Chapter 4.6 - The Extended Marketing Mix

Question 1

People

Answer 1

Are the employees who interact with customers, thereby delivering the service to customers. The reputation of a business largely depends on the training, motivation and communication skills of employees

Question 2

Physics Evidence

Answer 2

Refers to the tangible aspects of a service, e.g. a luxury hotel with a welcoming lobby, nice decor, well-groomed hotel staff, spas, gyms and swimming pools

Question 3

Processes

Answer 3

Are the ways in which a service is provided or delivered, including payment systems, queuing times, customer services, after-sales care and delivery services

Question 4

Service

Answer 4

Is an intangible product supplied by a business, e.g. Bus rides, library facilities, theatre shows, insurance deals and haircuts

Question 5

Seven Ps model

Answer 5

Refers to the marketing of services which includes three additional Ps (people, processes and physical evidence) in addition to the traditional 4Ps in the marketing mix (product, price, promotion and place)