Marketing of Services: Extra 3Ps & Packaging

Lorena Hervas, MBA

PEOPLEThe experience and quality of service

given to customers depends on the attitudes and aptitudes of employees.

The Chinese have a saying: “A man without a smiling face must not open a shop”

Happy customers are more likely to stay loyal

PEOPLECRM – Customer Relations Management

involves setting standards and providing staff training to delivery good customer service

Customer lifetime value – profitability that can be gained during the lifetime of a positive relationship with customer

It is cheaper to keep existing customer than to find new ones

ProcessRefers to the methods and procedures used

to give clients the best possible customer experience

It can help to BUILT customer LOYALTY by fulfilling the Needs and Wants of customer

Customer are constantly in search of improved convenience

It would be inconvenient for customers to have to wait a long time for these items to be delivered.

Physical EvidenceRefers to the IMAGE portrayed by a business

(or perceived by customer)Business that offers services rather than

physical products must pay careful attention to this element of marketing mix

Hotel:Positioned in prime locationsWelcoming reception areasStaff portray good quality standards

Extra P : PACKAGING

PackagingRefers to the ways in which a product is

presented to the customer Packaging can be important if a product´s

design, function or features cannot be easily differentiated from others on the market

Psychologists have shown that people´s moods are affected by aspects of packaging such colour and texture

PackagingPackaging can be important for this

functions:Profound impact on customer perception of

product or brand Quality packaging with a quality productPackaging acts as a form of differentiationPackaging protects a product against damage

during transportation of the product Provide Information