Service marketing involves a set of unique concepts and principles that differentiate it from product marketing. The 7Ps framework is commonly used to describe the key elements of service marketing. These 7Ps are:
- Product (Service):
- In service marketing, the “product” refers to the intangible services offered by the business. This includes the core service as well as any additional features or enhancements.
- Pricing in service marketing goes beyond just setting a monetary value for the service. It involves considering the perceived value of customers, pricing strategies, and the transparency of pricing.
- The “place” in service marketing refers to the channels through which customers access the service. This could include physical locations (brick-and-mortar stores), online platforms, or other distribution channels.
- Promotion involves communication and marketing efforts to promote the service to the target audience. This includes advertising, public relations, sales promotions, and other promotional activities.
- People are a crucial element in service marketing because services are often delivered by people. This includes frontline employees, customer service representatives, and anyone who interacts with customers.
- The process refers to the procedures, systems, and methods used to deliver the service. It includes the customer journey, from the initial interaction to the delivery of the service and any follow-up processes.
- Physical Evidence:
- Physical evidence refers to the tangible cues and symbols that customers use to evaluate the service. It includes the physical environment where the service is delivered, as well as any tangible elements associated with the service.
This framework, often referred to as the “Extended Marketing Mix” or the “Services Marketing Mix,” is an extension of the traditional 4Ps (Product, Price, Place, Promotion) model. The 7Ps are particularly relevant in the context of services because services are intangible, perishable, and often inseparable from the provider.
These concepts help businesses design and implement effective marketing strategies for services, considering the unique challenges and characteristics of the service industry. Each P represents a critical aspect that businesses need to address to successfully market their services and create positive customer experiences.