Utökad Marknadsmix


Sammanfattning, forum, bästa praxis, experttips och informationskällor.

136 itens • 1.276.930 visitas



7-P:n eller Utökad marknadsmix av Booms och Bitner är ett marknadsstrategiskt verktyg som utvidgar de tidigare kontrollerbara variablerna från fyra till sju P:n ifrån Kotlers ursprungliga marknadsmix modell.

Användning av Utökad Marknadsmix

Den traditionella marknadsmix modellen var i första hand riktad och användbar för de materiella produkterna. 7-P:n modellen är mer användbar för tjänsteindustrier också förordad för kunskapsintensiva miljöer.

3 extra P:n

Booms och Bitner's har lagt till följande 3 extra P:n (People, Process, Physical evidence) till den ursprungliga marknadsmixen:

  1. Personal: Alla personer, som är direkt eller indirekt involverade i konsumtionen av en tjänst, är en viktig del av den utökade marknadsmixen. Kunskapsarbetare, anställda, management och konsumenter tillför viktigt värde till den sammanlagda produkten eller tjänsteerbjudandet.
  2. Process: Tillvägagångssättet, mekanismerna och flödet av aktiviteter, som tjänster konsumerar (kundvårdsprocesser) är en nödvändig beståndsdel i marknadsföringsstrategin.
  3. Fysiskt bevis (Produkt och Paketering): Den förmåga och miljö som tjänsten levereras i. Både på materiellt vis som hjälper till att kommunicera och utföra tjänsten och den immateriella erfarenheten av existerande kunder och kapaciteten i affären för att vidarebefordra kundtillfredsställelsen till potentiella kunder.

De första två extra P:na är mera explicita (personer, processer), och den tredje (fysiskt bevis) är en implicit faktor.

Booms och Bitner föreslår också att det i ett tjänsteorienterat företag, inkluderar; "Plats" tillgängligheten till tjänsten och att "PR" (Promotion) i ett tjänsteorienterat företag inkluderar den insats som kommer från frontlinjens personal.

Bok: Nirmalya Kumar - Marketing As Strategy

Bok: David A. Aaker - Strategic Marketing Management

Särskild Intressegrupp SIG

Tjänster Marknadsföring Särskild Intressegrupp SIG.

Särskild Intressegrupp SIG
Särskild Intressegrupp SIG (30 medlemmar)


Forumdiskussioner om Tjänster Marknadsföring. Nedan kan du ställa en fråga om det här ämnet, dela dina erfarenheter, rapportera en ny utveckling eller förklara något.

ämne 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. Perception is not controllable, but may be influenced by package, product ...
ämne 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 professionalised. Corporate image building etc has to be enhanced to attract customers....
Kommentarer2 kommentarer
ämne 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...
ämne 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...
ämne 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...
ämne 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. Keep the plan as simple as possible, as it's easier to implement for us, and easie...
Kommentarer1 kommentarer
ämne Alternate 7 Ps instead of Those of the Extended Marketing Mix
Proper Prior Planning and Preparation Prevents Poor Performance......
Kommentarer1 kommentarer
ämne 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......
Kommentarer1 kommentarer
ämne 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 affect the way in which products and services are produced. They reflect the orien...
Kommentarer1 kommentarer
ämne Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers....
Kommentarer1 kommentarer
ämne Extra Marketing Mix P: Positioning
We should add another P: Positioning......
ämne Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say?...
ämne 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...
ämne Extra Marketing Mix P: Power
Physical Power acquired by a company from one of its resources can not be overlooked as a strong P....
Kommentarer1 kommentarer
ämne 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...
ämne 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....
ämne 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...
ämne 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 the marketing mix, people can understand the market in a better way....
ämne Extra Marketing Mix P: Positive
I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability). I believe Positive Marketing can contribute to business' social responsibility, envi...

Starta ett nytt ämne

Starta ett nytt ämne om Tjänster Marknadsföring

Best Practices

De bästa, högst rankade ämnena om Tjänster Marknadsföring. Här hittar du de mest värdefulla idéerna och praktiska förslagen.

🥇 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, Promotion, Product. Later People, Physical Evidence and Process were added. However, t...
Kommentarer14 kommentarer

🥈 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 which the service is delivered": Who can give some further explanation and examples...
Kommentarer14 kommentarer

🥉 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?...
Kommentarer5 kommentarer

ämne 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 is a good idea, but its not really something to focus on. The Physical Evidence...
Kommentarer8 kommentarer

ämne 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 customer, and the packaging is often the first contact that a customer has with a ...
Kommentarer6 kommentarer

ämne 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 another 25 alphabets ...and marketing can be known by combining all of them...an...
ämne Is the Customer Always Right?
1. The customer is always right. 2. The customer comes second. Which position do you agree with? Why?...
Kommentarer12 kommentarer

ämne 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 First Mover Advantage? Marketing success is a function of Pace in a big way....
Kommentarer3 kommentarer

ämne What about Customers??
Sometimes I think marketers can get too hanged up with theories, that we forget the ' Customer Experience'. Though it doesn't start with a "P" per say but essentially they are the core of the Marketin...
Kommentarer3 kommentarer


Avancerad insikt om Services Marketing (Engelsk). Här hittar du professionella råd från experter.


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

Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinions, which additional ...

Olika informationskällor om Tjänster Marknadsföring. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och workshops.


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: 1. Getting the logi...

Consumer Behavior in the Service Sector

Decision Making, Behavioral Economics
Presentation about consumer behavior in services. The presentation includes the following files: 1. Consumer Problems ...

Product Packaging

Marketing, Sustainable Business, Environmental Sustainability, Packaging
In-depth presentation about packaging and sustainable packaging. The presentation is very extensive and uses head sectio...

Services Marketing

Marketing Services
Comprehensive presentation on service marketing by Aziz Seyid. Includes Intro-features and characteristics, Consumer Be...

Introduction to Services Marketing

Services Marketing, Service Sector Marketing, Hospitality Services
This presentation is about marketing in the services sector, emphasizing the travel and tourism sectors. It includes the...

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: 1. Product 2. Price 3. Place 4. Promotion 5. People 6. Process 7. Phy...

Mindmap of Extended Marketing Mix

Mindmap of Extended Marketing Mix....


Hoppa till ytterligare forskningsresurser angående angående Tjänster Marknadsföring.













Jämför den Utökade marknadsmixen (7-P:n) med: Marknadsföringsmix, 4P-modellen  |  Relationsmarknadsföring  |  Ansoff  |  Porter  |  BCG Matrisen  |  Placering, Placera Trout  |  Samskapande Prahalad och Ramaswamy  |  3C Modellen av Ohmae  |  4S Webb Marknadsmixen

Retur till Management Start: Marknadsföring och Försäljning  |  Strategi & Innovation

Mer Management Metoder, Modeller och Teori

Särskild Intressegrupp SIG

Särskild Intressegrupp SIG

Vet du mycket om Tjänster Marknadsföring? Bli vår SIG-ledare och få världsomspännande erkännande som expert.

Om 12manage | Reklam | Länk till oss / Citera oss | Sekretess | Förslagen | Användningsvillkor
© 2023 12manage - The Executive Fast Track. V16.3 - Senast uppdaterad: 26-9-2023. Alla namn ™ av deras ägare.

12manage is looking for BA/MBA students. More info.