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

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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

  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
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3
 
Use only P's that can be Controlled / Influenced!
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Extra Marketing Mix P - Publicity
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2 commenti
7 P's or Sustainable Competitive Advantage
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Extra Marketing Mix P - Performance
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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
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9
 
Extra Marketing Mix P: Planning
An extra P that should be considered is Planning.
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8
 
1 commenti
3 Extra Marketing Mix P's for the Changing World
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7
 
1 commenti
Extra Marketing Mix P: Positioning
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Extra Marketing Mix P - Politics
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6
 
Extra Marketing Mix P: Power
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6
 
1 commenti
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 (...)
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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 an (...)
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 (...)
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Extra Marketing Mix P - Perception
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5
 
1 commenti
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
 

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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, Promoti (...)
60
 
14 commenti

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 commenti

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 commenti

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 commenti

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 commenti

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 commenti

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 commenti

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 commenti

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Additional 8th P of the Extended Marketing Mix

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Introduction and Summary of the 7P's

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Mindmap of Extended 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


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