De 7 P's 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:
- 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.
- Proces: De procedure, de mechanismen en de activiteitenstroom door middel van welke de diensten worden verbruikt (klantenbeheerprocessen) zijn een essentieel element van de marketingstrategie.
- 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
Forumdiscussies over Diensten Marketing. Hieronder kunt u een vraag stellen over dit onderwerp, uw ervaringen delen, een nieuwe ontwikkeling melden, of iets toelichten.
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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....
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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...
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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...
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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...
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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...
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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...
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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...
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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....
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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 ...
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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, ...
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De best beoordeelde onderwerpen over Diensten Marketing. Hier vindt u de meest waardevolle ideeën en praktische suggesties.
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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...
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 14 reacties
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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 ...
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 6 reacties
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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...
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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...
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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...
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Geavanceerde inzichten over Services Marketing (Engels). Hier vindt u professionele adviezen van deskundigen.
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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...
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The Most Complete Marketing Mix Marketing, Strategy, Marketing Mix The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os:
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4Cs: Customer needs,...
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3 Communication Phases in Providing Services Services Management Three main communication phases can be distinguished in which a service provider communicates with his customers.
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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...
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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...
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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 ...
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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:
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7. Phy...
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