What are the extended 7Ps in service marketing?

• A. Product, Price, Place, Promotion, People, Process, Physical Evidence
• B. Product, Price, Place, Promotion, People, Physical Evidence, Processes
• C. Product, Price, Campaign, Promotion, People, Process, Physical Evidence
• D. Product, Price, Place, Promotion, People, Process

Answer: (A)

In service marketing, the marketing mix expands beyond the traditional four to address how services are produced and experienced. The extended set adds three elements—People, Process, and Physical Evidence—to form a seven-part framework that captures the human interaction, the way service is delivered, and the tangible cues customers use to judge quality.

Product, Price, Place, and Promotion cover the core aspects of what is offered, how it’s priced, where it’s provided, and how it’s communicated. The additions focus on the service delivery system and environment: People refers to the staff and contact personnel whose behavior and competence shape the experience; Process is the flow of activities through which the service is delivered, ensuring consistency and efficiency; Physical Evidence comprises the tangible cues customers encounter—facility design, equipment, signage, and other materials that reassure and influence perception.

The correct option lists these seven elements as Product, Price, Place, Promotion, People, Process, and Physical Evidence, which is the standard seven Ps. The other choices either replace or omit elements (such as Campaign for Promotion, or using Processes instead of Process, or leaving out Physical Evidence), which doesn’t match the recognized extended framework.