7P’s of Service Marketing

The 7P’s of service marketing mix are –
  1. Product: The product in service marketing is intangible in nature unlike physical products like soap, creams, etc. and hence they cannot be measured and owned. For example, the tourism industry is a service.
  2. Place: The place is where the service is going to be located. It should be easier for customers to access the service. For example, a petrol pump is located in a city or highways.
  3. Price: Pricing in the case of service depends upon labour cost, material cost, ambiance, etc. For example, tuition fee for a tutor is its price for the service.
  4. Promotion: This is a critical factor in service marketing as services are easily duplicated and hence the brand name sets it apart from its counterfeit. For example, advertising, PR, social media marketing are ways to promote services like Ola and Uber which appeal to customers directly.
  5. People: People define service. For example, IT firms are defined by their software engineers.
  6. Process: Process is the way in which service is to be delivered. For example, McDonald’s thrive on quick service and the confidence they have in their process.
  7. Physical evidence: Physical evidence is the differentiator in service marketing. For example, imagine a private hospital and government hospital. In the private hospital well-dressed staff, plush offices act as physical evidence.
Source: http://bit.ly/1Sl4de0


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