Pecularities of Marketing Mix in the Field of Certification Services
Pecularities of Marketing Mix in the Field of Certification Services

Summary/Abstract: Unlike the classical marketing mix, typical for goods, in services area there can be included in the mix, depending on authors, people, process, physical evidence, but also consumer or complementary services. Most sources, speak about the seven P’s – Product, Price, Place, Promotion, People, Process, Physical Evidence or Facilities. The present approach rallies to technical literature, presenting the peculiarities of these „strategic” variables in the field of certification services. Thus, the authors do not only want to explain the complex phenomenon of certification, by pointing out all the components that contribute to its accomplishment, but also to offer strategic solutions for avoiding the risks implied by the implementation of these policies within the company

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