The marketing strategies that of service industry through the use of marketing mix have to content with some unique characteristics. Marketing mix elements include the product, place, promotion and price.
The paper seeks to evaluate the role of the marketing mix in the development of the marketing strategies in the service industry.
Marketing mix is very helpful in the value creation, supporting the needs and wants of the customers and the improvement of the returns on investment (ROI) by helping to develop the marketing strategies. Qualitative research method will be applied in the research through the use of case studies and interviews.
The expected results indicates that when properly applied, the marketing mix helps in the development of the marketing strategy of the firms.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Introduction
- Literature review
- Methodology
- Expected outcomes
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to evaluate the significance of the marketing mix in developing effective marketing strategies within the service industry, considering its unique characteristics. The study will explore how the marketing mix contributes to value creation, customer satisfaction, and return on investment (ROI) by examining its impact on product development, pricing, distribution, and promotion.
- The role of the marketing mix in service industry marketing strategies
- The impact of the 4Ps (product, price, place, promotion) and 7Ps (people, processes, physical evidence) on service industry marketing strategies
- The contribution of the marketing mix to value creation, customer satisfaction, and ROI
- Case studies of successful service industry players who have effectively implemented the marketing mix
- Qualitative research methodology using interviews and case studies to understand the practical application of the marketing mix in service industry strategy development
Zusammenfassung der Kapitel (Chapter Summaries)
- Abstract: This section introduces the research topic, highlighting the unique characteristics of the service industry and the need to evaluate the marketing mix's role in developing marketing strategies.
- Introduction: This chapter discusses the unique characteristics of the service industry, emphasizing the importance of a comprehensive marketing mix approach beyond product focus. It highlights the competitive landscape and the need for differentiation in the service industry.
- Literature review: This chapter examines existing research on marketing strategies and the marketing mix, discussing the contributions of the 4Ps and 7Ps in value creation, product development, customer satisfaction, and ROI improvement.
- Methodology: This chapter outlines the qualitative research methodology, emphasizing the use of in-depth interviews with experienced service industry leaders and multiple case studies to understand the practical application of the marketing mix in developing marketing strategies.
- Expected outcomes: This section anticipates that the study will demonstrate the significant role of the marketing mix in service industry marketing strategies, highlighting its contributions to product development, customer satisfaction, and ROI enhancement.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this research include marketing mix, marketing strategy, 4Ps, 7Ps, service industry, value creation, customer satisfaction, return on investment (ROI), product development, qualitative research, interviews, case studies.
- Citation du texte
- International Business Management David Onditi (Auteur), 2017, Evaluation of the extent of usefulness of marketing mix as a basis to developing marketing strategies for service industry, Munich, GRIN Verlag, https://www.grin.com/document/499801
