Module 3: Developing and Planning a Marketing Campaign

Extended Marketing Mix

The extended marketing mix adds three more aspects to the model.

People include everyone who comes into contact with your customer. In services this can mean a large number of people and each one of them must reflect the brand of the business. Imagine you run a hotel and market it as a welcoming place, like a home away from home. Now imagine that customers are treated in a negative way by the hotel staff. Would your marketing message be effective?

A process is how the goods or service is provided. It’s about the customer’s journey from discovering the product through buying it until it is in the customer’s possession, or the customer has used the service.

For example, if a company sells online, the process will involve how the customer finds the website, discovers the product on the website, buys and pays for the product, chooses how to receive the goods, and then receives the goods.

If the process fails at any point, the customer may choose another business next time.

This is where the customer buys the product. Often this physical environment also fits in with the brand.

Think about where you shop. Is the branding prominent in the physical environment?