The Marketing Mix: People (DP IB Business Management)
Revision Note
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
Careful recruitment and training of workers, especially those in customer-facing roles, is increasingly recognised as the key determinant of marketing success
Diagram: people and the marketing mix
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
Examiner Tip
A useful evaluative point in exam questions that require you to weigh up marketing strategies is the extent to which people have the skills, training and motivation to implement them effectively.
Even the most imaginative advertising campaign or the most enticing sales promotion can be undermined by negative interactions with staff members.
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