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Elements of the Service Marketing Mix

The document discusses the key elements of a services marketing mix. It notes that unlike products, services are intangible and cannot be seen, touched, tasted, heard or felt. The services marketing mix consists of 7 Ps - Product/Service, Price, Place, Promotion, People, Process, and Physical Evidence. It provides a brief overview of each element and how they are applied to marketing intangible services. Developing the right services marketing mix is essential for business success.

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Arani Karthik
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35 views13 pages

Elements of the Service Marketing Mix

The document discusses the key elements of a services marketing mix. It notes that unlike products, services are intangible and cannot be seen, touched, tasted, heard or felt. The services marketing mix consists of 7 Ps - Product/Service, Price, Place, Promotion, People, Process, and Physical Evidence. It provides a brief overview of each element and how they are applied to marketing intangible services. Developing the right services marketing mix is essential for business success.

Uploaded by

Arani Karthik
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Developing

Services Marketing
Mix

Presented By
[Link]
What is Services Marketing Mix ?
• Services Marketing Mix refers to the combination of marketing activities an
organization engages in to promote and sell intangible services, as
opposed to tangible products. It is largely intangible
→ You cannot Touch It
→ You cannot See It
→ You cannot Taste It
→ You cannot Hear It
→ You cannot Feel It
• Developing the right marketing mix is essential to business
success. There are two basic steps you must take before
developing the marketing mix.
1)To identify your overall goal or marketing strategy.
2)To identify your target audience.
Then you can proceed to develop the marketing mix.
Elements of Service Marketing Mix
The Service Marketing Mix Consists of 7 P’s as Compared to the 4 P’s of
Product Marketing Mix, However it adds 3 more P’s which are required for
Optimum service Delivery.
Product Marketing Mix

Product Pricing Promotions Placement

Services
Marketing
Mix

Physical
People Process
Evidence
Elements of Services Marketing Mix Are :
Product/Service
Pricing
Promotions
Placement
People
Process
Physical Evidence
Product/Service :

• The product/Service in service marketing mix is intangible in


nature
• The service product thus has to be designed with care.
Generally service blue printing is done to define the service
product
Pricing:

• Place in case of services determine where is the


service product going to be located.
• With the place element the marketer considers
convenience, location, footfall, number of outlets,
and timing.
Promotion:

• Promotions have become a critical factor in


the service marketing mix.
• The competition in this service sector is
generally high and promotions is necessary to
survive.
Pricing:

• Pricing in case of services is rather more difficult than


in case of products.
• Generally service pricing involves taking into
consideration labor, material cost and overhead
costs. By adding a profit mark up you get your final
service pricing
People:
• People is one of the elements of service marketing mix.
People define a service.
• In case of service marketing, people can make or break an
organization.
• In fact many companies have to undergo accreditation to
show that their staff is better than the rest
Process:
• Service process is the way in which a service is delivered to the end
customer.
• 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.
Physical Evidence :
• The last element in the service marketing mix is a very
important element.
• Physical evidence refers to the tangible and intangible
elements that comprise the environment in which services are
delivered
• Physical evidence is used as a differentiator in service
marketing.

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