Services Marketing
The Marketing Mix
, The Marketing Mix
• The tools available to a business to gain
the reaction it is seeking from its target
market in relation to its marketing
objectives
• Traditional 4Ps extended to encompass
growth of service industry
• 7Ps – Price, Product, Promotion, Place,
People, Process, Physical Environment
, Developing an Integrated Marketing Mix
• Where marketers see themselves as selling
products, customers see themselves as buying
value or solutions to their problems.
• Marketers would do well to think through the four Cs
first and then build the four Ps on that platform.
The Marketing Mix
, The Marketing Mix
• The tools available to a business to gain
the reaction it is seeking from its target
market in relation to its marketing
objectives
• Traditional 4Ps extended to encompass
growth of service industry
• 7Ps – Price, Product, Promotion, Place,
People, Process, Physical Environment
, Developing an Integrated Marketing Mix
• Where marketers see themselves as selling
products, customers see themselves as buying
value or solutions to their problems.
• Marketers would do well to think through the four Cs
first and then build the four Ps on that platform.
