In developing a marketing profile for your massage therapy practice, you will need to evaluate different components of marketing. In general there are four principle components – product, pricing, promotion, and positioning – that is commonly referred to as the “Four Ps” or the marketing mix and are used in the assessment of products.
Services tend to have broader components which make up an extended marketing mix. What specific components are included in the extended marketing mix is not something that many marketing professionals agree. These other components, some say, are people, process and physical evidence. Others argue that packaging, which is usually considered as part of promotion, should also be considered since this is the first contact a customer will have with a product. Even yet others would also argue that even another element – philosophy – should be considered with services and products, especially when it relates to marketing to charities.
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