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4.5.7 Physical evidence

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  • Unit 4 - Marketing/
  • 4.5 The seven Ps of the marketing mix/
  • 4.5.7 Physical evidence

Physical evidence in the marketing  (AO3)

This section of the syllabus requires students to understand the importance of tangible physical evidence in marketing a service.

 Teacher only box

Note to teachers

In the previous guide (final exams N23), physical evidence in the marketing mix was part of the extended marketing mix for HL only students. The extended marketing mix is no longer explicitly referred to in the new guide (first exams 2024), and all 7 Ps of the marketing mix apply to both SL and HL students.

Please be aware of the above points when referring to or using past IB exam papers and mark schemes.

Physical evidence (or the physical environment) in the extended marketing mix refers to the tangible aspects of a service, such as the physical appearance or tangible aspects of a restaurant, coffee shop, retail outlet, school or hotel. In the hotel industry, the appearance of the lobby, the variety and prices of products on the restaurant menu, staff uniforms and the linen used for the bedsheets in the guest rooms are all examples of physical evidence in the extended marketing mix for services. Physical evidence has a direct impact on customers’ perceptions of a business and the quality of the services it provides.

The physical environment is an important aspect of the marketing mix for hotels

Physical evidence in the extended marketing mix includes:

  • Décor
  • Atmosphere / ambience
  • Store layout
  • Cleanliness
  • Presentation of staff, such as uniforms and business attire

Students choosing a university for higher education will be interested in the physical environment as well as the quality of the courses on offer. For example, students (the customers) will be concerned about the quality of their accommodation and learning environment (such as learning spaces on campus and other on-site facilities).

 

Homerton College, University of Cambridge, UK

Theme parks (amusement parks), such as Disneyland, are designed to create a family friendly physical environment. Their attractions, rides and catering services are designed to make customers feel safe and comfortable with the physical environment to ensure visitors have a memorable time.

Employees are also directly affected by the physical environment of the workplace. This can have a direct impact on their level of productivity and motivation.

 Physical evidence is highly important in the hotel industry. Watch this video clip of the most terrifying hotel in the world, featuring transparent pods clinging off a 400 ft cliff in Peru:

Note: the growing presence of online businesses, such as Amazon, eBay, and Taobao means that physical evidence is less important in the marketing mix for some service providers.

 Watch this video that covers the marketing mix from a theoretical angle, but with some excellent examples from McDonald’s:

 ATL Activity 1 (Thinking and Communication skills) - School physical environment

With a partner, discuss the physical environment of the school you attend by addressing the following questions:

  1. What are the most attractive features/facilities in terms of tangible physical evidence for prospective customers (parents) and consumers (students)?

  2. Which features/facilities are the least attractive?

  3. How might knowledge and information about the physical environment support managers in marketing the school to prospective customers and consumers?

Extension task

  • Use the Internet to find the secondary (high) school with the ‘best’ or most impressive physical environment and facilities. Include photographic evidence in your research.

  • Explain the importance of the physical environment in IB World Schools as a component of their marketing mix.

  • Apart from the physical environment of the school, what other factors do students, parents, and guardians consider before selecting a school for their child(ren)?

  • Be prepared to share your findings.

It is worth noting that all schools, whether they are fee-paying or otherwise, need to rely on marketing activities to inform and persuade parents to send their children to a particular school. Whilst there are many aspects to what makes a school appeal to parents, teachers and students, the physical environment can be a key factor for these decision makers. Indeed, recent educational research has reinforced the importance of physical learning spaces for teaching and learning. Other important factors could include:

  • Examination results (especially for senior students studying the IB Diploma Programme)

  • Calibre of the teachers at the school (experience, skills, qualifications etc.)

  • School facilities, e.g. sports and recreational facilities

  • Curriculum and academic subjects offered

  • Extra-curricular activities

  • Ease of access (such as transportation links)

  • Reputation in the local area

  • Aims, values and mission or vision of the school

  • Accreditation and quality assurance frameworks, e.g. IB World School status, or other accreditation from an awarding body such as the Council of International Schools (CIS).

 ATL Activity 2 (Research skills) - The key concepts and the marketing mix

Investigate how the concepts of creativity and change have affected the marketing mix for an organization of your choice. For example, you may choose to focus on a hotel, university, or restaurant.

Be prepared to share/present your findings.

Return to the Unit 4.5 - The seven Ps of the marketing mix homepage

Return to the Unit 4 - Marketing homepage