Service Marketing

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Review Question (pg. 54, no. 12) The term “marketing mix” could suggest that marketing managers are mixers of ingredients. Is that perspective a recipe for success when employing the 7 Ps to develop a services marketing strategy? The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when determining a product or brand's unique selling point, meaning that the unique quality that differentiates a product from its competitors, and is often synonymous with the 4 Ps: price, product, promotion, and place. However, in recent times, the 4Ps have been expanded to the 7 Ps with the addition of process, physical evidence and people. Marketing mix is not a scientific theory, but merely a conceptual…show more content…
First of all, is about the product element. The product design must be attractive enough and create meaningful value for the customers. Planning the marketing mix begins with creating service concept that will offer value to target customers and satisfy their needs better than competing alternatives. Service product in this 7Ps altered consists of 2 elements which are core product and supplementary service elements. According to the book Service Marketing 7th edition, the core product is the central component that supplies the principal, problem solving benefits customers seek. The supplementary service is the variety of other service-related activities referred that usually accompanied the core product. The core products tend to become commodities as an industry matures and competition increase, so the search for competitive and advantage often emphasize supplementary services. For example, in the hotels industry, the core product is the rooms provided. The supplementary services with regard to the hotel industry are the information obtained by the customer; order taking that includes applications, order entry, and reservations or check-ins; the billing; and also payment in terms of is the hotel have variety of payment options exist, and in terms of how convenience and ease that options to the customers. The next Ps is place and time. Nowadays, services distributions not only involve a physical channel but also electronic channels or

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