The extended marketing mix refers to the additional strategies marketers use when marketing a service rather than a product.

People refers to the staff that interact with customers in the delivery of the service. Staff can have a large impact on customer experience in receiving the service. Staff training and improving morale can create a positive culture which is communicated to your customers.

The physical environment refers to the space in which a service in received. This may be a hotel lobby, a branch of a bank or a hairdressing salon. Improvements to the physical environment can include cleanliness, lighting, artwork displayed, space and even smells.

Process refers to the systems used to support the delivery of a service. Examples include queuing systems and payments systems. The more efficient the physical processes are the more satisfied a customer will be with their service.

Back to unit 2 homepage