MARKETING MIX: PEOPLE

The term People in marketing strategies refers to individuals and groups directly related to the business
such as those who produce the goods, those who provide services, and those who manage daily
operations

People are one of the most important elements ever of the marketing mix today. This is mainly because
of the phenomenal rise of the services industry. Right people are important in product as well as service
marketing mix in the current marketing scenario. People are at the heart of every business. Without
people, you have no one to market to; no one there to buy your product or make use of your services.

A person, in the marketing mix, refers to anyone directly or indirectly involved in the business side of the
enterprise. That means anyone involved in selling a product or service, designing it, marketing,
managing teams, representing customers, recruiting and training.
Employees

Employee marketing creates a sense of community and company pride. A company's brand stands for
what it represents and how employees perceive it. It's important to not only communicate about the
brand externally but also internally to build employees' emotional connection with their organization.

Management

The heart of any brand lies in its marketing efforts. The revenue or customer engagement efforts of the
company are largely dependent on how successful its marketing or advertising campaigns are.
Therefore, effective marketing management is key to a brand’s reputation in the global market.

Culture

Culture has a huge impact on the marketing strategies of a product. As culture affects a consumers'
lifestyle, so brands do focus on the cultural values of their consumer in order to make them believe that
they really know their consumer well. The importance of culture in the world of marketing is huge.
Cultural diversity affects marketing and advertising at all levels, from consumer behavior, assumptions
about how advertising works, to marketing strategies, advertising concepts and implementations. The
values of a nation are usually the cultural element most pronounced in advertising.

Customer Service

Many products, services and experiences are supported by customer services teams. Customer services
provide expertise, technical support and coordinate the customer interface. The disposition and attitude
of such people is vitally important to a company. The way in which a complaint is handled can mean the
difference between retaining or losing a customer, or improving or ruining a company’s reputation.
Today, customer service can be face-to-face, over the telephone or using the Internet. People tend to
buy from people that they like, and so effective customer service is vital. Customer services can add
value by offering customers technical support, expertise and advice.