### 날짜 : 2023-10-26 13:29 ### 주제 : Extended marketing mix (7Ps) #마케팅 #브랜딩 ---- ### 메모 >While the traditional marketing mix (4Ps) is primarily used for tangible products, the extended marketing mix is especially relevant for **service-based businesses.** It recognizes that services have unique characteristics and require additional elements to create a holistic marketing strategy. Here's a detailed exploration: **1. Product (Physical Product or Core Service):** - The core product or service represents what the customer is purchasing. In a service-oriented context, this includes the primary offering, such as consulting, healthcare, or education. **2. Price:** - Pricing strategies for services may differ from those for physical products. Considerations include hourly rates, subscription models, flat fees, and tiered pricing structures. Service pricing should reflect the value perceived by the customer. **3. Place (Distribution and Service Delivery):** - In the context of services, "place" refers to how and where the service is delivered. This includes physical locations, online platforms, delivery channels, and distribution methods. **4. Promotion (Marketing and Communication):** - Promotional efforts for services focus on conveying the benefits and value of the service to potential customers. It often involves content marketing, digital marketing, testimonials, and educational materials. **5. People (Service Personnel):** - The people component recognizes the crucial role of employees or service personnel in delivering the service. Their competence, attitude, and professionalism directly impact the customer's experience. **6. Process (Service Delivery Process):** - The process aspect deals with how the service is delivered. It encompasses procedures, workflows, systems, and methodologies that ensure consistent and efficient service delivery. **7. Physical Evidence (Tangible Cues):** - Physical evidence includes tangible cues or elements that customers encounter during the service interaction. It helps customers evaluate the service quality. Examples include the appearance of facilities, equipment, and marketing materials. **8. Packaging (Service Presentation):** - In some cases, packaging is considered the eighth "P." It represents how services are presented or bundled to enhance their appeal. This can involve packaging services into different tiers, bundles, or service packages. **Deeper Insights into the Extended Marketing Mix (7Ps or 8Ps):** **People:** - Service personnel play a crucial role in service quality and customer satisfaction. Training, employee engagement, and hiring practices are essential to ensure that employees meet customer expectations. **Process:** - The service delivery process should be designed to be efficient and customer-centric. Mapping and optimizing processes can enhance the overall customer experience and ensure consistency. **Physical Evidence:** - Physical evidence serves as tangible proof of the service quality. Service environments, signage, equipment, and branding elements should all align with the desired image and customer perception. **Packaging:** - Packaging services involves presenting them in a way that appeals to the target audience. This could include tiered service offerings (basic, premium, deluxe), subscription models, or special promotions. **Integration with the 4Ps:** - The 7Ps or 8Ps should be integrated with the traditional 4Ps to create a comprehensive marketing strategy. For example, the price of a service should align with the perceived value (Product), and the promotion should communicate the benefits (Promotion). **Service Quality and Customer Experience:** - Service-based businesses must prioritize delivering high-quality service and exceptional customer experiences. Consistency in service delivery and meeting or exceeding customer expectations are paramount. **Industry-Specific Considerations:** - Different service industries may emphasize certain elements of the extended marketing mix more than others. For instance, a healthcare provider may focus heavily on the professionalism of its personnel (People), while an online software service might prioritize user-friendly processes (Process). **Measurement and Feedback:** - Monitoring customer feedback, satisfaction levels, and service quality indicators are essential for service-based businesses. Feedback loops help identify areas for improvement and refinement. In summary, the extended marketing mix (7Ps or 8Ps) is a framework that acknowledges the unique characteristics of services and provides additional elements to consider when developing marketing strategies. These elements address the complexities of service delivery, customer interaction, and the intangible aspects of service quality. Successful service marketing involves a holistic approach that integrates these elements to create value for customers and build strong customer relationships. ### 출처(참고문헌) - ### 연결문서 - [[0.0 This is Marketing]] - [[Pricing in marketing]]