Services Marketing
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Internal Marketing
Learning outcome: By the end of this lesson, you will be able to explain what internal marketing is, identify who counts as an internal customer, and describe why treating employees like customers improves the experience external customers eventually receive. What Is Internal Marketing? Internal marketing turns the basic tools of marketing inward, using them on…
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Introduction to Services Marketing
A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since…
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People – Marketing Mix
People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the ‘individual needs’ of the person consuming it. Most of us can think of a situation where the personal service offered by individuals…
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Physical Evidence – Marketing Mix
Physical evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues.
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Process – Marketing Mix
Process is another element of the extended marketing mix, or 7P’s.There are a number of perceptions of the concept of process within the business and marketing literature.
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Services Marketing Mix
Services Marketing Mix As we discussed in the lesson on services, there are a series of fundamental characteristics such as intangibility, inseparability, heterogeneity and perishability which are unique to a service. The traditional marketing mix which includes product, place, price and promotion could be stretched to compensate for these factors. However the services marketing mix…
