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6. “The 4 Ps are all a marketing manager needs to create a marketing strategy for a service business.” Prepare a response that argues against this, and support it with examples.


Cover of Essentials of Services Marketing, Second Edition


The traditional marketing mix does not cover managing the customer interface. We therefore need to extend the marketing mix by adding three Ps associated with service delivery—process, physical environment, and people.17 Together, we refer to them as the “7 Ps” of services marketing.

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