Market Mix - Extended

Question 1

what are the three extended P’s increasing important with?

Answer 1

business working in the tertiary sector

Question 2

what are people?

Answer 2

Any member of staff who is representing a business or brand – in contact with customers.

Question 3

what must a business do to ensure high quality service?

Answer 3

• UP TO DATE ON PRODUCT/SERVICE DEVELOPMENT – aids staff in being helpful and knowledge.
• ENSURE STAFF ARE TRAINED TO HGIEST POSSIBLE STANDARD.
• MONITOR STAFF e.g. mystery shoppers, record calls.
• ENSURE SELECTION METHODS ARE RIGOROUS.
• PROVIDE EFFECTIVE AFTER SALES SERVICE – ensures customers stay satisfied.

Question 4

what is process?

Answer 4

How a customer receives a service e.g. obtaining a bank loan, booking a holiday or paying for shopping.

Question 5

what does process involve?

Answer 5

This involves the different processes and systems used to deliver the service e.g. websites, stores, call centres.

Question 6

what should business do when using process?

Answer 6

• ENSURE OUTLETSS AND CALL CENTRES ARE WELL STAFFED – offer ‘live chat’ or ‘FAQS’ to reduce wait times.
• MAKE SURE THERE IS SUER FRIENLY EXPERIENCES (websites)
• INTRODUCE THE LATEST TECHNOLOGY – self-service checkouts, apple pay, order tracking
• OVERALL BUYING EXPERIENCE

Question 7

what is physical evidence?

Answer 7

What a customer can see, gives customer an ‘image’ of the business.

Question 8

what does physical evidence involve?

Answer 8

• BRIGHT AND MODERN PREMISES – ‘ambience’ of the store.
• EASY TO NAVIGATE stores
• ATTRACTIVE LAYOUT of stores and websites
• AVALIABLE PARKING
• CLEAN PREMISES – bathrooms, restaurants
• Promote good online reviews