Extended P’s of Marketing

For measuring the good or any kind of tangible product, the first 4 P’s are quiet enough to measure the quality of the product.

If we take coke as an example, Product is the cold drink, we can taste it and measure the quality, the price of the bottle, the availability, and the rigorous awareness (promotion) can helps us in measuring whether we opt for the product or should we move to other brand.

But if talk about the services, it is difficult to measure the services only on these four basis’; because service is intangible in characteristics.

So for measuring service we need few more era of consideration.

Here the evolution of extend P’s come.

The extended P’s are People, Physical Evidence and Process.

Ø Product - Service itself is the product

Eg- medical checkup, hair cutting, traveling, hospitality services etc….

Ø Price - is the amount to render the service.

Ø Place - where service begins and ends….

Ø Promotion - different activities to promote services….

Ø People – persons involved in the process of service…

Particularly when the offering is a service, the people involved in the offering, including the consumer, take on an importance that should not be ignored, as they can offer significant additional value to the product or service.

While talking about people, we have to consider the following

• People represent the business

– The image they present

– First contact often human – what is the lasting image they provide to the customer?

– Extent of training and knowledge
of the product/service concerned

– Mission statement – how relevant?

– Does the staff represent the desired culture of the business?

– The Behaviour of the staff with the customers

– Staff uniform and cleanliness

Ø Physical evidence – the things, which are used in the process of, service

Satisfied customers can be the best advertisement, with either tangible products or services. The marketing strategy should include effectively communicating their satisfaction to potential customers.

Physical evidence deals with___

– The ambience, mood or physical presentation of the environment

• Smart/shabby?

• Trendy/retro/modern/old fashioned?

• Light/dark/bright/subdued?

• Romantic/chic/loud?

• Clean/dirty/unkempt/neat?

• Music?

• Smell?

– The instruments Used to Provide the Servie

• Eg. In restaurant, plates, table, furniture

• Cleanliness of plates, tables and furniture etc.

Ø Process – is step-by-step procedure… from the beginning till the end

The manner of handling sales, order processing and after-sale service can also be essential elements of the overall marketing strategy.

For understanding process, we have to understand the following questions

• How do people consume services?

• What processes do they have to go through to acquire the services?

• Where do they find the availability of the service?

– Contact

– Reminders

– Registration

– Subscription

– Form filling

– Degree of technology

A.R. Sayyed