HBM - Extended Marketing Mix (Revision)

HBM - Extended Marketing Mix (Revision)

Multiple Select

Which of the following are true of 'People'?

(Choose all the correct answers)

• It is member of staff who is in contact with the customers of a business.

• The environment experienced by the customer

• The systems and procedures that are put in place to deliver a product or service to the customer

• Includes staff training.

• Includes the after-sales service.

Multiple Choice

It is important to monitor staff eg, by using mystery shoppers because...

• it is really important to monitor staff

• ensures the standards of the firm are being properly maintained

• customers will not have to wait in a long queue

• it provides reference material for customers

Multiple Choice

Providing an effective after-sales service can...

• provide a good after-sales service

• ensure the customer returns to the business

• means customers will not have to wait in a long queue

• help the firm understand where problems lie

Multiple Choice

Providing staff with regular product/service updates will...

• provide a customer with a product/service update

• ensure staff appear knowledgeable and can help customers with queries

• mean customers will not have to wait in a long queue

• help the firm understand where problems lie

Multiple Select

Which of the following are true of 'Process'?

(Choose all the correct answers)

• Offering live chat facilities on the company website.

• The environment experienced by the customer

• The systems and procedures that are put in place to deliver a product or service to the customer

• Examples include delivery and tracking of products.

• Includes the after-sales service.

Multiple Choice

Regularly assessing procedures such as ordering times will...

• assess the procedures properly in a firm

• help a firm understand where problems lie and allow for them to be addressed

• provide reference materials for new customers

• ensure staff are informed of business expectations

Multiple Choice

Using technology to improve processes (eg, self-checkout tills) can

• improve processes using technology

• speed up processes as they are generally faster than humans

• inform staff of the expectations of the firm

• provide reference material for customers

Multiple Choice

Ensuring outlets are well staffed ensures...

• a good after-sales service is provided

• customer opinions are taken into account

• customers will not have to wait in a long queue

• firm understands where problems lie

Multiple Select

Which of the following are true of 'Physical Evidence'?

(Choose all the correct answers)

• Can include the ambience of the store

• The environment experienced by the customer

• The systems and procedures that are put in place to deliver a product or service to the customer

• The layout of the premises

• Monitoring staff

Multiple Choice

The layout/ambience is important as it can

• help to monitor staff

• ensure that customers feel that their needs are recognised before they make a purchase

• ensure staff appear knowledgeable

• provide reference material for new customers

Multiple Choice

Layout and design of websites is important as it...

• conveys the customer what type of business it is

• reduces the number of people contacting the firm

• ensure the right people are being employed

• avoids customers having to queue for too long

Multiple Choice

Feedback and testimonials from previous customers should be promoted to

• help to monitor staff

• ensure that customers feel that their needs are recognised before they make a purchase

• ensure staff appear knowledgeable

• provide reference material for new customers

The next set of questions is coming up - you only have 10 seconds

to answer each one!

Multiple Choice

On websites, products should be clearly displayed with key information.

• People

• Process

• Physical Evidence

Multiple Choice

High quality recruitment and training methods.

• People

• Process

• Physical Evidence

Multiple Choice

Providing live chat and FAQ (frequently asked questions) pages on websites

• People

• Process

• Physical Evidence

Multiple Choice

On websites, the design should use colours, text and images that reflect the business .

• People

• Process

• Physical Evidence

Multiple Choice

After-sales service. Eg, returns and refunds guidelines on how to achieve the best from the product service and product maintenance

• People

• Process

• Physical Evidence

Multiple Choice

Training staff to deal with customer effectively.

• People

• Process

• Physical Evidence

Multiple Choice

The experience the customer has when purchasing a product.

• People

• Process

• Physical Evidence

Multiple Choice

An efficient delivery service will ensure customers continue to use the business.

• People

• Process

• Physical Evidence

Multiple Choice

Layout of the stores should be easy to navigate

• People

• Process

• Physical Evidence

Multiple Choice

Queues within shops should be kept to a minimum

• People

• Process

• Physical Evidence

Multiple Choice

Keeping up to date with new technology can offer more efficient processes. Eg, live tracking

• People

• Process

• Physical Evidence

Multiple Choice

Recruitment and selection to ensure the highest quality staff are employed

• People

• Process

• Physical Evidence

Multiple Choice

Store should have appropriate parking and toilet facilities

• People

• Process

• Physical Evidence