The Marketing Mix: People (DP IB Business Management)

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Written by: Lisa Eades

Reviewed by: Steve Vorster

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 is acknowledged in the extended marketing mix**

The Importance of People in the Marketing Mix

Reason	Explanation
Customer Interactions	Salespeople, customer service representatives or employees in a retail outlet have direct contact with customers These interactions can influence customer perceptions, build relationships and shape the overall customer experience
Brand Ambassadors	Employees' knowledge, enthusiasm and passion for the brand can have a significant impact on how customers perceive and connect with the brand Positive interactions with knowledgeable and helpful employees can enhance brand loyalty
Customer Service	Skilled customer service employees can address customer inquiries, resolve issues and provide personalised support Positive customer experiences contribute to customer satisfaction, repeat business and positive word-of-mouth recommendations
Innovation and Feedback	Employees' observations and feedback can help identify emerging trends, customer preferences and areas for improvement This information is crucial for refining marketing strategies, developing new products and enhancing the overall customer experience
Sales and Persuasion	Skilled sales employees can understand customer needs, provide tailored solutions and effectively communicate the benefits of a product or service Their ability to build relationships, address objections and close sales is essential in achieving marketing objectives

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.

Last updated: 29 October 2024

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