IBBusinessDPBusiness ManagementHLRevision Notes4. Marketing4.5 The Marketing Mix (7 P's)The Marketing Mix: People

The Marketing Mix: People (DP IB Business Management)

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Lisa Eades

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The Importance of People in the Marketing Mix

  • People play a crucial role in the marketing mix, as they are responsible for designing and carrying out marketing activities, interacting with customers, selling products and delivering a positive customer experience

  • People can also provide valuable feedback and propose innovative marketing solutions

  • Careful recruitment and training of workers, especially those in customer-facing roles, is increasingly recognised as the key determinant of marketing success

Diagram: people and the marketing mix

The importance of people is acknowledged in the extended marketing mix
The importance of people is acknowledged in the extended marketing mix

The Importance of People in the Marketing Mix

Reason

Explanation

Customer Interactions

  • Salespeople, customer service representatives or employees in a retail outlet have direct contact with customers 

  • These interactions can influence customer perceptions, build relationships and shape the overall customer experience

Brand Ambassadors

  • Employees' knowledge, enthusiasm and passion for the brand can have a significant impact on how customers perceive and connect with the brand

  • Positive interactions with knowledgeable and helpful employees can enhance brand loyalty

Customer Service

  • Skilled customer service employees can address customer inquiries, resolve issues and provide personalised support

  • Positive customer experiences contribute to customer satisfaction, repeat business and positive word-of-mouth recommendations

Innovation and Feedback

  • Employees' observations and feedback can help identify emerging trends, customer preferences and areas for improvement

  • This information is crucial for refining marketing strategies, developing new products and enhancing the overall customer experience

Sales and Persuasion

  • Skilled sales employees can understand customer needs, provide tailored solutions and effectively communicate the benefits of a product or service

  • Their ability to build relationships, address objections and close sales is essential in achieving marketing objectives

  • In order to gain these benefits businesses need to foster a culture of unity, particularly amongst customer-facing employees and take steps to ensure that they are well-motivated

  • A satisfied workforce is more likely to provide excellent customer service, work hard to close sales and act as brand ambassadors

Exam Tip

A useful evaluative point in exam questions that require you to weigh up marketing strategies is the extent to which people have the skills, training and motivation to implement them effectively.

Even the most imaginative advertising campaign or the most enticing sales promotion can be undermined by negative interactions with staff members.

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Lisa Eades

Author: Lisa Eades

Lisa has taught A Level, GCSE, BTEC and IBDP Business for over 20 years and is a senior Examiner for Edexcel. Lisa has been a successful Head of Department in Kent and has offered private Business tuition to students across the UK. Lisa loves to create imaginative and accessible resources which engage learners and build their passion for the subject.