Professional Documents
Culture Documents
Chapter - 9: The Marketing Mix Elements
Chapter - 9: The Marketing Mix Elements
Place
Promotion
Inadequacy of Four Ps
Intangibility of services Promotion while consumption Standardized and subsidized price Dual role played by consumer in services like co-producer and end-consumer Production and consumption at same time Difficult to perceive quality standards
Process
Physical evidence
5
Product
Core level Tangible level Augmented level The pricing of services is very different from pricing of goods.
Pricing
The pricing of services is very different from pricing of
goods
Higher price - Better Quality High Fixed Cost - Low Variable Cost Prices depends on Demands
6
Promotion
Promotion of services cannot be carried out in isolation. High level of perceived risk for service consumer as compared to product consumer. Service personnel & customer participation
Place
Physical location Physical appearance & ambience of place Decision to use particular types of intermediaries.
People
Co-producer in designing the service. Service organizations involve their personnel at frontline delivery & production process Perception of a service by a customer also depends on the other customers receiving the same service
8
Process
Production, Delivery and Consumption of Services take place simultaneously Customer Service Encounters Mechanization of Service Processes
Physical Evidence
Summary
Marketing mix in traditional marketing
Product Price Place Promotion
Inadequacy of four Ps
Thank you
11