Utökad Marknadsmix
(7-P:n)

Kunskapscenter

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:

5. 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.
6. Process: Tillvägagångssättet, mekanismerna och flödet av aktiviteter, som tjänster konsumerar (kundvårdsprocesser) är en nödvändig beståndsdel i marknadsföringsstrategin.
7. 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 -

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

Best Practices Bli Medlem Topprankade ämnen 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, Promoti (...) 60   14 reaktioner 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 reaktioner 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 reaktioner 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 reaktioner 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 reaktioner 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 reaktioner 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 reaktioner 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 reaktioner 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 reaktioner

Experttips Bli Medlem 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 Marketing Some practitioners and academics are suggesting a potential 8th P of marketing, although the opinions, which additional (...)

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

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

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