Issue: № 12/1, 2021
Doi: https://doi.org/10.37634/efp.2021.12(1).4
Introduction. The fourth wave of industrialization and total technologization made fundamental changes in the life of society and in business, including marketing. The issues of the essence and depth of transformational processes in marketing, the need to find a new paradigm of the marketing complex, the rationality of combining its classical and modern tools, the conditions of interaction with clients and the role of society in “marketing 4.0” remain controversial among scientists and practitioners. Investigate the genesis of the marketing complex from its origins to the present and its optimal model in terms of meeting the requirements of the time, product features of the transport market, and the concept of marketing on rail passenger transport. Results. Diachronic analysis of the transformation of the basic variant of the marketing complex made it possible to identify the reasons for these changes and to prove the inexpediency of forming a new paradigm of the marketing complex and the simultaneous application of several of its variants. It is shows that all subsequent models were developed based on the “4P” model. This model is the most successful, but it should be constantly evolving. Its «product» element, which is transforms into a “merchandise” in the “4M” model, is able to reflect the multicomponent and complex nature of the service for railway passengers. The key aspects of the transformation of the “4P” complex into the “4C” complex are considered, both versions of which are more customer-oriented, in the context of “marketing 4.0”. It found that the main reason for the emergence of “marketing 4.0” was the change in the role of marketing in society, a sharp increase in its social significance. The development of Internet technologies and the change of generations of consumers have acted as reinforcing factors in this process. From the point of view of the above, the defining difference of “marketing 4.0” from its previous versions is reveals and the author's version of the essence of “marketing 4.0” is proposed. Conclusion. The “4P” marketing mix model is able to adapt to modern conditions and digital technologies, while remaining the dominant paradigm. Transformational processes should concern all components of the “4P” model. Remaining basic, this model changes the concept in “marketing 4.0”, which increases customer benefits and forces a rethinking of the role of the customer in business. However, the elements of the marketing mix are not sufficiently adapted and do not fully take into account the peculiarities of individual industries and their products, therefore this issue requires further development.
Keywords : marketing mix, marketing concept, rail passenger transport, marketing mix elements, consumer communities
References:
1. Allen E., Fjermestad J. E-Commerce Marketing Strategies: An Integrated Framework and Case Analysis. Logistics Information Management. 2001. № 14 (1/2). pp. 14–23.
2. Bhatt G., Emdad A.F. An Analysis of the Virtual Chain in Electronic Commerce. Logistics Information Management. 2001. № 14 (1/2). pp. 78–85.
3. Moller K.E. Comment on: The Marketing Mix Revisited: Towards the 21st Century Marketing by E. Constantinides. Journal of Marketing; Management. № 22 (3). 2006. pp. 439–450.
4. Peattie K. The Marketing Mix in the Third Age of Computing. Marketing Intelligence & Planning. 1997. № 15 (3). pp. 142–150.
5. Internet Commerce: Digital Models for Business / J. Lawrence et al. Brisbane, Australia : John Wiley & Sons, 2000.
6. Popovic D. Modelling the marketing of high-tech start-ups. Journal of Targeting. Measurement and Analysis for Marketing. 2006. № 14 (3). pp. 260–276.
7. Schultz D.E. Marketers: Bid Farewell to Strategy Based on Old 4Ps. Marketing News. 2001. № 35 (2). P. 7.
8. Levitt Th. The Globalization of Markets. Harvard Business Review. 1983. May-June. pp. 92–102.
9. Melnik T.S. The need to take into account the specifics of transport services to achieve the satisfaction of railway passengers. WORLD SCIENCE. Multidisciplinary Scientific Edition. April 2018. № 4 (32). Vol. 6. pp. 62–66. (in Ukrainian).
10. Lauterborn R. New Marketing Litany: 4P Passes, C-Words Take Over. Advertising Age. 1990. October 1. p. 26.
11. Dzhobber D. Marketing principles and practice: [textbook manual]. Moscow: Vilyams, 2000. 679 p. (in Russian).
12. Schmitt B. Experiential marketing. Journal of Marketing Management. 1999. № 15. pp. 53–67.
13. Schultz Don E. Kitchen, Philip J. Communicating Globally. Beijing: China Financial & Economic Publishing House, 2004. 287 p.
14. Shults D.E. Integrated Marketing Communications in US Advertising Agencies: An Experimental Study. Journal of Advertising Research. 1997. Vol. 37. № 5. pp. 7–18. (in Russian).
15. Ettenberg E. “4R” – The Next Economy. Cahners Business Information: McGraw-Hill, 2001. 256 p.
16. Chekitan S., DevandDon E. Schultz In the Mix: A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century. Marketing Management. 2005. № 14 (1). pp. 16–22.
17. Awareness. Thematic portal «Marketer's Notes». URL: http://www.marketch.ru/marketing_dictionary/o/awareness (in Russian).
18. Lyadskiy I. Marketing 4.0. Ukrainian realities. Marketing and Advertising. 2020. № 5 (284). pp. 14–16. (in Ukrainian).
19. Prakhalad K.K., Ramasvami V. The future of competition. Creating unique value together with customers. Kyiv: Oleksiy Kapusta Publishing House (««Standard» Agency» subdivision), 2005. 258 p. (in Ukrainian).
20. Lieberman M. Has Revenue Growth Stalled? Jump-Start Growth By Focusing On Your Prospects’ Buyer Journeys. 2021. August 23. URL: https://www.square2marketing.com/blog/has-revenue-growth-stalled-jump-start-growth-by-focusing-on-your-prospects-buyer-journeys
21. Li J., Yu H. An Innovative Marketing Model Based on AIDA: A Case from E-bank Campus-marketing by China Construction Bank. iBusiness. 2013. Vol. 5. № 3. pp. 47–51.
22. Pashootanizadeh M., Khalilian S. Application of the AIDA model: Measuring the effectiveness of television programs in encouraging teenagers to use public libraries. Information and Learning Science. 2018. Vol. 119.№ 11. pp. 635–651.
23. Kotler F., Kartalzhaya Kh., Setivan A. Marketing 4.0. The U-turn from Traditional to Digital: Internet Promotion Technologies. Moscow: Eksmo, 2019. 224 p. (in Russian).
24. M. Lieberman. The New Funnel Stages For Digital Marketing And Revenue Generation. Square 2. 2018. Fri, February 23. URL: https://www.square2marketing.com/blog/the-new-funnel-stages-for-digital-marketing-and-revenue-generation
25. Orlova Yu. Marketing 4.0 is a fundamental change in business models. Marketing and Advertising. 2020. № 5 (284). pp. 23–25. (in Ukrainian).
26. Koro Strandberg. A set of marketing goals. Linked in. 2021. January 26. URL: https://www.linkedin.com/pulse/marketings-purpose-pivot-coro-strandberg?trk=read_related_article-card_title (in Russian).
27. Edelman Trust Barometer 2021. URL: https://www.edelman.com/trust/2021-trust-barometer
28. Caune, Jean. Cultura e Comunicação: Convergências Teoricas e Lugares de Mediação. São Paulo: Editora Unesp, 2014. p. 2.
29. Kotler P; Kartajaya H; Setiawan I. Marketing 4.0: Do Tradicional ao Digital. Rio de Janeiro: Sextante, 2017. 280 p.
30. Setton Maria da Graça. Mídia e educação. Sao Paulo: Contexto, 2018. 23 p.
31. Borden Neil H. The Concept of the Marketing Mix. Journal of Advertising Research. 1964. June. pp. 2–7.