MARKETING MIX
PEOPLE
PEOPLE – MARKETING MIX
• One of the essential elements of the marketing mix is people.
This includes everyone who is involved in the product or service
whether directly or indirectly. Not all of these people get in
touch with the customers. But all these people have their own
roles to play in the production, marketing, distribution, and
delivery of the products and services to the customers.
PEOPLE – MARKETING MIX
• People 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.
• People buy from people that they like, so the attitude, skills and
appearance of all staff need to be first class. People have an
important role in service delivery, they are relied upon to deliver
and maintain transactional marketing and people play an
important part in the customer relationship.
PEOPLE INVOLVED IN MARKETING:
PERSONAL SELLING
1) 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.
2) Order Taker
Internal - The internal sales person would take an order by telephone,
e-mail or over a counter.
External - The external sales person would be working in the field. In
both cases little selling is done.
PEOPLE INVOLVED IN MARKETING:
PERSONAL SELLING
3) Missionary
Here, as with those missionaries that promote faith, the salesperson builds goodwill with
customers with the longer-term aim of generating orders.
4) Technical Salesperson
Their in-depth knowledge supports them as they advise customers on the best purchase for
their needs.
5) Creative Sellers
Work to persuade buyers to give them an order. This is tough selling, and tends to offer 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.
PEOPLE INVOLVED IN MARKETING:
CUSTOMER SERVICE
• Customer service provide expertise, technical support and coordinate the
customer interface.
• People are the transactional interface between the company and its
customers so people deliver the service and they collect money.
• People underpin the customer relationship between the company and
the consumer. Remember that people buy from people (as we always
remind you on Marketing Teacher) and that the relationship between the
person you are dealing with and yourself add much value to the
transaction
PEOPLE INVOLVED IN MARKETING
TRAINING
• All customer facing personnel need to be trained and developed to
maintain a high quality of personal service.
• A training and development plan is constructed for the individual which
sets out personal goals that can be linked into future appraisals.
On-the-job : involves training whilst the job is being performed
Off-the-job : sees learning taking place at a college, training center or
conference facility
IMPORTANCE OF PEOPLE IN THE MARKETING MIX
People Who Make the Products
There are people down the line who are responsible for coming up with the
products and services of the company. Companies should take time to hire
people who have the competence and expertise in the particular industry they
are operating in.
People Who Bring the Products to the Customers
Are the people who are supposed to know what the customers want and what
the best way is for these customers to get what they want. Marketing efforts are
focused on generating leads and attracting prospects.
IMPORTANCE OF PEOPLE IN THE MARKETING MIX
People Who Talk to the Customers
Companies no matter how big or small require customer service to support
their products and services. They should have the right kind of people
manning their customer touch points. For a lot of customers, this could
actually make or break a deal.
The Overall Customer Experience
People have an impact on the overall customer experience. Giving the best
experience in using their products and dealing with their people is the key
to gaining new customers and keeping more existing customers.