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PRODUCT Physical
good features Quality
level Acceassories
Packaging
Warranties
Product line
Branding
PLACE
Channel type
Exposure
Intermediaries
Outlet location
Transportation
Storage
Managing channels
PROMOTION
Promotion blend
Sales people
Number selection
Training, Incentives
Advertising
Target, media types,
types od ads, copy thrust
Sales promotion
Publicity
PRICE
Flexibility
Price level
Terms
Differentiation
Discounts
Allowancas
PEOPLE Employeas
Recruiting, training,
motivation, rewards,
Teamwork
Customers
Education training
PHYSICAL EVIDENCE
Facility design
Equipment
Signage
Employee dress
Other tangible
Reports
Business cards
Statements
Guaranteas
PROCESS Flow
of activities
Standardized
Customized
Number of steps
Simple
Complex
Customers involment
Gambar 2.1 Bauran Pemasaran Jasa
Sumber: Valerie Zethaml & Mary Jo Bitner (2000, p19) Service marketing
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