Unit 4.5 IB Business Management
Unit 4.5 The Extended Marketing Mix
Unit 4.5 Manager comes looking!
Scene 1: People
Scene Intro:
The image shows two bored, disheveled hotel staff slouching at the front desk. One is sipping a drink. Their uniforms are creased and stained. A customer has just walked in, looking unsure.
Customer:
Hi there… I’ve got a reservation under Thompson?
Worker (barely looking up):
Yeah, somewhere here. Gimme a sec. [sips drink]
Customer:
Uh, is this the right line? I wasn’t sure where to go…
Worker:
I dunno. We’re kind of short-staffed. You can wait if you want.
Customer:
Right. That’s… reassuring.
Scene 2: Process
Scene Intro:
A chaotic hotel reception: guests standing in long queues, bags stacked randomly, a broken elevator with a sign saying “Out of Order,” and no tech in sight. Staff are manually writing on notepads.
Customer:
I’ve been waiting 25 minutes—can I just check in?
Worker:
Sorry, our system’s down. We’re doing everything by hand today.
Customer:
Oh, is there a quicker line for online bookings?
Worker:
Nope, it’s one queue for everything. Please be patient.
Customer:
Right. I guess I’ll just hold onto my bags while I wait…
Scene 3: Physical Evidence
Scene Intro:
An old, poorly maintained hotel: peeling wallpaper, flickering lights, stained carpets, a faint musty smell implied. A guest checks in and looks around with concern.
Customer:
Uh… is this room meant to smell like damp?
Worker:
Some rooms just have… character. It’s an old building.
Customer:
And this stain on the bedsheet?
Worker:
Ah, that’s from housekeeping. They’ll sort it… eventually.
Customer:
I think I might just go find another place.
QUESTIONS FROM THE CASE STUDY
People
- Identify one problem with the hotel’s customer service. (1 mark)
- List two impacts that poorly trained staff can have on customer satisfaction. (2 marks)
- Explain how poor staff behavior could damage the hotel’s brand image. (4 marks)
- Analyse how investment in employee training could improve both customer satisfaction and long-term profitability. (5 marks)
Process
- Define the term ‘process’ in the context of the extended marketing mix. (2 marks)
- Outline two consequences of inefficient service processes on customer retention. (4 marks)
- Suggest whether investing in technology (such as digital check-ins) would provide a competitive advantage for this hotel. (6 marks)
Physical evidence
- State two elements of physical evidence present in a service business. (2 marks)
- Distinguish between physical evidence and product quality. (4 marks)
- Examine how poor physical surroundings can affect a consumer’s perception of value and pricing. (6 marks)
