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Table of Content
No | Title | Page Number | 1.0 | Introduction | 1 | 2.0 | Literature Review: Marketing Mix | 2 | 3.0 | Literature Review: Customer Satisfaction | 4 | 4.0 | Research Objectives | 5 | 5.0 | Hypothesis | 5 | 6.0 | Data Analysis Report | 5 | 7.0 | Discussion and recommendation | 6 | 8.0 | Conclusion | 6 | 9.0 | References | 6 | 10.0 | Appendix | 7 |
1.0 Introduction This assignment is about the investigation of restaurant marketing mix & customer satisfaction in Kampar. We want to find the relationship between marketing mix and customer satisfaction in Kampar. Objective is to investigate how marketing mix (price, product, place, promotion) will affect customer satisfaction. The hypothesis is to support the research is correct. This assignment is to understand the research method.
2.0 Marketing Mix
Marketing mix is a technical of marketing planning and it sometimes referred to as 4Ps, stand for Place, Promotion, Product and Price (Bennett, 1997). The 4p is to understand the customer need and want. The proportions in the marketing mix can be altered in the same way and differ from the good to good (Hodder Education, n.d). According to W. J. Stanton, "Marketing mix is the term used to describe the combination of the 4 inputs which constitute the core of a company 's marketing system: the product, the price structure, the promotional activities, and the distribution system." (A Review of Marketing Mix: 4Ps or More?, May 2009)
2.1 Price
One of the elements in Marketing Mix is price. Armstrong, Gary and Philip Kotler said that price can be defined as “The total of money that needs to pay for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service” (Marketing Mix Price, 2005). Price is set to make profit and determine whether the customer is ready to pay for the product. Only price is create sales revenue, the other 3P is costs. It is
No | Title | Page Number | 1.0 | Introduction | 1 | 2.0 | Literature Review: Marketing Mix | 2 | 3.0 | Literature Review: Customer Satisfaction | 4 | 4.0 | Research Objectives | 5 | 5.0 | Hypothesis | 5 | 6.0 | Data Analysis Report | 5 | 7.0 | Discussion and recommendation | 6 | 8.0 | Conclusion | 6 | 9.0 | References | 6 | 10.0 | Appendix | 7 |
1.0 Introduction This assignment is about the investigation of restaurant marketing mix & customer satisfaction in Kampar. We want to find the relationship between marketing mix and customer satisfaction in Kampar. Objective is to investigate how marketing mix (price, product, place, promotion) will affect customer satisfaction. The hypothesis is to support the research is correct. This assignment is to understand the research method.
2.0 Marketing Mix
Marketing mix is a technical of marketing planning and it sometimes referred to as 4Ps, stand for Place, Promotion, Product and Price (Bennett, 1997). The 4p is to understand the customer need and want. The proportions in the marketing mix can be altered in the same way and differ from the good to good (Hodder Education, n.d). According to W. J. Stanton, "Marketing mix is the term used to describe the combination of the 4 inputs which constitute the core of a company 's marketing system: the product, the price structure, the promotional activities, and the distribution system." (A Review of Marketing Mix: 4Ps or More?, May 2009)
2.1 Price
One of the elements in Marketing Mix is price. Armstrong, Gary and Philip Kotler said that price can be defined as “The total of money that needs to pay for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service” (Marketing Mix Price, 2005). Price is set to make profit and determine whether the customer is ready to pay for the product. Only price is create sales revenue, the other 3P is costs. It is
References: 2.0 Marketing Mix Marketing mix is a technical of marketing planning and it sometimes referred to as 4Ps, stand for Place, Promotion, Product and Price (Bennett, 1997). The 4p is to understand the customer need and want 2.3 Promotion Armstrong and Kotler 63 demonstrated that promotions included advertising, personal selling and sales (Castelar, 2005) 2.4 Product A product can be defined as anything that is offered to the market for attention, use, or consumption and it can satisfy customer need and want (Armstrong and Kotler 278) (The Four P 's of Google, 2005) Bibliography A Review of Marketing Mix: 4Ps or More? (May 2009) Bennett, R., & Rundle-Tiele, S. (2004). The Journal of Services Marketing. Customer satisfaction should not be the only goal, http://search.proquest.com.tarcez.tarc.edu.my/docview/212612823/13AB1C457BE6B7D09B/5?accountid=38945. Castelar. (2005). Marketing Mix Promotion. http://articles.castelarhost.com/google_four_ps_marketing_mix_promotion.htm. Dixit, N. H. (2005). PRICE DISCOUNT STRATEGIES: A REVIEWPRICE DISCOUNT STRATEGIES: A REVIEW. http://rev-inv-ope.univ-paris1.fr/files/26105/IO-26105-3.pdf. Envick, B. R. (2003). Measuring the Emotional Quality of Products. Measuring the Emotional Quality of Products, http://www.aabri.com/manuscripts/09144.pdf. Gordano Knowledge Base. (1994). http://www.gordano.com/kb.htm?q=1442. GUZMÁN, F. (2011). Branding, http://www.brandchannel.com/images/papers/257_A_Brand_Building_Literature_Review.pdf. Marketing Mix Price. (2005). http://articles.castelarhost.com/google_four_ps_marketing_mix_price.htm. Mix, P. o. (2010). Successful Marketing Mix. http://projectsconsult.hubpages.com/hub/Principles-of-the-Marketing-Mix. Schorah, K. (8 May 2002). The Role of Public Relations in the Marketing Mix. The Role of Public Relations in the Marketing Mix, http://www.bizcommunity.com/Article/196/18/575.html. The Four P 's of Google. (2005). Marketing Mix Product, http://articles.castelarhost.com/google_four_ps_marketing_mix_product.htm.