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Marketing of Services and Non Purely Physical Products?
Aung Chit Khin
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Most of today's products are not purely physical. We are also offering intangible values like brand feelings and after-sale services in additional to the physical benefits. For this the is to be preferred. (...) Read more? Sign up for free
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Rename 'Extended Marketing Mix' to 'Marketing Mix'
Tahir Mumtaz Awan, Professor, Pakistan, Member
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Usually the marketing mix for services includes 7 Ps. If we consider the present market conditions, without services even a tangible product is of no use.
So instead of naming the 7 Ps the 'extended marketing mix', we should call it simply 'marketing mix'.
Marketing books should include the former extended or new marketing mix under the heading of marketing mix. And the concept of 4Ps should be represented under the heading "marketing mix in the past" or similar.
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Leigh Cowan