marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in the target market (kotler, ang, leong and tan, 1999). the marketing mix is not a theory of management that has been derived from scientific analysis, but a conceptual framework which highlights the principal decisions that marketing managers make in configuring their offerings to suit customers needs. all activities are affected by two general kinds of variables, therefore those relating to the marketing mix, and those relating to the marketing environment (see figure 4).
the services marketing mix differs chiefly from the 4ps by the addition of three new decision responsibilities that must be integrated to form a coherent and effective services marketing mix. goldsmith (1999) propose that personalisation is so important to marketing strategy that it should become one of the featured elements of the marketing mix, alongside product, price, promotion, place, personnel, physical assets and procedures to form a new marketing mix, the 8ps. these 7 functions of the e-marketing stay at the base of any e-marketing strategy and they have a moderating character, unlike the classic marketing mix that comprises situational functions only. however, the definition of the elements of the marketing mix is largely intuitive and semantic.
the objectives of the reforms in the eu healthcare systems are based on the implementation of the marketing concept in the health systems, which are, among other things: • introduction of performance criteria in order to increase the incomes of the medical staff and hierarchy in hospitals; product policy in the medical system of healthcare – the most important component of the marketing mix – is the attitude that addresses a medical organization to the volume, structure, and diversity of services subject to their own activities in relation to the requirements of the services market and the competitive actions of other medical institutions. in medical marketing, the product consists of what is sold (offered) to the healthcare consumer, namely patients, the expected behavior of health providers and benefits associated with this behavior.
an improved product includes both services promoted by marketers and tangible objects associated with the product expected to highlight the advantages that create a medical organization in order to increase the patient’s addressability and get the reputation of the institution. the continuous growth of quality in the healthcare services is a strategic objective difficult to achieve, which means attracting and keeping both patients and healthcare professionals involved in the provision of healthcare services. in order to be in a competitive position in the competitive market of health services, health care organizations must offer a price as low as possible and at the same time seek to increase productivity.
no information is available for this page. marketing mix has under gone a sea change in last few decades. every stake holder involved in the marketing process looks for ‘value’. this study aims to highlight the role of marketing mix (product, price, place, and promotion) on achieving the competitive advantage in the, marketing mix scholarly articles, marketing mix scholarly articles, marketing mix articles, 4 ps of marketing scholarly articles, marketing mix pdf.
(1964), “the concept of the marketing mix,” journal of advertising research, 4 (june), 2–7. google scholar. breyer, ralph f. (1934), the marketing institution. marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in the target market (kotler, ang, leong and tan, 1999). keywords: product policy, marketing mix strategy, romanian healthcare services marketing management. [google scholar]. 2. coculescu bi, coculescu ec,, marketing mix abstract, literature review on marketing mix pdf, marketing mix case study, kotler marketing mix pdf, 4ps of marketing pdf, how can the marketing mix build competitive advantage, marketing mix citation, marketing mix of 4ps for competitive advantage, implications of marketing mix, importance of marketing mix pdf. what is the marketing mix google scholar? what are the 7ps of marketing mix? what is the marketing mix according to kotler? how do you explain marketing mix?
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