Traditional marketing mix consist of 4P’s (Product, Price, Place, Promotion) now it’s extended to 7P’s the additional 3P’s are useful for services industry which will help the company to provide good services to their consumers. Only the additional 3P’s will be discussed which is related to services industry
Following are the additional 3P’s
3. Physical evidence
So let’s start with the additional first “P” which is people. Which people are included in marketing mix for services? The services providers and the one who consume services both are included in people lets make it more simple the one who is directly or indirectly involved in providing and consumption of services. The company has to select the staff with good interpersonal skills and train them because they are the one who have to interact with the consumer and deliver services to them if the staff who delivers services are well trained and have complete knowledge of services which they are delivering consumers will have positive perception and happily pay for the services.
Now we will discuss the second additional “P” which is process. The mechanism by which the consumer consume the services we can also call it “customer management process” lets take an example if customer entered in restaurant and ordered meal and they delivered it in 5 minutes so what is it? Its basically efficient customer management process/service delivery process.
The third or last additional “P” of marketing mix is physical evidence. The environment of the place where the service is delivered lets continue with the example which was stated in process if customer enters in restaurant what is the first thing which he/she will notice? That is environment of the restaurant, the cleanness of restaurant and the staff appearance that are the factors from which the consumer make the judgment about the organization.