Unit 8: The Marketing Mix as Business Strategy
Lesson 5
People
Entrepreneurship
Senior High School Applied - Academic
What is the role of
people in the marketing
mix?
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Learning ● Identify the vital role of people
Objectives in the marketing mix.
● Describe the importance of a
At the end of the workforce in the operations of
lesson you should
be able to
a business.
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1. Who are the different employees and/or
professionals working in your school?
2. Who are the staff or employees that you
usually encounter as a consumer?
3. Have you ever been persuaded by any
salesperson to avail of a product? How did
you react?
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People in Marketing Mix
“People” is regarded as a
primary key toward a
successful
implementation of
marketing strategies of
any business.
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People in Marketing Mix
People play a vital role in service delivery as
well as in customer relationship retention.
These people are relied on by the business to
design, develop, manufacture, and produce
products to the end consumers.
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Example: Case Analysis of a Workforce Issue
Situationer:
A fast-food chain has over 600 (and growing)
branches in the Philippines. Some branches
operate round the clock, while others have
specific operating hours.
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Example: Case Analysis of a Workforce Issue
A customer ordered from a store at 3 a.m. in the
morning, but the cashier made several mistakes
in taking her orders.
The customer got furious, but the cashier asked
for an apology and reasoned out her work
exhaustion as an excuse.
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Example: Case Analysis of a Workforce Issue
1) What seems to be the root cause of the
problem in the said scenario?
One problem could be attributed to the working
schedule given to the employees of the store.
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Example: Case Analysis of a Workforce Issue
2) How should the store manager address such
conflict?
The store manager should focus on employing staff
who are amenable to work on a night shift schedule.
Likewise, he must ensure that there are at least three
employees working for the same position on different
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Example: Case Analysis of a Workforce Issue
3) What should be done to avoid the recurrence of
such a problem?
The manager or the person-in-charge of hiring employees
should first assess the qualifications of each and every
applicant. The person-in-charge must provide the
complete details of every position to ensure the
applicant's preferred working schedule.
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Remember
As a component of the marketing
mix, people are those relied on by
the business to design, develop,
manufacture, and produce
products to the end consumers.
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Recruitment Methods
1. Internal recruitment
Internal recruitment is the process of filling
vacant employment positions by the
employees who are already working within the
business premises.
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Recruitment Methods
A. Promotions
It aims to shift any employee from a lower
position to a higher one with more
responsibilities attached, remuneration, and
ranking privilege.
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Recruitment Methods
B. Transfers
It involves the shifting of an employee from
one department to another, depending on the
qualifications of the position involved.
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Recruitment Methods
C. Employee Referrals
With this approach, current employees may
refer people who they think are suitable or fit
for the job. This is adopted by most
businesses, for it saves cost and time
compared to hiring people from various
external sources.
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Can you think of other internal
sources of recruitment?
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Recruitment Methods
2. External Recruitment
This type of recruitment refers to the hiring of
employees outside the business. Applicants
seeking opportunities have no connection with
the internal affairs of the business.
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Recruitment Methods
A. Employment Agencies
Employment agencies are typically run by
public, private, and government sectors. These
sectors maintain a database where vital
information of qualified candidates are stored
and kept.
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Recruitment Methods
B. Advertisements
Recruiting through advertisements is very
popular and much preferred by a lot of
employers. Job vacancies are thoroughly
described and announced through different
print and electronic media.
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Recruitment Methods
C. Walk-ins
This direct form of external recruitment is
done when prospective candidates are invited
to apply for any job vacancy. In this case, a
definite date, time, and venue of the interview
are given to the candidates without the need
to submit their applications in advance.
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Motivated Workforce
Motivation pertains to a person’s direction to
behave or act in life. In the entrepreneurial
aspect, managing motivation is a critical aspect
of the success of any business.
Employers must motivate their employees by
setting an example and identifying what the
employees really desire.
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Motivated Workforce
Acknowledge any employee’s achievement.
Every individual wants to be recognized for
something that he or she has remarkably done
or made. A simple act of acknowledgment
from the higher-ups will mean a lot to any
employee.
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Motivated Workforce
Offer employee rewards.
Always remember that employees will stay in
business if they have a reason to. Starting an
incentive program will keep them motivated
and will help them stay focused.
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Proper Customer Service
It must be remembered that a great business is
one that provides excellent customer service.
To be able to give this kind of service, a group of
high-caliber employees must be present to
answer or resolve the queries of the customers
and to make sure that they are getting their
money's worth.
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What qualities should an
employee possess if he or she is
engaged in customer service?
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Training and Development
Training and development primarily deals with
the acquisition of know-how, techniques, and
strategies needed in performing a specific
work.
This is one of the essential aspects of human
resource management as it helps in enhancing
the existing skills of an employee.
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Benefits of Training and Development
Resolves any weaknesses
A training and development program may help
to instill in the employees the required skills
and knowledge needed for a specific job.
Through this, businesses will be able to resolve
any weak points existing among their
employees.
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Benefits of Training and Development
Boosts employee satisfaction
When a business invests in its employees, it
signifies that they are highly valued and looked
up to. Besides, a training and development
program results in a supportive workplace.
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Benefits of Training and Development
Increases work productivity
The productivity of an employee generally
increases when a business executes training
programs. In most scenarios, there would also
be an increase in efficiency that will lead to the
success of any project.
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Activity
Give three advantages and disadvantages of
internal and external recruitment.
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Questions
Part A. Answer the following questions briefly
and coherently:
1. How would you define “people” as a
component of the marketing mix?
2. Why is “people” included in the 7Ps of the
marketing mix?
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Questions
3. How would you identify if an applicant is
suitable for a job position?
4. What is the difference between internal
recruitment and external recruitment?
5. What is the aim of implementing training
and development programs?
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Questions
Part B.
Read the situation below and answer the subsequent
instructions.
A start-up business is looking for a social media manager
who will handle its social media accounts. This position
requires the regular updating of all accounts and the
implementation of marketing strategies that will boost the
online presence of the business.
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Questions
List down five skills or attributes required of an
applicant for the said job position. In the next
slide, briefly explain why such skill is
important.
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Skills Explanation
1.
2.
3.
4.
5.
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Wrap Up
In the entrepreneurial aspect, people are
those relied on by the business to design,
develop, manufacture, and produce products
to the end consumers. They are high-caliber
people who are able to contribute to the
success and growth of the business.
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Wrap Up
Internal recruitment is the process of filling
vacant employment positions by the
employees who are already working within
the business premises.
External recruitment is a type of
recruitment that refers to the hiring of
employees outside the business.
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Wrap Up
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Bibliography
Aernoudt, Rudy, and Marc. Van Rompaey. Entrepreneurship: A Way of Life. Cambridge, U.K.:
Intersentia, 2015.
Bovée, Courtland L, and John V. Thill. Marketing. New York: McGraw-Hill, 1992.
Nwankwo, Sonny, and Ayantunji Gbadamosi. Entrepreneurship Marketing: Principles and
Practice of SME Marketing. New York: Routledge, 2011.
Rogelberg, Steven. “Recruitment Sources.” The SAGE Encyclopedia of Industrial and
Organizational Psychology, 2nd Edition, 2017. [Link]
Walzer, Norman. Entrepreneurship and Local Economic Development. Lanham: Lexington
Books, 2007.
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