The document discusses key concepts in services marketing including the 7 Ps of services marketing, the 4 Is of service, physical evidence, people, process, and ways to address inconsistencies. It outlines the roles of the servicescape in packaging the service and eliminating intangibility. It also discusses gaps in services, reversing the customer cycle of failure, and ways to meet perishability through demand management and matching capacity to demand.

1. Extended Ps of Marketing Physical evidence People Process

12. Layers and features of service map Service structure Process Customer Front line employees Support staff Management services Front line employees Front stage Back stage Line of interaction Line of visibility Line of internal interaction Line of implementation

15. Service marketing triangle External marketing Internal marketing Interactive and relationship marketing Customer Employee Company