Marketing91

  • Home
  • Categories
    • Marketing
      • Advertising
      • Branding
      • Sales
      • Retailing
      • Consumer Behavior
      • Distribution
      • Market Research
      • Pricing
      • Product Management
      • Strategy
      • Segmentation
      • Targeting
      • Positioning
      • Services Marketing
      • Articles
    • Digital Marketing
      • Blogging
      • SEO
      • E-commerce
      • PPC
      • Email marketing
      • Social Media Marketing
      • Facebook Marketing
    • Brands Analysis
      • Marketing Mix
      • SWOT
      • Strategies
      • Competitors
      • Lists
      • Expensive
    • Management
      • Customer Management
      • Communication
      • Leadership
      • Decision Making
      • Delegation
      • Organizational Management
      • Motivation
      • Personal Development
      • Project Management
      • Risk Management
      • Team Management
      • Time Management
    • Careers
      • Interviews
    • Business
      • Business Models
      • Logistics
      • Supply Chain
    • Human Resources
    • Skills
  • News
  • Academy
  • About Us
    • Contact Us

Physical evidence in marketing mix

February 13, 2018 By Hitesh Bhasin Filed Under: Marketing

If you have read the service marketing mix, then you would know that physical evidence is one of the additional 3 P’s of the service marketing mix. This is because it is specifically used for services. The problems with services is of differentiation. How do you differentiate a premium restaurant from a regular restaurant? To create such differentiation physical evidence is used.

Physical evidence comprises of the elements which are incorporated into a service to to make it tangible and somewhat measurable. At the same time, it also helps in the positioning of the brand and for targeting the right kind of customers. The best example of Physical evidence in use is the hospitality industry. Airlines offer premium travel as well as economy classes. Similarly, restaurants are known to be 3 star, 4 star, 5 star. All such differentiation, and the target customer that accompanies such differentiation, is because of the use of physical evidence in marketing.

Table of Contents

  • Role of physical evidence in marketing mix 
  • Tools which can be used
  • How physical evidence effects other P’s in marketing mix

Role of physical evidence in marketing mix 

The marketing mix is always made after segmentation, targeting and positioning. The objective of the marketing mix is to incorporate the right elements which attract the desired customer profile. Thus, in services, to attract the right segment and target, and to achieve the right positioning, physical evidence is used. Off course, in marketing it is not used for services only but also for products nowadays. This is because products are nowadays sold through mainly retail and e commerce. Both these areas are services within themselves. And hence retailers always focus on elements which can make their services better.

Tools which can be used

Ambiance – The look and feel of a restaurant can be described as the ambiance. For example – the Sofa that the restaurant uses, the music that it plays, the lighting it has maintained etc.

Also Read  MIS EXAMPLES

Layout – Especially applicable in retail, the layout of the showroom contributes to the role of physical evidence in marketing. For example – in Ikea, the store is laid out in such a manner that the customer is able to get to his choice of furniture very fast.

Branding – Although part of promotions, the packaging, branding and use of corporate communications also plays an important role in physical evidence in the marketing mix.

How physical evidence effects other P’s in marketing mix

Incorporating physical evidence is not free of charge and has an inherent cost involved. Thus, if you want to establish a premium restaurant, then you need to invest for plush furniture, promote in premium areas, get the right people, so on and so forth. The pricing for a premium restaurant will be higher also. Thus, physical evidence in marketing is dynamic in nature, and a change in physical evidence factors will bring a change to all other P’s in the marketing mix.

Thus, if you want to succeed in your business endeavor, you need to plan all the P’s of marketing mix. And if you are in the services sector, then physical evidence as well as people are two of the most important P’s of the marketing mix.

Liked this post? Check out these detailed articles on Topic of Marketing

Alternatively, check out the Marketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies.

Marketing91 Academy

About Hitesh Bhasin

Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. You will generally find me online at the Marketing91 Academy.

Related posts:

  1. People in the marketing mix – The 5th P of marketing mix
  2. What is Marketing Mix Modeling? Components of Marketing Mix Modeling
  3. Service Marketing Mix – 7 P’s of marketing
  4. Marketing Mix – The 4 p’s of marketing
  5. 9 lessons we learn from Marketing mix
  6. Extended Marketing Mix
  7. What is the Importance of Marketing Mix and why are the 4 P’s important?
  8. What is communications mix and its role in Marketing?
  9. Process In Marketing Mix – Concepts & Types Of Processes
  10. Promotional Mix: Definition, Examples & How to Use It

Join the Marketing91 Academy

Marketing Masterclass

Management Masterclass

Management Masterclass

Communication Course

Communication Masterclass

View All Courses
Economics Masterclass

Economics Masterclass

Sales Masterclass

Sales
Masterclass

Advertising Masterclass

Advertising Masterclass

View All Courses
Leadership Masterclass

Leadership Masterclass

Branding Masterclass

Branding
Masterclass

Strategy Masterclass

Strategy
Masterclass

View All Courses
Not found what you are looking for? Search this website.

Comments

  1. Mwadzi Muzenyi says

    Discuss how universities can improve its marketing and public relations fuctions.

    Reply
    • Hitesh Bhasin says

      There is going to be an article soon on my site on “How to market an educational institute”. I think you should subscribe to marketing91 via emails to stay in touch with article updates :)

      Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Informational Power: Definition, Sources and Importance
  • Reward Power in Leadership: Definition and Examples
  • Expert Power: Definition, Examples and Development
  • Legitimate Power: Definition, Examples, Advantages and Disadvantages
  • Nike, Adidas, Shein, and Temu Sent Letter From House China Committee About Forced Labor
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Marketing91 Team
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Editorial Policy
  • Advertise
  • Contact us
  • Sitemap

WE WRITE ON

  • Marketing
  • Business
  • Management
  • Brands
  • Digital Marketing
Search
[email protected]

Copyright © 2023 Marketing91 All Rights Reserved