Question

Which of the following reflects the 'people' component of the marketing mix?

1) the creativity, discipline, and structure brought to marketing management
2) the development of new products by the marketers
3) the firm's consumer-directed activities
4) the right set of processes to guide activities and programs within the firm
5) the internal marketing of the firm

Answer 1

The 'people' component of the marketing mix relates to the firm's consumer-directed activities, which include aspects such as customer service and consumer engagement.

Step-by-step explanation:

The 'people' component of the marketing mix is primarily concerned with all aspects of customer service and the overall customer experience, which is typically managed by the employees of a firm. It involves the training, expertise, and quality of service that the personnel of a firm provide to enhance consumer satisfaction. The option that reflects the 'people' component is:

• the firm's consumer-directed activities

These consumer-directed activities can include the customer service approach, the level of training provided to staff for effectively engaging with consumers, and the overall culture of service within the firm. Therefore, while creativity and internal marketing are important, they do not directly represent the 'people' aspect that is outward-facing towards customers.