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The marketing mix for services and non-profit marketing - Coggle Diagram
The marketing mix for services and non-profit marketing
People
People play a key role in serving customers and representing the brand
Even when offering a physical good, staff can influence customers' receptiveness
Customers differ from one another and demand to be treated individually
Front-line staff more effective when able to form accurate first impressions of customers - improves effectiveness and efficiency
Recommended to tailor sales approach to customers' budgets - customer-oriented training suggested
In B2B context relationship quality is paramount
Salesperson's perspective of relationship quality may be biased if focus on positive/negative feedback cues - may require monitoring and observation
Human resource function important in selecting and training to ensure effective and empathetic customer service
Processes
Processes for delivering service visible to customers in varying degrees
Some make feature of it e.g., watch food/coffee being prepared
In these ways process becomes part of service experience and customers described as co-producers
May need to offer alternative processes for customers who don't wish to participate in co-production processes
Important for maintaining efficiency of services
E.g., providing appointments, operating numbered ticket system, pre-order and collection system, etc
Physical evidence
Interpreted by customers as cue to service quality and component of service experience
Can affect purchase selection and future patronage
E.g., customers assess atmosphere, quality and decor
Important in representing a brand and gives tangible cues to support offering
Must be tailored appropriately to target segments
May need to be updated or redesigned
Offers opportunity for differentiation and adding value