In 1953, Neil Borden mentioned it in his presidential address to the American Marketing Association (AMA).. The unique 3 Ps of services marketing … Physical evidence was an important P in the service marketing mix… In thispaper, we have studied these seven factors application and their effects on marketing audit in engineering and technical service … Introduction. This is primarily due to the increasing importance and share of the service sector in the economies of most developed and developing countries. 3Ps of Services Marketing Mix To discern the differences between services and physical products, the 4Ps marketing mix i.e. 3 additional Ps – 7 Ps as the Marketing Mix for Services. The world economy nowadays is increasingly characterized as a service economy. We now look at the 3 new elements of the services marketing mix - people, process and physical evidence - which are unique to the marketing of services. As we discussed in the lesson on services, there are a series of fundamental characteristics such as intangibility, inseparability, heterogeneity and perishability which are unique to a service.The traditional marketing mix which includes product, place, price and promotion could be stretched to compensate for these factors. Service marketing mix 1. However, the distinctive characteristics of services … Thus marketing mix of service … . However the services marketing mix … 4) It is a guide to improve a business . As a result, by altering the marketing mix and certain features within it, you can end up with an enlarged product portfolio. Product, Process, Pricing and Promotion has been extended to include three additional 3Ps: People, Physical Evidence and Process. In fact, the growth of the service … Service Marketing Mix The classical marketing mix with three added categories of tools which are more suited to achieve marketing objectives for services: People, Process, and Physical Evidence. Also called the '7 P's of Marketing'. The concept of “marketing mix” was introduced over 60 years ago. People: People are a defining factor in a service delivery process, since a service … Services Marketing - Definition and Characteristics. Services Marketing Mix. The 4 Ps, comprising product, price, place and promotion build the 4 critical pillars of every marketing strategy. So, the service marketing mix as 7p is used to consider the service marketing. Service Marketing Mix The essence of every marketing strategy is the marketing mix. In general terms, marketing mix is a variety of different factors that can influence a consumer’s decision to purchase a product or use a service. For service marketing , due to special and unique features the marketing mix is extended to include physical evidence , process and people. execute marketing strategies.