The marketing mix for services usually consist of three additional components to be considered.. so apart from the 4 P's of marketing ( Product, Price, Promotion and Physical Distribution) you would have People, Physical Evidence and Process.. these additional characteristics of services need to be taken into consideration when formulating a marketing strategy for them.. Services are, for the most part, intangible which means that there needs to be a focus on the tangible aspects associated with it.. People: The personnel involved in delivering the service to the customer.. Physical Evidence: the tangible aspect of the service, the premises, stationnery etc. that account for the product/ service's existence.. Process: the means by which the service product is delivered to the end customer, the steps involved and resources utilized.