White Papers 7 Ps of Services Marketing — Framework Limitations The 7 Ps of services marketing is indeed a popular framework used by marketing professionals to design the critical dimensions of the strategic blueprint while marketing a service. 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. However, one needs to be aware of the limitations of this framework while applying it in a business context. So in this article, we will discuss some of the major limitations of this services marketing framework.
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 7ps management consulting service 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. This may be legal advice or a checkup by a doctor. Tangibility needs to be created within the experience and this is done through the environment in which the service is delivered.Marketing Theories – The Marketing Mix – From 4 Ps to 7 Ps.
Visit our Marketing Theories Page to see more of our marketing buzzword busting blogs.. Marketing is a continually evolving discipline and as such can be one that companies find themselves left very much behind the competition if .
The 7Ps marketing mix helps companies to review and define key issues that effect the marketing of its products and services and is often now referred to as the 7Ps framework for the digital marketing mix. The service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design.
This marketing mix has 7ps of marketing and the three extra Ps are people, process and physical evidence. Marketing mix of Services is used by most service businesses.
at the restaurant, accountancy and consulting services) can vary from service providers components to bridge the gap between management intent and customer demand.
As the Microsoft Word - Customer Services_7Ps of webkandii.com Author: Seow Bee Leng. McKinsey & Company marketing mix explains the business & marketing strategies of the brand. It also consists of Service Mix (Process, People, Physical Evidence).
McKinsey is one of the top four management consulting firms, having offices all across the world. McKinsey offers consulting services in its marketing mix to diverse fields. Aug 27, · process: top management consulting firm • Serves around 85 of the world’s top companies & also more than 2/3rd of Fortune companies.
• Even It competes with Accenture and IBM for Technology Consulting service.