Essay

3e. Analyse the additional elements of the extended marketing mix 3e.1 Define people Besides quality and price, all services associated with product will determine the survival of company. One of the 7Ps in the extended marketing mix for services is People element. People are staffs which have good performance, affecting the quality of service. Sunshine spent the first priority for understanding the needs and preferences of customers, thereby continuously improve products or services and business processes to fit with what they want. We want to build a good image in customers’ mind by our good services, also lead them to our products. Our requirements for staffs are having professional knowledge, loyalty, agility, flexibility, caring, enthusiastic, patience and respect for customers. Furthermore, we take our staffs the belief in products and companies. By that way, they can persuade customers best. Also, we design our own uniform in order to make customers remember we the most. (http://www.learnmarketing.net/servicemarketingmix.htm) 3e.2 Define Process Process help ensure quality and links between the stages of the process of providing services. We focus on sales and customer services. Furthermore, we have a Customer consultant team to help customers on purchasing decision. We consistently do these things: * Answering phone: Get calls forwarding or an answering service. Make sure that every call will be picked up. * Keep promise or else don’t promise: Always make sure that customers will recieve exactly what you promise. Otherwise, they will never come back because of a broken trust. * Listen to customers: Let customer talk and show him that he is being listened by making the appropriate responses, such as suggesting how to solve the problem. * Deal with complains: Always willing to hear complains with good attitudes and try to fix the problems. * Be helpful: Always help people without waiting for any immediate profit * Train staffs to be helpful, courteous, and knowledgeable * Take the extra step * Throw in something extra (http://sbinfocanada.about.com/od/customerservice/a/custservrules.htm) 3e.3 Define Physical Evidence Sunshine determined to invest a large sum in hiring showroom location which is easy to find and visible, modern facilities and an extensive branch system to create the trust and base for customers to use our services. Moreover, we provide courier services with the modern means of transport to get clients’ trust. Besides, we have our own logo, slogan, business cards and envelopes which are easy to remember. We continue issuing brochure and post our business report in our own website. Customers base on these things to assess the ability of service providers. By those ways, we believe customer can get our information as much as possible and they will lay their beliefs on us. (http://marketingteacher.com/lesson-store/lesson-physical-evidence.html) 3e.4 Suggest Ways on How Sunshine Use the Extended Marketing Mix for 2 different markets About Business to Customer, we still go on training our staffs basic skills and professional attitude when working with customers, remain the processes, our physical evidence; we focus on facilities, promotion and transportation. About Business to Business, professional marketers and managers will use their knowledge to persuade, still apply the main processes, also we will show others our professional by our Business report on webpage, business card and uniform. 3e.5 Conclusion Peopple, Process and Physical Evidence are the important 3Ps in 7Ps of marketing mix. It helps improve the 4Ps to make company more successful. All the 7Ps connect tightly, we can satisfy customers.