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Article
Publication date: 1 May 1997

Christian Grönroos

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern…

70462

Abstract

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a strait‐jacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today’s mainstream marketing thinking.

Details

Management Decision, vol. 35 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 March 1994

Christian Grönroos

Discusses the nature and sometimes negative consequences of thedominating marketing paradigm of today, marketing mix management, andfurthermore discusses how modern…

94351

Abstract

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking. By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type marketing strategy for the focus of marketing, pricing, quality management, internal marketing and intraorganizational development. Briefly comments on the possibility of developing a general marketing theory based on the relationship building and management approach.

Article
Publication date: 3 August 2015

Justin Paul

“Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige…

2749

Abstract

Purpose

“Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing” strategy in this paper and map the concept as a new model for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy.

Design/methodology/approach

The author introduce a scale, called “Masstige Mean Score Scale” to measure the mass prestige value of brands. Both secondary and primary data used in this study. The author collected data from 590 young women consumers living in Japan and France to measure the “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has also been discussed as a method.

Findings

Masstige value is the best indicator of long-term brand value. In other words, higher the masstige value (MMS) of a brand, the higher the likelihood to succeed. The author also found that a brand can create mass prestige with “masstige marketing” strategy by appropriately mixing the four Ps in marketing – Product, Price, Promotion and Place in a distinct and culturally different market.

Originality/value

The author develop a pyramid model and measurement scale for “masstige marketing” as a theoretical framework to stimulate further research and as a tool for practitioners for better decision making. Besides, the author posit that higher the Masstige Mean Score (MMS) of a brand, higher the likelihood that potential customers recall that as a “top of mind” brand. Lower MMS implies that the firm has to go long way in their efforts to build the brand.

Details

Marketing Intelligence & Planning, vol. 33 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 October 1995

Mohammed Rafiq and Pervaiz K. Ahmed

McCarthy′s 4Ps mix has increasingly come under attack with theresult that different marketing mixes have been put forward fordifferent marketing contexts. Contends that…

105368

Abstract

McCarthy′s 4Ps mix has increasingly come under attack with the result that different marketing mixes have been put forward for different marketing contexts. Contends that the numerous and ad hoc conceptualizations undermine the concept of the marketing mix and proposes that Booms and Bitner′s (1981) 7Ps mix for services be extended to other areas of marketing. Shows how the 7Ps framework can be applied to consumer goods and reports the results of a survey of UK and European marketing academics which suggest that there is a high degree of dissatisfaction with 4Ps. Also suggests that the 7Ps framework has already achieved a high degree of acceptance as a generic marketing mix among both groups of respondents. Overall provides fairly strong support for the view that Booms and Bitner′s 7Ps framework should replace McCarthy′s 4Ps framework.

Details

Marketing Intelligence & Planning, vol. 13 no. 9
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 August 1996

Janet A. Harvey

States that the concept of marketing is regarded with suspicion by many in education because of its commercial implications. Marketing is seen as a potential tool for the…

4079

Abstract

States that the concept of marketing is regarded with suspicion by many in education because of its commercial implications. Marketing is seen as a potential tool for the application of market forces and is therefore regarded as ethically undesirable. Argues that the methods and ideology of commercial marketing, if properly understood and correctly applied by professionals in education, can be beneficial rather than harmful, and may be imperative for schools and colleges wishing to attract students and to offer them the most relevant provision.

Details

International Journal of Educational Management, vol. 10 no. 4
Type: Research Article
ISSN: 0951-354X

Keywords

Case study
Publication date: 7 November 2019

Israel Kpekpena and Haiyan Hu

This case study applies the scanning of marketing environment (i.e. typology of marketing environments); strategic marketing planning process, involving SWOT analysis…

Abstract

Theoretical basis

This case study applies the scanning of marketing environment (i.e. typology of marketing environments); strategic marketing planning process, involving SWOT analysis, growth strategies; and marketing mix (four ps).

Research methodology

This is modeled as a qualitative study. Primary data were collected through a phone interview with the key informants, and secondary data came from various publications such as government reports, news portals and company websites.

Case overview/synopsis

Ghacem was the first cement manufacturing company in Ghana and had enjoyed a monopoly for almost 33 years. The company offered a homogeneous product to an undifferentiated market from 1967 until competition began in 2000. New competitors promote the use of cement grade numbers on their product packaging to signal a better value, which intensified the competition. As the Head of Marketing of the company, Benny was asked to develop a marketing strategy for the company’s newly developed product for the company to remain competitive.

Complexity academic level

Undergraduate students taking Principles of Marketing.

Details

The CASE Journal, vol. 15 no. 5
Type: Case Study
ISSN: 1544-9106

Keywords

Case study
Publication date: 29 June 2021

Anthony Furnelli

This compact case study uses the marketing mix (product, price, place and promotion) and customer segmentation/targeting as theoretical platforms for the Amazon Go…

Abstract

Theoretical basis

This compact case study uses the marketing mix (product, price, place and promotion) and customer segmentation/targeting as theoretical platforms for the Amazon Go business concept. It reinforces the idea that these are important aspects in developing a successful marketing strategy especially when they are aligned with the core competencies of a firm. Additional concepts include localization strategy, loyalty and Maslow’s hierarchy. Localization focuses on merchandising and local partnerships. Customer loyalty is discussed in the context of loyalty programs and consumer trust. Maslow’s hierarchy is used as a way to connect the pandemic and safety concerns to the offline retail experience.

Research methodology

This case was developed from secondary sources readily available in the public domain including websites, news articles and social media sites. This case has been taught in undergraduate marketing management courses.

Case overview/synopsis

In 2018, Amazon opened high tech convenience stores across a number of metropolitan cities in the USA offering a checkout-free experience for customers. This case evaluates the marketing aspects of the move including industry structure, store format and customer loyalty. The underlying question is how will Amazon, the company that pioneered online shopping, perform in an offline retail marketplace that is highly competitive? Will Amazon be able to leverage its massive technology power and shake up offline retail? Will changing market forces caused by the pandemic reshape retail as we know it?

Complexity academic level

This case should be used in a marketing management course or a retailing course for undergraduate students. Applicable concepts include competitive advantage, marketing mix, customer loyalty and retailing in a digital world. This case could also be used to discuss or compare the differences between online and offline brand leadership.

Article
Publication date: 14 January 2022

Aimee Riedel, Rory Mulcahy, Amanda Beatson and Byron Keating

This paper aims to report on the first comprehensive, social marketing systematic review of interventions targeting illicit drug use by young adults.

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Abstract

Purpose

This paper aims to report on the first comprehensive, social marketing systematic review of interventions targeting illicit drug use by young adults.

Design/methodology/approach

A total of 3,169 papers were screened, with 20 relevant empirical studies meeting the eligibility criteria for the systematic review. These were analysed according to Andreasen’s (2002) and NSMC’s (2006) social marketing benchmarks.

Findings

The findings provide evidence regarding the efficacy of behavioural and clinical interventions targeting individuals and groups, including motivational, life skills training, cognitive behavioural therapy, comprehensive health and social risk assessments and buprenorphine treatment interventions. Further, results evidence that there is yet to be an intervention which has implemented the full marketing mix, and limited studies have used the social marketing benchmarks of exchange and competition.

Originality/value

To the best of the authors’ knowledge, this study is the first to conduct a comprehensive systematic review and provide key recommendations outlining the potential for social marketing to support the improved uptake and efficacy of interventions. A research agenda is also put forward to direct future social marketing scholarship in the area of young adult drug interventions.

Details

Journal of Social Marketing, vol. 12 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 1 January 2005

Marilyn Russell

To discuss the requirement for a university to adopt a clearly defined marketing strategy to increase its international student population and generate additional revenue.

13320

Abstract

Purpose

To discuss the requirement for a university to adopt a clearly defined marketing strategy to increase its international student population and generate additional revenue.

Design/methodology/approach

Primary research was undertaken to investigate the notion that customer satisfaction influences perceived quality and in turn affects profitability. The research methodology carried out among hospitality and tourism management students at Bournemouth University combined qualitative and quantitative methods. A student focus group and staff members with specialised knowledge were interviewed using a semi‐structured approach to allow a pre‐determined core of open‐ended questions to be addressed, while enabling other related issues to be pursued.

Findings

Within Bournemouth University, the reputation of the hospitality and tourism programmes and educational links are the most important considerations in student decision making, regarding their choice of programme and place of study.

Research limitations/implications

It could be argued that the courses selected attract more outgoing individuals and those more prepared to adapt to change and adopt a different culture. However, the students were from a range of countries and were representative of the mix at the University.

Practical implications

In an increasingly competitive market for international students, institutions need to provide an optimum service. International education marketing to international students should be managed to enhance consumer satisfaction, and raise perceived quality.

Originality/value

The findings should be taken into account when programmes are revalidated to ensure that these disciplines continue to provide students with the knowledge required by a global industry.

Details

International Journal of Contemporary Hospitality Management, vol. 17 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 1 June 1985

Jay U. Sterling and Douglas M. Lambert

Academicians and practitioners alike recognise that logistics services and operating systems are an integral part of the overall marketing strategy of firms. Consequently…

Abstract

Academicians and practitioners alike recognise that logistics services and operating systems are an integral part of the overall marketing strategy of firms. Consequently, there is a need for an ongoing, interactive review of actual logistics system performance, so that firms can achieve operating systems improvements as well as select and implement the most profitable corporate strategies.

Details

International Journal of Physical Distribution & Materials Management, vol. 15 no. 6
Type: Research Article
ISSN: 0269-8218

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