The traditional Seven Ps of Marketing

In addition to the traditional four Ps of marketing (Product, Pricing, Promotion and Placement), customer services marketing brings in an extra three, making seven in total. They are collectively known as the extended marketing mix. The extra three Ps are:

People: Anyone coming into contact with customers will have a definite impact on overall customer satisfaction. They may be part of a supporting service or directly involved in a total service. People are always very important because in the eyes of the customer, they are inseparable from the overall customer service . Because of this, they must be well trained, well motivated and be the right type of person for the job. Customers are also referred to under 'people', as they can have an effect on the customer's service experience, (eg at a sponsored event).

Process: This is the entire process in providing a service and the specific behaviour of the people involved, all of which can be crucial to the customer's satisfaction.

Physical evidence: Unlike product evidence, a service cannot be actually experienced before it is supplied, which makes it a very intangible item. This means that prospects could think that there is a greater risk in deciding whether to use a particular service. To reduce this perception of risk, and also to improve the opportunity for success, it is vital to provide potential cnew ustomers with the opportunity to see what the potential service would be like. This is normally done by providing physical evidence like as case studies or magazine articles.

Lead Generation Top Tips

The best approach to lead generation depends entirely on the decision process of the buyer.

The key strategy is to identify the most likely prospects and then educating and qualifying them before using more expensive sales resources. The education benefits the buyer; qualification benefits the seller.

Although there are many methodologies and tactics, each involves one of two primary approaches: Broad-based or Concentrated.

• Broad-based involves communicating to a broad set of prospects with the expectation of a statistical response back to the marketer. Advertising is a classic example of broad-based marketing rendezvous.

• Concentrated marketing involves identifying well-matched prospects into a subset. Market segmentation and trade shows are classic examples of concentrated-marketing strategies.

A fully iintegrated marketing strategy is very effective when it is developed as a keycomponent of the company corporate strategy, defining how the company can successfully find customers and prospects in their chosen market. Corporate strategies and goals are needed. As the customer is the source of a company's turnover, so marketing strategy is more closely linked with sales. An essential component of a company's marketing strategy is to make sure the marketing is in line with a company's mission statement.

Theory:

1) Target market
2) Sales proposition
3) Marketing mplementation