27 Illustrate how people contribute to the development of an organisation.

People is the core of any organization. Without people there is no business because they are the ones who create the product or services. Especially it’s important to remember if you work in service sphere, because the procedure of production and consumption is inseparably linked with the professionalism or even mood of the employee, who produce this service. If you want to develop your organisation first of all you need to motivate your staff. There is a Maslow’s Pyramid, which can help you about that. It says that every person has hierarchy of needs from simplest: Physiological (like food or sleep) to the most complex: Self Actualization (like sense of accomplishment). And of course you should remember that even good motivated cashier or guard can improve customer’s impression from your company.

28 Explain the various attributes that comprise packaging.

Packaging involves designing and producing the container or wrapper for a product.

Traditionally, the primary function of the package was to hold and protect the

product. In recent times, however, numerous factors have made packaging an important

marketing tool as well. Increased competition and clutter on retail store shelves

means that packages must now perform many sales tasks—from attracting attention,

to describing the product, to making the sale.Companies are realizing the power of good packaging to create immediateconsumer recognition of a brand. Innovative packaging can give a company an advantage over

competitors and boost sales. Sometimes even seemingly small packaging improvements can make a big difference. There are four main packaging elements potentially affecting consumer purchase decisions. They can be separated into two categories; visual and informational elements. The visual elements consist of

graphics and size/shape of packaging. Informational elements relate to product information and information about the technologies used in the package.

29 How does physical evidence integrate with other elements of the marketing mix?

Incorporating physical evidence is not free of charge and has an inherent cost involved. Thus, if you want to establish a premium restaurant, then you need to invest for plush furniture, promote in premium areas, get the right people, so on and so forth. The pricing for a premium restaurant will be higher also. Thus, physical evidence in marketing is dynamic in nature, and a change in physical evidence factors will bring a change to all other P’s in the marketing mix.

Thus, if you want to succeed in your business endeavor, you need to plan all the P’s of marketing mix. And if you are in the services sector, then physical evidence as well as people are two of the most important P’s of the marketing mix.

30 Describe the key types of processes that are used within the marketing context.

For marketers, whether they work for governments or companies, the objective is to implement (внедрение) processes that are beneficial (выгодны) to the organisation and its customers. Processes are normally divided (делятся) into two distinct categories: technological and non-technological. There are direct connections between them , and they should be considered(рассмотрены) as integrated rather than separated. Also there is a third category. It is a combination processes.

Technological processes divided into manufacturing-production and electronic processes.

Future developments may have significant impact (влияние) on future processes in the marketing mix.

Nanotechnologies can be seen as technologies that will help create systems that are smaller, lighter, stronger, more efficient and highly cost-effective to produce.