Marketing mix is a business tool used by the management of organizations which enable them to remain in the global competitive environment. This research identifies the extent to which individual marketing mix elements are adapted for international markets and how company, industry, and market factors influence the level of adaptation. 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. Marketing mix of unilever product unilever owns more than 400 brands. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a highquality medium for the dissemination of. 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. In recent times, the concept of four cs has been introduced as a more customerdriven replacement of four ps. According to singh 2016, marketing is a complex range of marketing mix solution variables used in the company seeking to sell their goods and services. The college applied a marketing plan based in marketing mix elements, which corresponds to the 7ps of services marketing mix mudie and pirrie, 2006.
In tourism, the concept of promotion focused marketing show that the final purpose is the. Standardization and adaptation of international marketing mix. The relationship between marketing mix and customer decision. The impact of marketing mix on the competitive advantage. The structure of the strategic plan in tourism marketing. This article proposes a further addition particularity to the traditional marketing mix, in order to positively identify with those elements collectively referred to as culture and which arise in international services marketing in particular and are not generally confronted by companies which serve only domestic markets. Pdf manufacturers often use relational governance to manage interfirm relationships with their distributors. Snark or boojum international journal of research in marketing, 10 1993, pp. Pdf the effect of services marketing mix elements on.
Pricing techniques play a critical role when a company wants to penetrate into a market and expand its operations. The 7ps classification of the services marketing mix. The sme sector in al buraimi should develop its products quality, distribution channels, and promotion policies to face the local and international. International marketing mix, adaptation, standardization, case study. 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. Constantinides1 the marketing mix revisited pure research.
While it is not possible to ignore the need to adjust the marketing mix to the. 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. And there are two four cs international journal of advanced research in management ijarm issn 0976. Studying the status of marketing mix 7ps in consumer.
The marketing mix concept works as a tool used by an organization to survive in a competitive environment. The effect of marketing mix in attracting customers. Critically evaluating the marketing mix of an academic. Sima ghaleb magatef marketing assistant professor head of marketing department marketing department. Marketing mix marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in. American marketing association presidential address coined the term, marketing mix, in 1953. Marketing communications mix of universities communication. Journal of international marketing 2014, american marketing association. Unilever products are diversified and they have products in each and every category ranging from foods, refreshments personal care, home care. International journal of business and management september, 2 009.
Concludes that the simplicity of the marketing mix paradigm, with its four p model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multifaceted. Marketing mix effects on private labels brand equity european. July 2015 41 the impact of tourism marketing mix elements on the satisfaction of inbound tourists to jordan dr. Home journal international journal of marketing and business communication international journal of marketing and business communication journal information. Marketing mix 7p and performance assessment of western.
Marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. Influence of promotional mix and price on customer buying decision toward fast food sector. Marketers, in order to receive favorable responses from their target markets, use many tools. Journal of competitiveness issue 32011 marketing communications mix of universities communication with students in an increasing competitive university environment schuller david, rasticova martina abstract in this period of increasing competition among universities and demographic decline in the. All these elements are very significant and depend upon each other. Corporate marketing planning global journals incorporation. The relationship between marketing mix and customer decisionmaking over travel agents.
Ihave always found it interesting to observe how an apt or colorful term may catch on, gain wide. The marketing mix paradigm, in its famous version of the 4ps, went all the way through the evolution of marketing theory. His research interests are in the areas of marketing strategy and international marketing. Marketing mix means of translating marketing planning into practice bennett, 1997. This can be as straightforward as an extension of existing marketing strategies to a total customization of the marketing mix product, price, place and promotion for a specific country. The role of service marketing mix and its impact on marketing audit in engineering and technical service corporations. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of translating marketing planning into practice bennett, 1997. International marketing, social marketing, retail marketing, nonprofit. Adaptation of marketing mix elements in international. Marketing mix theoretical aspects international journal of. International journal of business and social science vol. International journal of marketing and business communication. The impact of marketingorientated pricing on product mix pricing strategies an empirical study on the mobile telecommunication providers in jordan mahmoud atta al tawalbeh international roaming coordinator, orange jordan, amman, jordan mahmoud. His research interests are in the areas of channels of distribution and.
International journal of marketing and business communication international journal of marketing and business communication journal information. The determinants of relationship between marketing mix. The paper assesses the current standing of the 4ps marketing mix. 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. Journal of marketing theory and practice volume 4, 1996 issue 4. The concept of marketing mix and its elements a conceptual. Towards an international marketing mix for services. The development of the marketing mix for that country requires international marketing. 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. Price pricing is a crucial part of the marketing mix for international firms. The impact of tourism marketing mix elements on the. Global journal of management and business research volume 11 issue 6 version 1. An empirical study rezky purna satit faculty of management and human resource development, universiti teknologi malaysia, malaysia huam hon tat faculty of business, management and social sciences, quest international university perak, malaysia.
This study analysed customer satisfaction using 7ps marketing mix elements to retail. Official journal of the european marketing academy marketing. The results of this research could show the necessity of more attention to the components of marketing mix 21. It must be put together in such a way as to enable the organization to meet its customers needs and wants sashi, 2012. Marketing uvm farmer training program mark cannella farm business management specialist mark. Influence of promotional mix and price on customer buying. The services marketing mix differs chiefly from the 4ps by the addition of three new decision responsibilities that must be integrated to form a coherent and effective services marketing mix. Pdf the marketing mix paradigm, in its famous version of the 4ps, went all the way through. Moreover, it has built its primary plan in the identification of an existed market share, and market growth opportunities, which mostly. The formulation of a marketing mix depends on the nature of the activities of the organization and the nature of the targeted market. Extended marketing mix and customers satisfaction in.
Constantinides, efthymios 2006, the marketing mix revisited. By adding people, physical assets, and process to the marketing mix forming the 7ps, services. Abstract corporate marketing planning is the process by which an organization sets its longterm priorities regarding products and markets in order to enhance the value of the overall company. Faculty of science and technology, meiji university faculty. A survey on university students in jabodetabek jakarta, bogor, depok, tangerang, bekasiindonesia. 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. Borden 1965 claims to be the first to have used the term marketing mix and that it was suggested to him by cullitons 1948.
A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The determinants of relationship between marketing mix strategy and drivers of. It is still used today to make important decisions that lead to the execution of a marketing planii. The marketing mix has dominated marketing thought, research and practice since it was introduced almost 40 years ago gr nroos, 1994. The term marketing mix is defined as main elements that thought.
The role of service marketing mix and its impact on marketing. The impact of marketing mix elements on customer loyalty for. The concept of the marketing mix expert in international. It is in corporate strategy, management identifies the business in which the comp any will be involved in.
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