Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...

the aim of this study was to investigate the role of international sporting goods fair in developing sport market regarding marketing mix (5ps). the study used a descriptive and field method and was conducted as a survey. the statistical population included all sporting equipment and goods producers who participated in the international fair (n=72 companies) and the sample equaled the populatio...

Every multinational business is faced with a very important marketing decision: to standardise or to adapt its marketing mix? This case study outlines a theoretical exegesis of global standardisation and international adaptation, presents these two perspectives. The debate between these two concepts is explored and their respective benefits considered. Subsequently, the role of the marketing mi...

The purpose of present study is to explore impact of marketing mix (price, firm image, distribution intensity, promotion and propaganda) on the brand equity of Asia Insurance Firm in view of its customers and prioritizing of these elements based on significance of their impacts. The statistical population includes customers of Asia Insurance Firm in Shiraz, IRAN. Data is collected using questio...

Conventional wisdom says that it takes ever increasing marketing budgets and/or lower prices to create sustained growth in sales, which may or may not be profitable in the long run. However, some documented cases and conceptual evidence suggest that marketing spending or prices can exhibit hysteresis in market response, a condition where temporary changes in the marketing mix are associated wit...

This paper examines joint destination marketing in Vietnam, a transitional economy experiencing a rapid growth in tourism. Based on in-depth interviews with representatives of provincial destination marketing organizations (DMOs) and the analysis of their web-sites, the paper considers destination marketing by the eight provinces of the South Central Coast, the most dynamic tourism region in Vi...

In this research, the authors extend previous work in international marketing by analyzing the relationship among past performance, marketing strategy adaptation, and current period performance. The impact of internal (management) and external (market) forces on marketing mix adaptation and current export performance is also considered. A survey of over 500 export managers indicates that curren...