Page 26 - Bisiness Studies_Form_3

Business Studies for Secondary Schools

Process cleanliness, music, temperature, and a
The process element of the marketing mix well-decorated place) and other tangibles
describes the series of steps that a customer (reports, business cards, statements,
goes through to access goods and services and guarantees). It is often an important
from a given business. This element determinant of personal satisfaction
seeks to ensure that effective systems are and may play an important role in
FOR ONLINE READING ONLY
in place on how to deliver the goods and differentiating one service from another.
services to the customer. If an efficient
process is in place, it helps to ensure that Exercise 1.5
a business repeatedly delivers the same 1. Imagine you are launching a new
standard of goods and services desired type of fruit juice. Write an essay
by the customers. The process consists of on how you would ensure that
several activities, such as how the service your product meets the needs and
is delivered, how the good is packaged, preferences of your consumers.
how customers move down the sales
funnel, checkout, shipping, and delivery. 2. You are opening a chain of small
It aims to minimise the different pieces of retail shops in your region. Discuss
the process puzzle that characterize the how you would decide on the best
process and, therefore, make a customer locations for your shops to ensure
happy. For example, when customers visit accessibility to your target market.
any bank to deposit money, they start by 3. The concepts of people, process, and
filling in forms, queue towards the bank physical evidence are relevant in
teller, then the teller counter checks the the marketing process of a product.
details and amount, and finally offers a Explain how these concepts are
slip as evidence of deposit. All these steps necessary in affecting the marketing
that the customers go through to deposit strategies of a given business.
money constitute a process.
Physical evidence Activity 1.9
The physical evidence element of the
marketing mix refers to everything Visit a nearby local business, and
customers see and feel when interacting conduct a one-on-one interview with
with businesses. The evidence includes the owner on their product taste,
the physical environment where the packaging, product variety, and how
service is provided, as well as the layout they handle customers.
or interior design. Apart from those, the (a) Based on the interview conducted,
physical evidence may include facility identify key marketing challenges
design (equipment, signage, dress codes, that a business is currently facing.

Student’s Book Form Three 18