M- Extended Marketing Mix

Question 1

What is the extended marketing mix?sy

Answer 1

People
Processes
Physical evidence

Question 2

Describe people

Answer 2

• The employees who come in contact with the customers
• The organisation need to create a culture of good customer care
• They need to train their staff to be able to handle different customer situations
• Should have a good customer service policy
• After sales service and advice should be made available

Question 3

Describe process

Answer 3

• The systems and procedures that deliver a product or service
• This is important as it impacts the experience the customer has while buying the good/service and the impression left on them
• Can do this via loyalty cards, self service checkouts, user friendly websites, short waiting times.

Question 4

Describe physical evidence

Answer 4

• The physical environment experienced by customers as they shop for products/services
• Can be affected by the layout, ambience, cleanliness of PREMISE, layout and design of the WEBSITE.