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Erweiterter Marketing-Mix
(7-Ps)

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Zusammenfassung

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!
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 ...
Bewertung11
 
Thema 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....
Bewertung11
 
Kommentare2 Kommentare
Thema 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...
Bewertung11
 
Thema 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...
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Thema 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 b...
Bewertung9
 
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...
Bewertung9
 
Kommentare1 Kommentare
Thema Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
Bewertung9
 
Kommentare1 Kommentare
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......
Bewertung8
 
Kommentare1 Kommentare
Thema 3 Extra Marketing Mix P's for the Changing World
Planet, Privacy and Poverty are another three P's that I suggest need careful strategies. All these topics materially affect the way in which products and services are produced. They reflect the orien...
Bewertung7
 
Kommentare1 Kommentare
Thema Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....
Bewertung7
 
Kommentare1 Kommentare
Thema Extra Marketing Mix P: Positioning
We should add another P: Positioning......
Bewertung7
 
Thema Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say?...
Bewertung6
 
Thema 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 h...
Bewertung6
 
Thema Extra Marketing Mix P: Power
Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
Bewertung6
 
Kommentare1 Kommentare
Thema 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 th...
Bewertung5
 
Thema 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....
Bewertung5
 
Thema Service-Dominant Logic of Marketing
Service-Dominant Logic is a new logic in marketing in which a service view substitutes the traditional, historic goods view. Service-Dominant (S-D) Logic is a mindset for a unified understanding of t...
Bewertung4
 
Thema 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 the marketing mix, people can understand the market in a better way....
Bewertung3
 
Thema Extra Marketing Mix P: Positive
I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability). I believe Positive Marketing can contribute to business' social responsibility, envi...
Bewertung0
 

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Best Practices

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🥇 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, t...
Bewertung60
 
Kommentare14 Kommentare

🥈 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...
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Kommentare14 Kommentare

🥉 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?...
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Kommentare5 Kommentare

Thema 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...
Bewertung30
 
Kommentare8 Kommentare

Thema 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 ...
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Thema 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 another 25 alphabets ...and marketing can be known by combining all of them...an...
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Thema Is the Customer Always Right?
1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why?...
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Thema 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 First Mover Advantage? Marketing success is a function of Pace in a big way....
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Kommentare3 Kommentare

Thema 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 Marketin...
Bewertung5
 
Kommentare3 Kommentare

Expertentipps

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Informationsquellen

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Introduction and Summary of the 7P's

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Bild

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