Abstract:Marketing mix is the first tool that marketers learn, but the issue of how the 4 P's are combined has not been clearly addressed. The reason for this is that in regression analysis, which has become a mainstream approach in the social sciences, it is difficult to examine combinations of three or more variables. In this paper, three outcome variables:(1) price elasticity (high or low), (2) product category (shopping goods or convenience goods), and (3) top market share or not, are identified, and a hypothesis o… Show more
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