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Process (Extended Marketing Mix)
Process, as part of the extended marketing mix, refers to the systems and procedures that a company uses to produce and deliver its products or services to customers. It encompasses the entire process of creating, delivering, and managing the customer experience.Here are some key elements of process in the extended marketing mix:
- Production: This includes the processes and systems used to produce the product or service, such as manufacturing, supply chain management, and quality control.
- Delivery: This encompasses the methods used to deliver the product or service to customers, such as distribution channels, logistics, and order fulfillment.
- Customer service: This includes the systems and procedures used to support customers before, during, and after their purchase, such as customer service policies, returns and refunds, and technical support.
- Management: This involves the processes used to manage the customer experience, such as customer relationship management, data analytics, and feedback systems.
- Employee training: This encompasses the processes used to train employees to provide excellent customer service, such as customer service training, product knowledge training, and communication skills training.
Overall, process is a critical component of the extended marketing mix, and businesses that focus on optimizing their processes can improve their efficiency, reduce costs, and enhance the customer experience.