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Vol. 12 No. 04 (2025)
International Multidisciplinary Journal for Research & Development

Articles

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

Published 2025-04-28

  • Mamatkulova Shoira Djalolovna

Mamatkulova Shoira Djalolovna
Candidate of Economic Sciences, Associate Professor of the Marketing Department, Samarkand Institute of Economics and Service

Abstract

 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 possible modifications to improve competitiveness and customer satisfaction. In the article, we provided practical recommendations for optimizing marketing strategies for service companies.

Keywords

marketing mix, service marketing, 4P, 7P, 8P, services, adaptation, strategies, promotion, consumer experience, competitiveness.

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References

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