Marketing Mix Activities Research Articles

An approach to brand planning under high competitor set variation

We present a novel approach to enable parsimonious local brand planning in situations where a brand’s competitive set varies substantially across points of sale. We conceptualize the entire assortment of products from all the rivals at a point of sale as a unique, holistic unit of competition that vies with the focal brand for a share of the local market. We then apply a mixture-type model to consumer transactions data to explicate clusters of assortments within which a brand has similar levels of sensitivity to assortment composition and local marketing mix activities. Our results reveal substantial variation in these assortment clusters across brands within a product category. Additionally, we find large variation in the sensitivity of a brand’s share to local marketing instruments, and asymmetry in the effectiveness of these instruments in offensive versus defensive modes. We use these findings to provide guidance for parsimonious local marketing planning in situations where competitive assortments vary across points of sale.

Pengembangan Ekowisata melalui Strategi Bauran Komunikasi Pemasaran (Marketing Communication)

The Thousand Islands is a district area that is part of the city of Jakarta. The Thousand Islands consist of 110 islands, of which 16 are resident islands and resort islands or islands that are intended as tourist destinations (Jakarta.go.id, 2019). The Thousand Islands have a variety of beach and marine tourism attractions. As one of the islands in the Jakarta Province area, the existence of marine-based Seribu Islands tourism is unique in its own right. Based on data from the Seribu Islands Tourism and Creative Economy Sub-agency, only 30% of Jabodetabek people know the tourist area well, which is part of the DKI Jakarta area (CNN Indonesia, 2019). The research approach used in this study was qualitative research. The selection of informants was carried out using non-probability techniques due to suitability in the context of qualitative research. Of the various marketing communication mix activities carried out, online publications are still not optimized. In addition, supporting facilities are needed, such as transportation and lodging that are proper and CHSE certified, so that tourists who visit have a different experience and can deliver a massive word-of-mouth campaigns.

Measurement and validity of Jennifer Aaker’s brand personality scale for Indian apparel brands

In modern business, the rivalry has shifted from price to non-price, necessitating the use of not just the market, but also marketing tactics. Consumers are frequently connected to a product or a brand that is associated with their own identity. Positive purchase intention may be established through successful Brand personality as customers develop associations in their mental maps by responding to a brand. This study attempts to investigate whether the brand personality dimensions proposed by Aaker (1997) may be applied to Indian apparel businesses targeted at Generation Y. The study’s findings support the commonly acknowledged dimensions of brand personality, which are vigorous, integrity, charismatic, uniqueness, and versatility. However, due to the postmodern lifestyle of Generation Y, ruggedness was not extracted. The study discovered a new personality dimension for apparel brands that are Unique and versatile and might be further explored in more detail in the future. We offer recommendations for apparel brand managers on different marketing mix activities they might use to communicate alternative brand personas to Generation Y.

Brand recognition action in mobile shopping

Depending on the development in technology, consumer expectations are also changing. Depending on the changing demands and needs, both the consumers and the virtual environment quickly go to meet these situations. As smart phones make our lives easier, by using mobile internet as a part of the shopping process, the concept of time and space allows the consumer to purchase and access every song, product and service. This mobile shopping is done through mobile applications on phones, thanks to the internet. The brand, which offers great convenience in the decision-making of the consumer in the shopping process, is also perceptually dependent on the consumer's awareness of the brand. The brand, which includes all of the marketing mix activities and makes the business different, shows the power of its awareness as long as it exists in the mind of the consumer. The aim of this study is to examine the effect of consumers using mobile internet on the awareness of a brand. For this purpose, the factors affecting the brand awareness of consumers shopping via mobile internet in Ankara have been comprehensively discussed. The hypotheses created as a result of a comprehensive review of the literature were tried to be examined with the Anova test and regression analysis. The questionnaire form, which was created on the Google form with five-point Likert type scale questions, was applied to consumers who made mobile shopping on the internet. As a result of the analysis of the models, scales and hypotheses used, it was concluded that consumers know their brands and shop according to their awareness.

해양레저관광 마케팅믹스 만족도가 관여도 및 재구매행동에 미치는 영향

Purpose: This study is conducted to provide implications that can be substantially reflected in the policy to revitalize marine leisure tourism by analyzing the marketing needs of actual users of marine leisure tourism. To this end, we specifically analyzed the satisfaction of the actual users of marine leisure tourism in the marketing mix, and focused on the relationship between this satisfaction, that is, the degree of involvement indicating the level of personal importance perceived by a specific situation, and ultimately actual users’ future marine leisure activities.BR Method: This study conducted a survey on marine leisure tourism users who visited the ‘Busan International Boat Show’ held in BEXCO, Busan. With 353 copies of valid questionnaire data, satisfaction in their marine leisure tourism marketing mix, involvement, and future marine leisure activities were identified, and the following conclusions were confirmed by analyzing the influence relationship between these variables.BR Results: First, repurchase behavior was found to be at the level of execution of behavior, and participation and marketing mix factors were higher than normal, especially among marketing mix factors, the level of satisfaction with products was relatively high. Second, it was found that product and price had a positive effect on the involvement of marine leisure tourism users. Third, it was confirmed that the involvement had a positive effect on future marine leisure activities.BR Conclusion: We analyzed the importance of marine leisure tourism perceived by their satisfaction with the marketing of marine leisure tourism, and based on this analysis, it can be considered that it has a positive effect on the use of related contents in the future, ultimately keeping the industrial ecosystem of marine leisure tourism healthier.

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ULANG PAKET NETFLIX

Marketing mix is one of the instruments for conducting marketing activities as it can be a key factor for increasing repeat purchase value. Appropriate and effective marketing-mix activities can make consumers repeat their purchases. The objective of this research is to identify the effects of product, promotion, price, and place on the repeat purchase of Netflix. This digital streaming service was first made available in Indonesia in January 2016 and has attracted people’s interest since then by offering original contents. The respondents of this quantitative research are 100 Netflix users who have made repeat purchase. Using descriptive analysis and multiple linear regression, this study finds that product has a significant effect on the repeat purchase, while promotion, price, and place do not. The appropriate and effective marketing mix to be applied to stimulate repeat purchase for Netflix package is product improvements in terms of quality, display, and variants.

The integration of logistics and marketing practice into baseline supply chain practices in the emerging markets

PurposeThis study aims to draw on the strategy–structure–performance framework to investigate baseline supply chain (BSC) practices as a function of how firms structure logistics and marketing mix activities to achieve market share in the emerging market (EM) supply chain ecosystems.Design/methodology/approachThe authors validate the study’s conceptual framework with survey data collected in two contrasting EM supply chain ecosystems. They include supply chains in EM economies with an advanced logistics/distribution infrastructure such as China and those in economies with poor logistics/distribution infrastructure such as Ghana. The authors use ordinary least squares regression and structural equation modeling analysis to examine the relative market share outcomes of different configurations of logistics-marketing practices (logistics-affordability marketing, logistics-accessibility marketing, logistics-acceptability marketing, logistics-and awareness and full integration into BSC).FindingsKey findings confirm that the integration of logistics with marketing activities into BSC practice is more pervasive in EMs with high logistics performance index, such as China than in firms in EMs with low logistics performance index, such as Ghana. Moreover, the authors confirm that integrating logistics and marketing into BSC generates higher market share performance than logistics- or marketing-only practices in China and Ghana. These differences are driven more by the firm’s strategic orientation than the demands of competitive market conditions.Research limitations/implicationsThe study focuses on BSC integration activities in the logistics and marketing functions because researchers have not updated this issue for the past two decades.Practical implicationsThe study results provide managers with much-needed empirical evidence of the strategic benefit of BSC integration under different supply chain ecosystems in the EMs.Originality/valueLinking BSC activities in logistics management and marketing management mix activities within the 4As marketing mix framework provides evidence to support the argument that the 4As marketing mix is an appropriate planning framework for EMs’ unique ecosystems.

The Triple Bottom Line Concept in Sustainable Marketing Mix Activities of Food Industry Enterprises

The concept of Triple Bottom Line (TBL), plays a key role in transforming manufacturing enterprises into sustainable economic organisations operating in accordance with the principles of sustainable development. Due to the theoretical and cognitive gap identified by the author, the concept has been referred to the marketing mix of food industry enterprises functioning in the sector of economy, which is characterised by dynamism and constant increase of value. The article includes the aim of the study, the research hypothesis, the research problem and presents the research methods used. The aim of the study is to identify and determine the activities undertaken by food industry enterprises in relation to the components of the marketing mix, i.e. product, price, distribution and promotion mix subordinated to the Triple Bottom Line concept. The article is theoretical and empirical in nature and concludes with a summary that includes recommendations for future research directions.

An analysis of Trophy Hunting Tourism Marketing Mix Performance of Zimbabwe

The study analysed the performance of trophy hunting tourism marketing mix activities in Zimbabwe in an attempt to improve tourism performance. Mixed methodology research comprising of 137 survey stakeholders and survey 274 tourists, one (1) focus group discussion and four (4) in-depth interview key informants was carried out from January 2019 to June 2019.Hunting quotas were based on the three regions, of Zimbabwe and Wildlife Management Authority, namely Southern Region, Western Region and Northern Region showing tourists type and stakeholder classes, and this was done. Quantitative data were analysed by correlation tests and one sample mean test values using the Statistical Package for Social Sciences (SPSS) software. Qualitative data were synthesised using content and narrative analyses. The study indicated that Zimbabwe performed highly in terms of process, product, people and place marketing mix strategies in its trophy hunting activities. The results indicated a weak relationship between perceptions of local and foreign trophy hunting tourists on rating the marketing mix performance of Zimbabwe. Tourists and stakeholders were found to have a significant positive relationship in their perceptions of wildlife tourism performance of Zimbabwe. The test of trophy hunting acceptability showed a statistically significant and above average performance of Zimbabwe on trophy hunting marketing mix. The study concluded that, though Zimbabwe performs high on overall trophy hunting tourism marketing mix strategies, there was need for improvements on promotion and pricing strategies.

Effect of Character Marketing and Marketing Mix on Usage Intention of Internet-Only Banks: Evidence From South Korea

Two South Korean internet-only banks were established around the same time, but their performances differ significantly when the product is similar to intangible values such as brand equity and marketing efforts. This study credits brand equity with causing performance difference and proposes a research model to examine which marketing activities construct brand equity. Traditional 4P marketing activities and character marketing are selected as marketing mix activities. Additionally, this research examines whether marketing activity effectiveness is affected by gender and evaluates customer perception about internet-only banking based on a survey. The results show that all the considered marketing activities are significant in establishing brand equity; however, their effect on brand equity is moderated by gender. This research contributes to marketing by considering brand equity in the internet-only banking context and emphasizing the effect of marketing activities using characters. Industry managers could use these results to achieve competitiveness by fostering brand equity.

MARKETING STRATEGY TO INCREASE SALES VOLUME

Competition between entrepreneurs, especially traders in luring consumers so as to increase sales. And one way is to implement a marketing strategy. Marketing strategies must be done effectively so that sales can increase. Marketing activities generally focus on products, pricing, policy ditribusi, and promotional methods that in this case are known as the marketing mix. Marketing mix activities play an important role for the survival of a company. But marketing strategies are sometimes carried out on the basis of conventional economic principles, therefore in this study will be researched about marketing strategies in an Islamic perspective.

Komunikasi Pemasaran Sarana Upakara Di Kawasan Pasar Tradisonal

This study try to explain the description of the marketing mix activities, barriers and implications of marketing communication activities. The aim is to analyze the importance and impact of marketing in the business world by traders to attract consumers so that traders do not suffer losses. The research approach is qualitative with the case study method and uses interview techniques, field observations, and documentation. The main sources consist of traders and consumers who buy ceremony facilities who are directly involved in marketing communication activities. The results of this study explain that traders select and carry out elements in the marketing mix to carry out marketing communications, including products, prices, promotions, locations. The marketing mix that is carried out by traders provides exposure to target markets effectively which has an impact on consumer awareness by making repeat buyers. Barriers that occur in marketing communication activities consist of language disorders, physical problems, and technical problems. The implications that occur in communication activities experience positive and negative impacts including the ease of obtaining the need for ceremonial facilities positively, but negatively resulting in the fading of the cultural values ​​of the tablejitan tradition in ceremonial preparation activities because they prefer to buy rather than make.

Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Minat Beli Konsumen di Okui Kopi 3.0 Surabaya

The purpose of this study aims to determine the 7P marketing mix activities carried out by Okui Kopi 3.0 Surabaya on consumer purchase interest, to determine the effect of the 7P marketing mix on consumer purchase interest, and to imply the results of research for Okui Kopi 3.0 Surabaya shop. The sampling method used was a non-probability sampling method with a purposive sampling technique. The number of samples in this study were 50 respondents. The data analysis technique used was the Structural Equation Model Partial Least Square (SEM PLS). The results of this study indicate that the variables of product, price, place, promotion, and people have a significant influence on consumer buying interest where the p-value is ≤ 0.05. Meanwhile, process variables and physical evidence did not have a significant effect on consumer purchase interest because the p-value > 0.05. Keywords—: Marketing Mix, Consumer Purchase Interest, SEM-PLS, Okui Kopi 3.0 Surabaya.

SME Managers’ Perceptions of Sustainable Marketing Mix in Different Socioeconomic Conditions—A Comparative Analysis of Sri Lanka and Poland

Current changes in the business environment mean that the pursuit of economic development—without accounting for social welfare and environmental constraints—is replaced by the concept of sustainable development. Enterprises, in order to meet market requirements, adopt sustainable marketing as part of their strategy to provide long-term benefits in the social, economic, and environmental dimensions. The article aims to assess the differences in the use of marketing mix tools (5P) according to the concept of sustainable development in countries with different socioeconomic conditions. The empirical study was based on 262 questionnaires conducted among small and medium-sized enterprises (SMEs) operating in two different countries, i.e., 150 companies operating in Poland (as an example of a developed country) and 112 in Sri Lanka (as an example of a developing country). The obtained results show that there are statistically significant differences between the analyzed markets in terms of implementing sustainable marketing tools. The results allow us to conclude that the sustainable marketing mix activities are significantly more important for SEM managers in Sri Lanka than in Poland.

Introduction to Special Issue: Trust in Doubt: Consuming in a Post-Truth World

Introduction to Special Issue: Trust in Doubt: Consuming in a Post-Truth World

In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities

Abstract The essence of a brand is that it delivers on its promises. However, consumers’ trust in brands (CTB) has declined around the world in recent decades. As a result, CTB has become a major concern for managers. The authors examine whether CTB is influenced by marketing-mix activities (i.e., advertising, new product introduction, distribution, price, and price promotion) implemented by brands. The authors propose and show that the sensitivity of CTB to marketing-mix activities is moderated by consumer, category, and country characteristics, using a multisource data set consisting of a survey of 15,073 respondents and scanner panel data on 589 brands in 46 CPG categories across 13 countries (including the four largest emerging markets), which collectively account for half of the world’s population. The authors find strong positive effects for advertising and new product introduction intensity, weak positive effects for price and distribution intensity, and a minor negative effect for price promotion intensity on CTB. Furthermore, the authors find that the effect of marketing-mix activities on CTB is moderated by consumers’ personality traits, consumers’ reliance on brands in a category, and countries’ secular-rational and self-expression cultural values.

Understanding non-private label consumers’ switching intention in emerging market

PurposeThe purpose of this paper is to propose and empirically test a research model encompassing marketing mix activities as antecedents of non-private label consumers’ switching intention, particularly from an emerging market perspective. The study also aims to test the moderating role of general neophobia and gender.Design/methodology/approachFocusing on non-private label consumers, the study analyzed a total of 211 questionnaire responses. Partial least squares structural equation modeling was used to test the research model.FindingsThe results suggested that marketing mix activities, particularly advertising, in-store communication, and monetary promotion positively influenced private label brand attitude. Attitude positively influenced switching intention. The proposed moderating effects of general neophobia and gender in the relationship between private label brand attitude and switching intention were supported.Originality/valueThis study provides empirical evidence to the effects of marketing practices on private label brand attitude from an emerging market perspective, complementing previous research which largely focused on developed market. The findings offer managerial ideas in targeting non-private label consumers. The test of moderating variables expands the understanding on attitude-intention link.

Examining Brand Strength of Political Candidates: a Performance Premium Approach

Despite the growth of research on political marketing, fundamental questions concerning brand value of political candidates and its relationship with marketing mix activities remain unanswered. This research extends premium-based brand valuation methods to the political context by presenting a performance premium approach to assessing the strength of politicians’ brands and exploring the relationship between politician brand strength and political advertising. We develop a joint hierarchical Bayesian model of brand performance and marketing activity and estimate our model using data on the election performance and advertising expenditures of political candidates from US House of Representatives elections. Our findings suggest that politicians who possess a strong brand—those that perform better than expected given the partisan leanings of their districts, advertising spending, and other model controls—face a consequence for their brand strength in which political advertising by their opponents has a stronger negative impact on their performance compared to the effect of political advertising against politicians with weaker brands. We discuss the implications of our findings for political marketing.

Islamic marketing mix: is there a role for Islamic-based strategies?

Development of Islamic marketing as a part of marketing knowledge has urged both academics and practitioners to explore the significance on the theory and practical implication to business and customer. This has been a flourishing new area which has set new boundaries to current marketing practices. Nevertheless, this area remains understudied with limited empirical evidence, particularly on marketing mix decisions in line with Islamic principles. Therefore, developing an approach exclusively considering distinctive Islamic characteristics is of paramount important. Findings suggest that Muslim customers consider five critical factors that must be emphasised by businesses in conducting their marketing mix. In their order of importance, these factors represent 'conformity', 'character', 'commitment', 'conscience' and 'customer centrism', then translated into marketing strategies. Therefore, it is proposed that businesses can adopt the strategies in engaging with Muslim customers through their marketing mix activities by consistently conforming to Syariah Halal Standard, exhibiting distinctive characteristics, instilling assurance, embedding morality and conscience and lastly embracing a 'customer oriented' approach.

SUCCESS STRATEGIES IN ISLAMIC MARKETING MIX

Islamic marketing (IM) is gaining momentum in the development of marketing knowledge and its practical implication to business and customer is undeniably significant. In fact, it has been growing rapidly in the past years and has grabbed the attention of both academics and practitioners of marketing. Nevertheless, this area still remains understudied with limited empirical evidence, particularly on marketing mix decisions or four Ps (product, price, promotion and place) in line with Islamic principles. Therefore, this paper attempts to identify critical factors in conducting Islamic marketing mix activities and their relative importance. Using combination of both qualitative and quantitative research method, this paper proposed a set of 23-item instrument that measures Islamic marketing mix which has been empirically tested for its unidimensionality, reliability and validity through factorial analyses. Findings suggest that Muslim customers consider five critical factors that must be emphasized by businesses in conducting their marketing mix. In their order of importance using multiple regression analysis, the factors are ‘Conformity’, ‘Character’, ‘Commitment’, ‘Conscience’ and ‘Customer Centrism’. Therefore, it is proposed that businesses can adopt the strategies in engaging with Muslim customers through their marketing mix activities by consistently conforming to Syariah, exhibiting distinctive characteristics, instilling assurance, embedding morality and conscience and lastly embracing a ‘customer oriented’ approach.Keywords: Islamic Marketing; Marketing Mix; Factorial Analyses.