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Essay / Research Paper Abstract
This 10-page paper discusses the 7 Ps as it pertains to marketing a beauty spa. Bibliography lists 15 sources.
Page Count:
10 pages (~225 words per page)
File: AS43_MThaspmark.doc
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Unformatted sample text from the term paper:
economy. In other words, companies, at the time, were responsible for producing, distributing/placing, pricing and promoting hard products, ranging from nuts and bolts, to cars and washing machines. As the
economy morphed from a hard-product one into a service one, however, some things had to change - and this led to the introduction of the 7 Ps of marketing. The
7 Ps include the issues of product (service), price, promotion and placement, while adding three other Ps of people, packaging/process and "physical evidence," also known as an environment in which
a particular service is delivered (Booms and Bitner; Tracy 2004). The extended marketing mix, introduced by Booms and Bitner, also points out
that "place" in a service-oriented company focuses on accessibility of a particular service in question (see also Tracy 2004). The difference between marketing hard goods and services is that hard
goods have what is called more "search properties;" the soft goods, or services, on the other hand, will have more experience and what is known as "credence" properties (Moorthi 2002;
260). This latter can also be referred to as "street cred," or better still, reputation. In this paper, the writer has been asked
to apply the 7Ps concept to a specific service she recently experienced. The service in question is a beauty spa. Though a specific organization wasnt provided, well assume this particular
one is a full-service beauty spa, complete with hair cut, coloring and styling, manicure and pedicure services, and facials. Spas, for the most
part, are very local and cater to a relatively small clientele. They are also in highly competitive industries. Likely competition can range from the small nail salon in the neighborhood
...