7's in Service Marketing

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[pic][pic]Services Marketing and the Extended Marketing Mix (7P's)

What is services marketing?

A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes. A person could go to a café one day and have excellent service, and then return the next day and have a poor experience. So often marketers talk about the nature of a service as: [pic][pic]Inseparable - from the point where it is consumed, and from the provider of the service. For example, you cannot take a live theatre performance home to consume it (a DVD of the same performance would be a product, not a service). [pic]

Intangible - and cannot have a real, physical presence as does a product. For example, motor insurance may have a certificate, but the financial service itself cannot be touched i.e. it is intangible. Perishable - in that once it has occurred it cannot be repeated in exactly the same way. For example, once a 100 metres Olympic final has been run, there will be not other for 4 more years, and even then it will be staged in a different place with many different finalists. [pic]

Variability- since the human involvement of service provision means that no two services will be completely identical. For example, returning to the same garage time and time again for a service on your car might see different levels of customer satisfaction, or speediness of work. Right of ownership - is not taken to the service, since you merely experience it. For example, an engineer may service your air-conditioning, but you do not own the service, the engineer or his equipment. You cannot sell it on once it has been consumed, and do not take ownership of it. [pic]

Western economies have seen deterioration in their traditional manufacturing industries, and a growth in their service economies. Therefore the marketing mix has seen an extension and adaptation into the extended marketing mix for services, also known as the 7P's - physical evidence, process and people. [pic][pic] 

Which SWOT Analysis do you want to study?

• Amazon SWOT
• Starbucks SWOT
• Apple SWOT
• Tata Motors SWOT
• Bharti Airtel SWOT
• Infosys SWOT
• Toyota SWOT
• Ben & Jerry's SWOT
• ITC SWOT
• Toys R Us SWOT
• Dell SWOT
• McDonald's SWOT
• Wall-Mart SWOT
• eBay SWOT
• Nike SWOT
• Yahoo SWOT
• China Mobile SWOT
• Crayola SWOT
• General Motors SWOT
• Hewlett Packard SWOT
• Home Depot SWOT
• Kroger SWOT
• Nestlé SWOT
• PepsiCo SWOT
• Sandals SWOT
• Time Warner SWOT
• Trojan SWOT
• Whole Foods SWOT
• Indian Premier League SWOT
• Smith and Wesson SWOT
 

Which marketing topic do you want to study?

• SWOT Analysis
• eMarketing/Internet Marketing
• Consumer Behaviour
• Marketing Envoronment
• Marketing & Finance
• Marketing Planning
• Marketing Strategy
• Customer Relationshop Management (CRM)
• Marketing Tactics
• Marketing Communications
• Case Studies
• International Marketing
• Services Marketing
• Creative Marketing
 
 
 
 
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[pic][pic]

[pic][pic]Services Marketing and the Extended Marketing Mix (7P's)

What is services marketing?

A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is...
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