5H — 7Ps: People, Physical Evidence, Process

What does the 'people' element refer to?

People are the individuals who influence a customer's perception of a business and its products, including owners, managers, employees and customers.

How can employees contribute to the 'people' element?

Employees should:

be properly trained

be knowledgeable about products

be motivated and passionate about products

provide high-quality customer service.

Why are customers part of the 'people' element?

Customers with positive attitudes towards a business may recommend it to friends and family. Word-of-mouth recommendations from loyal customers can increase popularity and improve reputation.

What is physical evidence?

Physical evidence refers to the tangible elements that customers can see or experience that provide evidence of the business and its products/services.

What is process?

Process refers to the systems and procedures involved in delivering the product or service to customers.

Why must a business continually assess its 7Ps?

The marketing mix allows a business to produce and deliver products that satisfy its target market. Continuously assessing the 7Ps can help the business maintain consumer loyalty, deliver long-term customer value and achieve overall objectives.