To learn about our use of cookies and how you can manage your cookie settings, please see our cookie policy. Marketing strategy, product, price, place, promotion, packaging,after sales service and smes. Marketstrategies significant influence on the marketing mix strategies as 49. Role of relationship marketing in competitive marketing. The effect of marketing mix in attracting customers. If the inline pdf is not rendering correctly, you can download the pdf file here. This document is fe709, one of a series of the food and resource economics department, ufifas extension. Volume 28 2020 volume 27 2019 volume 26 2018 volume 25 2017 volume 24 2016 volume 23 2015 volume 22 2014 volume 21 20. 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. Journal of management and marketing research role of relationship marketing, page 2 1. 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. International journal of business and social science vol. Unemployment increased, and many who continued as employed earned less income.
Citescore values are based on citation counts in a given year e. Impact of marketing strategy on business performance a study. The marketing management journal issn 1534973x is published semi annually. Marketing mix theoretical aspects international journal of. Strategic change needs planning as a lot of issues arise and need to be solved.
Research in marketing strategy white rose research online. Understand the essential components of marketing strategy formulation. Published by the canadian center of science and education, ijms aims to provide an avenue for highquality research in various aspects of marketing management and strategy, such as marketing research, market segmentation, positioning. Journal of management and marketing research brand equity, marketing strategy, page 2 introduction with the 2008 global recession, corporate profits have declined that has resulted from less consumer spending. The first objective of the paper lies in providing theoretical definitions of the abovementioned areas. Acevoig marketing strategy v3dn 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. This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr. This process is referred to as the swot analysisso named be. A companys success is primarily based on how well they market their.
The journal presents scholarly and managerially relevant articles on international marketing. The strategy formulation is the prerequisite for the strategy implementation 12. Home international journal of marketing studies ccse. Marketing planning, market orientation and business performance.
Browse the list of issues and latest articles from journal of strategic marketing. Tactical insight as to how these opportunities can be exploited comes from the improved understanding of customer needs in the targeted group. Measuring ambush marketing and sponsorship effects. A more recent entry appears in strategic planning for public and nonprofit or. Pdf journal of international marketing strategy researchgate. The retro trend in marketing communication strategy of. Journal of management and marketing research role of relationship marketing in competitive marketing strategy nagasimha kanagal indian institute of management, bangalore abstract competitive marketing strategy cms has relationship marketing rm as one of the key functionality in enhancing business performance. This process is referred to as the swot analysisso named be cause it examines the strengths and weaknesses of the organization, as well as the. Careful segmentation of a market can identify distinct market opportunities. Patients spend waiting, san diego business journal august 30, 2004. Jofre foreword the present report is the result of an ongoing study.
Marketing strategies and their impact on marketing. Moreover, this document helps give attention to particular marketing areas and practices including product and market development, profitability and sales improvement, brand promotion, and marketplace activity design implementation. We first, created a document specifying the definitions, keywords, and examples for. Journal of cultural marketing strategy henry stewart. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. The marketing professionals who shape and implement marketing strategy contribute directly to the economic wealth of a nation. 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. Background in 2009 travis kalanick and garrett camp developed a smartphone application to connect driversforhire with people needing rides to a destination in their city. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. The university of baghdad was among the first universities to establish elearning education center for staffs and students who could not make themselves available for conventional education. Role of relationship marketing in competitive marketing strategy.
A marketing strategy is an integrated set of choices about how we will create and capture value, over long periods of time. Basic marketing strategies for improving business performance. Patients spend waiting, san diego business journal august 30, 2004 encyclopedia. Abstract corporate marketing planning is the process by which an organization sets its longterm priorities regarding products and markets in order to enhance the value of the overall company.
Marketing and the 7ps the national social marketing centre. Then use the information that you collect, along with other development tools, to build your marketing strategy. The type of research is descriptive method and used a method of causality by using path analysis. Pdf marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing. This innovative service was originally founded as ubercab inc. Journal of strategic marketing publishes papers on key aspects of the interface between marketing and strategic management. Introduction to marketing and marketbased management. A simple marketing plan helps businesses to formulate relevant, necessary, and effective strategies. Contributions addressing any aspect of international marketing are welcome. The notion of business model has been used by strategy scholars to refer to the logic of the firm, the way it operates and how it creates value for its stakeholders. Reflections on marketing strategy and digital marketing. Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles. The job of marketing is to develop good advertisements marketing is pushing the product to the customers marketing is transactionoriented than relationshiporiented marketing is a shortterm business strategy marketing is an independent function of a business marketing is part of selling.
That is, online consumers expect to obtain the product with littleno effort at the. Marketing mix is a greatest strategy for attaining competitive advantage for any firm. Kotlers contributions to strategic marketing can be viewed from the perspective of the environmentstrategystructure framework widely used in the orporate strategy literature e. Lastly, firm will be benefited once green marketing strategy is applied. International journal of science and research ijsr. This strategic change is vital, because it helps to retain or gain competitive advantage in an altered business environment. When a store markets its products, it needs to create a successful mix of the right product, sold at the right price, in the right place and using. It also provides an avenue for decisionmakers and business stakeholders to come up with a solid marketing strategies and action plan that can improve the current condition of the business when it comes to spreading information about the brand and improving its relationship with. Analyzing the effectiveness of marketing strategies in the. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Inside higher ed s strategies for recruiting students webinar was made possible with the advertising support of sparkroom, provider of fully transparent, analyticsbased strategies designed to achieve your higher education enrollment marketing objectives. Iosr journal of business and management iosrjbm eissn. We present a conceptual framework to separate and relate business model and strategy. Impact of marketing strategy on business performance a.
Aim of article is to analyze marketing mix theoretical aspects. African journal of business management full length research paper the effect of marketing mix in attracting customers. Creating an annual marketing plan, if done properly, forces you to think through your positioning and brand strategy, along with your pricing, distribution, sales and customer retention strategies. Brand equity, marketing strategy, and consumer income. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Marketing strategies which includes the market strategies and marketing mix strategies simultaneously have significant influence on the performance marketing as 34. The feasibility and purpose are key to strategic planning, but also the organizational culture and. The theory and practice of strategy in business organizations s. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures.
Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. Marketing strategies and their impact on marketing performance of. Characterizing marketing strategy in terms of evolving differentiation in time and space 66 research in marketing strategy. It introduces or reinforces a marketing message while pushing a user to another profile or business site. It is a vehicle for discussing longrange activities where marketing has a role to play in managing the longterm objectives and strategies of companies.
Journal of international marketing sage publications inc. October 2010 217 on one hand, preparing a complete archive of the past publications in the field of e marketing will help in. On the surface, this notion appears to be similar to that of strategy. A good marketing strategy should be characterized by a clear. It is in corporate strategy, management identifies the business in which the comp any will be involved in. It also examines the sharing economys impact on marketings traditional beliefs and practices in terms of how it challenges three key foundations of marketing. Institutional explanations for local diversification. Journal of strategic marketing scimago journal rank. By closing this message, you are consenting to our use of cookies. Keywords marketing strategy, creativity, strategic orientation, firm. International journal of research granthaalayah 2537 management marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. Any business that deals in any products or services needs an effective marketing strategy to succeed and sustain in this competitive market.
This is an area that has received less attention from researchers in recent years, and accordingly we brie. After outlining your strategies and setting your goals, begin outlining campaign ideas to bring your strategies to life. International journal of research in marketing elsevier. This process is referred to as the swot analysisso named be cause it examines the strengths and. After outlining your strategies and setting your goals, begin outlining campaign ideas to. Within a given environment, marketing strategy deals essentially with the interplay of three forces known as the strategic 3 cs.
He use a total of 29 questions to measure new product marketing strategy and seven. Researchers have argued that if organizational theory is to be relevant to practitioners, emphasis should be placed on organizational effectiveness and its influencing factors 3640. Marketing strategies help businesses in coming up with an appropriate set of goals and means to achieve them. Reference 15 contended that the dynamic characteristic of the strategy formulation allows 50 journal of advanced management science vol. The paper deals with intercultural marketing, which is a combination of two different phenomena marketing and culture. Case study of saderat bank in kermanshah province bahman saeidi pour1, kamran nazari2 and mostafa emami3 1department of educational, payam noor university, iran. Using customer equity to focus marketing strategy the authors present a unified strategic framework that enables competing marketing strategy options to be traded. As a result, japanese manufacturers enjoyed substantial cost and quality advantages for many years. Their skills attract and retain customers, build sales and generate profits which can then be reinvested as part of a cycle of prosperity. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. Building a foundation for your future 4 customer characteristics and purchasing hot buttons provide the information needed to decide whether the firm can and should attempt to gain or maintain a sustainable competitive advantage for marketing to a particular market segment lehmann and winer 1994. Marketing mix strategies significant influence on the performance marketing as 22. A marketing plan does not only focus on the promotion and advertisement of the businesss products and services.
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