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Summary Activity 4.6.4 Answers
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Activity 4.6.4 Answers for IBM Textbook with ISBN 4
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Activity 4.6.4 – British Airways (BA)Examine the importance of people, physical evidence and process to British Airways’
marketing strategy.
The extended marketing mix of the 4Ps is a combination of marketing strategies a business
uses to inform their products to their consumers. The extension of the 4Ps include people,
physical evidence and process, which are all important aspects to be considered by a
business to guarantee success in their strategies. In the case of this case study, the
importance of people, physical evidence and process to British Airways’ (BA) marketing
strategy is examined.
As an airline company, it is important for British Airways to prioritize on the people part of
their business - pilots, booking staff and flight crews - as the satisfaction of the consumers
rely on the services the business offer. This means BA should really be selective with the
people working for their business, ensuring they are well-trained and reliable enough to
become the face of the business that makes direct contact with the consumers. Considering
that BA aims to “offer the best customer service”, signifies the importance of people in the
business in order to achieve that goal. This also means that BA should ensure their
employees are all motivated into doing their jobs right.
Not only is people important, but also physical evidence. It is important for BA to consider
the quality of their aircrafts, which they described as “modern fleet of aircraft”, the seats,
inflight entertainment and such to attract and maintain customer loyalty. It is also
important as it could give a competitive edge to their competitors by offering the highest
quality of customer experience. If BA were to ignore the importance of the quality of their
aircrafts and interior, customers will likely be dissatisfied and will not fly with BA anymore. It
will then create a bad reputation for BA overtime if they disregard the importance of
physical evidence. Thus, physical evidence is an important aspect BA should consider.
Lastly, the process of providing services should also be carefully considered by BA. This is
because the service BA provides involve a process in which customers will have to go
through. This may include, purchasing the ticket, checking in, to riding the aircraft and
arriving. Because the customers will have to go through the process, it is important for the
entire process to be at its highest quality. For instance, it is important for BA to ensure the
purchase of the ticket can be done quickly and simply. This is because if customers have to
wait or go through such complicated procedures to purchase a ticket, they would rather find
another business to purchase from. Thus, the quality of BA’s process is highly important.
Thus, people, physical evidence and process are very important factors to BA’s marketing
strategy BA should consider to ensure customer satisfaction.
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