Journal of Current Research on Social Sciences (JoCReSS) - ISSN: 2547-9644

Hızlı Erişim


Bu Dergi DOI ve Crosscheck üyesidir


Abstract


Elements of Marketing Mix in one-to-one Marketing

The elements of marketing mix are critical components that serve as a road map for delivering the product to the customer in the most accurate way. McCarty’s elements of marketing mix, which are generalized to 4P (product, price, place, promotion) with a product-oriented approach, have risen to 7P (product, price, place, promotion, people, physical environment and process) due to the development of the service sector and the human factor as an important element in marketing services. The marketing mix elements of product-focused are replaced by marketing mix elements of customer-focused after businesses move toward a relational marketing approach. These marketing mix elements of customer-focused, called 4C (customer value, customer costs, customer convenience and customer communication), are inadequate when considering the steps of one to one marketing, although they are adaptable to one to one marketing. Peppers and Rogers have suggested ‘5I’ (identification, individualization, interaction, integration and integrity) as marketing mix for one to one marketing because 4P does not respond to the needs of one to one marketing. This study suggests nine elements of marketing mix which are based on the marketing mix that exist in the literature, are prepared within the context of one to one marketing and provide a road map for the implementation of the steps of one to one marketing. These elements, called 3CIP of one to one marketing in the study, are customer communication, customer value, customization, individual customer, individual price, individual place, product, purple cow and pleasure.



Keywords
One to One Marketing, Marketing Mix, Customer Oriented.



Kaynakça

Gelişmiş Arama


Duyurular

    Makale Kabulü Sürmektedir

    Dergimizin 10 (1) sayısı için makale kabulü 30 Mayıs 2020 tarihine kadar sürecektir. Makalelerinizi herhangi bir word şablonunda "Online Makale Gönder" linkinden gönderebilirsiniz. Kabul edilen makalelerin tasarım ve mizanpajı dergimizin sekreteryası tarafından yapılmaktadır.



Adres : http://www.jocress.com
Telefon : Please contact mail first Faks : Lütfen öncelikle mail ile iletişime geçiniz
Eposta : sra.academic.publishing@gmail.com

Web Yazılım & Programlama Han Yazılım Bilişim Hizmetleri