The Developed Concept of Service Marketing Mix : A Literature Survey *Dian Utami Sutiksno, **Aldina Shiratina ABSTRACT The objective of this article is to acquire the comparison of service marketing mix [SMM] concept gap and to develop a comprehensive model in identifying SMM. Market strategy and marketing mix strategy are expected to influence customer value creating/customer satisfaction which eventually give positive influence to marketing perfomance. STP in this issue is chosen because of the disagreement among marketing experts. One critisism about 4P frame is having the diffrence between the philosophy behind marketing mix and the fundamental from management school of marketing. The aproach used in this article is journal reviews which contains the concepts from the creation of marketing mix concept , elaborates concept gaps and compains, and eventually it is expected to givea model of designing SMM concept, which will give academical contrubution in developing the concept that can be practically implemented in the businees world.The latest concept used as the main reference in this article is about SMM which basically focusing on the dimentional development of SMM from 4P and 8P [producer] and 8c [customer]. Keywords:market strategy, STP, marketing mix strategy, marketing strategy, customer value, marketing performance, service marketing mix 1.Introduction The environmental situation in business/non-business organisation comes through a relatively rapid transformation so that marketing environment [external] could not easily be responded by the resources [internal]. This situation affects the company’s position in competition which influences potential advantage in reaching marketing perfomance.The condition demands for aproaching charger in marketing into two processes : creating,communicating and delivering value to customer and managing customer relationship (Soedijati et al, 2011). These processes are directed in such a way so that the company could create superior marketing performance. Practically, this is not easy to be done because each business/non-business organisation has their own characteristic. For market base company, all components involved in the company should have market orientation. Not only the marketing staffs has the responsibility to create the