EXPANDED
MARKETING MIX OF
SERVICES (7 P’S):
1)
Price
2)
Product
3)
Place
4)
Promotion
5)
Physical evidence
6)
Process
7)
People
1.
PRICE: By
deciding the price of the services, time, and unwanted mental and physical
effort, exposure to negative sensory experiences should be considered.
2.
PRODUCT: In
services both core product and bundle of supplementary service segments should
be considered. The benefits desired by customers and how well the
competing products are performed should be analyzed.
3.
PLACE: Here
decisions are to be taken on the methods and channels used. Delivery made
through physical or electronic distribution channel or both depending on
nature of service
4.
PROMOTION: This
involves providing needed information and advice, persuading the target customers
and encouraging the customers take action at specific times.
Therefore, communication cannd pressbe. delivered
by
Their promotional activities may influence brand
choice.
5. PHYSICAL EVIDENCE: The
appearance of buildings, interior furnishing, equipment, staff members
is which provides tangible evidence of
6. PROCESS: It
is a method and sequence of action in service performance.
Poor process makes it
difficult for frontline staff to do their jobs well, resulting in low
productivity and increased service failure.
7. PEOPLE: They are the intermediary between customers and the firm. Service quality is often assessed based on customers‟ interaction with Services Markets Segmentation.
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