Extended Marketing Mix[扩展的营销组合]
(7Ps)

知识中心

Booms和Bitner的扩展的7P营销组合理论，作为一项行之有效的市场战略工具，是从传统的4P营销组合衍生而来，即将原来的可控变量从4P扩展成为7P。

7P营销组合的运用。

传统Marketing Mix[营销组合]模型是以有形产品为导向的， 7Ps模型更加适用于服务业和知识密集型产业（对于后者的适用性目前仍有争议）。

扩展的3P

Booms和Bitner将下面3个P增加到了原有的4P营销组合中。

5. 人员（People）： 所有的人都直接或间接地被卷入某种服务的消费过程中，这是7P营销组合很重要的一个观点。 知识工作者、白领雇员、管理人员以及部分消费者将额外的价值增加到了既有的社会总产品或服务的供给中，这部分价值往往非常显著。
6. 过程（Process）： 服务通过一定的程序、机制以及活动得以实现的过程（亦即消费者管理流程），是市场营销战略的一个关键要素。
7. 物证（Physical Evidence）： 包括服务供给得以顺利传送的服务环境， 有形商品承载和表达服务的能力，当前消费者的无形消费体验，以及向潜在顾客传递消费满足感的能力。

相对于前两个P（人员、过程），最后一个P（物证）是一个比较抽象的要素。

Booms和Bitner同时对传统的4P提出修改意见，他们认为，对于服务导向型企业而言，地点（Place）还应包括服务的可通达性，而销售促进（Promotion）则应该把一线服务人员的投入也包括进去。

参考书： Nirmalya Kumar - Marketing As Strategy [中译本《大行销时代》，台湾天下杂志出版社，2004]

参考书： David A. Aaker - Strategic Marketing Management [中译本《策略行销管理》，台湾华泰书局，1998]

论坛 关于以下内容的论坛讨论：服务营销。您可以在下方提出有关此主题的问题、分享您的经验、报告新的发展或解释一些事情。 开始一个新的论坛主题关于服务营销 在这里分享您的知识（或提出问题）   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 ... 11   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.... 11   2条评论 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... 11   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... 11   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... 9   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... 9   1条评论 Alternate 7 Ps instead of Those of the Extended Marketing Mix Proper Prior Planning and Preparation Prevents Poor Performance...... 9   1条评论 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条评论 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... 7   1条评论 Extra Marketing Mix P - Perception A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers.... 7   1条评论 Extra Marketing Mix P: Positioning We should add another P: Positioning...... 7   Extra Marketing Mix P - Politics This P's has grt power and influences the very basics of marketing..What say?... 6   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... 6   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条评论 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... 5   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.... 5   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... 4   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.... 3   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... 0

最佳实践 关于服务营销的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 🥇 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... 60   14条评论 🥈 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... 58   14条评论 🥉 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条评论 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... 30   8条评论 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 ... 27   6条评论 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... 23   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条评论 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.... 8   3条评论 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... 5   3条评论

专家提示 关于Services Marketing（英语）的高级见解。在这里，您将找到专家的专业建议。 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 ...

信息来源 有关服务营销的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 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 Summary Mindmap of Extended Marketing Mix....

研究链接 自动跳入有关以下内容的其他有用资源服务营销。 新闻 视频 简报   书比人好 学术的 更多

比较： Marketing Mix[营销组合] (4Ps)  |  Relationship Marketing[关系营销]  |  Ansoff  |  Porter  |  BCG Matrix[BCG矩阵]  |  Positioning[定位]  |  Co-Creation[共同创造]  |  3C's  |  4S Web Marketing Mix[4S网络营销组合]

返回到分类主页： 营销和销售   |  战略与创新

更多管理方法、模型和理论