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C.10 Extended 7Ps of marketing
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- C.10.1 People
- C.10.2 Process
| C.10 Extended 7Ps of marketing The 7Ps model is a marketing model that modifies the 4Ps model. The Psis generally used in the service industries. The additional three elements of the services marketing mix - people, process and physical evidence - are unique to the marketing of services. C.10.1 People People here refers to the makeup of both target market and people directly related to the business. Thorough research is important to discover whether there are enough people in your target market that is in demand for certain types of products and services. People area defining factor in a service delivery process, since a service is inseparable from the person providing it. The company’s employees are important in marketing because they are the ones who deliver the service. Thus, a restaurant is known as much for its food as for the service provided by its staff. The same is true of banks and department stores. Consequently, it is important to hire and train the right people to deliver superior service to the clients, whether they run a support desk, customer service, copywriters, programmers…etc. When a business finds people who genuinely believe in the products or services that the particular business creates, it’s is highly likely that the employees will perform the best they can. Additionally, they’ll be more open to honest feedback about the business and input their own thoughts and passions which can scale and grow the business. Managers should note the following i) It is essential to ensure that all employees who have contact with customers are not only properly trained, but also are the right kind of people for the job. ii) Many customers cannot separate the product of service from the staff member who provided it. This shows the importance of people in the organisation. iii) The level of after sales service and advice provided by the business is one way of adding value to what is offered and can give an important edge over the competitors. This will become more important than price once they seethe people providing the service. iv) In the age of social media, every employee can potentially reach amass audience. Formulate a policy for online interaction and make sure everyone stays on-message. v) Likewise, happy customers are excellent advocates for your business. Curate good opinion on review sites. C.10.2 Process Process means procedures, mechanism and flow of activities by which a service is acquired. Service process is the way in which a service is delivered to the end customer. The actual delivery steps that the customer experiences, or the operational flow of the service, also give customers evidence on which to judge the service. Process decisions radically affect how a 257 service is delivered to customers. The systems and processes of the organization affect the execution of the service. So, managers have to make sure that you have a well-tailored process in place to minimize costs. It could be the entire sales channel, a pay system, distribution system and other systematic procedures and steps to ensure a working business that is running effectively. The process of service delivery is crucial since it ensures that the same standard of service is repeatedly delivered to the customers. Therefore, most companies have a service blueprint which provides the details of the service delivery process, often going down to even defining the service script and the greeting phrases to be used by the service staff. Thus the process of a service company in delivering its product is of utmost importance. It is also a critical component in the service blueprint, wherein before establishing the service, the company defines exactly what should be the process of the service product reaching the end customer. Download 3.37 Mb. Share with your friends:
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