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Marketing Mix
 Traditional Marketing Mix
◦ Product
◦ Price
◦ Place
◦ Promotion
 Extended Marketing Mix
◦ People
◦ Process
◦ Physical Evidence
Product
Level 1
• CUSTOMER BENEFITS CONCEPT concerned with what benefits do
customers seek
Level 2
• Translated into SERVICE CONCEPT is concerned with what the general
benefits will the service offer
Level 3
• Translated into SERVICE OFFER make greater detailed shaping of the
service concept decisions on: service elements (tangible and intangible),
service forms(In what way or how) service levels (quality and quantity)
Level 4
• Translated into SERVICE FORMS
Level 5
• Translated into SERVICE DELIVERY SYSTEM
Example in Context of
Product
Level 1
• Research what benefits do customers seek……For example
Entertainment
Level 2
• What business we are in like Entertainment Such as Drama, Live
Theatre, Street Play, Musical Concert, Stand Up Comedy etc…
Level 3
• More specific like if music …then classical, western, devotional,
fusion as well as proportion of tangibles and intangibles
Level 4
• What forms…whether ticket basis or membership, weekly, bi-
weekly or daily or what other options
Level 5
• Relation between tangibles, employees and physical evidence
Price
Pricing of services is tougher than
pricing of goods. While the latter can be
priced easily by taking into account the
raw material costs, in case of services
attendant costs - such as labor and
overhead costs - also need to be
factored in. Thus a restaurant not only
has to charge for the cost of the food
served but also has to calculate a price
for the ambience provided.
Price Terminology for Service
SectorService Terminology
Theatre/ School Entry time Admission fees
Transport Fare
Education Tuition
Insurance Service Premium
Employee Service Salary
Labor Service Wages
Usage of Loan/Overdraft Interest
Utilities Tariff Charge
Property usage Rent
Major Pricing Strategies
 Discount Pricing
 Diversionary Pricing
 Guaranteed Pricing
 Loss leader Pricing
 High price Maintenance Pricing
 Offset Pricing
 Differential Pricing
◦ Customer’s ability to pay
◦ Price time differential
◦ Place Differential
Place (Distribution Channel)
Since service delivery is concurrent with its
production and cannot be stored or transported, the
location of the service product assumes
importance. Thus a holiday resort is better situated
in the countryside away from the rush and noise of
a city. Following distribution channel are used by
service operators to distribute their services:
Direct Distribution Channel
Indirect Distribution channel
Agent
Brokers
Franchisee
electronic channel
Examples of Distribution Channel for
Services
Promotion
Since a service offering can be easily replicated promotion
becomes crucial in differentiating a service offering in the
mind of the consumer. Following are the promotion tools
which is/are used by service organization:
Paid Forms of Communication
 Advertising
 Sales Promotion
 Direct Marketing
 Personal Selling
 Public Relations
 Publicity
 Non paid but also uncontrolled form of Promotion:
WOM
Examples of Promotion
Mix
People
People are a defining factor in a service delivery
process, since a service is inseparable from the
person providing it. Thus, a restaurant is known
as much for its food as for the service provided
by its staff. The same is true of banks and
department stores. So it becomes important for
service organization to educate its employees
and customers to educate to deliver the best
services. The below mentioned parties are
important to make the service delivery happen.
 Employees
 Customers
Process
The process of service delivery is crucial since it
ensures that the same standard of service is
repeatedly delivered to the customers and
customers are with service provider while delivering
the services. Therefore, most companies have a
service blue print which provides the details of the
service delivery process, often going down to even
defining the service script and the greeting phrases
to be used by the service staff. Service can be
described on the basis of the types of service
delivered and this is of three types:
Line Operation (Self service restaurants)
Job shop operation (Hospital)
Intermittent operation (Consultancy, Event
Management)
Physical Evidence
Since services are intangible in nature
most service providers strive to incorporate
certain tangible elements into their offering
to enhance customer experience. Thus,
restaurants invest heavily in their interior
design and decorations to offer a tangible
and unique experience to their guests.
Physical Evidence is basically divided into
two categories:
 Core Evidence
 Peripheral Evidence
Core Physical Evidence
Peripheral Physical
Evidence
7 p's of service marketing

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7 p's of service marketing

  • 1.
  • 2. Marketing Mix  Traditional Marketing Mix ◦ Product ◦ Price ◦ Place ◦ Promotion  Extended Marketing Mix ◦ People ◦ Process ◦ Physical Evidence
  • 3. Product Level 1 • CUSTOMER BENEFITS CONCEPT concerned with what benefits do customers seek Level 2 • Translated into SERVICE CONCEPT is concerned with what the general benefits will the service offer Level 3 • Translated into SERVICE OFFER make greater detailed shaping of the service concept decisions on: service elements (tangible and intangible), service forms(In what way or how) service levels (quality and quantity) Level 4 • Translated into SERVICE FORMS Level 5 • Translated into SERVICE DELIVERY SYSTEM
  • 4. Example in Context of Product Level 1 • Research what benefits do customers seek……For example Entertainment Level 2 • What business we are in like Entertainment Such as Drama, Live Theatre, Street Play, Musical Concert, Stand Up Comedy etc… Level 3 • More specific like if music …then classical, western, devotional, fusion as well as proportion of tangibles and intangibles Level 4 • What forms…whether ticket basis or membership, weekly, bi- weekly or daily or what other options Level 5 • Relation between tangibles, employees and physical evidence
  • 5. Price Pricing of services is tougher than pricing of goods. While the latter can be priced easily by taking into account the raw material costs, in case of services attendant costs - such as labor and overhead costs - also need to be factored in. Thus a restaurant not only has to charge for the cost of the food served but also has to calculate a price for the ambience provided.
  • 6. Price Terminology for Service SectorService Terminology Theatre/ School Entry time Admission fees Transport Fare Education Tuition Insurance Service Premium Employee Service Salary Labor Service Wages Usage of Loan/Overdraft Interest Utilities Tariff Charge Property usage Rent
  • 7. Major Pricing Strategies  Discount Pricing  Diversionary Pricing  Guaranteed Pricing  Loss leader Pricing  High price Maintenance Pricing  Offset Pricing  Differential Pricing ◦ Customer’s ability to pay ◦ Price time differential ◦ Place Differential
  • 8. Place (Distribution Channel) Since service delivery is concurrent with its production and cannot be stored or transported, the location of the service product assumes importance. Thus a holiday resort is better situated in the countryside away from the rush and noise of a city. Following distribution channel are used by service operators to distribute their services: Direct Distribution Channel Indirect Distribution channel Agent Brokers Franchisee electronic channel
  • 9. Examples of Distribution Channel for Services
  • 10. Promotion Since a service offering can be easily replicated promotion becomes crucial in differentiating a service offering in the mind of the consumer. Following are the promotion tools which is/are used by service organization: Paid Forms of Communication  Advertising  Sales Promotion  Direct Marketing  Personal Selling  Public Relations  Publicity  Non paid but also uncontrolled form of Promotion: WOM
  • 12. People People are a defining factor in a service delivery process, since a service is inseparable from the person providing it. Thus, a restaurant is known as much for its food as for the service provided by its staff. The same is true of banks and department stores. So it becomes important for service organization to educate its employees and customers to educate to deliver the best services. The below mentioned parties are important to make the service delivery happen.  Employees  Customers
  • 13. Process The process of service delivery is crucial since it ensures that the same standard of service is repeatedly delivered to the customers and customers are with service provider while delivering the services. Therefore, most companies have a service blue print which provides the details of the service delivery process, often going down to even defining the service script and the greeting phrases to be used by the service staff. Service can be described on the basis of the types of service delivered and this is of three types: Line Operation (Self service restaurants) Job shop operation (Hospital) Intermittent operation (Consultancy, Event Management)
  • 14. Physical Evidence Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Thus, restaurants invest heavily in their interior design and decorations to offer a tangible and unique experience to their guests. Physical Evidence is basically divided into two categories:  Core Evidence  Peripheral Evidence