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:
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.
Process (Prozess): Verfahren, Mechanismen und Tätigkeitsflüsse, durch die Dienstleistungen verbraucht werden (Kundenmanagementprozesse), sind ein wesentliches Element der Marketing-Strategie.
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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Informationsquellen
Verschiedene Informationsquellen zu Dienstleistungsmarketing. Hier finden Sie Powerpoints, Videos, Nachrichten usw., die Sie in Ihren eigenen Vorträgen und Workshops verwenden können.
Service-Dominant Logic, Perspectives on Marketing Presentation about a service-dominant logic mindset in marketing, including the following sections:
1. Getting the logi...
Decision Making, Behavioral Economics Presentation about consumer behavior in services. The presentation includes the following files:
1. Consumer Problems
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Marketing, Sustainable Business, Environmental Sustainability, Packaging In-depth presentation about packaging and sustainable packaging. The presentation is very extensive and uses head sectio...
Services Marketing, Service Sector Marketing, Hospitality Services This presentation is about marketing in the services sector, emphasizing the travel and tourism sectors. It includes the...
Initial Understanding of the 7P's, Trainings, Workshops One by one explanation of each of the 7P's:
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Phy...