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

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Spiegazione delle (7-P) del Marketing Mix Esteso di Booms e Bitner

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

5. 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.
6. 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.
7. 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 -

Marketing Mix Esteso Special Interest Group Special Interest Group (23 membri)

Marketing Mix Esteso Forum   Argomenti recenti   Packaging è un aspetto significativo La 5°p del marketing mix, il packaging, è un aspetto significativo e sempre più indipendente dal prodotto, da valutare, soprattutto nei nostri giorni ...           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, Phy...           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 co...           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 per...           Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance......           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?<...           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......           Extra Marketing Mix P: Positioning We should add another P: Positioning......           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, yo...           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 possi...           Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....           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...           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 ...           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...           Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say?...           Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....           Extra Marketing Mix P - Programming I think at this age of globalization, where we use software for any specific objectives, programming can be an effective 10th P in the Marketing Mix....           Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing in which a service view substitutes the historic goods view. Service-Dominant (S-D) Logic is a...

Migliori Pratiche - Marketing Mix Esteso   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 deliv...           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?...           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 re...           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 packagi...           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 ma...           Is the Customer Always Right? 1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why?...           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 et...           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 ...           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 conte...

Expert Tips (ENG) - Extended Marketing Mix   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 Ma...       The Most Complete Marketing Mix Marketing, Strategy, Marketing Mix The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os: 4Ps: Product, Price, Promotion ...       3 Communication Phases in Providing Services Services Management Three main communication phases can be distinguished in which a service provider communicates with h...       What Types of Marketing Organizations Exist? Best Practices to Consider Booz Allen identified 6 types of marketing organizations (May 29 2006 of Brandweek): 1. Marketi...       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...       Additional 8th P of the Extended Marketing Mix Marketing Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinion...

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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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