LANJUTAN- MARKETING MIX

• PEOPLE

People represent the business

1. The image they present can be important
2. First contact often human ( what is the lasting image they provide to the costumer )
3. Extent of training anf knowledge of the product/service concerned
4. Mission statement ( how relevant? )
5. Do staff represent the desired culture of the business

Dengan adanya SDM yang bagus dan profesional maka akan berpengaruh besar terhadap hasil produk/jasa yang kita keluarkan untuk para konsumen kita.

Yang termasuk di dalam People :

• Karyawan: Karyawan yang ada di dalam organisasi.
• Manejemen: Pihak manajemen yang mengatur kegiatan organisasi.
• Budaya: Budaya SDM yang ada di dalam organisasi.
• Konsumen

• PROCESS

- How do people consume services?

- What processes do they have to go trough to acquire the services?

- Where do they find the availability of the service?

1. Contact
2. Reminders
3. Registration
4. Subscription
5. Form Filling
6. Degree of Technology

• PHYSICAL ENVIRONMENT

- The ambience, mood or physical presentation of the environment

1. Smart/Shabby?
2. Trendy/Retro/Modern/Old fashioned?
3. Light/Dark/Bright/Subdued?
4. Romantic/Chic/Loud?
5. Clean/Dirty/Unkempt/Neat?
6. Music?
7. Smell?

• POWER -unsur tambahan- ( Biasa digunakan pada industri besar )

The Marketing Mix

Blend of the mix depends upon :

1. Marketing objectives
2. Type of product
3. Target market
4. Market structure
5. Rival's behaviour
6. Global issues
7. Marketing position
8. Product portofolio --> Product life cycle, Boston matrix