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


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.


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 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.


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” 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.

Frequently asked questions

What is process in the 6 Ps?

Each Ps is built around processes. Depending on the customer’s purchase activity, it can affect both direct and indirect transactions. From manufacturing your product with the right suppliers to customer service when a customer demands a refund, your process can begin.

What is marketing mix 7ps PDF?

The marketing department dominates services marketing with its seven Ps namely Product, Price, Place, Promotion, People, Process and Physical evidence.

Why is marketing mix 4Ps important?

You can use the 4Ps of marketing to enhance the effectiveness of your “marketing mix”-the way you market a new product or service. This helps you define your marketing options in terms of cost, product, promotion, and place, so that there is a specific need or demand for your offering.

What is the 8th P of service marketing?

Marketing has 8 Ps: product, price, place, promotion, people, positioning, processes, and performance. It’s important to get them working together for your marketing mix.

Why is service marketing mix important?

Marketing mix helps you understand what you can offer to your customers. Contributes to the successful development of successful products. Develops, creates, and implements effective marketing strategies. This helps businesses make use of their strengths while avoiding unnecessary costs.

What are the components of marketing?

Product, price, place, and promotion are among them. Marketing mix is often called the four Ps.

What are the 7 P’s in service marketing mix?

Marketing Services: product (service), price, place (distribution), promotion, people, physical evidence, and process. The industry’s marketing efforts attempt to bring together these seven Ps to satisfy the needs of consumer needs.

What are the 4 components of the marketing mix in order?

Marketing mix, or the four Ps of marketing, refers to the four elements of a marketing strategy: product, price, place, and promotion.

What is process in service marketing mix?

There are many different processes involved in delivering your products and services to a customer. Also, it is about being ‘easy to deal with’. Having a good process ensures that you deliver the same level of service to your customers regularly. Time and money can be saved when efficiency improves.

What are the 6 components of marketing mix?

Building blocks of an effective marketing strategy include the six P’s of product, price, place, promotion, people, and presentation. An effective growth strategy can be built on the six P’s of marketing.

What is 4 C’s marketing mix?

David Jobber and John Fahey created the 4Cs (Clarity, Credibility, Consistency, Competitiveness) in their book ‘Foundations of Marketing’ (2009).

What are the 3 Ps of service marketing?

Three key variables are necessary to succeed, so you must always focus on people, processes, and product.

How many elements are there in service marketing mix?

The service marketing mix includes 7 P’s as opposed to the product marketing mix’s 4 P’S. In a service marketing mix, the service is regarded as an underlying product. It adds three more P’s, which are critical to optimum service delivery.

What are the components of service?

  • The Service Delivery:
  • The Service Product:
  • Physical Product: Any physical product that can be touched by a customer is described as the physical product.
  • The Service Environment:

What are the extended 3 P’s of service marketing?

In order to understand the differences between physical products and services, the 4Ps marketing mix was used. Three additional 3Ps have been added to the product, process, pricing and promotion – People, Physical Evidence and Process.

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.

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