Goods

These are physical products, e.g. handbags, cars, and laptops.

People

In the extended marketing mix, this refers to an organization’s employees who are vital as they are the ones who interact with customers and deliver the service.

Physical evidence

In the extended marketing mix, this refers to the tangible aspects of a service, e.g. the physical appearance or tangible aspects of a restaurant, hotel, school or coffee shop.

Process

In the extended marketing mix, this refers to the way in which a service is provided or delivered to customers.

Services

These are intangible products, e.g. education, haircuts, and train rides.