Leora Halpern Lanz
Full Text Available Search Engine Marketing and Optimization (SEO, SEM are keystones of a hotels marketing strategy, in fact research shows that 90% of travelers start their vacation planning with a Google search. Learn five strategies that can enhance a hotels SEO and SEM strategies to boost bookings.
Leora Halpern Lanz
Search Engine Marketing and Optimization (SEO, SEM) are keystones of a hotels marketing strategy, in fact research shows that 90% of travelers start their vacation planning with a Google search. Learn five strategies that can enhance a hotels SEO and SEM strategies to boost bookings.
The aim of this thesis is to examine current marketing efforts of AARON - the leading seller of digital cameras. I will analyze current marketing tools and suggest improvements in efficiency and effectiveness of these tools. Marketing strategy is a method of managing and coordinating efforts in marketing field so that the goals can be reached. The aim is to increase sales, turnover, revenues, profits, drive out competition and also to build up a corporate image and corporate culture. I will a...
Research into e-commerce is becoming more and more popular; however the jewellery industry is somewhat special. There are very few studies having adapted a strategic marketing perspective on the online jewellery retail market. This study suggested an integrated online marketing strategy which focuses on the search engine marketing (SEM) approach. A detailed procedure of conducting search engine marketing (SEM) is introduced. Through the method of online questionnaires, with the help of soc...
Alexandru Lucian MIHAI
This paper presents a brief overview of a significant element of the sport marketing management model called the marketing mix. The marketing mix is crucial because it defines the sport business, and much of the sport marketer’s time is spent on various functions within the marketing mix. The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing. Decisions and strategies for each are importa...
Full Text Available The complexity of business environment imposes the need for continuous change and reexamination of business marketing strategies of enterprises. Theory and practice of strategic management and marketing show that the activities of marketing, which are closely connected to corporate strategy, are the key drivers of growth. There is a positive correlation between competition intensity, marketing strategy and business performance of companies. Even though, managers of many companies don't see a clear connection between marketing strategy and business performance, numerous empirical research show that the companies which possess and efficiently use marketing resources and capabilities are more successful. In knowledge-based economics, the development of value oriented marketing strategies for all participants in the chain is a supposition of the survival, growth and development of companies. Competitive advantage is the essence of any strategy. Acquisition and maintenance of competitive advantage is more successful if the potentials for value creation are used efficiently. The paper examines the critical factors that influence alignment and transformation of marketing strategies in accordance with changes in value estimation. Superior value, is created in different network classes. Theory and practice researches create a reliable basis for the development of new concepts, marketing strategy business models that will contribute to competitive advantage of enterprises and the economy.
Alexandru Lucian MIHAI
Full Text Available This paper presents a brief overview of a significant element of the sport marketing management model called the marketing mix. The marketing mix is crucial because it defines the sport business, and much of the sport marketer’s time is spent on various functions within the marketing mix. The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing. Decisions and strategies for each are important for the marketer. Information for making educated decisions involving the four Ps comes from the marketing research involving primarily the four Cs - consumer, competitor, company and climate. A critical decision and one of the greatest challenges for the sport business is how to strategically combine the four Ps to best satisfy the consumer, meet company objectives, enhance market position, and enhance competitive advantages.
This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa. By combining theoretical insights...... undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business...... with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken. The book is essential reading for both...
The Master's Thesis is focused on the hotel marketing strategy issue. The theoretical section summarizes information about an issue of strategic situation analysis and it also involves marketing tools with focus on the hotel and spa industry. The goal of this paper is to design the situation analysis, evaluate the marketing tools used by the hotel and then summarize the results and include suggestions for the analyzed hotel. For the thesis were used literature sources as well as statistical y...
Robert DRAGOMIR; Mihai ANDRONIE
The present paper deals with digital marketing. The approach into discussion is the strategies met with the concept mentioned above. Within the actual socio-economic context, the electronic equipments offer on one hand new and innovative methods for products promoting and, on the other hand new challenges for the consumers. Thus, we analysed different and major types of strategies, which have a great impact on the digital marketing.
The topic of this thesis was to create a realistic marketing strategy for Kukaneko that sells Finnish sustainable fashion in Lahti. The company had no comprehensive marketing strategy in its use which why this thesis was written. Both secondary and primary research was used to carry out the research. The secondary data was gathered from books, scholarly journals and internet sources. Qualitative data was gathered in co-operation with the owner of the case company through an interview...
The objective of this thesis was to prepare a marketing strategy for Living City Centre of Kotka Association. The work was implemented with the members of the association and the executive director Reijo Saksa. Living City Centre of Kotka Association was founded in spring 2006 for promoting living, enjoyable and safe centers in the City of Kotka. The association has two permanent employees. The main duties are managing the Kotka market places and promoting the stakeholder connections betw...
Audronė Androšiūnaitė; Borisas Melnikas
The article defines the concept of professional services and evaluates the extent, to which legal services could be understood as professional services. In addition, literature analysis in the relationship marketing is presented as well as conclusions on the method for the use of relationship marketing in the development of legal services marketing strategy. Strategies of professional services marketing are completely different from other services marketing because of relations with current c...
Lombardo, Luca; Martini, Marco; Cervinara, Francesca; Spedicato, Giorgio Alfredo; Oliverio, Teresa; Siciliani, Giuseppe
The orthodontics industry has paid great attention to the aesthetics of orthodontic appliances, seeking to make them as invisible as possible. There are several advantages to clear aligner systems, including aesthetics, comfort, chairside time reduction, and the fact that they can be removed for meals and oral hygiene procedures. Five patients were each given a series of F22 aligners, each to be worn for 14 days and nights, with the exception of meal and brushing times. Patients were instructed to clean each aligner using a prescribed strategy, and sections of the used aligners were observed under SEM. One grey-scale SEM image was saved per aligner in JPEG format with an 8-bit colour depth, and a total of 45 measurements on the grey scale ("Value" variable) were made. This dataset was analysed statistically via repeated measures ANOVA to determine the effect of each of the nine cleaning strategies in each of the five patients. A statistically significant difference in the efficacy of the cleaning strategies was detected. Specifically, rinsing with water alone was significantly less efficacious, and a combination of cationic detergent solution and ultrasonication was significantly more efficacious than the other methods (p aligners.
Full Text Available Abstract Background The orthodontics industry has paid great attention to the aesthetics of orthodontic appliances, seeking to make them as invisible as possible. There are several advantages to clear aligner systems, including aesthetics, comfort, chairside time reduction, and the fact that they can be removed for meals and oral hygiene procedures. Methods Five patients were each given a series of F22 aligners, each to be worn for 14 days and nights, with the exception of meal and brushing times. Patients were instructed to clean each aligner using a prescribed strategy, and sections of the used aligners were observed under SEM. One grey-scale SEM image was saved per aligner in JPEG format with an 8-bit colour depth, and a total of 45 measurements on the grey scale (“Value” variable were made. This dataset was analysed statistically via repeated measures ANOVA to determine the effect of each of the nine cleaning strategies in each of the five patients. Results A statistically significant difference in the efficacy of the cleaning strategies was detected. Specifically, rinsing with water alone was significantly less efficacious, and a combination of cationic detergent solution and ultrasonication was significantly more efficacious than the other methods (p < 0.05. Conclusions Of the nine cleaning strategies examined, only that involving 5 min of ultrasonication at 42 k Hz combined with a 0.3% germicidal cationic detergent was observed to be statistically effective at removing the bacterial biofilm from the surface of F22 aligners.
Dodson, D C; Dotson, M; McIlwain, T F; Young, D
Every organization must monitor and evaluate the performance of its marketing strategies. The health care marketer must continually develop effective measures related to outcomes so that marketing efforts can be justified and garnish the support and resources they deserve. A major task for the marketing executive for the next decade is to develop marketing strategies and prove that those strategies are being met and that they help the health care organization carry out its objective to meet its mission.
Full Text Available The article defines the concept of professional services and evaluates the extent, to which legal services could be understood as professional services. In addition, literature analysis in the relationship marketing is presented as well as conclusions on the method for the use of relationship marketing in the development of legal services marketing strategy. Strategies of professional services marketing are completely different from other services marketing because of relations with current clients and competitors, also – singularity of the professional services.Article in Lithuanian
This report documents the marketing campaign that has been designed for middle and high school students in New Mexico to increase interest in participation in national security careers at the National Nuclear Security Administration. This marketing campaign builds on the research that was previously conducted, as well as the focus groups that were conducted. This work is a part of the National Nuclear Security Preparedness Project (NSPP) being performed under a Department of Energy (DOE) / National Nuclear Security Administration (NNSA) grant. Outcome analysis was performed to determine appropriate marketing strategies. The analysis was based upon focus groups with middle school and high school students, student interactions, and surveys completed by students to understand and gauge student interest in Science, Technology, Engineering, and Math (STEM) subjects, interest in careers at NNSA, future job considerations, and student desire to pursue post-secondary education. Further, through the focus groups, students were asked to attend a presentation on NNSA job opportunities and employee requirements. The feedback received from the students was utilized to develop the focus and components of the marketing campaign.
This report documents the preparation of materials for the marketing campaign that has been designed for middle and high school students in New Mexico to increase interest in participation in national security careers at the National Nuclear Security Administration. The materials and the marketing campaign build on the research that was previously completed, as well as the focus groups that were conducted. This work is a part of the National Nuclear Security Preparedness Project (NSPP). Previous research included outcome analysis to determine appropriate marketing strategies. The analysis was based upon focus groups with middle school and high school students, student interactions, and surveys completed by students to understand and gauge student interest in Science, Technology, Engineering, and Math (STEM) subjects, interest in careers at NNSA, future job considerations, and student desire to pursue post-secondary education. Further, through the focus groups, students were asked to attend a presentation on NNSA job opportunities and employee requirements. The feedback received from the students was utilized to develop the focus and components of a marketing campaign divided into DISCO (Discovering Intelligence and Security Career Opportunities) for the middle school age group and DISCO…..Your Way! for high school age groups. Both campaigns have an intertwined message that focuses on the education of students in the various national security career opportunities at NNSA using the STEM concepts and the notion that almost any career they can think of has a fit within NNSA. Further, a special emphasis has been placed on the importance of obtaining a national security clearance when working at NNSA and the steps that will need to be taken during middle school, high school, and college to be allowed this opportunity.
Diplomová práce se zabývá problematikou návrhu marketingové strategie pro internetový obchod www.babylonshop.cz. Na základě shromážděných teoretických východisek a analýzy současného stavu firmy byla navržena marketingová strategie, která má zajistit vyšší počet uskutečněných objednávek. V praktické části jsou zhodnoceny analýzy a sestaveny návrhy a doporučení, které by měly zajistit nárůst prodeje a stálých zákazníků. The thesis deals with the proposition of marketing strategy for the Int...
Coita Dorin Cristian
Full Text Available Photovoltaic is an increasingly important energy technology. Deriving energy from the sun offers numerous environmental benefits. It is an extremely clean energy source, and few other power-generating technologies have as little environmental impact as photovoltaic. In this article we explored some dimensions of photovoltaic market and suggested a marketing strategy for solar panels manufacturers
Shatalov D. S.; Hamidova O. M.
in the scientific article the necessity of development and implementation of marketing strategies in the activity of any commercial enterprise, we give a meaningful description of the concept of «marketing strategy» and develop requirements for the selection strategy of trade enterprise.
Marketing has proven to be very useful instrument in the wine industry, in fostering comprehensive, cohesive and effective strategies which wineries require to effectively compete in today’s almost saturated wine market. But within wine marketing, the promotion strategy, from our point of view, is the most important component of the winery that can ensure the success in the market or can shorten the life cycle of the product. This being said, the aim of the paper is twofold. Firstly, to deter...
This assignment is about the development of a general strategic marketing plan for academic libraries in Germany and can be used as a guideline for libraries that want to develop concrete marketing strategies for several products and services. Two examples of marketing projects are at its end presented for linking theoretical approaches to practice. Finally the development of an own marketing strategy for “information literacy” builds the last part of the assignment.
1995 Ship Production Symposium Paper No. 26: Marketing Strategy for Merchant Shipbuilders U.S. DEPARTMENT OF THE NAVY CARDEROCK DIVISION, NAVAL...Production Symposium Paper No. 26: Marketing Strategy for Merchant Shipbuilders 5a. CONTRACT NUMBER 5b. GRANT NUMBER 5c. PROGRAM ELEMENT NUMBER 6... Marketing Strategy for Merchant Shipbuilders Paul W. Stott (V), A&P Appledore international, U.K. ABSTRACT Much has been published over the years about
Full Text Available Smartphones global market is one of the most dynamically developing markets that can be characterized by high level of competition. The growth of smartphones homogeneity, which is a reduction in difference between technical and functional parameters of smartphones produced by various manufacturers, can be considered the market’s specific feature. The unique situation of high-tech product homogeneity in a fast-growing market is scantily described in specialized literature. The article shows changeability of smartphones global market leaders and explains that the key success factor in such a mature market is marketing. Based on secondary information, marketing strategies of long standing market leader in sales Samsung and overtaking Apple companies are determined as well as strategies of contenders for leadership - Chinese companies Huawei and Lenovo. It is shown on Lenovo case that inexplicit positioning leads to a loss of the growing market share due to offensive marketing strategies of other Chinese companies. The research results broaden the knowledge of methodical potential of marketing strategies in companies’ activities in competitive markets of homogeneous high-tech products.
Full Text Available Marketing has proven to be very useful instrument in the wine industry, in fostering comprehensive, cohesive and effective strategies which wineries require to effectively compete in today’s almost saturated wine market. But within wine marketing, the promotion strategy, from our point of view, is the most important component of the winery that can ensure the success in the market or can shorten the life cycle of the product. This being said, the aim of the paper is twofold. Firstly, to determine and analyze the steps that are required to create a promotion strategy in the wine industry, by comparing different approaches. Secondly, to identify the instruments of the promotional mix that helps a winery to implement its promotional strategy. Bearing that in mind, the paper starts with some theoretical aspects regarding the promotion strategy and ends by providing a brief overview of the main findings.
Marketing is an important part of a business strategy. A company develops a marketing strategy to match their resources and capabilities to customer's changing needs and wants, at a profit. This paper presents the marketing strategy of housing companies in the high-end market segment of Thai private housing market. The framework includes the 4Ps marketing mix and relationship marketing. The 4Ps marketing mix concerns product, price, promotion and place element of house products and services w...
Pricop Oliver Constantin
The Customer Relationship- Marketing supposes the adaptation of the marketing mix from the customers’ and the market’s perspective. Thus, the 4 P (product, price, place, promotion) must become 4 D (desired by consumers, distinctive from the competition, deliverable by the company, durable over time) respectively 4C (the buyer with his requirements and desires, the cost paid by the buyer, the convenience of the acquisition, the communication with the customers. The CR-Marketing strategy compri...
As Australia's largest consumer organisation, the Australian Consumers' Association (ACA) has a vital role in providing information, so consumers can make an informed choice, as well as participating in formulation of standards to increase the quality of products, including foods. The consumer movement is marketing the process of irradiation and will continue to give consumers information that allows them to make an informed choice
This report documents the research that has been undertaken as background for preparation of a marketing campaign for middle and high school students to increase interest in national security careers at the National Nuclear Security Administration. This work is a part of the National Security Preparedness Project (NSPP), being performed under a Department of Energy (DOE)/National Nuclear Security Administration (NNSA) grant. Previous research on the development of a properly trained and skilled national security workforce has identified a lack of interest by k-12 students in the STEM (Science, Technology, Engineering, and Mathematics) fields. Further, participation in these careers by women and minority populations is limited and is not increasing. Added to this are low educational achievement levels in New Mexico, where the marketing campaign will be deployed.
Chairunisa, Rahmah; Purwanegara, Mustika Sufiati
KLM is one of PT. XYZ product that managed by Health Care Business unit. KLM is a transparent intravenous dressing that aims to reduce the number of phlebitis and IADP (Primary blood stream infections). Among the intravenous dressing, KLM only can seize 29% of market share in Indonesia. And in 2011, the sales of KLM were decline for more than 50% from sales in 2010. This condition happened in DKI Jakarta and Bandar Lampung. While on the other regions, the number of sales is too volatile. Sinc...
Kuada, John Ernest
The marketing literature generally assumes that managers and customers always make rational (reasonable and logical) decisions. In real life, however, decision making process is hardly rational and straight forward. Managers and customers normally make decisions “in-action” – i.e. as they grapple...... students a variety of decision making skills as they prepare themselves to work in international companies. This is the task initiated in this book. It discusses how managers combine both rational and non-rational approaches and tools in their decision making processes, especially in international business...
The process of marketing segmentation strategy selection represents the essence of strategical marketing. We present hereinafter the main forms of the marketing statategy segmentation: undifferentiated marketing, differentiated marketing, concentrated marketing and personalized marketing. In practice, the companies use a mix of these marketing segmentation methods in order to maximize the proffit and to satisfy the consumers’ needs.
N. M. Sergeeva
Full Text Available Strategy of pharmaceutical goods (PG promotion is a working out of methods of goods realization stimulation. To make PG promotion maximum effective, and to receive a sufficient result for pharmaceutical organization (PO it is necessary to conduct marketing studies (MS, to work out a marketing plan for PG promotion and to offer marketing strategies for goods promotion. To resolve these problems we have formed a concept of marketing promotion of PG system for one of big retail PO of Kursk and Kursk oblast (code name “A”. With this purpose we have identified a problem of PG promotion organization, studied an influence of external and internal environment on the PO “A” activity, determined strong and weak sides of PO activity. We have systematized the results in SWOT-analysis, and formed the strategies of PO for the improvement of work efficiency on the market. On the basis of the results received we have worked out the recommendations for the marketing strategies of PG promotion for the certain PO.
Khanna, Tarun; Palepu, Krishna G; Sinha, Jayant
It's no easy task to identify strategies for entering new international markets or to decide which countries to do business with. Many firms simply go with what they know-and fall far short of their goals. Part of the problem is that emerging markets have "institutional voids": They lack specialized intermediaries, regulatory systems, and contract-enforcing methods. These gaps have made it difficult for multinationals to succeed in developing nations; thus, many companies have resisted investing there. That may be a mistake. If Western companies don't come up with good strategies for engaging with emerging markets, they are unlikely to remain competitive. Many firms choose their markets and strategies for the wrong reasons, relying on everything from senior managers' gut feelings to the behaviors of rivals. Corporations also depend on composite indexes for help making decisions. But these analyses can be misleading; they don't account for vital information about the soft infrastructures in developing nations. A better approach is to understand institutional variations between countries. The best way to do this, the authors have found, is by using the five contexts framework. The five contexts are a country's political and social systems, its degree of openness, its product markets, its labor markets, and its capital markets. By asking a series of questions that pertain to each ofthe five areas, executives can map the institutional contexts of any nation. When companies match their strategies to each country's contexts, they can take advantage of a location's unique strengths. But first firms should weigh the benefits against the costs. If they find that the risks of adaptation are too great, they should try to change the contexts in which they operate or simply stay away.
The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing infor...
Full Text Available The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0, relationship marketing (2.0 and spiritual marketing (3.0. The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Among other conditions for effective strategies there are: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy.
GONCHAR V.; KALININ O.
The article analyzed the importance of marketing to achieve steady business growth, the main strategy of internal development and marketing of its level of development, achieving competitive advantage and the main directions of marketing management. The examples of marketing strategies for leading corporations were described. The problems and prospects of the business strategy of extensive growth and diversification were made.
Mobile marketing is a young and still developing strategy in marketing. It thanks its creation and rapid evolution to the growth of mobile devices, such as mobile phones and tablets. This paper's research question, "can mobile marketing be used as a strategy in CRM?" investigates the strength of mobile marketing, its application and use by marketers as their sole or part of their marketing campaign and as strategy in customer relationship management (CRM). The two main components of the resea...
Full Text Available ABSTRAK Pemasaran melalui internet merupakan strategi baru dalam era teknologi informasi saat ini. Teknologi informasi diarahkan untuk mendukung proses bisnis utama dan pendukung yang ada di Usaha Mikro Dan Usaha Kecil Menengah (UMKM. Penelitian ini dilakukan pada UMKM di Kab Kudus yang bergerak di bidang konveksi dan kerajinan bordir. Analisa terhadap Tata Kelola TI diperoleh Domain COBIT yang sesuai yaitu PO5 (Mengukur Investasi TI. Indikator yang dianalisa adalah indikator penggunaan internet marketing. Dari identifikasi ini, kuisioner disebar ke UMKM. Pendekatan Struktural Equation Modeling (SEM digunakan untuk menganalisa secara empiris tentang faktor-faktor yang terkait dengan penggunaan internet marketing dalam memasarkan produk UMKM. Dari hasil penelitian ini menunjukkan bahwa korelasi Internet Marketing dengan PO5 cukup kuat (-0,358 akan tetapi arahnya negatif sehingga semakin kecil pengaturan investasi TI semakin kecil juga penggunaan Internet Marketing. Kata Kunci : UMKM, Internet marketing, COBIT, PO5, SEM
Marjanova Jovanov, Tamara
Presented material to the students: 6.1. The mission of the organization and corporate goals 6.2. Marketing goals 6.3. Classification of marketing strategies 6.4. Generic marketing strategies regarding the wanted competitive advantage. 6.5. Competitive strategies in relation to the competitors and in relation to the environment. 6.6. Growth strategies or investment (intensive growth and integration / diversification) and maintenance strategies or divest (maintenance, harvest...
Sponsorship, as a very successful form of marketing, is quite common in sports. Thanks to the financial means which come from sponsorship, sports teams and individuals achieve top results. In return for that, sponsors take advantage by enhancing their brand and image for longer period. An extensive influence of sponsorship over sports development has been achieved through properly selected elements of sports strateg.y
Full Text Available Sponsorship, as a very successful form of marketing, is quite common in sports. Thanks to the financial means which come from sponsorship, sports teams and individuals achieve top results. In return for that, sponsors take advantage by enhancing their brand and image for longer period. An extensive influence of sponsorship over sports development has been achieved through properly selected elements of sports strateg.y
Herhausen, Dennis; Egger, Thomas; Oral, Cansu
What makes a marketing strategy implementation successful and how can managers measure this success? To answer these questions, we developed a two-step audit approach. First, managers should measure the implementation success regarding effectiveness, efficiency, performance outcomes, and strategic embeddedness. Second, they should explore the reasons that have led to success or failure by regarding managerial, leadership, and environmental traps. Doing so will also provide corrective action p...
Kolk, A.; Pinkse, J. [Business School, University of Amsterdam, Amsterdam (Netherlands)
The issue of climate change has attracted increasing business attention in the past decade. Whereas companies initially aimed primarily at influencing the policy debate, corporate strategies increasingly include economic responses. Existing classifications for climate change strategies however still reflect the political, non-market components. Using empirical information from the largest multinational companies worldwide, this article examines current market responses, focusing on the drivers (threats and opportunities) and the actions being taken by companies to address climate change. It also develops a typology of climate strategies that addresses the market dimensions, covering both the aim (strategic intent) and the degree of cooperation (form of organisation). The aim turns out to be either innovation or compensation, while the organisational arrangements to reach this objective can be oriented at the company level (internal), at companies' own supply chain (vertical) or at cooperation with other companies (competitors or companies in other sectors - horizontal). The typology can assist managers in deciding about the strategic option(s) they want to choose regarding climate change, also based on the insights offered by the paper about the current state of activities of other companies worldwide.
The author will first present an updated view of the global power market activity, including opportunities in power generation, transmission and distribution. This will include a review of the trends in closings and transaction flowed by type of activity and geographic area. Estimates will be based on Hagler Bailly's comprehensive database on global power transactions and project announcements. The firm has also worked with dozens of global power companies since 1990. Second, the author will review trends in terms of regulatory changes, project cost trends, developers' project experiences, and financing issues. This systematic review will be the foundation for projection of future market activity (e.g., number of closing by type of project through 2000). A forecast of future greenfield and privatization activity will be provided and the key markets will be highlighted. Third, the author will present an updated view of the competition in the global power market (including the various types of competitors and changes in their respective market posture). Finally, the author will discuss the various types of strategies and business models that are followed by key global power players
This bachelor thesis deals with the marketing strategy of the company Náš grunt, s.r.o., the operator of the farm food concept Náš grunt. The aim of the thesis is to analyse the marketing strategy of the company and to suggest possible improvements. The theoretical part of the thesis is focused on the marketing, the marketing process, the marketing strategy, the marketing mix and SWOT analysis. The practical part is based on the situation analysis and the marketing strategy of the company Náš...
Savelyeva Irina Petrovna
Full Text Available The purpose of the article is to develop an original approach to the formation of a marketing strategy of commercialization of innovations. The existing views on the process of creating marketing strategies were examined and classified and the algorithm of building marketing strategies for the processes commercialization of innovations was offered. The results can be used by industrial companies and in the educational process of marketing, strategic marketing and innovation management disciplines.
The title of this thesis is : Marketing strategy of luxury brands. This subject has been chosen in order to highlight the marketing strategies of luxury brands. Luxury marketing in comparison to traditional marketing, known to everyone, is a much more targeted sector for a limited number of people. To perfect this study, this thesis is based on the analysis of the marketing strategies of two large and traditional French luxury brands: Chanel and Louis Vuitton, a know-how recognized throughout...
Economic Viability and Marketing Strategies of Periwinkle Tympanotonus Fuscatus in Rivers State, Nigeria. ... The results indicated that marketing strategies are enroute, through harvesters (collectors), ... EMAIL FULL TEXT EMAIL FULL TEXT
Kautzmann, L N; Kautzmann, F N; Navarro, F H
Understanding marketing techniques is one of the skills needed by successful entre renews. Target marketing is an effective method for occupational therapy entrepreneurs to use in determining when and where to enter the marketplace. The two components of target marketing, market segmentation and the development of marketing mix strategies for each identified market segment, are described. The Profife of Attitudes Toward Health Care (PATH) method of psychographic market segmentation of health care consumers is presented. Occupational therapy marketing mix strategies for each PATH consumer group are delineated and compatible groupings of market segments are suggested.
Describes characteristics of the online marketplace. Topics discussed include technology barriers; data ownership; markets for online services, including libraries and end users; marketing and promotion tactics, including exhibits and conferences, advertising, direct mail, and user groups; international marketing and service; strategic marketing…
Digital marketing has a major importance in the marketing strategy of any company regardless of sector, size or country of origin. Thus, more than ever, in order to remain competitive, companies are forced to exploit this form of marketing, which essentially can bring huge benefits at low costs. The main form of digital marketing is the inbound marketing, which represents an organic marketing form, based on the close relationship ...
Conlon, M K
In a world of increased competition and changing consumer expectations, one of the keys to a fiscally sound health plan is having a dynamic marketing strategy that takes into account the shifting attitudes of consumers as managed care markets mature. The primary goal of any health plan marketing strategy should be the acquisition and retention of members. Providing cost-efficient and convenient service for enrollees, offering low or no deductibles, having convenient office locations, and minimizing paper-work are important elements of such a marketing strategy. Factors such as brand awareness and the perceived image of a health plan also are important considerations in acquiring and retaining market share. The relative importance of these consumer satisfaction criteria change as a managed care market evolves and matures. Financial and marketing managers, thus, should ascertain their market's stage of development and respond with appropriate marketing strategies.
Xie, Peihong; Li, Xin; Xie, Xuemei
Purpose: This paper aims to systematically examine the key notion of integration of non-market and market strategies in the increasingly popular study of corporate non-market strategies. Design/methodology/approach: This paper is based on a brief literature review of the non-market strategy (NMS...... explore how to seamlessly coordinate non-market and market strategies in order to gain maximal synergies. Originality/value: This paper is the first to examine the key notion of integration in a systematic manner. It is the first to propose a three-question solution to systematic understanding......) research that shows the existing literature does not offer a clear and systematic account of the key notion of integration. It suggests any systematic account of integration should address at least three interrelated questions, i.e. why, what and how to integrate non-market and market strategies? Findings...
Full Text Available All organizations must settle a price for the services they offer. The price for services is an important element of the marketing mix, being an important income source for the organization. The settlement of a correct price, both for the market and the competition, is a significant element for the sector of financial - banking services. Another important factor to take into consideration is the fact that the banks do not settle only the prices for individual services, but also coordinate their prices for service packages. As the competition in the financial - banking services has intensified, the settlement of correct prices has become an essential element for the marketing strategy. Nevertheless it is important to remind that the price is not a central element. There are other significant grounds, the price being only one of the elements of the marketing mix. Although in Romania many customers may be sensitive in present to the price, as the competition will increase, the quality of the services will become more important to the customers, and the demand will be complex.
Full Text Available The objective of this study is to explore and describe a marketing strategy for a nursing college. An explorative and descriptive research design, within the context of a nursing college and affiliated hospitals, was followed. A literature study of marketing models was undertaken and the Delphi-method was utilised to determine the contribution of marketing staff and the possible content of a marketing strategy for a nursing college. The results were utilised to describe guidelines for such a strategy, consisting of marketers/marketing agents, target market, product, price, promotional activities, place and market research. Recommendations include the planning, implementation and evaluation of strategy, inservice training for potential marketing agents, inclusion of marketing as part of the formal education of tutors and nurse managers,as well as an impact study of the scholar as the main consumer.
Pryde, M; Muller, M
The objective of this study is to explore and describe a marketing strategy for a nursing college. An explorative and descriptive research design, within the context of a nursing college and affiliated hospitals, was followed. A literature study of marketing models was undertaken and the Delphi-method was utilised to determine the contribution of marketing staff and the possible content of a marketing strategy for a nursing college. The results were utilised to describe guidelines for such a strategy, consisting of marketers/marketing agents, target market, product, price, promotional activities, place and market research. Recommendations include the planning, implementation and evaluation of strategy, inservice training for potential marketing agents, inclusion of marketing as part of the formal education of tutors and nurse managers, as well as an impact study of the scholar as the main consumer.
Tălpău, A.; Vieraşu, T.
This paper presents successful online marketing strategies, more specific “Pay Per Click” publicity and social marketing strategies. Both practices target a well-defined market segment and can be used to increase exposure, generate traffic and in the end generate conversions. While “Pay Per Click” means buying every action (visit/Like etc.), social marketing is looking to establish one to one interactions and to provide value to customers. These two online marketing practices were analyzed bo...
Rivera Camino, Jaime
This article reports a definition of Market Orientation whieh supported from a perspeetive of strategy implementation. It is different from the studies that eonsider the identity of Market Orientation as the adoption of the marketing eoncept or the implementation of a business culture. The results obtained from two eountries provide empirical support to our definition of Market Orientation as competitive strategy. This is reported independent from the marketing department and is capable of be...
This Research Study looks at various innovative marketing strategies used by our top most companies .Marketing strategies is a long term, forward looking approach to planning with the fundamental goal achieving a sustainable competitive advantage. Overall approach of this paper is to create a link between growth rate of companies and new marketing strategies. Good marketing is no accident, It is both an art and a science and it results from careful planning and execution using state-of-the-ar...
The main objective of this thesis was to identify which marketing strategy is most effective for wine producing companies to enter and compete on the Australian wine market with excessive supply and diminishing demand. The purpose of the thesis was to create a marketing strategy for the commissioner, a case company, referred to as Company X for confidential reasons. Secondary research, predominantly based on marketing literature and governmental statistics, was conducted to create the th...
Van Doren, D C; Spielman, A P
Despite continued significant increases in the nation's spending for health care, use of inpatient hospital services has declined. The authors use the product life cycle to analyze the market for inpatient hospital services and to examine competitive strategies for hospital marketing success. The product life cycle literature suggests at least four strategies for products in decline. The authors analyze the advantages and disadvantages of these strategies as they relate to the hospital market.
Ahlam Mohammad Alzoubi; Okechukwu Lawrence Emeagwali
This study set out to initiate an investigation into the linkage between generic strategy and performance in higher educational institutions and the moderating effect of institution-type. Using structural equation modeling (SEM), it examined the responses of a stratified sample of academics and administrative staff (n= 333) randomly selected from eight universities in northern Cyprus. Findings suggest that while there is a weak effect of differentiation strategy on performance, a strong effec...
Coffee, Linda; Miller, Bob W.
Traces the expansion of marketing in postsecondary education. Enumerates the goals of Prince George's Community College's marketing task force. Defines marketing and suggests strategies for targeting marketing efforts toward high school students, business and industry, the general public, and students within the college. (AYC)
Eskildsen, Jacob Kjær; Kristensen, Kai; Steensen, Elmer Fly
The popularity of customer satisfaction measurements has grown considerably over the last few years but we know very little about how the structure of the individual markets with respect to the transparency of products and services as well as how consumer preferences affect customer satisfaction....... Here a total of 14540 customers have evaluated their preferred supplier with respect to banking, property insurance, supermarkets and mobile telecom. The analysis shows that market structure has a profound effect on customer satisfaction measurements and that this effect differs from industry...... to industry. The paper concludes with an evaluation of the implications of the findings in relation to the use of results from customer satisfaction studies....
Typical of the sorts of ventures local distribution companies are embarking on these days is Northern States Power Co.'s new unregulated subsidiary. Seven Innovations, set up to entice its customers with a rather lengthy menu of energy-related services. Seren's offerings range from home freeze-up protection, for a residential customer away for the winter, to energy load information for a large company. In charge of Seren's operations is Glynis Hinschberger, president and CEO. She's logged many years in the power industry and particularly in energy management services. But in the brave new world of unbundling, how does a company like Seren figure out just what services its customers want and need--in sufficient volume to make a healthy contribution to the company's bottom line? It's not as if the industry had decades of experience, and accumulated wisdom, to draw on in devising marketing strategies and plans for new unregulated businesses. So, to find out how a new company like Seren assesses its market's needs, and then translates those needs into viable services, American Gas went to Seren's Hinschberger for an inside look at how it's done
The consumer’s perception of the marketing company’s activities is represented by the positioning strategy. The positioning process consists of approaching the market’s segments in different ways, with deferent’s offer, using three fundamentals strategies: strengthen the current company position, competition free segments identification and repositioning the competition using an aggressive marketing strategy.
There are specific methods for assessing and improving the effectiveness of a marketing strategy. A marketer should state in the marketing plan what a marketing strategy is supposed to accomplish. These statements should set forth performance standards, which usually are stated in terms of profits, sales, or costs. Actual performance must be measured in similar terms so that comparisons are possible. This paper describes sales analysis and cost analysis, two general ways of evaluating the act...
Full Text Available The leading role of retailers in food industry marketing channels significantly contributes to shopper marketing affirmation. Shopper marketing is a new marketing paradigm which focuses on the shopper and point-of-sale. Results of thorough literature review on shopper marketing have been presented in this paper. In addition, research methodology includes surveying 1000 shoppers in food retail stores in Belgrade area. The paper considers and analyzes the characteristics of urban food retail market shoppers, and based on the findings of the conducted research concludes that adaptation of shopper marketing strategies is necessary. Significant research finding is that shoppers' perceptions in food retail market require a profiled approach to retail store strategy adjustments, which includes shopper marketing programs and activities. The paper opens a number of questions regarding possible approaches to shopper marketing by crisscrossing the variables of retail formats, sex, and shoppers' income categories.
Ирина Петровна Савельева
Full Text Available The purpose of the article is to develop an original approach to the formation of a marketing strategy of commercialization of innovations. The existing views on the process of creating marketing strategies were examined and classified and the algorithm of building marketing strategies for the processes commercialization of innovations was offered. The results can be used by industrial companies and in the educational process of marketing, strategic marketing and innovation management disciplines.DOI: http://dx.doi.org/10.12731/2218-7405-2013-4-4
The primary purpose of this Bachelors thesis is to develop a marketing strategy, demonstrating how the new website can be developed and marketed online. The thesis is divided into theoretical and practical parts. The theoretical part provides an overview on planning a marketing strategy for a new business in general. It involves definitions and process of marketing, describes a marketing plan structure in detail, outlines main components of the marketing mix and illustrates the process of cre...
Aurelia-Felicia STĂNCIOIU; Mihail-Cristian DIŢOIU; Nicolae TEODORESCU; Lucian-Florin ONIŞOR; Ion PÂRGARU
From the perspective of the tourist, sensory marketing strategies may result in an experience improvement which leads, in time, to acquiring a positive destination image, and, from the perspective of the destination, to furthering its harmonious development. Even though it appears that sensory marketing strategies can be considered as alternatives for marketing strategies, they actually are complementary, and their objective (increasing product quality by “turning to the beginning”, where per...
Small enterprise shows some specific characteristics which are necessary for creation of marketing strategy. The goal of this work is an attempt of marketing strategy analysis of the small enterprises. The necessary request of the analysis is to define the small enterprise. There have also been analyzed the specific orders for small enterpriser. Special part of work is dedicated to a small enterprises management strategy and the other one to their marketing communications. There are mentioned...
Marschalleck, Helmut [MVV Energie AG, Mannheim (Germany); Arndt, Andreas [EnBW Vertriebs- und Servicegesellschaft, Karlsruhe (Germany); Behm, Norman [Stadtwerke Rostock AG (Germany)] [and others
The assistance in the strategic and operational planning of an individual marketing strategy in the district heating market is the focus of the book under consideration. Starting from the definition of the actual situation (market analysis and marketing potential) and the strategic goal, a marketing concept and a marketing mix (product policy, pricing policy, distribution policy as well as communication policy) is established. Subsequently, the tools of the marketing controlling (incoming orders and turnover, marketing key performance indicators, reporting, marketing audit) are described.
Reinhard, CarrieLynn D.
Case studies of marketing strategies are illustrated that utilize some gaming structure and rules that encourage play(ing). In this paper, these strategies are referred to as "gameplay marketing". It is argued that these strategies have been inspired by established modes of gaming and can be found...... in at least four general types. The case studies discussed are four campaigns that represent these types: two television series, Leverage and Heroes, and two films, Cloverfield and The Dark Knight. The purpose of such gameplay marketing strategies appears to be to provoke viral marketing by creating buzz from...
With the rapid development of the Chinese economy, a coffee consumption market with huge potential develops. China becomes a hot place that many foreign companies are struggling to enter. Depending on the expected development of China’s coffee consumer market prospects, Starbucks decides to choose the Chinese market as another important overseas market. The thesis is carried out in a deductive and quantitative method. The study consists of two parts: theoretical part and empirical part. Th...
M.G. Dekimpe (Marnik); D.M. Hanssens (Dominique)
textabstractThe question of long-run market response lies at the heart of any marketing strategy that tries to create a sustainable competitive advantage for the firm or brand. A key challenge, however, is that only short-run results of marketing actions are readily observable. Persistence modeling
New marketing as part of a new virtual world is present 24 hours from 24 hours and is veryunique. The purpose of this paper is to highlight the role and importance of the website in aprocess of generating the virtual identity of the company. The advent of online marketing does notsubstantially change the management system of marketing, but marketing experts offer a neweffective tool that can easily reach a large number of new customers. Thus, experts in marketingstrategies must adapt to new technologies and media while marketing essentially unchanged.
Barry, Chris; Charleton, Debbie
Researchers have identified the Web as a searchers first port of call for locating information. Search Engine Marketing (SEM) strategies have been noted as a key consideration when developing, maintaining and managing Websites. A study presented here of SEM practices of Irish small to medium enterprises (SMEs) reveals they plan to spend more resources on SEM in the future. Most firms utilize an informal SEM strategy, where Website optimization is perceived most effective in attracting traffic. Respondents cite the use of ‘keywords in title and description tags’ as the most used SEM technique, followed by the use of ‘keywords throughout the whole Website’; while ‘Pay for Placement’ was most widely used Paid Search technique. In concurrence with the literature, measuring SEM performance remains a significant challenge with many firms unsure if they measure it effectively. An encouraging finding is that Irish SMEs adopt a positive ethical posture when undertaking SEM.
Smith, H L; Haley, D; Piland, N F
Rural hospitals confront an inauspicious environment due to changes in patient reimbursement and medical practice. Facing a situation of declining revenues, marketing presents an option for rural hospitals to adapt to the growing constraints. This paper analyzes the determinants of marketing strategy emphasis in rural hospitals. The conceptual model adopted in this study predicts that prior performance and contextual variables explain marketing strategy emphasis. The relationships are examined in a case study of rural New Mexico hospitals. Results suggest that prior performance and several contextual variables explain variations in marketing strategy emphasis. In particular, higher gross patient revenues are associated with more emphasis on television and radio advertising. Furthermore, rural New Mexico hospitals with high numbers of licensed beds and medical staff members, or that are affiliated with a chain organization, place greater emphasis on market research and market planning. The implications for marketing practice in rural hospitals are discussed.
Full Text Available We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market-oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term success, they represent an unnecessary cost and provide no added value to companies focusing on market-driven strategies and short term results.
Smith, Joanna Warren
The new definition of camp includes year-round camp programs for a variety of populations at multiple sites. Developing a marketing strategy involves creating a mission statement that is unique, publishing a year-round marketing strategy, delivering a consistent quality product, and getting people to talk about camp. Sidebar lists elements of how…
Full Text Available The purpose of this journal is to mention of how the opportunity of Internet marketing and the strategy of selling via Internet marketing, The community of Indonesian now become the potential buyer because more than 30 million users of Internet in Indonesia now. So that, this is the challenge for us to make the business based on e-commerce and application the strategy of selling via Internet marketing.
Markova V.; Tzinlin M.; Ge C.
Smartphones global market is one of the most dynamically developing markets that can be characterized by high level of competition. The growth of smartphones homogeneity, which is a reduction in difference between technical and functional parameters of smartphones produced by various manufacturers, can be considered the market’s specific feature. The unique situation of high-tech product homogeneity in a fast-growing market is scantily described in specialized literature. The article shows ch...
TANASE, George Cosmin
A manager who develops an understanding of the needs and characteristics of specific groups of target customers within the broader market may see new, breakthrough opportunities. But it’s not always obvious how to identify the real needs of a target market—or the marketing mix that those customers will see as different from, and better than, what is available from a competitor. Identifying a company’s market is an important but sticky issue. In general, a market is a group of potential custom...
Woodward, J.D.; Wepf, R.A.
Three-dimensional scanning electron microscopy generates quantitative volumetric structural data from SEM images of macromolecules. This technique provides a quick and easy way to define the quaternary structure and handedness of protein complexes. Here, we apply a variety of preparation and imaging methods to filamentous actin in order to explore the relationship between resolution, signal-to-noise ratio, structural preservation and dataset size. This information can be used to define successful imaging strategies for different applications. - Highlights: • F-actin SEM datasets were collected using 8 different preparation/ imaging techniques. • Datasets were reconstructed by back projection and compared/analyzed • 3DSEM actin reconstructions can be produced with <100 views of the asymmetric unit. • Negatively stained macromolecules can be reconstructed by 3DSEM to ∼3 nm resolution
Ormrod, R.P.; Zaefarian, Ghasem; Henneberg, Stephan C.
This paper investigates the fit between the strategic posture of a political party and its political market orientation, and analyses the impact of this fit on party performance. For this purpose, a configuration theory logic is applied to the context of the political market; in particular, we de...
Satiani, Anand; Satiani, Bhagwan
A common misconception is that marketing is synonymous with advertising. Marketing by physicians has undergone a transformation from the earlier unacceptable slick sales pitches to a more common sense, tasteful, comprehensive, and well thought out plan to reach potential patients. Marketing is a much broader concept comprising four aspects: product, price, promotion, and place. Marketing activities for a medical practice include not only external but internal tactics. Publicly available resources are available to assist physicians in developing and targeting the plan towards a narrow patient demographic. The marketing process includes: determining objectives, identifying resources, defining target population, honing a message, outlining a media plan, implementing the plan, and finally, evaluating the success or failure of the marketing campaign. A basic knowledge of marketing combined with a common sense approach can yield dividends for those practices that need the service. For surgical practices that exist in heavily populated urban areas with significant competition, a well thought out marketing plan can assist the practice in reaching out to new groups of patients and maintaining the existing patient base.
Ritter, Thomas; Distel, Andreas Philipp
Following the call for a demand-side perspective of strategic management (e.g., Priem et al., 2012), a firm’s marketing capability, i.e. its ability to interact with down-stream stakeholders, becomes a pivotal element in explaining a firm’s competitiveness. While marketing capability is recognized...... in the strategic management literature as an important driver of firm performance, our review of 86 articles reveals a lack of a generally accepted definition of marketing capability, a lack of a common conceptualization as well as differences in the measurement of marketing capability. In order to build a common...... ground for advancing marketing capability research and thus supporting the demand-side perspective in strategic management, we develop an integrative framework to explain the differences and propose a research agenda for developing the field....
Full Text Available Digital marketing has a major importance in the marketing strategy of any company regardless of sector, size or country of origin. Thus, more than ever, in order to remain competitive, companies are forced to exploit this form of marketing, which essentially can bring huge benefits at low costs. The main form of digital marketing is the inbound marketing, which represents an organic marketing form, based on the close relationship between the company and its prospects or customers, who have expressed their interest in the company’s products voluntarily (based on subscription to newsletters, blog, social networks, etc. and who have been attracted and involved by a high quality of the content marketing.
Kardison Lumban Batu
Full Text Available Purpose – Broadly speaking, the implementation of green practice leads to higher performance in exporting firms. To test this concept empirically, this study proposes environmental marketing strategy as an antecedent of product differentiation and cost leadership as a means to promote marketing and financial performance. Design/Methodology/Approach – This study was conducted on 388 respondents serving as operational, production, and marketing managers of Indonesian exporting firms and used structural equation modelling (SEM with AMOS 18 as an analysis technique. Findings and implications – The findings revealed that environmental marketing strategy significantly influences product differentiation and cost leadership. More specifically, product differentiation simultaneously influences marketing and financial performance. However, cost leadership influences financial performance but not marketing performance. This study implies the importance of environmental orientation in setting a firm strategy and promoting the performance of international firms. Limitations – The measurement items proposed in this study were adopted from studies conducted in developed countries; they have not been proven appropriate for direct application in developing countries such as Indonesia. Originality – This study is original in that it explores the importance of environmental studies in setting a firm strategy and promoting the performance of international business.
Full Text Available Small enterprise shows some specific characteristics which are necessary for creation of marketing strategy. The goal of this work is an attempt of marketing strategy analysis of the small enterprises. The necessary request of the analysis is to define the small enterprise. There have also been analyzed the specific orders for small enterpriser. Special part of work is dedicated to a small enterprises management strategy and the other one to their marketing communications. There are mentioned some specific advantages and problems of the small enterprises, too.
Kolk, A.; Pinkse, J.M.
The issue of climate change has attracted increasing business attention in the past decade. Whereas companies initially aimed primarily at influencing the policy debate, corporate strategies increasingly include economic responses. Existing classifications for climate change strategies however still
Goran, Vlašić; Hair, Joe F.; Krupka, Zoran
We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market-oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term su...
Boyd, Britta; Dyhr Ulrich, Anna Marie
Based on a sample of 177 exporting SMEs, this study investigates what market entry strategy is used by Danish family and non-family businesses. From a resource-based view, three critical internal factors (risk, flexibility and control) affecting the entry mode choice into the BRIC markets...... are analysed. The effective management of firms’ resources and capabilities is influenced by the perception of these internal factors when expanding into foreign markets. Our results confirmed that family firms build up longer lasting relationships in the host country by choosing high commitment entry modes...... when entering the BRIC markets. In contrast, family firms choose high commitment entry modes which involve high risk and low flexibility when entering the BRIC markets. Further implications discuss the suitability of export strategies to BRIC markets for managers of Danish family and non-family firms....
Full Text Available Today companies faced with manifold shifts arose in business environment recently but particularly during the last two decades. Such issues ask for sharp response rate by companies as well as very solid level of marketing intelligence, research and customer loyalty development. Paper discuss the importance of knowing what's going on in the target market within PEST approach including unavoidable technology issues. General focus is directed to needs of an appropriate marketing strategy development.
OPEC has to choose between two options, either a regulated market or a situation of whole competition. The other big producers refuse to share responsibility of a market stabilization and oblige OPEC to a strategy 'uncertainty' which is in fact a 'non-interference' policy but it is not sure that OPEC accepts to be the only market regulator and then the residual supplier when supply is bigger than demand
Bachelor thesis analyzes the marketing strategy of The Emblem Hotel. The work combines two main parts - theoretical and practical, based on the chosen hotel. The first part defines the main terms and concepts associated with marketing and services in the hotel environment. Another section is devoted to presentation and analysis of individual marketing mix with its application to the hotel. The last section contains of an analysis of competition and SWOT analysis, on the basis of which in the ...
In rapidly changing markets, electric utilities pay growing attention to customers and service. They are aware that competition needs strategies capable of transforming and strengthening the privileged position resulting from the knowledge of the market. Moreover, this aspect is the link between different value chains to describe new multi utility approaches [it
Full Text Available Penelitian ini bertujuan untuk menganalisa dan melihat strategi yang digunakan pada Convenience Store di Indonesia dengan mengambil 7-Eleven sebagai sumber field study dengan metode orientasi pasar. Pengaruh lifestyle menjadi indikator penunjang dalam perkembangan 7-Eleven ddengan menerapkan beberapa strategi yang mengena di market Indonesia, terutama bagi kalangan muda dimana diketahui memiliki indikasi terpenting dalam siklus lifestyle di Indonesia. Tujuan tercapai dengan mengetahui penerapan strategi yang digunakan sehingga dapat diterapkan dalam menjalankan strategi bisnis pada Convenience Store
Nobre, Helena; Silva, Daniela
The study explored what benefits to small or medium-sized firms (SMEs) could be derived from the development of a social media marketing strategy. Results indicated that Facebook can facilitate communications between SME companies and customers, and can also be an important tool in creating brand recognition and broadening awareness. The importance of developing a thoughtfully designed strategy was cited, as SMEs often lack sophisticated marketing or business plans. The positive study results...
Market Square shopping center contains several restaurants and cafés providing a diverse range of Asian foods and delicacies and this area is known by locals and Griffith University students as a great location for 'eating out'. Then, what is the market structure in this shopping mall and what kind of competitive strategies should be used to maximize profits according to the characteristics in this shopping center?
Sayed Masud Sayedi; Hassan Soltani; Majid Keshavarz
The overall objective of this study is to investigate the relationship between the expansion of marketing channels and marketing strategy is the first to examine the process of a questionnaire containing 19 questions was used as the existing standard. The research population, employees of manufacturing companies and trading company in Iran that their number is 1176 people. Sample size using the formula by including sampling error was estimated at 0.05 confidence level 0.95 times the number of...
Full Text Available This paper presents successful online marketing strategies, more specific “Pay Per Click” publicity and social marketing strategies. Both practices target a well-defined market segment and can be used to increase exposure, generate traffic and in the end generate conversions. While “Pay Per Click” means buying every action (visit/Like etc., social marketing is looking to establish one to one interactions and to provide value to customers. These two online marketing practices were analyzed both in regards with their theoretical aspects and in regards with the way in which they are applied by companies. The examples used in this analysis are from Romania and from the United Kingdom.
Full Text Available To create successful marketing strategies, it is essential to be familiar with consumers’ cognitive structures. In this article, the qualitative method of concept mapping is applied in a consumer survey (N = 132 to elicit cognitive structures and dimensionality of cognitive structures. The authors present methods to analyze dimensionality of cognitive structures descriptively and microeconometrically. An indicator for measuring cognitive structure dimensionality including weighted links is applied. To test the methodology, effects of sociodemographics on dimensionality are analyzed regarding a chosen food product. Results show that consumers’ age and education determine whether cognitive structures are more or less complex, whereas gender has no effect on the dimensionality of cognitive structures. To offer tailored marketing strategies based on dimensionality, emotional marketing strategies should be applied to reach customers with less complex cognitive structures. For consumers with more complex cognitive structures, marketers might focus on providing more detailed, information-based promotion.
Předmětem mé diplomové práce „Návrh marketingové strategie pro firmu“ je analyzování marketingové strategie firmy Bábor Eurodance a návrh marketingové strategie na příští období. První část tvoří kapitoly, ve kterých jsou zachyceny různá teoretická východiska marketingu a postup tvorby marketingové strategie. Druhá část je zaměřena na podnik Bábor Eurodance, konkrétně na jeho současnou marketingovou strategii a vytvoření podkladů pro návrh nové marketingové strategie a třetí část obsahuje sam...
Full Text Available In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.
Full Text Available Industrial market, created by companies, which buy and sell goods which are not directly for consumption, but are used in production process, communicates with the environment in a specific way. Many industrial companies supply only the customers of non consumption goods market and hence they do not enter into direct contact with a final consumer. In such cases recognizing the customers needs is even more difficult. Such environment requires efficiently functioning and planned communication of the company with the market. This study presents methods and strategies of marketing communication really used in industrial companies. While analysing marketing strategies of industrial companies, the author draws the attention to the fact that even though there was system transformation, the state still has significant impact on functioning and development of industry and that in a way directs and created barriers in companies functioning. Such conditions force even more active marketing communication as well as searching new solutions. As there are more and more sophisticated marketing techniques related to digital media, there is also a growing demand for strategic solutions in marketing communication. Digital media, first of all the Internet, provide so far unavailable possibilities of researching consumers behaviours and ways of using media. They also give a chance to follow the behaviour of smaller, unique and often social groups of consumers.
Federal market development strategies designed to accelerate the market penetration of central station applications of photovoltaic energy system are analyzed. Since no specific goals were set for the commercialization of central station applications, strategic principles are explored which, when coupled with specific objectives for central stations, can produce a market development implementation plan. The study includes (1) background information on the National Photovoltaic Program, photovoltaic technology, and central stations; (2) a brief market assessment; (3) a discussion of the viewpoints of the electric utility industry with respect to solar energy; (4) a discussion of commercialization issues; and (5) strategy principles. It is recommended that a set of specific goals and objectives be defined for the photovoltaic central station program, and that these goals and objectives evolve into an implementation plan that identifies the appropriate federal role.
Seaside tourism has become one of the popular tourism destinations to the tourists. It is necessary for manager to study the strategy marketing of seaside tourism destination to promote the seaside tourism. This paper examines the characteristics of seaside tourism and uses the SWOT to analyze the strengths, weakness, opportunities and treats of seaside tourism. Then, the challenges of seaside tourism destination are introduced and should be noticed by the marketing managers.
Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...
Chang, Chun-Hao; Lee, Chi-Wen Jevons
This paper studies the optimal pricing scheme for a monopolistic marketing research consultant who sells high-cost proprietary marketing information to her oligopolistic clients in the manufacturing industry. In designing an optimal pricing strategy, the consultant needs to fully consider the behavior of her clients, the behavior of the existing and potential competitors to her clients, and the behavior of her clients' customers. The authors show how the environment uncertainty, the capabilit...
Purwaningsih, Purwaningsih; Yunitasari, Esti
Introduction: A hospital is an institution for health care providing treatment by specialized staff and equipment, more often but not always providing for longer-term patient stays. Today, hospitals are very complex institution, not only survive in dynamic environment but also make a profit based on their services. The aimed of this research was to know marketing mix concept (product, price, place, promotion, people, process and provision of customer service) in formulating marketing strategy...
Today, in the context of globalization and Chinese "open door" policy, many different international cosmetics companies are going to the Chinese market and existing companies are trying to enlarge their appearance to earn more profit margins.The main aim for writing this thesis on this topic was to analyze Chinese cosmetics industry environment via PEST analysis and the development of the industry. It's important to select a marketing strategy when doing business in China because of the huge ...
Fink, D J
University teaching hospitals face increasing competition from community hospitals, expanding regulation of health care, a rising tide of consumerism, and in many cases a declining urban population base. These problems, which may threaten the teaching hospital's ability to continue tertiary care, teaching, and research functions, may be solved with the aid of new marketing strategies. In developing its marketing strategy, a hospital must assess its strengths and weaknesses, specify its goals in measurable terms, implement tactics to achieve these goals, and evaluate its marketing program. The strategies should be directed toward achieving better relationships with institutions, practitioners, and surrounding communities and increasing patient, visitor, and employee satisfaction. A wide variety of programs can be used to reach these goals and to help teaching hospitals meet the competitive challenges of this decade.
Full Text Available Introduction: A hospital is an institution for health care providing treatment by specialized staff and equipment, more often but not always providing for longer-term patient stays. Today, hospitals are very complex institution, not only survive in dynamic environment but also make a profit based on their services. The aimed of this research was to know marketing mix concept (product, price, place, promotion, people, process and provision of customer service in formulating marketing strategy to increased Bed Occupancy Rate of Obstetric Gynecology Ward 2. Method: The population are health care personnel including midwife, midwife associate, administrator and also client or consumer. The variable were product, price, place, promotion, people, process and provision of customer service. Data were collected by using structured questionnaire. Result: The result showed that product (type of services, infrastructure and facility, relative price, comfortable and safe place, targeted promotion, trained human resources, standard process and provision of customer service are an important aspect to implement strategy marketing to increase Bed Occupancy Rate. Analysis: The result of this study has enlightened the importance of strategy marketing in health care services based on seven principle of marketing mix. Discussion: Implementation of marketing mix in obstetric gynecology ward 2 need to be considered.
Costa, Maria Suêuda; Forte, Benedita Pessoa; Alves, Maria Dalva Santos; Viana, Jamille Forte; Oriá, Mônica Oliveira Batista
This study relates an audit experience with an interdisciplinary team in public health services at Fortaleza-CE and aims to describe the functional dimension of these audit actions and the its importance for nursing; to define a model with a professional marketing strategy for the nurse. Theoretical bases of contemporary Administration were used to converge with the audit practice experiences. One proposes a new audit nursing strategy in favor of the professional significance, because the nurse currently conducts actions with a scientific marketing identity, but at the unconscious level.
Full Text Available Despite the growing attention that is being paid to sustainability in the literature, little empirical research has been conducted on developing the link between sustainability and marketing strategy and moreover, only a few empirical studies have investigated this issue in Central and Eastern Europe. The conducted empirical survey examines the relationship between marketing strategy and sustainability from the perspective of enterprises in Slovakia. The authors have used binary logistic regression as an evaluation method. The empirical findings are based on 896 responses from different forms of companies in Slovak Republic. The results show that the legal form of a business organization is a relevant determinant of philosophy of sustainability when organization defines a marketing strategy and implements it into corporate strategy. Based on the results it can also be concluded that the environmental aspect of sustainability is determined by the size of organization and the sector of national economy where a company operates, while the social aspect is mainly determined by the share of foreign capital in the ownership structure of an organisation. This study contributes to the European research that studies the relation between sustainability and the marketing strategy by means of an empirical investigation in business organisations in a transition economy such as Slovakia.
Walsh, P.R. [Energy Objective Ltd., London, ON (Canada)
Activity in natural gas exploration and production in the province of Ontario has recently increased due to higher natural gas prices. This paper discussed the issue of how the gas from the new reserves should be marketed. A review of historical pricing and consumption patterns was also presented to better identify how prices of natural gas are determined in Ontario and to forecast the future demand for natural gas. The first trend of interest is the increased use of natural gas in generating electricity to meet cooling needs in the summer months. The second trend is the increase in gas consumption by the industrial sector resulting from increases in process load. Several marketing options are available to Ontario natural gas producers. They can market their gas to third parties at various trading points in the province or they can market it directly to Union Gas Limited, the local gas utility. This paper briefly described how a gas supply contract works with the union, how gas marketing agreement is conducted with a gas marketer, and how a gas marketing arrangement works with a consultant. Some of the pitfalls of marketing natural gas were also described and some recommended some strategies for selling natural gas in the future were presented. 7 figs.
Activity in natural gas exploration and production in the province of Ontario has recently increased due to higher natural gas prices. This paper discussed the issue of how the gas from the new reserves should be marketed. A review of historical pricing and consumption patterns was also presented to better identify how prices of natural gas are determined in Ontario and to forecast the future demand for natural gas. The first trend of interest is the increased use of natural gas in generating electricity to meet cooling needs in the summer months. The second trend is the increase in gas consumption by the industrial sector resulting from increases in process load. Several marketing options are available to Ontario natural gas producers. They can market their gas to third parties at various trading points in the province or they can market it directly to Union Gas Limited, the local gas utility. This paper briefly described how a gas supply contract works with the union, how gas marketing agreement is conducted with a gas marketer, and how a gas marketing arrangement works with a consultant. Some of the pitfalls of marketing natural gas were also described and some recommended some strategies for selling natural gas in the future were presented. 7 figs
Miceski, Trajko; Pasovska, Silvana
The marketing strategy for differentiation of the offers is important and accepted strategy especially by the bigger legal entities. The differentiation of the offers leads to bigger profit and bigger profitability in operation, through targeting of the demand towards the product of the enterprise. The vertical differentiation of the offers is directed towards the quality of the product itself which is observed as a something superior despite the competitive product which is observed as somet...
Full Text Available This research aims to take steps towards explaining behavioral principle-based board process as factors for effective board performance. Dominant rule-based board structure approach could not transform effective corporate functioning, thus inconclusive. Based on a survey perception of 154 respondents from Nigerian capital market participants, the study employs confirmatory factor analysis (CFA in a structural equation modeling (SEM approach. Other studies used EFA and in developed nations. Replicates and builds upon board process constructs - cognitive conflict, effort norms, use of knowledge and skills, and groupthink. The study concludes that the items are valid measures of the latent constructs and significantly relate to board performance. The paper links corporate governance debates to broader behavioral choices in agency perspective and employs CFA and SEM as alternative approach for the measurement and structural models, in place of the usual exploratory factor analysis (EFA.
Full Text Available The contribution of larges businesses to make the economy growth is very important likewise the role of Small Business Enterprise SMEs where this industry has been believed so strong from the effect of crisis economic in Indonesia. In generaly SMEs owner are business manwoman that have minimum assets Rp. 500 million where their gathers together to make the cooperative assosiation in one area SMEs Cluster . So in this cooperative assosiation can be expected the SMEs businessman help each others with making colaboration internal or external networking to enhance their business performance. The internal networking simmilar with marketing strategies for instance strategi Promotion Distribution Production and Raw material supplay where the objectives are to enchance the SMEs performance. This study intends to examine the relationship between marketing strategies Promotion Distribution Production Raw material supplay on SMSEs performance. The marketing strategies consist of our dimentions as follows promotion distribution production and raw material supply. Meanwile SMEs business performance indicators are market share and profit margin. The sample of research is 70 SMEs businessman where spread of Medan Tembung District East Medan District and Medan Perjuangan District. This research had used questionnaires method to collect the data from SMEs businessman. The analysis method had used multiple regression and the result of the research reveals that promotion had positive and significant relationship with SMEs performance.Distribution had positive and significant relationship with SMEs performance Production has positive and significant relationship with SMEs performance.Raw material supplay had positiveve and significant relationship with SMEs performance. Furthermore Marketing Strategies Promotion Distribution Production Raw material supplay simultaneous have significant relationship on SMEs Performances.
Kristina D. Wood
, forming and utilizing relationships with patients, and looking to past marketing successes in developing marketing plans. Pharmacists should also be adventurous in exploring new ways to promote pharmacy clinical services to find creative solutions to barriers encountered. As community pharmacies continue to grow the realm of clinical services offered to patients, it is important also to develop and implement marketing strategies to support the services and expansion of the profession so that these services can be embraced by patients and the health care community. Type: Idea paper
Jennifer L. Rodis, Pharm.D., B.C.P.S.
population, forming and utilizing relationships with patients, and looking to past marketing successes in developing marketing plans. Pharmacists should also be adventurous in exploring new ways to promote pharmacy clinical services to find creative solutions to barriers encountered. As community pharmacies continue to grow the realm of clinical services offered to patients, it is important also to develop and implement marketing strategies to support the services and expansion of the profession so that these services can be embraced by patients and the health care community.
This thesis studies how to renew existing marketing strategies for case company; in so doing, the thesis fulfills its main objective. Company X, a market leader in the Kenyan automobile sector and has various well-known brands under their corporate umbrella. The automobile industry in Kenya has faced some hardship with steady decline in sales in the last couple of years and Mercedes-Benz as a brand suffered under the circumstances. One major cause of the drop in sales is due to the influx of ...
The comparison of PepsiCos marketing strategy in the United States of America to the one applied in the Czech Republic is being analyzed in order to provide an answer to the following question: is PepsiCo as strong in the Czech Republic as in the United States of America? In a first part, critical terms related to marketing and brand will be explained, to provide the readers with a deeper understanding related to these terms. The second part provides an analysis of PepsiCos position in the US...
Sagar, C.K.; Mishra, P.K.; Baranwal, P.K. [Central Mine Planning and Design Institute, Ranchi (India)
The energy sector will remain dependent on coal because of depletion of oil reserves. With deterioration of power grade coal, the emission of greenhouse gas is going to increase thereby stressing the need of using prepared low ash coal for protection of global environment. Further, recent stipulation of MOEF imposing restriction on use of high ash coal at distant power houses and those at sensitive localities and critically polluted areas have made the aspect of marketing of coal more challenging. This has necessitated a long-term strategy for improving the quality of coal in light of national environment policy. This is more relevant in the present scenario of open market, where we need to market our coal rather simply supplying r.o.m. coal to the linked users. Mahanadi Coalfields, Limited (MCL), the youngest subsidiary of Coal India Limited bestowed with a huge reserve of inferior grade and mainly linked to power sector, is taken as a sample case study. To fulfil the demand of coal with due regard to the national environmental policy, there is need of value addition as strategy of marketing for power coal of MCL. Value addition of coal can be achieved by two distinct different ways i.e. beneficiating high ash coal at pit head or blending high ash coal with low ash coal which is a less preferred option due to non-availability of low ash coal in MCL. 7 refs., 7 tabs.
Sri Setyo Iriani
Full Text Available Competition in the banking industry had rapidly gave freedom to our customers in determining the choice touse their services, so if the value received was not as expected, then the customers were easy to move to anotherbank, which was considered in accordance with their wishes. Thus, banks were implementing various strategies,both offensive and defensive oriented. Defensive strategy was oriented to maintain customers by buildingrelationships with customers so that customers will be loyal to the bank. This study aimed to examine the effectof customer relationship marketing strategy on customer loyalty of BNI and BCA in East Java. Total samplewas 210 clients, 105 clients each of BNI and BCA. Data was collected using interviews and questionnaires. Theresults showed that there was influence of customer relationship marketing strategy on customer loyalty of BNIand BCA, because each customer provided high ratings on all indicators of the bank’s CRM strategy in whichthey saved money. Trust was the most decisive for customers in a comprehensive evaluation of the closeness ofthe relationship with the bank. Furthermore, customers of both banks showed high behavioral loyalty to eachbank.
The aim of this thesis is to determine the marketing strategies used in the luxury industry differentiate luxury from premium and research the motivations values and beliefs of luxury consumers. Research was done on five main luxury activities: fashion and leather goods jewelry and watches and perfumes and cosmetics spirits and automobiles. The literature part has been structured in a way to present the evolution of the luxury industry and its development over the course of years. The section...
Eaton, Jonathan; Grossman, Gene M
The authors study the disclosure of information about product characteristics as part of firms' competitive strategy. A model of a differentiated products duopoly is constructed in which firms may choose whether or not t o reveal the attributes of their product to consumers with heterogeneous tastes. The authors analyze the implications of disclosure versus nondisclosure for firms' profits and consumer welfare, and identify the Nash equilibrium marketing st rategies corresponding to different...
Maxim, Maruf Rahman; Ashif, Abu Sadat Muhammad
This paper proposes a new model of measuring a latent variable, stock market manipulation. The model bears close resemblance with the literature on economic well-being. It interprets the manipulation of a stock as a latent variable, in the form of a multiple indicators and multiple causes (MIMIC) model. This approach exploits systematic relations between various indicators of manipulation and between manipulation and multiple causes, which allows it to identify the determinants of manipulatio...
Levaggi, Rosella; Orizio, Grazia; Domenighini, Serena; Bressanelli, Maura; Schulz, Peter J; Zani, Claudia; Caimi, Luigi; Gelatti, Umberto
Internet and e-commerce have profoundly changed society, the economy, and the world of health care. The web offers opportunities to improve health, but it may also represent a big health hazard since it is a basically unregulated market with very low consumer protection. In this paper we analyze marketing and pricing strategies of online pharmacies (OPs). Our analysis shows that OPs use strategies that would be more suitable for a commodity market than for drugs. These strategies differentiate according to variety (brand or generic), quality, quantity, and target group. OPs are well aware that the vacuum in the legislation allows them to reach a target of consumers that pharmacies cannot normally reach, such as those who would like to use the drug without consulting a physician (or, even worse, against the physician's advice). In this case, they usually charge a higher price, reassure the users by minimizing on the side effects, and induce them to bulk purchase through sensible price discounts. This analysis suggests that the selling of drugs via the Internet can turn into a "public health risk", as has been pointed out by the US Food and Drug Administration.
HCA Richmond Hospitals, a five-hospital system in Richmond, Va., is positioning itself as a winner in a highly competitive, healthcare-saturated market since overhauling is marketing strategy a little over a year ago. The marketing strategy enables individual hospital to target their own unique constituencies. "Understanding the intricate marketing dynamics of hospital systems is today of critical importance and equal complexity," said Tony Bejamin, principal of Oxygen Advertising Inc., New York, the agency that remodeled HCA Richmond Hospitals' marketing strategy.
The purpose of this thesis was to create new, more successful marketing strategy for case company Adventure Net through analyzing the current marketing strategy and market environment of the company. The tools included in the theoretical part were used to analyze the market environment and marketing strategy. The analyzing tools included were PESTEL (Political, Economic, Social, Technological, Ecologic, Legal) analysis, SWOT (Strengths, Weaknesses, Threats, Opportunities) analysis and com...
Butigan, Ružica; Grilec Kaurić, Alica; Ujević, Darko
The success of high fashion designers is not only in a specificity of the products but also in specific and very well executed marketing strategy. Emphasis is placed on the design of very specific marketing program and marketing strategies that must concider all the characteristics of the high fashion market. Therefore, a scientific research problem is defined as follows: although the market of high fashion at first glance does not imply a completely different marketing approach than other fa...
Marketing strategies and profitability analysis of restaurants in Sokoto metropolis, Nigeria. ... Abstract. The study examined the marketing strategies and profitability of restaurants in Sokoto metropolis. ... EMAIL FULL TEXT EMAIL FULL TEXT
The study was designed to identity the type of marketing strategies employed by book publishers in Nigeria, the criteria for the choice and application of marketing strategies, being used to reach each segment of the market. The survey research method was adopted for the study. Forty market managers and 60 sales ...
For about a decade, the electric utility industry has deemphasized the role of marketing and stressed instead management of natural resources and conservation. This has caused a lack of two-way commnication between customers and utilities, and has encouraged growing customer dissatisfaction, resentment, and disillusionment. Although these problems have been recognized for several years, it's only during the past 1 1/2 to 2 years that they have been looked into in depth. Now, under the auspices of the Edison Electric Institute, a two-pronged national marketing strategy for investor-owned utilities has been developed and adopted--one that will accommodate company situations that may be significantly dissimilar in character and regulatory climate.
Kingsley, B R
As health care markets mature and expand, strategies available in other industries become useful. This article examines how traditional push-pull strategies apply to health care. Marketers using a push strategy recognize that the sale of their services or goods is dependent upon the endorsement of a middleman and promote their product through the middleman. Those using a pull strategy market directly to the consumer. In this article, the author outlines the advantages and disadvantages of using each strategy.
Marketing scholars have only recently started to explore the strategic marketing challenges faced by firms in technology-intensity (TI) markets. Still, technology is at the core of many contemporary markets and TI markets are unique because of their knowledge-intensity and technological turbulence.
Todiras, A.; Nijkamp, P.; Rafijeras, S.
Product and process innovations are generally regarded as strategic competitive vehicles in industry. Identifying and conquering new market niches through focused marketing approaches - by emphasising new product qualities in mature markets - has become a very appropriate innovation strategy. This
Ivkov Danijela M.
Full Text Available This paper deals with the mutual relation and inter-dependence of the marketing and financial strategies of an enterprise. The special focus is on the significance of the marketing strategy for the business success of an enterprise. The paper begins with description of marketing application in the business practice of an enterprise. The point is also on certain segments of the marketing strategy. The central part of the paper is dedicated to the review of possible effects on the customer satisfaction with the financial strategy of the enterprise. Marketing provides the resources for achievement of the financial objectives. Marketing efficiency is measured, among other ways, by the market share and sales volume, but also by the degree of loyalty and customer satisfaction. Marketing efficiency indicators reflect the efficiency of financial operations. It is quite certain that marketing and financial strategy are strongly interdependent.
Full Text Available With the development of the electricity market, competition has been introduced in the generation side. It is the overall development trend of the electricity market reformulation to optimize the allocation of different resources through bidding. Therefore, it is significant to research the bidding strategies of the generation companies and the large consumers. This paper reviews the existing research methods of bidding strategy. According to the different market mechanisms, the market participators will choose different bidding strategies based on their own cases. We analyze the applicability of bidding strategies under the different conditions, and give suggestions on how to select bidding strategy for the different market participators under different conditions.
The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough ana...
This thesis was made to develop a Facebook marketing strategy for a mobile application start-up company Pint Please Ltd in order to improve their Facebook marketing in the United Kingdom. The aim of this thesis is to help the commissioner plan, implement, measure and improve their marketing activities in Facebook and support their marketing efforts in acquiring users for their craft beer application. The theory introduces marketing strategy development process and focuses on describing Facebo...
Ivkov Danijela M.
This paper deals with the mutual relation and inter-dependence of the marketing and financial strategies of an enterprise. The special focus is on the significance of the marketing strategy for the business success of an enterprise. The paper begins with description of marketing application in the business practice of an enterprise. The point is also on certain segments of the marketing strategy. The central part of the paper is dedicated to the review of possible effects on the customer sati...
Bryce, David J; Dyer, Jeffrey H
How can companies break into attractive markets, where incumbents erect many barriers to entry? To answer this question, the authors studied organizations that successfully entered the most profitable industries in the United States between 1990 and 2000. When they dissected the strategies that worked best, one common theme stood out: indirect assault. Smart newcomers don't duplicate existing business models, compete for crowded distribution channels, or go after mainstream customers right away. Instead, they attack the enemy at its weakest points; then gain competitive advantage; and later, if doing so meets their objectives, go after its strongholds. Recent battles in the soft drink industry--where brands, bottling and distribution capabilities, and shelf space are incumbents' main advantages--are a case in point. When Virgin Drinks entered the U.S. cola market in 1998, it advertised heavily and immediately tried to get into the retail outlets that stock the leading brands. Virgin has never garnered more than a 1% share of the market. Red Bull, by contrast, came on the scene in 1997 with a niche product: a carbonated energy drink. The company started by selling the drink at bars and nightclubs. After gaining a loyal following through these outlets, Red Bull elbowed its way into the corner store. In 2005 it enjoyed a 65% share of the $650 million energy drink market. Successful entrants use three basic approaches in their indirect attacks. They leverage their existing assets and resources, reconfigure their value chains, and create niches. These approaches may appear to be simple, but their magic lies in their combination. By mixing and matching them, Bryce and Dyer say, enterprises can defy half a century of economic logic and make money entering highly profitable industries. The authors use Skype, Costco, Skechers, and many other companies to illustrate their argument.
Shtal Tetiana V.
Full Text Available The article is aimed at substantiating the theoretical and practical aspects of formation of the international marketing strategy of company’s entry into the external market. The concept of «strategy of the company» was considered in detail on the basis of studying works of the well-known foreign and domestic scientists. The use of terms of «strategic marketing» and of «marketing strategy» in the researches of many domestic and foreign economists was analyzed. The most common marketing strategies of company’s entry into the external markets have been grouped and characterized. Based on the study of a number of statements by the leading Ukrainian scientists on international marketing, a definition of strategy of international marketing has been made. The algorithm of formation of the international marketing strategy of company at the external market has been developed. The stages of the process of forming the strategy of international marketing at the company’s entry into the external market have been generalized. The directions of assessment of the international marketing activity of company according to the efficiency of development of marketing strategies at the external market have been suggested.
The traditional marketing approach advocates the marketing mix principles and the quest for market share dominance through mass marketing techniques and a focus on new customer acquisition. This approach has guided managers for decades in planning in implementing their marketing strategies. But nowadays, traditional approach has been changed by customer retention. Customer retention, in the traditional marketing approach, is however seen as the 'end' rather than the means to delivering long-t...
Camargo, Maria Adriana de A. P.; Rocha, Thelma Valéria; Silva, Susana Costa e
Purpose – This paper aimed to analyze the influence of marketing strategies on the internationalization process of Brazilian franchises. The objective was to identify the marketing strategies used by Brazilian franchises during different stages of their internationalization processes and to analyze these strategies according to the Global Marketing Strategy (GMS). Design/methodology/approach – The paper adopted a qualitative research methodology based on three case studie...
Aldridge, Alicia; Forcht, Karen; Pierson, Joan
To cultivate an online market share, companies must design marketing strategies specifically for the Internet. This article examines the nature of business on the Internet, highlighting demographics, user control, accessibility, communication, authenticity, competition, and security and proposes a marketing strategy, including targeting and…
A sustainable marketing strategy for Dutch tourists to South Africa. ... The Dutch market is regarded as a priority market because of cultural and historical links, but it is also a market that has not been ... EMAIL FULL TEXT EMAIL FULL TEXT
Full Text Available Customers are the main key for persistence of a company. The company could arrange old customers and attract new customers, as marketing event. Marketing is one component in customer relationship management. Marketing today has become a trend in doing promotion, increase new customers to expand target market, and maintain old customer loyalty to increase the company sales’ point volume. Supported by appropriate information technology, marketing event could be changed as events that give benefit to the company. Marketing event with information technology, e-marketing, is done to increase company image. After being analysed, this e-marketing strategy will be implemented to rental company.
Marketing strategies are employed to ensure the success of new products, services or programs. Both profit and non-profit organizations have used social marketing strategies to inform, to motivate interest, and to engage the involvement of the consumer. A client-dependent health care system did not find it necessary to market services, but a health care system that encourages clients to choose the most appropriate health promotion service available must market services. Nurses are in the business of promoting the health of clients. Therefore, it is essential that nurses become familiar with, and involved in, the development of marketing plans and strategies. The connection between the four variables of the marketing mix (product, promotion, place, and price) and promoting the health of clients is described. A case example recapitulating the marketing strategies employed to raise public awareness of a self-help group for family caregivers is related, the marketing response is evaluated, and future recommendations are proposed.
Brown, Joann A.
Four marketing strategies are critical to the success of adult degree programs: integrating marketing, knowing your students (research), shaping programs and services for adults, and staying the course (retention).
The dissertation, coauthored by Annette Ptok addresses the overall topic of marketing strategy within three different essays. Marketing strategy is a complex bundle of decisions dealing with markets and customer segments to target as well as the communication and delivery of value to the customer always under the consideration of disposable budget investments. Nowadays, there are several challenges managers need to tackle with regard to marketing strategy (Bhasin 2016). The most important cha...
Full Text Available The objectives of this research are to: 1 compare the effect of premium earnings products of health insurances after the launching of national social health insurance (JKN-BPJS (Badan Penyelenggara Jaminan Sosial for health; 2 analyze the internal and external factors of private/commercial health insurance companies; 3 formulate a marketing strategyy for health insurance product after the operation of JKN-BPJS for health. It is a challenge for commercial health insurance to survive and thrive with the existence of JKN-BPJS for health which is compulsory to Indonesia’s citizens to be a member. The research begins by analyzing premium earnings of the commercial health insurance company one year before and after the implementation of JKN-BPJS for health, the intensive interviews and questionnaires to the chosen resource person (purposive samplings, the analysis on Internal Factor Evaluation (IFE, External Factor Evaluation (EFE, Matrix IE and SWOT are used in the research. Then it is continued by arranging a strategic priority using Analytical Hierarchy Process (AHP. The result from the research is there is totally no decreasing premium earnings for the commercial health insurance company although the growth trend shows a slight drop. The appropriate strategy for the health insurance company in the commercial sector is the differentiation where the implication is involving customer service quality improvement, product innovation, and technology and infrastructure development. Keywords: commercial health insurance company, Marketing Strategy, AHP Analysis, national social health insurance
Idris Gautama So
Full Text Available Pietro’s Gelato is a firm producing food and beverages, in particular ice cream. This paper aims to study the marketing strategy utilized by Pietro’s Gelato and analyses its business process, information needs and problems faced by Pietro’s Gelato’s marketing department. Analysis is conducted using Porter’s analysis method, SWOT and e-marketing seven steps analysis. Literature study is conducted by collecting materials from books and internet access which will be used to fulfill additional data needs. Survey is also conducted towards Pietro’s Gelato to obtain complete data. Implementation of e-marketing strategy in the firm to enlarge marketing coverage and also to solve marketing problems in Pietro’s Gelato. It can be concluded that from the analysis conducted and also the implementation, e-marketing strategy profits the company in terms of easier product marketing and understanding market needs.
McIlwain, T F; McCracken, M J
This paper reviews existing literature and defines essential dimensions of a hospital's marketing strategy for each of two business strategies; using the results of a national survey, this study confirms that hospitals make different marketing decisions based on the type of business strategy adopted by the hospital.
The marketing strategy, as core of the marketing policy, in the contemporary society and in the public institution, becomes a necessity not just a fashion. We undertake to reinforce this statement by arguments and to outline the specificity of the marketing strategy in the public institution of the modern society. Although public institutions are created and supported only if there is a large amount of social needs to be met during a certain period of time, the adoption of adequate marketing ...
Zhou Suyan; Chen Fei; Qiao Yahui; Zhang Wenzhe; Zhang Kaifeng; Yuan Kun; Dai Xuemei
With the development of the electricity market, competition has been introduced in the generation side. It is the overall development trend of the electricity market reformulation to optimize the allocation of different resources through bidding. Therefore, it is significant to research the bidding strategies of the generation companies and the large consumers. This paper reviews the existing research methods of bidding strategy. According to the different market mechanisms, the market partic...
Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L
Health practitioners often use the terms marketing and promotion interchangeably. Yet, promotion is just one element of an overall marketing strategy. To realize the greatest impact there must be a combination of all the marketing components, including product, price, place, and promotion. The purpose of this article is to clarify the role of promotion and describe key elements of developing a promotional strategy within the broader context of a social marketing initiative.
Дмитрий Георгиевич БЕЗУГЛЫЙ
Full Text Available The article is devoted to marketing in project management, as the scope of activities aimed at improving the quality characteristics of the project for its further effective market promotion in an increasingly competitive environment. Particular attention is paid to marketing strategies during the development and subsequent sale of the project to the investor. The problem of effective combination of marketing strategies and project management process is being solved.
Kaliberov Aleksandr G.
The article analyses main definitions of the “marketing” and “strategic marketing” notions. It identifies main characteristics of the marketing strategy. It conducts a comparative analysis of points of view of both domestic and foreign experts, works of whom are devoted to development of the marketing strategy of a company. The article contains theoretical views on formation of the marketing strategy of a company and key factors that have impact on this process. It focuses on the target desti...
Zlatko Sehanovic; Giorgio Cadum; Igor Sehanovic
Every tourist destination should make and implement a destination’s marketing and sales strategy. A very important part of destination’s sales and marketing strategy is the e-marketing and sales strategy. The cooperation of specialized regional development agencies, regional tourist board, local (city and county) tourist boards, hoteliers, tourist agencies, conservators, entertainment and cultural program developers, private accommodation owners and others involved in creation of destination’...
The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Marketing objective was to increase market share of Heineken and Amtel, (2) the com...
Zhang, Liwei; Zhang, Yanjun; Xu, Liying; Li, Daoliang
Based on full analysis of rural mobile communication market, in order to explore mobile operators in rural areas of information services for sustainable development model, this paper presents three different aspects, including rural mobile communications market demand, the rural market for mobile communications business model and development strategies for rural mobile communications market research business. It supplies some valuable references for operators to develop rural users rapidly, develop the rural market effectively and to get access to develop a broad space.
Cheung, Alan C. K.; Yuen, Timothy W. W.; Yuen, Celeste Y. M.; Cheng, Yin Cheong
Purpose: The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers. Design/methodology/approach:…
Nolan, C M; Conway, L G; Litteer, T B; Peterson-Sweeney, K; Richardson, K; Smith, S W; Stoler, P M
As competition within the health care field increases, marketing strategies are becoming more important for all members of the health care team, including nurse practitioners. The purpose of this research was to identify marketing strategies being used by nurse practitioners in New York state. A total of 285 practitioners responded to a survey containing questions related to marketing techniques traditionally used in the business world: service differentiation, market segmentation and practice promotion. A majority of respondents did not report using many of the marketing strategies contained in the survey, although most nurse practitioners did report identifying themselves as primary care providers in one-on-one interactions with clients. Significantly higher marketing scores were found for nurse practitioners who attended a workshop or seminar on marketing strategies, had three or more years of experience, or who practiced in private outpatient settings.
Full Text Available Primary objective of the company is to reach the business success. Competitors have the same objective. Only the companies that really meet the consumer's needs and demands survive in the competitive struggle. The company who succeeds in it, has the possibility to achieve the competitive advantage as well. The company has to have the adequate marketing strategy in order to fulfill the marketing objectives and achieve the competitive advantage. The marketing strategy should be flexible and properly implemented to fulfill the expected results. The best solution is developing the credible strategies. Researching of the strategic marketing literature, the authors have noted down that the greater attention is given to the formulation than the implementation of the marketing strategy. In this text, focus is on the research of the marketing strategy implementation as a significant factor of the competitive advantage. The traditional concept of the marketing strategy implementation is taken into consideration first, as well as the risks the enterprise is facing with in that case. Thereafter, the testing and developing of the credible marketing strategy is represented, as well as the problems the enterprise is facing with in the implementation. Finally, the executive skills and control are analyzed as important factors of the successful implementation of the marketing strategy. .
Jay B. Barney
Much of the current thinking about competitive strategy focuses on ways that firms can create imperfectly competitive product markets in order to obtain greater than normal economic performance. However, the economic performance of firms does not depend simply on whether or not its strategies create such markets, but also on the cost of implementing those strategies. Clearly, if the cost of strategy implementation is greater than returns obtained from creating an imperfectly competitive produ...
Yongjoo Baek; Sang Hoon Lee; Hawoong Jeong
Strategy evaluation schemes are a crucial factor in any agent-based market model, as they determine the agents' strategy preferences and consequently their behavioral pattern. This study investigates how the strategy evaluation schemes adopted by agents affect their performance in conjunction with the market circumstances. We observe the performance of three strategy evaluation schemes, the history-dependent wealth game, the trend-opposing minority game, and the trend-following majority game,...
Dr Anil Sardana; Dr PoojaTalwar; Shruti Gulati
In this ever-dynamic world, the only thing that is constant is change. Change when happens, applies to all; then why should marketing remain the same? Each year is a witness to various seasons, and each season requires separate marketing efforts to be carried out differently. Seasonal marketing thus helps to capitalise on the varied demand through varied marketing. Every season requires special efforts and hence leads to different sales.
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview, The Industry; 2. Market Environment and Prospects: Market Environment, Demand, Supply, Trade; 3. Corporate Strategies and Competition: Competitive Environment, Structure of Competition, Business Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview, The Industry; 2. Market Environment and Prospects: Market Environment, Demand and Supply, Prices, Trade; 3. Corporate Strategies and Competition: Competitive Environment, Structure of Competition, Business Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview The Industry; 2. Market Environment and Prospects: Market Overview, Supply, Demand, Prices, Trade; 3. Corporate Strategies and Competition: Competitive Environment, Leaders' Recent Performances, Corporate Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview, The Industry; 2. Market Environment and Prospects: Market Overview, Demand, Supply; 3. Corporate Strategies and Competition: Competitive Forces, Structure of Competition, Corporate Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
Lewison, Dale M.; Hawes, Jon M.
As colleges and universities adopt marketing orientations to an ever-increasing extent, the relative merits of mass marketing and target marketing must also be explored. Researchers identify buyer types as potential students focused on quality, value or economy. On the other axis, learner types are described as those who focus on career,…
Tilburg, van A.; Schalkwyk, van H.D.
Smallholders, especially in less developed countries, have encountered several challenges in gaining access to markets. Market access includes the ability to obtain necessary farm inputs and farm services, and the ability to deliver farm products to buyers. Market access was less of a problem in the
Knox, Alan B., Ed.
Illustrates concepts and techniques available from marketing and related fields that can enrich decision making about marketing by continuing education administrators. They are concepts concerning marketing by nonprofit organizations, promotional techniques, highlights from a handbook on the use of direct mail, and the use of decision trees. (CT)
Edinger, Joyce A.
Discusses the conditions necessary for the success of marketing programs within libraries and methods of implementing a formal marketing program. The four factors of the marketing mix (product, place, price, promotion) are considered and administrative decisions are explored within the framework of these four factors. (Author)
Cann, Cynthia W.; George, Marie A.
A conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn. Learning and marketing orientations are identified as components to marketing strategy making. Key organizational functions, including communication and decision-making, are utilized in a framework for…
Claudia Ioana CIOBANU
Full Text Available In the last two decades, relationship marketing has been a topic of interest for practitioners and researchers who analyze this area. During this period, the development of sustainable business relations represented a strategic priority. From this perspective, relationship marketing is a tool for managers who need to create new organizational structures. The implementing of relationship marketing activities is performed both inside and outside the organization. This article presents the evolution of the concept of relationship marketing in marketing theory and practice from the perspective of intensification of relations between clients and businesses and thus the requirements imposed by the new business environment.
Pashkus N.A; Pashkus V.
The article discusses the possibility of using active marketing strategies for promoting the results of university’s innovations. Benefits, that can be obtained by university through its strategy of breakthrough positioning explored
The goal of this bachelor thesis was to create a marketing strategy of a non-profit educational project aimed on Czech highschool students. The strategy is based on the concept of the project My Better Myself. As the main methods to achieve the goals were used the marketing strategy analysis tools such as market research, marketing mix or SWOT analysis, whose use in practice ultimately leads to achieving competitive advantage that is based on the uniqueness and simplicity of the idea of the p...
Full Text Available The marketing strategy, as core of the marketing policy, in the contemporary society and in the public institution, becomes a necessity not just a fashion. We undertake to reinforce this statement by arguments and to outline the specificity of the marketing strategy in the public institution of the modern society. Although public institutions are created and supported only if there is a large amount of social needs to be met during a certain period of time, the adoption of adequate marketing strategies and tactics is a must in order to achieve their efficiency.
Dailey, Lynn; Anderson, Murphy; Ingenito, Cristina; Duffy, David; Krimm, Paul; Thomson, Scott
The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance…
The diploma thesis is focused on marketing strategy plan of a private pharmacy using service blueprint as a marketing tool. At the beginning the thesis deals with characteristics of specifics and state regulations of pharmacy marketing. Then the thesis analyses Czech pharmacy market in particular with regard to the expansion of pharmacy chains and also puts emphasis on current pharmacy trends that influence management and marketing of private pharmacies. The main goal is firstly to describe t...
Krstić Ivan; Becić Sonja
Primary objective of the company is to reach the business success. Competitors have the same objective. Only the companies that really meet the consumer's needs and demands survive in the competitive struggle. The company who succeeds in it, has the possibility to achieve the competitive advantage as well. The company has to have the adequate marketing strategy in order to fulfill the marketing objectives and achieve the competitive advantage. The marketing strategy should be flexible and pro...
Boon Rawd Brewery is a beer company based in Thailand that has an exemplary image, both as a good employer and a well-managed company with a strong record of social responsibility. The most famous of the company’s products is Singha beer. To study the company’s marketing strategy, a case study analysis was conducted together with qualitative research methods. The study analyzed the marketing strategy of Boon Rawd Brewery before the liberalization of the liquor market in 2...
Chisholm, Andrew M
This comprehensive resource provides a complete introduction to global capital markets by explaining key instruments used in markets and their practical applications. An Introduction to Capital Marketsassumes no starting knowledge of the subject and begins with a general overview of the structure of the capital markets industry. Readers will quickly learn about swaps applications, options trading strategies, and much more. This introduction to financial markets offer valuable insights for anyone interested in the theory, practice, products, and applications within this field.
Hui-Chu Chen; Robert D. Green
Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently have higher mean scores. However, only distribution intensity, brand association and total brand equity were significantly higher than males. But men feel that their hypermarkets were higher priced than...
Algirdas Krivka; Romualdas Ginevičius
The abstract deals with the application of positioning strategies under the conditions of classical market structures. It is discovered that the assumptions of pure competition leave no space for M. Porter’s generic cost leadership and differentiation strategies to be applied. The enterprise’s actions, influencing five competitive forces and implementing generic strategies, are reasonable under the conditions of imperfect competition market structures. The game theory models, applied to oligo...
高谷, 和夫; Kazuo, Takaya; 人間社会学部社会情報学科
Most theories of marketing strategy had been studied and advocated in the industrial society. In this article, you can find the background of best-selling products based on the theory where the marketing strategy in the information society is totally different from the industrial society. Considering consumer needs and competitive advantage, attention, positioning and designing strategies have been found to be most effective in the information society.
Technology marketing is a total processing about identifying and meeting the technological needs of human society. Most technology results exist in intellectual properties like patents. In our research, we consider patent document as a technology. So patent data are analyzed by Principal Component Analysis (PCA) and Self Organizing Map (SOM) for STP(Segmentation, Targeting, and Positioning) strategy modeling. STP is a popular approach for developing marketing strategies. We use STP strategy m...
Griffith, M J; Baloff, N
The complex start-up effect on utilization of health care services is too often overlooked or underestimated by marketing planners, leading to a range of negative consequences for both the users of services and the provider organization. Start-up analysis allows accurate estimation of these utilization effects for coordinated strategic planning among marketing finance, and operations.
Baek, Yongjoo; Lee, Sang Hoon; Jeong, Hawoong
Strategy evaluation schemes are a crucial factor in any agent-based market model, as they determine the agents' strategy preferences and consequently their behavioral pattern. This study investigates how the strategy evaluation schemes adopted by agents affect their performance in conjunction with the market circumstances. We observe the performance of three strategy evaluation schemes, the history-dependent wealth game, the trend-opposing minority game, and the trend-following majority game, in a stock market where the price is exogenously determined. The price is either directly adopted from the real stock market indices or generated with a Markov chain of order ≤2 . Each scheme's success is quantified by average wealth accumulated by the traders equipped with the scheme. The wealth game, as it learns from the history, shows relatively good performance unless the market is highly unpredictable. The majority game is successful in a trendy market dominated by long periods of sustained price increase or decrease. On the other hand, the minority game is suitable for a market with persistent zigzag price patterns. We also discuss the consequence of implementing finite memory in the scoring processes of strategies. Our findings suggest under which market circumstances each evaluation scheme is appropriate for modeling the behavior of real market traders.
Full Text Available Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct interviews of selected respondents through purposive sampling. Furthermore, those data were analyzed using several statistical methods, such as normality tests, the validity and reliability, the classic assumption test, Pearson product moment, and multiple regression. The results shows that there are significant correlation between marketing based on experience (feel, act, and relate towards brand loyalty. The relationship between experiential marketing (feel and relate towards brand loyalty is low, while the experiential marketing relationship (act is quite strong.
Aléssio Bessa Sarquis
Full Text Available The tourism sector has an important economic and social role and marketing strategies can help improve the market performance of service organizations. Thus, the study analyzed the marketing strategies applied in the travel agency services sector in the state of Santa Catarina and, therefore, a quantitative, descriptive inconclusive and in the form of field survey (survey was applied with self-administered questionnaires available in the Google Docs platform for a sample of 109 emissive agencies of small and medium. Statistical analyzes were performed by means, frequency, stand-ard deviation and hypothesis testing as the measurement scales applied. The results show that the vast majority of the surveyed agencies use internal marketing strategies, external, interactive and relationship management with clients and midsize agencies use more often most measured marketing strategies.
Aléssio Bessa Sarquis
Full Text Available Internal marketing comprises the set of strategies to enable internally compliance of the organization's marketing promises. This study examines the use of internal marketing strategies in a higher education institution in the process of implementing a new educational model. This is one case study with qualitative and exploratory approach. The data collection techniques used were interviews and document analysis, interpreted through content analysis. The results show that the most commonly used strategies are: implementation of employee training programs; development of materials / guidance handouts; creating web blog; and the application of internal research. The testimonies indicate that the internal marketing strategies contributed to the implementation of new educational model, but there is dissatisfaction among managers with the internal marketing program of the institution.
Full Text Available Rapid developments and increasing competition in recent years have prevented companies from producing and selling only in domestic markets, but also causing their foreign resources and investments to be directed to foreign markets. In this case, once businesses decide to join a particular market, they have to decide which is the best way to penetrate there. Turkish multinational corporations, which have been spreading all over the world with their investments, have conquered world markets with their exports, initiatives and acquisitions, they have entered in foreign markets in various forms and have a significant share in world trade volume with their successful investments. From this point of view, this study examines the strategies by which Turkish multinationals enter foreign markets especially in Kosovo and the impact that those companies have had in the development of the Kosovo economy and the strategies by which Turkish multinationals enter foreign markets.
Charkiewicz, Kamil; Nowak, Robert
The main objective of the energy market existence is reduction of the total cost of production, transport and distribution of energy, and so the prices paid by terminal consumers. Energy market contains few markets that are varying on operational rules, the important segments: the Futures Contract Market and Next Day Market are analyzed in presented approach. The computer system was developed to simulate the Polish Energy Market. This system use the multi-agent approach, where each agent is the separate shared library with defined interface. The software was used to compare strategies for players in energy market, where the strategies uses auto-regression, k-nearest neighbours, neural network and mixed algorithm, to predict the next price.
Although tourism marketing has made great progress in recent years, researches on it are far from enough. Current re⁃searches on tourism marketing at home and abroad lack pertinence and mostly provide theoretical basis for tourism development within a wide range. The researches on tourism marketing of Penglai are few and far between. Based on previous studies and the status quo of tourism marketing strategy, the below statements tries to find out existing problems of Penglai’s tourism, put for⁃ward countermeasures and propose feasible marketing patterns suitable for its tourism development. It subsequently concludes that it can make contribution to the sustainable development of Penglai's tourism and provide other county-level tourism cities with reference for marketing tourism marketing strategies.
This study provides a report on marketing strategy adopted by the Coca-Cola Company. Included in the report are the various marketing and/or business issues and opportunities facing Coca-Cola Company, as wel as the characteristics of its current and potential customers. The report also provides a discussion of the various segmentation options available to Coca-Cola Company and then gives a recommendation of the most appropriate market segmentation that the company can focus in order to achieve profitable sales growth. An analysis of the company's strengths and weaknesses based on a proposed marketing mix for a positioning strategy is also given.
Nielsen, Sigge Winther
The present literature on political marketing strategy has provided important knowledge about how the material context of technologies, polls or competitors influences strategy formulation. However, less attention has been directed to the constraints facing a political organization from the social...... context related to habits, norms or social conventions. This article thus aims at bringing organizational new institutional theory into the field of political marketing strategy. Accordingly, it is investigated how political organizations when initiating marketing strategies act or react toward...... that decision makers will (1) scan information from their environment, (2) interpret this incoming information in available cognitive categories and (3), finally, select a strategy premised on their cognitive interpretations. On this ground, we build a novel typology that specifies which political marketing...
Social media has become a huge part of the people to people communication, which also reaches out to the business world. Social media can be a very effective marketing channel, especially in hospitality business, where the image marketing is one of the core objects. Nowadays people don’t follow the traditional way of marketing the same way as for example 10 years ago. With right actions in social media channels, the company can gain a lot of visibility, therefor it’s important to plan the ...
Wareham, T L
Not-for-profit healthcare organizations are experiencing a tightened credit market due to financial stresses on the healthcare industry such as declining payments, effects of the Balanced Budget Act of 1997, and the shift to outpatient care. In the future, healthcare organizations wanting to access the capital market will be expected to preserve cash as an "insurance policy," offer greater security and stricter covenants, and report financial information on a quarterly basis. To meet these requirements and navigate today's tighter credit market, healthcare financial managers will need to focus on the organization's most reliably profitable areas of business, link strategic and financial issues, and carefully monitor the balance sheet.
The thesis considers the entry strategy and development of the company McDonald's into international markets. The theoretical aspects of the entry strategy of the company into the international markets. Analyzes the key features of the development of McDonald's in Russia. Investigated the prospects of the company in international markets. In theoretic part there was regarded some important aspects of international strategic management, such as: strategic alternatives, elements and levels o...
Abstract Market efficiency is a highly debated topic within the academic research field of finance. Several studies have presented that the return on stocks may be predictable by employing the momentum investment strategy, which contradicts the Efficient Market Hypothesis in exchange market. There is extensive international evidence, on an academic level that the momentum investment strategy yields positive abnormal returns when short-term periods are considered. This paper examines the profi...
Quintana-Vidaurri, Adriana Guadalupe; Santana-Chávez, Luis Alejandro; González-Villalobos, Cynthia Guadalupe
to prove the impact of social marketing strategies in breast cancer detection, taking as a parameter the number of mammographies performed. quasi-experimental research, before and after. Sixty-nine physicians in charge of medical consultation and fourteen nurses were studied for a period of seven months, applying social marketing strategies. The total of mammographies were analyzed using Wilcoxon rank-sum test (p marketing proved to be an adequate strategy, which has an impact on the clinical practice of both physicians and nurses.
Consoli, Domenico; Musso, Fabio
The advent of Web 2.0 and its collaborative tools (forums, chat, blogs, wikis) simplified the interaction among various business subjects (company, customers, suppliers). A new model of Enterprise 2.0 communicates interactively with all stakeholders, cooperate with them, listen, create, share and capitalize knowledge. Web 2.0 enhances customer relationships and supports, fully, developments in the field of marketing: from advertisement to participation, from social networking to mobile comm...
Full Text Available The aim of this paper is to determine an appropriate framework of strategic performance of companies in the international market. A company that plans to enter into the international market has to prepare well, has to choose adequate strategy, should have thought-market performance and developed marketing program which follows the activity of company. The choice of the appropriate strategy for company's entry into foreign markets affects the long term stability of the market functions and determines the scope of operations abroad by which the company can successfully develop its own abilities as well as to incur risks and uncertainties. There is a constant change in the environment, and by being aware of the changes, we choose between different options the company is opting for when selecting the international market entry strategy. The company should through the country entry analysis and entry forms; examine options that have greater significance in terms of its strategic objectives at the international market. Selecting the right strategy is the key issue that the company which wants to enter into international market is facing with.
Oloomi-Buygi, M.; Nazarian, H.
Electricity markets around the world can be classified as pool-based electricity markets; pure bilateral contract markets; and hybrid markets. The bidding strategy has emerged as an important issue for producers in pool-based electricity markets. Power producers can use several approaches to develop bidding strategies that determine the optimal bid to maximize profit. The various approaches fall into 2 categories, notably forecasting market clearing prices, and estimating the behaviour of other competitors. This paper presented a simple and efficient approach for developing a bidding strategy in pay-as-bid electricity markets. It used the multiple step bid to estimate the optimal bid. One step was allocated to revenue earning while the other steps were allocated to information acquiring. Information acquiring steps obtain information from the market for estimating the optimal bid of the next day. The proposed method was used at a specified power generating unit operating in the Iranian electricity market. The study showed that the proposed bidding strategy can increase the total revenue of the unit by thirty nine per cent. 22 refs., 8 figs
Dian Tauriana; Rendy Manlin
Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct int...
Hutter, G M
A healthcare organization's financial well-being stems from sound strategic planning, which increasingly requires the merger of marketing intelligence and financial management expertise. As a participant in strategic planning, a hospital's chief financial officer (CFO) ensures that plans achieve organizational goals for growth and return on investment. CFOs can apply their analytical and measurement skills to help determine areas of strength and potential growth, then match those services to market segments.
Nowadays, with the big background of economic globalization, economic isolation became impossible, therefore,internationalization is necessary for development of enterprise. IKEA is a Swedish multinational group which wasfounded in 1943. Under the big background of economic globalization, IKEA sizes every opportunity to entryforeign markets And nowadays IKEA had already become the world wide largest furniture retailer since 2008.IKEA actually has already entered into Chinese market as early a...
Modern industrial society is undergoing a period of upheaval which is sparing no company. Today's greatest challenge to management is to get this transition under control. The process of change inevitably effects marketing policies and company employees. There are doubtlessly many viable marketing strategies available, but they are of little use if they cannot be applied in the market by qualified personnel. In this article the author gives suggestions for selling energy conserving technology in today's heat market using a systematic sales method.
Magali Costa Guimarães
Este estudo restringiu-se em tentar compreender a visão de marketing de serviços dos responsáveis por uma organização sem fins lucrativos. O objetivo centrou-se em conhecer se tais pessoas conhecem quem são, o que desejam e esperam seus clientes, como vêm utilizando os conceitos de marketing e como avaliam a qualidade dos serviços executados na organização à luz da teoria de marketing. O estudo traz algumas reflexões importantes sobre a utilização do marketing de valor para as organizações se...
Ranked among the 50 largest food service corporations in America, the Randolph-Sheppard Business Enterprise Program (BEP) represents a challenging and rewarding career opportunity for Americans who are legally blind. In recent years, however, the number of facilities and facility managers has declined. Multicultural consumers represent a major emerging growth market. The multicultural market is one of the most overlooked retail markets in the United States--and the one with the most buying power and growth potential. Multicultural marketing is among the least understood strategies available to facility managers, vocational rehabilitation counselors and BEP directors. Four major minority markets are discussed and marketing strategies are offered to help BEPs target and serve these unique consumers.
Bird, L. A. [National Renewable Energy Lab. (NREL), Golden, CO (United States); Brown, E. S. [National Renewable Energy Lab. (NREL), Golden, CO (United States)
This paper explores whether partnerships between utilities and independent marketers are an effective strategy for marketing green power. We present case studies of voluntary and mandatory partnerships covering green power program design and implementation in both regulated and restructured electricity markets. We also include perspectives (based on interviews) from utilities, marketers, and regulators involved in developing and implementing these partnerships. From these case studies and interviews, we describe lessons learned about developing effective partnerships, including such issues as respective roles in marketing and administration, product branding, and contract and incentive structures. Based on experience to date, strategic partnerships between utilities and marketers can be an effective approach to marketing green power. Partnerships leverage the sales and resource procurement experience of marketers and the utility’s reputation and access to customers. Further, partnerships can create greater incentives for success because marketers have a vested financial interest in maximizing customer participation and green power sales.
Bird, L. A.; Brown, E. S.
This paper explores whether partnerships between utilities and independent marketers are an effective strategy for marketing green power. We present case studies of voluntary and mandatory partnerships covering green power program design and implementation in both regulated and restructured electricity markets. We also include perspectives (based on interviews) from utilities, marketers, and regulators involved in developing and implementing these partnerships. From these case studies and interviews, we describe lessons learned about developing effective partnerships, including such issues as respective roles in marketing and administration, product branding, and contract and incentive structures. Based on experience to date, strategic partnerships between utilities and marketers can be an effective approach to marketing green power. Partnerships leverage the sales and resource procurement experience of marketers and the utility?s reputation and access to customers. Further, partnerships can create greater incentives for success because marketers have a vested financial interest in maximizing customer participation and green power sales.
Johnson, Donald A.; Boehlje, Michael
This study of the farm firm integrates long run investment and financial decisions, and short-run production and marketing decisions into a single decision framework that includes both time and risk. The results suggest that the use of various strategies for managing market risks allow the entrepreneur to accept mores risk in investing and producing; and that an integrated analysis of production, marketing and investment-financing alternatives is essential to make accurate recommendations abo...
The purpose of the study was to get a deeper knowledge of content marketing concepts, its techniques, benefits, challenges and trends, and to create an online content marketing strategy and give clear guidelines to the case company on how to lead customers through the buying cycle. The data for this study were gathered from the various sources, particularly articles and books. The information concerned core concepts of content marketing, consumer behaviour, Internet channels, customer att...
Marketing, electronic data interchange, internet data center, electric ordering system Abstract：Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments. Information technology is the acquisition, processing, storage and dissemination of vocal, pictorial, textual and numerical information by a microelectronics-based combination of computing and telecommunications.
As the market landscape keeps evolving with a blistering pace and traditional marketing approaches are no longer effective in delivering competitive advantage there is a need for new marketing strategies to be implemented. The concept of brand communities has been attracting increasing attention as it provides a platform upon which various kinds of strong relationships centered around a brand can be established, providing a multitude of positive outcomes for brands. The purpose of this study ...
Marketing Strategy: A Tool for Library and Information Services Delivery by ... delivery by academic libraries using the various technology driven facilities. ... Data were gathered using questionnaire and the findings revealed that face to face ...
Despite this fact, a lot of challenges such as changes in educational programs, impact of inf ... While the major strategies for effective marketing of LIS are: good ... publicity through advertisements and announcements, and through website.
Full Text Available In today’s dynamically changing environment marketing has a significant role. Creating successful marketing strategies requires large amount of high quality information of various kinds and data types. A powerful database management system is a necessary condition for marketing strategies creation support. The paper briefly describes the field of marketing strategies and specifies the features that should be provided by database systems in connection with these strategies support. Major commercial (Oracle, DB2, MS SQL, Sybase and open-source (PostgreSQL, MySQL, Firebird databases are than examined from the point of view of accordance with these characteristics and their comparison in made. The results are useful for making the decision before acquisition of a database system during information system’s hardware architecture specification.
Marketing strategy and product performance: a study of selected firms in Nigeria. ... Ethiopian Journal of Environmental Studies and Management ... This paper therefore recommends that business organisations should accord necessary ...
Mols, Niels Peter; Sloth, Jacob Lerche; Thrane, Claus
Abstract Purpose of the paper and literature addressed: The purpose of this paper is to identify buyer motives for supporting internal competitors and to suggest relevant marketing strategy elements for external suppliers confronting these internal competitors. Research method: With basis...... in a literature review we identify different buyer motives for choosing to combine external suppliers with internal production, i.e., an internal competitor. For each buyer motive, possible marketing strategies are identified and briefly discussed. Research findings: The paper describes different buyer motives...... relevant buyer motives, the existence of different buyer motives suggests that these buyers should be targeted with different marketing strategies. For each buyer motive, possible marketing strategies are suggested and briefly discussed. Thus, for each buyer motive it is briefly discussed (1) how...
Douglas, S.P.; Craig, S.; Nijssen, E.J.
Brands play a critical role in establishing a firm’s visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm’s overall international marketing strategy, because it provides a structure to leverage strong brands into other
Kamp, L.M.; Ortt, J.R.; Harahap, B.
Companies that bring a new product to the market or enter a new market with an existing product, come across a number of barriers that prevent large?scale diffusion. In order to circumvent or remove these barriers, they can adopt alternative strategies. This paper looks into these barriers and
D.E. Allen (David); M.J. McAleer (Michael); R.J. Powell (Robert); A.K. Singh (Abhay)
markdownabstract__Abstract__ is paper features an analysis of the effectiveness of a range of portfolio diversification strategies as applied to a set of daily arithmetically compounded returns on a set of ten market indices representing the major European markets for a nine year period from the
AbdolRahman Maleki Afzal
Full Text Available The purpose of this research is to review the relationship between effectiveness of marketing strategies performance Marketing Bank branches in the city of Sanandaj. This research in terms of purpose is applied; and also in terms of method is descriptive correlational research and in term of duration is a single period. The statistical population contains staff at the branch of the bank of Sanandaj city. To choose the statistical sample by using classical random sampling and according to the statistical formula, a sample of 302 people is selected from among the statistical population. According to research methodology and the type of the underlying data in this study, questionnaire of standard marketing strategies and researcher marketing performance are used as the main tool to measure and data collection. In order to do the statistical analysis, SPSS statistical analysis software is used. The findings show that there is a significant positive relationship between the effectiveness of marketing strategies and Performance Marketing Banks city of Sanandaj. Also, the results show that between all of the components of the effectiveness of marketing strategies and Performance Marketing (customer-philosophy (0.611, Integrated Marketing Effort (0.562, Marketing Information (0.361, Strategic orientation (0.573, Orientation Efficiency (0.678 there is a significant relationship.
Full Text Available The world automotive industry has about 30% of excessive capacity. Regardless of that, the new plants are being constantly built. The countries of the East Europe, China and India are selected as suitable areas by almost all world leading car manufactures to build their additional plants in order to make profits. An open world market is subject to an uncompromising striving for each customer. Our manufacturers have to meet the same requirements if want to offer their products in the world market. Finding out of foreign strategic partners is the fastest way to recover a domestic automotive industry and to increase an employment rate.
Yepes, Luis Augusto
Coming years will not be easy for the world oil market. Colombia knows this and is preparing to face a surplus of light crude when large volumes of Cusiana production are available for export, particularly in 1998 and 1999. Ecopetrol considers this out look will give rise to a very competitive setting for Cusiana crude. It advises committing this crude as of now with an important refining group for whom petroleum is essential for their refinery diet. On the foreign scene, Ecopetrol's commercial policy is to sell petroleum by-products, as well as import shortfalls in motor fuel. Domestic policy is directed at making the natural gas market a reality
The Biogas and Landfill Gas Marketing Strategy Group was set up with the objective to advise EU-DG 17 (THERMIE/OPET) on the dissemination strategies for biogas and landfill gas (LFG), a subsector of the Renewable Energy Sector (RES). The Marketing Strategy Group has identified market barriers and users' needs in the biogas and LFG subsector. Subsequently, the group evaluated successful instruments/methods to overcome these market barriers and to satisfy the users' needs. The group investigated the feasibility of transposing these instruments/success stories to other countries. The work of the Marketing Strategy Group resulted in proposals for future dissemination of biogas and LFG technology. After a short introduction into LFG technology and the LFG market, this document describes barriers to landfill gas technology dissemination and gives some examples about how to overcome them. This results in recommendations on a strategy for dissemination of LFG technology and expanding LFG markets. The document is mainly based on experience gained in the United Kingdom, Italy and the Netherlands
Adesoga Dada Adefulu
Full Text Available The paper examined promotional strategy impacts on market share and profitability in Coca-Cola and 7up companies in Lagos State, Nigeria. Survey research method was adopted. The study population was the staff in marketing positions in the selected companies. Questionnaire was administered on the samples from Coca-Cola and 7UP companies. The statistical tool employed was the univariate analysis of variance (ANOVA to determine the statistical significance and the extent to which promotional strategy brings about variation in market share and profitability in the selected companies The study revealed the need for a better understanding of the organizational factors that determine the commitment of organizational resources to drive the achievement of marketing goals. In addition, promotional strategy measured by advertising, publicity and sales promotion affected market share and profitability at different percentage rates while Personal selling did not .The study concluded that promotional strategy suitable to a business caused variations in market share and profitability. Managers concerned about maintaining competitive edge in the market may find it appropriate to begin by examining promotional strategy adoption. Suggestions are also made for further research and study limitations are denoted. Researchers are encouraged to devote efforts to identifying what variables may modify the nature of relationship?
Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate ...
S. Masteika; A.V. Rutkauskas; A. Tamosaitis
The paper investigates downtrend algorithm and trading strategy based on chart pattern recognition and technical analysis in futures market. The proposed chart formation is a pattern with the lowest low in the middle and one higher low on each side. The contribution of this paper lies in the reinforcement of statements about the profitability of momentum trend trading strategies. Practical benefit of the research is a trading algorithm in falling markets and back-test ana...
Johannes M. Lehner
Full Text Available While asset markets are traditionally left to economic inquiry, the paper shows that there is both a legal possibility and an incentive for organizing within such markets and for exercising market share-based strategic maneuvering. It proposes, based on sensemaking theory, Implicit Organizations in asset markets to exploit equivocality for momentum trading strategies. An Implicit Organization fulfills the criteria of an organization, while maintaining the image of a perfect market. Its members coordinate via market signals and fixed investment time windows to ensure positive returns to strategic maneuvering in asset markets. In support of hypotheses derived from sensemaking theory, results of empirical studies from two different investment contexts (Xetra and NYSE provide evidence that equivocal analysts’ recommendations predict investment returns after a fixed time period.
Full Text Available Results of conjoint analysis showed quality attributes preferred by the entrepreneurs. They were Arabica and Robusta (50:50 mixed variety, mixing of 70:30 coffee, chicory ratio, keeping quality up to 6 months, medium level of taste/aroma, filter size of the powder and roasting time of 15 minutes/ 10 kg of seeds. About 83.00 per cent of entrepreneurs produced coffee powder as a final form of coffee product, nearly two-third (63.00 % of the entrepreneurs did not have any brand name or logo, cent per cent of them reported manual packing only. Major criteria to fix different price rate of coffee product were International daily market price (90.00 %, factors affecting the price policy were market price fluctuation (93.33 %, season (90.00 % and Cent per cent of them had adopted coffee price forecasting broadcasted by various media. Selection of the location depends on nearby town and coffee potential area, techniques to overcome the competitor were better pricing and supply of quality coffee product, attraction of customers depends on personal contact, attractive display boards, quality, taste, aroma and flavor. Promotional activities carried out by the entrepreneurs were developing the customer base (83.33 % and working towards building customer loyalty (76.67%. Relationships followed among stakeholders were good partnership, price and profit sharing, commission basis, service and quality, supply-service and demand. Further, market demand reported by entrepreneurs were: the demand for coffee beans peaked during July to November, coffee powder were more demand in three seasons namely rainy season (June-September, winter season (December- January and summer holidays (April-May. Feedback mechanism reported by coffee entrepreneurs were: quality analysis report received from the export organization, physical analysis, cup test, personal contact through phone, e-mail and also personal letters.
Verhallen, Theo M.M.; Frambach, Ruud T.; Prabhu, Jaideep
Segmentation of industrial markets is typically based on observable characteristics of firms such as their location and size. However, such variables have been found to be poor predictors of industrial buying behavior. To improve the effectiveness and power of existing approaches to industrial
Nebojša Maksimović; Radenko Matić; Svetlana Mihić
The paper outlines the preparation of sponsorship offer in sport. Analitically, each phase in preparation for sponsorship offer has been analised step by step as well as all necessary actions that marketing team undertakes during the realisation and when the sponsorship program is finished.
Everett, James E.; Armstrong, Robert W.
A University of Western Australia market segmentation study for the masters program in business administration examined the relationship between Graduate Management Admission Test scores, work experience, faculty of undergraduate degree, gender, and academic success in the program. Implications of the results for establishing admission criteria…
Moenaert, R.K.; Robben, H.S.J.; Gouw, de P.
Traditional textbooks on (strategic) marketing limit themselves to a theoretical expose on how to operate an organisation in an imaginary competition. This publication provides a way of thinking and a method with which organisations truly can enhance their competitive strength, and make it
Moenaert, R.K.; Robben, H.S.J.; Gouw, de M.
Marketing als duurzame business. Hét basiswerk over het plannen en implementeren van marketingactiviteiten om het concurrentievermogen van een organisatie te optimaliseren. Een science-based en praktische synthese van ideeën en modellen die een duurzaam onderscheid in de markt daadwerkelijk mogelijk
Chinese clothing industry has stepped into a new era when the fierce competition,the internationalization and the pluralism coexist.If the clothing enterprises want to catch the market opportunities,and stand out in the clothing industry,they should chang
M.C.W. Janssen (Maarten); R. van der Noll
textabstractWe analyze the incentives for incumbent bricks-and-mortar firms and new entrants to start an online retail channel in a differentiated goods market. To this end we set up a two-stage model where firms first decide whether or not to build the infrastructure necessary to start an online
It is critical to the successful commercialization of the irradiated food process to secure either a full-time marketing person or a consulting organization to aid food industries in the successful world-wide commercialization of new irradiated food products. Expert advice/guidance is needed to help attain the goals on commercialization of this new product
Rao, S K
Brand teams charged with the commercialization of pharmaceutical products in the pipeline operate in an uncertain environment. Market, customer and competitive interrelationships undergo changes, often in ways that are unpredictable with conventional research practices. This article describes a framework whereby such uncertainty can be managed more effectively in the context of ongoing business needs.
Full Text Available The paper outlines the preparation of sponsorship offer in sport. Analitically, each phase in preparation for sponsorship offer has been analised step by step as well as all necessary actions that marketing team undertakes during the realisation and when the sponsorship program is finished.
Clauss, Barbara A.
Family and consumer sciences teachers agree-- word-of-mouth is a great way to market the programs, as peers are very influential in students' selection of electives in family and consumer sciences (FACS) education. However, teachers do not rely solely on their students to influence enrollments in their programs. In this article, the author…
Full Text Available The abstract deals with the application of positioning strategies under the conditions of classical market structures. It is discovered that the assumptions of pure competition leave no space for M. Porter’s generic cost leadership and differentiation strategies to be applied. The enterprise’s actions, influencing five competitive forces and implementing generic strategies, are reasonable under the conditions of imperfect competition market structures. The game theory models, applied to oligopoly, indicate the close interaction of enterprises and interdependence of their strategic decisions: cost reduction and differentiation strategies not only increase the profit of the enterprise, implementing the strategy, but by affecting market price and residual demand decrease the competitor’s profit.Article in Lithuanian
Rodgers, Michelle; Zimar, Heather
The "SEM Anthology" is a compilation of articles by more than 30 enrollment management professionals from a variety of institutions across the country. This collection, which has appeared in SEM Monthly over the past year, chronicles Strategic Enrollment Management efforts at campuses nationwide. The book illustrates the successes and challenges…
This thesis research is going to analyze the marketing strategy Samsung has used for some of its smartphone devices in the Smartphone market. The thesis will look into products introduced within the last two years. This approach seems reasonable due to the rapid change of technology in high tech market and continuous introduction of new innovative products within a short period of time. The research will start by understanding the mission and goals of the company. Then it will continue in exp...
Mr.Sc. Ejup Fejza
Full Text Available Marketing is a fundamental or core function of the business which more than any other business function deals with customers and their satisfaction. Creation and implementation of a successful marketing strategy in business is very crucial, especially when we deal with a business such is bread manufacturing. Thus, the purpose of the research was to analyze the development of marketing as an organizational function of bread manufacturers companies in Kosovo, to analyze their marketing strategies and to provide clear recommendations for companies that do not use marketing strategies. During the research I have find that bread producers do not even have established a marketing department and/or do not have employed a marketing or sales person. Only few companies, three out of fifteen, intend to establish marketing department in the future, which is a sign that bread producers still do not see marketing as core function in their activities. They do think more on production than on sales and marketing. None of the companies have promotional activities regularly and only two of them exhibits regularly on the trade fairs in Kosovo and only one company exhibited abroad. There should be continuous insistence of manufacturing companies to advance marketing department, creating a special unit of market research and behavior with consumer. The data for research were collected through questionnaire in fifteen bread manufacturing companies. Methods used for research have been descriptive, comparative, analysis, and synthesis. The research instrument was a questionnaire, the technique has been direct communication and research was conducted between months June up to September 2009.
This paper briefly describes the significant milestones in the evolution of the oil markets, with emphasis on the reasons for the changing structures of the markets, and the roles of different types of participant. After explaining the current structure of the oil markets - futures - forwards - options and derivatives the paper then explains some basic strategies. Finally some of the favourite strategies of refiners, producers and end users will be explored. Some cautionary comments on deal tracking, control systems and other associated risk management requirements will round off this paper. (author)
It is mainly due to innovation which creates new possibilities that progress and development becomes achievable. Organic textiles are one such remarkable concept worthy of being classified as a novelty trend not only from the marketing perspective but also from the perspective of novelty in the sustainable natural resources management. It can be theorized that the added value of health benefits from utilization of the organic concept in the economy is something that should be highly desirable...
In January 1992, the Commission of the European Economic Community issued a proposal for accelerating the process of building up a single market for natural gas. After the first step, already taken, to introduce price transparency, the Commission is willing to introduce progressively Third Party Access (T.P.A.) and the freedom of establishment in all segments of the natural gas industry: L.N.G. terminals, storage facilities, transmission lines and public distribution. 1 tab
Full Text Available Starting from the theoretical concepts that define the maintenance strategies for the international market, this paper presents the results of a quantitative research survey conducted among Romanian consumers of wine. What is aimed at is to know their attitudes and opinions referring to wine imports in order to identify a strategy for the entrance on the Romanian market of the French wine producer Louis Latour, which is imposed by the need to maintain sales in the context of demand shrinking on the home market. The conclusion of the quantitative research conducted on a sample of 402 people from all country regions reveals the opportunity of entering the Romanian market by using indirect export as a way of entering the market.
José Luis Ruizalba Robledo
Full Text Available Purpose: Theoretical analysis of the phenomenon of gamification and its possible application as a tool for internal marketing, in order to increase job satisfaction and commitment through engagement.Design/methodology/approach: Firstly, review of the literature on gamification and its background within game social reality. Secondly, presentation of several business cases where gamification has been applied.Findings: Focusing the subject of gamification within the field of internal marketing. In addition, a theoretical model of gamification as a tool to improve some consequences on employees’ behavior, such as job satisfaction and commitment through engagement, is proposed,. Various specific hypotheses for future research are proposed based on this model..Practical implications: Because of the situation of research on internal marketing and gamification, practical implications cannot be deduced in the short term, although they may arise as long as there is empirical evidence of its usefulness.Social implications: Currently there is no empirical evidence to infer social implications.Originality/value: Gamification is a very recent phenomenon that has been scarcely studied.
N. K. Shemetova
Full Text Available The paper deals with the main trends of higher school management strategy formation. The author specifies the educational changes in the modern information society determining the strategy options. For each professional training level the author denotes the set of strategic factors affecting the educational service consumers and, therefore, the effectiveness of the higher school marketing. The given factors are classified from the stand-points of the providers and consumers of educational service (enrollees, students, graduates and postgraduates. The research methods include the statistic analysis and general methods of scientific analysis, synthesis, induction, deduction, comparison, and classification. The author is convinced that the university management should develop the necessary prerequisites for raising the graduates’ competitiveness in the labor market, and stimulate the active marketing policies of the relating subdivisions and departments. In author’s opinion, the above classification of marketing strategy factors can be used as the system of values for educational service providers.
The liberalization of the European energy markets leads to the diversification of supplies. Hence, we analyse the natural gas importation problem in a power producer point of view. Upstream and downstream natural gas markets are concentrated. In this oligopoly context, our topic is to focus on strategies which modify natural gas sourcing price. This by studying the surplus sharing on the natural gas chain. A European firm can bundle gas and electricity outputs to increase its market share. Therefore, a bundling strategy of a power producer in competition with a natural gas reseller on the final European energy market increases upstream natural gas price. Bundling also acts as a raising rival cost strategy and reduces the rivals' profit. Profits opportunities incite natural gas producers to enter the final market. Vertical integration between a natural gas producer and a European gas reseller is a way, for producers, to catch end consumer surplus. Vertical integration results in the foreclosure of the power producer on the upstream natural gas market. To be active on the natural gas market, the power producer could supply bundles. But, this strategy reallocates the rent. The integrated firm on natural gas gets the rent of electricity market in expenses of the power producer. Then, a solution for the power producer is to supply gas and electricity as complements. Then, we consider a case where vertical integration is not allowed. Input price discrimination by a monopolist leads to a lower natural gas price for the actor which diversifies its supplying sources. Furthermore, a bundling strategy increases the gap between the price proposed to the firm which also diversify its output and the firm which is fully dependent from the producer to supply natural gas on final market. (author)
O. M. Tolmachev
Full Text Available The subject / topic. The relevance of the article is that today tourism is a massive social and economic phenomenon of global scale, as is known, any vacation begins with advertising. Therefore, for the progressive development of tourism companies need to develop an eff ective strategy and tactics of advertising projects. Potential consumers have become more discerning and prudent, so a consultant position with the fl ood of information does not work. Works expert position, when the product is as if created for the client, that is, the product exists only in synchronism with the buyer. In view of this increased competition between operators of tourist services, and certain segments of the market saturation of a significant amount of travel products with a similar orientation, a unique role for the positioning on the basis of marketing strategy as a process for creating a unique tourism product in the market.The purpose / goal. The aim of the article is to study the features of the marketing strategies of advertising processes in the market of travel agencies and find directions of their improvement in current economic conditions.Article Objectives: To investigate the nature and content of the concept of "marketing strategy of advertising processes"; systematize criteria for the classification of the Company's strategy in the market of tourist services; analyze the features of advertising projects and identify promising directions for improving the marketing strategies.Methodology. The methodological basis of this article are comparative analysis methods.Results. The essence and content of the concept of "marketing strategy of advertising processes." The features of the market of tourist services, allocated target audiences, identifies key factors and trends in the development of this market.The new system is a product of values, square S. Kovalev, who identified four existing mentality of the person. When advertising article or video include
Newton da Costa, Jr.; Marcus Lima; Edgar Lanzer; Ana Lopes
This paper presents a multi-period investment strategy using Data Envelopment Analysis (DEA) in the Brazilian stock market. Results show that the returns based on the DEA strategy were superior to the returns of a Brazilian stock index in most of the 22 quarters analyzed, presenting a significant Jensen's alpha.
Sinioris, M E
A special challenge has been presented to academic medical practices by the new healthcare environment. While increased competition for patients and resources affects all medical groups, it is the academic practices who are responsible for training the physicians of tomorrow. Not only must they sharpen their students' awareness of the new environment and teach them to incorporate effective management strategies into their practices, but they must set an example in effective management as well. The basic concepts of competitive marketing strategy, along with helpful exhibits, are presented here, and strategies for effectively maximizing position are discussed from the viewpoints of product mix, process market, and financing.
Full Text Available The study explores the use of the marketing strategy concept, guided by the idea of the original definition of strategy. This definition limits the number of organizational levels where the concept might apply. This restriction affects the application area of the label “strategic” in the marketing function. The study is based on logical reasoning associated with the original content of strategy and with the state of facts in the real world of business. The reasoning used in the study is similar to the reduction at absurdum approach, used in mathematics.
The goal of this thesis is to get a marketing strategy for proposed tourist business through the field-work marketing research. The purpose of this marketing research was to investigate the attitudes of Russian tourists in Saint Pe-tersburg towards Finland as a destination. The research examines the respondents’ own evaluation of the Finnish tourism possibilities, as well as the expert evaluation (made by the professionals of tourist agencies in Saint Petersburg) of the Finnish tourist ma...
Bistra Vassileva; Miroslav Nikolov
The main purpose of the paper is to analyse the international market entry strategies in the light of globalisation processes and to propose a conceptual model of turnkey projects as market entry mode. The specific research objectives are as follows: 1. to develop an integrated framework of the turnkey marketing process as a conceptual model; 2. to analyse BRICS countries as potential host countries for turnkey projects implementation; 3. to assess potential implications of proposed concep...
Qishen Zhou; Mingxing Yang
This study aims to investigate the Chinese goods market structure and related integrated marketing strategy. In recent years, it is becoming more and more popular for Chinese consumers to go on luxury consuming in a variety of large cities in China, showing the increasing demand of luxury for Chinese people possessed relatively high fortune. Further, dozens of international famous luxury brands are pouring into the Chinese market such as LVMH and Gucci, recognizing the huge consumption demand...
Within the business realm, marketing is a key factor which determines the success of distribution. Therefore, strategy and innovation are a necessity. Marketing activity would ensure whether a certain product is delivered to the costumers. In order to achieve the desired goals of marketing, it is important to manufacturers to follow a set of marketing processes, which comprise market overview, marketing strategy, marketing mix, and evaluation. Marketing mix is a set of strategies consist of p...
Pfaffenberger, W.; Jahn, K.
Renewable energies are understood to comprise all forms of energy whose use and applications do not draw on the Earth's fossil energy reserves and only cause a minor degree of environmental pollution (where this is entailed in the conversion technique employed). That this energy option will continue to develop and find increasing use over the long term is an absolute certainty. The profitability problems of many renewable energy options call for political support in the form of funds for promoting their market introduction and diffusion. The paper addresses the question which promotion instruments are suitable for this purpose and what problems each of them entails [de
Janssen, Maarten; Noll, R.
textabstractWe analyze the incentives for incumbent bricks-and-mortar firms and new entrants to start an online retail channel in a differentiated goods market. To this end we set up a two-stage model where firms first decide whether or not to build the infrastructure necessary to start an online retail channel and then compete in prices using the channels they have opened up. Consumers trade-off the convenience of online shopping and the ease to compare prices, with online uncertainties. Wit...
Banerjee, Sumitro; Soberman, David A.
Our objective is to understand how a firm’s product development capability (PDC) affects the launch strategy for a durable product that is sequentially improved over time in a market where consumers have heterogeneous valuations for quality. We show that the launch strategy of firms is affected by the degree to which consumers think ahead. However, only the strategy of firms with high PDC is affected by the observability of quality. When consumers are myopic and quality is observable, both hi...
This Insight conference was held to review the legal aspects of marketing strategies within the natural gas industry in light of the current trend of mergers and alliance activity within the energy industry. The deregulation of the natural gas industry, the resulting competitive marketplace, and the changes in marketing strategies resulting from these developments were the principal themes. The changing roles of decision makers, management and consultants within the industry were scrutinized
Boroumand, Raphael Homayoun; Goutte, Stephane; Porcher, Simon; Porcher, Thomas
As market intermediaries, electricity retailers buy electricity from the wholesale market or self-generate for re(sale) on the retail market. Electricity retailers are uncertain about how much electricity their residential customers will use at any time of the day until they actually turn switches on. While demand uncertainty is a common feature of all commodity markets, retailers generally rely on storage to manage demand uncertainty. On electricity markets, retailers are exposed to joint quantity and price risk on an hourly basis given the physical singularity of electricity as a commodity. In the literature on electricity markets, few articles deals on intra-day hedging portfolios to manage joint price and quantity risk whereas electricity markets are hourly markets. The contributions of the article are twofold. First, we define through a VaR and CVaR model optimal portfolios for specific hours (3 a.m., 6 a.m.,...,12 p.m.) based on electricity market data from 2001 to 2011 for the French market. We prove that the optimal hedging strategy differs depending on the cluster hour. Secondly, we demonstrate the significantly superior efficiency of intra-day hedging portfolios over daily (therefore weekly and yearly) portfolios. Over a decade (2001-2011), our results clearly show that the losses of an optimal daily portfolio are at least nine times higher than the losses of optimal intra-day portfolios. (authors)
Ashwin ARAVINDAKSHAN; Roland T. RUST; Katherine N. LEMON; Valerie A. ZEITHAML
The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable.Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm's customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies. Hence, it is important to evaluate a firm's marketing strategies in terms of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm's customer equity relative to the incremental expenditure necessary to produce the change.
Norton, R.L.; Sakaida, R.R.; Yamada, M.M.
This informational document provides basic and current descriptions of gasoline marketing operations and methods that are available to control hydrocarbon emissions from these operations. The three types of facilities that are described are terminals, bulk plants, and service stations. Operational and business trends are also discussed. The potential emissions from typical facilities, including transport trucks, are given. The operations which lead to emissions from these facilities include (1) gasoline storage, (2) gasoline loading at terminals and bulk plants, (3) gasoline delivery to bulk plants and service stations, and (4) the refueling of vehicles at service stations. Available and possible methods for controlling emissions are described with their estimated control efficiencies and costs. This report also includes a bibliography of references cited in the text, and supplementary sources of information.
Irene Garcia Medina
Full Text Available Os telefones móveis tornaram-se mais do que ferramentas pessoais para conversar com familiares e conhecidos. Tornaram-se assistentes da vida diária. Com aplicações móveis cada vez mais diversificadas, o telefone móvel tornou-se um poderoso meio de comunicação. Esse paper estuda a natureza da comunicação móvel e o uso de uma aplicação móvel, o SMS (Serviço de Mensagens Curtas, na comunicação de marketing além de discutir quais diferentes fatores são importantes para se desenvolver mensagens SMS que possam aumentar o interesse e o número de respostas dos receptores, dessa forma aumentando a eficiência de uma campanha SMS.
Business strategies readily accessible for utilization by electric utility companies in the post-deregulation competitive environment were discussed. Among these strategies, shifting the company''s focus towards customers and their needs, is perhaps the most important. Utilities could use their corporate identity to capitalize on the introduction of new services. These services could include HVAC equipment servicing, building services, cable TV wiring and service and appliance repairs. The consumer would already identify the utility with some of these services and therefore, these sectors would be the most obvious areas for utility companies to enter. Attempting to make the transition into an unrelated field suggests squandering precious corporate expertise and abandonment of the corporate identity. This may not only result in failure in the new endeavour, but also in loss of credibility and customer goodwill in the old one
Cílem bakalářské práce je návrh modernizace marketingové strategie, která je tvořena za pomocí dat získaných z předešlého ročníku Moravské ligy Taekwon-Do ITF. Úvodní část práce obsahuje teoretická východiska, která jsou nezbytná ke zpracování praktické části. Objasňuje terminologii marketingu, marketingové strategie. Praktická část je následně tvořena analýzou předchozího ročníku, přičemž výsledky slouží jako podklady pro samotnou inovaci marketingové strategie. The aim of this thesis is ...
Higgins, L F; Weinstein, K; Arndt, K
The decision to develop an aggressive marketing strategy for its long term care facility has become a priority for the management of a one-hundred bed facility in the Rocky Mountain West. Financial success and lasting competitiveness require that the facility in question (Deer Haven) establish itself as the preferred provider of long term care for its target market. By performing a marketing communications audit, Deer Haven evaluated its present market position and created a strategy for solidifying and dramatizing this position. After an overview of present conditions in the industry, we offer a seven step process that provides practical guidance for positioning a long term care facility. We conclude by providing an example application.
Suzi Elen Ferreira Dias
Full Text Available Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995, and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior.
Full Text Available In contemporary market conditions classical deposit-loan strategy is not enough anymore in order to ensure survival of the commercial banks on the financial market and to reach profit that is high enough. Besides the loan placements strategy, it is necessary to adopt an adequate investment strategy which will contribute to the profitability, liquidity and safety of gross asset portfolio. Commercial banks, unlike investment banks, invest smaller part of their resources into securities of diverse maturity on financial markets. However, with the harsh competition of banks and other non-banking institutions, significance of investment portfolio grows as an alternative that ensures additional sources of revenue, assures liquidity, diversification of placements and decreases risk exposure. Banks have at their disposal vast range of investment strategies that can be combined depending on their investment objectives and risk aversion, such as passive and active strategy, strategy of ladder, weights strategy etc. Therefore, the aim of this paper is to present the significance of investment portfolio in commercial banks and the basic management strategies of investment portfolio that can be used by commercial banks.
Full Text Available The main purpose of the paper is to analyse the international market entry strategies in the light of globalisation processes and to propose a conceptual model of turnkey projects as market entry mode. The specific research objectives are as follows: 1. to develop an integrated framework of the turnkey marketing process as a conceptual model; 2. to analyse BRICS countries as potential host countries for turnkey projects implementation; 3. to assess potential implications of proposed conceptual model for global market entry decisions.
Modern industrial society is undergoing a period of upheaval which is sparing no company. Today's greatest challenge to management is to get this transition under control. The process of change inevitably effects marketing policies and company employees. There are doubtlessly many viable marketing strategies available, but they are of little use if they cannot be applied in the market by qualified personnel. In this article the author gives suggestions for selling energy conserving technology in today's heat market using a systematic sales method.
Pelsmacker, De, Patrick; Tilburgh, van, Sophie; Holthof, Christian
Abstract: We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The re...
This thesis is concerned primarily with the export marketing performance of the Northern Ireland seed potato industry. The Industry has shown a dramatic decline in exports over the past twenty years, and this thesis proposes strategies aimed at regaining, and maintaining, a competitive advantage for the industry in world markets. A comparative analysis is conducted of the strategic and organisational export capabilities of the Northern Ireland industry and its main compet...
Adesoga Dada Adefulu
The paper examined promotional strategy impacts on market share and profitability in Coca-Cola and 7up companies in Lagos State, Nigeria. Survey research method was adopted. The study population was the staff in marketing positions in the selected companies. Questionnaire was administered on the samples from Coca-Cola and 7UP companies. The statistical tool employed was the univariate analysis of variance (ANOVA) to determine the statistical significance and the extent to which...
Ionescu Andreea; Ciceo Andreea Teodora
Consumers are confronted daily with dozens of decisions on buying a product and more than ever they refer to Social Media as the main and most important source of information and impressions from consumers worldwide. This article tackles the issue that companies nowadays still struggle with: understanding, properly using and incorporating Social Media marketing efforts into the overall marketing communications strategy. Moreover, it presents the particularities of communicating through Social...
Dietz, William H
Federal efforts to address the impact of food marketing on children began more than thirty years ago, when the Federal Trade Commission sought comment on strategies to reduce young children's exposure to food advertising. The food, advertising, and television industries mounted a virulent response, and Congress withdrew the commission's authority to regulate unfair advertising to children. The same industries and Congress responded equally aggressively to the proposed nutrition criteria for food products marketed to children drafted by a working group of federal agencies in 2011. Although federal efforts over the past thirty years have led to modest improvements in food quality and marketing practices, commercial interests have consistently overridden the health concerns of children. Mobilization of parents as a political force to improve standards for food marketed to children, use of social media for counteradvertising, and the development of new technologies to decrease exposure to food advertisements could reduce the impact of food marketing to children.
A. S. Morozova
Full Text Available A company must have distinctly described alternatives for taking strategically correct decisions. For this reason the purpose of the paper is to provide comparative characteristics and systematize strategies on entry to foreign market. It is necessary to select the required criteria and carry out multi-criterion analysis in order to arrange systematization and comparative characteristics of numerous institutional forms being established within the framework of export, cooperation or integration, main strategies on entry to foreign market. The paper contains an analysis and systematization prepared in accordance with the following criteria: strategic purpose of entry to foreign market, time factor in respect of entry to foreign market, distribution of company’s business-cycle stages among countries, level of investments, form of investments, distribution of investment and management level among countries, risk level, market involvement, legal grounds for foreign activity, status of a subject entering foreign market. The paper makes it possible to give comparative characteristics of the analyzed strategies.
So, Idris Gautama; Fransiska, Hellen; Tjoe, Tjia Fie
Pietro’s Gelato is a firm producing food and beverages, in particular ice cream. This paper aims to study the marketing strategy utilized by Pietro’s Gelato and analyses its business process, information needs and problems faced by Pietro’s Gelato’s marketing department. Analysis is conducted using Porter’s analysis method, SWOT and e-marketing seven steps analysis. Literature study is conducted by collecting materials from books and internet access which will be used to fulfill additional da...
Chongzuo city is in the southwest border of Guangxi Zhuang Autonomous Region.After ten years’ development,its tourism industry has been taking shape.However,the tourism market of Chongzuo still facessome problemslike being limited in long-distance domestic marketand immigration market.With considering Chongzuo’s geographical advantages as well as its abundant natural and cultural resources,this paperwill mainly focus on analyzing the tourism marketing strategies of Chongzuo and give certain feasible modes to enhance the development of heritage tourism in Chongzuo.
The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what luxury is and what the specific features of luxury brands are. Following is the overview of the luxury and cosmetics markets, describing the current situation and the trends. The next part depicts the business model of Kiehl's, th...
David Albeiro Andrade Yejas
Full Text Available Rev.esc.adm.neg This study aims at designing digital marketing strategies to promote the city brand including a marketing manual or guide and the elaboration of a digital system of mobile and web application. This research study was based on the theories of Garcia (2010, Capurro (2006, Montiel (2002, Porter (2012, Florez (2012, and others. Its methodology was qualitative; structured and semi- structured interviews were made, as well as direct observation of tourists. As a consequence, a digital marketing guide and digital applications were designed, representing only one click to access a non- barrier world and to improve the city competitiveness.
Full Text Available Successfull organizations are able to design and manage their information and the supporting technologies as a strategic weapon as well as an information utility. This requires information to be readily available on an as-needed basis to staff, management, customers, suppliers and other stakeholders. The Bodies of Archives and Libraries Surabaya City use the strategic marketing to disseminate information resources at their disposal. The purpose of this research is to know, how the marketing of library in The Bodies of Archives and Libraries Surabaya City. The research method uses literature study with data collection techniques derived from interviews and literature study. For data analysis, the results were processed and analyzed interviews with marketing theory using some of the literature from of books, journals and the results of previous studies. The Bodies of Library and Archive Surabaya city was found some elements in the 'Marketing Mix' or library marketing strategy that has been applied in the library. Adjustment of marketing strategy or concept 7P 'Marketing Mix' are Product, Price, Promotion, Place, People, Process and Physical Evidence in the library have increased performance results The Bodies of Archives and Libraries Surabaya City since 2003 until now.
Full Text Available Successfull organizations are able to design and manage their information and the supporting technologies as a strategic weapon as well as an information utility. This requires information to be readily available on an asneeded basis to staff, management, customers, suppliers and other stakeholders. Surabaya City Archives and Libraries use the strategic marketing to disseminate information resources at their disposal. The purpose of this research is to know, how the marketing of library in Surabaya City Archives and Libraries. The research method uses literature study with data collection techniques derived from interviews and literature study. Fordata analysis, the results were processed and analyzed interviews with marketing theory using some of the literature from books, journals and the results of previous studies. Surabaya city Library and Archive wasfoundsome elementsin the 'Marketing Mix' or library marketing strategy that has beenappliedin thelibrary since 2007. Adjustment of marketing strategy or concept 7P' Marketing Mix' are Product, Price, Promotion, Place, People, Process and Physical Evidencein the library have increased performance results Surabaya City Archives and Libraries since 2007 until now.
This dissertation studies models for the analysis of market efficiency and bidding behaviors of market participants in electricity markets. Simulation models are developed to estimate how transmission and operational constraints affect the competitive benchmark and market prices based on submitted bids. This research contributes to the literature in three aspects. First, transmission and operational constraints, which have been neglected in most empirical literature, are considered in the competitive benchmark estimation model. Second, the effects of operational and transmission constraints on market prices are estimated through two models based on the submitted bids of market participants. Third, these models are applied to analyze the efficiency of the Electric Reliability Council Of Texas (ERCOT) real-time energy market by simulating its operations for the time period from January 2002 to April 2003. The characteristics and available information for the ERCOT market are considered. In electricity markets, electric firms compete through both spot market bidding and bilateral contract trading. A linear asymmetric supply function equilibrium (SFE) model with transmission constraints is proposed in this dissertation to analyze the bidding strategies with forward contracts. The research contributes to the literature in several aspects. First, we combine forward contracts, transmission constraints, and multi-period strategy (an obligation for firms to bid consistently over an extended time horizon such as a day or an hour) into the linear asymmetric supply function equilibrium framework. As an ex-ante model, it can provide qualitative insights into firms' behaviors. Second, the bidding strategies related to Transmission Congestion Rights (TCRs) are discussed by interpreting TCRs as linear combination of forwards. Third, the model is a general one in the sense that there is no limitation on the number of firms and scale of the transmission network, which can have
Friedrich, H; Witt, J
Hospitals have traditionally maintained physician referral programs as a means of attracting physicians to their network of affiliated providers. The advent of managed care and impending healthcare reform has altered the relationship of hospitals and physicians. An exploratory study of marketing approaches used by twelve healthcare organizations representing twenty-five hospitals in a large city was conducted. Strategies encountered in the study ranged from practice acquisition to practice promotion. This study suggests that healthcare providers might adopt consumer product branding strategies to secure market-share, build brand equity, and improve profitability.
Nicoleta Andreea Neacsu
Full Text Available Today, consumers have a wide choice of tourism products and services, therefore increasing considerably with the integration of Romania into the European Union. The role and importance of tourism services are reflected in the fact that they must be designed and organized to provide for the recovery of labor capacity, stimulated enjoyable and instructive leisure. Travel services market is characterized by fierce competition, both nationally and internationally. To meet this competition, rural tourism establishments must adopt specific strategies to make themselves known to keep their customers and bring new ones. This paper presents and analyzes the marketing strategies adopted by Cerbul guesthouse from the village Dâmbovicioara, Arges County.
This paper explores Malaysia’s efforts to develop and dominate a global market in halal (literally, ‘lawful or ‘permitted’) commodities as a diaspora strategy and how Malaysian state institutions, entrepreneurs, restaurants and middle-class groups in London respond to and are affected...... and practise Malaysian diaspora strategies in the globalized market for halal products and services. This paper is based on ethnographic material from fieldwork among state institutions, entrepreneurs, restaurants and middle-class groups in Kuala Lumpur and London, namely participant observation...
Muhammad Ishtiaq Ishaq
Full Text Available The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environmental uncertainty are used as moderating variables. Data are collected from 368 key informants working in Fast-Moving Consumer Goods (FMCG, banking, pharmaceutical, chemical, insurance, and engineering industries using a multi-stage random sampling technique. Factor analysis and multiple hierarchal regressions are used to test the study hypotheses. The results indicate that creative marketing strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships.
Start-ups are faced with variety of challenges and uncertainty therefore comprehensive marketing and sales strategy must be in place to make sure that limited resources are spend wisely in order to minimize uncertainty and pave a path that would lead to successful business. HS Eden is a new-start-up venture created in Lappeenranta University of Technology with an ambition to develop AMB systems for commercial use. The aim of this study was to build a marketing and sales strategy to help HS-Ed...
Bigdeli, N.; Afshar, K.; Fotuhi-Firuzabad, M.
In this paper, a new bidding strategy for pay-as-bid market suppliers is introduced. This method is based on a systematic analysis of interactions of market with the suppliers via several market indices as well as forecasting important indices by artificial neural networks. Besides, the proposed method considers the practical limitations in the system and deals with incomplete information handling, closely. Next, a strategic bidding approach is proposed for optimal bidding by the suppliers. In these investigations, the paper focus is on the experimental situation of Iran electricity market as a pay-as-bid market and a sample generating company with several generating units from this market is considered as the benchmark. The results of applying this approach to this generating company are representative of good performance of the proposed method.
Full Text Available This research was aimed to identify the agrotourism potential in Jember Regency, to identify the condition of internal and external environment of Sukorambi Botanic Garden. The research used the Importance Performance Analysis (IPA method to find out the level of the visitors’ interest and satisfaction. For the internal and external analyses, the Internal Factor Evaluation (IFE method, the External Factor Evaluation (EFE method, Strength Weakness Opportunity and Threat (SWOT and the Analytic Hierarchy Process (AHP were used to determine the strategies for marketing Sukorambi Botanic Garden. Three resource persons were used by purposive sampling technique. Thirty respondents were used for analytical level of interest by distributing questionnaires to visitors. The results of the research showed that the priorities of marketing Sukorambi Botanic Garden were 1 the strategy to maximize the concept of recreation while studying such as crop cultivation and animal farming, 2 the strategy to increase the number of outbound games, 3 the strategy to coordinate intensively with stakeholders for improvement and sustainable development, 4 the strategy to get a loan from a financial institution to increase capital, 5 the strategy to optimize promotion activities, (6 the strategy to improve the quality of community services through improved performance and transportation facilities, 7 the strategy to improve the quality of services through trainings for the employees to improve the company’s management system, 8 the strategy to realize facility development on the remainder of the land accompanied by improvement of existing facilities, and 9 the strategy to optimize online promotion activities. Keywords: Agrotourism, marketing development strategy, Sukorambi Botanic Garden, AHP, SWOT
This strategic plan is the key initiative established under 'Alberta's Framework for International Strategies'. Its objective is to ensure the wellbeing of Albertans, sustaining Alberta's environment, and economic growth through successfully taking advantage of Alberta's many opportunities for marketing its goods, products, and services. It is predicated on industry and government continuing to work together to sustain a strong market-driven economy, strengthen Alberta's economic advantages and build an economic environment conducive to investment and growth in quality jobs. At present more than 150 foreign markets buy Alberta's goods and services, but the obvious focus of any strategy must be those regions and sectors of industry that offer the greatest possibilities for new and expanded opportunities for Alberta business. Accordingly, this strategy identifies priorities, selects the best initiatives and develops activities to achieve economic growth. Adding value to Albertan commodities before they are being shipped to export markets is a particular objective of the plan. An equally important consideration is to achieve growth through expansion of existing investments, attract new investment to the province, and to increase exports in response to international market and investment opportunities for Alberta's goods and services. Major topics discussed in the document include a discussion of the importance of trade and investment, a thorough analysis of the marketing priorities, the strategic framework, and priority market profiles for the United States, Japan,China, other Asia-Pacific markets, the European Union, Mexico, the Middle East and South Asia, and South America.
Full Text Available This research is conducted to examine the influence of market attractiveness and dynamic capability on strategic competitive response through overall logistics strategies of logistics service providers LSPs. Involving 266 LSPs SEM-LISREL is applied to test the hypotheses. The findings reveal that the market attractiveness and the dynamic capability positively affect the overall logistics strategy. Additionally the market attractiveness and the dynamic capability positively affect the strategic competitive response. Indirectly the market attractiveness and the dynamic capability positively affect the performance through strategic competitive response of LSPs. Obviously overall logistics strategy strengthen the influence of both market attractiveness and dynamic capability on strategic competitive response. There are five alternatives to optimize the overall logistics strategy of LSPs market intensification integration focus collaboration and strengthening value proposition. The involvement of overall logistics strategy as mediating variable is new paradigm in the strategic management discourses especially in logistics industry. Further research needs to be performed by involving the size of business as control variable and LSPs perception on Governments policies.
22 Analysis of the Mare.....................22 Development of the Marketing Mix .. .......... 29 A Marketing Mix --Recommendations...problem. Marketing strategy, marketing mix and ultimately the marketing orientation will allow hospitals to persevere and possibly thrive in a somewhat...market are currently being met at Naval Regional Medical Center Great Lakes. The fourth objective is to demonstrate an appropriate marketing mix for
A newly formed online company, eLegalDoc, is getting ready to launch their ebusiness website. The company provides simple-to-use, customizable, auto-generated, and affordable electronic legal documents over the Internet. As the success of the eLegalDoc website is greatly dependent on the effectiveness of its product positioning and traffic generation, eLegalDoc requires the development of competitive positioning strategies and a marketing strategy and tactics to leverage its business model. T...
Heine, R P
In the ambulatory care industry, increased competition and promotional costs are pressuring managers to design more creative and effective marketing strategies. One largely overlooked strategy is careful monitoring of the daily communication between physicians and ambulatory care staff providing physician services. Satisfying physician communication needs is the key to increasing physician commitment and referrals. This article outlines the steps necessary to first monitor, then improve the quality of all communication provided to physicians by ambulatory care personnel.
Full Text Available Our main endeavor is to investigate the effect of the uncertain market size in the second period on the pricing strategies in the remanufacturing market. Observing the previous research, we find that the market size in the second period is always supposed to be certain. However, there is substantial empirical and experimental evidence that the market size in reality deviates from this assumption. In fact, though the market size in the first period is definitized, it is difficult to confirm the change of the market scale in the second period, since this change is affected by all kinds of elements, such as the awareness of environmental protection, some consumers’ psychological factors, and the related governments’ policies. Hence, we pay attention to the case in which the change rate of the market scale in the second period is random variable. We suppose that this rate satisfies uniform distribution on [0,2]. Underlying this assumption, we further provide an insight into the game-playing relationship between original equipment manufacturers (OEMs and remanufacturers. Moreover, we delicately and subtly incorporate the game theory, stochastic analysis, adversarial risk analysis (ARA, and optimization methods into the pricing strategies in the remanufacturing market. Last but not least, considerable efforts and attempts have been made to subtly test the sensitivity of an optimal solution to the different parameters.
Niemelä, Juha S.
The objectives of this study are both theoretical and empirical. On the theoretical level strategy concept, its operationalization and measurement are analyzed and clarified. On the empirical level marketing strategies and competitive strategies are described by country, and the study also identifies the strategic marketing decisions characterizing different countries or competitive strategies. Furthermore, the relationships between strategies and marketing structures and functions are analyz...
Electricity-supply companies have been making efforts for a long time, using price policy, to stimulate the consumption during low operation periods and to extend the sale altogether. In the budgetary field, these efforts were successful due to the technical development of electrical storage heating. Today already 6% of all households use electrical storage heating in their rooms. If the public utilities want to hold their own on the heating market on which competition is stiff due to competing energy sources, they must pay more attention to all instruments of sales policy than they have until now. Farsighted utilities have already adjusted their policy to marketing-political aims. Regarding the increasing importance of marketing strategies for sales development of the electricity industry a survey about the marketing activities by the utilities might be of interest. The essay is based upon an interview with 32 public utilities and analyses some marketing strategies already in use thus trying to show the possibilities and limits of sales promotion. As marketing-strategic possibilities, price policy, sales methods, product policy, and communication policy are discussed in detail.
Martin, John; Moore, Thomas
The problem analysis technique can help colleges understand students' salient needs in a competitive market. A preliminary study demonstrates the usefulness of the approach for developing strategies aimed at maintaining student loyalty and improving word-of-mouth promotion to other prospective students. (Author/MSE)
Darby, Paul M.; Mark, Tyler B.; Salassi, Michael E.
This paper examines the possibilities of breaking into the cellulosic ethanol market in south Louisiana via strategic feedstock choices and the leveraging of the area’s competitive advantages. A small plant strategy is devised whereby the first-mover problem might be solved, and several scenarios are tested using Net Present Value analysis.
Full Text Available Academists and practitioners have already acknowledged the importance of unobservable segmentation bases (such as psychographics yet still focusing on how well these bases are capable of describing relevant segments (the identifiability criterion rather than on how precisely these segments can predict (the predictability criterion. Therefore, this paper intends to add a debate to this topic by exploring whether culture-based segments do account for a selection of market strategy. To do so, a set of market strategy variables over a sample of 251 manufacturing firms was first regressed on a set of 19 cultural variables using canonical correlation analysis. Having found significant relationship in the first canonical function, it was further examined by means of correspondence analysis which cultural segments – if any – are linked to which market strategies. However, as correspondence analysis failed to find a significant relationship, it may be concluded that business culture might relate to the adoption of market strategy but not to the cultural groupings presented in the paper.
South African Journal of Animal Science. Journal Home · ABOUT THIS JOURNAL · Advanced Search · Current Issue · Archives · Journal Home > Vol 10, No 2 (1980) >. Log in or Register to get access to full text downloads. Username, Password, Remember me, or Register. A marketing and promotion strategy for wool.
Mizuno, Takayuki; Nakano, Tohur; Takayasu, Misako; Takayasu, Hideki
We introduce an autoregressive-type model of prices in financial market taking into account the self-modulation effect. We find that traders are mainly using strategies with weighted feedbacks of past prices. These feedbacks are responsible for the slow diffusion in short times, apparent trends and power law distribution of price changes.
Wever, R.; Goemans, M.; Bork, S.
Multinationals wanting to sell eco-friendly products are advised by the green-marketing literature to apply a socalled linked-benefit strategy [1, 2, p.121], which describes attributes of a product (or service) that are positive for the environment and links those to benefits for the consumer (e.g.
Full Text Available The article is devoted the development of marketing strategy of the insurance company with using of mathematical modeling of structures. The algorithm was developed for calculating the coefficient of “probability of insurance policy acquisition” which accumulates the influence of factors related to the feature of providing insurance services and financial activities of the insurance company.
Arthur, David; Motwani, Rajeev; Sharma, Aneesh; Xu, Ying
We study the use of viral marketing strategies on social networks that seek to maximize revenue from the sale of a single product. We propose a model in which the decision of a buyer to buy the product is influenced by friends that own the product
Rasmussen, Erik Stavnsager; Jørgensen, Jacob Høj; Goduscheit, René Chester
Through two in-depth case studies we intend to show in this paper, that innovation, marketing, the search for new business opportunities are interlinked in what could be labeled as networking as strategy. But being entrepreneurial, innovative and searching for new business models is a quite...
Purpose: The clearing system in the UK enables students without a university place after exam results have been announced to find suitable vacancies, as it is important for universities to fill their vacancies as any shortfall loses them a lot of money. The purpose of this paper is to examine marketing strategies adopted by UK universities on…
Previous studies have found a relationship between the implementation of marketing segmentation and promotion strategies in enrollment. However, these two factors had not yet been examined and applied to a university setting as a possible solution to decreased enrollment. The problem addressed in this study was that enrollment diminished when…
Buzzell, R.D.; George, S.S.; Leone, R.A.
This report describes a diagnostic process for determining how well a utility's current market strategy meets the five key criteria and identifying areas requiring further attention. This process is based primarily on utility management and staff interviews but also examines existing information on customer perceptions of product/service offerings, utility and competitor characteristics, and other relevant issues
Full Text Available This paper examines the correlation between promotion as a marketing mix instrument, product quality and marketing strategy on the mobile devices market. The research paper consists of four sections. Each section determines the key factors of the main subject's elements. The research makes analysis of the influence of promotional activities on consumer behavior. It was conducted via survey questions. The questions referred to mobile device brands, user satisfactory rates and other parameters in the Republic of Serbia. The aim was to define the impact of promotional activities on consumer choice when purchasing a mobile device. In addition, the product quality and marketing strategies of top mobile device brands are also taken into consideration. Observational statements are made based on statistical evidence from the completed research surveys.
Since the great policy of reform and opening which began in 1979 has turned up, an unprecedented vigorous development opportunity was brought for our domestic wine industry. On the one hand, the increasing in personal income level has stimulated the growth of wine consumption demand, leading to a nice development prospect for domestic wine industry;on the other hand, the dramatical y decreasing in tariff of importing wine is an undoubtedly major impact to the domestic wine industry. The competition between the enterprises is almost the same as the competition of marketing ability, the success of the marketing operation wil create rich profits resources for enterprises which wil lay a good foundation for enterprises to cultivate their ability and improve the core competitive ability. This article wil briefly analyze the marketing strategy of Changyu Group which is in the leading position of Chinese wine industry and provide the certain reference value for the same industry when they develop their own marketing strategy.
AbdolRahman Maleki Afzal; Heirsh SoltanPanah
The purpose of this research is to review the relationship between effectiveness of marketing strategies performance Marketing Bank branches in the city of Sanandaj. This research in terms of purpose is applied; and also in terms of method is descriptive correlational research and in term of duration is a single period. The statistical population contains staff at the branch of the bank of Sanandaj city. To choose the statistical sample by using classical random sampling and according to the ...
In the last decade of the 20th century a wide variety of deployment strategies and dissemination programmes for grid-connected PV systems in the built environment has been launched by quite different organizations and institutions. Governmental bodies on national and local levels have launched strategies, as have electric utilities and NGOs. The core objective of this paper is to document and evaluate the most important past and current market deployment strategies for the broader dissemination of grid-connected PV systems in the built environment. (author)
Juul, Nina; Pantuso, Giovanni; Iversen, Jan Emil Banning
. We show that all vehicle owners will benefit from acting more intelligently on the energy market. Furthermore, the high value of the stochastic solution shows that, in case the regulating price differs from the expected, the solution to the deterministic problem becomes infeasible.......This paper analyses different charging strategies for a fleet of electric vehicles. Along with increasing the realism of the strategies, the opportunity for acting on the regulating market is also included. We test the value of a vehicle owner that can choose when and how to charge; by presenting...... optimally in response to predicted spot prices, and – in some settings – additional gains from using the up and down regulating prices. Particularly, strategies are chosen from uncontrolled charging through deterministic optimization, to modelling the charging and bidding problem with stochastic programming...
This study examines the strategic market approach for investing in solar water pumps market (SWP) in India, and Punjab state as a business case. The main research question is: What is an appropriate strategic market approach to invest in solar water pump market in India? The study focuses on the marketing strategy and strategic planning to enter the Indian market. The thesis follows the qualitative study design where the data was collected by observing the market and interviewing main sta...
Khanal, Ichha; khanal, Ichha
The purpose of conducting this thesis was to study on the marketing strategy of an educational institution. The aim of this thesis was to study on current marketing strategy and suggest the case company with new and effective ideas for marketing. The theoretical part of this thesis hold three main elements with basic knowledge of marketing. Along with marketing mix, this thesis also covered segmentation as well as marketing strategy. For the time being, SWOT approach was utilized to...
Basch, Corey Hannah; Rajan, Sonali
The overconsumption of toothpaste has negative consequences, particularly for children. This study's objectives were to describe misleading marketing strategies used in selling children's fluoridated toothpaste and identify warning label characteristics. Two researchers independently coded the packaging from 26 over-the-counter toothpastes that are specifically marketed for children. Aggressive marketing strategies targeting children were identified: every toothpaste in this sample displayed at least 1 children's animated character, 50% had at least 1 picture of a food item, 92.3% stated they were flavored and 26.9% depicted a full swirl of toothpaste, directly contradicting dentist recommendations for young children. Further, on most toothpaste tubes, warnings regarding fluoride overconsumption for young children were only listed on the back and in very small font. Misleading marketing strategies are regularly used in selling children's toothpaste as if it is a food product, while warnings regarding overconsumption among youth are minimized. Dental hygienists are in an important position to help parents of young children implement safe oral care practices. Copyright © 2014 The American Dental Hygienists’ Association.
Thackeray, Rosemary; Brown, Kelli R McCormack
A successful marketing strategy includes the design of a marketing mix with the right combination of products, offered at the right price, in the right place, and then promoted in such a way that makes it easy and rewarding for the individual to change his or her behavior. A price is incurred in exchange for receiving a bundle of benefits. The social marketer can use various pricing tactics to make the desired behavior appear to have fewer costs and more benefits while making the undesired behavior to have less benefit and greater cost. Place is where and when the target population will perform the desired behavior, purchase or obtain a tangible product, and/or receive associated services. Involving partners in the placement strategy can make products more accessible and increase opportunities for people to perform a behavior. Strategies for making the product available at a desirable price and in places that are convenient are integral to the overall social marketing plan to facilitate behavior change.
Over the past 15 years, government and industry have invested heavily in research and development of new technology for extracting bitumen from the Alberta oil sands. The results have been a dramatic increase in the fraction of oil sands deposits that could be economically exploited and a drop in production costs. However, no rapid increase in bitumen recovery has been achieved and most new bitumen production projects have been postponed or cancelled. This is the result of very variable prices for bitumen and the inadequacy of a marketing strategy which relies on the sale of raw bitumen. Options such as transport of bitumen to southern markets are limited by the need to reduce bitumen viscosity for pipelining and by the limited market for emulsified or diluted bitumen. Another possible strategy, conversion of the bitumen to synthetic crude oil, is limited by high costs, product characteristics (too much diesel and not enough gasoline), and a market limited to specialized refineries. A third strategy is to convert and refine bitumen to transportation fuels in Alberta, using inexpensive local natural gas, and transporting the products through existing pipeline facilities. 3 figs
Redford, D.A. (Alberta Oil Sands Technology and Research Authority, Edmonton, AB (Canada))
Over the past 15 years, government and industry have invested heavily in research and development of new technology for extracting bitumen from the Alberta oil sands. The results have been a dramatic increase in the fraction of oil sands deposits that could be economically exploited and a drop in production costs. However, no rapid increase in bitumen recovery has been achieved and most new bitumen production projects have been postponed or cancelled. This is the result of very variable prices for bitumen and the inadequacy of a marketing strategy which relies on the sale of raw bitumen. Options such as transport of bitumen to southern markets are limited by the need to reduce bitumen viscosity for pipelining and by the limited market for emulsified or diluted bitumen. Another possible strategy, conversion of the bitumen to synthetic crude oil, is limited by high costs, product characteristics (too much diesel and not enough gasoline), and a market limited to specialized refineries. A third strategy is to convert and refine bitumen to transportation fuels in Alberta, using inexpensive local natural gas, and transporting the products through existing pipeline facilities. 3 figs.
The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this pla...
López, Luis; Sanjuán, Miguel A. F.
This paper analyzes a model for the competition dynamics of web sites in the Internet, based on the Lotka-Volterra competition equations. This model shows the well known appearance of a winner-take-all characteristic and is based in the nonvalidity of traditional offer and demand equilibrium theory of these kinds of markets. From the stability analysis of the model, we establish a series of rules which are useful for defining strategies in the Internet market. One of the most important results that emerge from this simple model is the appearance of some unexpected phenomena related to the collaboration and competition between sites.
Hossain Shahid SHOHROWARDHY
Full Text Available A product is anything that can be accessible to the market for satisfaction. The basic objective of marketing is maximum satisfaction since satisfaction of consumer and business performance is positively related to each other. For satisfaction, product is diversified in different categories i.e. generic product, product type product, substitute product and product line etc. Sachet product is one of the expansions of product line. The term ‘Sachet’ is originated from the French word which means “mini”. In Bangladesh, sachet product has a strong market share. Thus, this study attempts to determine the exiting share of sachet product and measure the impact of marketing strategies on sachet product in Bangladesh. This study uses the selective 22 dimensions to favor the sachet product on the basis of 4Ps (Product, Price, Place and Promotion. To accomplish the study, 125 samples have been taken from selective markets in Cosmopolitan city, Chittagong. The study found that sachet product has strong market position comparative with other categories of products, where promotional effect is the dominant factor who played the vital role to sustain the sachet product in Bangladesh. The results of this study will be constructive for executives and policy-makers of business organization who works with fast moving consumer good (FMCG items effectively in Bangladesh.
Cheng, Jiesi; Sun, Aaron; Zeng, Daniel
Studying information diffusion through social networks has become an active research topic with important implications in viral marketing applications. One of the fundamental algorithmic problems related to viral marketing is the Influence Maximization (IM) problem: given an social network, which set of nodes should be considered by the viral marketer as the initial targets, in order to maximize the influence of the advertising message. In this work, we study the IM problem in an information-overloaded online social network. Information overload occurs when individuals receive more information than they can process, which can cause negative impacts on the overall marketing effectiveness. Many practical countermeasures have been proposed for alleviating the load of information on recipients. However, how these approaches can benefit viral marketers is not well understood. In our work, we have adapted the classic Information Cascade Model to incorporate information overload and study its countermeasures. Our results suggest that effective control of information overload has the potential to improve marketing effectiveness, but the targeting strategy should be re-designed in response to these countermeasures.
Cohen, Deborah A; Collins, Rebecca; Hunter, Gerald; Ghosh-Dastidar, Bonnie; Dubowitz, Tamara
We quantified the use of placement and price reduction marketing strategies in different food retail outlets to identify associations between these strategies and the risk of overweight and obesity among customers. In 2011 we collected dietary and health information from 1372 residents in "food deserts" in Pittsburgh, PA. We audited neighborhood restaurants and food stores (n = 40) including 16 distant food venues at which residents reported shopping. We assessed end-aisle displays, special floor displays, cash register displays, and price reductions for sugar-sweetened beverages (SSBs); foods high in saturated oils, fats, and added sugars; and nutritious foods such as fruits, vegetables, and products with at least 51% whole grains. Supermarkets and superstores had the largest numbers of displays and price reductions for low-nutrient foods. Exposure to displays of SSBs and foods high in saturated oils, fats, and added sugars and price reduction of SSBs was associated with increased body mass index. In-store marketing strategies of low-nutrient foods appear to be risk factors for a higher body mass index among regular shoppers. Future research is needed to confirm the causal role of marketing strategies in obesity.
Collins, Rebecca; Hunter, Gerald; Ghosh-Dastidar, Bonnie; Dubowitz, Tamara
Objectives. We quantified the use of placement and price reduction marketing strategies in different food retail outlets to identify associations between these strategies and the risk of overweight and obesity among customers. Methods. In 2011 we collected dietary and health information from 1372 residents in “food deserts” in Pittsburgh, PA. We audited neighborhood restaurants and food stores (n = 40) including 16 distant food venues at which residents reported shopping. We assessed end-aisle displays, special floor displays, cash register displays, and price reductions for sugar-sweetened beverages (SSBs); foods high in saturated oils, fats, and added sugars; and nutritious foods such as fruits, vegetables, and products with at least 51% whole grains. Results. Supermarkets and superstores had the largest numbers of displays and price reductions for low-nutrient foods. Exposure to displays of SSBs and foods high in saturated oils, fats, and added sugars and price reduction of SSBs was associated with increased body mass index. Conclusions. In-store marketing strategies of low-nutrient foods appear to be risk factors for a higher body mass index among regular shoppers. Future research is needed to confirm the causal role of marketing strategies in obesity. PMID:25521881
Full Text Available Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and launching new brands depend on the strategic process of the new product development. The new brands aim at acquiring strategic advantages which are associated with the enlargement of the competence field of the company and the differentiation over existing brands. In its turn, the extension of the brand is a strategic alternative which aims at the transfer or the relaunching of the existing brands. The companies which are following the geocentric strategy need global brands. Only the companies which succesfully overcome the numerous restrictions of the global strategy development are able to get good results. Apple is a good example of a brand strategy that gained a unique position on the global market and continues to help holding it.
Full Text Available The essential premise of this publication is to define the benefits brought to modern enterprises by introduction of multi-channel marketing strategy, or inbound marketing, to their business.This article defines the factors and processes that influence the effective course of actions undertaken in the framework of inbound marketing.In addition, it is demonstrated how the importance of an organization changes, how its value and importance realistically increases as a result of applying the instruments provided by inbound marketing. The purpose of the article is to present how the concept of inbound marketing is changing the perspective of looking at the modern marketing instruments and how their field of impact changes as a result of their application.It also illustrates how the choice of appropriate mechanisms influences consumer decisions and demonstrates that the key to understanding the processes embedded in the strategy is to reflect on the relationship between the enterprise and potential customers and communication with the customers.
George J. Avlonitis
Full Text Available Recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive. Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before. Specific marketing activities have been proved to be beneficial to companies during a downturn. Below we analyze, ten marketing survival strategies and tactics.
Chapman, G. [Energy Edge Ltd. (United Kingdom)
Two emerging policies, the Large Combustion Plant Directive and the European emissions trading scheme, pose the greatest challenge to coal's desirability as a fuel source in history. The paper outlines the implications of these pieces of legislation. It then suggests what factors need to be considered by thermal coal marketers, under the heading: understand your products; understand the needs of the customer; and understand the drivers of other fuels. The quicker the aspects of both new and old drivers can be assimilated into a marketing strategy that realises the new operating environment the quicker new opportunities and threats can be recognised to create a competitive advantage in the European coal marketing arena.
T A Ivanova
Full Text Available The article is devoted to the analysis of six main models of customer behavior in contemporary society and the specific tasks of marketing departments of companies at today's stage of development. The given models take into consideration: motives for choosing a product, the degree of product awareness and independence of choice, the degree of customer satisfaction with the product, lines and possibilities of making an impact on customer choice through marketing and promotion stimulation. The author believes that these models may serve as a basis in the formation of effective marketing strategies, as they describe the customers in all the stages of their actions in the process of buying products, accumulating and analyzing the experience of using them.
Full Text Available Engagement in the market changes the opportunities and strategies of forest-related peoples. Efforts to support rural development need to better understand the potential importance of markets and the way people respond to them. To this end, we compared 61 case studies of the commercial production and trade of nontimber forest products from Asia, Africa, and Latin America. The results show that product use is shaped by local markets and institutions, resource abundance, and the relative level of development. Larger regional patterns are also important. High-value products tend to be managed intensively by specialized producers and yield substantially higher incomes than those generated by the less specialized producers of less managed, low-value products. We conclude that commercial trade drives a process of intensified production and household specialization among forest peoples.
Forró, Z; Woodard, R; Sornette, D
We show that the log-periodic power law singularity model (LPPLS), a mathematical embodiment of positive feedbacks between agents and of their hierarchical dynamical organization, has a significant predictive power in financial markets. We find that LPPLS-based strategies significantly outperform the randomized ones and that they are robust with respect to a large selection of assets and time periods. The dynamics of prices thus markedly deviate from randomness in certain pockets of predictability that can be associated with bubble market regimes. Our hybrid approach, marrying finance with the trading strategies, and critical phenomena with LPPLS, demonstrates that targeting information related to phase transitions enables the forecast of financial bubbles and crashes punctuating the dynamics of prices.
Duke Energy's experience in strategy development and structuring relationships with other companies were described. Included was a description of their partnership with PanEnergy and Mobil and a merger between PanEnergy and Duke. In developing their growth strategy, Duke Energy was guided by the following considerations: (1) an assessment of the market, (2) the identification of opportunities, (3) a self-assessment, (4) the establishment of goals, and (5) determining strategic alternatives. The advantages and disadvantages of different structuring relationships were reviewed. Duke Energy's approach to Ontario's residential market and their agreement with Alliance Gas Management were also discussed. The goal of the Alliance Gas management agreement was to simplify Alliance's wholesale gas supply management needs and to allow Alliance access to diverse gas supplies. figs
Forró, Z.; Woodard, R.; Sornette, D.
We show that the log-periodic power law singularity model (LPPLS), a mathematical embodiment of positive feedbacks between agents and of their hierarchical dynamical organization, has a significant predictive power in financial markets. We find that LPPLS-based strategies significantly outperform the randomized ones and that they are robust with respect to a large selection of assets and time periods. The dynamics of prices thus markedly deviate from randomness in certain pockets of predictability that can be associated with bubble market regimes. Our hybrid approach, marrying finance with the trading strategies, and critical phenomena with LPPLS, demonstrates that targeting information related to phase transitions enables the forecast of financial bubbles and crashes punctuating the dynamics of prices.
Full Text Available Developing countries report high prevalence of smoking habits among youngsters. The transition from school to college is a critical phase where young people are more likely to adopt such unhealthy habits and life-style. It is necessary to understand the factors that lead youngsters to smoking and analyze the relationship of these factors with other socio-economic and demographic variables. The present study is a cross sectional empirical research based on multi-stage sampling process. Data analysis reveals some important relationships among the variables under study which have been suitably utilized in the formulation of de-marketing strategies for vulnerable age groups. These de-marketing strategies are based on the notion that consumption behavior among college students varies significantly which is also evident from factor analysis of data.
The purpose of the study was to investigate the most effective ways of social media marketing that can be applied for customers’ loyalty management in fitness industry, as well as particular features, benefits, and methods of these strategies. The main idea is to create appropriate guidelines for the case companies to build social bonds with customer that will positively impact on maintaining communication and retention. The data for this study were collected from several sources, such as ...
Brice Corgnet; Angela Sutan
The main objective of this paper is to analyze the impact of uninformative communications on asset prices. An experimental approach allows us to control for the release of a priori uninformative messages. We introduce the release of messages in standard experimental asset markets with bubbles using a strategy method experiment. We conjecture that messages that are a priori uninformative can significantly impact the level of asset prices. Such communications may be used by boundedly rational s...
Haefke, Christian; Helmenstein, Christian
In this paper we design a simple trading strategy to exploit the hypothesized distinct informational content of the arithmetic and geometric mean. The rejection of cointegration between the two stock market indicators supports this conjecture. The profits generated by this cheaply replicable trading scheme cannot be expected to persist. Therefore we forecast the averages using autoregressive linear and neural network models to gain a competitive advantage relative to other investors. Refining...
Oprea Valentin BUSU; Elena Cristina ANDREI
This article is based on research about the management and marketing strategies within the dental office and how we can better understand its importance. One of the major problems faced by dentists today is the management of the dental office. Certainly, from the outside, individuals perceive the dentist's office as a simple medical unit in which medical staff operate. However, people living in the field face each day multiple problems of both medical and bureaucratic nature. For the dentist/...
This thesis discusses the relatively new phenomena of innovative digital products created by startup companies, who often must scale globally fast, before the volatile trends or the fierce competition of the digital marketspace take over. International entry itself is no longer the issue, but rather standing out in the crowd while balancing resources and flexibility. The focus is on how startups can induce global growth and tackle structural obstacles by means of marketing strategy. The t...
Marchack, B W
Current trends for health care reform and increasing emphasis on managed care threaten to erode the base of patients of many practices. A constant flow of new patients is critical to the success of a dental practice. This article discusses the nature of business markets and similarities between industries and their correlation to the delivery of prosthodontic services. The purpose of this article is to offer a strategy for increasing new patient flow without the use of advertising.
Advertising through smart phone applications is one of the fastest growing categories in advertising nowadays. Branded game-apps on mobile phones have several very innovative and attractive aspects, they physically engage their customers into a game, creating on a first level an entertainment but mainly they are advertising their products and the brand’s name. Many studies have been written on gaming, customer engagement and marketing strategies, but only few studies has been written on the c...
The main objective of this thesis is to define marketing strategies for Vihreä Tekno, a company in Vantaa, Finland. The company runs several businesses such as providing IT services, website designing, business/loyalty cards, professional logo design, PC repairs and installations, mobile application development, translation services, cleaning services, advertising and distribution services, billing/invoicing systems and so forth. In this thesis, the author analyzed the company’s current s...
Seraphin, Hugues; Gowreesunkar, Vanessa; Hugues Seraphin
Purpose\\ud This concluding article filters out meaningful marketing strategies that aim at re-positioning and re-establishing struggling tourism destinations with negative image. Drawing from a collection of case studies around the world, the article provides evidences from post-colonial, post-conflict and post-disaster destinations to finally anchor the overall conclusion of the theme issue.\\ud \\ud Design\\ud The article summarizes key issues faced by destinations plagued with a negative imag...
Junhem, Sanna; Adolfsson, Sophie
Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, the endorser and the product. Since gender plays a crucial part when understanding consumer behavior, knowledge about gender differences needs to be taken into account when creating a marketing strategy. Purpose - Consumer...
Abstract Objective: This thesis seeks to provide insight into the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. Method: Qualitative case study methodology generated understanding of the approach to DMOs’ marketing. Interview allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to ...
Full Text Available Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate in their objectives brand awareness increase,acknowledging its impact on significant factors such as brand image ,sales increase,influencing customer behaviour and other important equity-related aspects.We will try to corroborate our statements by referring to a marketing strategy designed to enhance brand awareness and stimulate other brand-equity dimensions (brand association,brand loyalty,etc.,as well as generate higher sales revenues , namely sponsorship and we will discuss a particular category,respectively sponsorship in the sports industry.The study case wil be concluded with an example of a succesfull partnership involving a sponsorship agreement between a reputable multinational food and beverage corporation,PepsiCo(known for famous products such as Pepsi soft drinks and foods such as Lay`s Chips and one of the most important events expected by football enthusiasts around the world,the UEFA Champions` League annual tournament.
The approaches and methods of social responsibility implementation for developing environmental marketing strategies are examined, environmental marketing objectives for adopting social responsibility in forest sector are determined, principles of socially responsible environmental marketing are formulated.
CERN. Geneva; Coffey, Brian
Market Trading and Risk Management of Vanilla FX Options - Measures of Market Risk - Implied Volatility - FX Risk Reversals, FX Strangles - Valuation and Risk Calculations - Risk Management - Market Trading Strategies
17AD-A12.9 860 EVALUATION OF A TAILORED DIRECT-MAIL MARKETING STRATEGY 1/ FOR RECRUITNG TH.U) WESAT INC ROCKVILLE MD K FERNANDES ET AL MAY 83 NPRDC...STANDARDS-1963-A EVALUATION OF A TAILORED DIRECT-MAIL MARKETING STRATEGY FOR RECRUITING THE 19- TO 23-YEAR-OLD MARKET APPRVEDFORPUBLIC RELE AnE [B...EVALUATION OF A TAILORED DIRECT-MAIL MARKETING STRATEGY FOR RECRUITING THE 19- TO 23-YEAR-OLD MARKET Kathleen Fernandes Navy Personnel Research and
Saputriyani, Rita; Sutrisna, Endang
Service marketing strategy is a set of tools that can be used marketer, which consists of various elements of a marketing program that should be considered that the implementation of the strategy defined marketers can be successful. The purpose of this study was to megetahui implementation of marketing strategy services performed charisma bukittinggi hotel.Kharisma Hotel Bukittinggi established PT. Mega Kharisma Asia Sentosa and all operating on 10 August 2002. Hotel charisma is suattu hotels...
Experiential marketing represent the alternative from excellence competition had by company as asset able to improve the marketing performance. Experiential marketing had by company can assist the company to peep out the new idea in each planning compilation, peculiarly in compiling marketing strategy. That way also by improving experiential marketing strategy continously, company quickly can anticipate the change that happened around company through the strategy which application. And with ...
Alaeddinoğlu, Faruk; Can, Ali Selçuk
Since international tourism market is more competitive and lucrative, most of countries want to give their emphasis on their promotional activities in order to increase their market share. This aim can be achieved either through the product diversification or penetrating new markets. In this regard, this paper primarily focuses on developing market entry strategy and tactical plan for cultural tourism of Turkey in Korean market. After the justification of Korean outbound tourism based on anal...
Victoria Zhurylo; Olga Prygara
The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech...
Koerner, R J [Queensland University, St. Lucia, Qld. (Australia). Graduate School of Management, Faculty of Commerce and Economics
This paper examines whether some elements of Japan's resource acquisition strategies might have caused price and other distortions of market behaviour in the Pacific metallurgical coal trade. The industry chosen for investigation is that of steel manufacture, and the traded resources commodity examined is coking coal, which is the primary energy input for blast furnace iron making. Regression modelling studies to determine historic acquisition value and quality relationships for US, Australian and Canadian coals sold into the Japanese coking coal market are described. Departures from normal demand response behaviour to price competitiveness are also investigated. 3 figs., 3 tabs.
Tondano (Jalan kampus UNIMA, Manado, In Juliana Ohy
Full Text Available Penelitian ini bertujuan menganalisis pengaruh marketing mix strategy terhadap kepuasan pelanggan Pasar Swalayan Jumbo di Manado. Sampel diambil secara acak sebanyak 100 pelanggan dengan metode pengumpulan data berupa kuesioner dan studi dokumen. Selanjutnya, data dianalisis menggunakan path analysis. Hasil penelitian menunjukkkan bahwa keseluruhan unsur-unsur marketing mix yaitu produk, harga, tempat/lokasi dan promosi secara simultan maupun secara parsial berpengaruh signifikan terhadap kepuasan pelanggan pasar swalayan Jumbo di Manado. Implikasi manajerialnya adalah bauran pemasaran yang dilakukan oleh pasar swalayan Jumbo penting untuk ditingkatkan dan dimantapkan perannya untuk mengurangi gap antara harapan dan kinerja pasar swalayan Jumbo. Swalayan Jumbo perlu melakukan perbaikan agar dapat meningkatkan kepuasan pelanggan yang pada akhirnya dapat meningkatkan hasil penjualan. Perbaikan yang dapat dilakukan antara lain dengan melaksanakan Retensi Pelanggan- berupa loyality program, yang terbukti secara signifikan mampu meningkatkan retensi pelanggan dan jumlah pembelian.Â This study aims to analyze the influence of marketing mix strategy toward customer satisfaction of Jumbo Supermarket in Manado. Samples were taken randomly from 100 customers. Meanwhile, questionnaire and study of documents are the method that is used to collect the data. Furthermore, the data were analyzed using path analysis. The results indicate that the overall marketing mixâ€™s elements which are consist of product, price, place and promotion, simultaneously and partially has a significant effect toward customer satisfaction of Jumbo Supermarket in Manado. In addition, managerial implications of marketing mix which is made by Jumbo supermarket is important to be improved and to be strengthened in its role to reduce the gap between expectations and performance of the Jumbo Supermarket. The improvements of customer satisfaction is also necessary to increase sales
Full Text Available Development strategy of such financial market infrastructure that is able to optimize the processes of institutional component’s functioning and increase an efficiency of various operations in this market has to become an important direction of improvement and development of the financial market infrastructure. This paper aimed to rationale the development strategy of financial market infrastructure in Ukraine
Hunt, Shelby D.; Madhavaram, Sreedhar
Knowledge of marketing strategy is essential for marketing majors. To supplement and/or replace the traditional lecture-discussion approach, several pedagogical vehicles have been recommended to teach marketing strategy, including the analytic hierarchy process; career-planning cases; computer-assisted, simulated marketing cases; experiential…
Full Text Available This paper analyses different charging strategies for a fleet of electric vehicles. Along with increasing the realism of the strategies, the opportunity for acting on the regulating market is also included. We test the value of a vehicle owner that can choose when and how to charge; by presenting a model of four alternative charging strategies. We think of them as increasing in sophistication from dumb via delayed to deterministic and stochastic model-based charging. We show that 29% of the total savings from ‘dumb’ are due to delayed charging and that substantial additional gains come charging optimally in response to predicted spot prices, and – in some settings – additional gains from using the up and down regulating prices. Particularly, strategies are chosen from uncontrolled charging through deterministic optimization, to modelling the charging and bidding problem with stochastic programming. We show that all vehicle owners will benefit from acting more intelligently on the energy market. Furthermore, the high value of the stochastic solution shows that, in case the regulating price differs from the expected, the solution to the deterministic problem becomes infeasible.
The thesis gives the brief overview of the development of Maoming litchi industry:it has the largest scale base and the output keeps going up;it has varieties of species and lots of famous special products;its standardized mass production ensures the safety of the products;the products go to market early with a broad range of sales;it has industrialized fruit production and deep product processing technology. After an introduction to the general situation of the export of litchis in China,the thesis introduces the current situation of the export of litchis in Maoming in terms of the continuously increasing exportations and the continuous expansion of the market and then,based on these,the thesis analyzes the existing problems in the export of Maoming Litchi:first,lack of brand awareness results in products with no brand;second,the instability of quality acts as a drawback to the exportation;third,fresh litchis are the main exportations,and the packaging and transportation technology of products are weak and thus the overseas markets are by no means well-explored. In order to adapt to the accelerating economic globalization,seize new opportunities for economic development,promote litchi exports from sluggish to healthy development and thus come to the successful transition of Maoming City as an agricultural city to a strong city in agricultural science and technology,corresponding strategies of the brand marketing of Maoming Litchi are put forward in the thesis:first,to enhance brand awareness and make it a famous brand;second,to build bases for litchis’ export and make Chinese litchis known worldwide;third,to pay intensive attention to the preservation of litchis and propel industrial management;fourth,to improve the market distribution system and open up the international market.
This thesis aims to study an American brand—Coach’s online marketing strategy in China. It starts with a basic introduction to Coach Brand; and then the writer offers a SWOT analysis on Coach’s Internet marketing strategies. The last chapter is dealing with the Internet marketing strategy adopted by Coach.
Full Text Available Aim of the study is to develop a model delineating customer perceptions on wedding marketing strategies in Kaohsiung, Taiwan. Main objective of this paper is to analyse a category of special events: the wedding market sector in Kaohsiung, Taiwan by examining how they attract consumers regarding their marketing strategies using the method of fuzzy-set Qualitative Comparative Analysis (fsQCA. Based on a survey to married, in relationship and singles local citizens of Taiwan the relationships between impressions, importance, push factors with decision making was explored. To test the hypotheses of the proposed model a primary research study was conducted employing a mall intercept technique via distribution of a self-administered questionnaire within a cross sectional on-site field research context. A fsQCA modelling approach technique was employed in order to measure, estimate and confirm the different casual paths constructs, as well as to test the significance of the paths between different segments of the wedding industry. Our findings reveal that the presence of importance, push factors and decision making determines the level of consumer perception performance. However, impressions do not show significant impact on consumer perceptions.
The British Columbia (BC) oil and gas service sector is collaborating with the BC Ministry of Energy and Mines (MEM) to enhance the competitiveness of oil and gas service providers in Northeast BC. The MEM agreed to provide one-time funding to develop this marketing strategy for the oil and gas sector, particularly for small to medium-sized companies with limited resources. This document is also a resource tool for suppliers in the sector that have developed and are implementing their own marketing plans and wish to enhance elements of their own plans. The strategy also outlines the potential role of associations in Northeast BC that represent the service sector. It links their marketing activities with the activities of individual service providers. Local service providers (LSP) include companies in a wide range of businesses such as drilling support, transportation, health and safety services, and construction. Six issues that directly impact the competitiveness of LSPs were also presented along with recommendations for participants in the service sector, associations and individual companies. tabs., figs., 11 appendices.
The British Columbia (BC) oil and gas service sector is collaborating with the BC Ministry of Energy and Mines (MEM) to enhance the competitiveness of oil and gas service providers in Northeast BC. The MEM agreed to provide one-time funding to develop this marketing strategy for the oil and gas sector, particularly for small to medium-sized companies with limited resources. This document is also a resource tool for suppliers in the sector that have developed and are implementing their own marketing plans and wish to enhance elements of their own plans. The strategy also outlines the potential role of associations in Northeast BC that represent the service sector. It links their marketing activities with the activities of individual service providers. Local service providers (LSP) include companies in a wide range of businesses such as drilling support, transportation, health and safety services, and construction. Six issues that directly impact the competitiveness of LSPs were also presented along with recommendations for participants in the service sector, associations and individual companies. tabs., figs., 11 appendices
This study comprises three reports. The first one is an executive summary which focuses on the main aspects of the evolution of the activity in the biomass sector, and highlights factors of change and their strategic consequences. The second one proposes an overview of the situation of biomass French markets, analyses growth strategies adopted by actors of the biomass sector (development of new production capacities, international growth, development of strategies based on several energies, diversification of prospects, innovation and improvement of installation efficiency), and discusses the main strategic challenges on the medium term. The third report proposes a presentation of the context of French biomass markets (political, regulatory and energetic framework, energetic assessment and assessment of the waste-based sector, economic context, housing stock, and other contextual factors), a presentation of the biomass French market (data for 2005-2013, dynamics of three specific segments: solid biomass, renewable urban wastes, and biogas), and a description of the competitive landscape (economic structure, actors) and of the 15 main actors
We study the use of viral marketing strategies on social networks that seek to maximize revenue from the sale of a single product. We propose a model in which the decision of a buyer to buy the product is influenced by friends that own the product and the price at which the product is offered. The influence model we analyze is quite general, naturally extending both the Linear Threshold model and the Independent Cascade model, while also incorporating price information. We consider sales proceeding in a cascading manner through the network, i.e. a buyer is offered the product via recommendations from its neighbors who own the product. In this setting, the seller influences events by offering a cashback to recommenders and by setting prices (via coupons or discounts) for each buyer in the social network. This choice of prices for the buyers is termed as the seller\\'s strategy. Finding a seller strategy which maximizes the expected revenue in this setting turns out to be NP-hard. However, we propose a seller strategy that generates revenue guaranteed to be within a constant factor of the optimal strategy in a wide variety of models. The strategy is based on an influence-and-exploit idea, and it consists of finding the right trade-off at each time step between: generating revenue from the current user versus offering the product for free and using the influence generated from this sale later in the process. © 2009 Springer-Verlag Berlin Heidelberg.
This guide explains the concept of marketing tech prep and provides marketing principles and strategies to promote tech prep programs. The guide covers the following topics: (1) why it is necessary to market tech prep; (2) what a comprehensive tech prep marketing plan should include; (3) targeting the benefits message; (4) marketing tech prep to…
Duinea, Adelaida Mihaela
The paper aims at identifying and assessing the revenues and costs incurred by various modernization and modernization-development strategies for a power plant in order to optimize the electric and thermal energy are produced and to conduct a sensitivity analysis of the main performance indicators. The Romanian energy system and the energy market have gone a long transition way, from the vertically integrated model, the responsibility for the delivery of the electricity comes exclusively to a state monopoly, to a decentralized system, characterized by the decentralization of production and transport, respectively distribution activities. Romania chose the liberal market model where the relations between the actors in the market - producers and suppliers free to make sales and purchase transactions for electrical energy - are mostly governed by contracts, which may be either bilaterally negotiated or are already regulated. Therefore, the importance of understanding the development trend of the Romanian energy market lies in its economic effects upon the solutions which could be adopted for the evolution of the cogeneration power plant in question.
Full Text Available Thermally-modified wood (TMW has enhanced properties and its production does not involve the use of chemicals. However, the adoption of TMW in the marketplace has been limited in the U.S. for reasons that have not yet been clearly established. In this study, the marketing practices of U.S. producers and distributors of TMW were investigated, by conducting semi-structured interviews. Topics included major products and species, markets, distribution channels, promotional strategies, perceived barriers to adoption, and the outlook for TMW markets. Results show that TMW producers in general export a significant percent of their production; that TMW is considered a high-end product; and that customers are not as sensitive to prices as in other mainstream markets. Common products sold include siding, decking, flooring, millwork, and components for musical instruments. Respondents believe that the low awareness of TMW among the American public is a major barrier to wider adoption of TMW. However, companies envision a bright future for TMW as sales and inquiries have increased at a fast rate during the last few years.
Full Text Available This paper provides a framework for segmenting Cyprus as a tourism destination and discusses ways for reaching various target markets in the United States. Prior research using multi-dimensional scaling demonstrates (Yiannakis & Gibson, 1988, 1992, 2002; Gibson 1994; Foo, McGuiggan & Yiannakis, 2004 that when tourists go on vacation they seek a balance among three fundamental or core push factors: familiarity-strangeness, structure-independence and stimulation tranquility. When the above are matched with various product categories (pull factors that represent what Cyprus has to offer (e.g., heritage/cultural tourism, escapist tourism, sport tourism, eco-tourism and the like, we are able to develop a targeted framework that can help us market Cyprus as a tourism destination to various markets in the United States. The authors also discuss some of the major selling points that make Cyprus attractive as a tourism destination and suggest how these may be employed in an overall strategy for reaching the relatively untapped markets of the United States. The authors make a number of recommendations involving new market exploration and discuss strategies for increasing the island's exposure through both marketing, as well as public relations activities. In closing, the authors recommend that in addition to economic impact studies Cyprus needs to assess the socio-cultural and environmental impacts of tourism on the island and its people. Such findings may help the tourism industry and the people of Cyprus determine the kind of tourism product they want, and the type of tourist they would prefer to attract to the island.
Full Text Available If there was ever an eye-opening moment for us concerning the topic of competitive strategy, then it was this: In the summer of 2003 we presented the CEO of a world-renowned public company with a sophisticated strategy that would secure its path towards profitable growth. She waited with growing impatience for the end of the presentation to crush six months of work with one sentence: "That's all very well and good. But I want to destroy my competitors!" Our objections undoubtedly earned a place in the company's history, but ultimately we failed. Three years have passed since then - three years in which the company has drastically reduced its formerly attractive margins in numerous important markets. And despite strong attacks, the company has not succeeded in ousting even one competitor from its relevant markets.
Anne Marie Zwerg-Villegas
Full Text Available As environmental awareness plays a more prominent role in purchasing decisions, as consumers demand improved corporate responsibility, and as national governments implement regulation of not just the immediate firm’s environmental impact, but instead on the impact throughout the value chain; those corporations which participate in green marketing strategies will be positioned for marketplace competitive advantage. This paper takes the reader through a literature review to define green marketing and applies the term to Colombian exporting firms recognized for their environmental practices or products. A survey of seventy-five small and medium sized Colombian exporters determines usage and perceptions of green marketing practices. Research indicates that Colombian small and medium sized firms do not yet feel market pressures to adopt green marketing strategies, but do so based on corporate level ethics.Mientras la conciencia ambiental juega un papel más importante en las decisiones decompra, los consumidores demandan mejoras en la responsabilidad corporativa y losgobiernos nacionales implementan legislación para reglamentar no solo el impactoambiental de la empresa inmediata sino también de la cadena de valor entera; lascorporaciones que participan en estrategias de mercadeo verde se posicionarán parala ventaja competitiva en el mercado. Esta obra lleva al lector por un recuento literariopara definir al mercadeo verde y después aplica el término a empresas colombianas exportadoras reconocidas por sus prácticas o productos ambientales. La encuestade setenticinco pequeñas y medianas empresas exportadoras determina el uso ypercepciones de las prácticas de mercadeo verde. La investigación demuestra queempresas pequeñas y medianas colombianas no sienten presiones del mercado poradoptar estrategias verdes sino se hace por ética corporativa.
Full Text Available Within the business realm, marketing is a key factor which determines the success of distribution. Therefore, strategy and innovation are a necessity. Marketing activity would ensure whether a certain product is delivered to the costumers. In order to achieve the desired goals of marketing, it is important to manufacturers to follow a set of marketing processes, which comprise market overview, marketing strategy, marketing mix, and evaluation. Marketing mix is a set of strategies consist of product, price, promotion, and distribution, which guarantee the success of marketing activities. All of these aspects are intended to attain responses from the targeted market. The article seeks to discuss the marketing mix strategy implemented by BMT UGT Sidogiri Pasuruan based on four “Ps”, namely product, price, place, and promotion. The study finds that the marketing mix strategy employed by BMT UGT has met the costumers’ needs in terms of product strategy, pricing strategy, distribution strategy, and promotion strategy. The study also concludes that the proper implementation of marketing mix strategy and its compatibility with Islamic sharîʻah as well as the organization’s obedience towards Islamic business ethics are among pivotal factors that have significantly influenced the development of BMT UGT Sidogiri
Abhisek Kumar Tripathi
The rural market in Indian economy can be classified under two broad categories. These are the market for consumer goods that comprise of both durable and non-durable goods and the market for agricultural inputs that include fertilizers, pesticides, seeds Key words: rural marketing, marketing, challenges in rural marketing, rural marketing environment
Raţiu, M; Purcărea, T
Creative, dynamic strategies are the ones that identify new and better ways of uniquely offering the target customers what they want or need. A business can achieve competitive advantage if it chooses a marketing strategy that sets the business apart from anyone else. Healthcare services companies have to understand that the customer should be placed in the centre of all specific marketing operations. The brand message should reflect the focus on the patient. Healthcare products and services offered must represent exactly the solutions that customers expect. The touchpoints with the patients must be well mastered in order to convince them to accept the proposed solutions. Healthcare service providers must be capable to look beyond customer's behaviour or product and healthcare service aquisition. This will demand proactive and far–reaching changes, including focusing specifically on customer preference, quality, and technological interfaces; rewiring strategy to find new value from existing and unfamiliar sources; disintegrating and radically reassembling operational processes; and restructuring the organization to accommodate new typess of work and skill. PMID:20108466
Purcărea, Victor Lorín; Raţíu, Monica; Purcărea, Theodor; Davila, Carol
Creative, dynamic strategies are the ones that identify new and better ways of uniquely offering the target customers what they want or need. A business can achieve competitive advantage if it chooses a marketing strategy that sets the business apart from anyone else. Healthcare services companies have to understand that the customer should be placed in the centre of all specific marketing operations. The brand message should reflect the focus on the patient. Healthcare products and services offered must represent exactly the solutions that customers expect. The touchpoints with the patients must be well mastered in order to convince them to accept the proposed solutions. Healthcare service providers must be capable to look beyond customer's behaviour or product and healthcare service aquisition. This will demand proactive and far-reaching changes, including focusing specifically on customer preference, quality, and technological interfaces; rewiring strategy to find new value from existing and unfamiliar sources: disintegrating and radically reassembling operational processes: and restructuring the organization to accommodate new types of work and skill.
In this paper saving of energy is seen as a process of adaption. It consists of four parts. Part I contains a brief analysis of the energy problem from an economic viewpoint. The central question is whether there are any scarcity indicators which trigger off the adaptation process. According to the conception of political economy the theory of scarcity is one of its main research objects. Anything that political economy says about scarcity should be applicable to energy as well. Part II therefore contains a survey of literature on welfare economy and especially about market failure. Part II presents a microeconomic analysis of the energy demand of private households and tries to find out which strategy would allow the most efficient adaptation to changed relative prices. Adaptation possibilities of the energy-related capital stock is described for all those cases where the present legal situation presents an obstacle to flexibility. This concerns for example the relationship between tenant and landlord but also the contract between builder and purchaser of real estate. Strategies are proposed for those sectors where market obstacles render the adaption to a situation of scarcity difficult or impossible. Especially the consequences for the laws governing tenancy and an Act of Energy industry are described. Part IV finally contains a summarizing evaluation of the strategies proposed. A comparison with the present official energy policy is made.
Full Text Available Any increase in the level of sustainable food consumption in Bangkok requires both providers and consumers to change their behavior and strategies in a more sustainable direction. This paper focuses on provider’s side and examines the strategies that food providers in Bangkok use to reach the Thai consumers with their sustainable food offers. This paper looks at the “niche” specialized shops which are the first group of organic food provider and currently provide organic food to consumers in Bangkok. A focus group discussion was organized with representatives of the specialized shops in order to discuss and to assess a number of different strategies that could be applied when trying to sell organic food to consumers in Bangkok. The study found that the specialized shops in Bangkok are “small, specialized and beautiful”. The specialized shops in Bangkok form the “Green Market Network” to work together and empower individual shop owners. The major tasks of the network are to procure sufficient sustainable food from reliable sources for the individual shops, to improve their businesses by learning from each other’s experiences and to expand the market for their products. The specialized shops are not so much focused on certification but, instead rely on trust. The specialized shops communicate with consumers in an informal and friendly way, talking directly to them in the shop and organizing activities with them.
Glanz, Karen; Bader, Michael D M; Iyer, Shally
In-store food marketing can influence food-purchasing behaviors and warrants increased attention given the dramatic rise in obesity. Descriptive and experimental studies of key marketing components have been conducted by consumer scientists, marketing researchers, and public health experts. This review synthesizes research and publications from industry and academic sources and provides direction for developing and evaluating promising interventions. Literature sources for the review were English-language articles published from 1995 to 2010, identified from multidisciplinary search indexes, backward searches of cited articles, review articles, industry reports, and online sources. Only articles that focused on physical grocery stores and food products were included. Data collection occurred in 2010 and 2011. Articles were classified in the categories of product, price, placement, and promotion and divided into controlled laboratory experiments, observation, and field experiments; 125 primary peer-reviewed articles met the inclusion criteria. Narrative synthesis methods were used. Key findings were synthesized by category of focus and study design. Evidence synthesis was completed in 2011. Findings suggest several strategies for in-store marketing to promote healthful eating by increasing availability, affordability, prominence, and promotion of healthful foods and/or restricting or de-marketing unhealthy foods. Key results of research in controlled laboratory studies should be adapted and tested in real-world in-store settings. Industry methods for assessing consumer behavior, such as electronic sales data and individually linked sales information from loyalty card holders, can help public health researchers increase the scientific rigor of field studies. Copyright © 2012 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
Oprea Valentin BUSU
Full Text Available This article is based on research about the management and marketing strategies within the dental office and how we can better understand its importance. One of the major problems faced by dentists today is the management of the dental office. Certainly, from the outside, individuals perceive the dentist's office as a simple medical unit in which medical staff operate. However, people living in the field face each day multiple problems of both medical and bureaucratic nature. For the dentist/manager, the dental office is perceived as a dual-purpose unit: providing oro-dental care and earning profit.
Gunby, Norris White
When recruiting nurses, long-term care facilities require an ability to identify salient organizational characteristics that are attractive to potential nursing services candidates vis-à-vis their competitors. The findings of this study suggest that information on administrative tenure can be utilized to attract applicants by appealing to criteria within their high-involvement job search activities. High-involvement applicants proactively seek recruitment content that provides essential job attributes that match their needs and skills and are more apt to be a higher quality candidate. Based upon the study's findings, managers are offered marketing strategy recommendations for tailoring recruiting messages that appeal to high-involvement job seekers.
Lin, B; James, K; Vassar, J; Martin, C
This project, which was conducted in the U.S. using a large number of healthcare organizations, is an attempt to discover if we can find any evidence of the impact of marketing theories on the real world of healthcare organizations. This paper addresses three major themes: Do healthcare organizations have an Internet strategy? Are they using the Internet in a strategic fashion? Can we identify any difference among the sectors concerning the strategic use of the Internet? Finally, implications for further research and health care practices are highlighted as well.
Full Text Available Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need to balance exploratory and exploitative strategies. However, the literature lacks concrete insights for marketing managers as to how exploratory and exploitative strategies can be best combined. This paper addresses this issue by introducing a framework of multiple types of ambidexterity. Based on qualitative research, tools and procedures are identified to overcome marketing dilemmas and support strategy implementation by drawing on ambidextrous designs.
As the demographic of gardeners and farmers changes, retail nurseries should update their marketing approach. This paper reviews best marketing practices and discusses marketing technologies, including quick response (QR) codes, websites, online marketing, and social media.
Full Text Available The aim of this study was to establish a typology of job market entry strategies among Olympic athletes. Guided by rational choice theory and social reproduction theory, we conducted a telephone survey among 94 athletes (68 men and 26 women. Hierarchical cluster analysis was used to identify four distinct groups, which we called parallel life strategists, freelance strategists, lifetime athletes, and non-strategists: it’s a job. The results show that athletes from families with greater economic and cultural capital implement career transition strategies further in advance and achieve greater career success and satisfaction. These findings can be used to develop support programs tailored to the needs of athletes according to their profile.
González Romo, Zahaira; Plaza Romero, Noemí
Luxury brands reinvent themselves in their marketing and business strategies to adapt and approach emerging markets eager to consume luxury fashion, which is why digital marketing becomes an essential tool for the communication of luxury brands leaders in the market with their younger audiences. The present research aims to know what are the current strategies in digital marketing that are being carried out by the brands of the luxury fashion sector. The aim is to identify the most relevant a...
Both the marketing communication strategy of mobile game industry and the industry itself have been drastically evolving in the past years since the development of computation, data transfer and communication technology on mobile devices. Marketing communication has been considered a significant part in marketing strategy, but the marketing communication strategy, activity and channels were not well investigated so far. In this study, 9 SMEs Finnish and Japanese mobile game developers and pub...
Freddy Pandapotan Simbolon
Full Text Available This research aimed to examine the impact of relationship marketing strategy on customer loyalty in Indonesia’s retail industries. A questionnaire derived from previous studies and the relevant literature was completed by 182 retail customers in Jakarta. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication, and conflict handling. The two variables (trust and commitment had a significant effect and predicted a good proportion of the variance in customer loyalty. Moreover, they were significantly related to one another. The relationships investigated in this study deserved further research. Since the data analyzed were collected from one sector of the service industry in one region, more studies were required before general conclusions can be drawn. It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced, and retained by marketing plans aimed at building trust, demonstrating a commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently, reinforces and refines the body of knowledge relating to customer loyalty in service industries.
Full Text Available The educational system worldwide is currently under the spotlight as it shows significant signs of an ongoing crisis in its search for resources, visibility in the crowded market and significance to the ever-changing society. Within this framework, higher education institutions (HEIs are taking significant actions for maintaining students as clients of their educational services. As competition on this market is becoming stronger, HEIs face difficulties in keeping students, leading them to a continuous evaluation of student satisfaction indicators. Beyond HEIs’ managers, researchers in marketing higher education have contributed to the development of a comprehensive literature where still very few have forwarded a longitudinal research model for student satisfaction evaluation despite the need for such approaches. Given this context, the current paper presents a first step towards a longitudinal study as it displays, in a compare and contrast vision, the results of two different quantitative research projects developed in the same student community, with the same objective, but conducted in two different years. Among the most significant results of this research refer to an important decline in students’ satisfaction with a significant increase in the number of students that have a neutral perception. This is highly expected to determine a major impact on university’s overall performance and, therefore, it constitutes a strong argument for determining underlying causes, and especially developing the appropriate marketing strategies to tackle with these issues. Based on this result and other similar research outcomes, strategic and tactic recommendations are granted in the final part of this paper.
Maria Carmen Iordache
Full Text Available By means of enterprisers’ complex efforts to be oriented towards and take permanent steps to customers’ benefits, relational marketing actually and essentially argues rendering customers loyal by the persuasive qualities of the products supplied, the conditions they are offered in, and a more favourable quality-price ratio than the competitors’.Within relational marketing, marketing managers must set up and implement efficient strategies and programmes in order to attract and keep their customers. In case of losing their customers, it is necessary they explore the causes and try to emotionally or rationally regain them, especially if customers’ strategic value is high to suppliers. The balance between attracting new customers and keeping the current ones has a dynamic feature proved by the change in priorities of the two main concerns during enterprisers’ and products’ progress on the market.The business environment where enterprisers in the Romanian tourism develop their activities is complex and continuously changing. This imposes an increase in the concerns of tourism managers that should take account of the motivations and demands of current and potential tourists, which would be the best way to attract customers and make them loyal.
Avraham, Eli; Ketter, Eran
While tourism marketing literature tends to present marketing as a ‘one-size-fits-all’ process, the current study suggests various destination marketing goals. Until today, the literature mainly concentrated on analyzing marketing strategies, tactics, tools and initiatives for enhancing and perceiving tourism, while other marketing goals were neglected, such as marketing unfamiliar destinations or promoting tourism during and after tourism crises. The purpose of this study is to propose the m...
Muhammed Kürşad Özlen; Azra Muratovic; Nedzma Begic
The objective of this research is to identify the alignment of supply chain strategies with marketing and financial activities in Bosnian small and medium enterprises. Regarding the methodology used, we have conducted a survey and collected the data in an excel spreadsheet and then analyzed descriptively. The research achieved poor marketing strategies and no customer centric view in these marketing strategies, furthermore, not efficient and effective supply chain management strategy and comp...
Pham, Thanh Huyen
Analyzing and improving marketing strategies of Thien Hong Joint Stock company - a newborn company in the field of sea freight forwarding service in Vietnam. This thesis focused on the 4Ps (product, price, placement, promotion) in marketing strategy, how to apply the theory of services marketing in a business to business company and a special industry effectively.
The goal of this bachelor's thesis is to suggest particular online marketing strategy for People in need's website - www.skutecnydarek.cz. Firstly the thesis is going to aim at analysing the present condition of marketing activities and the quality of the web site for www.skutecnydarek.cz. Then the online marketing strategy is going be developed.
Full Text Available The article concerns with essence of assessment of the business environment and specific directions of analysis during the working out of global marketing strategy. The classification of the global marketing environment researches and tasks sequence in the context of the decisions made on each stage of global marketing strategy is proposed.
Full Text Available The increasing number and the rate of Banten population growth from year to year make it as a potential market which is quite large for the development of broiler duck farming business in the future. In this case, intensive system broiler Peking duck farming which is integrated, economic, and eco-green intensive, eco-green commonly utilizes Azolla microphylla and flour of pluchea leaves and other germ plasmas as the feed supplements. As a company in Peking duck farming with Eco Green concept, it requires the right marketing strategy to get into the target market. Therefore, the focus of this study is the marketing strategy to start up the business of eco-green integrated Peking duck farming. The results of the analysis of this study are that the marketing strategies used are: objectives and target marketing; analysis of market situation, market size, market share, market description; strategy of marketing, segmenting, targeting, positioning; tactics of marketing, networking, interaction, common interest, experience; CRM, continuity marketing, one to one marketing, partnership; blueprint for building a winning sales force; marketing budget, sales estimation, net marketing contribution.
Zou, L.; Kin, L.
This paper applies the dichotomous theory of choice by Zou (2000a) tothe analysis of investmentstrategies and security markets. Issues concerning individualoptimality, (approximate) arbitrage,capital market equilibrium, and Pareto efficiency are studied undervarious market conditions. Among the main
Huizingh, Eelko K.R.E.; Zengerink, Evelien
Accurate measurement of marketing performance is an important topic for both marketing academics and marketing managers. Many researchers have recognized that marketing performance measurement should go beyond financial measurement. In this paper we propose a conceptual framework that models
Marketing plan is an important element in a company business plan. Marketing plan is conducted annually focused on implementation of decision dealing with marketing variable mix that is product, price, distribution, and promotion. Marketing plan must be monitored regularly especially in the beginning stage, as part of business plan. Marketing plan provides data for the company about neighborhood description, tactics and specific objectives that will be achieved. Marketing plan also describes ...
Marketing through social media nowadays represents one of the most effective ways to introduce the company and its products on the market. Various businesses are achieving amazing results being advertised via e-mail marketing. Online marketing is fast, simple, represents a different way to socialize the business and it is most direct marketing medium that is currently available. Through social media platform businesses are exposed to a global market and different kind of customers. Well-conce...
In the recent years, with the development of mobile Internet and the usage of mobile device, smartphones have begun playing an indispensable role in our lives and are gradually changing our ways of life and communication. This thesis benchmarks iPhone as a brand in the smartphone market and its marketing methods in the Chinese market, which is the most promising smartphone market in the world. The aim of this thesis is to find out how iPhone implements its marketing strategy and how consumers...
Jensen, T G; Brooks, B J
The time is right for planned change in the profession of dietetics. The concept of the nutrition support team offers the clinical dietitian a means of increasing the visibility and effectiveness of dietetic services. Dietitians must take advantage of the renewed interest in nutrition and intervene assertively to improve nutritional care through role expansion. By focusing on a systematic marketing strategy to expand their current role, dietitians can become proactive participants in role change, rather than reactive victims to changes dictated by others. When goals, objectives, and plans are made explicit, definite progress toward desired role changes can be recognized. This case study demonstrates that this change in role is possible within the present state of health case systems and that physicians are willing and even eager to allow dietitians to assume a high degree of responsibility for nutritional care.
Gita Aprinta E. B.
Full Text Available Social Marketing Strategy toward Brand Awareness of Students Habit of FTIK Students, Universitas Semarang. There is a problem regarding student’s habits of recycle habit in the campus environment, that became worst and impact to campus environment. This research tries to solve the problem by using social marketing strategy methods. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors. Social marketing can be used as a problem solving by integrated communication principle and marketing techniques. This research tries to use social marketing in formulating some strategies to solve those habits problem by developing students’s social awareness in order to change their bad habit in garbage throwing. The results shows that social marketing strategy start from 4P components to fulfill awareness pyramid in brand recognition level. It means that students will act if there is a reminders from their peers group.
Sah, Sunita; Fugh-Berman, Adriane
Pharmaceutical and medical device companies apply social psychology to influence physicians' prescribing behavior and decision making. Physicians fail to recognize their vulnerability to commercial influences due to self-serving bias, rationalization, and cognitive dissonance. Professionalism offers little protection; even the most conscious and genuine commitment to ethical behavior cannot eliminate unintentional, subconscious bias. Six principles of influence - reciprocation, commitment, social proof, liking, authority, and scarcity - are key to the industry's routine marketing strategies, which rely on the illusion that the industry is a generous avuncular partner to physicians. In order to resist industry influence, physicians must accept that they are vulnerable to subconscious bias and have both the motivation and means to resist industry influence. A culture in which accepting industry gifts engenders shame rather than gratitude will reduce conflicts of interest. If greater academic prestige accrues to distant rather than close relationships with industry, then a new social norm may emerge that promotes patient care and scientific integrity. In addition to educating faculty and students about the social psychology underlying sophisticated but potentially manipulative marketing and about how to resist it, academic medical institutions should develop strong organizational policies to counteract the medical profession's improper dependence on industry. © 2013 American Society of Law, Medicine & Ethics, Inc.
Opel, Douglas J; Diekema, Douglas S; Lee, Nancy R; Marcuse, Edgar K
Today in the United States, outbreaks of vaccine-preventable disease are often traced to susceptible children whose parents have claimed an exemption from school or child care immunization regulations. The origins of this immunization hesitancy and resistance have roots in the decline of the threat of vaccine-preventable disease coupled with an increase in concerns about the adverse effects of vaccines, the emergence of mass media and the Internet, and the intrinsic limitations of modern medicine. Appeals to emotion have drowned out thoughtful discussion in public forums, and overall, public trust in immunizations has declined. We present an often overlooked behavior change strategy-social marketing-as a way to improve immunization rates by addressing the important roots of immunization hesitancy and effectively engaging emotions. As an example, we provide a synopsis of a social marketing campaign that is currently in development in Washington state and that is aimed at increasing timely immunizations in children from birth to age 24 months.
Master Thesis: Go! Pasia. Asian market entry and development strategy of Poznan University of Economics. Temat pracy magisterskiej: Go! Pasia. Strategia wejścia i działania Uniwersytetu Ekonomicznego w Poznaniu na rynku azjatyckim. In his thesis, the author presents a market entry and development strategy for Poznan University of Economics in order to enter into 15 Asian markets, divided into 5 identical markets, for attracting students at its campus. After identifying the importance...
Tiltnes, Anders Arnesen
This thesis is based on two assumptions: that disruptive technology changes the conditions of how new businesses are created, and that effective management methods and the adaption of internet facilitate an increasingly more rapid change in most markets. This thesis argues that any company doing business in a segmented or a new market (i.e. an entrepreneurial company) could consider using a new market business strategy. This thesis introduces the term New Market Business Strategy as a ge...
Arbin, Bodil; Jönsson, Lars Holmberg and Caroline
The most important conclusion we can draw from our research is that Porter´s three generic strategies, mainly the differentiation strategy, still are frequently used in the Colombian telecommunication market. Another conclusion is that a high-speed changing environment, such as the Colombian market, demands that the operators combine and integrate their strategy with other secondary strategies to become succesful. They can not, as Porter says, only depend on one strategy
Parvez Azim; Samreen Azim
This paper contains the analytical view of the marketing strategic shift of McDonald’s and its effectiveness with respect to the growth of the company. Marketing strategies of the company are discussed in the three dimensions, which are marketing philosophy, company’s status with respect to the time of entrance in the market, and nature of the market served. Company continued to retain the strategies of market pull and national high share in the first and third dimensions respectively since i...
Full Text Available Sport marketing academics have increasingly recognized the value of making their work more relevant to practitioners. However, there is little literature about specific strategies and tactics for academics to conduct research that will be of use to sport marketing practitioners. In this paper,I will suggest some strategies and tactics for sport marketing academics interested in identifying and pursuing consulting opportunities in the sport industry. Drawing on my experience as a sport marketing consultant, I suggest that academics seeking to work with practitioners should focus their attention on sponsorship sales support, marketing planning and sponsorship activation, and sponsorship and marketing evaluation.
Pillai, Rajasekharan; Rao, M S; Thampy, Jaik; Peter, Jerrin
Abstract Marketing of service product requires a slightly different strategy owing to the idiosyncratic nature of service items. The present study explores the customer oriented marketing strategy of LIC International in the Kingdom of Bahrain. The approach of the study was exploratory and personal interview was conducted to contribute major input source to the research. The company has been following a different marketing strategy in the study area different from the conventional approach in...
Marjanova Jovanov, Tamara; Davcev, Ljupco; Boeva, Bogdanka
Different business performance of the companies for many researchers is understood through the influence of marketing. This can be explained through the theory of strategy, since this theory is answering why different companies have different financial performances. The basic purpose of market research is that it allows the determination of a strategy for operation of the enterprise on the market, and establishes the needed specific actions which are to be taken for the strategy implementatio...
Walsh, P.R. [Energy Objective Ltd., London ON (Canada)
The evolution of the natural gas supply, demand and pricing equilibrium is discussed. Prices for natural gas are a function of supply and demand. An analysis of supply and demand forecasting shows a consistent trend to mirror the actual outcome. In the case of price, the forecasts are less consistent and indicate the need for a different approach for choosing an appropriate strategy for price determination. Analysis of price data over the past 30 years indicate that increases in natural gas prices in North America have been strongly correlated with increase in economic growth. Increased economic growth creates an increase in energy demand and a related increase in energy prices. Conversely, decreased economic activity tends to coincide with energy price spikes and subsequent declines in energy prices. These results lead to the conclusion that a successful strategy for long term pricing requires the natural gas marketer to establish the point at which the current price is, relative to the long-term equilibrium between demand, supply and pricing. 12 figs.
The evolution of the natural gas supply, demand and pricing equilibrium is discussed. Prices for natural gas are a function of supply and demand. An analysis of supply and demand forecasting shows a consistent trend to mirror the actual outcome. In the case of price, the forecasts are less consistent and indicate the need for a different approach for choosing an appropriate strategy for price determination. Analysis of price data over the past 30 years indicate that increases in natural gas prices in North America have been strongly correlated with increase in economic growth. Increased economic growth creates an increase in energy demand and a related increase in energy prices. Conversely, decreased economic activity tends to coincide with energy price spikes and subsequent declines in energy prices. These results lead to the conclusion that a successful strategy for long term pricing requires the natural gas marketer to establish the point at which the current price is, relative to the long-term equilibrium between demand, supply and pricing. 12 figs
This is a research-based thesis that was made for Best Western Plus Hotel Haaga, located in Helsinki. The hotel is on the market for quite a long time, but their digital marketing might need some improvement. The goal of the thesis was to improve existing digital marketing strategy by giving suggestions, based on web analytics, that the company could use for marketing and development of the brand. Digital marketing is a modern developing field in advertising. Everything is going online, a...
This thesis is dedicated to studying the concept of partnership marketing and apply the knowledge gained to the commissioner Uber Vietnam through actual research. The case company has entered the Vietnamese transportation market in 2015 and is currently going through a rough time acquiring market attention. Partnership marketing has been one of the main strategies that the commissioner applied in its market entry plan, however it did not deliver the expected result. Therefore, the thesis writ...
Full Text Available Before metallurgical enterprises started implementation of marketing activities they had to go through restructuring processes which included all areas of their market activities. Privatised metallurgical enterprises after economic transformation gradually implemented marketing to their business activities. The article presents notions connected with development of marketing strategies from the period of last 20 years. The range of analysis includes categories corresponding with instruments of mix marketing (4P − product, price, place, promotion.
Vinaixa Campos, Joan
The Browser games industry: Introduction and description of browser games and browser games portals. Description of the main characteristics that define the browser games industry and its competitive environment. Analysis of all the factors that need to be considered in order to make a successful market entry. Online marketing techniques: Introduction and description to the main online marketing techniques that exist to market a product or service in internet: Search Engine Marketing...
Silveira, Paulo Duarte; Marreiros, Cristina
Comunicação apresentada em 15th IAMB Conference, Lisboa Shopper marketing is an international recent concept and approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field, and consequently questions and challenges acrossall the marketing-mix variables are emerging. This paper addressesshopper marketing implications on one of those variables – communication.Specifically, the purpose of this paper is to study the implications ...
Manipulative transactions, which affect both the supply and demand side of the markets, have been studied by academic circles and it was concluded that manipulation exerts negative impact on markets. A market with manipulation is considered as less trustworthy and credible compared to a market without manipulation, which in turn, affects demand. Manipulations affecting both the supply and demand should be closely monitored by stock market investors as well as legislative, executive, and regul...
Raletić Saša; Radojević Predrag; Mihić Svetlana
Subjects present in the market tend to achieve synergetic effect by well-established partnerships more often. Cause related marketing based on the direct partnership between companies and nonprofit organizations and indirect partnership between the company and the customer, in order to support a social cause, is as such the subject of this analysis. Cause-related marketing is a manifestation of social-cause marketing and the adaptation of commercial marketing tailored for the programs that in...
Full Text Available The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech goods and on the level of consumer involvement in the purchasing process. Results showed that Highly Rational, Cautious, and Demonstrative behaviours can be observed in case of high consumer involvement in the buying process. Rationally-Confident, Comfortable, Adaptive behaviour can be observed in the case of low involvement. The peculiarities of communicative influence for each type of consumer behaviour in the market of high-tech goods are determined and the appropriate strategies of marketing communication are offered. Practical implementation. Strategies of communicative influence and communication sources depend on consumer behavioural types and the stage of the process of adopting innovations. In case of highly rational consumer behaviour, generic strategy, benefit strategy, and unique technical advantage strategies are recommended to be used as the main communicative strategies. Benefit strategy, unique technical advantage strategy, positioning strategy should be used in the case of rationally confident behaviour. The technology of intrusion, intimidation, positioning strategy, affective strategy, and resonance strategy should be used in the case of cautious consumer behaviour. Brand strategy should be used in the case of demonstrative consumer behaviour. The communicative strategies of product positioning and the strategy of resonance can be used in the case of comfortable consumer behaviour. Brand strategy is the main communicative strategy in the
Full Text Available Marketing strategy is correlated with the regulations for the corresponding product category. Accordingly, there is a big difference in the marketing strategy of food supplements and over-the-counter medicines. In this paper are presented 2 different marketing strategies of a new small pharmaceutical company in two studies. The findings of studies analysis can be used for developing marketing strategies in the wider sense and other products, for other small to medium sized companies in other countries of interest with similar regulations and help them understand how to position and promote themselves and their products.
Dzeparoski, Marjan; Trajkovic-Jolevska, Suzana
Marketing strategy is correlated with the regulations for the corresponding product category. Accordingly, there is a big difference in the marketing strategy of food supplements and over-the-counter medicines. In this paper are presented 2 different marketing strategies of a new small pharmaceutical company in two studies. The findings of studies analysis can be used for developing marketing strategies in the wider sense and other products, for other small to medium sized companies in other countries of interest with similar regulations and help them understand how to position and promote themselves and their products.
Khafizov, I. I.; Galimov, A. N.
The article deals with the basic provisions of the formation of IT-strategies and interaction with management quality. Formation of the IT-strategy in a volatile, changing marketing environment is a prerequisite for efficient operation of the company.
Suraj Kushe Shekhar
Full Text Available Wood finishing relates to the process of embellishing or protecting the surface of the wood. The paper aimed at formulating a marketing strategy for introducing water borne German based Wood Finishes named Eukula Strato into local market of northern Kerala, India. Multiple cross sectional descriptive research with judgmental sampling technique elicited responses from Finishers, Furniture manufacturers and Interior designers. Findings revealed that Eukula Strato had a distinct advantage when compared to any other Wood Finish that was available in the local market. Findings and suggestions were reported as per 4P’s of marketing mix. Percentage analysis, Chi square analysis etc were used to interpret the results
Thorne, George F.
Discusses basic principles of marketing (referred to as the six p's: product, pricing, point of sale, people, promotion, and positioning) and shows how they can be applied to the marketing of day care centers. (SKC)
Vardari, Luan; Arapi, Dena; Qekaj- Thaqi, Aferdita
Rapid developments and increasing competition in recent years have prevented companies from producing and selling only in domestic markets, but also causing their foreign resources and investments to be directed to foreign markets. In this case, once businesses decide to join a particular market, they have to decide which is the best way to penetrate there. Turkish multinational corporations, which have been spreading all over the world with their investments, have conquered world markets wit...
Janzen, Edward L.; Wilson, William W.
There is a growing interest and a perceived demand for hard white (HW) wheat to satisfy the needs of the growing Asian noodle market which is currently dominated by Australia. The wheat industry is reviewed with attention to U.S. and Australian production and international markets for white wheat. Quality issues and target markets/market development are discussed. Economic issues associated with production of HW wheat in hard red spring (HRS) wheat producing areas, primarily North Dakota, are...
With the improvement of people's living standards, people's growing demand for green food is becoming bigger and bigger, but there are some problems in traditional marketing and at the same time, the rapid development of web marketing has impacted greatly on traditional marketing channels of the green food. The study attempts to analyze the development and the problems of green food in our country in traditional marketing, discussed the necessity and feasibility of the traditional green food ...
Ahmed, Dr. Ashfaque
Rural markets offer a great scope for a concentrated marketing effort because of the recent increase in the rural incomes and the likelihood that such incomes will increase faster because of better production and higher prices for agricultural commodities. Rural Marketing is a developing concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach promise a bright future for those intending to go rural....
Dyer, Beverly G.; Miller, Michael T.
This study reports on the job challenges and corresponding response strategies that department chairs at graduate and undergraduate colleges and universities encounter and rely upon. Literature and research related to marketing department chairs, marketing education, and marketing majors indicates that business schools have come under attack by…
Under new school-choice policies, schools feel increasing pressure to market their schools to parents and students. I examine how school leaders in New Orleans used different marketing strategies based on their positions in the market hierarchy and the ways in which they used formal and informal processes to recruit students. This study relied on…
Full Text Available In this paper we consider the problem of an insurance company where the wealth of the insurer is described by a Cramér-Lundberg process. The insurer is allowed to invest in a risky asset with stochastic volatility subject to the influence of an economic factor and the remaining surplus in a bank account. The price of the risky asset and the economic factor are modeled by a system of correlated stochastic differential equations. In a finite horizon framework and assuming that the market is incomplete, we study the problem of maximizing the expected utility of terminal wealth. When the insurer’s preferences are exponential, an existence and uniqueness theorem is proven for the non-linear Hamilton-Jacobi-Bellman equation (HJB. The optimal strategy and the value function have been produced in closed form. In addition and in order to show the connection between the insurer’s decision and the correlation coefficient we present two numerical approaches: A Monte-Carlo method based on the stochastic representation of the solution of the insurer problem via Feynman-Kac’s formula, and a mixed Finite Difference Monte-Carlo one. Finally the results are presented in the case of Scott model.
Orissa has vast reserves of poor-grade coal. In this paper, the author has highlighted various aspects of Orissa coal reserves and also provided suggestions for the marketing strategy of this coal, taking into consideration the pros and cons of techno-economic viability of beneficiation of poor-grade coal of Orissa. He also addresses transport problems; power houses are situated more than 1000 km from the coal mines. Suggestions provided in this paper include the following: (1) fuel supply agreement to be set up, particularly for the long-distance customers, (2) considering the overall economics, MCL to try and convince the Ministry of Environment and Forests to drop the clause using 34% ash coal by distant thermal power stations from June 2001, (3) to properly utilize manpower, as the wages are high but the industry growth curve is negative, and (4) to set up proper safety measures in opencast mines to prevent fire. This will avoid weathering and degradation of coal.
Full Text Available A good marketing strategy does not always necessarily lead to successful marketing performance in an organization. It depends on how marketing people translate the strategy into action. A well formulated, but badly implemented strategy, will be effective (do the right things, but not efficient (do things right. While correct implementation of a badly formulated strategy will be efficient, but not effective. Firms need both effectiveness and efficiency to optimize their performance. This study, based on existing literature, identified a list of activities concerning the marketing strategy implementation, and investigated their nature in the process of the strategy implementation among small and medium companies in Indonesia. A tested structured questionnaire was used as a guidance in interviewing marketing managers -the respondents of the study. A total of 76 completed questionnaires were collected. Factor analysis was used to extract, if any, key dimensions across the data. This analysis resulted into four fundamental factors underlying 16 activities in marketing strategy implementation, namely commitment, consensus, evaluation and control, autonomy, and two factors representing 8 marketing performance that are financial, and strategic performances. Subsequently simple regression was performed to examine the impact of the four factors on the marketing performance. The study findings suggest that evaluation and control has greatest impact either on financial performance or strategic performance, followed by autonomy. Even though commitment and consensus influence the marketing performance, but their influences are not statistically significant.
Full Text Available Throughout the evolution of marketing, as a result of increasing competition, there has been a shift from a production oriented approach to a marketing oriented approach. Strategic thinking that gives companies an advantage over their competitors gained importance. By the end of the 1980s, experts studying strategy looked back into rich military literature to find some basic principles to help them define strategies for today’s business environment. In this period warfare and its similarities with the business world were a great inspiration for marketers. The aim of this study is to show the relation between marketing strategies and military strategies. This exploratory research used secondary data. It is expected that, in the twenty-first century’s highly competitive conditions, this study will give marketers a different point of strategic view and contribute to marketing literature.
J. van der Hart; G.J. de Zwart (Gerben); D.J.C. van Dijk (Dick)
textabstractWe examine competing explanations, based on risk and behavioral models, for the profitability of stock selection strategies in emerging markets. We document that both emerging market risk and global risk factors cannot account for the significant excess returns of selection strategies
Gonzalez-Herrero, Alfonso; Pratt, Cornelius B.
Compares crisis-response strategies of marketing-communication professionals in tourism organizations (TOs) in the United States and Spain. Reports the extent to which they use proven crisis-management strategies. Indicates significant differences between the countries' TOs in both their extant plans for responding to marketing crises and in their…
Predicting that in an environment of limited resources, the hospital's competitive strategy will assume greater importance, the author reviews the relationship of positioning to market success. He also discussed how such strategies as differentiation, overall cost leadership, and market focus can be applied to hospitals.
Walker, Kristen L.; Curren, Mary T.; Kiesler, Tina
Plaza del Valle is an open-air shopping center in the San Fernando Valley region of Los Angeles. The new marketing manager must review primary and secondary data to determine a target market, a product positioning strategy, and a promotion strategy for the retail shopping center with the ultimate goal of increasing revenue for the Plaza. She is…
Full Text Available International film market of Iran (IFM is one of the most important presenters of different films and television programs to be sold in the world market especially in Middle East. The primary purpose of this paper is to investigate different methods to promote this market. The study uses a questionnaire and distributes it among buyers and sales agents of IFM. The results of hypothetic tests prove that the socio-cultural factors are the most important reasons for the participants. Another important criterion promoting sales of movies is different awards from various movie festivals dedicated to moviemakers. The opening date and place of market, publication and publicity are other important criteria influencing sales of movies. The paper illustrates film-marketing mix for film marketers. Indicators, which are important for participants in international film festivals, are also illustrated for international film market holders.
Full Text Available Subjects present in the market tend to achieve synergetic effect by well-established partnerships more often. Cause related marketing based on the direct partnership between companies and nonprofit organizations and indirect partnership between the company and the customer, in order to support a social cause, is as such the subject of this analysis. Cause-related marketing is a manifestation of social-cause marketing and the adaptation of commercial marketing tailored for the programs that influence the voluntary behavior of customers, which will enhance well-being of society. The aim of this analysis is to present cause-related marketing as a win-win situation for all participants in the exchange and in the community. The outcome of the analysis are benefits realized by means of Liste Read phonetically cause-related marketing campaigns. .
Zeng, Xiongyu; Du, Yang
Date: 2008-06-08 Program: International Marketing Course: Master thesis in International Marketing (EF0705) Author: Xiongyu Zeng (780925) Yang Du (820830) Tutor: Jan Löwstedt Title: A Study of Marketing Strategy in Chinese Software Market – A Case Study of UFIDA Software Co., Ltd Strategic Question : What should be an Effective Marketing Strategy for UFIDA in order to Increase its Market Shares and Support its Market Leadership Position? Purpose: The purpose of this study is to investigate an...
Susmita Ghosh; Bhaskar Bhowmick
Market is an important factor for start-ups to look into during decision-making in product development and related areas. Emerging country markets are more uncertain in terms of information availability and institutional supports. The literature review of market uncertainty reveals the need for identifying factors representing the market uncertainty. This paper identifies factors for market uncertainty using Exploratory Factor Analysis (EFA) and confirmed the number of fa...
Background Strategic Functional-level planning should be aligned with business level and other functional strategies of a company. It is presumed that assimilating the strategies could have positive contribution to business performance, in this regard alignment between marketing strategy and financial strategy seems to be the most important strategies being studied. An empirical work in generic pharmaceutical manufacturing companies for evaluating effect of alignment between these two functions on organizational performance was developed in this paper. Methods All Iranian pharmaceutical generic manufactures listed in Tehran stock market have been tested for period of five years between 2006–2010 and their marketing strategies were determined by using Slater and Olson taxonomy and their financial strategies have been developed by calculating total risk and total return of sample companies for five years based on rate of risk and return in the frame of a 2 × 2 matrix. For the business performance three profitability indices including Q-Tubin (Rate of market value to net asset value), ROA (Return on Asset), ROE (Return on Equity) have been tested. For analysis, a series of one-way ANOVAs as a collection of statistical models within marketing strategies considering financial strategy as independent variable and the three performance measures as dependent variables was used. Results Results show strategic alignment between financial and marketing has significant impact on profitability of company resulting in arise of all three profitability indices. Q tubing’s rate were 2.33,2.09,2.29,2.58 and rate of ROA were 0.21,0.194,0.25,0.22 and rate of ROE were 0.44,0.46,0.45,0.42 for matched strategy types, respectively the rates shown here are more than average meaning that specific type of marketing strategy is fitted with specific type of financial strategy. Conclusion Managers should not consider decisions regarding marketing strategy independently of their financial
Full Text Available Background:Strategic Functional-level planning should be aligned with business level and other functional strategies of a company. It is presumed that assimilating the strategies could have positive contribution to business performance, in this regard alignment between marketing strategy and financial strategy seems to be the most important strategies being studied. An empirical work in generic pharmaceutical manufacturing companies for evaluating effect of alignment between these two functions on organizational performance was developed in this paper.Methods:All Iranian pharmaceutical generic manufactures listed in Tehran stock market have been tested for period of five years between 2006--2010 and their marketing strategies were determined by using Slater and Olson taxonomy and their financial strategies have been developed by calculating total risk and total return of sample companies for five years based on rate of risk and return in the frame of a 2 x 2 matrix. For the business performance three profitability indices including Q-Tubin (Rate of market value to net asset value, ROA (Return on Asset, ROE (Return on Equity have been tested. For analysis, a series of one-way ANOVAs as a collection of statistical models within marketing strategies considering financial strategy as independent variable and the three performance measures as dependent variables was used.Results:Results show strategic alignment between financial and marketing has significant impact on profitability of company resulting in arise of all three profitability indices. Q tubing's rate were 2.33,2.09,2.29,2.58 and rate of ROA were 0.21,0.194,0.25,0.22 and rate of ROE were 0.44,0.46,0.45,0.42 for matched strategy types, respectively the rates shown here are more than average meaning that specific type of marketing strategy is fitted with specific type of financial strategy.Conclusion:Managers should not consider decisions regarding marketing strategy independently of their
Mohammadzadeh, Mehdi; Aarabi, Sied Mohammad; Salamzadeh, Jamshid
Strategic Functional-level planning should be aligned with business level and other functional strategies of a company. It is presumed that assimilating the strategies could have positive contribution to business performance, in this regard alignment between marketing strategy and financial strategy seems to be the most important strategies being studied. An empirical work in generic pharmaceutical manufacturing companies for evaluating effect of alignment between these two functions on organizational performance was developed in this paper. All Iranian pharmaceutical generic manufactures listed in Tehran stock market have been tested for period of five years between 2006-2010 and their marketing strategies were determined by using Slater and Olson taxonomy and their financial strategies have been developed by calculating total risk and total return of sample companies for five years based on rate of risk and return in the frame of a 2 × 2 matrix. For the business performance three profitability indices including Q-Tubin (Rate of market value to net asset value), ROA (Return on Asset), ROE (Return on Equity) have been tested. For analysis, a series of one-way ANOVAs as a collection of statistical models within marketing strategies considering financial strategy as independent variable and the three performance measures as dependent variables was used. Results show strategic alignment between financial and marketing has significant impact on profitability of company resulting in arise of all three profitability indices. Q tubing's rate were 2.33,2.09,2.29,2.58 and rate of ROA were 0.21,0.194,0.25,0.22 and rate of ROE were 0.44,0.46,0.45,0.42 for matched strategy types, respectively the rates shown here are more than average meaning that specific type of marketing strategy is fitted with specific type of financial strategy. Managers should not consider decisions regarding marketing strategy independently of their financial strategy.
Segura, Carlota; Duch, Jordi; Perelló, Josep
Decisions made in our everyday lives are based on a wide variety of information so it is generally very difficult to assess what are the strategies that guide us. Stock market provides a rich environment to study how people make decisions since responding to market uncertainty needs a constant update of these strategies. For this purpose, we run a lab-in-the-field experiment where volunteers are given a controlled set of financial information -based on real data from worldwide financial indices- and they are required to guess whether the market price would go “up” or “down” in each situation. From the data collected we explore basic statistical traits, behavioural biases and emerging strategies. In particular, we detect unintended patterns of behavior through consistent actions, which can be interpreted as Market Imitation and Win-Stay Lose-Shift emerging strategies, with Market Imitation being the most dominant. We also observe that these strategies are affected by external factors: the expert advice, the lack of information or an information overload reinforce the use of these intuitive strategies, while the probability to follow them significantly decreases when subjects spends more time to make a decision. The cohort analysis shows that women and children are more prone to use such strategies although their performance is not undermined. Our results are of interest for better handling clients expectations of trading companies, to avoid behavioural anomalies in financial analysts decisions and to improve not only the design of markets but also the trading digital interfaces where information is set down. Strategies and behavioural biases observed can also be translated into new agent based modelling or stochastic price dynamics to better understand financial bubbles or the effects of asymmetric risk perception to price drops. PMID:27532219
Gutiérrez-Roig, Mario; Segura, Carlota; Duch, Jordi; Perelló, Josep
Decisions made in our everyday lives are based on a wide variety of information so it is generally very difficult to assess what are the strategies that guide us. Stock market provides a rich environment to study how people make decisions since responding to market uncertainty needs a constant update of these strategies. For this purpose, we run a lab-in-the-field experiment where volunteers are given a controlled set of financial information -based on real data from worldwide financial indices- and they are required to guess whether the market price would go "up" or "down" in each situation. From the data collected we explore basic statistical traits, behavioural biases and emerging strategies. In particular, we detect unintended patterns of behavior through consistent actions, which can be interpreted as Market Imitation and Win-Stay Lose-Shift emerging strategies, with Market Imitation being the most dominant. We also observe that these strategies are affected by external factors: the expert advice, the lack of information or an information overload reinforce the use of these intuitive strategies, while the probability to follow them significantly decreases when subjects spends more time to make a decision. The cohort analysis shows that women and children are more prone to use such strategies although their performance is not undermined. Our results are of interest for better handling clients expectations of trading companies, to avoid behavioural anomalies in financial analysts decisions and to improve not only the design of markets but also the trading digital interfaces where information is set down. Strategies and behavioural biases observed can also be translated into new agent based modelling or stochastic price dynamics to better understand financial bubbles or the effects of asymmetric risk perception to price drops.
The efficient distribution strategy formulation becomes vital to the success and survival of any organization, especially when it is involved in international trade. Today’s world is particularly challenging due to rapidly changing market conditions. Therefore, in order to able to compete, satisfy customers, and meet the needs of other stakeholders profitably, it is crucial for any company to make profound market environment analyses, react to changes in the market and adjust strategies accor...
Natalia К. Shemetova
The study is aimed at developing an algorithm of formation of university’s marketing strategy and the development of evaluating methods of its effectiveness realization. Despite the competitive expansion of the educational services market and the transition to a system of university self-financing, researchers have not paid due attention to the process of developing the marketing strategy of the university and the evaluation of its effectiveness yet. Methods. The applied methods include the m...
Suvagondha, Apiwat; Soparat, Pattamaporn
Abstract Date: May 29, 2008 Course: Master Thesis (EFO 705) Authors: Apiwat Suvagondha 790819 Pattamaporn Soparat 840216 Tutor: Tobias Eltebrandt Title: Creating marketing strategies for wedding business unit of Amari Atrium Hotel Problem: What should be marketing strategies for wedding business unit of Amari Atrium Hotel? Purpose: The aim of our thesis is to analyze the wedding market in Bangkok together with consumer purchasing behavior of Thai’s couple regarding to wedding ceremony in orde...
Dolnicar, Sara; Freitag, Roman
A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and the competitiveness of the market environment, a goal that can neither be tackled by purely analytic approaches nor is sufficient and undistorted real market data available to deduct findings in an empirical manner. The fundamental idea of the simulation is to increase competition in the artificial marketplace and to study the influence of segmentation strategy and varying market con...
The present study relates to the field of digital marketing communication. The purpose of the study is to create a customer-centric digital marketing communication strategy for Salusfin, a technological start-up company in need of an effective digital strategy. The key issue of the study is to provide an insight on how digital marketing communication tools can fulfil the needs and benefit the company while adding value for the customers. The research questions addressed in the study are 1. Wh...
Nicoleta HURDUC; Alin NIŢU
Main forms of entry on a foreign market are greenfield investiments and achisition of a control position from a local institution. Both forms, Greenfield and acquisition entry strategies, are specific to CEE. In selecting the entry mode, one bank’s objective is to maximize its risk-adjusted rate of return. Searh for new markets strategy means that by some reasons banks are always looking for new international market.
Full Text Available Main forms of entry on a foreign market are greenfield investiments and achisition of a control position from a local institution. Both forms, Greenfield and acquisition entry strategies, are specific to CEE. In selecting the entry mode, one bank’s objective is to maximize its risk-adjusted rate of return. Searh for new markets strategy means that by some reasons banks are always looking for new international market.
This thesis is made for an international hangar door manufacturer. The purpose of the thesis is to help the managers of the company with creating an entry strategy to Swedish markets. Even the company has experience in international business each market area is different and the marketing research has to be done carefully before starting to develop promotion mix and practices to apply when dealing with Swedish customers. The outcome of the thesis will be an entry strategy that will help to fi...
Sport marketing academics have increasingly recognized the value of making their work more relevant to practitioners. However, there is little literature about specific strategies and tactics for academics to conduct research that will be of use to sport marketing practitioners. In this paper,I will suggest some strategies and tactics for sport marketing academics interested in identifying and pursuing consulting opportunities in the sport industry. Drawing on my experience as a sport marketi...
Full Text Available Business strategies in general and marketing strategies in particular are a factor of significant importance when it comes to the success and long term growth of companies. This paper tends to test the generally accepted assumption that SME’s in the Republic of Macedonia do not have and implement well defined marketing strategies. As will be noticed, based on the opinions of the owners of 277 SME’s in the Pollog region, business entities in the Republic of Macedonia do recognize the importance of marketing and marketing strategies, but still fail when it comes to their creation and implementation. As proven by the research, SME’s in the studied region randomly implement certain elements of different types of business and marketing strategies, but not based on theoretical approaches and generally accepted literature in this field.
Md. Kashif Ansari; Garima Jain; Jasleen Kaur
Deployment of ICT has been changing the way companies in every industry conduct their business. The most impacted is the marketing department. Marketers need to constantly study the market and the rapid changes in technology to continue satisfying the new-age customers. These customers have access to multiple sources of information due to increased usage of ICT. The present study analyses the evolution of Indian tourism industry, focusing on its marketing strategies over the years. The author...
Full Text Available Performance measurement in modern conditions is one of the most important business requirements since enterprises face the need to exhibit returns for stockholders and investors, but also contribution of management to those returns, as well as contribution of certain business units, functional departments and activities within them. Hence, it is particularly important to assess marketing successfulness as a business function according to return on investment in marketing activities, but also according to the set of indicators from following performance groups - marketing effectiveness and marketing efficiency. Core issue is which measures to select and use in the marketing performance measurement system of certain enterprise so that it could be able to assess how effective and efficient its marketing is. In other words, adequate performance measurement system ought to contain performance measures that will be used to monitor effects and marketing strategy implementation process (controlling while implementing, and performance measures that can be applied to overall effect monitoring after the strategy implementation period. Otherwise, creating the marketing performance measurement system is a complex task for marketing managers. Therefore, the aim of this paper is to explore key principles and develop conceptual framework for creating and selecting performance measurement system for marketing strategy control which is based on characteristics and key success factors of marketing strategy, that is activities and actions for its operationalizing and effective implementing.
Strategi Komunikasi Pemasaran Dalam Rangka Meraih Konsumen (Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran Marketing PT Railink “Kereta Api Bandara Internasional Kualanamu” dalam Upaya Meraih Konsumen)
Sitompul, Eva Elfira
The Title of this research is The Strategy of Marketing Communication in Reaching Consumers. This research focuses on the marketing communication strategy in Marketing of PT Railink “Kualanamu Airport Railink Service” in reaching consumers. The purpose of this study is to see how the marketing communication strategy of Marketing in PT Railink within reach consuners. The purpose of descriptive research is to make the description, illustration and painting in a systematic, factual and accurate ...
Juan Francisco Nogales González
Full Text Available Resumen El objetivo principal de este artículo es resaltar la importancia que tiene el marketing en el mundo del deporte. Durante los últimos años, se han producido numerosos e importantes avances en el estudio y en la formalización del marketing aplicado al área de los servicios, los cuales obligan a actualizar los planteamientos y enfoques que se siguen en su aplicación. Los estudios más recientes en la utilización del marketing en las entidades deportivas, demuestran que la aplicación aislada del marketing tradicional no es suficiente, por sí solo, para asegurar el éxito de mercado y que es necesario complementarlo con otras dos disciplinas desarrolladas en gran parte en el sector servicios y llegar, de esta manera, a un enfoque nuevo y específico de marketing deportivo. Este nuevo enfoque ha de estar integrado por tres áreas claramente diferenciadas y complementarias entre sí: el marketing tradicional, el marketing interactivo y el marketing interno. Palabras clave: Marketing, interactivo, club deportivo, socios, clientes. Abstract The principal aim of this article is stand out the importance of sport marketing in the sport world. During last years, numerous advances have been appear about sport marketing in services. These advances force to update the application of these approachs. Recents studies in the use of marketing in sports organizations show that the isolate application of traditional marketing is insufficient to ensure the succes, and there is need to improve it with other two developed disciplines to reach a new idea of sport marketing. This new view and perspective must be composed by three areas: traditional marketing, interactive marketing and internal marketing. Key words: Marketing, interactive, sport club, members, customers.
Changes in gas marketing resulting from increased competition were discussed. Government deregulation has lead to a significant increase in competition which, however, did not eliminate the need for regulation since it prevents those with excessive market power from gaining unfair advantage, and ensures that societal priorities are upheld. Competition has also players in the market continue to outbid their competitors with new and better products and services. 15 figs
Geirinhas, Guilherme Guerra Abrantes
In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main d...
According to many market researches and industrial reports Iran is one of the biggest toy markets in the Middle East and North Africa region. The Iranian toy market has been identified as a niche market with lots of unexploited opportunities. Nonetheless, the Iranian toy industry has shown...... for this misdirection were that the Iranian toy industry lacked a traditional structure, a strategic perspective and also absence of international cooperation. This research suggests that the Iranian toy industries need to move its focus from manufacturing, where the country has no competitive advantage, toward toy...
Nelbom, Mathies Raaskou; Giersing, Josephine; Olesen, Kåre
This project has the ultimate goal of answering the research question, What are the 4 P’s of marketing mix and SWOT analysis, and how are they implemented within companies? To what extent does Lotto and Schneider Electric implement this these marketing tools? This project goes into depth with the 4P’s within marketing mix, product, promotion, place and price, as well as SWOT analysis. These method of marketing are then applied to the two companies that were interviewed, in order to see how th...
McGrath, Rita Gunther; MacMillan, Ian C
If company leaders were granted a single wish, it would surely be for a reliable way to create new growth businesses. Business practitioners'overwhelming interest in this subject prompted the authors to conduct a three-year study of organizational growth--specifically, to find out which growth strategies were most successful. They discovered, somewhat to their surprise, that even companies in mature industries found rich new sources of growth when they reconfigured their unit of business (what they bill customers for) or their key metrics (how they measure success). In this article, the authors outline these and other moves companies can make to redefine their profit drivers and realize low-risk growth. They offer plenty of real-world examples. For instance: CHANGING YOUR UNIT OF BUSINESS: Once a conventional printing house, Madden Communications not only prints promotional materials for customers but also manages the distribution and installation of those materials on-site. Its revenues grew from dollars 1o million in 1990 to dollars 133 million in 2004, in an industry that many had come to regard as hopelessly mature. IMPROVING YOUR KEY METRICS-PARTICULARLY PRODUCTIVITY: Lamons Gasket, with dollars 80 million in revenues, built a Web site that radically improved its customers' ability to find, order, and pay for goods. The firm's market share rose along with its customer retention rate. The authors also suggest ways to identify your unit of business and associated key metrics and recognize the obstacles to changing them; review the key customer segments you serve; assess the need for new capabilities and the potential for internal resistance to change; and communicate to internal and external constituencies the changes you wish to make in your unit of business or key metrics.
Seyed Mohammad Abdollahi Keyvani
Full Text Available The main purpose of this research is to measure the relative importance of a selected number of primary operating and marketing factors which may be involved in the formulation of strategies of small manufacturers. One hundred manufacturing owner-managers in Iran were investigated. The marketing factors emphasized most often were improvement in product quality and reduction in product cost. However, improvements in customer service and in scheduling appeared to contribute more to actual firm performance. Overall, there seemed to be more emphasis on the production strategy factors than marketing factors as a means to gaining competitive advantage.
Susan P Douglas; Dong Kee Rhee
Identification of generic competitive strategy types has recently attracted considerable attention. Most of this research has, however, focused on competitive strategy of U.S. businesses in their domestic market. The present study extends these findings to markets outside the United States, and more specifically Europe, based on a sample of industrial businesses drawn from the PIMS database. Similar dimensions underlying competitive strategy, and similar generic types are found among business...
Cook, Ruth Gannon; Ley, Kathryn
This action research study investigated a marketing plan based on collaboration among a program faculty team and other organizational units for a graduate professional program. From its inception through the second year of operation, program enrollment increased due to the marketing plan based on an effective approach grounded in simple marketing…
Vácha, Lukáš; Vošvrda, Miloslav
Roč. 14, č. 2 (2005), s. 172-179 ISSN 1210-0455 Grant - others:GA UK(CZ) 454/2004/A EK/FSV Institutional research plan: CEZ:AV0Z10750506 Keywords : efficient market hypothesis * fractal market hypothesis * agent's investment horizons Subject RIV: AH - Economics
Shroeder, Barbara A.
This research was undertaken to study and improve the marketing efforts of the Department of Educational Technology (EDTECH) at Boise State University, recognizing the need to generate revenues based upon the new self-support structure instituted at the university and EDTECH Department. In investigating the marketing opportunities for the…
Belayneh, Hailemariam Teklewold; Feye, Getachew Legese; Alemu, Dawit; Negassa, Asfaw
The major objective of this paper is to identify determinants of market prices for cattle, sheep and goat in the export market value chain starting from pastoral markets to export abattoirs and live animal exporters. The study is based on the information generated through a formal survey conducted in the major pastoral livestock markets of Ethiopia with 128 collectors, small and big traders, feedlot operators, live animal and meat exporters. Hedonic price formation model was used to analyze t...
Natalia К. Shemetova
Full Text Available The study is aimed at developing an algorithm of formation of university’s marketing strategy and the development of evaluating methods of its effectiveness realization. Despite the competitive expansion of the educational services market and the transition to a system of university self-financing, researchers have not paid due attention to the process of developing the marketing strategy of the university and the evaluation of its effectiveness yet. Methods. The applied methods include the method of general systems theory, and the complex of specialized marketing tools (PEST-, SNWand SWOT-analysis. Results. The algorithm of university’s marketing strategy formation and methodology for its effectiveness assessing is given in five fields: economic, informational, social, integration, and demand stage. The set of criteria is worked out for every field listed above. The author has developed a formula for determining the total indicator or general index of the effectiveness of university’s marketing strategy. Scientific novelty. The prospects of using the algorithm of formation of university’s marketing strategy and the system of monitoring and evaluating the effectiveness of marketing in higher vocational education was proved and evaluated by the author in the Ural Institute of Management of RANEPA. Practical significance. The research results can be used by the experts in the field of management of the higher educational institutions, and also as teaching materials while preparing the experts in marketing.
Roberts, Scott D.; Micken, Kathleen S.
Digital offerings represent different challenges for marketers than do traditional goods and services. After reviewing the literature, the authors suggest ways that the marketing of digital goods and services might be better presented to and better understood by students. The well-known four challenges of services marketing model (e.g.,…
M. E. Seyfullaeva
Full Text Available Article refers to problems of tobacco production marketing in connection with new requirements and the restrictions imposed by the modern world community. The author offered the basic principles of Marketing 3.0 to promote tobacco production of the companies in the market.