Marketing Mix Product Research Articles

Strategic Management of Innovation Towards Sustainable Development of Brazilian Electronics Industry

This paper presents and discusses the baselines of a nationwide project whose objective is to support the economic, social and environmental sustainability of Brazilian electronics industry. This project encompasses a complex and innovative articulation of a large number of multidimensional variables and includes some innovative solutions. It foresees the execution of a pilot project with the participation of nine companies producers of electro medical equipment. Its implementation occurs by coordinating innovation of products and processes with the integrated management of the marketing mix of products, by means of the integration of the company’s management systems. It is presented the theoretical and methodological foundations of this pilot project, its structure and organization, and the main results obtained so far.

Comedydriving.com - Online Defensive Driving: A Teaching Case

This case highlights the impact of the Internet on the practice of Marketing. Because the Internet and its technologies have given rise to several of non-traditional products, the business approach to marketing issues for web-based products are often questioned. This case illustrates the merits of utilizing traditional strategic marketing tools in charting successful courses of action. For example, the importance of a SWOT analysis in analyzing an ebusiness marketing mix product, price, place and promotion, is emphasized. The case is recommended for either senior- level or graduate-level marketing course work.

M Matters

For years now, social change leaders have applied marketing principles to move and motivate their target audiences to change attitudes and ultimately and ideally behavior. By making the consumer the focus of the program, understanding the benefits and barriers for participating, and engaging in the marketing mix of product, price, promotion, and place, social marketers have been successful in applying this framework to clinical trial recruitment. A comprehensive recruitment plan will address the goal, objective,target, strategy, tactics, and evaluation that center around tested messages, disseminated through a host of communications channels including media and the "new" news media. The heart of social marketing, whether a public engagement campaign or a clinical trial recruitment effort, is always about them, not about you. Keeping focused on the target audience, their desires and concerns and channeling compelling messages through creative, motivating ways to engage them will help ensure a successful effort.

A Comparative Study of Pakistani Consumers' Country-of-Origin Attitudes toward the Marketing Mix of Products from Germany, Japan and South Korea

This study is among the first to report findings from empirical consumer research in Pakistan. The study has examined international business competitive rivalry of Germany, Japan and South Korea from the perspective of the consumers of a neutral country, Pakistan. The research was conducted to evaluate and compare the influence of the “made in …” label on Pakistani consumers' attitudes toward the marketing mix of products from the countries. This study used verbal references to general products by using the questionnaires used by a number of earlier researchers in similar studies. The comparison of the Pakistani consumers' attitude scores toward the marketing mix was conducted using analysis of variance statistical technique, at the .05 level of significance. The results of the hypotheses testing indicated the existence of significant differences among the Pakistani consumers' country-of-origin attitudes toward the marketing mix of products from the countries. Pakistani consumers seem to have the most positive attitudinal response to the products and marketing activities of Japan. The findings of this study are expected to contribute toward the planning and execution of the marketing strategies of international business managers in Pakistan and benefit all the concerned organisations.

Use of marketing to disseminate brief alcohol intervention to general practitioners: promoting health care interventions to health promoters.

Health research findings are of little benefit to patients or society if they do not reach the audience they are intended to influence. Thus, a dissemination strategy is needed to target new findings at its user group and encourage a process of consideration and adoption or rejection. Social marketing techniques can be utilized to aid successful dissemination of research findings and to speed the process by which new information reaches practice. Principles of social marketing include manipulating the marketing mix of product, price, place and promotion. This paper describes the development of a marketing approach and the outcomes from a trial evaluating the effectiveness and cost-effectiveness of manipulating promotional strategies to disseminate actively a screening and brief alcohol intervention (SBI) programme to general practitioners (GPs). The promotional strategies consisted of postal marketing, telemarketing and personal marketing. The study took place in general practices across the Northern and Yorkshire Regional Health Authority. Of the 614 GPs eligible for the study, one per practice, 321 (52%) took the programme and of those available to use it for 3 months (315), 128 (41%) actively considered doing so, 73 (23%) actually went on to use it. Analysis of the specific impact of the three different promotional strategies revealed that while personal marketing was the most effective overall dissemination and implementation strategy, telemarketing was more cost-effective. The findings of our work show that using a marketing approach is promising for conveying research findings to GPs and in particular a focus on promotional strategies can facilitate high levels of uptake and consideration in this target group.

Applying Hedonic Pricing Models and Factorial Surveys at Parker Pen to Enhance New Product Success

Walking the path from new product concept to successful commercialization is a tightrope act. Product developers must carefully balance a variety of factors, including predictions of consumer price sensitivity as well as which combination of product attributes will be most valued by the intended market. A well‐chosen mix of analytical tools can enhance a firm's chances of accurately predicting market demand.Chuck Tomkovick and Kathryn E. Dobie describe how the integration of two product attribute assessment techniques–hedonic pricing models and factorial surveys–allows product designers to more accurately gauge price sensitivity and market receptivity to new product designs. They also describe how these analytical tools were used to improve decision‐making in product development at the Parker Pen Company, and they discuss the role these tools can play in facilitating the transition from concept to commercialization.Hedonic price analysis is an econometric method for determining the value purchasers place on attributes of existing products. In product development, factorial surveys are used to identify the value members of the target market place on new product concepts and prototypes. When used in combination with identified hedonic prices, the responses to a factorial survey allow product developers to predict consumer willingness‐to‐pay for various combinations of new product attributes.Following development of prototypes for two new product lines, product developers at the Parker Pen Company used hedonic pricing models and factorial surveys as a means for reducing demand uncertainty and for clarifying what consumers were willing to pay for various combinations of product attributes that were under consideration. The integration and use of these techniques involved a five‐step process of target market identification, product attribute identification, hedonic price estimation, administering of the factorial survey, and determination of consumer willingness‐to‐pay. The results of these analyses allowed Parker Pen to better focus product development efforts on those design elements for which test market customers indicated both demand and willingness‐to‐pay.The Parker Pen Company found hedonic pricing and factorial surveys useful for predicting both the rate and the degree of change in consumers' marginal utility for specific product attributes. The usefulness of these techniques also extends beyond the early stages of new product conception. These techniques are helpful in the development and implementation of dynamic new product marketing mix strategies, including such elements as product design, pricing, channel selection, and promotion.

Applying hedonic pricing models and factorial surveys at Parker Pen to enhance new product success

Walking the path from new product concept to successful commercialization is a tightrope act. Product developers must carefully balance a variety of factors, including predictions of consumer price sensitivity as well as which combination of product attributes will be most valued by the intended market. A well-chosen mix of analytical tools can enhance a firm's chances of accurately predicting market demand. Chuck Tomkovick and Kathryn E. Dobie describe how the integration of two product attribute assessment techniques—hedonic pricing models and factorial surveys—allows product designer to more accurately gauge price sensitivity and market receptivity to new product designs. They also describe how these analytical tools were used to improve decision-making in product development at the Parker Pen Company, and they discuss the role these tools can play in facilitating the transition from concept to commercialization. Hedonic price analysis is an econometric method for determining the value purchasers place on attributes of existing products. In product development, factorial surveys are used to identify the value members of the target market place on new product concepts and prototypes. When used in combination with identified hedonic prices, the responses to a factorial survey allow product developers to predict consumer willingness-to-pay for various combinations of new product attributes. Following development of prototypes for two new product lines, product developers at the Parker Pen Company used hedonic pricing models and factorial surveys as a means for reducing demand uncertainty and for clarifying what consumers were willing to pay for various combinations of product attributes that were under consideration. The integration and use of these techniques involved a five-step process of target market identification, product attribute identification, hedonic price estimation, administering of the factorial survey, and determination of consumer willingness-to-pay. The results of these analyses allowed Parker Pen to better focus product development efforts on those design elements for which test market customers indicated both demand and willingness-to-pay. The Parker Pen Company found hedonic pricing and factorial surveys useful for predicting both the rat and the degree of change in consumers' marginal utility for specific product attributes. The usefulness of these techniques also extends beyond the early stages of new product conception. These techniques are helpful in the development and implementation of dynamic new product marketing mix strategies, including such elements as product design, pricing, channel selection, and promotion.

WINNING THE BATTLE FOR YOUR CUSTOMER

The competition for the consumer's mind involves broadening the scope tools used to reach that consumer. Conventional marketing wisdom is that marketing strategy planning consists of two stages: 1. Determining the target market(s) and, 2. Determining the marketing mix to reach these target markets. Although the classic marketing mix of the right product, at the right place, at the right price, and with the right promotion is well known, it is target marketing that is the subject of this article. Through the use of three sophisticated concepts, the marketing manager can compete successfully for the consumer's mind. These three P's of marketing, which can be added to the well‐known four P's of the marketing mix—Product, Price, Place, and Promotion—can enable the marketingmanager to have an easy‐to‐remember mnemonic devicefor the business marketing plan. These three P's are 1. Personality, which became noticeable in the early 1980s; 2. Psychographics, which first attracted attention in the middle to late 1960s; and, 3. Positioning, which has been around since the early 1970s. These three P's lend themselves to presenting products to your customers in a language that speaks directly to their minds.

THE ELDERLY: NEGLECTED BUSINESS OPPORTUNITIES

It is the intent of this article to show that the elderly, an important but neglected market segment, could be a viable segment for many businesses by the criteria of accessibility, responsiveness, identifiability, and size. This market itself comprises several segments, and these segments are identified. Finally, the article focuses on actions marketers can take in the component areas of marketing mix—product, price, promotion, place, and packaging—to meet the neglected needs of this consumer group. The paper emphasizes actions that not only contribute to the welfare of senior citizens, but are likely to be profitable as well.

Faith-Learning Integration Exercise: Marketing Principles in the Book of Acts

In his study of Acts, Karns finds that the elements of the marketing mix—product, price, place, and promotion—are evident in the expansion of the early church. His Bible study can be used to help students integrate their faith with the marketing discipline.