Service Marketing Mix

1. Product
Product refers to the service a company wishes to sell. This could be flights in the case
of an airline or rooms in the case of a hotel. Since services are intangible it will include
the asset plus the processes around it

2. Price
Price is the value a customer pays for the service. Pricing a service is a complex
process, due to several factors to be considered. Eg. pricing of flights may involve –
whether to charge high when flight is increasingly booked, pricing for peak times,
pricing for group bookings

3. Place
For services, place refers to the ease of access that customers have to a service. This
can involve a physical decision such as where to locate a hotel. It also involves
determining which intermediaries or affiliates to use to help you sell the service,
 4. Promotion
 The intangible aspect of services makes it more difficult to promote. This is because
there is very little physical that can be sued to promote the service. To promote
services, use of celebrity endorsements, guarantees, testimonials can help in improving
brand association.

5. People
People, means those people who are directly or indirectly involved in the delivery of the
service. This typically means employees of the company. But it can also mean
subcontractors with direct interaction with customers. Because services are produced
and consumed at the same time, performance of people has a great impact on service
business

6. Physical Evidence
•Physical evidence includes the environment or place where the service is delivered,
any tangible elements that facilitate the service or provide information about the
service. Eg. company’s website, Business cards, Logos and brochures
 7. Process
Process refers to the procedures, mechanisms, and flow of activities that occur in
conduct of service business.
Eg. customer books a hotel room a process is to be followed, when customer checks
into the hotel another process is to be followed, and when they check-out yet another
process is required