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