🎭 The Services Marketing Mix: People, Process & Physical Evidence
The Restaurant Story 🍽️
Imagine you’re opening a magical restaurant. You already know about serving delicious food (Product), setting fair prices (Price), choosing a great location (Place), and telling everyone about it (Promotion).
But wait! There’s more magic needed!
Three secret ingredients make your restaurant truly special:
- PEOPLE – Who works there and serves customers
- PROCESS – How everything flows smoothly
- PHYSICAL EVIDENCE – What customers see, touch, and feel
Together with the original 4 Ps, these make the 7 Ps of Marketing!
🧑🤝🧑 PEOPLE IN MARKETING
What Are “People” in Marketing?
Think of your favorite teacher at school. They make learning fun, right? That’s because of WHO they are!
People = Everyone who helps deliver your service to customers.
This includes:
- Employees who serve customers
- Managers who lead teams
- Even other customers in the store!
Why People Matter So Much
Simple Example:
- Two ice cream shops sell the same flavors
- Shop A has grumpy servers who don’t smile
- Shop B has friendly servers who remember your name
- Which shop will you visit again? 🎯 Shop B!
The person serving you IS part of the product!
Types of People in Services
graph TD A["PEOPLE"] --> B["Front-line Staff"] A --> C["Support Staff"] A --> D["Management"] A --> E["Other Customers"] B --> B1["Directly serve customers"] C --> C1["Work behind scenes"] D --> D1["Lead and train teams"] E --> E1["Create atmosphere"]
Front-Line Staff Magic ✨
These are the heroes customers meet face-to-face!
| Role | Example | Why They Matter |
|---|---|---|
| Waiter | Restaurant server | Makes dining feel special |
| Doctor | Healthcare | Your health experience |
| Teacher | School | Your learning journey |
| Barista | Coffee shop | Your morning happiness |
Real Life Example:
- At Disney parks, all employees are called “Cast Members”
- They’re trained to be friendly, helpful, and magical
- This makes your Disney trip unforgettable!
Training = Happy Customers 🎓
Imagine a new pizza delivery person who doesn’t know the streets. Your pizza arrives cold and late. Not fun!
Good companies train people on:
- Product knowledge (What are we selling?)
- Customer service (How to be helpful?)
- Problem-solving (What if something goes wrong?)
The Ripple Effect 🌊
Happy employees → Happy customers → More business → More happy employees!
It’s a beautiful circle!
⚙️ PROCESS IN MARKETING
What is “Process” in Marketing?
Remember making a sandwich? You need to:
- Get bread
- Add filling
- Close it up
- Eat it!
Process = The steps that happen from start to finish when delivering a service.
Why Process Matters
Simple Example: Two banks:
- Bank A: You wait 2 hours, fill 10 forms, talk to 5 people
- Bank B: You wait 5 minutes, fill 1 form, talk to 1 person
Same service. Different experience. Which bank wins? 🏆 Bank B!
The Journey Map 🗺️
Every customer takes a journey:
graph TD A["🔍 Discover"] --> B["📞 Contact"] B --> C["📝 Order/Book"] C --> D["⏳ Wait"] D --> E["🎁 Receive Service"] E --> F["💬 Follow-up"]
Each step must be smooth!
Types of Processes
| Process Type | Example | Key Feature |
|---|---|---|
| Simple | Buying a coffee | Fast, easy |
| Complex | Buying insurance | Multiple steps |
| Standardized | McDonald’s | Same everywhere |
| Customized | Tailored suit | Unique to you |
Making Process Better 🚀
Fast Food Example:
- Old way: Wait in line, order, wait, get food
- New way: Order on phone, skip the line, pick up ready food!
Airlines Example:
- Old way: Check in at counter, wait, get boarding pass
- New way: Check in on phone, boarding pass on screen!
The 3 Process Essentials
- Flow – Steps connect smoothly (no confusion!)
- Flexibility – Can handle different situations
- Functionality – Actually works (no breakdowns!)
Self-Service Revolution 🤖
Sometimes, customers become part of the process!
- Self-checkout at grocery stores
- ATMs at banks
- Online booking for hotels
- Self-ordering kiosks at restaurants
Why it works: Customers feel in control + Companies save time!
🏢 PHYSICAL EVIDENCE IN MARKETING
What is “Physical Evidence”?
You can’t touch a haircut before it happens. You can’t taste a meal before ordering. Services are invisible!
Physical Evidence = All the things customers can see, touch, smell, and feel that prove your service is real and good!
Why Physical Evidence Matters
Simple Example: Two dentist offices:
- Office A: Old furniture, flickering lights, strange smell
- Office B: Clean, modern, pleasant music, fresh flowers
Which dentist do you trust more? 🦷 Office B!
What you SEE shapes what you BELIEVE!
Types of Physical Evidence
graph TD A["Physical Evidence"] --> B["Facility Design"] A --> C["Equipment"] A --> D["Signage"] A --> E["Employee Appearance"] A --> F["Tangible Items"] B --> B1["Layout, colors, decor"] C --> C1["Tools, technology"] D --> D1["Logos, directions"] E --> E1["Uniforms, grooming"] F --> F1["Brochures, receipts"]
The Servicescape 🌆
This fancy word means: The physical environment where service happens!
| Element | Example | Impact |
|---|---|---|
| Colors | Blue = calm, Red = energy | Affects mood |
| Lighting | Bright or dim | Sets atmosphere |
| Music | Fast or slow | Changes pace |
| Smell | Fresh bread, coffee | Creates memory |
| Temperature | Cool or warm | Affects comfort |
Real-World Examples 🌍
Apple Stores:
- Bright, white, clean
- Products on display to touch
- Genius Bar for help
- Makes you feel: “This is premium!”
Starbucks:
- Cozy sofas, warm lighting
- Coffee smell everywhere
- Your name on the cup
- Makes you feel: “This is my happy place!”
Hospitals:
- White walls = cleanliness
- Professional uniforms
- Certificates on walls
- Makes you feel: “I’m in safe hands!”
Tangible Clues 📋
These are things customers can take home or keep:
- Receipts (proof of purchase)
- Brochures (information to remember)
- Business cards (way to contact)
- Packaging (the presentation)
- Uniforms (professional image)
Example: When you finish a spa treatment, they give you:
- A fancy receipt in an envelope
- Sample products to take home
- A thank you card
This makes the invisible service feel REAL!
The 5 Senses Strategy 👀👂👃✋👅
Great services use ALL senses:
| Sense | What to Consider |
|---|---|
| Sight | Clean, organized, branded colors |
| Sound | Pleasant music, no harsh noise |
| Smell | Fresh, pleasant scents |
| Touch | Comfortable furniture, nice textures |
| Taste | Complimentary refreshments |
🎯 Putting It All Together
Remember our magical restaurant?
PEOPLE:
- Friendly host greets you warmly
- Knowledgeable waiter explains dishes
- Happy chef cooks with passion
PROCESS:
- Easy online reservation
- Quick seating when you arrive
- Food arrives at perfect timing
- Simple payment at the end
PHYSICAL EVIDENCE:
- Beautiful decor and lighting
- Clean uniforms on staff
- Nice menus you can touch
- Lovely receipts to keep
Result: An AMAZING experience that makes you come back!
🎪 The Extended Marketing Mix
| P | What It Means | Restaurant Example |
|---|---|---|
| Product | What you sell | Delicious pasta |
| Price | How much it costs | $15 per plate |
| Place | Where you sell | Downtown location |
| Promotion | How you tell people | Instagram ads |
| PEOPLE | Who delivers it | Friendly staff |
| PROCESS | How it flows | 30-min dining |
| PHYSICAL EVIDENCE | What you see/feel | Cozy ambiance |
🌟 Key Takeaways
-
PEOPLE make services personal – Train them well, treat them well!
-
PROCESS makes services smooth – Design every step carefully!
-
PHYSICAL EVIDENCE makes services real – Create an environment that speaks!
-
Together, they’re powerful – The 7 Ps work as a team!
💡 Remember This!
“A service is like a performance on stage. People are the actors, Process is the script, and Physical Evidence is the set design. When all three work together, the show is magical!” 🎭✨
Now you understand the secret ingredients that make services truly special. Go forth and create amazing experiences! 🚀