- The 3Ps when combined with the original four Ps create The extended marketing mix
- The extended marketing mix is :: the combination of (people, processes and physical evidence) (of services) with the four main elements of the marketing mix
People
- People (the element) refers to :: the quality of interaction between the customer and those within the business who will deliver the service.
- Consumers make judgements about a business based on how employees treat them.
- This requires detailed product knowledge, attending to cost concerns and professionalism in order to deliver high-quality customer service
Processes
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processes refers to :: the flow of activities that a business will follow in its delivery of a service.
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Businesses must ensure its processes and procedures are customer friendly and satisfy their needs.;
- businesses with insufficient processes will lose customers and damage its reputation
Physical evidence
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Physical evidence refers to :: the environment (everything the customer sees) in which the service will be delivered.
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Additionally, physical evidence includes the location of where the service is being provided and the materials needed to carry out the service such as signage, brochures, and business cards