Physical Evidence
Physical evidence is perhaps the most thoroughly modern of the seven Ps. If you're selling diamond jewelry on a website, it must be immediately clear to the consumer that you are a legitimate established business that will deliver as promised. A professionally designed website with excellent functionality, an "About" section that lists the principals of the company and its physical address, professional packaging, and efficient delivery service are all critical to convincing the consumer that your product is not only good, it's real.
https://www.investopedia.com/terms/f/four-ps.asp#:~:text=Product%2C%20price%2C%20promotion%2C%20and,of%20a%20good%20or%20service.
https://www.investopedia.com/terms/f/four-ps.asp#:~:text=Product%2C%20price%2C%20promotion%2C%20and,of%20a%20good%20or%20service.
What you need to know and understand:
- The importance of tangible physical evidence in marketing a service
- Appropriate marketing mixes
- Appropriate marketing mixes for particular products or businesses
Conceptual Understandings:
- Social, cultural and technological change can impact the language and medium of marketing
- Creative ways of informing stakeholders can lead to positive business outcomes
- Ethical marketing practices can enhance a business’ brand image
- Sustainable marketing practices can be effective for business success
Questions to consider:
- Can companies know us better than we know ourselves?
- How might a company protect against sample error and bias when designing primary market research?
- Are there different criteria for ethical standards for online services compared to physical products?
- Are consumers rational?
- Are predictions in the human sciences inevitably unreliable?
- How might the language used in focus groups influence the conclusions that are reached?
- Are consumers too unpredictable to study scientifically?
- Is it possible to eliminate the effect of researcher bias when conducting market research?
- What impact has social media had on how consumers acquire and share knowledge of products?
TEXTBOOK unit 4.5 7
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