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Marketing Mix in Services

Author

Listed:
  • Cãtãlin Grãdinaru

    (Faculty of Administration and Business, University of Bucharest)

  • Sorin-George Toma

    (Faculty of Administration and Business, University of Bucharest)

  • Paul Marinescu

    (Faculty of Administration and Business, University of Bucharest)

Abstract

In a hypercompetitive environment, one in which it is difficult to gain substantial competitive advantages, it is becoming harder and harder to differentiate yourself from the rest, especially when activating in the services field. In order for a company to scientifically act, react and manage to satisfy as well as possible the customer’s needs, it should carry out a rigorous management process of services marketing. In the past, the marketing mix comprised 4Ps: product, price, place and promotion. As the client’s requirements grow and become more complex, an irrefragable need occurs to extend the traditional marketing mix with another 3Ps: people, physical evidence and process, that highlights the importance of these elements and place them on the relevancy scale that no manager should ever neglect. The aim of the article is to render in brief the components of the marketing mix in services. The research methodology is literature review.

Suggested Citation

  • Cãtãlin Grãdinaru & Sorin-George Toma & Paul Marinescu, 2016. "Marketing Mix in Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 311-314, July.
    • Handle: RePEc:ovi:oviste:v:xvi:y:2016:i:1:p:311-314
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    Citations

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    Cited by:

    1. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix in Healthcare Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 485-489, August.
    2. Sorin-George Toma, 2023. "The Evolution of the World’s Most Valuable Brands in the Period 2018-2023," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 815-821, August.
    3. Ștefan Catană & Sorin-George Toma & Cătălin Grădinaru & Adrian Iordache, 2020. "The reflection of retail marketing strategies in advertising catalogues," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 31(1), pages 16-23, December.
    4. Sorin-George Toma & Stefan-Alexandru Catana & Catalin Gradinaru, 2022. "Competitive Business Strategies In Global Retailing: The Case Of Wal-Mart," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 106-112, February.
    5. Stefan-Alexandru Catana & Sorin-George Toma & Catalin Gradinaru, 2022. "Marketing Simulations In Business Education," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 201-205, February.
    6. Sorin-George Toma & Stefan Catana, 2021. "Linking Customer Experience With The Extended Marketing Mix," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 105-109, October.
    7. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 205-209, February.
    8. Stefan-Alexandru Catana & Sorin-George Toma & Catalin Gradinaru, 2022. "The Product Life Cycle And The Boston Consulting Group’S Growth- Share Matrix In Marketing Simulations," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 319-324, August.
    9. Sorin-George Toma & Stefan Catana, 2021. "The Value Of Brand In The Football Industry," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 27-31, February.
    10. Stefan-Alexandru Catana & Sorin-George Toma, 2021. "Service Quality Models As Customers Satisfaction Tools," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 241-245, October.
    11. Andrisan Gabriela Nicoleta & Modreanu Andra, 2022. "Corporate Strategy: An Overview," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 80-85, October.
    12. Catalin Gradinaru & Sorin-George Toma & Stefan-Alexandru Catana, 2021. "Marketing Simulations in Education: A Brief Overview for the Markstrat Simulator," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 737-742, December.

    More about this item

    Keywords

    marketing; mix; 7Ps; services;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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