Marketing mix plays an important role in the marketing strategy of a business. Because it guides all marketing activities of the business in reaching the right target customers, promoting products and services, and increasing sales. 7p marketing and 4p marketing are the 2 most used marketing mix models. In today’s article, let’s explore with Optimal Agency the difference between 7p marketing and 4p marketing.
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What is the 4P Marketing model?
The original marketing mix strategy was implemented according to the 4P marketing model focusing on product promotion. Over time, to suit the market economy and customer needs, this model has been developed into 7P marketing. To see the difference between these two models, let’s analyze the characteristics of each model:
This is the traditional marketing mix model that laid the foundation for modern marketing strategy developed by E. Jerome McCarthy in 1960. It includes the following elements:
Product
This is the most important element and is mentioned first in the 4P model. The products in this marketing mix model are often tangible and now are specific intangible goods and services. Each product and service created and provided to customers needs to meet their needs and bring them superior value. A good product not only meets the desires of customers but also needs to be different from competitors. To do that, businesses need to regularly research the market and develop products.
Price
The second P of the 4P marketing model is the price or cost that customers need to pay to own the product. It is a sensitive factor that affects the profits as well as the survival of the business. To set the right price, the business needs to consider many different factors to come up with a suitable pricing strategy. It includes production costs, customer perceived value, competitor prices, and business goals.
Place
The distribution channel is where the manufacturer/supplier’s products and services are brought to consumers. There are many distribution channels and you need to choose the most suitable and convenient distribution channel for customers to increase sales revenue, optimize costs, and improve customer satisfaction. An effective distribution system helps ensure that the product reaches the right place, at the right time and meets customer needs quickly.
Promotion
The last factor in the 4P marketing model is promotion or communication activities about the business’s products and services to position the brand and promote the sales process. Factors to consider when building a promotion strategy include advertising, personal selling, public relations, etc. To achieve the highest efficiency, businesses need to build a comprehensive promotion strategy, combining many different tools and methods. It is possible to offer incentive and promotional programs to attract and promote customers’ purchasing process.
What is the difference between 7p marketing and 4p marketing? To get the answer, you need to analyze the factors in the 7P marketing model.
What is the 7P Marketing model?
With the development of the market and society, human needs also change, leading to certain changes in marketing activities. If the traditional marketing model focuses on product marketing, the 7P model has added 3 more factors including: People, Process, and Physical Evidence. The 7P marketing model is widely applied in the marketing strategy of the service industry.
People
While the previous Ps in the 4P model refers to products, prices, distribution, and promotion, this P emphasizes the value of people in every decision. In marketing, customers are placed at the center of every strategy. Here, people are not only customers but also refer to those involved in the marketing process: marketers, salespeople, etc. This factor is very important and affects the service experience and customer satisfaction. Businesses need to focus on training their employees to have full professional qualifications, professional skills, and a professional service attitude.
Process
The process is a factor that greatly affects the way a business organizes its operations and marketing process. It includes all the necessary processes to provide the business’s products and services to customers. A process needs to be systematically designed based on the needs and satisfaction of customers. Businesses need clear processes and systems to save costs, improve service quality, and optimize performance.
Physical Evidence
Infrastructure is the final element of Marketing 7P and the place where customers use the business’s services. It provides tangible evidence for customers to recognize the products and services that the business provides such as the work clothes of employees, the service attitude of employees, marketing materials, etc. This element helps businesses create a difference, make a deep impression in the minds of customers, and enhance competitive advantage.
If you want to learn more about the 7P model, please read the following article: What are the 7Ps in Marketing.
What is the difference between 7p marketing and 4p marketing?
Both 4P marketing and 7P marketing are marketing mix models that play an important role in the business’s marketing strategy. Through these models, businesses can identify the needs and desires of customers and create suitable products and services. At the same time, have a suitable pricing strategy and choose the right distribution channel to encourage customers to make purchasing decisions, helping to increase sales and profits. Unlike the 4P model, the 7P model helps businesses achieve great goals such as customer loyalty, improving competitive advantage, gaining large market share, etc.
However, the 4P marketing model and the 7P marketing model have many differences. While 4P is used to market products, 7P is often used for services. If the 4P model is traditional marketing build a complete marketing plan. The 7P model is an advanced and complete version of the 4P model to create a comprehensive marketing strategy. Starting from providing quality products, good after-sales service, and brand development. Below is an analysis table to help you better understand the differences between the two models:
| Differences | Marketing 4P | Marketing 7P |
| Scope of application | Includes 4 elements and is used to meet customer needs and achieve business goals: sales, profits, … | Added 3 elements focusing on improving customer experience and satisfaction to achieve goals: customer loyalty, brand development & market share |
| Customer focus | Usually focuses on products and how to reach customers through price, point of sale, promotional strategies | Emphasizes customer experience and satisfaction through factors such as customer service, service delivery process and tangible factors (staff uniforms, facilities, equipment, etc.) |
| Importance of human factors | Less attention to the role of people in the marketing process. | Emphasizes customer experience and satisfaction through factors such as customer service, service delivery process, and tangible factors (staff uniforms, facilities, equipment, etc.) |
By understanding the difference between 7p marketing and 4p marketing, you will understand the evolution of the marketing mix model according to the market economy. From there, you can choose the marketing model suitable for your industry to deploy an effective marketing campaign.
Please see more:
- What is Facebook Marketing API? How Facebook Marketing API works
- What is conversational marketing? The secret to successful conversational marketing?
- What is Meme Marketing? Meme advertising planning method
Frequently asked questions
The answer is yes. Although it was born in the 1960s, the 4P marketing model still retains its core values and can be fully applied in the digital age. However, it needs to be adjusted to suit the modern business context, where digital technology and customer consumption behavior have changed significantly.
When implementing a marketing campaign, the 4P model is used more because it is suitable for most products. The 7P model will be suitable for implementing marketing strategies for the service industry. However, depending on the industry, budget, and target audience, marketers can flexibly choose the marketing mix model that is suitable for them.
