Extended Marketing Mix [Marketing Mix Esteso]
(7-P)

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Riassunto

Le 7-P o Marketing Mix Esteso di Booms e Bitner è uno strumento di Strategia di Marketing che espande il numero delle variabili controllabili da quattro, nel modello originale di Marketing Mix, a sette.


Uso di Extended Marketing Mix

Il modello tradizionale di Marketing Mix era soprattutto diretto ed utile per i prodotti tangibili. Il modello delle 7-P è più utile per le aziende di servizi e ragionevolmente anche per gli ambienti ad alto contenuto di conoscenze.


3 p supplementari

Booms e Bitner hanno aggiunto le seguenti

  1. La Gente: Tutta la gente che è direttamente o indirettamente coinvolta nel consumo di un servizio è una parte importante del Marketing Mix Esteso. I lavoratori che svolgono attività intelettuali, gli impiegati, la gestione ed i consumatori spesso aggiungono un valore significativo al prodotto o servizio finale offerto.
  2. Processo: La procedura, i meccanismi ed il flusso delle attività attraverso i quali i servizi vengono consumati (processi di gestione del cliente) sono un elemento essenziale della strategia di marketing.
  3. Evidenza Fisica: L'abilità e l'ambiente in cui il servizio è erogato. Entrambi i beni tangibili che contribuiscono a comunicare ed erogare il servizio, e l'esperienza intangibile dei clienti esistenti oltre a la capacità del business di trasmettere quella soddisfazione dei clienti ai clienti potenziali.

Le prime due nuovi P sono esplicite (Gente, Processo) mentre la terza (Evidenza Fisica) è un fattore implicito.


Booms e Bitner hanno inoltre suggerito che la Distribuzione [Place] in un'azienda orientata al servizio deve includere il grado di accessibilità del servizio, e che la Promozione [Promotion] deve includere le azioni del personale di contatto.


Referenza Bibliografica: Nirmalya Kumar - Marketing As Strategy

Referenza Bibliografica: David A. Aaker - Strategic Marketing Management


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🔥 NUOVO Packaging è un Aspetto Aignificativo del Marketing Mix Esteso
La 5°p del marketing mix, il packaging, è un aspetto significativo e sempre più indipendente dal prodotto, da valutare, soprattutto nei nostri giorni e in alcuni settori....
3
 
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...
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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....
11
 
2 commenti
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 commenti
Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
9
 
1 commenti
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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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......
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1 commenti
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...
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1 commenti
Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....
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Extra Marketing Mix P: Positioning
We should add another P: Positioning......
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Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say?...
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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: Power
Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
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1 commenti
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 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 ...
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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
 

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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.
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What is Physical Evidence in Extended Marketing Mix?
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Which Marketing Mix P is most Important? Prioritising the 7 P's...
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When Should we Use the Extended Marketing Mix (7Ps) instead of the Traditional Marketing Mix (4Ps)?
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The Physical Evid...
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Extra Marketing Mix P - Packaging
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P's of marketing mix
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2. The customer comes second.
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Extra Marketing Mix P - Pace
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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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3 commenti

What about Customers??
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Paragoni le (7-P) del Marketing Mix Esteso a : Marketing Mix (4-Ps)  |  Relationship Marketing  |  Ansoff  |  Porter  |  Matrice del BCG  |  Posizionamento  |  Co-Creation Prahalad Ramaswamy  |  3C's  |  4 S del Web Marketing Mix


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