However, over time, the company may want to differentiate products or acquire new ones to enter new markets. He learned about it in a research bulletin on the management of marketing costs, written by his associate, prof. The impact of marketing mix elements on customer loyalty for. A comparative study on marketing mix models for digital products. Strategies that can be implemented by businesses is a strategy of the marketing mix. International journal of scientific and research publications, volume 4, issue 1, january 2014 1 issn 22503153. Commonly known as the promotional mix, it includes elements such as advertising, personal selling, sales promotion, public relations and direct marketing 17. A degree, school of business, university of nairobi october, 2009.
Strategic brand management for higher education institutions with graduate degree programs. This study aims to highlight the role of marketing mix product, price, place. The role of service marketing mix and its impact on marketing audit in engineering and technical service corporations. The concept of 4ps is an input component of the customer decisionmaking model.
Theoretical frame work presents a view of different theories of marketing mix and theories of brand building and how marketing mix and brand building theories are related to each other. Insights from oliver four stages loyalty model and principles of reciprocity. Marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in the target market kotler, ang, leong and tan, 1999. Pdf the effect of services marketing mix elements on. Marketing practices, embedded in a strong ethical doctrine, can play a vital role in raising the standards of business conduct worldwide, while in no way compromising the quality of services or products offered to customers, or surrendering the profit margins of businesses. American marketing association presidential address coined the term, marketing mix, in 1953. Marketing mix marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in. The effect of marketing mix in attracting customers academic. Jordan journal of business administration, volume 7, no. The promotional elements comprise a mix of tools available for marketers.
African journal of business management application of the elements of marketing mix by business startups during incubation. Marketing mix and brand performance university of georgia. The current issue and full text archive of this journal is available at. Looks at how to find the best marketing mix for a particular company and how to track and measure marketing activities for return on investment. But describing the concept and putting it to effective use are two different things. The relationship between marketing mix and customer. Role of marketing mix for indian marketers 193 hekmat, 1995. Mccarthy 1964 offered the marketing mix, often referred to as the 4ps, as a means of translating marketing planning into practice bennett, 1997. The marketing mix concept is an essential part of marketing theory. The marketing mix management paradigm has dominated marketing thought, research and practice granroos, 1994, and a. May 16, 20 the purpose of this research is to study the effect of services marketing mix elements on customerbased brand equity through empirical study of mobile telecommunication service recipients. The experts have added the fifth p recently and hat is people.
Influence of promotional mix and price on customer buying decision toward fast food sector. Strategic brand management for higher education institutions with. Therefore, the 4p marketing mix model may not valid on the internet age, the 4c and the 4s model are some alternatives. Influence of promotional mix and price on customer buying. In the beginning for years together marketers accepted the 4 ps of marketing. Updated abs marketing journals list 2018 the much awaited chartered association of business schools academic journal guide 2018 is finally out. As already mentioned, the marketing mix operationalizes key elements that must be addressed, representing the dimensions that make a difference in practical application. The elements of the marketing mix are also referred to as the 5 ps of marketing. Extended marketing mix and customers satisfaction in.
Ranking the most effective marketing mix elements on the sales of. Constantinides1 the marketing mix revisited pure research. Using the 7ps as a generic marketing mix researchgate. Marketingmix variables by non banking financial institutions nbfi s in kenya by muinde, agnes d61p84021999 a management research report submitted in partial fulfillment of the requirements for the master of business administration m.
Marketing mix for next generation marketing sciencedirect. Studying the impact of services marketing mix on preferring a brand by customers. Also known aass the 4 ppss of marketing, tthhee marketingmarketing mixmix iiss a veryvery. Number of studies of industrial marketers and purchasers indicated that the marketing mix components differ significantly in importance jackson, burdick and keith, 1985. Global journal of management and business research volume 11 issue 6 version 1. The journal identifies the features of the islamic framework of international marketing practices and ethics. International journal of advanced research in management ijarm, issn 0976 6324 print. Marketing communications mix of universities communication. Nagamuthu, hod, dept of mba stc college, pollachi assistant professor, department of business administration, psgr krishnammal college for women abstract the paper aims at analyzing marketing mix of a chosen fast food company. The marketing mix has dominated marketing thought, research and practice since it was introduced almost 40 years ago gr nroos, 1994.
Extended marketing mix and customers satisfaction in classified nonstar hotels in meru municipality kenya gitau paul mucai school of business and public management mt. A comparative study on marketing mix models for digital. Since social businesses are often targeted towards the bottom of pyramid bop population with the main objective of solving a social problem, the authors propose a revised marketing mix. This chapter proposes a marketing mix unique to social businesses. The intention of this research is to study the suitability of those three marketing mix models for digital products in digital space. A survey on university students in jabodetabek jakarta, bogor, depok, tangerang, bekasiindonesia. Vol 2, no 2 2018 journal of marketing management and. Marketing mix is not a scientific theory, but merely a conceptual framework that identifies. An empirical assessment of their generalisability, applicability and effect on performance evidence from jordans services organisations mamoun n.
The relationship between marketing mix and customer decision. Citescore values are based on citation counts in a given year e. The digital marketing mix, ultimately, must be correctly aligned with the same strategic objective. International journal of academic research in business and social sciences april 20, vol. The impacts of marketing mix on the consumer experience in. Download limit exceeded you have exceeded your daily download allowance. Major objective of this survey is to study the impact of services marketing mix on preferring a brand by customers. Recent journal of interactive marketing articles elsevier. Faculty of science and technology, meiji university faculty. The marketing mix is a combination of different elements used to serve a market. Marketing mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the mix as theoretical concept and also the favourite management tool of marketing practitioners. This is a qualitative research, with a deductive approach. Marketing mix is originating from the single p price of microeconomic theory chong, 2003.
The impact of marketing mix elements on customer loyalty for an algerian telecommunication company. All journal articles featured in journal of marketing channels vol 26 issue 2. The insurance business deals in selling services and therefore due weightage in the formation of marketing mix for the insurance business is needed. July 20 33 comparative study of traditional and online marketing mix willingness to purchase the cultural products sakineh behrouz nargesi1, sakineh jamali2, sahebeh babaei3, negin beik zadeh4, sayed sajad mousavi5,rashid sayed mousavi6. There are so many concepts of strategy in business has to offer. Jima tackles the nuances associated with muslim consumption patterns, doing business in muslim markets, and targeting muslim consumers. The impact of marketing mix elements on customer loyalty. British journal of marketing studies publish by european. Iosr journal of business and management iosrjbm issn. A businessman can apply the concept of strategy in their business. The proportions in the marketing mix can be altered and differed from the product to product hodder education, n. Journal of marketing management and consumer behavior. The modem market concept emphasizes the importance of the consumers preference.
Accepted for publication at journal of international business studies corresponding author. Based on this research, the price among the marketing mix hospitality, got the highest priority in customer satisfaction. The marketing mix includes submixes of the 7 ps of. Electronic journal of information systems evaluation, 11, 1258. The role of insurance buyers skepticism on price sensitivity. Marketing mix is the most fundamental concept of marketing which is a set of controllable marketing tools that a company uses to create a desired response in the targeted market. Marketing mix is a greatest strategy for attaining competitive advantage for any firm. Access to society journal content varies across our titles. Feb 12, 2015 the effects of marketing mix on consumer satisfaction. When a store markets its products, it needs to create a successful mix of the right product, sold at the right price, in the right place and using the most suitable promotion mohammad et al, 2012.
The 7ps classification of the services marketing mix. Manufacturers take various policies to get success in the market and the marketing mix is. Marketing mix means of translating marketing planning into practice bennett, 1997. This model operates on the premise that external influences. Marketing mix for insurance companies the to best meet the needs of its targeted market. We provide live indian stock market recommendations and trading recommendations to investors. The marketing mix, as part of the marketing strategy, is the set of controllable, tactical marketing tools that a company uses to produce a desired response from. The role of service marketing mix and its impact on. Marketing mix, not branding asian journal of business.
Those days, when goods were matched with the market, have gone. Most downloaded industrial marketing management articles. N2 the paper assesses the current standing of the 4ps marketing mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the. Marketing mix thethe term term marketingmarketing mixmix refersrefers to tthhee primaryprimary elements elements thatthat mustmust bbee attendedattended to iin orderorder ttoo properlyproperly marketmarket a productproduct or service. The role of service marketing mix and its impact on marketing.
The major change seems to be the journal of the academy of marketing science, which has moved up from 4 to 4 and four. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to. Ahmed the 7ps framework has clear advantages over the 4ps framework. Pdf application of marketing mix elements 4ps in the. Critically evaluating the marketing mix of an academic. Open epub for the impact of marketing mix on the competitive advantage of. Therefore, business providers in hijab industry will know the marketing needs, they need to focus to attract the customers in hijab selling as well as to keep them loyal. These 7ps of marketing mix have been considered to have a significant impact on marketing for firms which are engaged in providing service to customers borden, 1984. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. In this present day, the travel industry faces stiff. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of translating marketing planning into. October 2010 217 on one hand, preparing a complete archive of the past publications in the field of emarketing will help in determining the different gaps in the literature and consequently help.
International journal of research granthaalayah 2537 management marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. He also concludes that the classic fourfactor model is not sufficiently efficient at universities encouraging further research in this area. Journal of consumer psychology is rated 4 the highest rating, along with journal of consumer research, journal of marketing, journal of marketing research, and marketing science. Kanliang wang1 yuan wang1 jingtao yao2 1 school of management, xian jiaotong university, p. The impacts of marketing mix on the consumer experience in fast food industries 1r. Volumes soar at tata motors ltd counter 09oct2018 14. Marketing mix is the policy adopted by the manufacturers to get success in the field of marketing. Journal of marketing volume 84, number 3, may 01, 2020. The purpose of this research is to study the effect of services marketing mix elements on customerbased brand equity through empirical study of mobile telecommunication service recipients. The impact of marketing mix on the competitive advantage of the. International journal of business and social science vol.
Journal of marketing volume 83, number 4, jul 01, 2019. The aim of this study was to investigate the relationship between marketing mix and customer loyalty in hijab industry, as well as the mediating effect of customer satisfaction. With the soaring volumes of brandrelated social media conversations, digital marketers have extensive opportunities to track. Traditional marketing has been in use for many years and nowadays internet has brought new ways of doing business for companies and that has affected marketing. Marketing is an important strategy for businesses and it contains numerous effective tools. The journal of global marketing is the topnotch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. Launched in 2010, journal of islamic marketing jima was the first journal dedicated to investigating marketings relationship with islam, in theory and practice, across muslim majority and minority geographies. Table of contents for journal of marketing, 83, 4, jul 01, 2019. Updated abs marketing journals list 2018 dilip mutum. Introduction in this section we aim to give a description of the service.
Emerald journal of islamic marketing editorial team. Borden 1965 claims to be the first to have used the term marketing mix and that it was suggested to him by cullitons 1948. Borden in his article the concept of marketing mix. Examining the contingent role of countrymarket characteristics abstract marketing products globally is challenging due to the diverse nature of markets. Sep 05, 20 product mix strategy small companies usually start out with a product mix limited in width, depth and length. Marketing mix of 4ps for competitive advantage iosr journal. The effects of marketing mix on consumer satisfaction.
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