{"id":636,"date":"2020-08-31T19:53:46","date_gmt":"2020-08-31T16:53:46","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=636"},"modified":"2021-10-26T19:54:31","modified_gmt":"2021-10-26T16:54:31","slug":"an-investigation-into-the-use-of-the-marketing-mix-in-the-food-and-beverage-industry-in-grahamstown-south-africa-an-exploratory-study","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=636","title":{"rendered":"An Investigation into the use of the Marketing Mix in the Food and Beverage Industry in Grahamstown, South Africa: An Exploratory Study"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"An Investigation into the use of the Marketing Mix in the Food and Beverage Industry in Grahamstown, South Africa: An Exploratory Study\">An Investigation into the use of the Marketing Mix in the Food and Beverage Industry in Grahamstown, South Africa: An Exploratory Study<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Mark Maritz\">Mark Maritz, <meta name=\"citation_author\" content=\"Jason-Leigh Byrne\">Jason-Leigh Byrne, <meta name=\"citation_author\" content=\"Robertson Simon\">Robertson Simon<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2020\/08\/31\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"156\"><meta name=\"citation_lastpage\" content=\"167\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M3, M31.\">M3, M31.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"Investigative research was conducted in the Grahamstown-West district\u2019s food and beverage industry to investigate the use of the marketing mix by existing businesses in attracting customers. The motivation behind this study comes from our first-hand encounters and transactions of food and beverage outlets over our time in Grahamstown. From this, an interest in the day-to-day interactions and operations of local food and beverage outlets developed and we grew curious in finding out and exploring how this industry uses the extended marketing mix (more specifically the four P\u2019s) to maintain a firm customer base and potentially aquire the student market.  A questionnaire was used to collect data from selected businesses to understand their use of the marketing mix elements in their operations. The food and beverage industry within Grahamstown is highly competitive, where existing business need to have good variety in their offerings, aligned their prices to their desired target market, incorporated advertising strategies to their operations, and looked to the location and the accessibility of their business as a potential competitive advantage.\">Investigative research was conducted in the Grahamstown-West district\u2019s food and beverage industry to investigate the use of the marketing mix by existing businesses in attracting customers. The motivation behind this study comes from our first-hand encounters and transactions of food and beverage outlets over our time in Grahamstown. From this, an interest in the day-to-day interactions and operations of local food and beverage outlets developed and we grew curious in finding out and exploring how this industry uses the extended marketing mix (more specifically the four P\u2019s) to maintain a firm customer base and potentially aquire the student market.  A questionnaire was used to collect data from selected businesses to understand their use of the marketing mix elements in their operations. The food and beverage industry within Grahamstown is highly competitive, where existing business need to have good variety in their offerings, aligned their prices to their desired target market, incorporated advertising strategies to their operations, and looked to the location and the accessibility of their business as a potential competitive advantage.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Marketing, Marketing Mix, Food and Beverage.\">Marketing, Marketing Mix, Food and Beverage.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2020\/ETIMM_V01_2020_63.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2020\/ETIMM_V01_2020_63.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2020\/ETIMM_V01_2020_63.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title An Investigation into the use of the Marketing Mix in the Food and Beverage Industry in Grahamstown, South Africa: An Exploratory Study Author Mark Maritz, Jason-Leigh Byrne, Robertson Simon Classification JEL M3, M31. Abstract Investigative research was conducted in the Grahamstown-West district\u2019s food and beverage industry to investigate the &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[24],"tags":[],"coauthors":[18],"class_list":["post-636","post","type-post","status-publish","format-standard","hentry","category-jetimm_2020"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=636"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/636\/revisions"}],"predecessor-version":[{"id":637,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/636\/revisions\/637"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=636"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}