Some service scholars have argued that the traditional 4 P’s of the marketing mix (i.e., product, place, promotion and p

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Some service
scholars have argued that the traditional 4 P’s of the marketing
mix (i.e., product, place, promotion and price) should be expanded
to 7 P’s for service businesses – to include three additional P’s,
namely personnel, process management and physical facilities.
Others have argued that an expanded marketing mix for service
businesses is not necessary. Accordingly, what is the
case to be made in favor of an expanded marketing
mix for services? What is the
case against it? What
is your opinion on the issue?