The nature of services in retail supermarkets SUMMARY Introduction…………………………………………………………………… ……… ………...Page 3Industry………………..………...Page 3Market Overview………… ………………….….………...Page 3Changes of the market and trends in consumer behavior………………...…… ……………...Page 4Strengths, challenges, opportunities and weaknesses…………….……………..Page 4Theory of marketing……………… …………..………..…Page 6Marketing Mix and extended 7 Ps………………….…………Page 6Practical and management implications……………….. .…………….Page 7Service Profit Chain…………………. …………..…………...Page 7Management of service differentiation………………………………...………………...Page 7Extended service mix… ……… …...……………..……………..Page 7Service Quality Management……………… ……………….……………....Page 7Service Quality Management service productivity………………...…………….. Page 7Conclusion……………………………..PageINTRODUCTIONOver the years, scholars such as Kotler, Murray and Clark have recognized the increase in marketing in the service sector and its significant contribution not only to overall employment but also to gross domestic product levels in countries such as Australia and the United States (Kotler et. al, 2013, p. 291). Using the theories of the marketing mix and the extended seven Ps, this report will analyze and critically evaluate the nature of services in the retail sector of large supermarket chains such as Woolworths and Coles using various literature. Through market analysis and acquiring in-depth information on the business strategies of these important industry players it can be argued that services play a considerable role in addressing the challenges of competitors, consumers...... middle of paper ..... .4URL:Euromonitor International, 2012, "Consumer purchasing behavior during recession: global online survey - executive briefing", Euromonitor International, accessed: 05/23/14URL: