Extended Marketing Mix[扩展的营销组合]


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Booms和Bitner的 7Ps - Extended Marketing Mix[扩展的7P营销组合]解析。



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



  1. 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。
  2. 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。
  3. 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。



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] -

小组 - 扩展营销组合

小组 (58名成员)

论坛 - 扩展营销组合  


  P's of marketing mix
Why we are stuck in the web of P's only? Just to continue wi...
  Use only P's that can be Controlled / Influenced!
Please, when deciding on any P in the marketing mix, it is k...
  Extra Marketing Mix P - Publicity (2个反应)
Publicity and public relations will also be an extra P in th...
  7 P's or Sustainable Competitive Advantage
Maybe we should just be focusing on the things that give our...
  Extra Marketing Mix P - Performance
I think that performance is the only criteria for judgement ...
  Extra Marketing Mix P: Patience
I think in service industry patience is utmost important, be...
  Alternate 7 Ps instead of Those of the Extended Marketing Mix (1个反应)
Proper Prior Planning and Preparation Prevents Poor Performa...
  Extra Marketing Mix P: Planning (1个反应)
An extra P that should be considered is Planning. Planning ...
  Extra Marketing Mix P: Positioning
We should add another P: Positioning......
  Marketing Mix - when to choose what??
I think the whole process of marketing revolves around these...
  Keep Marketing Plan Simple (1个反应)
Use the most suited P's of the marketing mix for the marketi...
  Extra Marketing Mix P: Power (1个反应)
Physical Power acquired by a company from one of its ...
  What about Customers?? (3个反应)
Sometimes I think marketers can get too hanged up with theor...
  Extra Marketing Mix P - Principles
There is a basic misunderstanding by some of the commentator...
  Extra Marketing Mix P - Product Innovation
To be successful in the market,every company should concentr...
  Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of mar...
  Extra Marketing Mix P - Perception (1个反应)
A possible 9th P could be 'Perception' of interested ...
  Service-Dominant Logic of Marketing
Service-Dominant Logic is a new logic in marketing in which ...
  Addition of PEOPLE to the Marketing Mix is Important
Indeed the extended 3Ps are important, especially PEOPLE. Th...
  Extra Marketing Mix P: Positive
I suggest to add an 8P to the marketing mix: POSITIVE that s...

最佳实践 - 扩展营销组合


  From 7 P's to 7 C's of Marketing (14个反应)
Anyone who has taken a marketing course learned about the 4P...
  What is Physical Evidence in Extended Marketing Mix? (14个反应)
I've read and re-read the meaning of Physical Evidence
  Which Marketing Mix P is most Important? Prioritising the 7 P's... (5个反应)
Could someone please prioritise the 7 P's for me in order of...
  When Should we Use the Extended Marketing Mix (7Ps) instead of the Traditional Marketing Mix (4Ps)? (7个反应)
Basically you could just go away with the 4Ps even when it c...
  Extra Marketing Mix P - Packaging (6个反应)
Another P should be added - Packaging. The rationale ...
  Is the Customer Always Right? (12个反应)
1. The customer is always right. 2. The customer comes seco...
  Extra Marketing Mix P - Pace (3个反应)
How about Pace? I.e. The speed of introduction of new...

Expert Tips (ENG) - Extended Marketing Mix



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Additional 8th P of the Extended Marketing Mix


相关资料 - 扩展营销组合



















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]

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