Unit 4: Marketing

4.5 The seven Ps of the Marketing Mix - People

 What you need to know
The importance of employee-customer relationships in marketing a
service and cultural variation in these relationships (AO3)

Unit Links to Key Concepts:

- Social, Cultural and Technological Change can impact the language and medium of
marketing
- Creative ways of informing stakeholders can lead to positive business outcomes
- Ethical marketing practices can enhance a business’ brand image
- Sustainable marketing practices can be effective for business success
 4 or 7’ps

•The marketing mix has three specific Ps to address the specific

nature of services.
•They are:
 Employee-Customer Relationships
•The provision of services relies on
the goodwill of all employees.

•It is important for service-oriented

businesses to build good
relationships and trust with their
customers.

•Customer service quality can be

measured but will be influenced by
variations in culture.
Examples of cultural variations in customer service interactions
Examples of cultural variations in customer service interactions (cont)
Read through Chapter 32 Seven P’s of the
Marketing Mix (Processes): Processes &
Processes and the Key Concepts p.459-462