Product Marketing: A Detailed Comparison of the 4Ps and 7Ps Frameworks

This essay provides a comprehensive overview of product marketing, focusing on the 4Ps and 7Ps marketing mix models. It defines marketing as a process of attracting a target audience and building strong relationships to enhance value. The report details the components of both the 4Ps (product, price, place, promotion) and the 7Ps (product, price, place, promotion, people, process, physical evidence), comparing their historical context, elements, and applications. It highlights that while the 4Ps is a traditional model mainly used for product-based firms, the 7Ps is a more modern approach suitable for service-oriented businesses, incorporating additional elements to address the evolving expectations of consumers. The essay concludes that both frameworks are essential tools for organizations to effectively promote their products, influence consumer mindset, and enhance productivity in the marketplace. Desklib is a valuable resource for students seeking more solved assignments and past papers.

Product marketing
in business
INTRODUCTION ..........................................................................................................................3
1

MAIN BODY...................................................................................................................................3
4Ps and 7Ps marketing...............................................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8
INTRODUCTION
Marketing is defined as a procedure in which organisation engages in the process of
attracting target set of audience and build strong relationship with them in order to enhance value
in return. Marketing is an essential process for any organisation irrespective of its size and scope,
as it includes action of promoting and selling services and products organisation. This is done
with the help of intensive market research in terms of project marketing (Ali, 2021). This form
2

of strategic marketing function mainly bridges the gap among product management and
marketing communication. Product marketing is mainly responsible for undertaking product to
market with the help of go-to-market strategy. Product marketing is mainly a group of tactics that
an organisation undertakes to launch a product in an effective manner. Present report has been
done on the discussion on 7 P's and 4 Ps in marketing.
MAIN BODY
Purpose statement
Present essay is conducted on the topic of marketing strategy in products. The main
purpose of conducting this essay is to identify the concept of 7 P's and 4 P's of marketing along
with making comparison among them.
Marketing strategy in products
Definition:
Marketing strategy in products
Marketing strategy is mainly defined as an organisation overall plan in order to reach
prospective consumers and further turn them into organisation products and services consumers
(Ali, Wu, and Ali, 2021). It has been identified that a marketing strategy mainly include
organisation value proposition that are key brand and target consumer demographics. In order to
promote products business can undertake advantage of marketing strategies like 7 P's and 4 Ps of
marketing. With the help of this organisation can effectively emphasise upon all the essential
aspects through which they can build greater value.
4Ps of marketing
4 PS of marketing is basically a framework of marketing mix which include four
elements that is price, place, promotion and product. All these elements are carefully integrated
into a marketing mix that allow organisation to promote their products and services in market
segment among target base of consumers.
7 Ps of marketing
7 Ps of marketing basically include elements like product, price, place, promotion,
people, process and physical evidence. It is an essential framework that allow organisation to
promote their products in an effective manner (Arnett, Dass, and Bhoumik, 2021). Furthermore,
it has been identified that this form of marketing make is an efficient tool through which
3

marketers and business can place a product or brand in an effective manner target set of
consumers in an efficient manner.
Explanation
7 P's and 4 Ps of marketing are essential marketing theories. It is a form of marketing mix
through which organisation can promote their products in an effective or systematic manner. In
terms with 4 Ps of marketing mix it is mainly inclusive of product, place, price and promotion.
While the extended 7 P's include people, process and physical evidence. In-depth analysis of
these marketing strategy enhances organisation effectiveness to promote their product in market
segment.
History
The 7ps of marketing mix is being coined by E. Jerome McCarthy and was duly
published in the year 1960 in McCarthy book Basic Marketing. While in terms with 4ps of
marketing this marketing strategy is also being developed by E.J. McCarthy in his book “Basic
Marketing-A Managerial Approach” (Gao, 2021). The 7 P's of marketing will involve the
product, price, promotion, place, people, process, and physical evidence. As on the other side,
these seven elements will include the marketing mix. Such sort of the mix will strategically
places in the business of the management in the field of the market. As it can be utilised with
varying sections of the forces as effectively and efficiently.
Outcome
This essay helps in identifying and understanding the overall importance and concept of 4
P's and 7 Ps of marketing through which organisation can effectively promote their products in
an effective manner by focusing upon different aspects or elements. With the help of this essay
proper understanding of the marketing strategies that can be undertaken that will further help
ensuring placing of product in a market segment with the help of focusing upon all the essential
aspects. The 7 Ps are the section of recognised marketing tactics, that might be utilised in any
combination to satisfy the consumer in the field of the market with their suitable orientated field
of the market. The 7 Ps are controllable but subjected to the internal and external marketing
environments as effectively and efficiently. By combining of such diverse marketing strategies to
meet their customers' requirements and desires is termed as using a 'tactical marketing mix' in the
field of the area.
4

4Ps and 7Ps marketing
IT has been analysed and seen that the 4Ps of marketing comprises of the price, place,
product and promotion but after the enhancement in the services marketing mix the implication
of the 7Ps of marketing has been stated that includes the addition of process, people and physical
evidence (Li, and et.al., 2021). A discussion about the 4Ps marketing and 7Ps marketing has
been provided below along with their comparison in the end. The four Ps of marketing will
involves the product, price, place, promotion that are frequently termed as the marketing mix as
effectively and efficiently. As these are the key components that are involved in the marketing of
the products or facilities, and they communicate importantly with each other. By considering all
of such components it is one of the manner and the approach of a holistic marketing plan of
action as effectively and efficiently.
4Ps marketing
Use of 4Ps marketing has been made since the traditional times when the maximum
number of the business are operating and dealing in the product. A discussion about these 4Ps of
marketing has been provided as below:
Price- this element of marketing mix tend to include and comprises of the price of the
product and services that is being offered by the organisation. Various form of pricing strategy
like competitive, premium pricing, etc. can be adopted and used by the organisation (Mittal, and
et.al., 2021). Adoption of competitive pricing is mist suitable for a firm as it ensures a
compatible level of price accordance with the pricing of competition in business environment
thus, attract and gather larger number of customers.
Place- It basically presents and reflects about the location where the product is being
served and services is being provided. It is vital to place the organisation and delivery of product
and services at a location that is easily researchable and access bale by the customers to have
improved and higher level of productivity.
Product- it comprises of the actual services and product that is being offered by the
organisation. Product is termed as the tangible, physical products that the business of
management will get to buy or sell as per to this section of marketing mix will get comprises the
suitable manner of the Product Life Cycle (PLC) is based on the biological life cycle as with the
Customer Life Cycle (CLC) in the field of the area.
5

Promotion- this aspect and element of the marketing mix tool comprises of the all of the
activities that a marketers undertake in order to inform and aware the consumers about their
products and services the main purpose of which is to encourage potential customers to buy these
products and services (Shen, and et.al., 2021). Use of many tools and marketing strategies such
is digital marketing, content marketing, etc. are made by a business organisation to have
effective promotion and advertising of the product that is vital to attract and cater larger number
of customers.
7Ps of marketing
With the enhancement in the providing to the firm in place of products as there are three
more Ps that has been introduced in the marketing mix as the 7Ps of marketing help a company
define gaps that affect the marketing of its product. The three extra Ps that has been included in
the 4Ps to make it 7Ps are provided and discussed as below:
Physical Evidence- it comprises of the efforts and activities that are made by the
organisation to develop a sense and positive impact of its product and services in the mind of
customers. It has been evaluated and determined that the situations in which the facilities is
delivered and through which the business of management and consumer will communicate with
various sort of the tangible components that facilitate performance or communication of the
service that forms a part of physical evidence component of marketing mix.
Process- this element of the marketing mix reflects and depicts about the entire process
through which a product and services and manufactured and delivered starts from the
procurement of the raw material till its end (Swani, 2021). Thus, this element of marketing mix
comprises of the actual procedures, mechanisms, and flow of activities by which the service is
delivered – this service delivery and operating systems.
People- it comprises and reflects about the workforce of the organisation that are
involved in creating and delivering a product. Hence, all the human beings who play an essential
role in service delivery and will also influence the buyers’ representation with namely to the
firm’s personnel, the consumer, and other consumer in the service situation that are formed a
vital relation of individual with suitable factor of marketing mix.
Comparison
4Ps of marketing 7Ps of marketing
It is traditional form of marketing mix It comprises of modern form of marketing
6

It is mainly used by the firms which deliver
product
It is used and adopted by the form which tend
to deal in services
It comprises of 4Ps i.e. price, place, product
and promotion
It comprises of 7Ps i.e. price, place, product,
promotion, people and physical evidence
It is simpler in nature It is more detailed and lengthy in nature
Thus, according to the comparison among 4 P's and 7 P's of marketing mix it has been
identified that both of these method are essential component of marketing that helps organisation
to promote a product in market segment in an effective manner. In terms of 4 P's (Wiegand, and
Imschloss, 2021). It has been identified that in this organisation can only promote their products
by focusing upon four aspects which include product, place, price and promotion. While on the
other hand if it is talked about 7 Ps of marketing it comprises of people, process and physical
evidence. These three elements play essential role in modern marketing that allow organisation
attract customers at greater extent. It has been identified that it is the extended version marketers
or business can contain ability to fulfil consumer expectation according to the constantly
changing environment (Yeniaras, and Kaya, 2021). However, it has been concluded that both of
the marketing mix framework is an essential aspect through which company can gain maximum
return and can influence mind set of consumers in a well-defined and effective manner. Both of
these tools allow organisation to enhance their productivity at greater extent.
CONCLUSION
Thus, according to the above-mentioned report, it has been concluded that marketing is an
essential process of an organisation through which they can undertake activities related to
offering their products and services in marketplace with the help of different strategic measures.
7

With the help of marketing organisation influence mindset of consumers and attract them to
work organisation product and services. This report identifies that product marketing mainly
include tactics to take product in market among target set of audience. In this the product
manager engages in the role of creating demand for a product with the help of effective
messaging, positioning and marketing programs. This report also identified that in order to
conduct marketing of product business organisation by taking advantage of 7 P's and 4 P's of
marketing can effectively undertake maximum opportunities and return.
REFERENCES
Books and Journals
Ali, B.J., 2021. Impact of consumer animosity, boycott participation, boycott motivation, and
product judgment on purchase readiness or aversion of Kurdish consumers in
Iraq. Journal of Consumer Affairs, 55(2), pp.504-523.
8

Ali, S., Wu, W. and Ali, S., 2021. Adaptive marketing capability and product innovations: the
role of market ambidexterity and transformational leadership (evidence from Pakistani
manufacturing industry). European Journal of Innovation Management..
Arnett, D.B., Dass, M. and Bhoumik, K., 2021. Re-examining market structures: Resource-
Advantage theory and the market offering ecosystem perspective. Journal of Global
Scholars of Marketing Science, 31(2), pp.189-199.
Gao, J.H., 2021. Analyzing Online Customer Satisfaction: The Impacts of Perceived Benefits,
Perceived Risks, and Trust. In Research Anthology on E-Commerce Adoption, Models,
and Applications for Modern Business (pp. 1864-1877). IGI Global.
Li, S., and et.al., 2021. Value co-creation in industrial AI: The interactive role of B2B supplier,
customer and technology provider. Industrial Marketing Management, 98, pp.105-114.
Mittal, V., and et.al., 2021. Improving Business-to-Business Customer Satisfaction Programs:
Assessment of Asymmetry, Heterogeneity, and Financial Impact. Journal of Marketing
Research (JMR), 58(4).
Shen, H., and et.al., 2021. The contingent effects of coopetition on new product development
under dual institutional interactions: evidence from China. Chinese Management
Studies.
Swani, K., 2021. To app or not to app: A business-to-business seller's decision. Industrial
Marketing Management, 93, pp.389-400.
Wiegand, N. and Imschloss, M., 2021. Do You Like What You (Can't) See? The Differential
Effects of Hardware and Software Upgrades on High-Tech Product Evaluations. Journal
of Interactive Marketing.
Yeniaras, V. and Kaya, I., 2021. Customer prioritization, product complexity and business ties:
implications for job stress and customer service performance. Journal of Business &
Industrial Marketing.
9