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• W287731208 abstract "Background InformationThe majority of marketing practitioners consider the Mix as the toolkit of transaction marketing and archetype for operational marketing planning (Gronroos, 1994). While empirical evidence on the exact role and contribution of the Mix to the success of coimnercial organizations is very limited, several studies confirm that the 4Ps Mix is indeed the trusted conceptual platform of practitioners dealing with tactical marketing issues (Romano & Ratnatunga 1995). The wide acceptance of the Mix among field marketers is their being identified as the controllable parameters likely to influence the consumer buying process and decisions (Kotier, 2003).An additional strong asset of the mix is the fact that it is a concept easy to memorise and apply (Jobber, 2001). The strength of the 4Ps approach is that it represents a memorable and practical framework for marketing decision making and lias proved useful for case study analysis in business schools for many years. Enjoying large-scale endorsement, it is hardly surprising that the 4Ps became even synonymous to the very term marketing, as this was fonnulated by the American Marketing Association (Bennet, 1995).Despite the background and status of the Mix as a major theoretical and practical parameter of contemporary marketing, several academics have at times expressed doubts and objections as to the value and the future of the Mix, proposing alternatives that range from minor modifications to total rejection. It is often evident in both the academic literature and marketing textbooks that the mix is deemed by many researchers and writers as inadequate to address specific marketing situations like the marketing of services, the management of relationships or the marketing of industrial products (Kotier, 2003).The art of putting a customer first, anticipating the needs and problems, tailoring products and services to meet needs and establishing customer relationship is customer service. It is this notion of customer service, which necessitated a need for the expansion of traditional marketing mix (4Ps), so as to have 7Ps (Gronroos, 1987). These three elements in the marketing mix represent elements of services marketing that are cross-functional in nature. They are more concerned with retaining the customer, than catching the customer (Kotier, 1994). The 7 Ps - price, product, place, promotion, physical presence, provision of service, and processes; comprise the modem marketing mix that is particularly relevant in the service industry, but is also relevant to any fonn of business where meeting the needs of customers is given priority. The first two Ps are explicit (People & Process) and the third one (Physical Evidence) is an implicit factor. Broadly defined, optimizing the marketing mix is the primary responsibility of marketing.By offering the product with the right combination of the seven Ps, marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change while making large changes in any of the seven Ps can be considered strategic (Ballantyne, 1991). This paradigm shift has already taken place and a major shift in the perception of the fundamentals of marketing is taking place. The shift is so dramatic that it can, no doubt, be described as a paradigm shift (Sheth, Gardner, & Garrett, 1988). Marketing researchers have been passionately convinced about the paradigmatic nature of marketing mix management and the Four P's model (Piercy, 1985).In today's increasingly difficult and competitive economic climate, many companies across all industries are taking actions in order to survive due to the reducing global corporate travel, and increasing pressure on travel expenses, with consumer confidence low and many currencies in a state of flux, these are some of the most uncertain times for the hotel industry in recent history (Kenya Associations of Hotels, 2008). …" @default.
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• W287731208 date "2013-09-01" @default.
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• W287731208 title "Extended Marketing Mix and Customer's Satisfaction in Classified Non-Star Hotels in Meru Municipality Kenya" @default.
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