7Ps of Marketing

7Ps of Marketing THE EXTENDED MODELS OF MARKETING MIX © Entrepreneurial InsightsOver the years, as the concept of marketing has evolved, and the definition of a product has grown more complex, the traditional marketing mix has also been redefined and extended. In this article, we will discuss some of these newer versions of the marketing mix by looking at 1) the extended models of marketing mix, 2) the 7P model for service marketing, 3) and an example of the McDonald’s marketing mix.THE EXTENDED MODELS OF MARKETING MIX The traditional marketing mix comprised of the 4Ps of product, price, place and promotion has enjoyed tremendous popularity over the years. When it was first articulated by McCarthy in 1960, it consisted of 12 parameters that were to be mixed like ingredients by a marketer. Eventually brought down to the much smaller number of 4, the framework became simpler and easier to understand but there was a lack of depth and several important elements were missed out such as the provision of services to the consumer.A New Look At The 4Ps Of Marketing Keeping in mind these shortcomings, marketing experts and researchers have expanded on these over the years. Some of these expansions have included:The 5Ps Model © Entrepreneurial InsightsProposed by Judd in 1987, a fifth P was added to the model. This stood for People. The basis for this was that the people providing the product or service to the customer had an important role to play in communicating the right message and had a significant impact on the user experience.The 6Ps Model © Entrepreneurial InsightsIn 1987, Kotler proposed an additional two Ps to the original model of 4. These were political power and public opinion formation. Kotler proposed that when entering foreign markets, there was a need to satisfy an audience beyond the target market. These were the governments, regulatory bodies, trade associations and even other interested groups who had power over the intended market. Hence the political power and public opinion formation was needed to gain their support.The 7Ps of Services Marketing This model has gained significant traction over the years as services and their marketing is increasingly being given due importance as an independent field of study. This model, proposed by Booms and Bitner in 1981, extends the marketing mix by 3 new Ps that directly relate to the service provision industry. These are people, physical evidence and process. The 15Ps Model The longest extension to the original model was proposed by Baumgartner in 1991 and includ es people, politics, public relations, probe, partition, prioritize, position, profit, plan, performance, and positive implementations.In an attempt to add depth, much complexity has also been added to the model. The most widely used extension of the traditional marketing mix is the 7P model for services marketing.THE 7Ps MODEL What is the 7Ps Model?The traditional marketing mix was designed and gained popularity in an era where most businesses sold products. Any service provision and the role of good customer service was largely ignored and the potential impact on brand development and the user experience was not understood. This was remedied when Booms and Bitner proposed their extension to create the services marketing mix that we see today. The extended model should now be used to create competitive strategies in a more holistic manner.Defining Services MarketingNow a recognized offshoot of the traditional field of marketing, services marketing is the design of strategy to addre ss the provision of services, both in a business to consumer context and the business to business scenario. Some examples of core services are telecom services, airlines, accountancy or tax services, the hotel industry and professional services such as hair dressers, dry cleaners or tailoring services. Services marketing may also cover elements in a traditional physical product sales environment such as customer services and tech support.A service is ‘a type of economic activity that is intangible, it is not stored and does not result in ownership. A service is consumed at the point of sale.’ Given this definition, the new Ps added to the model gain new importance. Since the service cannot be owned and is consumed at the point of delivery, the process through which it is delivered, the person who delivers it, and the environment in which it is delivered become an indicator of whether a customer leaves satisfied and if they will want to return.Fundamental Characteristics of a Ser viceThere are five fundamental defining characteristics of a service. These characteristics are the basis of the 7P model for marketing. These are:Intangible Primary to the definition of a service is the notion that there is no tangible result of the service in the customer’s hand. The customer does gain something when they leave. This may be legal advice or a checkup by a doctor. Tangibility needs to be created within the experience and this is done through the environment in which the service is delivered.Heterogeneous â€" All service experiences are unique. This means that there is a variety that needs to be anticipated and catered for. Factors external to a customer or a service provider such as traffic or a storm can impact the service experience. In addition, factors internal to either of the two participants can also have an impact such as personality traits or a bad day. Apart from this, the same person may react to the same situation differently on two different days. Al l these factors make it hard to provide a standard service experience.Production and Consumption â€" A service is created and used up at the same point in time. This means that the customer and the employee are both part of the process and are equally important to the experience. The employee needs to be trained extensively while the customer’s expectations can be managed through marketing communication activities.Perishable â€" A service can be stored, returned or resold. This means that it is immediate and bound by time. Proper processes need to be in place to make sure that service provision capacity is utilized to an optimum degree, to mitigate periods of high or low demand.Lack of Ownership â€" Because the customer does not end up retaining ownership of a tangible product, they have nothing to take away from the service except their experience. This means that over time, once the experience memory has diluted, there may be an issue with comparing brands. Companies are constan tly trying to differentiate themselves from their competitors to build a loyal customer base.7Ps Elements The 7Ps includes the traditional elements, plus three new elements. In the services marketing concept, these are defined as following.The Traditional Elements1. Product In the service industry, the production and consumption of the product are simultaneous and the product is intangible, diverse and perishable. The nature of this ‘product’ allows for on the spot customization. This also means that the point at which this activity is occurring becomes very important. Ideally, to ensure repeat experiences of similar quality and a consistently good user experience, most service providers aim to give some customization within an overall standardized mode of delivery.2. Pricing Since a service cannot be measured by what material goes into its creation nor is the actual tangible cost of production measurable, it can be challenging to put a price tag on it. There are some tangibles of course, such as the labor costs and overheads. But additionally, the ambiance, the experience and the brand name also factor into the final price offering.3. Place As mentioned, the service is produced and consumed in the same place. It cannot be owned and taken away from the location. This is why the place at which this transaction occurs is of vital importance. The location of the service provision is carefully analyzed to allow ease of access and the desire to make the effort to reach it. Fast food restaurants and sales and service centers may be located in busy main streets to allow walk in customers, while a fine dining restaurant may be located in a quiet street to maintain exclusivity and privacy.4. Promotion Promotion fulfills the same role as it does in any other marketing context. A service may be more easily replicated than a physical product. To prevent a service becoming interchangeable with its competitors, it becomes vital to create a desirable brand image and name in the market. Differentiation becomes a key goal in order to attract both new and repeat customers.[cp_modal id=cp_id_75506] [/cp_modal]The New Elements © Entrepreneurial Insights5. PeopleThis is a vitally important element of the service marketing mix. When a service is being delivered, the person delivering it is not unique from the service itself. When dining at a restaurant, if a rude waiter is encountered, the entire experience will be labeled as bad service. This is why many businesses invest in defining the right kind of person to fill their service role and then making efforts to find or train people to fit this definition.6. ProcessSince service provision needs to strike a balance between customization and standardization, the processes involved in the activity require special mention and attention. A process needs to be clearly defined for the service provider. This basic process should ensure the same level of service delivery to every customer, at any time of day, on any day. Within this process, there should be defined areas where a customer preference can be accommodated to provide a unique experience.7. Physical Evide nceThe location of the service delivery also takes on significance. The level of comfort and attractiveness of a service location may make a lot of difference to the user experience. A calm and soothing environment with thoughtful comfort measures may  provide a sense of security to a new customer which will make them return.Service Marketing Mix 7ps/Extended Marketing Mix Important Questions in Designing a 7P ModelWhen setting out to design or improve a marketing mix for a service provider, the marketer should ask the following questions:How can we develop our ‘product’?How can we price fairly?How can be provide the right place for the customer to access and experience our product?How can be promote our product to create an impact, differentiate from competitors and further brand image?What is the process we will use to deliver our service to the customer?Who are the people who represent us and what are the skills that they need?How can be provide physical evidence of the supe rior nature of our product?EXAMPLE â€" 7Ps MARKETING MIX AT McDONALD’SThe CompanyMcDonald’s was created by Richard and Maurice McDonald in 1937. They created food processing and assembly line techniques at a tiny drive-in restaurant near Pasadena, California. In 1954, the restaurant was franchised in the USA. In 1967, the restaurant went global with a foothold in Canada. The key to Mcdonald’s successful global presence has been franchising. Through this activity, the product and its delivery are translated to fit local sensibilities while maintaining an essential McDonald’s experience.The McDonald’s Marketing Mix © Flickr | Rupert GanzerAn effective and relevant marketing mix has enabled the restaurant to flourish while remaining true to its ‘think global, act local’ philosophy.1. ProductThe product offered is a standard set of items that are similar in taste and appearance wherever in the world they are being sold. There is some adaptation according to local tastes and laws. For example, a more vegetarian menu is offered in India, where a majority does not eat meat. In Muslim countries, any pork products are eliminated and halal meat is used. There are also taste adaptations such as beer in Germany, yogurt drinks in Turkey and espresso in Italy. There are also burger variations in different countries. Despite these differences, the menu is structured in the same way which allows for the same experience everywhere.2.  PriceThe organization attempts to price differently across its operations. This means that the right price is selected for the right market. Pricing decisions are made by s etting a pricing objective, determining demand, estimating costs, analyzing competing offers, deciding on a pricing method and then finalizing a price. By following this method and primarily assessing competitors, the company can understand what the customer is willing to pay and what value they attach to the product.3. PlaceMcDonald’s has presence in 116 countries of the world. The organization believes in strategic expansion that focuses on a location’s long term potential.4.  PromotionBy first understanding cultural differences, a localized promotion strategy is employed. The focus is on both the brand’s global image and its local sensitivity.5.  ProcessIn all of the thousand’s on McDonald’s worldwide, the same process is used for making the food. The food specifications for size, weight and content are the same everywhere. All suppliers need to meet these specifications. Kitchen and restaurant layouts are the same. To cater to language differences, the menu displays co ntain images that help create similarities everywhere. There are also defined processes for service delivery such as all orders need to be filled within 90 seconds in the restaurant while drive through wait time is 3.5 minutes.6.  PeopleThe company staffs locally and also promotes from within. This allows the team managing the operations to understand local cultures as well as the corporate philosophy. The people chosen are trained in both technical skills and customer focus. A Hamburger University in the USA as well as other training centers in different parts of the world teach standard practices that are to be employed in restaurants all over the world. This training helps standardize product and service delivery.7. Physical EvidenceAll McDonald’s locations are similarly created with a family friendly environment. There is a play area for children, and service is always provided with a smile. All menus are structured in similar ways with fries and drink combos. The children’s meal always has toys. These are all elements of physical evidence that are standard in all Mcdonald’s locations.Image credit:  Flickr | Rupert Ganzer under Attribution-NoDerivs 2.0 Generic.

Types Of Light And Nutrients - 1881 Words

Question 1 Light and nutrients are two key factors that are crucial for plant growth and development. The types of light required by plants are wavelengths of light that are invisible to the human eye. This light is needed to induce certain responses critical to plant development and survival. For example, the change in levels of phytochrome red light and phytochrome far red light allow plants to begin flowering, germinate, break dormancy, or senescence. Each plant species has a different photoperiod that dictates when each of these types of responses will occur depending upon the members of hours of light the plants receive. Some plants are short-day plant, meaning that they require few hours of daylight and a greater number of hours of†¦show more content†¦Depending on the plant species requirement of certain nutrients may vary. However, the main nutrients that are needed for all plants are carbon, hydrogen, and oxygen. These nutrients are actually procured from the air instead of th e soil. Nitrogen, phosphorous, potassium, magnesium, and sulfur are nutrients that plants get from the soil and require them in large amounts, especially nitrogen. Other nutrients needed on small amounts include iron, boron, copper, manganese, molybdenum, zinc, cobalt, chlorine, and nickel. While the general understanding might be to always ensure that plants have access to adequate nutrients by supplying fertilizer, some plants like soybeans and alfalfa have nodules that work with bacteria to fix their own nitrogen. However, if enough nitrogen is always supplied to the plants they may not use this ability much as much. Therefore, allowing plants the opportunity to use their own abilities to procure nutrients can be a method of improving the efficacy of plants. Keeping these ideas in mind can also greatly enhance the plants ability to get closer to their full genetic potential. 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This means that a person should eat the right amount of food for their bodyRead MoreDiscuss the relative importance of physical and human factors in accounting for changes to vegetation over time within ecosystems in the British Isles1623 Words   |  7 PagesThere are many factors that account for the changes to the vegetation over time within ecosystems in the British Isles, such as human activity, climate, soil, light availability and intensity and natural disasters. The characteristics of the vegetation that are influenced by these factors are height, distribution, variety of species, adaptations and density of the vegetation. Some of these factors have relatively little influence on the succession development, whereas others have a dramatic influence

The Animal Rights Debate - 1244 Words

Behind the Sugarcoated Eye It’s dark, quiet, and you’re all by yourself. You whine and yell for help but nobody seems to hear you. The people you thought were your family abandoned you, left you all alone in a small confined cage. There is no place to use the bathroom, other than where you stand. The awful stench of your feces grows worse and worse each second. The only food they left you with, you ate in the first day. Now the only thing keeping you alive is your desperation to eat and drink your own waste and the will to survive. You are a dog left to die by your owners, with the thought that you are lower than humans and have no real importance or worth. This is an example of how some animals are treated and it’s not just happening at†¦show more content†¦Animals are trained to do humanistic things so they’re lifestyle’s are similar to that of a human. According to Cohen and Regan (2001), â€Å"if all humans in America have rights then why shouldn’t all an imals have rights the same?† An animal in the wild is protected by environmental laws as well as hunting and animal abuse. Yet an animal such as a Lion in the zoo are raised outside of their law protected boundaries. A Lion from the zoo is used to instructions as opposed to a Lion from the jungle that is free to roam and explore as he pleases. The current animals rights provided by our government do not apply to the animals in the zoo. If an animal in the zoo disobeys an order given they are sometimes beaten. For years we’ve heard stories of animals turning on trainers attacking them. I do not wish death upon anyone, but these stories come as no surprise to me. Wild animals do not belong in a zoo within a created environment. Animals have rights and belong in the wild to live and die as they have since the beginning of time. No pen or even Safari’s that are drive-through can measure up to the freedom of the wild. Baby animals attract visitors and money, but the enticement to breed new baby animals often leads to over population. Surplus animals are sold to other zoos, circuses, canned hunting facilities, and even slaughterhouses. The majority of captive breeding programs within the zoo do notShow MoreRelatedThe Debate On Animal Rights910 Words   |  4 PagesThere are two major schools of thought on animal protection. First, is the tenet that animals should have rights and the second, more radical view, is that animals should be liberated. Many of the rights that are promoted for animals are similar to the rights of human democratic societies. The basic rights, which are recommended by a number of advocates, are that animals should be free from suffering, be in possession of their own life, and their basic interests should be given the same considerationRead MoreAnimal Testing: the Animal Rights Debate. 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We are told to believe based on the previous ruminations of Costello, who outlines early in part I â€Å"The Philosophers and the Animals† section that animals do not possess reason, and as a result, animals cannot hope to comprehend the way in which theRead MoreAnimal Experimentation And Animal Testing1261 Words   |  6 Pagesand against animal experimentation. The report begins with an introduction briefly outlining what animal experimentation refers to, introducing the three perspectives and highlighting the intention behind this investigation. The report then explores the positive and negative medical aspect of animal experimentation stating that it has resulted in vital vaccines benefitting both humans and animals, but also accepting it is not always reliable. The advantages and disadvantages of animal testing onRead MoreAnimal Rights And Human Rights1627 Words   |  7 Pages Animal rights is a very controversial topic in today’s world. 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According to the Daily Reckoning website, the publication is a daily stock market observation stressing the economy, world politics, and travel. Mr. Amrhein reveals various statistics not only for the right to hunt, but also factsRead MoreEssay about Animal Dilemma927 Words   |  4 Pagesmillions of animals like rats, dogs, birds, and farm animals that are killed to discover new information on medical discoveries, product testing, and for educational purposes. Many believe animal testing is inhumane because just like humans, animals feel pain as well, but others believe we should not treat animals as moral equals. However, in the recent years there have been new products introduced to decrease the use of animal testing or even possibly complet ely stopping it. Using animals for medical

Skin Cancer Free Essays

It mostly found in Caucasians and is usually found on fair-skinned people. It may appear as nodules, or as red spots, scaly patches on the skin. This topic is very crucial, for all of you today, because you or someone you care about may be suffering from skin cancer. We will write a custom essay sample on Skin Cancer or any similar topic only for you Order Now CREDIBILITY:Ever since my ex-boyfriend suffered from skin cancer, this topic has caused me great concern. Therefore, I have researched this cancer extensively. PREVIEW: I. I will discuss the problem with not protecting yourself from skin cancer. II. I will also discuss a plan to protect yourself from skin cancer. III. I will discuss the benefits of my plan. BODY I. THE PROBLEM OF NOT PROTECTING YOURSELF FROM SKIN CANCER (According to http://www. skincancer. org) A. Skin Cancer is a disorder that can creep up on you slowly. 1. Showing itself as a malformed and multicolored growth. B. It will tend to burn or freckle your skin causing pain in people with fair skin. C. Going out into the sun, when temperature is high, will cause your skin to burn from direct exposure to the sun. 1. You will have a greater chance of getting Skin Cancer. D. When not taking the proper precautions to prevent Skin Cancer, you will be exposing yourself to UVA and UVB sun rays. 1. By not protecting your body from this exposure will and can cause you a great bodily harm. TRANSITIONNow that I have shared with you problems with not protecting yourself from skin cancer, I will now share with you a plan preventing it. II. A PLAN TO PREVENT SKIN CANCER: (According to W. John Diamond W. Lee Cowden’s book and http://www. ebmd. com) A. We need to avoid the time of the day between 10 a. m. and 4:00 p. m. (when the sun is at its brightest). B. We need to wear protective clothing that covers our body and a hat to protect our head. C. We need to use a sunscreen with 15 SPF to 45 SPF and protect ourselves against both UVA and UVB sun rays. D. Lastly, we need to check our skin regularly. At our yearly checkup, we should have the doctor do an exam on our skin as well. 1. We need to check for any discolorations or growths developing on our skin. TRANSITIONNow that I have shared with you a plan to prevent Skin Cancer, I will share with you the benefits. III. BENEFITS OF PREVENTING SKIN CANCER: (According to Tracie Egan’s book â€Å"Skin Cancer†): A. Preventing Skin Cancer can help you avoid the necessary treatments, Such as Surgery and Medications which are painful and hard on the body. 1. Biopsies of the skin, surgeries to remove and/or chemical treatments (such as Chemotherapy) to slow down the development of cancerous cells. B. Most importantly, taking the precautions to prevent Skin Cancer will help you avoid death associated with the disease. It will not cost anything but time to prevent yourself from getting the disease. CONCLUSION, SUMMARY:In conclusion, I have shared with you the problems of not protecting yourself, a plan of action and the benefits of preventing skin cancer. I highly recommend that you take the precautions, I have described, in order to prevent Skin Cancer from taking control or your life. These precautions do not guarantee that you will not get Skin Cancer, but they will reduce your chances immensely. BIBLIOGRAPHY Egan, Tracie (2006) Skin Cancer: Current and Emerging Trends in Detection and Treatment, Publisher: The Rosen Publishing Group, Inc. , ISBN# 1-4042-0390-7, 64 pages (hardback) Hanly, C. (1995, July) Worldly Lessons On Skin Cancer, Publisher: The Center of Education, Skin Cancer, ISBN#1-855345-26-8, 400 pages (hardback) The American Cancer Society (2000) American Cancer Society’s Guide to Complementary and Alternative Cancer Methods, Publisher: The American Cancer Society, ISBN# 0-944235-24-9, 438 pages (paperback) Kaufman, Howard L. 2005) The Melanoma Book : A Complete Guide to Prevention and Treatment, Including the Early Detection Self-Exam Body Map, Publisher: Gotham Books; The Penguin Group (USA) Inc. , ISBN# 1592401260, 352 pages (paperback) Diamond, W. John Cowden, W. Lee, M. D. s (with Burton Goldberg) (2000) Cancer Diagnosis: What to Do Next, Publisher: AlternativeMedicine. com, ISBN# 1-887299-40-8, 360pages (paperback) Robertson, M. (1998, March 8) Skin Cancer: Learn to Protect Yourself with the Following Treatments, Publisher: USA Today Magazine, 125 (2168-22-25. http://www. skincancer. org http://www. webmd. com [pic][pic][pic][pic][pic][pic] How to cite Skin Cancer, Papers

The Importance of Scientific Education Essay Example For Students

The Importance of Scientific Education Essay The Importance of Scientific Education In the 21st century, many people believe science to be one of the most important subjects that students must be taught. Scientific education is important to this world due to the effects of it. Science teaches people important factors of certain subjects, and those can be further developed and expanded into new ideas. Science itself is many different regions of study compiled and meshed together. Among the numerous lot of study, health is considered to be one of the most important topics in the scientific world. We will write a custom essay on The Importance of Scientific Education specifically for you for only $16.38 $13.9/page Order now Also, the human society is heavily reliant on technologists, which branch off from scientists. People with an education in this area of science are able to make changes in the world. Even though science is an important subject to learn about, few people disregard it and think it is useless due to several reasons. Scientific education is requisite for many things to be present, which is exactly why it is important. Education in science is a necessity because many topics are based off of science, require scientific knowledge, or cert.

How to Get an A 15 Must-Ask Questions Before Finals

How to Get an A 15 Must-Ask Questions Before Finals Finals have always been your nightmare? Now they are almost here, and you can’t afford to show up unprepared. Even if you’ve been studying like crazy, the stress and busyness of finals week can make it a tricky time. And you want to be prepared for anything that can happen, right? You have to be informed about everything from the location and time of exam to the type of questions, so that you dont take it too serious or not serious enough. That’s why it’s important to ask these vital 15 questions. They’re guaranteed to keep you from feeling confused and caught on the hop on the big day. 1. Will it be an open-book test? You don’t want to waste your time memorizing facts that you can simply look up in your textbook. Still, using a book in the wrong course can get you an F for cheating. Ask this up front to save your skin. 2. Can we bring notes? Like with the book, it’s wise to know if you can use study aids on your final. Also, it’s good to know how many notes you can have (like one page or 35 card). That way, you can spend time writing enough to get all your info onto a paper that won’t get you in trouble. 3. Is it a paper or online final test? Especially in a hybrid or online course, it’s vital to know whether your final will be online or in print. Often, courses will have both, and you don’t want to miss an entire section just because you didn’t know about it. How much of the overall grade does it count for? At the beginning of the course, your professor probably went over how much the final is worth in regards to your overall grade. Ask the question again. Sometimes, the weight of a final will change depending on how the class is progressing. 5. How much of the test is based on the lecture material? If you are in a course where there is a huge lecture component, it’s good to know how much will be lecture-based and how much will be directly from the book. That way you can focus your study where it will be most effective. 6. What is the structure of the test? In addition to how much will be based on lecture, you need to know the structure of the final exam. Is it true/false? Multiple choice? Multiple-multiple choice? Will there be an essay component? Then, look up test strategies for that particular test structure. 7. Will there be some extra-credit questions? It’s always good to know how many extra points you can earn if you happen to screw up. Every little bit helps. 8. Are there alternative testing methods? If you are a student who has test anxiety, problems with comprehension, or any other documented testing issue, you need to advocate for yourself and ask for an alternative assignment. A good professor will have an option that will allow you to be successful no matter what your circumstances. 9. Will the final exam include a practical element? Some courses – like nursing, foreign language, or laboratory science – might have a practical element or lab component. Make sure you know that ahead of time so that you are prepared interact on test day. 10. How much time will we have for the test? It’s always good to know how much time and how many questions are on the test. That way, you can gauge your progress and track how long you spend on each section. It’s the best way to ensure you complete the whole thing. 11. Will there be a retest? Although some professors have a high-stakes mentality (â€Å"One strike, you’re out†), many professors have an option to retake the test if you do poorly. Know this ahead of time so that you can plan accordingly. If you feel that the first attempt wont be successful, dont panic and find out more ways on how to live through finals to improve your chance to get high scores. 12. How will the test be graded? Will your professor be grading on a curve? Will certain questions be given more weight than others? Try to get the grading rubric ahead of time so that you can make sure your answers (especially essay answers) meet all the criteria of an A+ final. 13. Is there a practice test available? Preparation is the name of the game. If there are practice questions or a full-on practice final you can take, get that information now. You’ll be able to see your weaknesses right away and really focus your studying on what you need to learn. 14. What supplies do I need to bring? Some professors will have all the supplies you need on the day of the test. Others may ask you to bring pencils, â€Å"little blue books,† or calculators. Take it from the pros – you don’t want to be the one student who shows up to the calculus final without a graphic calculator. 15. What are the rules for the test day? For every teacher and course, there will be slightly different variations. Some teachers have rules about the spacing of the desks. Others say it’s okay to work in teams to finish the final. Whatever the individual rules in your classroom, make sure you know them so that you don’t break them. Any questions? Go ahead, comment below!

HOW TO FIND EXPERT SOURCES FOR ARTICLES

HOW TO FIND EXPERT SOURCES FOR ARTICLES Quotes from experts on a topic lend authority to your articles, and can make the difference between a sale to a magazine and another rejection slip for your collection. What kind of experts should you look for? Doctors are the number one expert for any sort of medical topic. If you’re covering legal matters, talk to a lawyer. A professor or scientist who’s published research on a subject is an expert, as is anyone who teaches the subject, works in a field related to the subject, or who has written a nonfiction book on the topic. Interviewing these people and including their thoughts and comments in your article gives readers – and editors – the information they’re looking for. So how do you find these experts? One or all of the following should yield you multiple authorities you can interview on almost any topic: People you know. Your personal doctor, the lawyer who’s your neighbor and the fitness instructor who goes to your church are all potential experts you could interview. These people are often the easiest for you to contact, but their knowledge may not always be the best, and after very many articles your small circle of acquaintances won’t yield enough experts to sustain your writing career. Any large University. Universities have media liaisons whose primary job is to connect the professors, research fellows, doctors at the university hospital, and others with journalists who are eager to hear what these professionals have to say. Call the University’s main number, ask for the media relations department and explain what you’re writing about.Chances are the liaison will find you an expert to interview. Profnet (profnet.com) This is my personal favorite. Register for free as a journalist with Profnet, then post your query. You can select the type of people you want to interview (professors, doctors, book authors) etc. andProfnet will send the query out to thousands of colleges and universities, large corporations, public relations firms and individuals who will contact you Help a Reporter Out. (helpareporter.com) Like Profnet, this is a service where you can post a query and receive responses from people all over the United States who are willing, even eager, to help you. If you think these experts won’t want to talk to little old you, think again. People like to talk about themselves and their interests. If you can possibly get their name in a magazine one day, so much the better. Tips to keep in mind: Have a list of questions prepared for your interview. Some sources want to see these beforehand. Always ask â€Å"Who else should I talk to about this subject? I’ve gotten some terrific leads to other experts this way. Say thank you. Send a follow-up email or written note. And be sure to send a copy of the article when it’s published.