dc.description.abstract |
In today’s competitive world, employing marketing concepts and methods while
prioritiz
ing the marketing
mix approach for products can play an important role in
increasing sales and ensuring greater success in the marketplace. The main objective of
this study is to prioritize the marketing mix in each stage of the product life
cycle using
th
e ANP approach. For this purpose, a questionnaire was designed, and a survey of food
industry marketing managers in Mashhad was conducted in 2015. The results show that
between 7P’s of marketing mix, in the introductory stage of the product life cycle,
“pr
omotion,” and in other stages “price” have the highest priority. According to the fact
that each marketing mix has some sub
-
indices, the results show that among all sub
-
indices, “advertising” in the introductory stage, “high price” in the growth stage, “ki
nd of
payment” in the maturity stage, and in the decline stage, “rebate” possess the highest
weights.
Therefore, prioritization of the marketing mix can be used at different stages of
the product life
cycle to help managers for better allocation of their r
esources and
increase profitability.
Keywords:
Food products, Marketing mix, Prioritizing, Product life
cycle. |
en_US |