Extended Marketing Mix 확장된 마케팅믹스
(7 Ps)

지식 센터

요약, 포럼, 모범 사례, 전문가 팁 및 정보 소스.

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Booms와 Bitner의 확장된 마케팅 믹스 또는 7P는 마케팅 전략의 도구로서, 기존의 마케팅믹스 모델의 통제가능한 변수의 수를 4개에서 7개로 확장한 것이다.

마케팅믹스의 활용

전통적인 마케팅 믹스 모형 은 주로 유형의 제품들에 초점이 맞춰진 유용한 도구이다. 7P 모델은 서비스 산업과, 논쟁의 여지는 있지만 지식 집약적인 환경에 유용하다.

추가 3P

Booms와 Bitner는 기존의 마케팅 믹스에 3가지 P를 추가했다:

  1. 사람들: 직접적이든 간접적인든 서비스의 소비에 연관된 사람들은 확장된 마케팅믹스의 중요한 일부이다. 지식 노동자, 종업원, 경영진, 소비자들은 전체 제품이나 서비스의 제공에 중요한 가치를 더하곤 한다.
  2. 프로세스: 서비스가 전달되어지는 절차, 메커니즘, 활동들의 흐름(고객관리프로세스) 등은 마케팅 전략의 중요한 요소들이다.
  3. 유형의 증거 : 서비스가 전달되는 환경 및 능력. 서비스를 커뮤니케이션하고 수행하는 유형의 재화와, 기존고객들과 그들의 고객만족을 잠재적인 고객으로 연결시키는 비즈니스 능력같은 무형의 경험.

사람과 프로세스는 명시적인 요인이고, 유형의 증거는 비명시적인 요인이다.

Booms와 Bitner는 서비스지향의 기업에게 유통은 서비스의 접근성을 포함해야 하고, 촉진은 서비스 일선에 있는 직원들의 투입을 포함해야한다고 제안한다.

참고도서: Nirmalya Kumar - Marketing As Strategy

참고도서: David A. Aaker - Strategic Marketing Management


서비스 마케팅 시그(SIG).

시그(SIG) (24 개 회원)

포럼 토론

서비스 마케팅 포럼.


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모범 사례

서비스 마케팅에 대한 최고 평점 토론 주제. 여기에서 가장 가치있는 아이디어와 실용적인 제안을 찾을 수 있습니다.

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전문가 팁

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정보 출처

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추가 연구 링크

서비스 마케팅다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 .





프리젠 테이션

프리젠 테이션



플라톤 학파 사람들

플라톤 학파 사람들


관련 개념 Extended Marketing Mix 확장된 마케팅믹스 (7 Ps): 마케팅 믹스 (4 Ps)  |  Relationship Marketing [관계마케팅]  |  Ansoff  |  Porter  |  BCG 매트릭스  |  Positioning [포지셔닝]  |  Co-Creation [코크리에이션, 소비자연계가치창조]  |  3C's  |  4S 웹 마케팅 믹스

다른 페이지로 이동: 마케팅 및 영업  |  전략 및 혁신

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서비스 마케팅 관심이 있습니까? 우리 SIG 리더가 되십시오


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