Recently, the wine sector is developing very interesting market dynamics, both for old-world countries (as regards wine) and new world ones. Furthermore, old-world countries still have a product orientation, whereas new-world ones have a market orientation. Starting from the 4Ps model (product, price, promotion, and place), this study develops a theoretical framework specifically for wine-marketing mix. This study draws on a literature review on marketing mix variables—and the role of knowledge in consumer purchase behavior—to propose the 4Es formula (expertise, evaluation, education, and experience) based on a certain knowledge of the consumer/taster. Thus, an experimental marketing action applies the concept ofwine marketingmix, according to the 4Es model, to a panel of consumers. The results, although with some limitations, support the relevant contribution of knowledge to the wine-marketing mix.

The (r)evolution of wine marketing mix: From the 4Ps to the 4Es

FESTA, GIUSEPPE;CUOMO, Maria Teresa;METALLO, Gerardino;
2016

Abstract

Recently, the wine sector is developing very interesting market dynamics, both for old-world countries (as regards wine) and new world ones. Furthermore, old-world countries still have a product orientation, whereas new-world ones have a market orientation. Starting from the 4Ps model (product, price, promotion, and place), this study develops a theoretical framework specifically for wine-marketing mix. This study draws on a literature review on marketing mix variables—and the role of knowledge in consumer purchase behavior—to propose the 4Es formula (expertise, evaluation, education, and experience) based on a certain knowledge of the consumer/taster. Thus, an experimental marketing action applies the concept ofwine marketingmix, according to the 4Es model, to a panel of consumers. The results, although with some limitations, support the relevant contribution of knowledge to the wine-marketing mix.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11386/4657456
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