Physical Evidence-Nike

The Marketing Mix-Physical Evidence

According to Bhasin (2016) Physical Evidence is the material part of a service. Services are very intangible when marketing. Although customers tend to rely on physical cues to help them evaluate the product before they buy it. So, marketers develop physical evidence to replace the physical cues in a service. The marketers role is to design and implement the tangible evidence.

In the service interest there needs to be physical evidence that the service was delivered. Physical evidence pertains how a business and its products are perceived in the marketplace (The Marketing Mix, 2015).

Nike-Physical Evidence

Nike try to understand the customers perspective. They do this by providing physical evidence they can see and feel to the customer before they can see the end product

For example they show demonstrations of new products before they are actually out. They provide advertisements and videos of new products to explain what the customer can expect. In most cases this is when they use professional sports athletes to try out the products and demonstrate what they can do.

The video below is an example of this it was created to demonstrate the Nike flyknit trainers before their release this gives the customers a feel of what the product will be like.