 7Ps as a generic marketing mix an exploratory survey of UK and European marketing academics Mohammed Rafiq and Pervaiz K. Ahmed The 7Ps framework has clear advantages over the 4Ps framework Introduction The marketing mix concept is one of the core concepts of marketing theory. However in recent years the popular version of this concept McCarthy s 1964 4Ps product price promotion and place has increasingly come under attack with the result that different marketing mixes have been put forward for different marketing contexts. While numerous modifications to the 4Ps framework have been proposed see for example Kotler 1986 Mindak and Fine 1981 Nickels and Jolson 1976 Waterschoot and Bulte. 1992 the most concerted criticism has come from the services marketing area. In particular Booms and Bitner s 1981 extension of the 4Ps framework to include process physical evidence and participants has gained widespread acceptance in the services marketing literature. The proliferation of numerous ad hoc conceptualizations has undermined the concept of the marketing mix and what is required is a more coherent approach. It is our contention that Booms and Bitner s 1981 extended marketing mix for services should be extended to other areas of marketing. This article shows how the 7Ps framework can be applied to consumer goods marketing situations and demonstrates the clear advantages that it has over the 4Ps framework. Also we present the results of a survey of European marketing academics that attempts to assess the degree of dissatisfaction with the 4Ps concept and the acceptance of the 7Ps framework as a generic framework. In order to place the research in context we begin by outlining the theoretical framework underpinning this research. We begin with a discussion of the concept of the marketing mix and the elements that constitute the mix as there is a considerable variablity in the usage of these terms in the literature. .

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