7国际交流英文演讲与辩论Ps(MarketingMix).pdf

Modified andexpandedmarketingmix:7Ps By the 1980s,anumber oftheoristswerecalling for an expandedandmodifiedframework thatwouldbemoreusefulto servicemarketers.The prospect ofexpandingor modifyingthemarketingmix for serviceswasacorediscussiontopicattheinauguralAMA Conferencededicatedto ServicesMarketingintheearly 1980s,andbuilt on earlier theoreticalworkspointingtomany importantproblemsandlimitationsofthe4Ps model.[18]Taken collectively,thepaperspresented atthat conferenceindicatethat servicemarketerswerethinkingabout arevision tothe generalmarketingmixbasedon anunderstandingthat serviceswere fundamentally different toproducts,andthereforerequireddifferent tools and strategies.In 1981,BoomsandBitnerproposed amodelof7Ps,comprisingtheoriginal4Psplusprocess,peopleandphysicalevidence,as beingmoreapplicable for servicesmarketing Table2:OutlineoftheModified andExpandedMarketingMix Category Definition/ Explanation TypicalMarketingDecisions  Facilities(e.g.furniture,equipment,access)  Spatiallayout (e.g.functionality,efficiency)  Theenvironment inwhich serviceoccurs.  Signage (e.g.directional signage,symbols,other  The spacewherecustomersand servicepersonnel interact. signage) Physical  Tangiblecommodities(e.g.equipment,furniture)that facilitate  Interior design (e.g.furniture,color schemes) evidence serviceperformance.  Ambient conditions(e.g.noise,air,temperature)  Artifactsthatremindcustomersofa serviceperformance.