What do most sets of the marketing mix containing 7 Ps include? In the last two blogs you saw two sets of the three items within the marketing mix 7 Ps. One set included: packaging, positioning and people. The other set included: process, physical evidence and people. You guessed it. Both marketing mix groups include “people.” At this point we are not talking about your customers, but the people in your organization that are a part of giving service or delivering products. Let's look at an example.
What is Your Favorite Restaurant?
Do you go there because people know you and are glad to see you? Perhaps you go there because you know you will get good service every time you go. You might go because you know that you will receive the same good quality meal. A restaurant offers both service and products that are reasons why you go there, or not. Both service and product are delivered by people.
The marketing mix P for people is based on Customer Relationship Management (CRM) and the relationship with people that your client or customer deals with at the company. Your business person can recruit a customer, retain that customer and encourage your customer to remain a customer in the future. This is where people underpin the long-term customer relationship.
Let’s look at some ways that those people working for you add value to an experience as a part of the marketing mix. We will examine training, types of sales personnel and customer service.