Extended Marketing Mix [Marketing Mix Esteso]

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


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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 -

Marketing Mix Esteso Forum
  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....
  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...
  Extra Marketing Mix P: Power
Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
  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....
  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 - 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....
  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...
  Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say?...
  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...
  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....
  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....
  Extra Marketing Mix P: Positioning
We should add another P: Positioning......
  Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
  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....
  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...
  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...
  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....

Marketing Mix Esteso Special Interest Group

Special Interest Group

Marketing Mix Esteso Corsi & Eventi

Corsi, Seminari ed Eventi

Migliori Pratiche - Marketing Mix Esteso Premium
  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...
  Is the Customer Always Right?
1. The customer is always right.
2. The customer comes second.
Which position do you agree with? Why?...
  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 really something to focus on.
The Physical Evidence falls into the Place, since there are no real...
  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....
  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......

Expert Tips (ENG) - Extended Marketing Mix Premium

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

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

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

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

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

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

Risorse - Marketing Mix Esteso Premium


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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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