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Module Code & Module Title

MC6099NI Services Marketing

Year and Semester

2021-2022 Autumn

Assessment Weightage & Type

60% Individual Coursework

Student Name: Ayush Budhathoki

London Met ID: 18030150

College ID: NP01BA4A180071

Assignment Due Date: 13th Jan 2022

Assignment Submission Date: 13th Jan 2022

I confirm that I understand my coursework needs to be submitted online via Google Classroom under the relevant
module page before the deadline in order for my assignment to be accepted and marked. I am fully aware that late
submissions will be treated as non-submission and a mark of zero will be awarded.
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Introduction
As part of a comprehensive marketing strategy, a marketing mix includes a number

of areas of focus. The word is frequently used to refer to a standard grouping that began with the

four Ps: product, price, position, and advancement. Instead of focusing on a single topic,

effective showcasing addresses a broad range of regions. As a result, promotional specialists are

better able to reach a larger audience, and by remembering the four Ps, they are better able to

stay focused on the things that truly count. When it comes to sending out new things or making

changes to old items, choosing on a marketing mix may help businesses make important

decisions (Josepine, 2014). Marketing Mix is often referred to as the Four P's, which stands for

product, price, delivery location, and promotion. These are the fundamental components of a

marketing strategy, as well as the means of converting marketing planning into training.

Promoting instructor and developer E. Jerome McCarthy first provided the four Ps

characterization for building a powerful showcasing methodology in 1960. 1 Depending on the

industry and the goal of the marketing strategy, marketing directors may use different approaches

to each of the four Ps. Although each component can be inspected alone, they are frequently

exposed to one another in practice.

There are seven elements used in marketing mix as they are mention below:

1) Promotion (2) people (3) physical evidence (4) produce (5) price (6) process (7) place

• Promotion: Promotion encompasses a variety of methods for communicating with

company sectors, including publicizing, individual selling exercises, deal development

exercises, and other direct forms of exposure, as well as indirect forms of communication

such as advertising. A promotional mix is another term for joint marketing operations.
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Publicizing, deal development, individual selling, and advertising are examples of

activities. The amount of money allocated to the advertising mix should be a major

consideration (will, 2020). When attempting to reach their ideal interest group,

advertising gurus carefully craft a message that frequently incorporates details from the

other three Ps. The assurance of the ideal channels for conveying the message, as well as

the options for the correspondence's recurrence, are also important.

• People: All human beings who have an effect on help delivery and, as a result, on the

purchaser's decisions specifically, the organization's work force, the client, and other

clients in the assistance climate. Every human performer involved in the delivery of a

service sends out messages to the client about the concept of the real service. The way

these people dress, their own appearance, their mentalities, and their methods all have an

impact on the customer's perception of the support. The importance of a specialised

organization or contact person cannot be overstated. Indeed, the provider is the

administrations for some administrations, such as counseling, guiding, educating, and

other expert relationship-based administrations. In other circumstances, the contact

person may play a role that appears to be minor in the aid conveyance process, such as a

phone installer, a carrier stuff controller, or a gear conveyance dispatcher. However,

research suggests that even these suppliers could be a site of convergence for

management experiences that are critical to the organization.

• Physical evidence: The climate wherein the assistance is conveyed and where the firm

and client associate, and any unmistakable parts that work with execution or

correspondence of the help. The actual proof of administration incorporates every one of

the unmistakable portrayals of the administrations –, for example, leaflets, letterhead,

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business cards, report organizations, signage, and hardware. Now and again, it

incorporates the actual office where the help is offered, for instance, the retail bank office

(smiriti). In some circumstances, such as telecom benefits, the location of the office may

be unimportant. Other effects, such as charging explanations and the appearance of the

repair truck, could be major value markers in this scenario. Buyers will rely on these

signals in the same way as they rely on the cues offered by individuals and the aid cycle,

especially when they have little on which to pass judgment on the true character of

administration. Actual evidence indicators provide spectacular opportunities for the

company to deliver reliable and solid signals about the organization's goal, targeted

market segments, and the concept of assistance.

• Product: "Something or anything that can be provided to the customers for

consideration, securing, or usage and fulfills some need or need" is how product is

defined. It includes "real items, services, people, places, associations, or ideas." A

marketer should create a genuine thing to go around the center item, and then create an

expanded item to go around the center and real item. The breadth of services given, the

quality of services provided, and the amount of services provided are all factors to

consider while creating a service product. It will also be necessary to pay attention to

issues such as branding, warranties, and after-sale service. The service product mix of

such elements can vary significantly, as evidenced by service range comparisons between

a tiny local building society and one of the country's largest; or between a small hotel

with a limited menu range and a four-star hotel with a diverse menu.

• Price: Price considerations include cost levels, remittance and commission restrictions,

and installment and credit periods. Cost can also play a role in distinguishing one
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assistance from another, therefore the client's perception of substantial value gained from

a help, as well as the interaction of cost and quality, are important considerations in many

help value sub mixes. The item's offer price reflects what customers will pay for it. Costs

associated with original work, assembly, advertising, and appropriation—also known as

cost-based evaluating—must be considered by marketing specialists. The term "worth

based valuing" refers to estimating based on a buyer's apparent quality or worth.

• Process: The true techniques, instruments, and stream of activities through which

assistance is delivered, as well as the assistance delivery and working frameworks. The

client's actual conveyance steps, or the functional advancement of the assistance, will

also provide proof on which to make judgment on the assistance. Some administrations

are exceedingly complex, needing the client to complete a long and winding set of steps

to complete the interaction. This pattern is common in extremely bureaucratized benefits,

and the rationale for the techniques supplied frequently escapes the client's notice.

Another distinguishing characteristic of the contact that might provide proof to the client

is whether the help follows a creation line/normalized approach or whether the cycle is

engaged/altered. None of these aspects of the aid are inherently better or worse than the

others. Rather, these cycle characteristics are just another form of proof used by the buyer

to make a decision on support. For example, two highly successful aircraft companies,

Southwest Airlines in the United States and Singapore Airlines, have remarkably

different cycle models. Southwest is a no-frills (no food, no assigned seats), low-cost

carrier that operates regular, somewhat short-distance domestic flights.

• Place: In administrations, advertising, the location of specialist co-ops and their

availability are important factors. Openness refers to both actual availability and various
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methods of correspondence and contact. As a result, the types of dissemination channels

used (such as trip planners) and their inclusion are linked to the fundamental issue of

administration transparency.

These above are the few elements in marketing mix. It is really crucial to consider those

elements to improve the productivity and the satisfaction to the patients.

Although, background of the becketts dental office is really complicated where many things

are not properly organized. Lack of technical support including not able to meet the real potential

as well as the delay of efficiency. They barely have any training to run the effective business in

order to meet the expectation as lack of formal training and not able to understand the customer

needs were appear. However, goals are common; they give top priority to create the quality

environment and following the differences strategy for the profit. They have many ways to

educate the patients however, from my perspectives there are few things that are missed.

Focusing on ongoing education can help dental offices improve patient retention and case

recognition, two important goals. Patients who have been educated about oral health will value

your services and be less likely to breach agreements. They will remain calm during the review

because they understand how important it is to their overall health. The majority of patients have

little knowledge of dentistry. The information they do have is most likely derived from papers

they have read or personal experiences. It is possible that their sources are not entirely

trustworthy. So it has become crucial to educate the patients in dental as well. Talking about

what they could provide. They can provide relatable example. Relate dental problems to those

that patients are more familiar with. A patient who is showing early signs of periodontal

infection may tell you that they are unconcerned. Explain to them that, while having
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hypertension isn't painful, it can greatly increase the chances of having a heart attack or stroke.

Despite the fact that periodontal infection may produce little discomfort, it increases the

likelihood of tooth decay, tooth loss, and bad breath. It usually just takes a quick correlation for

them to put things into perspective. Due to the fact that teeth are a little part of the total body, it's

easy to put oral health on the back burner. Assist patients in recognizing that their oral health is

directly related to their overall health.

As we know that, education around the office is significant about the treatment they are

getting, things that are happening. In your office, show patients when images, infographics, and

enlightening fliers are available. They do not have to be mundane or draining. You can be as

creative as you want! Make sure your guarantee is relevant, specific, and something patients

would want to read. When creating and organizing materials, keep your audience in mind. A

kid's office might have a bright flier with entertaining facts about brushing, while an office that

specializes in cosmetic dentistry might have a divider with photographs of the fantastic work

they have already completed. After they leave the office, many patients will only retain 20% of

what was examined there. The recollection will fade with time, and the sincerity will fade.

Patients will be tempted to put off necessary consideration if there are no obvious negative

effects. Sending them home with images of their fractured tooth or plaque formation will help

them remember why the therapy was recommended in the first place. When patients come home

and are grilled by their companions about the need for care, pictures and leaflets might be

helpful. When a spouse recognizes the necessity, she can be a powerful companion in convincing

a hesitant patient to complete the necessary treatment. In additional, providing toothpaste,

toothbrush floss and mouth wash might be helpful for the patients.
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As I have been in dental care, I observe many things. Talking about the dental care in Nepal.

It is not good as much we expected. Rather than focusing on superior dentistry, many only

follow to achieve the profitability. Lack of quality environment including communication skills

are very low. It is important to follow many strategies to capture the attention of patients. I have

been in dentist office as I was very anxious about it. About the equipment and the environment.

as I have observe the environment of dr becketts dental office. It is far better than most of our

dental office. It seemed, many employee are hardworking and always eager to learn many things

in order to satisfy the needs of patients. As it appear that, in every work there are challenges

where dr. becketts also has face many challenges. Many people were anxious about it. The

quality environment they created were very complicated. However, majority of patients have

appreciate their hard work. From my story, I went to government dentist office when I was 14

everything was totally messed up. Unwanted noise in hospital, lack of educational aspects and

lack of effective equipment as well. So I have to say, dr, becketts office is far better than most of

our dental care services. To improve the environment, we have lot more to focus on our

environment and equipment. To be honest, it's really disappoint me whenever I see the dental

office in our country. We have to focus more on to provide educational videos and photos.

Feedback are really significant as well. for the DR, becketts, its seemed everything is perfect,

however, I would say they have to focus more on the communication skills as well as the

business factors.
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References

7 elements used in marketing mix for services. (2014, April 7). Your Article

Library. https://www.yourarticlelibrary.com/services/7-elements-used-in-marketing-

mix-for-services/34003

Edgar, D. (2005). Unbundling business information management research: The experiences of

the division of business information management at Glasgow caledonian

University. International Journal of Information Management, 25(3), 271-

279. https://doi.org/10.1016/j.ijinfomgt.2004.12.011

Kenton, M. W. (2020, December 26). Marketing mix.

Investopedia. https://www.investopedia.com/terms/m/marketing-mix.asp

Pandey, N., Koju, S., Khapung, A., Gupta, S., Aryal, D., & Dhami, B. (2020). Dental floss

prescription pattern among the dental interns of Nepal. Journal of Nepal Medical

Association, 58(228). https://doi.org/10.31729/jnma.5133

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Appendix

Service Experience One: Kalanki Dental Care Hospital

3rd Jan 2022

Tuesday 10:30 at A.M

I went to this dental care because I heard a lot of good feedbacks about the hospital from

my friends and family. Since, my father knew the doctor of this dental care, I was told that I

would be taken good care of and my appointment was scheduled on Tuesday 10: 30 am. When I

reached the dental care at my scheduled time, the doctor wasn’t there. I asked at the reception

and I was told to wait because doctor was busy in another hospital. I waited for almost an hour

and a half which was very irritating. When I tried to speak with the people who were working in

the dental care, they didn’t reply with good manners, they were rude and they did not behave as

a professional which was very surprising for me because I heard that the staffs and the doctors at

this hospital were best but for me, I was very frustrated by how this dental care worked. After

the doctor came into the dental care, each and every staff’s behavior was changed. They were all

polite and happy which was very surprising for me. They behaved very well and once I was sent

inside doctor’s room; doctor Shrestha was the best doctor I ever had. The way he talked and the

way he checked me was very soothing and very satisfying. I just hope that the staffs remain as

they were when the doctor was around all the time inside the dental care. The pay was also

satisfying because Dr. Shrestha knew my father and I was not charged more. Overall, the

experience was not that bad but yeah there are things that need to be changed in this dental care

too.
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Service Experience Two: Bakando Restaurant and Bar

22nd Dec 2021

Wednesday at 4:00 P.M

I went to a restaurant with my friends which is located in Kathmandu. We went to this

restaurant called Bakando Restaurant because we couldn’t find any other restaurant in that area

at that particular time. The place to sit and the design and the structure of the restaurant was

quite amazing. We thought we came to a good restaurant but then something bad happened that

pissed us off. We went to a table and sat there waiting for the waiter to take our order but no one

came for like almost 20 minutes. After that my friend called the waiter and we gave our order.

The waiter was well dressed but the way he talked to us was rude and we didn’t like the attitude

of that waiter. We were thinking of leaving the restaurant but we were very hungry so we

thought let’s eat here and we will leave as soon as we finish. The ordered food came after

almost 45 minutes. The service was very bad at this restaurant. Then we started eating our food

and we were surprised that the food there was quite good. After finishing our food, we asked for

the bill and we were very disappointed because the price for the food was quite high and vat was

also added. Overall experience of this restaurant was very bad and I wouldn’t recommend

anyone to go to this restaurant.

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