Extended Marketing Mix (Расширенный Маркетинг-микс)
(7-Ps)

Центр Знаний

7-Ps или Extended Marketing Mix (Расширенный Маркетинг-микс) Booms и Bitner один из инструментов маркетинговой стратегии, который расширяет число контролируемых переменных от 4 в первоначальной модели Marketing Mix (Маркетинг-микс) до 7.

Применение Extended Marketing Mix (Расширенный Маркетинг-микс)

Традиционная модель Маркетинг-микс была, главным образом, ориентирована на и полезна для материальных продуктов. Модель 7-Ps более полезна для сферы услуг и, вероятно, также для наукоемких отраслей.

3 дополнительных P

Booms и Bitner's добавили 3 дополнительные P к первоначальному маркетинг-микс:

5. Люди (People): Все люди, прямо или косвенно задействованные в процессе потребления сервисных услуг, важная составляющая часть расширенного маркетинг-микс. Cпециалисты в области анализа и обработки информации, сотрудники, менеджмент и другие потребители часто добавляют значительную потребительскую ценность к общему продукту или сервисному предложению.
6. Процесс (Process): Процедура, механизмы и последовательность операций в процессе потребления сервисных услуг (процессы управления клиентом) - необходимые элементы маркетинговой стратегии.
7. Физическое основание (Physical Evidence): Способность и среда предоставления сервисных услуг. Как материальных товаров, которые способствуют коммуникации и выполнению услуг, так и нематериального опыта существующих клиентов и способность бизнеса экстраполировать потребительскую удовлетворенность на потенциальных клиентов.

Первые два дополнительные P очевидны (Люди, Процесс), третье (Физическое основание) является подразумеваемым фактором.

Booms и Bitner также допускают, что Место (Place) в компании, ориентированной на сервис, включает доступность сервисных услуг, а Продвижение (Promotion) в компании, ориентированной на сервис, включает вклад персонала по работе с клиентами.

Книга: Nirmalya Kumar - Marketing As Strategy -

Книга: David A. Aaker - Strategic Marketing Management -

Форум Новую Тема Форум о Маркетинг услуг. 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 реакции 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 реакции 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 реакции 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 реакции Extra Marketing Mix P: Patience I think in service industry patience is utmost important, because whatever organisation is offering they are intangible (...) 9   0 реакции Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance... (...) 9   1 реакции 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 реакции 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 реакции Extra Marketing Mix P: Positioning We should add another P: Positioning... (...) 7   0 реакции Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say? (...) 6   0 реакции 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 реакции 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 реакции 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 реакции 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 реакции 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 реакции Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers. (...) 5   1 реакции 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 реакции 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 реакции 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 реакции

Лучшие Лрактики Регистрация Темы для обсуждения с самым высоким рейтингом для обсуждения Маркетинг услуг. Здесь вы найдете самые ценные идеи и практические предложения. 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 реакции 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 реакции 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 реакции 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 реакции 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 реакции 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 реакции 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 реакции 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 реакции 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 реакции

Эксперт Советы Регистрация Продвинутое понимание Services Marketing (Английский). Здесь вы найдете профессиональные советы экспертов. 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 (...)

Источники Информации Регистрация Различные источники информации о Маркетинг услуг. Здесь вы найдете PowerPoints, видео, новости и т.д., чтобы использовать в своих собственных лекциях и практических занятиях.

Сравните с Extended Marketing Mix (Расширенный Маркетинг-микс) (7-Ps): Marketing Mix (Маркетинг-микс) (4-Ps)  |  Relationship Marketing (Маркетинг, ориентированный на взаимоотношения)  |  Ansoff  |  Porter  |  BCG Matrix (Матрица BCG)  |  Positioning (Позиционирование)  |  Co-Creation (Co-создание)  |  3C's  |  4S Web Marketing Mix (4S Веб-маркетинг микс)

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