The process is part of the marketing mix. It is the part of 7 P’s of the marketing mix or extended P’s of marketing mix. The number of perceptions regarding the ideology of the process as a part of the marketing mix.
Process refers to the flow of activities or mechanism that take place when there is in an interaction between the customers and the businesses.
Example of the simple process would be when a customer decides to take membership of video service providers like Netflix or Amazon prime or Disney +, the steps involved would be first that the customer who decides on a particular service depending on the USPS and features. This will constitute one process. Then the customer will download the application which was constituted as the second process then the customer will register his account with it which will constitute as another process.
The marketers need to ensure that all of these processes are controlled tightly and consistent customer experience is to be ensured by them. All of this is usually written in the SOP documents which is also known as Standard Operating Procedure documents.
An ideal process should be taking the least amount of time amongst all the available options and should cost less to the company will delivering and efficient output to the maximum of its capacity.
- The process delivers value to the marketing mix with the help of all the elements involved. The extended 3 P’s of marketing ensures that the services enhanced and they are physical evidence, process, and people.
- The marketing mix can be changed depending on the feedback which is received.
- Customer retention and product extension are marked to them at each stage.
- Depending on the needs and wants of various individuals the process can be treasured in itself which helps them to experience a similar service.
There are three basic elements in the process that is inputs, throughputs, and outputs. The different types of processes in the marketing mix. For example, technological processes which are used in the manufacturing of goods. For example, the process of manufacturing the Phantom car of Rolls-Royce is adapted to the individual client’s requirements. Another example would be an electronic point of sale which scans phones during checkout.
The process includes in directors vs direct activities. While it is seen that direct activities ensure to add value to the interface of the customers as the customer experience is the service in case of indirect activities which is also known as back office activities this is not the case. In case of indirect activities, the ensured to support the direct activities of services before and after it has been consumed.
Recently marketing has developed a new view that multiple processes are to be integrated into creating an overall process of marketing. For example, Internet marketing can be integrated with Telemarketing. Marketing processes are also used to control processes that are measurable with regards to marketing objectives. Most of the views are understandable but with the one thing that they like in them is customer focus.
The process is seen as something in which the prospective customer participates in the process at different points.
Types of Processes
1) Technological processes:
The process of creating tangible products is called technological process. The objectives to ensure that the customers feel the product to be theirs. The manufacturer should ensure that he creates the product that is wanted by the customers and should also make the products that he as a businessman would want to sell in the market. The balance between both would ensure that the technological process would run smoothly.
2) Electronic processes:
Use of receipts or barcodes or forms or other methods of information about a particular product of a company that manufactures them is called an electronic process. This also includes the course which is used to scan with the help of an application using a mobile phone.
3) Direct activities:
Direct activities, as the name suggests, is about the reactions of the customers regarding the process. How did they feel about the process that they just underwent through is known thereby making any changes if necessary, in order to make the process more smoother. Direct activities are occurred and recorded in present time.
4) Indirect activities:
When the interaction does not take place in person and it happens before or after the product has been bought is termed as an indirect activity.
Mixing processes
Processes in something as a tool to create something enormous or monumental. For example, the combination of telemarketing and internet marketing is used to promote a certain service or a product to the targeted set of customers.
Concepts related to processes
1) Workflow:
Movement of information or tasks for material from one participant to the other is termed as workflow. This includes but is not limited to people and tools procedures that are involved in every step of the marketing mix process.
The workflow may be sequential that is the consequent step is begin only when the prior step is completed or parallel that is multiple steps may occur at the same time. Single workflows may be combined in multiple ways to have an overall process.
2) Business process reengineering:
Business process reengineering commonly abbreviated as BPR is is a means to enhance or improve the effectiveness of the organization along with its productivity. It consists of starting right from the beginning or from scratch and creating a major business process along with the application of IT or information technology in order to achieve significant improvement of performances.
3) Business process management:
Business process management is commonly abbreviated as BPM. It is defined as a discipline which has a mix of different business activities and their flows and which strives to support the vision and mission of business within and also beyond many boundaries which one was people customers internal the employee’s external stakeholders as well as external partners.
4) Total quality management:
Commonly abbreviated as TQM, Total Quality management is sought in order to improve the quality of the product. Six sigma method was used by Motorola in order to find out about total quality management.
It consists of methods in order to improve the processes in the business and thereby reduce the problems in the output increase the output and thereby maximize the profits.
Role of Information Technology in Process
Information technology has been advanced over the last few years and has entirely changed the processes from within. Earlier businesses had manual operations but now almost everything is automated.
Write from data storage up till business functions most of the things are automated in order to increase the output and maximize the share. Workflow management SAP, PeopleSoft, Oracles are few of the software’s which have been introduced in business in order to who make the workflow management more effective.
Business Motivation Model (BMM) and Business Process Modelling Notation(BPMN) are widely used in order to standardize the business modeling. Cloud technology again becomes an integral part of most of the businesses along with the increase in social media, use of mobile technology and other analytical techniques.
Social media is the newest channel through which the customers can be reached directly whether the business is indirect distribution or indirect distribution. This helps the companies to hear about the grievances of the customers and address them the effective leader by enabling the process more efficient.
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