The Importance of People in the Marketing Mix
- People play a crucial role in the marketing mix as they are responsible for designing and carrying out marketing activities, interacting with customers, selling products and delivering a positive customer experience
- People can also provide valuable feedback and propose innovative marketing solutions
- In particular people contribute to the marketing mix in five key areas:
Diagram Showing the Different Customer Roles in a Business
The importance of people is acknowledged in the extended marketing mix
- Careful recruitment and training of workers, especially those in customer-facing roles, is increasingly recognised as the key determinant of marketing success
An Explanation of the Importance of People in the Marketing Mix
Reason |
Explanation |
|
Customer interactions |
|
Brand ambassadors |
|
Customer service |
|
Innovation and feedback |
|
Sales and persuasion |
|
- In order to gain these benefits businesses need to foster a culture of unity, particularly amongst customer-facing employees and take steps to ensure that they are well-motivated
- A satisfied workforce is more likely to provide excellent customer service, work hard to close sales and act as brand ambassadors
Exam Tip
When weighing up marketing strategies evaluate the extent to which people have the skills, training and motivation to implement them effectively. Should the business be doing more to train its workers?
