People, Process, and Physical Evidence (Packaging)
Here is a detailed overview of the People, Process and Physical Evidence (Packaging) of the marketing mix. By adding these three aspects to the marketing mix, you get what is known as the “7 P’s of Marketing.”
People.
An extremely important part of any company is having the right people to
support the company’s products and/or service.
Excellent customer service personnel who can provide support with
clearly known expectations, such as hours of operation and average response
time, is key to maintaining a high level of customer satisfaction. Customer service skills were discussed in
lesson 9. Lessons 1 through 4 cover
everything from how to lead the people, to hiring, retaining, training, and
building teamwork. Knowledgeable staff
adds much value to the product offering.
Process.
Solid procedures and policies that are in place, which pertains to the
company’s products and/or service, is an extremely valuable element to the
marketing strategy. Customers want to
understand more than just your product; they also want to focus on the
shape and form your business will take.
Physical Evidence/Packaging. This refers
to the way your product, service, and everything about your company, appears
from the outside. Decisions need to be
made about the size, shape, color, material, UPC bar code, and label of the
packaging. This should be customer
tested and updated when needed. It
should fall in line with your other product offerings as well. Packaging involves the visual layout, practical setup, and when
needed for products, clear and precise installation instructions.
Product liability insurance is needed in case anyone suffers any
harm from your product. Engineering
tests are also needed to make sure the package can stand up to abuses. There may also be regulatory issues to
consider.
Visual packaging
of a tangible product can make or break a purchase. Small improvements in the packaging or external appearance of
your product or service can lead to completely different reactions from your
customers.
It is also important in selling and
marketing services and intangible products that you can’t see, but that you can provide the support needed to the
customer who can see and feel the physical evidence.
Physical Evidence can also refer to
the people within your company and how they dress and act. It can refer to how your office is set up,
the professionalism of your staff, nice brochures, how you interact with your
customer base, and every single visual element about your company.
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