Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
A Brief History of Marketing—65-Years of Journey from 1948 to 2013 Read chapter Read first chapter

2017 | OriginalPaper | Chapter

4. The TES Marketing Mix

Author : Mauro Cavallone

Published in: Marketing and Customer Loyalty

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

The TES marketing mix is examined in this chapter which recommends moving from customer provisioning to customer loyalty combining the supply of products/services with customer loyalty. In particular, the variables identified (“Ps”) have been checked against reports in literature to support the theoretical contents of the monograph and as a further link with business reality. The Tes marketing mix is provided with some practical examples: • Product: co-design (training programme for pharmaceutical sales representatives); • Price: breakdown of the value drivers (insurance sector and pharmacies); • Advertising: cross-cultural communication (examples from the automotive sector, etc.); • Distribution policy: Tes Retail Specialist (food distribution). Interviews, observations and empirical surveys have been carried out regarding the concepts and concrete effects of the TES approach to support the explanation of the research question. At the end of the chapter the “Information—Relationship” matrix is presented. It is an instrument with which the marketing actions linked to customer involvement can be gathered and attributed as it identifies both the four main types of customer present on the market and the possible behavioural approaches to be adopted with the same.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter TES Marketing
Footnotes
1
Valdani (1991, p. 133).
 
2
When a product is made, for example a cake, at the beginning of the process the ingredients are separate and have their own autonomous meaning, but the moment they are used/mixed in order to create the finished product, they lose their original characterisation, blending and forming the final product, from which it appears more difficult to attribute the value to the single contribution made by each of them as they all contribute at the same time to determine the global value.
 
3
Some of the concepts described in this paragraph refer to such assumptions.
 
4
This paragraph was published in Cavallone and Cassia (2012) and it is here reproduced with kind permission from the editor.
 
5
The potential ethical problems linked to the performance of online research should be remembered here, linked for example to the consumer’s awareness of having his behaviour “observed” by means of cookies.
 
6
For further information, refer to Cavallone and Di Marco Pernice (2013).
 
7
This paragraph was published in Cavallone and Cassia (2012) and it is here reproduced with kind permission from the editor.
 
8
On this matter, reference should be made to the gift theories and, in particular, to that of Marcel Mauss, explained below.
 
9
Payne et al. (2008).
 
10
This paragraph was published in Cavallone and Cassia (2012) and it is here reproduced with kind permission from the editor.
 
11
A free interpretation of some of the concepts reported by Prof. Christian Grönroos in his presentation at the 14th Biennial World Marketing Congress of the Academy of Marketing Science which took place in Oslo from 22nd to 25th July 2009.
 
12
On this subject, see also the contribution of the games theory. For this purpose, compare inter alia Burger (1963) and Dutta (1999).
 
13
The same topic has also been considered by Godbout and Caillé (1992).
 
14
Sanders and Stappers (2008).
 
15
Further information is available on the website of the Japanese car manufacturer: http://​www.​nissanusa.​com/​future-and-concept-vehicles/​idx.
 
16
Palfrey and Gasser (2013).
 
17
https://​www.​akqa.​com/​work/​nissan/​idx/​ AKQA The imaginative application of art and science to create beautiful ideas, products and services.
 
18
Already in 1990, Cavallone, in his book, “Il Marketing dei servizi”, introduced some of the concepts that today Vargo and Lusch consider to be the cornerstones of S-D logic: “The sectors of the economy boil down to just one: the service sector, which regulates all the production activities within the system itself”; “The services are, from this point of view, the centre of accomplishment of everything that is produced and served in the economic sector” (Cavallone 1990, p. 19).
 
19
As stated by Marino (2007, p. 139) “A general attention towards the customer is not enough” but “it is essential to share this type of approach with all the main partners and suppliers of any department, required to produce real value for the customer with a view to being proactive”.
 
20
Emerson (2003).
 
21
From the point of view of methodology, a first individual task was performed to collect all the headings perceived to be creators of value (subdivided for each of the three clusters), then in each session the five headings considered to be of priority were voted by each person; the headings given are the result of the weighted votes of all the sessions (ten to fifteen agents each).
 
22
It should be added that the car dealer does not incur all these costs in toto because he adds a margin of mark up to them or enjoys concessions reserved for him (for example on the spare parts, insurance, etc.).
 
23
The author wishes to thank Dr. Michele Taddei and Dr. Paola Soavi for their willingness to publish the application of the TES value model to Bossong; for further information on the company, see http://​www.​bossong.​com/​.
 
24
This paragraph was published in Cavallone (2013a, b) and it is here reproduced with kind permission from the editor.
 
25
As reported by De Mooij (1998), “The central values of a culture are stable and often what is presented as a new trend is, in actual fact, a central value in a new packaging”.
 
26
Some of the concepts described in this paragraph refer to these works.
 
27
Theodosiou and Leonidou (2003).
 
28
This paragraph was published in Cavallone (2013a, b) and it is here reproduced with kind permission from the editor.
 
29
Mattila (1999).
 
30
This paragraph was published in Cavallone (2013a, b) and it is here reproduced with kind permission from the editor.
 
32
On the topic, see also Costa (1995).
 
33
The FIAT 500 Abarth section was published in Cavallone (2013a, b) and it is here reproduced with kind permission from the editor.
 
36
This paragraph was published in Cavallone (2013a, b) and it is here reproduced with kind permission from the editor.
 
37
The author wishes to thank in particular Dr.ssa Chiara Zappella and Mr. Marco Berloni for their contributions and for exchanging their points of view and information regarding the distribution scene.
 
40
For further information on the theme of distribution policies, compare inter alia Varaldo (1971), Stern and Reve (1980), Weitz (1981), Arndt (1983), Achrol et al. (1983), Frazier and Sheth (1985), Boi and Bucaneve (1994), Sciarelli (1994), Kaipia and Tanskanen (2003), Musso (2010), Varaldo and Dalli (2011).
 
41
This figure should not be confused with and is distinct from the Sell Out Manager.
 
42
E-commerce in Italy 2015 compiled by Casaleggio and Associates is available on the website https://​www.​casaleggio.​it/​wp-content/​uploads/​2015/​04/​Focus-E-commerce-2015-Web.​pdf.
 
44
Ibidem.
 
46
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323–347.
 
47
Gefen and Straub (2004).
 
48
Raisch and Foreword By-Gartner (2000).
 
49
Lu et al. (2010).
 
50
Aljifri et al. (2003).
 
51
Some problems may occur when a manufacturer who off-line relies on an indirect channel wants to start an e-commerce on his own website. In this case, the strategy would be sustainable if the website were to be studied in such a way as to justify, thanks to extra content and information, a premium price compared with the sales point so as not to compromise the distributor’s profits.
 
52
The same applies for the ease with which the website and the buying methods are understood: an increasingly important topic amongst companies is how to improve the user experience on their website in order to eliminate virtual barriers that may prevent visitors from purchasing and guaranteeing, as a consequence, more conversions.
 
53
The author wishes to thank Dr. Pia Locatelli, wife of Angelo “Jack” Zaninoni, for having reviewed and approved this section dedicated to her husband’s managerial approach which recalls the philosophy of TES Marketing.
 
54
Angelo Zaninoni (Vertova, 18th July 1944—Bergamo 13th August 1998).
 
55
As is well known, there is always someone on the market who is willing to make the same product at a lower cost, suffice it to mention the Chinese firms that operate nowadays at far lower costs using the same technology (one example being the looms made by ITEMA, a Bergamask company and leader in the sector) and they are able to offer the same output at lower prices.
 
57
The physical build of people of Northern countries differs to that of the rest of Europe and is marked by having lower limbs that are longer than those of other populations.
 
58
The problem does not apply to anoraks and trousers because the two separate garments can be purchased in different sizes.
 
60
“You won’t be cold tonight wearing the Portland jacket/a glimpse at the sunset/a last sip from the hip flask/goodnight/you know that tomorrow you will be riding your horse towards a new adventure” (from The Oregon trail catalogue 1990).
 
Literature
Achrol RS, Reve T, & Stern LW (1983) The environment of marketing channel dyads: a framework for comparative analysis. J Mark 55–67
Arndt J (1983) The political economy paradigm: foundation for theory building in marketing. J Mark 44–54
Aljifri HA, Pons A, Collins D (2003) Global e-commerce: a framework for understanding and overcoming the trust barrier. Inf Manag Comput Secur 11(3):130–138CrossRef
Ancarani F, Costabile M, Valdani E (2009) Concorrenza ibrida: convergenza, tecnologie, esperienze di consumo. Prentice Hall
Barile S (2008) L’impresa come sistema. Contributi sull’approccio sistemico vitale. (The enterprise as a system. Contributions about a vital systemic approach) Giappichelli Turin
Boi A, Bucaneve R (1994) Aree e strumenti della collaborazione di canale tra industria di Marca e Distribuzione Moderna [Areas and instruments of cooperation channel between brand and modern distribution industry]. Trade Mark 10 (Franco Angeli, Milan)
Burger E (1963) Introduction to the theory of games. Prentice-Hall, United States of America
Busacca B, Bertoli G (2009) Customer value: soddisfazione, fedeltà, valore [Customer value: satisfaction, loyalty]. EGEA, Milan
Cavallone M (2000) Oltre la fidelizzazione. Il marketing nell’era dell complessità [Beyond retention. Marketing in the age of complexity]. Franco Angeli, Milan
Cavallone M (2007) Gestire la comunicazione di marketing nella società multiculturale: problemi aperti e implicazioni per il management [Manage marketing communication in multicultural societies: open issues and implications for management]. Mercati e Competitività, Franco Angeli, Milan
Cavallone M (2008) Il TES marketing (TES Marketing). Franco Angeli, Milan
Cavallone M (2009) Tes marketing THE EXTRA STEP to be effective in the market place. In: Donald P.Roy and John Cherry (eds) MMA Marketing management association 2009 annual conference, Chicago (U.S.A), pp 18–20
Cavallone M (2012) La comunicazione culturalmente e cross-culturalmente customizzata: nuovi sviluppi teorici e analisi empirica su target di extracomunitari presenti in Italia  (The culturally and cross-culturally customized communication: new theoretical developments and empirical analysis about the foreigners in Italy) in “MERCATI E COMPETITIVITÀ”, Franco Angeli, Milan, 3:107–129. doi: 10.​3280/​MC2012-003006  
Cavallone M (2013a) From adaptation to standardization: the positive cycle of cross-culturally customized communication. South Bus Rev 38(2):1–21
Cavallone M (2013b) La comunicazione culturalmente e cross-culturalmente customizzata: Nuovi sviluppi teorici e analisi empirica su target di extracomunitari presenti in Italia [Culturally and cross culturally customized communication: new theoretical developments and empirical analysis on immigrants in Italy]. Mercati e Competitività, Franco Angeli Milan 3:107–129
Cavallone M, Di Marco Pernice A (2013) Le ricerche di mercato e di marketing. “Stetoscopio”: Il sentire degli Italiani [Market and marketing research: “Stethoscope”: the feel of the Italians]. Franco Angeli, Milan
Collesei U (2008) “Marketing non convenzionale”: nuovo marketing? (Unconventional Marketing: the new Marketing?). Micro & Macro Mark 17(3):459–464
Cooke M, Nick B (2008) Web 2.0, social networks and the future of market research. Int J Mark Res 50(2):267–292
Costa JA, Bamossy GJ (1995) Marketing in a multicultural world: ethnicity, nationalism, and cultural identity. Sage Publications, Thousand Oaks
Cova B (2008) Marketing tribale e altre vie non convenzionali: quali ricadute per la ricerca di mercato? (Tribal Marketing and other unconventional ways: which consequences for market research?). Micro & Macro Mark 17(3):437–448
Cova B, Cova V (2012) On the road to prosumption: marketing discourse and the development of consumer competencies. Consumption, Mark Cult 15(2):149–168CrossRef
Cuomo MT (2006) Il ruolo del marketing in un contesto interculturale. Verso la prospettiva culture bound [The role of marketing in an intercultural context. Towards culture bound]. Micro&Macro Mark 15(1):39–52
De Mooij M (1998) Global marketing and advertising: understanding cultural paradoxes. Sage Publications, Thousand Oaks
De Mooij M (2005) Global marketing and advertising: understanding cultural paradoxes, 2nd edn. Sage Publications, Thousand Oaks
De Mooij M, Hofstede G (2011) Cross-cultural consumer behavior: a review of research findings. J Int Consumer Mark 23(3/4):181–192
Donati P (2008) Oltre il multiculturalismo. La ragione relazionale per un mondo comune [Beyond multiculturalism. The reason for a relational world common]. Laterza, Bari-Rome
Dutta KP (1999) Strategies and games: theory and practice. MIT Press, Cambridge
Emerson J (2003) The blended value proposition: integrating social and financial returns. Calif Manag Rev 45(4):35–51CrossRef
Ferrero G, Savelli E (2006) La dinamica del rapporto User/Producer nell’innovazione di prodotto: analisi teoriche ed evidenze empiriche [The dynamics of the relationship user/producer product innovation: theoretical analysis and empirical evidence]. In: International conference “Le Tendenze del Marketing” [The marketing trends]. Venice 20th 21st January
Frazier GL, Sheth JN (1985) An attitude-behavior framework for distribution channel management. J Mark 38–48
Füller J, Bartl M, Ernst H, Mühlbacher H (2004) Community based innovation. A method to utilize the innovative potential of online communities. In: Proceedings of the 37th Hawaii international conference on system sciences. Hawaiʻi-Manoa
Gannon MJ (1994) Understanding global cultures: Metaphorical journeys through 17 countries. SAGE Publications, Incorporated
Gannon, M. J. (1994). Understanding global cultures: Metaphorical journeys through 17 countries. SAGE Publications, Incorporated.  Gannon MJ (2001) Understanding global cultures: metaphorical journeys through 23 nations, 2nd edn. Sage Publications, Thousand Oaks
Gefen D, Straub DW (2004) Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega 32(6):407–424CrossRef
Godbout JT, Caillé A (1992) L’esprit du don. La Découverte, Paris
Golinelli GM (2011) L’Approccio Sistemico Vitale (ASV) al governo d’impresa. [The systemic approach Vitale (ASV) corporate governance]. Cedam, Assago
Grönross C (2002) Quo vadis, marketing? Toward a relationship marketing paradigm. Mark Rev 3:139–146
Grönroos C (2009) Marketing as promise management: regaining customer management for marketing. J Bus Ind Mark 24(5/6):351–359
Grönroos C, Voima P (2013) Critical service logic: making sense of value creation and co-creation. J Acad Mark Sci 41(2):133–150CrossRef
Guatri L (1991) La teoria di creazione del valore: una via europea [The theory of value creation: a European way]. EGEA, Milan
Herbig PA (1995) Handbook of cross-cultural marketing. Int Bus Press, Springfield
Herbig PE (2003) Marketing interculturale [Intercultural marketing]. Apogeo, Milan
Hilton T, Hughes T, Chalcraft D (2012) Service integration and coordination in a complex world. J Mark Manage 28(13–14):1504–1519CrossRef
Hofstede G (1991) Cultures and organizations: software of the mind. McGraw-Hill, London
Jaakkola E, Alexander M (2014) The role of customer engagement behavior in value co-creation: a service system perspective. J Serv Res 17(3):247–261
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247-261  Kaipia R, Tanskanen K (2003) Vendor managed category management—an outsourcing solution in retailing. J Purchasing Supply Manage 9(4):165–175CrossRef
Kotler RJ (2000) Marketing management, 10th edn. Prentice-Hall, New Jersey
Longo C, Cova B (2007) “Analisi delle disarmonie nella relazione tra azienda e brand community. Evidenze empiriche” [Analysis of disharmony in the relationship between the company and brand communities. empirical evidence]. Micro & Macro Mark 3:385–402
Lu Y, Zhao L, Wang B (2010) From virtual community members to C2C e-commerce buyers: trust in virtual communities and its effect on consumers’ purchase intention. Electron Commer Res Appl 9(4):346–360CrossRef
Lugli G (2007) Marketing channels. La creazione di valore nella distribuzione specializzata [Marketing channels. Value creation in the specialized distribution]. Utet, Turin
Lusch RF, Vargo SL, O’Brien M (2007) Competing through service: insights from service-dominant logic. J Retail 83(1):5–18CrossRef
Lusch RF, Vargo SL (2006) Service-dominant logic: reactions, reflections and refinements. Mark Theory 6(3):281–288CrossRef
Mantovani G (2004) Intercultura. E’ possibile evitare le guerre culturali? [Interculturalism. Is possible avoiding the culture wars?]. Il Mulino, Bologna
Marino A (2007) Marketing sistemico e modelli del successo di mercato dell'impresa (Systemic models of marketing and success of the enterprise market) ISBN: 978-88-13-27245-6. CEDAM Padua
Mattiacci A (2000) Il marketing strategico dei business di nicchia [The strategic marketing of niche business]. Cedam Milan
Mattila AS (1999) The role of culture and purchase motivation in service encounter evaluations. J Serv Mark 13(4/5):376–389CrossRef
Mauss M (1954) The gift. Forms and functions of exchange in archaic societies, Cohen and West, London
McCarthy EJ (1960) Basic marketing: a managerial approach. Irwin, Homewood
Michiels I (2010) Universality in crosscultural marketing communication. Res Consultancy Univers Commun 1–8
Napoleoni C (1976) Valore, [Value] ISEDI, Milan
Palfrey J, Gasser U (2013) Born digital: understanding the first generation of digital natives. Basic Books, New York
Prahalad CK, Ramaswamy V (2004) Co-creation experiences: the next practice in value creation. J Interact Mark 18(3):5–14
Payne AF, Storbacka K, Frow P (2008) Managing the co-creation of value. J Acad Mark Sci 36(1):83–96CrossRef
Raisch W, Foreword By-Gartner G (2000) The eMarketplace: strategies for success in B2B eCommerce. McGraw-Hill Professional, Milan
Rokeach M (1973) The nature of human values. The Free Press, New York
Rullani E (2004) La fabbrica dell’immateriale: produrre valore con la conoscenza [The immaterial factory: producing value with the knowledge]. Carrocci Editore, Rome
Sanders EBN, Stappers PJ (2008) Co-creation and the new landscapes of design. Co-design 4(1):5–18
Schieffer R (2005) Ten key customer insights: unlocking the mind of the market. Thomson, Mason, OH
Sciarelli M (1994) L’in-store marketing: un tentativo di collaborazione tra industria e distribuzione, Commercio [The in-store marketing: a collaborative effort between industry and distribution] 50
Semprini A (2000) Il multiculturalismo, [Multiculturalism]. Franco Angeli, Milan
Stern LW, Reve T (1980) Distribution channels as political economies: a framework for comparative analysis. J Mark 52–64
Theodosiou M, Leonidou LC (2003) Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research. Int Bus Rev 12(2):141–171CrossRef
Valdani E (1991) Marketing globale. La gestione strategica nei mercati internazionali [Global marketing. Strategic management in international markets]. Egea, Milan
Valdani E. (a cura di) (2011) M@rketing Management. EGEA, Milan
Varaldo R (1971) Potere e conflitti nei canali di distribuzione. Introduzione allo studio delle strutture di mercato verticali [Power and conflict in distribution channels. Introduction to the study of vertical market structures] Pisa, Editrice Tecnico Scientifica
Varaldo R, Dalli D (2011) Le relazioni strategiche tra industria e distribuzione [Strategic relationships between industry and distribution] Sinergie rivista di studi e ricerche, sinergiejournal.it
Vargo S, Lusch R (2004) Evolving to a new dominant logic for marketing. J Mark [serial online] 68(1):1–17
Vargo SL, Lusch RF (2008) Service-dominant logic: continuing the evolution. J Acad Mark Sci 36(1):1–10
Wang F, Head M (2007) How can the web help build customer relationships? An empirical study on e-tailing. Inf Manag 44(2):115–129CrossRef
Weitz BA (1981) Effectiveness in sales interactions: a contingency framework. J Mark 85–103
Yoo WS, Lee Y, Park J (2010) The role of interactivity in e-tailing: creating value and increasing satisfaction. J Retail Consum Serv 17(2):89–96CrossRef
Metadata
Title
The TES Marketing Mix
Author
Mauro Cavallone
Copyright Year
2017
Book
Marketing and Customer Loyalty

Print ISBN: 978-3-319-51990-6

Electronic ISBN: 978-3-319-51991-3

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-51991-3_4