Journal articles: 'International marketing mix'

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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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Robles, Fernando, and Syed H. Akhter. "International Catalog Mix Adaptation." Journal of Global Marketing 11, no. 2 (June 11, 1997): 65–91. http://dx.doi.org/10.1300/j042v11n02_05.

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Powers, Thomas L., and Jeffrey J. Loyka. "Adaptation of Marketing Mix Elements in International Markets." Journal of Global Marketing 23, no. 1 (January 29, 2010): 65–79. http://dx.doi.org/10.1080/08911760903442176.

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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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Shoham, Aviv, and Fredric Kropp. "Explaining international performance: marketing mix, planning, and their interaction." Marketing Intelligence & Planning 16, no. 2 (April 1998): 114–23. http://dx.doi.org/10.1108/02634509810209641.

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Szymanski, David M., Sundar G. Bharadwaj, and P. Rajan Varadarajan. "Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation." Journal of Marketing 57, no. 4 (October 1993): 1–17. http://dx.doi.org/10.1177/002224299305700401.

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An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. Of the two aspects relating to standardization of marketing strategy across national markets—(1) standardization of the pattern of resource allocation across marketing mix variables integral to a business's marketing strategy and (2) standardization of the strategy content with respect to individual marketing mix variables—the latter has been the subject of numerous conceptual articles. However, there is a relative dearth of empirical studies on both issues. To partially fill this void, this study addresses empirically the question of the standardization of the pattern of resource allocation among marketing mix variables across national markets. The question is addressed by examining whether competitive strategy and industry structure variables affect market share and business profits similarly or dissimilarly across Western markets, that is, the U.S., U.K., Canada, and Western Europe. The results reveal that with few exceptions, the effects of competitive strategy and market structure variables generalize across these markets. The study findings provide insights into both the merits of standardizing the strategic resource mix across Western markets and the competitive strategy and market structure variables that are major explanators of business performance across Western markets.

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S. Rolbina, Elena, Natalia V. Kalenskaya, Aida Z. Novenkova, and Wilfred Isioma Ukpere. "Marketing foundation for retail and office center’s tenant mix." Problems and Perspectives in Management 14, no. 1 (April 11, 2016): 228–34. http://dx.doi.org/10.21511/ppm.14(1-1).2016.11.

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The issues of retail and office center structure formation are developed and presented in the existent literature. This article argues that in each case, these issues need to be refined depending on the location, the number of neighborhood and the surrounding streets’ residents, the presence of other shops and services within walking distance, etc. The purpose of this article is to confirm the abovementioned specificity during the marketing research, in order to evaluate the significance of the factors forming the structure of retail and office center for the population and future tenants. A survey of 200 residents and 100 business owners and managers was conducted. The study’s results allow the formulation of a framework of retail and office center, determining the number of tenants, taking into account their preferences, and getting a list of interested tenants. It also shows the way to facilitate optimization of the layout of the center with regards to the requirements of the anchor tenants, high-footfall shops and customers; to develop the best routes to distribute customers across the floors and center’s zones

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Kraft, Patricia, Michael Dowling, and Roland Helm. "International orientation, marketing mix, and the performance of international German 'mittelstand' companies." International Journal of Business and Globalisation 8, no. 3 (2012): 293. http://dx.doi.org/10.1504/ijbg.2012.046207.

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Frey, John B. "Commentary on “Marketing Mix Reactions to Entry”." Marketing Science 7, no. 4 (November 1988): 386–87. http://dx.doi.org/10.1287/mksc.7.4.386.

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Gaskin, Steven P. "Commentary on “Marketing Mix Reactions to Entry”." Marketing Science 7, no. 4 (November 1988): 388–89. http://dx.doi.org/10.1287/mksc.7.4.388.

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Mehrotra, Sunil. "Commentary on “Marketing Mix Reactions to Entry”." Marketing Science 7, no. 4 (November 1988): 390. http://dx.doi.org/10.1287/mksc.7.4.390.

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Mirković, Milena, and Dejana Kulina. "Marketing Communications as Important Segment of the Marketing Concept." ECONOMICS 4, no. 1 (June 1, 2016): 165–80. http://dx.doi.org/10.1515/eoik-2015-0031.

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Summary New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products or services is also changing and expanding its activities in line with international market. This leads to the creation of an international marketing concept and system as a specific approach to the processing of international economic relations. An important segment of implementation of the marketing concept is the marketing communication, which in terms of the limited number of international barriers. It is certainly possible to overcome with a well-defined marketing strategy. Clearly defined marketing strategy and well-prepared marketing mix remove barriers, to meet the set goals and lead to positive results for the company.

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Manrai, Ajay K. "New Research on Designing Elements of an International Marketing Mix." Journal of Global Marketing 32, no. 3 (May 27, 2019): 137–38. http://dx.doi.org/10.1080/08911762.2019.1620457.

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Stojkovic, Aleksandar, Desislava Stoykova, and Patrick Geurts. "Modification of the international marketing mix in the e-environment." Bizinfo Blace 7, no. 2 (2016): 15–27. http://dx.doi.org/10.5937/bizinfo1602015s.

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Chen, Yanru. "Marketing China after Tiananmen: Marketing mix as applied to the promotion of international tourism." Asian Journal of Communication 3, no. 2 (January 1993): 75–93. http://dx.doi.org/10.1080/01292989309359583.

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Davies, Gary, and Hong Liu. "The retailer's marketing mix and commercial performance." International Review of Retail, Distribution and Consumer Research 5, no. 2 (January 1995): 147–65. http://dx.doi.org/10.1080/09593969500000011.

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Manchanda, Puneet, Peter E. Rossi, and Pradeep K. Chintagunta. "Response Modeling with Nonrandom Marketing-Mix Variables." Journal of Marketing Research 41, no. 4 (November 2004): 467–78. http://dx.doi.org/10.1509/jmkr.41.4.467.47005.

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Luan, Y. Jackie, and K. Sudhir. "Forecasting Marketing-Mix Responsiveness for New Products." Journal of Marketing Research 47, no. 3 (June 2010): 444–57. http://dx.doi.org/10.1509/jmkr.47.3.444.

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van Waterschoot, Walter, and Christophe van den Bulte. "The 4P Classification of the Marketing Mix Revisited." Journal of Marketing 56, no. 4 (October 1992): 83. http://dx.doi.org/10.2307/1251988.

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van Waterschoot, Walter, and Christophe Van den Bulte. "The 4P Classification of the Marketing Mix Revisited." Journal of Marketing 56, no. 4 (October 1992): 83–93. http://dx.doi.org/10.1177/002224299205600407.

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McCarthy's 4P classification of the marketing mix instruments has received wide acceptance in past decades. In recent years, however, increasing criticism has been voiced, among other reasons because of its inherent negative definition of sales promotion and its lack of mutual exclusiveness and collective exhaustiveness. The authors evaluate the 4P classification against the criteria proposed by Hunt and present an improved classification.

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Akgün, Ali Ekber, Halit Keskin, and Hayat Ayar. "Standardization and Adaptation of International Marketing Mix Activities: A Case Study." Procedia - Social and Behavioral Sciences 150 (September 2014): 609–18. http://dx.doi.org/10.1016/j.sbspro.2014.09.080.

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Reday, Peter, Theresa Billiot, and T. F. J. Steyn. "A SERVICE MARKETING MIX FOR THE SHORT TERM INTERNATIONAL STUDY TOUR." International Journal of Business Research 14, no. 3 (October 1, 2014): 29–36. http://dx.doi.org/10.18374/ijbr-14-3.2.

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Carpenter, Gregory S. "Modeling Competitive Marketing Strategies: The Impact of Marketing-Mix Relationships and Industry Structure." Marketing Science 6, no. 2 (May 1987): 208–21. http://dx.doi.org/10.1287/mksc.6.2.208.

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Syapsan. "The effect of service quality, innovation towards competitive advantages and sustainable economic growth." Benchmarking: An International Journal 26, no. 4 (May 7, 2019): 1336–56. http://dx.doi.org/10.1108/bij-10-2017-0280.

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Purpose The purpose of this paper is to determine the effect of service quality and innovation on competitive advantage and sustainable local economy, with marketing mix strategy as the mediating variable (Study in small and medium enterprise (MSME) in Java and Sumatera). Design/methodology/approach The study population of this paper is the MSME in Sumatera and Java Islands in Indonesia, as the highest population in Indonesia in 2010–2016 (portion of MSME in Indonesia: Java 58.29 percent and Sumatera 22.22 percent, or total 80.51 percent), and total 16 province in Indonesia: Aceh, Sumatera Utara, Riau, Sumatera Barat, Jambi, Sumatera Selatan, Bengkulu, Lampung, Kep Riau, Kep Bangka Belitung (Sumatera Island), and Banten, DKI Jakarta, Jawa Barat, Jawa Tengah, Jawa Timur, DI Yogyakarta (Java Island). The analysis used in this study is a quantitative approach, namely, structural equation modeling based on variance, also known as the WarpPLS method. Findings The findings of this study are as follows: first, service quality has an influence on marketing mix strategies, meaning the application of service quality according to customer needs will create satisfaction. In other words, the better the quality of service provided, the higher the customer satisfaction will be. Second, the quality of service has a direct influence on creating a sustainable local economy, meaning that improving service quality to understand customer needs can enhance sustainable economic growth and competitive advantage through marketing mix strategies. This means that improving service quality in accordance with customer needs will improve the marketing mix strategy leading to a sustainable local economy. Third, the marketing mix strategy has a positive influence on the sustainable local economy, meaning that the higher the marketing mix strategy, the better the strategy for sustainable economic growth and competitive advantage will be. Originality/value The effect of marketing mix strategy as mediation (using the Sobel test) on the influence of service quality and product innovation on sustainable local economy and competitive advantage is shown in this study. No previous research studies this relationship at the research location: MSME in Indonesia, especially in Java and Sumatra Islands. Hence, this is one of few studies comprehensively evaluating the effect of service quality and innovation, toward competitive advantages and local sustainable economic: marketing mix strategy as mediating variable (study in MSME in Java and Sumatera).

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Venaik, Sunil, and David F. Midgley. "Archetypes of marketing mix standardization-adaptation in MNC subsidiaries." European Journal of Marketing 53, no. 2 (February 11, 2019): 366–99. http://dx.doi.org/10.1108/ejm-11-2017-0861.

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Purpose This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy, environment and performance through the theoretical lenses of fit and equifinality. Design/methodology/approach The authors use a mail survey to collect data from MNC subsidiary business units located in multiple countries. They apply a novel archetypal analysis method to identify the diverse archetypes of marketing mix standardization-adaptation in MNC subsidiaries. Finally, through cross-tabulation and regression analysis, they examine the relationships between MNC strategy, environment and performance. Findings They identify four archetypes of MNC subsidiary standardization-adaptation including a new archetype that is not recognized in the literature. This analysis finds partial support for both fit and equifinality, suggesting complementarity between the two theories. Research limitations/implications The study could be extended with longitudinal data to examine the dynamics in MNC marketing mix strategy and performance in response to the changing business environment. Practical implications The findings suggest that MNC subsidiary managers could deploy a broader set of international marketing strategy configurations than those currently prescribed to enhance performance. Originality/value The authors use a novel configuration-based archetypal analysis method and extend the theoretical typology of international marketing strategies pursued by MNC subsidiaries. The partial support for both fit and equifinality expands the theoretical lens through which we can examine the relationships between MNC marketing strategy, environment and performance.

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Swait, Joffre, and Tülin Erdem. "The Effects of Temporal Consistency of Sales Promotions and Availability on Consumer Choice Behavior." Journal of Marketing Research 39, no. 3 (August 2002): 304–20. http://dx.doi.org/10.1509/jmkr.39.3.304.19106.

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The importance of consistency of the marketing mix is widely regarded as a key marketing principle. Consistency is commonly understood to apply among marketing mix elements, but it also involves a temporal dimension: Marketing messages and, more generally, marketing mix strategies should achieve some degree of consistency over time. In this article, the authors focus on a particular aspect of marketing mix consistency over time in the context of frequently purchased packaged consumer goods: They investigate the impact of temporal consistency on store promotions, as well as the availability of the product on the shelf, on consumer product evaluations (utilities) and choices. In this specific context, temporal (in)consistency captures the degree of variability of prices, displays, and features, as well as availability over time, for a stockkeeping unit. The authors find that sales promotion mix consistency over time affects both consumer utility mean and scale and thus consumers’ choices and brand shares. Lack of sales promotion mix consistency is generally deleterious to consumer brand evaluations through (1) decreases to average valuations and (2) decreases in scale, both of which can lead to decreases in market share.

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Ramani, Nandini, and Raji Srinivasan. "Effects of Liberalization on Incumbent Firms’ Marketing-Mix Responses and Performance: Evidence from a Quasi-Experiment." Journal of Marketing 83, no. 5 (July 3, 2019): 97–114. http://dx.doi.org/10.1177/0022242919860085.

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Many markets are liberalizing by opening up their economies to foreign competition, with the expectation that this will increase economic growth. While foreign competitors with superior technology and management practices pose serious threats to incumbent firms, they also provide them an opportunity to gain new marketing knowledge. How do incumbent firms respond to liberalization? Can incumbent firms’ marketing-mix responses affect their performance following liberalization? Addressing these questions, the authors examine incumbent firms’ marketing-mix responses to liberalization and the impact of these responses on performance, using the quasi-experiment of liberalization reforms in India. Estimation results from a panel of 3,927 firms in the period 1989–2000 suggest that while all incumbent firms intensified their product and promotions in response to liberalization, only incumbent firms with greater domestic market knowledge intensified their advertising and distribution responses. Furthermore, incumbent firms’ marketing-mix responses significantly affect their performance outcomes. The research’s findings extend theory and provide practical guidelines on how incumbent firms can design marketing-mix responses to liberalization to improve performance.

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Varadarajan, P. Rajan, and Anil Menon. "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy." Journal of Marketing 52, no. 3 (July 1988): 58–74. http://dx.doi.org/10.1177/002224298805200306.

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Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.

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Rust, Roland T., and Peter C. Verhoef. "Optimizing the Marketing Interventions Mix in Intermediate-Term CRM." Marketing Science 24, no. 3 (August 2005): 477–89. http://dx.doi.org/10.1287/mksc.1040.0107.

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Jacobs, Laurence, and Gary Lilien. "Marketing Mix Analysis with Lotus 1-2-3." Journal of Marketing Research 24, no. 4 (November 1987): 454. http://dx.doi.org/10.2307/3151398.

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Firmansyah, Fani. "Value Creation Strategy in Tourism : An Islamic Perspective." INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia 1, no. 1 (December 1, 2017): 68–80. http://dx.doi.org/10.31842/jurnal-inobis.v1i1.19.

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The international tourism industry now is becoming an increasingly competitive marketplace. Understanding the needs, interests and behaviors of different tourist markets plays a critical role in support them to destinations. Given the fast growth in the number of tourists and despite the great Muslim population worldwide. It is important to develop appropriate marketing strategies. To develop tourism prospects sharia government could use such a marketing strategy, marketing for instance, marketing mix and segmenting, targeting and positioning (STP). The marketing mix is a set of marketing tools used by a state or a company to continue achieving its marketing objectives in target market. STP is the most important initial step in identifying customer value. It is expected from the use of this strategy could make sharia tourism as a market leader in the field of tourism and also could attract more tourists to visit and increase economic returns of state. Keywords: Value, Strategic, Tourism, Management, Islamic, Marketing Mix

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Herche, Joel. "Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behaviour." International Marketing Review 11, no. 3 (June 1, 1994): 4–16. http://dx.doi.org/10.1108/02651339410067012.

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Reports on an analysis of the relative importance of various marketing mix strategies and consumer ethnocentric tendencies in the decision to purchase imports undertaken via a nationwide mail survey of personal computer owners in the USA. The results indicate that ethnocentric tendencies are able to explain a much greater amount of variation in purchase behaviour than marketing mix variables. Concludes that the inclusion of ethnocentric tendencies into future studies on origin bias appears to be warranted given their substantial impact on import purchase behaviour.

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Kerzaitė, Margarita, and Borisas Melnikas. "INTERNATIONAL SPORT EVENTS: IMPROVING MARKETING / TARPTAUTINIAI SPORTO RENGINIAI: RINKODAROS TOBULINIMAS." Mokslas – Lietuvos ateitis 6, no. 1 (February 20, 2014): 83–92. http://dx.doi.org/10.3846/mla.2014.11.

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The report and the article will be a comprehensive analysis ofthe needs to improve the international sport events marketing.Highlighting the role of international sport events in contemporarysociety and the challenges in the context of globalization,comparing opinions of various authors about aspects of classificationand the benefits for host country. The article and the reportreveals the main existing problem encountered in organizinginternational sport events, estimated perspectives for solutionof this problem. Summarizes the international sport eventsopportunities, basically modernize marketing tools according tothe marketing mix correction based on systematic synthesis ofmarketing concepts and adaptation/standardization needs, themost important factors in the marketing mix for the excretion ofthe main marketing objectives. The article is based on the latestscientific literature analysis. Kompleksiškai analizuojami poreikiai tobulinti tarptautinių sporto renginių rinkodarą. Išryškinamas tarptautiniųsporto renginių vaidmuo nūdienos visuomenės gyvenime ir globalizacijos iššūkių kontekste, lyginamos įvairių autorių nuomonėssportinių renginių klasifikavimo ir šaliai organizatorei tenkančios naudos atžvilgiais. Atskleidžiama pagrindinė problema,su kuria susiduriama organizuojant tarptautinius sporto renginius, numatomos problemos sprendimo perspektyvos.Apibendrinamos tarptautinių sporto renginių galimybės iš esmės modernizuoti rinkodaros priemones, koreguojant kompleksąrinkodaros elementų, atsižvelgiant į rinkodaros komplekso elementų korekciją, remiantis rinkodaros koncepcijų sisteminesinteze ir adaptacijos/standartizacijos poreikiais, svarbiausių rinkodaros komplekso veiksnių išskyrimu, siekiant pagrindiniųrinkodaros tikslų. Remiamasi naujausios mokslinės literatūros analize.

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Gatignon, Hubert, and Dominique M. Hanssens. "Modeling Marketing Interactions with Application to Salesforce Effectiveness." Journal of Marketing Research 24, no. 3 (August 1987): 247–57. http://dx.doi.org/10.1177/002224378702400301.

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The authors propose that a general class of market response models with marketing parameter equations be used for the study of marketing interactions. They inventory alternative model specifications of marketing mix interactions, along with the estimation procedures, and compare two that are relevant in an application to the determinants of U.S. Navy salesforce effectiveness. The authors also illustrate the importance of modeling interactions as a basis for making inferences about marketing mix resource allocation.

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Abdolv, Mohammad Ali, and Somayeh Alinejad. "Using the STRATADAPT Scale to Measure Marketing Mix Strategy in International Markets." Research Journal of Applied Sciences, Engineering and Technology 5, no. 13 (April 15, 2013): 3499–507. http://dx.doi.org/10.19026/rjaset.5.4478.

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Gunawan, David. "The Role of Marketing Mix, Corporate Image dan Brand Equity in Purchase Decision of Daihatsu Ayla." Journal of Management and Business Environment (JMBE) 2, no. 1 (August 4, 2020): 94. http://dx.doi.org/10.24167/jmbe.v2i1.2687.

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The purpose of this research was to understand the influence of marketing mix, corporate image, and brand equity on decision to purchase Daihatsu Ayla from PT Astra International, Tbk – Daihatsu Sales Operation, Branch of Majapahit Semarang. The results indicated that the three variables significantly influence purchase decision dan corporate image was the variable with the strongest influence. It was also found that corporate image and brand equity are the moderating variables for marketing mix in influencing purchase decision of Daihatsu Ayla. The company can use the results for creating programs intended to strengthen corporate image and brand equity that will strengthen the influence of marketing mix on decision to purchase Daihatsu Ayla

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Albaum, Gerald, and David K. Tse. "Adaptation of International Marketing Strategy Components, Competitive Advantage, and Firm Performance: A Study of Hong Kong Exporters." Journal of International Marketing 9, no. 4 (December 2001): 59–81. http://dx.doi.org/10.1509/jimk.9.4.59.19943.

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The authors examine how firms adapt different components of their marketing strategies in foreign markets compared with their domestic market and how such adaptation decisions influence the firms' competitive positions and performance in foreign markets. The authors conceptualize that adaptation of a marketing-mix component is a purposeful process that is influenced by a firm's past adaptation strategy, and they investigate the importance of that marketing-mix component to the firm's success. The authors propose that the adaptation process helps define a firm's competitive advantage, which in turn affects its performance in the foreign market. The authors develop hypotheses and propositions and test them with a sample of 183 export firms in Hong Kong.

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Chen, Yu-Chuan. "Constructing Marketing Indicators and Measuring the Satisfaction of Asian International Students in the Higher Education Sector." Review of European Studies 8, no. 1 (February 13, 2016): 166. http://dx.doi.org/10.5539/res.v8n1p166.

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<p>This paper addresses the construction of marketing mix strategies within the Taiwanese higher education sector and the applicability of such strategies to measure the satisfaction levels of Asian international students. Due to a declining birth rate in Asia as well as an oversupply of schools, recruitting international students is an effective tactic for higher education managers in Taiwan. To pool a representative sample of the population, international subjects were drawn from all higher education institutions in Taiwan. For this research, the author collected 328 valid questionnaires. Descriptive statistics indicated that the seven-factor model was of good fit and included attributes of product, place, price, promotion, people, reputation, and physical evidence. The results from the study highlighted the applicability of the importance-performance analysis (hereafter IPA) for managers attempting to improve their marketing mix strategies and resources from appropriate marketing sectors.</p>

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Fatehi, Kamal, Jennifer L. Priestley, and Gita Taasoobshirazi. "International marketing and intra-cultural heterogeneity." Asia Pacific Journal of Marketing and Logistics 30, no. 3 (June 11, 2018): 669–88. http://dx.doi.org/10.1108/apjml-04-2017-0067.

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Purpose Most international marketing studies, taking a sociological position, assume homogeneity within and heterogeneity between cultures. Taking a psychological position and based on the Mindscape Theory, the purpose of this paper is to support the hypothesis that there is intra-cultural and intra-market heterogeneity. Design/methodology/approach The translated survey for international use has many problems. These problems can greatly be minimized by the use of pictorial/geometric shapes that were used in this study. These shapes were constructed using redundant and non-redundant complexity, and made to be culture neutral. Findings Data analysis supported the presence of three of the four Mindscape types as was hypothesized, indicating individual intra-market heterogeneity in the three cultures under investigation. Additionally, the corollary hypothesis of transcultural heterogeneity was confirmed. Research limitations/implications It has been proposed that Mindscape types are partly innate and partly learned. What proportions constitute each part? Can the learned aspect be unlearned? Can different marketing strategies appeal to each? What marketing programs are better suited to influence the learned aspect? Future studies could explore these issues. Practical implications The findings of this paper have wide applicability and implications for international marketing strategy, including ways of deploying market segmentation, target marketing, positioning strategies, as well as configurations of marketing mix elements. Originality/value This paper used a novel and unique way for data collection and analysis. A geometric-pictorial survey was used for data collection. Data analysis was done with factor analysis and cluster analysis combined.

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O'Cass, Aron, and Nima Heirati. "Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance." Journal of Business & Industrial Marketing 30, no. 1 (February 3, 2015): 60–71. http://dx.doi.org/10.1108/jbim-07-2012-0124.

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Purpose – This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge into effective responsive actions that help to achieve new product success. Design/methodology/approach – A questionnaire was used as the primary means of data collection. Data from 160 large business-to-business firms across a variety of industries in Iran were analyzed using partial least squares regression to test the hypothesized paths. Findings – The results show that market-oriented firms are better at deploying marketing mix, brand management and customer relationship management capabilities, and these capabilities help to drive new product performance, and the complementarity between these marketing capabilities enhances the firm’s capacity to achieve new product success more than deploying each capability in isolation. Originality/value – In contrast to many existing studies, this study is the first to examine the role of marketing mix, brand management and customer relationship management capabilities and their complementarity as intervening mechanisms in the relationship between market orientation (MO) and new product performance. Further, this study extends the marketing literature by investigating the role of different forms of marketing capabilities in a complementary fashion in the context of a Middle Eastern economy.

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Prynko, Mariana, and Joanna Chudzian. "The features of marketing mix for non-profit organisations." Annals of Marketing Management and Economics 3, no. 1 (June 30, 2017): 89–107. http://dx.doi.org/10.22630/amme.2017.3.1.9.

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This article examines the concept of marketing mix for non-profit organisations. The authors suggest the use of “4Cs+people”, the elements of which include: consumer solution (mission, sphere of influence, role within the sphere of influence, representing common interests and advocacy, values for target audiences within the sphere of influence, goods and services offered for members, recipients and groups in the wider society), consumer cost (for members, volunteers, clients – service recipients, people and companies making individual financial and in-kind donations, organisations’ own employees, the mass media and legislators, employees of large international foundations and society in general), convenience (the place and means by which events are conducted), communication (advertisement, PR, communication strategy, communication style, how easily information can be found) and people (professionalism, attitude to people and job). We believe that this concept represents special features of the service sphere in general and of non-profit organisation operations in particular.

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Naik, Prasad A., Kalyan Raman, and Russell S. Winer. "Planning Marketing-Mix Strategies in the Presence of Interaction Effects." Marketing Science 24, no. 1 (February 2005): 25–34. http://dx.doi.org/10.1287/mksc.1040.0083.

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Pantano, Eleonora, Constantinos-Vasilios Priporas, and Giuseppe Migliano. "Reshaping traditional marketing mix to include social media participation." European Business Review 31, no. 2 (March 11, 2019): 162–78. http://dx.doi.org/10.1108/ebr-08-2017-0152.

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Purpose Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Design/methodology/approach A sample of 20 small and large Italian liquor producers was used, and their Facebook profiles were content analyzed. Findings The results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to its use as an interactive channel that can influence consumers’ purchasing behaviour through multimedia tools (i.e. games and interactive applications able to solicit users’ interest), by emphasizing the extent to which a higher level of participation by a firm involves a higher level of consumer interaction. The findings also suggest that the firm’s participation should be considered as a new element of the traditional marketing mix model and as an additional tool for efficient market sizing and sensing. Originality/value The study offers findings on actual usage of Facebook as part of marketing mix strategies based on large and small enterprises operating in the food and beverage sector, where a dearth of studies is observed. The study enhances and advances the social media and marketing literatures.

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Carpenter, Gregory S., and Donald R. Lehmann. "A Model of Marketing Mix, Brand Switching, and Competition." Journal of Marketing Research 22, no. 3 (August 1985): 318. http://dx.doi.org/10.2307/3151428.

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Carpenter, Gregory S., and Donald R. Lehmann. "A Model of Marketing Mix, Brand Switching, and Competition." Journal of Marketing Research 22, no. 3 (August 1985): 318–29. http://dx.doi.org/10.1177/002224378502200307.

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Jindal, Pranav, Ting Zhu, Pradeep Chintagunta, and Sanjay Dhar. "Marketing-Mix Response Across Retail Formats: The Role of Shopping Trip Types." Journal of Marketing 84, no. 2 (January 24, 2020): 114–32. http://dx.doi.org/10.1177/0022242919896337.

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The authors study differences in the effects of prices, nonprice promotions, and brand line length on brand shares at different retail formats. Their conceptual framework rests on the presence of trip-level fixed and category-level variable utility components and shows how the trade-off between these components results in (1) different formats visited on different types of shopping trips and (2) differential marginal sensitivities of brand shares to changes in marketing-mix variables across trip types. Together, these provide predictions on how marketing-mix variables differentially affect brand shares at various retail formats. The authors use Nielsen Homescan and store-level data from 2011–2014 and analyze the top ten spending product categories across four retail formats—convenience stores, drugstores, supermarkets, and mass merchandisers—in over 200 Nielsen markets. Implications for brand manufacturers managing the marketing mix across different formats are offered. JEL codes: M310, L11, D4

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GALAKTIONOV, V. S. "THE EVOLUTION OF MARKETING: FROM THE INDUSTRIAL REVOLUTION TO DIGITALIZATION." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2, no. 6 (2020): 39–43. http://dx.doi.org/10.36871/ek.up.p.r.2020.06.02.006.

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The article focuses on the transformation of approaches to marketing during the XNUMXth and XNUMXst centuries. The concepts and main tasks of marketing, marketing mix are considered. The article describes the main milestones in the transformation of approaches to understanding marketing, ranging from the industrial revolution, when the main goal of the company was the extensive distribution of its products, to the formation of digital marketing. It emphasizes the importance of building multi-channel communication with the customer and analyzing consumer experience in communication with a product. The stages of transformation of approaches to marketing are considered on the example of the international company Philip Morris International.

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Kustin, Richard Alan. "Marketing mix standardization: a cross cultural study of four countries." International Business Review 13, no. 5 (October 2004): 637–49. http://dx.doi.org/10.1016/j.ibusrev.2004.07.001.

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Simanjuntak, Vera Clara. "MARKETING MIX EFFECT OF INTEREST TO VISIT IN THE LAKE TOBA (CASE STUDY: BALIGE AND SAMOSIR)." Management Journal of Binaniaga 1, no. 02 (April 2, 2018): 61. http://dx.doi.org/10.33062/mjb.v1i02.19.

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The natural beauty of Lake Toba has become popular tourism area, both on national and international scales. BPS data show before the pre-crisis the number of tourists reached about average 500 thousand per year, after the crisis the number of visits never 100 thousand per year. The tourism objects are not managed and the variety of tourism products are not developed, make tourists less interested. Bad marketing factors were believed the cause of problems of sales travel services. The research was conducted using by survey with correlation approach. The questionnaire asked to measure tourists response to marketing mix and survey research responses to measure the effect of marketing mix against interest visiting to Lake Toba. The technique used to obtain data marketing mix and interests through questionnaires. Analysis to measure the effect using the Pearson product moment correlation. Interest in visiting using Likert scale options. Questionnaire made by own and performed by field trials with the respondents as many as 15 people. The test result has 1 (one) invalid point on the promotion of indicators with score of 0.213 and one (1) item of physical evidence with score of 0.302. Conditions of acceptance of the validity if rhit > rtab then 0.213 < 0.553 and 0.302 < 0.553 and 15 variable instruments of interest visiting in Lake Toba area, everything is valid, because the score results with r above 0.553. Scale reliability coefficient calculated for the marketing mix of 0.979, and interest amounting to 0.905. There are influences of marketing mix 7P against of interest visiting to Lake Toba, either partially or simultaneously. The size effect the indicators of the marketing mix to interest visiting Lake Toba, namely: the product of 64.5%, 62.4% of the price, the place of (59.4%), physical evidence of 57.2%, promotion by 50.7%, the person or the quality of human resources by 12% and the smallest and most influential is the process by 9.4%. Great influence of the marketing mix (P7) all the elements together or simultaneous to the interest visiting Lake Toba as much 68.8%. The marketing strategy using the marketing mix simultaneously to contribute has greater influence than individually.

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Bradford, Tonya Williams, and Naja Williams Boyd. "Help Me Help You! Employing the Marketing Mix to Alleviate Experiences of Donor Sacrifice." Journal of Marketing 84, no. 3 (March 20, 2020): 68–85. http://dx.doi.org/10.1177/0022242920912272.

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Nonprofit organizations often rely on individuals to execute their mission of addressing unmet societal needs. Indeed, one of the most significant challenges facing such organizations is that of enlisting individuals to provide support through the volunteering of time or donation of money. To address this challenge, prior studies have examined how promotional messages can be leveraged to motivate individuals to support the missions of nonprofit organizations. Yet promotional messages are only one aspect of the marketing mix that may be employed. The present study examines how donor-based nonprofit organizations can employ the marketing mix—product, price, promotion, place, process, and people—to influence the experiences of sacrifice associated with donation. The authors do so through an ethnographic study of individuals participating in living organ donation. First, they identify the manifestation of sacrifice in donation. Next, they define three complementary and interactive types of sacrifice: psychic, pecuniary, and physical. Then, they articulate how the marketing mix can be employed to mitigate experiences of sacrifice that emerge through the donation process. The authors conclude by discussing implications for marketing practice and identifying additional research opportunities for sacrifice in the realm of donation.

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Journal articles on the topic 'International marketing mix'

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