Extended Marketing Mix
(7-Ps)

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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 -


Grupo de Interesse Especial de Marketing de Serviços


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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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