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