Marketing mix and retailer-perceived brand equity

Discussion Assignment Instructions.



  • Presentation: Pricing
  • Article: Customer Value Propositions in Business Markets
  • Article: Getting Brand Communities Right


The student will post one thread of at least 800 words not to exceed 1,250 words.

For each thread, students must support their assertions with at least 3 scholarly authored citations in current APA format, with at least one new reference from a Marketing Journal to support the topic researched. The exceptions are as follows:

Discussions must incorporate at least 1 scholarly citation in the current APA format and 1 Biblical principle/verse (Biblical verse needs to cited, in current APA format, under the Biblical Integration subject header).

Topic:  Price


For this discussion, you will research peer-reviewed journal articles on one of the 4Ps – Price. Discuss why this might be one of the most important of the 4Ps. Once you have selected your three (3) peer-reviewed journal articles, post a 800 words synopsis of the major points from the research you read. Use subject headers for each of the article titles. Cite the author within the write-up.




The last of the 4Ps that you will explore is pricing. Even the study of pricing is evolving. Dynamic pricing is now being used with the help of technology in so many new ways. You will investigate the importance of pricing and how it is changing in today’s marketing environment. 



Content (40pts.)—— All key components of the Discussion questions are answered in the thread in an organized fashion.  Reading & Study materials are included.  Pertinent, conceptual, or personal examples;  Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts); Required word count is met.


References (20pts.)—– Three authored references for your initial response is provided, including a new reference from a Marketing Journal to support the topic being researched. (Any sources cited must have been published within the last five years, except for the Bible.)

Grammar, spelling, and current APA format (7th Edition) (30pts.)—- Spelling and grammar are correct. Sentences are complete, clear, and concise. Paragraphs contain appropriately varied sentence structures. Where applicable, references are cited in current APA format.

Organization – Subject headers (10pts.)—- Follows formatting instructions. Included with initial posting and both responses.

*Note: Scholarly Marketing authored references are an authored source in which a human’s name is associated with the work.

Additional Expectations

****Remember, you cannot repeat any of the sources from previous postings.  The following sources previously used and they cannot be used again:


Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91-97.

Keller, T. (2014). Every good endeavor: Connecting your work to God’s work. Penguin.

King James Bible. (2017). King James Bible Online.

Liu, Q., & Zhang, D. (2013). Dynamic pricing competition with strategic customers under vertical product differentiation. Management Science, 59(1), 84-101.

Peppers, D., & Rogers, M. (2004). Managing customer relationships: A strategic framework. John Wiley & Sons.

Timoshenko, A., & Hauser, J. R. (2019). Identifying customer needs from user-generated content. Marketing Science, 38(1), 1-20.


Al-Da’abseh, T. A. R. I. Q., Aljawarneh, N., & Shwiyat, Z. (2018). Marketing mix startegies and its impact on organizational performance efficiency in the Jordanian company for investment and supply-safeway: An empirical study. Invention Journal of Research Technology in Engineering & Management2(2), 14-23.

Almquist, E.; Senior, J.; & Bloch, N. (2016).  The elements of value. Harvard Business Review, 94(9), 46-53.

Bergh, C. (2018). THE CEO OF LEVI STRAUSS ON LEADING AN INCONIC BRAND BACK TO GROWTH. Harvard Business Review96(4), 33-39.

Constantinides, E. (2006). The marketing mix revisited: towards the 21st-century marketing. Journal of marketing management22(3-4), 407-438.

Fernandes, S., Martins, L. D., Campese, C., & Rozenfeld, H. (2019). Representing the value proposition of Product-Service Systems (PSS) in a value-based perspective. In DS 94: Proceedings of the Design Society: 22nd International Conference on Engineering Design (ICED19).


Chen, H. (2018). What drives consumers’ mobile shopping? 4Ps or shopping preferences? Asia Pacific Journal of Marketing and Logistics30(4), 797–815.

Efanny, W., Haryanto, J., Kashif, M., & Widyanto, H.A. (2018). The relationship between marketing mix and retailer-perceived brand equity. IMP Journal12(1), 192–208.

Festa, G., Cuomo, M. T., Metallo, G., & Festa, A. (2016). The (r)evolution of wine marketing mix: From the 4Ps to the 4Es. Journal of Business Research69(5), 1550–1555.

Garg, S. A., Singh, H., & De, K. K. (2016). Direct and indirect effects of marketing mix elements on satisfaction. Academy of Marketing Studies Journal1, 53.

Yucel, O. (2016). “On the 4Ps & 4Cs of Green Logistics Marketing Mix.” Logistics & Transport 29 (1): 5–17.



Edelman, D. C. (2010). Branding in the digital age. Harvard business review88(12), 62-69.

Keller, K. L. (2000). The brand report card. Harvard business review78(1), 147-158.

Marino, V., & Lo Presti, L. (2019). Disruptive marketing communication for customer engagement. The new frontiers of mobile instant messaging. International Journal on Media Management21(1), 3-23.

Peppers, D., & Rogers, M. (2004). Managing customer relationships: A strategic framework. John Wiley & Sons.

Thabit, T., & Raewf, M. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies4(4).



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