Accounting technicians scheme west africa
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| C.10.3 Physical Evidence This is the environment in which the service is delivered and any tangible goods that facilitate the performance and communication of the service. Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Customers look for clues to the likely quality of a service also by inspecting the tangible evidence. To create abetter customer experience tangible elements are also delivered with the service. Thus, there are hair salons that have well designed waiting areas often with magazines and plush sofas for patrons to read and relax while they await their turn. Similarly, restaurants invest heavily in their ambient lighting, music, good seating arrangement and layout interior design and decorations to offer a tangible and unique experience to their guests. Furthermore, physical evidence is used as a differentiator in service marketing. Imagine a private hospital and a government hospital. A private hospital will have plush offices and well- dressed staff. Same cannot be said fora government hospital. Thus physical evidence acts as a differentiator. Summary Marketing involves basically getting the right product to the right customer at the right price. Marketing revolves around four basic activities – product, promotion, price and distribution. A product is anything offered to a market for consumption or sale. . Price is the value placed on an item. Price determines the demand and revenue of the organisation and influences consumer’s behaviour. Promotion has to do with any persuasive information aimed at consumers. Promotion ensures that the customers get the right information about the organisation and its activities. Distribution ensures that the product physically reaches the customer’s doorstep. The section concluded with the extended 7Ps model which 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. |