Examples of Characteristics in Service Marketing
Marketing a service is distinct from marketing a tangible product. While the general foundation of marketing is constant, marketing services places more emphasis on the intangible value offered by the brand relative to competitors. Marketing academics have expanded the common marketing mix of the four P's (product, place, price, promotion) to seven P's for services marketing. The additional elements are people, physical evidence and process.
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Characteristics of Services
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To understand why service marketing expands beyond product marketing, you need to realize unique characteristics of services. Learn Marketing outlines the five distinct qualities that separate services from products. They are lack of ownership, intangibility, inseparability, perishibility, and heterogeneity. Customers do not physically own services, as they are intangible. Services are inherently connected to those who provide them. Services have a limited time frame, whereas some products have a long shelf life. While products are more easily standardized, delivering services consistently is challenging.
People
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The people element is the fifth P of seven in the services marketing mix. This element accounts for the reality that services are delivered by people. Consumers are as interested in the service provider as in the actual service delivery, according to Learn Marketing's "Service Marketing Mix/Extended Marketing Mix." This means that companies must hire honest, ethical, and committed service providers. This is a challenging aspect of marketing with a position of premium service: people have emotions and are known for inconsistency.
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Physical Evidence
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Physical evidence as an element of the service marketing mix is essentially the reality check of your communication. Companies that deliver marketing messages promising fast, friendly service must demonstrate the physical proof of that commitment when consumers respond to the message. If patrons find slow and unhelpful service reps, they are not going to respond with as much interest the next time around. Similarly, if you promise a clean environment and your store is always dirty, people find the physical evidence of your marketing promise lacking.
Process
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The process element of the expanded service marketing mix "refers to the systems used to assist the organization in delivering the service," according to Learn Marketing. Fast-food companies are notorious for food-ordering and preparation processes that enable the timely delivery required to compete. Companies that use automatic renewal with service clients typically have well-outlined processes to maintain those important relationships. The process element in the service marketing mix is as important to customer retention as it is to customer acquisition.
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References
- Photo Credit service image by anna karwowska from Fotolia.com
