Extended Marketing Mix
(7-Ps)

Centro de Conhecimento

• Sobre o 12manage
• Home
• Dicionário
• Enciclopédia
• Questão?
• Pontos de Vista

• Cadastro
• Entrar
• Ajuda

• Mudança e Organização
• Comunicações e Habilidades
• Tomada de Decisão e Avaliação
• Ética e Responsabilidade
• Finanças e Investimentos
• Recursos Humanos
• Conhecimento e Ativos Intangíveis
• Liderança
• Marketing
• Gerenciamento de Projetos e Programas
• Estratégia
• Cadeia de Fornecimento e Qualidade

Explanação do Extended Marketing Mix (7-Ps) de Booms e de Bitner.

O 7-Ps ou o Extended Marketing Mix de Booms e de Bitner são uma ferramenta introduzindo no mercado da estratégia que expanda o número de variáveis controllable dos quatro no modelo original do marketing mix a sete.

Uso do Extended Marketing Mix

O modelo tradicional do marketing mix era dirigido primeiramente e útil para produtos tangible. O modelo 7-Ps é mais útil para indústrias de serviços e arguably também para circunstâncias conhecimento-intensive.

3 p extra

Booms e Bitner adicionaram os seguinte 3 picosegundos adicionais ao marketing mix original:

5. Povos: Todos os povos que são envolvidos diretamente ou indiretamente no consumo de um serviço são uma parte importante do Extended Marketing Mix. Os trabalhadores de conhecimento, os empregados, a gerência e os consumidores frequentemente adicionam o valor significativo ao produto total ou prestam serviços de manutenção a oferecer.
6. Processo: O procedimento, os mecanismos e o fluxo das atividades por que os serviços são consumidos (processos da gerência do cliente) são um elemento essencial da estratégia do marketing.
7. Evidência física: A abilidade e as circunstâncias em que o serviço é entregado. Ambos os bens tangible que ajudam se comunicar e executam o serviço, e a experiência intangível de clientes existentes e a abilidade do negócio de relay essa satisfação de cliente aos clientes potenciais.

Primeiro dois mais picosegundos são explícitos (povos, processo) e terceiro (evidência física) é um fator implícito.

Booms e Bitner sugerem também que o lugar em uma companhia serviço-orientada inclui a acessibilidade do serviço, e que o Promotion em uma companhia serviço-orientada inclui a entrada do pessoal de serviço front-line.

Livro: Nirmalya Kumar - Marketing As Strategy -

Livro: David A. Aaker - Strategic Marketing Management -

Extended Marketing Mix Grupo de Interesse Especial Grupo de Interesse Especial (28 membros)

Fórum de Extended Marketing Mix   Tópicos recentes   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, Phy...           Extra Marketing Mix P: Power Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....           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...

Melhores Práticas - Extended Marketing Mix   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 deliv...           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 re...           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 packagi...           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 ma...         Tudo o que você precisa saber sobre gestão   Is the Customer Always Right? 1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why?...           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 co...           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 et...           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 ...           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 conte...           Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance......           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 per...           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?<...           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 and external environments, yo...           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 possi...           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...           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 ...           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...           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....           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....

Expert Tips (ENG) - Extended Marketing Mix   How to Determine the Right PRICING?       The Most Complete Marketing Mix       3 Communication Phases in Providing Services       What Types of Marketing Organizations Exist?       Don't Forget Internal Marketing       Additional 8th P of the Extended Marketing Mix     Desenvolva-se em administração de empresas e gestão de negócios

Recursos - Extended Marketing Mix   Notícias sobre 7ps Marketing         Notícias sobre Marketing Mix         Vídeos sobre 7ps Marketing         Vídeos sobre Marketing Mix         Apresentações sobre 7ps Marketing         Apresentações sobre Marketing Mix         Mais sobre 7ps Marketing         Mais sobre Marketing Mix       Acelere sua carreira em gestão

Compare com o Extended Marketing Mix (7-Ps): Marketing mix (4-Ps)  |  Relationship Marketing  |  Ansoff  |  Porter  |  BCG Matrix  |  Positioning  |  Co-Creation  |  3C's  |  4S Web Marketing Mix

Retorne a o centro de a gerência: Introduzir no mercado  |  Estratégia

Mais Métodos, Modelos e Teorias de Gestão