“ Marketing Mix is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the market. The marketing mix consists of everything the firm can do to influence the demand for its product ” Kotler 12 th edition
If a marketer can really identify the needs of the customer well and fine tune the marketing mix, then he will surely have an advantage over the competitors who have not done such fine tuning of the marketing Mix
The marketing force should be trained to handle customers. They should recruit people who would be people friendly.
Understand customer expectations, understand customer types, help customers to find their needs, establish service standards, positive attitudes, handling complaints, listening skills, telephone skills, have to be developed in front line staff of the marketer.
Further marketer should adopt motivational programs to enhance commitment of the staff
Process is the ways and means the marketing activity is delivered.
Efficient processes have to be adopted in serving customers
Order taking, queuing and waiting time, issue of estimates, completion of repairs and services, notifying customers of service completion, automation and computerization are aspects that should be dealt in processes.
If processes fail customer dissatisfaction will appear and it will lead to loss of sales and business.
Therefore, establishing service standards, capacity development to accommodate customer demands, managing customer contacts are process issues that a marketer should bear in mind.
“ Physical evidence gives the consumer to refer to and to show other people if necessary. Since service products are usually intangible, the consumer of ( say) an insurance policy will need some written evidence of its existence in order to feel confident in the product”. Jim Blyth- 2005