12.3 People /devising marketing strategy

Question 1

Name the 2 different interpretations of the term “people”!

Answer 1

1. ) Attitudes and behaviours

2. ) Relationship between company, staff, partners & customers

Question 2

The attitudes and behaviours should be considered separately BUT have an enomerous influence on the other sectors of the marketing mix.

1.) What is important for a winemaker if it comes to behaviour and attitudes of a consumer?

How could they be satisfied?

2.) Which advantage & which disadvantage will be as a result ?

Answer 2

1. )
   - Enough knowledgeable staff
   - Cellar door/consumer events
   - Masterclasses for all stages of supply chain

2.) Advantage = transporting image and brand to consumer
Disadvantage = requiring resources and costs