Mezcla de Mercadotecnia Extendido
(7-Ps)

Centro de Conocimiento

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:

5. 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..
6. 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.
7. 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

Foro Nuevo Tema Foro sobre Comercialización de Servicios. Las P Extras del Marketing Mix Ampliado Las personas, procesos y evidencia fisica son parte del marketing mix ampliado, la palabra ampliado surge de la necesida (...) 7   Las Ps adicionales son unas con miras reales Las Ps adicionales son unas con miras reales, las cuales resultan ser tentativas para aplicarlas en un plan de mercadeo (...) 5   2 comentarios 🔥 NUEVO concepto de producto quisiera que me dieran lo que es en sí el producto y como es que es tan importante en las 7 p (...) 4   2 comentarios como aplico el Mix de marketing a un servicio??? por favor alguien me puede ayudar?! (...) 2   2 comentarios 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 (...) 11   Extra Marketing Mix P - Performance I think that performance is the only criteria for judgement pertaining to success or failure. The product performance ca (...) 11   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 (...) 11   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 (...) 11   2 comentarios Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance... (...) 9   1 comentarios Extra Marketing Mix P: Patience I think in service industry patience is utmost important, because whatever organisation is offering they are intangible (...) 9   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... (...) 8   1 comentarios 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 af (...) 7   1 comentarios Extra Marketing Mix P: Positioning We should add another P: Positioning... (...) 7   Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P. (...) 6   1 comentarios Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say? (...) 6   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 (...) 6   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 (...) 6   1 comentarios Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers. (...) 5   1 comentarios 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 (...) 5   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 (...) 5   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 (...) 4   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 (...) 3   Extra Marketing Mix P: Positive I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability). (...) 0   Iniciar un nuevo tema de foro sobre Comercialización de Servicios. Más información. Comparta su opinión, conocimiento y experiencia o haga una pregunta (regístrate gratis primero)

Mejores Prácticas Los temas mejor valorados sobre Comercialización de Servicios. Aquí encontrará las ideas más valiosas y sugerencias prácticas. 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 (...) 60   14 comentarios 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 (...) 52   14 comentarios 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? (...) 33   5 comentarios 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 (...) 30   8 comentarios 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 (...) 28   6 comentarios 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 (...) 22   Is the Customer Always Right? 1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why? (...) 21   12 comentarios 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 (...) 8   3 comentarios What about Customers?? Sometimes I think marketers can get too hanged up with theories, that we forget the ' Customer Experience'. Though it do (...) 5   3 comentarios

Consejos de Expertos Conocimientos avanzados sobre Services Marketing (Inglés). Aquí encontrará consejos profesionales de expertos. 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 (...) 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, (...) 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 (...) 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 (...) 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 (...) 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 (...)

Fuentes de Información Varias fuentes de información sobre Comercialización de Servicios. Aquí encontrará powerpoints, videos, noticias, etc. para usar en sus propias conferencias y talleres. 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 (...) 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 (...) 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 (...) Services Marketing Marketing Services Comprehensive presentation on service marketing by Aziz Seyid. Includes Intro-features and characteristics, Consumer Be (...) 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 (...) 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 (...) Mindmap of Extended Marketing Mix Summary Mindmap of Extended Marketing Mix. (...)

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