Extended Marketing Mix
(7-Ps)

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Resumo

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:

  1. 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.
  2. 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.
  3. 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


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Use only P's that can be Controlled / Influenced!
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Extra Marketing Mix P - Publicity
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Extra Marketing Mix P - Performance
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Extra Marketing Mix P: Patience
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Keep Marketing Plan Simple
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Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
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Extra Marketing Mix P: Planning
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3 Extra Marketing Mix P's for the Changing World
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Extra Marketing Mix P - Perception
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Extra Marketing Mix P: Positioning
We should add another P: Positioning......
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Marketing Mix - when to choose what??
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Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
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Extra Marketing Mix P - Principles
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Addition of PEOPLE to the Marketing Mix is Important
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Extra Marketing Mix P: Positive
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Melhores Práticas

Os tópicos mais bem avaliados sobre Marketing de Serviços. Aqui você vai encontrar as idéias mais valiosas e sugestões práticas.


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🥈 What is Physical Evidence in Extended Marketing Mix?
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🥉 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?...
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When Should we Use the Extended Marketing Mix (7Ps) instead of the Traditional Marketing Mix (4Ps)?
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Extra Marketing Mix P - Packaging
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Extra Marketing Mix P - Pace
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What about Customers??
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Fontes de Informação

Várias fontes de informação sobre Marketing de Serviços. Aqui você encontrará powerpoints, vídeos, notícias, etc. para usar em suas próprias palestras e workshops.


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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


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