Model Proposed to Design the Marketing Mix Strategy (4C&A) by Using Strategic Reference Points (SRP) in PSP Industrial

Abstract

Marketing strategy through a situation analysis identifies market opportunities and by defining different market segments and identifying strengths and weakness of the organization, provides competitive conditions.This article based on the theory of strategic reference point (SRP, s) model for compatibility between marketing strategy and marketing mix strategy task 4c and also with an emphasis on smart advertising according to the concept developed in recent years and through the tools provided by technology.In this paper on the basis of philosophical and logical strategic reference points two control reference point the control and focus interest  (internal and external) have been considered as important reference points. Marketing strategy in business level and marketing mix strategy (4C) and adding advertising to the collection, have been studied. The statistical population of this research has been electronic payment industry, and the statistical sample has been Asanpardakht Company. Results have led to a model proposed to explain the 4C marketing mix strategy and highlighting advertisement element in the marketing strategy. Integration strategy has been carried out for each mix, individually.in this paper the proposed conceptual model, regarding to the specific industry field of research, has been aimed to promote the integration& synergy of the related organizations.

Keywords: marketing strategy, marketing mix, strategic reference point theory, Product life cycle