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Marketing Mix in Services/ 7Ps
Marketing of Services
Unit II
Instructor
Ankur Bhatnagar
www.managementstudies.tk
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The Marketing Mix
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The Marketing Mix
The tools available to a business to gain the reaction
it is seeking from its target market in relation to its
marketing objectives.
7Ps Price, Product, Promotion, Place, People,
Process, Physical Environment.
Traditional 4Ps extended to encompass growth of
service industry
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Product
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Product
Methods used to improve/differentiatethe product and increase sales ortarget sales more effectively to gaina competitive advantage e.g.
Extension strategies
Specialised versions
New editions
Technology, etc.
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Price
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Promotion
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Place
The means by which products and services get fromproducer to consumer and where they can be accessedby the consumer
The more places to buy the product and the easier itis made to buy it, the better for the business (and theconsumer)
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Place
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People
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People
People represent the business
The image they present is important
First contact often human what is the lasting image
they provide to the customer?
Extent of training and knowledgeof the product/service concerned
Mission statement how relevant?
Do staff represent the desired cultureof the business?
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Process
How do people consume services?
What processes do they have to go through toacquire the services?
Where do they find the availabilityof the service? Contact
Reminders
Registration Subscription
Form filling
Degree of technology
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Process
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Physical Environment
The ambience, mood or physical presentationof the environment
Smart/shabby?
Trendy/retro/modern/old fashioned? Light/dark/bright/subdued?
Romantic/chic/loud?
Clean/dirty/neat?
Music?
Smell?
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Physical Environment
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The Marketing Mix
Blend of the mix depends upon:
Marketing objectives
Type of product
Target market Market structure
Rivals behaviour
Global issues culture/religion, etc.
Marketing position Product portfolio
Product lifecycle
Boston Matrix
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References
Lovelock - Service Marketing
K. Rama Mohana Rao- Services Marketing
Journal of Marketing Management
4Ps of Business & Economy