4.5 Marketing PHYSICAL EVIDENCE

Question 1

Define physical evidence

Answer 1

tangible + visible elements of a product or service that shape customer perceptions & trust,

particularly in service-based businesses where customers can’t see/test service before purchase

Question 2

Why is physical evidence important?

Answer 2

Builds customer trust by providing reassurance

Differentiates a business from competitors through well-designed space/product presentation

Enhances brand perception through well-designed spaces, materials & interactions

Question 3

State 7 key types of physical evidence

Answer 3

1) store & ambience
2) packaging
3) signage & display
4) digital presence
5) employee appearance + behaviour
6) equipment + facilities
7) marketing materials

Question 4

How does store & ambience impact business perception

Answer 4

physical environment (store layout, interiors design, lighting, & music) influence mood + perception of quality

Question 5

How does ‘packaging’ impact business perception

Answer 5

The design, quality & branding of packaging impact costumer impressions
It should be visually appealing + informative + align w/ brand’s identity

Question 6

How does ‘signage & display’ impact brand perception

Answer 6

Clear + attractive visuals help costumer find & engage w/ products

Question 7

How does a businesses digital presence impact brand perception

Answer 7

Websites, social media & reviews act as virtual physical evidence, builds trust

Question 8

How does employee appearance & behaviour impact brand perception

Answer 8

The professionalism, uniform + attitude of employees shape customer attitudes

Question 9

How do equipment & facilities impact brand perception

Answer 9

The quality & maintenance of a business’s facilities & equipment affect costumer impressions

Question 10

How does marketing materials impact brand perception

Answer 10

Brochures, catalogues, business cards, & branded items act as physical reminders of the brand (eg, universities)