EXTENDED 3Ps (7 Ps
OF MARKETING)
People:
People refer to the staff and
salespeople who work for your business, including yourself.
When you provide excellent customer service, you create a positive experience for your customers, and in doing
so market your brand to them. In turn, existing customers may spread the word
about your excellent service and you can win referrals.
Give your business a competitive
advantage by recruiting the right people, training your staff to develop their skills, and retaining good staff.
Example-
Starbucks already has a massive
workforce. In addition, it plans to recruit around 240,000 more people
worldwide including its home country (the USA) by 2021.
Process:
Process refers to the processes
involved in delivering your products and services to the customer. It is also
about being 'easy to do business with'.
Having good process in place
ensures that you:
·
repeatedly deliver the same
standard of service to your customers
·
save time and money by
increasing efficiency.
Example-
Starbucks is often a very
busy place, and employees need to serve customers as efficiently as possible.
The interaction with the customers begins with a greeting by a Starbucks
employee. Customers will then place their food/drink order and make the
payment. This is then followed by the order being served and a farewell being
given.
Physical evidence:
Reducing uncertainty regarding the product by helping potential
customers ‘see’ what they are buying. It implies the store location or the physical evidence of your
presence in the market or the place from where customers can access you with
the current situation online presence is more demanded.
Example-
Physical environment of
Starbucks includes but not limited to its store designs, logo, coffee cups, and
napkins. Starbucks offers customers an inviting atmosphere. It has adopted a
new approach to store designs.
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