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The 4 Ps – the importance of the People and Process.

Hi there, hope you all had a good week! This week in my Consumer Behaviour we learnt about the importance of the marketing mix: Product, Place, price, Promotion; and the extended marketing mix: People, Physical Evidence and Process. This really got me thinking about how important the role of the person is when selling, promoting or providing a service to a customer or consumer. Since 2017 I have been working as a swimming teacher, and so my role in the purchase is extremely important to create customer loyalties and satisfaction.

At work I must always be prepared, knowledgeable and ready to teach the children how to swim. This begins from before I even arrive to work as I must plan my sessions, get the correct equipment and occasionally brief an assistant on what the session will include. My behaviour comes of high importance the second the children arrive, where I must act in a professional and friendly way in order to create satisfaction with the parents and establish a fun environment.

If I were to adopt an unbothered behaviour where I didn’t care for safety or was unprepared for the session then the parents, as the customers, may complain that their children aren’t getting the experience they deserve as the consumers.  

This also feeds into the process of purchase. By greeting both the parent and child I’m instantly creating a positive experience for both consumer and customer. By making sure my lesson doesn’t run short and I cover everything I am meant to (warm up, stroke work and a contrasting activity) will further this and establish a positive process and encourage both loyalty and satisfaction.

I think that when the purchase is in exchange for a physical experience, whether this be in a swimming lesson, shop or restaurant, the most important elements of the 4Ps are undoubtedly People and Process as consumer satisfaction is essential to create a positive experience.

Thanks for reading!

Published by bethanyygough

Hi, I'm Bethany. I am a first year PR and Communications student studying at Solent University. I am new to blogging so please leave comments on my posts so I know what i need to improve :)

2 thoughts on “The 4 Ps – the importance of the People and Process.

  1. Hey Bethany, so interesting to learn you are a swimming teacher, I too want to learn how to swim(although I’m a bigger baby than the ones you usually deal with) – it’s also nice to see how you’ve applied the P’s onto your own work. Did you know that marketers added an 8th P? It’s called Performance or Productivity and quality(companies do want to track all 3 when it comes to their products). Looking forward to your future posts!


  2. Hi Beth! I liked how you gave examples with your personal experience. You have a job that requires you to be quite responsible, especially if your work is related to kids and as I read your blog I can say that you understand the importance of what you are doing. I also liked how you are prepared for every lesson and that you care about the safety of the children. You related the theory to your work, which really helps your readers to understand the importance of the 4Ps. Keep blogging!


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