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

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Лучшие Лрактики 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 комментария 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 комментария 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? (...) 33   5 комментария 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 комментария 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 комментария 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   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 комментария 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 (...) 8   3 комментария 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 комментария

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Ссылки на Исследования Автоматический переход к другим полезным источникам, касающимся Маркетинг услуг. Новости Видео Презентации Книги Более

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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