Review/Process

Agenda

• Review the 7 P's of the Marketing Mix

• Warm-up

• Processes - Notes

• Activity

1. ​Product

2. Price

3. Promotion

4. Place

5. People

6. Processes

7. Physical Evidence

1. ​Research and Development (R&D)

2. Introduction

3. Growth

4. Maturity

5. Decline

1. ​Cost Plus (Mark-up) Pricing

2. Penetration Pricing

3. Loss Leader Pricing

4. Predatory Pricing

5. Premium Pricing

1. ​Above the line

2. Below the line

3. Through the line

4. Social Media

1. ​Wholesaler

2. Retailer

3. Agent

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)

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

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

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

Customer Feedback

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

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