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understand. This means that it is difficult for customer to visualize the experience in
purchase a service and to understand what they will be getting.
Therefore, Pizza Marzano using an extended marketing strategies which called 7P’s of
service
marketing
that
consists
of Product,Price,Place,Promotion,People,Physical
evidence and Process. In further, the Process components of 7P’s would be discussed
more detailed using an Experiential Marketing theory by Schmitt Berndt H.(1999).
2.4.1 Product
According to Olson and Jacoby(1972),there are two types of attributes or
variables
for
a
product:
intrinsic
and
extrinsic
attributes.
Intrinsic
attributes
are
the
physical
composition
of
the
product,while extrinsic attributes are product-
related but not part of the physical product itself(outside the product).
The intrinsic attributes of a general restaurant are food
ingredients regarding the
effect between
import and
local
ingredients to the
food quailty and the
varieties
of
food
that
offered
by
a
restaurant.
Meanwhile,
the
reputation
of
a
restaurant,
ambiance, service quality and packaging (shape) are to be considered as extrinsic
attributes.
2.4.2 Price
Price
plays
important
roles
to
positioning in
customer’s
mind.
It
can
be
proved
based on research by The
Nielsen
Company
Indonesia
about
Indonesian
consumers’ main consideration before choosing a restaurant.
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