Since its first introduction in 1960, the marketing mix has been extended from the 4 Ps (product, price, promotion, place) to include the three additional dimensions - people, process, physical evidence.Group of answer choicesTrueFalse

The statement is True.

Here's why:

1. The original marketing mix, introduced by E. Jerome McCarthy in 1960, consisted of Product, Price, Promotion, and Place (the 4 Ps).

2. Over time, as the field of marketing evolved, three additional elements were added to form the extended marketing mix. These are People, Process, and Physical Evidence.

3. People refers to everyone who is directly or indirectly involved in the consumption of a service, including employees and customers.

4. Process refers to the procedures, mechanisms, and flow of activities by which services are consumed.

5. Physical Evidence refers to the environment in which the service is delivered and where the firm and customer interact, as well as any tangible components that facilitate performance or communication of the service.

So, the statement is true that the marketing mix has been extended from the 4 Ps to include three additional dimensions - people, process, and physical evidence.