Module 8

• Physical evidence in marketing refers to the tangible elements that customers can see, touch, or experience when interacting with a product or service.
• 4 Categories of Physical Evidence:

  1. The work environment (workplace culture, physical appearance of store)
  2. Intellectual property
  3. Employee dress code or behaviour
  4. Product packaging
• The culture in the work environment refers to the physical, social, and psychological conditions in which people work.
• A physical store is a physical location where customers can purchase goods or services in person. The physical store's appearance significantly impacts consumer behavior and decision-making
• Criteria of a Good Physical Store

  1. Location
  2. Store layout and design
  3. Product selection
  4. Customer service
  5. Pricing and promotions
  6. Convenience
  7. Experience and ambiance
• Intellectual property is a legal concept that grants exclusive rights to creations of the mind. It includes inventions, literary and artistic works, symbols, names, images, and designs used in commerce.
• Types of Intellectual Property in Marketing

  1. Trademarks
  2. Patents
  3. Copyrights
  4. Trade Secrets
  5. Industrial Designs
  6. Geographical Indications
  7. Domain Names
  8. Trade Dress
  9. Plant Varieties
  10. Utility Models
• Employees’ physical appearance is important in industries with a customer-facing role or that require a professional image. It includes clothing, hairstyle, cleanliness, and overall presentation. It affects how employees are perceived by others and their level of professionalism, credibility, and trustworthiness
• Criteria for Physical Appearance

  1. Neatness
  2. Appropriateness
  3. Hygiene
  4. Confidence
  5. Non-distracting
  6. Professionalism
  7. Uniformity
  8. Health and Fitness
  9. Approachability
  10. Cultural Sensitivity
• Product packaging refers to the materials and design used to enclose and protect a product. It includes the box, wrapper, or container that holds the product and any labels, graphics, or other visual elements. The primary purpose is to ensure the safe and secure delivery of the product to the customer.
• Types of Product Packaging:

  1. Paperboard
  2. Blister
  3. Bottle
  4. Pouch
  5. Clamshell
  6. Metal can
  7. Glass jar
  8. Shrink wrap
  9. Tetra pack
  10. Wood
• Criteria of Good Product Packaging

  1. Attractive design
  2. Clear Communication
  3. Durability
  4. Convenience
  5. Sustainable Materials
  6. Brand Representation
  7. Differentiation
  8. Informative Graphics
  9. Target Audience Appeal
  10. Cost-effective