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Services Marketing Mix

An extension of the traditional 4 Ps of marketing that includes three additional elements: people, process, and physical evidence.

7Ps of Services Marketing

The framework including Product, Price, Place, Promotion, People, Process, and Physical Evidence in the context of services.

Intangibility

The characteristic of services indicating that they cannot be experienced through the senses prior to purchase.

Inseparability

The characteristic of services that states production and consumption occur simultaneously.

Variability

The quality of services can differ based on who provides them and under what circumstances.

Perishability

The inability to store services for future use, requiring immediate consumption.

Physical Evidence

The tangible cues or physical elements that shape the service experience and environment.

Premium Pricing Strategy

A pricing strategy that reflects luxury positioning, used commonly in high-end service sectors.

Distribution Channels for Services

The means through which services are made accessible to customers, including both physical and online platforms.

Integrated Marketing Communication (IMC)

The process of aligning marketing messages across various channels to ensure consistency and customer-centric communication.

The Flower of Service

A model that includes core services and various supplementary services categorized into facilitating and enhancing services.

Service Recovery

The actions taken by a service provider to rectify a service failure to restore customer satisfaction.

Customer Journey

The complete experience and interactions a customer has with a service from initial engagement through delivery.

Loyalty Programs

Strategic initiatives designed to retain high-value clientele by providing rewards and benefits.

Pricing Models in Services

Different strategies used to set prices for services, such as skimming, penetration, or cost-plus pricing.

Service Innovations

New ideas or improvements introduced in service delivery to enhance customer experience and stay competitive.

Marketing Intermediaries

Entities that facilitate the delivery of services from providers to consumers, acting as a bridge between them.

Customer-centric Policies

Operational practices focused on prioritizing customer needs and enhancing their overall experience.

Operational Procedures

The specific processes involved in delivering a service, critical for maintaining service quality.

Public Relations (PR)

Activities aimed at generating positive interest in an organization, managing its image and reputation.