KKP 5C 7ps marketing mix peoples, processes and physical evidence

types of elements in the people catergory

1. Owners/managers
2. staff
3. customers

people- OWNERS/MANAGERS

-the owners and managers establish a culture which can either have a positive effect on perceptions of the business and the services/products it offers.
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- a culture that has evolved to include poor practices can be bad for marketing. so its important that owners/managers set the standard, and for it to be followed.

people-STAFF

- all business owners want their business name, products, services and brand to have the highest reputation

-maintaining this reputation is in the hands of the staff

- it is essential they be trained with the appropriate skills, be motivated to provide good service, and have a positive attitude towards the products/services they are selling

-customers will often judge a business by staff. so employees need to be well trained

people- CUSTOMERS

- customers themselves play an important part of the people element of the seven ps

- satisfied customers are the best possible advocates for a business

-they will spread news about businesses that have given them good quality services/products

-providing good after sales service can assist

- every customer is a potential return customer

types of elements in the physical evidence category

1. interior design
2. facilities
3. ambience
4. feedback

physical evidence- INTERIOR DESIGN

-physical evidence also refers to the physical state of the business premises, and the physical state of a website or online presence

two aspects of physical evidence (interior design) include:

premises- physical location:
- clean and well presented location can cause high standards
- untidy or dirty location does not inspire confidence

website:
- the state of the online presence is important

-a website that is simple to navigate will win over a website that is messy and hard to navigate

physical evidence- facilities

physical evidence also refers to the items a business uses to conduct everyday services this can be equipment and furniture

physical evidence- ambience

physical evidence also refers to the atmosphere of the environment where a business and customers interact
- scent, temp, mood, sounds

physical evidence- feedback

-providing access to feedback from customers can also be a way of providing physical evidence to potential customers

-encouraging satisfied customers to use independent review websites can provide evidence that may influence decisions made by potential customers

PROCESS- only element in this category

- process includes all the steps from the customer discovering the product to receiving the product

- the total purchasing experience is important in achieving customer satisfaction

the processes within the business should be designed for the customers benefit this means:

- keeping customers fully informed either personally or via electronic media

- keeping wait times to a minimum either in person or website

-staff being knowledgeable and helpful

-using a variety of payment methods

-ensuring all of these process are available and working efficiently will enhance the marketing of the business