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Extended Marketing Mix 확장된 마케팅믹스
(7 Ps)

지식 센터

요약, 포럼, 모범 사례, 전문가 팁 및 정보 소스.

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요약

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


시그(SIG)

서비스 마케팅 시그(SIG).


시그(SIG)
시그(SIG) (25 개 회원)

포럼

다음에 대한 포럼 토론: 서비스 마케팅. 아래에서 이 주제에 대해 질문하거나 경험을 공유하거나 새로운 개발을 보고하거나 무언가를 설명할 수 있습니다.


주제 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 ...
평가11
 
주제 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....
평가11
 
반응2 개의 댓글
주제 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...
평가11
 
주제 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...
평가11
 
주제 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...
평가9
 
주제 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...
평가9
 
반응1 개의 댓글
주제 Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
평가9
 
반응1 개의 댓글
주제 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......
평가8
 
반응1 개의 댓글
주제 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...
평가7
 
반응1 개의 댓글
주제 Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....
평가7
 
반응1 개의 댓글
주제 Extra Marketing Mix P: Positioning
We should add another P: Positioning......
평가7
 
주제 Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say?...
평가6
 
주제 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...
평가6
 
주제 Extra Marketing Mix P: Power
Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
평가6
 
반응1 개의 댓글
주제 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...
평가5
 
주제 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....
평가5
 
주제 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 of t...
평가4
 
주제 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....
평가3
 
주제 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, envi...
평가0
 

새로운 주제를 시작하거

새로운 주제를 시작하거 에 대한 서비스 마케팅

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. However, t...
평가60
 
반응14 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...
평가58
 
반응14 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?...
평가33
 
반응5 개의 댓글

주제 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...
평가30
 
반응8 개의 댓글

주제 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 ...
평가27
 
반응6 개의 댓글

주제 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...
평가23
 
주제 Is the Customer Always Right?
1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why?...
평가21
 
반응12 개의 댓글

주제 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....
평가8
 
반응3 개의 댓글

주제 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...
평가5
 
반응3 개의 댓글

전문가 팁

Services Marketing에 대한 고급 통찰력 (영어). 여기에서 전문가의 전문적인 조언을 찾을 수 있습니다.


Subject

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...
Subject

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,...
Subject

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...
Subject

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...
Subject

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...
Subject

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.


발표자료

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...
발표자료

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 ...
발표자료

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...
발표자료

Services Marketing

Marketing Services
Comprehensive presentation on service marketing by Aziz Seyid. Includes Intro-features and characteristics, Consumer Be...
발표자료

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...
비디오

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...
그림자료

Mindmap of Extended Marketing Mix

Summary
Mindmap of Extended Marketing Mix....

추가 연구 링크

서비스 마케팅다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 .


NWS

뉴스

VID

영화

PRS

프리젠 테이션

 
BKS

서적

ACA

플라톤 학파 사람들

WIK


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

시그(SIG)

시그(SIG)

서비스 마케팅 에 대해 많이 알고 계십니까? 우리의 SIG 리더가 되십시오 전문가로서 세계적으로 인정받다.



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