KEY ELEMENTS OF SERVICES MARKETING MIX

2. CONTENTS
The Service Product,
Pricing Mix,
Promotion &
Communication Mix,
Place/Distribution of Service,
People,
Physical Evidence,
Process-Service Mapping Flowcharting
Branding of Services – Problems and Solutions
Options for Service Delivery

6. • PRODUCT
• PLACE
• PROMOTION
• PRICING
• PEOPLE
• PROCESS
• PHYSICALEVIDENCE
https://youtu.be/VKJDhKgDug0

7. FLOWCHARTING
INSERVICES–
SERVICEFLOW
CHART
The conceptof flowcharting in services,alsoknown
as serviceflowchart,processflowchart or process
flowdiagramconstitutes a picture of the separate
stepsof a processina sequentialorder.
Anymajorproject thatyoustart,will requirehandling
multiple teamsin differenttime frames.Overa period
of time, it becomesdifficult to managethese teamsif
youdo not havethe rightprocesschartin hand.
Hence,the usageof flowcharting in services.

8. • WHEN MANY PEOPLE ARE INVOLVED IN THE PROJECT, THEFLOWCHARTING
CAN BE USED TO COMMUNICATE TO THEPEOPLE HOW THE PROJECT IS
GOING TO BE DONE.
• AT THE SAME TIME, THE PROCESS IS USEFUL FOR DOCUMENTING THE
PROJECT MAKING SURE THAT YOU HAVE ALL THE PERMITS AND
CERTIFICATES REQUIRED, DEPENDING ON THE NATURE OF THE PROJECT.
• MOREOVER, IT ENCOURAGESBETTER COMMUNICATION BETWEEN PEOPLE
INVOLVED IN THE SAME PROCESS AND IT AVOIDS CONFUSION REGARDING
RESPONSIBILITIES.

9. IN THE FLOWCHARTING PROCESS, THE FIRST STEP CONSISTS IN DEFINING THE
PROCESS THAT NEEDS TO BE ANALYZED AND WRITE ITS TITLE AT THE TOP OF
THE WORK SURFACE.
AFTERWARDS, A DECISION SHOULD BE MADE UPON THE BOUNDARIES OF THE
PROJECT, IN TERMS OF WHEN DOES IT START, WHEN SHOULD IT FINISH, AS
WELL AS THE LEVEL OF DETAIL THAT SHOULD BE INCLUDEDIN THE PROJECT.
FOR A FLOWCHARTING PROCESS TO BE SIGNIFICANTLY USEFUL IT SHOULD
INCLUDE INDEPENDENTSECTIONS FOR BRAINSTORMING ACTIVITIES IN THE
PROJECT.

10. • ONCE THE ACTIVITIES HAVE BEEN DECIDED UPON, THEY SHOULD BE PUT IN
A SEQUENTIAL ORDER TO REFLECT WHICH ARE GOING TO BE THE STEPS OF
THE PROJECT AND ARROWS SHOULD BE DRAWN TO SHOW THE FLOW OF THE
PROCESS.
• FINALLY, THE FLOWCHART SHOULD BE REVIEW WITH THE PEOPLE INVOLVED
IN THE PROCESS AND ASK FOR THEIR OPINIONS.

11. Some companies with the necessary
resources, usually decide to outsource this
process to a specialized company.
However, it is has been proven that it is
better for people who actually do the
process to be the one who are doing also the
flowcharting.
To be easier for them to create it in a
systematic and structured way, nowadays
there are computer software programs for
drawing the flowcharts.

12. • MCDONALD’S HAS A FIXED SERVICE PROCESS
FOR ALL ITS OUTLETS. THEY NEED TO
SERVICE A BURGER, FRIES, COKE AS WELL AS
ANY OTHER DEMANDS OF THE CUSTOMER, TO
THE CUSTOMER, WITHIN A MINUTE OR TWO.
• SO THE BACKEND SERVICE PROCESS NEEDS
TO BE HIGHLY OPTIMIZED. SIMILARLY, ALL
RESTAURANTS HAVE PROCESSSES IN PLACE
FOR WHEN THE FLOW OF CUSTOMERS IS VERY
HIGH AS WELL AS WHEN THE FLOW OF
CUSTOMERS IS SLOW.
• THUS, IN CASE OF SERVICES, THE PROCESS
OF FLOWCHARTING IS IMPORTANT.

13. •COMMONLY USEDSYMBOLS IN DETAILED FLOWCHARTS
• HTTPS://ASQ.ORG/QUALITY-RESOURCES/FLOWCHART

14. REFERENCE
• HTTPS://BLOG.UDEMY.COM/SERVICE-MARKETING-MIX/
• HTTPS://WWW.YOURARTICLELIBRARY.COM/SERVICES/7-ELEMENTS-USED-IN-MARKETING-MIX-FOR-
SERVICES/34003
• HTTPS://WWW.MARKETING91.COM/SERVICE-MARKETING-MIX/
• HTTPS://WWW.MARKETING91.COM/FLOWCHARTING-IN-SERVICES/