Uitgebreide Marketingmix
(7-Ps)

Kenniscentrum

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 -

Forum Nieuw Onderwerp Forum over Diensten Marketing. 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 (...) 11   0 reacties 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 (...) 11   2 reacties 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 (...) 11   0 reacties Extra Marketing Mix P - Performance I think that performance is the only criteria for judgement pertaining to success or failure. The product performance ca (...) 11   0 reacties Extra Marketing Mix P: Patience I think in service industry patience is utmost important, because whatever organisation is offering they are intangible (...) 9   0 reacties Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance... (...) 9   1 reacties 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... (...) 8   1 reacties 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 af (...) 7   1 reacties Extra Marketing Mix P: Positioning We should add another P: Positioning... (...) 7   0 reacties Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say? (...) 6   0 reacties Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P. (...) 6   1 reacties 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 (...) 6   0 reacties 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 (...) 6   1 reacties 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 (...) 5   0 reacties 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 (...) 5   0 reacties Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers. (...) 5   1 reacties 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 (...) 4   0 reacties 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 (...) 3   0 reacties 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 (...) 0   0 reacties

Best Practices Schrijf u in De best beoordeelde onderwerpen over Diensten Marketing. Hier vindt u de meest waardevolle ideeën en praktische suggesties. 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 (...) 60   14 reacties 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 (...) 52   14 reacties 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? (...) 34   5 reacties 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 (...) 30   8 reacties 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 (...) 28   6 reacties 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 (...) 22   0 reacties Is the Customer Always Right? 1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why? (...) 21   12 reacties 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 (...) 8   3 reacties What about Customers?? Sometimes I think marketers can get too hanged up with theories, that we forget the ' Customer Experience'. Though it do (...) 5   3 reacties

Expert Tips Schrijf u in Geavanceerde inzichten over Services Marketing (Engels). Hier vindt u professionele adviezen van deskundigen. 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 (...) 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, (...) 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 (...) 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 (...) 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 (...) 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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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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