Marketing Mix Model Research Articles

Data mining approach to professional education market segmentation: a case study

ABSTRACTIn this research, a combination of both quantitative and qualitative approaches is used to identify different market segments in the education industry. To solve the research problem, an exploratory approach to data mining is used and, using a series of interviews with experts, the factors affecting segmentation are identified. Then, using the clustering method (in the form of specific two-step and K-means algorithms), customers are clustered and features of each cluster are identified. This research is based on data provided by a large Iranian research and education company. After examining the clusters identified in both methods, it is determined that the clusters provided by the two-step algorithm are more in line with the organizational and market reality of the business. Finally, the marketing mix model is used to formulate strategic approaches and actions.

Customer’s Co-Creation for Satisfaction Enhancement: A Case Study of Budget Hotel at Rayong Province, Thailand

The objective of this research is finding the variables which effect on customer satisfaction of budget hotel by using service marketing mix model in Rayong Province of Thailand. The results find that product dimensions, price dimensions, place dimensions, promotion dimensions, people dimensions, physical evidence dimensions and process dimensions are main parameters for customer satisfaction when customers have opportunites to co-create with buget hotel. The contributions of this study give the benefits for budget hotel entrepreneurs who run the hotel businesses as they need to enhance customer’s satisfaction for their competitive advantage.

How Limited Data Access Constrains Marketing-Mix Analytical Efforts

Marketing-mix models fundamentally are designed to measure the impact on brand sales of each of the key elements of a brand's marketing mix. Broadly, marketing-mix modeling consists of statistical analyses, such as multivariate regressions, using sales and marketing time-series data to estimate the

Issues and Challenges Faced by Malaysian Umrah Travel Agencies in Providing Excellent Marketing Mix Services to Umrah Pilgrims

Deregulated and open markets have shaped an increasingly turbulent and uncertain environment especially for the travel agent. Notably, most companies nowadays focus on an effective service marketing mix to enhance the quality of their services. Therefore, this paper aims to discuss issues and challenges faced by Umrah travel agencies in Malaysia, and proposes a newly developed marketing mix to be adopted by the Umrah travel industry. The service marketing mix model extends the current 7Ps marketing mix; by the inclusion of the new P which is Pleasure. The services delivered through 8 Ps will result in a better performance of knowledge and skill enhancements which subsequently will enable the Malaysian Umrah travel industry to compete globally thus producing a high degree of satisfaction among stakeholders. This paper ends by drawing some conclusions and identifying areas for further research.

Customer Satisfaction Evaluation by Using Service Marketing Mix Model: A Case Study of Budget Hotel at Rayong Province, Thailand

The objective of this research is finding the variables which effect on customer satisfaction of budget hotel by using service marketing mix model in Rayong Province of Thailand. The service marketing mix model has 7 customer satisfaction dimensions such as product, price, place, promotion, people, physical evidence and process. The results find that product dimensions, the clear room number, having a door chain, quality furniture and reasonable room size are considered by customers and give the customer satisfaction. Price dimensions consist of reasonable room rate, reasonable key card deposit rate, reasonable laundry price and reasonable food and beverage prices which are main parameters for customer satisfaction of budget hotel. Place dimensions consist of hotel located in the community, comfortable travel location, leisure environmental location and room reservation through agents are important parameters for customer satisfaction. Promotion dimensions consist of give a recommended promotions by employees, hotel has regular promotions, promotion offer through social application and get information from the media are main parameters for customer satisfaction. People dimensions consist of staff provide complete information, assistive staff efficiency, has enough security staff and solved the problem quickly are main parameters for customer satisfaction. Physical evidence dimensions are has enough CCTV, clear fire escape signs, has fire protection system and cleanliness in the room are main parameters for customer satisfaction. Process dimensions are key card system for door opening, has suitable breakfast and beverage, various food and beverage menus and fitness equipment is in the good condition are main parameters for customer satisfaction.

Multidimensional Approach for Assessing Satisfaction of Users of Martial Arts Centers

We investigated the influence of a revised marketing mix model that included the factors of human service, cost, communication, and convenience of facility on expected and experienced satisfaction of 227 users of various martial arts centers in Korea. By employing descriptive statistics and multiple regression analyses, the following findings resulted. First, expected satisfaction scored slightly higher than experienced satisfaction. Second, human service and communication positively influenced expected satisfaction. Third, human service and convenience of facility positively affected experienced satisfaction. In terms of the effect of the factors of the marketing mix on both expected and experienced satisfaction, human service was identified as a significant factor influencing sports consumer behavior. Our findings highlight the importance of human service in areas that demand direct relationships between service users and providers.

A Study of the Effect of Advertising on Attracting Medical Tourism

Introduction: It is predicted that tourism will be the most profitable industry in the world in 2020. The current study aimed to evaluate the influence of advertising on attracting foreign medical tourists based on the marketing mix model. Methods: In this descriptive study, participants (n=136) completed a standard questionnaire containing items on demographic characteristics and advertising practices adopted by Mashhad hospitals (13 hospitals) to attract Arabic tourists (male-female) from seven nations in the period from March 2015 to August 2016. Data description was performed using charts and tables. The software used was spss21. Results: The results showed that 44.1% of medical tourists were satisfied with advertising practices. In terms of education, 85 (62.8%) tourists did not have a high school diploma. Seventy-six subjects (55.9%) were referred to hospitals by friends and acquaintances, 38.2% were referred by their physicians, and only 5.9% of tourists were attracted by other advertising methods. Conclusions: According to the results, most patients did not consider advertising strategies effective, and the advertising methods seemed to be unsuccessful in attracting people with a higher education. Therefore, it is suggested that advertising practices be revised and novel methods be adopted to appeal to a greater range of potential tourists.

DEVELOPMENT MARKETING STRATEGY FOR RAMADA ENCORE KIEV

UDC 339.138:640.41
 
 Koryuhina Catherine, Mg.oec., Mg.Phil. Assist.Prof. Oleksij Sorokin. ISMA University. Latvia. Developing Marketing Strategy for Ramada Encore Kiev. The article gives the analysis of marketing strategy of Ramada Encore Kiev Hotel, highlights the importance of marketing concept, and marketing strategy, and formulates the ways of improving the situation with the help of marketing activities.The hospitality marketing mix model is used as the theoretical basis. Besides, financial reports, international organisations statistics, SWOT analysis, PESTEL analysis and other methods are used. Nowadays hospitality is fast growing and developing industry. The aim of this work is to find suitable new advertising strategies that can make for hotel’s development.
 
 Keywords: marketing strategy, concept, improving, hospitality, theoretical issues, statistics, suggestions.

Marketing Mix Implementation in Small Medium Enterprises: A Study of Galeristorey Online Business

The purpose of this paper is to evaluate the implementation of marketing mix in online business company, whether the online business adopt solely the traditional marketing mix model or the internet factors is also included, since the business platform itself in on social media. Descriptive research and content analysis using interview and observation were used to analyse the marketing mix implementation in Galeristorey online business. Evidence suggested that Galeristorey implemented few elements of the marketing mix both the traditional marketing mix and the online marketing mix. The cause of the limited use of marketing mix elements because of the barriers faced by Galeristorey as an SME. Further researcher may widen the research sample and creates empirical study on the marketing mix implementation of online business that used social media as its main business platform.DOI: 10.15408/etk.v16i1.3950

Winners and Losers in the Tourism and Hospitality Industry along the Transition Process: Evidence from South and North MED Countries

Starting at years 2010 and 2011, the Arab Spring uprisings altered the landscape of the Mediterranean region. Domestic and external shocks mixed together to worsen the socio-economic situation of many countries in the area. In this context, the tourism industry has shown an important degree of resilience. In Southern Mediterranean European countries remarkable growth of tourism revenues helped to balance the impact of the global financial crisis. In contrast, in the south shore of the Mediterranean, the North of Africa region, the growing instability have resulted in a dramatic drop in the number of international visitors, exacerbating the impact of the global crisis for countries highly dependent on tourism receipts. The first chapter of this research project presents a brief overview on the performance of the tourism industry in the Mediterranean region in recent years. Egypt and Spain are taken as reference case studies, helping to illustrate the way followed by the tourism and hospitality industry since the beginning of the transition process. In the second chapter we propose a marketing mix model in order to improve the conditions of workers and efficiency of the hospitality industry in the transition process, testing the model for the Egyptian case. In the third chapter we provide evidence on changes taking place in the profile of tourists arriving to Spain as our case of analysis, and investigate how these changes have been affecting the level of expenditure and economic sustainability for the tourism sector from a microeconomic perspective.

A new marketing mix model to rescue the hospitality industry: Evidence from Egypt after the Arab Spring

After January 25th 2011 Egypt witnessed political, economic and social instability leading to drastic consequences in the hospitality and tourism industry. Thus unstable situation reflected on the deteriorated occupancy percentages that led to declined profit margins, higher employee layoffs and degraded quality of product and services. The objectives of this research is to examine how the Egyptian hospitality properties manage this dilemma through their marketing practices, and to propose a new marketing mix model that adds new layers of depth to the traditional marketing mix model. A methodological framework was designed to help in the assessment process of management practices pertaining to marketing initiatives during times of crisis. Results indicated the presence of tactical elements that assembled the traditional marketing mix model in the investigated hotels. However, these elements are not effectively used and the interaction between them not appears very clear. Results also indicated that the new proposed model would help in providing a framework for the Egyptian hospitality industry to maintain their competitive position during crisis time and avoiding undesired situations for labour force and decline of companies׳ revenues.

Designing an Adaptive Neuro Fuzzy Inference System for Prediction of Customers Satisfaction

Nowadays, in order to succeed in business and presence in the world markets, it is essential to outperform the competitors to get bigger market share. To get customers satisfaction of products is the first stage of success in business. Studying the different factors involved in increasing the level of customer's satisfaction and researching in this field has caused development in several companies. In this paper, an adaptive neuro-fuzzy inference system (ANFIS) and a fuzzy inference system (FIS) are designed for marketing mix model. By using the P4 principle (price, product, place, promotion) and by combining it with the marketing experts' knowledge, good results were achieved using ANFIS. This system as an advisor with high accuracy can reduce the human errors and play a significant role in decision making by corporate managers. The results of two systems were compared and it was seen that ANFIS had a better performance than FIS with mean accuracies of 98.6% and 87.25%, respectively.

Digital Marketing in an Emerging Country: Exploratory Study of the Marketing Mix of SMES with Trust Seal

The study of digital marketing responds to technology changes as part of the digital economy. However, there is little scientific research of this subject in Mexican SMEs. This exploratory research aims to support the Mexican context knowledge through the observation to websites of SMEs with digital trust seal. The digital resources used as part of the marketing mix that can be observed externally in the websites were analyzed. The results showed that the most used resources were social networks, e-mail, those related to navigation ease and the variety of payment options. Nevertheless, other digital resources were underutilized. It was observed, in the SMEs studied, little attention in offering additional benefits and services to the product and low use of resources related to customer service. Despite showing a high interest in social networks, a quarter of the firms with a Facebook page did not give maintenance to it. It is concluded that Mexican SMEs are still at a basic stage in the use of digital resources in the marketing mix and that the marketing mix model is useful to observe the digital resources, but that some resources may belong to more than one element of the mix.

Business process rearrangement and renaming

Purpose – Process orientation, which involves managing organizations based on horizontal end-to-end processes, has been shown to increase the quality of products/services, decrease costs, and make business functions faster and more reliable. However, current process orientation methods are radical and destructive, leading to failure in most cases. The purpose of this paper is to present a non-destructive method of implementation. Design/methodology/approach – Supporting by literature review and two case studies, this paper presents a new process orientation methodology named as Business Process Rearrangement and Renaming (BPR2). Findings – The existing process management methodologies mostly aim to provide a comprehensive view on all of the main activities involved in process management and strategic alignment, with insignificant focus on mitigating the risk of failure in their redesign stage. In contrast, every step in the methodology presented in this paper, including the design phase, aim to reduce the risk of failure. Practical implications – Name is the most communicated characteristic of a department; however, this most communicated characteristic of the departments has always been the most neglected characteristic as well. For the first time in the literature, this paper provides a description on how to use the power of departmental names to promote the main customer values expected from each department. Originality/value – Added to a detailed guideline on the new process design and process names, this paper presents a new marketing mix model with a process-oriented delegation of authority view, which may be of interest to the marketing researchers and practitioners.

Magical Touch of Marketing: Matching Promotion with the 4 R’s of Place Branding.

Place marketing has been an object of study since the 1960s; however, even though in the last two decades there has been an increase in research, there is a lack of studies about ‘magic’ in promoting a place because it is a critical topic and an under theorised construct in academia, in general. Debate continues about the marketing strategies and campaigns because of not only the outcomes of continued use of promotional activities of place marketing but also because of the influential aspect of such activities towards emergent countries or cities. The purpose of this paper is to match the P for Promotion from the Marketing Mix model (McCarthy, 1964) with the 4 R’s of the Place Branding model (Aitken & Campelo, 2011) - in order to convey a suggested guideline for the creation of activities in a national park setting. This qualitative research is exploratory in nature, undertaking secondary data collection and content analysis for data interpretation. This paper provides not only awareness of the inappropriate promotion of particular places but also contributes to existing knowledge of place branding literature by providing an understanding of promotion as a potential communication and marketing force – if using appropriate channels and messages – perhaps with a ‘magical’ touch.

Strategi Pemasaran Perguruan Tinggi Swasta di Kabupaten Sleman Yogyakarta Berbasis Rangsangan Pemasaran

This study is a replication of research conducted Risdwiyanto and Dharmmesta (2001), which seeks to develop a concept of higher education services based on the wishes of potential customers. This study examined the effect of marketing mix models to the selection of private universities (PTS) in Sleman, Yogyakarta. Sleman Regency is one of the areas in the Province of Yogyakarta Special Region which has a lot of colleges. The model in this study based on marketing mix consisting of seven marketing stimuli, namely product, price, place, promotion, people, physical evidence, and process. This study aimed to analyze the influence of factors of marketing stimuli to the selection of private universities in Sleman Yogyakarta by prospective students and know the significance rank of the influence of each marketing stimuli factor. This study uses the Focus Group Discussion (FGD) to collect preliminary data and surveys to obtain primary data. By using the 142 students of XII class of High School (SMA) in Sleman as samples, this study proves that the replication model used may indicate a significant influence of marketing stimuli on the election of PTS. The important contribution of this research is the development model of the influence of marketing stimuli factors on the selection of PTS that can be used as a basis for decision making PTS marketing strategy.

Optimizing the Income Statement With Integrated Advanced Analytics To Truly Maximize Profit … and More: Reimaging the Enterprise Master Plan

The author of this article suggests that an optimized income statement (OIS) is the very embodiment of “advanced analytics and, as such, represents the next generation of financial planning. Further, an OIS assures all the related annual planning application (e.g., Financial Planning and Analysis, Sales and Operations Planning, and Marketing Mix Modeling) are harnessed to the maximally profitable forecast supported by the optimally feasible and sustainable supply chain required for the forecast's fulfillment. Finally, the chief financial officer (CFO) is being increasingly seen as the appropriate person responsible for the employment of advanced analytics. The CFO (1) owns the data, (2) normally uses analytics, and (3) serves as the primary guardian of “representational faithfulness of reported data. © 2015 Wiley Periodicals, Inc.

The Evolution of Marketing Influence in the Innovation Process: Toward a New Science-to-Business Marketing Model in Quadruple Helix

It is well known about today’s knowledge-based economy that knowledge has become its key resource, and therefore new knowledge and innovation have become of central importance. However, we should not forget that knowledge creation is not the only engine of this economy. For regions, enterprises, and universities, it is not the creation of knowledge that signifies distinctive competitive advantage but the way they can apply this knowledge. As the social application of innovation has founded new approaches in recent years and the Triple Helix (Leydesdorff and Etzkowitz Science and Public Policy 23:279–286, 1996) and then the Quadruple Helix (Carayannis and Campbell International Journal of Technology Management 46(3/4):201–234, 2009) models have emerged, the related marketing tools have also had to change inevitably. Our article aims to review the connection points of innovation and marketing in the course of changes in the models of knowledge production and innovation on the one hand and provide an answer to the latest innovation-marketing challenges with an extended marketing mix model on the other. In our paper, we examined how marketing can support the involvement of the affected segment of society into today’s changed innovational context.

New times, new strategies: proposal for an additional dimension to the 4 P'S for E-commerce dot-com

Proper marketing management is fundamental to any business endeavor, including dot-coms. However, to date, as identified in a review of the International Journal of Electronic Commerce (IJEC) production and the last 10 years of EnANPAD (EnANPAD is the annual Brazilian Academy of Management conference). There are no works on the applicability of the 4P's to e-commerce, a gap in the literature that this study proposes to fill. It uses a qualitative approach methodology, investigating several empirical studies about digital commerce, and comparing it with the mainstream strategic marketing literature. Inferences were developed, pushing further the theory boundaries of this field. Both the classical works as those from Borden (1964) and Mccarthy (1960) and many other contemporaries are evaluated. The present research utilizes these works as a source of information and data. Using a process of comparison with the marketing mix model, it searches for a possible lack of fit between the related empirical environments and such a model. The results identify several key variables in each of the P's related to security in electronic commerce. This dimension seems to be the key in shaping the perception of customer value, thus supporting its inclusion as a fifth dimension along with the 4P's.

Letter From the Editor

Letter From the Editor