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AsA.Paynereports,thelistofmarketingmixinstruments
developedbyHarvardBusinessSchoolidentifiedthefollowing
twelvemarketingmixinstruments:product,price,brand,distri-
butionchannels,directsales,advertising,promotion,packaging,
presentation,service,operation,factfindingandanalysis.
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New
solutionsappearingintheliteraturehaveledtotheconceptof
“8P”,including:product,placeandtime,process,performance
andquality,people,promotionandeducation,physicalevidence
andthepriceandothercostsoftheservice.
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Anotherconceptof
marketingmixisasetofsevencomponents,i.e.“7P”.Themarket-
ingmixbasedon“7P”wasdeterminedin1981byB.H.Booms
andM.J.Bitner.Thisconstructionconsistsofthefollowingele-
ments:product,price,place,promotion,people(staff),physical
elementsandtheprocessofproducingservices.
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Theclassicelementsofmarketingmixconfigurationcom-
binedwiththespecificityofserviceenterpriseshaveledtothe
expansionandenrichmentofthe“4P”set.Animportanthuman
componentinthesphereofserviceshascontributedtotheex-
tensionofthemarketingmixcomponentsbythefifthelement,
i.e.people.Theuseofthesefiveelementsistheconceptof“5P”
marketingmix,whichischaracteristicofthesphereofser-
vices.
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12
A.Payne,Marketingusług,Warszawa1997,p.43.
13
A.Pukas,Marketingmixusług,in:Marketingusług,ed.A.Styś,War-
szawa2003,pp.54–55.
14
H.Rogers,J.Slinn,Zarządzanieobiektamiturystycznymi,Warszawa
1996,p.83.
15
A.Pukas,Marketingmix,pp.53–54.
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