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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
- 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.
- 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.
- 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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 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 e in alcuni settori....
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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 historic goods view.
Service-Dominant (S-D) Logic is a mindset for a unified understanding of the purpose and nature of organizations, markets and society...
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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 quality, the behavior of an organization, etc....
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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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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 organisation. We also should be careful that we d...
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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 out of that. The greater the performance, the gre...
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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....
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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 both needs Patience....
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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 Marketing Mix....
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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 how you wish to focus on each P. But needless to me...
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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 the right product, right price, right promotion, rig...
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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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Marketing Mix Esteso Special Interest Group
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Marketing Mix Esteso Corsi & Eventi
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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, there is no doubt that recently the marketplace...
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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 product....
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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? Thanks......
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How to Determine the Right PRICING?
One of the 4 P's is Pricing. To help managers find the right price for a product/service, Kim and Mauborgne have developed a tool called the Price ...
Usage (application): Steps to Strategic Pricing
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The Most Complete Marketing Mix
The ' Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os:
4Ps: Product, Price, Promotion and Place
4Cs: Customer needs, Cost to user, ...
Usage (application): Marketing, Strategy, Marketing Mix
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3 Communication Phases in Providing Services
Three main communication phases can be distinguished in which a service provider communicates with his customers.
1: Pre-consumption phase...
Usage (application): Services Management
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What Types of Marketing Organizations Exist?
Booz Allen identified 6 types of marketing organizations (May 29 2006 of Brandweek):
1. Marketing Masters: authority to coordinate with major bus...
Usage (application): Best Practices to Consider
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Don't Forget Internal Marketing
Besides external marketing, dealing with the image, look and view how customers see or define your organization, internal marketing of y...
Usage (application): Involving your Employees, Internal Marketing Best Practices
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Additional 8th P of the Extended Marketing Mix
Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinions, which additional P should be included, differ s...
Usage (application): Marketing
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Notizie
7p Marketing
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Notizie
Marketing Mix
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Video
7p Marketing
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Video
Marketing Mix
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Presentazioni
7p Marketing
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Presentazioni
Marketing Mix
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7p Marketing
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Di più
Marketing Mix
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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
Ritornare alla Disciplina di Gestione: Marketing | Strategia
Più Metodi, Modelli e Teorie di Gestione
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Special Interest Group Leader
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