The service marketing mix includes the Four Ps (product, price, place, promotion) and adds three more Ps (people, processes, physical evidence) to focus on marketing intangible services. Marketers must understand the differences between marketing products and services and tailor their approach accordingly.
Service marketing mix is a marketing concept that takes into account all the different aspects that come into play when trying to market a service to the public. Marketers need to tailor the focus of different elements of the mix based on the service being sold and the particular market they live in. Four of the elements of the mix, the so-called “Four Ps”, which are product, price, place and promotion, are similar to the product marketing mix. Because the services business is inherently different from that of product sellers, the services marketing mix adds three more Ps—people, processes, and physical evidence—to provide service marketers with the “Seven Ps” they need to focus on.
Marketing a product and marketing a service require two different schools of thought. This is because a service does not provide any physical product to the consumer. Instead, the service provided is more of an intangible thing offered to consumers. Furthermore, there is often competition in the market offering the exact same service to the public. These are concepts that must be understood by marketers monitoring the marketing mix of services.
There are a few factors that the service marketing mix shares with the product marketing mix. In the service industry, the product is the service rendered, such as washing a car or paying someone taxes. Location is where the service is provided, which can be important for marketers if their location is beneficial to the business. Promotion refers to the measures used to market the service. Rounding out the Four P’s is price, which can be crucial in an industry where many competitors offer the same service.
In addition to these concerns, three other factors are unique to the service marketing mix. People are those employees who render service and often interact with consumers. Process refers to the way the service is delivered, in terms of speed, efficiency and positive impact on the consumer. Finally, physical evidence can be roughly defined as the experience of the consumer at the place where the service is provided.
This gives marketers a total of seven major factors – the seven Ps – to consider in the services marketing mix. All of these elements and the import placed on them can be manipulated to reflect the strengths of the company in question. For example, a company may promise fast pizza delivery should focus on the process. Conversely, a separate company boasting the tastiest pizza would be wise to focus on the product. Marketers can plan their budget around the elements of the mix that are most useful to them.
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