#7 Marketing Mix – Physical Evidence
In
the service industries, there should be physical evidence that the
service was delivered. Additionally, physical evidence pertains also to
how a business and it’s products are perceived in the marketplace.
It is the physical evidence of a business’ presence and
establishment. A concept of this is branding. For example, when you
think of “fast food”, you think of McDonalds.
When you think of sports, the names Nike and Adidas come to mind.
You immediately know exactly what their presence is in the
marketplace, as they are generally market leaders and have established a
physical evidence as well as psychological evidence in their marketing.
They have manipulated their consumer perception so well to the point
where their brands appear first in line when an individual is asked to
broadly “name a brand” in their niche or industry.
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