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Promotion plays a role in the perception the possible target audience may have about your service. Services marketing is that elusive concept which stays incomplete without a thorough understanding of 7 Ps. Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies? Marketing is a continually evolving discipline and as such can be one that companies find themselves left very much behind the competition if they stand still for too long. Before we get carried away though what is the Marketing Mix and what is the original 4 P’s principle?
Simply put the Marketing Mix is a tool used by businesses and Marketers to help determine a product or brands offering. Product - The Product should fit the task consumers want it for, it should work and it should be what the consumers are expecting to get.
Place – The product should be available from where your target consumer finds it easiest to shop. Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organisation. In the late 70’s it was widely acknowledged by Marketers that the Marketing Mix should be updated. People – All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Processes –The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for. Physical Evidence – Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible.


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For more in-depth information on the Marketing Mix you can download this Free CIM Guide to Marketing and the 7 P’s. Who would want to travel 10 miles to have a regular dinner, even if that is priced very competitively and has a super quality? Services being intangible, processes become all the more crucial to ensure standards are met with.
These form the critical success factors for any service as evaluated by a possible customer.
Our authors are educators from top QS ranked universities and practitioners from multinational enterprises. This may be High Street, Mail Order or the more current option via e-commerce or an online shop. This does not necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is that customers are usually happy to pay a little more for something that works really well for them. For example a hair salon would provide their client with a completed hairdo and an insurance company would give their customers some form of printed material. A good marketer will learn to adapt the theory to fit with not only modern times but their individual business model.
Services can range from financial services provided by the banks, technology services provided by the IT company, food and ambiance as a service provided by restaurants or even a blog where an author provides a service (information presentation, interesting reading etc) to his audience.
The attributes of the product, vis-a-vis the attributes offered by competing products and substitutes, are important in estimating the competitive scenario for the marketing strategy formulation. Promotion leads to service (brand) recognition and further establishes a proxy to evaluate quality of services based by potential customers.


Process mapping ensures that your service is perceived as being dependable by your target segment.
Jerome McCarthy in 1960 (You can see why there may have been some need to update the theory).
This now allowed the extended Marketing Mix to include products that are services and not just physical things. This came from the old Services Marketing Mix and is folded in to the Extended Marketing Mix by some marketers so what does it mean? Services marketing are dominated by the 7 Ps of marketing namely Product, Price,  Place, Promotion, People, Process and Physical evidence.
What is important to note that services being all the more intangible, the price becomes an important factor for the actual service consumption to happen, after service awareness and service acknowledgement. Many different promotional tools are often used like internet advertisement, special events, endorsements which happen out of the store or in-store merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital signage. Intensive training for your human resources on how to handle customers and how to deal with contingencies, is crucial for your success.
Would you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear a stained apron?
The 7 P framework is one of the most popular framework for deciding a marketing strategy, right from strategy formulation to actual implementation.



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