Is marketing limited only to 4 p's(product, price, place and promotion) as been commonly known.....NO, the other 3 p's (people, process and physical evidence) are eminent for managing the services and the growing concept "goods = services" - the largest contributor in any economy......
Self will explain the importance of Physical Evidence in further slides –Within the new marketing mix structure this refers to whatever your customers can see before purchasing. This can include the physical environment, packaging, supporting collateral and anything else that helps in presentation.Physical Evidence one of the 7 p's of Service Marketing plays a crucial role in Service sector companies. Take an example of a restaurant where you have gone for a date with your girlfriend/boyfriend. You are very much satisfied with price, people, process etc.........but you don't get seats comfortable enough to sit for long. They also have sprayed strong room freshner which is making you to fight to breath....Utensils are not cleaned etc..etc............Result..your date gets spoiled.
Explain with examples – such tangible – hospital , resturant, airlines & intangible – insurance, express mailServicescape is a concept that was developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place
Physical evidence marketing mix role 19
PHYSICAL EVIDENCE - MARKETING MIX Prashant Mahamulkar MMM – II SEM Roll No - 19
Role of Physical Evidence• Conveys expectation• Influences perception• Attraction• Desire• Long Term Relation• Differentiator• Socializer small clip as an eg.
Elements of Physical Evidence - ServicescapeFacility Exterior Facility interior• Exterior design • Interior design• Signage • Equipment• Parking • Signage• Landscape • Layout• Surrounding • Air quality/temperature environmentsmall clip as an eg.
Understanding Servicescape Effects on Behavior• Stimulus-Organism-Response Theory• Multidimensional environment is the stimulus• Consumers and employees are the organisms• Behaviors are the responses