Extended Marketing Mix 7Ps | Apple v Poundland, what's the difference?

the marketing mix is a tool used by businesses to combine a number of elements to support them to meet the ones and the needs of their customers this video investigates the extended

marketing mix using Apple and Poland as worked examples [Music] the foundation of the marketing mix is

known as a four PS which our product price place and promotion we also have a video on the four PS and it's recommended you watch this prior to study in the extended marketing mix if

you've not already the extended marketing mix contains an additional three P's to combine seven P's in total which are on your screen right now in

green these are known as process physical and people we're now going to apply these develop Outland and Apple the first extended element we are going

to look at is physical also referred to as physical evidence or physical environment and relates to where the service or product has been made available to its customers this is a key component of the marketing mix that can

differentiate a business from its competitors and typically refers to look and the feel of the store as a customer approaches it and wants inside I just want you to imagine the you walking up

to an Apple Store for the first time like the one that's on your screen what would your emotional responses be and what would your first impressions of the business be the shop front is bright

open and enticing aiming to influence you to its associations with a premium quality of Apple products and it makes you want to go inside what's in store it isn't overloaded with

products and typical the more premium brand is the less products you will find on display the typical Apple Store is very clean modern is filled with technology for customers to get hands on

with now I want you to imagine walking up to a power line store for the first time like the one on your screen what would your emotional response would be this time what would your first

impressions be of the business this shop front uses darker colors a small doorway and windows which are covered with promotions it doesn't have that same inviting feeling and once in store you

can expect to see lots of products on display and the physical environment can feel cluttered and not so welcoming the second extended element we're going to look at is process this is all about the

customer journey from the moment they walk into the store rightful to the moment that they leave I just want you to picture the journey you've had if you've been in an Apple store before typically they will employee at the front of the store to

greet you and point you in the right direction and if required take your name and put you on a waiting list to get a one-to-one in-depth service about Apple's products and services

whilst you're in store the majority of Apple's products are available for you to get hands on with and test out for yourself effectively seeing firsthand how they work now imagine the customer

journey you would experience at a Power Lunch store this is more of an in-and-out culture you expect to walk in pick up what you need and walk out however the typical layout of a palm

land store prompts a customer to walk around the whole store seen lots of bargains with the aim of you buying as many items as possible as a business relies on a high volume of sales as

their products have low margins inferior due to the introduction of self-service machines in store a customer at Pollan could walk in purchase their items within a coupla minutes without even

talking someone and walk out making the whole process very quick and simple for the customer the final element of the extended marketing mix is people having

employees with the right skill set and personnel to provide customers with outstanding customer service can create a competitive advantage for the business as the old saying goes people buy from

people now there is a basic level of customer service expected from any business however this greatly increases the more premium a brand is imagine you are in the Apple Store get into groups

with the iPhone and the employee comes over what are your expectations typically these are likely to be Hannie we expect the employee to be extremely knowledgeable if not an expert and

really personalize a shopping experience for you to meet your own personal wants and needs whilst be willing to spend a long period of time with you even if you don't buy anything if that same level of

service was given empowerment it is likely to frustrate customers the expectation of employees in power London is to be friendly and helpful not to be experts and spend lots of time with them

so there you have it the extended marketing mix if you want to test your knowledge why not try and apply the full extended marketing mix to McDonald's

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