Mr Breckett

QUESTION 1: SERVICE MARKETING

1. Which of the eight elements of the service marketing mix are addressed in this case? Give examples of each “p” you identify.

Physical Environment: this is the part of the service marketing mix that refers to the surroundings and appearance of the building through which the service is being delivered. The examples to illustrate this include;

• The shades of coloring used for the furniture in the waiting room and reception area. (Shades of brown, grey, green and purple)

• The walls of the inside area covered with art

• Live flowers and plants in the building

• Classical music played softly

• Cup of coffee or tea available in the waiting area

• Large selection of current magazines

• Technical Equipment, which are very modern, clean, and state of the art computerized.

• Toys for children

• VCR to show patients educational films

• Literature to further educate

• Chairs in the examining room covered in leather

• Large windows

• Attractive mobiles to distract patients

• Headphones with a selection of music

• Back office staff dressed in shades of pink, purple and blue to match the office décor.

The importance of the physical environment is the important role it plays in conveying the message of quality service to customers when they enter the premises.

Process: This involves the actual procedures involved in delivering the service, which the customer is, part of the production process. It is essential that the processes employed by service providers are time saving and efficient in terms of meeting the direct need of the end user. Dr. Breckett’s process included;

• Standardized procedures for some routine processes to reduce errors

• Specific time allocation for all procedures

• Office policy stating that patients are kept waiting for no longer than 20 minutes, without the option to reschedule

• Phone calls to patients in a case of delays

• Staff members substituting for each other in tasks which are not...