Bb Marketing

The document discusses the marketing mix for services. It begins by noting that services have unique characteristics compared to products. It then introduces the extended 7Ps marketing mix framework for services, which includes the additional elements of people, physical evidence, and process. The document provides examples of how each of these additional elements applies to continuing education services and provides best practices for their marketing. It emphasizes that people delivering the service greatly influence customer perceptions of quality, and the environment and procedures through which the service is delivered are also important.