Marketing Mix prolongé
(7-Ps)

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Résumé, forum, meilleures pratiques, conseils d'experts et sources d'informations.

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Résumé

Le modèle des 7-P ou du Marketing Mix étendu de Booms et de Bitner est un outil de stratégie marketing qui augmente le nombre de variables contrôlables de quatre dans le modèle initial de marketing mix à sept.


Utilisation du modèle desMarketing Mix Prolongé

Le modèle traditionnel de Marketing Mix était principalement dirigé et utile pour des produits réels. Le modèle des 7-P est plus utile dans le secteur tertiaire mais également, bien que plus discutable, dans des environnements dont l'activité est fortement basée sur la connaissance.


3 P supplémentaires

Booms et Bitner ont ajouté les 3 picosecondes additionnelles suivante à Marketing Mix originel :

  1. Personnes : Toutes les personnes ce sont directement ou indirectement dans la consommation d'un service jouent une partie importante de Marketing Mix prolongé. Les travailleurs intellectuels, Les employés, la gestion et les consommateurs souvent ajoutent la valeur significative à tout le produit ou service l'offre.
  2. Processus : Les procédures, les mécanismes et les flux d'activités par lesquels des services sont consommés (processus de management client) sont un élément essentiel de la stratégie Marketing.
  3. Preuve physique : La capacité et l'environnement dans lesquels le service est fourni. Les deux marchandises réelles qui aident à communiquer et assurent le service, et l'expérience intangible des clients existants et la capacité de l'activité de transmettre par relais cette satisfaction client aux clients potentiels.

Les deux premiers P supplémentaires sont explicites (Personnes, Processus) alors que le troisième (Preuve physique) est un facteur implicite.


Booms et Bitner suggèrent également que l'endroit (Place) dans une entreprise orienté-service comprenne l'accessibilité au service, et que la Publicité (Promotion) comprenne également l'entrée d'information (input) en provenance des employés en première ligne (Front-line).


Livre : Nirmalya Kumar - Marketing As Strategy

Livre : David A. Aaker - Strategic Marketing Management


Groupe d'Intérêt Spécial

Groupe d'Intérêt Spécial Marketing des Services .



Groupe d'Intérêt Spécial (122 membres)

Forum

Discussions du forum sur Marketing des Services. Ci-dessous, vous pouvez poser une question sur ce sujet, partager vos expériences, signaler un nouveau développement ou expliquer quelque chose.


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🔥 NOUVEAU Marketing Mix étendu ou élargi (5p2i)
Il existe une autre approche, similaire, à 7 variables aussi : 5p2i. Je la trouve très intéressante et surtout très utile. Voir labocem.chez-alice.fr/marcheage/marcheage.htm et labocem.chez-ali...
15
 
2 commentaires
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, prod...
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 professionalised. Corporate image building etc has to be enhanced to attract customers....
11
 
2 commentaires
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...
11
 
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...
11
 
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...
9
 
1 commentaires
Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
9
 
1 commentaires
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...
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 commentaires
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...
7
 
1 commentaires
Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....
7
 
1 commentaires
Extra Marketing Mix P: Positioning
We should add another P: Positioning......
7
 
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 and external environments, your strengths and weaknesses, and then prioritize h...
6
 
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 commentaires
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...
5
 
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....
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 view.
Service-Dominant (S-D) Logic is a mindset for a unified understanding ...
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 the marketing mix, people can understand the market in a better way....
3
 
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, ...
0
 

Meilleures Pratiques

Les sujets les mieux notés sur Marketing des Services. Vous trouverez ici les idées les plus précieuses et des suggestions pratiques.


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.
Howeve...
60
 
14 commentaires

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...
58
 
14 commentaires

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 commentaires

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 Evid...
30
 
8 commentaires

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 ...
27
 
6 commentaires

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...
23
 
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 commentaires

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...
8
 
3 commentaires

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...
5
 
3 commentaires

Conseils d'Experts

Idées avancées sur Services Marketing (Anglais). Vous trouverez ici des conseils professionnels d'experts.


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 ...
Sources d'Information

Diverses sources d'informations sur Marketing des Services. Vous trouverez ici des powerpoints, des vidéos, des actualités, etc. à utiliser dans vos propres conférences et ateliers.


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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Comparez avec le Marketing Mix étendu (les 7-P) : Le Marketing Mix (4-Ps)  |  Marketing Relationnel  |  Ansoff  |  Porter  |  Matrice BCG  |  Positionnement  |  Co-Création  |  3C's  |  Les 4S du Marketing Mix du Web


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