Extended marketing mix and customers satisfaction in classified nonstar hotels in meru municipality kenya gitau paul mucai school of business and public management mt. Reymoreno 2015, journal of business research 68, 15321538 helm, r. Data was collected through secondary source of data. 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. As already mentioned, the marketing mix operationalizes key elements that must be addressed, representing the dimensions that make a difference in practical application. The impact of marketing mix elements on customer loyalty.
Although researchers remain certain that a rethinking of the marketing mix strategies is needed, it is still an underdeveloped research field about how companies ought to. As the market changed, so did the concepts of marketing. As a business manager, you determine how to use these variables to achieve your profit potential. International journal of research granthaalayah, vol. It plays a significant role in creating value and satisfaction for the customer. The role of service marketing mix and its impact on marketing audit in engineering and technical service corporations. Ranking the most effective marketing mix elements on the sales of. Designing the right marketing mix involves the four p s i. Produit ou service, prix, distribution et communication. With the development of science in all fields, banks and financial markets have.
The impacts of marketing mix on the consumer experience in fast food industries 1r. Abstract the marketing mix paradigm, in its famous version of the 4ps, went all the way through the evolution of marketing theory. The empirical evidence shows that the marketing mix. And need to develop strong sales and advertising messages that will connect. In particular, the marketing mix or 4ps product, price, promotion, and place operates as the main forces when it comes to meeting the demands of customer and creating a long, profitable relationship with them. Contributions of neuroscience for the traditional marketing mix esther kolar university of twente p. 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. Jordan journal of business administration, volume 7, no. The integrated marketing communications mix is a comprehensive marketing communication plan that combines and evaluates a variety of strategic communication disciplines general advertising, personal selling, sales promotion, direct marketing, public relations, sponsorships and others, to provide. Faris abdullah kadhim, thaer f abdullah, mahir f abdullah abstract this study aims to investigate the impact of marketing mix element on customer satisfaction for tourism industry in context of malaysia. Examining the influence of uncertainty on marketing mix strategy elements in emerging bussiness to bussiness export markets. The concept of the marketing mix guillaume nicaise.
It is in corporate strategy, management identifies the business in which the comp any will be involved in. The impact of marketing mix on the competitive advantage. Kalaimani head of the department, department of business management, sri vasavi college erode. It is a research university associated with education. Presentation of the elements of the marketing communication mix. International journal of academic research in business and social sciences april 20, vol. The wide acceptance of the mix among field marketers is the result of their profound exposure to this. The relationship between marketing mix and customer. Journal finder download the understanding the publishing process pdf.
The marketing mix is considered to be one of the most important aspects of the marketing process. For example production concept deals with production and selling concept deals with selling. The role of service marketing mix and its impact on. The journal of marketing jm develops and disseminates knowledge about realworld marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Recently published articles from international journal of research in marketing. 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. Kanliang wang1 yuan wang1 jingtao yao2 1 school of management, xian jiaotong university, p. The determinants of relationship between marketing mix.
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 comparative study on marketing mix models for digital. The concept of 4ps is an input component of the customer decisionmaking model. Major objective of this survey is to study the impact of services marketing mix on preferring a brand by customers.
Marketing mix and service quality effect on customer. Case study of saderat bank in kermanshah province bahman saeidi pour1, kamran nazari2 and mostafa emami3 1department of educational, payam noor university, iran. 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. This study aims to highlight the role of marketing mix product, price. This model operates on the premise that external influences.
Dominici 2009 went from marketing mix to emarketing mix and provided a very good literature overview and classification of the field. The digital marketing mix, ultimately, must be correctly aligned with the same strategic objective. Keywords marketing mix, competitive advantage, sme, al buraimi. The 7ps classification of the services marketing mix. International journal of research in marketing elsevier. Marketing planning, market orientation and business. 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. 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. Marketing mix strategies towards the bottom of the pyramid. A comparative study on marketing mix models for digital products. Electronic journal of information systems evaluation, 11, 1258.
The ps, cs, as and os can be combined when looking at the marketing mix. Studying the status of marketing mix 7ps in consumer. Field research was conducted in tesco saujana impian kajang, carrefour. The effect of marketing mix in attracting customers. The research concluded that there are studies addressing the same topic. Ihave always found it interesting to observe how an apt or colorful term may catch on, gain wide. The paper aims to investigate the influencing of marketing mix mm elements product, price, place or distribution, and promotion on increasing the effectiveness of product promotion and their role to reduce the problems within the organization. Each of the concept was developed as per the need of the market. Marketing uvm farmer training program mark cannella farm business management specialist mark. 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.
All these elements are very significant and depend upon each other. Heres the marketing mix of oxford university which is actually the university of oxford. The impact of marketing mix on the competitive advantage of the. Constantinides1 the marketing mix revisited pure research.
Marketing mix based on above discussion principles, sustainable tourism can be developed but marketing also becomes imperative to discuss because selling of tourism product decides the fate of any industry. This conceptual advance has, in turn, caused a reevaluation. Studying the impact of services marketing mix on preferring a brand by customers. The findings have been inconclusive and conflicting. The effect of marketing mix in attracting customers academic. International journal of business and management september, 2009. Corporate marketing planning global journals incorporation. The european marketing academy emac and the international journal of. Impact of integrated marketing communications mix imcm. A case study deriving consensus rankings from benchmarking thesis pdf available january 2007 with 48,224 reads how we measure reads. Marketing mix of oxford university oxford university. Global journal of management and business research. In this paper, wehave studied these seven factors application and their effectson marketing audit in engineering and technical service corporation. This article explains what is the marketing communication mix, describing its nature, importance, types of instruments and efficiency.
The effect of marketing mix on satisfaction of customer insurance. By adding people, physical assets, and process to the marketing mix forming the 7ps, services marketing theorists staked out a new field of management theory and practice separate from the marketing of tangible goods lovelock, 1996. The international journal of research in marketing is an international. This is a qualitative research, with a deductive approach. The impact of marketing mix elements on customer loyalty for an algerian telecommunication company youcef souar1, keltouma mahi2, imane ameur2 1laboratory mifma, university tahar mouly, saida, algeria 2university tahar mouly, saida, algeria.
Pdf the impact of marketing mix on customer satisfaction. In the field of marketing communications, must be coordinate efforts towards the last p of the marketing mix. 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. The wide acceptance of the mix among field marketers is the result of. The results of this research could show the necessity of more. Extended marketing mix and customers satisfaction in. Your marketing mix should be something you pay careful attention to because the success of your business depends on it. There are 5 different concepts of marketing, each of which vary in the function that they deal with.
Pdf marketing mix of 4ps for competitive advantage. 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. Recent international journal of research in marketing articles. An empirical assessment of their generalisability, applicability and effect on performance. It picks the brightest and best students on their academic merit. In a more detailed examination, anitsal, girard and anitsal. British journal of marketing studies publish by european. Introduction the twentyfirst century processes of globalization result in a significant change in all business environments. Oxford university has the distinction of being in continuous operation since its commencement. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of translating marketing planning into practice bennett, 1997. The impact of marketing mix on customer satisfaction.
Marketing mix, not branding asian journal of business. Faculty of science and technology, meiji university. Marketing mix 7p and performance assessment of western. The impacts of marketing mix on the consumer experience in. African journal of business management full length research paper the effect of marketing mix in attracting customers. 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.