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1. MARKETINGMARKETING :- Marketing is the

process throughwhich an organization can execute their

plans andpolices into market, creating desire of product,

flow ofgoods and services from producers to

consumers,creating mutual value between customers

need andbusiness objectives which ultimately helps in

achievingthe goals of an organizations. ORThe right

product, in the right place, at the righttime, and at the

right price

2. Implications of marketing Who are our existing /

potential customers? What are their current / future

needs? How can we satisfy these needs? Can we offer

a product/ service that the customer would value? Can

we communicate with our customers? Can we deliver a

competitive product of service? Why should customers

buy from us?


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3. The marketing concept choosing and targeting

appropriate customers positioning your offering

interacting with those customers controlling the

marketing effort continuity of performance

4. Marketing management processAnalysis/Audit -

where are we now?Objectives - where do we want to be?

Strategies - which way is best?Tactics - how do we get

there?(Implementation - Getting there!)Control -

Ensuring arrival

5. Why planning necessary in marketing? development

of Systematic better co- performancefuturistic thinking

ordination of a standards for by management companys

efforts control sharpening of better prepare for objectives

and sudden policies developments
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6. MARKETING MIXThe combination of marketing

components that will maximizecustomer satisfaction and

ensure PROFITS

7. HISTORYThe term marketing mix was coined in an

articlewritten by Neil Borden called The Concept of

theMarketing Mix.The marketer, E. Jerome McCarthy,

proposed afour Ps classification in 1960Robert F.

Lauterborn proposed a four Csclassification in 1993

8. MARKETING MIX- Four Ps- By E. Jerome

McCarthy

9. 4 Ps & 4 CsProduct- Customer /ConsumerPrice-

Customer costPlace- ConveniencePromotion-

Communication

10. EXTENDED MARKETING MIX By Booms and

Bitner
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11. 7Ps & 7Cs The 7 Ps The 7 Cs Organization

Customer Facing Facing PRODUCT = CUSTOMER/

CONSUMER PRICE = COST PLACE =

CONVENIENCE PROMOTION =

COMMUNICATION PEOPLE = CARING PROCESS =

CO-ORDINATEDPHIYSICAL EVIDENCE =

CONFIRMATION

12. PRODUCTA business offers goods and services to

itscustomer. Choice of product Packaging Services to

support product Product development strategy

Positioning Quality Business image

13. PRODUCT What product/service will you provide?

What choice of product/service will you make available

to customers? How will you package or display your

product? Will you provide additional services such as

repair with your product? What warranties or guarantees
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can a customer be assured of when purchasing your

product/service? What level of quality do you plan to

offer with your product/service? How do you want

customers to view your business? How much research

and development will be needed to stay competitive?

14. Product--Choice and Packaging Choice of products

for your business o Product consistency is vital. o Do all

of the products/services fit together? Packaging your

products o Packaging choices affect the appearance and

appeal of the product. o Packaging impacts the display

and storage of the product.

15. Product--Services Do you provide services to

support the products: o Some products such as

computers, appliances, vehicles, and many other

technical products require special services to maintain
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customer satisfaction. o Do you provide repair services

for your product or just sell the product?

16. Product development strategy Product developmet

strategy by Ansoff Market penetration Product

development Market development Diversification

17. Product development strategy..Market penetration

This involves increasing market share withinexisting

market segments. This can be achieved by selling

moreproducts/services to established customers or by

finding newcustomers within existing markets. Product

development This involves developing new products

forexisting markets. Product development involves

thinking about hownew products can meet customer

needs more closely and outperformthe products of

competitors.Market development This strategy entails

finding new markets forexisting products. Market


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research and further segmentation ofmarkets helps to

identify new groups of customers.Diversification This

involves moving new products into newmarkets at the

same time. It is the most risky strategy. The more

anorganisation moves away from what it has done in the

past the moreuncertainties are created.

18. Product--Warranties Warranties o Assurance by the

seller that the product is as it is represented to be or that

it will be as it is promised to be. o A certain level of

performance is expected from all products; however,

some products may not meet customer expectations. o

What steps will the business take to back up the

products and ensure customer satisfaction? o Customer

satisfaction is important for return customers.

19. Product--Quality Level of quality of the products or

the business relates to customers perception of product


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value. o If the customer perceives higher quality, a

higher price will be accepted. o Interpretation of

customer perceptions must be accurate to succeed with

higher prices.

20. ProductBusiness Image Business image is the

mental picture customers have of the business. How do

you want customers to view your business? o Discount

(Wal-Mart): Image is built on low prices everyday. o

Popular-priced (Shopper stops, Marshalls): Image is

built on the concept of quality designer brand

merchandise at lower prices. o Exclusive (UB City):

Image is built on the superiority of the products carried

by the business. o Specialty (Victorias Secret): Image is

built on the single brand or single type of merchandise

carried.


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21. ProductResearch and Development Product

research and development is necessary in order to remain

competitive. An organization must consistently strive to

improve products and services for customers and to keep

up with trends, technology and customer spending

patterns.

22. ProductPositioning Positioning of a business is

the perceived standing of a business or its product in the

minds of its customers as compared to the competition.

This perception will help the customers decide where to

spend their money.

23. PRICE The amount of money abusiness charges

customers for its goods and services

24. Economy PricingThis is a no frills lowprice. The cost

ofmarketing andmanufacture are keptat a minimum.


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25. Penetration PricingTechnique of setting a relatively

low initial entry price,often lower than the eventual

market price, to attract newcustomers. The strategy

works on the expectation that thecustomer will switch to

the new brand because of thelower price. This pricing

strategy increase market share orsales volume, rather

than to make profit in short term.

26. Price SkimmingThis pricing strategy in which a

marketer sets arelatively high price for a product or

service at first,then lower the price over time. It is a

temporal versionof price discrimination. It allows the

firm to recover itssunk costs quickly before competition

steps in andlower the market price. For Eg:- MP3 player,

Appleiphone 5

27. Premium PricingPremium Pricing means high price

andhigh quality, such as diamonds, watchesand cars.


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28. PLACEProviding the product at a place which is

convenient for consumer toaccess. Place is concerned

with various methods of transporting andstoring goods,

and then making them available for the customer.Getting

the right product to the right place at the right time

involvesthe distribution system. The choice of

distribution method willdepend on a variety of

circumstances. It will be more convenient forsome

manufacturers to sell to wholesalers who then sell to

retailers,while others will prefer to sell directly to

retailers or customers.

29. Place---Channels of DistributionChannels of

distribution from the manufacturer to the customer o The

usual channel of distribution goes from manufacturer to

wholesaler to retailer o How will your product get from

the manufacturer to your customer? To manufacturer To

wholeseller To retailer t


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30. Place---Exclusive RightsSo what is the difference

between sellingproduct in the big shops and luxury

shops?

31. So which one is better for you to buy Rolex?

32. Place---TransportationTransportation What carrier

will be chosen to move the products? Remember, the

more people that touch the product between the

manufacturer and the consumer, the higher the cost of the

product will be to the final customer. Common carrier:

Provides transportation services for any business in its

operating area for a fee. Examples include: UPS

Federal Express

33. PROMOTIONPromotion is all about

communication.Why because promotion is the way in

abusiness makes its products known to thecustomers


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34. PROMOTION. Promotion

PersonalAdvertisement Hoardings Media Publicity

Internet selling

35. Promotion---Types of PromotionAdvertising - Non-

personal promotional messages paid for by an identified

sponsor.Personal Selling - Communication between a

salesperson and a customer intended to influence the

customers buying decision.Publicity - Information about

a business or its products distributed through the media

at no cost to the business.

36. PEOPLEAll the people directly or indirectly involved

inthe consumption of service are an important partof an

extended marketing mix. Knowledgeworker, employees,

management and otherconsumer often add significant

value to the totalproduct or service offering


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37. HigherPeople Include... managers Middle managers

Lower managersOthers like: Technicians Dealers Other

Employees (BPO Employees)

38. PeoplePeople are important because: Providing a

service, rather than selling a product. Quality of

personal relationships between company and clients

becomes vital. New staff needs thorough training and

constant monitoring. Staffing costs the highest cost

Recruiting specialist staff time consuming and

expensive. Strategies and tactics for recruiting, training

and safeguarding relationships.

39. PEOPLEEg:-People - The employees in McDonalds

have a standard uniform and McDonalds specially

focuses on friendly and prompt service to its customers

from their employees.


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40. PROCESSProcess is associated with customerservice

are a number of processesinvolved in making marketing

effectivein an organisation e.g. processes forhandling

customer complaints, processesfor identifying customer

needs andrequirements, processes for handlingorder etc

41. Process How do people consume services? What

processes do they have to go through to acquire the

services? Where do they find the availability of the

service? Contact Reminders Registration

Subscription Form filling Degree of technology

42. PROCESS.Eg:-Process - The food manufacturing

process at McDonalds is completely transparent (the

whole process is visible to the customers).

43. PHYSICAL EVIDENCEPhysical evidence: This

refers to the way yourproduct, service, and everything

about yourcompany, appears from the outside.


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Decisionsneed to be made about the size, shape,

color,material, and label of the packaging. This shouldbe

customer tested and updated when needed. Itshould fall

in line with your other product offeringsas well.

Packaging involves the visual layout,practical setup, and

when needed for products,clear and precise installation

instructions.

44. PHYSICAL EVIDENCEEg:-Physical Evidence -

McDonalds focuses onclean and hygienic interiors of is

outlets and atthe same time the interiors are attractive

and thefast food joint maintains a proper etiquette at

itsjoints.

1. 4980467-60515500-36830-1498600020001511302000213360MARKETING

MIXMade by: Gurjeit Singh6900096000MARKETING MIXMade by: Gurjeit

Singh730005519420centerProduct, Price, Place, Promotion, People, Process,

Physical Evidence2420096000Product, Price, Place, Promotion, People, Process,

Physical Evidence
The marketing mix principles are used by business as

tools to assist them in pursuing their objectives. These are controllable variables,

carefully managed and meet the needs of the defined target group. The
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marketing mix elements are the basic, tactical components of a marketing plan.

The marketing mix is the organisations planning process and consists of

analysing the defined:
Product strategies: How will you design, package

and add value to the product?Price strategies: What pricing strategy is

appropriate to use?Place strategies: Where will the firm locate?Promotion

strategies: How will the firm promote its product?Traditionally, these

considerations were known as 4Ps Product, Price, Place, and Promotion. Also,

known as marketing mix.
As marketing became a more sophisticated

discipline, a 5th P was added People. Recently 2 further Ps were added,

mainly for service industries Process and Physical Evidence. These

considerations are now known as the 7Ps of marketing, sometimes referred as

service marketing mix.
Product
Product is not simply the tangible,

physical entity that they may be buying or selling. The nature of a product

consists of the CORE product, the ACTUAL product, and finally the AUGMENTED

product. These are known as the 'Three Levels of a Product.'
The CORE

product is the BENEFIT of the product that makes it valuable to you. Therefore,

with the car example, the benefit is convenience i.e. the ease at which you can

go where you like, when you want to. Another core benefit is speed since you

can travel around relatively quickly.
The ACTUAL product is the tangible,

physical product. You can get some use out of it. Again with the car example, it

is the vehicle that you test drive, buy and then collect.
The AUGMENTED

product consists of lots of added value, for which you may or may not pay a

premium. Therefore, when you buy a car, part of the augmented product would

be the warranty, the customer service support offered by the car's manufacture,

and any after-sales service.
The Product Life Cycle (PLC)
The Product

Life Cycle (PLC) is based upon the biological life cycle. After a period of

development it is introduced or launched into the market; it gains more and


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more customers as it grows; eventually the market stabilises and the product

becomes mature; then after a period of time the product is overtaken by

development and the introduction of superior competitors, it goes into decline

and is eventually withdrawn. However, most products fail in the introduction

phase. Others have very cyclical maturity phases where declines see the product

promoted to regain customers.
Strategies for the differing stages of the

Product Life Cycle.
Introduction: The need for immediate profit is not a

pressure. The product is promoted to create awareness. If the product has no or

few competitors, a skimming price strategy is employed. Limited numbers of

product are available in few channels of distribution.
Growth: Competitors

are attracted into the market with very similar offerings. Products become more

profitable and companies form alliances, joint ventures and take each other over.

Advertising spend is high and focuses upon building brand. Market share tends

to stabilise.
Maturity: Those products that survive the earlier stages tend

to spend longest in this phase. Sales grow at a decreasing rate and then

stabilise. Producers attempt to differentiate products and brands are key to this.

Price wars and intense competition occur. At this point the market reaches

saturation. Producers begin to leave the market due to poor margins. Promotion

becomes more widespread and use a greater variety of media.
Decline: At

this point there is a downturn in the market. For example more innovative

products are introduced or consumer tastes have changed. There is intense

price-cutting and many more products are withdrawn from the market. Profits

can be improved by reducing marketing spend and cost cutting.Price
Pricing is difficult and must reflect supply and demand relationship.

Pricing a product too high or too low could mean a loss of sales for the

organisation. Pricing should take into account the following factors:
Fixed

and variable costs.CompetitionCompany objectivesProposed positioning


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strategies.Target group and willingness to pay.Premium pricing, penetration

pricing, economy pricing, and price skimming are the four main pricing

policies/strategies.
Premium Pricing: Use a high price where there is

uniqueness about the product or service. This approach is used where a

substantial competitive advantage exists. Such high prices are charge for

luxuries such as Cunard Cruises, Savoy Hotel rooms, and Concorde flights.Penetration Pricing: The price charged for products and services is set

artificially low in order to gain market share. Once this is achieved, the price is

increased. This approach was used by France Telecom and Sky TV.Economy Pricing: This is a no frills low price. The cost of marketing and

manufacture are kept at a minimum. Supermarkets often have economy brands

for soups, spaghetti, etc.
Price Skimming: Charge a high price because you

have a substantial competitive advantage. However, the advantage is not

sustainable. The high price tends to attract new competitors into the market, and

the price inevitably falls due to increased supply. Manufacturers of digital

watches used a skimming approach in the 1970s. Once other manufacturers

were tempted into the market and the watches were produced at a lower unit

cost, other marketing strategies and pricing approaches are implemented.Other important approaches to pricing are:
Psychological Pricing: This

approach is used when the marketer wants the consumer to respond on an

emotional, rather than rational basis. For example 'price point perspective' 99

cents not one dollar at Dollar Store.
Product Line Pricing: Where there is a

range of product or services the pricing reflect the benefits of parts of the

range.
Optional Product Pricing: Companies will attempt to increase the

amount customer spend once they start to buy. Optional 'extras' increase the

overall price of the product or service. For example airlines will charge for

optional extras such as guaranteeing a window seat or reserving a row of seats


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next to each other.
Captive Product Pricing: Where products have

complements, companies will charge a premium price where the consumer is

captured. For example a razor manufacturer will charge a low price and recoup

its margin (and more) from the sale of the only design of blades which fit the

razor.
Product Bundle Pricing: Here sellers combine several products in the

same package. This also serves to move old stock. Videos and CDs are often sold

using the bundle approach.
Promotional Pricing: Pricing to promote a

product is a very common application. There are many examples of promotional

pricing including approaches such as BOGOF (Buy One Get One Free).Geographical Pricing: Geographical pricing is evident where there are

variations in price in different parts of the world. For example rarity value, or

where shipping costs increase price.
Value Pricing: This approach is used

where external factors such as recession or increased competition force

companies to provide 'value' products and services to retain sales e.g. value

meals at McDonalds.
Place
Place is also known as channel,

distribution, or intermediary. It is the mechanism through which goods and/or

services are moved from the manufacturer/ service provider to the user or

consumer.
Distribution Methods
Indirect Distribution: It involves

distributing your product by the use of an intermediary for example a

manufacturer selling to a wholesaler and then on to the retailer.
Direct

Distribution: It involves distributing direct from a manufacturer to the consumer

For example Dell Computers providing directly to its target customers.
The

advantage of direct distribution is that it gives a manufacturer complete control

over their product.
Indirect DistributionDirect DistributionDistribution Strategies
Depending on the type of product being

distributed there are three common distribution strategies available:Intensive distribution: Used commonly to distribute low priced or impulse


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purchase products e.g. chocolates, soft drinks. Exclusive distribution: Involves

limiting distribution to a single outlet. The product is usually highly priced, and

requires the intermediary to place much detail in its sell. An example of would be

the sale of vehicles through exclusive dealers.Selective Distribution: A small

number of retail outlets are chosen to distribute the product. Selective

distribution is common with products such as computers, televisions household

appliances, where consumers are willing to shop around and where

manufacturers want a large geographical spread.Types of Channel

Intermediaries
There are many types of intermediaries such as

wholesalers, agents, retailers, the Internet, overseas distributors, direct

marketing (from manufacturer to user without an intermediary), and many

others.
WholesalersThey break down 'bulk' into smaller packages for resale

by a retailer.They buy from producers and resell to retailers. They take

ownership or 'title' to goods whereas agents do not (see below).They provide

storage facilities. For example, cheese manufacturers seldom wait for their

product to mature. They sell on to a wholesaler that will store it and eventually

resell to a retailer.Wholesalers offer reduce the physical contact cost between

the producer and consumer e.g. customer service costs, or sales force costs.A

wholesaler will often take on the some of the marketing responsibilities. Many

produce their own brochures and use their own telesales

operations.AgentsAgents are mainly used in international markets.An agent will

typically secure an order for a producer and will take a commission. They do not

tend to take title to the goods. This means that capital is not tied up in goods.

However, a 'stockist agent' will hold consignment stock (i.e. will store the stock,

but the title will remain with the producer. This approach is used where goods

need to get into a market soon after the order is placed e.g. foodstuffs).Agents

can be very expensive to train. They are difficult to keep control of due to the


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physical distances involved. They are difficult to motivate.RetailersRetailers will

have a much stronger personal relationship with the consumer.The retailer will

hold several other brands and products. A consumer will expect to be exposed to

many products.Retailers will often offer credit to the customer e.g. electrical

wholesalers, or travel agents.Products and services are promoted and

merchandised by the retailer.The retailer will give the final selling price to the

product.Retailers often have a strong 'brand' themselves e.g. Wall-Mart in the

USA.InternetThe Internet has a geographically disperse market.The main benefit

of the Internet is that niche products reach a wider audience e.g. Scottish

Salmon direct from an Inverness fishery.There are low barriers low barriers to

entry as set up costs are low.Use e-commerce technology (for payment,

shopping software, etc)There is a paradigm shift in commerce and consumption

which benefits distribution via the InternetPromotion
Promotion mix is the

communication mix, which deals with the personal and impersonal persuasive

communication about the product or service of the manufacturer. Personal

communication is the face to face meeting between the sales force of the

company and the clientele. Impersonal communications include advertising,

sales promotion and public relations.
The elements of the promotions mix

are:
Personal Selling: Personal Selling is an effective way to manage

personal customer relationships. The sales person acts on behalf of the

organization. They tend to be well trained in the approaches and techniques of

personal selling. However, sales people are very expensive and should only be

used where there is a genuine return on investment. For example, salesmen are

often used to sell cars or home improvements where the margin is high.Sales

Promotion: Sales promotion tend to be thought of as being all promotions apart

from advertising, personal selling, and public relations. For example the BOGOF

promotion, or Buy One Get One Free. Others include couponing, money-off


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promotions, competitions, free accessories (such as free blades with a new

razor), introductory offers (such as buy digital TV and get free installation), and

so on. Each sales promotion should be carefully costed and compared with the

next best alternative.Public Relations: Public Relations is defined as 'the

deliberate, planned and sustained effort to establish and maintain mutual

understanding between an organization and its publics' (Institute of Public

Relations). It is relatively cheap, but certainly not cheap. Successful strategies

tend to be long-term and plan for all eventualities. All airlines exploit PR; just

watch what happens when there is a disaster. The pre-planned PR machine clicks

in very quickly with a very effective rehearsed plan.Direct Mail: Direct mail is

very highly focussed upon targeting consumers based upon a database. As with

all marketing, the potential consumer is 'defined' based upon a series of

attributes and similarities. Creative agencies work with marketers to design a

highly focussed communication in the form of a mailing. The mail is sent out to

the potential consumers and responses are carefully monitored. For example, if

you were marketing medical text books, you would use a database of doctors'

surgeries as the basis of your mail shot.Trade Fairs and Exhibitions: Such

approaches are very good for making new contacts and renewing old ones.

Companies will seldom sell much at such events. The purpose is to increase

awareness and to encourage trial. They offer the opportunity for companies to

meet with both the trade and the consumer. Expo has recently finished on

Diwali, despite a recent decline in interest in such events.Advertising:

Advertising is a 'paid for' communication. It is used to develop attitudes, create

awareness, and transmit information in order to gain a response from the target

market. There are many advertising 'media' such as newspapers (local, national,

free, trade), magazines and journals, television (local, national, terrestrial,

satellite) cinema, outdoor advertising (such as posters, bus sides).Sponsorship:


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Sponsorship is where an organization pays to be associated with a particular

event, cause or image. Companies will sponsor sports events such as the

Olympics or Formula One. The attributes of the event are then associated with

the sponsoring organization.Communication Model
The message from the

marketer follows the 'communications process'. The message is decoded and the

target consumer interprets the message (Receiver). He or she might visit a

dealership or seek further information from a web site (Response). The consumer

might buy, express an interest, or dislike (Feedback). This information will inform

future elements of an integrated promotional campaign. Perhaps a direct mail

campaign would push the consumer to the point of purchase. Noise represents

the thousands of marketing communications that a consumer is exposed to

everyday, all competing for attention.
Message and Media StrategyMessage: An effective communication campaign should comprise of a well

thought out message strategy. What message are you trying to put across to

your target audience? How will you deliver that message? Will it be through the

appropriate use of branding? Logos or slogan design? The message should

reinforce the benefit of the product and should help the company in developing

the positioning strategy of the product.
Media Strategy: It refers to how the

organisation is going to deliver their message. What aspects of the promotional

mix will the company use to deliver their message strategy. Where will they

promote? Clearly the company must take into account the readership and

general behaviour of their target audience before they select their media

strategy. What newspapers do their target market read? What TV programmes

do they watch? Effective targeting of their media campaign could save the

company on valuable financial resources.
Push and Pull StrategyPush Strategy: Where the manufacturer concentrates some of their marketing

effort on promoting their product to retailers to convince them to stock the


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product. A combination of promotional mix strategies are used at this stage

aimed at the retailer including personal selling, and direct mail. The product is

pushed onto the retailer, hence the name.
Pull Strategy: Based around the

manufacturer promoting their product amongst the target market to create

demand. Consumers pull the product through the distribution channel forcing the

wholesaler and retailer to stock it, hence the name pull strategy. Organisations

tend to use both push and pull strategies to create demand from retailers and

consumers.
Promotion through Product Life Cycle (PLC)
Stages and

promotion strategies employed.
Introduction: When a product is new the

organisations objective will be to inform the target audience of its entry.

Television, radio, magazine, coupons etc. may be used to push the product

through the introduction stage of the lifecycle. Push and Pull Strategies will be

used at this crucial stage.
Growth: As the product becomes accepted by

the target market the organisation at this stage of the lifecycle the organisation

works on the strategy of further increasing brand awareness to encourage

loyalty.
Maturity: At this stage with increased competition the organisation,

take persuasive tactics to encourage the consumers to purchase their product

over their rivals. Any differential advantage will be clearly communicated to the

target audience to inform of their benefit over their competitors.
Decline:

As the product reaches the decline stage, the organisation will use the strategy

of reminding people of the product to slow the inevitable.
PeoplePeople are the most important element of any service or experience. Services

tend to be produced and consumed at the same moment, and aspects of the

customer experience are altered to meet the 'individual needs' of the person

consuming it. Most of us think of a situation where the personal service offered

by individuals has made or tainted a tour, vacation or restaurant meal.

Remember, people buy from people that they like, so the attitude, skills and


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appearance of all staff need to be first class. Here are some ways in which

people add value to an experience, as part of the marketing mix - training,

personal selling and customer service.
Training: All customer-facing

personnel need to be trained and developed to maintain a high quality of

personal service. Training should begin as soon as the individual starts working

for an organization during an induction. The induction will involve the person in

the organization's culture for the first time, as well as briefing him or her on day-

to-day policies and procedures. At this very early stage, the training needs of the

individual are identified. A training and development plan is constructed for the

individual, which sets out personal goals that can be linked into future

appraisals. In practice most training is either 'on-the-job' or 'off-the-job.' On-the-

job training involves training whilst the job is being performed e.g. training of bar

staff. Off-the-job training sees learning taking place at a college, training centre

or conference facility. Attention needs to be paid to Continuing Professional

Development (CPD) where employees see their professional learning as a lifelong

process of training and development.
Personal Selling: There are different

kinds of salesperson. There is the product delivery salesperson. His or her main

task is to deliver the product, and selling is of less importance e.g. fast food, or

mail. The second type is the order taker, and these may be either 'internal' or

'external.' The internal sales person would take an order by telephone, e-mail or

over a counter. The external sales person would be working in the field. In both

cases little selling is done. The next sort of sales person is the missionary. Here,

as with those missionaries that promote faith, the salesperson builds goodwill

with customers with the longer-term aim of generating orders. Again, actually

closing the sale is not of great importance at this early stage. The forth type is

the technical salesperson, e.g. a technical sales engineer. Their in-depth

knowledge supports them as they advise customers on the best purchase for


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their needs. Finally, there are creative sellers. Creative sellers work to persuade

buyers to give them an order. This is tough selling, and tends to o ffer the

biggest incentives. The skill is identifying the needs of a customer and

persuading them that they need to satisfy their previously unidentified need by

giving an order.
Customer Service: Customer services teams support many

products, services and experiences. Customer services provided expertise (e.g.

on the selection of financial services), technical support (e.g. offering advice on

IT and software) and coordinate the customer interface (e.g. controlling service

engineers, or communicating with a salesman). The disposition and attitude of

such people is vitally important to a company. The way in which a complaint is

handled can mean the difference between retaining or losing a customer, or

improving or ruining a company's reputation. Today, customer service can be

face-to-face, over the telephone or using the Internet. People tend to buy from

people that they like, and so effective customer service is vital. Customer

services can add value by offering customers technical support and expertise

and advice.
Process
Process is an element of service that sees the

customer experiencing an organisation's offering. Its best viewed as something

that your customer participates in at different points in time. Here are some

examples to help your build a picture of marketing process, from the customer's

point of view.
Going on a cruise - from the moment that you arrive at the

dockside, you are greeted; your baggage is taken to your room. You have two

weeks of services from restaurants and evening entertainment, to casinos and

shopping. Finally, you arrive at your destination, and your baggage is delivered

to you. This is a highly focused marketing process.
Booking a flight on the

Internet - the process begins with you visiting an airline's website. You enter

details of your flights and book them. Your ticket/booking reference arrive by e-

mail or post. You catch your flight on time, and arrive refreshed at your


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destination. This is all part of the marketing process.
At each stage of the

process, markets:
Deliver value through all elements of the marketing mix.

Process, physical evidence and people enhance services.Feedback can be taken

and the mix can be altered.Customers are retained, and other serves or products

are extended and marked to them.The process itself can be tailored to the needs

of different individuals, experiencing a similar service at the same

time.Processes essentially have inputs, throughputs and outputs (or outcomes).

Marketing adds value to each of the stages.
Physical EvidencePhysical evidence is the material part of a service. There are no physical

attributes to a service, so a consumer tends to rely on material cues. There are

many examples of physical evidence, including some of the following:PackagingInternet/web pagesPaperwork (such as invoices, tickets and

despatch notes)BrochuresFurnishingsSignage (such as those on aircraft and

vehicles)UniformsBusiness cardsThe building itself (such as prestigious offices or

scenic headquarters)Mailboxes and many othersA sporting event is packed full of

physical evidence. Your tickets have your team's logos printed on them, and

players are wearing uniforms. The stadium itself could be impressive and have

an electrifying atmosphere. You travelled there and parked quickly nearby, and

your seats are comfortable and close to restrooms and store. All you need now is

for your team to win!
Some organisations depend heavily upon physical

evidence as a means of marketing communications, for example tourism

attractions and resorts (e.g. Disney World), parcel and mail services (e.g. UPS

trucks), and large banks and insurance companies (e.g. State Bank of

India).

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