Product, Price, Place, Physical Evidence and Process

Tactical activities by ethnic minority businesses are discussed for five of the elements of the marketing mix, namely product, price, place, physical evidence and process. A background discussion of tangibility and of perceived risk supports the argument for tactical activities enacted by ethnic minority business to be embedded in a relational marketing environment, as discussed in previous chapters. Tangibility matters, such that different service-products with different tangibility will have specific circumstances that need to be taken into account by providers in devising and implementing tactical activities. Since individual exchanges of service-products are not assessed in isolation but within a continuation of past exchanges likely to continue in the future, a relational approach is justified.