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Service Marketing Mix, Extended Marketing Mix

"7Ps of Marketing"

Overview

The Core Concept

The 7Ps of Marketing is an evolution of the traditional 4Ps marketing mix, specifically modified for service-based businesses (SaaS, agencies, consultancies). Because services are intangible, the original model (Product, Price, Place, Promotion) was deemed insufficient. Booms and Bitner added three new elements:

  1. People: The staff and representatives who interact with customers. In services, the provider is often inseparable from the service itself (e.g., a consultant or customer support agent).

  2. Process: The delivery systems and workflows that the customer experiences. This includes wait times, payment flows, and onboarding procedures.

  3. Physical Evidence: The tangible proof that the service happened or the environment in which it is delivered. In digital marketing, this includes website design, case studies, branding consistency, and invoices.

Why It Matters

  • Crucial for Service Businesses: It acknowledges that the customer experience (CX) is a vital part of the "product" in service industries.

  • Highlights Operational Gaps: It forces marketers to look at internal operations (Process) and hiring/training (People) as marketing functions.

  • Builds Trust: Physical evidence helps bridge the gap of uncertainty that comes with buying intangible services.

Key Components

  • Staff Training: Ensuring every touchpoint (People) aligns with the brand promise.

  • UX/UI Design: The digital equivalent of "Physical Evidence" in a SaaS or online business environment.

Advanced Strategy Planner

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