Mix Elements Research Articles

MARKETING MIX TRANSFORMATION IN ELECTRONIC TRADE

The importance of studying the problem of transforming the marketing mix into e-business is associated with the need to study the process of transforming marketing itself, since the active involvement of business organizations in e-business is often accompanied by problems when using conventional marketing tools in a virtual environment. This article identifies changes in the elements of the marketing mix in the e-commerce environment in accordance with the trends in the development of e-business and Internet technologies, and also demonstrates the influence of the electronic space on traditional marketing mix strategies. An innovative approach to exploring this problem is an electronic marketing model that allows changes to be structured in a complex set of marketing tools in order to demonstrate the impact of improved strategic approach. The aim of the study is to identify the area of transformation of the marketing mix in e-commerce. The relevance of the study is manifested in the need to develop marketing strategies, identify the most important elements of the marketing mix, assess the effectiveness of marketing and optimize marketing costs by organizations operating in an electronic environment. Research results. Electronic marketing has permeated the business world all over the place. The e-marketing mix, which had a significant impact on the elements of the traditional marketing mix, has also expanded the elements of the mix, adding new ones that are unique in terms of the critical role of technology and the provision of supporting information to consumers.

Applying the goal programming in the management of the 7P marketing mix model at universities-case study.

The decision-making relating to effective marketing is less supported by operational methodologies and optimizing methods in high education sectors than in the companies. This paper presents an application of goal programming as an aid for the optimizing marketing mix elements. It describes a project undertaken at one of the Universities in Poland considering the marketing mix includes all 7Ps elements at University. The constraints are first identified based on interviews with academic experts and survey. The analytic hierarchy process method is used to select the forms of promotional activities and Activity-Based Costing method are performed to determine the costs of the activities. Then, based on constraints, the multiple-criteria-programming model is built and applied to construct the marketing mix model at university, and it was solved using LP-Solve software AMPL. A comparison between the newly designed marketing mix and the existing one in terms of each of the criteria shows that the overall objective function could be greatly improved, optimized value can be obtained, and the model can be easily applied in any other high education sectors. The consequence of using the model is the optimal selection (with existing limitations) of promotional activities, taking into account their impact on the perception of the image of the university, significant from the perspective of students and impact on profitability, which is important from the perspective of the university management.

Importance of Customer Perceived Value in Restaurant Businesses: Influence of Brand Experience on Brand Strength and Electronic Word of Mouth

The purpose of this paper is to empirically examine the relationship between brand experience, brand strength, and electronic word of mouth along with mediating role of perceived brand value. A total of 308 responses were generated, using an electronic questionnaire. The data was deductively analyzed using reliability, validity, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results of this study indicate that brand experiences positively influence brand strength and electronic word of mouth. Moreover, the results revealed the partial mediation of customer perceived value in the relationship of brand experience and brand strength and also in the relationship between brand experience and electronic word of mouth. This study explains how restaurants can create electronic word of mouth and increased brand strength through memorable experiences. This study provides insight beyond marketing mix elements, and ad theatrical elements which provide evidence for positive customer value perception increased brand strength, and widely generated word of mouth. The theatrical elements of serving food studied in this research have not been studied before in the context of Pakistani restaurants. Therefore, this study bridges the gap between previous studies.

Green behavior in organic products: policies approach

Nowadays, consumption patterns based on green products are pretty popular and have become a choice for various social strata. The study of the factors that influence consumer decisions, including how satisfaction is creating, has been widely discussed in empirical research. There are two approaches to observing this phenomenon: the Servqual theory approach and the marketing mix approach. This study empirically examines how the marketing mix elements can contribute to customer satisfaction and loyalty in green products, especially organic vegetables, in the Yogyakarta region. We want to see from this phenomenon the most substantial element that contributes to customer satisfaction. The data collecting with a questionnaire that distributing with snowball sampling with 80 respondents selected; however, only 65 questionnaires can be processing due to missing and outlier data. With Moderated Regression Analysis, this study found that satisfaction is the quasi moderator in the relationship between marketing mix variables and customer loyalty and conclude that marketing mix elements cannot affect customer loyalty directly but must moderating by satisfaction. Post hoc analysis with policy review also enriched this result of the study and found the dearth of policies supporting the trading mechanism in organic products. This study recommends that the government prepare policies about certification scheme and organics trading mechanism favours farmers.

Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market

This research aimed to identify the linkages between marketing mix elements and the purchase decision process among consumers in the Malaysian retail industry. To fulfill this objective, the present study followed a quantitative survey for gathering the data from the consumers of department stores at the East Coast region in Malaysia. All of the obtained data were inserted and coded using SPSS and then analysed by AMOS 18. The findings indicated that the impact of advertising on the consumers' purchase decision is positive and statistically significant. Besides that, the findings demonstrated that distribution intensity has a negative effect on purchase decision, whereas price plays a key important role in affecting purchase decisions process of the consumers. Lastly, the findings of this paper verified that store image and store location have significant positive linkages with purchase decision. These outcomes enhance our understanding on the role of marketing mix elements in determining a consumer's purchase decision, particularly in the retail context.

Analysis of the Application of Marketing Mix as an Effort to Increase the Number of Deposit Customers at Bank Kb Bukopin Kc Cilegon

This study aims to determine the application of MIX marketing as an effort to increase the number of deposit customers at Bank KB Bukopin KC Cilegon. The research was conducted using quantitative descriptive methods with the theory of elements of the marketing mix (product, price, place, promotion, people, process, physical). The population used as the employees and customers of Bank KB Bukopin KC Cilegon and the sample of informants as many as 30 respondents. The study was conducted at Bank KB Bukopin KC Cilegon on March 20 to July 22, 2021. Data were collected using a questionnaire or questionnaire, and analyzed using descriptive statistics of respondents on a Likert scale. Based on the results of the study, it can be concluded that the respondents obtained in the score category "agree" along with the variable score data include: Product 64%, Price 66%, Place 69%, Promotion 62%, People 66%, Process 72% and Physical 74% . This is in the "Good Enough" category and steps to implement strategies to maintain product quality, interest offered, increase promotions, services and building facilities so that customers continue to exist

Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality

This review study presents intercultural research findings relating to elements or aspects of the marketing mix (7Ps) in tourism and hospitality. The study aims to present a comprehensive and compact document on almost all cultural variables/characteristics and all marketing mix elements based on data collected from a wide range of countries supported by several research studies. It is believed that the study will have significant value for researchers, practitioners, and students, both undergraduate and postgraduate, as at present there is no compact and comprehensive document that brings together research findings to establish a cumulative or overall cross-cultural understanding of the design and delivery of the tourism and hospitality marketing mix elements. Currently, studies on culture and tourism and hospitality mainly focus only on one or few cultural variables/dimensions, one or few countries, and one marketing mix element, or various sub-elements of the marketing mix, e.g., sales promotions or advertisements under the promotion element.

Cultures of Fermentation

Cultures of Fermentation

Impact of Green Marketing Mix on Consumer Purchasing Behavior of Cosmetics Products (With Special Reference to Female Consumers in Western Province)

In the current scenario, consumers are looking for the well-known brands having quality which satisfies their needs and most of the people value the environment and believe to protect it. They are aware about the environmental problems. Therefore, most of them tries to protect environment in every action they take. But it is not necessary that their purchasing should lie on this basis. There may be difference between their purchasing behavior towards eco-friendly cosmetics which lies on some important factors such as product, price, promotion and convenience to purchase. Although green marketing concept is new to Sri Lankan context, this study aims to discuss the impact of green marketing mix on purchasing behavior of female consumers and investigated the impact of green marketing mix on the purchasing behavior of female consumers with special reference to the cosmetic industry in Sri Lanka. Data were collected from 150 respondents in western province of Sri Lanka by using multi - stage and convenience sampling methods and using the mall intercept sampling technique. The data analysis was conducted using the multiple regression analysis, correlation and descriptive methods. The results of this study will be important for both company owners as well as the management to pay attention on their green marketing mix to make them more competitive in the eyes of the competitors. Based on the investigations, the researcher has proven that green marketing mix has a significant impact on purchasing behavior of female consumers on cosmetic products. The research findings support the marketers and the cosmetics manufacturers to attract customers more strategically and it further supports the buyers to shape up their purchasing behaviors by defining some criteria. Moreover, this study will assist marketing managers to plan the appropriate marketing strategies on green marketing mix elements regarding cosmetics products while making profit. Furthermore, researchers can study the impact of green marketing mix on other related and unrelated products such as food and automobiles to the cosmetic industry and can make comparison for more elaboration.
 Keywords: Green Product, Green Price, Green Place, Green Promotion, Consumer Purchasing Behavior

The Influence of Marketing Mix on the Customer Satisfaction of Moringa Leaf Tea

Marketing success is supported by the process of selecting the right product, good distribution channels, reasonable prices, and an effective promotion called Marketing Mix. Marketing Mix elements have to support each other in order to achieve marketing goals in order to achieve customer satisfaction. The objectives of this research are to analyze the Marketing Mix (product, price, place, promotion) and customer satisfaction of Moringa leaf tea and to analyze the effect of marketing mix on costumer satisfaction of Moringa leaf tea. The determination of the research location was based on the consideration that Blora Regency has a Moringa plantation and Moringa leaf tea processing factory. The research was conducted in January - February 2020. This research is a case study. The number of respondents was 110 respondents which selected using the quota method. The sampling method used was accidental sampling. Data collection was done by interview, observation and literature study. The data analysis used was descriptive analysis and multiple linear regression analysis. The results of the study are: product variables received unfavorable responses, price and place variables received good responses, promotion variables received bad responses and customers were satisfied. Product, price, place and promotion simultaneously affect customer satisfaction of Moringa leaf tea with a significant level of 0.000. The t-test results are significant on the price and place variables, while the product and promotion variables are not significant. Future research isexpected to analyze the level of customer satisfaction.

Mining brand value propositions on Twitter: exploring the link between marketer-generated content and eWOM outcomes

Content marketing has become a mainstream channel for brands to engage the market with value propositions. Through content, brands control, instigate and co-create value with its target audience. However, the nature of value propositions embedded within the cycle of content co-creation and their impact on eWOM outcomes has received scant attention from an empirical perspective. In this paper, we propose a value proposition-based framework around content marketing using established business perspectives. We employ bidirectional Twitter data from brands and customers to unearth descriptive, diagnostic and predictive insights into value propositions. Using a sample of marketer- and user-generated data from 10 Coffee (n(MGC) = 290, n(UGC) = 8811) and Car brands (n(MGC) = 635, n(UGC) = 7035) in 2018, a taxonomy of value propositions based on the literature was proposed and validated. The results of our study identify (a) descriptive insights explaining differentiation of brand value propositions, (b) diagnostic insights relating to consumer sentiments in response to the value proposition mix and (c) predictive insights of models predicting brand-specific values’ influencing Like, Share, Comment and Positive/Negative valence. Our results show that an effective social media marketing strategy selectively uses elements of the marketing mix (i.e. 4 P’s) within value propositions to attract favourable eWOM outcomes.

Digital banking in the marketing mix and human resource management: improving the approach to the assessment as an innovative component

The research evaluates the activity of using digital banking in components of the marketing mix of Ukrainian banks, such as «product», «place», «promotion», and «price». The developed methodological approach is based on the analysis of traditional bank's marketing mix elements and their innovative components, mainly digital banking. It has been established that banks, offering a generally standard set of primary products, introduce product innovations quite unevenly. According to the «place» component of the marketing mix, it has been noted that the pace of traditional marketing replacement by banking innovations marketing is slow. Regarding the «promotion» component of the marketing mix, the distribution of the indicators of the bank's activity in the use of social networks is uneven. Facebook is more used than Instagram, and not all banks use YouTube's capabilities. Banks are market leaders that use social networks and the Internet most actively.

The effect of service marketing mix elements and customer retentiontowards clothing store brands in ChIna

The aim of this paper was to analyse the impact of service marketing mix (promotion, price, place, product, people,process, physical evidence and after sale service) on customer retention towards clothing store brands in China. Basedon the analysis of past literature, it appeared that there were only few studies examining the empirical relation betweenthe two constructs, particularly in the clothing sector in China. A comprehensive survey approach was used to collectdata from a total of 385 customers visiting clothing stores in the middle part of China (Hubei). SPSS and PLS were usedto analyse the obtained data. The findings showed that there were significant positive effects on customer retention inall dimensions of the service marketing mix. Finally, the findings suggested that after-sales service plays an importantrole in impacting the retention of customers. The contribution of this research was supporting the significancerelationship of the marketing mix elements in influencing the retention of customers in the clothing industry with empiricaldata from China.

Internal Marketing and its Impact on the Organizational Commitment of Employees in Airlines

Internal Marketing (IM) is considered a sustainable management philosophy using a marketing-like approach to motivate employees and achieve long-term objectives such as increasing employee retention. This paper aims to investigate the effect of internal marketing mix elements (internal product, internal price, internal promotion, internal distribution, internal people, internal processes and internal physical evidence) on employee organizational commitment of the airlines in Egypt. Using a sample of 405 employees at different administrative levels in airlines. The questionnaire forms were used and distributed on paper and electronically in 18 airlines in Egypt. Descriptive statistics, Pearson correlation and regression analysis were used to find the results. The paper found that the internal marketing elements (internal product, internal price, internal promotion, internal people, internal processes) have a statistically significant effect on the employee organizational commitment in airlines. Based on the study results, the researchers recommend the managers and decision makers of the airlines in Egypt to enhance the internal market research and segmentation, training programs, role fit and clarity, career advancement for all employees, financial rewards, internal communication, automating tasks, applying the delegating and supporting style of management, and improving their work environment. HR and Marketing should work together in the airlines to help the employees enjoying their job experiences, improving their quality of life and then increasing their organizational commitment.

Marketing mix modeling for pharmaceutical companies on the basis of data science technologies

The article contains the results of Data Science technologies application (including machine learning and regression analysis) to modelling the results of marketing activities of key brand of one of the Ukrainian pharmaceutical companies on the basis of historical data for the period from 2015 to 2019 in weekly detail. The main goal of research is to estimate the influence of key elements of the marketing mix (penetration of pharmacy chains, price policy vs main competitors, advertising activity of the brand and its competitors in all communication channels (television, Digital, radio, outdoor advertising, press)) on company’s sales, volume market share and value market share in relevant segment of drugs. Based on the results obtained, the article explains in detail the impact of penetration, price policy and media activity on the competitiveness of the enterprise and its position in the market. The influence of the price policy and penetration directly on sales (market share), as well as on other factors (including the effectiveness of the brand's advertising activity on television) is estimated and taken into account for development the effective marketing strategy. Based on the research, the article contains main recommendations for optimizing the marketing strategy to maximize the company's sales and increasing market share in monetary or physical terms. Data Science technologies become a tool for sales management, because it creates the ability to quantify the impact of each factor on sales, determine their optimal combination for achievement of business goals and strengthening the company's position in the market, effective marketing budgets distribution and scenario forecasting. Continuous model support allows to increase the return on each factor, improve return on investment and ensure the achievement of business goals in the most efficient way. Data Science forms the basis for finding effective marketing solutions and forming an effective business development strategy.

Analisis Strategi Bauran Pemasaran pada Properti Syariah studi kasus di Raudhoh Residence Bogor

Basic human needs other than clothing and food are boards. As a basic human need, housing is a requirement to obtain welfare and even become a benchmark of well-being. In this case, property with sharia concept began to be widely developed, it is necessary to analyze the marketing mix strategy carried out on sharia property whether it is in accordance with Islamic law or not. The marketing mix has elements including: Price, Product, Place, Promotion, People, Process, and Physical Evidence. In this study aims to find out the marketing mix strategy on Sharia Property in Raudhoh Residence, as well as to know the marketing mix strategy to increase market share in Raudhoh Residence and find out if the marketing strategy at Raudhoh Residence is in accordance with Islamic law. The research method used is descriptive qualitative method. This research data uses primary data obtained from respondents through interviews with marketing Raudhoh Residence a sharia property company, as well as secondary data obtained from brochures and data released by Raudhoh Residence. The result of this research is That Raudhoh Residence has fulfilled all elements of the marketing mix in every unit sales process so that the company can achieve the targets specified in its sales ranging from Products, Prices, Places, People, Processes, Promotions, and Physical Environment. Marketing Mix Strategy that can increase market share is quality products, strategic location, transaction process in accordance with Islamic law and promotion using social media.

Understanding Consumer Sentiments Towards Marketing: An Investigation in Indian Context

Consumers constitute one of the most important elements of marketing environment. Understanding their sentiments towards marketing practices is a sine qua non for the development of effective marketing strategies, thus garnering their patronage, and attaining improved business performance. Based on Gaski and Etzel’s (1986) framework, the present study attempts to investigate consumer sentiments towards marketing in India and compare the results with those of consumers in select other countries. Analysis of the data collected through a survey of consumers located in Delhi and the NCR region reveals consumers to be holding moderately favourable opinion that business firms pursue customer-oriented business philosophy. As regards marketing mix elements, retailing/selling emerges as the element towards which consumers have expressed the most positive sentiments. Practices in relation to advertising and product come next in order of favourability in consumer perceptions. Pricing is the variable for which consumers appear holding the least favourable opinion. In overall terms, though the consumer sentiments towards marketing in India are found only moderately favourable, these turn out to be relatively much more favourable when compared with those of consumers in other countries.

Investigating the relevance of the traditional marketing mix across different stages of change: empirical evidence from household recycling

PurposeThis study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households.Design/methodology/approachThis study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste.FindingsThe results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases.Originality/valueWhilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

Pengaruh Harga terhadap Keputusan Pembelian Konsumen:

Supermarket 212 Mart is here as an answer to meet consumer decisions who want to shop in modern markets based on sharia. However, its new presence has not been able to compete and seize the existing market. Even though the 212 Mart supermarket has implemented a marketing strategy to increase consumer purchasing decisions, this still cannot attract the decision of the wider community to shop because there are several elements of the community's retail mix that have not been maximally implemented. There are many factors that can influence consumer purchasing decisions, one of which is price. The purpose of this study is to determine and analyze the effect of price on consumer purchasing decisions 212 Mart Cikaret. The research method used is a survey method with a correlational analysis approach. The number of samples is 100 people. The test was carried out with a simple linear test by first testing the validity, reliability, and data analysis The results of the analysis show that the price variable has a significant effect on buying decisions (t count 16.591 is greater than t table 1.985 with a significant level of 5%). Ho is rejected, Ha is accepted, meaning that there is a significant price effect on consumer decisions to shop at 212 Mart supermarkets. The price variable has a positive correlation with purchasing decisions with a coefficient of determination (R2) of 655.8%. The positive constant value indicates the potential for consumer fanaticism towards 212 Mart Cikaret. Fanaticism gets stronger if there is a lower price than its competitors.

TAHLĪL SĪGAH TADĀKHUL AL-LUGĀT AL-'UM FĪ AL-MUHĀDAṮAH AL-YAUMIYYAH BI AL-LUGAH AL-'ARABIYYAH

This research is focused on The interference mother language in arabic language use in the daily conversations of language. Nowadays, the very rapid advances in communication technology and science encourage humans to not only master one language, namely the Mother tongue, but also several foreign languages used in international forums, such as English and Arabic. Darul Hijrah Islamic Boarding School for girl in Martapura is one of the Islamic Boarding that requires students to use 2 languages in daily conversation, namely Arabic and English and apply a language environment to their acquisition. However, some students speak Arabic using elements of Indonesian language, grammar and mix with the Mother tongue during Arabic conversations. This is a qualitative research with a descriptive method. The subject of the research was the students' Arabic utterance. To analyze the data, the researcher used the following steps: data reduction, data presentation and conclusions, while the language speech data were analyzed using the error analysis method and comparative analysis