When Marketing Services, 4 Ps Are Not Enough.
Business Horizons. May/Jun86, Vol. 29 Issue 3, p44. 7p. 2 Diagrams, 1 Chart.
541613 Marketing Consulting Services
423850 Service Establishment Equipment and Supplies Merchant Wholesalers
Services marketing planning and execution should focus attention on seven Ps: the traditional four Ps plus three additional market mix elements that are crucial to service success–personnel, physical assets, and process management. Whether the service entity is a Las Vegas casino, an engineering consulting service, or a financial service conglomerate, these additional three Ps greatly influence product line and promotional possibilities. They dramatically affect the pricing and actual physical distribution of the service. Services are often called “credence” purchases because customers are asked to believe a service marketer’s promises. The credibility and reliability of many service companies hinge on understanding this broader notion of a services marketing mix. [ABSTRACT FROM AUTHOR]
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