4.5 extended marketing mix

Physical evidence, people, processes

What are the 3 extended marketing mix?

People

Processes

Physical evidence

Why are people important in businesses?

These are all individuals involved in the procedure of the good or service

• 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