MARKETING MIX AND POSITIVENESS/TRUST

Components of the marketing mix, which is one of the fundamental marketing theories of market activity, planning, and strategy development have a significant effect on marketing performance. Along with the quantitative marketing performances, such as, marketing profits, cash flow, market share, increase in financial turnovers, and profits from investment; non-quantitative performances, such as, reputation, increase in brand value, customer loyalty, quality of services affect firm performance. Marketing mix, which is also known as “7P”, is a theory of market activity and is a composition of product, price, place, promotion, people, physical evidence, and process. 7P is still a common usage of marketing mix despite the several attempts to redefine the compounds of marketing mix (Goldsmith, 1999; Zontanos, G. ve Anderson, 2004; Martin 1999). Although 7P is a common and descriptive concept, it falls short in terms of providing explanations to customer acquisition, maintaining long-term relationship and loyalty, and decreasing the risk perceived by customer. Hence, this study claims to change the marketing mix theory as “8P”, by adding a new compound, that is, “positiveness/trust”. Trust in marketing is a comprehensive notion of consumer’s cognitive and emotional beliefs, which are created through the reliability of the sources during the relationship between company and consumer.

Keywords

Marketing Mix, Trust/Positiveness, Emotional Trust, Cognitive Trust