Marketing Mix Thesis

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marketing mix thesis

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Digital Commons @ USF > College of Business > Marketing > Theses and Dissertations

Marketing Theses and Dissertations

Theses/dissertations from 2022 2022.

Spillover Effects in Product Customization , Samuel Babu Sekar

Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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Marketing Dissertation Topics

Published by Jamie Walker at January 11th, 2023 , Revised On January 11, 2023

Marketing is a business-focused subject, so you’ll be exposed to much more than just creativity. You’ll learn how to set budgets, find new customers, enter international markets, and decide on prices or profits.

As a marketing student, you will be required to complete a marketing dissertation to complete your degree programme. Your dissertation topic can relate to branding, relationship marketing, online/digital marketing, marketing ethics, and any other field of marketing.

To help you get started with brainstorming for marketing topic ideas, we have developed a list of the latest topics that can be used for writing your marketing dissertation.

These topics have been developed by PhD-qualified writers of our team , so you can trust to use these topics for drafting your dissertation.

Review the step-by-step guide on how to write your dissertation here.

You may also want to start your dissertation by requesting  a brief research proposal  from our writers on any of these topics, which includes an  introduction  to the topic,  research question , aim and objectives,  literature review , and the proposed research methodology conducted.  Let us know  if you need any help in getting started.

Check our  dissertation example to get an idea of  how to structure your dissertation .

You can review step by step guide on how to write your dissertation here .

Review Our Best Dissertation Topics 2021 complete list.

2022 Marketing Dissertation Topics

Topic 1: assessing the role of communication strategies in fashion marketing- a case study of uk.

Research Aim: The purpose of this study is to investigate the role of communication strategies in the world of   UK fashion marketing. This will also give us an understanding of how new fashion remanufacturing should be communicated to the consumers. Focusing on how information and messages about the brands or products should be labelled to attract the audience.

Topic 2: How Influential are Retail Stores and Fast Fashion on each other? A case study of Zara

Research Aim: Fast fashion is an idea in which retailers target their business strategies, reducing the time it takes to get products into the store, using an in-season purchasing strategy to keep the products in the market updated during the season. This study aims to find the impact or influence of fast fashion and retail stores on each other, focusing on Zara as it is considered as the famous brand among consumers. It will look at what happens to fast fashion when it is delivered to retail outlets, as well as the adaption of fast fashion in the retail sector and how it is communicated to customers.

Topic 3: Assessing the Key Ethical Issues in the marketing of Pharmaceutical Products in the UK.

Research Aim: Pharmacists may occasionally be led to unethical behaviours during contact; that’s why it is important to understand these behaviours. Pharmaceutical products are sensitive to advertising, and minor misconduct can lead to loss of public trust in the industry. The current study will examine the challenges faced and the key ethical issues that occur during the marketing of pharmaceuticals products focusing on the UK pharmaceutical industry; through quantitative research analysis.

Topic 4: Brand Marketing to a Global World and its impact on local cultural beliefs and attitudes- A literature review.

Research Aim: Different cultures in different countries act as challenges to global marketing. The aim of this study is to develop an understanding of how brand marketing in a global world has a huge impact on the cultural beliefs and attitudes of people. It will provide an experience of international and local consumer cultures and their mutual influence on many consumer behaviours and their effect on their decision-making process.

Topic 5: E-sports marketing- Investigating purpose and scope in current times.

Research Aim: This study aims to find the emerging trend of esports marketing and its scope in current times. It will also explore the collaborative efforts of gaming companies, players and different online communities and how they play an important role in maintaining and enriching the value of Esports consumption.   of   It will provide a societal impact of esports and by applying different strategies

Marketing Dissertation Topics for 2021

Topic 1: impact of product packaging on organisational sales: a case study of the uk retail sector.

Research Aim: Due to intense competition in the UK retail sector, product packaging has gained significant importance concerning consumer purchase decisions. This research will focus on how product packaging (colour, shape, and other attributes) influences consumer purchase behaviour which in return increases or decreases the sales of the organisation.

Topic 2: Impact of E-marketing on consumer purchase decisions: Case of the UK luxury industry

Research Aim: The main purpose of the research is to analyze the impact of electronic marketing on consumer purchase decisions. Different modes of e-marketing will be assessed, and based on the results of each e-marketing channel, the dissertation will be concluded. The focus of this research will be the UK luxury industry.

Topic 3: Analysing the customer-centric marketing strategies in attaining competitive advantage for the firm and sustaining business success

Research Aim: In today’s competitive corporate world, organizations are formulating and implementing customer-centric marketing strategies. These strategies are devised, keeping in mind customer behaviour, customer pattern, customer preferences, customer trends, etc. Considering all these and many other customer-related aspects, companies assess what is successful for their business. This research will discuss the different characteristics of customers that should be studied and how formulating related strategies will help the company gain a competitive advantage and generate profits.

Topic 4: The role of information technology in revolutionizing marketers' approach towards manipulative advertisement

Research Aim: The digital media or the digital world has provided a very effective and large platform for marketers to market and advertise their products. However, this platform can also be used to manipulate customers through deceptive marketing techniques. The main purpose of the research is to analyse the role of information technology in revolutionizing marketers’ approach towards manipulative advertisements. In addition to this, the research will also talk about how marketers use digital media channels to deceive customers who also harm the company’s reputation.

Topic 5: Assessing the impact of integrated marketing communication on consumer impulsive buying behaviour

Research Aim: Consumer impulsive buying behaviour has become an important phenomenon in today’s global world. Companies have been able to acquire a high market share through the impulsive buying behaviour of the consumer. Therefore, this research focuses on analyzing the impact of integrated marketing communication on consumer impulsive buying behaviour.

Topic 6: The Impact of digital marketing on businesses throughout the world

Research Aim: Digital Marketing has changed the face of marketing in today’s world. More and more companies are now adopting this new technique to gain a competitive edge over traditional marketing methods. This research will address the impact of different digital marketing channels on businesses and how each channel can help companies earn more.

Topic 7: Traditional vs Digital Marketing: A comparative study of the last ten years

Research Aim: With the emergence of digital marketing in the global world today, more and more companies are abandoning traditional marketing techniques. This research will compare traditional and digital marketing methods and present data over the past ten years. Through this data, a conclusive analysis will be conducted to determine which marketing is more successful in today’s times.

Topic 8: Studying customers’ responses to automated interactions in the services industry: How does it impact the business?

Research Aim: Many companies have now completely automated their business operations. They have streamlined standard responses given to customers. This research will mainly assess the impact of automated responses on customers, whether or not they impact them in terms of generating and converting leads, and ultimately how it impacts the business overall.

Topic 9: Capturing and analyzing the Voice of Customer (VOC) through Artificial Intelligence: How effective is the technology?

Research Aim: Voice of Customer (VOC) is not a new concept. Companies have been working and collecting data on it for the past several years. It is a method to gather customers’ feedback about their expectations and experiences with respect to your product or service. This research will study how companies gather, assess, and analyse this data through artificial intelligence and how effective it is for businesses. The research will utilise quantitative analysis to conclude whether or not this new technology and strategy is successful.

Topic 10: Online search queries – Can businesses benefit from them and better market their products and services?

Research Aim: Keyword targeting, search engine optimization (SEO), click trend, search trend, etc., are all ways to find how consumers search for a particular product, brand or website online. With more business being done online and with companies focusing more on online marketing, understanding online search queries have become crucial for the business’s success. This research will focus on the different ways through which companies can assess online search queries and whether or not they can benefit from them. Data from past years will be fetched and included to conduct authentic research and conclude accurately.

Also read: Management Dissertation Topics

“Our expert dissertation writers can help you with all stages of the dissertation writing process including topic research and selection, dissertation plan, dissertation proposal, methodology, statistical analysis, primary and secondary research, findings and analysis and complete dissertation writing”. Learn more here .

Relationship Marketing Dissertation Topics

Relationship marketing is a form of marketing that focuses on long-term goals such as building customer loyalty and increasing customer retention. In relationship marketing, products are provided based on relationships and not traditional marketing. This type of marketing helps firms acquire more customers and build loyalty. The more loyal and satisfied a customer is, the more likely they are to make a purchase.

Under relationship marketing, the purchasing pattern, the contact details, and the entire profile of customers are maintained. Normally, firms assign executives to one or more major customers to maintain relationships and satisfy their needs. It is a very useful marketing tool and also an excellent topic to research on. You can choose a topic for your relationship marketing dissertation topic from any of the topics listed below:

Topic 11:Customer loyalty – Behaviour or an attitude? A mixed-method analysis

Research Aim: This research will analyse how customer loyalty is determined, whether it is an attitude or behaviour. A comparative analysis, comparing different elements of attitudes and behaviours, will be conducted.

Topic 12: The usefulness of relationship marketing in the UK fashion industry: To what extent have organisations incorporated club-style membership schemes for their customer and their impact on businesses?

Research Aim: This research will focus on one important aspect of relationship marketing – memberships. The research will revolve around the UK fashion industry, and the impact memberships have on customers and business organisations.

Topic 13: The impact of relationship marketing on customer loyalty: An analysis of Honda Motors

Research Aim: This dissertation will assess how customer loyalty is impacted by relationship marketing. The main focus of this study will be Honda Motors, how the company maintains customer relationships.

Topic 14: Loyalty schemes and customer satisfaction: Do they really have an impact?

Research Aim: This research will analyse whether or not loyalty schemes impact customer satisfaction. If yes, then the various means will be explored.

Topic 15: The interrelationship between switching costs and consumers' resistance to switching brands' loyalty

Research Aim: The relationship between costs and brand loyalty will be assessed in this research. This research will discuss circumstances under which customers decide to switch brand loyalty.

Topic 16:Loyalty schemes and their relationship with sales: An exploratory analysis of the UK retail industry.

Research Aim: This dissertation will conduct an exploratory analysis to conclude whether or not there is a relationship between loyalty schemes and sales of companies.

Topic 17:Maintaining customer relations through relationship marketing. A case of ASDA

Research Aim: The main focus of this research will be to study how ASDA maintains customer relations and whether they prove to be successful for the business or not.

Topic 18:Exploring the effectiveness of online marketing – Does digital marketing help companies build customer loyalty?

Research Aim: This dissertation will analyse how effective online marketing is for companies to help build and maintain customer loyalty. And whether online marketing can be used to build customer loyalty.

Topic 19: Assessing customer satisfaction in the UK tourism and hospitality industry

Research Aim: The UK tourism and hospitality industry will be assessed in this study for customer satisfaction. The dissertation will conclude to answer how the UK tourism and hospitality industry has maintained customer satisfaction.

Topic 20:Technology driven customer engagement – Does it lead to better customer satisfaction as compared to traditional engagement methods?

Research Aim: This dissertation will discuss how technology has impacted customer engagement. Furthermore, it will analyze how effective technology has been in driving customer engagement compared to traditional methods.

Branding Dissertation Topics

Branding involves creating a unique image and name for a product in the minds of the customers. This is done through creative advertising using a brand theme used consistently in all the advertisements. Branding also entails creating a unique logo and name for a distinguished product.

Some consumers compare prices before purchasing a product, but mostly a purchase is made by focusing on the quality of goods and brand loyalty. There is a misconception that branding is the same as marketing, but it can be distinguished based on the former being one of marketing strategy fundamentals.

For successful branding, there should be truthfulness and clarity in every phase through interaction with customers, which will help improve the value and brand perception of a company.

Branding provides companies with a competitive edge over other organizations and has become a very popular topic for research among undergraduate and postgraduate students. When looking to work on a branding related dissertation, you can choose from the dissertation topics below:

Topic 21:Maintaining brand equity through innovation: A case study of Apple Inc.

Research Aim: Innovation has a huge impact on brand equity. The same will be discussed in this research, with Apple Inc. as the main focus.

Topic 22:Building brand equity through celebrity endorsement: Analysis of the fashion industry

Research Aim: Celebrity endorsement is an excellent way to build brand equity. In this dissertation, the same will be discussed concerning the UK fashion industry or another country of your choice.

Topic 23:Brand attitudes and advertisements: Evidence from the past five years

Research Aim: This study will talk about how advertisements shape brand attitudes. Evidence from the past five years will be presented to conclude whether advertisements impact the brand attitude or not.

Topic 24: Packaging as a brand marketing strategy: Assessing its effectiveness in the retail sector

Research Aim: The success of a brand marketing strategy depends on several factors. This dissertation will assess how important packaging is in a brand marketing strategy.

Topic 25:Effect of branding on consumers of Coca Cola and Pepsi: A comparative analysis

Research Aim: Branding has a huge impact on consumers. Competitors utilise this strategy to build customer loyalty. This research will compare two big rivals – Coca-Cola and Pepsi concerning branding.

Topic 26:Branding strategies: Impact and application

Research Aim:  The different types of branding strategies and their implementation process will be discussed in this study.

Topic 27:Analysis of the consumer: Comparative analysis between good quality products and brand loyalty.

Research Aim: This study will discuss how good quality products impact consumers and how it helps companies build brand loyalty.

Topic 28:Building, retaining and maintaining the brand image in the market – Studying MNCs in the UK industry

Research Aim: Brand image and reputation are something that companies should pay close attention to. This research will talk about leading MNCs and how they should build and retain the brand image.

Topic 29:Importance of brand and reliability in the automotive industry – Case of Toyota Motors

Research Aim: Reliability is a huge factor in building a brand. With a specific focus on Toyota, this study will discuss how reliability impacts the brand.

Topic 30:Building brand awareness and equity through online marketing – Assessing its effectiveness

Research Aim: This research will assess the effectiveness of online marketing in building brand awareness and equity.

Topic 31:International brand building in the digital age: The role of digital marketing

Research Aim: Building a brand with the help of digital marketing will be discussed in this research.

Topic 32:Corporate social responsibility and brand management: A case of Nestle

Research Aim: Giving back to the community creates a positive image of the company. This research will discuss how fulfilling corporate social responsibility helps the company maintain its brand.

Also Read:   Chanel’s Brand Identity and Personality

Direct Marketing Dissertation Topics

Direct marketing is a marketing phenomenon that involves direct selling to customers. This includes telephone selling, email selling, direct mail selling, etc. No retailer is involved in the process. The product/service flow includes only two parties, the company and the consumer.

Direct marketing allows businesses and non-profit organizations to communicate with customers directly. It relies on advertisements on the internet, television, or radio.

There are different types and forms of direct marketing, with internet marketing being the most popular. Online marketing helps companies to interact directly with their customers without any middleman. In this manner, companies can gain insight into customers, expectations, and feedback on the product/service.

Below is a list of topics that you can base your dissertation on under the direct marketing theme.

Topic 33:Loyalty schemes and direct selling – Does it help businesses to market directly to customers?

Research Aim: Loyalty schemes are an old but extremely effective marketing tool. This research will discuss and analyze whether direct marketing can be done through these schemes or not.

Topic 34:How customers can protect themselves from deceitful direct marketing techniques?

Research Aim: This study will highlight the unlawful and unethical ways companies adapt through digital marketing and how customers can protect themselves.

Topic 35:Direct Marketing: Effects and implications

Research Aim: The main concept, theory, and framework of direct marketing will be discussed and analysed in this research. The effects and implications of direct marketing will be the main focus of this study.

Topic 36:Do customers respond differently to direct and digital marketing?

Research Aim: Direct and digital marketing will be compared and analysed in this research. Their responses will then be evaluated as to which one is the most effective.

Topic 37:The relationship between the duration of a voice message and the success of Tele-marketing? A case of mobile Industry.

Research Aim: Telemarketing is a successful marketing tool. This research will study the relationship between the duration of a voice message and its success for companies operating in the mobile industry.

Topic 38:Developing a marketing information system for direct marketing: Analysing its effectiveness

Research Aim: A marketing information system is extremely essential for companies today. This research will discuss how a marketing information system can be developed and how effective it is for direct marketing.

Topic 39:The role of business and artificial intelligence in direct marketing – How can companies gain advantage?

Research Aim: Artificial Intelligence is the big thing in the marketing industry these days. Incorporating it into your business for marketing will help you achieve a competitive advantage. The same will be studied and evaluated in this research.

Topic 40:Internet marketing as a direct marketing technique – Assessing its effectiveness and profitability

Research Aim: Internet marketing can be used a direct marketing technique. This research will assess how effective and profitable this technique can be for businesses.

Topic 41:Protecting consumer data and privacy in direct marketing techniques – Evaluating its importance.

Research Aim: Companies do not pay much attention to customer privacy. This research will discuss how direct marketing can help companies protect customer data and privacy.

Marketing Across Cultures Dissertation Topics

Every culture is different. Thus, what is acceptable in one, may not be acceptable in the other. This is why firms must adopt different techniques while operating in different cultures. Before introducing any product, companies need to analyse the cultural aspect of the market.

This has become a very important and deciding factor for the successful operation of a business. Cultures have a deep impact on consumer behaviour, and it plays a key role in shaping the buying behaviour and the attitude of the customer.

There is no doubt that this marketing aspect is worth some research. Some intriguing and current dissertation topics in the field of cultures and marketing are given below:

Topic 42:Impact of culture on the trading Market: A case of general motors through an analysis of the imports and exports.

Research Aim: Marketing is based on different cultures. This research will discuss the impact of culture on the trading market, focusing on general motors’ imports and exports.

Topic 43: Does language impact the identity of a brand? A case of Coca-Cola

Research Aim: Language is an important element of a culture. This study will research and analyze whether or not the language impacts a brand and will utilize Coca-Cola as its main focus.

Topic 44: Amalgamating and assessing the regional differences within the national culture of marketing

Research Aim: This research will study the various regional differences that exist in the marketing culture and how they impact businesses.

Topic 45: The impact of collectivism and individualism on purchasing smartphones

Research Aim: Different cultures have a different impact on society. This research will conduct a cross-cultural analysis to understand how culture impacts marketing strategies

Topic 46:Cross-cultural marketing and how it impacts a business – A specific focus on the FMCG sector

Research Aim: Cross-cultural marketing is utilised by companies operating in different cultures. This research will talk about how cross-cultural marketing is formulated, devised, and implemented in the FMCG Sector and whether it is successful for the company or not.

Topic 47:Belief, religion and values: Do they have an impact on businesses across the world

Research Aim: There can be many cultures in one market. Thus, it becomes challenging for companies to market their product according to cultures. This research will assess this issue by focusing on two different cultures.

Topic 48: Application of marketing mix in a culturally diverse society: Assessing two different cultures

Topic 49: same marketing tact in different markets: how it leads to business failures.

Research Aim: Companies cannot utilise similar marketing techniques for different cultures. This research will assess how this act can lead to the failure of businesses.

Topic 50:Cultural differences and the subsequent effect on supermarkets across the United Kingdom

Research Aim: This research will talk about how various cultural differences impact supermarkets operating in the United Kingdom.

Also Read :   Fashion and Culture Dissertation Topics

Online Marketing Dissertation Topics

When marketing evolved from traditional to online or digital marketing, it was observed that all the rules that traditional marketing followed were no longer useful. The needs and demands of the market had changed, thus online marketing emerged. Digital marketing has been a game-changer in the field of marketing.

New tools, new rules, and new methods have set the marketing game field. Every player entering the business world needs to be well versed with all these new aspects or else it can go out of business quickly.

Online marketing helps business organisations to understand and evaluate customers’ responses to a particular marketing strategy very efficiently. So businesses are now aware of their customer behaviour, trends, what they look for in a product, what are they interested in, etc.

However, while collecting and storing all this customer information, organisations need to ensure the privacy of their consumers to avoid losing their trust. Companies are now in an era where they can efficiently interact and engage their consumers.

Based on their responses, they can devise subsequent marketing strategies. Online marketing is now a powerful marketing tool as it allows organizations to develop specific strategies to suit the needs of their consumers.

The field of digital marketing is worth the research. You can spend hours learning about this facet of marketing, and still will be left with the urge to learn more. Some interesting topic suggestions are given below if you want to base your dissertation on online marketing.

Topic 51:How online marketing impacts the retail sector during the Covid-19 pandemic? - Entering the field of internet marketing

Research aim: This research will aim to discover the impact of the covid-19 pandemic on the performance of the retail sector in any country of your choice. How did the retail stores move to online marketing to overcome the losses?

Topic 52: Organisations and their use of personalised products: How do companies decide who to market?

Research Aim: There are times when companies launch personalised services or products for a specific group of customers. To identify this need, traditional research is not useful. Customers do not want to give out this type of information. With online marketing and its various tools, companies can now gather this data. This research will delve deep into how that happens.

Visit our topics database to view 100s of dissertation topics in your research area.

Topic 53:The role of online marketing in driving sales: Studying the retail sector

Research Aim: The main focus of this research will be to understand how the retail sector is impacted through online marketing and its role.

Topic 54:Implications and application of online marketing

Research Aim: Online marketing tools are extremely powerful. Various tools will be discussed and analysed in this research to conclude how well they perform.

Topic 55:How can companies overcome the hate speech of unhappy customers?

Research Aim: With the ease of gathering data, online marketing and tools can also lead to hate speech from customers. This research will evaluate different ways through which companies can overcome this issue.

Topic 56:What attributes are preferred by customers for online search, purchasing and comparison?

Research Aim: The different types of research, search, purchasing, and comparing attributes undertaken by customers will be assessed in this study. Moreover, their impact on business will be studied.

Topic 57:The power of online marketing tools – Assessing their effectiveness with respect to sales

Research Aim: Different marketing tools will be analysed and studied in this research. They will be assessed based on their effectiveness concerning sales.

Topic 58:Analysis of change in behaviour of customers in offline and online marketing

Research Aim: Online and offline marketing are extremely different. This research will analyse how customers behave differently in an online marketing setting as compared to an offline marketing setting.

Topic 59:Impact of appearance and visual effects for the effectiveness of online marketing

Research Aim: Online marketing utilises different appearance and visual effects to attract customers. This research will analyze how effective these techniques are for the company.

Topic 60:Websites and E-commerce – Do they influence customer behaviour? A case study of the UK fashion industry

Research Aim: With online marketing, it is essential that you have a website and an online store if you’re selling products. The impact of both website and e-commerce on marketing in the UK fashion industry will be assessed.

The 4Ps (Price, Product, Promotion, Place) of Marketing Mix Dissertation Topics

Price, product, promotion, and place are also known as the four pillars of marketing. Referred to as the marketing mix, these four components help companies decide on a product and/or marketing strategy.

These four factors (4Ps) are the key ingredients of a successful marketing strategy since they allow for an in-depth analysis of the market and marketing strategies concerning any particular product. The companies analyse the culture, the product itself, and the pricing of other similar products to gain a competitive edge for their business and production processes.

To understand more about these components and how they impact businesses, you can research this area. Some relevant topics in this area of marketing are listed below for you to base your dissertation on:

Topic 61:Understanding the importance of location for customers Starbucks USA vs Starbucks UAE

Research Aim: Location has a great impact on the company’s sales and marketing efforts. This research will assess how impactful location is for customers by comparing Starbucks located in the US and the UAE.

Topic 62: Pricing war between competitors: Analysing the case of Coca-Cola and Pepsi

Research Aim: Companies usually price their product to competitors to stay relevant and to help their products succeed. This research will analyze how competitors price their products by assessing the pricing strategies of Coca-Cola and Pepsi.

Topic 63:Impact of point-of-purchase promotion on sales: A case study of ZARA

Research Aim: Promotions are an effective way of selling products. This research will study the point of purchase promotion and its impact by focusing on ZARA.

Topic 64: Product packaging and its impact on buying decision – An exploratory analysis

Research Aim: The packaging of a product has a huge impact on the buying and purchasing decisions of customers. This research will conduct an exploratory analysis to understand this impact.

Topic 65:International pricing strategies and their Impact on the brand image: A case study of iTunes

Research Aim: Pricing strategies may or may not differ in different locations. This research will analyze whether iTunes has gained or not by its pricing strategies in different locations.

Topic 66: Impact of price adjustment strategies in online and offline setting

Research Aim: Prices vary in different settings. This research will study the price strategy adjustment in online and offline marketing.

Topic 67:Should Online Reviews and Word of Mouth be a New Component in the Marketing Mix?

Research Aim: Word of mouth and online reviews have proved to be extremely effective marketing tools in recent times. These components concerning the marketing mix will be studied in this research.

Topic 68:Difference between Online and Offline Promotions – How do They Impact Brand Image

Research Aim: A variety of marketing promotion techniques exist. This research will talk about the different online and offline promotional tools and how they impact brand image.

Topic 69:Impact of Traditional Promotions vs Social Media Promotions – Analyzing Burberry’s Promotional Campaigns

Research Aim: Social media promotional campaigns gain a lot of traction. With a specific focus on Burberry’s promotional campaigns, this research will analyse traditional and social media campaigns.

Topic 70:Effect of Premium Pricing Strategies on Consumers. A case of Apple Products

Research Aim: Of different pricing strategies, premium pricing strategies are adopted for luxury products. The effect of this type of pricing strategy on luxury products (Apple products) will be analyzed in this study.

Topic 71:Impact of Cultural Values in Promotional Activities

Research Aim: Culture has a huge impact on the marketing efforts of a company. This research will talk about the various cultural values and how they impact the promotional activities of businesses.

Topic 72:Placing Products in a Central Location and Ease of Access: Assessing its Impact on Customers

Research Aim: Location affects the sales of products and services. This research will assess the impact of customers when products are placed in a central location and when they are offered ease of access.

Topic 73:Influence of celebrity endorsement on sale: A comparative analysis of Nike and Rebook

Research Aim: Celebrity endorsement is a highly effective way to increase sales. A comparative analysis between celebrity endorsement done by Nike and Reebok will be evaluated in this research.

Topic 74:Impact of promotions upon customer’s perception

Research Aim: Customers may or may not change their perception after marketing promotion efforts. This research will discuss whether promotions can change perceptions or not.

Topic 75: Analysing the impact of cartoon characters on children

Research Aim: Products marketed towards children are tricky to market. This research will study whether including a cartoon character to attract children helps businesses or not.

Marketing and Consumer Psychology Dissertation Topics

Marketing is fundamentally based on consumer behaviour. Studying consumer behaviour helps businesses understand the customer in a better manner. Not only this, but it also helps them improve their marketing strategies by understanding the problems of a consumer with a specific focus on their perception of products. It is very important to understand the psychology of consumers and the various influences that the environment may have on their psychology. Studying these behaviours and patterns helps companies know how they should target their customers and what aspects they should focus on.

Consumer psychology comes in very handy for online marketing. When marketing digitally, companies have little or no information regarding their consumers. Thus, understanding their way of thinking, behaviour, buying patterns, trends, etc., helps businesses understand what the customer expects.

The study of consumer behaviour is very interesting and therefore provides an ideal topic for dissertations.

Topic 76:An investigation of consumer psychology and perceptions and their impact on marketing fashion products

Research Aim: Consumer psychology and their perceptions will be evaluated in this research. These two factors concerning the marketing of fashion products will be assessed.

Topic 77:How does consumer knowledge affect the purchase of products and their buying decision

Research Aim: Consumer knowledge influences their buying or purchasing decision. This research will talk about how this knowledge and its impacts the marketing decisions of a company.

Topic 78:The impact of negative publicity on consumer behavior

Research Aim: Consumers cannot be tricked. They are aware of when companies utilize techniques or tools to create a negative image of other companies. This research will talk about such techniques and their impact on consumers.

Topic 79:Consumer attitude towards in-store shopping and online shopping in Wall-Mart

Research Aim: This research will investigate the attitude of customers shopping in-store (physical stores) versus customers shopping online (digital stores). Walmart’s customers will be the focus.

Topic 80:Understanding consumer psychology to devise effective marketing strategies

Research Aim: Customer psychology will first be discussed in this research. Then, the research will talk about how effective marketing strategies will be devised.

Topic 81:Assessing the consumer behaviour and perceptions in relation to luxury

Research Aim: This research will discuss consumer behaviour when customers opt for luxury products, i.e. what drives them to purchase high-priced products.

Topic 82:Measuring consumer response to new products launched by Nestle

Research Aim: Companies should always measure consumer response to assess their marketing activities. This research will discuss different ways through which customer response to new products launched by nestle is assessed.

Topic 83:Consumer perceptions related to discounts and promotions when purchasing products

Research Aim: Every customer likes to purchase products at discounted prices. This research will discuss consumer perceptions concerning discounts, sales, and promotions when purchasing products.

Topic 84:Creating profitable relationships with consumers

Research Aim: This research will analyse the various ways through which companies can create profitable relationships with customers.

Topic 85:Switching costs – Do consumers think about it when abandoning a brand?

Research Aim: There are different reasons for switching a brand or abandoning it completely. These reasons will be the main focus of this research, and customer perceptions will also be studied.

Marketing and Social Networks Dissertation Topics

Social networks (Facebook, Linked In, and Twitter) have played a decisive role in using the internet and purchasing online. Companies need to understand these social networks and tools from a marketing perspective in today’s business world. Businesses that do not make use of the different social media platforms are entirely out of the race.

This is the power of social networks in today’s corporate world. Not only is it competitive, but these networks also help companies interact with their customers and gain feedback in real-time.

This means that they can launch a product, post and market it on social networks, and assess customer reaction. Companies have done well by utilizing these platforms, and all businesses must have a social media presence and interact with customers.

However, it should be noted that organisations face various challenges using social media as a tool to market their products and services. Social media can make or break things for businesses.

If done right and if the accounts are handled appropriately, nothing can stop the business from achieving success. However, one small mistake can cause a lot of trouble for the company. The backlash on social media is extreme, and the company will have to spend months to bring back its reputation.

Thus, considering the challenging nature of these platforms, it is interesting to conduct researches and studies around various related topics. The following is a list of topics that can be undertaken as a part of social networks and marketing dissertation:

Topic 86:The role of Facebook as a marketing tool

Research Aim: The research will explore the various events in Indian film history that have allowed it to become a global sensation. The paper will analyse its market-driven triumph against Hollywood imports starting from the 1930s. The paper will also examine the nationalist social views of films produced in Bollywood during the 1950s.

Topic 87:Social media marketing vs. traditional marketing evaluating the success rate

Research Aim: Social media marketing is the new trend. But does it really reap results? This will be the main focus of this research, and the results of online marketing and traditional marketing methods will be compared.

Topic 88:Building relationships with customers through social media.

Research Aim: Social media not only helps in networking and connecting people but also enables companies to get in touch with their customers. This research will talk about companies use it as a medium to build relationships with their customers.

Topic 89:How social media influences consumers’ buying preferences

Research Aim: Social media trends are followed by everyone. This research will discuss how these trends are shaped and how it influences the buying and purchasing decision of customers.

Topic 90:How businesses gather Information from social media: A deep insight into customer privacy concerns

Research Aim: A lot is argued about the loss of privacy and data for online customers. This research will investigate the various ways data is collected online and whether or not there are data security breaches.

Topic 91:Consumer perception of social media marketing and its impact on brand image

Research Aim: Consumer perception regarding social media marketing will be assessed in this research. Moreover, the impact of this perception on the brand image will be evaluated.

Topic 92:Is Banner advertisement a good idea in social media marketing? A global comparative analysis

Research Aim: Online Banner advertisements are utilised by almost all companies in the market. This research will discuss various banner advertisement campaigns and their effectiveness.

Topic 93:The role of online stores in the traditional marketing mix

Research Aim: The traditional marketing mix does not take into consideration online marketing. This research will talk about the importance of online and social media marketing in the corporate world today and the role of online stores in the marketing mix.

Topic 94:Why is there more focus on the use of Facebook for marketing rather than other platforms for social media marketing?

Research Aim: Facebook advertising is considered the most powerful amongst all other social media marketing tools. There are various reasons due to which Facebook is considered a powerful tool. All these will be discussed, analyzed, and evaluated in this research.

Also Read:   How to Use Social Networks for your Dissertation

Marketing Ethics Dissertation Topics

Marketing Ethics Dissertation Topics Marketing ethics is a thought-provoking issue in the field of marketing. Where marketers are making efforts to run effective and profitable marketing campaigns for their companies, they should also consider marketing ethics.

The continuous evolution of customers’ attitudes customers over media has a significant impact on businesses worldwide. People nowadays are more concerned about the company’s ethical behaviour and the use of ethics employed by their marketing experts.

They are more concerned about their corporate social responsibility programs and the values of society. Companies must run various social corporate responsibility campaigns, through which they not only create a good reputation but also give back to the community.

These campaigns indeed help businesses to build a reputation and become a preferred brand for consumers. Acts such as animal cruelty and the use of prohibited products hit hard, and a company can lose its long-built strong reputation in a matter of minutes.

There are various ethical concerns that organisations must abide by to have a successful operating and marketing campaign. A dissertation on marketing ethics can be based on any of the following topics:

Topic 95:Ethics and consumer perception: What do consumers really expect from companies?

Research Aim: Corporate and marketing ethics are extremely important for companies. This research will talk about what customers expect from the company regarding ethics and how it shapes their perceptions.

Topic 96:Impact of unethical behaviour of an organisation on sales: Studying unsuccessful marketing campaigns

Research Aim: Unethical organizational behaviour leads to unsuccessful marketing campaigns. The main focus of this research will be the unethical behaviours undertaken by companies and how it adversely affects their sales.

Topic 97:How firms mislead people to enhance product sales and the effect this has on their business

Research Aim: A number of companies mislead their consumers only to enhance their sales. This research will discuss the different ways through which companies mislead people and the impact it has on their business.

Topic 98:How country laws shape business and marketing

Research Aim: When operating in a country, companies have to abide by the laws, rules, and regulations set out by the government. This research will talk about how these laws and regulations shape the business environment.

Topic 99:Ethical considerations and brand loyalty

Research Aim: This research will discuss whether or not ethical business operations have an impact on brand loyalty or do consumers continue to buy from companies who operate unethically.

Topic 100:Spam laws and online marketing – A critical analysis

Research Aim: Online marketing has its own rules. Companies have to abide by spam laws, or else they will be blacklisted. These rules and how companies should abide by them will be analyzed in this study.

Topic 101:Exploring the relationship between marketing ethics and corporate social responsibility

Research Aim: Companies have a responsibility to fulfill. They have to give back to the community, thus operate with corporate social responsibility. This research will discuss whether or not marketing ethics are directly related to corporate social responsibility.

Topic 102: Building company reputation and brand equity through various corporate social responsibility initiatives

Research Aim: The main focus of this research will be to explore whether or not corporate social responsibility initiatives build company reputation or brand equity.

Topic 103: Do cause-related marketing campaigns impact consumer purchase decisions?

Research Aim: This research will explore whether cause-related marketing has an impact on consumer purchase decisions or not.

Topic 104: Public relations and consumer boycotts: Learning lessons from Shell and Nestle

Research Aim: Consumers can boycott a company based on a variety of reasons. This research will discuss the different reasons why consumers boycott and how it impacts public relations, with a special focus on Shell and Nestle.

Important Notes:

As a student of marketing looking to get good grades, it is essential to develop new ideas and experiment on existing marketing theories – i.e., to add value and interest in the topic of your research.

The field of marketing is vast and interrelated to so many other academic disciplines like civil engineering ,  construction ,  law , engineering management , healthcare , mental health , artificial intelligence , tourism , physiotherapy , sociology , management , and nursing . That is why it is imperative to create a project management dissertation topic that is articular, sound, and actually solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic; it is the basis of your entire research. There are several significant downfalls to getting your topic wrong; your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, there is a possibility that the study is not viable.

This impacts your time and efforts in  writing your dissertation  as you may end up in the cycle of rejection at the very initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best marketing dissertation topics that fulfill your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and can also be practically implemented. Take a look at some of our sample marketing dissertation topics to get an idea for your own dissertation.

How to Structure your Marketing Dissertation

A well-structured   dissertation can help students   to achieve a high overall academic grade.

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For further assistance with your dissertation, take a look at our full dissertation writing service .

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Dissertation Report A study on the Marketing Strategy of Robi Axiata Ltd. SUBMITTED BY

Profile image of khurshid  hasan

Robi Axiata Limited is one of the leading mobile operator in Bangladesh. Robi diversified their market various way by product and service. Day by day Robi appears with better ideas and products as well as services to capture market position. In this report here is analysis different activities of the ROBI and evaluate all the activities of ROBI. Finally identify the different problems of Market operating System of ROBI and suggest some recommendation to overcome this situation.

Related Papers

Dr. Md. Hasebur Rahman

Identification of factors responsible for customer satisfaction is a key concern of marketing scholars and marketers in now a days and it will remain in the future. There is considerable evidence that quality factors affecting customer satisfaction in numerous ways. However, this empirical study is initiated to find out what particular factors responsible for customer satisfaction in the mobile telecommunication industry in Bangladesh. 282 samples have been collected through structured questionnaire; study reveals that service innovativeness, service reliability, service competitiveness and service consistency have significant influence on making customer satisfied and the operator’s network/signal coverage, pricing, offering, fulfillment of customer demand, value added service, brand value and operators contribution for society have insignificant influences on making customer satisfied at five percent level of significant at multiple regression analysis. On the basis of these findings; study concludes that in promoting customer satisfaction mobile service providers should be concerned for factors responsible for insignificant influence on customer satisfaction and care of those factors have significant influence on promoting customer satisfaction in telecommunication industry in Bangladesh. Today, telecommunication is an inseparable part of our everyday life. Besides tele-phone, now-a-days mobile phones are playing a great role to communicate from one place to another place. The phone is not only used for making calls, among many other functions, it is used for communicating through text-messages, multi-media messages, as well as to connect us to the internet. The opportunities that lie in the telecom market seem endless and the growing demand for mobile telephony systems is creating a world-wide market. Actors in this industry are seeking the most profitable markets throughout the world (Hossain, Suchy 2013). The mobile telecommunication is one of the fastest growing industrial sectors in Bangladesh. It is projected that Bangladesh will be the third biggest telecom market in Asia after China and India (Uddin, Akhter 2012). The competition in this sector has become very intense and the companies’ need for survival, in these very difficult conditions that dominate in this sector, forces them to search for ways to attract and retain customers (Vranakis et al. 2012). The increases in the number of subscribers on the various operators in Bangladesh have brought with it the challenges of customer satisfaction. Though the industry is relatively new yet the growth is much faster in comparison to other industries due to aggressive market oriented business strategy. The mobile telecommunication industry of Bangladesh is going towards high market penetration rate. Many foreign investors are now interested to do business in telecom sector in Bangladesh which reveals that Bangladesh has become a significant hub for telecoms. Bangladesh has currently six mobile phone operators in Mobile Telecommunication Industry (BTRC 2014). This industry has reached maturity stage in telecommunication business in 2G network services. Mobile telecommunication industry of Bangladesh has rapidly expanded in recent years. The total number of Mobile Phone subscribers has reached 111.797 million at the end of October 2013 (BTRC 2014). Table 1. Market Share Operators Active Subscribers Percentage Grameen Phone Ltd. (GP) 46.663 41.74 Banglalink Digital Communications Limited 28.387 25.39 Robi Axiata Limited (Robi) 24.835 22.22 Airtel Bangladesh Limited (Airtel) 8.229 7.36 Pacific Bangladesh Telecom Limited (Citycell) 1.344 1.20 Teletalk Bangladesh Ltd. (Teletalk) 2.340 2.09 Total 111.797 100.00 Source: BTRC, January 2014. Table 1 shows Grameenphone, the largest mobile operator in the country, reached 46.663 million at October 2013 at the rate of 41.74% market share, Banglalink ac-quired 28.387 million subscribers October 2013 at the rate of 25.39% market share, Robi captured 24.835 million subscribers October 2013 at the rate of 22.22% market share, Airtel captured 8.229 million subscribers October 2013 at the rate of 7.36% market share, Citycell maintained 1.344 million subscribers October 2013 at the rate of 1.20% market share and Teletalk captured 2.340 million subscribers October 2013 at the rate of 2.09% market share. The Bangladesh Telecommunication Regulatory Commission (BTRC) gave the ap-proval of the 3G service packages for the three private operators in conformity with that of the state-owned telecom operator, Teletalk. The operator bought spectrum of 2100 bands with the cost of US$ 21 million per megahertz (MHz) spectrum. Only GP bought 10 MHz spectrum while others bought 5MHz spectrum each for the 3G service (BTRC 2014). The new era is introducing, advancement in mobile telecommunication appeared. Mobile operators in Bangladesh currently provide voice call, voice message, SMS, MMS, internet service, international roaming and information services e.g., news, stock quotes, weather, etc. Operators are enthusiastic to promote quality of ser-vices for customer satisfaction at present and near the future. In spite of these outstanding and remarkable improvements in accessibility of mo-bile services in Bangladesh; there are higher rate of customer complaints on the high rate of tariff, interrupted voice signals, irresponsible to customer preference, poor cus-tomer service, connection errors, poor interconnect with other networks. There is therefore the operators need to evaluate the determinants of customer satisfaction in the mobile telecommunication industry in Bangladesh. The customer remains the key concern of marketer and marketing manager now a days and it will remain the future; because customer performs a key role in business, without customer business is impossible. It is customer for which business is created. There are considerable evidences that higher customer satisfaction leads to higher profitability in business. In today’s competitive business; marketing manager concern for attracting, developing and maintaining customers through quality of customer services that of the competitors do. Therefore, this study is initiated to investigate respondents demographic, to investi-gate user’s value added service interface, to identify the factors (service innovative-ness, service reliability, service competitiveness, service consistency, the operator’s network/signal coverage, pricing, offering, fulfillment of customer demand, value added service, brand value and operators contribution for society) responsible for cus-tomer satisfaction in mobile telecommunication industry in Bangladesh and finally provides some policy implications on the basis of findings of the study. Creating satisfied and loyal customers is a key concern of marketers and marking managers in now a days and it will remain in the future. It is well accepted that customer satisfaction is both a goal and a marketing tool for customer-centered companies (Kotler, Keller 2012). Customers’ satisfaction with their purchase is a significant factor that leads business to success. In recent times, customer satisfaction has gained new attention within the context of the paradigm shift from transactional marketing to relationship marketing (Sheth, Parvatiyar 1994). Organizations can accomplish customer satisfaction by satisfying their customers’ needs and wants (LaBarbera, Mazursky 1983). Customer satisfaction as a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption related fulfillment (Oliver 1997). In general satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance or outcome to the expectation (Oliver, Richard 2006). If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied and delighted (Fournier, Mick 1999). In case of mobile commerce, customer satisfaction is customer’s post-purchase appraisal and emotional response or reaction to the overall product or service, familiarity in a mobile commerce environment (Lin, Wang 2006). Jones, Sasser (1995) mentioned that achieving customer satisfaction is the main goal for most service firms today. Increasing customer satisfaction has been shown to directly affect companies’ market’s hare, which leads to improved profits, positive recommendation, and lower marketing expenditures and greatly impact the corporate image and survival (Pizam, Ellis 1999). Better service quality results in enhanced customer satisfaction, which in turn leads to strong customer loyalty. It can be stated that customers, when satisfied with the services they have experienced, are more likely to establish loyalty (Taylor et al. 1993), resulting in repeat purchases (Fornell 1992) and favorable word-of-mouth (Halstead, Page 1992). In today’s dynamic business environment from the firm’s point of view, it is about building and sustaining a strong relationship with their customers by understanding the ingredients of customer satisfaction. The key to customer loyalty is customer satisfac-tion which largely depends on the service quality offered by service providing firms. Service quality and customer satisfaction have been identified as key elements of the service-profit chain (Heskett et al. 1997). Customer service quality is a significant source of distinctive competence and often considered a key success factor in sustain-ing competitive advantage in service industries (Palmer 2001). Nowadays, delivering quality service is an integral part of an ongoing strategy of most business firms and constitutes an essential ingredient for success and survival in the present day’s com-petitive environment (Ulwick, Bettencourt 2008).

marketing mix thesis

The 3rd International Conference on Information and Communication Technology

Dini T U R I P A N A M Alamanda

Abstract— The vast development of mobile technologies has led to a competitive environment between the existing providers of telecommunication services in delivering their best offers to create customer values. Among their customers, postpaid subscribers have a distinguished position due to their exclusive characteristics which require special treatments from respective providers. This study aims to identify customer values created by telecommunications services provider, particularly for postpaid subscribers. A descriptive and causal analysis with further examination using Structural Equation Modeling is taken as the research methodology. There are 650 postpaid subscribers of 3 major telecommunications service providers in Indonesia, i.e. Telkomsel, Indosat and XL Axiata, asked to be the respondents. The results indicate that to create customer values particularly for postpaid mobile customers, companies should prioritize the development and performance improvement of customers’ relationship management, a deeper integration of customer characteristics, and an improved marketing mix. Looking at these results, this study offers a strategic step for telecommunication service providers in improving customer values as a means to increase customer loyalty to their services.

Phuong Hong

Mobile telecom sector in Bangladesh has reached at a desired level. Competition in this industry intensifies the urgency of making customer satisfied for corporate profitability and survival in a competitive marketplace. This study is conducted on 140 Grameenphone (GP) users in Bangladesh. The Study reveals that customer extended in respect of age, income, education. Major part of customers uses value added and multiple operators' service; therefore study indicates the urgency of customer satisfaction. The correlation with the factors leading to customer satisfaction found to be positive except network & signal coverage. Finally, multiple regression analysis indicates that GP's service innovativeness, service reliability, service competitiveness, customer demand fulfillment to be found significant and GP's service consistency, network & signal coverage, pricing policy, quality of the offering, value added service, contribution to society and brand value to be found insignificant for affecting customer satisfaction. On the basis of these findings; study concludes that customer satisfaction is a dynamic phenomenon. Maintaining desired level of customer satisfaction requires corporate proactive responsiveness in accessing, building & retaining satisfied customers for sustainable competitive advantages in market place.

The Mobile Market Is One Of The Fastest-Growing Markets In The World Economy. The

— The vast development of mobile technologies has led to a competitive environment between the existing providers of telecommunication services in delivering their best offers to create customer values. Among their customers, postpaid subscribers have a distinguished position due to their exclusive characteristics which require special treatments from respective providers. This study aims to identify customer values created by telecommunications services provider, particularly for postpaid subscribers. A descriptive and causal analysis with further examination using Structural Equation Modeling is taken as the research methodology. There are 650 postpaid subscribers of 3 major telecommunications service providers in Indonesia, i.e. Telkomsel, Indosat and XL Axiata, asked to be the respondents. The results indicate that to create customer values particularly for postpaid mobile customers, companies should prioritize the development and performance improvement of customers' relationship management, a deeper integration of customer characteristics, and an improved marketing mix. Looking at these results, this study offers a strategic step for telecommunication service providers in improving customer values as a means to increase customer loyalty to their services.

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7 Examples of Marketing Theories Every Marketer Should Know

Marketing is not just a profession about creation, but it is also about science and it relies on how your business understands marketplace data and takes advantage of them. Here are ten marketing theories worth learning to help any marketers to make the right decisions, and bring out more effective plans.

Marketing Mix

marketing mix thesis

Marketing Mix Definition

Marketing mix is a set of marketing tools used by an enterprise to achieve its marketing goals in the market.

Marketing Mix capital is classified under the 4P model including: Product (product), Price (price), Place (distribution), Promotion (promotion) is used in goods marketing. Over time, this model has evolved into 7P marketing according to modern marketing's complexity and innovation.

Marketing experts have come up with another 3P , Process, People, and Physical Evidence , that power marketing when the product is no longer in stock.

Marketing Mix plays a critical role in the business model of the business. This is the bridge between the buyer and the seller, which helps the seller understand the buyer's real needs to satisfy most optimally and, base on that, to plan the appropriate marketing programs.

How Does Marketing Mix Work?

Marketing mix 4p.

marketing mix thesis

4P is the traditional Marketing Mix strategy. This model was built in the 1960s by economist E. Jerome McCarthy.

From that time, the 4P Marketing model became famous and used, and taught in businesses, universities and colleges around the world.

The Marketing Mix 4P model is also the foundation for the Marketing Mix concept in general. Marketing Mix 4P is a set of marketing areas that include:

Product is a very important element in the 4Ps model. Products are created to satisfy the needs of a specific group of customers. Product may be tangible or intangible (presented as a service).

A product life cycle (cycle) consists of Introduction, Development (growth), Maturity (maturity), Decline.

The identification of customer needs is extremely important, it helps you balance the source.

Price is a very important aspect of Marketing Mix. Here, you need to define a price that customers (in the customer file you have chosen) will feel satisfied with when they open their payment accounts.

This is clearly an extremely sensitive strategy. Let's say that you want to offer a completely new product. But it's not when you set a very high price for a product. But the company providing such products has not built a lot of reputation in the market.

When determining the selling price, marketers should consider the value the customer receives for a product. There are three main pricing strategies, including: Market penetration pricing, Market skimming pricing (skimming pricing), Neutral pricing (neutral pricing).

Place (location)

The distribution system is another crucial aspect of the Marketing Mix. You need to consider building a system that provides the right product/service, helping customers be convenient in consumption.

You need to have a deep understanding of the market in which your business supplies products. This will help you discover the necessary properties. To satisfy customers in that market.

There are different distribution strategies, including Intensive distribution strategy, Exclusive distribution strategy (exclusive), Selective distribution strategy, Franchising.

Promotion is a factor that can help your business promote brand positioning and sales. Promotion includes small components such as Sales organization; Public relations; Advertising, Marketing (sales promotion).

Advertising often covers aspects of communication that require businesses to pay, such as advertising on television, radio, print newspapers and on the Internet. Today, advertising is moving from offline to online (digital marketing).

Public relations (also known as PR) is a free method of communication. Includes activities such as press conferences, exhibitions, events...

Word of mouth is a new form of marketing communication. This is a non-traditional mode of communication. Take advantage of the diffusion of positive customer reviews. Enjoy the word of mouth of individuals to promote sales for products.

For those who do Marketing, this is a very basic strategy to shape the marketing plan. If we observe, we can also realize how every individual or commercial organization has applied. Of course, the level of mix and the tactics in it may be inaccurate or weak.

Marketing Mix 7P

marketing mix thesis

There are another 3Ps , Process , People , and Physical Evidence :

The people (people) aspect here is both the target audience and those directly involved in providing business services.

Taking market surveys is important for you to assess your customers' needs and tastes. Since then there are appropriate adjustments to service supply.

Processes are the processes and systems that help your business to provide services to the market.

You need to ensure your business has built a systematic system and process. Helping businesses save a large amount of costs in providing services to customers.

Process here can be the product delivery process, payment process (for customers). Or warehouse import-export system, logistic process,...

In service marketing, facility is an aspect that needs to be mentioned. The physical environment here is the meeting space, contact, and exchange between service providers and customers. This is where customers use the service.

Physical Evidence can bring a big competitive advantage to businesses, helping them stand out in customers' eyes.

SWOT Analysis

marketing mix thesis

SWOT Analysis Definition

SWOT is the abbreviation of the first letters of the English words: Strengths, Weaknesses, Opportunities and Threats .

SWOT is a model that brings together all analysis of the external environmental factors and internal factors in the business of the business.

How Does SWOT Analysis Work?

Normally, SWOT diagrams are presented as a matrix of 4 squares representing 4 main elements. However, you can also list ideas for each item as a list. How to present it depends on each person.

After discussion, agree on the most complete SWOT version, listing the ideas of the 4 elements in order of highest priority to least priority.

I have also compiled a few questions for each section for your reference when doing SWOT analysis.

The first element of SWOT analysis is Strength .

This factor addresses the things the business is particularly good at, such as a good working environment, a unique sales idea, excellent human resources, excellent leadership, and so on.

Try asking questions to expand the first element by listing questions around the strengths of the business as follows:

The answer will provide an overview to help you identify the core strengths of your business.

Don't forget to consider the advantages of both the insider's perspective, both the customer and the industry peers. If you're having trouble, write down the company's features, and you'll probably find strengths from them.

Also, you need to think about your competition. For example, if all other competitors provide high-quality products even if you have a good product, that is not necessarily your advantage.

Overconfidence in their strengths will become weaknesses for businesses, when businesses cannot see shortcomings that need to be changed.

Did you realize: What is causing your business plan to fail? The answer most likely comes from one or more weaknesses: the unqualified aspect of your company's expertise, limited resources, unclear terms,…

Similarly, I have a few questions to help you find your weaknesses:

For weaknesses, you must also have an objective and subjective overview: Are your competitors doing better than you? What weaknesses do other people see that you don't recognize? Be honest and straightforward in dealing with your weaknesses.


Next in the SWOT analysis factors is Opportunities . Do you have a large number of potential customers created by your marketing team? That is an opportunity. Your business is developing a new, innovative idea that will open up a new "ocean"? That's another chance.

Businesses can take advantage of the opportunities that come from:

Some of the questions that I suggest include:

The final element of a SWOT analysis is Threats but in general, everything that risks your likelihood of success or enterprise growth.

This risk can include factors such as emerging competitors, legal changes, risks in financial turnovers and almost anything else that could potentially hurt the future of the business or a business plan.

However, of course there will be many potential challenges or risks that businesses face, which cannot be foreseen, such as changes in the legal environment, market volatility, or even internal risks. Unreasonable salaries and bonuses hinder the development of businesses.

Marketing Environment

marketing mix thesis

Marketing Environment Definition

Marketing environment is a combination of all factors, internal and external forces of an enterprise that have positive and negative effects on business marketing's activities. The factors that make up the marketing environment are not only in the businesses, the company itself but also in its competitors and in the rest of the product industry.

It can be said that when analyzing the marketing environment, it is essentially analyzing the impact of factors in the business environment on the change of the nature, size, level ... of market demand, on supply correlation, demand and, in particular, the company's marketing-mix variables.

The marketing environment includes the macro environment and the micro environment .

Micro environments are forces that directly affect the company itself and its ability to serve customers: its suppliers, marketing brokers, customers, and competitors painting and direct public.

Macro environments are broader social forces that influence the micro environment, such as demographic, economic, natural, technical, political, and cultural factors. Let's first talk about the corporate macro environment and then we will look at the micro environment.

How does Marketing Environment work?

The marketing environment is made up of the internal and external environments of the business. While the internal environment can be controlled, the business has little or no ability to control the external environment.

Internal Environment

A business's internal environment encompasses all forces and factors within the organization that influence its marketing. These components can be grouped as follows:

The internal environment is under the control of the marketer and can be changed as the external environment changes. However, analyzing the internal marketing environment is just as important to the business as the analysis of the external marketing environment. This environment includes the sales department, marketing department, manufacturing unit, human resources department, etc.

External Environment

Micro marketing environment.

The micro composition of the external environment includes external forces and factors that are directly related to the business. These include suppliers, market middlemen, customers, partners, competitors and the general public.

Suppliers include all the suppliers of raw materials and resources that businesses need. Market intermediaries include parties involved in the distribution of an enterprise's products or services. Partners are all separate entities such as advertising agencies, market research organizations, banks and insurance companies, trucking companies, brokers, etc., that do business with enterprises. Customers include the business's target audience. Competitors are businesses that enter a market that targets similar customers. The public is made up of any other group with a real or potential interest in a company's ability to serve customers.

Macro marketing environment

The macro component of the marketing environment is also known as the coverage medium. It constitutes external factors and forces that affect the entire industry but do not directly affect the business. The macro environment can be divided into 6 parts.

marketing mix thesis

Demographic Environment : Demographic environments are made up of market makers. It is described as the actual census and distinguishes the population according to their size, density, location, age, sex, race and occupation.

Economic Environment : The economy constitutes the factors affecting customers' purchasing power and spending patterns. These factors include GDP, GNP, interest rates, inflation, income distribution, government funding and subsidies, and other important economic variables.

Physical Environment : The physical environment includes the natural environment in which the business operates. This includes climatic conditions, environmental changes, access to water and raw materials, natural disasters, pollution, etc.

Technological Environment : The technological environment constitutes technological innovation, research and development, technological alternatives, innovation innovations and technological barriers. Technology is one of the greatest resources of becoming an organization's threat or opportunity.

Political-Legal Environment : The legal & political environment encompasses the laws and government policies prevailing in this country. It also includes pressure groups and other agencies that influence or restrict industry and business activities in society.

Social-Cultural Environment : The socio-cultural aspects of the macro environment include people's lifestyles, values, cultures, prejudices and beliefs. This differs from region to region.

Communication Mix

Communication mix definition.

In addition to implementing a good product, pricing attractively and reaching its target audience, businesses also have to communicate with their target customers. However, the information that needs to be communicated to the target customer has to go through many stages under different forms of communication by different communicators.

The firm communicates with its various middlemen, consumers, and public groups. These middlemen communicate with their various customers and public groups. Consumers also communicate with each other and the public through word of mouth. At the same time, each group provides feedback to other groups.

How does Communication Mix work?

marketing mix thesis

The marketing communication system, also known as the promotion mix system, consists of five main tools:

Advertising is any form of indirect introduction and promotion of ideas, products or services, spent by a certain person (organization) who wants to advertise.

Direct marketing is the use of mail, telephone and other indirect communication tools to inform existing customers and potential customers or to request a response.

Sales promotions are short-term incentives in the form of rewards to encourage trying or buying a product or service.

Public relations include various programs designed to enhance or / and protect the image of a business or certain products and services.

Personal selling is a form of direct communication with prospective customers for the purpose of selling.

Maslow’s Hierarchy of Needs

marketing mix thesis

Maslow’s Hierarchy of Needs Definition

Maslow's hierarchy of needs is the theory of dynamism in psychology, consisting of a 5-tier model of a pyramid that expresses human's natural needs developing from basic needs to higher need: physiological -> safety -> love/belonging -> esteem -> self - actualization .

Physiological needs

Physiological needs are the most basic needs, which must be met for people to live, survive, and work towards the next needs in Maslow's pyramid of needs.

Physiological needs include needs such as breathing, food, water, clothing, shelter ... When these needs are satisfied, people can function and develop well.

This is considered the basic and most important need because if this need is not met, all of the above needs will not be able to be fulfilled.

Safety needs

The next need that Maslow addresses in this pyramid of needs is safety. This is completely reasonable because the physiological need to help people survive, then they need something to ensure to maintain and help them more secure to develop.

Safety needs include Safe for health, Financial safety, Safety of life, Love/Belonging needs.

When their basic needs are fully met, they begin to expand their relationships, such as friendship, love, partner, co-workers. This need is expressed through connections, such as family, friends, lovers, clubs, etc., to create a sense of intimacy, closeness, and help people feel alone, depressed, or anxious.

Esteem needs

At this level, human need refers to wanting to be valued and accepted by others. They started their efforts, trying to be recognized by others. This need is reflected in a person's self-esteem, self-confidence, confidence, trust, and success level.

The respected need in Maslow's demand tower is divided into two categories:

Desire for reputation, respect from others : it is shown through the reputation, position, position that others achieve in society or in a certain organization or collective.

Self-esteem : this is an extremely important factor for personal development; it is reflected in the self-esteem of one's own dignity and morality. A person who lacks self-esteem can easily lead to guilt, often feeling anxious about life's difficult things.

Usually, people who have received respect and recognition from others tend to respect themselves, be confident and proud of their abilities.

To achieve this need of respect, people need to try and make efforts to develop themselves and their expertise. Achievements and results that deserve a contribution will make others respect them more. This need is most evident in trying to advance at work.

Self-actualization needs

This is the highest human need; it is located at the top of Maslow's need tower. When you satisfy all your needs at the four levels below, the need to express yourself to be recognized begins to appear. And Maslow said that this need does not come from the lack of something like the 4 above needs, but it comes from the desire to develop people.

This need often appears in successful people, they continue to promote their potentials, strengths and intellect for others to see. Most of these people work to satisfy their passion, to find values that truly belong to them. Therefore, if this need is not met, people will regret that their passions have not been fulfilled.

This need is reflected in the fact that people can give up a job that offers a high status, reputation and attractive salary to do jobs they love and love.

Most of us have all 5 of these needs. However, depending on each individual, the needs are more or less and in each stage the needs will be different.

How Does It Work?

Maslow’s Hierarchy of Needs is widely used in business administration and human resource management. These two industries help businesses understand what their employees are looking to exploit and manage human resources effectively.

Besides, in Marketing, Maslow's Hierarchy of Needs also provides practical support in researching consumers' behavior and needs. As follows:

Most good marketers understand that you need to understand who your target audience is and what they want before you come up with a well-crafted marketing plan. In other words, they need to understand customer insight. When you do this, you will understand what customers like or dislike to have the right marketing strategy.

Therefore, Maslow's needs pyramid is applied in Marketing with the following purposes:

Positioning customer segments: for each different customer group they will have different purposes and product needs. So you need to know the needs of the target audience of the business located in any segment to have the most appropriate marketing.

Researching customer behavior to convey the message: After identifying the target customer segment, the next task is to study customer behavior. In this segment, you need to know what factors will affect the customer's buying decision: preferences, price, social status, or usability. Once you do this, it will be easier for you to do research messages tailored to customer needs.

For example : You trade in a mid-range car product, targeting households. If you choose the speed or the luxury as the advantage of the product is completely wrong. Because the target customer's needs are at the physiological and safety needs level, the problem they are concerned with when buying a car is a reasonable price, gas savings, and comfort.

Or, with this car, but you choose to target customers who are merchants, can you sell products or not? Unlike the target audience above, this customer group's need has begun to shift to the level of need to be respected and expressed. So, what they need in a car is the level of luxury, class and brand.

Market Segmentation

marketing mix thesis

Market Segmentation Definition

Market Segmentation is the division of your visitors and customers into segments or groups based on common characteristics. There are countless ways to divide your customers into groups. That's why defining your own niche can - and probably will - be different from your competitors.

Here are a few examples of customer segments that create different groups of customers:

How does Market Segmentation work?

Data collection.

First, it's time to collect data so you can use that data to shape your market segments. There are many ways to go about it. Some people like to go with pre-made lead lists; others like to do your own research. If you fall into the following category (perhaps you should), you can frame your searches along with the following categories.

Research by company size

Size can mean a number of things, but is usually measured by the number of employees, the number of customers, or the overall sales of sales that a company claims. Some companies have transparency on their websites, which makes it much easier to reach the right people. Using free references like Bloomberg can help uncover the basics of a company in question.

Research by industry

It is unlikely that your product is applicable to all industries, which is why the industry segment exists. Segmentation will help you ensure that you don't waste time by targeting a company with no demand for your product.

Research by location

If you are offering a location-specific product or service, like a scene creation service in your local community, your geographic market segmentation can be quite discreet: You can use tools handy as potential customer maps and join local marketing whenever possible. For other industries, like IT staff, your accessibility could be international. Whatever your product, location is important to know about the company, because it will help you decide which sales tactics to use and when to send emails if you communicate across time zones ...

Research on demand

This segmentation approach requires companies to qualify based on whether they need your product or service. Although this definition is simple, the process behind this decision may not be, depending on what you offer. If you sell a scene creation service, you can use Google Maps to look up the company's headquarters.

Capture data in web forms

Web forms are the industry standard for collecting potential customer data. The practice is simple: if you have high-quality content that will provide a lot of value to your website visitors, you can put that content behind a web form that asks users to submit a name, email address and other information before they can see it. The form questions should be light and non-invasive to not keep the user from filling it out but constructive enough to give you enough context when communicating with them in the future.

As part of a niche marketing approach, surveys can be cleverly deployed to get highly specific information from potential buyers in exchange for very specific content or rewards. But marketers have to be very smart while creating survey questions. Generally, users ignore surveys that are boring to them. To cope with this problem, they even use AI copywriting tools , which help them paraphrase basic survey questions into interesting, engaging ones. A standard survey format typically offers a tangible reward, such as a gift card or a free product, in exchange for large amounts of voluntary user data. Although somewhat abstract, surveys are still one of the best methods for obtaining metamorphic data about users and companies.

Arrange the data into segments

There are many ways to go about this process. Most involve analysts and lots of time. Although the DIY route is faster, it is not a substitute for a comprehensive market segmentation strategy. Assuming time and money are a hindrance, you can estimate your niche by aggregating your data into a single source and running filters on it to group leads. and your companies by segments.

Remember, ask yourself the following:

Fix your marketing channels

Now that your segments are firmly established, it's time to incorporate channels into your marketing. This means setting up a plan for each of your marketing tools and channels and coming up with real ways to reach your segments with them. You will attribute different sales and marketing tactics to each stage and determine what is involved in your marketing channels. The good news is that your market segments are well defined and you should be able to talk to them clearly. The real challenge is continuously improving your efforts with trial and error to get the best conversion rate possible.

The 12 Brand Archetypes

marketing mix thesis

The 12 Brand Archetypes Definition

Archetype is the term given by the Swiss psychologist Carl Jung in his theory that humans have 12 basic patterns. Each of these archetypes will have unique personality traits, values, attitudes, and behaviors.

Marketing, advertising and branding have applied this model to create a brand model for businesses. The idea of turning a brand - an invisible object into one of 12 archetypes will help bring the brand soul and bring it into people's lives.

From a customer perspective, we connect to the characteristics and characteristics of each Brand Archetype. It represents the most basic needs and wants of each person, contributing to bringing customers and brands closer together.

How Does Brand Archetypes Work?

There are a total of 12 basic archetypes . Choosing a suitable brand model is extremely necessary, helping the brand strategy of businesses. But first, you need to understand and capture the roles in creating deep relationships with customers in your target market.

The Innocent

marketing mix thesis

Goal: Bring a sense of happiness

Characteristics: Being a model striving for goodness, purity, youthfulness, optimism, simplicity, morality, romance, and loyalty.

Cons: A bit too honest and boring

Marketing niche: Business with deep values, bringing trust, trustworthiness, and honesty, directly related to ethics, simplicity and perhaps even nostalgia.

Examples: Dove, Coca-Cola

The Regular Guy

marketing mix thesis

Goal: To connect with others

Characteristics: Friendly, supportive, loyal, who can share, connect

Cons: Can lack outstanding features

Marketing niche: The business has the characteristics of belonging, ownership, and attachment

Example: Home Depot, eBay

marketing mix thesis

Objective: To help society and the world

Characteristics: Courageous, bold, respectable, strong, confident, and inspiring.

Cons: Arrogant and aloof

Marketing niche: Create a positive effect in the world, solve big problems, or inspire the community.

Examples: Nike, BMW, Duracell

marketing mix thesis

Goal: Break the rules, fight with the government

Characteristics: Rebellious, iconic, wild, paving the way for change

Cons: Can be considered adverse effects

Marketing niche: Representation of change, the role model of Robin Hood, allowing for adventure and breaking the rules

Examples: Harley-Davidson, Virgin (Richard Branson)

The Explorer

marketing mix thesis

Objectives: Finding new experiences

Characteristics: Non-stop, adventurous, ambitious, individualistic, independent, pioneering.

Cons: May not match the mainstream

Marketing niche: Exciting, adventurous, exploring

Examples: Indiana Jones, Jeep, and Red Bull

The Creator

marketing mix thesis

Objective: Create things of lasting value and lasting significance.

Characteristics: Creative, imaginative, artistic, entrepreneurial

Cons: Possibly perfection or too far away from reality.

Marketing niche: Bringing vision, helping customers express their creativity and nurture their imagination

Examples: Lego, Crayola

marketing mix thesis

Objective: Control, establish order from chaos

Characteristics: Leadership, accountability, organizational ability, model management, administrator.

Cons: Can be a bit out of control

Marketing niche: Help people manage, manage better, arrange more stable, and secure in a chaotic world.

Examples: Microsoft, Barclays, Mercedes-Benz

The Magician

marketing mix thesis

Goals: Make dreams come true, create special things

Characteristics: Dreamy, charismatic, imaginative, idealistic, spiritual

Cons: Weak results because of the risk

Marketing niche: Help people change worldview, inspire change, expand awareness, awareness

Examples: Disney, Wizard of Oz, Apple

marketing mix thesis

Goal: Create intimacy, inspire love

Characteristics: Passionate, sexy, intimate, romantic, warm, committed, ideal

Cons: Can be too dreamy, not grounded enough

Marketing niche: Help people feel appreciated, belong, connect, enjoy intimacy, build relationships

Examples: Victoria's Secret, Godiva Chocolate

The Caregiver

marketing mix thesis

Objective: Care and protect people around

Characteristics: Caring, nurturing, selfless, generous, compassionate

Disadvantage: exploited or exploited

Marketing niche: Help people take care of themselves, serve the community through health care programs, education or rescue aid.

Examples: Mother Teresa, Johnson & Johnson, and Heinz

marketing mix thesis

Goal: Bring joy to everyone

Characteristics: Cheerful, humorous, gentle, playful

Cons: Can be seen as frivolous or disrespectful.

Marketing niche: Help people have a good time, enjoy what they're doing, and evoke impulsiveness, spontaneity

Examples: Motley Fool, Ben & Jerry's, IKEA

Objective: To help the world have more wisdom and understanding

Characteristics: Knowledge, wisdom, understanding, thoughtful, analytical, advisory, reliable

Cons: Can be overly conservative and overthinking

Marketing niche: Help people better understand each specific issue, provide analytics.

For example: BBC, PBS, Google, Philips

Overall, the 7 marketing theories above are completely applicable since they are based on true facts. Any marketers need to take these theories into consideration as each of them gives different kinds of keys for communicating with customers and provides valuable insight into target customers' behaviors.

Table of content

marketing mix thesis

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