Service Marketing: The reasons for the use of the extending marketing mix

Answer the following question using essay format: Focusing on one element of the extended marketing mix, evaluate the significance for services of either: 1. People 2. Process 3. Physical evidence And discuss the ways that businesses manage this element for value creation. Ensure that your answer uses a range of examples.

The essay requires that you demonstrate understanding of the reasons for the use of the extending marketing mix for services through discussion of the element chosen, and the relevant academic discussion. We will discuss a range of examples of services businesses throughout the course so it is expected that you will be able to use a range of relevant examples.