The original four Ps are:

• product – the core benefits of the offer
• price – often real costs paid, but may include other forms of exchange
• place – how people access the offer
• promotion – how the offer or ‘marketing mix’ is communicated.

The additional three Ps are:

• people – which accounts for the interactions in the service industry
• physical evidence – which relates to the ability of the customer to discern qualities of a product
• process – which acknowledges the importance of how a service is delivered.

This are all pointing inwards towards the Target market.