Since the establishment of the classical marketing mix, different models have evolved focusing on specific forms of management. Some of these trends were maintained in the retail industry, partly outside the jurisdiction of the marketing concept, in part as an integrated model. The original 4 Ps were expanded to represent and present new components. In the 1930s, the pricing policy was granted a broad area. Later it followed the approach of “shareholder value”, which has now been replaced in the scientific literature by a more holistic view of all legitimate interested parties. Currently (as of 2006) there is a tendency for the establishment of individual “Balanced Scorecard” to identify the marketable line of business. Especially for the service sector, three additional “service Ps” are added. These are process, people and physical evidence.
Such models contain not only the traditional functions of the marketing mix but more Ps like Processes – see Processes, Packaging, Personnel, People or persons, Personnel Policy, Politics, Physics, Physical Evidence (store layout, etc.), Personal Politics, Physical Facilities (which physical features should be present, eg type of building, reception, etc.), Public Voice – the appearance in “blogs”, “communities” and multipliers, Product Positioning and Pampering.
这种模型不仅包含传统功能的营销组合，但PS状突起 – 看流程，包装，人员，人或人，人才政策，政治，物理，物理证据（店面布局等），个人政治，物理设施（物理特性应该是存在的，如类型的建筑，接待等），公共语音 – “博客”，“社区”和乘法器，产品定位和纵容的外观。