3 P’s Of Marketing

Question 1

People

Answer 1

• this refers to the employee
• reputation of a business lies in the hands of its employees, therefore business must ensure correct level of training and motivation
• the employee is the face of the business
• customers do not separate the product/service from the employee
• if service is poor, then customers hold a low opinion of the business as a whole, this leads to negative publicity
• provision of after sales support adds value of the product/service bought by the customer

Question 2

Process

Answer 2

• means that part of the service offering which a customer experiences
• issues such as waiting times, information given and helpfulness of staff is of vital importance for the success of a business
• customers should not be kept waiting
• many customers will give up because of poor business process and will be left with a negative impression
• when designing systems, the business should focus on how the customer will experience the system.

Question 3

Physical evidence

Answer 3

• associated purely with service includes factors such as store’s presentation, appearance of staff, business cards, brochures etc.
• physical evidence helps to confirm the assumptions of the customer. Consider the uniform of the staff in a 5 star restaurant versus the uniform of staff at spur
• location and physical appearance of the business premises gives the customer a sense of quality