Uitgebreide Marketingmix
(7-Ps)

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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 dienstenindustrieën 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:

5. 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.
6. Proces: De procedure, de mechanismen en de activiteitenstroom door middel van welke de diensten worden verbruikt (klantenbeheerprocessen) zijn een essentieel element van de marketingstrategie.
7. 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 potentiële 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 -

Uitgebreide Marketingmix Forum   Service-Dominant Logic of Marketing Service-Dominant Logic is a new logic in marketing in which a service view substitutes the historic goods view. Service-Dominant (S-D) Logic is a mindset for a unified understanding of the purpose and nature of organizations, markets and society...           Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....           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 quality, the behavior of an organization, etc....           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 - 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....           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 organisation. We also should be careful that we d...           Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say?...           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 out of that. The greater the performance, the gre...           Extra Marketing Mix P - Programming I think at this age of globalization, where we use software for any specific objectives, programming can be an effective 10th P in the Marketing Mix....           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 both needs Patience....           Extra Marketing Mix P: Positioning We should add another P: Positioning......           Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance......           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 Marketing Mix....           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 how you wish to focus on each P. But needless to me...           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 the right product, right price, right promotion, rig...           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....         Begin een nieuw onderwerp

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Best Practices - Uitgebreide Marketingmix Premium   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, there is no doubt that recently the marketplace...           Is the Customer Always Right? 1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why?...           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 a good idea, but its not really something to focus on. The Physical Evidence falls into the Place, since there are no real...           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 product....           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? Thanks......

Expert Tips (ENG) - Extended Marketing Mix Premium   How to Determine the Right PRICING? One of the 4 P's is Pricing. To help managers find the right price for a product/service, Kim and Mauborgne have developed a tool called the Price ... Usage (application): Steps to Strategic Pricing       The Most Complete Marketing Mix The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os: 4Ps: Product, Price, Promotion and Place 4Cs: Customer needs, Cost to user, ... Usage (application): Marketing, Strategy, Marketing Mix       3 Communication Phases in Providing Services Three main communication phases can be distinguished in which a service provider communicates with his customers. 1: Pre-consumption phase... Usage (application): Services Management       What Types of Marketing Organizations Exist? Booz Allen identified 6 types of marketing organizations (May 29 2006 of Brandweek): 1. Marketing Masters: authority to coordinate with major bus... Usage (application): Best Practices to Consider       Don't Forget Internal Marketing Besides external marketing, dealing with the image, look and view how customers see or define your organization, internal marketing of y... Usage (application): Involving your Employees, Internal Marketing Best Practices       Additional 8th P of the Extended Marketing Mix Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinions, which additional P should be included, differ s... Usage (application): Marketing

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