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The „7Ps”&”1G” that rule in the digital world the marketing mix

Concepts in Marketing Mix: A Case of Malaysia, Procedia Economics and Financ e, 35, 428-433. Stone, H.D. (2015). The 10 P's of Marketing, 24 iun. 2015, available online at https://www.linkedin.com/pulse/10-ps-marketing-helen-denney-stone . Ţoniş (Bucea-Manea) R, (2016). PHD thesis, Study and Developments on SMEs Support System, Polytechnic University of Bucharest , Faculty of Engineering and Management of Technological Systems. Ţoniş (Bucea-Manea) R, Bucea-Manea-Tonis R. (2011). WEB MARKETING: Planificarea marketigului online, Editura Fundaţiei

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Culture of Marketing Actions of a Company in the Area of Sustainable Marketing Mix

Abstract

The article focuses on the essence and importance of a sustainable marketing mix in business enterprises. In the first chapter the concept of this work the concept of sustainable product is brought closer. The characteristics of a sustainable product are presented. The further part of the article describes the prices of the products in terms of sustainability. Inter alia, the impact of the use of sustainable corporate policy on the price level of products is indicated. The third chapter addresses the issues of sustainable products distribution including the description of sustainable distribution channels. The final part of the work includes the information on sustainable marketing communication with the use of promotion mix instruments. The paper presents the main objectives of sustainable marketing communication and identifies means of marketing messages. The paper concludes with a summary.

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Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India

Abstract

The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.

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Inspire to Hire and Win the War for Talents

, H. and Caligiuri, P. (eds) (2018). Global talent management, 2nd edition. London: Routledge. [30] Collins, C.J. and Kanar, A.M. (2014). Employer brand equity and recruitment research. The Oxford handbook of recruitment, pp. 284-297. [31] Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Journal of marketing management, 22(3-4), pp. 407-438. [32] Cornelissen, J. (2008). Corporate Communication: a guide to theory and practice, 2nd edition, London: Sage Publications

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Effectiveness of Marketing Mix Activities in Engineering Companies in the Czech Republic

Abstract

The effectiveness of marketing activities has become important, especially in the industrial environment. In an industrial environment, there is a prerequisite for the success of strategic marketing objectives in relation to corporate strategy. The main aim of the paper is to determine whether the realization of marketing activities is influenced by corporate size. For this reason, a questionnaire survey was used, focusing on engineering companies operating in the Czech Republic. To process the results of the questionnaire survey, both basic types of descriptive statistics and Pearson’s chi-square test were used on the selected dataset. The data were processed using the statistical program IBM SPSS Statistics 22. The conclusions provide characteristics of the limitations of research and its potential further direction.

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Changes in International Marketing Strategies of Companies Operating in the Global Luxury Industry due to the Financial and Economic Crisis

Abstract

The goal of our contribution is the international marketing strategy of luxury goods manufacturers worldwide due to the financial and economic crisis. The current crisis hit many countries of the world, European continent as well. It contributed to the more prominent role of BRIC countries in the global economy, particularly because of their growing economic power. These factors resulted to the increase in affluent customers for luxury industry in these countries. The sector quickly and successfully responded to this situation. Our paper aims to identify the essential elements of the successful international marketing strategy in the global luxury industry, with reference to the most important elements of the marketing mix.

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Marketing Mix and Tourism Destination Image: The Study of Destination Bled, Slovenia

Abstract

Background and Purpose: The aim of the research was to find out how business partners from the field of tourism estimate the dimensions of the image of Bled and the marketing mix used to promote Bled. Further on we were interested in evaluating the influence of image and marketing mix on the scope of sales measured in overnights. The following dimensions of image were explored: perceived uniqueness of image as a whole, perceived uniqueness of attractions and experiences, perceived quality of the environment (cleanness), perceived feeling of safety, as well as the dimensions of the marketing mix: perceived quality of products (accommodation, culinary offer, transfers, etc.), perceived price of services, perceived manner of sales for the promotion of Bled, perception of promotional channels, perception of residents (politeness, friendliness, multicultural and religious openness, etc.) and a positive experience of visiting Slovenia.

Design/Methodology/Approach: The survey was dispensed among 400 incoming agencies, foreign tour operators, tourist agencies and associations that promote the product of Bled. 235 units were received, 164 of them were completed. The respondents come from 30 countries from all over the world.

Results: The findings disclose how service quality, tourist provider competencies and environmental factors are estimated. Safety at Bled has the highest arithmetic mean and the lowest standard deviation. The lowest ranking is linked to traffic and tolerance towards other religions. It is alarming to find the service quality, as the core of tourism business, rated poorly during the main season.

Conclusion: Having overviewed the available literature it might be concluded that the analysis can be regarded as the first research of the tourist destination Bled performed in this manner and scope.

Open access
New ways of interacting with culture consumers through cultural services marketing using Big Data and IoT

Abstract

This paper presents the definition of cultural marketing services phenomena, trying to identify new ways to interact and gain insight in consumer preference and behavior. The existence of Big Data and Internet of Things can be used in the Cultural Services sector. Traditional marketing and digital marketing can be reunited with the help of Big Data trends and analytics to better connect with target audience. Big Data can be used to analyze and discover new patterns in social trends and uncover customer preference. There are digital ways in which now consumers interact with their favorite cultural service and these are mostly, by internet. This new level of interaction live with your favorite cultural service, band or artist, even with other services like museums or conferences, where a human voice exists, can make the difference between returning or not to a certain service. Customizing the experience for each customer gives way to improving the overall marketing mix and improve profits. Big Data can help at improving this experience and create a better hypothesis for future strategies used in new cultural events. The main objective of marketing cultural services is to offer the client a unique selling proposition that can’t be refused. Using the internet, they leave a digital footprint with every action they make in regard with a certain services: they engage via social networks or check in via GPS. These are just a few examples of raw data that can be collected and used to exemplify future possibilities and predict where people will be in relation with a certain cultural call to action. This information, with consumer behavior studies, motivations, drives and other characteristics (age, sex, income, social position) can determine the best marketing approach for a certain event or communication in order to achieve maximum return on investment.

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Challenging Competition with CSR: Going Beyond the Marketing Mix to Make a Difference

Abstract

Social initiatives that make a difference for the consumers are able to win consumers’ hearts and build close and lasting relationships. A program that offers real participation and goes beyond the standard marketing mix can therefore effectively reshape the competitive game with a market leader. Key consumer/societal problems present unprecedented opportunities for companies to gain long-term competitive advantages by creating both social and business value. We show how making a noticeable difference in the quality of oral health care of the children in Hispanic immigrant communities helped an American brand gain significant ground in this market. Rather than competing head-to-head against the market leader by making incremental improvements in product attributes or relying on price promotions, the challenging brand resorted to an innovative CSR initiative.

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Marketing Orientation of Scientific-Research Units as Support For The Process of Commercialization of R&D Results

Abstract

The market of R&D services formed as a result of social-economic transformation puts scientific-research units in the situation of companies from the service sector and consistently forces these entities to assume a marketing approach. New solutions and possibilities of using the achievements of marketing for the R&D sphere are sought after. One of such elements which have an impact on the growth of efficiency of the commercialization of the results of scientific-research works is the introduction of marketing orientation. The application of this orientation in scientific-research units contributes to building relations between science and business, leading to the transfer of knowledge to the economy. Appropriate implementation of marketing orientation for a scientific-research unit means on the one hand support for dissemination of information about its research-implementation and application works and on the other hand making potential entrepreneurs realize the profits they can get from the implementation of particular effects of R&D works.

The goal of the article was highlighting the methods of implementation of marketing orientation in a scientific-research unit thanks to the application of defined hybrid and dedicated models, depending on the model of the instrument set within the concept of marketing-mix 4P. Their application contributes to the growth of chances for successful commercialization of the results of R&D works.

Open access