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CFE Higher Bus Man
 Where the usual 
marketing mix focuses 
on the product the 
extended mix is more 
about the customer 
service.
 Customers expect reliability and efficiency 
when receiving a service. 
e.g. Fast food restaurants with “drive thrus” 
need to ensure the waiting time is as short as 
possible. 
 Businesses are also looking to find new ways 
of providing a good service to customers. 
e.g. Apps for smartphones and tablets allow 
businesses to monitor and update information 
when required.
Hiring the right employees and providing 
training to ensure the consumer is 
receiving a high quality service. 
Rewarding staff is important to encourage 
hard work.
This is the furnishings and look of the 
premises consumers enter. 
 In a coffee shop, everything from signage 
down to the position of the seating has 
been thought out to give the feeling of a 
“third meeting place”.

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27. Extended Marketing Mix

  • 2.  Where the usual marketing mix focuses on the product the extended mix is more about the customer service.
  • 3.  Customers expect reliability and efficiency when receiving a service. e.g. Fast food restaurants with “drive thrus” need to ensure the waiting time is as short as possible.  Businesses are also looking to find new ways of providing a good service to customers. e.g. Apps for smartphones and tablets allow businesses to monitor and update information when required.
  • 4. Hiring the right employees and providing training to ensure the consumer is receiving a high quality service. Rewarding staff is important to encourage hard work.
  • 5. This is the furnishings and look of the premises consumers enter.  In a coffee shop, everything from signage down to the position of the seating has been thought out to give the feeling of a “third meeting place”.