Review/Process

​Welcome Back!

Agenda

• Review the 7 P's of the Marketing Mix

• Warm-up

• Processes - Notes

• Activity

The 7 P's of the marketing mix

Open Ended

What are the 7 P's of the Marketing Mix?

1. ​Product

2. Price

3. Promotion

4. Place

5. People

6. Processes

7. Physical Evidence

Open Ended

What are the 5 stages of the product life cycle?

1. ​Research and Development (R&D)

2. Introduction

3. Growth

4. Maturity

5. Decline

Open Ended

What are the 5 pricing methods?

1. ​Cost Plus (Mark-up) Pricing

2. Penetration Pricing

3. Loss Leader Pricing

4. Predatory Pricing

5. Premium Pricing

Open Ended

What are the four types of promotion?

1. ​Above the line

2. Below the line

3. Through the line

4. Social Media

Multiple Select

What are the three types of intermediaries that a business might use to help with the distribution process?

• Wholesaler

• Induction

• Retailer

• Agent

1. ​Wholesaler

2. Retailer

3. Agent

Multiple Select

What are the two types of distribution channels?

• wholesaler

• Indirect

• Agent

• Direct

1. ​Direct

2. INdirect

People

• Those who are involved in offering a service

• 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.

The Importance of 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 hierarchy and respect for positions of authority

• punctuality and timeliness

• the importance of rules and systems

Ways to Ensure good customer service

• Induction

• Recruitment and Selection

• Continuing Professional Development (CPD)

Multiple Select

What are the three ways to ensure good customer service?

• Induction

• pay attention to cultural differences

• Continuing Professional Development

• Recruitment and Selection

Warm-up

With the person next to you, discuss the following questions:

• What emotions might the customer be experiencing?

• How might this affect their perception of the brand?

• What could the business change to improve the customer's experience?

Every customer interaction with the business should be considered carefully. This is because problems with processes can ruin the customer experience with an excellent product

It describes all the activities needed in the interaction between the customer and the business

Definition

Process

Processes INclude:

• placing and paying for orders

• delivery systems

• customer feedback

• after-sales service

Amazon - "1 Click Ordering" button, Prime Service
​Chipotle - Chipotlane

When consumers pay for a product, they want security and speed

efficient order and payment processes can be a unique selling point (USP) for a business

Placing and Paying for orders

​Examples:

To achieve these short delivery times, the businesses have set up dark stores, which are mini warehouses in dense urban areas

Dark Stores

​Q-commerce businesses offer on-demand delivery, often focused on groceries

Q-Commerce

Delivery Systems

Customer Feedback

​Definition:
information that customers provide to a business about their products

Customer feedback allows businesses to maintain and improve their service levels. Businesses can create processes to gather feedback.

​Examples:

Uber - asks customers to rate their experience at the end of their journey
Restaurantes - Surveys

After sales service

Definition

the maintenance, help and information a business provides to the customer after they have purchased a product.

In the service sector, however, businesses will often need repeat purchases. This is especially true in the high-priced service sectors such as law, accounting and consultancy

Open Ended

What are the four types of processes?