Marketing Strategy – 4Ps – 7Ps – 4Cs

The Marketing Mix 4P’s and 7P’s Explained

The advent of significant service sectors and digital marketing and communications, have changed both marketing strategy and dynamics of business in reaching consumers.

From the Marketing Mix (2018):

‘Before we go into all the elements of the marketing mix, and to avoid confusion between the 4p’s, 7p’s and even the 4c’s – you should pay attention at the image below to understand what makes up the entire marketing mix.

4Ps 7Ps and 4Cs in marketing strategy and digital world.

4Ps or 7Ps in Marketing? (Image copyright MarketingMix 2018)

The image above is a simplistic diagram of the elements that are included in a marketing mix.

It is a basic concept, but here’s the cold hard truth…

If you don’t understand it in detail or at all, then there is a fairly certain chance that you are missing out on the key ingredients that will ensure scalable success from the ground up.

It has been said many, MANY times in business that if you don’t know your target market well enough and figured out what they exactly want, you’ll commit entrepreneurial suicide and the business will inevitably fail.

On the other hand, you can be sure to attract mountains of profits when you have a deep understanding of these concepts. Understand this fully and you will know exactly how to maximize profits on your own sustainable business or help become a valuable asset within your company and gain endless promotions.

Sadly, for many existing marketers and aspiring marketers, this concept is glossed over as “everyone seems to know what it is” and is disregarded as basic knowledge. But do you really know what it is? Let’s find out.

Now, what is a marketing mix, exactly?

 

  • Marketing Mix 4P’s Product, Price, Place and Promotion.

  • Marketing Mix 7P’s People, Process and Physical Evidence.

  • Marketing Mix 4C’s Customer Value, Cost, Convenience and Communication.’

 

Of the above key changes have occurred in how ‘people’ ‘communicate’ in a digital environment carrying word of mouth WOM quickly and broadly to attain value from trusted sources, in other words out of the control of conventional marketing.

 

Reference:

Marketing Mix 2018, The marketing mix 4P’s and 7P’s explained, viewed 17 July 2018, < http://www.marketingmix.co.uk >

 

 

 

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International Education Market Research

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Recently there have been articles about international students’ motivations and well-being on their journey of discovery through international education, a significant industry.

Such articles are relevant in that they do not criticise or dog whistle international students by describing them as ‘immigrants’ or suggesting they purposely short visa and immigration systems for long term or permanent residency.

In addition to reflecting increased international mobility and prosperity in developing nations, such insights should be imperative for all service-based marketing, especially digital carrying word of mouth or WOM.

Word of mouth is the most influential marketing channel as it is based upon experience of friends, family and peers with a product or service, the most trusted channel.

The message for marketers in any industry, especially services, is never make assumptions or rely upon headline or indirect data, but your customers too.  Marketing brand, reputation etc. requires constant feedback, monitoring of well-being and word of mouth while leveraging the same authentic feedback via social media, couched within a digital marketing strategy.

 

What we know about why Chinese students come to Australia to study

Hannah Song in The Conversation:

In 2016-17 Australia’s third largest export, international education, leapt from A$23.6 billion to a record high of A$28 billion. Within the higher education sector, the highest intake of international students is of Chinese origin.

Behind these statistics are the individual stories and aspirations of Chinese students’ parents who provide them the financial resources and emotional support. Yet, we know so little about why it matters so much to their parents, and what long-term impacts overseas study has on them and their families when they return home…

….Focusing on a shifting landscape of education in Shanghai, I undertook a longitudinal pilot case-study of four bilingual kindergarten-secondary schools to investigate the aspirations Chinese middle-class parents have for their children’s education.

….If Australia is to remain a destination for world-class education, we need to be far more self-reflective and long-sighted about what Australian international education offers: global citizenship and transnational mobility. We need to listen to the voices of an increasing middle-class in China.’

Student journey through international education

International Students (Image copyright Pexels)

‘’It’s stressful being an other’: The mental health woes of international students

Emily Baker in The Conversation:

Moving to Australia has, in Daniel Kang’s words, been a mix of challenges and little blessings. The Australian National University student has found room to breathe and develop. Walks through the abundant bush help clear his head. Generally, the experience has exceeded his expectations.

But moving from Singapore to Canberra has also carried difficulties. It can be stressful being an “other”, he said. The 22-year-old has at times been very lonely…

The most recent student experience survey from the federal government’s Quality Indicators for Learning and Teaching found undergraduate international students rated their experience at Australian universities 75 out of 100 per cent – slightly below the 79 per cent awarded by domestic students.

But separately, many international students report stress. They report social isolation. The very fact of being an international student in Australia – the experience of being alone in a new country, subject to financial pressures, navigating a new culture, and adjusting to a new academic system – is considered to make an individual at greater risk of mental ill-health.’

 

Any institution, business or organisation that neglects its existing customers to inform quality and marketing strategy development, maybe asking for trouble while relying upon PR and sales?

In the case of international education the most valuable resources are accessible onshore and on campus, i.e. enrolled students and their networks.

Focus Group Feedback – Qualitative Data Analysis – Grounded Theory & Coding

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Focus Group Feedback – Qualitative Data Analysis – Grounded Theory & Coding

 

Potential respondents must have the ethics of research explained before any interview or feedback, not only verbally at start of an interview or related interaction, but inclusion on a briefing document explaining study and research, storage of data, along with ethics.

Focus Group Interviews

 

Focus interviews, individual or via a group, based on psychoanalysis, can be very adaptable, allow expression of body language, in addition to concept checking or informal communication which would be precluded by the written form.  However, there are disadvantages, interviews can be very time consuming to conduct, transcribe, code and analyse when using open questions to elicit perceptions, attitudes and experience of the research area, plus they can be subjective or prone to bias.  On the other hand, they are useful to explore same perceptions etc., then importantly, used to inform a valid survey or data collection instrument or further research (Bell, 2005).

 

Types of interview include structured e.g. answering survey face to face, semi-structured and unstructured, the latter allows good quality data to be offered.  The unstructured interview can offer an opportunity for an industry person to explain and elaborate on issues that have emerged organically, that would have otherwise remained unknown and ignored (Ibid.).

 

Focus Group Interview Feedback Respondents

 

The ‘Focus Respondents’ for this research study included two former international students now professionals with digital literacy, two international education marketing (and admissions) managers for large multinational education providers and two more senior ‘Focus Respondents’ who manage within international education, but without formal marketing background.

 

‘Focus Respondents’ were asked open questions based upon the literature and round the information search process with any critical issues, key words, processes or phenomenon to be expressed, not in long narrative for full transcription, but abbreviated for notes and action coding.

 

It was explained to focus respondents, to give them structure or context, that the general focus was decision making behaviour process, represented by a five-stage model:

 

Purchase Decision Making Model

 

Five Stage Purchase Decision Behaviour Model or Process (simplified)

  • Recognition of Need
  • Information Search
  • Evaluation of Alternatives
  • Purchase Decision
  • Post Purchase Behaviour

(Kotler & Keller, 2012).

 

From same focus interviews regarding information search or discovery process, the research elicited factors or latent variables, then quantified by survey to analyse for significance of these factors in ‘optimal marketing and communications’.  These factors and construct can then be used to develop an information seeking construct and a useful template for industry.

Next step is to deliver survey to a hopefully significant sample population to then ground any marketing strategy development.

 

Reference List:

 

Bell, J. (2005) Doing Your Research Project. (4th Ed.). Maidenhead: Open University Press.

 

Kotler, P. & Keller, K. (2012) Marketing Management. (14th Ed.) Upper Saddle River: Pearson Education – Prentice Hall.

Focus Group Research for Digital e-Marketing Strategy Development

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Digital or e-Marketing Strategy Development
Research Design & Methodology

 

Optimal research is based on triangulation between scholarly and industry research representing a process with related factors, then analysis and coding of key stakeholder feedback according to same process.  Thirdly, it can be followed by quantitative data gathering or survey of customers’ attitudes on the factors that emerged, joining the circle or triangulation.

 

The literature review can highlight research and industry issues or views of marketing and communications for international education or related products and services, leading to an optimal marketing and communications construct to inform strategy and professional practice.  Additionally, to inform or validate any construct, qualitative data needs to be collected through focus type respondents from industry or target market, coded and analysed for inclusion of important factors in a survey instrument.

 

Quantitative data can be collected, described and analysed; resulting in a practical process and template for both small and large entities. It is limited neither to education nor marketing, but applicable to any workplace investigation or consulting, not unlike good investigative journalism or detective work or training needs analysis.

 

Research Approach Rationale

 

This data collection and qualitative research use the inductive approach, with grounded research methods, which informs development of a survey instrument, and represents the purchase decision process model.  The focus is ‘information search or discovery process’, produces data for analysis and then informs a generic marketing and communications model or template, for marketing and communication practitioners, through a process.

 

This is opposed to taking the deductive approach of testing a hypothesis already formed from previous research or practice, assuming data and a hypothesis or rationale is publicly available.  However, the deductive approach is precluded by the lack of the following: transparent marketing strategies, access to data, direct process based KPIs key performance indicators and ROI return on investment, meaningful analytics on student marketing and communications, and access to statistically significant sample population(s).

 

 

Effective medium or long-term strategy may be precluded by a short-term sales or ROI type of analysis of an annual marketing investment budget, evaluating only selected inputs and outputs, but neither processes nor future income streams.  Accordingly, with related scholastic research lacking in this field, a contemporary framework or construct reflecting both target market and changing technology, is needed to aid analysis and future marketing.

 

Research Design & Methodology

 

The research can start with question or proposal round ‘information seeking’, review of marketing research literature and education industry reports with expert focus respondent feedback.  From the latter, a survey instrument can be developed, piloted, data collected, then analysed according to descriptive statistics through e.g. Survey Monkey, then data tabulated, presented, analysed, reported and linked back for business applications.

 

Inductive Approach to Qualitative Research

 

One can take the approach of ‘theory first’ and test deduced hypotheses to verify theory, or conversely ‘theory after’, not starting with theory but collecting data to generate a theory or model.  This is not unlike inferring the significant factors that impact how Google and Facebook Page search algorithms affect SEO, when the algorithm is commercial in confidence.

 

The research is based on eliciting relevant process or factors to inform and develop a latent construct of optimal marketing and communications for students as purchasers, especially related to the information seeking phase or journey.  This construct, developed through inference, should suggest good industry practice that includes latent factors or (re)sources that allow students to find relevant information to analyse for a future purchase decision.

 

Advantages of this approach are that it allows one to take a research direction, it does not force respondents to adopt a restrictive theory or framework that may preclude relevant feedback (Saunders et al., 2009).  Such a construct can be used to develop a marketing and communications strategy or template, then used to develop initial, or compare existing, strategy and evaluate, according to users, clients or students; creating systematic process and utility in the sector.

 

Research Proposition

 

How do students’ or customers’ information seeking behaviours relate to marketing and communications strategy in international education or related service industries?

 

The research proposition posits that there is a relationship between more recent information seeking factors exemplified by digital, and the older WOM word of mouth, for a purchase decision process, with development of grounded, practical marketing and communication strategy.

 

This data collection and research focused mostly upon the similarities in recent digital based ‘information search or discovery process’, the factors that are related to this process and could be used to infer an optimal information seeking construct or model (Kotler & Keller, 2012).

 

Reference List:

 

Kotler, P. & Keller, K. (2012) Marketing Management. (14th Ed.) Upper Saddle River: Pearson Education – Prentice Hall.

 

Saunders, M., Lewis, P. & Thornhill, A. (2009) Research Methods for Business Students. (5th Ed.) Harlow UK: Pearson Education Ltd.