Concept Of Marketing Mix Research Articles

3P (Participants, Process and Physical Evidence): Penilaian Konsep, Penerapan, dan Dampaknya Terhadap Tujuan Organisasi Bisnis-Jawa Barat

This study aims to investigate the practical application of the 3P variable marketing strategy on business organizations, examine the impact of the 3P variable and identify the order of strength of its impact on the objectives of the business organization. This research uses a leading manufacturing company registered in Bandung-Indonesia. There are 95% of 105 respondents as online primary data distributed through structured questionnaires to the marketing department. Data analysis is performed through valid rates, mean analysis, linear regression and hypothesis testing. The results showed that the variable marketing mix concept applied in the practice of business organizations. The 3P variable is a variable that plays an important role in achieving the goals of business organizations. The correlation of each participant, process and physical evidence is strong and positive, both partially and simultaneously to the goals of the organization. Furthermore, the achievement of organizational goals can be predicted using linear regression. The participant, process and physical evidence variables significantly influence the achievement of organizational goals.

THE STRUCTURE OF AN INTEGRATED INTERNET MARKETING COMPLEX, BASED ON THE MARKETING-MIX CONCEPT

This research describes the main approaches of digital marketing models based on the marketing mix concept. It outlines the main components of various models, such as: “5W” Internet marketing complex of Mosley-Matchett; “8Р” e-marketing mix of researchers at the National Taiwan University (Chen); “6С” set of elements for an effective website by Chaffey, Mayer, Johnston, Ellis-Chadwick; “4S” web marketing complex of Constantinides; “4Ps+P2C2S3” digital marketing complex (e-marketing mix) created by Kalyanam and McIntyre; “3С+І” digital marketing mix of Pastore and Vernuccio; “SIVA” client-oriented information model of Dev and Schultz; “2P+2C+3S” digital marketing complex presented by Otlakan. The study presents a comparative analysis of the characteristics of these models, and the pros and cons for using each them as part of an integrated Internet marketing strategy. The study also creates a structure of Integrated Internet marketing tools based on the marketing mix concept which includes two blocks of components: key elements found in the traditional “4P” model and adapted to the Internet environment, and the elements “2Р2С2S2”: Personalization & Privacy, Personnel & People, Customer Service, Community, Synergy & Scope. The authors formulate a definition of Internet marketing and Integrated Internet marketing, based on the built structure of integrated Internet marketing of Kalyanam and McIntyre.

TIPS de marketing en épocas de COVID y Post COVID

El mundo atraviesa una severa crisis a causa del Coronavirus y Ecuador no escapa de esa problemática, afectando a su economía en general e incidiendo de forma directa en la capacidad de consumo del ecuatoriano promedio. La cuarentena, obligó a una gran de empresas, en unos casos, a tomar una pausa obligada en sus actividades, en otros casos su actividad se vio disminuida y en otros, aumentó. En cualquiera de estas tres realidades, la aplicación de conceptos de marketing, resultan indispensables para evitar la desaparición de negocios, que no sepan cómo enfrentar la época Post Covid.

Formulating Strategies to Develop Jember Historical Tourism Marketing

Jember has a long history since prehistoric times, and is evidenced by the diversity of relics from prehistoric times to the colonial period. Historical heritage objects become important regional assets that can generate profits and have a significant effect on economic development. One idea that can be initiated is the presence of an ancient museum. Because of that, an effective marketing strategy is needed to increase the people's visit to the museum and other historical tourism. This study aims to explore how the condition of ancient sites and objects in Jember, explore how the potential of building a museum as a location for storing ancient objects in Jember, and formulating marketing strategies on historical tourism and museums as part of Jember tourism programs. This research adheres to the positivist paradigm using qualitative research methods, using a case study approach by exploring the condition of ancient objects in the Jember area in detail. The results showed that the collection of ancient objects from Jember's history varied greatly with a total of more than 600. A number of collections have been placed in the Antiquities Collection Room, with very limited maintenance, and the room conditions that are not yet representative. For this reason, museum is an alternative solution as a place to store ancient art collection, as well as a part of historical tourism in Jember. The formulation of marketing strategy departs from the concept of SWOT Analysis which is then synergized with the concept of Tourism Marketing Mix.

TOURISM PROMOTION STRATEGY OF PUNCAK MAS BANDAR LAMPUNG CITY

Puncak Mas is one of the leading tourist attractions in the city of Bandar Lampung. This can be seen from the enthusiasm of the community to come to visit Puncak Mas. The achievement of Puncak Mas in attracting public visits, was recorded at 6,000 to 7,000 on holiday weekends. This study is intended to find out how the promotion strategy carried out by the management of Puncak Mas. This study uses Muncak marine binoculars as a comparison. The data in this study were obtained by conducting interviews with the manager of Puncak Mas and a little with Muncak marine binoculars. Observations and documentation carried out for field verification. Visitors who were interviewed only to crosscheck data from interviews with managers. The results of this study found that the promotion strategy undertaken by Puncak mas was in accordance with the marketing mix concept, by combining 4 elements of P, namely product, price, place and promotions. Promotion using social media and digital media according to the demands of the times has been done by the management and owner (owner) of Puncak Mas.

Research on the Effect of Marketing Mix on the Competitive Advantage: A Study of Selected Small and Medium Enterprises in Bole Sub City, Addis Ababa, Ethiopia

Small and Medium Sized Enterprises are the backbone of every major economy, and empirical studies prove that small firms are more efficient and innovative in their operation, product development and marketing policies. The aim of this study is to highpoint the significant of the marketing mix (product, price, place, and promotion) on attaining the competitive advantage in the small and medium enterprise (SME) sector in the Addis Ababa city Administration Ethiopia. This journal states the significance of competitive advantage in attaining marketing goals and ahead of the satisfaction of customers by using marketing mix concept. A descriptive analysis approach is used to analyses the collected data about the level of impact of the marketing mix (product, price, place, and promotion), on the competitive advantage of the SME sector in Addis Ababa. The data have been collected through the use of a questionnaire that is distributed to SMEs in the Addis Ababa city Administration rendering to the City government of Addis Ababa job and enterprise development bureau creation. There were 200 SMEs selected randomly; though, only 150 questionnaires were managed because of missing data. Based on the data analysis, the results show that all of marketing mix elements (product, price, place, and promotion) have a significant impact on realising competitive advantage in the case of Addis Ababa City SMEs (p- value for all marketing mix elements is less than α =0.05). The foremost viable component when it comes to accomplishing competitive advantage is the price. The SME sector in Addis Ababa should develop its product’s quality, distribution channels, and promotion policies to face the local and international competitors. The marketing mix and competitive advantage represent a relatively new orientation in Addis Ababa City SME sector.

Customer oriented intelligent DSS based on two-phased clustering and integrated interval type-2 fuzzy AHP and hesitant fuzzy TOPSIS

Firms need to integrate multiple business functions in order to acquire, analyze, model, and evaluate information necessary for better understanding customer behaviors and making data-driven decisions to enhance the customer experience journey. This study proposes a customer oriented intelligent decision support system (IDSS) to ultimately improve the customer experience journey. Besides, a real application study is handled for a multinational company located in Turkey, considering its abrasives product sales for years of 2017 and 2018. For the data utilized in application study, the proposed methodology is constructed for customer segmentation to develop appropriate data-driven marketing strategies for customers with similar values, preferences and other factors for creating customer-centric organizations. In this regard; firstly two-phased clustering process, which involves the hierarchical multivariate average linkage clustering algorithm and partitional k-means clustering algorithm, is used to present the number of clusters on the basis of three variables (expenditure, transaction and unit cost) and then to assign the customers to the related clusters (VIP, Platinum, Gold and Bronze), respectively. Secondly, the performances of company’s departments are ranked according to the preferences of customers from each segment considering 4Ps marketing mix concept via integrated methodology of interval type-2 Fuzzy AHP and hesitant fuzzy TOPSIS.

МЕТОДИЧНІ ПІДХОДИ ДО ВИЗНАЧЕННЯ РЕЗУЛЬТАТИВНОСТІ УПРАВЛІННЯ МАРКЕТИНГОВОЮ ПІДСИСТЕМОЮ АГРОПЕРЕРОБНОГО ПІДПРИЄМСТВА

Introduction. A study of the development stages of the marketing concept showed considerable progress in the understanding of effective tools and approaches to marketing policies, especially the concept of marketing partnerships. The issue of evaluating the effectiveness of relationship marketing remains without proper attention. So, today, there is a need for a holistic study of relationship marketing in the framework of the sectoral features, in particular agro-processing enterprises. The purpose of this article is to summarize the methodological approaches to the definition of a management performance of the marketing system of agro-processing enterprise. Results. The indicators of analysis and diagnostics of marketing activities of agro-processing enterprise have been systematized. The interdependence model of social and economic indicators of the results analysis of socio-ethical marketing implementation has been developed. The correlation between FAC and EVA in the framework of marketing agro-processing enterprise has been presented. The practical calculations in the article confirmed that the economic and social effects are dependent on each other. At the same time, if macroeconomic success causes social effects, then the picture is the opposite at the level of business entities: social achievements in the marketing field lead to an increase in the economic efficiency of the business. Conclusions. The presented methodological `toolkit for economic analysis of marketing performance creates prerequisites for developing a procedure for evaluating the state of marketing complex and improving its effectiveness. The selected set of indicators diagnostic of the marketing mix concept corresponds to the marketing activities of the company, adopted at the stage of strategic planning. A method of grouping selected indicators of diagnosis agro-processing enterprises takes into account the peculiarities of the enterprise development under certain assumptions changes in the external environment, in which it operates. Keywords: management, methodical approach, performance, the marketing system, agro-processing enterprise.

Bauran Pemasaran Tentang Konsep Apotek Modern Serta Strategi Pemasarannya

Pharmacy as the main type of distribution facility is still in great demand by investors. However, Jaminan Kesehatan Nasional (JKN) has the effect of decreasing turnover in some conventional pharmacies so that many pharmacies are closed. A pharmacy with a modern concept is expected to be an exit strategy of that problem. The purpose of this research is to find out and describe the concept of modern pharmacy according to the perceptions of respondents in DKI Jakarta province and its marketing strategy using the marketing mix concept. This research is a descriptive exploratory research by interviewing 100 respondents who have visited the pharmacy using a questionnaire. Data from interviews were analyzed using statistical software. The results showed that 98% of respondents agreed with the existence of a modern pharmacy concept. Modern pharmacy concepts that can be accepted by respondents are pharmacies that sell complete products, prices compete with surrounding pharmacies, locations close to housing or offices, friendly employees, fast and easy service processes, frequent promotions and social services in the community and a waiting room spacious and comfortable. The right marketing strategy for modern pharmacies is to prioritize excellent service and carry out vigorous promotions on online media and collaborate with private offices, government and universities in DKI Jakarta province.

Enhancing Capability of Tanjung Bumi Batik Sales Bangkalan Madura

Madura Island besides producing salt, it turns out that it is also the producer of the craft written batik. One of the regions that have batik-producing SMEs is in Tanjung Bumi Bangkalan Madura District. In Tanjung Bumi Subdistrict there are very many batik craftsmen with a distinctive bird motif. However, although there are many batik SMEs, there are also many craftsmen who close their businesses due to having several problems in their business. One of the problems is not having a good marketing concept and not being able to utilize information technology through the internet in marketing activities. This can be seen from the sales activities that still rely on shops and also just waiting for suppliers or buyers from outside the city such as from Surabaya. With the competition of batik sales outside the city, such as Surabaya, causing the number of buyers from Surabaya is currently decreasing. The decline finally drastically impacted the decline in sales of Tanjung Bumi written batik. The purpose of this activity is to provide knowledge and insight into designing 4P marketing mix concepts (Product, Price, Place, Promotion) and determining STP (Segmentation, Targeting, Positioning) and making SME partners begin to take advantage of internet technology for online advertising. The method used in this activity is to train to create marketing concepts and train the use of online media and social media to advertise. The result of this activity is that partners have the knowledge of designing marketing concepts and are able to innovate in marketing activities using information technology with the internet on social media

The Impact of Marketing Mix on the Competitive Advantage of the SME Sector in the Al Buraimi Governorate in Oman

This study aims to highlight the role of marketing mix (product, price, place, and promotion) on achieving the competitive advantage in the small and medium enterprise (SME) sector in the Al Buraimi Governorate in Oman. This article states the significance of competitive advantage in achieving marketing goals and gaining the satisfaction of customers by using marketing mix concept. A descriptive analysis approach is used to analyze the collected data regarding the level of impact of the marketing mix (product, price, place, and promotion), on the competitive advantage of the SME sector in Al Buraimi. The data have been collected through the use of a questionnaire that is distributed to SMEs in the Al Buraimi region according to the Oman Chamber of Commerce and Industry (OCCI). There were 100 SMEs selected randomly; however, only 75 questionnaires were processed due to missing data. According to the data analysis, the results show that all of marketing mix elements (product, price, place, and promotion) have a significant impact on achieving competitive advantage in the case of Al Buraimi’s SMEs ( p value for all marketing mix elements is less than α = .05). The most effective element when it comes to achieving competitive advantage is price. The SME sector in Al Buraimi should develop its product’s quality, distribution channels, and promotion policies to face the local and international competitors. The marketing mix and competitive advantage represent a relatively new orientation in Al Buraimi’s SME sector.

Exploration of Methods for Small Businesses in Determining The Brand Positioning through Marketing Mix Concept

The purpose of this study was to show how small business owner reconstructed brand for its products through the concept of 7Ps. The research method used was qualitative, with in-depth interviews with the owner of the brand Keona. The results show that Keona products keep producing an updated model that is able to compete, supported by price and after-sales service. Then, consumers can find the products through the variety of channels. Results of this study encourages managerial implications that the business owner of bag Keona should keep up the quality assurance of its products, referring to standard operational procedures for service. Moreover, the owner should also optimize the features of social media as a means of marketing, and produce product line for any segments.

Development of the Comlex of Marketing-mix 11P Concept on Enterprises of Hotel and Restaurant Industry

The article deals with the formation of the approach to the development of the concept of marketing mix-11P in the hotel and restaurant business enterprises in order to introduce innovative tools in managing the development of enterprises in modern realities. The elements of the marketing-mix concept 4P, 7P, and 9P are considered. The elements of the marketing-mix concept are analyzed, and two other components are proposed which, in the current dynamic conditions, play a big role, namely: P10 – opportunity and P11 – position (market position). The author formed the essential characteristic of the concept of «possibility». It is determined that this opportunity is one of the driving directions for the formation of strategic plans for innovative management of the development of enterprises in the hotel and restaurant industry. In order to assess the position of enterprises of the hotel and restaurant industry in the market, to identify their advantages, opportunities and disadvantages compared with competitors, a method for conducting a comparative assessment of enterprises of the hotel and restaurant industry and major competitors is proposed. For partners, investors, as well as entrepreneurs who would like to invest in the development of the hotel and restaurant business, it is important to know the reliability of its activities in terms of obtaining guaranteed income. Therefore, the assessment of the position of the company on the market will enable the enterprises of the hotel and restaurant industry to innovate and have a tendency to develop. The model of formation of elements of the marketing-mix concept 11Р, which will allow the management of enterprises of hotel and restaurant economy to form tactical and strategic directions of innovative management of enterprise development that will provide an opportunity to satisfy the demand of consumers, expand the markets, to enter new competitive markets, to get additional income.

Marketing Strategy to Increase Bed Occupancy Rate

Introduction: A hospital is an institution for health care providing treatment by specialized staff and equipment, more often but not always providing for longer-term patient stays. Today, hospitals are very complex institution, not only survive in dynamic environment but also make a profit based on their services. The aimed of this research was to know marketing mix concept (product, price, place, promotion, people, process and provision of customer service) in formulating marketing strategy to increased Bed Occupancy Rate of Obstetric Gynecology Ward 2.Methods: The population are health care personnel including midwife, midwife associate, administrator and also client or consumer. The variable were product, price, place, promotion, people, process and provision of customer service. Data were collected by using structured questionnaire.Results: The result showed that product (type of services, infrastructure and facility), relative price, comfortable and safe place, targeted promotion, trained human resources, standard process and provision of customer service are an important aspect to implement strategy marketing to increase Bed Occupancy Rate. The result of this study has enlightened the importance of strategy marketing in health care services based on seven principle of marketing mix.Conclution: Implementation of marketing mix in obstetric gynecology ward 2 need to be considered.

THE RELATIONSHIP BETWEEN MARKETING MIX AND PATIENT LOYALTY IN INTENSIVE CARE UNIT, ANUTAPURA PUBLIC HOSPITAL PALU

Background: The problem generally faced by hospital is unable to provide something really needed by the customers. One of the main factors is the poor marketing mix of hospital that impacts to low quality and influences the patients loyality.Objective: The research aims to investigate the relationship between marketing mix and patient loyalty in intensive care unit at Anutapura Public Hospital Palu.Methods: This was a cross sectional study involving 97 persons who were randomly selected without considering the level of population. The data were analyzed thought univariat and bivariat on the significance level 95% (p0,05). The marketing mix concept of 7P (product, price, place, promotion, people, process, dan physical evidence). Was used to guide this study.Results: The result of chi-square test indicated that there was a relationship of marketing mix product (p= 0,01), price (p= 0,00), promotion (p= 0,04), people (p= 0,00); and no relationship of marketing mix place (p= 0,21), process (p= 1,00), dan physical evidence (p= 1,00) with patient loyalty.Conclusion: It is expected tht the hospital of Anutapura Palu could increase the strategy of marketing mix for the sake of keeping the patients loyalty as the profit value of the hospital, especially for marketing place, process, and physical evidence.

Application of marketing mix concept in student recruitment strategies: Evidence from University of Novi Sad, Serbia

Application of marketing mix concept in student recruitment strategies: Evidence from University of Novi Sad, Serbia

Developing Modeling for Effective Management of Outbound Tour Companies in Thailand

This study is based on the fact that there are ineffective and inefficiency management of the business of tours that provides travelers goes to other countries. This research is to study factors affecting the effective management to guide business development of Thailand tourism tourist travel to a foreign country. Research question is formulated to search what are the factors that make the management of outbound tour companies are managed effectively and efficiency and that is how it should be? There were 4 hypotheses of the research. 1) Foreign tour companies in Thailand with a number of employees at the Company's registered capital and the size of the company, resulting in a different of overall results of management services. 2) Implementing of marketing mix concept of the agency result in different of overall results of management services. 3) Internal factors of the tour agency result in different of overall results of management services and 4) External factors of the tour result in different of overall results of management services. This research is mix research of a qualitative research and researcher use quantitative methods with the distribution of questionnaires is a tool to check the findings of quantitative research and qualitative research by a step. Qualitative research was conducted by in depth interviews. Research findings were found that overall implementation of marketing mix is high and efficient. The study found that overall operation performance is efficient. It is concluded that marketing mix has less effect management of Thailand outbound tourism. It can be concluded that internal factors have less effect management of Thailand outbound tourism. It can be concluded that external factors have less effect management of Thailand outbound tourism. The model was formulated composing of 5 major factors. 1) Human resources of the company. 2) Management in this study means owner or manager of the company because. 3) Internal factors. 4) External factors 5) Marketing mixes. In actual there are 8 factors composing marketing mix. But in this study it found only 3 factors, people, place and physical lead to effectiveness and efficiency of management of outbound tourism business.

Consumer Preference Implications on Onion Suppliers

This paper introduces finding and results of an explorative research on consumer preference for onion products. Research is concerned with investigating whether user households’ demand for processed onion is influenced by attributes that they conceive for the product and whether users can identify these attributes .Such attributes is presumed to be attended to by manufacturer. The study had been designed with the purpose to firstly explore Sudanese consumers’ perception and acquaintance with onion commodity, and their motives for buying the commodity and using it. Secondly to reveal users insights and views on the proposed new products and the attributes that consumers like a new onion product to possess. Thirdly is to investigate consumers’ willingness to buy a new product and their requirements. Data is collected using Focus Group Discussion technique. Collected data are discussed and analyzed using frequency test based on what respondents expressed their views, attitudes and their expectations on the processed onion product. The research was concluded by highlighting implications on suppliers of potential product to develop their marketing policy based on the marketing mix concept (4 P’s).

Marketing communication mix

The purpose of this report is to present theoretical concepts and developments in the concept of marketing communication mix. This article explains what is the marketing communication mix, describing its nature, importance, types of instruments and efficiency. Designing the right marketing mix involves the four P’s i.e. Product, Price, Place and Promotion. In the field of marketing communications, must be coordinate efforts towards the last P of the marketing mix – Promotion. And need to develop strong sales and advertising messages that will connect with your customers instantly and effectively highlight product’s quality and brand`s differentiation from others. Successful marketing communication relies on a combination of tools called the “promotional mix”. These tools include: Advertising, Public relations, Sales promotion, Direct marketing, Personal selling, and are used to describe the set of tools that a business can use to communicate effectively the benefits of your products or services to its customers.

The Government as marketer of innovation

Purpose – The Government's role in industrial innovation has always been conventionally viewed as a regulator rather than a marketer of industrial progress. By breaking out of the box, this study positioned the Government as a marketer of innovation and construction enterprises as “consumers” of innovation products. The marketing mix concept of 4Ps is applied in this study to tailor marketing strategies for Governments, who aim to stimulate a higher level of innovation performance in the construction industry. The paper aims to discuss these issues. Design/methodology/approach – A survey of 97 construction enterprises in Germany is conducted to examine the innovation performance, strategies and resource utilisation of construction firms. Findings – The findings indicate that there is no one-size-fits-all national marketing strategy in promoting construction innovation. The Government is required to classify marketing strategies according to firm sizes and enterprises’ needs in relation to their national innovation environment to maximise their innovation potential. Practical implications – To illustrate this, marketing strategies according to firm sizes for the Government to stimulate higher innovation performance of German construction enterprises are proposed. Social implications – The main recommendation is for the Government to intensify inter-firm co-operation by employing national institutions as the key promoter in establishing and operating industry-led focus groups and world-class research centres. Originality/value – Acknowledging the role of Government as more than an enabler of construction innovation is required in today's knowledge economy. This study proposes that it may be time for Governments to review their conventional role and adopt a more proactive stance in promoting innovation in the manner that counts to construction enterprises.