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Basically the marketing mix indicates the factors to consider when determining a company's marketing strategy. The starting point for making all decisions about the marketing mix depends on how services should be positioned and market segments that must be addressed.

The benefits of using the marketing mix framework is that framework will provide compatibility between the various elements that must be considered. During this time many debates about what should be included in the marketing mix framework for service business.An ideal example of service business frameworks is patientcalls.com

But in the end Kotler adds three components of the traditional marketing mix "4P", so that there are 7 (seven) elements in the marketing of services , namely:

1. The product. Product or service being offered.

2. Price. The amount of money spent by consumers to buy a product or service.

3. Promotion. Communication programs that relate to marketing a product or service.

4. The place. Distribution and logistics functions are included in order to provide products and services of a company.

5. Human. The process of selection, training, and motivating employees, which can later be used as a distinction the company to meet customer satisfaction.

6. Physical Evidence and Presentation. Physical evidence held by the service provider, addressed to the consumer as a value-added consumer proposal.

7. The process. Process in serving service.

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