El 7-Ps o el Mezcla de Mercadotecnia Extendido de Booms y de Bitner es una herramienta del Estrategia del Marketing que amplía el número de variables controlables, de las cuatro que propone el modelo original de Mezcla de Mercadotecnia (Precio, Plaza, Producto y Promoción), a siete.
Uso del Mezcla de Mercadotecnia Extendido
El modelo tradicional del Mezcla de Mercadotecnia está dirigido, y es particularmente efectivo, para productos tangibles. El modelo 7-Ps es más útil para las industrias de servicios. También es aplicable para el conocimiento intensivo de entornos específicos.
3 P´s extras
Booms y Bitner han agregado 3 P´s adicionales al Mezcla de Mercadotecnia original:
- Gente: Toda la gente que está implicada directamente o indirectamente en el consumo de un servicio, es una parte importante del Mezcla de Mercadotecnia Extendido. Los empleados administrativos, los obreros, la gerencia y los consumidores agregan un importante valor al producto total, o al servicio ofrecido..
- Proceso: El procedimiento, los mecanismos y el flujo de las actividades por las cuales los servicios son consumidos (los procesos de gestión del cliente) son un elemento esencial de la estrategia de comercialización.
- Evidencia física: La capacidad y el entorno en los cuales se entrega el servicio. Ambas mercancías tangibles que ayudan a comunicarse y realizan el servicio, y la experiencia intangible de clientes existentes y la capacidad del negocio de retransmitir esa satisfacción de cliente a los clientes potenciales.
Las dos primeras P´s son explícitas (Personal y Proceso) y la tercera (evidencia física (Phisycal Evidence)) es un factor implícito.
Booms y Bitner también sugieren que "PLAZA" en una compañía orientada al servicio debe incluir la accesibilidad al servicio, y que la "PROMOCIÓN" en una compañía orientada al servicio debería incluir la actitud del personal que participa en la prestación directa del servicio
Libro: Nirmalya Kumar - Marketing As Strategy
Libro: David A. Aaker - Gestión de Marketing Estratégico
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Discusiones en el Foro sobre Comercialización de Servicios. A continuación puede hacer una pregunta sobre este tema, compartir sus experiencias, informar un nuevo desarrollo o explicar algo.
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Las P Extras del Marketing Mix Ampliado
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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...
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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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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 ...
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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....
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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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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...
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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...
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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...
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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....
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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...
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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...
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Los temas mejor valorados sobre Comercialización de Servicios. Aquí encontrará las ideas más valiosas y sugerencias prácticas.
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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...
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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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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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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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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...
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Conocimientos avanzados sobre Services Marketing (Inglés). Aquí encontrará consejos profesionales de expertos.
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How to Determine the Right PRICING? Steps to Strategic Pricing One of the 4 P's is Pricing. To help managers find the right price for a product/service, Kim and Mauborgne have develop...
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The Most Complete Marketing Mix Marketing, Strategy, Marketing Mix The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os:
4Ps: Product, Price, Promotion and Place
4Cs: Customer needs,...
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3 Communication Phases in Providing Services Services Management Three main communication phases can be distinguished in which a service provider communicates with his customers.
1: Pr...
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What Types of Marketing Organizations Exist? Best Practices to Consider Booz Allen identified 6 types of marketing organizations (May 29 2006 of Brandweek):
1. Marketing Masters: authority to...
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Don't Forget Internal Marketing Involving your Employees, Internal Marketing Best Practices Besides external marketing, dealing with the image, look and view how customers see or define your organization, interna...
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Additional 8th P of the Extended Marketing Mix Marketing Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinions, which additional ...
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Varias fuentes de información sobre Comercialización de Servicios. Aquí encontrará powerpoints, videos, noticias, etc. para usar en sus propias conferencias y talleres.
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A Service-Oriented View on Marketing Service-Dominant Logic, Perspectives on Marketing Presentation about a service-dominant logic mindset in marketing, including the following sections:
1. Getting the logi...
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Consumer Behavior in the Service Sector Decision Making, Behavioral Economics Presentation about consumer behavior in services. The presentation includes the following files:
1. Consumer Problems
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Product Packaging Marketing, Sustainable Business, Environmental Sustainability, Packaging In-depth presentation about packaging and sustainable packaging. The presentation is very extensive and uses head sectio...
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Services Marketing Marketing Services Comprehensive presentation on service marketing by Aziz Seyid.
Includes Intro-features and characteristics, Consumer Be...
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Introduction to Services Marketing 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...
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Introduction and Summary of the 7P's 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...
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Mindmap of Extended Marketing Mix Summary Mindmap of Extended Marketing Mix....
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