The document discusses the expanded marketing mix for services. It explains that services have three levels of products - core tangible, augmented tangible, and augmented. Pricing for services differs from goods as services have high fixed costs and low variable costs. Promotion for services is important to manage risk since they are intangible, using techniques like word-of-mouth, branding, and trials. Placement for services focuses on ease of access as services cannot be separated from their point of delivery. People and physical evidence are also aspects of the expanded marketing mix.
The document discusses the expanded marketing mix for services. It explains that services have three levels of products - core tangible, augmented tangible, and augmented. Pricing for services differs from goods as services have high fixed costs and low variable costs. Promotion for services is important to manage risk since they are intangible, using techniques like word-of-mouth, branding, and trials. Placement for services focuses on ease of access as services cannot be separated from their point of delivery. People and physical evidence are also aspects of the expanded marketing mix.
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Attribution Non-Commercial (BY-NC)
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The document discusses the expanded marketing mix for services. It explains that services have three levels of products - core tangible, augmented tangible, and augmented. Pricing for services differs from goods as services have high fixed costs and low variable costs. Promotion for services is important to manage risk since they are intangible, using techniques like word-of-mouth, branding, and trials. Placement for services focuses on ease of access as services cannot be separated from their point of delivery. People and physical evidence are also aspects of the expanded marketing mix.
Direitos autorais:
Attribution Non-Commercial (BY-NC)
Formatos disponíveis
Baixe no formato PPT, PDF, TXT ou leia online no Scribd
Product: There are three levels in developing the product element Core tangible augmented three levels can be condensed into two Core Tangibles and augmented
Expanded marketing mix
Pricing of services is different from the goods The fixed cost is high and variable cost is low for a service as compared to produts. Service providers can charge from customers as per demand Eg: hotels can increase tarrif during peak season.
Expanded marketing mix
Promotion: service consumers experience a high level of perceived risk when compared to consumers of products because of the intagible nature. This can be done by Word-of-mouth publicity Developing strong brands Offering a trial use Managing advertising and public relations effectively Service provider should also be promoted in promotion campaign.
Expanded marketing mix
Place: This relates to the ease involved in accessing a service. Due to inseparability of services makes it impossible for services providers to produce the service at a place where the costs are low and sell it at other place.
Expanded marketing mix
People
Expanded marketing mix
Process Physical evidence: Service provider should try to attach some level of tangibility to their services.