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7 p's

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The 7 P's of service marketing include product, price, promotion, place, people, physical evidence, and process. The document discusses each element and how they relate to delivering services to customers. Specifically, it notes that people include employees and customers who influence perceptions, physical evidence is the tangible environment where services are delivered, and process refers to the procedures and systems used to deliver the service. The expanded marketing mix framework emphasizes that all elements must work together to create value for customers.

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7 Ps of Service Marketing
7 p's
Product Product Decisions Branding Quality Features Benefits offered Customer Value = the bundle of benefits delivered to the customer Need to change benefits as customers needs change
Price Only Price generates income Penetration Price must support costs of all other Ps Skimming Pricing Strategies Competition Product Line Bundle Price also must reflect the relationship of supply and demand within the marketplace Psychological Price = Cost the customer is prepared to pay
Promotion The task of Promotion is to target customers and Communicate with them Advertising Public Relations Sales Promotional Mix Promotion Personal An integrated mix of promotional Selling techniques should reach Direct customers by all available Marketing channels Internet/ E-commerce
Place Direct Distribution Indirect Distribution Manufacturer Manufacturer Manufacturer Franchisee Retailer Consumer Consumer Consumer The task of Place is deliver the Product to the customer at the right Price There are many options of channel design Channel design should take into account Cost and Convenience for the customer
An expanded marketing mix for services Product People (service) Process Place, Place & cyber- Customers Customers Customers Price Price Time space & time Promotion Physical evidence
People All human actors who play a part in service delivery and thus influence the buyers perceptions: namely, the firms personnel, the customer, and other customers in the service environment. customer service employees other customers
Physical Evidence The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. Atmosphere equipment facilities uniforms
Process The actual procedures, mechanisms, and flow of activities by which the service is deliveredthe service delivery and operating systems. service delivery systems back stage front stage procedures policies
Expanded Marketing Mix for Services PEOPLE PHYSICAL PROCESS EVIDENCE Employees Facility design Flow of activities Customers Equipment Number of steps Communicating Signage Level of customer culture and values involvement Employee research Employee dress Other tangibles
7 p's

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7 p's

  • 1. 7 Ps of Service Marketing
  • 3. Product Product Decisions Branding Quality Features Benefits offered Customer Value = the bundle of benefits delivered to the customer Need to change benefits as customers needs change
  • 4. Price Only Price generates income Penetration Price must support costs of all other Ps Skimming Pricing Strategies Competition Product Line Bundle Price also must reflect the relationship of supply and demand within the marketplace Psychological Price = Cost the customer is prepared to pay
  • 5. Promotion The task of Promotion is to target customers and Communicate with them Advertising Public Relations Sales Promotional Mix Promotion Personal An integrated mix of promotional Selling techniques should reach Direct customers by all available Marketing channels Internet/ E-commerce
  • 6. Place Direct Distribution Indirect Distribution Manufacturer Manufacturer Manufacturer Franchisee Retailer Consumer Consumer Consumer The task of Place is deliver the Product to the customer at the right Price There are many options of channel design Channel design should take into account Cost and Convenience for the customer
  • 7. An expanded marketing mix for services Product People (service) Process Place, Place & cyber- Customers Customers Customers Price Price Time space & time Promotion Physical evidence
  • 8. People All human actors who play a part in service delivery and thus influence the buyers perceptions: namely, the firms personnel, the customer, and other customers in the service environment. customer service employees other customers
  • 9. Physical Evidence The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. Atmosphere equipment facilities uniforms
  • 10. Process The actual procedures, mechanisms, and flow of activities by which the service is deliveredthe service delivery and operating systems. service delivery systems back stage front stage procedures policies
  • 11. Expanded Marketing Mix for Services PEOPLE PHYSICAL PROCESS EVIDENCE Employees Facility design Flow of activities Customers Equipment Number of steps Communicating Signage Level of customer culture and values involvement Employee research Employee dress Other tangibles