People

Agenda

• Go over quiz/provide an opportunity to ask questions

• Warm-up

• People - Notes

• Writing Activity

People

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

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.

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.

• 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

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

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

Recruitment and Selection

Continuing Professional Development

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?