7Ps of Marketing | Additional Elements of Marketing mix
Aug 12, Over the years, as the concept of marketing has evolved, and the definition of a product has grown more complex, the traditional marketing mix. The relationship between the 7Ps of the marketing mix and customer decision- making in choosing Thai restaurants in Oxford. This Dissertation is part of. Sep 11, Integrate the 7 P's of customer retention marketing into your strategy to companies that used to have no direct relationship with customers.
Some of their aircraft are decorated in the livery of advertisers e.
News of the World, Jaguar and Kilkenny beer. People Pilots are recruited when they are young as pilot cadets. They work hard and take early promotions and then move on after years or so to further their careers.
Cabin crew pay for their uniforms to be cleaned. They invest in their own training. They are mainly responsible for passenger safety as well as ancillary revenues onboard. Physical Evidence They pay as little as possible for their aircraft. Planes are the most expensive asset that an airline can make. Aircraft manufacturers cannot simply stop a supply chain in minutes.
If orders are being cancelled or delayed, this is when to buy. Process There is no check in. You simply show your passport and supply your reference number.
You cannot select a preferred seat. It is first come, first served. There are no air bridges the tunnel that connects to the side of the aircraft when to board it.
You walk or are bused to the aircraft. Beyond any doubt, Ryanair is one of the strategic marketing successes of the last decade. In many ways the business has looked closely at all aspects of it markets and operations to remold the industry and customer expectations in a unique way. This is how Ryanair has applied the marketing mix.
Ryanair operates a fleet of new Boeing aircraft with firm orders for a further 64 new aircraft before taking account of planned disposalswhich will be delivered over the next 2 years. Place This element represents the location where the product is available for the customers. It is possible that the product is not available in all locations but only in a certain selection of locations.
7Ps of Marketing | Additional Elements of Marketing mix
Promotion This element comprises all the efforts the company or organization makes to stimulate the popularity of their product in the market, for instance by advertising, promotional programmes, etc.
Services have unique characteristics, for example intangibility, heterogeneity, inseparability and perish-ability. People, Process and Physical Evidence, that make the services marketing mix. In this service marketing mix approach was seen as very valuable and it provided new insights as a result of which the extension gained widespread acceptance in the science of services marketing.
These added elements within the service marketing mix represent a service and provide intangibility by physical evidence, the result. Below the new elements are briefly explained one by one. These are mainly customer contact employees contact centre employees, representatives, account managers, etc.
It is mainly the customer contact employees who are the face of the organization and they translate the quality into a service. They include for instance stylists, hair dressers, coaches, trainers, gardeners, lawyers, contact centre employees, etc.
They deliver a physical service with a visible result. Service companies are thoroughly aware that they must effectively manage the customer contact employees in order to monitor the quality of the service with respect to attitudes and behaviour. This is very important in service companies because there might be a large variable in the performance of the customer contact employees in relation to the results of the services delivered.
The quality of a service between service companies and customers hospital intake, having a meal in a restaurant or accountancy or management consultancy services can vary very strongly in addition to other important factors. The lack of homogeneity in services creates difficulties for service companies. Delivery of services often occurs during an interaction between a customer and contact employees.
Attitude and behaviour of an employee create a perception of the service as experienced by the customer customer perception. This perception may be either positive or negative. Physical Evidence The physical evidence within the service marketing mix refers to an environment in which a service comes about from an interaction between an employee and a customer which is combined with a tangible commodity. The physical evidence includes a representation of a service for instance brochures, company stationery, business cards, reports, company website, etc.
A good example is a hotel. The design, furnishing, lighting and decoration of a hotel as well as the appearance and the attitudes of the employees have a certain influence on the quality of the service and customer experience. This service scape includes three physical environment dimensions that represent the relation between services and environment, namely: Environmental conditions such as temperature, sound, smell, etc. Space and functions such as map, equipment, decoration, etc.
This stood for People. The basis for this was that the people providing the product or service to the customer had an important role to play in communicating the right message and had a significant impact on the user experience.
These were political power and public opinion formation. Kotler proposed that when entering foreign markets, there was a need to satisfy an audience beyond the target market. These were the governments, regulatory bodies, trade associations and even other interested groups who had power over the intended market.
Service Marketing mix, the 7 P's by Booms and Bitner | ToolsHero
Hence the political power and public opinion formation was needed to gain their support. The 7Ps of Services Marketing This model has gained significant traction over the years as services and their marketing is increasingly being given due importance as an independent field of study. This model, proposed by Booms and Bitner inextends the marketing mix by 3 new Ps that directly relate to the service provision industry. These are people, physical evidence and process. The 15Ps Model The longest extension to the original model was proposed by Baumgartner in and includes people, politics, public relations, probe, partition, prioritize, position, profit, plan, performance, and positive implementations.
In an attempt to add depth, much complexity has also been added to the model. The most widely used extension of the traditional marketing mix is the 7P model for services marketing. The traditional marketing mix was designed and gained popularity in an era where most businesses sold products. Any service provision and the role of good customer service was largely ignored and the potential impact on brand development and the user experience was not understood. This was remedied when Booms and Bitner proposed their extension to create the services marketing mix that we see today.
The extended model should now be used to create competitive strategies in a more holistic manner. Defining Services Marketing Now a recognized offshoot of the traditional field of marketing, services marketing is the design of strategy to address the provision of services, both in a business to consumer context and the business to business scenario. Some examples of core services are telecom services, airlines, accountancy or tax services, the hotel industry and professional services such as hair dressers, dry cleaners or tailoring services.
Services marketing may also cover elements in a traditional physical product sales environment such as customer services and tech support. A service is consumed at the point of sale.