Week 10 Hospitality Marketing

Service Marketing

7Ps
 Services
• Are deeds, performances & processes
provided or coproduced by one entity or
person for another entity or person.
 Characteristics of Services
• Intangibility
• Heterogeneity
• Perishability
• Inseparability (Simultaneous production &
consumption)
• A service once consumed cannot be returned
• Controlling the quality of services is difficult
• Services cannot be made available in advance
• Time utility is critical
 Market Orientation
Market orientation
– Production orientation
– Marketing orientation

• Strong relationship with business performance:

profit, customer retention, new product success
• Is vital for building, maintaining and leveraging
core capabilities that continuously create
superior customer value.
The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.

• Customer Value
• Cost
• Convenience
• Communication

Which were directly co-related with the 4P’s; Product,

Price, Place and Promotion respectively.
Marketing Mix 4Ps
3Ps in Service Marketing
Marketing Mix 7Ps
Extended Marketing Mix for Services
Five Dimensions of Service Quality