Marketing Mix

This research attempts to analyze the relationship of Marketing Mix 4A and Health Consciousness towards Ethical Consumption. In this research, the researchers employed quantitative method. The data collection method used was primary data by spreading online questionnaires to 200 respondents who were Millennials with the age range of 16-34 years old and were living in Cikarang, Indonesia. The data obtained were then analyzed with SPSS and the hypotheses were tested using binary logistic regression. The results of this research showed that there were significant influences of Marketing Mix 4A and Health Consciousness towards Ethical Consumption. The biggest influencer was Health Consciousness.

La persona es un ser sociable por naturaleza y precisa del contacto con los otros a través del lenguaje verbal y no verbal. Esta interrelación se desarrolla en un entorno urbano o rural, muchas veces enmarcados en centros turísticos. La iniciativa “Ciudades Alfabetizadas en Medios e Información” (MIL Cities) fue concebida con motivo de la Semana Global de Alfabetización en Medios e Información en 2018 en Lituania, que se celebró bajo el lema “Ciudades MIL: voces, poder y creadores de cambio”. En este artículo se analiza la importancia del marketing y la comunicación persuasiva en entornos turísticos donde el elemento protagonista es el entendimiento. El marketing mix incluye un conjunto integrado de variables que utilizará una empresa de turismo en un período determinado. Las variables relacionadas con la comunicación son algunas de las más críticas en el marketing turístico, aunque no son las únicas. La metodología de revisión bibliográfica y experiencial es la seleccionada para el...

The authors put forward a sales response model to explain the differences in immediate and dynamic effects of promotional prices and regular prices on sales. The model consists of a vector autoregression rewritten in error-correction format which allows to disentangle the immediate effects from the dynamic effects. In a second level of the model, the immediate price elasticities, the cumulative

The purposes of this research were 1) to study marketing mix factors
of organic fruit and vegetable of customers in Bangkok, 2) to study purchasing decision of customers to buy organic fruit and vegetable of customers in  Bangkok, and 3) to study marketing mix factors influence the purchasing decision of customers to buy organic fruit and vegetable of customers in Bangkok. The research was through conducting survey samples to 269 peoples by online questionnaire. Data analysis employed frequency, percentage, average and standard deviation, and enter multiple regression. The research found that: the marketing mix factors of organic fruit and vegetable of customers in Bangkok was modulate level (x = 3.30). Selection of organic fruit and vegetable of customers in Bangkok was modulate level (x = 3.34). Marketing mix factors influence the purchasing decision of customers to buy organic fruit and vegetable of customers in Bangkok including place and Promotion with multiple correlation coefficient of 0.556. This set of predictors is able to forecast the quality of life of the elderly by 6.01 percent of accuracy with the standard error of prediction of 0.598 and the constant of 1.741. The regression equation of Marketing Mix Factors Influencing the Purchasing Decision of Customers to Buy Organic Fruit and Vegetable Juice in Bangkok explained in row and standard scores were as follows:
Row score:
Y = 1.741 + 0.140(X3)* + 0.177(X4)*
Standard score:
Z = 0.201(X3)* + 0.264(X4)*

การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อ (1) ศึกษาปัจจัยด้านส่วนประสมทาง
การตลาดของน้ำผักและผลไม้อินทรีย์แบบสกัดเย็นของผู้บริโภคในกรุงเทพมหานคร
(2) ศึกษาพฤติกรรมการเลือกซื้อนำ้ผักและผลไม้อินทรีย์แบบสกัดเย็นของผู้บริโภค
ในกรุงเทพมหานคร และ (3) ศึกษาปัจจัยส่วนประสมทางการตลาดที่มีอิทธิพลต่อ
การเลือกซื้อน้ำผักและผลไม้อินทรีย์แบบสกัดเย็นของผู้บริโภคในกรุงเทพมหานคร
เป็นการวิจัยเชิงสำรวจโดยใช้แบบสอบถามออนไลน์เป็นเครื่องมือในการวิจัย
กลุ่มตัวอย่างที่ใช้ในการวิจัยคือประชากรที่อาศัยในกรุงเทพมหานคร จำนวน 269
คน และสถิติที่ใช้ในการวิจัย ได้แก่ ร้อยละ ค่าเฉลี่ย ส่วนเบี่ยงเบนมาตรฐาน และการ
วิเคราะห์ถดถอยพหุคูณ ผลการวิจัยพบว่า (1) ปัจจัยส่วนประสมทางการตลาดของ
น้ำผักและผลไม้อินทรีย์แบบสกัดเย็นของผู้บริโภคในกรุงเทพมหานคร อยู่ในระดับ
ปานกลาง มีค่าเฉลี่ย 3.30 (2) การเลือกซื้อน้ำผักและผลไม้อินทรีย์แบบสกัดเย็นของผู้บริโภคในกรุงเทพมหานคร อยู่ในระดับปานกลาง มีค่าเฉลี่ย 3.34 และ (3) ส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจซื้อน้ำผักและผลไม้ออร์แกนิคของ
ผู้บริโภคในกรุงเทพมหานคร ได้แก่ ด้านสถานที่และด้านการส่งเสริมการตลาด โดย
มีอำนาจการพยากรณ์ร้อยละ 6.01 ค่าสัมประสิทธิ์สหสัมพันธ์พหุคูณ เท่ากับ 0.556
ค่าความคลาดเคลื่อนมาตรฐานในการพยากรณ์ เท่ากับ 0.598 ค่าคงที่ของสมการ
พยากรณ์ เท่ากับ 1.741 จึงพยากรณ์ปัจจัยส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจซื้อน้ำผักและผลไม้ออร์แกนิคของผู้บริโภคในกรุงเทพมหานคร อธิบาย
เป็นสมการในรูปคะแนนดิบ และคะแนนมาตรฐานเขียนได้ดังนี้
สมการพยากรณ์คะแนนดิบ
Y = 1.741 + 0.140(X3)* + 0.177(X4)*
สมการพยากรณ์คะแนนมาตรฐาน
Z = 0.201(X3)* + 0.264(X4)*

Marketing is viewed by AMA's new definition as being the management of the marketing mix. However, the presently popular paradigm of the mix (the Four Ps) may not be adequate to describe the breadth of marketing applications in the 1990s and beyond. This article proposes, as an alternative, that some terms already used independently be grouped and offered as a new marketing mix conceptualization termed "the Four Cs" (concept, channels, costs, and communication).

ABSTRACT--- Music can become a very powerful marketing tool if used in the right way and at the right time. This is why in this paper we will be looking at how music can influence one’s purchasing behaviour. This is because music is able to influence one’s mood. Furthermore there are some benefits to playing music in stores. Plus there are certain types of music for certain target market and in this paper, it will be revealed which type of market prefers what type of music. Also the age of the customer and the type of music being played in the store also has a relationship. Music can also lead to an increase in one’s sales level. The type of music is important and so are the tempo, pitch and volume of the music. Besides that, the store environment that includes a couple of features like the light and color of the store is rather important. Not to forget the layout of the store. The store environment and layout also plays a part in attracting and making sales for the store.

Keywords--- shop environment, layout, music and price of items

با توجه به ورود نامهاي تجاري گوناگون به بازار، رقابت شديدي ميان توليدكنندگان براي تاثيرگذاري در تصميم نهايي مصرف كننده هنگام خريد لوازم خانگي در ايران وجود دارد. شناسايي عوامل تاثيرگذار بر تصميم خريد مصرف كننده، به توليدكنندگان كمك ميكند تا بتوانند محصولات خود را براساس سليقه بازار هدف طراحي كرده و استراتژي هاي مناسب كه منجر به افزايش فروش و سهم بازار بيشتر ميشود را اتخاذ نمايند. در حال حاضر شركتهاي موجود در بازار لوازم خانگي ايران با اتكا بر نتايج حاصل شده از ساير كشورها، استراتژيهاي گوناگون را تجربه كرده كه با توجه به تفاوت ايران با ساير كشورها در ابعاد فرهنگي، اجتماعي، مذهبي و ...، اين استراتژي ها گاهاً منجر به پايين آمدن ميزان فروش و از دست دادن سهم بازار ميگردند و براي جبران آن هزينه و زمان زيادي صرف مي گردد. در اين تحقيق، با در نظر گرفتن مدل رفتار خريد مصرف كننده كاتلر به بررسي ميزان تاثير هر يك از 4 گروه اصلي آميخته بازاريابي (كه عبارتند از: محصول، قيمت گذاري، توزيع و ترويج) بر تصميم خريد مصرف كننده ايراني هنگام خريد لوازم خانگي كه در اين تحقيق محصول جاروبرقي مورد مطالعه ميباشد پرداخته و سپس اين گروه از عوامل و همچنين عوامل تاثيرگذار زيرمجموعه هر يك از اين گروه ها نيز رده بندي و نتايج حاصل از دو روش با OWA براساس ميزان اهميت آنها و با استفاده از روش آماري ناپارامتريك و همچنين روش رياضي يكديگر مقايسه ميگردند.

This paper aims to discuss the international marketing mix program for the launch of Starbucks Coffee Company in Porto Alegre, Rio Grande do Sul – the southernmost state of Brazil. The region has a rich history, having fought for its independence in 1835 and, since then, its inhabitants – Gauchos – created a unique culture that differs sensibly to the rest of the country.

Initially, the brand will be briefly presented, and considerations in relation to the target market, its key demographics and psychographics traits will be presented. The Segmentation, Targeting and Positioning approach suggested by Kotler (1994:93) will be employed in this analysis; followed by a critical analysis of the marketing mix for ‘Starbucks Porto Alegre’.

Finally, Thompson and Arsel (2004) underline that Starbucks face unique challenges when introduced to new cultures, and even in different states, within the national borders of a same country, a brand can be perceived differently due to regional cultural differences. By the adoption of a local twist to its international strategies, Starbucks, can use the expansion to Porto Alegre as a preparation for the future launching of its products in Uruguay, the cradle of the Gaucho culture.

This teaching case aims to understand the challenges between opening distribution channels and new products The report involves a small Brazilian chocolate factory It presents the structuring, production processes, brand concept, formation of sales prices, and the choice of distribution channels in COVID-19 times The company faced challenges in the market for presenting products with low adherence to distribution channels, high costs and price, and an inadequate brand positioning, resulting in low sales After repositioning itself with a new brand and price concept, the case raises the dilemma: What is the best distribution channel during the crisis period caused by COVID-19 for the newly restructured company? The pedagogical objectives are focused on the analysis of alternatives in the choice of distribution channels, considering the implementation challenges, the transaction costs for products at an early stage, and the scenario of uncertainties resulting from the pandemic, as well...

This study aims to determine the effect of the marketing mix on the decision of guests to stay at Crystal Kuta Hotel. This study uses a purposive sampling technique with a total of 110 respondents. The data used are primary data in the form of questionnaires that have been tested through an instrument test in the form of validity and reliability tests, then the data are analyzed using the classical assumption test as a prerequisite for regression tests and hypotheses using multiple linear regression analysis. The hypothesis test results state that partially the product, price, place and promotion variables have a significant effect on the guest decision to stay at Crystal Kuta Hotel, this is indicated by the product variable regression value (X1) of 0.283 with sig 0,000. Place (X3) of 0.229 with sig 0,000 and promotion (X4) of 0.160 with sig 0.002. While the price variable regression coefficient (X2) is negative at -0.103 with sig 0,000. Simultaneously the marketing mix influences the guest decision to stay at Crystal Kuta Hotel, this is indicated by the sig F value of 0,000 <0,05. Adjusted R Square value of 0.575 means that the guest decision to stay at Crystal Kuta Hotel is influenced by the marketing mix of 57.5% while the remaining 42.5% is influenced by other variables
outside of this study. Based on these results, it can be seen that the most dominant variable affecting the decision of staying guests is the product variable, this is indicated by the regression coefficient of 0.283.

Soon after the concept of a management information system was introduced in the mid-1960s, marketers tailored it to their own unique needs, naming it the marketing information system (MKIS). Several studies have been conducted of how MKISs are used in the Fortune 500 companies, and the authors compare their current findings to those of ten and eighteen years ago.

Globally, the term, ‘marketing’ is not a new phenomenon. It has become the focal point of any business. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. The consumers aim at attaining optimum consumer surplus, be it durables or non-durables, while making such purchases to satisfy their wants. Conversely, the marketers do constantly strive for maximization of profit margin for their survival and growth in the long run. These twin paradoxical ends (producers and consumers) must reach a compromise at a point entailing a profitable and satisfactory exchange of goods. For this reason, the marketers do continually rely on research studies about the dynamic consumer behaviour to position their product planning and development strategies to meet the requirements efficiently. There are innumerous factors inducing their buying behavior of consumers even in brand preferences of durables. This complex consumer buying beh...

—Recently, many people are willing to spend big amount of money for the sake of taking care the attractive appearance by buying trusted cosmetics. Cosmetics which are available in Indonesian market ranged from local products and imported products. Unfortunately, local cosmetics now are facing difficulties when competing with imported cosmetic brands which massively entering Indonesian market. This research analyzes the factors that affect Indonesian young–adults who live in the region of Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) to choose imported cosmetics, which are product quality, brand name, price, promotion, packaging, location and store environment. The result of this research is expected to be helpful for local cosmetics so they will improve and become the main preference for most Indonesian people. The totals of 350 respondents were selected from young-adults who are the users of imported cosmetics in Jabodetabek region. The collected data are analyzed through factor analysis and multiple regression analysis by using SPSS 20. The research found that the factors which have positive relationship with consumer decision-making on imported cosmetics are only brand name, packaging, location and store environment. This result is not precisely similar with the previous study conducted in the same field because of the different targeted respondents. The local cosmetic companies which intended to choose young adults as the target market should consider more intensively on the brand name, packaging, location and store environment of the products.

The increasingly important role played by sponsorship in the marketing mix has given rise to the view that it should be considered a strategic activity with the potential to generate a sustainable competitive advantage in the marketplace. This paper extends that line of argument through the development of a conceptual model of the sponsorship – competitive advantage relationship. In particular,

"The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the criticism on the 4P's emanating from five "traditional" marketing areas - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, Industrial Marketing - and the emerging field of Electronic Marketing.

The paper identifies two main limitations of the Marketing Mix as management tool, common in all examined domains, namely the model's internal orientation and lack of personalisation. It also identifies several area-specific limitations and underlines the need for further research on the issue. The weaknesses identified in the study seem to support the frequently expressed suggestion that marketing scholars should focus their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs of today's and tomorrow's marketer."

This executive summary report is presenting the consumer behaviour of purchasing a Lamborghini Aventador. A clear mission and vision of Lamborghini to ensure that the organisation is on the right track. The objective of the organisation is to produce a grand touring car to compete with the competitors. PESTEL and SWOT analysis helps marketers to have a better understanding of Singapore market. It is very important to know who the targeting audience is; therefore a clear segmentation could lead the marketers to the correct path. Furthermore, 5 steps of consumer decisions elaborate how consumer and marketer dealings with decisions making. Different kinds of social, psychological and personal influence are affecting consumer buying behaviour. Last but not least, marketing mix and recommendation play an important role when the organisation planning to implement new ideas.

Введение: в статье отражена необходимость использования инструментов продвижения инновационного образовательного продукта в рамках реализации концепции «Europe of knowledge» на базе интеграции образования, исследований и инноваций.

Материалы и методы: в процессе написания статьи авторами использовались такие методы, как описательный, анализ научной литературы по вопросам продвижения и внедрения инновационного продукта в сфере образования средствами, которые призваны способствовать научной популяризации не только в ученой среде, но и в широких массах гражданского общества.

Результаты исследования: представлена необходимость использования параметров выставочной деятельности для внедрения и реализации образовательных программ («Теmpus», «Erasmus+» и др.) и установления взаимоотношений вузов с представителями бизнес-сообществ из стран-партнеров. Выявлено различие в механизме воздействия в зависимости от характера целевой аудитории (абитуриент, студент или представитель бизнес-сообщества). Представлены элементы стержневых целей стратегии «Europe 2020» (в частности, в контексте приоритета стремительного роста), а также компоненты семи первостепенных инициатив, определяющих схему стратегического развития стран-членов ЕС на период до 2020 г. в сфере образования.

Обсуждение и заключения: компетентно оформленная выставочная экспозиция, грамотно подготовленные рекламно-информационные материалы, работа с представителями бизнес-сообществ и вузами-партнерами в рамках образовательной выставки может значительно повлиять на количество заявок на принятие участия в программе «Создание потенциала в сфере высшего образования». Продвижение инновационного продукта с использованием некоторых маркетинговых инструментов имеет дифференцированный характер, опосредованный особенностями его позиционирования на рынке.

This study aims to identify and categorize service failures from luxury hotels in Taiwan. A theoretical framework is proposed by adapting marketing mix elements. A total of 411 negative comments were found and extracted from four popular online review websites from 20 luxury hotels in Taipei. The content analysis method was employed for data analysis. The study results show that majority of luxury hotels in Taiwan encounter critical product issues, especially concerning the condition of facilities and equipment offered in the guest rooms. Furthermore, cleanliness of the hotel rooms requires greater attention, especially the cleanliness of room carpets, which could affect the hotel guests' comfort during their stay. The findings and recommendations can provide luxury hotel practitioners in Taiwan a clearer picture about the service problems faced and enable them to conduct further investigations for further improvements. So far, existing studies are lacking of a systematic framework in demonstrating the service failures from online reviews. This research attempts to fill this gap.

Globalization is certainly a widely debated topic nowadays. To the large expansion of the concept contributed the multitude of perspectives which can be addressed on the topic. This paper focuses on the economic perspective on globalization, looking to explain how the process of globalization has influenced the strategies related to the marketing mix, and also the design and the use of specific tools of marketing research. Moreover, by analyzing a series of practical examples, the paper seeks to provide some answers to the dilemma of internationalization versus globalization in marketing activities.