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【正文】 ing Mix ? All elements within the control of the firm that municate the firm’s capabilities and image to customers or that influence customer satisfaction with the firm’s product and services: ? Product ? Price ? Place ? Promotion McGrawHill 169。 2023 The McGrawHill Companies 22 S M Expanded Mix for Services the 7 Ps ? Product ? Price ? Place ? Promotion ? People ? Process ? Physical Evidence McGrawHill 169。 2023 The McGrawHill Companies 23 S M Table 13 Expanded Marketing Mix for Services PR OD U C T PLA C E PR OMO TION PR ICEPhy s ica l g oodfe a turesC hanne l type Pr omotionblendFlex ibi li tyQuality lev e l Ex posur e Sa les people Pr ice levelA c ces s ori e s Inter m e diar ies A dve r tising Ter m sPa c kaging Outlet l oca tion Sa lesprom otio nD iffer e ntiationWar r a nties Tra nspor ta tion Publi c ity A llo wa nce sPr odu c t line s Stor a geB r a ndi ngMcGrawHill 169。 2023 The McGrawHill Companies 24 S M PE OPLE PHY SI C A LEV IDEN C EPROC ES SEmpl o y e e s Fa c il it y d e s ig n Fl o w of a c t iv iti e sC us tom e r s Equip m e nt N um be r o f s te psC om m uni c a tingc ul ture a nd v a lu e sSigna ge Le v e l of c u s tom e rin v ol v e m e ntEmpl o y e e res e a r c h Empl o y e e d r e s sO the r ta ngi bl e sTable 13 (Continued) Expanded Marketing Mix for Services McGrawHill 169。 2023 The McGrawHill Companies 25 S M Ways to Use the 7 Ps Overall Strategic Assessment ? How effective is a firm’s services marketing mix? ? Is the mix wellaligned with overall vision and strategy? ? What are the strengths and weaknesses in terms of the 7 Ps? Specific Service Implementation ? Who is the customer? ? What is the service? ? How effectively does the services marketing mix for a service municate its benefits and quality? ? What changes/improvements are needed? McGrawHill 169。 2023 The McGrawHill Companies 26 S M 演講完畢，謝謝觀看！
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