People

​Marketing Mix: People

Agenda

• Go over quiz/provide an opportunity to ask questions

• Warm-up

• People - Notes

• Writing Activity

Open Ended

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou

What is this quote trying to say and why is it important in the context of the marketing mix?

People

Why are people important to the marketing mix?
When talking about people in this context, what are we referring to?

People

Those who are involved in offering a service; an element of the marketing mix.

All contact between the employees of a business and customers can support or damage a brand

A business’s recruitment and selection process can help to ensure good customer relationships are maintained.

Cultural Differences in Customer Service

The way one person interprets behaviour in others is determined by their values, assumptions and cultural traditions

This is not just limited to language differences – such as the use of slang or metaphor – but includes differences in manners and how readily customers voice concerns or disapproval.

Staff will need proper training to deal with angry customers, for example.

Cultural Differences in Customer Service

• the importance of small talk

• the need for special treatment for longer established customers

• the need for direct communication

• the importance of hiearchy and respect for positions of authority

• punctuality and timeliness

• the importance of rules and systems

It is important to recognize that in order to provide good customer service, each customer needs to be treated as unique.
It should not be treated as a one size fits all approach.

each customer is special and has their own personality, preferences and culture

Multiple Select

What are some things that businesses can do to ensure they provide good customer service?

• induction

• study Chick-fil-A

• recruitment and selection

• continuing professional development

How to Provide Customer Service

Induction - Training for new employees when they first start their work in the organization.

Recruitment and Selection

Continuing Professional Development

Writing Activity

Task:
Answer the following question - Referring to all of the elements of the marketing mix we have covered thus far, is there one that is more important than the others? Why or why not?