Marketing Mix: Service Delivery and Physical Distribution

Service Delivery of a Product

• Delivery is a key aspect of service delivery
• Installation is another important service offered
• Customer training is provided to ensure effective use of the product
• Consulting services are available to customers
• Repair services are offered to maintain the product
• Miscellaneous services are also provided to support customers

Physical Distribution Subsystems

• Warehousing is a crucial element of physical distribution
• Materials handling and packaging are important for efficient storage and transportation
• Inventory control is essential to manage stock levels
• Order processing is a critical step in fulfilling customer requests
• Transportation is necessary for delivering products to customers

Characteristics of Trained Staff

• Communication is a key trait of trained staff
• Competence is essential for effective service delivery
• Credibility builds trust with customers
• Courtesy is critical for customer satisfaction
• Responsiveness ensures timely support
• Reliability is vital for building long-term relationships

Repositioning a Product

• Repositioning may be necessary due to incorrect initial positioning
• Competitors positioning nearby may require repositioning
• Changes in customer taste and preference may necessitate repositioning
• New opportunities arising from research and technology may require repositioning

Factors to Consider Before Repositioning

• Ability to manufacture a desired product is a crucial factor
• Ability to market at a desired price is essential
• Cost of repositioning must be considered
• Potential income of the product at the new position must be estimated

Consumer Products and Brand Positioning

• Convenience products are easy to purchase and use, e.g. chocolate
• Unsought products are not initially sought by customers, e.g. funeral cover
• Shopping products require comparison and evaluation, e.g. furniture
• Specialty products are unique and often expensive, e.g. designer glasses

Strong Brand Name

• A strong brand name should be easy to pronounce and recognize
• A strong brand name should be short and unique
• A strong brand name should have positive connotations
• A strong brand name should describe the product or its benefits
• A strong brand name should have legacy protection and reinforce desired product image

Factors Affecting Customer Behaviour

• Competition affects customer behaviour
• Convenience influences customer purchasing decisions
• Credit availability affects customer purchasing power
• Country of origin affects customer perceptions
• Personal factors, such as demographics, influence customer behaviour

Factors Influencing Brand Repositioning

• Changes in customers' taste and preferences drive repositioning
• New opportunities arising from research and technology require repositioning
• Research and technology advancements can lead to repositioning