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:
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.
Process: Tillvägagångssättet, mekanismerna och flödet av aktiviteter, som tjänster konsumerar (kundvårdsprocesser) är en nödvändig beståndsdel i marknadsföringsstrategin.
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
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De bästa, högst rankade ämnena om Tjänster Marknadsföring. Här hittar du de mest värdefulla idéerna och praktiska förslagen.
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Informationskällor
Olika informationskällor om Tjänster Marknadsföring. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och workshops.
Service-Dominant Logic, Perspectives on Marketing Presentation about a service-dominant logic mindset in marketing, including the following sections:
1. Getting the logi...
Decision Making, Behavioral Economics Presentation about consumer behavior in services. The presentation includes the following files:
1. Consumer Problems
...
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, Service Sector Marketing, Hospitality Services This presentation is about marketing in the services sector, emphasizing the travel and tourism sectors. It includes the...
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...