Question

why 4 p's of marketing mix framework become in adequate in service marketing?

Answer 1

4Ps of marketing mix excluded people, physical evidence and process which were essential to promote the value of the goods/services

Explanation:

• The 4Ps of marketing mix framework refers to the 4 basic pillars of any marketing strategy.
• The 4Ps are product, price, place, and promotion.
• The concept was introduced by McCarthy in his book "Basic Marketing: A Managerial Approach."
• The marketing mix applies to the promotion of any goods or service, however when it came to services marketing it was was found that the concept was inadequate.
• The 4Ps were constrained by internal and external factors of the business environment.
• In order to meet this inadequacy, the services marketing mix was extended to include 3 more Ps.
• The essential elements of product, promotion, price and place remained but the elements of people, physical evidence and process were included to form the 7Ps mix.
• The 7Ps marketing mix promoted the value of the service effectively.