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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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A Dictionary of Business and Management
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