6 Marketing: People and Physical Evidence

June 13, 2022 Gary H

7Ps People and Physical Evidence CASE STUDY: Malmaison Hotels

PEOPLE: The different roles undertaken – customer interfacing and support personnel. • The impact of people on buyer behaviour. 

PHYSICAL EVIDENCE:

Definition -Exteriors & interiors and how they influence buyer behaviour.• Visual factors – colour, lighting, uniforms and presentation.• Aural factors (music/sound) Olfactory factors (smell/taste).• The impact of physical evidence on buyer behaviour.Sample activities:•Discuss the influence that physical elements have on your own perception of products.  • Practical activity –

• Discussion – what impact does the above have on buying?

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