While you must make sales for your business to generate profits, making a sale is only part of marketing. The first part explains marketing in general in order to define the function and role of marketing mix in it. However, digital marketing strategies go beyond social media marketing as they also encompass mobile marketing harvard business school, 2010. Faculty of science and technology, meiji university.
A descriptive study of the marketing mix strategies utilized. This thesis attempts to develop a general model building strategy suitable for a high level of complexity of the data, to establish the most appropriate functional relationships and estimation methods for the marketing mix modelling projects. Basic marketing strategies for improving business performance. I hereby declare that the thesis entitled the impact of marketing mix strategy on organizational profitability in the case of horizon addis tyer s. The effects of marketing strategies on sales performance of. This dissertation is a qualitative study designed to research the marketing mix. Critically evaluating the marketing mix of an academic. In reality, marketing mix is a set of tools by which entities achieve their marketing goals in their target markets 12.
Marketing mix analysis overview based in canada, four seasons foundations can be dated back to 1960 with canadian businessman isadore sharp. The transactional marketing approach seeks to make the largest number of sales possible. Jul 11, 2012 marketing mix is one of the most popular theoretical frameworks in marketing that has been used by companies in order to make marketing and other decisions in a more efficient manner. A thesis submitted to department of marketing and corporate strategy kwame. Borden 1964 originally coined the marketing mix term in his article the concept of the marketing mix. The finding of the study shows that there is a significant positive relationship among the seven elements of marketing mix and customer satisfaction.
Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. Pdf the impact of marketing mix on customer satisfaction. An empirical examination of the dark side of relationship marketing within a business to business context, brent l. The aim of this thesis is to deduce a suitable marketing strategy that may help. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. The international marketing strategy of grocery retailers the. In the theoretical part, the thesis covers areas of marketing concepts and business concepts. The impact of marketing mix strategy on organizational. The relationship between marketing mix and customer decision.
Using the marketing mix factors such as market access and good service and fast customer. Impact of marketing strategy on business performance a. A case study deriving consensus rankings from benchmarking thesis pdf available january 2007 with 48,716 reads how we measure reads. Bovee and thill 1992 sees it as the overall plan for choosing a target and succeeding within it through. Studying the status of marketing mix 7ps in consumer.
The paper aims to investigate the influencing of marketing mix mm elements product, price, place or distribution, and promotion on increasing the effectiveness of product promotion and their. A marketing mix model relates some measure of marketing performance such as sales or market share to variables that describe the brand or products marketing mix. Pdf a study of hospitality marketing mix with reference. The marketing mix and development of medical tourism in shiraz. This is to certify that this thesis entitled the effect of marketing mix tools on. My thesis is focused on the analysis of marketing mix tools in company xy. This will significantly increase the dissemination and visibility of your student thesis. The good distribution of product can effect positively on customer satisfaction. Marketing mix consists of four core elements product, price, place and promotion that are jointly known as four ps. This document is fe709, one of a series of the food and resource economics department, ufifas extension. Commonly known as the promotional mix, it includes elements such as advertising, personal selling, sales promotion, public relations and direct marketing 17.
Marketing concept includes the marketing research, market segmentation, and marketing mix. Essay about my favorite teacher video thesis paper for sale vinyl wall write the short essay winter season character analysis essay rubric high school. The impact of tourism marketing mix elements on the. Evaluation of marketing mix principles marketing essay.
Impact of marketing strategy on business performance a study. Market research marketing mix marketing plan outline. A case study deriving consensus rankings from benchmarking. To identify the impact of tourism marketing mix elements on the satisfaction of inbound tourists. Marketing mix is grouped into four variables known as the 4ps. Bovee and thill 1992 sees it as the overall plan for choosing a target and succeeding within it through product, pricing, distribution and promotional choices. This study sought to establish the effects of marketing strategies on sales performance of small and medium enterprises in kenya. Moreover, in this thesis, since marketing strategy is the main topic, therefore, the author will only discuss the strategic management related to marketing. Bachelor thesis in business administration, 15 ects credits authors. The relationship between marketing mix and customer. The concept of marketing mix strategy therefore involves a. The notion of marketing mix refers to a balance of marketing methods needed to sell products and services. A descriptive study of the marketing mix strategies.
This thesis has been possible because of the support of many people. Then use the information that you collect, along with other development tools, to build your marketing strategy. I chose marketing mix analysis as a topic of my bachelor thesis. Researchers usually conduct market research through surveys in order to collect information from customers or. Extended marketing mix contains additional three ps consisting of people, process and physical evidence. Acevoigmarketing strategyv3dn 2 executive summary rundown of whats in the document often completed last purpose use this template to capture the key information that you need to develop a thorough marketing strategy.
In this present day, the travel industry faces stiff. Since there wasnt any check list of healthcare marketing mix in iran, according to the studies by taleghani and his colleagues, sham abadi and his colleagues, vazir zanjani and his colleagues, and anil kumar damon and hemant sharma, the aspects of marketing mix which included product, price, place, and promotion 11, 16, 17, 18 were chosen. Moreover, it was found that current literature identifies a high influence of marketing 3. Developing the nomological network of perceived corporate affinity for technology. Home thesis on marketing mix pdf thesis on marketing mix pdf. Marketing is an important strategy for businesses and it contains numerous effective tools. Furthermore the results suggest that tourism industry in malaysia should consider the importance of. The impact of marketing mix on customer satisfaction. Marketing mix can also be used to develop long term and short term goals. Analyzing the effectiveness of marketing strategies in the. The purpose of this bachelor thesis is to provide basic knowledge of marketing mix and to analyze chosen companys marketing mix based on the acquired knowledge. These subject areas include relationship marketing, branding, direct marketing, international marketing, consumer psychology, online marketing, mobile marketing, marketing mix, social.
The marketing mix strategies are anchored on these 4ps, which defines the direction of marketing efforts in order to create a competitive advantage. The bachelor thesis deals with the internet marketing mix analysis of an. Thesis on marketing mix pdf 19 sep 2018 by leave a. Thus, in this thesis, the focus will be only the marketing strategy study for the case company. The objective of this research is to explore marketing practices in the hospitality industry in terms of product offering, pricing, and promotion along with the relationship of customers satisfaction with such practices. The effectiveness of marketing mix strategies on performance. Marketing mix is grouped into four variables known as. The success of applying marketing mix 4ps in vietnamese. Pdf a study of hospitality marketing mix with reference to. If services are included in the marketing strategy, the four ps are extended to seven.
Pdf the study of the relation between marketing mix and attract. Marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. The effects of marketing strategies on sales performance. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. Patil university, school of management, navi mumbai, in partial fulfillment of the. To help in the preparation of your marketing dissertation, this article suggests areas and marketing dissertation topics that you could base your research on. It it stresses the blending of vari ous factors in such a way that both organizational and. Marketing theses and dissertations marketing university. The marketing mix is generally established as the use and requirement of the 4ps which is describing the strategic position of a product in the marketplace.
Therefore, the function of marketing strategy is to determine the nature, strength, direction, and interaction between the marketing mix elements and the environmental factors in a particular situation. In the next section there is an attempt to discuss issues on marketing planning as well as the analysis of the environment that did the. The promotion has a very high level of impact to increase the sales of products. The marketing mix also plays its role with management accountants in order to formulate the internal policies and activities in a manner that helps the organization in achieving corporate goals. Marketing is one of the most longlife and important parts of business world. To identify the characteristics and components of the jordanian tourism product to establish a competitive tourism product that can satisfy inbound tourists, with concentration on the identity of the jordanian tourist product. Marketing mix is a greatest strategy for attaining competitive advantage for any firm. Despite of how perfect is the product, it is critical to have a profitable and successful marketing mix followed by a marketing plan gilligan, 1999. This study has focused on marketing strategy and organisational strategy in the context of regional private hospitals located in southern queensland and northern new south wales. Owing to the fact that any decision on each element should be compatible with other three elements, marketing mix term was selected 11. The study was guided by the marketing mix theory and theory of push and pull. The components included in the mix are product, price, place, and promotion.
This thesis focuses on what vinamilk has done and achieved by applying the concept of marketing mix 4ps to become the biggest milk enterprise in vietnamese dairy. The marketing mix is generally established as the use and requirement of the 4ps which is describing. This dissertation is a qualitative study designed to research the marketing mix strategies. According to kiprotich 2012, marketing mix is a set of marketing tools that organizations blend to get the response it wants from its target market. A proper marketing strategy holds a crucial position in the success of any companies. Marketing mix, product, price, distribution, promotion. Within many marketing strategies for the companies to choose, marketing mix 4ps is a wellknown marketing strategy that is applied widely by many firms.
Purpose this paper takes a cautionary stance to the impact of marketing mix on customer satisfaction, via a case study deriving consensus rankings for. Faculty of science and technology, meiji university faculty. The promotional elements comprise a mix of tools available for marketers. Companies have concentrated on various elements of marketing mix as a source of competitive edge according to the strategy adopted by senior level management in. The need of the hour presently is to provide sustenance and support to the whole small and medium enterprise sector, with. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. The marketing mix introduction setting the right marketing mix for the product or service means that it including all of the important bases in marketing strategy. Traditional marketing has been in use for many years and.
Ms thesis, university of science and research branch. B2b and stakeholders communication maryam lashgari december 12, 2017 kth royal institute of technology school of industrial engineering and management department of industrial economics and management se100 44 stockholm, sweden. The elements of the marketing mix are combined to create a marketing strategy that will lead to the achievement of the organisations objectives. The impact of marketingsales relationship on business. Introduction in this section we aim to give a description of the service. We express our sincere gratitude towards our supervisor, tor borgar.
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