Marketing Mix People Process Physical Evidence Management of

Marketing Mix – People, Process, Physical Evidence Management of Marketing Higher Business Management

Marketing Mix In order to market or sell its products successfully, a business must develop a strategy based on seven key elements. How these elements are combined in the marketing strategy is called the marketing mix.

Marketing Mix - People are important part of any organisation, from Managing Director to shop floor assistant. Customers are more likely to be loyal to an organisation that serves them well. Managers must make sure all staff are kept up-to-date and are behaving the way that is expected of them towards customers. The following must be considered: • Motivated workforce • Staff Training and Development • Customer Service Policy • After Sales Service

People – Hotel Example People Friendly greet at check-in Helpful and knowledgeable staff Will arrange taxis for residents Cleaning staff well trained Prompt service

Marketing Mix - Process Examines the systems that are put in place to deliver the service. It is important that the process is linked to the People as everyone should know what to do to keep the process moving smoothly. The following must be considered: • Systems to minimise time wasting • Dealing with customer complaints • Communicating with customers effectively • Providing efficient delivery service • Providing accessibility (online orders) • Evaluating service

Process – Hotel Example Process Online booking Quick and easy checkout Immediate action if something is at fault Rooms cleaned and tidied every day Questionnaire on service provided in all rooms

Marketing Mix - Physical Evidence Examines the environment or where the service is being delivered from. The physical evidence can take many different forms: Physical environment – image of employees, buildings/reception, toilets, refreshments, magazines, toys for children Business image – logo, signs, colours, displays, advertising material

Physical Evidence – Hotel Example Physical Evidence Modern appearance in rooms Comfortable bed Clean and well presented All rooms en-suite Tea/coffee making facilities All facilities working properly Customer parking Wi-fi avaliable

Activity Choose a Business you are familiar with. Write a short report about the People, Process and Physical elements of the Business. • Use examples of each • Discuss the effect on the business • Spell check To be completed at home and handed in next class (Monday 22 nd or Wednesday 24 th March) At least 500 words You should use pages 78 – 80 of your textbook and SCHOLAR section 7 to help you with this task.