The Marketing Mix: Processes (DP IB Business Management): Revision Note
The importance of processes in the marketing mix
Processes refer to the activities, procedures and systems a company employs to deliver a product or service to its customers and create a competitive advantage
Businesses develop a set of processes that allow for a product or service to be delivered effectively to their customers
E.g. from the moment cruise passengers book their trip, a series of process are engaged
Online booking and customer service processes provide for smooth organisation and preparation for the trip
When they arrive at the dockside, customers are greeted; their baggage is taken to their assigned cabin
Two weeks of services from restaurants and evening entertainment, casinos and shopping are organised and provided
Specialist services and facilities are available to those with particular needs
When customers arrive at their destination, baggage is delivered to them and onward transportation arranged
The importance of processes

Customer experience
Processes directly impact the overall customer experience, covering how customers discover a product or service, make a purchase, receive support and interact with the brand
Well-designed processes create a seamless, positive customer journey, improving satisfaction and loyalty
E.g. L’Oréal uses artificial intelligence to enhance customer experience. Face-scanning sensors measure a customer’s skin to recommend suitable skincare products
Efficiency
Effective processes increase efficiency by streamlining operations and cutting unnecessary costs
Well-planned marketing processes can eliminate redundancies, automate repetitive tasks and optimise resource use
This results in faster delivery, higher productivity and better profitability
E.g. Airbnb encourages hosts to offer self check-in facilities, removing the need for the host to be present and simplifying the guest arrival process
Consistency
Processes ensure consistent delivery of brand messages, experiences and communication across all customer interactions
Consistency builds trust, strengthens brand identity and supports long-term customer relationships
E.g. The Economist uses a consistent tone of voice across all its social media channels. Posts are informative, factual and written in clear, everyday language
Adaptability
Marketing processes must be flexible to adapt to changing customer preferences, trends and competitor actions
Continuous monitoring helps businesses identify areas for improvement and respond quickly to new challenges
E.g. Lufthansa has adopted biometric technology at Miami International Airport, allowing passengers to board without a passport or boarding pass, cutting check-in time to under two seconds
Alignment
Defined processes help different departments coordinate and work toward shared business objectives
Clear communication and cross-functional collaboration improve efficiency and project success
E.g. At HubSpot, cross-functional teams use collaborative tools to gain rapid approval for promotional activities. A complete task timeline is recorded so all team members can track project status in real time
Examiner Tips and Tricks
When businesses change their processes it is crucial that they are carefully tested in advance to ensure that customers can continue to access products or services seamlessly. IT-based processes are particularly prone to problems and a number of high-profile disasters have hit well-known brands.
In the early 2000's, Hershey’s tried to squeeze a complex IT upgrade project into an unrealistic timeline and launched it during the busy Halloween season before its employees had been adequately trained on the new system
As a result, the business could not process $100 million worth of confectionery orders and suffered a 12% drop in sales
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