Extended Marketing Mix

Last updated Jan 23, 2023 Edit

• Business

The 4 Ps:

• Price
• Product
• Place
• Promotion

The new 3 Ps:

• Process
• People
• Physical Environment

And then there were 7

• This element focuses on the people within a business who come into contact with customers.

• For a physical product, these are likely to be the people involved in the initial selling process and those providing after sales service.

• For a service the people is even more important due to their increased impact on customer satisfaction.

• Recruit the correct people

• Train them properly

• Motivate your staff

• Share with employees the importance of good customer service.

• Do you have to wait long?

• Easy to navigate?

• Order online?

• Quick delivery

• Can you make it easier?

  • Enhancing the experience of queuing where necessary, theme park rides may provide some entertainment whilst queuing.

• The physical premises of a business

• When you first walk in you get an impression.

  • the design
  • the decor
  • signage
  • staff uniforms and appearance
  • brochures, stationery
  • website

• If the physical environment gives a positive impression about the business, then the customer is more likely to use their service. An unattractive reception area, low quality brochure and non-user-friendly website are likely to put customers off.

Physical: The appearance of a physical store, ideally something that reflects the mood of the brand and sets customer expectations of the business.

Process: The interactions and involvement with the customer as they move through the store experience. Somewhere like IKEA is going to have a very different process to a place like McDonalds. IKEA expects you to spend a long time in the store and walk right round the whole place, likely spending a large amount of money. Mcdonalds however focuses on a short, easy experience.

People: The staff that you interact with whilst at the shop and how they reflect the brand image.

Apple and Poundland differ largely in the area of image. Poundland has a very wide range of products and looks to cram as much in as they can and try to get people to buy a larger amount of products so that Poundland can keep their prices low.

Apple looks for a much cleaner experience where the customer looks at possibly getting a single product. However Apple provides experts who can guide you through the whole process. Apple doesn’t need to sell you a product either, as their margins are very high and prices are in the hundreds of pounds.

Most important 3 Ps:

• Price -> People always want to save money
• Promotion -> Good promotion keeps the brand in people’s minds
• People -> Friendly staff will greatly increases the chance of a sale

McDonald’s:

The price is fairly low compared to many other restaurants. The place is usually near a high footfall area where there are lots of people present. The promotion is strong, with memorable tunes and branding

Business