4.5 Marketing PEOPLE + PROCESSES

Question 1

Define PEOPLE

Answer 1

all individuals involved in marketing & delivery of a product or service. Their actions, skills & attitudes influence costumers experience + perception of the brand

Question 2

State 5 reasons why people matter in marketing

Answer 2

1) costumer interactions
-employees interact daily w/ costumers
-Their communication, attitude & product knowledge influence satisfaction + loyalty”

2) brand ambassadors
-Their knowledge, enthusiasm & passion for a brand help enhance costumer loyalty and trust (Eg, celebrities, influencers, loyal costumers recommending brand, enthusiastic employees)

3) customer service
-well trained staff evolve issues effectively + improve costumer retention
-Exceptional service creates positive word-of-mouth + brand reputation”

4) innovation & feedback
-Employees provide valuable insights on costumer preferences & trends, helping businesses improve products

5) sales & persuasion
-Trained sales staff understand costumer needs, explain benefits, & help convert interest into sales

Question 3

Challenges in employee implementation

Answer 3

• lack of training = poor service + negative costumer experiences
• low motivation = ⬇️ staff engagement + damage the brand
• Inconsistent delivery of service can harm costumer trust

Question 4

2 ways to improve Employee Implementation of Marketing Strategies:

Answer 4

✅ provide regular training = staff understand products, promotions & consumer service best practices
✅ motivate through incentives: bonuses, recognition or career growth to keep employees engaged

Question 5

Define processes

Answer 5

systems & procedures a business uses to deliver its products efficiently & consistently
Aims to enhance customer satisfaction & brand experience

Question 6

State 5 reasons why processes are important

Answer 6

1) Costumer experience
Smooth + efficient processes = better service + higher satisfaction

2) Efficiency & Cost Savings
Well-planned processes = ⬇️ waste / automate tasks / save time + cost

3) Consistency
Standardised processes ensure reliable quality & uniform service for all costumers

4) Adaptability
Processes must be updated to reflect changing customer needs / tech.

5) Interdepartmental coordination
Efficient processes help different departments work together smoothly

Question 7

State 3 cautions needed when handling ‘processes’

Answer 7

1) Unreliable new systems - poorly tested processes can damage customer trust
2) Over reliance on IT systems - system failures can disrupt service delivery
3) Staff training gaps - employees may struggle to deliver smooth service if not trained on new systems