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Physical evidence, people, processes
What are the 3 extended marketing mix?
People
Processes
Physical evidence
Why are people important in businesses?
They provide feedback on improvement
Positive interactions between employees and customers improves brand image and customer loyalty
They provide personalized service and persuade customers to buy products
A business has more chances at success if the workers are efficient, have more skills, training and motivation
What are processes in a business and why are they important?
Processes are the ways in which a service is provided to the customer. These are activities which enhance customer experience, including the waiting time, payment methods, entertainment.
carefully planned process increases efficiency
builds customer loyalty
more processes can justify higher prices and higher prices can be charged
What is physical evidence and why is it important in a business?
Physical evidence is the tangible aspect aspect of a product or service, which the consumer interacts with. This includes store design, packaging, staff appearance and facilities
good physical evidence can provide a unique selling point for businesses
gives good and trustworthy impression to customer
