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Summary This report explains similarities between service of a theatre and coffee shop Starbucks Marketing mix tools people process and physical evidence are explained to assist in better understanding of services The article Ground Control is analysed Introduction To satisfy a customer needs it takes enormous amount of effort however it can be achieved easier with assistance of various marketing mix tools such as people process and physical evidence The example of that can be seen in the article Ground Control Today people are very dependable on and very involved in services as common part of their living Like in real life as McColl-Kennedy 2003 mentioned with services it takes act performance and experience to deliver a service To What extent could the concept of service as theatre be applied to Starbucks For better understanding of services some of the main factors should be explained The term People relates to those who play a part in the production and delivery of service McColl-Kennedy 2003 page 11 However people are not enough for a service to occur Another compulsory term is Process In his book McColl-Kennedy 2003 page 11 has explained process as all activates involved in producing and delivering the service Another very important tool for marketing the services is physical evidence That includes all physical representations of the service such as business cards reports signage and equipment Service as theatre is also known as servicescape It is defined as the environment in which a service is produced and delivered There are actors - people who produce and deliver service and there is audience - the customers who consume the performance Mc Coll-Kennedy 2003 In the journal article The impact of serviescape on quality perception Remer and Kuehn mentioned that service providers should give careful consideration to their servicescape In accordance with findings from environmental psychology the servicescape may not remain limited to tangible elements but must also
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