Since then, the 4 Ps have been altered, new variables have been added, others have been abandoned, but the essence is the same: a search for ingredients that enable companies to fulfil their specific marketing mission: to market products and/or services to the right people, at the right time and in the right context, through the channel that the customer requests and at a price that is reasonable (if we can say that there is a reasonable price for everyone) in a sustainable and ethical environment.
In 1999, Schultz amazon phone number data proposed a mix of 4 Rs, referring to marketing in the health sector: relevance, response, relationships and return on investment. This proposal seems to take into consideration aspects related to marketing results, rather than attributes that generate value for the client.
That same year, Goldsmith presented a proposal of 8 Ps[1], adding to McCarthy's 4 Ps the variables physical assets , procedures , people and personalization . In this classification we can already see that there are elements inherent to services and that, as it could not be otherwise, aspects related to personalization, differentiation and segmentation were included in the marketing formula. It was evident that coffee for everyone and the Ford T marketing model ("A customer can have his car in the color he wants, as long as he wants it to be black", although in its first years the Ford T was available in various colors, but not in black), no longer worked in an increasingly changing and demanding market environment. And it is in this spirit of adding differentiation in marketing that other models such as Arussy's (2005) emerged, which adds premium price, preference, portion of the customer's total budget and permanence of the total relationship.
