4.6 The 7Ps (Extended Marketing Mix)

Which term describes the combination of the 7 Ps of the marketing mix to form a cohesive marketing strategy?

• Marketing budgets

• Marketing segmentation

• Marketing objectives

• Marketing planning

Answer explanation

Marketing planning involves the use of the 7 Ps of the marketing mix to create a cohesive marketing strategy to sell services.

In the extended marketing mix, this refers to the tangible aspects of a service, e.g. the physical appearance or tangible aspects of a restaurant, hotel, school or coffee shop.

(a)  

Which of the following is an example of a service?

• A dishwasher

• A Samsung smartphone

• Heinz baked beans

• An advertising agency

Answer explanation

An advertising agency provides a service, which is intangible and heterogeneous as an experience for customers. Baked beans, dishwashers and smartphones are standardised tangible goods.

Which of the following is not an element of process in the marketing mix of services?

• Staff with excellent product knowledge

• Waiting time for customers

• Delivery options

• Ticketing and queuing systems

A supermarket improves the layout of its store to improve the shopping experience for customers. Which element of the marketing mix does this refer to?

• Product

• Promotion

• Process

• Physical Evidence

Superior after-sales care is an example of which element of the marketing mix?

• Process

• Product

• Promotion

• People

The availability of Wi-Fi, spa and pool facilities at hotels can help to create a feel-good factor for customer. Which part of the marketing mix does this refer to?

• Place

• Physical evidence

• Product

• Promotion

Which of the following is least likely to be considered as a potential problem in the marketing of services?

• As economies develop, more service sector businesses emerge.

• It is harder to correct mistakes on the provision of substandard services.

• Service oriented businesses need to ensure that people remain motivated in order deliver a high quality service.

• It is harder to measure productivity in service industries.

In the extended marketing mix, this refers to the way in which a service is provided or delivered to customers.

(a)  

Which of the following statements is false?

• An increase in tertiary sector businesses had led to an increase in importance of the extended marketing mix for services.

• The presence of social media means instances of poor customer service can go viral.

• Price is part of the extended marketing mix for services.

• The extended marketing mix can only be effective if the corporate culture is geared towards performance, efficiency and quality.