Extended Marketing Mix- Physical Evidence

Question 1

What does physical evidence refer to and what could that include?

Answer 1

physical evidence refers to what customers see that gives them clues about a business from the image it portrays

This could include:

• the physical design and layout of the premises
• the layout of the company website

Question 2

Methods of physical evidence

Answer 2

• premises and vehicles should be modern and clean
• Setting should convey the type of ambience to match the product or service on offer
• feedback and testimonials from previous customer should be promoted
• The layout and design of websites should be carefully considered

Question 3

Premises and vehicles should be modern and clean- justify 

Answer 3

This insures that customers opinion of the business isn’t ruined by old-fashioned or dirty shops, reception areas or delivery vans

Question 4

Settings should convey the type of ambiance to match the product or service on offer- justify

Answer 4

This ensures that that customers feel that their needs are recognised even before they purchase a good or service, eg the stylish and relaxing setting of an upmarket hair salon compared to the fun and colourful setting of a theme park

Question 5

Feedback and testimonials from previous customers should be promoted- justify

Answer 5

This provides reference materials for new customers which is especially important when purchasing a service as it can’t be tried beforehand

Question 6

The layout and design of websites should be carefully considered- justify

Answer 6

• the site needs to be easy to navigate
• products should be clearly displayed with key information
• the website should convey to the customer the type of business it is
• key information about the company and customer service should be clear and findable
• customers should be able to contact the company
• the design should use colours, text and images. If they reflect the business well the business will appeal to the target market