Erweiterter Marketing-Mix


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Die 7-Ps oder der Erweiterter Marketing-Mix von Booms und Bitner ist ein Marketing-Strategiewerkzeug, das die Zahl der kontrollierbaren Variablen von den vier im ursprünglichen Marketing Mix Modell auf sieben erweitert.

Gebrauch des Erweiterter Marketing-Mix

Das traditionelle Marketing Mix Modell war hauptsächlich gerichtet auf und nützlich für materielle Produkte. Das 7-Ps Modell ist für Dienstleistungsgewerbe und wohl auch für wissensintensive Umgebungen nützlicher.

3 extra P's

Booms und Bitners haben das folgende 3 zusätzliche Ps dem ursprünglichen Marketing Mix hinzugefügt:

  1. People (Leute): Alle Leute, die direkt oder indirekt im Verbrauch eines Services einbezogen werden, sind ein wichtiges Teil des Erweiterter Marketing-Mix. Kopfarbeiter, Angestellte, Management und Verbraucher fügen häufig bedeutenden Wert dem Gesamtprodukt oder dem Dienstleistungsangebot hinzu.
  2. Process (Prozess): Verfahren, Mechanismen und Tätigkeitsflüsse, durch die Dienstleistungen verbraucht werden (Kundenmanagementprozesse), sind ein wesentliches Element der Marketing-Strategie.
  3. Physical Evidence (Technischer Beweis): Die Fähigkeit und die Umgebung, in denen der Service geliefert wird. Beide materiellen Güter, die helfen in Verbindung zu stehen und den Service durchführen und die immaterielle Erfahrung der vorhandenen Kunden und die Fähigkeit des Geschäfts, diese Kundenzufriedenheit zu den möglichen Kunden weiterzugeben.

Die ersten zwei weiteren Ps (People, Process) sind explizite und das dritte (Physical Evidence) ist ein impliziter Faktor.

Booms und Bitner schlagen auch vor, dass Place (der Ort) in einer serviceorientierten Firma die Zugänglichkeit des Services und die Verkaufsförderung den Einsatz des Front-Service-Personals einschließt.

Buch: Nirmalya Kumar - Marketing As Strategy

Buch: David A. Aaker - Strategic Marketing Management


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Thema Use only P's that can be Controlled / Influenced!
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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 b...
Thema Keep Marketing Plan Simple
Use the most suited P's of the marketing mix for the marketing plan. Using all or too many could complicate the plan. Keep the plan as simple as possible, as it's easier to implement for us, and easie...
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Thema Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
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Thema 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......
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Thema 3 Extra Marketing Mix P's for the Changing World
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Thema Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....
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Thema Extra Marketing Mix P: Positioning
We should add another P: Positioning......
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This P's has grt power and influences the very basics of marketing..What say?...
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Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
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Thema Extra Marketing Mix P - Principles
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Thema Extra Marketing Mix P: Positive
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