Extended Marketing Mix 확장된 마케팅믹스
(7 Ps)

지식 센터

   

Booms와 Bitner의 확장된 마케팅믹스 (7P)의 설명.

목차

  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

Booms와 Bitner의 확장된 마케팅 믹스 또는 7P는 마케팅 전략의 도구로서, 기존의 마케팅믹스 모델의 통제가능한 변수의 수를 4개에서 7개로 확장한 것이다.


마케팅믹스의 활용

전통적인 마케팅 믹스 모형 은 주로 유형의 제품들에 초점이 맞춰진 유용한 도구이다. 7P 모델은 서비스 산업과, 논쟁의 여지는 있지만 지식 집약적인 환경에 유용하다.


추가 3P

Booms와 Bitner는 기존의 마케팅 믹스에 3가지 P를 추가했다:

  1. 사람들: 직접적이든 간접적인든 서비스의 소비에 연관된 사람들은 확장된 마케팅믹스의 중요한 일부이다. 지식 노동자, 종업원, 경영진, 소비자들은 전체 제품이나 서비스의 제공에 중요한 가치를 더하곤 한다.
  2. 프로세스: 서비스가 전달되어지는 절차, 메커니즘, 활동들의 흐름(고객관리프로세스) 등은 마케팅 전략의 중요한 요소들이다.
  3. 유형의 증거 : 서비스가 전달되는 환경 및 능력. 서비스를 커뮤니케이션하고 수행하는 유형의 재화와, 기존고객들과 그들의 고객만족을 잠재적인 고객으로 연결시키는 비즈니스 능력같은 무형의 경험.

사람과 프로세스는 명시적인 요인이고, 유형의 증거는 비명시적인 요인이다.


Booms와 Bitner는 서비스지향의 기업에게 유통은 서비스의 접근성을 포함해야 하고, 촉진은 서비스 일선에 있는 직원들의 투입을 포함해야한다고 제안한다.


참고도서: Nirmalya Kumar - Marketing As Strategy -

참고도서: David A. Aaker - Strategic Marketing Management -


확장된 마케팅믹스 포럼
  Service-Dominant Logic of Marketing
Service-Dominant Logic is a new logic in marketing in which a service view substitutes the historic goods view.
Service-Dominant (S-D) Logic is a mindset for a unified understanding of the purpose and nature of organizations, markets and society...
     
 
  Extra Marketing Mix P: Power
Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
     
 
  Use only P's that can be Controlled / Influenced!
Please, when deciding on any P in the marketing mix, it is key to remind marketers to focus on the ability to control the P.
Perception is not controllable, but may be influenced by package, product quality, the behavior of an organization, etc....
     
 
  Extra Marketing Mix P: Planning
An extra P that should be considered is Planning.
Planning is involved in each step of the 4P 's or 7P's......
     
 
  Extra Marketing Mix P - Publicity
Publicity and public relations will also be an extra P in the present day scenario as this will get more professionalised. Corporate image building etc has to be enhanced to attract customers....
     
 
  7 P's or Sustainable Competitive Advantage
Maybe we should just be focusing on the things that give our organisations sustainable competitive advantage. This could be anything the organisation has, has access to or that is happening within the organisation. We also should be careful that we d...
     
 
  Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say?...
     
 
  Extra Marketing Mix P - Performance
I think that performance is the only criteria for judgement pertaining to success or failure. The product performance can be encapsulated on the content of how much value satisfaction is being derived out of that. The greater the performance, the gre...
     
 
  Extra Marketing Mix P - Programming
I think at this age of globalization, where we use software for any specific objectives, programming can be an effective 10th P in the Marketing Mix....
     
 
  Extra Marketing Mix P: Patience
I think in service industry patience is utmost important, because whatever organisation is offering they are intangible things and if it failes to perform (which is often the case), buyer and seller both needs Patience....
     
 
  Extra Marketing Mix P: Positioning
We should add another P: Positioning......
     
 
  Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
     
 
  What about Customers??
Sometimes I think marketers can get too hanged up with theories, that we forget the ' Customer Experience'. Though it doesn't start with a "P" per say but essentially they are the core of the Marketing Mix....
     
 
  Marketing Mix - when to choose what??
I think the whole process of marketing revolves around these 7 Ps, but what is more important is to analyze the internal and external environments, your strengths and weaknesses, and then prioritize how you wish to focus on each P. But needless to me...
     
 
  Extra Marketing Mix P - Principles
There is a basic misunderstanding by some of the commentators. The Ps are internal factors in control of the business and an error in one of them can cause failure of the whole mix. For example get the right product, right price, right promotion, rig...
     
 
  Extra Marketing Mix P - Product Innovation
To be successful in the market,every company should concentrate on Product Innovation that best suit the customers. Many companies are spending a huge sum in new innovation....
     
 

확장된 마케팅믹스 시그(SIG)


시그(SIG)

확장된 마케팅믹스 교육 및 이벤트


교육, 세미나 및 이벤트 찾기


모범 사례 - 확장된 마케팅믹스 프리미엄
  From 7 P's to 7 C's of Marketing
Anyone who has taken a marketing course learned about the 4Ps and later 7Ps of Marketing. They are Place, Price, Promotion, Product. Later People, Physical Evidence and Process were added.
However, there is no doubt that recently the marketplace...
     
 
  Is the Customer Always Right?
1. The customer is always right.
2. The customer comes second.
Which position do you agree with? Why?...
     
 
  Which Marketing Mix P is most Important? Prioritising the 7 P's...
Could someone please prioritise the 7 P's for me in order of importance?...
     
 
  When Should we Use the Extended Marketing Mix (7Ps) instead of the Traditional Marketing Mix (4Ps)?
Basically you could just go away with the 4Ps even when it comes to the services, however just having those 7Ps in mind is a good idea, but its not really something to focus on.
The Physical Evidence falls into the Place, since there are no real...
     
 
  Extra Marketing Mix P - Packaging
Another P should be added - Packaging. The rationale is that it is very important how the product is presented to the customer, and the packaging is often the first contact that a customer has with a product....
     
 
  What is Physical Evidence in Extended Marketing Mix?
I've read and re-read the meaning of Physical Evidence but it's still gobbledigook. "The ability and environment in which the service is delivered": Who can give some further explanation and examples? Thanks......
     
 

Expert Tips (ENG) - Extended Marketing Mix 프리미엄
 

How to Determine the Right PRICING?

One of the 4 P's is Pricing. To help managers find the right price for a product/service, Kim and Mauborgne have developed a tool called the Price ...
Usage (application) : Steps to Strategic Pricing
 
 
 

The Most Complete Marketing Mix

The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os:
4Ps: Product, Price, Promotion and Place
4Cs: Customer needs, Cost to user, ...
Usage (application) : Marketing, Strategy, Marketing Mix
 
 
 

3 Communication Phases in Providing Services

Three main communication phases can be distinguished in which a service provider communicates with his customers.
1: Pre-consumption phase...
Usage (application) : Services Management
 
 
 

What Types of Marketing Organizations Exist?

Booz Allen identified 6 types of marketing organizations (May 29 2006 of Brandweek):
1. Marketing Masters: authority to coordinate with major bus...
Usage (application) : Best Practices to Consider
 
 
 

Don't Forget Internal Marketing

Besides external marketing, dealing with the image, look and view how customers see or define your organization, internal marketing of y...
Usage (application) : Involving your Employees, Internal Marketing Best Practices
 
 
 

Additional 8th P of the Extended Marketing Mix

Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinions, which additional P should be included, differ s...
Usage (application) : Marketing
 
 

자료 - 확장된 마케팅믹스 프리미엄
 

뉴스

7Ps 마케팅
     
 

뉴스

마케팅 믹스
     
 

영화

7Ps 마케팅
     
 

영화

마케팅 믹스
     
 

프리젠 테이션

7Ps 마케팅
     
 

프리젠 테이션

마케팅 믹스
     
 

7Ps 마케팅
     
 

마케팅 믹스
     

관련 개념 Extended Marketing Mix 확장된 마케팅믹스 (7 Ps): 마케팅 믹스 (4 Ps)  |  Relationship Marketing [관계마케팅]  |  Ansoff  |  Porter  |  BCG 매트릭스  |  Positioning [포지셔닝]  |  Co-Creation [코크리에이션, 소비자연계가치창조]  |  3C's  |  4S 웹 마케팅 믹스


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