Extended Marketing Mix 확장된 마케팅믹스
(7 Ps)

지식 센터





요약, 포럼, 모범 사례, 전문가 팁 및 리소스.


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) (25 개 회원)


포럼 - 서비스 마케팅  

주제에 대한 토론 : 서비스 마케팅.


  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 cu (...)
 
 
 
 
  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 (...)
 
 
 
 
  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 th (...)
 
 
 
 
  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 professionalise (...)
 
 
 
 
  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 (...)
 
 
 
 
  Extra Marketing Mix P - Performance
I think that performance is the only criteria for judgement pertaining to success or failure. The product performance ca (...)
 
 
 
 
  Extra Marketing Mix P: Patience
I think in service industry patience is utmost important, because whatever organisation is offering they are intangible (...)
 
 
 
 
  Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance... (...)
 
 
 
 
  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... (...)
 
 
 
 
  Extra Marketing Mix P: Positioning
We should add another P: Positioning... (...)
 
 
 
 
  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 (...)
 
 
 
 
  Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say? (...)
 
 
 
 
  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. Ke (...)
 
 
 
 
  Extra Marketing Mix P: Power
Physical Power acquired by a company from one of its resources can not be overlooked as a strong P. (...)
 
 
 
 
  What about Customers??
Sometimes I think marketers can get too hanged up with theories, that we forget the ' Customer Experience'. Though it do (...)
 
 
 
 
  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 an (...)
 
 
 
 
  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 (...)
 
 
 
 
  Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers. (...)
 
 
 
 
  Service-Dominant Logic of Marketing
Service-Dominant Logic is a new logic in marketing in which a service view substitutes the traditional, historic goods v (...)
 
 
 
 
  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 t (...)
 
 
 
 
  Extra Marketing Mix P: Positive
I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability). I be (...)
 
 
 
 

모범 사례 - 서비스 마케팅

여기에서 과거의 가장 소중한 토론을 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, Promoti (...)
 
 
 
 
  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 whi (...)
 
 
 
 
  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? (...)
 
 
 
 
  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 the Customer Always Right?
1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why? (...)
 
 
 
 
  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 Firs (...)
 
 
 
 

Expert Tips (ENG) - Services Marketing

여기서 당신은 전문가의 조언을 찾을 수 있습니다.


 

How to Determine the Right PRICING?

Steps to Strategic Pricing (...)
 
 
 

The Most Complete Marketing Mix

Marketing, Strategy, Marketing Mix (...)
 
 
 

3 Communication Phases in Providing Services

Services Management (...)
 
 
 

What Types of Marketing Organizations Exist?

Best Practices to Consider (...)
 
 
 

Don't Forget Internal Marketing

Involving your Employees, Internal Marketing Best Practices (...)
 
 
 

Additional 8th P of the Extended Marketing Mix

Marketing (...)
 
 

자료 - 서비스 마케팅

여기서 파워 포인트 프리젠 테이션, 마이크로 학습 비디오 및 추가 정보 소스를 찾을 수 있습니다.



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


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