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Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation

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  • STEFAN CATANA

    (FACULTY OF ADMINISTRATION AND BUSINESS, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

  • SORIN-GEORGE TOMA

    (FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

Abstract

In the automotive industry - a highly competitive environment in which is difficult to gain substantial competitive advantages-it has become harder to differentiate from the restof the competitors. In order to scientifically manage the customer’s needs, a compnay should carry out a rigorous marketing mix: product, price, place and promotion. The corporate social responsibility actions are also determinant. The aim of this paper is to highlight the importance of marketing mix and corporate social responsabilityin automotive industry and to underline the way in which Mazda Motor Corporation relates to the components of the mix. The research methodology was based on quantitative method. The paper presents the main components of the marketing mix in the case of the Japanese corporation. The results show that Mazda Motor Corporation managed to use the components of the marketing-mix and to implementthe CSR philosophy in a unitary and modern way adapted to its profile.

Suggested Citation

  • Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 205-209, February.
    • Handle: RePEc:cbu:jrnlec:y:2021:v:1:p:205-209
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    References listed on IDEAS

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    1. Llopis-Albert, Carlos & Rubio, Francisco & Valero, Francisco, 2021. "Impact of digital transformation on the automotive industry," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    2. Sorin-George Toma & Shinji Naruo, 2017. "Total Quality Management and Business Excellence: The Best Practices at Toyota Motor Corporation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(45), pages 566-566, May.
    3. Fritschy, Carolin & Spinler, Stefan, 2019. "The impact of autonomous trucks on business models in the automotive and logistics industry–a Delphi-based scenario study," Technological Forecasting and Social Change, Elsevier, vol. 148(C).
    4. Sorin-George TOMA & Catalin GRADINARU, 2018. "The Marketing Mix In A Luxury Hotel Chain," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 3(2), pages 84-90.
    5. Wells, Peter & Wang, Xiaobei & Wang, Liqiao & Liu, Haokun & Orsato, Renato, 2020. "More friends than foes? The impact of automobility-as-a-service on the incumbent automotive industry," Technological Forecasting and Social Change, Elsevier, vol. 154(C).
    6. Cãtãlin Grãdinaru & Sorin-George Toma & Paul Marinescu, 2016. "Marketing Mix in Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 311-314, July.
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    Citations

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    Cited by:

    1. Sorin-George Toma, 2023. "Analysing The Evolution Of The World?S Largest Corporations In The Period 2019-2021," Management Strategies Journal, Constantin Brancoveanu University, vol. 60(2), pages 123-130.
    2. Sorin-George Toma & Stefan Catana, 2021. "Linking Customer Experience With The Extended Marketing Mix," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 105-109, October.
    3. Gabriela ANDRISAN & Andra MODREANU, 2023. "The Role Of Innovation In A Sustainable Business Model: The Case Of Allegorie," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 8(1), pages 6-13.
    4. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix in Healthcare Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 485-489, August.
    5. Sorin-George Toma, 2023. "Corporate And Business Strategies In Global Retailing," Management Strategies Journal, Constantin Brancoveanu University, vol. 60(2), pages 131-138.
    6. Stefan-Alexandru CATANA & Sorin-George TOMA, 2022. "Basics Of Marketing Simulations ? Markstrat Simulator," Management Strategies Journal, Constantin Brancoveanu University, vol. 56(2), pages 224-229.
    7. Gabriela Andrisan & Andra Modreanu, 2022. "Achieving Business Success in the Fourth Industrial Revolution: The Case of Procter & Gamble," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 482-490, September.
    8. Sorin-George Toma, 2024. "The Largest Global Retailers in the COVID-19 Pandemic Period 2020-2021," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 542-548, August.
    9. Sorin-George Toma, 2023. "The Evolution of the World Motor Vehicle Production in the Period 2018-2022," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 175-179, December.
    10. Stefan-Alexandru Catana & Sorin-George Toma, 2021. "Service Quality Models As Customers Satisfaction Tools," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 241-245, October.
    11. Toma Sorin George, 2023. "Corporate Strategy And Business Strategy," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 82-88, June.
    12. Stefan-Alexandru Catana & Sorin-George Toma & Catalin Gradinaru, 2022. "Circular Economy Applied to the Automotive Industry," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 516-520, September.
    13. Andra MODREANU & Gabriela ANDRISAN & Magdalena PLATIS, 2023. "Corporate Social Responsibility Leadership," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 8(2), pages 25-36.
    14. Gabriela-Nicoleta Andrisan & Andra Modreanu, 2024. "Advantages of Industry 4.0: Case of Pashion Footwear," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 378-383, August.
    15. Sorin-George Toma, 2024. "America’s Most Innovative Corporations in the Period 2022-2023," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 549-554, August.
    16. Catalin Gradinaru & Sorin-George Toma & Stefan-Alexandru Catana, 2021. "Marketing Simulations in Education: A Brief Overview for the Markstrat Simulator," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 737-742, December.
    17. Sorin-George Toma, 2023. "The Evolution of the World’s Most Valuable Brands in the Period 2018-2023," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 815-821, August.
    18. Stefan-Alexandru Catana & Sorin-George Toma & Catalin Gradinaru, 2022. "The Product Life Cycle And The Boston Consulting Group’S Growth- Share Matrix In Marketing Simulations," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 319-324, August.

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