Strengthening Competitive Advantage of Rural Businesses with E-commerce and Experience Economy Strategies - The 4 P’s

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Lesson 4 Resources

Marketing Plan Framework
This Assessment Tool contains real world examples, guiding principles, practical worksheets, and information that can help you complete a 4E-based marketing plan for your business.

The 4 P’s – People

Personal attention and personalized service are strengths of many rural small businesses (Morris, 1998). This suggests the potential of experiential offerings created through interactions with the staff, which is defined as People.

People are the qualities of staff and/or customers that affect customer experience including:

Physical appearance, such as:

Staff uniforms or costumes
Hairstyles and grooming

Interpersonal behavior, such as:

Warmth, humor, interpersonal communication skills
Displaying or sharing of knowledge, skills, or experiences

ex04

Restaurant
FOODZ Catering: Seattle, WA
Staff wearing FOODZ Catering black aprons

http://www.foodzcatering.com/default.asp

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These materials were developed as part of the Southern Rural Development Center’s National e-Commerce Extension Initiative. They are based upon work supported by the Cooperative State Research, Education, and Extension Service, U.S. Department of Agriculture, under Award No. 2005-45064-03212

Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or the Southern Rural Development Center.