1. 7 P’s of Marketing
1. Product
2. Place
3. Price
4. Promotion
5. Physical environment
6. Process
7. People
1. Product
Usually the services offered are intangible in nature, but the products that may be
offered by it may be tangible. The service marketing concentrates on product in the
terms of benefits offered by the product. The product may not be the core offering,
but the service is through which we are able to get the product or use the product.
It should be valuable to customer and provide good perceived value.
The most basic service is being provided. The product provided should be developed
according to the needs of the consumer and should give them complete satisfaction.
2. Place
The place plays an important role in the marketing. The place where the service is
made available, the location, the ambience, has positive impact on the service use.
3. Price
The price of the service is of importance. The consumer or customer should not feel
at any point of time that the money paid by them is more than the benefits of the
service.
4. Promotion
The benefits communicated by the service provider should be easily understood and
are promoted so that people are interested in it. The promotion of the product
should carry all the values imparted by product, benefits of product availability of
product. The promotion is needed to influence people or prospects.
5. Physical environment
Physical environment refers to weather conditions, day or night, general weather
conditions in the country. The physical environment at the time of use should
enhance the use of the service.
6. Process
The processes required to carry out the service availability is one of the 7 Ps. The
process is such that the offerings of the service are more utilized and impart more
value to the service.
With current competition the process of delivering the service can create the
competitive difference.

2. 7.People
People are the customers who use the services made available to them, so that
people are interested in using the services. Every effort is made to increase the
benefits offered by the services so that people have interest in using the services.
People look for vale-for-money i.e. the sacrifice they make in terms of money to
avail the service should not be more than the value or benefits offered by the service.
Front stage people play a very important role as they are involved in direct contact
with the customers.
Thus the 7Ps are the major factors that influence the availability of the service and
people’s behavior to use the service.
With the changing scenario of service marketing the people who are delivering the
service have also become as important a factor as the service itself.