People

People

The people section of the Marketing Mix is the most important section of the extended Marketing Mix. It is broken up into three sections: Employees, Consumers and the Company. As the business is essentially a service, people are one of the most important factors. There are such model types like the services marketing triangle that explain the relationships between the company and its people, which have been used to further our analysis. To ensure that the service is effective, as well as efficient, there needs to be dedication from all employees, as it must be realized that they have the ability to make or break the service experience (Kotler, 2004). All employees should be trained to ensure the greatest amount of efficiency. Tour guides should have all the relevant knowledge and expertise required to guarantee excellent tours. All employees involved in the business need to both competent and capable. The different types of employees are broken down into four categories:

Contractors Ð'- these are the first touch, or those who are more frequent in contact with the consumers. They are generally involved with the marketing activities of the company (Kotler, 2004), e.g. our operators and our venue representatives.

Modifiers - these are the members of the company who are in the background of the foreground, e.g. receptionists, these people are not directly involved with the company's traditional marketing mix (Kotler, 2004).

Influencers - the backbone, infrequent or no consumer contact but still involved with the Marketing Mix, e.g. service identification and those responsible for the marketing research (Kotler, 2004).

Isolates - infrequent or no consumer contact and no involvement with the Marketing Mix, e.g. the data capturers who play a role in support (Kotler, 2004).

Culture Jam CT should make a lasting and positive impression on all potential customers. This will be done through all relevant promotions and advertising. The people involved with this should also be well trained and familiar with the business. They should posses a thorough knowledge about the business in order to answer all questions posed to them, as well as portray an accurate image of the business.

It is vital that the tours run smoothly and that customers are kept happy. This is the responsibility of all employees. Any problems which do occur should be sorted out immediately. This is as any problems involved in the operation of the service could discourage customers from utilizing our service.

Tour guides and all other staff members interacting with customers,