The marketing mix, originally consisting of the 4 Ps, has been enhanced with the inclusion of three additional elements known as the 3 P of marketing. These additional components, namely people, process, and physical evidence, bring a unique touch to the traditional marketing mix.

While the original 4 Ps primarily catered to manufacturing businesses, these 3 P of marketing hold particular relevance for service-oriented enterprises.

What are the 3 P of Marketing Really?

The primary objective of the service marketing mix is to enhance customer service. Let's delve into its key components.

People

People form the initial pillar of the 3 P of marketing. This encompasses both employees and customers, with a particular focus on personnel directly involved in delivering services to customers. It is crucial to hire individuals who possess a deep understanding of customer psychology and are committed to providing exceptional service.

Process

Process involves the series of activities undertaken by your business to deliver services to end consumers. It encompasses the sequential tasks your employees must perform to provide the service or the steps customers need to follow to avail your service.

Physical Evidence

As services are intangible, it is important to consider the impact of physical evidence on service delivery. Physical evidence refers to the tangible aspects of your office or service location where customers and service personnel interact. For instance, when visiting a restaurant, if you encounter a dirty serving table you would likely hesitate to have a meal there. Therefore, maintaining a favorable physical environment is crucial in creating a positive impression on customers and reinforcing their trust in your service.

Final Thoughts

The service marketing mix with its 3 Ps aims to enhance customer service and meet the unique demands of service-based businesses. By focusing on the right people, including well-trained and motivated employees, and understanding customer psychology, businesses can deliver exceptional service experiences and potentially improve profitability.