Extended Marketing Mix

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Extended Marketing Mix

  1. 1. Extended Marketing Mix People, Process, Physical Evidence
  2. 2. Service Marketing Mix – 7 P’s <ul><li>Product Price Place Promotion </li></ul><ul><li>People Process Physical evidence </li></ul>
  3. 3. Remaining 3 P’s <ul><li>People - An essential ingredient to any service provision is the use of appropriate staff and people. The company hire and train staffs that would represent their company to the market. </li></ul><ul><li>Process - Refers to the systems used to assist the organization in delivering the service. </li></ul><ul><li>Physical Evidence - Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. </li></ul>
  4. 4. Illustration of 7 P’s (Example): McDonalds - Philippines <ul><li>Product : Burgers, French Fries, Salads, Desserts, and Chicken. </li></ul><ul><li>Price : Burgers (P 25 – 100), Chicken (P 50 – 70), Desserts (P 20 – 30) </li></ul><ul><li>Cost-based and competition-based pricing. </li></ul><ul><li>Promotion : Advertising (tv commericals), Sales Promotion (coupons, Happy meals), and Public Relations (Ronald McDonald Foundation) </li></ul>
  5. 5. <ul><li>Place – Branches are evenly spread out all over the country. It offers delivery services and drive-thru services. (Manufacturer – Retailer – Consumers) </li></ul><ul><li>People - The employees in McDonalds have a standard uniform and McDonalds specially focuses on friendly and prompt service to its customers from their employees. </li></ul><ul><li>Process - The food manufacturing process at McDonalds is completely transparent (the whole process is visible to the customers). </li></ul><ul><li>Physical Evidence - McDonalds focuses on clean and hygienic interiors of is outlets and at the same time the interiors are attractive and the fast food joint maintains a proper etiquette at its joints. </li></ul>

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