Lecture 10: Marketing Plan Enhancements (Extended Marketing Mix for Digital Marketing) - Physical Evidence, Process, People

Question 1

Physical evidence

Answer 1

Refers to the tangible elements that customers see and experience when interacting with a business

Physical Environment – The ambiance or setup, like a cozy café or clean clinic waiting area

Store Layout/Interior Design – Thoughtful design, like well-labeled aisles in a supermarket, enhancing customer experience

Packaging – Design, material, and branding that reflect product quality

Branding – Logos, colors, and signage that communicate brand identity and values

Staff Uniforms – Uniforms that promote professionalism and brand recognition

Question 2

People

Answer 2

Refer to those who directly interact with customers in delivering the product or service

In-Store Staff – Sales associates, cashiers, and receptionists who engage face-to-face with customers. Their friendliness and knowledge are key to a positive experience

Customer Helpline Staff – Call center representatives or online agents who address inquiries, complaints, and provide technical support. Effective communication enhances loyalty

Delivery Staff – Individuals handling product delivery, whose punctuality and professionalism impact the post-purchase experience

Question 3

Process

Answer 3

Refers to the steps involved in shopping for, ordering, and receiving a product or service

Contact Options – Providing multiple communication channels (phone, email, chatbots, social media) for customer convenience

Expected Delivery Time – Clearly communicating delivery timelines with a focus on reliability

Return Policy and Refund Process – Offering transparent and customer-friendly policies for returns, exchanges, and refunds to build trust and encourage purchases