The Marketing Mix: Physical Evidence (DP IB Business Management)
Revision Note
Written by: Lisa Eades
Reviewed by: Steve Vorster
The Importance of Physical Evidence in the Marketing Mix
Physical evidence refers to the tangible and visible signs of a product/service that customers interact with and perceive during their buying experience
Diagram: visible and tangible signs
It is a particularly important element for services as it helps to shape customer perceptions and build trust in a process where the intangible product cannot be viewed or touched by potential customers
Businesses use these physical aspects to delight customers and set themselves apart from competitors
Key Aspects & Examples of Physical Evidence in the Marketing Mix
Aspect | Explanation | Example |
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Store/Office Ambiance |
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Packaging |
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Signage and Displays |
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Digital Presence |
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Staff Appearance and Behaviour |
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Equipment and Facilities |
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Marketing Materials |
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Examiner Tips and Tricks
Physical evidence can support and embed a businesses unique selling point as it reinforces values and and provides visual cues with which customers may align.
For example, my local café thrives and defines itself with being a local, eco-friendly business among the mass of coffee chains with which it competes in the area. Everything is local — the ingredients, the plates and mugs and the decor (which includes pieces produced by local artists) comes from the surrounding area — and that's visible evidence of how it stands out from the chain outlets and maintains a loyal following.
Appropriate Marketing Mixes
The different elements of the extended marketing mix must complement each other and be appropriate for the business context, taking into account a range of factors
Diagram: factors in an appropriate marketing mix
The stage of the product in its product life cycle is likely to affect several elements of the marketing mix
Promotional activity for a product in the maturity stage may need to be increased in order to differentiate the product from rivals
Low pricing tactics may be required during the introduction stage to persuade customers to purchase the product for the first time
The balance of products in the Boston Consulting Group (BCG) Matrix will inform the marketing mix chosen
Investment in seeking new distribution channels may be needed for star products
Improved staff sales training may be useful for question marks to increase market share over rivals
The type of product, including whether it is aimed at a mass or a specialised niche market is likely to affect the marketing strategies and tactics selected
In a competitive mass market extensive promotional activity and low prices may be required to maintain market share
A business that sells specialised products may make extensive use of personal selling and informative advertising to support its niche products
The businesses marketing objectives will have a direct impact on the marketing mix
A growth objective may require a business seeking new distribution channels
An objective to increase market share may require increased investment in promotional activity
The target market is also an important factor in determining the marketing mix
Where the target market is relatively young digital promotional tactics may be effective
Older target markets may respond better to more traditional promotional activities and physical evidence such as brochures and direct mailings
The marketing activities of competitors is a key factor to be considered
If a significant competitor launches a new product, a business may need to invest in product or packaging upgrades or reduce prices to maintain market share
Market positioning will also inform the marketing mix
A business that positions its products as luxury items is likely to focus heavily on personal selling, high quality packaging and other physical evidence
Quality-focused businesses may use premium pricing and streamlining processes to ensure customers are fully satisfied with the purchasing process
Examiner Tips and Tricks
Evaluation by businesses of these factors should be a continuous process as their relative importance is likely to change over time, sometimes without warning.
How the Elements of the Marketing Mix work Together
The interaction between the elements of the marketing mix is crucial for the success of any marketing campaign
A change in one element can have a significant impact on the others
The marketing mix will change as a product moves through different stages of its product life cycle
How Changes to one Element can Change the Entire Mix
Changes to Product | Changes to Price |
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Changes to Promotion | Changes to Place |
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