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Contents 1. Introduction 1 2. The Marketing Mix Paradigm 2 2.1. The 4Ps of the Marketing Mix 2 2.2. Emergence of Marketing Mix 5 2.3. The Nature of the Marketing Mix 5 3. What is Meant by Services? 6 3.1. Major Characteristics of Services 8 3.2. Goods and Services 9 3.3. Introduction to Services Marketing 10 3.4. Evolution of Services Marketing 11 3.5. The Breakthrough from Product Marketing 12 3.6. Paradigm Shift in Marketing 14 3.7. Model of Services Marketing - The 7Ps 15 3.8. Strengths and Weaknesses of 4Ps and 7Ps 20 3.9. Service Processes 20 3.10. Service Encounter 21 4. Relationship Approach as a Foundation of Marketing 21 5. Conclusion 23 6. References 25 List of Figures Figure 1 : Components Of Marketing Mix 3 Figure 2: Customers Perspective - 4 Cs 4 Figure 3: The Tangible-Intangible continuum for goods and services (Source: Shostack, 'Breaking Free from Product Marketing', Journal of Marketing, Vol. 41, No.2, April 1977). 7 Figure 4: The Marketing Mix for Services 17 List of Tables Table 1: Strengths and Weaknesses of 4Ps and 7Ps (Source: Rafiq and Ahmed (1995)) 20 Table 2: Transaction Marketing vs Relationship Marketing (Source: Payne (1993)) 22 1. INTRODUCTION The aim of this...

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