Extended Marketing Mix 확장된 마케팅믹스
(7 Ps)

지식 센터

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:

5. 사람들: 직접적이든 간접적인든 서비스의 소비에 연관된 사람들은 확장된 마케팅믹스의 중요한 일부이다. 지식 노동자, 종업원, 경영진, 소비자들은 전체 제품이나 서비스의 제공에 중요한 가치를 더하곤 한다.
6. 프로세스: 서비스가 전달되어지는 절차, 메커니즘, 활동들의 흐름(고객관리프로세스) 등은 마케팅 전략의 중요한 요소들이다.
7. 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

포럼 다음에 대한 포럼 토론: 서비스 마케팅. 아래에서 이 주제에 대해 질문하거나 경험을 공유하거나 새로운 개발을 보고하거나 무언가를 설명할 수 있습니다.     에 대한 서비스 마케팅 여기에서 지식을 공유하세요(또는 질문하세요)   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 개의 댓글 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 개의 댓글 Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance...... 9   1 개의 댓글 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 개의 댓글 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 개의 댓글 Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers.... 7   1 개의 댓글 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 개의 댓글 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

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

전문가 팁 Services Marketing에 대한 고급 통찰력 (영어). 여기에서 전문가의 전문적인 조언을 찾을 수 있습니다. How to Determine the Right PRICING? Steps to Strategic Pricing One of the 4 P's is Pricing. To help managers find the right price for a product/service, Kim and Mauborgne have develop... The Most Complete Marketing Mix Marketing, Strategy, Marketing Mix The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os: 4Ps: Product, Price, Promotion and Place 4Cs: Customer needs,... 3 Communication Phases in Providing Services Services Management Three main communication phases can be distinguished in which a service provider communicates with his customers. 1: Pr... What Types of Marketing Organizations Exist? Best Practices to Consider Booz Allen identified 6 types of marketing organizations (May 29 2006 of Brandweek): 1. Marketing Masters: authority to... Don't Forget Internal Marketing Involving your Employees, Internal Marketing Best Practices Besides external marketing, dealing with the image, look and view how customers see or define your organization, interna... Additional 8th P of the Extended Marketing Mix Marketing Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinions, which additional ...

정보 출처 서비스 마케팅 에 대한 다양한 정보 출처. 여기에서 자신의 강의 및 워크샵에 사용할 파워 포인트, 비디오, 뉴스 등을 찾을 수 있습니다. 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....

추가 연구 링크 서비스 마케팅다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 . 뉴스 영화 프리젠 테이션   서적 플라톤 학파 사람들 더

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

관리 방법, 모형 및 이론 더