The document discusses the extended marketing mix or 7Ps model which is more applicable for services than the traditional 4Ps model. It describes each of the 7Ps - product, price, place, promotion, people, process, and physical evidence. People refers to the staff involved in service delivery. Process describes how the service is delivered to customers. Physical evidence includes tangible aspects that accompany the intangible service. The model suggests these elements are all important for optimal service delivery.

1. Extended Marketing Mix
Prof Jayashree Vispute

2. Objectives
• To understand the services marketing mix
• To study People, Process and Physical
Evidence
• To take an example of a case for
understanding services marketing mix

3. • The Traditional Marketing Mix was
primarily directed and useful for tangible
products. The 7-Ps model is more useful for
services industries and also for knowledge-
intensive environments.
• 3 extra P's – People, Process, Physical
Evidence.
• The first two more Ps are explicit (People,
Process) and the third one (Physical
Evidence) is an implicit factor.

4. Service Marketing Mix
• The service marketing mix is also known as an
extended marketing mix and is an integral part of
a service blueprint design.
• The service marketing mix consists of 7 P’s as
compared to the 4 P’s of a product marketing
mix.
• The service marketing mix assumes the service as
a product itself.
• It adds 3 more P’s which are required for
optimum service delivery.

6. • The extended service marketing mix places 3
further P’s which include
• People
• Process
• Physical Evidence
• All of these factors are necessary for optimum
service delivery

7. Product
• The product in service marketing mix is
intangible in nature.
• Service products cannot be measured like
physical products such as a soap or a
detergent.
• Tourism industry or the education industry.
• Service products are heterogenous, perishable
and cannot be owned.

8. Place
• Place in case of services determine where is
the service product going to be located.
• The best place to open up a petrol pump is on
the highway or in the city.
• Similarly a software company will be better
placed in a business hub with a lot of
companies nearby rather than being placed in
a town or rural area.

9. Promotion
• Promotions have become a critical factor in
the service marketing mix.
• Services are easy to be duplicated and hence
it is generally the brand which sets a service
apart from its counterpart.
• A lot of banks and telecom companies
promoting themselves rigorously - because
competition in this service sector is generally
high and promotions is necessary to survive.

10. Price
• Pricing in case of services is rather more
difficult than in case of products.
• If you were a restaurant owner, you can price
people only for the food you are serving. But
then who will pay for the nice ambience you
have built up for your customers? Who will
pay for the band you have for music? Thus
these elements have to be taken into
consideration while costing.

11. People
• People define a service.
• If you have an IT company, your software
engineers define you. If you have a restaurant,
your chef and service staff defines you. If you are
into banking, employees in your branch and their
behavior towards customers defines you.
• In case of service marketing, people can make or
break an organization. Thus many companies
nowadays are involved into specially getting their
staff trained in interpersonal skills and customer
service with a focus towards customer
satisfaction.

12. People
• An essential ingredient to any service provision is
the use of appropriate staff and people.
• Recruiting the right staff and training them
appropriately in the delivery of their service is
essential if the organisation wants to obtain a
form of competitive advantage.
• Consumers make judgments and deliver
perceptions of the service based on the
employees they interact with. Staff should have
the appropriate interpersonal skills, attitude, and
service knowledge to provide the service that
consumers are paying for.

13. People
All people that are directly or indirectly involved
in the consumption of a service are an
important part of the Extended Marketing
Mix. Knowledge workers, employees,
management and consumers often add
significant value to the total product or
service offering.

14. • Most of us can think of a situation where
the personal service offered by individuals
has made or tainted a tour, vacation or
restaurant meal. Remember, people buy
from people that they like, so the attitude,
skills and appearance of all staff need to be
first class.

15. • People are the most important element of
any service or experience.
• Services tend to be produced and
consumed at the same moment, and
aspects of the customer experience are
altered to meet the 'individual needs' of
the person consuming it.

16. Process
• Service process is the way in which a service is
delivered to the end customer.
• Example of Fedex. The company thrives on its quick
service and the reason it can do that is its confidence
on its processes. The demand of these services is such
that they have to deliver optimally without a loss in
quality.
• Thus the process of a service company in delivering its
product is of utmost importance.
• It is also a critical component in the service blueprint,
wherein before establishing the service, the company
defines exactly what should be the process of the
service product reaching the end customer.

17. Process
• Banks that send out Credit Cards
automatically when their customers old one
has expired again require an efficient process
to identify expiry dates and renewal.
• An efficient service that replaces old credit
cards will foster consumer loyalty and
confidence in the company.

18. Process
Procedures, mechanisms and flow of activities
by which services are consumed (customer
management processes) are an essential
element of the marketing strategy.

19. • For the purposes of the marketing mix,
process is an element of service that sees
the customer experiencing an
organisation's offering.
• It's best viewed as something that your
customer participates in at different points
in time.

20. Example to help your build a
picture of marketing process,
from the customer's point of
view.

21. • Booking a flight on the Internet - the
process begins with you visiting an airline's
website. You enter details of your flights
and book them. Your ticket/booking
reference arrive by e-mail or courier. You
catch your flight on time, and arrive
refreshed at your destination. This is all
part of the marketing process.

22. Physical Evidence
• Services are intangible in nature. However, to
create a better customer experience tangible
elements are also delivered with the service.
• Several times, physical evidence is used as a
differentiator in service marketing.
• Imagine a private hospital and a government
hospital. A private hospital will have plush
offices and well dressed staff. Same cannot be
said for a government hospital. Thus physical
evidence acts as a differentiator.

23. • Physical evidence is the material part of a
service. Strictly speaking there are no physical
attributes to a service, so a consumer tends to
rely on material cues

24. There are many examples of physical evidence,
including some of the following:
• Packaging.
• Internet/web pages.
• Paperwork (such as invoices, tickets and despatch
notes).
• Brochures.
• Furnishings.
• Signage (such as those on aircraft and vehicles).
• Uniforms.
• Business cards.
• The building itself (such as prestigious offices or
scenic headquarters).
• Mailboxes and many others . . . . . .

25. Example to help your
understand physical evidence.

26. A sporting event is packed full of physical
evidence. Your tickets have your team's
logos printed on them, and players are
wearing uniforms. The stadium itself could
be impressive and have an electrifying
atmosphere. You traveled there and parked
quickly nearby, and your seats are
comfortable and close to restrooms and
store. All you need now is for your team to
win!

27. Select the right option!
Option Your Choice:
Product A. How the brand is presented.
Price B. The mix of traditional and online communications. .
Place C. Opportunities for modifying the core or extended product.
Promotion D. How customer service affects the experience.
People E. How customer interactions are managed.
Physical
evidence
F. Where the products are delivered or distributed to
Process G. Different product pricing for different categories

28. Answer
• C
• G
• F
• B
• D
• A
• E