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Journal articles on the topic 'Marketing 4ps'

Author: Grafiati
Published: 4 June 2021
Last updated: 16 February 2022

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1

Sahir, Syafrida Hafni, and Rosmawati Rosmawati. "Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop Business." Management Analysis Journal 9, no. 4 (December 31, 2020): 459–66. http://dx.doi.org/10.15294/maj.v9i4.42613.

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This research aims to establish a strategic marketing strategy for the Medan City coffee shop company. The methodology used in this study was descriptive qualitative research through the method of the marketing combination 4Ps and Porters five strategic forces theory. The outcome of the analysis provided strategic marketing strategy for all facets of the 4Ps marketing mix, such as product, price, venue, and promotion. As five competitive forces are generated based on Porters, the resulting strategic marketing strategy becomes more oriented. This analysis will be useful for the company owner to take the best strategic marketing approach in particular.
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2

Anderson, L. McTier, and Ruth Lesher Taylor. "McCarthy’s 4Ps: Timeworn or Time-Tested?" Journal of Marketing Theory and Practice 3, no. 3 (July 1995): 1–9. http://dx.doi.org/10.1080/10696679.1995.11501691.

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3

Osborne, Phil, and David Ballantyne. "The paradigmatic pitfalls of customer-centric marketing." Marketing Theory 12, no. 2 (April 10, 2012): 155–72. http://dx.doi.org/10.1177/1470593112441564.

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This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps mix, these marketing perspectives are seldom recognized as problematic. We argue that the firm-centric approach to value creation embedded in these four influential frameworks overwhelms marketing’s customer-centric intent. We also address the question, ‘can (or indeed should) marketing management be customer-centric?’ Our conclusion is that new directions of inquiry are needed, and we offer suggestions that might allow marketing the means to break free from its enduring, firm-centric paradigmatic trap
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4

Lahtinen, Ville, Timo Dietrich, and Sharyn Rundle-Thiele. "Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context." Journal of Social Marketing 10, no. 3 (September 21, 2020): 357–75. http://dx.doi.org/10.1108/jsocm-10-2018-0122.

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Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire. Findings A repeated measures analysis involving 1,076 children demonstrated that a full application of the marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children. Originality/value To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial marketing mix against a promotion only strategy in social marketing.
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Amaral, Sueli Angelica Do. "Os 4Ps do composto de marketing na literatura de Ciência da Informação." Transinformação 12, no. 2 (December 2000): 51–60. http://dx.doi.org/10.1590/s0103-37862000000200004.

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Analisa 60 documentos sobre os 4Ps do composto de marketing em unidades de informação da literatura de Ciência dei Informação no período de 1975 a 1995, para conhecer quantos e quais autores escreveram sobre o tema, qual o pioneiro, quem foi o pioneiro a propor adição de Ps. Apresenta a cronologia dos documentos estudados e discute as 4Ps do composto de marketing. Propõe a adoção da mais completa proposta analisada como forma de garantir o futuro das unidades de informação.
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Resnick, Sheilagh Mary, Ranis Cheng, Mike Simpson, and Fernando Lourenço. "Marketing in SMEs: a “4Ps” self-branding model." International Journal of Entrepreneurial Behavior & Research 22, no. 1 (March 7, 2016): 155–74. http://dx.doi.org/10.1108/ijebr-07-2014-0139.

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Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach –A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK. Findings – SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager. Research limitations/implications – The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable. Originality/value – A “4Ps” model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.
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Festa, Giuseppe, Maria Teresa Cuomo, Gerardino Metallo, and Antonio Festa. "The (r)evolution of wine marketing mix: From the 4Ps to the 4Es." Journal of Business Research 69, no. 5 (May 2016): 1550–55. http://dx.doi.org/10.1016/j.jbusres.2015.10.015.

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8

Chen, Hsiu-Ju. "What drives consumers’ mobile shopping? 4Ps or shopping preferences?" Asia Pacific Journal of Marketing and Logistics 30, no. 4 (September 10, 2018): 797–815. http://dx.doi.org/10.1108/apjml-08-2017-0167.

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PurposeMobile shopping emerges, but the marketing factors driving consumers’ mobile shopping lack clarification. Literature gaps also exist to view mobile shopping from a consumer behavior’s perspective. The purpose of this paper therefore is to empirically explore the issue based on the lifestyle perspective, 4Ps marketing theory and the information system (IS) success model.Design/methodology/approachA survey method was adopted. Data were gathered from consumers who had experience in mobile shopping. The collected data were analyzed with PLS to explore the issues.FindingsThe results showed that platform use habit, price comparison preference, shopping independence preference and promotion marketing quality were significantly associated with consumers’ use of mobile shopping apps/websites. They also showed that promotion marketing quality, price marketing quality and product marketing quality were the important marketing factors driving consumers’ user satisfaction of mobile shopping apps/websites. Finally, the results also indicated the importance of both consumers’ use and user satisfaction of mobile shopping apps/websites in arousing their continuous use intention.Research limitations/implicationsThe results of the study bridge the gap between the 4Ps marketing theory and the IS success model. They provide a direction for further studies to bridge the marketing theories and the IS theories in exploring the development of mobile commerce.Practical implicationsThe results facilitate the management of mobile shopping apps/websites in building and keeping a long-term relationship with consumers through providing good marketing qualities in the core marketing mix. The results also indicate the importance of user satisfaction in branding management and relationship management of mobile shopping apps/websites.Originality/valueThe results showed that price comparison preference and shopping independence preference were significantly associated with consumers’ use of mobile shopping apps/websites due to the convenient access empowered by mobility in shopping services. The results also suggest that with good design in 4Ps marketing qualities of mobile shopping apps/websites, including product, price and promotion, mobile shopping could be a suitable lifestyle satisfying consumers. However, the results also showed that factors driving consumers’ system use and user satisfaction of mobile shopping apps/websites were not the same. Finally, the results validated the significant impact of both system use and user satisfaction in activating consumers’ continuance intention of mobile shopping. They provided a positive link between consumers’ mobile shopping apps/websites use to their keeping the lifestyle of mobile shopping.
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9

Wood, Matthew. "Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B)." Social Marketing Quarterly 14, no. 1 (February 26, 2008): 76–85. http://dx.doi.org/10.1080/15245000701856877.

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This article takes a critical view of the application of marketing theory and concepts, particularly exchange and the marketing mix, to social marketing situations. It draws upon my experience of using traditional concepts and models in the training of health professionals, in addition to the literature. Conceptually and practically there are problems in understanding and applying concepts such as exchange, value, and the 4Ps. The use of behavioral change models adds complexity to the setting and measurement of goals and it can be difficult to identify and sell the benefits of these changes in a similar way to commercial product marketing. Commercial marketing itself is changing with the growth of relationship marketing, interactive communications, and the critical impact of branding. It is argued that social marketing theory and practice needs reconsidering in the light of these developments. There are also important ethical considerations when attempting to introduce marketing concepts and language to health professionals. Following a detailed analysis of the nature of exchange in social marketing, my article considers each of the 4Ps in turn before drawing conclusions and raising questions and issues for further discussion.
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Кваме Овусу, Ансере Джоэл, and Антонина Ухова. "EFFECT OF CORONAVIRUS (COVID-19) PANDEMIC ON MARKETING MIX (4Ps)." Bulletin of South Ural State University series "Economics and management" 14, no. 3 (2020): 180–87. http://dx.doi.org/10.14529/em200319.

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11

Huang, Ming-Hui, and Roland T. Rust. "A strategic framework for artificial intelligence in marketing." Journal of the Academy of Marketing Science 49, no. 1 (November 4, 2020): 30–50. http://dx.doi.org/10.1007/s11747-020-00749-9.

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AbstractThe authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI.
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12

Shiu, Edward, Louise M. Hassan, and Gianfranco Walsh. "Demarketing tobacco through governmental policies – The 4Ps revisited." Journal of Business Research 62, no. 2 (February 2009): 269–78. http://dx.doi.org/10.1016/j.jbusres.2008.01.034.

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13

C. Natividad, Nestor, Rommel G. Rivera, and Isagani F. Pascua. "4Ps of Marketing Among Selected Resorts in Cabanatuan City." International Journal of Advanced Engineering, Management and Science 7, no. 5 (2021): 38–42. http://dx.doi.org/10.22161/ijaems.75.5.

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14

KUYUCU, Mihalis Michael. "RADIO AND MARKETING MİX: THE USE OF 4Ps in THE MARKETING OF RADİO." INTERNATIONAL REFEREED JOURNAL OF MARKETING AND MARKET RESEARCHES, no. 7 (April 30, 2016): 119. http://dx.doi.org/10.17369/uhpad.2016716391.

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15

Pels, Jaqueline, and Michael Saren. "The 4Ps of Relational Marketing, Perspectives, Perceptions, Paradoxes and Paradigms." Journal of Relationship Marketing 4, no. 3-4 (February 21, 2006): 59–84. http://dx.doi.org/10.1300/j366v04n03_05.

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16

Zihagh, Fereshteh. "Moderating Effects of Contextual and Individual Factors on the Relationship between Cultural Precedents and Marketing-Related Norms." Business Ethics and Leadership 3, no. 3 (2019): 39–46. http://dx.doi.org/10.21272/bel.3(3).39-46.2019.

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This paper discusses the effect of corporate culture precedents (i.e., job satisfaction, training, organizational justice, and ethical leadership) on marketing norms acceptance or violation (i.e., unethical practices of 4Ps) in an organization. In the analysis of behavior precedents, this paper analyzes the subsequent stage that predicts ethical behavior: corporate culture precedents. Moreover, the proposed model encompasses the moderating effects of contextual (i.e., ethical optimism, organizational factors, and industry factors) and individual (i.e., moral philosophies, demography, and personality traits) factors on the relationship between cultural precedents and marketing norms acceptance. Based on the discussions, the paper offers a set of propositions regarding the impacts of cultural precedents on marketing norms and the moderating roles of individual and contextual factors. Investigating the predictors of engaging in unethical acts in 4Ps leaves room for research since the attention to the topic has not been balanced and except for promotion and advertisement, other marketing mix variables (i.e., product, price, and distribution management) have attracted limited research focus. According to the proposed model, managers should focus on job satisfaction, training, ethical leadership and organizational/distributive justice to increase the chance of acceptance of marketing norms in the organization. Managers should also be aware of the role of moderating factors such as demography and personal traits of the people who they work with. By considering these roles, managers can better implement marketing norms in the organization. Keywords: Ethical Culture, Cultural Precedents, Marketing-Related Norms, Individual Factors, Contextual Factors.
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Fitzgerald, John, Rebecca Bhiro, and Neal Carbaugh. "CPR FOR THE 4PS: BREATHING NEW LIFE INTO THE MARKETING MIX." European Journal of Business Research 14, no. 1 (March 1, 2014): 69–86. http://dx.doi.org/10.18374/ejbr-14-1.6.

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18

Tapp, Alan, and Fiona Spotswood. "From the 4Ps to COM-SM: reconfiguring the social marketing mix." Journal of Social Marketing 3, no. 3 (October 7, 2013): 206–22. http://dx.doi.org/10.1108/jsocm-01-2013-0011.

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19

McAuley, Andrew. "Reflections on a decade in social marketing." Journal of Social Marketing 4, no. 1 (January 28, 2014): 77–86. http://dx.doi.org/10.1108/jsocm-09-2013-0062.

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Purpose – The purpose of this paper is to reflect on trends within social marketing after ten years of involvement with the field, including being co-founding editor of this journal. Design/methodology/approach – The paper outlines personal interaction in the development of social marketing and then highlights five “millstones” that are identified as limiting factors. Findings – Social marketing has to be more than just communications, has to be more than a definitional toy, has to break free from the straightjacket of the 4Ps and must reach beyond the well-trodden path of services marketing and be prepared to work with industry. Originality/value – Observations on the evolution of social marketing through personal experience of engagement with the field.
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20

Troise, Ciro. "Marketing Strategies in Equity Crowdfunding: A Comparative Study of Italian Platforms." International Journal of Marketing Studies 11, no. 4 (September 29, 2019): 16. http://dx.doi.org/10.5539/ijms.v11n4p16.

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This paper explores equity crowdfunding platforms from a marketing perspective. The present exploratory study attempts to make a double contribution to the current literature on equity crowdfunding. Firstly, it analyzes the marketing strategies of the platforms by focusing on the well-known 4Ps marketing mix framework, i.e. product, price, promotion and placement. Each dimension presents three types of categories. Second, the study investigates the marketing strategies of both large platforms and small platforms, then the differences between these two types of platforms are examined in terms of campaigns’ outcomes, i.e. funding collected (in %), funding amount (in €) and number of investors. Platforms adopt a standardization strategy for pricing and placement, while a differentiation strategy is mainly adopted for promotion and products. Large platforms offer a wider range of services (in particular ongoing campaign services and post-campaign services) and promotional activities (in particular leverage many communication channels). The analyses disclose significant statistically differences between these two types of platforms. Projects posted on large platforms are more likely to get higher campaigns’ outcomes. In literature, little is known about marketing strategies in equity crowdfunding platforms, thus this study tries to fill this gap. The paper is the first to analyze the 4Ps of platforms and to conduct a comparative empirical study to determine the differences of campaigns’ outcomes between large and small platforms. The Italian context represents a significant case of developed country in theme of equity crowdfunding. The results are useful for platform managers, entrepreneurs, investors and authorities.
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K., Abdelrahim, and Hassan K. "Sorghum flour marketing mix (4Ps) in Khartoum state with emphasis on product." Egyptian Academic Journal of Biological Sciences, H. Botany 5, no. 1 (December 1, 2014): 79–84. http://dx.doi.org/10.21608/eajbsh.2014.16831.

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Håkansson, Håkan, and Alexandra Waluszewski. "Developing a new understanding of markets: reinterpreting the 4Ps." Journal of Business & Industrial Marketing 20, no. 3 (May 2005): 110–17. http://dx.doi.org/10.1108/08858620510592722.

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23

Shams, S. M. Riad. "Modernism to Postmodernism." International Journal of Customer Relationship Marketing and Management 4, no. 3 (July 2013): 44–56. http://dx.doi.org/10.4018/jcrmm.2013070103.

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Underlying the 4Ps marketing principle, and with the transdisciplinary input, Relationship Marketing (RM) has evolved as a fundamental concept to respond to the postmodern marketing management issues. A literature review has been conducted to recognize the rationality of the evolvement of RM and how RM responds to the postmodern marketing management issues to meet and exceed contemporary market needs. The findings reveal that RM utilizes the transdisciplinary mode-2 knowledge production (value proposition) approach, based on the value perception of the postmodern market to cope up with the contemporary and latent market trends, which should be substantiated by market competitiveness, cost effectiveness and social (including all associated stakeholders) acceptability. Such a transdisciplinary mode-2 value proposition of RM and its contribution to the postmodern marketing management appears as coherent across markets and industries.
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Jokhu, Jean Richard. "ADAPTASI NEW ENTRANTS MENGGUNAKAN STRATEGI MARKETING DENGAN WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN." Jurnal Muara Ilmu Ekonomi dan Bisnis 4, no. 1 (April 29, 2020): 77. http://dx.doi.org/10.24912/jmieb.v4i1.7568.

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Penelitian ini berupaya untuk mengetahui strategi perusahaan new entrants dalam industri sportswear di Indonesia. Dengan menggunakan perspektif WOM sebagai salah satu faktor lingkungan yang memengaruhi loyalitas pelanggan. Dengan menggunakan proses analisis konfirmatori penelitian ini menggunakan PLS dalam menganalisis data. Jumlah responden berhasil dikumpulkan 77 sampel. Hasilnya penelitian ini menemukan promosi berperan penting dalam strategi Onitsuka memenangkan loyalitas pasar Indonesia. WOM juga berperan penting dalam meningkatkan loyalitas pasar Indonesia. Lebih lanjut penelitian ini menemukan strateegi perusahaan yaitu marketing 4Ps mampu menjelaskan WOM secara simultan. Dengan menggunakan strategi marketing yang berfokus pada harga, promosi, lokasi, dan produk perusahaan dapat meningkatkan WOM yang beredar di masyarakat sehingga dapat memengaruhi loyalitas pelanggan bagi perusahaan new entrants khususnya dalam industri sportswear di Indonesia This study purposed is to find out the strategy of the new entrants company in the sportswear industry in Indonesia. By using the WOM perspective as one of the environmental factors that influence customer loyalty. By using the confirmatory analysis process this study uses PLS in analyzing data. The number of respondents successfully collected 77 samples. As a result this research found that promotion is important for Onitsuka strategy to win the loyalty of the Indonesian market. WOM also plays an important role in increasing the loyalty of the Indonesian market. Furthermore, this study found that 4Ps marketing companies were able to explain WOM simultaneously. Adopting marketing strategies that focus on price, promotions, locations and company goods can increase WOM's circulation in the society in order to thrust consumer loyalty toward new entrant companies, particularly in Indonesia's sportswear industry
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Pistol, Luminita, and Rocsana Ţoniş Bucea-Manea. "The „7Ps”&”1G” that rule in the digital world the marketing mix." Proceedings of the International Conference on Business Excellence 11, no. 1 (July 1, 2017): 759–69. http://dx.doi.org/10.1515/picbe-2017-0080.

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Abstract Recently, digital marketing mix is developing very interesting new features, because of the market dynamics, IT fast development, and globalization phenomena. The old paradigm still base on 4Ps model (product, price, promotion, and place). This research develops a theoretical framework specifically for marketing mix. Starting from a literature review regarding the 4 Ps in marketing and studying the new generation (Z) features, it can be drawn new directions on digital marketing mix, such us people, process, perseverance (other 3P). In the same time the environmental changes urge us to develop and implement new strategies in marketing as to get sustainable eco-innovation. Thus the green marketing (1G) is an important factor in the marketing mix, in raising the awareness on new politics and good practices for protecting the environment. The article brings a new paradigm for marketing mix: 7P+1G, and validate the model by unit root test. A forecast, regarding green marketing, is made with the What-If analysis.
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Ahmad, Farooq, Syed Ali Raza Hamid, and Muhammad Nawaz Qaisar. "Advancing the Field of Social Marketing Through the Lens of Group Dynamics: An Overview and Research Agenda." III IV, no. III (September 30, 2019): 1–10. http://dx.doi.org/10.31703/ger.2019(iv-iii).01.

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Social marketing is an emerging sub-discipline of marketing. Social marketing deals with attitudinal reconstruction and helps to augment behavioral changes to address various social issues. Social marketing also uses conventional elements of 4Ps to influence behavior change. In this study, a systematic literature review was examined from peer-reviewed journals on social marketing. The focus of this literature review was on important theoretical contributions and theories used in the social marketing domain. Social marketing employed the theories initially developed in psychology and social psychology to study the phenomenon of behavior change as a function of intra-individual processing, persuasive techniques, and one-way communication. Individual centered approaches have been used in this context. The role of group dynamics a strategic tool has not been explored in the domain of social marketing. The research paper has identified possible future research areas in the domain of social marketing in the context of group dynamics.
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Oh, Zi Jian, Gai Sin Liem, Safina binti Ismail, Siti Aina Antasya binti Mohd Indera JR, Nur Muslihah binti Abdul Hakim, Ivan Febrianto, Su Wei Sia, et al. "Factors of the Development and Decline in New Industrial Era: A Case Study of 7-Eleven." Journal of The Community Development in Asia 4, no. 1 (January 21, 2021): 1–15. http://dx.doi.org/10.32535/jcda.v4i1.994.

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The purpose of this study is to investigate factors of the development and decline of 7-Eleven in the new industrial era. This study examined the relations between marketing mix strategy (4Ps) and customer satisfaction significantly predicting the development and decline of 7-Eleven. A total of 108 respondents, 56 Malaysian and 52 Indonesian, were involved to collect the data by questionnaires. The regression results provided sufficient evidence that factors of 7-Eleven development are positively related to its marketing mix strategy and customer satisfaction or vice versa. This finding provides profound understanding about the relationship between the development and decline factors in new industrial era, its marketing mix strategy and customer satisfaction.
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Sharma, Prachi. "IMPACT OF COVID-19 ON MARKETING STRATEGY AND EXPENDITURE." International Journal of Advanced Research 8, no. 9 (September 30, 2020): 1475–78. http://dx.doi.org/10.21474/ijar01/11814.

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This paper seeks to analyse the Coronavirus Pandemic (2019) on Marketing Strategy and Expenditure. The virus is currently a global issue and has affected marketing, expenditure, and various marketing strategies worldwide. This virus has impacted different companies, organizations, firms, international and regional markets through their marketing and expenditure operations. Therefore, the effects of COVID-19 on digital marketing, social media marketing, email marketing, 4Ps of marketing, advertisements, and search engines (SEO) are also discussed and examined. The coronavirus pandemic has affected branding, supply chain, advertising and marketing, and retail and marketing. Additionally, the text explores how businesses shifted their marketing strategies to take various directions while cutting down their marketing expenditure. Moreover, it also examines how industries, like travel and hospitality, have been significantly affected. On the other hand, multiple businesses, such as streaming and other online services, experienced varied effects. Generally, several marketing actions have been influenced by the spread of COVID-19, such as corporate social responsibility (CSR), consumption pattern, advertising, marketing communication program, and supply chain.
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Sitanggang, Hartini Basaria Natasya, and Awang Dharmawan. "Strategi Marketing Hary Tanoesoedibjo dalam Usaha Membangun Personal Branding Politik." Jurnal Penelitian Pers dan Komunikasi Pembangunan 20, no. 1 (June 1, 2016): 49–62. http://dx.doi.org/10.46426/jp2kp.v20i1.43.

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Today, many people have already used new media for doing their activities, includes communicating. The benefits in opening the edges each humans and using the innovating technology makes the new media usually used by citizen. These concerns are used by the politic consultant to promote some political parties or some candidates. HaryTanoesoedibjo is one of media businessman in Indonesia who tries to take his way becoming a politician. To increase his electability in politic, a politic consultant for HaryTanoesoedibjo should be able to know the right strategies for HaryTanoesoedibjo. This study was made to know what strategies are right for HaryTanoesoedibjo. This research was using the 4Ps and PDB analysis. Besides that, this study was also intended to know the right platform for HaryTanoesoedibjo in case for succeed his way for president election. The datas in this study are from the analysis in social media and website that used by HaryTanoesoedibjo and some available literatures. Keywords: Political Marketing Strategy, New Media, HaryTanoesoedibjo, ABSTRAK Kekuatan media baru sebagai sumber informasi politik, tidak lepas dari perkembangannya sudah menjadi media mainsream yang membangun interaktivitas bagi sesama penggunanya. Hal inilah yang dimanfaatkan oleh konsultan politik untuk mempromosikan partai politik atau kandidat perseorangan. Hary Tanoesoedibjo, sebagai salah satu pebisnis media yang memasuki jalan sebagai politisi. Dalam menaikkan popularitasnya di dunia politik, konsultan politik yang dimiliki oleh Hary Tanoesoedibjo berusaha menerapkan strategi marketing politik, karena mengingat Partai Indonesia Raya (Perindo) dan Hary Tanoesoedibjo sendiri terbilang baru dalam panging politik nasional. Studi ini dibuat untuk mengetahui bagaimana strategi marketing politik dari tim Hary Tanoesoedibjo. Penelitian ini menggunakanan konsep product, place, price, promotion, dan segmentation (4PS) dan positioning, differentiation, dan branding (PDB). Selain itu, studi ini juga ditujukan untuk mengetahui bagaimana platform media baru yang digunakan oleh Hary Tanoesoedibjo sebagai ketua Partai Persatuan Indonesia (Perindo). Kata kunci: Strategi Marketing Politik, Media baru, Hary Tanoesodibjo.
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Hon, Robin Fairlie. "Naked marketing: How the 4Ps have destroyed business and what to do instead." Journal of Direct, Data and Digital Marketing Practice 12, no. 3 (January 2011): 296–98. http://dx.doi.org/10.1057/dddmp.2010.43.

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31

Gerber, Charlene, Pierre D. Erasmus, Nic S. Terblanche, and Delia Schmidt. "A marketing perspective on the impact of financial and non-financial measures on shareholder value." South African Journal of Economic and Management Sciences 16, no. 2 (May 31, 2013): 216–30. http://dx.doi.org/10.4102/sajems.v16i2.368.

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The pressure for financial accountability contributed to widespread concern about the function of marketing within the company. Consequently, marketers have become preoccupied with measuring the performance of marketing activity. Diverse financial and non-financial methods have been developed to provide evidence of how marketing activity impacts on the bottom line. This article proposes an approach whereby financial and non-financial performance measures are combined to measure the contribution of marketing to sales. Secondary data from two retail brands within the same industry were analysed whereby actual accounting data were adjusted to examine the link between marketing expenditures, specifically with regard to the 4Ps (typical non-financial measures), and sales. The results of the time series regression showed that the nature of the relationship between marketing expenditures and sales is dependent largely on the product characteristics. The link between marketing and sales depicted serves as a starting point from which to build a more robust measurement tool incorporating financial and non-financial marketing performance measures that will serve to justify investment in the marketing of a brand.
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Vynogradova, Olena, and Nina Drokina. "THE STRUCTURE OF AN INTEGRATED INTERNET MARKETING COMPLEX, BASED ON THE MARKETING-MIX CONCEPT." Acta Scientiarum Polonorum. Oeconomia 19, no. 3 (September 18, 2020): 117–26. http://dx.doi.org/10.22630/aspe.2020.19.3.34.

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This research describes the main approaches of digital marketing models based on the marketing mix concept. It outlines the main components of various models, such as: “5W” Internet marketing complex of Mosley-Matchett; “8Р” e-marketing mix of researchers at the National Taiwan University (Chen); “6С” set of elements for an effective website by Chaffey, Mayer, Johnston, Ellis-Chadwick; “4S” web marketing complex of Constantinides; “4Ps+P2C2S3” digital marketing complex (e-marketing mix) created by Kalyanam and McIntyre; “3С+І” digital marketing mix of Pastore and Vernuccio; “SIVA” client-oriented information model of Dev and Schultz; “2P+2C+3S” digital marketing complex presented by Otlakan. The study presents a comparative analysis of the characteristics of these models, and the pros and cons for using each them as part of an integrated Internet marketing strategy. The study also creates a structure of Integrated Internet marketing tools based on the marketing mix concept which includes two blocks of components: key elements found in the traditional “4P” model and adapted to the Internet environment, and the elements “2Р2С2S2”: Personalization & Privacy, Personnel & People, Customer Service, Community, Synergy & Scope. The authors formulate a definition of Internet marketing and Integrated Internet marketing, based on the built structure of integrated Internet marketing of Kalyanam and McIntyre.
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Cancian Pedroso, Lucas Cancian, Fabrise De Oliveira Müller, and Yasmim Muraro Muraro Ragagnin. "Marketing esportivo: Um estudo de caso em uma equipe de futsal." Saber Humano: Revista Científica da Faculdade Antonio Meneghetti 7, no. 11 (December 21, 2017): 177. http://dx.doi.org/10.18815/sh.2017v7n11.215.

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O presente trabalho tem a finalidade de identificar as estratégias de marketing que propiciam visibilidade a um time de Futsal no Rio Grande do Sul. O estudo de caso foi realizado na Assoeva Futsal da cidade de Venâncio Aires. A pesquisa abordou os conceitos referentes ao marketing, os 4Ps, buscando mostrar a relação entre essas definições e as estratégias de marketing que o clube utiliza. A metodologia utilizada foi uma pesquisa qualitativa de cunho exploratório e a coleta de dados foi realizada por meio de entrevistas semiestruturadas. Os resultados demonstraram que as estratégias do Clube mais efetivas promoções para os jogos (descontos em ingressos antecipados), promoções em datas especiais. A divulgação em mídia espontânea da imprensa local ajuda a melhorar a visibilidade tanto da Assoeva quanto do esporte Futsal.
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Hedman, Jonas, Felix B. Tan, Jacques Holst, and Martin Kjeldsen. "Taxonomy of payments: a repertory grid analysis." International Journal of Bank Marketing 35, no. 1 (February 6, 2017): 75–96. http://dx.doi.org/10.1108/ijbm-12-2015-0187.

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Purpose Recent innovations in payment instruments have fundamentally changed the ways we pay. These innovations, such as mobile/SMS payments and online banking, contain features that are likely to influence how people choose to pay. The purpose of this paper is to understand the factors that impact payers’ choice of payment instruments. Design/methodology/approach Through in-depth interviews using the repertory grid technique, the authors explored 15 payers’ perceptions of six payment instruments, including coins, banknotes, debit cards, credit cards, mobile payments, and online banking. The approach draws heavily on organizational systematics to better understand payers’ choice of payment instruments. Findings A four-category taxonomy of payments was developed. The authors refer to the taxonomy as the 4Ps: the purchase, the payer, the payment instrument, and the physical technology. The taxonomy comprises 16 payment characteristics consisting 76 payment features that influence payers’ instrument choice. One characteristic not known in prior research was identified – that is, “cancellation” – a characteristic more frequently associated with digital payment instruments than with cash or checks. Research limitations/implications The findings suggest that payers view payment instruments in a much broader sense, including context, control, or cultural beliefs. Consequently, the authors suggest that researchers try to understand the essence of an innovation before assuming any economic rationalism in human or organizational behavior. The authors also urge researchers to understand the underlying meaning behind constructs of interest; as this study has shown that concepts like context and convenience have many different interpretations. Practical implications According to McKinsey (2014) there are over 12,000 startups in the payment arena. For them, the taxonomy can function as a template for the design of payment instruments, as well as understanding the various factors that influence payer choice of payment instruments. Originality/value The main contribution of this paper is the 4Ps taxonomy of payments. The taxonomy builds on and extends the work by Hirschman (1982). Since this work, and despite recent trends in payments, there has not been a comprehensive investigation that takes into account more recent innovations in payment instruments.
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Akgun, Ali E., Halit Keskin, Hayat Ayar, and Tuba Etlioglu. "Why companies go positive marketing innovations: a new theoretical prototype for 4Ps of innovation." Pressacademia 6, no. 2 (June 30, 2017): 70–77. http://dx.doi.org/10.17261/pressacademia.2017.496.

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Doucette, William R., and Randal P. McDonough. "Beyond the 4Ps: Using Relationship Marketing to Build Value and Demand for Pharmacy Services." Journal of the American Pharmaceutical Association (1996) 42, no. 2 (March 2002): 183–94. http://dx.doi.org/10.1331/108658002763508470.

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Sam, Kin Meng, and Chris Chatwin. "CHINESE GAMBLERS’ PERCEPTIONS OF E-MARKETING MIX ELEMENTS FOR ONLINE CASINOS." Journal of Gambling Business and Economics 9, no. 1 (May 29, 2015): 58–76. http://dx.doi.org/10.5750/jgbe.v9i1.908.

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Internet ubiquity has revolutionized numerous industries, making online shopping and auctions a profitable business sector that is now impacting on the casino industry. Different e-marketing approaches have been widely adopted by online casinos to facilitate betting transactions. The uniqueness of e-marketing is characterized via a series of specific and relational functions that are combined with the traditional 4Ps (Product, Price, Place and Promotion) to form the e-marketing mix elements. The renown and popularity of gambling on internet casinos is growing rapidly, with the online casino business seeing significant growth in Europe, Asia and South America. In China, there are twice as many online gamblers as there are online shoppers. In this study, the perceptions of Chinese gamblers are analyzed to find out: i) the demographic effect on their perceptions of e-marketing mix elements offered by online casinos; ii) the relationships between their perceptions of e-marketing mix elements. The results can provide a reference strategy for the investors in online casinos to develop e-marketing plans for the online businesses.
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Okeudo, Geraldine, and Okoli Margaret. N. "The Impact of Marketing Mix (4Ps) on Warehousing Operations: Case Study of Unilever Nigeria PLC." American Journal of Business and Management 2, no. 2 (May 30, 2013): 155. http://dx.doi.org/10.11634/216796061706282.

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The study investigates the impact of marketing mix (4ps) on warehousing operations with a case study of Unilever Nigeria Plc. with objectives to aim at establishing a link between the resultant effects of marketing mix efforts on warehousing operations to find challenges and opportunities to improve on. Data used where secondary data collected from the warehouse activity profiles. Through-put/hour is used the estimated the activity at the warehouse; Sales in volumes is used the estimated the sales level. Data was analysed the regression model to determine what influence that marketing mix elements has on warehouse activity levels. Findings show that the higher sales go the higher the activities that constitute warehousing operations in the warehouse and price and promotional activities has a low influence on this warehouse operations. Consequently, it was concluded that the price and promotion activities have low influence on the model while sales-in-volume has the highest influence on the model. The relationship shows that the higher the volume-in-sales the activity is the warehouse operations while price and promotion activities do not have consider impact on these activities. We therefore recommend that Companies should develop better internal information system so as to effectively convey the information on real time basis within the firm especially when these warehouses are operated of decentralized policy.
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Lin, Chia-Wei Joy, Feisal Murshed, and Yinlong Zhang. "Revisiting Precipitation-Induced Smoking: The Role of Hedonic Versus Utilitarian Advertising Message on Smoking-Related Intervention." Social Marketing Quarterly 26, no. 3 (July 23, 2020): 204–17. http://dx.doi.org/10.1177/1524500420942429.

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Background: Smoking-related intervention remains an important social marketing challenge. This article investigates the role of precipitation in driving smoking initiation and, by extension, examines how the nature of the persuasive appeal of anti-smoking messages can mitigate this effect. Focus of the Article: Research and Evaluation, Insights on Social Marketing-Mix (i.e., 4Ps). Research Question: This article aimed to investigate the role of precipitation in driving smoking initiation as well as to examine how the nature of the persuasive appeal of anti-smoking messages might moderate this effect. Importance to the Social Marketing Field: This research extends prior literature exploring how external factors might impact cigarette consumption. Also, this study brings a new understanding regarding the role of affect in everyday consumption and enriches the literature studying downstream consequences of negative affect and emotion regulation. Moreover, this research contributes to the theory of consumption motive and yields managerial implications into the social marketing domain regarding curbing precipitation-induced smoking. Methods: This research utilizes a survey (Study 1) and a controlled laboratory experiment (Study 2). Results: The results provide converging evidence that precipitation tends to induce one’s negative mood, which in turn triggers urges to smoke (Study 1—marginally significant main effect of weather: p = .058). Furthermore, the hedonic (vs. utilitarian) anti-smoking message is more likely to mitigate the precipitation-induced cigarette smoking (Study 2—significant interaction between weather and persuasion type: p = .04). Recommendations for Research or Practice: This research deepens the understanding of how natural environment, and precipitation, in particular, is linked to cigarette-smoking behavior and contributes to the literature on cigarette consumption and affect regulation. For social marketers and policy makers, the findings offer actionable insights into leveraging social marketing-mix (i.e., 4Ps) in the context of smoking-related interventions. Limitations: Conceptualization of negative mood was broad. Future research should investigate the specific types of negative moods (e.g., anger, depression, sadness) for a more nuanced understanding of the precipitation effect.
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Roy, Subhadip, and Sunny Bose. "Punascha: marketing strategies of a Bengali publisher." Emerald Emerging Markets Case Studies 1, no. 4 (October 1, 2011): 1–18. http://dx.doi.org/10.1108/20450621111186174.

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Subject area Marketing, Marketing environment, Marketing strategy. Study level/applicability Post Graduate (MBA), Executive Education Program. Case overview The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in-depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful. Expected learning outcomes Understanding the basics of 4Ps of marketing and how they are used in synchronisation with each other to achieve the marketing objectives. Understanding the role of marketing environment in marketing strategy. Realizing the need of a new product development strategy. Assessing the need of non-traditional modes of marketing communications and its role in product promotion. Supplementary materials Teaching notes.
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Fahmi Al-Zyoud, Mohammad. "Employing marketing mix to increase the efficiency of CRM within organic products marketers in Jordan." Innovative Marketing 15, no. 2 (June 25, 2019): 84–95. http://dx.doi.org/10.21511/im.15(2).2019.07.

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Marketing mix appeared to be one of the most influential approaches on the marketing plans in the organizations. The current study seeks to examine the influence of marketing mix (4Ps – promotion, price, place and product) on the efficiency of CRM (responsiveness, empathy, customer relations, assurance and reliability) within the organic products market in Jordan. The researcher employed the quantitative approach through distributing a questionnaire on total of 37 individuals who were involved in the marketing field of organic products. The results of the study indicated that marketing mix appeared to have an influence of the efficiency of CRM practices within the marketing of organic goods in Jordan. The most influential variable appeared to be the price, which is considered to be high for organic product in Jordan, and that is why customer tend to avoid such product. Following the price came the variable of product, which was important as customers tend to give much emphasis on the specifications of the product and the fact that it is healthy and organic tends to appeal them regardless of the price. The study recommended increasing the level of awareness regarding organic products marketing strategies among the marketing managers in Jordan.
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Levit, Tatiana, Magdalena Cismaru, and Alexis Zederayko. "Application of the Transtheoretical Model and Social Marketing to Antidepression Campaign Websites." Social Marketing Quarterly 22, no. 1 (December 15, 2015): 54–77. http://dx.doi.org/10.1177/1524500415620138.

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Antidepression social marketing (SM) campaigns are often accompanied by comprehensive websites to engage and help people with mental health problems; however, the use of theory is not always apparent. The transtheoretical model (TTM) involves five stages of change through which a person transitions to a healthier life. This paper combines TTM and the fundamental principles of SM, such as consumer orientation, targeting, and value creation and exchange through 4Ps (product, place, promotion, and price), and applies them to mental e-health. We create a set of detailed criteria to guide the development of antidepression websites. These criteria are further used to analyze the online content of five antidepression campaigns and to demonstrate the relevance of TTM and SM to online delivery of the information and self-help interventions in the context of depression.
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Pee, L. G. "Negative Online Consumer Reviews." International Journal of Market Research 58, no. 4 (July 2016): 545–67. http://dx.doi.org/10.2501/ijmr-2016-035.

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This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR). NOR are often inevitable, have a much wider reach, dwell much longer and threaten product sales. It is therefore necessary to understand how the negative impact can be managed more actively. The marketing variables are conceptualised for the e-commerce context. Analysis of objective data on 500 books supports the hypotheses and provides empirical evidence for the relative effectiveness of the variables. In addition to adapting the 4Ps framework of marketing management to the e-commerce context, this study highlights the need and potential to extend theoretical development and research efforts beyond the antecedents and effects of NOR to understand how to manage NOR. The findings have practical relevance for e-commerce businesses. Avenues for future research are also identified.
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Mustafa, Aziam. "The Effect of Marketing Strategies on the Performance of Travel Insurance." International Journal of Business and Management 2, no. 5 (October 25, 2018): 1–8. http://dx.doi.org/10.26666/rmp.ijbm.2018.5.1.

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: Travel Insurance is a trade of complexity involving variety of independent components such as hotels, transports, tour operators, travel agents, various governments and private bodies. Hence, the demand for travel insurance is influenced by various factors: economy, institution, society and demographic. The objective of this research is to discern the effect of marketing strategies upon travel insurance services in Malaysia. Organizations own a marketing department that is responsible for the progress of sales volume, development of new products and adequacy of customer satisfaction and maintenance of market share. This department establish marketing strategies to attain the objectives of organization. Thus, the study is attempting to identify the effect of marketing strategies on the efficacy of travel insurance companies. Marketing strategies are referred to the 4Ps: product, place, promotion and price. The study is commenced at Ace Jemeh Insurance Bhd, Tune insurance company, Etiqa Insurance and Takaful Insurance in Shah Alam involving majority of the staff body. The results presented a significant relation between marketing strategical factors (product and sales promotion) and achievement in terms of sales volume, cost management, innovation and creativity and customer satisfaction of travel insurance company
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Zineldin, Mosad, and Sarah Philipson. "Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps." Journal of Consumer Marketing 24, no. 4 (July 3, 2007): 229–41. http://dx.doi.org/10.1108/07363760710756011.

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Hayat, Kauser, Shahid Jan, Fayaz Ali Shah, Aamir Nadeem, and Wahid Raza. "Impact of Green Marketing Mix (4Ps) on Firm Performance: Insights from Industrial Sector Peshawar, Pakistan." Sarhad Journal of Management Sciences 5, no. 1 (June 30, 2019): 143–56. http://dx.doi.org/10.31529/sjms.2018.5.1.10.

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Glassman, Tavis J., and Robert E. Braun. "Confusion Surrounding Social Marketing Strategies and Social Norm Theory: To Prevent High-Risk Drinking among College Students." Social Marketing Quarterly 16, no. 2 (May 25, 2010): 94–103. http://dx.doi.org/10.1080/15245001003746741.

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High-risk drinking, the consumption of 5 or more drinks on one occasion, constitutes a serious public health issue among young adults, particularly college students. In an attempt to address this issue in a cost-effective manner, many universities have implemented social marketing interventions sometimes utilizing social norm theory and in other cases using more traditional strategies. However, some practitioners, school officials, and even researchers incorrectly use the terms social marketing and social norms marketing, interchangeably. Social marketing influences health behavior through the use of marketing principles, such as the use of the 4Ps (product, price, placement, and promotion) to increase knowledge, change attitudes, and motivate individual or societal change. Conversely, social norms represents a specific theory which can be applied using social marketing principles. Social norm interventions are designed to correct peoples' misconceptions concerning the prevalence of a particular behavior. Theorists assert that by providing accurate information concerning the prevalence of the behavior of interest people will alter their behavior to fit the“norm.” Using social marketing approaches with or without social norms theory represents a promising cost-effective strategy for addressing high-risk drinking among college students. However, failing to understand and appreciate the conceptual underpinnings of how these two concepts relate to one another may result in ineffective interventions and conclusions concerning the efficacy of social marketing and/or social norms theory.
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Metzler, Mutsumi, and Patricia S. Coffey. "Using Consumer Data to Inform Marketing Strategies for Chlorhexidine for Umbilical Cord Care Programming in Kenya and Nigeria." Social Marketing Quarterly 24, no. 4 (October 7, 2018): 235–48. http://dx.doi.org/10.1177/1524500418797296.

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Introduction: To date, distribution and communication channels being used at the country level for the introduction of 7.1% chlorhexidine digluconate (CHX) for umbilical cord care have been selected based on experience and knowledge gained through other public health programs rather than using results from targeted consumer research related to the 4Ps of social marketing (product, place, price, and promotion). Objective: To identify effective place and pricing strategies for the introduction of CHX in Nigeria and Kenya. Study Design: Observational cross-sectional study of potential consumers in two countries. Method: Data were collected from women who (i) were currently pregnant and had birthed a child previously or (ii) had delivered an infant within the past 3 months through face-to-face household interviews using structured questionnaires in four states in Nigeria ( n = 319) and four regions in Kenya ( n = 604). Results: The use of cord care substances, timing of use, product channels and prices that women pay for them, and preferences related to CHX are highlighted. Conclusions: Country-specific and audience data related to the 4Ps should be used to develop context-specific strategies that address the preferences of women. For example, in Nigeria, using retailers to distribute CHX would be a reasonable strategy, whereas in Kenya, use of retailers would be better as an augmentative strategy. Differentiating CHX from existing cord care substances, especially methylated spirits, is important for both countries. In Kenya, the strategy should articulate the benefits of CHX compared to dry cord care in areas of suboptimal hygienic conditions. In both countries, pricing CHX slightly lower than methylated spirits may be the optimal pricing strategy, given that the perceived value/benefits of the two products are similar.
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Basirat Baygi, Mojtaba, and Seyed Reza Emam. "Using The Fuzzy Ahp Methodology In Customerâs Purchasing Decision-making Process Based On Marketing Mix 4ps." Journal of Mathematics and Computer Science 02, no. 04 (May 25, 2011): 619–30. http://dx.doi.org/10.22436/jmcs.02.04.06.

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Orton, L. C., F. Lloyd-Williams, H. Bromley, C. Hawkes, D. C. Taylor-Robinson, M. O’Flaherty, M. Moonan, M. Rayner, and S. Capewell. "PP11 Using the “4Ps” Marketing Approach to Evaluate Health-Promoting Food Policies. A Rapid Scoping Review." Journal of Epidemiology and Community Health 67, Suppl 1 (September 2013): A53.1—A53. http://dx.doi.org/10.1136/jech-2013-203126.110.

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