Short answer
Continuously evaluate and refine your marketing mix, paying attention to customer needs and competitive landscapes, especially during disruptive periods.
- Field
- Innovation & Markets
- Source
- DIRHAM Jurnal Ekonomi Islam (2021)
- Method
- Qualitative research using a phenomenological approach.
- Evidence
- Strong effect
A comprehensive marketing mix, encompassing product, price, promotion, place, people, process, and physical evidence, can effectively increase customer acquisition even during challenging periods like a pandemic. This innovation & markets research insight is drawn from a 2021 study published in DIRHAM Jurnal Ekonomi Islam. Using Qualitative research using a phenomenological approach., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Continuously evaluate and refine your marketing mix, paying attention to customer needs and competitive landscapes, especially during disruptive periods.
Marketing Mix Adaptation Drives Customer Growth Amidst Pandemic
A comprehensive marketing mix, encompassing product, price, promotion, place, people, process, and physical evidence, can effectively increase customer acquisition even during challenging periods like a pandemic.
DIRHAM Jurnal Ekonomi Islam · 2021
Key Findings
- 01The implemented marketing mix (product, price, promotion, location, people, process, physical evidence) positively impacted customer numbers during the pandemic.
- 02The clinic's marketing solutions were deemed good, but continuous innovation and quality improvement are necessary to stay competitive.
Application
Design takeaway
Continuously evaluate and refine your marketing mix, paying attention to customer needs and competitive landscapes, especially during disruptive periods.
How to apply
Analyze your current marketing mix and identify areas for improvement or adaptation, considering how each element can be leveraged to attract and retain customers in the current market.
Project actions
- 01When researching marketing strategies, ensure you cover all aspects of the marketing mix.
- 02Consider how external factors, such as a pandemic or new competitors, might influence the effectiveness of different marketing strategies.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates a relevant and timely issue (marketing during a pandemic).
- +Utilizes a qualitative approach to gain in-depth understanding of the marketing strategy's impact.
Limitations
The findings are specific to the context of the studied clinic and may not apply universally. The qualitative method means results are interpretive.
Reliability & validity
Reliability could be enhanced by using multiple interviewers or observers. Validity is strengthened by triangulating data from interviews and observations, and by focusing on a specific context (phenomenology).
Think critically
How might the specific nature of the 'product' (health services) influence the effectiveness of different marketing mix elements compared to a tangible product?
Design Principles
"The effectiveness of a marketing strategy is amplified when all components of the marketing mix are strategically integrated and responsive to market dynamics."
Understanding how to adapt and optimize the marketing mix is crucial for businesses seeking to maintain or grow their customer base in volatile market conditions. This insight highlights the interconnectedness of various marketing elements and their collective impact on business success.
What This Means for Your Design
Using all the tools in your marketing toolbox (like product, price, promotion, and where you sell) can help you get more customers, even when things are tough like during a pandemic.
How to use in your project
- 1.Use this research to justify the importance of a comprehensive marketing strategy in your design project, especially if your project involves a product or service that needs to reach customers.
Add to My Project
Quick Cite
Paragraph starter
This study by Ishak (2021) demonstrates that a comprehensive marketing mix, encompassing product, price, promotion, location, people, process, and physical evidence, can significantly enhance customer acquisition, even in challenging market conditions such as a pandemic. This highlights the importance of a holistic and adaptive marketing approach for business success.
Source
DIRHAM Jurnal Ekonomi Islam
Analisis Strategi Pemasaran Dalam Meningkatkan Pelanggan Di Masa Pandemi
journal · 2021
View sourceQuestions About This Research
- What does the research say about marketing mix adaptation drives customer growth amidst pandemic?
- Continuously evaluate and refine your marketing mix, paying attention to customer needs and competitive landscapes, especially during disruptive periods. Evidence: DIRHAM Jurnal Ekonomi Islam (2021).
- Why does "Marketing Mix Adaptation Drives Customer Growth Amidst Pandemic" matter for design?
- Understanding how to adapt and optimize the marketing mix is crucial for businesses seeking to maintain or grow their customer base in volatile market conditions. This insight highlights the interconnectedness of various marketing elements and their collective impact on business success.
- How can designers apply this research?
- Continuously evaluate and refine your marketing mix, paying attention to customer needs and competitive landscapes, especially during disruptive periods.
- What were the main findings?
- The implemented marketing mix (product, price, promotion, location, people, process, physical evidence) positively impacted customer numbers during the pandemic.. The clinic's marketing solutions were deemed good, but continuous innovation and quality improvement are necessary to stay competitive.
- What research method was used?
- Qualitative research using a phenomenological approach..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2021 journal from DIRHAM Jurnal Ekonomi Islam.
- What should I do differently in my next project?
- Analyze your current marketing mix and identify areas for improvement or adaptation, considering how each element can be leveraged to attract and retain customers in the current market.
- What are the limitations?
- The study focused on a single clinic, limiting generalizability to other business types or contexts. The qualitative nature may introduce researcher bias.