Essay about Does the Marketing Mix Contribute to the Success of Ryanair?
Does the Marketing Mix contribute to the success of Ryanair?
Student ID: 8392312 Course Code: BMAN70441 1. Introduction The marketing mix is an essential perspective in both marketing research and implementation. As the most common concept of the marketing mix, the classification of four Ps (Product, Price, Promotion and Place) is generally considered the synonym of the marketing mix and has been used by marketers throughout the globe since it was first advanced by E. Jerome McCarthy in 1960s (Reid,1980; Waterschoot and Bulte,1992). However, with the development and complication of marketing domain in recent …show more content…
5. The inadequacy of the marketing mix Although the four Ps mix is widely applied in marketing strategy of most companies, the criticisms have been raised for the past decades as some significant changes happened to the marketing environment (Little and Marandi, 2003). Grönroos (1997) argues that the concept of the marketing mix was limited to the background of the Borden's time, which may not fit the changes in marketing environment. This point of view was supported by Gummensson that the development of service marketing has proved the inadequacy of the marketing mix(1994). Because the marketing mix is supplier-orientated instead of consumer-orientated that the profitability is the motivation of this type of marketing strategy with the consumer interest being underestimate
(Gummensson, 1999). In the present service