[Marketing Terms]Service Marketing Mix


Marketing mix for services slightly differ with that for products, since services are not tangible. In case of service marketing mix, people, process and physical evidence are the three additional elements included, along with common marketing mix elements like product, price, place and promotion. People are one of the critical elements since customers interact directly with this marketing element. So recruitment and training of right staff is much essential for retaining customer satisfaction. Process is the element that emphasis on the delivery (right and quick) of the service. Physical evidence determines the place where the service is offered. For example customers enjoy going to a hotel with a neat and friendly environment, rather than an untidy and smelly one.

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