Product — A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like the tourism industry, the hotel industry and the financial industry. Tangible products are those that have an independent physical existence.
When it was first articulated by McCarthy init consisted of 12 parameters that were to be mixed like ingredients by a marketer. Eventually brought down to the much smaller number of 4, the framework became simpler and easier to understand but there was a lack of depth and several important elements were missed out such as the provision of services to the consumer.
Some of these expansions have included: This stood for People. The basis for this was that the people providing the product or service to the customer had an important role to play in communicating the right message and had a significant impact on the user experience.
These were political power and public opinion formation. Kotler proposed that when entering foreign markets, there was a need to satisfy an audience beyond the target market. These were the governments, regulatory bodies, trade associations and even other interested groups who had power over the intended market.
Hence the political power and public opinion formation was needed to gain their support. The 7Ps of Services Marketing This model has gained significant traction over the years as services and their marketing is increasingly being given due importance as an independent field of study.
This model, proposed by Booms and Bitner inextends the marketing mix by 3 new Ps that directly relate to the service provision industry.
These are people, physical evidence and process.
The 15Ps Model The longest extension to the original model was proposed by Baumgartner in and includes people, politics, public relations, probe, partition, prioritize, position, profit, plan, performance, and positive implementations.
In an attempt to add depth, much complexity has also been added to the model. The most widely used extension of the traditional marketing mix is the 7P model for services marketing. The traditional marketing mix was designed and gained popularity in an era where most businesses sold products.
Any service provision and the role of good customer service was largely ignored and the potential impact on brand development and the user experience was not understood. This was remedied when Booms and Bitner proposed their extension to create the services marketing mix that we see today.
The extended model should now be used to create competitive strategies in a more holistic manner. Defining Services Marketing Now a recognized offshoot of the traditional field of marketing, services marketing is the design of strategy to address the provision of services, both in a business to consumer context and the business to business scenario.
Some examples of core services are telecom services, airlines, accountancy or tax services, the hotel industry and professional services such as hair dressers, dry cleaners or tailoring services. Services marketing may also cover elements in a traditional physical product sales environment such as customer services and tech support.
A service is consumed at the point of sale. Since the service cannot be owned and is consumed at the point of delivery, the process through which it is delivered, the person who delivers it, and the environment in which it is delivered become an indicator of whether a customer leaves satisfied and if they will want to return.
Fundamental Characteristics of a Service There are five fundamental defining characteristics of a service. These characteristics are the basis of the 7P model for marketing.
The customer does gain something when they leave.Australian Tourism Data Warehouse (ATDW) The Australian Tourism Data Warehouse (ATDW) is a comprehensive online directory of Australian tourism product in categories such as accommodation, attractions, events, tours, hire and transport, as well as general destination information.
The marketing mix is probably the most famous phrase in marketing. The elements are the marketing ‘tactics’. The marketing mix principles are controllable variables which have to be carefully managed and must meet the needs of the defined target group. All elements of the mix are linked and must support each other.
Marketing Mix on 7ps: •Product. Jun 01, · Marketing mix for tourism product: The designing of the marketing mix variables in case of tourism is significant as it helps the marketer in conceiving the right ideas, particularly to raise the acceptability of the tourist product by stimulating and penetrating the demand.
The planning, communicating and delivering of marketing products and services for hotels are generally based on 7Ps (products, price, place, promotion, people, process and physical evidence) of marketing . The service marketing mix is a combination of the different elements of services marketing that companies use to communicate their organizational and brand message to customers.
Journal of Services Marketing publishes contributions from practitioners and academics in the field, reporting on the latest research, new thinking and initiatives being applied in the service industry. The planning, communicating and delivering of marketing products and services for hotels are generally based on 7Ps (products, price, place, promotion, people, process and physical evidence) of marketing . 7 Ps of Services Marketing. Services are very different from products. So the marketing concepts, i.e. the marketing mix, needs to be revisited while marketing a service. Services can range from financial services provided by the banks, technology services provided by the IT company, food and ambiance as a service provided by restaurants or.
The mix consists of the seven P’s i.e. Product, Pricing, Place, Promotion, People, Process and Physical Evidence. In fact, the 7 P framework is one of the most popular framework for deciding a marketing strategy for services in domains like banking, information technology enabled services or hospitality and tourism, right from strategy formulation to actual implementation.