Academic journal article IUP Journal of Marketing Management

Focus

Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

While marketing products, firms need to create a successful mix of: right product, sold at the right price, in the right place, and using the most suitable promotion. Out of the four Ps of the marketing mix, price is the only revenue generating element, the other three being cost centers. Price plays a pivotal role in impulsive buying by the customers. Promotion and brand awareness also play a key role in the customer decision making. The first paper, "The Effect of Impulsiveness and Promotional Types on Purchase Intentions in Taiwan: A Study", by Yang-Chu Lin, Yi-Chih Lee, Steven C H Lin and Yi-Xin Zheng, discusses and investigates the different effects of the pricing model, promotion type, brand awareness and customer buying patterns depending on the impulsiveness and purchasing intentions. The results indicate that a great sales performance is backed by a well-chosen pricing model and promotion type. The study is based on the hypothesis, 'Odd pricing may have different impact on different kinds of products'. The paper explores the effects of odd pricing on the purchasing intentions of the customers along with promotional label, brand reputation and consumer's impulsive personality.

The second paper, "An Empirical Study on Customer Satisfaction with Special Reference to Domestic Sector Pumps in Coimbatore", by G Devakumar, describes that authentic marketing is not the art of selling what is made, but knowing what to make. He calls selling an art which creates a unique selling proposition through customer satisfaction which makes the business stand out from the rest. …

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