今回もフィリップ・コトラーの”Marketing 6.0”の書評です。
今回は、Immersive Third Places（没入型サードプレイス）における、サービス・マーケティングの3P（People, Process, Physical Evidence）の役割についてです。
【English】
In traditional marketing, the 4Ps — Product, Price, Place, and Promotion — provide the foundational framework for delivering value to customers. However, in service-oriented and experience-driven environments like immersive third places in Marketing 6.0, the focus extends to the 3 additional Ps — People, Process, and Physical Evidence — to create deeper emotional and sensory engagement.
1. People
In immersive environments, staff and even other customers play a crucial role in shaping the emotional tone of the experience. Their behavior, communication, and ability to embody the brand’s values help build emotional connections and trust with customers.
2. Process
The design of the service flow — from entry to exit — must be seamless, intuitive, and aligned with the brand narrative. A well-designed process removes friction and supports a cohesive, immersive experience.
3. Physical Evidence
The physical surroundings — such as lighting, scent, decor, sounds, and interactive elements — provide sensory stimuli that reinforce the brand identity. These tangible elements help make the experience memorable and believable.
In essence, while the traditional 4Ps address the what and how of offering value, the 3Ps in immersive third places address the how it feels — enabling brands to move from transactional relationships to emotional and experiential connections with their customers.
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