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  • 4.6 Extended 3Ps

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    mohammed ameen
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    Walmart struggled in Germany due to key differences in how services are marketed compared to products. For services, it is important to consider the additional 3Ps of people, process, and physical evidence beyond the traditional 4Ps. People delivering the service greatly impact the customer experience, while clear and efficient processes along with tangible physical evidence that match customer expectations are also crucial for marketing services successfully.

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    Walmart struggled in Germany due to key differences in how services are marketed compared to products. For services, it is important to consider the additional 3Ps of people, process, and physical evidence beyond the traditional 4Ps. People delivering the service greatly impact the customer experience, while clear and efficient processes along with tangible physical evidence that match customer expectations are also crucial for marketing services successfully.

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    © All Rights Reserved
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    13 views9 pages

    4.6 Extended 3Ps

    Uploaded by

    mohammed ameen
    Walmart struggled in Germany due to key differences in how services are marketed compared to products. For services, it is important to consider the additional 3Ps of people, process, and physical evidence beyond the traditional 4Ps. People delivering the service greatly impact the customer experience, while clear and efficient processes along with tangible physical evidence that match customer expectations are also crucial for marketing services successfully.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 9

    4.

    6 The Extended marketing mix


    Marketing of services
    •Services are heterogeneous – customers get a
    different experience each time.
    •Product differentiation is important for
    marketing of services.
    •Hence in addition to traditional 4Ps, additional
    3Ps are included for services – people, process
    and physical evidence.
    People
    •Provision of services heavily relies on
    employees.
    •Effectiveness of people in delivering a service
    can be measured by:
    –Appearance and bode language
    –Aptitudes and attitudes
    –Feedback
    –Efficiency
    Processes
    •Refers to the way in which a service is provided
    or delivered.
    •Processes in marketing services include:
    –Payment method
    –Waiting time
    –Customer services
    –After sales care
    –Delivery process
    Physical Evidence
    •Refers to tangible aspects of a business.
    •Example : Clean hotel rooms, decorated lobby
    etc
    Case study: Why Walmart failed in
    Germany?

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