Application of the marketing mix to the world export of animal products

Vasylieva, Natalia; James, Harvey S.

doi:10.21511/im.16(1).2020.08

Cited by 5 publications

(6 citation statements)

References 23 publications

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Section: Effect Of Marketing MIX On Purchase Intention and Wtpmentioning

confidence: 99%

“…The concept of marketing mix refers to the effective integration of marketing strategies and activities during product sales [46]. In general, marketing mix consists of the "4Ps", namely promotion, place, product, and price [46,47]. Consumers receive information on meat products through brand advertisements and promotional activities, which in turn affect their impression and expectation of the products as well as their choices, purchase decisions, and WTP [5,6].…”

Section: Effect Of Marketing MIX On Purchase Intention and Wtpmentioning

confidence: 99%

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Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Kung

Wang

Liang

2021

Foods

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This study explored the effects of purchase preference, perceived value, and marketing mix on consumers’ purchase intention and willingness to pay for pork in Taiwan. A questionnaire was distributed to pork consumers in an online platform, and a total of 1042 valid samples were collected. An analysis of the questionnaire responses revealed three purchase preference factors, namely flavour, certification marks, and added features; four perceived value factors, namely functional, social, conditional, and emotional value; and four marketing mix factors, namely promotion, convenience, product, and price marketing. Functional value, purchase frequency, conditional value, and product marketing positively affected purchase intention. Promotional marketing, monthly disposable income, and social value were the main positive factors in increased willingness to pay. Consumers who were men, had a lower educational level, purchased large quantities of pork at one time, or frequently purchased pork exhibited higher purchase intention than did other consumers. Those who were men, had higher educational attainment, had a higher monthly disposable income, or held a management position were more willing to purchase pork at a premium price.

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Section: Effect Of Marketing MIX On Purchase Intention and Wtpmentioning

confidence: 99%

Section: Effect Of Marketing MIX On Purchase Intention and Wtpmentioning

confidence: 99%

Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Kung

Wang

Liang

2021

Foods

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“…The American Marketing Association (2022) defines marketing as "the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large". Marketing practitioners develop activities that meet the needs of the market through a marketing mix, namely the effective corporate strategies and activities established during the merchandising stage (Vasylieva and Harvey, 2020). Traditionally, marketing mix is divided into product, price, place and promotion, collectively referred to as the 4Ps (Chen, 2018;McCarthy, 1981).…”

Section: Pork Marketing MIXmentioning

confidence: 99%

“…The strategic use of the 4Ps can effectively enhance competitive advantage, decrease the likelihood of replacement and create exclusive value for the target market (Thabit and Raewf, 2018). The marketing mix can be adapted to a variety of different industries and has many potential combinations (Vasylieva and Harvey, 2020).…”

Section: Pork Marketing MIXmentioning

confidence: 99%

Product-based marketing strategies: pork consumption in Taiwan and Japan

Ip,

Liang

2023

BFJ

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PurposeThe present study surveyed consumers in Taiwan and Japan to analyse the influence of marketing mix on purchase intention and the willingness to pay for Taiwanese pork and to establish a marketing-oriented model of consumer behaviour.Design/methodology/approachA total of 1,134 valid Internet surveys were collected, which included 526 Taiwanese respondents and 608 Japanese respondents.FindingsAn analysis of the results indicated that product quality constitutes the foundation of marketing strategies and significantly affects purchase intention and willingness to pay through physical evidence, promotional activities, place and price. Both physical evidence and product strongly affect the purchase intention of Taiwanese consumers, followed by price, whereas price and physical evidence significantly affect willingness to pay. For Japanese consumers, price, product and promotion strongly affect purchase intention, but place and physical evidence exert negative effects; by contrast, price and promotion significantly affect willingness to pay.Originality/valueThe results determined that a modified marketing mix should be applied for agricultural products. In the domestic market, marketing should promote the modernisation and scale of pork farms and possibly the brand value or market rarity. In international markets, particularly those of neighbouring countries, marketing should focus on the promotion of Taiwanese pork as a high-quality, reasonably-priced product with transparent product information and convenient purchase channels. This study contributes to the application of marketing theory to the market for staple foods by incorporating considerations for domestic and international markets.

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“…Халатур запропоновано удосконалений організаційно-економічний механізм забезпечення інноваційного розвитку сільського господарства та інноваційну доктрину розвитку сільського господарства України на основі процесу синергії елементів стратегії, в якій визначено механізми її реалізації [6,7]. Natalia Vasylieva, Harvey James and Jr. (2020) пишуть, що важливим викликом, з яким стикається міжнародне сільське господарство, є гостра проблема покриття дефіциту харчових продуктів у всіх країнах [12].…”

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