The physical environment that customers who come to use the

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Booms and Mary J. Bitner, developed the marketing mix developed by McCarthy into the official marketing mix. Expanded market or service marketing mix which added new elements: People : Management of employees or human resources. Process : The process of working. Physical Evidence :  service encounter or physical evidence. With the addition of these three parts, the marketing mix expands. Including products that are services, not just physical goods. Therefore, the P s model becomes a marketing model that modifies the Ps model with additional pillars.


There are several important reasons for developing this marketing framework: Imp Singapore WhatsApp Number rove customer experience The Ps provide a more comprehensive approach to understanding and responding to customer needs when considering factors such as people, processes, and physical evidence. Marketers can better shape the customer experience. and create positive perception of their brand. These additional elements address customer interactions. Service quality and overall brand presentation All of which contributes to a more satisfying customer experience.





Differentiation in a highly competitive market In a highly competitive market Businesses that want to survive need to find new ways to survive. To differentiate from competitors By taking advantage of these three additional factors. Marketers will be able to identify and create points of difference, for example by focusing on excellent customer service people, optimizing service delivery processes processes, and designing compelling physical evidence e.g. the atmosphere of the store or the design of the website, all of which can make a difference to a brand and serves to attract customers in a crowded market. Service business The Ps marketing mix was originally developed primarily for tangible products.