Extended Marketing Mix

People, Process, Physical Evidence

Service Marketing Mix 7 Ps

Product
Price
Place
Promotion
People
Process
Physical evidence

Remaining 3 Ps

People - An essential ingredient to any

service provision is the use of appropriate
staff and people. The company hire and
train staffs that would represent their
company to the market.
Process - Refers to the systems used to
assist the organization in delivering the
service.
Physical Evidence - Physical Evidence is
the element of the service mix which allows
the consumer again to make judgments on
the organization.

Illustration of 7 Ps (Example):
McDonalds - Philippines

Product: Burgers, French Fries, Salads,

Desserts, and Chicken.
Price: Burgers (P 25 100), Chicken (P
50 70), Desserts (P 20 30)
Cost-based and competition-based pricing.
Promotion: Advertising (tv commericals),
Sales Promotion (coupons, Happy meals),
and Public Relations (Ronald McDonald
Foundation)

Place Branches are evenly spread out all over the

country. It offers delivery services and drive-thru
services. (Manufacturer Retailer Consumers)
People - The employees in McDonalds have a
standard uniform and McDonalds specially focuses on
friendly and prompt service to its customers from
their employees.
Process - The food manufacturing process at
McDonalds is completely transparent (the whole
process is visible to the customers).
Physical Evidence - McDonalds focuses on clean and
hygienic interiors of is outlets and at the same time
the interiors are attractive and the fast food joint
maintains a proper etiquette at its joints.