abhishreshthaa
Abhijeet S
Westat is an employee-owned corporation providing research services to agencies of the U.S. Government, as well as businesses, foundations, and state and local governments.
In addition to the company’s capabilities as a statistical survey research organization, Westat does custom research and program evaluation studies across a broad range of subject areas. Westat also has the technical expertise in survey and analytical methods, computer systems technology, biomedical science, health information technology, and clinical trials.
Westat's research, technical, and administrative staff of more than 2,000 are located at its headquarters in Rockville, Maryland, near Washington, DC.
Depending on the number of active projects at any time, up to several thousand data collection and processing staff work at Westat's survey processing facilities, at the Telephone Research Center facilities, and at data collection sites throughout the nation. Westat also maintains research offices near its clients in Atlanta, Georgia; Durham, North Carolina; Cambridge, Massachusetts; Philadelphia, Pennsylvania; and Houston, Texas. The company has international offices in Beijing, China; San José, Costa Rica; Addis Ababa, Ethiopia; New Delhi, India; Johannesburg, South Africa; and Bangkok, Thailand.
Marketing mix has long been part of strategic management. Basically, the concept is composed of the combined marketing elements and resources of a company. By definition, marketing mix is the outcome of blending, compounding and mixing marketing factors into an integrated whole at a specific period of time. This marketing principle implies that every necessary marketing element has been integrated and arranged on a planned basis. The mix is created through the application of the skills of the marketing management, which requires a systems perspective (1971).
The creation of the marketing mix is intended for the purpose of insuring the achievement of various corporate goals such as profit, volume, image, reputation and return on investment through the satisfaction of the consumers’ wants and needs. It results in the total bundle of utilities actually purchased by consumers in selecting products and services, and it is concerned with such factors as price, design, advertising, packaging and distribution channels. Thus, consumer wants and needs become the basis for developing the mix.
It was around 1960, when marketing mix was first introduced. The concept of the marketing mix primarily revolves around marketing’s four Ps, which include price, product, place and promotion (1994). From then on, this basic marketing mix model remained unchallenged. It even overpowered earlier marketing models Wroe Alderson’s organic functionalist approach as well as the system-oriented approaches and parameters theory advocated by Copenhagen school in Europe. Similarly, previous approaches like the commodity, functional geography-related regional and institutional schools, have long been forgotten. For a long time, the use of marketing mix has been concentrated on the simple business to customer market.
For over forty years, the management paradigm of marketing mix has indeed dominated most thoughts, practice and research of marketing. As time goes, the concept of the marketing mix and the four Ps had become an irrefutable paradigm used in academic research, which in turn results to validity being taken for granted. In most parts of the marketing and academic world, researchers remain to consider the concept as the epitome of marketing truth even up to the present time. Perhaps, the concept remains unchallenged as the attempt to question it was futile.
Academic researchers for instance, who inquire about the conventional marketing mix model is said to be sticking ones neck too far. Authors of marketing publications suggesting other organizations of the marketing mix were immediately corrected by other publishers. Hence, empirical studies related to key marketing variables as well as to how these variables are utilized by managers, have only been neglected. During this time, structure was highly favored over processes. Because of this, marketing educators tend to focus on describing the model itself rather that discussing the processes and real meaning behind the conceptual model (1994).
In addition to the company’s capabilities as a statistical survey research organization, Westat does custom research and program evaluation studies across a broad range of subject areas. Westat also has the technical expertise in survey and analytical methods, computer systems technology, biomedical science, health information technology, and clinical trials.
Westat's research, technical, and administrative staff of more than 2,000 are located at its headquarters in Rockville, Maryland, near Washington, DC.
Depending on the number of active projects at any time, up to several thousand data collection and processing staff work at Westat's survey processing facilities, at the Telephone Research Center facilities, and at data collection sites throughout the nation. Westat also maintains research offices near its clients in Atlanta, Georgia; Durham, North Carolina; Cambridge, Massachusetts; Philadelphia, Pennsylvania; and Houston, Texas. The company has international offices in Beijing, China; San José, Costa Rica; Addis Ababa, Ethiopia; New Delhi, India; Johannesburg, South Africa; and Bangkok, Thailand.
Marketing mix has long been part of strategic management. Basically, the concept is composed of the combined marketing elements and resources of a company. By definition, marketing mix is the outcome of blending, compounding and mixing marketing factors into an integrated whole at a specific period of time. This marketing principle implies that every necessary marketing element has been integrated and arranged on a planned basis. The mix is created through the application of the skills of the marketing management, which requires a systems perspective (1971).
The creation of the marketing mix is intended for the purpose of insuring the achievement of various corporate goals such as profit, volume, image, reputation and return on investment through the satisfaction of the consumers’ wants and needs. It results in the total bundle of utilities actually purchased by consumers in selecting products and services, and it is concerned with such factors as price, design, advertising, packaging and distribution channels. Thus, consumer wants and needs become the basis for developing the mix.
It was around 1960, when marketing mix was first introduced. The concept of the marketing mix primarily revolves around marketing’s four Ps, which include price, product, place and promotion (1994). From then on, this basic marketing mix model remained unchallenged. It even overpowered earlier marketing models Wroe Alderson’s organic functionalist approach as well as the system-oriented approaches and parameters theory advocated by Copenhagen school in Europe. Similarly, previous approaches like the commodity, functional geography-related regional and institutional schools, have long been forgotten. For a long time, the use of marketing mix has been concentrated on the simple business to customer market.
For over forty years, the management paradigm of marketing mix has indeed dominated most thoughts, practice and research of marketing. As time goes, the concept of the marketing mix and the four Ps had become an irrefutable paradigm used in academic research, which in turn results to validity being taken for granted. In most parts of the marketing and academic world, researchers remain to consider the concept as the epitome of marketing truth even up to the present time. Perhaps, the concept remains unchallenged as the attempt to question it was futile.
Academic researchers for instance, who inquire about the conventional marketing mix model is said to be sticking ones neck too far. Authors of marketing publications suggesting other organizations of the marketing mix were immediately corrected by other publishers. Hence, empirical studies related to key marketing variables as well as to how these variables are utilized by managers, have only been neglected. During this time, structure was highly favored over processes. Because of this, marketing educators tend to focus on describing the model itself rather that discussing the processes and real meaning behind the conceptual model (1994).