The Effect of Marketing Mix on Customer Behaviour

Yıl 2021, Cilt: 3 Sayı: 2, 194 - 208, 31.12.2021

Sireena Adeleh Derar Eleyan

Öz

Any business aiming to increase the selling process which is obviously very hard, thus, managers use marketing in order to motivate consumers to buy the products or the service.
The success and long-term expansion of most businesses are dependent on increasing product awareness and ultimate acquisition. Most trade firms face a substantial issue in understanding how to assess and evaluate the impact of their integrated marketing communication operations on their overall company success. As marketing authors have pointed out, determining the effectiveness of sponsorship is the most difficult aspect of marketing communications campaigns. The purpose of this research is to study the impact of marketing mix on sales.

Anahtar Kelimeler

Marketing, sales, Personal-selling, Promotion, Advertising, Public-relations, Consumer

Destekleyen Kurum

Arab American university of Palestine

Kaynakça

• Arens, W. F. (1999). Contemporary advertising. (7th ed.). New York: Irwin McGraw-Hill.
• Ataman, M. B., Van Heerde, H. J., & Mela, C. F. (2010). “The long-term effect of marketing strategy on brand sales”. Journal of Marketing Research, 47(5).
• Blattberg, R. C., & Neslin, S. A. (1993). “Sales promotion models. Handbooks in Operations Research and Management Science”.
• Blythe, J. (2006). Marketing. London: Sage Publications.
• Boyd, E. L., Taylor, S. D., Shimp, L. A., & Semler, C. R. (2000). “An assessment of home remedy use by African Americans”. Journal of the National Medical Association.
• Briesch, R. A., Chintagunta, P. K., & Fox, E. J. (2009). “How Does Assortment Affect Grocery Store Choice?”. Journal of Marketing Research, 46(2), 176–189.
• Chadwick, S., & Thwaites, D. (2005). Managing sport sponsorship programs: Lessons from a critical assessment on English soccer. Journal of Advertising Research, 45, 328-338.
• Churchill, G. A. Jr., & Peter, J. P. (1998). Marketing: Creating value for customers. New York: Irwin McGraw-Hill.
• Djakasaputra, A., Wijaya, O., Utama, A., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). “Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing”. International Journal of Data and Network Science.
• Dubrin, A. J. (1997). Fundamentals of organizational behavior: An applied approach. Ohio: South-Western College Publishing.
• Eberhard, U., & Lenz, M. (2006). Make it real, strengthen brands, increase advertising efficiency – Communication planning and professional campaign management in mobile telecommunications. Harlow: FT Prentice Hall.
• Fahy, J., Farrelly, F., & Quester, P. (2004). Competitive advantage through sponsorship: A conceptual model and research propositions. European Journal of Marketing, 38(8), 1013-1030.
• Goetz, O., Hoelter, A. K., & Krafft, M. (2013). “The role of sales and marketing in market-oriented companies”. Journal of Personal Selling & Sales Management.
• Gonzalez, G. R., Claro, D. P., & Palmatier, R. W. (2014). “Synergistic effects of relationship managers’ social networks on sales performance”. Journal of Marketing.
• Grasby, E., Crossan, M., Frost, A., Haywood-Farmer, J., Pearce, M., & Purdy, L. (2000). Business decisions: Text and cases. Ontario: Thomson Learning.
• Grönroos, C. (1990). Marketing redefined. Management Decision. Hunter, G. K., & Perreault Jr, W. D. (2007). “Making sales technology effective”. Journal of marketing.
• Guenzi, P., & Troilo, G. (2007). “The joint contribution of marketing and sales to the creation of superior customer value”. Journal of Business Research.
• Homburg, C., & Jensen, O. (2007). The thought worlds of marketing and sales: which differences make a difference?. Journal of Marketing, 71(3), 124-142.
• Homburg, C., Jensen, O., & Krohmer, H. (2008). Configurations of marketing and sales: A taxonomy. Journal of marketing, 72(2), 133-154.
• Jobber, D. (2007). Principles and practice of marketing. Berkshire: McGraw-Hill.
• Kotler, P. (2006). Marketing Management. New Jersey: Person Education.
• Kotler, P., & Armstrong, G. (2010). Principles of marketing. (13th Global Edition). Englewood Cliffs: Prentice Hall.
• Kotler, P., & Keller, K. L. (2009). Marketing management. (13th Pearson International Ed.). Englewood Cliffs: Prentice Hall.
• Lassk, F. G., Ingram, T. N., Kraus, F., & Mascio, R. D. (2012). “The future of sales training: Challenges and related research questions”. Journal of Personal Selling & Sales Management.
• Low, G. S. (2000). Correlates of integrated marketing communications. Journal of Advertising research, 40(3), 27-39.
• Matthyssens, P., & Johnston, W. J. (2006). Marketing and sales: optimization of a neglected relationship. Journal of Business & Industrial Marketing.
• of Conferences (Vol. 126, p. 04004). EDP Sciences.
• Okyere, N. Y. D., Agyapong, G. K., & Nyarku, K. M. (2011). The effect of marketing communications on the sales performance of Ghana telecom (Vodafone, Ghana). International Journal of Marketing Studies, 3(4), 50.
• Palmer, A. (2005). Principles of service marketing. (4th ed.). Berkshire: McGraw-Hill Education
• Porto, R. B. Costa, R. D. R., Watanabe, E. A. D. M. (2017). The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise. Revista Brasileira de Gestão de Negócios, 19, 432-452.
• Seukindo, N. O. (2017). Effect of marketing communication mix On sales performance of soft drink companies in Dar Es Salaam, Tanzania (Doctoral dissertation, PhD Thesis]. Kenyatta University).
• Smith, T. M., Gopalakrishna, S., & Chatterjee, R. (2006). A three-stage model of integrated marketing communications at the marketing-sales interface. Journal of marketing research, 43(4), 564-579.
• Stokes, D. (2000). Putting entrepreneurship into marketing: the processes of entrepreneurial marketing. Journal of research in marketing and entrepreneurship.
• Stotlar, D. (2004). Sponsorship evaluation: Moving from theory to practice. Sport Marketing Quarterly, 13, 61-64.
• Strahle, W. M., Spiro, R. L., & Acito, F. (1996). Marketing and sales: strategic alignment and functional implementation. Journal of Personal Selling & Sales Management, 16(1), 1-20.
• Swaim, R. W. (2011). The strategic Drucker: growth strategies and marketing insights from the works of Peter Drucker. John Wiley & Sons.
• Troilo, G., De Luca, L. M., & Guenzi, P. (2009). Dispersion of influence between marketing and sales: Its effects on superior customer value and market performance. Industrial Marketing Management, 38(8), 872-882.
• Tudose, M. B., & Alexa, L. (2017). The effect of marketing expenses on car sales–an empirical analysis. In MATEC Web
• Vaid, S. S., Ahearne, M., & Krause, R. (2020). Joint marketing and sales appointment: Uncertainty from intertwining of marketing and sales in one position. Industrial Marketing Management, 85, 221-239.
• Woretaw, A. Lakew, T. Gadasandula, K., 2021. Impact of Promotional Tools on Sales with Special Reference to Ethiotelecom: Evidence from North Western Region Office, Ethiopia. Innovations, Number 66. September 2021.