Product and pricing courses are underrepresented in undergraduate marketing curricula

Kellerman, Bert J.; Gordon, Peter; Hekmat, Firooz

doi:10.1108/10610429510083721

Cited by 16 publications

(15 citation statements)

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“…Various changes to the 4 P's context have been recommended, the most resolute denigration has come from the services publicizing area [25]. A deficiency in any part of the marketing mix can mean every other part has failed that's why all the parts of the 4 P's are vital [27]. The marketing mix features are different in importance according to various purchasers and marketers in the industry [28].…”

Section: Resultsmentioning

confidence: 99%

“…According to Boone and Kurtz [35], the 4 P's are ranked in the following way: price, product, distribution, and promotion by business personalities. This has led to the deduction that the 4 P's as not being really vital but that product and price are the most essential features of the marketing mix [27]. Popovic [36] has criticized the 4 P's for not being customer oriented but product oriented form of marketing.…”

Section: Resultsmentioning

confidence: 99%

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Demystifying McCarthy’s 4 P’s of the Marketing Mix: To Be or Not to Be

Beke

2018

EJBMR

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Jerome McCarthy's 4 P’s theory is being appraised in this research paper from a chronological and logical standpoint. McCarthy's theory has been extensively utilized as an instructional device by marketing experts and scholars since its debut in 1960 but despite its advantages, it academic critics have constantly criticized it. The 4 P’s paradigm criticisms are reviewed and resolved that it has demonstrated that the theory is strong to be implemented in present day marketing applications. This is to say that McCarthy theory/model is immemorial. Its validity still stands despite being designed decades ago.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Demystifying McCarthy’s 4 P’s of the Marketing Mix: To Be or Not to Be

Beke

2018

EJBMR

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“…b.) Review of marketing literature suggest that all 4P of the marketing mix are having the equal relevance, neglect or non implication of even one put affect on the whole marketing strategy interwoven by the other three Ps [9]. Interpretation and analysis of number of empirical researches of industrial based marketers and purchasers depicted that the components of marketing mix significantly differ in importance level [10].…”

Section: Criticism Of Marketing MIXmentioning

confidence: 99%

Critical Appraisal of Prevailing Marketing Mix: Applies Particularly to the Digital Marketing Metaphor

2020

JMCR

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The generalized objective of this research paper is to critical evaluation of marketing mix in context of 21 st contrary applies particularly to the marketing perspective. This research paper provides an idea to the marketing ideologist and can be used as marketing tools to assist them in pursuing their marketing objectives. Marketing mix is derived from the single P (price) of micro-economic theory. Apart from price other three Ps were introduced into the marketing scene in order to face up into a highly competitively charged competitive international environment. This study depict revised scenario of the current standing in the debate around the Mix as marketing paradigm tool and strategic marketing management tool by reviewing academic views. Critical appraisal of traditional product based marketing mix model with the present consumer oriented model is the base of this research. However, in spite of its deficiencies, the 4Ps remain a staple of the marketing mix. The subsequent Ps has yet to overcome a consensus about eligibility and agreement over the practical application.

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“…Studi menunjukkan bahwa eksekutif bisnis tidak benar-benar melihat 4P sama pentingnya, tetapi mempertimbangkan harga dan komponen produk menjadi yang paling penting (Kellerman, Gordon, & Hekmat, 1995 (Goi, 2009) megemukakan bahwa para kepala eksekutif menilai dua dari 4P, yaitu harga dan produk menjadi agak lebih penting daripada dua tempat lainnya (fisik distribusi) dan promosi Harga merupakan satu-satunya unsur bauran pemasaran yang memberikan pemasukan atau pendapatan bagi perusahaan, disamping itu merupakan unsur bauran pemasaran bersifat fleksibel (dapat cepat diubah). Stanton (1998) mendefinisikan harga adalah sejumlah uang (kemungkinan ditambah beberapa barang) yang dibutuhkan untuk memperoleh beberapa kombinasi sebuah produk dan pelayanan yang menyertainya.…”

Section: Proses (Process)unclassified

Bauran Pemasaran Pada Batik Gendheis Kota Banjar

Miati¹,

Tresna²

2020

adbispreneur

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The company will use a marketing strategy so that the production of goods increases and the company develops rapidly. Marketing strategy is the most important thing to make the company known to the wider community. The Gendheis batik company in the city of Banjar was originally a small company, and the marketing techniques used by entrepreneurs by introducing batik cloth products to government agencies and private agencies in the City of Banjar. Today, Gendheis batik has developed. Based on this, the authors are interested and want to examine the marketing mix that is in the Gendheis batik in Banjar City. The purpose of this study is to find out how the marketing mix of the Gendheis batik in Banjar City. The research method used is descriptive research method with a qualitative approach. The results showed, Product Gendheis batik cloth has a characteristic tanum flower motif, various kinds of batik cloth products patterns and colors in accordance with consumer desires. The price of Gendheis batik cloth is affordable by all groups according to the type of fabric used, Place or distribution is easily accessible to consumers, promotion uses promotion strategies to the public directly and indirectly. In conclusion, the Gendheis batik company is developing rapidly by using marketing strategies with marketing mix techniques, namely batik production that is unique and attractive, competitive product prices, promotions that still use direct techniques to consumers has not been fully adapted to the changing times, where distribution is affordable but not yet precise and not yet strategic. Perusahaan akan menggunakan strategi pemasaran supaya produksi barangnya meningkat dan perusahaan berkembang pesat. Stategi pemasaran merupakan hal paling utama untuk menjadikan perusahaan tersebut dikenal oleh masyarakat luas. Perusahaan batik Gendheis Kota Banjar pada awalnya perusahaan kecil, dan teknik pemasaran yang digunakan pengusaha dengan memperkenalkan produk kain batik kepada instansi pemerintahan maupun instansi swasta yang ada di Kota Banjar. Saat ini batik Gendheis sudah berkembang. Berdasarkan hal tersebut maka penulis tertarik dan ingin meneliti mengenai bauran pemasaran yang ada di batik Gendheis Kota Banjar. Tujuan penelitian ini untuk mengetahui bagaimanakah bauran pemasaran pada batik Gendheis Kota Banjar. Metode penelitian yang digunakan yaitu metode penelitian deskriptif dengan pendekatan kualitatif. Hasil penelitian menunjukkan, Product kain batik Gendheis mempunyai ciri khas motif bunga tanum, produk kain batik berbagai macam corak dan warna sesuai dengan keinginan konsumen. Price kain batik Gendheis terjangkau oleh semua kalangan sesuai dengan jenis kain yang digunakan, Place atau pendistibusian mudah dijangkau oleh konsumen, promotion menggunakan strategi promosi kepada masyarakat secara langsung dan tidak langsung. Kesimpulannya, Perusahaan batik Gendheis berkembang pesat dengan menggunakan stategi pemasaran dengan teknik bauran pemasaran yaitu produksi batik yang unik dan menarik, harga produk yang bersaing, promosi masih menggunakan teknik langsung kepada konsumen belum sepenuhnya disesuaikan dengan perkembangan jaman, tempat pendistribusian yang terjangkau namun belum tepat dan belum strategis.

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Product and pricing courses are underrepresented in undergraduate marketing curricula

Abstract: Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.

Cited by 16 publications

References 8 publications

Demystifying McCarthy’s 4 P’s of the Marketing Mix: To Be or Not to Be

Demystifying McCarthy’s 4 P’s of the Marketing Mix: To Be or Not to Be

Critical Appraisal of Prevailing Marketing Mix: Applies Particularly to the Digital Marketing Metaphor

Bauran Pemasaran Pada Batik Gendheis Kota Banjar

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