The (r)evolution of wine marketing mix: From the 4Ps to the 4Es
| Autor: | Maria Teresa Cuomo, Gerardino Metallo, Giuseppe Festa, Antonio Festa |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Return on marketing investment Marketing mix modeling business.industry Marketing effectiveness 05 social sciences Sommelier language Marketing strategy Marketing mix Knowledge Marketing management 0502 economics and business 050211 marketing Business Wine marketing Marketing research Relationship marketing 050203 business & management Consumer purchase behavior |
| Zdroj: | Journal of Business Research. 69:1550-1555 |
| ISSN: | 0148-2963 |
| Popis: | Recently, the wine sector is developing very interesting market dynamics, both for old-world countries (as regards wine) and new world ones. Furthermore, old-world countries still have a product orientation, whereas new-world ones have a market orientation. Starting from the 4Ps model (product, price, promotion, and place), this study develops a theoretical framework specifically for wine-marketing mix. This study draws on a literature review on marketing mix variables—and the role of knowledge in consumer purchase behavior—to propose the 4Es formula (expertise, evaluation, education, and experience) based on a certain knowledge of the consumer/taster. Thus, an experimental marketing action applies the concept of wine marketing mix, according to the 4Es model, to a panel of consumers. The results, although with some limitations, support the relevant contribution of knowledge to the wine-marketing mix. |
| Databáze: | OpenAIRE |
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