The 3ps and how they are managed:
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Some of the marketing mix applied are people, process and physical evidence.
People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.
People buy from people that they like, so the attitude, skills and appearance of all staff need to be first class. People can add value to a business by training and customer service. Employees need to be trained so as to maintain a good quality service. The training could be performed in-the-job and this involves training while the job is being performed.
Businesses are supported by customer services teams. Customer services provided expertise technical support and coordinate the customer interface (e.g. communicating with a salesman). The disposition and attitude of such people is vitally important to a business. The way in which a complaint is handled can mean the difference between retaining or losing a customer, or improving or ruining a business reputation. Today, customer service can be face-to-face, over the telephone or using the Internet. People tend to buy from people that they like, and so effective customer service is vital. Customer services can add value by offering customers technical support and expertise and advice.
Process is another element of the extended marketing mix. Processes can be seen as a means to achieve an outcome, for example to achieve a 30% market share a company implements a marketing planning process. A further view is that marketing processes are used to control the marketing mix, i.e. processes that measure the achievement marketing objectives. For the purposes of the marketing mix, process is an element of service...
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