Service Marketing

Service Marketing

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The seven P's is an extended version of 4P’s of the marketing mix for products and is also known as extended marketing mix. , and it assumes service as an intangible product. The additional 3 P’s are people, process and physical evidence. All of these factors contribute towards the optimum delivery of service ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"x9ih19Ir","properties":{"formattedCitation":"{\\rtf (\\uc0\\u8220{}Service Marketing Mix - 7Ps of marketing mix - Marketing mix of Services,\\uc0\\u8221{} n.d.)}","plainCitation":"(“Service Marketing Mix - 7Ps of marketing mix - Marketing mix of Services,” n.d.)"},"citationItems":[{"id":1107,"uris":["http://zotero.org/users/local/FGhKhGPG/items/S6D4L6FU"],"uri":["http://zotero.org/users/local/FGhKhGPG/items/S6D4L6FU"],"itemData":{"id":1107,"type":"webpage","title":"Service Marketing Mix - 7Ps of marketing mix - Marketing mix of Services","container-title":"Marketing91","abstract":"The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. This marketing mix has 7ps of marketing and the three extra Ps are people, process and physical evidence. Marketing mix of Services is used by most service businesses.","URL":"https://www.marketing91.com/service-marketing-mix/","language":"en-US"}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (“Service Marketing Mix - 7Ps of marketing mix - Marketing mix of Services,” n.d.).

The product in the service marketing mix is service which is intangible. Services are the products which cannot be owned and are perishable. Place defines where the service can be located for instance, in a restaurant many services are being delivered at the same time. Services also require promotion as they can be duplicated very easily hence services need to be distinguished. Pricing of service is harder as it is hard to decide the process of the ambiance provided to customers. People are the service providers on which the service is depending. Companies are focused on training their people to provide excellent services aimed at customer satisfaction. Service is delivered to a client following a process, for instance, the effective process will lead to quick service. The process is very important to deliver the service with quality. The physical evidence in case of intangible service is the intangible elements that are delivered with the service to enhance its quality. For instance, ambiance in the case of restaurants.

The extended P’s are not only effective for delivering the service but also increases the efficiency of delivering the products to the customers. Right people are essential to produce quality products for customers ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"a1ob07use6u","properties":{"formattedCitation":"(Employment, 2011)","plainCitation":"(Employment, 2011)"},"citationItems":[{"id":1110,"uris":["http://zotero.org/users/local/FGhKhGPG/items/R86DGDVZ"],"uri":["http://zotero.org/users/local/FGhKhGPG/items/R86DGDVZ"],"itemData":{"id":1110,"type":"webpage","title":"The 7 Ps of marketing","genre":"Collection; Text","abstract":"Find out about the tactical marketing mix and the 7 Ps of marketing","URL":"https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing","language":"en-AU","author":[{"family":"Employment","given":"Small Business and Training"}],"issued":{"date-parts":[["2011",8,24]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Employment, 2011). Having a good process involved in delivering the products to the customers results in the delivery of standardized products to them enhancing customer satisfaction. It saves cost and time as well. The physical environment where the product is provided is equally important. The physical evidence in case of products is also the branding and packaging of product. The seven P’s have been used to analyse buyers intend to buy products ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"a2b0k07jnst","properties":{"formattedCitation":"(Kusumawati, Oswari, Utomo, & Kumar, 2014)","plainCitation":"(Kusumawati, Oswari, Utomo, & Kumar, 2014)"},"citationItems":[{"id":1112,"uris":["http://zotero.org/users/local/FGhKhGPG/items/VDDCMMIR"],"uri":["http://zotero.org/users/local/FGhKhGPG/items/VDDCMMIR"],"itemData":{"id":1112,"type":"article-journal","title":"The Influence of 7P's of Marketing Mix on Buying Intention of Music Product in Indonesia","container-title":"Procedia Engineering","page":"1765-1771","volume":"97","author":[{"family":"Kusumawati","given":"Reni Diah"},{"family":"Oswari","given":"Teddy"},{"family":"Utomo","given":"Rooswhan Budi"},{"family":"Kumar","given":"Vikas"}],"issued":{"date-parts":[["2014"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Kusumawati, Oswari, Utomo, & Kumar, 2014). The importance of these three P’s must not be ignored in product marketing.

References

ADDIN ZOTERO_BIBL {"custom":[]} CSL_BIBLIOGRAPHY Employment, S. B. and T. (2011, August 24). The 7 Ps of marketing [Collection; Text]. Retrieved from https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing

Kusumawati, R. D., Oswari, T., Utomo, R. B., & Kumar, V. (2014). The Influence of 7P’s of Marketing Mix on Buying Intention of Music Product in Indonesia. Procedia Engineering, 97, 1765–1771.

Service Marketing Mix - 7Ps of marketing mix - Marketing mix of Services. (n.d.). Retrieved from https://www.marketing91.com/service-marketing-mix/