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:
- 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.
- 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.
- 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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Fórum de discussões sobre Marketing de Serviços. Abaixo você pode fazer uma pergunta sobre este tópico, compartilhar suas experiências, relatar um novo desenvolvimento ou explicar algo.
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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.
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Extra Marketing Mix P - Publicity
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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
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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 of t...
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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).
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Extra Marketing Mix P - Pace
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Conhecimentos avançados sobre Services Marketing (Inglês). Aqui você encontrará conselhos profissionais de especialistas.
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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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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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A Service-Oriented View on Marketing Service-Dominant Logic, Perspectives on Marketing Presentation about a service-dominant logic mindset in marketing, including the following sections:
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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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Mindmap of Extended Marketing Mix Summary Mindmap of Extended Marketing Mix....
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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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