Critically evaluating the marketing mix of an academic. However it adds 3 more ps which are required for optimum service delivery. The results of this research could show the necessity of more attention to the components of marketing mix 21. There has been a lot of debate in identifying the list of marketing mix elements. Aug 30, 2019 the term marketing mix was introduced by neil h. Borden harvard business school marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm. The impact of tourism marketing mix elements on the. 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.
China 2 department of computer science, university of regina, canada. An application by associating dematel and anp sumei lin department of marketing and logistics, china university of technology no. Marketing mix marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in. Your marketing mix should be something you pay careful attention to because the success of your business depends on it. As a business manager, you determine how to use these variables to achieve your profit potential. The impact of marketing mix elements on customer loyalty. The traditional marketing mix by mccarthy 1964 has regrouped borden s 1965 12 elements. The impact of marketing mix on the competitive advantage of the.
Article pdf available in journal of marketing management 223. The role of service marketing mix and its impact on marketing audit in engineering and technical service corporations. I ran across this article on ezine articles after stumbling upon a website that copied her article, which is really bad form, illegal and kills your site. Marketing mix basically is combination of various elements, which in their totality, constitute marketing system of firm. It denotes the different stages through which the sale of any product changes in a time period. The findings have been inconclusive and conflicting. It also proposes a definition for marketing strategy, the. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of translating marketing planning into. Think of your marketing calendar like that big box of grill parts.
All journal articles featured in journal of strategic marketing vol 28 issue 3. Aim of article is to analyze marketing mix theoretical aspects. Goldsmiths 8ps of marketing mix was the conceptual framework used in the study. 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. Pdf the marketing mix paradigm, in its famous version of the 4ps, went all the way. Ranking the most effective marketing mix elements on the sales of. This is a qualitative research, with a deductive approach. Faculty of science and technology, meiji university. The results of this research could show the necessity of more. The role of the marketing mix in tourism is to bring the customers or tourists to the destination, product or service that the tourism company wishes to sell.
For instance, firms product development capability pdc influences the launch strategy for a longlasting product that is sequentially improved over. Marketing tactics are the strategic actions that direct the promotion of a product or service to influence specific marketing goals. This research aims to study marketing mix and its elements especially the four ps including product, price, place and promotionin the industrial market. All these elements are very significant and depend upon each other. He learned about it in a research bulletin on the management of marketing costs, written by his associate, prof. Marketing mix means of translating marketing planning into practice bennett, 1997. The importance of each element depends not only on the company and its activities, but also on the competition and time. However, there are apparently no articles anywhere in its history 1996 to 2011 that specifically address the theme of the marketing mix. The four parts of the marketing mix in tourism include the product, pricing, promotion and place or distribution. All contents covered in the course material and sessions also practice sessions and guest lectures exam.
Pdf marketing mix practices in the industrial market. Marketing mix has been defined as a set of marketing tools that the firm uses to pursue its marketing objectives in the target market, as per wikipedia. The marketing mix concept is an essential part of marketing theory. All journal articles featured in journal of marketing management vol 36 issue 34. The research concluded that there are studies addressing the same topic.
Pitfalls of the marketing mix framework business marketing. Studying the status of marketing mix 7ps in consumer. Kanliang wang1 yuan wang1 jingtao yao2 1 school of management, xian jiaotong university, p. The 7ps classification of the services marketing mix. The finding of the study shows that there is a significant positive relationship among the seven elements of marketing mix and customer satisfaction. The strength of the marketing mix or 4ps approach is that it allows companies to focus on a tangible aspect of concern to the customer. This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. The impact of marketing mix elements on customer loyalty for. To identify the impact of tourism marketing mix elements on the satisfaction of inbound tourists. The marketing mix and the 4 ps of marketing are often used as synonyms for each other. This is where a business sets its prices by calculating the cost of the product, and adding a mark up to it. Lecturer in marketing department of marketing and communications 2 the boston consulting groups growthshare matrix 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0 10x 4x 2x 1,5x 1x 0,5x 0,4x 0,3x 0,2x 0,1x market.
Marketing mix 7p and performance assessment of western fast food industry in taiwan. The marketing mix has dominated marketing thought, research and practice since it was introduced almost 40 years ago gr nroos, 1994. Pdf cours complet marketing en pdf telecharger pdf. But describing the concept and putting it to effective use are two different things.
Researchers usually conduct market research through surveys in order to collect information from customers or potential customers. Furthermore the results suggest that tourism industry in malaysia should consider the importance of. Prufungsamt wirtschaftswissenschaften pam exclusively. Nor are content types specific to a single marketing tactic. The product role of the marketing mix in tourism is to make the tourists aware of what the company is trying to market or promote. Module 3 teaching notes toolkit on poverty reduction through tourism october 2012 slide 1 module 3 promotion and marketing in tourism if this is the second day of the course, welcome the group back to the program and do a short recap of the previous days lessons. Fostering b2b sales with customer big data analytics open access.
Most downloaded industrial marketing management articles the most downloaded articles from industrial marketing management in the last 90 days. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. Produit ou service, prix, distribution et communication. Ihave always found it interesting to observe how an apt or colorful term may catch on, gain wide. The role of marketing capabilities in achieving companys market and financial success is enormous kanibir et al. Marketing mix of playstation analyses the brandcompany which covers 4ps product, price, place, promotion and explains the playstation marketing strategy. Market research is the term given to the process of gathering facts and data about a businesss target market or customers. Customer satisfaction is a continuous process that management must engage in.
This includes the quality how good it is, branding see units 1618, and reputation the. Data was collected through secondary source of data. Marketing mix strategy is created using the 4ps of marketing product, place, price, promotion and 7ps in case of service physical evidence, people, process. Est considere comme nouveau en marketing, tout produit qui a donne lieu a une etude amont et une approche nouvelle du mix. The focus of this book is to present concepts, principles, and techniques that provide guidance to help a seller set the. Pdf the paper aims to investigate the influencing of marketing mix mm. Studying the status of marketing mix 7ps in consumer cooperatives at ilam province from members perspectives 196 it in members contribution which in present study, the author also looks for it. Simply said, the service marketing mix assumes the service as a product itself. International journal of research granthaalayah, vol.
How can they blend art and science to fill in the gaps. The cost of the product must include the direct or variable cost of producing the product raw materials, labour costs added to the indirect or fixed costs of producing the product cost of the factory, head office. What is the importance of the marketing mix in the. The different elements of a marketing mix work in conjunction with one another. The effect of marketing mix in attracting customers academic. A comparative study on marketing mix models for digital. The role of service marketing mix and its impact on.
Extended marketing mix and customers satisfaction in. Marketing mix means the product, distribution, promotion and pricing strategies to produce. Marketing mix refers to the seven major areas of decision making 7ps in the marketing process that is blended and mixed to obtain the results desired by the. Service marketing mix 7ps of marketing mix marketing. Researchers usually conduct market research through surveys in order to collect information from customers or. Thus, the major components of the marketing mix do not seem to be getting the attention deserved by researchers. Faculty of science and technology, meiji university faculty. Most downloaded industrial marketing management articles. The role of marketing capabilities in firms success.
This paper discusses the 4 ps of marketing mix, which comprise. In this study of manufacturers marketing costs he described the business executive as a decider, an artist a mixer of ingredients, who sometimes. However, the formal use of the marketing mix model in the. The concept of the marketing mix guillaume nicaise. The service marketing mix consists of 7 ps as compared to the 4 ps of a product marketing mix. To identify the characteristics and components of the jordanian tourism product to establish a competitive tourism product that can satisfy inbound tourists, with concentration on the identity of the jordanian tourist product. The product for tourism may be a bus tour, a hotel stay or a cruise. Apr 27, 2020 the four parts of the marketing mix in tourism include the product, pricing, promotion and place or distribution. Marketing mix converts marketing from an abstract discipline into something more concrete.
A comparative study on marketing mix models for digital products. A recent report from kantar found that more than 90% of marketers dont know what they dont know, creating problems with consistency and marketers ability to act. Marketing mix 7p and performance assessment of western. Pricing as an element of the marketing mix a nytime anything is sold, there must be a price involved. International journal of business and management september, 2009. Businesses leverage these marketing mix elements to take advantage of natural strengths. Introduction in this section we aim to give a description of. Extended marketing mix and customers satisfaction in classified nonstar hotels in meru municipality kenya gitau paul mucai school of business and public management mt. Borden in his article the concept of marketing mix. Companies use the marketing mix, revealed by analytic frameworks such as the 4ps, to determine which marketing strategies and tactics will most likely produce the best results for a specific product or service. As a business manager, you determine how to use these. The company can work to improve an element or can redesign the element to synchronize with other elements.