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TUTOR NAME: CARLA BRIDGE

JAMES COOK UNIVERSITY

ASSESSMENT TASK 2

DUE DATE: 23 – 12 – 2020

NAME: NGUYEN DAT KHOA

ID Student: 13998636

CU1022: DEVELOPING ACADEMICS

SKILLS

ANNOTATED BIBBLOGRAPHY AND

DISCUSSION PAPER PLAN

HOW MARKETING MIX MODEL

CHANGES WITHIN A PANDEMIC SITUATION

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Sources Rationable

Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the

patients’ selection of a hospital: experience of a low-income country. Journal of the

Egyptian Public Health Association, 95(1). https://doi.org/10.1186/s42506-020-00052-

Hospital is one the most popular services these days. This article concentrates on how

the marketing mix 7Ps effect on the patients’ choice of a hospital. As a result, this article will

help my working thesis, I could see how each P works within 7Ps and then give the views

which the most important P that a marketing director must choose.

Majeed, S., Lu, C., & Usman, M. (2017). Want to make me emotional? The influence of

emotional advertisements on women’s consumption behavior. Frontiers of Business

Research in China, 11(1). https://doi.org/10.1186/s11782-017-0016-4

In cosmetic products or home appliances, especially insurance services, I think a

marketing manager must prioritize Promotion in 7Ps. The market segment of this product will

most certainly be women, mothers, and housewives. Therefore, applying emotional

advertising in Promotion is one of the optimal solutions. This article will support my working

thesis as well as help me demonstrate the Promotion perspective that CMOs should apply, the

article focuses on how women emotionally respond to emotional advertisements (EAs).

Lee, N. R. (2020). Reducing the Spread of COVID-19: A Social Marketing

Perspective. Social Marketing Quarterly, 152450042093378.

https://doi.org/10.1177/1524500420933789

After I am feedbacked in Task 1B is that don't forget to mention the social impact of the

issue. I have changed completely a body paragraph to mention the social implications of my

research. This article has presented a series of marketing strategies that should be used during

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a pandemic to reduce the spread of COVID-19, including Ps in the marketing mix model

which shows the influence of this model. Hence, this paper will help me prove that prioritize

the most effective P not only aids the company overcomes difficult times but also stabilize

everyone's life in this period.

Tzempelikos, N., Kooli, K., & Lichtenthal, J. D. (2019). Innovation in Business-to-Business

Marketing. Journal of Business-to-Business Marketing, 1–4.

https://doi.org/10.1080/1051712x.2019.1611068

Thanks to your feedback in task 1B, I realized that I would get off-topic if I mentioned the

responsibilities of a marketing director or anything related to a CMO (Chief Marketing

Officer). Instead, I have focused more on the main topic of how a marketing director

determines which P is most important through the services and products of the business.

Hence, I choose this article because it provides marketing trends including trends related to

the 7Ps model for companies in the B2B business model these days which could help a

marketing director apply to the situation in the pandemic happening.

Tse, A. C. B., So, S., & Sin, L. (2006). Crisis management and recovery: how restaurants in

Hong Kong responded to SARS. International Journal of Hospitality

Management, 25(1), 3–11. https://doi.org/10.1016/j.ijhm.2004.12.001

This paper mentioned changing the marketing mix model as one of the most effective and

important solutions to help restaurants overcome difficulties. More specifically, the author

pointed out restaurants to prioritize which P in 7Ps in a pandemic situation which helps me

build a perspective on why it is important to determine which P is most effective during this

period.

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Annotated Bibbliography

Tse, A. C. B., So, S., & Sin, L. (2006). Crisis management and recovery: how restaurants in

Hong Kong responded to SARS. International Journal of Hospitality

Management, 25(1), 3–11. https://doi.org/10.1016/j.ijhm.2004.12.001

(Tse et al., 2006) observed poor restaurant response in Hong Kong in response to

Severe Acute Respiratory Syndrome (SARS) outbreak in March 2003, however, they found

that a few restaurants existed. very well or even profitable during a period of crisis. So from

studying these restaurants, the authors created a four-step crisis management procedure to

deal with crises like SARS to help restaurants in Hong Kong have a control and recovery plan

in difficult periods. towels also create a future reference that restaurants around the world can

use to deal with similar situations.

This paper pointed out a wide range of crises in different environments to help

restaurants build a survival and recovery plan in any difficult time. For each type of crisis and

solution to the crisis, the author provides concrete and convincing examples with high

accuracy as well as closely related to discipline so that readers can envision and understand

deeply. Not only that, but this article is certainly applicable to restaurants in the present

Covid-19.

In this article, (Tse et al., 2006) mentioned changing the marketing mix model as one

of the most effective and important solutions to help restaurants overcome difficulties. More

specifically, the author pointed out restaurants to prioritize which P in 7Ps in a pandemic

situation which helps me build a perspective on why it is important to determine which P is

most effective during this period.

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Majeed, S., Lu, C., & Usman, M. (2017). Want to make me emotional? The influence of

emotional advertisements on women’s consumption behavior. Frontiers of Business

Research in China, 11(1). https://doi.org/10.1186/s11782-017-0016-4

(Majeed et al., 2017) try to conceive in more detail and clarity on how women

respond emotionally to emotional advertisements (EAs). The authors argue that because

emotions impact on consumers' behavior and decision-making, especially, women are the

most powerful consumers over the world, therefore, (Majeed et al., 2017) developed the best

structure for incorporating the ACE model including levels of emotions (E), celebrity

endorsements (C), and appeal drivers (A) into advertising to influence women's consumer

behavior psychology through the use of qualitative response data from 240 Chinese women

towards ACE mixes and statistical analysis through PLS-SEM analysis (an emerging tool in

business research) to analyze advertisement development and consumers 'consumption

behavior. Not only that, but the author also emphasizes the importance of the mediating role

of attention which may influence the relationship between ACE constructs and women's

consumption behavior. As a result, a better understanding of ACE combinations to progress

EAs could generate the desired emotional response among Chinese women and affect their

consumption behavior.

This journal article proved how each of the factors including the levels of emotions

(E), celebrity endorsements (C), and appeal drivers (A) in the ACE model, affect consumer

behavior through a series of evidence and real-world examples. Their theory also points out

the importance of attention levels in linking women's consumer behavior to the ACE model

which is often neglected in marketing campaigns. In particular, this study also mentions how

consumers' behavior is also influenced by their personal characteristics that can help

marketers identify the right market segment. Furthermore, it could also be further

investigated into how EAs would build positions for customers in marketing. The only

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limitation of this study is that the data collected could have biased the study’s results because

the emotional response to an advertisement in a lab environment may not be the same as in a

real environment. This is because in real-world environments people can discuss the product

or the advertising when making a shopping decision.

This journal article outlines the importance of bringing emotion into today's

advertising for modern marketing. What any marketing director in particular and marketer as

a whole must consider when applying the marketing mix 7Ps, particularly, Promotion. Hence,

this study will help me build a perspective on prioritizing to apply for the Promotion in

products and services such as cosmetic products or home appliances, especially insurance

services, etc. With the market segment of these products and services will most certainly be

women, mothers, and housewives.

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Draft Discussion Paper Plan

Working Title – How Marketing Mix Model Changes Within A Pandemic Situation

Draft Introductory Paragraph

The impact of the SARS in 2003 and now the COVID-19 pandemic on a wide range

of sectors where could range from education, heath to politics is terrible and economics are

no exception when a series of businesses lose money or if not to the brink of collapse. In this

situation, the role of marketing is more important than ever, but how will a marketing director

have to market while the company in crisis, especially the use of a marketing mix model 7Ps.

Hence, it can be seen that determining which P is the most important of the 7Ps is what a

CMO has to do. To do that, a marketing director must determine what the company's business

products, services, and market segmentation are and then go under the most important P of

the 7Ps marketing mix to help the business overcome difficulties and maximize profits in the

pandemic situation as a whole.

Thesis Statement - A marketing director must determine what the company's

business products, services, and market segmentation are and then determine the most

important P of the 7Ps marketing mix to not only help the business overcome difficulties and

maximize profits but also ensure customer's life in the pandemic situation as a whole.

Paragraph 1

Topic: Determine the most effective P of the marketing mix model in a period of crisis.

Topic Sentence: There is core cause why that the marketing director must prioritize

the most important P in the 7Ps model during a pandemic.

Supporting Evidence: I will discuss the only reason why a marketing manager must

identify the most important Ps during a pandemic is that help the business overcome the

period crisis through analyze the impact of the SARS in 2003 and COVID-19 pandemic on

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popular products and services and the successful existence of some products and services in

this situation thanks to the application of the most important P.

1 - Capturing a customer's change in food consumption behavior during an epidemic

can help the marketing director determine that the Place Distribution will be most effective,

not Promotion, Price or etc. As a result, it helps businesses cut down on marketing costs but

still achieve certain profit (Ben Hassen et al., 2020).

2- Restaurants in Hong Kong have responded very well to the SARS crisis thanks to a

change in how the marketing mix is used. By doing this, some restaurants survive very well

or some are even profitable (Tse et al., 2006).

3 - The business model of accommodation, in particular hotels, is one of the most

impacted services when a pandemic occurs. Therefore, applying a proper marketing mix with

the right priority can help businesses minimize the impact of the epidemic, typically seeing

the massive impact of the SARS epidemic in 2003 on hoteliers and the tourism industry as a

whole in Toronto, Canada (Johnson Tew et al., 2008).

Concluding statement: Changing the use of the marketing mix model in times of

crisis is one of the solutions with the core purpose of helping businesses survive and

overcome difficult times.

Paragraph 2

Topic: Which P application will depend on the company's products, services, and

market segments.

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Topic Sentence: The marketing manager must determine what the product, service as

well as who the market segment of the product or service is which helps them identify which

P they will prioritize during this period.

Supporting Evidence: I will argue how a Chief Marketing Officer chooses the most

important P through the analysis of some products and services as well as its market

segmentation of the two most popular business models today are B2B and B2C.

1 - Effects of marketing mix models on patient choice of hospitals (Ravangard et al.,

2020).

- Even during a pandemic, hospitals and clinics will still be crowded with patients.

Ensuring a safe, clean, and airy environment, as well as modern equipment, will help

hospitals and clinics to survive or even develop opportunities during epidemics.

- This facilitates clinic and hospital marketing managers get the most out of the Physical

Evidence as to the most effective tool in the marketing mix.

2 - Emotional feelings injected into an advertisement lead to significant positive

changes in the consumption behavior of women (Majeed et al., 2017).

- Especially for products and services such as cosmetics, home appliances, and

insurance, or fast-moving consumer goods (FMCG) the main market segments will be

mothers, housewives, and women as a whole. Integrating emotions into advertising will be an

effective way of applying Promotion to services and products of the B2C business model in

difficult times.

- Identifying the specific consumer behavior and psychology of the market

segmentation as well also will help the CMO to prioritize which Ps (Ding & Li, 2020).

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- Skin care advertisements have been found to be effective in manipulating women’s

emotions and skin care product consumption pattern (Majeed et al., 2017).

3. Understand how our knowledge and practice of digital marketing have been

structured and configured (Herhausen et al., 2020).

- For some product services in both B2B and B2C models, digital marketing is

extremely important that any administrator must identify in a period where most people are

limited in exposing each other. Since digital marketing is one of the important tools of the

7Ps model, a marketing manager must know how to apply it to the 7Ps model to help

businesses survive and thrive in this period.

- Marketing in the business-to-consumer (B2C) market is more based on emotional

aspects (Rėklaitis & Pilelienė, 2019).

4 - Marketing in business to business sector focuses on more professionalism

(Rėklaitis & Pilelienė, 2019).

- “The world’s local bank” HSBC has made its activities under four different

segments namely Private Banking, Wealth Management & Retail Management, Investment

Banking & Global Banking, and Commercial Banking. These are offered all over the world.

- HSBC also make sure they offer services to all the small and medium businesses

like multi-branch banking, phone banking, and doorstep banking.

5 - Innovation in Business-to-Business Marketing (Tzempelikos et al., 2019).

This statement will help the marketing managers in the B2B business model to capture

changes in marketing that are related to the marketing mix model, especially phase-

appropriate this improvements disease happens, so they can determine how they need to

change 7P.

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Concluding statement: In order to choose which P is the most effective to your

business in a time of crisis, a marketing manager must identify the company's products and

services, as well as market segment, belongs to business model B2B ( Business To Business )

or B2C ( Business To Customer ) because each model will use a different marketing mix

model.

Paragraph 3

Topic: The influence of marketing mix on society

Topic Sentence: Changing the way of using the marketing mix model at the right

time to not only help the enterprise overcome the period crisis but also make sure stabilize

everyone's life or even everyone's quality of life could be improved significantly within an

epidemic.

Supporting Evidence: I will show the effect of applying the most important P on

society

1 - Emotional feelings injected into an advertisement lead to significant positive

changes in the consumption behavior of women (Majeed et al., 2017).

- Applying the right marketing mix will satisfy customers 'needs for services and

products to solve problems in life, as a result, improve customers' quality of life.

- This statement will show that Promotion optimization can positively change

women's shopping behavior, helping them to purchase more, from which more problems in

life they will encounter will be less. In the end, their quality of life improved considerably.

2 - Many businesses find the pandemic situation phase as an opportunity for them to

develop their responsibility to society as well as building a lasting brand image. For example,

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many UK manufacturing companies have switched to manufacturing ventilators, special

protective gear as well as hand sanitizers, or that many UK supermarkets have special

opening hours for priority for the elderly (He & Harris, 2020).

3 - Coca-Cola announced a 1-month hiatus from advertising and set aside 7 billion

VND to help Vietnam fight against the Covid-19 pandemic.

Concluding Statement: It can be seen that the importance of choosing the most

important P in the 7Ps model not only helps businesses cope well with the crisis but also

provides an opportunity for businesses to show their interest in society.

Conclusion

Not applying the marketing mix model properly will be the direct cause of the

business going to the brink of bankruptcy. Therefore, the role of a marketing manager at this

stage is extremely important when they are the ones to determine which Ps will be most

effective for their business through analyzing the products, services, and market segment of

the enterprise. Cutting marketing budgets, helping businesses survive and thrive as possible is

the core reason why the 7Ps model is crucial ever. To do that, marketing managers must

define their business as a B2B (Business to Business) or B2C (Business to Customer)

business model because each model will have a different application of marketing mix

together. Furthermore, social responsibility will also be implemented by marketing managers

through this marketing mix model to ensure not only businesses exist but consumers will also

be safe because there are no customers, businesses will not ever exist. Developing a strategy

to prioritize which factors to use in the 7Ps model is essential in a crisis like SARS in 2003 or

SARS - COV -2. This study will also serve as a future reference for a marketing manager

facing a similar crisis.

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References

Ben Hassen, T., El Bilali, H., & Allahyari, M. S. (2020). Impact of COVID-19 on Food

Behavior and Consumption in Qatar. Sustainability, 12(17), 6973.

https://doi.org/10.3390/su12176973

Crick, J. M., & Crick, D. (2020). Coopetition and COVID-19: Collaborative business-to-

business marketing strategies in a pandemic crisis. Industrial Marketing

Management, 88, 206–213. https://doi.org/10.1016/j.indmarman.2020.05.016

Ding, A. W., & Li, S. (2020). National response strategies and marketing innovations

during the COVID-19 pandemic. Business Horizons.

https://doi.org/10.1016/j.bushor.2020.12.005

He, H., & Harris, L. (2020). The Impact of Covid-19 Pandemic on Corporate Social

Responsibility and Marketing Philosophy. Journal of Business Research, 116(1),

176–182. https://doi.org/10.1016/j.jbusres.2020.05.030

Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. (2020). The digital

marketing capabilities gap. Industrial Marketing Management, 90, 276–290.

https://doi.org/10.1016/j.indmarman.2020.07.022

Johnson Tew, P., Lu, Z., Tolomiczenko, G., & Gellatly, J. (2008). SARS: lessons in

strategic planning for hoteliers and destination marketers. International Journal of

Contemporary Hospitality Management, 20(3), 332–346.

https://doi.org/10.1108/09596110810866145

Lee, N. R. (2020). Reducing the Spread of COVID-19: A Social Marketing

Perspective. Social Marketing Quarterly, 152450042093378.

https://doi.org/10.1177/1524500420933789

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Majeed, S., Lu, C., & Usman, M. (2017). Want to make me emotional? The influence of

emotional advertisements on women’s consumption behavior. Frontiers of Business

Research in China, 11(1). https://doi.org/10.1186/s11782-017-0016-4

Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the

patients’ selection of a hospital: experience of a low-income country. Journal of the

Egyptian Public Health Association, 95(1). https://doi.org/10.1186/s42506-020-

00052-z

Rėklaitis, K., & Pilelienė, L. (2019). Principle Differences between B2B and B2C

Marketing Communication Processes. Management of Organizations: Systematic

Research, 81(1), 73–86. https://doi.org/10.1515/mosr-2019-0005

Tse, A. C. B., So, S., & Sin, L. (2006). Crisis management and recovery: how restaurants

in Hong Kong responded to SARS. International Journal of Hospitality

Management, 25(1), 3–11. https://doi.org/10.1016/j.ijhm.2004.12.001

Tzempelikos, N., Kooli, K., & Lichtenthal, J. D. (2019). Innovation in Business-to-

Business Marketing. Journal of Business-to-Business Marketing, 1–4.

https://doi.org/10.1080/1051712x.2019.1611068

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