Erweiterter Marketing-Mix
(7-Ps)

Wissenszentrum

Erklärung des Erweiterter Marketing-Mix (7-Ps) von Booms und Bitner.

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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:

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 -

Fachgruppe - Dienstleistungsmarketing

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Forum - Dienstleistungsmarketing

Diskussionen über Dienstleistungsmarketing.

	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 cu (...)

	P's of marketing mix Why we are stuck in the web of P's only? Just to continue with the single alphabet will not solve the problem...we have (...)

	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 th (...)

	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 professionalise (...)

	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 (...)

	Extra Marketing Mix P - Performance I think that performance is the only criteria for judgement pertaining to success or failure. The product performance ca (...)

	Extra Marketing Mix P: Patience I think in service industry patience is utmost important, because whatever organisation is offering they are intangible (...)

	Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance... (...)

	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: Positioning We should add another P: Positioning... (...)

	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 (...)

	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. Ke (...)

	Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P. (...)

	What about Customers?? Sometimes I think marketers can get too hanged up with theories, that we forget the ' Customer Experience'. Though it do (...)

	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 an (...)

	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 (...)

	Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say? (...)

	Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers. (...)

	Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing in which a service view substitutes the traditional, historic goods v (...)

	Addition of PEOPLE to the Marketing Mix is Important Indeed the extended 3Ps are important, especially PEOPLE. They are perhaps the most unreliable "P". By including it in t (...)

	Extra Marketing Mix P: Positive I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability). I be (...)

Best Practices - Dienstleistungsmarketing

Hier finden Sie die wertvollsten Diskussionen aus der Vergangenheit.

	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, Promoti (...)

	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 whi (...)

	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 the Customer Always Right? 1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why? (...)

	Extra Marketing Mix P - Pace How about Pace? I.e. The speed of introduction of new products. Won't pace be a factor to be considered to get the Firs (...)

Expert Tips (ENG) - Services Marketing

Hier finden Sie Ratschläge von Experten.

	How to Determine the Right PRICING? Steps to Strategic Pricing (...)

	The Most Complete Marketing Mix Marketing, Strategy, Marketing Mix (...)

	3 Communication Phases in Providing Services Services Management (...)

	What Types of Marketing Organizations Exist? Best Practices to Consider (...)

	Don't Forget Internal Marketing Involving your Employees, Internal Marketing Best Practices (...)

	Additional 8th P of the Extended Marketing Mix Marketing (...)

Quellen - Dienstleistungsmarketing

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