Page 155 - E1 Integrated Workbook STUDENT 2018

The market planning process and the marketing mix

Additional 3Ps for the service industry

Services have certain distinguishing features that should be considered:

 intangibility

 heterogeneity

 inseparability

 must be consumed immediately

 no transfer of ownership.


People
 Relates to both staff and customers.



Processes Systems through which the service is delivered.


Physical Makes the intangible service more tangible.
evidence

Illustrations and further practice

Now try TYU 3 from Chapter 11.

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