MARKETING MIX FOR SERVICE COMPANIES - ADAPTATION OF CLASSIC MODELS TO SERVICES

Аннотация

In our article, we consider the features of the marketing mix application in service companies. The classic 4P (Product, Price, Place, Promotion) model is adapted to the specifics of service provision, taking into account such factors as intangibility, inseparability from the consumption process, quality variability and the impossibility of storage. Also analyzed are the extended 7P and 8P models, including the elements of People, Process and Physical Evidence, as well as possiblemodifications to improve competitiveness and customer satisfaction. In thearticle, weprovided practical recommendations for optimizingmarketing strategies for service companies. Key words: marketing mix, service marketing, 4P, 7P, 8P, services, adaptation, strategies, promotion,consumer experience, competitiveness. Аннотация: В нашей статье мы рассматриваем особенности применения маркетинг-микса в сервисных компаниях. Классическая модель 4P (Product, Price, Place, Promotion) адаптируется под специфику предоставления услуг, учитывая такие факторы, как нематериальность, неотделимость от процесса потребления, изменчивость качества и невозможность хранения. Также анализируются расширенные модели 7P и 8P, включающие элементы People, Process и Physical Evidence, а также возможные модификации для повышения конкурентоспособности и удовлетворенности клиентов. В статье мы приведели практические рекомендации по оптимизации маркетинговых стратегийдля сервисных предприятий. Ключевые слова: маркетинг-микс, сервисный маркетинг, 4P, 7P, 8P, услуги, адаптация, стратегии,продвижение,потребительскийопыт,конкурентоспособность. Introduction. In modern conditions, service companies face high competition and rapidly changing customer expectations. In order to successfully develop and maintain their positions in the market, service companies need to apply effective marketing strategies. One of the key tools for building competitive advantages is the marketing mix - a set of elements aimed at satisfying consumer needs and achieving business goals. The classic marketing mix model, based on the 4P concept (Product, Price, Place, Promotion), was developed for the commodity market. However, services have a number of features, such as intangibility, inseparability of production and consumption, variability of quality and the impossibility of storage. These characteristics require the adaptation of traditional marketing approaches. Over time, the model was expanded to 7P and 8P, including additional elements: People, Process and Physical Evidence. In this article, we consider how classic marketing mix models can be adapted to service companies, and also offer recommendations for theireffective application. Main part. In modern conditions, service companies face high competition and rapidly changing customer expectations. To successfully develop and maintain their positionsin the market, service companies need to apply effective marketing strategies. One of the key tools for building competitive advantages is the marketing mix - a set of elements aimed at satisfying consumer needs and achieving business goals. The classic marketing mix model, based on the 4P concept 350 INTERNATIONAL MULTIDISCIPLINARY JOURNAL FOR RESEARCH & DEVELOPMENT SJIF2019:5.2222020:5.5522021:5.6372022:5.4792023:6.5632024:7,805 eISSN:2394-6334 https://www.ijmrd.in/index.php/imjrd Volume12,issue04(2025) (Product, Price, Place, Promotion), was developed for the commodity market. However, services have a number of features, such as intangibility, inseparability of production and consumption, variability of quality and the impossibility of storage. These characteristics require the adaptation of traditional marketing approaches. Over time, the model was expanded to 7P and 8P, including additional elements: People, Process and Physical Evidence. This article discusses how classic marketing mix models can be adapted to service companies and offers recommendations fortheir effectiveapplication. Service marketing differs from product marketing because services have fourkey characteristics: 1. Intangibility – a service cannot be touched or assessed before purchase, so reputation, reviews, and recommendations play an importantrole. 2. Continuity of production and consumption – a service is provided and consumed simultaneously, which requires ahigh level of interaction with theclient. 3. Variability (heterogeneity) – the quality of a service depends on the human factor, time and place ofprovision. 4. Non-storability – a service cannot be stored or accumulated, which requires effective management ofsupplyand demand. These features make it necessary to revise the traditional marketing mix and adapt it to the service sector. Theclassic 4P concept includes: • Product – in the service sector, the product is the service itself. It is important to clearly define thevalueit brings to theclient, as well as to form a uniquesellingproposition (USP). • Price – pricing for services may depend on the qualifications