literature review on marketing mix pdf

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A Review of Marketing Mix: 4Ps or More

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Henry Castro Sarmiento

The paper discusses and assesses the current standing of the 4P's Marketing Mix model as the dominant marketing paradigm for almost four decades and identifies the environmental changes and theoretical trends likely to affect its future. The analysis classifies the criticism on the 4P's emanating from traditional marketing areas as well as the emerging field of Electronic Marketing. The paper identifies the prevailing attitudes of researchers on the issue of online marketing, discusses the role of the Internet as a future commercial platform and outlines the idiosyncrasies of the marketing management in virtual, networked and information-based commercial environments. These issues combined with two serious flaws of the Marketing Mix as planning instrument of E-Marketing emphasize the 4P's weaknesses, underpin the criticism from the traditional marketing domains and underwrite the frequently expressed suggestion that marketing researchers should focus on developing new conceptual foundations and marketing methodologies that better address the needs of the physical as well as virtual 21 st century marketers.

Efthymios Constantinides

Journal of Business Research

Michael R Hyman

Despite its pedagogical predominance during the last four decades, marketing scholars increasingly doubt the value of the 4Ps schema. As a prelude to a precursory structural framework for marketing management, criticisms and previously proposed modifications of the 4Ps are reviewed. Next, the basic premise of Hunt’s four explananda of marketing theory—that exchange is the core concept of marketing—is made uncertain by evidence culled from multiple sources. If true, then circumscribing the domain of marketing management from an exchange focus may be problematic. To address this concern and previous criticisms, an alternative structural framework, grounded in a set of basic questions important to marketing practitioners and scholars, is proposed. By outlining a unifying framework for marketing management practice, pedagogy, and theory development, this question set may spur efforts that help dissipate the continuing academician–practitioner miasma.

Badar Sultan

Stanley Sun

marketing strategy in China with the case of iPhone

HAMIDEH ABDOLAHI

Dian Utami Sutiksno

The objective of this article is to acquire the comparison of service marketing mix [SMM] concept gap and to develop a comprehensive model in identifying SMM. Market strategy and marketing mix strategy are expected to influence customer value creating/customer satisfaction which eventually give positive influence to marketing perfomance. STP in this issue is chosen because of the disagreement among marketing experts. One critisism about 4P frame is having the diffrence between the philosophy behind marketing mix and the fundamental from management school of marketing. The aproach used in this article is journal reviews which contains the concepts from the creation of marketing mix concept , elaborates concept gaps and compains, and eventually it is expected to givea model of designing SMM concept, which will give academical contrubution in developing the concept that can be practically implemented in the businees world.The latest concept used as the main reference in this article is about SMM which basically focusing on the dimentional development of SMM from 4P and 8P [producer] and 8c [customer].

Science direct

Mohamed Samy El-Deeb , Doaa Abdou

After January 25th 2011 Egypt witnessed political, economic and social instability leading to drastic consequences in thehospitality and tourism industry. Thus unstable situation reflected on the deteriorated occupancy percentages that led to declinedprofit margins, higher employee layoffs and degraded quality of product and services. The objectives of this research is to examinehow the Egyptian hospitality properties manage this dilemma through their marketing practices, and to propose a new marketingmix model that adds new layers of depth to the traditional marketing mix model. A methodological framework was designed tohelp in the assessment process of management practices pertaining to marketing initiatives during times of crisis. Results indicatedthe presence of tactical elements that assembled the traditional marketing mix model in the investigated hotels. However, theseelements are not effectively used and the interaction between them not appears very clear. Results also indicated that the newproposed model would help in providing a framework for the Egyptian hospitality industry to maintain their competitive positionduring crisis time and avoiding undesired situations for labour force and decline of companies' revenues.

Omer Baybars TEK

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What to know.

E-cigarettes are the most commonly used tobacco product among U.S. youth. No tobacco products, including e-cigarettes, are safe, especially for children, teens, and young adults. Learn more about e-cigarette use among youth.

• In the United States, youth use e-cigarettes, or vapes, more than any other tobacco product. 1
• No tobacco products, including e-cigarettes, are safe, especially for children, teens, and young adults. 2
• Most e-cigarettes contain nicotine, which is highly addictive. Nicotine can harm the parts of an adolescent's brain that control attention, learning, mood, and impulse control. 2
• E-cigarette marketing, the availability of flavored products, social influences, and the effects of nicotine can influence youth to start or continue vaping. 3 4
• Most middle and high school students who vape want to quit. 5
• Many people have an important role in protecting youth from vaping including parents and caregivers, educators and school administrators, health care providers, and community partners.
• States and local communities can implement evidence-based policies, programs, and services to reduce youth vaping.

E-cigarette use among U.S. youth

In 2023, e-cigarettes were the most commonly used tobacco product among middle and high school students in the United States. In 2023: 6

• 550,000 (4.6%) middle school students.
• 1.56 million (10.0%) high school students.
• Among students who had ever used e-cigarettes, 46.7% reported current e-cigarette use.
• 1 in 4 (25.2%) used an e-cigarette every day.
• 1 in 3 (34.7%) used an e-cigarette on at least 20 of the last 30 days.
• 9 in 10 (89.4%) used flavored e-cigarettes.
• Most often used disposable e-cigarettes (60.7%) followed by e-cigarettes with prefilled or refillable pods or cartridges (16.1%).
• Most commonly reported using the following brands: Elf Bar, Esco Bars, Vuse, JUUL, and Mr. Fog.

Most middle and high school students who vape want to quit and have tried to quit. 5 In 2020:

• 63.9% of students who currently used e-cigarettes reported wanting to quit.
• 67.4% of students who currently used e-cigarettes reported trying to quit in the last year.

Most tobacco use, including vaping, starts and is established during adolescence. There are many factors associated with youth tobacco product use . These include:

• Tobacco advertising that targets youth.
• Product accessibility.
• Availability of flavored products.
• Social influences.
• Adolescent brain sensitivity to nicotine.

Some groups of middle and high school students use e-cigarettes at a higher percentage than others. For example, in 2023: 6

• More females than males reported current e-cigarette use.
• Non-Hispanic multiracial students: 20.8%.
• Non-Hispanic White students: 18.4%.
• Hispanic or Latino students: 18.2%.
• Non-Hispanic American Indian and Alaska Native students: 15.4%.
• Non-Hispanic Black or African American students: 12.9%.

Many young people who vape also use other tobacco products, including cigarettes and cigars. 7 This is called dual use. In 2020: 8

• About one in three high school students (36.8%) who vaped also used other tobacco products.
• One in two middle school students (49.0%) who vaped also used other tobacco products.

E-cigarettes can also be used to deliver other substances, including cannabis. In 2016, nearly one in three (30.6%) of U.S. middle and high school students who had ever used an e-cigarette reported using marijuana in the device. 9

• Park-Lee E, Ren C, Cooper M, Cornelius M, Jamal A, Cullen KA. Tobacco product use among middle and high school students—United States, 2022 . MMWR Morb Mortal Wkly Rep. 2022;71:1429–1435.
• U.S. Department of Health and Human Services. E-cigarette Use Among Youth and Young Adults: A Report of the Surgeon General . Centers for Disease Control and Prevention; 2016. Accessed Feb 14, 2024.
• Apelberg BJ, Corey CG, Hoffman AC, et al. Symptoms of tobacco dependence among middle and high school tobacco users: results from the 2012 National Youth Tobacco Survey . Am J Prev Med. 2014;47(Suppl 1):S4–14.
• Gentzke AS, Wang TW, Cornelius M, et al. Tobacco product use and associated factors among middle and high school students—National Youth Tobacco Survey, United States, 2021 . MMWR Surveill Summ. 2022;71(No. SS-5):1–29.
• Zhang L, Gentzke A, Trivers KF, VanFrank B. Tobacco cessation behaviors among U.S. middle and high school students, 2020 . J Adolesc Health. 2022;70(1):147–154.
• Birdsey J, Cornelius M, Jamal A, et al. Tobacco product use among U.S. middle and high school students—National Youth Tobacco Survey, 2023 . MMWR Morb Mortal Wkly Rep. 2023;72:1173–1182.
• Wang TW, Gentzke AS, Creamer MR, et al. Tobacco product use and associated factors among middle and high school students—United States, 2019 . MMWR Surveill Summ. 2019;68(No. SS-12):1–22.
• Wang TW, Gentzke AS, Neff LJ, et al. Characteristics of e-cigarette use behaviors among US youth, 2020 . JAMA Netw Open. 2021;4(6):e2111336.
• Trivers KF, Phillips E, Gentzke AS, Tynan MA, Neff LJ. Prevalence of cannabis use in electronic cigarettes among U.S. youth . JAMA Pediatr. 2018;172(11):1097–1099.

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