The good distribution of product can effect positively on customer satisfaction. The purpose of this report is to present theoretical concepts and developments in the concept of marketing communication mix. The effects of marketing mix on consumer satisfaction. International journal of research in marketing vol 31. Manuscriptandsubmissionguidelines marketingmanagementjournal january2010. Marketing mix is not a scientific theory, but merely a conceptual framework that identifies. Market research is the term given to the process of gathering facts and data about a businesss target market or customers. The impact of marketing mix elements on customer loyalty. Marketing mix marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in. Article pdf available in journal of marketing management 223. Extended marketing mix and customers satisfaction in classified nonstar hotels in meru municipality kenya gitau paul mucai school of business and public management mt. There has been a lot of debate in identifying the list of marketing mix elements.
The effect of marketing mix in attracting customers. There is no statistical relationship between the tourism marketing mix elements and the satisfaction of the inbound tourists coming to jordan. The relationship between marketing mix and customer. Marketing mix, not branding asian journal of business. The marketing mix is characterised by four equally important variables. The promotional elements comprise a mix of tools available for marketers. Marketing mix means of translating marketing planning into practice bennett, 1997. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of. Marketing strategies and their impact on marketing.
International journal of academic research in economics and management sciences march 2014, vol. 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. Faculty of science and technology, meiji university. Find, read and cite all the research you need on researchgate. He also concludes that the classic fourfactor model is not sufficiently efficient at universities encouraging further research in this area. Extended marketing mix and customers satisfaction in. 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. International journal of research granthaalayah, vol. Researchers usually conduct market research through surveys in order to collect information from customers or. Discover the latest findings in the global marketplace with detailed results prepared through rigorous scientific methodology. The 7ps classification of the services marketing mix. Mccarthy 1964 offered the marketing mix, often referred to as the 4ps, as a means of translating marketing planning into practice bennett, 1997. For example, businesses need to create a mix that involves. The impact of marketing mix elements on customer loyalty for an algerian telecommunication company.
The intention of this research is to study the suitability of those three marketing mix models for digital products in digital space. Journal of marketing and consumer behaviour in emerging. For example, a small company may sell multiple lines of products. The marketing mix has dominated marketing thought, research and practice since it was introduced almost 40 years ago gr nroos, 1994. Global journal of management and business research volume 11 issue 6 version 1. Iosr journal of business and management iosrjbm issn.
Journal of the academy of marketing science, 3042002. The role of service marketing mix and its impact on marketing audit in engineering and technical service corporations. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing. Commonly known as the promotional mix, it includes elements such as advertising, personal selling, sales promotion, public relations and direct marketing 17. The effect of marketing mix in attracting customers academic. A comparative study on marketing mix models for digital. The findings have been inconclusive and conflicting. Contains scholarly research from marketing faculty as well as senior honors theses. Our digital special issue of marketing news takes a look at best practices during the coronavirus pandemic and inspiration for marketers to look to the future. Pdf the paper aims to investigate the influencing of marketing mix mm elements product, price. Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers.
Marketing planning, market orientation and business. This is a qualitative research, with a deductive approach. Margarita isoraite, marketing mix theoretical aspects. Pdf manufacturers often use relational governance to manage interfirm relationships with their distributors. Glaxosmithkline marketing environment 10056967 aisha ijaz 4 3. Marketing mix for next generation marketing sciencedirect. Jordan journal of business administration, volume 7, no. Marketing mix basically is combination of various elements, which in their totality, constitute marketing system of firm. August 20 53 marketing mix and consumer behavior shahram gilaninia1, mohammad taleghani2, nadia azizi3 1department of industrial management, rasht branch, islamic azad university, rasht, iran 2department of industrial management, rasht branch, islamic azad university, rasht, iran. Therefore, the 4p marketing mix model may not valid on the internet age, the 4c and the 4s model are some alternatives. Referring to a decree of the minister of sea transportation no.
It is a useful way of looking at how organisations reach their consumers. The role of service marketing mix and its impact on. Based on this research, the price among the marketing mix hospitality, got the highest priority in customer satisfaction. In this present day, the travel industry faces stiff.
The research concluded that there are studies addressing the same topic. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. The promotion has a very high level of impact to increase the sales of products. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. Data was collected through secondary source of data. Marketing mix is originating from the single p price of microeconomic theory chong, 2003. Download limit exceeded you have exceeded your daily download allowance. This study aims to highlight the role of marketing mix product, price, place, and promotion on achieving. The impact of tourism marketing mix elements on the.
The importance of each element depends not only on the company and its activities, but also on the competition and time. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. The marketing mix has dominated marketing thought, research and practice since it was. This paper discusses the 4 ps of marketing mix, which comprise. However, there are apparently no articles anywhere in its history 1996 to 2011 that specifically address the theme of the marketing mix. 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. Global journal of management and business research. An empirical assessment of their generalisability, applicability and effect on performance evidence from jordans services organisations mamoun n. All contents covered in the course material and sessions also practice sessions and guest lectures exam. In thispaper wedevelop, and test using the results of a survey, aconceptual framework outlining the nature of the relationship between marketing planning and market orientation. Marketing mix has under gone a sea change in last few decades. 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. First published september 21, 2018 research article. All journal articles featured in journal of marketing management vol 36 issue 56.
This article explains what is the marketing communication mix, describing its nature, importance, types of. Analyzing the effectiveness of marketing strategies in the. Borden published his article on the concept of marketing mix in 1964. Article pdf available march 2018 with 18,591 reads.
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