Extended Marketing Mix
(7Ps)

ナレッジセンター

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。

3つの余分p's

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

5. 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。
6. 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。
7. 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。

サービス提供が中心の会社の場所がサービスの入手の可能性を含んでいる、そしてサービス提供が中心の会社の昇進が前線用のサービス係の入力を含んでいるBoomsおよびBitnerはまた提案する。

本: Nirmalya Kumar - Marketing As Strategy

本: David A. Aaker - Strategic Marketing Management

フォーラム フォーラムでの議論:サービスマーケティング。以下で、このトピックについて質問したり、経験を共有したり、新しい開発を報告したり、何かを説明したりできます. 新しいフォーラムトピックを開始するについてのサービスマーケティング ここであなたの知識を共有してください（または質問してください）   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, prod... 11   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.... 11   2コメント 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... 11   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... 11   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 b... 9   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 possible, as it's easier to implement for us, and easie... 9   1コメント Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance...... 9   1コメント 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...... 8   1コメント 3 Extra Marketing Mix P's for the Changing World Planet, Privacy and Poverty are another three P's that I suggest need careful strategies. All these topics materially affect the way in which products and services are produced. They reflect the orien... 7   1コメント Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers.... 7   1コメント Extra Marketing Mix P: Positioning We should add another P: Positioning...... 7   Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say?... 6   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 h... 6   Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P.... 6   1コメント 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 th... 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 companies are spending a huge sum in new innovation.... 5   Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing in which a service view substitutes the traditional, historic goods view. Service-Dominant (S-D) Logic is a mindset for a unified understanding ... 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 the marketing mix, people can understand the market in a better way.... 3   Extra Marketing Mix P: Positive I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability). I believe Positive Marketing can contribute to business' social responsibility, ... 0

ベストプラクティス サービスマーケティングに関する最も評価の高いディスカッショントピック。ここでは、最も価値のあるアイデアと実用的な提案を見つけます。 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. Howeve... 60   14コメント 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... 58   14コメント 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コメント 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 Evid... 30   8コメント 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 ... 27   6コメント 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 marketing can be known by combining all of them...an... 23   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コメント 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? Marketing success is a function of Pace in a big way... 8   3コメント 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 Marketin... 5   3コメント

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の情報源 サービスマーケティングに関するさまざまな情報源。ここでは、独自の講義やワークショップで使用するパワーポイント、ビデオ、ニュースなどが見つかります。 A Service-Oriented View on Marketing Service-Dominant Logic, Perspectives on Marketing Presentation about a service-dominant logic mindset in marketing, including the following sections: 1. Getting the logi... Consumer Behavior in the Service Sector Decision Making, Behavioral Economics Presentation about consumer behavior in services. The presentation includes the following files: 1. Consumer Problems ... Product Packaging Marketing, Sustainable Business, Environmental Sustainability, Packaging In-depth presentation about packaging and sustainable packaging. The presentation is very extensive and uses head sectio... Services Marketing Marketing Services Comprehensive presentation on service marketing by Aziz Seyid. Includes Intro-features and characteristics, Consumer Be... Introduction to Services Marketing Services Marketing, Service Sector Marketing, Hospitality Services This presentation is about marketing in the services sector, emphasizing the travel and tourism sectors. It includes the... Introduction and Summary of the 7P's Initial Understanding of the 7P's, Trainings, Workshops One by one explanation of each of the 7P's: 1. Product 2. Price 3. Place 4. Promotion 5. People 6. Process 7. Phy... Mindmap of Extended Marketing Mix Summary Mindmap of Extended Marketing Mix....

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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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