Marketing Mix Elements Research Articles

Assessment of Marketability of Tourism Management and Hospitality Programs of the Select Private College

The study aimed to assess the status of Tourism Management and Hospitality programs of the Select Private College in Negros Occidental in relation to the 7 P’s of marketing mix elements namely: product, price, place, promotion, people, process, and physical evidence. The research also sought to identify the strengths, weaknesses, opportunities, and threats through SWOT analysis and the problems and issues encountered by Tourism Management and Hospitality Programs of the institution. To meet the research objectives, 265 students taking BS Tourism Management, Diploma in Travel & Tours Management, Diploma in Hotel & Restaurant Management, and Diploma in Culinary Arts programs were used as participants of the study. The descriptive survey research design was employed in gathering the data, which was collected from a self-made survey questionnaire. The statistical applications used in analyzing the data were the mean, frequency and percentage. It is concluded in this study that students assessed the current status of Tourism Management and Hospitality programs with regards to the 7 P’s of marketing mix elements as fair and so the researcher find necessary actions and strategies to work on with the improvement of all the elements. Also, the SWOT analysis conducted reveals that there are more strength in the school than its weaknesses and more opportunities than threats.

EnoLight Ltd: a classic entrepreneurship challenge

Research methodology One of the case writers worked as a student in the summer of 2018 in EnoLight, which provided the inspiration for the case. The first author is not tied to the company and provides an unbiased perspective. The information presented in the case and the quotes were sourced from an interview with Farzad Moghiman in the Fall of 2018, email and phone follow-up with him, and information the second author remembered from his time at EnoLight, which was approved later by Farzad. Supplementary information was obtained from online sources, as cited in the case. Case overview/synopsis Farzad Moghiman, president of EnoLight, has a vision to revolutionize the use of light and bring it to the forefront of artistic designs. The company was founded in late 2016. Over a year was spent developing the business plan, finding additional partners, establishing the company as a limited partnership, finding and negotiating with suppliers and beta-testing its products. It is now time for Farzad to start selling as his funds, which were his lifetime savings, is running out. He knew the first decision to make was the target market. Identifying the first segment to target would help him select the distribution channel and other marketing plan elements. Complexity academic level The main objective of this case is to segment the market and identify the most attractive segment to target. This case offers an opportunity for students to segment both consumer and business markets and experience the significant impact of selecting the target market on other marketing mix elements. Furthermore, students are exposed to the difficulties of a start-up environment, resource constraints and a lack of market credibility – bearing these factors in mind while generating realistic alternatives. This case can be used in an introductory marketing course. Learning objectives 1. Apply segmentation variables to segment both business and consumer markets and understand how segmentation and targeting impact other marketing decisions.2. Evaluate different customer segments to select the target market.3. Develop the best positioning strategy for a new startup company.4. Recommend an segmentation, targeting and positioning (STP) plan that meets the company’s financial objective.

The Impact of Marketing Mix Elements on Tourist's Satisfaction towards Five Stars Hotel Services in Dubai during COVID-19

Purpose: Tourist satisfaction measures the prosperity of a business and tourism sector. If there are many satisfied tourists, the tourism sector will profit, but if there are many less satisfied tourists, the tourism sector will lose money. Therefore, it is necessary to know the factors that affect tourist satisfaction. This study aims to develop and implement a method for five-star hotels to identify attributes that will increase tourists' satisfaction during the pandemic.
 Method: The study used 100 tourists in Dubai as respondents who were selected randomly at five-star hotels. The results showed no impact of all marketing mix elements on tourist satisfaction except the physical evidence of the COVID-19 pandemic.
 Outcomes: The results of this study indicated that the COVID-19 pandemic influenced five-star hotel services in Dubai and that the marketing mix elements used by the hotels are an important factor in tourist satisfaction. In conclusion, Dubai must understand the importance of a marketing mix to fulfil tourist satisfaction and improve the service that makes it more significant in the tourism industry.
 Originality: Numerous modifying variables impacting the management process have been examined in the literature on complaint management. It is the first study investigating the five-star hotel in Dubai to check the operative services on how to work on tourist satisfaction and determine the impact of marketing mix elements on tourism during the pandemic.

Marketing Mix Elements and Brand Loyalty in the Nigerian Telecommunication Industry

This study examined the impact of marketing mix elements on brand loyalty in Nigerian telecommunication firms. The general objective is to examine the impact of marketing mix elements on brand loyalty in Nigerian telecommunication firms. The specific objectives of the study are to examine the effect of price on brand loyalty, to investigate the relationship between distribution and brand loyalty, to determine the effect of promotion on brand loyalty and to examine the effect of product on brand loyalty. The study adopted the descriptive survey design method. The population of the study was one hundred and thirty three (133) from selected telecommunication firms in Asaba, Delta State. A stratified sampling technique was used to select the respondents in each of the selected telecommunication firms in Asaba. Findings revealed the extent to which price, distribution, promotion and product affect brand loyalty. The study concludes that distribution strategy has a significant relationship with product management. The study also concludes that telecommunication firms use integrated marketing communications strategy as their major promotion strategy which is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. The study recommends that telecommunication firms should use price promotion strategies, such as uses price discounts, free samples, and bonus packs to increase customers’ intention to purchase their products and hence, increase in sales volume.

Wine Hotels—Intangible Heritage, Storytelling and Co-Creation in Specific Tourism Offer

This paper researches aspects of affirmation of intangible heritage and the valorisation of viniculture through themed wine hotels that offer integral wine experiences as well as satisfy tourists’ needs for individualism. This paper aims to explore the intangible cultural heritage through thematic wine hotels and identify special tourism products and experiences created via storytelling and co-creation that impact its competitiveness. The research design includes the selection process of wine hotels in the international context, a comparative analysis of themed hotel offers online promotions, and original research of themed offers. Data is analysed using qualitative and quantitative methodology, including statistical processing. Developed under the concept of wine tourism, themed accommodation facilities—wine hotels—are the core value in the creation of an integral wine experience. However, the research results indicate that international wine hotels do not affirm all the potential and possibilities of creating specific products and do not realise their full competitiveness. The results form a platform for the proposal of a competitiveness model, which synergically affirms hotel core competencies, expressed through tangible and intangible features, sustainability, experiences, co-creation, special advantages and marketing mix elements. Recommendations for wine hotels’ new competitiveness represent an additional contribution of the paper and point to new considerations directed towards innovations, creativity and affirmation of intangible heritage.

Marketing Mix Elements on Customer Service Satisfaction at Coffee Shops in Jakarta

Nowadays, the coffee shop industry has experienced significant growth and popularity in recent years. With the rise of coffee drinking culture and the increasing demand for coffee, coffee shops have become an important part of the urban landscape. This study examines the role of the marketing mix in enhancing better customer satisfaction services in the coffee shop industry. This research used the path analysis method with a quantitative approach. The sampling technique used was the purposive sampling method. The research data was collected by using a questionnaire with 320 respondents who had visited 9 coffee shops listed on the Indonesia Travel website. This formula used to calculate the number of respondents in this study uses a sample size of ten times the rule. This research analysis tool uses SEM-PLS. The result of this study shows that of the seven variables studied, the variables of price, location, promotion, personnel, and premises facilities had no significant effect, while the variables of service quality and service process significantly affected customer satisfaction with coffee shop services in Jakarta. The implication of this research is expected to help marketers develop more effective marketing strategies and focus on elements that impact customer satisfaction.

Is the whole greater than the sum of its parts? A vending retail study

PurposeThis study aims to identify which elements of the vending marketing mix are the main sources of competitive advantage for the industry, how they impact vending profitability, and what are their related synergistic effects.Design/methodology/approachA full factorial experiment was developed to determine the effect of eight marketing mix scenarios on the profitability of a new vending channel in a French university library and assess the synergistic effects among three elements of a marketing mix (i.e. product quality, payment system, internal location) identified in a focus group as new sources of industry competitive advantage.FindingsAlthough the main effects of product quality and payment system were weak-to-modest and insignificant, their interaction effect significantly impacted the daily net profit of the vending channel and generated the highest net synergy. The results partially challenge the marketing synergy axiom as internal location separately had a stronger impact on profitability than product quality and higher-order interaction effects do not necessarily translate into higher synergistic effects.Research limitations/implicationsThis research was conducted in a real-life setting and has its limitations, which future researchers can overcome by extending the temporal, geographic and product scope of the study.Originality/valueThe distinction that we introduced between gross and net synergy allowed us to partially challenge the prevailing marketing mix assumption that synergy is always positive (i.e. that a vending retailer can achieve synergy by selecting a combination of marketing mix elements instead of relying on them separately). Moreover, by demonstrating that marketing synergy is not a uni- but a bi-dimensional concept, we provide vending retailers with a better methodological understanding of why they may have already fallen into the synergy trap and how to avoid it in the future.

The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

Embrace green marketing or lose competitive advantage

The rise of the green revolution has shaken many firms to decide on their dominance or face the wrath of natural extinction by failure to adapt to changes in the macro environment. Green marketing has recently gained acceptance in the commercial world to the level that firms that still embrace the old conventional marketing paradigm are rethinking their marketing strategies. Green marketing seeks to ensure that businesses do not harm the environment they operate in or harm the planet earth's living species. There has been a dynamic shift in the marketing mix elements as organisations thrive to satisfy the needs of a chameleon consumer. The research was informed by Ottman’s paradigm shift from conventional marketing to green marketing. The study sought to determine the impact of green marketing strategies on firm performance and the challenges faced by small to medium enterprises in their quest to adopt green marketing strategies. A quantitative research design was adopted with a sample size of 20 steel and aluminum foundry firms. The primary research findings were that firms are aware of green marketing strategies and their impact on firm performance, although they face challenges in implementing them. The paper's results will help various small to medium enterprises in the foundry industry to rethink, redesign and re-engage to achieve innovation and industrialisation in a green economy.

Brand approaches to diversity: a typology and research agenda

PurposeDespite increased emphasis on diversity marketing, much remains unknown about how brands should approach diversity. This paper aims to understand what constitutes a brand’s approach to diversity (BATD), establish a categorisation of such approaches, outline the effects on audience connectedness and establish a future research agenda.Design/methodology/approachThis conceptual paper draws on critical theory and practical exemplars to present a conceptualisation of BATD.FindingsUsing two determinants, depth of diversity integration and order of entry, it is possible to categorise BATD into four types: transformative, adaptive, passive and performative. Early adoption and greater depth of diversity approaches (i.e. multidimensional to an intersectional representation of identities) provide optimal opportunities for evoking connectedness.Research limitations/implicationsThe conceptual typological framework for BATD helps delineate how varying levels of diversity depth and order of entry influence audience connectedness. A detailed agenda for further research can guide ongoing diversity research.Practical implicationsCreating a typology reduces complexity and helps marketers recognise the differing components, manifestations and effects of their diversity approach. To increase connectedness and reduce audience scepticism, marketers must seek deeper-level diversity integrations and adopt approaches earlier.Originality/valueThis study offers a novel conceptualisation of BATD by defining it, distinguishing it from related research themes and moving beyond single diversity dimensions and marketing mix elements. Further, audience connectedness is positioned as a critical consequence as it can instigate desirable brand outcomes, benefit those identities represented and promote a more inclusive society.

Analisis Bauran Pemasaran di Kampung Budaya Sindangbarang, Bogor

This research discusses Marketing Mix (7p) at Kampung Budaya Sindangbarang. Determination of location based on potential to develop a tourist attraction that allegedly unpopular to many people because of weak marketing, also there is no research on marketing in this destination. The purpose of this study is to analyze the application of marketing mix in Kampung Budaya Sindangbarang according the perception of tourists. This study is using quantitative descriptive approach. The quantitative approach is used to describe statistics analysis. The data collection method used in this research is primary data and secondary data. The number of samples was determined using Slovin theory, and 100 samples were obtained by sample determination using quota sampling. Questioner result is measured by using nominal scale, interval scale and likert scale. The tools used to process data and obtaining the result of calculation is Microsoft Excel and SPSS. The result of this research is indicate that the implementation of the marketing mix at Kampung Budaya Sindangbarang has been done well, but there are still certain things that must be improved so that tourists increase. The conclusion of this research is the characteristics of tourist and the success of the marketing mix in Kampung Budaya Sindangbarang are obtained with an average value of 3.50, also the most influential and the weakest marketing mix element is discovered.

The effect of pharmaceutical companies’ marketing mix strategies on physicians prescribing practices in Jordan: a cross-sectional study

BackgroundExploring the effect of different marketing mix strategies on physicians’ prescribing practices is important due to its positive effect on the management of patients’ diseases and improving the health status of individuals by promoting the use of the most cost-effective and safe treatment for patients.AimThis study aimed to assess the perceived influence of the four pharmaceutical marketing mix strategies (product, price, place, and promotion) on physicians’ prescribing practices in Jordan.MethodA quantitative survey study was conducted from May to November 2021 on practising physicians in Jordan. This research utilised a previously validated questionnaire developed by Hailu et al. The convenience sampling technique was used to recruit the study participants. The population of the study was practising physicians from the public and private sectors in Jordan. Any physician who was licensed to practice medicine in Jordan and actively engaged in patient care was considered eligible. The minimum sample size required was 379 participants, which was calculated based on a population size of 35,000 physicians in Jordan. Student t-test/One-way independent-measures ANOVA was used to compare the mean scores (indicating being affected by marketing mix elements between different demographic groups) after performing log transformation to restore the normality of the data. For the binary regression analyses, the dependent variable was the median score for each of the marketing mix elements. For each sub-scale and the overall scale, the median score was used to define the dummy variable used in the binary regression analysis. The study protocol was approved by the Scientific Research Ethics Committee at Isra University (SREC/21/06/005).ResultsA total of 315 physicians participated in the study. Overall, participating physicians showed moderate to high influence from marketing mix elements, with a median score of 141.0 (IQR: 118.0-156.0) out of 185, representing 76.2%. The lowest median score was found for the promotional tools used by pharmaceutical companies, with a median score of 48.5 (IQR: 40.0–56.0) out of 70, representing 69.3%. The highest median score found was for the pricing strategy implemented by pharmaceutical companies, with a median score of 25.0 (IQR: 18.8–28.0) out of 30, representing 83.3%. Working in private sector settings was an important predictor that increased the probability of physicians’ prescribing practices being influenced by marketing mix elements (OR: 1.57; (95%CI: 1.00-2.47)), (p ≤ 0.05).ConclusionPhysicians in our study were highly affected by marketing mix strategies, specifically price strategy. Policymakers should guarantee a balanced relationship with pharmaceutical companies and physicians. We should make sure that promotion strategies have a positive impact on patients’ health. The government is advised to decrease the taxes on medications to decrease the overall cost for patients.

Seaport marketing strategies and its impact on customer satisfaction

In the world today, seaports play a crucial role in the economic and environmental sustainability of tourism destination. Seaports and their related facilities of different types and sizes are competing to capture market share globally. This study seeks to investigate the impact of seaport marketing mix strategies on customer satisfaction, identifying the significant marketing mix tactic that should be of focus to cities with seaports. This quantitative research uses deductive approach to develop a proposed model with various hypotheses to be tested. It is considered descriptive research as it seeks to depict the characteristics of a population being studied as well as to answer questions that pertain and explain seaport marketing strategies and its impact on customer satisfaction. Online questionnaires are distributed through convenience sampling during cross-sectional timeframe- December 2021 and January 2022. Results show that seaport-services, promotion, staff, physical evidence, and process has a positive significant impact customer satisfaction with the seaport. Seaport place/distribution and price are insignificant on customer satisfaction. This research is among ongoing attempts to study seaport marketing so to improve the current tourism industry of a nation. The focus is on seaport satisfaction, uncovering the significant marketing mix experiences to propose an effective marketing strategy. This research thus provides a significant addition to marketing knowledge for an increasingly important sector of the tourism industry, illustrating the vitality of the marketing mix and how the marketing mix elements vary from one field to another field.

Customer satisfaction in short food supply chains: A multiple criteria decision analysis approach

In this paper, we study customer satisfaction in short food supply chains. Specifically, we address how elements of the marketing mix of short food supply chains drive customer satisfaction. Our empirical work is based on a survey adopting a method known as the multicriteria satisfaction analysis. Our results show that the process of sales and the producers are the most important marketing mix elements and receive strong indications of customer satisfaction, thus offering a competitive advantage for short food supply chains. Pricing, place, purchase environment, and promotion can be described as potential threats to short food supply chains. Finally, the product is rated as low in importance but high in satisfaction, which suggests that consumers take its premium quality for granted. Our results suggest that emphasis should be placed on the processes of sales and producers.

Challenges and Opportunities of Cultural Tourism Development: The Case of Gondar City

The study entitled to the challenges and opportunities of cultural tourism development in Gondar city. The main objective of this study is to identify the challenges and opportunities of cultural tourism development. This research has three specific objectives; the first specific objectives is to assess the current situation of cultural tourism in Gondar city. Second, identify the challenges of cultural tourism development in Gondar city. Finally, identify the opportunities of cultural tourism development in Gondar city. Descriptive research design was applied to this study with both qualitative and quantitative research approaches so as to describe the existing situations. To collected data through questionnaires, interviews and other means of sources which were helpful during the collection of the necessary information. In this regard, different religious and cultural celebrities, cultural night clubs, souvenir shops and so on. Economic benefit, job opportunity, tourism multiplier effect and promotion of culture are some benefits of cultural tourism. Lack of promotion, shortage of skilled and professional manpower, lack of government attention, cultural diffusion, uneven distribution of cultural benefits, and lack of awareness are some of the challenges of cultural tourism. Cultural attractions, good infrastructural development, peacefulness of the city, and ancient history of the city are considered as opportunities. The current condition of cultural tourism in Gondar city is improving time to time. In order to solve these problems active involvement of tourism stakeholders play a vital role. Plans, policies, and strategies that are go in line with cultural tourism, strong promotional campaigns about the culture through marketing mix elements, creating new and strengthening the existing participatory discussion stages, work in collaboration, conducting researches, bringing attitudinal changes can have a significant role regarding with minimizing the challenges and for efficient use of the opportunities of cultural tourism resources. Keywords: challenges, opportunities, development, cultural tourism . DOI: 10.7176/JTHS/33-01 Publication date: October 31 st 2022

APPLYING A MARKETING MIX MODEL FOR COMPETITIVE STRATEGIC MANAGEMENT

Nowadays, strategic management is a major concern as it helps not only firms but also public organizations and entities to gain and sustain competitive advantage. An essential part of strategic management is the implementation of marketing mix that is centered on four core components, namely product, price, place and promotion. The research focus is on the strategy of the Municipality of Patra by analyzing the impact of marketing mix elements on overall satisfaction of tourists. A total of 141 responses were used through a self-administered questionnaire. A conceptual framework was derived for the literature review and tested using factor analysis and regression analysis. Findings revealed that there is a significant impact overall satisfaction of tourists by promotion activities. Based on these findings, the academic and practical implications are discussed in detail in the study

Areas of Interest (AOI) on marketing mix elements of green and non-green products in customer decision making

Technological advancements in eye-tracking have enabled the development of interactive experimental setups for studying consumer behaviour. A common method for examining gaze data is Area of Interest (AOI). Therefore, this study fully utilised eye-tracking tools to measure participants' allocation of visual attention to the marketing mix elements in green and non-green products. This is because the product, price, place, and promotion are still the most crucial factors that customers consider when purchasing. The primary objective of this study is to discover and understand the primary marketing function that directly influences customer decision-making from a neuromarketing perspective. Their eye movements were simultaneously registered using SMI Eye Tracking Glasses 2 Wireless, and the gaze locations of participants were measured from AOI. The findings of this study have a significant impact on the importance of eye movements in decision-making, particularly when choosing important marketing elements before purchasing green and non-green products.

Creating a marketing mix model for the marketing of medical devices through public procurement

The purpose of the paper is to contribute to the knowledge in the field of marketing of medical devices in the public sector. The research problem is based on verifying the correlations between the elements of the 4P marketing mix, after-sales activities and their influence on the preparation of tender documentation in the marketing of medical devices to social welfare institutions. In the process of marketing products through public procurement, the same attention is devoted to the after-sales activities as marketing mix elements (4P). We created a marketing mix model for the marketing of medical devices through public procurement.

THE ROLE OF THE TOURISM MARKETING MIX IN ACHIEVING TOURIST’S SATISFACTION -A FIELD STUDY ON A SAMPLE OF BEL GHEZAL TOURISM AND TRAVEL AGENCY CLIENTS IN LAGHOUAT CITY (ALGERIA)-

Tourism activity contributes significantly to raising development rates at all levels, having received great interest in various countries of the world, particularly in developing countries, due to the high returns it achieves. We also note that many tourism organizations have become keen to plan their marketing activities very carefully to gain the satisfaction of their customers and outperform their competitors in the same field. The trend towards improving the quality of tourism services has become a major concern for many countries in order to achieve domestic economic growth. Tourism organizations have ensured that success and excellence will only be embodied by effective and efficient planning of the elements of the tourism marketing mix that is commensurate with the diverse and ever-renewed needs and desires of customers (tourists), which will ensure that they achieve the satisfaction of existing customers and gain new customers. Therefore, this study aims to learn about the role of the elements of the tourism marketing mix in achieving customer satisfaction, and how this is embodied in the Bel Ghezal Tourism and Travel Agency in Laghouat city (Algeria). These variables have been selected due to the critical importance of the tourism marketing mix in any tourism organization. The results of the study showed a statistically significant role for the elements of the tourism marketing mix of The Bel Ghezal Tourism and Travel Agency in achieving customer satisfaction at the 5% level of significance, and the factor that has the biggest role is the "Tourism Product".

An Analysis of Medical Tourism in Terms of Marketing Mix Elements

Bu çalışma tüm dünyada medikal turizmin temel bileşenlerinin detaylı bir analizini yapmak üzerine şekillenmektedir. Çalışmada medikal turizm pazarlama biliminin sunduğu bakış açısıyla incelenmekte; tedavi olanakları, tedavi kalitesi, akreditasyon, malpraktis, aracı kuruluşlar, ülkeler arası fiyat farklılıkları ve tedavi sürecinde turistik ürünlerin kullanımı gibi bazı temel hususlar pazarlama karması unsurları aracılığıyla tartışılmaktadır. Böylece bir ürün olarak medikal turizmin içeriği; fiyatlandırılması ve fiyat hususunun medikal turistler üzerindeki etkisi; medikal turizm ürününün dağıtımında sigorta şirketlerinin, seyahat acentelerinin, hastane ve kliniklerin yurt dışı ofislerinin ve diğer aracı kuruluşların rolleri ve medikal turizm ürününün tanıtımı ve tanıtımda etik ilkelerin değerlendirilmesi mümkün olmuştur. Ayrıca medikal turizm arzı, doktorlar ve diğer sağlık çalışanlarından oluşan insan faktörü açısından da tartışılmıştır. Beraberinde medikal turizmde tüm fiziksel unsurlar ve özellikle tıbbi ekipman kalitesi fiziksel kanıtlar içerisinde, akreditasyon ve malpraktis konusu ise medikal turizmde süreç başlığı altında değerlendirilmiştir. Böylece günümüz medikal turizmini şekillendiren tüm hususlar için kavramsal bir çerçeve sunulmuştur. Bahsedilen bu hususlar, çalışmada medikal turizm destinasyonlarının ve işletmelerinin rekabetçiliklerini güçlendirmeleri için gerekli nitelikleri de ortaya koymaktadır.