Unit 2 KA3.5 - Marketing Mix - EMM

Question 1

Define the people element of the EMM

Answer 1

The people element of the extended marketing mix refers to any member of staff who is in contact with the customers of a business.

Question 2

Explain why is it important for a business to provide good customer service?

Answer 2

If customers receive a good quality service

They will be more likely to return (customer loyalty) which will lead to increased sales and profits

It would also mean that customers do not take their business to competitors.

Question 3

List how a business maximises customer satisfaction? (in regards to the people element of EMM)

Answer 3

Staff training

After-sales service

Customer care strategy

Customer complaints procedures

Recruitment and selection

Question 4

Define the process element of the EMM

Answer 4

The process element refers to the systems and procedures that are put in place to deliver a product or service to the customer.

Question 5

List how a business maximises customer satisfaction? (in regards to the process element of EMM)

Answer 5

High quality delivery service- bookable delivery times, home delivery, tracking system for online orders, next/same day delivery

High quality information and communication - providing live chats, FAQ (frequently asked questions) pages on websites, having a time limit for replying to customer enquiries

Handle complaints effectively - warranties and guarantees on products, a good returns policy

Access goods and services easily and efficiently - websites should be easy to navigate, place orders and offer quick delivery times, queues within shops should be kept to a minimum

Keeping up to date with new technology - self-service checkouts, online tracking

Question 6

Define the physical evidence element of the EMM

Answer 6

The physical evidence element of the marketing mix refers to the physical environment experienced by the customer. This could include:

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

Question 7

List 3 ways a business can affect the physical evidence element of the EMM

Answer 7

Premises should be clean
Layout of the stores are easy to navigate
Design of the premises should convey the image of the business
Eye catching displays
Appropriate parking and toilet facilities

The same is true for company websites:

The site needs to be easy to navigate
Products should be clearly displayed with key information
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 that reflect the business