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extended marketing mix


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An addition to the traditional marketing mix of product, price, place, and promotion (the four Ps) to include three further Ps, when marketing services, i.e.:physical evidence – the tangible elements of a service that enable consumers to evaluate it;people – an evaluation of the personnel providing the service (e.g. knowledge, competence, politeness);process – an evaluation of the overall experience provided by the service to ensure that all the elements of which it consists operate effectively together.

physical evidence – the tangible elements of a service that enable consumers to evaluate it;

people – an evaluation of the personnel providing the service (e.g. knowledge, competence, politeness);

process – an evaluation of the overall experience provided by the service to ensure that all the elements of which it consists operate effectively together.

Subjects: Business and Management.


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