What are service marketing mix? What are the 7p's of Service marketing?

Service Marketing Mix

One of the major concepts in modern marketing is the marketing mix, defined as the elements an organization controls that can be used to satisfy or communicate with customers. It consists of everything the firm can do to engage customers and deliver customer value.

It consist of 7p which are              

1.     Product

2.     Price

3.     Place(Distribution)

4.     Promotion

5.     People

6.     Physical Evidence

7.     Process

Product: Product means the goods and services combination the company offers to the target market.

Physical good features Quality level Accessories Packaging Warranties Product line Branding

 

Price: Price is the amount of money customers must pay to obtain the product.

Channel type Exposure Intermediaries Outlet locations Transportation Storage Managing channels

 

Place: It includes company activities that make the product available to target consumers.

Flexibility Price level Terms Differentiation Discounts Allowance

 

Promotion: It refers to activities that communicate the merits of the product and persuade target customers to buy it.

Advertising Personal Selling Sales Promotion Public Relations Direct & Digital

 

People: All human actors who play a part in Service delivery and thus influence the buyer’s perceptions.

Employees *Recruiting *Training *Motivation *Rewards * Teamwork

Customers         *Education  * Training

 

Physical Evidence: The environment in which the service is delivered and where the firm and customer interact, as well as any tangible components that facilitate performance or communication of the service.

Facility design Equipment Signage Employee dress Web page

 

Process: The procedures, mechanism, and the flow of activities by which the service is delivered – the service delivery and operation systems.

Flow of Activities Number of Steps Customer involvement