Which components are added to the traditional marketing mix to form the extended marketing mix?

The extended marketing mix enhances the traditional marketing mix, which originally included Product, Price, Place, and Promotion, by adding three additional components: People, Process, and Physical Evidence.

People refer to everyone involved in the service delivery and customer interaction. This component acknowledges the importance of employees and customers in the marketing process, highlighting how their skills, attitudes, and behaviors directly affect customer experience and satisfaction.

Process encompasses the procedures, mechanisms, and flow of activities by which services are consumed. It emphasizes the significance of well-defined processes in service delivery to ensure efficiency and quality, thus impacting customer satisfaction.

Physical Evidence pertains to the tangible aspects that customers can experience or see, including the physical environment where the service is delivered, as well as any physical representations of the service such as brochures, branding, and even the appearance of employees. This element helps to provide customers with reassurance about the quality of the service being offered.

Together, these three components enrich the framework, especially for service-oriented companies, providing a more comprehensive approach to marketing strategies in a competitive landscape.