Title: The corresponding strategic marketing mix to the relationships between national culture and consumer value

Authors: Shiou-Yu Chen, Tzong-Ru Lee

Addresses: Department of Shipping and Transportation Management, National Taiwan Ocean University, 2, Pei-Ning Road, Keelung 20224, Taiwan. ' Department of Marketing, National Chung Hsing University, 250 Kuokuang Road, Taichung, Taiwan

Abstract: The trend of global marketing has already turned from traditional mass marketing to differentiated marketing, with the focus placed on pursuing the |retention of loyal customers| rather than the |market share|. Therefore, for enterprises who should give more weight to the questions like how to determine the loyal customer and how to maintain good relations with these loyal customers etc? In this study, we analyse the structure of consumers| perceived value and its relations to national culture. Correspondingly, this explorative study tries to deduce a conceptual framework of national culture, perceived customer value and corresponding marketing mix from extant literature for further empirical studies.

Keywords: enterprise; national culture; consumer perceived value; 4Cs; strategic marketing mix; consumer value; differentiated marketing; customer loyalty.

DOI: 10.1504/IJMED.2008.017436

International Journal of Management and Enterprise Development, 2008 Vol.5 No.3, pp.356 - 369

Published online: 07 Mar 2008 *

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