마케팅 4P는 아는데, 7P?

마케팅의 4P는 다들 아시죠? Product(제품), Price(가격), Place(유통채널), Promotion(홍보/판촉) 전략을 적절히 배합구사하는 마케팅 믹스.

 

하지만 이 4P 전략은 물건을 만들어 파는 제조업에는 쉽게 적용될 수 있지만 서비스업에는 다소 한계가 있어 보입니다.

서비스는 소유가 불분명하고(Lack of ownership), 손에 잘 잡히지 않는 무형이며(Intangibility), 분리되기 어렵고(Inseparability), 사용하지 않으면 금세 없어져 보관과 저장이 불가능하며(Perishability), 표준화나 규격화가 어려운 이질성(Heterogeneity)이라는 독특한 특성을 가지고 있기 때문이지요.

 

이에 Boom이라는 학자는 기존의 마케팅믹스 전략에 People(사람), Physical Evidence(시설 또는 환경), Process(프로세스)인 3P를 추가하여 7P의 서비스 마케팅 개념을 도입하였습니다. 자세한 내용은 아래 인용을 참고하시면... 

 

 

People

An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organization wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the service that consumers are paying for. Many British organization aim to apply for the Investors In People accreditation, which tells consumers that staff are taken care off by the company and they are trained to certain standards.

 

Process

Refers to the systems used to assist the organisation in delivering the service. Imagine you walk into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company.

 

Physical Evidence

Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. If you walk into a restaurant your expectations are of a clean, friendly environment. On an aircraft if you travel first class you expect enough room to be able to lay down!
Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organization perceptual plan of the service.

 

* 출처: www.learnmarketing.net