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Marketing mix for services & non-profit organisations, EXTENDED…
Marketing mix for services & non-profit organisations
People
people who provide the service to customers
staff can influence customers' receptiveness to purchasing physical goods
represent the brand
serve customers
front-line staff more effective if they form accurate first impressions
influence interactions & improve effectiveness & efficiency
customer-oriented training
equip staff with skills to identify customers needs
Business-to-business
relationship quality is paramount
Human resource function
selecting & training staff
ensures effective & empathetic customer service
ensures skills to support organisation's offerings
Processes
delivering the service to customers
Some processes are visible to customers
some processes become part of the service experiences
customers are described as co-producers in this case
Offer other processes for customers who do not wish to participate in co-production processes
important for maintaining efficiency of services
e.g. where customers have to queue
offering appointments, numbered ticket system, pre-order, collection, roving staff etc.
operation management function
ensure org's processes contribute to delivery of customer value
Physical evidence
service quality
component of the service experience
can affect purchase selection and future patronage
represents the brand & provides tangible ques to support an offering
tailored appropriately to target segment
may need to be updated/redesigned over time
physical environment offers opportunities for differentiation & adding value
EXTENDED MARKETING MIX