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the marketing mix for services and non profit marketing (physical evidence…
the marketing mix for services and non profit marketing
characteristics of services
intangibility
not physical
inseperability
production and consumption similtaneous
varability
vary depending on person delivering
perishability
cannot be stored
provided at a point in time
non profit marketing
marketing activities
conducted by
individuals
organisations
to achieve other goals
may involve 'profit making'
eg charity fundraising
service based
has physical elements
eg education and books, refuse and bin bags
goods and services
goods-service continuum
eg groceries to banking
people
play a key role
represent the brand
have influence
processes
co production
customer involvement in the process
scanning in shops
watching food/coffee be prepared
understand customer segments
offer counter service
eg banks, train stations
may prefer interaction with service staff
maintain efficiency
eg effective que management
operations management
central to the process delivering customer value
physical evidence
a cue to service quality
component of service experience
affects product selection and custom
represents the brand
provides tangible cues
needs to be tailored to segment
environment offers opportunity
differentiation
adding value