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‘The marketing mix for services and non-profit marketing’ (Special…
‘The marketing mix for services and non-profit marketing’
Special characteristics of services
variability
inseperability
perishability
intangibility
Non profit
marketing activities to achieve some goal other than profit, market share of investment
Service based
Blends of goods and services
P's: People
-Provide service element
-serving customers
-representing the brand
Influence buyers
-over or under attentive
-under or over selling
-favourable or off putting impressions
P's: Processes
Process becomes part of the service
Alternative processes for costumers who do not want to co-produce
Efficiency of service
effective queue management
operations management function - organisations processes = delivery of customer value
P's: Physical evidence
Service quality and component of service experience
Affect:
purchase selection
future patronage
Access atmosphere
quality of setting and décor
Represents brand
provides tangible cues to service offering
Opportunity for differentiation and adding value