Uitgebreide Marketingmix
(7-Ps)

Kenniscentrum





Verklaring van de Uitgebreide Marketingmix (7-Ps) van Booms en Bitner.


De 7-Ps of de Uitgebreide Marketingmix van Booms en Bitner is een hulpmiddel op het gebied van marketingstrategie welk†het aantal stuurvariabelen van vier in het originele marketingmixmodel naar 7 brengt.


Gebruik van de Uitgebreide Marketingmix

Het traditionele Marketingmix model was hoofdzakelijk gericht en zinnig voor†tastbare producten. Het 7-Ps model is nuttiger voor dienstenindustrieŽn en, hoewel dat betwistbaar is, ook voor kennisintensieve omgevingen.


3 extra P's

Booms en Bitner hebben de volgende 3 extra P's aan de originele Marketing Mix toegevoegd:

  1. People (Mensen): Alle mensen die direct of indirect betrokken zijn bij de consumptie van de dienst zijn een belangrijk onderdeel van de Uitgebreide Marketingmix. Kenniswerkers, werknemers, het management en consumenten voegen vaak significante waarde toe aan het totale product of de dienst.
  2. Proces: De procedure, de mechanismen en de activiteitenstroom door middel van welke de diensten worden verbruikt (klantenbeheerprocessen) zijn een essentieel element van de marketingstrategie.
  3. Physical Evidence (Fysiek Bewijsmateriaal): De bekwaamheid en de omgeving waarin de dienst wordt geleverd. Zowel tastbare goederen welke helpen om de dienst†te communiceren en uit te voeren, als de ongrijpbare ervaring van bestaande klanten en de bekwaamheid van de onderneming om die klantentevredenheid naar†potentiŽle klanten te laten blijken.

De eerste twee extra P's zijn expliciet (Mensen, Proces) en de derde factor (Fysiek Bewijsmateriaal) is een impliciete factor.


Booms en Bitner suggereren ook dat Plaats in een op dienstverlening gericht bedrijf de toegankelijkheid van de dienst omvat, en dat Promotie in een op dienstverlening gericht bedrijf de input van het servicepersoneel omvat.


Boek: Nirmalya Kumar - Marketing As Strategy -

Boek: David A. Aaker - Strategic Marketing Management -


Special Interest Group - Diensten Marketing


Special Interest Group (130 leden)


Forum - Diensten Marketing  

Discussies over Diensten Marketing.


  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 (...)
 
 
 
 
  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 - Politics
This P's has grt power and influences the very basics of marketing..What say? (...)
 
 
 
 
  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 (...)
 
 
 
 

Best Practices - Diensten Marketing

Hier vindt u de meest waardevolle discussies uit het verleden.


  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

Hier vindt u adviezen van experts.


 

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 (...)
 
 

Hulpbronnen - Diensten Marketing

Hier vindt u powerpoint-presentaties, micro-leervideo's en verdere informatiebronnen.



Vergelijk met de Uitgebreide Marketingmix (7-Ps): Marketingmix (4-Ps)  |† Relatiemarketing  |† Ansoff  |† Porter  |† BCG Matrix  |† Positioneren  |† Co-Creatie  |† 3C's  |† 4S Web Marketingmix


Keer terug naar Management Discipline: Marketing  |† Strategie


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