Services Marketing Mix:

7 Ps for Services
 Services Marketing Mix:
7 Ps for Services

 Traditional Marketing Mix

 Expanded Mix for Services: 7 Ps
 Building Customer Relationships Through People,
Processes, and Physical Evidence
 Ways to Use the 7 Ps
 Traditional Marketing Mix
 All elements within the control of the firm that
communicate the firm’s capabilities and image to
customers or that influence customer satisfaction
with the firm’s product and services:
 Product

 Price

 Place
 Promotion
  service marketing mix
 The service marketing mix is a combination of
the different elements of services marketing that
companies use to communicate their organizational
and brand message to customers.
The mix consists of the seven P's i.e. Product,
Pricing, Place, Promotion, People, Process and
Physical Evidence
 Expanded Mix for Services --
the 7 Ps
 Product
 Price
 Place
 Promotion
 People
 Process
 Physical Evidence
 Expanded Mix for Services --
the 7 Ps
 People

 Physical Evidence

 Process
 People
 People
 All human actors who play a part in service

delivery and thus influence the buyer’s

perceptions: namely, the firm’s personnel,
the customer, and other customers in the
service environment.
 Physical Evidence
 Physical Evidence
 The environment in which the service is

delivered and where the firm and customer

interact, and any tangible components that
facilitate performance or communication of
the service.
 Process
 Process
 The actual procedures, mechanisms, and

flow of activities by which the service is

delivered—the service delivery and
operating systems.
Expanded Marketing Mix for Services
 Ways to Use the 7 Ps
Overall Strategic Specific Service
Assessment Implementation
 Who is the customer?
 How effective is a  What is the service?
firm’s services
 How effectively does
marketing mix?
the services marketing
 Is the mix well-aligned mix for a service
with overall vision and communicate its
strategy? benefits and quality?
 What are the strengths  What
and weaknesses in changes/improvements
terms of the 7 Ps? are needed?