Extended Marketing Mix

People, Process, Physical Evidence

Service Marketing Mix – 7 P’s

Product PricePlacePromotion

PeopleProcessPhysical evidence

Remaining 3 P’s People - An essential ingredient to any

service provision is the use of appropriate staff and people. The company hire and train staffs that would represent their company to the market.

Process - Refers to the systems used to assist the organization in delivering the service.

Physical Evidence - Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization.

Illustration of 7 P’s (Example): McDonalds - Philippines

Product: Burgers, French Fries, Salads, Desserts, and Chicken.

Price: Burgers (P 25 – 100), Chicken (P 50 – 70), Desserts (P 20 – 30)

– Cost-based and competition-based pricing. Promotion: Advertising (tv commericals),

Sales Promotion (coupons, Happy meals), and Public Relations (Ronald McDonald Foundation)

Place – Branches are evenly spread out all over the country. It offers delivery services and drive-thru services. (Manufacturer – Retailer – Consumers)

People - The employees in McDonalds have a standard uniform and McDonalds specially focuses on friendly and prompt service to its customers from their employees.

Process - The food manufacturing process at McDonalds is completely transparent (the whole process is visible to the customers).

Physical Evidence - McDonalds focuses on clean and hygienic interiors of is outlets and at the same time the interiors are attractive and the fast food joint maintains a proper etiquette at its joints.