Physical evidence, people, process

Question 1

Describe physical evidence

Answer 1

the tangible aspect of providing a product or a service
the physical environment experienced by the customer
- the location of the business
- store layout and design of the premises
- the cleanliness and decor of the store

Question 2

Describe people

Answer 2

Any member of staff who comes into contact with the customer
the organisation needs to create a culture of good customer care
- create customer service policies
- recruiting the correct employees
- needs to have motivated staff
-good after sales service and advice should be available
- training them to provide the highest level of customer service

Question 2

Describe process

Answer 2

the experinece the customer has when making a purchase
the impression left on the customer
the different processes and systems to deliver a product or service
- short waiting times
- user friendly websites
helpful information given to customers

Question 3

Describe marketing dept use of ICT

Answer 3

Epos used to record customer buying habits
email to send out special offers and promotions
WP to create advertising posters
survey monkey to create a survey
App to sell products online
Website to advertise products and provide customers with info

Question 4

What are business approaches to marketing

Answer 4

Product orientation
Market orientation

Question 5

Describe product orientation

Answer 5

when a company makes a product then tries to convince customers to buy it
effective for highly innovative products and new ideas
little to no competition in the market
assumes the product is the market leader
carry out little to no market research

Question 6

Describe market orientation

Answer 6

products and services produced are based on the customers needs and research
continuous market research to ensure products are what the customers want
market research allows for customers needs to be anticipated
highly competitive market
believes consumers needs are central to DM
effective for developing existing products to better meet customers needs

Question 7

Describe impact of elements of the marketing mix on eachother

Answer 7

Place can change price
- exclusive location will increase the price charged
product quality can change price
- low quality product will command a low price
price can affect promotion
- a low price will leave less finance available to use on promotions such as C.E
product can affect promotion
- some products cannot be promoted by law
P.E can affect price
- basic store layouts can result in a low price
Price can affect people
- if low price is charged then limited finance is available to train staff
product can affect the place
-a product that has low demand is normally sold directly to the customer