Extended Marketing Mix[扩展的营销组合]
(7Ps)

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总结

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)。


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。

  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。

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]


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Use only P's that can be Controlled / Influenced!
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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 professionalise (...)
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 (...)
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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
 
Extra Marketing Mix P: Patience
I think in service industry patience is utmost important, because whatever organisation is offering they are intangible (...)
9
 
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 af (...)
7
 
1条评论
Extra Marketing Mix P: Positioning
We should add another P: Positioning... (...)
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Extra Marketing Mix P - Politics
This P's has grt power and influences the very basics of marketing..What say? (...)
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
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
 
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 an (...)
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 (...)
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Extra Marketing Mix P - Perception
A possible 9th P could be 'Perception' of interested groups of people, primarily the Customers. (...)
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1条评论
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
 
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
 
Extra Marketing Mix P: Positive
I suggest to add an 8P to the marketing mix: POSITIVE that stands for: Positive Marketing (Market Sustainability).
(...)
0
 

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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 whi (...)
52
 
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 (...)
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 cu (...)
28
 
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 (...)
22
 
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 (...)
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 do (...)
5
 
3条评论

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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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