The Components of Service Marketing Mix

A service marketing mix is a mix of marketing activities…

A service marketing mix is a mix of marketing activities an organization engages in to promote and sell intangible services instead of tangible products.

Delivering consistent, superior customer service to help build long-term customer relationships is the cornerstone of service marketing. This can be done through various pathways, the most common of which is through different channels or touch points.

These could include things like a company website, social media, redesigned call center screens, direct marketing mail, and more.

Another key to delivering superior customer service is providing a premium offering, including service features, award loyalty, and special custom offerings.

person sitting on chair holding an iPad
Photo by Adeolu Eletu on Unsplash

The 7 Components of Service Marketing Mix

In addition to the four Ps of traditional product marketing, the service marketing mix includes the three extra Ps: people, process, and physical evidence.

Product

Product is your core offering. In this case, it is the service you’re rendering. They are what the customer needs from your business.

Price

How much are customers willing to pay for the service? It is crucial because low prices can create market demand or cause competition that leads to lower prices. Setting the right price requires knowing the market segment, competition, and target audience.

Place

The service provider’s accessibility and location are key factors in service marketing. Accessibility isn’t restricted to physical accessibility. It relates to other means of contact and communication between a business and its customers. This is why the distribution channels employed, and the coverage is related to service accessibility.

Promotion

Promotion includes all the methods a business uses to communicate its services and offers to the market. It could be through sales promotion, advertising and other means of publicity like PR.

People

Everybody involved in service delivery can influence the consumer’s perception of the service and your business. Since you’re not offering a tangible product, subtle things like the dressing and attitude of the business’ personnel shape the customer’s perception.

Process

“Process” is a term that refers to the series of activities a customer must pass through to get the service needed. Some services are inherently complex. However, service providers find a means of dividing it all into simple and uncomplicated steps.

Physical Evidence

All physical components of service delivery are subsumed under physical evidence. This includes tangible representations of the service like signage, letterhead, brochures, and pieces of equipment.

The Components of Service Marketing Mix

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

A Key Product Marketing Strategy Guide

In growing your business, it’s essential to conceptualize various methods to increase your sales. Product marketing helps you effectively promote your product…

July 26, 2022

The Key Definition of Pricing in Marketing Strategy

If you’re starting your own business, you should enlighten yourself about the 5 Ps of Marketing. This concept represents product,…

July 26, 2022

Marketing Distribution Channels: Types and Strategies

Marketing mix distribution plays a huge role in growing a business. An excellent strategy for distribution channels is to use…

July 26, 2022

Key Promotion Mix Elements That Increase Demand

Marketing is essential to the success of any business. It’s what helps a company generate leads and conversions. It is…

July 26, 2022

4 Key Product Mix Elements for Product Demand

Try to think of your favorite brands; you’ll notice that their business isn’t built on a single product. Instead, most…

July 26, 2022

Product Market Strategy Meaning, Importance, and Examples

Every business needs a solid marketing strategy. Companies rely on marketing to generate interest for its products and services. It’s…

July 26, 2022