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Marketing Mix in Services/ 7Ps

Marketing of Services

Unit II

Instructor

Ankur Bhatnagar

www.managementstudies.tk

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Ankur Bhatnagarwww.managementstudies.tk

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

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Documents