3.4h - The Extended Marketing Mix

Question 1

Why has the extended marketing mix grown from the traditional mix?

Answer 1

Because of the development of the service sector

Question 2

Physical environment definition

Answer 2

The layout and design of the premises

Question 3

Process definition

Answer 3

How the service is provided to the customer

Question 4

Examples of how technology can improve ‘process’:

Answer 4

• Queue management technology is used by airports to direct customers to shorter queues
• Online retailers offer the option to pay through PayPal so customers can use address and payment details already linked to their account