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The evolution of marketing mix and marketing concept 2.4 Theories of needs Regarding human needs, the frequently-used theories include Murray’s psychogenic needs [74], Maslow’s [32], Alderfer’s ERG theory [75], and McClelland’s Achievement Motivation Theory [76]. Murray’s classifications of needs are extremely detailed. Its complexity may cause overlaps if it is used to match the attributes […]

THEORETICAL BACKGROUND 2.1 Customer-focused The customer-focused marketing process includes the collection, interpretation, analysis, and dissemination of customer information [33], and this process should ultimately have a positive effect on corporate performance [4-6]. Research on the customer-focused perspective during the past 30 years has obtained considerable knowledge verifying the effectiveness of this marketing outlook. For instance,

International Journal of Electronic Commerce Studies Keywords: Marketing strategy, SIVA marketing mix, Maslow’s Hierarchy of Needs, nominal group technique, consistent fuzzy linguistic preference relations (CFLPR) 1. INTRODUCTION Marketing thinking was chiefly company-focused before the middle of the 20th century. Since that time, marketing thinking has shifted to a customer-focused perspective [1], and customers have been

Resources, Capabilities, and Core Competencies Determine the company’s resources, capabilities, and core competencies. Your determination should include an explanation of the relevance of each resource, capability, and core competency. Do not simply list the resources, capabilities, and core competencies. Remember that a thorough determination will provide a complete response that is not superficial or partial

Strategy or Tactic Choose the strategies or tactics the corporation should select to take maximum advantage of the strengths you identified in the section above, and the strategies or tactics the corporation should select to fix the most significant weaknesses you identified. You will need to select strategies/tactics for both the strengths and weaknesses. Do

Strengths and Weaknesses Give your opinion on the corporation’s greatest strengths and most significant weaknesses. Keep in mind that strengths and weaknesses are internal to the organization (i.e. the internal environment). You will need to address both the greatest strengths and most significant weaknesses. Do not choose one or the other. Both the greatest strengths

Greatest Opportunity Identify what you consider to be the greatest opportunity to the corporation you selected. The opportunity should be specific to your corporation. Justify why you consider the opportunity to be the greatest. Support your justification with an assessment of the impact the opportunity could have on the corporation. For example, your justification could

Greatest External Threat Identify what you consider to be the greatest external threat to the corporation you selected. The threat should be specific to your corporation. Justify why you consider the threat to be the greatest. Support your justification with an assessment of the impact the threat has on the corporation. For example, your justification

Future Improvements With the same two forces assessed and evaluated in the previous two sub-sections above, predict what the company might do to improve its ability to address the forces in the near future. Your writing here should provide a thorough prediction of what the company should do to address impacts from the selected forces.

Five Forces of Competition In this section you will consider the five forces of competition and choose the two that you estimate are the most significant for the corporation you chose in assignment 1. Hint: see figure 2.2 in the textbook. You will then, evaluate how well the company has addressed each of these two