Extended Marketing Mix



BoomsおよびBitnerの7PsかExtended Marketing Mixは元のmarketing mixモデルの4からの7に制御可能な変数の数を拡大するマーケティングの作戦用具である。

Extended Marketing Mixの使用法

従来のmarketing mixモデルは主に指示され、有形プロダクトのために有用だった。 7Psモデルはサービス産業と恐らく間違いなくまた知識集中的な環境のためにより有用である。


BoomsおよびBitnerは元のmarketing mixに次の3つ付加的なpsを加えた:

  1. 人々: サービスの消費に直接または間接的にかかわるすべての人々はExtended Marketing Mixの重要な部分である。 知識労働者、従業員、経営および消費者は頻繁に総プロダクトに重要な価値を加えるか、または提供を整備する。
  2. プロセス: サービスが消費される活動のプロシージャ、メカニズムおよび流れは(顧客の経営プロセス)マーケティングの作戦の必要な要素である。
  3. 物的証拠: サービスが提供される環境および能力。 伝達し合うのを助け、サービスを行う両方の有形商品、および既存の顧客の無形経験および潜在的な顧客にその顧客満足を中継で送るビジネスの機能。

最初の2つはより多くのps明確(人々、プロセス)であり、第3 1つは(物的証拠)暗黙の要因である。


本: Nirmalya Kumar - Marketing As Strategy -

本: David A. Aaker - Strategic Marketing Management -

サービスマーケティング 特別興味グループ

特別興味グループ (3人のメンバー)



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Extended Marketing Mix (7Ps)をと比較した: marketing mix (4Ps)  |  Relationship Marketing  |  Ansoff  |  Porter  |  BCG Matrix  |  Positioning  |  Co-Creation  |  3C's  |  4S Web Marketing Mix

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