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Journal articles on the topic 'Marketing-Mix'

Author: Grafiati

Published: 4 June 2021

Last updated: 11 September 2023

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1

Ahmed, N. Md Faiyaz. "Rural Marketing Mix." International Journal of Trend in Scientific Research and Development Volume-1, Issue-5 (August 31, 2017): 384–87. http://dx.doi.org/10.31142/ijtsrd2305.

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2

Warrink, Dennis. "The Marketing Mix in a Marketing 3.0 Context." INTERNATIONAL JOURNAL OF INNOVATION AND ECONOMIC DEVELOPMENT 4, no. 4 (2018): 7–30. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.44.2001.

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Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper, therefore, identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in the form of an in-depth literature review. Furthermore, an evaluation of ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview of this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 also aims to result in higher consumer trust through the use of collaboration practices. Moreover, findings suggest that Marketing 3.0 highly impacts six out of the seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as mildly influences place. Therefore, the concept of Marketing 3.0 is a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.

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3

Aly, S., and I. Vrana. "Fuzzy expert marketing-mix model." Agricultural Economics (Zemědělská ekonomika) 51, No. 2 (February 20, 2012): 69–79. http://dx.doi.org/10.17221/5079-agricecon.

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A marketing-mix setting model is presented. The all four P’s are integrated and identified. The model makes strong utilization of relevant experts’ knowledge and expertise through a fuzzy-decision-making system tailored to dynamically set the marketing-mix periodically in response to changing business environment. Quantitative, qualitative, uncertain, and vague variables are handled necessary to provide a realistic solution. The proposed model is particularly applicable to changing business environments that are full of such qualitative, stochastic, uncertain, and vague variables as in the case of agricultural business (e.g., agro-food companies, fertilizers and agro-chemical producers), and generally applicable to any other business sector. The method can be considered as the fuzzy-expert system for determining values of the marketing decision variables. 

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4

Kumar, Prashant, and Bhimrao Ghodeswar. "Green Marketing Mix." International Journal of Asian Business and Information Management 6, no. 3 (July 2015): 42–59. http://dx.doi.org/10.4018/ijabim.2015070104.

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The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

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5

Shoham, Aviv. "Marketing-Mix Standardization:." Journal of Global Marketing 10, no. 2 (October 27, 1996): 53–73. http://dx.doi.org/10.1300/j042v10n02_04.

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6

Todorova, G. "Marketing communication mix." Trakia Journal of Science 13, Suppl.1 (2015): 368–74. http://dx.doi.org/10.15547/tjs.2015.s.01.063.

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7

Londhe, B. R. "Marketing Mix for Next Generation Marketing." Procedia Economics and Finance 11 (2014): 335–40. http://dx.doi.org/10.1016/s2212-5671(14)00201-9.

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8

Mahmoud, Thoria Omer. "Green Marketing: A Marketing Mix concept." International Journal of Electrical, Electronics and Computers 4, no. 1 (2019): 20–26. http://dx.doi.org/10.22161/eec.4.1.3.

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9

Grönroos, Christian. "From Marketing Mix to Relationship Marketing." Management Decision 32, no. 2 (March 1994): 4–20. http://dx.doi.org/10.1108/00251749410054774.

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10

Kubo, Tomokazu. "Variation of Marketing Mix:." Japan Marketing Journal 42, no. 1 (June 30, 2022): 17–27. http://dx.doi.org/10.7222/marketing.2022.032.

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11

Išoraitė, Margarita. "MARKETING MIX THEORETICAL ASPECTS." International Journal of Research -GRANTHAALAYAH 4, no. 6 (June 30, 2016): 25–37. http://dx.doi.org/10.29121/granthaalayah.v4.i6.2016.2633.

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Aim of article is to analyze marketing mix theoretical aspects. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. The importance of each element depends not only on the company and its activities, but also on the competition and time. All marketing elements are interrelated and should be seen in the whole of their actions. Some items may have greater importance than others; it depends mainly on the company's strategy and its activities. Companies that provide services - the provision of services will be a key element. Article arises research questions is marketing mix create added value for enterprises. There are used scientific literature and analysis methods in article. An analysis of the scientific literature, it can be said that the marketing mix measures are the actions and measures necessary to achieve marketing goals. Marketing elements: product, price, place and promotion are used for marketing objectives. These instruments operate most efficiently when all the elements are combined and working together.

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12

Brooks, Neil, and Lyndon Simkin. "Judging marketing mix effectiveness." Marketing Intelligence & Planning 30, no. 5 (July 27, 2012): 494–514. http://dx.doi.org/10.1108/02634501211251025.

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13

Robins, Fred. "The E-Marketing Mix." Marketing Review 1, no. 2 (June 1, 2000): 249–74. http://dx.doi.org/10.1362/1469347002529134.

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14

Pribilovics, Rosanna M. G. "Marketing Mix Case Study." Health Marketing Quarterly 2, no. 4 (June 10, 1985): 75–87. http://dx.doi.org/10.1300/j026v02n04_11.

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15

Woodruff, Christopher E. "Developing the Marketing Mix." Optometry - Journal of the American Optometric Association 75, no. 4 (April 2004): 251–56. http://dx.doi.org/10.1016/s1529-1839(04)70053-6.

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16

Syukur, Patah Abdul, and Fahmi Syahbudin. "KONSEP MARKETING MIX SYARIAH." JURNAL EKONOMI DAN PERBANKAN SYARIAH 5, no. 1 (June 23, 2020): 71–94. http://dx.doi.org/10.46899/jeps.v5i1.167.

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ABSTRAK. Pokok permasalahan yang akan dibahas dalam penulisan ini adalah konsep marketing mix yang sesuai dengan syariah. Penilaian konsep marketing mix yang sesuai syariah ini menilai variabel Product (Produk), Price (Harga), Place (Penempatan), dan Promotion (Promosi) dengan aturan-aturan muamalah dalam islam. Tujuan dari penelitian ini adalah untuk mengetahui dan menjelaskan konsep marketing mix syariah, serta sebagai kontribusi keilmuan berkaitan dengan marketing mix syariah. Teori yang digunakan dalam penelitian ini yaitu teori marketing, marketing mix, serta teori tentang muamalah yangsesuai dengan syariah. Penelitian ini memfokuskan pada penilaian marketing mix dengan aturan-aturan muamalah dalam islam. Metode yang digunakan dalam penelitian ini adalah kajian pustaka baik bersumber data buku ataupun jurnal, sedangkan untuk aspek penilaiannya yaitu ditinjau dari Al -Qur’an, Hadits, Ijtihad para ulama, dan karya ilmiah yang berkaitan dengan penelitian. Penelitian ini menghasilkan konsep marketing mix yang sesuai dengan syariah meliputi variabel Product (Produk), Price (Harga), Place (Penempatan), dan Promotion (Promosi) yang telah disesuaikan dengan aturan-aturan dalam muamalah islam, penelitian ini juga sebagai saran bagi para pelaku bisnis yang ingin menjalankan bisnisnya sesuai syariat Islam. Sehingga konsep marketing mix syariah ini memiliki perbedaan dengan marketing mix pada umumnya karena telah disesuaikan dengan aturan muamalah dalam islam.Kata kunci: marketing, marketing mix, marketing mix syariahABSTRACT. The main issues will be discussed in writing this is how theconcept of marketing mix according to sharia. Assessment the concept ofmarketing mix appropriate sharia this assess variable product, price, place, and promotion into rules muamalah in Islam. The purpose of this study is to find and explain the sharia marketing mix, and as a contribution scientific per taining to sharia marketing mix. A theory that used in this research that is the theory marketing, marketing mix, and a theory about muamalah in accordance with sharia. Methods used in this research is a literature study good sourced data book or journal , while on the aspect of this assessment that is in terms of the Al-Qur’an, Hadith, ijtihad ulama, and the work of scientific relating to the study.This research come up with concepts marketing mix according to shariacovering variable product, price, place, and promotion that has been adjusted for rules in Islamic him, the research also as a suggestion for actors businesses that would like to run business in accordance Islamic sharia. So that the concept of sharia marketing mix it has different to marketing mix in general because has been adjusted for rules him in Islam.Keywords: marketing, marketing mix, sharia marketing mix

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17

Martin, Diane M. "The entrepreneurial marketing mix." Qualitative Market Research: An International Journal 12, no. 4 (September 4, 2009): 391–403. http://dx.doi.org/10.1108/13522750910993310.

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18

Abratt, R. "Marketing ethics and the marketing mix: Managerial issues." South African Journal of Business Management 20, no. 3 (September 30, 1989): 95–100. http://dx.doi.org/10.4102/sajbm.v20i3.948.

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Marketing, more so than any other business discipline, has been criticized by people for hurting consumers, society as a whole, and other business firms. Deceptive prices, high advertising and distribution costs, high-pressure selling and unsafe products are common complaints. This article reviews some of the issues involved. It deals with marketing ethics and its problems and then discusses the role of ethics in the marketing mix. The article calls for marketers to adhere to ethical standards of conduct or face the consequences.

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19

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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20

Baidya, Mehir Kumar, and Bipasha Maity. "Managing marketing mix competition dynamics." International Journal of Business Forecasting and Marketing Intelligence 7, no. 3 (2022): 277. http://dx.doi.org/10.1504/ijbfmi.2022.122900.

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21

Mangobe, Magaliе Mboyo, and Vasil Ilyich Bespiatykh. "MARKETING MIX IN E-COMMERCE." EurasianUnionScientists 4, no. 6(75) (July 21, 2020): 10–12. http://dx.doi.org/10.31618/esu.2413-9335.2020.4.75.852.

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In recent years, the Internet has changed the way we sell and manufacture products, and manage suppliers, customers, and employees. But, the Internet has also made opaque exchanges and fierce competition. The Internet provides an opportunity for direct communication between the enterprise and consumers, which helps to eliminate the barriers that the media are. Thanks to the Internet, the client has more opportunities: to accurately indicate his expectations, the style of the product he is looking for before moving on to the purchase. This change occurs not only at the level of the supplier and client, but also at the level of marketing tools that enterprises use to promote their goods and services. Our goal is to show the methods of electronic integrated marketing, as well as determine which complex provides more opportunities for electronic marketing.

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22

Baidya, Mehir Kumar. "Managing marketing mix competition dynamics." International Journal of Business Excellence 1, no. 1 (2021): 1. http://dx.doi.org/10.1504/ijbex.2021.10046996.

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23

Edwin Putra Surya Prasetyo. "Analisis Marketing Mix DBL Academy." Jurnal Indonesia Sosial Sains 2, no. 6 (June 21, 2021): 878–93. http://dx.doi.org/10.36418/jiss.v2i6.339.

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Olahraga merupakan salah satu pengembangan minat dan bakat manusia yang dapat diasah sejak dini. Salah satu olahraga yang digemari oleh masyarakat Indonesia adalah bola basket. Bola basket cukup populer namun jarang sekali perkembangan minat dan bakat pada olahraga ini terpantau sejak dini. DBL Academy merupakan sarana menyalurkan dan menimba ilmu serta pengembangan diri dari para pesertanya sejak dini. Metode pemasaran DBL Academy menjadi tantangan karena menyasar peserta kelas menengah ke atas sehingga memerlukan metode pemasaran khusus untuk menarik perhatian terutama dari calon mahasiswa DBL Academy. Media sosial merupakan salah satu solusi untuk meningkatkan brand awareness dan mengandalkan promosi dari mulut ke mulut sebagai pemasaran gratis dengan memberikan pengalaman menarik bagi siswa terlebih dahulu kemudian orang tua akan memberikan saran kepada orang lain.

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Maity, Bipasha, and Mehir Baidya. "Managing marketing mix competition dynamics." International Journal of Business Forecasting and Marketing Intelligence 1, no. 1 (2022): 1. http://dx.doi.org/10.1504/ijbfmi.2022.10045674.

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25

Lehtinen, Uolevi. "Combining mix and relationship marketing." Marketing Review 11, no. 2 (August 22, 2011): 117–36. http://dx.doi.org/10.1362/146934711x589363.

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26

Wise, Rick, and Niren Sirohi. "Finding the best marketing mix." Journal of Business Strategy 26, no. 6 (December 2005): 10–11. http://dx.doi.org/10.1108/02756660510632975.

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27

Graber, Michael. "FEATUREMashing up the marketing mix." Interactions 15, no. 4 (July 2008): 22–25. http://dx.doi.org/10.1145/1374489.1374494.

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28

Logman, Marc. "Marketing mix customization and customizability." Business Horizons 40, no. 6 (November 1997): 39–44. http://dx.doi.org/10.1016/s0007-6813(97)90066-5.

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29

Boulding, William, and Eunkyu Lee. "Differentiation via the marketing mix." Marketing Letters 3, no. 4 (October 1992): 343–56. http://dx.doi.org/10.1007/bf00993919.

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30

Simons, Luuk P. A., and Harry Bouwman. "Designing a marketing channel mix." International Journal of Information Technology and Management 5, no. 4 (2006): 229. http://dx.doi.org/10.1504/ijitm.2006.012037.

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31

Gudmundsson, Joachim, Pat Morin, and Michiel Smid. "Algorithms for Marketing-Mix Optimization." Algorithmica 60, no. 4 (February 23, 2010): 1004–16. http://dx.doi.org/10.1007/s00453-010-9393-1.

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32

Gilaninia, Shahram, Mohammad Taleghani, and Nadia Azizi. "Marketing Mix And Consumer Behavior." Kuwait Chapter of Arabian Journal of Business and Management Review 2, no. 12 (August 2013): 53–58. http://dx.doi.org/10.12816/0001270.

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33

Robinson, William T. "Marketing Mix Reactions to Entry." Marketing Science 7, no. 4 (November 1988): 368–85. http://dx.doi.org/10.1287/mksc.7.4.368.

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34

Collier, David A. "New Marketing Mix Stresses Service." Journal of Business Strategy 12, no. 2 (February 1991): 42–45. http://dx.doi.org/10.1108/eb039402.

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35

FONG-BEYETTE, MARGARET L. "Do Counseling and Marketing Mix?" Counselor Education and Supervision 27, no. 4 (June 1988): 315–19. http://dx.doi.org/10.1002/j.1556-6978.1988.tb00773.x.

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36

Hinz, Elmar. "Marketing-Mix in kommunalen Verwaltungen." Innovative Verwaltung 42, no. 7-8 (July 2020): 41–43. http://dx.doi.org/10.1007/s35114-020-0245-9.

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37

Joseph, Legy C. "An Analysis on 7P’s of Service Marketing Mix." International Journal of Psychosocial Rehabilitation 24, no. 5 (April 20, 2020): 3609–16. http://dx.doi.org/10.37200/ijpr/v24i5/pr202069.

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38

Prakash, DR N. R. Mohan, and M. Kethan. "Going Rural – A Glimpse of Rural Marketing Mix." International Journal of Trend in Scientific Research and Development Volume-2, Issue-2 (February 28, 2018): 689–92. http://dx.doi.org/10.31142/ijtsrd9485.

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39

Sari, Rora Puspita. "Marketing Mix Implementation in Small Medium Enterprises: A Study of Galeristorey Online Business." ETIKONOMI 16, no. 1 (March 14, 2017): 115–26. http://dx.doi.org/10.15408/etk.v16i1.3950.

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

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Yang, Chang-Gyu, Yunchu Huang, Kyung-Hoon Yang, and Sang-Gun Lee. "Marketing Strategy on S-Commerce Based upon Marketing Mix." SOP Transactions on Marketing Research 1, no. 1 (May 30, 2014): 62–76. http://dx.doi.org/10.15764/mr.2014.01006.

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Bekh, Kateryna. "A COMPANY’S MARKETING MIX IN TERMS OF GLOCAL MARKETING." Baltic Journal of Economic Studies 2, no. 5 (2016): 10–15. http://dx.doi.org/10.30525/2256-0742/2016-2-5-10-15.

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42

Constantinides, E. "The Marketing Mix Revisited: Towards the 21st Century Marketing." Journal of Marketing Management 22, no. 3-4 (April 2006): 407–38. http://dx.doi.org/10.1362/026725706776861190.

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43

Kreutzer, Ralf Thomas. "Marketing‐Mix Standardisation: An Integrated Approach in Global Marketing." European Journal of Marketing 22, no. 10 (October 1988): 19–30. http://dx.doi.org/10.1108/eum0000000005301.

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Wilson, Mark G., and R. Scott Olds. "Application of the Marketing Mix to Health Promotion Marketing." Journal of Health Education 22, no. 4 (August 1991): 254–59. http://dx.doi.org/10.1080/10556699.1991.10614625.

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45

Sudarman, Daman, and Nor Lailla. "The Influence of Marketing Strategy and Marketing Mix on Marketing Performance of Ready to Drink Beverages Through Brand Image." International Journal of Professional Business Review 8, no. 9 (September 5, 2023): e03539. http://dx.doi.org/10.26668/businessreview/2023.v8i9.3539.

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Purpose: The purpose of this study is to determine the effect of Marketing Strategy and Marketing Mix on Marketing Performance with Brand Image as an intervening variable on ready-to-drink consumers. Theoretical framework: This study is built upon the concepts of marketing strategy, marketing mix, brand image, and marketing performance. These variables are interrelated and are expected to have direct and indirect effects on each other within the context of ready-to-drink consumers. Design/methodology/approach: The method used in this study is primary data collection through distributing questionnaires to ready-to-drink consumers. The number of samples used was 100 people. The data analysis technique employed in this study is Structural Equation Modeling (SEM) using smartPLS assistance. SEM is used to test the relationships between variables and to solve the formulated problems and hypotheses in the study. Findings: The results indicate several significant relationships between the variables. Specifically, Marketing Mix has a positive and significant effect on Purchasing Decisions, Brand Image has a significant effect on Purchasing Decisions, Marketing Strategy has a significant effect on Purchase Interest, and Marketing Mix has a significant effect on Purchase Interest. Additionally, Marketing Strategy has a significant effect on Marketing Performance through Brand Image, and Marketing Mix has an effect on Marketing Performance through Purchase Interest. The study also found that Brand Image has a positive and significant direct influence on the relationship between Marketing Strategy and Marketing Mix on purchasing decisions. Research, Practical & Social implications: The findings of this study highlights the role of Brand Image as an intervening variable in the relationship between Marketing Strategy and Marketing Mix, indicating the significance of branding in shaping consumer perceptions and decisions. The results suggest that marketers should focus on optimizing both Marketing Strategy and Marketing Mix to improve Marketing Performance and attract ready-to-drink consumers. Originality/value: This research lies in its examination of the relationships between Marketing Strategy, Marketing Mix, Brand Image, and Marketing Performance specifically in the context of ready-to-drink consumers. The focus on the specific product category of ready-to-drink beverages adds value to the existing literature in marketing research, providing insights for marketers seeking to enhance their strategies in this competitive market segment.

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46

Sari, Cyntia Novita, and Fernaldi Anggadha Ratno. "Pengaruh Marketing Mix Terhadap Keputusan Nasabah Menabung dengan Religiusitas sebagai Variabel Moderasi." Al-Masharif: Jurnal Ilmu Ekonomi dan Keislaman 8, no. 2 (December 30, 2020): 312–27. http://dx.doi.org/10.24952/masharif.v8i2.3828.

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AbstractThis study aims to measure and analyze the effect of the marketing mix (product, place, price, promotion, process, people and physical evidence) on customer decisions to save at BRI Syariah KC Semarang and the influence of religiosity in moderating the effect of marketing mix on customer decisions to save in BRI Syariah KC Semarang. Based on the results of the study it can be concluded that the first marketing mix (product, place, price, promotion, process, people and physical evidence) has a significant positive effect on customer decisions to save, secondly religiosity moderates the effect of marketing mix on customer decisions to save and third there is a significant positive effect. simultaneous between the marketing mix and the customer's decision to save. AbstrakPenelitian ini bertujuan untuk mengukur dan menganalisa pengaruh marketing mix (produk, tempat, harga, promosi, proses, orang dan bukti fisik) berpengaruh terhadap keputusan nasabah menabung di BRI Syariah KC Semarang serta pengaruh religiusitas dalam dalam memoderasi pengaruh marketing mix terhadap keputusan nasabah menabung di BRI Syariah KC Semarang. Berdasarkan hasil penelitian dapat disimpulkan bahwa pertama marketing mix (produk, tempat, harga, promosi, proses, orang dan bukti fisik) berpengaruh positif signifikan terhadap keputusan nasabah menabung, kedua religiusitas memoderasi pengaruh marketing mix terhadap keputusan nasabah menabung dan ketiga terdapat pengaruh yang positif signifikan simultan antara marketing mix terhadap keputusan nasabah menabung.

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47

Darmawan, Didit, and Elodie Grenier. "Competitive Advantage and Service Marketing Mix." Journal of Social Science Studies (JOS3) 1, no. 2 (July 28, 2021): 75–80. http://dx.doi.org/10.56348/jos3.v1i2.9.

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The marketing mix is one of the most important aspects of marketing activities and plays an important role in creating value and satisfaction to meet customer expectations. The concept of the marketing mix serves as a tool used by an organization to survive in a competitive environment. This concept is controlled by the organization and consists of four main components namely product, price, distribution and promotion. For bids in the form of services, the marketing mix develops into seven components according to the characteristics of the service offer. Three additional components are the service provider, process, physical evidence. The service marketing mix is a formulation of a competitive advantage strategy for organizations. The human factor directly involved in the exchange process makes human resources an important figure of strategic application. Customer-oriented competitive advantage should be implemented by service providers with the appropriate formulation of the marketing mix. Marketing mix and competitive advantage are strategic relationships that are very important for the survival of the company.

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Lestari, Dyah Ayu, and Muhammad Robi Nurwahyudi. "PERAN MARKETING MIX PADA UPAYA MENINGKATKAN PENJUALAN DI PT MEDEQ MANDIRI UTAMA." JURNAL STIE SEMARANG (EDISI ELEKTRONIK) 15, no. 2 (June 19, 2023): 86–97. http://dx.doi.org/10.33747/stiesmg.v15i2.625.

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Abstract The marketing mix is a modification of the traditional marketing concept which originally only consisted of 4 factors. There is an increasing need for marketing concepts so that the marketing mix develops into 7 factors. Using a type of qualitative research that is descriptive. with the method used to research on natural object conditions, where the researcher is the key instrument, data collection techniques are carried out by triangulation including a combination of observation, interviews and documentation. This research is to determine the role of marketing mix in efforts to increase sales at PT Medeq Mandiri Utama. So the object of this study is the role of the marketing mix in efforts to increase sales. The implemented marketing mix strategy plays a very important role in increasing sales volume, one of which is increasing the number of customers and bringing in profits. Besides that, it can improve product quality, competitive prices and sales promotions. Keyword: marketing mix, marketing, sales effort Abstrak Marketing mix adalah modifikasi dari konsep pemasaran tradisonal yang awalnya hanya terdiri dari 4 faktor. Adanya kebutuhan konsep pemasaran yang semakin meningkat sehingga marketing mix berkembang menjadi 7 faktor. Menggunakan jenis penelitian kualitatif yang bersifat deskriptif. dengan metode yang digunakan untuk meneliti pada kondisi obyek yang alamiah, dimana peneliti merupakan instrument kunci, teknik pengumpulan data dilakukan secara triangulasi meliputi gabungan observasi, wawancara dan dokumentasi Penelitian ini untuk mengetahui peran marketing mix pada upaya meningkatkan penjualan di PT Medeq Mandiri Utama. Maka objek dalam penelitian ini adalah peran marketing mix pada upaya meningkatkan penjualan. Strategi marketing mix yang diimplementasikan berperan sangat penting dalam peningkatan volume penjualan, salah satunya adalah peningkatan jumlah pelanggan dan mendatangkan keuntungan. Selain itu dapat melakukan peningkatan produk yang berkualitas, harga yang bersaing dan promosi penjualan. Keyword: bauran pemasaran, pemasaran, upaya penjualan

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Kuzmenko, Yu G., Munther Amin Almandeel, and D. V. Stukalov. "MARKETING MIX TRANSFORMATION IN ELECTRONIC TRADE." Bulletin of Udmurt University. Series Economics and Law 31, no. 6 (December 3, 2021): 963–69. http://dx.doi.org/10.35634/2412-9593-2021-31-6-963-969.

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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.

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Meng, Sam Kin, and Chris Chatwin. "Measuring E-Marketing Mix Elements for Online Business." International Journal of E-Entrepreneurship and Innovation 3, no. 3 (July 2012): 13–26. http://dx.doi.org/10.4018/jeei.2012070102.

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E-marketing strategy is normally based and built upon the traditional 4 P’s (Product, Price, Promotion, and Place) that forms the classic marketing mix; e-marketing’s uniqueness is created using a series of specific and relational functions that are combined with the 4P’s to form the e-marketing mix elements, each of which contain associated e-marketing mix tools that are provided on business web sites to facilitate sales transactions. This research analyses the importance of each e-marketing tool related to its supporting e-marketing mix element. Furthermore, the composite score of each e-marketing mix element is determined. This research concludes with a discussion of the relative weights of e-marketing tools.

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