WorldWideScience

Sample records for social marketing strategies

  1. Social network marketing strategy and SME strategy benefits

    OpenAIRE

    Nobre, Helena; Silva, Daniela

    2014-01-01

    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...

  2. Social media infleunce - a case study of LUSH's social media marketing strategy

    OpenAIRE

    Belowska, Martyna; Løyche, Tanja Blomgaard; Szewczykowska, Karolina; Shore, Jonna Ellinor; Krejci, Kamila

    2017-01-01

    This research project is a case study of LUSH Cosmetics which aims to understand theinfluence in social media on consumers through the social media marketing strategy ofLUSH. This is done by first, explaining the social media marketing strategy of LUSH throughThe Theory of Influence by Robert Cialdini (1984) which has formed the theoreticalframework in this project. Second, an online individual survey has been conducted to deeperunderstand how potential consumers perceive the influence from L...

  3. [Clinical impact of social marketing strategy on breast cancer detection].

    Science.gov (United States)

    Quintana-Vidaurri, Adriana Guadalupe; Santana-Chávez, Luis Alejandro; González-Villalobos, Cynthia Guadalupe

    2013-01-01

    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.

  4. Developing a promotional strategy: important questions for social marketing.

    Science.gov (United States)

    Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L

    2007-10-01

    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.

  5. Particularities of the Marketing Communication Strategy through Social Media

    OpenAIRE

    Ionescu Andreea; Ciceo Andreea Teodora

    2013-01-01

    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...

  6. Creating successful price and placement strategies for social marketing.

    Science.gov (United States)

    Thackeray, Rosemary; Brown, Kelli R McCormack

    2010-03-01

    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.

  7. The effect of social media marketing, on brand marketing and communication strategy: the case of Visit Denmark.

    OpenAIRE

    Zhang, Lingling

    2015-01-01

    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 ...

  8. Developing environmental marketing strategies in the framework of forest sector enterprises social responsibility

    OpenAIRE

    V.T. Polovska

    2012-01-01

    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.

  9. Marketing Communication Strategy Through Social Media to Increase Children Book Sales

    OpenAIRE

    Wardaya, Marina

    2016-01-01

    The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books ...

  10. Marketing Communication Strategy Through Social Media To Increase Children Book Sales

    Directory of Open Access Journals (Sweden)

    Marina Wardaya

    2016-09-01

    Full Text Available The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books sales. The results of this study show that the children's book marketing communication strategies in publisher’s social media are fully and interactively utilized, as seen from the various activities posted on Facebook and Twitter. As well as the positive response from consumers who show their interest and desire to buy books offered or follow the event being held in order to increase sales.

  11. Pricing Strategies for Viral Marketing on Social Networks

    KAUST Repository

    Arthur, David; Motwani, Rajeev; Sharma, Aneesh; Xu, Ying

    2009-01-01

    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

  12. Social Media Marketing in Russia

    OpenAIRE

    Olgskaya, Kristina

    2017-01-01

    Social media marketing involves the use of social media for connecting with prospective consumers. The study focuses on explaining such notions like social media marketing (SMM), types of SMM, differences between social media and traditional marketing, social media marketing plan, development ways of strategic social media marketing plan and why strategy may fail. This thesis also presents research in Russian social network – Vkontakte, where promotion of Mechanical Engineering programme ...

  13. N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations

    Directory of Open Access Journals (Sweden)

    Artha Sejati Ananda

    2016-09-01

    Full Text Available Despite the increasing and ubiquitous use of social media for business activities, scholar research on social media marketing strategy is scant and companies deploy their social media marketing strategies guided by intuition or trial and error. This study proposes a comprehensive framework that identifies and classifies social media marketing strategic actions. The conceptual framework covers actions that support both transactional and relationship marketing. This research also positions social media marketing strategy and strategic actions in the context of the marketing organization theory, and discusses the impact of the incorporation of social media on the concept of marketing organization. The study offers valuable theoretical insight on social media marketing actions and the deployment of social media marketing strategies in companies. The investigation also provides hints about how to maximize the benefits from social media marketing for customer-oriented, market-driven organizations.

  14. Social media and its impact in marketing strategy

    OpenAIRE

    BEQIRI GONXHE

    2016-01-01

    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...

  15. Social Media Marketing Strategy for Zhen Meng Fitness Management Ltd in Shanghai

    OpenAIRE

    Sun, Mingwei

    2017-01-01

    The report is written based on practical training of marketing internship in Zhen Meng fitness management Ltd in Shanghai. With carrying out the research, setting objectives, setting and implementing a strategy, it is good to have a deeper understanding of social media marketing strategy. Secondly, with a SWOT analysis tool, it is defined the advantages and disadvantages of Zhen Meng fitness management Ltd in Shanghai. The report is going to try to make an example for other students or compan...

  16. SOCIAL VALUE AS A MARKETING STRATEGY IN A BRAZILIAN CREDIT UNION

    Directory of Open Access Journals (Sweden)

    Edson Roberto Scharf

    2016-04-01

    Full Text Available The purpose is to examine the strategic Marketing direction of Brazil’s largest credit union adopted in order to enhance the social value of its brand. For this, a qualitative exploratory research, carried out by a triangulation of data from three in-depth interviews within a central credit union and an official published document was made. It is a single case study, with an expository rating, according to Yin (2003. The results indicated that engaging and relationship building actions can be efficient tools for the dissemination of cooperative principles and can be achieved at a lower cost than traditional banking marketing tools. This is the first study exploring the social value theme as a marketing strategy within credit unions in Brazil.

  17. Problems and challenges in social marketing.

    Science.gov (United States)

    Bloom, P N; Novelli, W D

    1981-01-01

    This article reviews the problems that arise when general marketing principles are applied to social programs. Social marketing is conceptualized as the design, implementation, and control of programs seeking to increase the acceptability of a social ideal or practice in a target group. These problems can occur in 8 basic decision-making areas: market analysis, market segmentation, product strategy development, pricing strategy development, channel strategy development, communications strategy development, organizational design and planning, and evaluation. Social marketers find that they have less good secondary data about their consumers, more problems obtaining valid and reliable measures of relevant variables, more difficulty sorting out the relative influence of determinants of consumer behavior, and more problems getting consumer research funded than marketers in the commercial sector. They tend to have less flexibility in shaping their products and more difficulty formulating product concepts. Problems associated with establishing, utilizing, and controlling distribution channels comprise another major difference between social and more conventional forms of marketing. Social marketers also find that their communications options are somewhat limited as a result of problems associated with use of paid advertisements, pressures not to use certain types of appeals in their messages, and the need to communicate large amounts of information in their messages. Moreover, social marketers must function in organizations where marketing activities are poorly understood, underappreciated, and inappropriately located. Finally, they face problems trying to define effectiveness measures or estimating the contribution their program has made toward the achievement of certain objectives. If all these problems are anticipated and handled creatively, social marketing efforts can succeed.

  18. [Social marketing: applying commercial strategies to the prevention of nosocomial infections].

    Science.gov (United States)

    Sax, Hugo; Longtin, Yves; Alvarez-Ceyssat, Raymonde; Bonfillon, Chantal; Cavallero, Sabrina; Dayer, Pierre; Ginet, Claude; Herrault, Pascale

    2009-04-01

    Although a large proportion of healthcare-associated infections are avoidable, healthcare workers do not always practice evidence-based preventive strategies. Marketing technologies might help to improve patient safety. This article presents the basic principles of marketing and its potential use to promote good infection control practices. The marketing mix (Product, Price, Place, and Promotion) should be taken into account to induce behaviour change. By placing the emphasis on the perceived "profits" for healthcare workers the approach might lose its moral aspect and gain in effectiveness. VigiGerme, a non-commercial registered trademark, applies social marketing techniques to infection control and prevention.

  19. Social Media Marketing Strategy for Warere Hotels

    OpenAIRE

    Varakas, Essi

    2017-01-01

    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 ...

  20. Social Media Marketing Strategies for Customer Retention in Fitness Industry

    OpenAIRE

    Ilina, Aleksandra

    2015-01-01

    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 ...

  1. Social marketing and the creative process: staying true to your social marketing objectives.

    Science.gov (United States)

    Keller, Heidi; Thackeray, Rosemary

    2011-09-01

    Developing the promotional strategy is often the most exciting and enjoyable part of the social marketing plan. Health communication and social marketing campaigns that combine mass media with the distribution of health-related products, such as child safety restraints and sun protection products, have shown strong evidence of effectiveness for producing intended behavior changes (Guide to Community Preventive Services, 2010). This article discusses the promotional aspect of social marketing plans--the fourth P in the marketing mix that includes product, place, and price--and how public health practitioners can work with creative professionals to be sure that the creative development and execution of promotional messages and materials stay "on strategy" and support their objectives.

  2. Integrating social media and social marketing: a four-step process.

    Science.gov (United States)

    Thackeray, Rosemary; Neiger, Brad L; Keller, Heidi

    2012-03-01

    Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the center of the social marketing process. The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.

  3. Social marketing as a strategy to increase immunization rates.

    Science.gov (United States)

    Opel, Douglas J; Diekema, Douglas S; Lee, Nancy R; Marcuse, Edgar K

    2009-05-01

    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.

  4. Online marketing strategies – UK and Romania

    OpenAIRE

    Tălpău, A.; Vieraşu, T.

    2012-01-01

    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...

  5. Pricing Strategies for Viral Marketing on Social Networks

    KAUST Repository

    Arthur, David

    2009-01-01

    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.

  6. N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations

    OpenAIRE

    Ananda, Artha Sejati; Hernández-García, Ángel; Lamberti, Lucio

    2016-01-01

    Despite the increasing and ubiquitous use of social media for business activities, scholar research on social media marketing strategy is scant and companies deploy their social media marketing strategies guided by intuition or trial and error. This study proposes a comprehensive framework that identifies and classifies social media marketing strategic actions. The conceptual framework covers actions that support both transactional and relationship marketing. The study also positions social m...

  7. Marketing Animal-Friendly Products: Addressing the Consumer Social Dilemma with Reinforcement Positioning Strategies

    Science.gov (United States)

    Ingenbleek, Paul T.M.; van Trijp, Hans C.M.; van der Veen, Gerrita

    2017-01-01

    Simple Summary Modern production systems aimed at improving animal welfare are more costly than traditional systems. Animal-friendly products are therefore typically more expensive than mainstream products, which presents one of the main barriers to consumer animal-friendly product choice. To overcome this barrier, marketing strategies that associate animal welfare with different types of value, such as taste, healthiness or good feeling, may be useful. This article presents a theoretical framework with marketing strategies using various types of value, suitable for animal-friendly products to encourage consumers to buy animal-friendly instead of mainstream products. We also explain why some consumers, such as those with a rational or an intuitive thinking style, may be more sensitive to some strategies over others, giving directions to marketing managers on how to approach different types of consumers. Because the credibility of animal welfare claims is a critical issue in marketing animal-friendly products, we address this issue as well. Specifically, we propose that, to gain consumer trust, companies selling animal-friendly products need to take into account the impact of their overall strategy on the effectiveness of marketing strategies for individual products and that they may need to collaborate with relevant stakeholders, such as media or animal-interest organizations. Abstract This article presents a conceptual framework that aims to encourage consumer animal-friendly product choice by introducing positioning strategies for animal-friendly products. These strategies reinforce the animal welfare with different types of consumption values and can therefore reduce consumers’ social dilemma, which is a major barrier to animal-friendly consumer choices. The article suggests how animal-friendly products can use various types of consumption values (functional, sensory, emotional, social, epistemic and situational) to create an attractive position relative to

  8. Social Marketing. A Guide. First Draft.

    Science.gov (United States)

    Rosenau, Fred S.

    This introductory guide to nonprofit social marketing provides marketing techniques and guidelines in seven chapters. Topics covered include a general discussion of social marketing, with several definitions; market research, including factors to be considered in planning a marketing strategy, forces for and against educational changes, cluster…

  9. Customer social network affects marketing strategy: A simulation analysis based on competitive diffusion model

    Science.gov (United States)

    Hou, Rui; Wu, Jiawen; Du, Helen S.

    2017-03-01

    To explain the competition phenomenon and results between QQ and MSN (China) in the Chinese instant messaging software market, this paper developed a new population competition model based on customer social network. The simulation results show that the firm whose product with greater network externality effect will gain more market share than its rival when the same marketing strategy is used. The firm with the advantage of time, derived from the initial scale effect will become more competitive than its rival when facing a group of common penguin customers within a social network, verifying the winner-take-all phenomenon in this case.

  10. Strategi Marketing Sosial dalam Membentuk Kesadaran Mahasiswa Membuang Sampah pada Tempatnya

    Directory of Open Access Journals (Sweden)

    Gita Aprinta E. B.

    2017-07-01

    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.

  11. The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses

    OpenAIRE

    Hernández García, Ángel

    2017-01-01

    This work-in-progress research project aims to cover different aspects of social media marketing in the fashion industry, starting with the creation of a framework for social media marketing strategies deployed by fashion companies. The research defines specific social media strategic actions, in terms of contents posted in different social media platforms, and analyzes their effect on consumers' perceptions and responses. The research features qualitative and quantitative data collected from...

  12. Social marketing: consumer focused health promotion.

    Science.gov (United States)

    Blair, J E

    1995-10-01

    1. Social marketing provides a theoretical basis to increase awareness of preventable health conditions and to increase participation in wellness programs. 2. The philosophy of social marketing underscores the necessity to be aware of and responsive to the consumer's perception of needs. 3. Social marketing is distinguished by its emphasis on "non-tangible" products such as ideas, attitudes, and lifestyle changes. 4. "Marketing mix" is a social marketing strategy that intertwines elements of product, price, place, and promotion to satisfy needs and wants of consumers.

  13. Physicians under the influence: social psychology and industry marketing strategies.

    Science.gov (United States)

    Sah, Sunita; Fugh-Berman, Adriane

    2013-01-01

    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.

  14. Social marketing in healthcare.

    Science.gov (United States)

    Aras, Radha

    2011-01-01

    Social marketing is an important tool in the delivery of healthcare services. For any healthcare programme or project to be successful, community/consumer participation is required. The four principles of social marketing can guide policymakers and healthcare providers to successfully plan and implement health programmes. To review the existing literature in order to project the benefits of social marketing in healthcare. A search of periodical literature by the author involving social marketing and marketing concepts in health was carried out. Items were identified initially through health-oriented indexing services such as Medline, Health STAR and Cinahl, using the identifiers "social marketing" and "marketing in health". An extensive search was also carried out on educational database ERIC. A literature review of various studies on social marketing indicated that the selection of the right product (according to the community need) at the right place, with the right strategy for promotion and at the right price yields good results. However, along with technical sustainability (product, price, promotion and place), financial sustainability, institutional sustainability and market sustainability are conducive factors for the success of social marketing. The purpose of this literature review was to ascertain the likely effectiveness of social marketing principles and approaches and behaviour change communication towards health promotion. It is important for all healthcare workers to understand and respond to the public's desires and needs and routinely use consumer research to determine how best to help the public to solve problems and realise aspirations. Social marketing can optimise public health by facilitating relationship-building with consumers and making their lives healthier.

  15. The development of socially responsible marketing

    Directory of Open Access Journals (Sweden)

    Stanković Ljiljana

    2012-01-01

    Full Text Available In contemporary knowledge-based economy characterized by fast and turbulent changes, the achieved competitive advantage is much more exposed to hazards in contrast to earlier periods. Companies are forced to constantly create new business opportunities in order to respond to the challenges that are generated by the impact of numerous primarily technological and market changes. However, there is a small number of companies, with arranged organization and strategy, that support the requests for the research and creation of sustainable business and marketing strategies. The global scene conditioned by the development of new markets and developing economies requires changes in marketing approaches and strategy adaptation. The realization of superior business performances in global environment is related to the acquirement and adaption to new challenges and trends. The trend that questions the business activity of many companies is the requests for responsible behavior of enterprises in the market and acceptance of ethical, moral and environmental principles. There are more and more evident requests for aligning of business and marketing decisions with the aims of socially responsible business. The development of socially responsible marketing is the imperative of economic and social success. The authors point to the role and importance of innovation in marketing approaches, the need for enhancement of socially responsible marketing with the aim of improving its business performance and successful positioning.

  16. Quit smoking for life--social marketing strategy for youth: a case for Pakistan.

    Science.gov (United States)

    Khowaja, Liaquat Ali; Khuwaja, Ali Khan; Nayani, Parvez; Jessani, Saleem; Khowaja, Malika Parveen; Khowaja, Saima

    2010-12-01

    Smoking is the single most avoidable risk factor for cancers. Majority of smokers know about this fact but it is difficult for them to give it up mainly in the face of widespread smoking advertisements by the tobacco industries. To reduce the prevalence of smoking and its associated cancers, immediate actions are required by public health authorities. Social marketing is an effective strategy to promote healthy attitudes and influence people to make real, sustained health behavior change by transiting through different stages which include precontemplation, contemplation, preparation, action, and maintenance. Social marketing can influence smokers to voluntarily accept, reject, modify, or abandon their smoking behavior. In Pakistan, the smoking prevalence has been increasing, necessitating effective measures. The trend of its usage has been going upwards and, according to the World Health Organization, in Pakistan, the usage of cigarette smoking is increased by 30% compared to 1998 figures. The Pakistan Pediatrics Association has estimated 1,000 to 1,200 school-going children between the ages of 6 and 16 years take up smoking every day. In Pakistan, ex-smokers in the low socioeconomic group reported spending 25% of the total household income on this habit. This paper focuses on the antismoking social marketing strategy in Pakistan with an aim to reduce smoking prevalence, especially among the youth.

  17. Health journalism internships: a social marketing strategy to address health disparities.

    Science.gov (United States)

    Nguyen, Duy H; Shimasaki, Suzuho; Stafford, Helen Shi; Sadler, Georgia Robins

    2010-09-01

    The USA seeks to eliminate health disparities by stimulating the rapid uptake of health-promoting behaviors within disadvantaged communities. A health journalism internship incorporates social marketing strategies to increase communities' access to cancer information, while helping the interns who are recruited from underrepresented communities gain admission to top graduate schools. Interns are taught basic health journalism skills that enable them to create immediate streams of cancer-related press releases for submission to community newspapers. Interns are charged with the social responsibility of continuing this dissemination process throughout their careers. Intermediate outcomes are measured as mediators of distal behavioral change goals.

  18. Online marketing strategies – UK and Romania

    Directory of Open Access Journals (Sweden)

    Tălpău, A.

    2012-01-01

    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.

  19. [Social marketing and public health].

    Science.gov (United States)

    Arcaro, P; Mannocci, A; Saulle, R; Miccoli, S; Marzuillo, C; La Torre, G

    2013-01-01

    Social marketing uses the principles and techniques of commercial marketing by applying them to the complex social context in order to promote changes (cognitive; of action; behavioral; of values) among the target population in the public interest. The advent of Internet has radically modified the communication process, and this transformation also involved medical-scientific communication. Medical journals, health organizations, scientific societies and patient groups are increasing the use of the web and of many social networks (Twitter, Facebook, Google, YouTube) as channels to release scientific information to doctors and patients quickly. In recent years, even Healthcare in Italy reported a considerable application of the methods and techniques of social marketing, above all for health prevention and promotion. Recently the association for health promotion "Social marketing and health communication" has been established to promote an active dialogue between professionals of social marketing and public health communication, as well as among professionals in the field of communication of the companies involved in the "health sector". In the field of prevention and health promotion it is necessary to underline the theme of the growing distrust in vaccination practices. Despite the irrefutable evidence of the efficacy and safety of vaccines, the social-cultural transformation together with the overcoming of compulsory vaccination and the use of noninstitutional information sources, have generated confusion among citizens that tend to perceive compulsory vaccinations as needed and safe, whereas recommended vaccinations as less important. Moreover, citizens scarcely perceive the risk of disease related to the effectiveness of vaccines. Implementing communication strategies, argumentative and persuasive, borrowed from social marketing, also for the promotion of vaccines is a priority of the health system. A typical example of the application of social marketing, as

  20. Creating a social media strategy for Fleuriste

    OpenAIRE

    Poursadigh, Nicolas

    2015-01-01

    A social media marketing strategy for case company Fleuriste. The SMM strategy includes: goals and objectives, identify the target audience, choosing the right channels, content plan and engagement. The thesis based on a customer survey and desk research into social media marketing theories.

  1. Toward a new institutional strategy framework for political marketing

    DEFF Research Database (Denmark)

    Nielsen, Sigge Winther

    2013-01-01

    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...

  2. Applying social marketing in health care: communicating evidence to change consumer behavior.

    Science.gov (United States)

    Evans, W Douglas; McCormack, Lauren

    2008-01-01

    Social marketing uses commercial marketing strategies to change individual and organizational behavior and policies. It has been effective on a population level across a wide range of public health and health care domains. There is limited evidence of the effectiveness of social marketing in changing health care consumer behavior through its impact on patient-provider interaction or provider behavior. Social marketers need to identify translatable strategies (e.g., competition analysis, branding, and tailored messages) that can be applied to health care provider and consumer behavior. Three case studies from social marketing illustrate potential strategies to change provider and consumer behavior. Countermarketing is a rapidly growing social marketing strategy that has been effective in tobacco control and may be effective in countering pharmaceutical marketing using specific message strategies. Informed decision making is a useful strategy when there is medical uncertainty, such as in prostate cancer screening and treatment. Pharmaceutical industry marketing practices offer valuable lessons for developing competing messages to reach providers and consumers. Social marketing is an effective population-based behavior change strategy that can be applied in individual clinical settings and as a complement to reinforce messages communicated on a population level. There is a need for more research on message strategies that work in health care and population-level effectiveness studies.

  3. Social media: The new tool in firms’ marketing strategies

    OpenAIRE

    Geirinhas, Guilherme Guerra Abrantes

    2014-01-01

    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...

  4. CREATING NEW MARKETING STRATEGY FOR CASE COMPANY ADVENTURE NET

    OpenAIRE

    Koleva, Hristina

    2017-01-01

    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...

  5. Social marketing: issues for consideration.

    Science.gov (United States)

    Novelli, W D

    1983-01-01

    Few social organizations have been able to incorporate all the essential components of successful marketing, namely, a customer oriented perspective, careful product development, segmented targets and programs, and an interative process of analysis, planning, implementation, and replanning. The lack of resources is part of the problem of moving forward into comprehensive social marketing. Social organizations may use marketing's 4 "Ps" -- product, price, promotion, and place, but often they must also contend with low visibility, lamentable budgets, little research, and lack of continuity. Several general problems confront marketing planners who try to transfer marketing approaches used to sell toothpaste and laundry detergent to promote concepts like family planning, smoking cessation, and nutrition. It has not been possible simply to apply commercial techniques for market analysis and segmentation or product, price, channel, and communication strategy and implementation to social programs. Evaluating program effectiveness is another area where commercial methods fail to readily apply. Contraceptive social marketing programs can point to quantifiable success measures of units sold and revenue received, but generally social marketers must gauge their longterm program objectives such as reduced fertility rates according to intermediary measures such as knowledge change or reported behavior. Currently, organizational design is being studied by several contraceptive social marketing programs. Trained marketing managers in key positions, a systematic marketing planning process, and careful monitoring and control are key program success ingredients that frequently are missing in social agencies where marketing activities and functions may not be fully understood. Many social organizations have established communication functions, but they are not conducive to the broader role that marketing must play if any significant impact is to result. Additionally, in the absence of

  6. Inbound Marketing - the most important digital marketing strategy

    Directory of Open Access Journals (Sweden)

    PATRUTIU-BALTES Loredana

    2017-01-01

    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.

  7. Social media marketing in Italian luxury fashion

    OpenAIRE

    Ananda, Artha Sejati; Hernández García, Ángel; Lamberti, Lucio

    2015-01-01

    Industries nowadays have been comfortable with the incorporation of social media to their marketing strategy. Italy has been known as a major center of the European fashion industry, a sector that is also following the social media marketing trends. This paper provides empirical findings on Italian luxury fashion brands? social media marketing activities. We present and analyze two case studies of Italian luxury fashion brands: Gucci and The Bridge (Il Ponte Pelletteria). Gucci is one of worl...

  8. Benefits and challenges of using social media in marketing strategy:investigating small- and medium-sized companies in the Oulu region

    OpenAIRE

    Orajärvi, P. (Paavo)

    2016-01-01

    Abstract This thesis explains what social media marketing is as a phenomenon and what kind of roles it can fill in a company’s overall marketing strategies. The thesis also provides very practical information on how small/medium-sized companies can use social media channels in their daily marketing activities. This has been achieved through a literature review on the topic supported by an empirical multi-case study. The mot...

  9. Social marketing campaigns and children's media use.

    Science.gov (United States)

    Evans, W Douglas

    2008-01-01

    Media-related commercial marketing aimed at promoting the purchase of products and services by children, and by adults for children, is ubiquitous and has been associated with negative health consequences such as poor nutrition and physical inactivity. But, as Douglas Evans points out, not all marketing in the electronic media is confined to the sale of products. Increasingly savvy social marketers have begun to make extensive use of the same techniques and strategies used by commercial marketers to promote healthful behaviors and to counter some of the negative effects of conventional media marketing to children and adolescents. Evans points out that social marketing campaigns have been effective in helping to prevent and control tobacco use, increase physical activity, improve nutrition, and promote condom use, as well as other positive health behaviors. He reviews the evidence from a number of major recent campaigns and programming in the United States and overseas and describes the evaluation and research methods used to determine their effectiveness. He begins his review of the field of social marketing by describing how it uses many of the strategies practiced so successfully in commercial marketing. He notes the recent development of public health brands and the use of branding as a health promotion strategy. He then goes on to show how social marketing can promote healthful behavior, how it can counter media messages about unhealthful behavior, and how it can encourage discussions between parents and children. Evans concludes by noting some potential future applications to promote healthful media use by children and adolescents and to mitigate the effects of exposure to commercial marketing. These include adapting lessons learned from previous successful campaigns, such as delivering branded messages that promote healthful alternative behaviors. Evans also outlines a message strategy to promote "smart media use" to parents, children, and adolescents and

  10. Social strategies that work.

    Science.gov (United States)

    Piskorski, Mikołaj Jan

    2011-11-01

    Although most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded in generating profits there. That's because they merely port their digital strategies into social environments by broadcasting their commercial messages or seeking customer feedback. To succeed on social platforms, says Harvard Business School's Piskorski, businesses need to devise social strategies that are consistent with users' expectations and behavior in these venues--namely, people want to connect with other people, not with companies. The author defines successful social strategies as those that reduce costs or increase customers' willingness to pay by helping people establish or strengthen relationships through doing free work on a company's behalf. Citing successes at Zynga, eBay, American Express, and Yelp, Piskorski shows that social strategies can generate profits by helping people connect in exchange for tasks that benefit the company such as customer acquisition, marketing, and content creation. He lays out a systematic way to build a social strategy and shows how a major credit card company he advised used the method to roll out its own strategy.

  11. Importance of Strategic Social Media Marketing

    Directory of Open Access Journals (Sweden)

    Simona VINEREAN

    2017-08-01

    Full Text Available Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussions and sentiments, to guide consumers in the decision-making process, to instigate customer-to-customer interactions, and transform consumers into brand advocates. The purpose of this paper is to examine the strategic opportunities of social media marketing for organizations. By providing a comprehensive conceptualization and definition of social media marketing, this research outlines its role in advertising, Customer Relationship Management, and e-Word-of-Mouth.

  12. Toward Predicting Popularity of Social Marketing Messages

    Science.gov (United States)

    Yu, Bei; Chen, Miao; Kwok, Linchi

    Popularity of social marketing messages indicates the effectiveness of the corresponding marketing strategies. This research aims to discover the characteristics of social marketing messages that contribute to different level of popularity. Using messages posted by a sample of restaurants on Facebook as a case study, we measured the message popularity by the number of "likes" voted by fans, and examined the relationship between the message popularity and two properties of the messages: (1) content, and (2) media type. Combining a number of text mining and statistics methods, we have discovered some interesting patterns correlated to "more popular" and "less popular" social marketing messages. This work lays foundation for building computational models to predict the popularity of social marketing messages in the future.

  13. Getting your message out with social marketing.

    Science.gov (United States)

    Manoff, R K

    1997-09-01

    This article was based on a speech presented at a Plenary Session of the 1996 Annual Meeting of the American Society of Tropical Medicine and Hygiene. The address describes the nature of social marketing with examples and some lessons learned in developing countries. The earliest social marketers were Moses with the Ten Commandments of God and Indian religious authorities with fertility motifs inscribed on temple walls. Modern marketers of beer and snack food preempted the ancients and made social marketing more ingenious. The strategy shifted to supplying a product to satisfy a consumer want. Messages became a two-way process that minimized feedback shock. Focus groups were used to probe consumers' thoughts. Research must probe the total environment of the "problem." In Brazil, breast feeding promotions revealed that the perceived problem may not be the real problem, and there was no single magic solution. Most tropical disease prevention approaches do not rely on multistage strategies. The oral rehydration therapy (ORT) strategy became a world-wide model when strategists realized that the formula had to be easy to remember, diarrhea had to be recognized as a disease, and the function of ORT had to be clearly defined. The Bangladesh Social Marketing Campaign was successful in getting men to discuss family planning with their wives and establishing the family planning worker as a heroine. Effective messages must uncover points of resistance to the message. Public health advances in the 19th century were due to social policy to improve water supply, sanitation, and nutrition. The iodization of salt in Ecuador was possible with political will, public awareness, redirection of perception, and motivation of demand. Social marketing resources exist in all countries nowadays. Only medical and scientific professionals can promote concern about tropical diseases and raise the prevention priority on the public agenda.

  14. The Role of Social Media in New Movie Marketing

    OpenAIRE

    Griffin, Hali

    2012-01-01

    The study aims to enhance understanding of social media’s impact on and role within marketing strategy for new release films. Current literature on social media and film marketing has a predominantly consumer-oriented focus. This study examines perceptions of social media from the perspective of marketing practitioners, including knowledgeable filmmakers and other professionals with film marketing expertise. This study utilized semi-structured interviews to explore professional perspectives o...

  15. Stalling HIV through social marketing: prospects in Pakistan.

    Science.gov (United States)

    Husain, Sara; Shaikh, Babar T

    2005-07-01

    Over the last two decades HIV/AIDS has evolved from a series of interesting case-reports to a growing epidemic that threatens the entire world. It is feared to cause devastation among large pockets of populations and may roll back more than thirty years of public health achievements. This killer disease has been more amenable to behavioral change than by provision of curative services and attempts are being made to educate the public about this threat. Various techniques of promotion have been tried through out the world including television dramas/soaps, mass media and school curricula. Social marketing is an evolving strategy used to influence human behavior and choices. By using the principles of marketing and promoting behavior as a product, social marketers attempt to understand the dynamics of human behaviour and devise messages and products to change, modify, accept or reject unsafe behaviors or practices. Thus, social marketers provide an effective force to combat the spread of HIV and may serve to be invaluable allies in health promotion efforts. In a complex and diversified cultural milieu of Pakistan, social marketing can have a significant impact on health determinants and the conditions that will facilitate the adoption of health-oriented behaviors and practices. This paper gives an account of the elements needed for the success of a health promotion strategy adopted in a developing country and makes a case for social marketing to be adopted as the lead strategy for stalling HIV/AIDS in Pakistan.

  16. Marketing strategies nurses can employ to promote health.

    Science.gov (United States)

    McCormack, D

    1994-01-01

    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.

  17. Social Media Cocreation Strategies

    DEFF Research Database (Denmark)

    Gyimóthy, Szilvia; Larson, Mia

    2015-01-01

    This paper explores how social media becomes a part of integrated marketing communications of festival organizations. The purpose of this paper is to conceptualize the co-creation of festival experiences online by comparing managerial strategies and communicative patterns of three large....... Based on the empirical findings, we propose an analytical framework to improve our understanding of the management of social media communications, offering three distinct value co-creation strategies in a festival context....

  18. Marketing your practice in a social world.

    Science.gov (United States)

    Martin, Ashley; Grundin, Erica; Harrison, Dash; Espinoza, Jessica

    2012-01-01

    Social media use has moved beyond just being a way for family and friends to keep in touch. Now it is imperative that all businesses implement a social media strategy into their overall marketing plan. Medical practices are no exception. Using social media within your medical practice will allow you take your marketing to a new level of success. It also allows you to connect with patients on a more personal, less corporate level.

  19. Social marketing and public health intervention.

    Science.gov (United States)

    Lefebvre, R C; Flora, J A

    1988-01-01

    The rapid proliferation of community-based health education programs has out-paced the knowledge base of behavior change strategies that are appropriate and effective for public health interventions. However, experiences from a variety of large-scale studies suggest that principles and techniques of social marketing may help bridge this gap. This article discusses eight essential aspects of the social marketing process: the use of a consumer orientation to develop and market intervention techniques, exchange theory as a model from which to conceptualize service delivery and program participation, audience analysis and segmentation strategies, the use of formative research in program design and pretesting of intervention materials, channel analysis for devising distribution systems and promotional campaigns, employment of the "marketing mix" concept in intervention planning and implementation, development of a process tracking system, and a management process of problem analysis, planning, implementation, feedback and control functions. Attention to such variables could result in more cost-effective programs that reach larger numbers of the target audience.

  20. Social Guerilla marketing

    OpenAIRE

    Hejkalová, Tereza

    2011-01-01

    The diploma thesis deals with the social guerrilla marketing and its aim is to analyze the social guerrilla campaigns and to evaluate the suitability of the guerilla marketing for the social issues. The theoretical part describes marketing communications, new trends in communication, including guerrilla marketing, and also social marketing and social guerrilla marketing. The practical part includes the market research of guerrilla campaigns. The chosen campaigns are introduced and afterwards ...

  1. Marketing Strategy Analysis of Boon Rawd Brewery Company

    OpenAIRE

    Sinee Sankrusme

    2013-01-01

    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...

  2. MARKETING STRATEGIES IN PUBLIC INSTITUTIONS – FASHION OR NECESSITY?

    Directory of Open Access Journals (Sweden)

    SICA STANCIU

    2011-04-01

    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.

  3. A critique of social marketing in the non-profit development sector

    Directory of Open Access Journals (Sweden)

    L.M. Fourie

    2009-07-01

    Full Text Available In its struggle to find funding, non-profit organisations world-wide are increasingly using social marketing strategies. This approach potentially influences non governmental organisations (NGOs and community based organisations (CBOs in their communication with their “clients”, i.e. those persons and com-munities in need of development. Marketing strategies con-sequently become instruments in achieving social development, with as main premise that behaviour could be changed by means of persuasive, top-down communication. Social marketing, with its roots in marketing, has a strong focus on persuasion and favours top-down communication rather than dialogical communication strategies suggested by the par-ticipatory development communication approach. It is also questionable whether social marketing can be equated with the principles of a Biblically informed approach to communication. With these questions in mind, this article discusses Biblical views on communication and the participatory development communication approach. A critique of the social marketing approach is then offered. It is argued here that there is no clear-cut answer as to whether social marketing could be described as participatory. What is clear is that there are many different views on social marketing, as is the case with participatory approaches. It would thus seem more correct to place social marketing on a participation continuum, rather than to define it as being participatory and thus per definition ethical or not. Finally, a number of suggestions are made which could bring it more in line with the participatory communication approach as well as Biblical principles on com-munication.

  4. Evaluating a community saturation model of abstinence education: an application of social marketing strategies.

    Science.gov (United States)

    Tanner, John F; Anne Raymond, Mary; Ladd, Stacey D

    2009-01-01

    This study examines a community saturation program, a social marketing strategy, promoting abstinence education and evaluates the effects of this strategy on adolescents' attitudes and sexual behaviors. The study also examines components of the strategy to determine which program element was most influential. The Worth the Wait program was implemented in five counties in Texas beginning in 1999 for the first county and in 2000 and 2001 for the other four counties. A total of 2007 students in grades 7 through 12 were tracked and answered an end-of-the-year post-program survey after varying time periods of school program participation. Results indicate that a saturation program can be effective in reducing teen pregnancy.

  5. MARKETING STRATEGIES IN PUBLIC INSTITUTIONS – FASHION OR NECESSITY?

    OpenAIRE

    SICA STANCIU

    2011-01-01

    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 ...

  6. Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media.

    Science.gov (United States)

    Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L; McKenzie, James F

    2008-10-01

    The second generation of Internet-based applications (i.e., Web 2.0), in which users control communication, holds promise to significantly enhance promotional efforts within social marketing campaigns. Web 2.0 applications can directly engage consumers in the creative process by both producing and distributing information through collaborative writing, content sharing, social networking, social bookmarking, and syndication. Web 2.0 can also enhance the power of viral marketing by increasing the speed at which consumers share experiences and opinions with progressively larger audiences. Because of the novelty and potential effectiveness of Web 2.0, social marketers may be enticed to prematurely incorporate related applications into promotional plans. However, as strategic issues such as priority audience preferences, selection of appropriate applications, tracking and evaluation, and related costs are carefully considered, Web 2.0 will expand to allow health promotion practitioners more direct access to consumers with less dependency on traditional communication channels.

  7. The influence of different framing strategies in the social construction of a niche: ambidexterity in developing a bio resource market

    NARCIS (Netherlands)

    Loohuis, Raymond Petrus Antonius; von Raesfeld Meijer, Ariane M.; Groen, Arend J.

    2014-01-01

    Which framing strategy helps developing a regional bio resource market? Building on literature interested in the social construction of niches in the renewable energy technology, we examine how the enactment of different framing strategies (diagnostic, prognostic, and motivational) influence how a

  8. Optimal Entry Timing in Markets with Social Influence

    OpenAIRE

    Yogesh V. Joshi; David J. Reibstein; Z. John Zhang

    2009-01-01

    Firms routinely face the challenging decision of whether to enter a new market where a firm's strong presence in an existing market has a positive influence (the leverage effect) on product adoption in the new market, but the reciprocal social influence on the existing market is negative (the backlash effect). In this paper, we show that a firm's optimal entry strategy in this situation cannot be characterized by the familiar "now or never" or "now or at maturity" strategies proposed in the l...

  9. Social Media Strategy in the Chinese Market : Weibo Platform Case Study

    OpenAIRE

    Wang, Yunchun; Ivanova, Anna

    2014-01-01

    Problematisation Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing. Purpose and research question The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successf...

  10. Marketing strategies: Study in travel agencies and tourism sector

    Directory of Open Access Journals (Sweden)

    Aléssio Bessa Sarquis

    2015-08-01

    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.

  11. Measurement of Social Media Marketing Performance on Klik-Amazing's Product at Marketing Division, Klik-Amazing

    OpenAIRE

    Alim, Ihwanul; Iskandar, Budi Permadi

    2012-01-01

    Internet in Indonesia grew fast. Indonesian do socialize in online social media, also. Klik-Amazing was small company run in media industry and used online social media to do the marketing communication.Customer's media habit consumption also shifting from offline media (without internet) into offline and online (by internet) media, including the online social media. The most used online social media were facebook and twitter. Klik-Amazing prepares their low cost-marketing strategy by these o...

  12. Social Media as a Marketing Tool for a Small Business

    OpenAIRE

    Honkaniemi, Noora

    2015-01-01

    This Bachelor’s thesis focuses on social media and utilising it as a marketing strategy for a photography entrepreneur in Tampere. Marketing theories and the concept of social media are defined in order to facilitate understanding the case in a more constructive manner. Social media platforms are introduced through literature and web materials. The purpose was to give a general guideline in marketing through various social media platforms. The objective was to gain knowledge of the more popul...

  13. Strategies that fit emerging markets.

    Science.gov (United States)

    Khanna, Tarun; Palepu, Krishna G; Sinha, Jayant

    2005-06-01

    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.

  14. Green Marketing: integrated social and environmental responsibility in the marketing environment

    OpenAIRE

    Dalmoro, Marlon; Venturini, Jonas Cardona; Diniz Pereira, Breno Augusto

    2009-01-01

    This study aims to describe and analyze as social and environmental responsibility is integrated in the marketing strategy of a Coca-Cola Company franchisee. By the perceptions of Karna, Hansen and Juslin (2001), environment marketing is described based on three hierarchical levels: strategic, structural and functional marketing. There has been developed a qualitative approach through case study, in which the data were collected through semi-structured interviews with people involved in the p...

  15. Social Media Marketing – why businesses need to use it and how

    OpenAIRE

    Ola Agbaimoni; Lilach Bullock

    2013-01-01

    The goal of this article is to show how and why it is important for businesses to not only understand social media marketing, but to also include it as an integral part of their marketing strategies. In this article will be set out some basic strategies for how to be successful in social media marketing and conclude with a more in-depth look at Facebook.

  16. INNOVATIVE MARKETING FOR SMES USING SOCIAL MEDIA

    OpenAIRE

    Alexandra E. RUSĂNEANU

    2014-01-01

    One of the most difficult challenges for small businesses is to decide which strategy to use for marketing or advertising to generate as much profit using the limited resources available. This study aims to identify ways to promote online using social platforms. With the advent of social media, marketing has undergone radical changes in the way to promote and attract customers. With this technology small and medium companies can identify categories of customers they want to reach much easier....

  17. Value oriented marketing strategies

    Directory of Open Access Journals (Sweden)

    Stanković Ljiljana

    2009-01-01

    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.

  18. What is the optimum social marketing mix to market energy conservation behaviour: an empirical study.

    Science.gov (United States)

    Sheau-Ting, Low; Mohammed, Abdul Hakim; Weng-Wai, Choong

    2013-12-15

    This study attempts to identify the optimum social marketing mix for marketing energy conservation behaviour to students in Malaysian universities. A total of 2000 students from 5 major Malaysian universities were invited to provide their preferred social marketing mix. A choice-based conjoint analysis identified a mix of five social marketing attributes to promote energy conservation behaviour; the mix is comprised of the attributes of Product, Price, Place, Promotion, and Post-purchase Maintenance. Each attribute of the mix is associated with a list of strategies. The Product and Post-purchase Maintenance attributes were identified by students as the highest priority attributes in the social marketing mix for energy conservation behaviour marketing, with shares of 27.12% and 27.02%, respectively. The least preferred attribute in the mix is Promotion, with a share of 11.59%. This study proposes an optimal social marketing mix to university management when making decisions about marketing energy conservation behaviour to students, who are the primary energy consumers in the campus. Additionally, this study will assist university management to efficiently allocate scarce resources in fulfilling its social responsibility and to overcome marketing shortcomings by selecting the right marketing mix. Copyright © 2013 Elsevier Ltd. All rights reserved.

  19. Information Overload and Viral Marketing: Countermeasures and Strategies

    Science.gov (United States)

    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.

  20. Misuse of social media marketing by alcohol companies

    Directory of Open Access Journals (Sweden)

    Zakirhusain A Shaikh

    2015-01-01

    Full Text Available Background and Aims: Epidemiological transition in the form of noncommunicable diseases (NCDs now becoming the main cause of mortality and morbidity is very much evident even in developing countries like India. Alcohol is an important risk factor for NCD. The use of alcohol is increasing especially in young people and women. This increased use can be attributed to aggressive and innovative marketing by alcohol, in spite of and due to restrictions on its marketing. Social media, in recent times, has been misused by alcohol companies for marketing their products legally, due to legal loophole. The present study examined the reach of alcohol companies on social media and the marketing strategies used by them. Design, Settings, Participants: Facebook, Twitter and YouTube were explored for accounts and content by alcohol companies for marketing their product. Policies of social media sites pertaining to alcohol marketing were also studied. Measurements: Alcohol marketing was measured in terms of content posted by alcohol companies, use of direct or surrogate advertisement and engagement with users. Findings: Alcohol companies have been conveniently using social media to target young urban population with direct and surrogate advertisements of their products. Current social media policies and laws are ineffective in controlling it. Conclusions: Amendment of laws pertaining to alcohol marketing to include social media also in its ambit is necessary. Social media sites should revise their policies to prevent alcohol marketing and promotion especially to underaged users.

  1. SENTIMENT ANALYSIS OF SOCIAL NETWORKS AS A CHALLENGE TO THE DIGITAL MARKETING

    Directory of Open Access Journals (Sweden)

    Brano Markić

    2016-06-01

    Full Text Available Huge amounts of data, in the form of messages on social networks, represent a challange for digital marketing and marketing analytics when meeting the requirements, needs and customer satisfaction with services or products. Marketing strives to be a part of the overall culture based on the data and to define marketing strategies that respond to consumers and thus to provide economic benefits for the company. Therefore, the focus of marketing analysis is on the data recorded at the social networks. This paper shows one possible integration of information technology and data mining tools, with the goal of visualizing the attitudes and opinions on the social networks in the form of a word cloud, which can then further be used to create marketing strategies and improve customer relations and customer service.

  2. Marketing strategy for private housing market in Thailand

    OpenAIRE

    Limcharoen, P.

    2005-01-01

    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...

  3. Evaluation of a needle social marketing strategy to control HIV among injecting drug users in China.

    Science.gov (United States)

    Wu, Zunyou; Luo, Wei; Sullivan, Sheena G; Rou, Keming; Lin, Peng; Liu, Wei; Ming, Zhongqiang

    2007-12-01

    To evaluate the effectiveness of a needle social marketing strategy to reduce needle sharing and hepatitis C Virus (HCV)/HIV transmission among injecting drug users (IDU) in China. Two-armed, prospective, community-randomized prevention trial. Four counties/townships in Guangxi and Guangdong provinces; one randomized to intervention the other to control in each province. Injecting drug users: 823 (443 intervention, 382 control) at baseline and 852 (415 intervention, 407 control) at the second cross-sectional survey 12 months later. A needle social marketing programme, including promotion of safe injection norms and increased access to clean needles over a 12 month period. Cross sectional surveys at baseline and follow-up compared changes in drug using behaviours and HIV and HCV rates in the intervention and control communities. Needle sharing behaviours were similar in the two groups at baseline (68.4 vs. 67.8%), and dropped significantly to 35.3% in the intervention community and remained relatively stable in the control community (62.3%; P marketing can reduce risky injecting behaviour and HIV/HCV transmission among injecting drug users in China and should be expanded.

  4. Towards Sustainable Marketing: Strategy in Slovak Companies

    Directory of Open Access Journals (Sweden)

    Juraj Chebeň

    2015-08-01

    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.

  5. Foundations of Social Media Marketing

    OpenAIRE

    Constantinides, Efthymios

    2014-01-01

    The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways o...

  6. The influence of the market as a determinant for a national electricity strategy

    International Nuclear Information System (INIS)

    Deventer, J.R. van; Kimpton, A.D.

    1996-01-01

    The market characteristics of a mature developed economy and an immature developing economy are compared. It is discussed how these characteristics provide a major influence on the governance, regulation, structure and policy of an Electricity Supply Industry (ESI). This market dualism provides opportunities for many different strategies. A mature market, with most of the social demands satisfied, can adopt a strategy of weak regulation and the accompanying privatisation and competition. With an immature market, where the social demands, such as electrification, have not been met, a typical vertically integrated utility structure, operating under the guidance of the government, is the classic solution. (author)

  7. The adoption of social media and social media marketing by dentists in South Africa.

    Science.gov (United States)

    Snyman, L; Visser, J H

    2014-07-01

    The purpose of the study was to identify and understand social media usage behaviour of dentists in South Africa, in general and in particular as part of their marketing strategy and to consider the potential determinants associated with these behaviours. Dentists who are members of the South African Dental Association were requested to anonymously complete an online questionnaire. Apart from demographic information, respondents were asked to report on their use of social media and their adoption of social media marketing. One-on-one interviews were also conducted with three dentists, to gain a deeper understanding of their adoption of this marketing option. South African dentists have started to embrace social media and 50.2% interact through these channels at least once a day. The most popular social media platforms are GooglePlus and Facebook. Respondents use social media mainly for personal purposes, including staying connected to family and friends.. Only 13.2% of those responding currently use social media as a marketing tool, but the majority (83.5%) predict that such usage will increase in future. Social media marketing is a growing trend and will become more significant in future. Although respondents used social media regularly for personal purposes, most are only now starting to use it as a marketing tool.

  8. Efficient Marketing Strategies in the Financial-Banking Field in Crisis Conditions

    Directory of Open Access Journals (Sweden)

    Mitran Paula Cornelia

    2009-06-01

    Full Text Available Financial-banking marketing will have to radically reform. The specialists in this field will needto give up the classic and aggressive tactics totally not transparent. They will sit in front of the clients withnon sophisticated products dressed up in strident colours. The change of the marketing tactics inside avisionary, unitary strategy will be the key to launch again the loaning on a healthy market. The bankingsystem will have to keep up with Europe, not only for the services offered to clients, but also for themarketing and promotion strategies afferent to the banking segment found in a continuous change during thelast decade. The social marketing will have to leave for always the theory sphere and all the adoptedstrategies must go through social responsibility: precise developing objectives with tangible results over time.

  9. Relationship Marketing in Legal Services Marketing Strategy

    OpenAIRE

    Audronė Androšiūnaitė; Borisas Melnikas

    2013-01-01

    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...

  10. Everyday, everywhere: alcohol marketing and social media--current trends.

    Science.gov (United States)

    Nicholls, James

    2012-01-01

    To provide a snapshot content analysis of social media marketing among leading alcohol brands in the UK, and to outline the implications for both regulatory policies and further research. Using screengrab technology, the complete Facebook walls and Twitter timelines for 12 leading UK alcohol brands in November 2011 were captured and archived. A total of 701 brand-authored posts were identified and categorized using a thematic coding frame. Key strategic trends were identified and analysed in the light of contextual research into recent developments in marketing practice within the alcohol industry. A number of dominating trends were identified. These included the use of real-world tie-ins, interactive games, competitions and time-specific suggestions to drink. These methods reflect a strategy of branded conversation-stimulus which is favoured by social media marketing agencies. A number of distinct marketing methods are deployed by alcohol brands when using social media. These may undermine policies which seek to change social norms around drinking, especially the normalization of daily consumption. Social media marketing also raises questions regarding the efficacy of reactive regulatory frameworks. Further research into both the nature and impact of alcohol marketing on social media is needed.

  11. Social marketing as a framework for recruitment: illustrations from the REACH study.

    Science.gov (United States)

    Nichols, Linda; Martindale-Adams, Jennifer; Burns, Robert; Coon, David; Ory, Marcia; Mahoney, Diane; Tarlow, Barbara; Burgio, Louis; Gallagher-Thompson, Dolores; Guy, Delois; Arguelles, Trinidad; Winter, Laraine

    2004-11-01

    Recruitment is often the most challenging aspect of research with older persons. Social marketing--applying marketing techniques to influence the behavior of target audiences to improve their welfare--can help researchers identify factors that influence recruitment. Illustrations of social marketing principles are provided from the Resources for Enhancing Alzheimer's Caregiver Health project, a national Alzheimer's caregivers study that targeted ethnic and racial minorities. Social marketing principles--the six Ps of participants, product, price, place, promotion, and partners--provide a theoretical framework for organizing and planning recruitment activities, including developing varying strategies to define the target audience (participants), develop the intervention (product), manage time and trouble (price), target the audience, improve accessibility (place), promote the study, and develop and work with partners. Strategies to enhance recruitment are often undertaken without a comprehensive plan. A social marketing plan provides a framework to map out the steps in recruitment that will be needed and to plan for allocations of time, staff, and resources.

  12. Brand innovation and social media: knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability

    OpenAIRE

    Nguyen, Bang; Xiaoyu, Yu; Melewar, T. C.; Chen, Junsong

    2015-01-01

    The study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China’s online technology industry. Analysis of 357 online technology ventures, created during the past 6 years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positive...

  13. Effective managed care marketing strategies for evolving markets.

    Science.gov (United States)

    Conlon, M K

    1997-11-01

    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.

  14. Principles of marketing: Setting goals and marketing strategies

    OpenAIRE

    Marjanova Jovanov, Tamara

    2015-01-01

    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...

  15. To what extent is social media marketing localised in an increasingly globalised world? An exploratory study with comparative focus on the creative marketing strategy of Adidas in the United States and the United Kingdom.

    OpenAIRE

    Amin, Nikisha

    2015-01-01

    The primary aim of this study is to identify creative and social media marketing strategies that brands can use to effectively engage with users and consumers, in the context of international advertising. A further objective is to discover cross-cultural marketing strategies in relation to interactivity, and determine if standardisation or localisation is suitable. The study draws on existing literature to outline components of creative brand strategies, what prompts brand engagement, key...

  16. ANALYZING SOCIAL NETWORKS FROM THE PERSPECTIVE OF MARKETING DECISIONS

    Directory of Open Access Journals (Sweden)

    Logica BANICA

    2015-12-01

    Full Text Available Nowadays, the Web became more than a space for product presentation, but also a capitalization market (e-commerce and an efficient way to know the customer preferences and to meet their requirements. Large companies have the financial potential to use various marketing strategies and, in particular, digital-marketing. Instead, small businesses are looking for lower cost or no cost methods (also called guerrilla marketing. A small company can compete with a large company by approaching a particular range of products that excel in quality, and also by inventiveness in the marketing strategy. During 2010-2015 the potential of Information Technology and Communications (IT&C sector was proved for the companies which aimed towards modernization of technologies and introduced new strategies in order to commercialize new products. An important challenge for companies was to be aware of the changes in customer behaviour, using social networks software. Finally, research centers have set up new IT&C services and improved marketing and communications following the crisis. More and more companies invest in analytic tools to monitor their marketing strategies and Big Data becomes extremely useful for this purpose, using information like customer demographics and spending habits, oscillation between simplicity, comfort and glamour. There are various tools that can transform in a very short time, massive amounts of data into real business value in a very short time, helping companies and retailers to understand, at any point in the product lifecycle, which trends are gaining and which are losing ground. These insights give them the possibility to reduce the risk of not selling their products by making adjustments to the design, production or promotional strategies, before putting the goods on the market. In this paper we aim to present the advantages of exploring customer requirements from social media for marketing strategy of an enterprise, by using SNA

  17. The influence of the market as a determinant for a national electricity strategy

    Energy Technology Data Exchange (ETDEWEB)

    Deventer, J.R. van; Kimpton, A.D. [ESCOM (South Africa)

    1996-12-31

    The market characteristics of a mature developed economy and an immature developing economy are compared. It is discussed how these characteristics provide a major influence on the governance, regulation, structure and policy of an Electricity Supply Industry (ESI). This market dualism provides opportunities for many different strategies. A mature market, with most of the social demands satisfied, can adopt a strategy of weak regulation and the accompanying privatisation and competition. With an immature market, where the social demands, such as electrification, have not been met, a typical vertically integrated utility structure, operating under the guidance of the government, is the classic solution. (author). 2 refs.

  18. The influence of the market as a determinant for a national electricity strategy

    Energy Technology Data Exchange (ETDEWEB)

    Van Deventer, J.R.; Kimpton, A.D. [Electricity Supply Commission, Johannesburg (South Africa)

    1995-12-31

    This paper compares and contrasts the market characteristics of a mature developed economy and an immature developing economy and how these characteristics provide a major influence on the governance, regulation, structure and policy of an Electricity Supply Industry. This market dualism provides opportunities for many different strategies. A mature market, with most of the social demands satisfied, can adopt a strategy of weak regulation and the accompanying privatisation and competition. With an immature market (South Africa), where the social demands, such as electrification, have not been met, a typically integrated utility structure, operating under the guidance of the government is the classic solution. 2 refs.

  19. INNOVATIVE MARKETING FOR SMES USING SOCIAL MEDIA

    Directory of Open Access Journals (Sweden)

    Alexandra E. RUSĂNEANU

    2014-12-01

    Full Text Available One of the most difficult challenges for small businesses is to decide which strategy to use for marketing or advertising to generate as much profit using the limited resources available. This study aims to identify ways to promote online using social platforms. With the advent of social media, marketing has undergone radical changes in the way to promote and attract customers. With this technology small and medium companies can identify categories of customers they want to reach much easier. They can also control the content provided and can focus each type of content to the targeted customer category.

  20. MARKETING STRATEGIES AND TACTICS OF ADVERTISING PROJECTS FOR TOURISM COMPANIES

    Directory of Open Access Journals (Sweden)

    O. M. Tolmachev

    2016-01-01

    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

  1. The new community rules marketing on the social web

    CERN Document Server

    Weinberg, Tamar

    2009-01-01

    Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you''ll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites. Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other c

  2. Social Media Marketing

    DEFF Research Database (Denmark)

    Hollensen, Svend; Raman, Anthony

    2014-01-01

    Social media marketing can be understood as a group of Internet-based applications that build on the foundations of Web 2.0 and that then allows the creation and exchange of ‘User Generated Content’. In the ‘Bowling’ marketing world, marketers target certain customer groups and send out...... this is a very direct one-way communication approach. In a social media marketing world, the bowling metaphor does not fit anymore. On this arena marketing can be better described as playing “Pinball”: Companies serve up a “marketing ball” (brands and brand-building messages) into a dynamic and chaotic market...... environment. The “marketing ball” is then diverted and often accelerated by social media “bumpers”, which change the ball’s course in chaotic ways. Occasionally, the marketing ball will come back to the company. At this point, the firm (brand) has to use the flippers to interact and throw it back...

  3. Social media influencer marketing

    OpenAIRE

    Isosuo, Heli

    2016-01-01

    The marketing field is changing simultaneously with the digital world. Social media is getting more and more important to marketers, and there is a need to stand out in the social media noise. Social media influencer marketing could be a good alternative to other types of marketing. A need from the consignor and the interest of the author were the motivations for conducting the study. Sääskilahti Consulting has a social media influencer network Somevaikuttajat, which is offering social media ...

  4. Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices.

    Science.gov (United States)

    Nowak, Glen J; Gellin, Bruce G; MacDonald, Noni E; Butler, Robb

    2015-08-14

    Many countries and communities are dealing with groups and growing numbers of individuals who are delaying or refusing recommended vaccinations for themselves or their children. This has created a need for immunization programs to find approaches and strategies to address vaccine hesitancy. An important source of useful approaches and strategies is found in the frameworks, practices, and principles used by commercial and social marketers, many of which have been used by immunization programs. This review examines how social and commercial marketing principles and practices can be used to help address vaccine hesitancy. It provides an introduction to key marketing and social marketing concepts, identifies some of the major challenges to applying commercial and social marketing approaches to immunization programs, illustrates how immunization advocates and programs can use marketing and social marketing approaches to address vaccine hesitancy, and identifies some of the lessons that commercial and non-immunization sectors have learned that may have relevance for immunization. While the use of commercial and social marketing practices and principles does not guarantee success, the evidence, lessons learned, and applications to date indicate that they have considerable value in fostering vaccine acceptance. Copyright © 2015. Published by Elsevier Ltd.

  5. The Integration of Corporate Non-Market and Market Strategies

    DEFF Research Database (Denmark)

    Xie, Peihong; Li, Xin; Xie, Xuemei

    2014-01-01

    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...

  6. Marketing Verde: responsabilidade social e ambiental integradas na envolvente de marketingGreen Marketing: integrated social and environmental responsibility in the marketing environmentMarketing Verde: responsabilidad social y ambiental integrada en la envolvente de marketing

    Directory of Open Access Journals (Sweden)

    DALMORO, Marlon

    2009-03-01

    Full Text Available RESUMOO presente estudo tem como objetivo principal analisar e descrever como a responsabilidade social e ambiental está integrada na envolvente de marketing de uma unidade franqueada da Companhia Coca-Cola. Ao encontro das percepções de Karna, Hansen e Juslin (2001, a envolvente de marketing é descrita, baseada em três níveis hierárquicos: marketing estratégico, estrutural e funcional. Neste sentido, realizou-se uma abordagem qualitativa com estudo de caso, no qual os dados foram coletados, por meio de entrevistas semiestruturadas com pessoas envolvidas no processo de gestão ambiental e social da empresa franqueada. No tratamento dos dados foi utilizada análise de conteúdo. Na percepção dos entrevistados, a empresa encontra-se em um avançado processo de integração em toda a organização de uma cultura de marketing verde, principalmente, pela relação de franqueado, mantida com a Companhia Coca-Cola. Observou-se que a empresa franqueada, bem como a companhia, de modo geral, encontram-se numa situação pró-ativa em termos de marketing verde, mesmo que o ambiente institucional não cumpra com o seu papel na plenitude.ABSTRACTThis study aims to describe and analyze as social and environmental responsibility is integrated in the marketing strategy of a Coca-Cola Company franchisee. By the perceptions of Karna, Hansen and Juslin (2001, environment marketing is described based on three hierarchical levels: strategic, structural and functional marketing. There has been developed a qualitative approach through case study, in which the data were collected through semi-structured interviews with people involved in the process of environmental and social management of the franchisee company. Data treatment was used in the analysis of content. In the interviewer’s perception, the company is in advanced process of integration across the organization of a green marketing culture, primarily by the relationship of the franchisee maintained

  7. Relationship Marketing in Legal Services Marketing Strategy

    Directory of Open Access Journals (Sweden)

    Audronė Androšiūnaitė

    2013-04-01

    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

  8. Marketing Social Service Programs Using Political Campaign Technology.

    Science.gov (United States)

    Bynum, Peter

    1991-01-01

    Discusses how human services agencies can use strategies and information technologies similar to those used in political campaigns to identify needs and attitudes for social services campaigns. Marketing for social services programs is described, and the use of computers for a political campaign and for a teenage pregnancy program is compared.…

  9. Social Networks in the Labour Market--The Sociology of Job Search.

    Science.gov (United States)

    Carson, Edgar

    1989-01-01

    Reviews literature on nature of social networks in labor market and their implications for job search strategies of dislocated workers. Suggests issues for further research: (1) how the job search changes as unemployment increases; (2) the role of social networks in the labor market; and (3) claims about security and conditions of jobs found…

  10. Navigating through translational research: a social marketing compass.

    Science.gov (United States)

    Wharf Higgins, Joan

    2011-01-01

    When prominent health issues are chronic, rooted in complex behaviors, and influenced by cognitive, behavioral, social, cultural, economical, and environmental variables, layered and coordinated interventions are needed. Finding solutions that are valid, reliable, and transferable represents a daunting task for researchers. We know that converting science into action is critical for advancing health, but we have failed to appropriately disseminate evidenced-informed research to practitioners. The purpose of this article is to suggest that a social marketing framework can be the compass down this road less traveled in academic research. An experience developing an evaluation toolkit is described as an example of applying social marketing strategies to knowledge translation.

  11. Relevant factors for the impact of social media marketing strategies: Empirical study of the internet travel agency sector

    OpenAIRE

    Lebherz, Philipp Robert

    2011-01-01

    Projecte final de carrera fet en col.laboració amb Karlsruher Institut für Technologie English: Final proyect with the topic "relevant factors for the impact of social media marketing strategies - an empirical study of the internet travel agency sector" at Faculty of Informatics and the chair of management. Supervised by Ferran Sabaté and Antonio Cañabate. Student Philipp Lebherz.

  12. Strategic approach in social media marketing and a study on successful Facebook cases

    OpenAIRE

    Bozkurt Bekoğlu, Filiz; Onaylı, Cemre

    2016-01-01

    Development of Internet and social media has led to significant changes in marketing. Companies are now making serious efforts to integrate social media into their marketing strategies. In order to be successful in these efforts, marketing experts need to think strategically, integrate social media campaigns into their marketing plans and use the right tools in the right way. They should also evaluate the campaign performance and its effect on business performance. The aim of this study is to...

  13. A SOCIAL MEDIA CAMPAIGN APPLICATION IN A MARKETING FIELD EXPERIENCE COURSE

    OpenAIRE

    Mine Ucok Hughes

    2014-01-01

    Most university students today use social media daily, are knowledgeable about a myriad of applications, and can navigate numerous platforms, such as Facebook and Twitter. Despite their affinity for social media, however, it is not clear whether or not they understand how social media can be used to create effective marketing strategies. This paper describes a social media assignment that was incorporated into a marketing field experience course for undergraduate students. The aim of the pape...

  14. [Social marketing--seduction with the aim of healthy behavior?].

    Science.gov (United States)

    Loss, J; Nagel, E

    2010-01-01

    mass media campaigns can be recommended to follow marketing principles in order to improve the campaign's impact. However, they should also consider possible adverse effects of the communication strategy on the social perception of health behavior, health risks and the responsibility of certain subgroups.

  15. Orthodontic marketing through social media networks: the patient and practitioner's perspective.

    Science.gov (United States)

    Nelson, Kristin L; Shroff, Bhavna; Best, Al M; Lindauer, Steven J

    2015-11-01

    To (1) assess orthodontic patient and practitioner use of and preferences for social media and (2) investigate the potential benefit of social media in marketing and communication strategies in orthodontic practices. A survey was developed and randomly distributed to orthodontists via the American Association of Orthodontists and to patients/parents via private practices throughout the United States. Participants were asked to answer questions related to their use of social media and their perceptions of the use of social media in the orthodontic practice. Of the participants, 76% of orthodontists and 89% of patients/parents use social media. Furthermore, Facebook was the social media platform that was most preferred. Social media use was more common in female and younger adult participants. Orthodontists posted information more often in the morning (40%) and afternoon (56%), and patients/parents used social media mainly in the evening (76%). The most commonly used marketing strategies in the orthodontic practices were social media (76%) and a practice website (59%). Social media and practice websites were positively related with new patient starts (P  =  .0376, P  =  .0035, respectively). Most orthodontists and patients/parents used social media. Social media may be an effective marketing and communication tool in an orthodontic practice.

  16. SENTIMENT ANALYSIS OF SOCIAL NETWORKS AS A CHALLENGE TO THE DIGITAL MARKETING

    OpenAIRE

    Brano Markić; Sanja Bijakšić; Arnela Bevanda

    2016-01-01

    Huge amounts of data, in the form of messages on social networks, represent a challange for digital marketing and marketing analytics when meeting the requirements, needs and customer satisfaction with services or products. Marketing strives to be a part of the overall culture based on the data and to define marketing strategies that respond to consumers and thus to provide economic benefits for the company. Therefore, the focus of marketing analysis is on the data recorded at the social netw...

  17. A critical review of recent US market level health care strategy literature.

    Science.gov (United States)

    Wells, R; Banaszak-Holl, J

    2000-09-01

    In this review, we argue that it would be profitable if the neoclassical economic theories that have dominated recent US market level health care strategy research could be complemented by greater use of sociological frameworks. Sociological theory can address three central questions that neoclassical economic theories have tended to slight: (1) how decision-makers' preferences are determined; (2) who the decision-makers are; and (3) how decision-makers' plans are translated into organizational action. We suggest five sociological frameworks that would enable researchers to address these issues better relative to market level strategy in health care. The frameworks are (1) institutional theory, (2) organizational ecology, (3) social movements, (4) social networks, and (5) internal organizational change. A recent global trend toward privatization of health care provision makes US market level strategy research increasingly applicable to non-US readers.

  18. Marketing Communication Strategies of the Industrial Companies

    Directory of Open Access Journals (Sweden)

    Wojciech Wodyński

    2007-07-01

    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.

  19. Sociale marketing van de verkeersveiligheid : een beschouwing over toepassingsmogelijkheden van principes uit de sociale marketing voor de verkeersveiligheid, ter gelegenheid van het Nationaal VerkeersVeiligheids Congres NVVC, 4 april 1996 in Amsterdam, georganisserd door de ANWB en de SWOV.

    NARCIS (Netherlands)

    Wittink, R.D. & Goldenbeld, C.

    2007-01-01

    `Marketing' is a strategy for changing behaviour. `Social marketing' focuses on social objectives, such as health, quality of life and safety. This report argues that `social marketing' is a welcome additional method toward promoting safety. Marketing distinguishes itself from other approaches in

  20. Marketing Strategy

    OpenAIRE

    Andrýsková, Hana

    2013-01-01

    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...

  1. Mobile Social Computing for Destination Marketing: Valuing Territoriality and Social Contagion

    DEFF Research Database (Denmark)

    Tussyadiah, Iis

    of influence enablers that leads to social contagion and stimulate territorial behavior that drives and changes people’s mobility within tourism destinations. It was identified in this study that locative media encourage the expansion of experience territory by presenting new approaches to territorial......Mobile social computing has become an important platform for daily experiences and has caused a tremendous impact on people’s interaction with and interpretation of objects, materials, and images of tourist places. This study explores how locative media shapes tourist behavior and how destination...... marketers should respond to this behavior with appropriate marketing strategies. This study identifies that locative media provide tourists with the playfulness of pursuing rewards and competing (as well as staying connected) with their social network while traveling. Locative media function as a platform...

  2. MARKETING STRATEGIES OF SMARTPHONES PRODUCERS

    Directory of Open Access Journals (Sweden)

    Markova V.

    2017-12-01

    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.

  3. Implementing marketing strategy (Part four).

    Science.gov (United States)

    Dodson, D C; Dotson, M; McIlwain, T F; Young, D

    1993-01-01

    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.

  4. Social marketing ethics: report prepared for the National Social Marketing Centre

    OpenAIRE

    Eagle, L.; National Social Marketing Centre

    2009-01-01

    This report has been developed by Professor Lynn Eagle from the Bristol Social Marketing Centre, Bristol Business School University of West of England with contributions from\\ud staff at the National Social Marketing Centre.

  5. Hospital marketing: strategy reassessment in a declining market.

    Science.gov (United States)

    Van Doren, D C; Spielman, A P

    1989-03-01

    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.

  6. Marketing strategy of the selected company

    OpenAIRE

    Vodstrčilová, Kateřina

    2010-01-01

    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...

  7. The role of personnel marketing in the process of building corporate social responsibility strategy of a scientific unit

    Directory of Open Access Journals (Sweden)

    Sylwia Jarosławska-Sobór

    2015-09-01

    Full Text Available The goal of this article is to discuss the significance of human capital in the process of building the strategy of social responsibility and the role of personnel marketing in the process. Dynamically changing social environment has enforced a new way of looking at non-material resources. Organizations have understood that it is human capital and social competences that have a significant impact on the creation of an organization’s value, generating profits, as well as gaining competitive advantage in the 21st century. Personnel marketing is now a key element in the process of implementation of the CSR concept and building the value of contemporary organizations, especially such unique organizations as scientific units. In this article you will find a discussion concerning the basic values regarded as crucial by the Central Mining Institute in the context of their significance for the paradigm of social responsibility. Such an analysis was carried out on the basis of the experiences of Central Mining Institute (GIG in the development of strategic CSR, which takes into consideration the specific character of the Institute as a scientific unit.

  8. Social Mobile Marketing: Evolution of Communication Strategies in the Web 2.0 Era

    Directory of Open Access Journals (Sweden)

    Stefano Franco

    2014-07-01

    Full Text Available Increasingly faster communicational streams - that ease interactions and allow agents to considerably enhance their own informational assets - characterize the era in which we live. The research about new media, mobile and social technologies is the driver of this changes that implements a revolution of the content management, of the information accessibility and of the relationships interactivity. These characteristics don’t leave the agents unresponsive and it is interesting and fitting to understand the tools available to firms and institutions and the communicational and marketing policies that organizations put to use to achieve their goals. In this context we want to find strategic and operational models to support organizations decisions about markets and territories. The purpose of this article is to understand how small organizations can utilize networks that characterize new trends in marketing. We conclude by providing some thoughts on the future evolution of the research in this field also with reference to the smart city that can exploit social mobile marketing for promotion of the territory and social participation.I

  9. Marketing, Responsabilidad Social Corporativa y Empreendimiento Social

    Directory of Open Access Journals (Sweden)

    Luis Barreiro Pousa

    2013-04-01

    Full Text Available La adopción del marketing, como enfoque para la gestión de los negocios hoy día resulta incuestionable para el logro de competitividad, eficacia y eficiencia, toda vez que en su adopción se encuentra la realización de intercambios de valor equivalentes y voluntarios que aseguran satisfacción a los participantes del proceso. Por supuesto, este proceso no es espontáneo ni automáticamente positivo en cuanto a la verdadera satisfacción de los consumidores y la sociedad en su conjunto, lo que conlleva la necesidad de abordar aspectos éticos en su aplicación, de lo cual no escapa siquiera el marketing social. El macro marketing se relaciona con los efectos (intencionales y no intencionales del marketing social. De manera que, con una perspectiva de macro marketing, los programas de marketing social deben ser diseñados de forma tal que sean compatibles con el bienestar individual y social. Esto es particularmente crítico en programas de marketing social cuyas consecuencias generen inequidades o injusticias en relación con otros públicos meta.

  10. Online Certificate Program Moves Participants to Advanced Stages of Concern for Social Marketing

    Science.gov (United States)

    Chaudhary, Anil Kumar; Warner, Laura A.; Stofer, Kathryn A.

    2017-01-01

    Social marketing is an underused strategy that agricultural educators can employ to bring about behavior change. We designed an online certificate program for Extension professionals and other educators based on an identified need for social marketing professional development. The Concerns-Based Adoption Model (CBAM) served as the conceptual…

  11. Social marketing of water and sanitation products: a systematic review of peer-reviewed literature.

    Science.gov (United States)

    Evans, W D; Pattanayak, S K; Young, S; Buszin, J; Rai, S; Bihm, Jasmine Wallace

    2014-06-01

    Like commercial marketing, social marketing uses the 4 "Ps" and seeks exchange of value between the marketer and consumer. Behaviors such as handwashing, and products such as those for oral rehydration treatment (ORT), can be marketed like commercial products in developing countries. Although social marketing in these areas is growing, there has been no systematic review of the current state of practice, research and evaluation. We searched the literature for published peer-reviewed studies available through major online publication databases. We identified manuscripts in the health, social science, and business literature on social marketing that used at least one of the 4 Ps of marketing and had a behavioral objective targeting the behaviors or products related to improving water and sanitation. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 117 articles and reviewed a final set of 32 that met our criteria. Social marketing is a widespread strategy. Marketing efforts have created high levels of awareness of health threats and solutions, including behavior change and socially marketed products. There is widespread use of the 4 Ps of marketing, with price interventions being the least common. Evaluations show consistent improvements in behavioral mediators but mixed results in behavior change. Interventions have successfully used social marketing following widely recommended strategies. Future evaluations need to focus on mediators that explain successful behavior change in order to identify best practices and improve future programs. More rigorous evaluations including quasi-experimental designs and randomized trials are needed. More consistent reporting of evaluation results that permits meta-analysis of effects is needed. Copyright © 2014 Elsevier Ltd. All rights reserved.

  12. Social marketing: an approach to planned social change.

    Science.gov (United States)

    Kotler, P; Zaltman, G

    1971-07-01

    This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campaigns and concluded that their effectiveness depended on the presence of adequate force, direction, adequate and compatible social mechanism, and distance (the "cost" of the new attitude as seen by message's message"s recepient). A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging mechanism linking the knowledge of the behavioral scientist with the socially useful implementation of that knowledge.

  13. MARKETING STRATEGY OF THE UNIVERSITY: FORMATION AND ITS EFFECTIVENESS EVALUATION REALIZATION

    Directory of Open Access Journals (Sweden)

    Natalia К. Shemetova

    2015-01-01

    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

  14. Trends in marketing communication with a focus on social marketing

    OpenAIRE

    Taišová, Andrea

    2012-01-01

    Bachelor work deals with trends in marketing communication and their focus on solving social problems. Theoretical part generally focuses on the action of the communication and communicating mix in the marketing mix, it describes trend in marketing communication as guerilla marketing and viral marketing. It defines the terms of social marketing, cause related marketing and corporate social responsibility. The practical part describes a nonprofit organization Oxfam International and it also de...

  15. Offensive and Defensive Competitive Marketing Strategy: The Development of Construct & Measurements

    Directory of Open Access Journals (Sweden)

    Pantri Heriyati

    2010-12-01

    Full Text Available Malaysia is opening parts of its services to greater foreign participation due to globalization. Local banks have since consolidated a decade ago and foreign banks expanding their businesses in local markets have intensified the competition. As a result, credit card adoption is getting more challenging to marketers. Hence effective marketing strategies are important. The theoretical model of the paper is based on the buyer behaviour model by Kotler and Armstrong (1999. The model identifies the major factors which influence consumer buyer behaviour and how buyer decision process affects the buyer behaviour. The paper aims to examine the effectiveness of marketing strategies in enhancing credit card adoption. A survey was conducted on 251 respondents using a survey instrument. The data collected was analyzed using a series of statistical techniques. The results of the analysis are discussed and the findings revealed that social status is an important factor associated with customers’ behaviour. This factor is also associated with sales promotions. Findings also revealed that credits cards that create social admiration are preferred.

  16. An investigation of strategies used in alcohol brand marketing and alcohol-related health promotion on Facebook.

    Science.gov (United States)

    Lim, Megan Sc; Hare, James D; Carrotte, Elise R; Dietze, Paul M

    2016-01-01

    Alcohol brands are incorporating social networking sites (SNS) into their marketing programmes. SNS are also being used to reduce alcohol consumption and harms by health promotion organisations. Marketing via SNS can attempt to influence consumers using a range of strategies from traditional marketing, social media, and behaviour change theory. This study systematically quantifies marketing strategies used by alcohol brands and health promoters on Facebook. We identified the 10 most popular alcohol brands and health promotion organisations in Australia on Facebook and extracted all posts from April 2014. A framework was developed, listing 33 SNS marketing strategies. The frequency of use of each strategy in posts was counted for all profiles. The median number of fans of alcohol brands was 189,290 compared with 7562 for health promotion pages. A total of 210 Facebook posts were analysed. Popular marketing strategies included visual attraction, connecting with other organisations, and links to culture and events. Time-specific and day-specific posts and tweets were used more regularly by alcohol brands than health promotion agencies. Alcohol brands remain substantially more popular than health promotion organisations, and this difference is likely driven by offline factors rather than specific use of marketing strategies. However, health promotion organisations can learn from the strategies used by popular brands, particularly in the use of time and day-specific content.

  17. HOLISTIC MARKETING MANAGEMENT AND SOCIAL MEDIA

    OpenAIRE

    William PERTTULA

    2011-01-01

    Social media and social media marketing are real challenges to holistic marketing management approach focusing on real customer value. A distinct problem for social media is making a profit when the standard practice is to not charge the user any money. Social media marketing relies on its similarity to word of mouth marketing which has always been praised for its effectiveness. Social media marketing can be faster and cheaper that other forms of marketing, and should be integrated with the r...

  18. A study of real-time content marketing : formulating real-time content marketing based on content, search and social media

    OpenAIRE

    Nguyen, Thi Kim Duyen

    2015-01-01

    The primary objective of this research is to understand profoundly the new concept of content marketing – real-time content marketing on the aspect of the digital marketing experts. Particularly, the research will focus on the real-time content marketing theories and how to build real-time content marketing strategy based on content, search and social media. It also finds out how marketers measure and keep track of conversion rates of their real-time content marketing plan. Practically, th...

  19. Marketing Strategy for Merchant Shipbuilders

    Science.gov (United States)

    1995-01-01

    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

  20. Social marketing of alternative transportation modes

    DEFF Research Database (Denmark)

    Thøgersen, John

    Researchers and practitioners working with travel demand management (TDM) seem to be increasingly interested in social marketing as a means for promoting non-car modes of transportation. However, as is true for social marketing in general, there is little clarity of the social marketing approach...... associated with TDM. Hence, it is not surprising that the effectiveness of this means is subject to considerable uncertainty. This chapter outlines the field and definition of social marketing and reviews practical experience and research on social marketing in TDM as a basis for evaluating the usefulness...... of social marketing in this area....

  1. Social marketing in healthcare

    Directory of Open Access Journals (Sweden)

    Radha Aras

    2011-08-01

    Full Text Available BackgroundSocial marketing is an important tool in the delivery ofhealthcare services. For any healthcare programme orproject to be successful, community/consumer participationis required. The four principles of social marketing can guidepolicymakers and healthcare providers to successfully planand implement health programmes.AimTo review the existing literature in order to project thebenefits of social marketing in healthcare.MethodA search of periodical literature by the author involvingsocial marketing and marketing concepts in health wascarried out. Items were identified initially through healthorientedindexing services such as Medline, Health STARand Cinahl, using the identifiers “social marketing“ and“marketing in health”. An extensive search was also carriedout on educational database ERIC.ResultsA literature review of various studies on social marketingindicated that the selection of the right product (accordingto the community need at the right place, with the rightstrategy for promotion and at the right price yields goodresults. However, along with technical sustainability(product, price, promotion and place, financialsustainability, institutional sustainability and marketsustainability are conducive factors for the success of socialmarketing.ConclusionThe purpose of this literature review was to ascertain thelikely effectiveness of social marketing principles andapproaches and behaviour change communication towardshealth promotion.It is important for all healthcare workers to understand andrespond to the public’s desires and needs and routinely useconsumer research to determine how best to help thepublic to solve problems and realise aspirations. Socialmarketing can optimise public health by facilitatingrelationship-building with consumers and making their liveshealthier.

  2. Strategy development marketing commercial enterprise

    OpenAIRE

    Shatalov D. S.; Hamidova O. M.

    2016-01-01

    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.

  3. Digital marketing strategies in the luxury fashion sector. Interaction and social networks as a necessary tool

    OpenAIRE

    González Romo, Zahaira; Plaza Romero, Noemí

    2017-01-01

    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...

  4. MARKETING STRATEGY OF COMMERCIALIZATION OF INNOVATION

    Directory of Open Access Journals (Sweden)

    Savelyeva Irina Petrovna

    2013-04-01

    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.

  5. Marketing and social change: the parallels.

    Science.gov (United States)

    Da Cunha, G

    1995-01-01

    Social marketing became respectable only in the late 1970s in places like Indonesia, Brazil, Egypt, Honduras, and Gambia. In practice social change and marketing are both about modifying group behavior. Social change provides opportunities for marketing, which is the process that identifies the unmet consumer need and satisfies it at a profit. Social research and production technologies are involved in market segmentation, target group selection, pricing, distribution, selling, and promotion. The crucial, people-centered and community-based characteristic of marketing is its social relevance. Marketing is a neutral methodology and social marketing is its adaptation to social imperatives. Among a set of underlying ideas related to marketing is the primacy of the consumer in all marketing decisions. Marketing clusters are a way of analyzing a situation, making a product, and pricing and distributing it. Demand is the driving force behind marketing with the components of price, performance, and decision. The benefit obtained from the product must justify the price. Advertising is commercial mass persuasion, the centerpiece of promotion; it is also needed for marketing communications. Promotional tools include special price offers, merchandizing, and dealer incentive schemes. Straightforward information rarely causes lasting behavioral changes. In a Bangladeshi community, 90% of women could have correct knowledge about oral rehydration salts, yet only 8% of them might actually use them correctly. Information that is resisted does not work, yet huge amounts of money go into producing manuals, leaflets, radio programs, and posters. The issues of distribution and competition are often neglected in social marketing programs. Other deficiencies are failure to monitor, evaluate, and innovate. To be successful, social marketing must aim at a 100% conversion of the market actors. Some successes of the social marketing approach include: a nutrition education and behavior change

  6. Creating marketing strategies for higher education institutions

    Directory of Open Access Journals (Sweden)

    Lidia Białoń

    2015-12-01

    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.

  7. Innovative applications of socialized marketing strategies in the era of new media%新媒体时代社会化营销策略的创新应用

    Institute of Scientific and Technical Information of China (English)

    边微; 房雪

    2016-01-01

    In the era of new media, media has integrated into direction indicator of advertising media combined strategy, companies will combine multiple forms of media and a variety of ways for communication, socialized marketing strategy emerges as the times require in this context, and companies are trying to apply it to marketing. In the development process of socialized marketing strategies, companies should learn and study its development strategy, propose innovative way so as to achieve economic benefits that socialized marketing strategy brings to the enterprises.%在新媒体时代,媒体融合成为广告媒体组合策略的方向标,企业都会组合多种媒介形式和调用多种方式进行传播,社会化营销策略在这种背景下应运而生,企业也在摸索着将其运用于营销之中。在社会化营销策略不断发展的过程中,要借鉴和研究其发展策略,并提出创新之道,才能更好地争取和实现社会化营销策略给企业所带来的经济效益。

  8. Social media as marketing tool for SMEs: opportunities and challenges

    Directory of Open Access Journals (Sweden)

    Blerta Rugova

    2016-11-01

    Full Text Available Social media is a phenomenon that has transformed the interaction and communication of individuals throughout the world. Especially, social networking websites are very popular and have become daily practice in a lot of people’s lives. These sites have made significant impact on the individual’s life. However, social media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. There is a constant rise in social networking and therefore impact of social networks is becoming stronger every day, into each kind of business. Social media are often used as a source of information and spread of knowledge changing people’s views and opinions. They belong among very important business marketing tactics and help to create new business opportunities, develop a stronger market position or modify consumer’s behaviour. Therefore, in developed countries, social media are gaining popularity and are increasingly used in regular operations of many companies, including start-ups, small, medium-sized, and large organizations. But it seems that in emerging economies such as Kosovo, Albania and other neighbour countries, marketing over social media is not taken that seriously, especially by SMEs. There are some companies who have shown interest and have created their presence, yet there is no serious focus in this innovative marketing tool. The study deals with the issue of social media and its influence on SMEs. It classifies social media and explores the possibilities and challenges of social networks in business. The authors describe features and the evolution of social media, including major social networking sites that came into existence during the 21st century. The purpose of the paper is to review the academic literature on the opportunities and challenges of using social media from SMEs, as well as identifying factors that drive social media marketing adoption and usage in SMEs. This

  9. X Marketing strategy of luxury brands

    OpenAIRE

    Vasak, Constance

    2017-01-01

    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...

  10. Marketing Management and Strategy

    DEFF Research Database (Denmark)

    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...

  11. From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands

    Directory of Open Access Journals (Sweden)

    Frances Westley

    2010-09-01

    Full Text Available This article focuses on the role of social marketing, in particular the analysis of the motivations and capabilities of stakeholder groups, in encouraging acceptance of an innovative experimental approach to semiarid shrub land restoration in Chile. Controlled scientific experiments involving herbivory control during El Niño events have proved promising, but have not yet been introduced into ecosystem management approaches. Social marketing, as a lens for focusing on and understanding stakeholders' motivations, provides a valuable framework in which strategies may be developed for diffusing promising scientific experiments into regional management contexts.

  12. Marketing Strategy : Company X Entering the Australian Wine Market

    OpenAIRE

    Tsukrejev, Jaan

    2014-01-01

    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...

  13. PROMOTION STRATEGIES IN WINE MARKETING

    Directory of Open Access Journals (Sweden)

    Ştefan MATEI

    2014-06-01

    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.

  14. Marketing strategies for academic libraries

    OpenAIRE

    Jung, Claudia

    2008-01-01

    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.

  15. Pre-event Social Media Marketing To Promote Ticket Sales : Case: Eläköön koirat!

    OpenAIRE

    Tolvanen, Noora

    2016-01-01

    The rise of social media has provided useful marketing tools for companies to promote their events. The purpose of this thesis was to research social media marketing and how it can be used in event promotion. The theory part also includes research of the event marketing process, as it can help to plan the social media marketing strategy. The purpose of the case study in this thesis was to study the ways the commissioning company can use social media marketing in their event promotion. Hence, ...

  16. La estrategia de medios sociales, el Inbound Marketing y la estrategia de contenidos: Marketing de Atracción 2.0

    OpenAIRE

    Castelló-Martínez, Araceli

    2013-01-01

    The paper delves into the parts that make up the social media strategy for a company, a product/service or a brand, as well as new concepts that have emerged in the field of marketing and digital communication in recent years to explain new trends, new approaches and, in short, the application of 2.0 philosophy in the business communication field, such as Social CRM, Social Commerce, Inbound Marketing, Online Reputation Management (ORM), Impact On Relationship (IOR) or Key P...

  17. Marketing Strategy for Starbucks café in the Ukrainian market

    OpenAIRE

    Nikitina, Oleksandra

    2012-01-01

    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...

  18. Theory in Social Marketing

    DEFF Research Database (Denmark)

    Hastings, Gerard; Brown, Abraham; Anker, Thomas Boysen

    2010-01-01

    influence this positioning (Social Cognitive Theory and Social Norms) and; (iii) what offerings might encourage them to change their behaviour – or, those in a position to do so, to make the social context more conducive to change (Exchange Theory). Moreover, the chapter outlines how social marketers might......The chapter looks at three important theories which help social marketers to think more systematically about the key questions they need to address:  (i) how does the target group or population feel about a particular behaviour (Stages of Change Theory); (ii) what social and contextual factors...... benefit from a social epistemological approach....

  19. MARKETING STRATEGY OF COMMERCIALIZATION OF INNOVATION

    Directory of Open Access Journals (Sweden)

    Ирина Петровна Савельева

    2013-04-01

    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

  20. Barriers and facilitators to enrollment and re-enrollment into the community health funds/Tiba Kwa Kadi (CHF/TIKA) in Tanzania: a cross-sectional inquiry on the effects of socio-demographic factors and social marketing strategies.

    Science.gov (United States)

    Kapologwe, Ntuli A; Kagaruki, Gibson B; Kalolo, Albino; Ally, Mariam; Shao, Amani; Meshack, Manoris; Stoermer, Manfred; Briet, Amena; Wiedenmayer, Karin; Hoffman, Axel

    2017-04-27

    Introduction of a health insurance scheme is one of the ways to enhance access to health care services and to protect individuals from catastrophic health expenditures. Little is known on the influence of socio-demographic and social marketing strategies on enrollment and re-enrollment in the Community Health Fund/Tiba Kwa Kadi (CHF/TIKA) in Tanzania. This cross-sectional study employed quantitative methods for data collection between November 2014 and March 2015 in Singida and Shinyanga regions. Relationship between variables was obtained through Chi-square test and multivariate logistic regression. We recruited 496 participants in the study. Majority (92.7%) of participants consented to participate, with 229 (49.8%) and 231 (50.2%) members and non members of CHF/TIKA respectively. Majority (90.9%) were aware of CHF/TIKA. Majority of CHF/TIKA members and non-members (90% and 68.3% respectively) reported health facility-based sensitization as the most common social marketing approach employed to market the CHF/TIKA. The most popular marketing strategies in the country including traditional dances, football games, radio, television, news papers, and mosques/church were reported by few CHF and non CHF members. Multivariate Logistic regression models revealed no significant association between social marketing strategies and enrollment, but only socio-demographics; including marital status (AOR = 2.0, 95% CI 1.1-3.8) and family size (household with ≥ 6 members) (AOR = 1.5, 95% CI 1.0-2.5), were significant factors associated with enrollment/re-enrollment rate. This study indicated that low level of utilization of available social marketing strategies and socio-demographic factors are the barriers for attracting members to join the schemes. There is a need for applying various social marketing strategies and considering different facilitating and impending socio-demographic factors for the growth and sustainability of the scheme as we move towards

  1. Contraceptive social marketing: a continuous cycle of planning, testing and evaluating.

    Science.gov (United States)

    1985-01-01

    This article outlines the contraceptive marketing process used by the Social Marketing for Change (SOMARC) project. The 1st stage of the process involves analysis of the market, the consumer, and the social marketing organization's capabilities. In the 2nd stage, planning, data collected in the analysis stage are used to define objectives, segment target markets, and devise strategies for each element in the marketing mix. In the 3rd stage, all the elements in the marketing mix are developed and tested (e.g. product concepts, pricing, packaging, communication messages) and refined on the basis of test results. In stage 4, the action plan is implemented and marketing progress and institutional performance are monitored. Stage 5 includes an assessment of in-market effectiveness in terms of responses from consumers, retailers, and health professionals. The last stage feeds back to the 1st. All the reviewed data are recycled into analysis to begin again the continuous process of refinement and improvement.

  2. Marketing Strategy of YouTube in the Czech Republic

    OpenAIRE

    Hurychová, Andrea

    2012-01-01

    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...

  3. [Introducing marketing strategies and techniques into the field of voluntary blood donation, to meet the rise in blood demand].

    Science.gov (United States)

    Pesavento, S; Bégué, L

    2011-04-01

    Social marketing uses marketing principles and techniques to induce a target audience to voluntary accept, reject, change or abandon a behaviour for the benefit of individuals, groups, or society as a whole. Thus, individual or societal gain is the primary goal of social marketing. This kind of marketing is frequently used in the United States or in Canada in several fields such as healthcare, social work, or the environment. In 2008, we introduced these strategies and techniques in the field of blood donation in France. This article describes what has been achieved in the last three years and outlines the main steps in the social marketing planning process: analyzing the social marketing environment, defining target audiences and objectives, building and implementing strategies and action plans, evaluating and monitoring. On the way to self-sufficiency, while respecting donors, social marketing is additional to the work done by the blood collection staffs, communication teams, and volunteers. Social marketing is a complementary tool to the work done by the blood collection staff, communication teams and blood donation organizations and can help to meet the challenge of self-sufficiency while still allowing for the privacy and rights of donors. Copyright © 2011. Published by Elsevier SAS.

  4. Gameplay marketing strategies as audience cooptation

    DEFF Research Database (Denmark)

    Reinhard, CarrieLynn D.

    2011-01-01

    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...

  5. PROMOTION STRATEGIES IN WINE MARKETING

    OpenAIRE

    Ştefan MATEI

    2014-01-01

    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...

  6. MARKETING STRATEGIES OF PHARMACEUTICAL ORGANIZATION

    Directory of Open Access Journals (Sweden)

    N. M. Sergeeva

    2015-01-01

    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.

  7. Data, Technology & Social Media: Their Invasive Role in Contemporary Marketing

    Directory of Open Access Journals (Sweden)

    K. Prakash Vel

    2015-12-01

    Full Text Available Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional marketing strategies associated with the success of well-known brands in the past are losing their relevance in the current context. There is the need to identify and understand modern trends and their implications to marketing strategy development. In light of this, this study examines fourteen (14 fundamental ‘game changing’ trends that are poised to impact the traditional practices and perceptions associated with marketing at the operational and strategic levels. The study presents the trends under three categories, the invasive role of technology, data, and social media, alongside looking at their impact on contemporary marketing. Each trend has been identified and analyzed based on in-depth interviews with industry experts as the primary source of data. Relevant data has also been given to present a holistic perspective on each trend. 

  8. Social inequalities in probabilistic labor markets

    Science.gov (United States)

    Inoue, Jun-Ichi; Chen, He

    2015-03-01

    We discuss social inequalities in labor markets for university graduates in Japan by using the Gini and k-indices . Feature vectors which specify the abilities of candidates (students) are built-into the probabilistic labor market model. Here we systematically examine what kind of selection processes (strategies) by companies according to the weighted feature vector of each candidate could induce what type of inequalities in the number of informal acceptances leading to a large mismatch between students and companies. This work was financially supported by Grant-in-Aid for Scientific Research (C) of Japan Society for the Promotion of Science (JSPS) No. 2533027803 and Grant-in-Aid for Scientific Research on Innovative Area No. 2512001313.

  9. Social media marketing and business competitiveness: evidence from South African tourism SMMEs

    OpenAIRE

    Patient Rambe

    2017-01-01

    The increasing prominence of social media marketing in advancing the global reach and visibility of products and services is ideal for the South African tourism industry, which depends on local and international visitors for leveraging its business activities and competitiveness. However, what remains under-explored in tourism literature is the depth of integration of social media marketing into the competitive strategies of emerging tourism small, micro and medium enterprises (SMMEs). To add...

  10. Breastfeeding social marketing: lessons learned from USDA's "Loving Support" campaign.

    Science.gov (United States)

    Pérez-Escamilla, Rafael

    2012-10-01

    Social marketing involves the application of commercial marketing principles to advance the public good. Social marketing calls for much more than health communications campaigns. It involves four interrelated tasks: audience benefit, target behavior, essence (brand, relevance, positioning), and developing the "4Ps" (product, price, place, promotion) marketing mix. The ongoing U.S. Department of Agriculture "Loving Support Makes Breastfeeding Work" campaign was launched in 1997 based on social marketing principles to increase breastfeeding initiation rates and breastfeeding duration among Special Supplemental Nutrition Program for Women, Infants and Children (WIC) participants. Since then there have been improvements in breastfeeding duration in the country, and the majority of WIC women now initiate breastfeeding. Breastfeeding in public places is still not well accepted by society at large, and any and exclusive breastfeeding durations remain exceedingly low. Lessons learned from "Loving Support" and other campaigns indicate that it is important to design social marketing campaigns to target the influential societal forces (e.g., family and friends, healthcare providers, employers, formula industry, legislators) that affect women's decision and ability to breastfeed for the recommended amount of time. This will require formative research that applies the social-ecological model to different population segments, taking and identifying the right incentives to nudge more women to breastfeed for longer. Any new breastfeeding campaign needs to understand and take into account the information acquisition preferences of the target audiences. The vast majority of WIC women have mobile devices and are accessing social media. The Brazilian experience indicates that making breastfeeding the social norm can be done with a solid social marketing strategy. This is consistent with the recently released "Six Steps to Achieve Breastfeeding Goals for WIC Clinics," which identifies

  11. Inbound Marketing - the most important digital marketing strategy

    OpenAIRE

    PATRUTIU-BALTES Loredana

    2017-01-01

    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 ...

  12. Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel

    OpenAIRE

    Saqib, Muhammad

    2016-01-01

    Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive ...

  13. Social marketing: approach to cultural and contextual relevance in a community-based physical activity intervention

    Science.gov (United States)

    Keller, Colleen; Vega-López, Sonia; Ainsworth, Barbara; Nagle-Williams, Allison; Records, Kathie; Permana, Paska; Coonrod, Dean

    2014-01-01

    We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using ‘bouts’ of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described. PMID:23002252

  14. Social marketing: approach to cultural and contextual relevance in a community-based physical activity intervention.

    Science.gov (United States)

    Keller, Colleen; Vega-López, Sonia; Ainsworth, Barbara; Nagle-Williams, Allison; Records, Kathie; Permana, Paska; Coonrod, Dean

    2014-03-01

    We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using 'bouts' of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described.

  15. A marketing strategy for a nursing college

    Directory of Open Access Journals (Sweden)

    M. Pryde

    1995-03-01

    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.

  16. A marketing strategy for a nursing college.

    Science.gov (United States)

    Pryde, M; Muller, M

    1995-08-01

    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.

  17. Brand marketing model on social networks

    OpenAIRE

    Jezukevičiūtė, Jolita; Davidavičienė, Vida

    2014-01-01

    Paper analyzes the brand and its marketing solutions on social networks. This analysis led to the creation of improved brand marketing model on social networks, which will contribute to the rapid and cheap organization brand recognition, increase competitive advantage and enhance consumer loyalty. Therefore, the brand and a variety of social networks are becoming a hot research area for brand marketing model on social networks. The world‘s most successful brand marketing models exploratory an...

  18. [Effectiveness of social mobilization and social marketing in promoting NaFeEDTA-fortified soya sauce in adult women].

    Science.gov (United States)

    Wang, Bo; Chen, Junshi; Zhan, Siyan; Sun, Jing; Li, Liming

    2011-05-01

    To assess the effectiveness of social mobilization and social marketing in promoting NaFeEDTA-fortified soy sauce in an iron deficient population. This study was an uncontrolled, community-based, before-after study, which was implemented in three counties of Shijiazhuang Municipality. The intervention was a social mobilization and social marketing strategy. Adult women older than 20 years of age participated in the evaluation protocol. The main outcomes included KAP relevant to IDA. Cross-sectional samples were used to assess the outcomes at baseline and 1 year later. Knowledge and attitudes of adult women had changed positively, and the percentage of women who had adopted NaFeEDTA-fortified soy sauce increased from 8.9% to 36.6% (P marketing had a positive impact on the KAP of adult women in the iron deficient population.

  19. SPORT MARKETING MIX STRATEGIES

    OpenAIRE

    Alexandru Lucian MIHAI

    2013-01-01

    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...

  20. New strategies to improve food marketing to children.

    Science.gov (United States)

    Dietz, William H

    2013-09-01

    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.

  1. Increasing Brand Awareness Trough Utilization Of Social Media And Expansion Of Relevant Market Channels

    OpenAIRE

    Nummelin, Aura

    2014-01-01

    The purpose of this thesis is to suggest ways to increase and develop the brand image of A. Ahlström Real Estate Ltd. The plan involves more effort put on B2B events, adding new service concepts, highlighting social media as a marketing tool and creating a new sales strategy for foreign customers. The goal is not to create a brand, but rather enhance and develop the already existing one. By implementing a variety of social media channels into their marketing strategy A. Ahlström Real...

  2. Strategies in digital marketing

    OpenAIRE

    Robert DRAGOMIR; Mihai ANDRONIE

    2017-01-01

    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.

  3. A MARKETING STRATEGY ON PHOTOVOLTAIC MARKET

    Directory of Open Access Journals (Sweden)

    Coita Dorin Cristian

    2008-05-01

    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

  4. The Formation of International Marketing Strategy of Company’s Entry Into the External Market

    Directory of Open Access Journals (Sweden)

    Shtal Tetiana V.

    2018-01-01

    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.

  5. Social responsibility: a double corporative strategy?

    Directory of Open Access Journals (Sweden)

    Raquel da Silva Pereira

    2007-12-01

    Full Text Available This study, eminently theoretical and based on specific literature review, presents a brief historical approach on the corporative social responsibility, besides offering an updated view of the main norms, existing certifications and awardings in the area, searching, in a wider context, to understand both the original strategical meaning of these actions and this new clipping of observation and analysis, which points to a new niche market, with the trading of products and services that aim to support the companies in the socio-environmental issues. Would this new market assumed the corporative strategy condition?

  6. Marketing strategy for internet startup Vegetaria

    OpenAIRE

    Protchenko, Angelina

    2017-01-01

    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...

  7. Social media as marketing tool for SMEs: opportunities and challenges

    OpenAIRE

    Blerta Rugova; Burim Prenaj

    2016-01-01

    Social media is a phenomenon that has transformed the interaction and communication of individuals throughout the world. Especially, social networking websites are very popular and have become daily practice in a lot of people’s lives. These sites have made significant impact on the individual’s life. However, social media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. There is a constant rise in social networking and...

  8. Social marketing in travel demand management

    DEFF Research Database (Denmark)

    Thøgersen, John

    2013-01-01

    Social marketing is an increasingly popular means of Travel Demand Management (TDM) for promoting non-car modes of travel that has proven to be effective, in particular if combined with structural improvements. Successful social marketing is based on a thorough understanding of targeted people......’s needs, wants, and perceived barriers. It uses a combination of means to create an attractive offering tailored to these needs, wants, and perceived barriers. It applies established marketing techniques for catching attention to the offerings. However, there are limits to what social marketing can...... accomplish. In particular, social marketing is limited to cases where only perceived and not real barriers prevent people from using alternative travel modes. A review is given of research on and practical experiences of social marketing in TDM as a basis for evaluating its usefulness....

  9. Evaluation and Improvement of Marketing Strategy of Lexiderm at PT Biofarma

    OpenAIRE

    Putra, Ronaldo Bagus; Wandebori, Harimukti

    2013-01-01

    The decrease of sales in export sector, triggered with the development of private hospitals make PT. Biofarma starts focusing on private sector by cooperating with PT. Compose Element to distribute Hydrogel modern wound care dressing named Lexiderm. The obstacles such as poor socialization, lack of coordination between distributor and marketing division, lack of education and promotion make the marketing strategy becomes less effective and less efficient. However, VMI (Vendor Managed Inventor...

  10. Star marketer’s impact on the market strategy choice

    OpenAIRE

    Goran, Vlašić; Hair, Joe F.; Krupka, Zoran

    2017-01-01

    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...

  11. Mobile Marketing as a strategy in CRM

    OpenAIRE

    Goossens, Peter

    2011-01-01

    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...

  12. The market orientation: competitive organizational strategy

    OpenAIRE

    Rivera Camino, Jaime

    1995-01-01

    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...

  13. Star marketer’s impact on the market strategy choice

    Directory of Open Access Journals (Sweden)

    Vlašić Goran

    2017-01-01

    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.

  14. Brand Marketing Model on Social Networks

    Directory of Open Access Journals (Sweden)

    Jolita Jezukevičiūtė

    2014-04-01

    Full Text Available The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalysis of a single case study revealed a brand marketingsocial networking tools that affect consumers the most. Basedon information analysis and methodological studies, develop abrand marketing model on social networks.

  15. Sensory marketing strategies. Case study: Oltenia

    OpenAIRE

    Aurelia-Felicia STĂNCIOIU; Mihail-Cristian DIŢOIU; Nicolae TEODORESCU; Lucian-Florin ONIŞOR; Ion PÂRGARU

    2014-01-01

    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...

  16. Hotel Marketing Strategy

    OpenAIRE

    Hykšová, Vendula

    2010-01-01

    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...

  17. Selling Innovations Like Soap: The Interactive Systems Framework and Social Marketing.

    Science.gov (United States)

    McAlindon, Kathryn

    2017-09-01

    Despite the popularity and noted utility of Wandersman and colleagues' (2008) Interactive Systems Framework, the literature currently provides a primary focus on delivery organizations' and supportive stakeholders' capacities and strategies to implement innovations, presenting a critical gap in understanding. Unfortunately, reflective of a larger void in community dissemination and implementation efforts, there is a more limited focus on the dissemination of innovations. This paper presents the social marketing literature as a supplement to the Prevention Synthesis and Translation System (PSTS), the system responsible for dissemination. The study and practice of innovation synthesis and translation is examined in the literature; and based on the conclusions drawn, social marketing theory is used to provide a systematic approach to improving dissemination within the Interactive Systems Framework. Specifically, three gaps related to the PSTS are identified in the literature that align with and can be filled using social marketing. Social marketing is defined and presented as a supplement by providing theory and practices, within a systems context, for effectively communicating and influencing change. By blending social marketing with the Interactive Systems Framework, the aim is to improve the understanding of strategic communication and its role in the effective dissemination, and subsequent implementation, of innovations. © Society for Community Research and Action 2017.

  18. Marketing aspects of steady growth business strategy

    OpenAIRE

    GONCHAR V.; KALININ O.

    2015-01-01

    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.

  19. ¿Cómo potenciar el uso de las redes sociales como estrategia de marketing en empresas del sector hostelero? El re-descubrimiento de “Pinterest” (How to promote the use of social networks as a marketing strategy in companies in the hospitality industry

    Directory of Open Access Journals (Sweden)

    Claudia Vanesa Grandi Bustillos

    2014-12-01

    nidades que ofrecen. El objetivo del presente trabajo es analizar el empleo de las redes sociales como parte de la estrategia de marketing a tra- vés de una revisión del estado de la cuestión. Las conclusiones indican que la red social Pinterest encaja perfectamente en el sector hostelero y se recomienda su uso en aquellas empresas que deseen la exposición y publicidad de la marca, y que posean gran calidad de contenido visual.   Abstract  The traditional service marketing actions have undergone a revolution with the introduction of new technologies and especially with the widespread use of social networks. Users are influenced by the opinions that are presented on these networks when purchasing services online. The hospitality industry has also been influenced by social networks, but many hospitality companies have not detected the opportunities yet. The purpose of this paper is to analyze the use of social media as a component of the firms´ marketing strategy through a review of the state of the art. Results show that the social network Pinterest fits perfectly in the hospitality industry and its use is recommended for companies who want exposure and brand advertising with high quality visual content

  20. Os media sociais no corporate social marketing

    OpenAIRE

    Araújo, Filipa Alexandra da Costa

    2012-01-01

    O presente estudo incide nas áreas do marketing e do E-marketing, em concreto no corporate social marketing e nos media sociais, respetivamente. O marketing tem sido reinventado e hoje em dia já não se fala em marketing por si só e expressões como marketing organizacional, marketing de pessoas, marketing territorial, marketing tribal, ouvem-se e lêem-se com frequência. É neste contexto que também surge o corporate social marketing, isto é, o marketing social corporativo, que pode ser enten...

  1. Brand Marketing Model on Social Networks

    OpenAIRE

    Jolita Jezukevičiūtė; Vida Davidavičienė

    2014-01-01

    The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalys...

  2. Marketing Strategy for Kukaneko

    OpenAIRE

    Kämpjärvi, Tiina

    2013-01-01

    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...

  3. Kick the habit: a social marketing campaign by Aboriginal communities in NSW.

    Science.gov (United States)

    Campbell, M A; Finlay, S; Lucas, K; Neal, N; Williams, R

    2014-01-01

    Tackling smoking is an integral component of efforts to improve health outcomes in Aboriginal communities. Social marketing is an effective strategy for promoting healthy attitudes and influencing behaviours; however, there is little evidence for its success in reducing smoking rates in Aboriginal communities. This paper outlines the development, implementation and evaluation of Kick the Habit Phase 2, an innovative tobacco control social marketing campaign in Aboriginal communities in New South Wales (NSW). The Aboriginal Health & Medical Research Council worked with three Aboriginal communities and a creative agency to develop locally tailored, culturally relevant social marketing campaigns. Each community determined the target audience and main messages, and identified appropriate local champions and marketing tools. Mixed methods were used to evaluate the campaign, including surveys and interviews with community members and Aboriginal Community Controlled Health Service staff. Community survey participants demonstrated high recall of smoking cessation messages, particularly for messages and images specific to the Kick the Habit campaign. Staff participating in interviews reported an increased level of interest from community members in smoking cessation programs, as well as increased confidence and skills in developing further social marketing campaigns. Aboriginal community-driven social marketing campaigns in tobacco control can build capacity, are culturally relevant and lead to high rates of recall in Aboriginal communities.

  4. Marketing strategy determinants in rural hospitals.

    Science.gov (United States)

    Smith, H L; Haley, D; Piland, N F

    1993-01-01

    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.

  5. Marketing Strategy of Rural Supermarket Chain in Ningxia Based on the Long Tail

    Institute of Scientific and Technical Information of China (English)

    2011-01-01

    Based on the introduction of the Long Tail,the political,economical,social and technological environment for the development of rural supermarket chain in Ningxia is analyzed.The problems in the marketing strategy of Ningxia rural supermarket chain are pointed out,including single products and uneven level of quality,the products,which can not satisfy farmers’ needs;low quality of the personnel and imperfect information system,thus the traditional way of marketing is challenged.In the end,from the perspective of products,position,price,and personnel,the marketing strategies for the development of Ningxia rural supermarket chain based on the Long Tail Theory are put forward.

  6. Guatemala social marketing program.

    Science.gov (United States)

    1987-01-01

    The Guatemala Social Marketing Program reported 1986 increases after social marketing promotion in the sales of Panther and Scudo condoms, Perla oral contraceptives, and Lirio vaginal foaming tablets. Sale of Panther condoms was highest in February; all the other products peaked in June and July. Sales fell in December due to Christmas holidays. Sale patterns are illustrated graphically for all 4 products.

  7. M matters: What's social marketing and media got to do with it?

    Science.gov (United States)

    Yu, Pattie; Waller, Karen

    2010-01-01

    For years now, social change leaders have applied marketing principles to move and motivate their target audiences to change attitudes and ultimately and ideally behavior. By making the consumer the focus of the program, understanding the benefits and barriers for participating, and engaging in the marketing mix of product, price, promotion, and place, social marketers have been successful in applying this framework to clinical trial recruitment. A comprehensive recruitment plan will address the goal, objective,target, strategy, tactics, and evaluation that center around tested messages, disseminated through a host of communications channels including media and the "new" news media. The heart of social marketing, whether a public engagement campaign or a clinical trial recruitment effort, is always about them, not about you. Keeping focused on the target audience, their desires and concerns and channeling compelling messages through creative, motivating ways to engage them will help ensure a successful effort.

  8. Roles, trust, and reputation in social media knowledge markets theory and methods

    CERN Document Server

    Matei, Sorin

    2015-01-01

    This title discusses the emerging trends in defining, measuring, and operationalizing reputation as a new and essential component of the knowledge that is generated and consumed online. The book also proposes a future research agenda related to these issues—with the ultimate goal of shaping the next generation of theoretical and analytic strategies needed for understanding how knowledge markets are influenced by social interactions and reputations built around functional roles. Roles, Trust, and Reputation in Social Media Knowledge Markets exposes issues that have not been satisfactorily dealt with in the current literature. In a broader sense, the volume aims to change the way in which knowledge generation in social media spaces is understood and utilized. The tools, theories, and methodologies proposed here offer concrete avenues for developing the next generation of research strategies and applications that will help: tomorrow’s information consumers make smarter choices, developers to create new tools...

  9. Impact of social media in sports marketing

    OpenAIRE

    Gadiraju, Gaurav Kumar

    2016-01-01

    JEL: M1 - Business Administration; M31 – Marketing; M37 - Advertising The purpose of this research is to evaluate the impact of social media in the field of sports marketing. This is carried out through an in-depth analysis on sports marketing and the rising popularity of social media marketing for sports brands in the world. One such brand is Nike, Inc. This company has shifted its focus to digital marketing. As social media marketing started to explode, the traditional marketing methods ...

  10. Cost-effectiveness of a ROPS social marketing campaign.

    Science.gov (United States)

    Sorensen, J A; Jenkins, P; Bayes, B; Clark, S; May, J J

    2010-01-01

    Tractor rollovers are the most frequent cause of death in the farm community. Rollover protection structures (ROPS) can prevent the injuries and fatalities associated with these events; however, almost half of U.S. farms lack these essential devices. One promising strategy for increasing ROPS use is social marketing. The purpose of this study was to assess the costs associated with the New York ROPS Social Marketing Campaign in relation to the cost of fatalities and injuries averted as a result of the campaign to determine whether cost savings could be demonstrated in the initial years of program implementation. A total of 524 farmers who had retrofitted a tractor through the program were mailed a survey to assess the number of rollovers or close calls that occurred since ROPS installation. Responses were obtained from 382 farmers, two of whom indicated that they had a potential fatality/injury scenario since retrofitting their tractor through the program. The cost savings associated with the intervention was estimated using a decision-tree analysis adapted from Myers and Pana-Cryan with appropriate consumer price index adjustments. The data were compared to the cost of the New York ROPS Social Marketing Campaign to arrive at an associated cost-savings estimate relative to the intervention. This study indicates that a net savings will likely be demonstrated within the third year of the New York ROPS Social Marketing initiative. These data may provide evidence for researchers hoping to generate support from state and private agencies for similar initiatives.

  11. Social Media in Virtual Marketing

    OpenAIRE

    Jalees, Tariq; Tariq, Huma; Zaman, Syed Imran; Alam Kazmi, Syed Hasnain

    2015-01-01

    Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an effective marketing tool. Despite its comparatively low cost and significance, marketers are not effectively utilizing social media. Thus the aim of this study is to measure the influence (effect) of four social variables: social capital, trust, homophily and interpersonal influence on electronic word of mouth (eWOM) communication. The sample size for the stu...

  12. Interdependence of an enterprise's marketing and financial strategies

    Directory of Open Access Journals (Sweden)

    Ivkov Danijela M.

    2010-01-01

    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.

  13. La alta gerencia corporativa, el marketing y la responsabilidad social empresarial: Caso Venezuela

    Directory of Open Access Journals (Sweden)

    Pasquale Raspa

    2014-01-01

    Full Text Available El trabajo que se presenta a continuación es una visión que analiza y examina el desarrollo del concepto de Responsabilidad Social Empresarial y el Marketing,a nivel global, bajo la óptica de autores como Lindbaek (2003 hasta las tendencias modernas de la misma, a través de las normativas que controlan e incentivan la acción social de las empresas en el concierto de las naciones. Luego de un análisis de esas tendencias se adentra en la situación de la Responsabilidad Social y Marketing en Venezuela y como se viene desarrollando durante las últimas décadas. Finalmente, al comparar las tendencias mundiales sobre Responsabilidad Social Empresarial y la situación venezolana se destaca la propensión del empresariado venezolano a la puesta en práctica de la acción social de una manera eficiente y con orientación al Marketing.Palabras Clave: Responsabilidad social empresarial; marketing, estrategia; acción social; ciudadano corporativo.Corporate senior management, marketing and corporate social responsibility: Venezuela Case AbstractThe work presented below is an overview that draws the development of the concept of Corporate Social Responsibility and global marketing from the perspective of authors like Lindbaek (2003 to modern trends of this perspective, through regulations that control and encourage social action of the companies in the concert of nations. After an analysis of these trends, it goes deeper into the situation of the Social Responsibility and Marketing in Venezuela and how it has been developing itself over recent decades. Finally, and to compare global trend about Corporate Social Responsibility and the Venezuelan situation, it is highlighted the propensity of the Venezuelan entrepreneurial to the implementation of social action in an efficient way and marketing focused.Keywords: corporate social responsibility; marketing; strategy; social action; corporate citizen.

  14. Implementation of marketing strategy: Factor of competitive advantage

    Directory of Open Access Journals (Sweden)

    Krstić Ivan

    2011-01-01

    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. .

  15. Target marketing strategies for occupational therapy entrepreneurs.

    Science.gov (United States)

    Kautzmann, L N; Kautzmann, F N; Navarro, F H

    1989-01-01

    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.

  16. Pozitioning Strategies Used in Strategic Marketing

    OpenAIRE

    Ionel Dumitru

    2007-01-01

    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.

  17. Social marketing and social responsibility of the business: intercoupling and results

    OpenAIRE

    T.V. Shtal; O.O. Tyshchenko

    2012-01-01

    In article is considered problem of social marketing concepts use, problems of provision business-structures to social responsibility and competitiveness provision as criterion to efficiency social-oriented marketing programs. Author not only sets the problem install the correspondence between specified category, but also reveal the criterion to social-directed marketing decisions efficiency.

  18. Marketing through Social Media : Case: Comparison of Social Media Marketing Approaches of B2C Companies for Company X

    OpenAIRE

    Rantapelkonen Ahlberg, Jaana

    2010-01-01

    Rantapelkonen Ahlberg, Jaana. 2010. Social Media Marketing. Case: Comparison of Social Media Marketing Approaches of B2C Companies for Company X. Master’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 42 (74). The objective of this thesis is to provide insights on how Company X can use Social Media as a marketing and branding tool in consumer marketing in the Swedish market. More specifically, this study attempts to define what kinds of social media are u...

  19. Evidence for varying social strategies across the day in chacma baboons.

    Science.gov (United States)

    Sick, Claudia; Carter, Alecia J; Marshall, Harry H; Knapp, Leslie A; Dabelsteen, Torben; Cowlishaw, Guy

    2014-07-01

    Strong social bonds can make an important contribution to individual fitness, but we still have only a limited understanding of the temporal period relevant to the adjustment of social relationships. While there is growing recognition of the importance of strong bonds that persist for years, social relationships can also vary over weeks and months, suggesting that social strategies may be optimized over shorter timescales. Using biological market theory as a framework, we explore whether temporal variation in the benefits of social relationships might be sufficient to generate daily adjustments of social strategies in wild baboons. Data on grooming, one measure of social relationships, were collected from 60 chacma baboons (Papio ursinus) across two troops over a six month period. Our analyses suggest that social strategies can show diurnal variation, with subordinates preferentially grooming more dominant individuals earlier in the day compared with later in the day. These findings indicate that group-living animals may optimize certain elements of their social strategies over relatively short time periods. © 2014 The Author(s) Published by the Royal Society. All rights reserved.

  20. INNOVATIVE MARKETING STRATEGIES IN TOP MOST COMPANIES

    OpenAIRE

    Sonia*

    2018-01-01

    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...

  1. The marketing of social causes: the first 10 years.

    Science.gov (United States)

    Fox, K F; Kotler, P

    1980-01-01

    Social marketing, the application of marketing thinking and tools to the promotion of social causes, has proved successful in effectively promoting beneficial social change, and is expected to grow in scope, scale, and effectiveness. It has evolved through social advertising and social communication, and is increasingly employed by a growing number or organizations and government agencies. Increasingly, social communication and marketing are being added to social advertising. Family planning, heart disease prevention, and other health cases are cited as examples of the range and impact of social marketing applications. As advances in conceptualizing social marketing problems and evaluating the impacts of social marketing programs make them more effective, social marketing specialists should be expected to work on a wider range of social causes with increasing sophistication. The evaluation of social marketing is discussed. Situations calling for social marketing are also explored, program accomplishments outlined, and criticisms and obstacles examined.

  2. Social marketing of condoms in India.

    Science.gov (United States)

    Thapa, S; Prasad, C V; Rao, P H; Severy, L J; Rao, S R

    1994-01-01

    Contraceptive social marketing is a way of supplying contraceptives to consumers who cannot afford to buy them at full market price, yet are not reached by the free public distribution program. The process involves supplying a subsidized product through existing commercial distribution networks, using the mass media and other retail marketing techniques to commercially advertise the products. India was the first country to introduce this concept to its family planning program. India's social marketing program is also the largest in the world. Over the past 25 years, total condom sales in India have expanded under the program from less than 10 million per year to more than one billion. The authors present an overview of India's social marketing initiative, describe the firms participating in the program, and summarize the lessons learned from the social marketing experience. Problems and prospects, and experiences and implications are discussed.

  3. Marketing E-Commerce by Social media using Product Recommendations and user Embedding

    Science.gov (United States)

    Ramalingam, V. V.; Pandian, A.; Masilamani, Kirthiga

    2018-04-01

    MarketingE-CommercebySodal media is the best way to improve marketing and business widely.The major issues faced with E-commerce and Social media interfacing is cold- start cross-site problem. The cold-start problem occurs at a situation when user is not having the history of purchase records.For the user who does not have a history of purchase records, we have introduced a method of finding the users’ interested product without knowing any of the demographic information of the user. The product is recommended on basesof visits i.e., the item which is most likely to be visited by the users occur in the hit list. This product is rated at the top position for the users to purchase. The e-commerce with social media sites uses the strategy of user embedding and product recommendations. The product recommendations are achieved by incorporating LatentDirichlet Allocation(LDA), Re Ranking and Collaborative Filtering algorithms. The proposed framework can enhance the recommendation system by embedding products and users. This shows the potential of solving cold-start cross-site problem across the e-commerce and social media sites and enhances the marketing strategy.

  4. Marketing Animal-Friendly Products: Addressing the Consumer Social Dilemma with Reinforcement Positioning Strategies.

    Science.gov (United States)

    van Riemsdijk, Lenka; Ingenbleek, Paul T M; van Trijp, Hans C M; van der Veen, Gerrita

    2017-12-14

    This article presents a conceptual framework that aims to encourage consumer animal-friendly product choice by introducing positioning strategies for animal-friendly products. These strategies reinforce the animal welfare with different types of consumption values and can therefore reduce consumers' social dilemma, which is a major barrier to animal-friendly consumer choices. The article suggests how animal-friendly products can use various types of consumption values (functional, sensory, emotional, social, epistemic and situational) to create an attractive position relative to their competitors. It also explains why some consumer segments, such as those with a specific thinking style, may experience a stronger effect of some strategies, giving directions on how to approach different types of consumers. Finally, building on research asserting that animal welfare is a credence product attribute, the article proposes moderating effects of two factors that help consumers to evaluate the credibility of animal welfare claims, namely corporate social responsibility strategy and the role of stakeholders. Here it concludes that companies selling animal-friendly products need to be aware of the impact of their overall strategy on the effectiveness of positioning strategies for individual products and that, to gain consumer trust, they may need to collaborate with relevant stakeholders, such as media or animal-interest organizations.

  5. Marketing Animal-Friendly Products: Addressing the Consumer Social Dilemma with Reinforcement Positioning Strategies

    Directory of Open Access Journals (Sweden)

    Lenka van Riemsdijk

    2017-12-01

    Full Text Available This article presents a conceptual framework that aims to encourage consumer animal-friendly product choice by introducing positioning strategies for animal-friendly products. These strategies reinforce the animal welfare with different types of consumption values and can therefore reduce consumers’ social dilemma, which is a major barrier to animal-friendly consumer choices. The article suggests how animal-friendly products can use various types of consumption values (functional, sensory, emotional, social, epistemic and situational to create an attractive position relative to their competitors. It also explains why some consumer segments, such as those with a specific thinking style, may experience a stronger effect of some strategies, giving directions on how to approach different types of consumers. Finally, building on research asserting that animal welfare is a credence product attribute, the article proposes moderating effects of two factors that help consumers to evaluate the credibility of animal welfare claims, namely corporate social responsibility strategy and the role of stakeholders. Here it concludes that companies selling animal-friendly products need to be aware of the impact of their overall strategy on the effectiveness of positioning strategies for individual products and that, to gain consumer trust, they may need to collaborate with relevant stakeholders, such as media or animal-interest organizations.

  6. The power of the message – the key to success in social marketing campaign. An analysis of social marketing in Romania

    Directory of Open Access Journals (Sweden)

    Manuela EPURE

    2011-03-01

    Full Text Available The success of a social marketing campaign does not depend mainly on its budget but rather on the message that is sent. This article emphasize the importance of the message for successful social marketing campaigns and makes an analysis of the messages’ type/structure of leading social marketing campaigns in Romania, as a defining element contributing to the success of social marketing campaigns. Being aware of the importance of the message for a successful social marketing campaign, we propose, in this article, some ideas for improving the message structure transmitted in social marketing campaigns. Although, social marketing campaigns are run with significant funds, small importance is being given to evaluating campaign’s effectiveness and the extent to which the social behaviour of the targeted segments is truly changed. Research was conducted in order to identify the ways in which the use of other types of messages would increase the impact of social marketing campaigns.

  7. Shopper marketing strategy in food retailing

    Directory of Open Access Journals (Sweden)

    Bogetić Zoran

    2016-01-01

    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.

  8. Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems.

    Science.gov (United States)

    Zimmerman, Robert

    This document sets out one segment of a comprehensive approach intended to assist institutions of higher education in developing and carrying out alcohol abuse and other drug prevention programs. Social marketing is described as a tool of environmental management, that seeks to produce a specified behavior in a target audience. Intended for a…

  9. STRATEGY FOR THE DESTINATIONAL E-MARKETING & SALES

    OpenAIRE

    Zlatko Sehanovic; Giorgio Cadum; Igor Sehanovic

    2010-01-01

    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’...

  10. Culturally and linguistically diverse population health social marketing campaigns in Australia: a consideration of evidence and related evaluation issues.

    Science.gov (United States)

    Milat, Andrew J; Carroll, Tom E; Taylor, Jennifer J

    2005-04-01

    This paper describes a review of population health social marketing campaigns targeting culturally and linguistically diverse (CLD) communities in Australia in order to identify characteristics of effective CLD campaigns. Literature on CLD population health social marketing was identified from electronic searches of databases in August 2004. At the same time, the grey literature was examined by searching the Internet and talking to Australian experts in the fields of CLD social marketing and CLD research. Eight studies met the search criteria, four from the published literature. Two studies that employed prepost evaluation designs provided tentative support for the potential efficacy of CLD social marketing strategies. The remaining studies did not allow for causal attribution as they used post-campaign only or process evaluations. Studies did, however, show that CLD communities access campaign-related information from both mainstream and ethnic media channels. In addition, Vietnamese respondents were more likely to access campaign messages through ethnic radio and Chinese respondents through ethnic press. There is insufficient evidence to clearly identify the characteristics of effective CLD campaigns. Campaign evaluation designs used to evaluate social marketing strategies targeting CLD communities in Australia are generally weak, but there is tentative evidence supporting the potential efficacy of these strategies in some Australian settings.

  11. CUSTOMER EQUITY:MAKING MARKETING STRATEGY FINANCIALLY ACCOUNTABLE

    Institute of Scientific and Technical Information of China (English)

    Ashwin ARAVINDAKSHAN; Roland T. RUST; Katherine N. LEMON; Valerie A. ZEITHAML

    2004-01-01

    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.

  12. Applicability Analysis of Bidding Strategy in Electricity Market

    Directory of Open Access Journals (Sweden)

    Zhou Suyan

    2017-01-01

    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.

  13. The effectiveness of social marketing in global health: a systematic review.

    Science.gov (United States)

    Firestone, Rebecca; Rowe, Cassandra J; Modi, Shilpa N; Sievers, Dana

    2017-02-01

    Social marketing is a commonly used strategy in global health. Social marketing programmes may sell subsidized products through commercial sector outlets, distribute appropriately priced products, deliver health services through social franchises and promote behaviours not dependent upon a product or service. We aimed to review evidence of the effectiveness of social marketing in low- and middle-income countries, focusing on major areas of investment in global health: HIV, reproductive health, child survival, malaria and tuberculosis. We searched PubMed, PsycInfo and ProQuest, using search terms linking social marketing and health outcomes for studies published from 1995 to 2013. Eligible studies used experimental or quasi-experimental designs to measure outcomes of behavioural factors, health behaviours and/or health outcomes in each health area. Studies were analysed by effect estimates and for application of social marketing benchmark criteria. After reviewing 18 974 records, 125 studies met inclusion criteria. Across health areas, 81 studies reported on changes in behavioural factors, 97 studies reported on changes in behaviour and 42 studies reported on health outcomes. The greatest number of studies focused on HIV outcomes (n = 45) and took place in sub-Saharan Africa (n = 67). Most studies used quasi-experimental designs and reported mixed results. Child survival had proportionately the greatest number of studies using experimental designs, reporting health outcomes, and reporting positive, statistically significant results. Most programmes used a range of methods to promote behaviour change. Programmes with positive, statistically significant findings were more likely to apply audience insights and cost-benefit analyses to motivate behaviour change. Key evidence gaps were found in voluntary medical male circumcision and childhood pneumonia. Social marketing can influence health behaviours and health outcomes in global health; however evaluations

  14. A focus on the consumer: social marketing for change.

    Science.gov (United States)

    Lucaire, L E

    1985-01-01

    Social marketing is the application of commercial marketing principles to advance a social cause, issue, behavior, product, or service. Social marketing has added a framework to social efforts that heretofore lacked organization and has inspired projects that otherwise might never have been initiated. In the US, social marketing techniques have been particularly successful in the health field. Although advertising and other communications are central to social marketing, the discipline also depends upon other elements of what is termed the marketing mix: product, price, place, and promotion. Social marketing is a cyclical process involving 6 steps: analysis; planning; development, testing, and refining elements of the plan; implementation; assessment of in-market effectiveness; and feedback. In developing countries, health has similarly been the greatest beneficiary to date of applied social marketing techniques. Family planning programs and oral rehydration therapy (ORT) projects have used social marketing techniques effectively in numerous developing countries. Social marketing has been even more widely applied in the sale of contraceptives in developing countries. Contraceptive social marketing (CSM) programs are well established in Bangladesh, Sri Lanka, India, Thailand, Nepal, Colombia, El Salvador, Jamaica, Mexico, and Egypt. More recently programs have been established in Honduras, Guatemala, Barbados, St. Vincent, and St. Lucia. SOMARC (Social Marketing for Change) is a project funded by the US Agency for International Development (AID) and is working with existing CSM programs and helping to launch new CSM programs. CSM programs are successfully functioning as legitimate marketing organizations in developing countries and are using local private sector resources in the process. Program results are encouraging. Social marketing requires both experience and sensitivity to local conditions. Many developing countries now have their own marketing resources

  15. Segmentation of overweight Americans and opportunities for social marketing.

    Science.gov (United States)

    Kolodinsky, Jane; Reynolds, Travis

    2009-03-08

    efforts aimed at addressing the obesity epidemic. Through the identification of these five segments, social marketing campaigns can utilize selected channels and messages that communicate the most relevant and important information. The results of this study offer insight into how segmentation strategies and social marketing messages may improve public health.

  16. Segmentation of overweight Americans and opportunities for social marketing

    Directory of Open Access Journals (Sweden)

    Reynolds Travis

    2009-03-01

    market segments can be identified for social marketing efforts aimed at addressing the obesity epidemic. Through the identification of these five segments, social marketing campaigns can utilize selected channels and messages that communicate the most relevant and important information. The results of this study offer insight into how segmentation strategies and social marketing messages may improve public health.

  17. Social mobilization and social marketing to promote NaFeEDTA-fortified soya sauce in an iron-deficient population through a public-private partnership.

    Science.gov (United States)

    Wang, Bo; Zhan, Siyan; Sun, Jing; Lee, Liming

    2009-10-01

    The present pilot project aimed to assess the effectiveness of social mobilization and social marketing in improving knowledge, attitudes and practices (KAP) and Fe status in an Fe-deficient population. In an uncontrolled, before-after, community-based study, social mobilization and social marketing strategies were applied. The main outcomes included KAP and Hb level and were measured at baseline, 1 year later and 2 years later. One urban county and two rural counties in Shijiazhuang Municipality, Hebei Province, China. Adult women older than 20 years of age and young children aged from 3 to 7 years were selected from three counties to attend the evaluation protocol. After 1 year, most knowledge and attitudes had changed positively towards the prevention and control of anaemia. The percentage of women who had adopted NaFeEDTA-fortified soya sauce increased from 8.9% to 36.6% (P children. Social mobilization and social marketing activities had a positive impact on the KAP of adult women, and resulted in marked improvements in Hb levels in both adult women and young children. This should be recommended as a national preventive strategy to prevent and control Fe deficiency and Fe-deficiency anaemia.

  18. SPORT MARKETING MIX STRATEGIES

    Directory of Open Access Journals (Sweden)

    Alexandru Lucian MIHAI

    2013-06-01

    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.

  19. What Is Commercial Social Marketing?

    DEFF Research Database (Denmark)

    Anker, Thomas Boysen; Stead, Martine

    The aim of this paper is to introduce the concept of commercial social marketing (CSM) and discuss some major ethical aspects of CSM. In the first section, we introduce 6 social marketing benchmark criteria. Against this background, we demonstrate Dove’s ‘Campaign for Real Beauty’ to be an instance...

  20. The CR-Marketing Strategy

    OpenAIRE

    Pricop Oliver Constantin

    2011-01-01

    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...

  1. Olympic athletes’ job market entry strategies. A typology

    Directory of Open Access Journals (Sweden)

    Anna Vilanova

    2017-05-01

    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.

  2. Bringing in the target audience in bystander social marketing materials for communities: suggestions for practitioners.

    Science.gov (United States)

    Potter, Sharyn J; Stapleton, Jane G

    2011-06-01

    The Know Your Power™ social marketing campaign images model active bystander behaviors that target audience members can use in situations where sexual and relationship violence and stalking are occurring, have occurred, or have the potential to occur. In this practitioner note, we describe strategies that we have used to engage target audience members in the development of the social marketing campaign that we hope can be used by practitioners. We give examples from the development and evaluation of the Know Your Power(TM) social marketing campaign that used focus group and other types of feedback from the target audience to inform the direction of the campaign.

  3. Economic Viability and Marketing Strategies of Periwinkle ...

    African Journals Online (AJOL)

    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

  4. MARKETING STRATEGY OF COMMERCIAL HEALTH INSURANCE COMPANY

    Directory of Open Access Journals (Sweden)

    Cut Zaraswati

    2017-01-01

    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

  5. Marketing Strategy for Community College Programs.

    Science.gov (United States)

    Coffee, Linda; Miller, Bob W.

    1980-01-01

    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)

  6. Social networks and factor markets

    DEFF Research Database (Denmark)

    Abay, Kibrom Araya; Kahsay, Goytom Abraha; Berhane, Guush

    In the absence of well-established factor markets, the role of indigenous institutions and social networks can be substantial for mobilizing factors for agricultural production. We investigate the role of an indigenous social network in Ethiopia, the iddir, in facilitating factor market...... transactions among smallholder farmers. Using detailed longitudinal household survey data and employing a difference-in-differences approach, we find that iddir membership improves households’ access to factor markets. Specifically, we find that joining an iddir network improves households’ access to land...

  7. The marketing strategy of a small enterprise

    OpenAIRE

    Trandafilović Igor

    2008-01-01

    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...

  8. The social strategy cone: Towards a framework for evaluating social media strategies

    NARCIS (Netherlands)

    Effing, Robin; Spil, Antonius A.M.

    2016-01-01

    Social media is growing rapidly. Providing both risks and opportunities for organizations as it does. The social strategy cone is developed for evaluating social media strategies. This framework comprises of seven key elements of social media strategies as based on a systematic literature review and

  9. Out-of-the-Box Marketing Strategies.

    Science.gov (United States)

    Smith, Joanna Warren

    1997-01-01

    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…

  10. Strategi Komunikasi Dalam Sosialisasi Budaya Organisasi (Studi Deskriptif Mengenai Strategi Komunikasi Dalam Sosialisasi Budaya Organisasi Di Departemen Sales & Marketing Hotel Danau Toba International Medan)

    OpenAIRE

    Wulandari, Kiki

    2015-01-01

    This essay, entitled Communication Strategies in Socializing Organizational Culture at Sales & Marketing Departement in Hotel Danau Toba International. Organizational culture is essential for an organization including hospitality industry as hotels, because it is the habits that occur in organization that represent norms off behavior and followed by members of the organization. The purpose of this essay to know how and the process of communication strategies on socializing organization cultur...

  11. Mental health and coping strategies among social assistance receivers

    DEFF Research Database (Denmark)

    Andersen, John; Larsen, Jørgen Elm; Muller, Maja

    .g. in terms of participation in job training schemes and a requirement? of a certain minimum amount ( app 3 months ) of employment in the open labour market has increased. The arguments in the policy discource has been that lower benefits increases motivation and realistic, rational jobseeking behavior....... In short: lower benefit levels increases motivation which in turn increases labour market inclusion. This paper presents empirical results from an ongoing research project ( Consequences of living on the lowest social benefits financed by the Danish Social Council (Rådet for Socialt Udsatte) ,2008......-2011) about living conditions and how Danish citizens on the lowest benefits coped with their life situation. The longitudinal data followed the long term receivers of social assistance respondents over 1 year in order to observe changes in (selvreported) health, living conditions and coping strategies...

  12. When Can Social Media Lead Financial Markets?

    Science.gov (United States)

    Zheludev, Ilya; Smith, Robert; Aste, Tomaso

    2014-02-01

    Social media analytics is showing promise for the prediction of financial markets. However, the true value of such data for trading is unclear due to a lack of consensus on which instruments can be predicted and how. Current approaches are based on the evaluation of message volumes and are typically assessed via retrospective (ex-post facto) evaluation of trading strategy returns. In this paper, we present instead a sentiment analysis methodology to quantify and statistically validate which assets could qualify for trading from social media analytics in an ex-ante configuration. We use sentiment analysis techniques and Information Theory measures to demonstrate that social media message sentiment can contain statistically-significant ex-ante information on the future prices of the S&P500 index and a limited set of stocks, in excess of what is achievable using solely message volumes.

  13. Market Entry Strategies : Case: McDonald's entry on the Russian market

    OpenAIRE

    Karataev, Oleg

    2015-01-01

    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...

  14. The case for workforce development in social marketing.

    Science.gov (United States)

    Pounds, Lea

    2016-01-01

    The Centers for Disease Control and Prevention, Association of Schools and Programs of Public Health, and the Council on Linkages Between Academia and Public Health Practice have emphasized the increasing need to train the public health workforce in social marketing. With only 21 U.S. academic institutions offering course work in social marketing and only four institutions offering degrees in social marketing there is a gap between what academic institutions are offering and these recommendations (Kelly, 2013 ). The successful application of social marketing in public health practice relies on academic institutions creating and promoting social marketing-related programs.

  15. Bidding strategy in pay-as-bid power markets

    International Nuclear Information System (INIS)

    Oloomi-Buygi, M.; Nazarian, H.

    2007-01-01

    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

  16. Social Marketing and the School Library: An Effective Path to Collaboration? A Review of: Immroth, Barbara and W. Bernard Lukenbill. “Teacher-School Library Media Specialist Collaboration through Social Marketing Strategies: An Information Behavior Study.” School Library Media Research 10 (2007). 22 April 2008 .

    OpenAIRE

    Gayle Bogel

    2008-01-01

    Objective – The study attempted to apply the strategies of social marketing theory to collaboration between school librarians andteachers. Design – Based on the 1972 theory of social marketing by Zaltman, Kotler and Kaufman, a cohort of students in a graduate-level practicum established a collaborative unit with selected teachers within their school. In addition, two focus groups were conducted in alternate schools to gauge the overall attitudes of teachers toward collaboration with school li...

  17. Adjusting tourist destination marketing strategy according to the changes in the environment: Case study Bukovicka sSpa

    Directory of Open Access Journals (Sweden)

    Riznić Dejan T.

    2014-01-01

    Full Text Available Tourist destinations are compelled to create new business opportunities constantly in order to respond to the challenges that arise under the influence of a number of changes in the environment. Few of them are supporting the requirements for analyzing and creating a sustainable business and marketing strategies. The paper starts with the analysis of relevant theory and practice in decisionmaking and choosing the marketing strategy of the tourist destination, pointing to the importance of continuous adjustment of marketing strategy in order to improve the business performance and competitive advantage. A new approach to the design and management of market relations, as well as the need for adjusting marketing strategies to the changes in the environment, is presented in the case of Bukovacka Spa. In deciding, great emphasis is placed on the role and importance of innovation in marketing approaches as well as on the need to develop socially responsible marketing in order to improve its business performance and response to changes in the environment and more successfully positioning.

  18. Methods of Evaluating Performances for Marketing Strategies

    OpenAIRE

    Ioan Cucu

    2005-01-01

    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...

  19. Social marketing as a means of raising community awareness of an ...

    African Journals Online (AJOL)

    To this end, the Township AIDS Project (TAP), which has VCT sites serving the greater Soweto area, attempts to maintain a high degree of visibility in the community through campaigning and various forms of advertising. To determine whether the social marketing strategies employed by the organisation encouraged ...

  20. Offering strategy of a price-maker energy storage system in day-ahead and balancing markets

    DEFF Research Database (Denmark)

    Vespermann, Niklas Peter René Erich; Delikaraoglou, Stefanos; Pinson, Pierre

    2017-01-01

    . The offering strategy of a price-maker ESS operator is formulated as a bilevel model, where the upper-level problem represents the profit maximization of the ESS operator and the lower-level problem simulates the market-clearing outcome. This methodological framework can be used either to assess market...... efficiency distortion or as a trading strategy from the perspective of the ESS operator. Our analysis shows that adopting strategic behavior may improve ESS expected profit but reduces social welfare, especially for high ESS energy-to-power ratios....

  1. Brand Pages on Social Media. What for? Exploratory evidence from digital marketing managers

    OpenAIRE

    Tsimonis, Georgios; Dimitriadis, Sergios

    2011-01-01

    Considering the rapid development of social media and their penetration in business marketing actions, the changes brought to the firm-customer interactions, and that social interactions are enhanced by social media, it is reasonable to ask a) what actions companies take, what their motivations are, what policies and strategies they follow, and what outcomes do they expect; and b) what social benefits arise from the use of such social media channels. The present work is a part of a study whic...

  2. SOCIAL MARKETING : A NEW APPROACH IN MENTAL HEALTH RESEARCH

    OpenAIRE

    Tiwari, S.C.

    1998-01-01

    Social marketing has a proven role in marketing and many manufacturing establishments/ organizations have been marketing their products incorporating social marketing research. Social marketing has its root in the ground fact that the perceptions and expectations of the consumers are important in influencing buying behaviour. The principles of social marketing, therefore, have been extensively utilized in the areas of consumer products. These are also used in several other fields for modifyin...

  3. INTERNAL MARKETING STRATEGY IN A HIGHER EDUCATION INSTITUTION

    Directory of Open Access Journals (Sweden)

    Aléssio Bessa Sarquis

    2017-02-01

    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.

  4. Interdependence of an enterprise's marketing and financial strategies

    OpenAIRE

    Ivkov Danijela M.

    2010-01-01

    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...

  5. ACTIVE MARKETING STRATEGY IN THE EDUCATION MARKET:BREAKTHROUGH POSITIONING STRATEGY IN PROMOTING UNIVERSITY’S INNOVATIONS

    OpenAIRE

    Pashkus N.A; Pashkus V.

    2013-01-01

    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

  6. The marketing strategy of a small enterprise

    Directory of Open Access Journals (Sweden)

    Trandafilović Igor

    2008-01-01

    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.

  7. Social marketing-based communications to integrate and support the HEALTHY study intervention

    Science.gov (United States)

    DeBar, LL; Schneider, M; Ford, EG; Hernandez, AE; Showell, B; Drews, KL; Moe, EL; Gillis, B; Jessup, AN; Stadler, DD; White, M

    2009-01-01

    The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the

  8. Social marketing-based communications to integrate and support the HEALTHY study intervention.

    Science.gov (United States)

    DeBar, L L; Schneider, M; Ford, E G; Hernandez, A E; Showell, B; Drews, K L; Moe, E L; Gillis, B; Jessup, A N; Stadler, D D; White, M

    2009-08-01

    The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the

  9. Comparative cost analysis of insecticide-treated net delivery strategies: sales supported by social marketing and free distribution through antenatal care.

    Science.gov (United States)

    De Allegri, Manuela; Marschall, Paul; Flessa, Steffen; Tiendrebéogo, Justin; Kouyaté, Bocar; Jahn, Albrecht; Müller, Olaf

    2010-01-01

    Insecticide-treated nets (ITNs) are effective in substantially reducing malaria transmission. Still, ITN coverage in sub-Saharan Africa (SSA) remains extremely low. Policy makers are concerned with identifying the most suitable delivery mechanism to achieve rapid yet sustainable increases in ITN coverage. Little is known, however, on the comparative costs of alternative ITN distribution strategies. This paper aimed to fill this gap in knowledge by developing such a comparative cost analysis, looking at the cost per ITN distributed for two alternative interventions: subsidized sales supported by social marketing and free distribution to pregnant women through antenatal care (ANC). The study was conducted in rural Burkina Faso, where the two interventions were carried out alongside one another in 2006/07. Cost information was collected prospectively to derive both a financial analysis adopting a provider's perspective and an economic analysis adopting a societal perspective. The average financial cost per ITN distributed was US$8.08 and US$7.21 for sales supported by social marketing and free distribution through ANC, respectively. The average economic cost per ITN distributed was US$4.81 for both interventions. Contrary to common belief, costs did not differ substantially between the two interventions. Due to the district's ability to rely fully on the use of existing resources, financial costs associated with free ITN distribution through ANC were in fact even lower than those associated with the social marketing campaign. This represents an encouraging finding for SSA governments and points to the possibility to invest in programmes to favour free ITN distribution through existing health facilities. Given restricted budgets, however, free distribution programmes are unlikely to be feasible.

  10. Essays in Marketing Strategy: The Role of Customer Integration, Marketing Metrics, and Advertising Effectiveness

    OpenAIRE

    Ptok, Annette

    2017-01-01

    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...

  11. Can NGOs regulate medicines markets? Social enterprise in wholesaling, and access to essential medicines

    Science.gov (United States)

    2011-01-01

    Background Citizens of high income countries rely on highly regulated medicines markets. However low income countries' impoverished populations generally struggle for access to essential medicines through out-of-pocket purchase on poorly regulated markets; results include ill health, drug resistance and further impoverishment. While the role of health facilities owned by non-governmental organisations (NGOs) in low income countries is well documented, national and international wholesaling of essential medicines by NGOs is largely unstudied. This article describes and assesses the activity of NGOs and social enterprise in essential medicines wholesaling. Methods The article is based on a set of interviews conducted in 2006-8 with trading NGOs and social enterprises operating in Europe, India and Tanzania. The analysis applies socio-legal and economic perspectives on social enterprise and market regulation. Results Trading NGOs can resist the perverse incentives inherent in medicines wholesaling and improve access to essential medicines; they can also, in definable circumstances, exercise a broader regulatory influence over their markets by influencing the behaviour of competitors. We explore reasons for success and failure of social enterprise in essential medicines wholesaling, including commercial manufacturers' market response; social enterprise traders' own market strategies; and patterns of market advantage, market segmentation and subsidy generated by donors. Conclusions We conclude that, in the absence of effective governmental activity and regulation, social enterprise wholesaling can improve access to good quality essential medicines. This role should be valued and where appropriate supported in international health policy design. NGO regulatory impact can complement but should not replace state action. PMID:21356076

  12. Can NGOs regulate medicines markets? Social enterprise in wholesaling, and access to essential medicines.

    Science.gov (United States)

    Mackintosh, Maureen; Chaudhuri, Sudip; Mujinja, Phares Gm

    2011-02-28

    Citizens of high income countries rely on highly regulated medicines markets. However low income countries' impoverished populations generally struggle for access to essential medicines through out-of-pocket purchase on poorly regulated markets; results include ill health, drug resistance and further impoverishment. While the role of health facilities owned by non-governmental organisations (NGOs) in low income countries is well documented, national and international wholesaling of essential medicines by NGOs is largely unstudied. This article describes and assesses the activity of NGOs and social enterprise in essential medicines wholesaling. The article is based on a set of interviews conducted in 2006-8 with trading NGOs and social enterprises operating in Europe, India and Tanzania. The analysis applies socio-legal and economic perspectives on social enterprise and market regulation. Trading NGOs can resist the perverse incentives inherent in medicines wholesaling and improve access to essential medicines; they can also, in definable circumstances, exercise a broader regulatory influence over their markets by influencing the behaviour of competitors. We explore reasons for success and failure of social enterprise in essential medicines wholesaling, including commercial manufacturers' market response; social enterprise traders' own market strategies; and patterns of market advantage, market segmentation and subsidy generated by donors. We conclude that, in the absence of effective governmental activity and regulation, social enterprise wholesaling can improve access to good quality essential medicines. This role should be valued and where appropriate supported in international health policy design. NGO regulatory impact can complement but should not replace state action.

  13. Can NGOs regulate medicines markets? Social enterprise in wholesaling, and access to essential medicines

    Directory of Open Access Journals (Sweden)

    Chaudhuri Sudip

    2011-02-01

    Full Text Available Abstract Background Citizens of high income countries rely on highly regulated medicines markets. However low income countries' impoverished populations generally struggle for access to essential medicines through out-of-pocket purchase on poorly regulated markets; results include ill health, drug resistance and further impoverishment. While the role of health facilities owned by non-governmental organisations (NGOs in low income countries is well documented, national and international wholesaling of essential medicines by NGOs is largely unstudied. This article describes and assesses the activity of NGOs and social enterprise in essential medicines wholesaling. Methods The article is based on a set of interviews conducted in 2006-8 with trading NGOs and social enterprises operating in Europe, India and Tanzania. The analysis applies socio-legal and economic perspectives on social enterprise and market regulation. Results Trading NGOs can resist the perverse incentives inherent in medicines wholesaling and improve access to essential medicines; they can also, in definable circumstances, exercise a broader regulatory influence over their markets by influencing the behaviour of competitors. We explore reasons for success and failure of social enterprise in essential medicines wholesaling, including commercial manufacturers' market response; social enterprise traders' own market strategies; and patterns of market advantage, market segmentation and subsidy generated by donors. Conclusions We conclude that, in the absence of effective governmental activity and regulation, social enterprise wholesaling can improve access to good quality essential medicines. This role should be valued and where appropriate supported in international health policy design. NGO regulatory impact can complement but should not replace state action.

  14. Implementasi Strategi E-Marketing pada Pietro’s Gelato

    Directory of Open Access Journals (Sweden)

    Idris Gautama So

    2008-09-01

    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.

  15. Could it be asthma? Using social marketing strategies to increase parent and caregiver knowledge of asthma symptoms in children in a rural community.

    Science.gov (United States)

    Briones, Kristi; Lustik, Faith; LaLone, Joel

    2010-11-01

    Many parents and caregivers do not recognize the symptoms of asthma in children, and consequently children may not receive the appropriate diagnosis and treatment for this potentially fatal disease. This article describes how Steps to a HealthierNY used social marketing strategies to design a media campaign called "Could It Be Asthma?" to educate parents and caregivers about the symptoms of asthma. The campaign used television advertising, brochures, and posters to educate parents and caregivers in rural Jefferson County, New York, about asthma symptoms. The campaign ran in March and April 2005. A follow-up survey was conducted among 756 parents and caregivers in collaboration with four local pediatricians' offices. Results showed that approximately 60% of participants were familiar with "Could It Be Asthma?" Of those participants, approximately 68% indicated that the ads had a positive impact and 46% indicated that they had learned the symptoms of asthma. The campaign and survey were repeated in the fall of 2005. Results were consistent, with a significant increase in the percentage of people who were familiar with the campaign. This social marketing campaign was successful in reaching parents in a rural community with important educational messages; similar strategies should be considered in educating the public about asthma and other health issues.

  16. Cause-related marketing as a win-win strategy

    OpenAIRE

    Raletić Saša; Radojević Predrag; Mihić Svetlana

    2010-01-01

    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...

  17. The Process of Marketing Segmentation Strategy Selection

    OpenAIRE

    Ionel Dumitru

    2007-01-01

    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.

  18. Marketing strategy of the project My Better Myself

    OpenAIRE

    Radimský, Martin

    2012-01-01

    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...

  19. Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case

    OpenAIRE

    Karunamoorthy, S; Selvarasu, A.; Filipe, J.

    2013-01-01

    Corporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertisi...

  20. Social marketing targeting Indigenous peoples: a systematic review.

    Science.gov (United States)

    Kubacki, Krzysztof; Szablewska, Natalia

    2017-09-07

    Social marketing is a discipline focused on the application of marketing principles to induce socially desirable behaviour change. As social marketing remains one of the main behaviour change approaches pursued by governments and international organisations, it is important to consider its use in relation to vulnerable groups that are particularly exposed to discriminatory practices, marginalisation, exclusion and destitution. The aim of this systematic review is to identify the extent to which Andreasen's (2002) six social marketing benchmark criteria were reported in social marketing interventions targeting Indigenous peoples. A total of 20 articles covering 13 social marketing interventions were identified for review. Although none of the interventions gave evidence that they addressed all six of the benchmark criteria, they appear to have been effective in challenging some of the issues faced by Indigenous peoples. However, the criteria of segmentation, exchange and competition remain underused in the identified interventions. Social marketing interventions targeting Indigenous peoples tend to rely on television and radio advertising, showing potential for more use of product, place and price to influence, facilitate and maintain socially desirable behaviour change. © The Author 2017. Published by Oxford University Press. All rights reserved. For Permissions, please email: journals.permissions@oup.com.

  1. Selection Strategies for Social Influence in the Threshold Model

    Science.gov (United States)

    Karampourniotis, Panagiotis; Szymanski, Boleslaw; Korniss, Gyorgy

    The ubiquity of online social networks makes the study of social influence extremely significant for its applications to marketing, politics and security. Maximizing the spread of influence by strategically selecting nodes as initiators of a new opinion or trend is a challenging problem. We study the performance of various strategies for selection of large fractions of initiators on a classical social influence model, the Threshold model (TM). Under the TM, a node adopts a new opinion only when the fraction of its first neighbors possessing that opinion exceeds a pre-assigned threshold. The strategies we study are of two kinds: strategies based solely on the initial network structure (Degree-rank, Dominating Sets, PageRank etc.) and strategies that take into account the change of the states of the nodes during the evolution of the cascade, e.g. the greedy algorithm. We find that the performance of these strategies depends largely on both the network structure properties, e.g. the assortativity, and the distribution of the thresholds assigned to the nodes. We conclude that the optimal strategy needs to combine the network specifics and the model specific parameters to identify the most influential spreaders. Supported in part by ARL NS-CTA, ARO, and ONR.

  2. PELUANG DAN STRATEGI PENJUALAN MELALUI INTERNET MARKETING

    Directory of Open Access Journals (Sweden)

    Munawaroh

    2011-08-01

    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.

  3. PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK UNILEVER (STUDI KASUS MASYARAKAT KOTA BANDUNG

    Directory of Open Access Journals (Sweden)

    Khaya Widelia

    2016-03-01

    Full Text Available Abstract - The tendency of current consumption patterns began to shift in environmentally friendly products. This can be seen from the development of Green Marketing in Indonesia, especially in Bandung. Shifting patterns of life has become the people's choice to meet the needs of a healthy life. Currently the company uses Corporate Social Responsibility strategy to encourage consumers and employees in real action. This research uses descriptive research design and verification with the calculation of linear regression. The population in this study were people in Bandung, with a sample of 400 respondents. The results showed that green marketing is not significantly influence the purchasing decisions of consumers due to lack of knowledge about Unilever products that are environmentally friendly, and Corporate Social Responsibility significantly influence the purchasing decision, because PT. Unilever heavily in informing about Corporate Social Responsibility program that is used to customers or prospective customers. Keywords: Green Marketing, Corporate Social Responsibility, Purchasing Decision. Abstrak - Kecenderungan pola konsumsi saat ini mulai beralih pada produk ramah lingkungan. Hal ini terlihat dari perkembangan Green Marketing di Indonesia, khususnya di Kota Bandung. Pergeseran pola hidup ini telah menjadi pilihan masyarakat untuk memenuhi kebutuhan hidup sehat. Saat ini perusahaan menggunakan strategi Corporate Social Responsibility untuk mengajak konsumen dan karyawan perusahaan dalam aksi nyata. Penelitian ini menggunakan desain riset deskriptif dan verifikatif, dengan perhitungan regresi linier berganda. Populasi dalam penelitian ini adalah masyarakat Kota Bandung dengan sampel sebanyak 400 responden. Hasil penelitian menunjukkan bahwa green marketing tidak berpengaruh signifikan terhadap keputusan pembelian yang disebabkan kurangnya pengetahuan konsumen tentang produk Unilever yang ramah lingkungan, dan Corporate Social Responsibility

  4. Marketing as a part of competition on the market of social services

    OpenAIRE

    Marek, Ondřej

    2015-01-01

    1 ABSTRACT The diploma theses deals with marketing in practice of social services. Marketing brings positive effects in the field of client, personal and material-technical capacities to some organisations. This can bring financial as well as nonfinancial profit together with bigger independence from donors who provide means of running of social services. Theses will help to solve problems of some social services managers who don't care about marketing in the organisation sufficiently. The ob...

  5. Key success factors in enterprises practicing social marketing

    Directory of Open Access Journals (Sweden)

    Lin, Mong-Mei

    2014-11-01

    Full Text Available Enterprises could create multi-service values of customer satisfaction, enterprise profit, and social benefit through Social Marketing. Constructing a positive Social Service Value Chain to achieve mind management in marketing would reinforce the core competitive advantages of an enterprise, enhance high-quality services, and lead the enterprise to sustainable management. With the Delphi Method, a questionnaire is applied to assess the key success factors in enterprises practicing Social Marketing. The superiors and the employees in Formosa Plastics Group were selected as the research participants for 200 questionnaires. A total of 133 valid copies are retrieved, with a retrieval rate of 67%. According to the overall weights of the key success factors in enterprises practicing Social Marketing, the following summary is concluded. 1. The evaluation criteria in Organizational Characteristics are ordered in the following way: Intrinsic Structure, Internal Environment, Cost Effectiveness, Organizational Advantage, Organizational Weakness, and Inspiration. 2. The evaluation criteria in the External Environment are ordered this way: Information Resources, Environmental Opportunities, and Environmental Threats. 3. The order of the evaluation criteria in Marketing Strategy is Appropriate Media, Targeted Objects, Market Selection, Market Response, and Behavioral Change. 4. The evaluation criteria in Process Orientation are ordered in the following way: Tracking Adjustment, Feedback Systems, Operation Performance, and Operation Processes.A través del márquetin social, las empresas podrían crear valores de multiservicio para la satisfacción del cliente, para incrementar los beneficios de la empresa y para beneficiar a la sociedad. La construcción de una Cadena de Valor de Servicio Social positiva para conseguir una gestión mental en el márquetin reforzaría las principales ventajas competitivas de una empresa, realzaría servicios de alta calidad y

  6. Alcohol regulation, communication strategies and underage alcohol consumption in Spain: Implications for social marketing

    OpenAIRE

    Rodríguez Sánchez, Carla; Sancho-Esper, Franco

    2016-01-01

    Purpose. The purpose of this paper is twofold. First, it examines the communication strategies pursued by firms related to alcohol beverages in Spain during a decade with major changes in alcohol marketing regulations. Second, it analyzes the relationship between these strategies and underage alcohol consumption before and after 2007. Design/methodology/approach. Panel data methodology is implemented using data from ESTUDES national survey (average sample size 26,000 interviews, 2004-2010) an...

  7. Finding New Ways to Reach Older Students: Creating a Social Media Marketing Plan for Professional and Continuing Higher Education Programs

    Science.gov (United States)

    Melchiorre, Marilyn Martin; Johnson, Scott A.

    2017-01-01

    Although traditional student enrollment is declining, the nontraditional segment of students is growing. This enrollment pattern will require recruitment strategies that speak directly to the adult learners. There is robust adoption of social media use by individuals and by organizations for marketing purposes. Social media marketing includes…

  8. Facebook Marketing Strategy : Case: Pint Please Mobile Application

    OpenAIRE

    Pasma, Melissa

    2017-01-01

    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...

  9. HCA Richmond Hospitals' new marketing strategy a winning plan.

    Science.gov (United States)

    Rees, Tom

    2003-01-01

    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.

  10. The Global Petrochemical Industry: the market. Market Analysis - 2017-2023 Trends - Corporate Strategies

    International Nuclear Information System (INIS)

    2017-02-01

    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

  11. District heating marketing. Strategies in the heating market. 2. ed.; Fernwaerme-Marketing. Strategien im Waermemarkt

    Energy Technology Data Exchange (ETDEWEB)

    Marschalleck, Helmut [MVV Energie AG, Mannheim (Germany); Arndt, Andreas [EnBW Vertriebs- und Servicegesellschaft, Karlsruhe (Germany); Behm, Norman [Stadtwerke Rostock AG (Germany)] [and others

    2012-07-01

    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.

  12. Marketing strategies in the internationalization process of Brazilian franchises

    OpenAIRE

    Camargo, Maria Adriana de A. P.; Rocha, Thelma Valéria; Silva, Susana Costa e

    2016-01-01

    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...

  13. The role of social marketing, marine turtles and sustainable tourism in reducing plastic pollution.

    Science.gov (United States)

    Eagle, Lynne; Hamann, Mark; Low, David R

    2016-06-15

    Environmental plastic pollution constitutes a significant hazard to marine turtles, human health and well-being. We describe a transdisciplinary approach to draw together findings from diverse disciplines in order to highlight key environmental pollution problems and their consequences, together with social marketing-based strategies to address the problems. The example of plastic pollution and impacts to marine turtles illustrates the severity of the problem. Wildlife tourism and sustainable tourism activity have not focussed on specific behaviours to change and have had minimal impact on subsequent human behaviour regarding environmental issues, indicating the need for new strategies. Social marketing principles offer promise, but there is a need to investigate the utility of various theoretical foundations to aid the design and implementation of interventions. We offer insight towards using sophisticated multi-method research to develop insights into behaviours and segmentation-based strategies, that can aid the identification of barriers to, and enablers of, sustained behaviour change. Copyright © 2016. Published by Elsevier Ltd.

  14. Marketing strategies of nurse practitioners in New York State.

    Science.gov (United States)

    Nolan, C M; Conway, L G; Litteer, T B; Peterson-Sweeney, K; Richardson, K; Smith, S W; Stoler, P M

    1988-08-01

    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.

  15. Push and pull strategies: applications for health care marketing.

    Science.gov (United States)

    Kingsley, B R

    1987-08-01

    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.

  16. A critic revision of the social marketing concept

    Directory of Open Access Journals (Sweden)

    Jorge Marcelo Nomura

    2007-12-01

    Full Text Available In this article we propose a reflection on the Social Marketing concept, by means of its definition and application in Brazilian reality. Thus, we present the main defi­nitions of marketing, social issues and Social Marketing, quoting some authors of the area. All analysis is done under a critic view of some authors that contributed very much for the marketing evolution: Philip Kotler, Marcos Cobra e Francisco Alberto Madia.

  17. Applicability Analysis of Bidding Strategy in Electricity Market

    OpenAIRE

    Zhou Suyan; Chen Fei; Qiao Yahui; Zhang Wenzhe; Zhang Kaifeng; Yuan Kun; Dai Xuemei

    2017-01-01

    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...

  18. Creating marketing strategies for higher education institutions

    OpenAIRE

    Lidia Białoń

    2015-01-01

    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...

  19. Market Sociality

    DEFF Research Database (Denmark)

    Borch, Christian; Lange, Ann-Christina

    2017-01-01

    This article presents a critical systematic discussion of Shiller’s writings from the late 1970s to the present, as well as an examination of the social-psychological assumptions on which his work is built. We argue that Shiller’s work displays a tension between mimetic and anti-mimetic tendencies......, i.e. between understanding financial markets as captured by fads and fashions (mimesis), and at the same time understanding such markets on the basis of a notion of homo economicus (an essentially anti-mimetic figure). Identifying that tension not only sheds novel light on Shiller’s work, but also...... allows us to critically discuss Mirowski’s negative appraisal of Shiller’s behavioural finance programme. Further, we argue that the mimetic/anti-mimetic tension in Shiller’s work can equally be identified in a broader range of theories about financial markets, and that attending to it therefore opens up...

  20. Marketing strategies and profitability analysis of restaurants in ...

    African Journals Online (AJOL)

    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

  1. Market Structure and Competitive Strategy in Market Square

    Institute of Scientific and Technical Information of China (English)

    PENG Juanjuan

    2007-01-01

    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?

  2. Social marketing and breastfeeding: a literature review.

    Science.gov (United States)

    Schmidt, Manuela

    2013-02-08

    Through the review of relevant literature this study illuminates the concepts of social marketing and breastfeeding. It specifically discusses the positioning of the link between social marketing and breastfeeding within different fields of study and develops a theoretical framework that tries to bridge the gap between those disciplines. Various electronic databases were used and through systematic selection 11 scientific articles were identified that this literature review is based on. The review indicates that the relationship between social marketing and breastfeeding is complex. There are indications that this relationship is being investigated within three distinct fields of research: psychology/education, public health and marketing. Depending on the research field the emphasis is put on either breastfeeding or social marketing as well as on the other concepts that were discovered to be of importance within this relationship. Namely, group and individual demography as well as behaviour were revealed to be important elements of the link between social marketing and breastfeeding. Based on the results this study concludes that a more multidimensional view on the relationship between the concepts under study is needed since the focus of previous studies is very one-sided and limited to just one element when all elements should be integrated equally.

  3. [Use of social marketing to increase water consumption among school-age children in Mexico City].

    Science.gov (United States)

    Carriedo, Ángela; Bonvecchio, Anabelle; López, Nancy; Morales, Maricruz; Mena, Carmen; Théodore, Florence L; Irizarry, Laura

    2013-01-01

    To increase water consumption in school children in Mexico City through a social marketing intervention. Cluster quasi-experimental design. Intervention of three months in schools, including water provision and designed based on social marketing. Reported changes in attitude, knowledge and behavior were compared pre and post intervention. Children of the intervention group (n=116) increased in 38% (171 ml) water consumption during school time, control group (n=167) decreased its consumption in 21% (140 ml) (pwater consumption among children, strategy that might contribute to mitigate childhood obesity.

  4. PREPARING A MARKETING STRATEGY

    OpenAIRE

    Grönholm, Eija

    2010-01-01

    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...

  5. Market behavior and performance of different strategy evaluation schemes.

    Science.gov (United States)

    Baek, Yongjoo; Lee, Sang Hoon; Jeong, Hawoong

    2010-08-01

    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.

  6. Perancangan Social Media Marketing bagi Dinas Perdagangan dan Perindustrian dalam Mempromosikan Usaha Mikro Kecil dan Menengah di Kota Surabaya

    Directory of Open Access Journals (Sweden)

    Muhammad Ade Himawan

    2017-01-01

    Full Text Available Usaha Mikro Kecil dan Menengah (UMKM merupakan salah satu elemen penting dalam perekonomian suatu negara. keberhasilan UMKM memiliki dampak langsung terhadap pembangunan ekonomi baik pada negara maju maupun negara berkembang, tidak terkecuali Indonesia. Dari tahun 2009 sampai tahun 2012, jumlah UMKM di Indonesia terus meningkat hingga mencapai angka 56,6 juta. Hal tersebut menjadikan UMKM sebagai penopang perekonomian nasional. Peningkatan jumlah UMKM juga terjadi di Kota Surabaya. Peningkatan jumlah UMKM di Surabaya membuat persaingan menjadi semakin kompetitif, sehingga UMKM harus memiliki strategi marketing yang baik agar bisa bersaing. Salah satu strategi marketing yang bisa digunakan oleh UMKM di Surabaya adalah dengan memanfaatkan social media sebagai alat pemasaran. Namun, masih sedikit UMKM di Kota Surabaya terutama UMKM binaan pemerintah yang menggunakan social media untuk memsarkan dan mempromosikan produk mereka. Dinas Perdagangan dan Perindustrian (Disperdagin Kota Surabaya selaku biro pemerintah yang menaungi UMKM di Surabaya kemudian berinisiatif untuk membantu UMKM binaan dengan melakukan promosi menggunakan social media yang akan dikelola oleh Disperdagin. Penelitian ini bertujuan untuk Mengidentifikasi dan mengevaluasi social media yang tepat bagi Disperdagin Kota Surabaya, Kemudian membuat rancangan implementasi social media marketing bagi Disperdagin untuk branding UMKM, dan yang terakhir merancang panduan operasional social media marketing yang efektif bagi Disperdagin untuk branding UMKM binaan. Metode yang digunakan mengadopsi model House of Quality (HOQ. Hasil dari penelitian ini yakni ada tiga social media yang sesuai untuk digunakan oleh Disperdagin yaitu Facebook, Twitter dan Instagram. Selain itu, dari hasil analisis juga didapati 15 poin rencana aksi social media marketing yang bisa dijadikan landasan dalam pembuatan dan pengelolaan akun social media oleh Disperdagin.

  7. A total market approach for condoms in Myanmar: the need for the private, public and socially marketed sectors to work together for a sustainable condom market for HIV prevention

    Science.gov (United States)

    Longfield, Kim; Mundy, Gary; Win, Zaw; Montagu, Dominic

    2015-01-01

    Background Concerns about appropriate pricing strategies and the high market share of subsidized condoms prompted Population Services International (PSI)/Myanmar to adopt a total market approach (TMA). This article presents data on the size and composition of the Myanmar condom market, identifies inefficiencies and recommends methods for better targeting public subsidy. Methodology Data on condom need and condom use came from PSI/Myanmar’s (PSI/M’s) behavioural surveys; data for key populations’ socioeconomic status profiles came from the same surveys and the National Tuberculosis Prevalence Survey. Data on market share, volumes, value and number of condoms were from PSI/M’s quarterly retail audits and Joint United Nations Programme on HIV/AIDS (UNAIDS). Results Between 2008 and 2010, the universal need for condoms decreased from 112.9 to 98.2 million while condom use increased from 32 to 46%. Free and socially marketed condoms dominated the market (94%) in 2009–11 with an increase in the proportion of free condoms over time. The retail price of socially marketed condoms was artificially low at 44 kyats ($0.05 USD) in 2011 while the price for commercial condoms was 119–399 kyats ($0.15–$0.49 USD). Equity analyses demonstrated an equal distribution of female sex workers across national wealth quintiles, but 54% of men who have sex with men and 55% of male clients were in the highest two quintiles. Donor subsidies for condoms increased over time; from $434 000 USD in 2009 to $577 000 USD in 2011. Conclusion The market for male condoms was stagnant in Myanmar due to: limited demand for condoms among key populations, the dominance of free and socially marketed condoms on the market and a neglected commercial sector. Subsidies for socially marketed and free condoms have prevented the growth of the private sector, an unintended consequence. A TMA is needed to grow and sustain the condom market in Myanmar, which requires close co-ordination between the

  8. CSR Communication Strategies for Organizational Legitimacy in Social Media

    DEFF Research Database (Denmark)

    Colleoni, Elanor

    2013-01-01

    is to investigate which corporate communication strategy adopted in online social media is more effective to create convergence between corporations' corporate social responsibility (CSR) agenda and stakeholders' social expectations, and thereby, to increase corporate legitimacy. Design/methodology/approach – Using....... Empirical findings show that, even when engaging in a dialogue, communication in social media is still conceived as a marketing practice to convey messages about companies. Originality/value – This paper originally investigates organizational legitimacy in the context of social media by applying advanced...... the entire Twitter social graph, a network analysis was carried out to study the structural properties of the CSR community, such as the level of reciprocity, and advanced data mining techniques, i.e. topic and sentiment analysis, were carried out to investigate the communication dynamics. Findings...

  9. SOCIAL MARKETING : A NEW APPROACH IN MENTAL HEALTH RESEARCH

    Science.gov (United States)

    Tiwari, S.C.

    1998-01-01

    Social marketing has a proven role in marketing and many manufacturing establishments/ organizations have been marketing their products incorporating social marketing research. Social marketing has its root in the ground fact that the perceptions and expectations of the consumers are important in influencing buying behaviour. The principles of social marketing, therefore, have been extensively utilized in the areas of consumer products. These are also used in several other fields for modifying behaviours such as civil administration, public establishments etc. In health sector social marketing has not found appropriate application whereas it could be utilized in an effective way for creating awareness, formulating health related policies, their implementation and for preventing a variety of illnesses/abnormal behaviours etc. With this background knowledge about social marketing, the author hypothesized that abnormal behaviours could be modified, health education packages could be developed to make more acceptable and effective and desired behaviours could be induced if perceptions and expectations of the community (consumers) are known a prioriori and their expectations are incorporated in programmes and policies. Thus, the author utilizing the concepts of social marketing for understanding community′s perceptions and expectations regarding issues of health, and for incorporating the same in health related programmes and policies, introduced this research concept in medical field in this country. The important findings of three research projects based on the concepts of social marketing research and their implications have been discussed. PMID:21494494

  10. Strategi Komunikasi Corporate Social Responsibility di PT Pertamina (Persero Region IV Wilayah Jawa Tengah dan DIY

    Directory of Open Access Journals (Sweden)

    Shoraya Octaviana

    2013-01-01

    Full Text Available Corporate social responsibility has become a global issue in the community and the company. CSR programs implemented by PT Pertamina (Persero Region IV Regional Central Java and Yogyakarta in the areas of Education, Health, Environmental Conservation, Community Empowerment has been right on target. Corporate Social Responsibility program targeted, among others, so that more people know and use products - products Pertamina, as well as for good imaging Pertamina eyes of society. The communication strategy to the public (external strategies used in the dissemination using print media such as newspapers and magazines nationally and locally. Electronic media using television and radio in Central Java and Yogyakarta as well as nationally. Communication strategies used in the dissemination to all employees of Pertamina, the media used in the form of intranet Pertamina, Energia magazine and TV Display. Theoretical basis used in this study is adopted from (Kottler, 2005 which states social initiatives of companies that can be taken for the implementation of CSR there are six forms of Cause Promotion, Cause Related Marketing, Corporate Social Marketing, Corporate Philanthropy, Community Volunteering and Socially Responsible Business Practices. The question in this research is how the Communication Strategy Corporate Social Responsibility (CSR to PT Pertamina (Persero Region IV Regional Central Java and Yogyakarta.

  11. Social marketing to plan a fall prevention program for Latino construction workers.

    Science.gov (United States)

    Menzel, Nancy N; Shrestha, Pramen P

    2012-08-01

    Latino construction workers experience disparities in occupational death and injury rates. The Occupational Safety and Health Administration funded a fall prevention training program at the University of Nevada, Las Vegas in response to sharp increases in fall-related accidents from 2005 to 2007. The grant's purpose was to improve fall protection for construction workers, with a focus on Latinos. This study assessed the effectiveness of social marketing for increasing fall prevention behaviors. A multi-disciplinary team used a social marketing approach to plan the program. We conducted same day class evaluations and follow-up interviews 8 weeks later. The classes met trainee needs as evidenced by class evaluations and increased safety behaviors. However, Spanish-speaking Latinos did not attend in the same proportion as their representation in the Las Vegas population. A social marketing approach to planning was helpful to customize the training to Latino worker needs. However, due to the limitations of behavior change strategies, future programs should target employers and their obligation to provide safer workplaces. Copyright © 2012 Wiley Periodicals, Inc.

  12. Choice and Application of Marketing Strategies of Selected Book ...

    African Journals Online (AJOL)

    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 ...

  13. Model of Market Share Affected by Social Media Reputation

    Science.gov (United States)

    Ishii, Akira; Kawahata, Yasuko; Goto, Ujo

    Proposal of market theory to put the effect of social media into account is presented in this paper. The standard market share model in economics is employed as a market theory and the effect of social media is considered quantitatively using the mathematical model for hit phenomena. Using this model, we can estimate the effect of social media in market share as a simple market model simulation using our proposed method.

  14. Symposium on "The challenge of translating nutrition research into public health nutrition". Session 5: Nutrition communication. Obesity and social marketing: works in progress.

    Science.gov (United States)

    Cairns, Georgina; Stead, Martine

    2009-02-01

    Internationally, socio-economic trends reinforce the complex physiological mechanisms that favour positive energy balance, leading to an accumulation of excess body weight and associated metabolic disorders. This so-called 'obesogenic environment' is characterised by increasing accessibility and affordability of energy-dense foods and declining levels of physical activity. In the face of such rapidly-rising obesity rates there is general consensus that strategies to address trends in weight gain must go forwards in the absence of complete evidence of cause or effective prevention strategy. Thus, strategy implementation and evaluation must contribute to, as well as be informed by, the evidence base. Social marketing research and practice has a track record that strongly indicates that it can contribute to both the evolving knowledge base on obesity and overweight control policy and the development of effective intervention strategies. Social marketing draws pragmatically on many disciplines to bring about voluntary behaviour change as well as requisite supporting policy and environmental change. Key objectives include: generating insights into the drivers of current behaviour patterns; important barriers to change; client-oriented approaches to new desirable diet and lifestyle choices. Social marketing recognises that target clients have the power to ensure success or failure of obesity control policies. Social marketing seeks to identify genuine exchange of benefits for target adopters of behaviour change and the advocates of change, and how they may be developed and offered within an appropriate relevant context. Social marketing adopts a cyclical approach of learning, strategic development and evaluation, and therefore is well placed to integrate with the multi-disciplinary demands of obesity prevention strategies.

  15. Eating for the better: a social marketing review (2000-2012).

    Science.gov (United States)

    Carins, Julia E; Rundle-Thiele, Sharyn R

    2014-07-01

    The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasen's (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). Healthy eating empirical studies published from 2000 onwards. Empirical studies that self-identified as social marketing. Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasen's (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating.

  16. Market Strategies for Climate Change

    Energy Technology Data Exchange (ETDEWEB)

    Kolk, A.; Pinkse, J. [Business School, University of Amsterdam, Amsterdam (Netherlands)

    2004-06-01

    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.

  17. Simulation of trading strategies in the electricity market

    Science.gov (United States)

    Charkiewicz, Kamil; Nowak, Robert

    2011-10-01

    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.

  18. Deadpool - Profiting from Social Media Marketing

    OpenAIRE

    Jensen, Mikkel

    2016-01-01

    This thesis concerns social media, and social media marketing. Specifically, has the campaign for the film Deadpool been chosen in order to illustrate the possible financial affordances within this area. The thesis seeks to investigate past, as well as contemporary tendencies in the world of social media, and how these can be utilized in a marketing context. This is done in order to depict the role of the users, their current influence and ability to create awareness via communicative means. ...

  19. Developing a Social Media Marketing tool

    OpenAIRE

    Valova, Olga

    2015-01-01

    The objective of the thesis is to develop a better, easier to use social media marketing tool that could be utilised in any business. By understanding and analysing how business uses social media as well as currently available social media marketing tools, design a tool with the maximum amount of features, but with a simple and intuitive User Interface. An agile software development life cycle was used throughout the creation of the tool. Qualitative analysis was used to analyse existing ...

  20. Market entry strategies into the BRIC countries

    DEFF Research Database (Denmark)

    Boyd, Britta; Dyhr Ulrich, Anna Marie

    2014-01-01

    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....

  1. Promoting Hong Kong's Higher Education to Asian Markets: Market Segmentations and Strategies

    Science.gov (United States)

    Cheung, Alan C. K.; Yuen, Timothy W. W.; Yuen, Celeste Y. M.; Cheng, Yin Cheong

    2010-01-01

    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:…

  2. Social Knowledge for Financial Markets

    Directory of Open Access Journals (Sweden)

    Gertraude Mikl-Horke

    2010-08-01

    Full Text Available Financial literacy is an important issue today, but it is directed/limited to improve the practical skills of people taking financial markets and their present working for granted. However, financial markets are social institutions and social processes involving network relations as well as rules and norms. Globalization has resulted in a dominating role of financial markets over the economy with importance for the transformation of capitalistic society. The sociological perspectives on financial markets have relevance also for the present crisis for which several explanations have been suggested. Most explanations overlook, however, the process of disembedding of the financial markets from the societal context, which is represented by the reliance on a specific kind of knowledge. To illustrate the need for reintegrating financial markets in the economy and making them more responsive to societal concerns, financial knowledge requires to be embedded into social knowledge about the function of financial markets for society, the importance of norms and the social character of markets.Finanzerziehung ist ein wichtiges Anliegen in der Gegenwart, aber die „finanzielle Alphabetisierung“ beschränkt sich auf die Vermittlung praktischen Wissens, ohne die Finanzmärkte und ihr Funktionieren zu hinterfragen. Aber Finanzmärkte sind soziale Institutionen und soziale Prozesse, die Netzwerkbeziehungen sowie Regeln und Normen umfassen. Die Globalisierung resultierte in einer dominierenden Rolle des Finanzsystems im Verhältnis zur Wirtschaft und mit Implikationen für die Transformation der kapitalistischen Gesellschaft. Die soziologischen Perspektiven auf Finanzmärkte sind auch für die gegenwärtige Krise relevant, die verschieden zu erklären versucht wird. Diese Erklärungen übersehen jedoch vielfach den Prozess der Entbettung der Finanzmärkte aus den gesellschaftlichen Kontexten, der sich auch durch die Betonung einer spezifischen Art von Wissen

  3. A Way to More Effective Marketing Strategies

    Directory of Open Access Journals (Sweden)

    Carola Grebitus

    2011-09-01

    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.

  4. [Direct-to-consumer genetic testing through Internet: marketing, ethical and social issues].

    Science.gov (United States)

    Ducournau, Pascal; Gourraud, Pierre-Antoine; Rial-Sebbag, Emmanuelle; Bulle, Alexandre; Cambon-Thomsen, Anne

    2011-01-01

    We probably did not anticipate all the consequences of the direct to consumer genetic tests on Internet, resulting from the combined skills of communication and genomic advances. What are the commercial strategies used by the companies offering direct-to-consumer genetic tests on Internet and what are the different social expectations on which they focus? Through a quantitative and qualitative analysis of the web sites offering such tests, it seems that these companies target a triple market based on: the "healthism" which raises health and hygiene to the top of the social values; the contemporary demands of the users to become actual actors of health decisions; and finally on the need for bio-social relationships. These three commercial strategies underlie various ethical and societal issues justifying a general analysis.

  5. "Social marketing" for early neonatal care: saving newborn lives in Pakistan.

    Science.gov (United States)

    Ejaz, Iram; Shaikh, Babar Tasneem

    2010-01-01

    According to the World Health Organization and the United Nations Children's Fund, developing countries carry a large share of neonatal mortality in the world. According to UNICEF, almost 450 newborn children die every hour, mostly from preventable causes. Restricted access to quality and hygienic delivery services and limited knowledge about handling the newborn aggravate the situation. South Asia, and Pakistan in particular, have reduced their child and infant mortality during the last decade; however, neonatal mortality still remains unacceptably high. There are multiple reasons, mainly related to practices and behaviours of communities and traditional birth attendants. Rural and poor populations suffer most in Pakistan, where three out of five deliveries still occur at home. Traditional community practices and conservative norms drastically affect neonatal health outcomes. Preventing sepsis at the umbilical cord, keeping the baby at the correct temperature after birth and early initiation of exclusive breastfeeding are three simple strategies or messages that need to be disseminated widely to prevent many neonatal mortalities and morbidities. Since inappropriate practices in handling newborns are directly linked with persistent and unremitting behaviours among health providers and the community at large, we suggest doing robust "social marketing" for saving newborn lives. The objective of the paper is to present a social-marketing strategy and a marketing mix that will help address and surmount actual barriers and promote alternative behaviours in early neonatal care.

  6. The benefits of social influence in optimized cultural markets.

    Science.gov (United States)

    Abeliuk, Andrés; Berbeglia, Gerardo; Cebrian, Manuel; Van Hentenryck, Pascal

    2015-01-01

    Social influence has been shown to create significant unpredictability in cultural markets, providing one potential explanation why experts routinely fail at predicting commercial success of cultural products. As a result, social influence is often presented in a negative light. Here, we show the benefits of social influence for cultural markets. We present a policy that uses product quality, appeal, position bias and social influence to maximize expected profits in the market. Our computational experiments show that our profit-maximizing policy leverages social influence to produce significant performance benefits for the market, while our theoretical analysis proves that our policy outperforms in expectation any policy not displaying social signals. Our results contrast with earlier work which focused on showing the unpredictability and inequalities created by social influence. Not only do we show for the first time that, under our policy, dynamically showing consumers positive social signals increases the expected profit of the seller in cultural markets. We also show that, in reasonable settings, our profit-maximizing policy does not introduce significant unpredictability and identifies "blockbusters". Overall, these results shed new light on the nature of social influence and how it can be leveraged for the benefits of the market.

  7. Who 'likes' alcohol? Young Australians' engagement with alcohol marketing via social media and related alcohol consumption patterns.

    Science.gov (United States)

    Carrotte, Elise R; Dietze, Paul M; Wright, Cassandra J; Lim, Megan S

    2016-10-01

    To describe patterns of 'liking' alcohol marketing social media pages, and determine related alcohol consumption patterns among young Australians. Participants were 1,001 Australians aged 15-29 years who completed a cross-sectional online survey. Logistic regression and ordinal logistic regression were used. A quarter (249/1001, 24.9%) liked at least one of the alcohol marketing social media pages, most commonly brands of spirits, cider and alcohol retailers. Underage participants were as likely as older participants to report liking these pages. Alcohol marketing social media use was significantly and independently associated with male gender, living outside a major city, ever using illegal drugs and early age of first alcohol consumption (all pmarketing social media use (OR 2.1, 95% CI 1.5-2.8, p=marketing pages is common regardless of age, and associated with riskier alcohol consumption, among young Australians. There is a need to develop strategies to reduce the exposure to, and potential impact of, alcohol marketing social media pages on young Australians, and ensure these pages are neither accessible to nor targeting underage social media users. © 2016 Public Health Association of Australia.

  8. Measuring Metrics for Social Media Marketing : Case: Marsaana Communications

    OpenAIRE

    Yli-Pietilä, Heidi

    2016-01-01

    This thesis looks into social media marketing, what relationship public relations has with social media marketing and brand equity. The challenge with utilizing social media marketing is identifying the right tools to use in measuring the success or effectiveness of it. In this thesis I investigate a set of tools a Finnish PR agency could utilize in measuring the effects of their social media marketing efforts on their client’s brand equity. This thesis topics include new media in specifi...

  9. Strategic Factor Markets: Expectations, Luck, and Business Strategy

    OpenAIRE

    Jay B. Barney

    1986-01-01

    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...

  10. Using social marketing principles to guide the development of a nutrition education initiative for preschool-aged children.

    Science.gov (United States)

    Young, Laura; Anderson, Jennifer; Beckstrom, Leslie; Bellows, Laura; Johnson, Susan L

    2004-01-01

    Within the field of nutrition education, social marketing has become a promising framework to systematically approach problems related to nutrition behavior. In 1997, the Colorado Nutrition Network began developing a social marketing campaign to promote healthful food choices among low-income Coloradans. A multifaceted formative evaluation plan that included focus groups, campaign concept pretesting, and a food frequency questionnaire was used to segment and scrutinize the target audience. The resulting pilot program was a blend of educational and marketing strategies targeting preschoolers that was implemented in Head Start classrooms. The 12-week intervention contained a narrow, behavior-based "try new foods" message, multiple nutrition education activities, and repeated opportunities to taste 13 novel foods. Key strategies used and findings from the formative evaluation process are presented herein in an effort to provide insight for nutrition educators interested in developing similar interventions.

  11. Contraceptive social marketing in the third world: a case of multiple transfer.

    Science.gov (United States)

    Luthra, R

    1991-01-01

    A researcher conducted a case study of the Family Planning Social Marketing Project (FPSMP) in Bangladesh between 1974-1987 to point out the irreducible qualitative differences between the commercial and social contexts and between the developed and developing world. The research consisted of interviews with chief personnel of the technical assistance contractor Population Services International (PSI), project documentation, a review of marketing principles and methods, and summary reports on contraceptive social marketing projects in various countries. FPSMP, a vertical marketing organization, marketed 3 condom brands, 2 oral contraceptive brands, and 1 vaginal foam tablet. At least 70% of the advertising budget was allocated for conventional media (television [TV], radio, and newspapers), even though the poor and illiterate target population did not own a radio or TV and could not read a newspaper. In fact, conventional media were basically accessible to the urban elite. A PSI leader defended the use of conventional media because opinion leaders (urban elite) exert considerable influence on the population so they must receive the family planning messages in order to support family planning. Yet this assumption had not been tested, but was based on the experience of technical assistance contractors from previous projects in developing countries. Moreover, FPSMP based acceptability of message content on the elite's definition and not on the definition of the target group. Its information strategy included emphasis on the sales indicator and the creation of positive product associations while downplaying information about side effects and contraindications. This indicated that FPSMP did not consider client health and well being as important. Another issue was the need to satisfy USAID and the government. More research on other social marketing projects is needed.

  12. Analyses on Marketing Strategies of Penglai’s Tourism

    Institute of Scientific and Technical Information of China (English)

    徐宜华

    2013-01-01

    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.

  13. Social Media Marketing

    DEFF Research Database (Denmark)

    Hollensen, Svend; Kotler, Philip; Opresnik, Marc Oliver

    Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions. Traditional advertising does not work as well as it h...

  14. Competition as an Effective Tool in Developing Social Marketing Programs: Driving Behavior Change through Online Activities

    Directory of Open Access Journals (Sweden)

    Corina ŞERBAN

    2011-12-01

    Full Text Available Nowadays, social marketing practices represent an important part of people’s lives. Consumers’ understanding of the need for change has become the top priority for social organizations worldwide. As a result, the number of social marketing programs has increased, making people reflect more on their behaviors and on the need to take action. Competition in social marketing can bring many benefits. The more programs initiated, the more people will start to involve in society’s problems, hereby contributing to beneficial causes. However, social organizations are in the search for competitive advantages to differentiate them on the market. This paper aims to present the role of online communication in driving competitive advantage for social organizations. Using the structural equation model, the paper describes the relations between four characteristics of the online communication: credibility, attractiveness, persuasion and promotion and then presents the correlations between these variables and website competitiveness. The resulting model shows that owning a competitive advantage in social marketing can bring many advantages to both the non-profit organization and the consumer. Therefore, the online environment can be considered a good solution for better serving consumers’ social needs. Its contribution is significant especially in programs for children and adolescents, since teenagers spend more time on the Internet than adults and are more open to using the online channels of communication. In conclusion, this article opens new opportunities for social marketers to address society’s problems and supports the integration of the online communication tools in the competition strategy.

  15. Social Marketing and the School Library: An Effective Path to Collaboration? A Review of: Immroth, Barbara and W. Bernard Lukenbill. “Teacher-School Library Media Specialist Collaboration through Social Marketing Strategies: An Information Behavior Study.” School Library Media Research 10 (2007. 22 April 2008 .

    Directory of Open Access Journals (Sweden)

    Gayle Bogel

    2008-06-01

    Full Text Available Objective – The study attempted to apply the strategies of social marketing theory to collaboration between school librarians andteachers. Design – Based on the 1972 theory of social marketing by Zaltman, Kotler and Kaufman, a cohort of students in a graduate-level practicum established a collaborative unit with selected teachers within their school. In addition, two focus groups were conducted in alternate schools to gauge the overall attitudes of teachers toward collaboration with school librarians.Subjects – Students (student librarians in a graduate-level certification class for Texas school librarians, and both teachers and librarians in host schools/districts for the graduate students’ practicum experiences Methods – Researchers used qualitative approaches, both case study and focus groups, to gather data about the collaborative interactions between teachers and school librarians. The interactions were designed using the social marketing AIDA model (Attention, Interest, Desire, and Action. Social marketing, based on models of commercial marketing, assumes that social goodwill is a motivator for establishing interactions between groups – or selling a service that is for the greater good. Students in a graduate-level practicum were instructed to develop a strategy based on the AIDA model to elicit and carry out a collaborative unit with teachers in their host schools. They were given specific guidelines by the principal investigators that included:• Instructions for designing announcements, leaflets, and conferences as marketing strategies • Instructional unit designs for subject content and information literacy skills• Incentive payments of $200 to be used for library resources as anincentive to collaborate.• The steps to engaging in the collaborative process • Procedural guidelines for taking field notes, unobtrusive observations and informal evidence.Summative evaluation was based on a reflective journaling exercise

  16. Changing health behaviors with social marketing.

    Science.gov (United States)

    Suarez-Almazor, M E

    2011-08-01

    Social marketing uses marketing techniques to promote healthy attitudes and behaviors. As in traditional marketing, the development and implementation of social marketing programs is based on the four P's: product, price, place, and promotion, but it also incorporates the partnership and participation of stakeholders to enhance public health and engage policy makers. The "product" in social marketing is generally a behavior, such as a change in lifestyle (e.g., diet) or an increase in a desired health practice (e.g., screening). In order for people to desire this product, it must offer a solution to a problem that is weighed with respect to the price to pay. The price is not just monetary, and it often involves giving something up, such as time (e.g., exercising) or a wanted, satisfying behavior (e.g., smoking). In its development phase, social marketing incorporates qualitative methods to create messages that are powerful and potentially effective. The implementation of the programs commonly involves mass campaigns with advertisement in various media. There have been a few social media campaigns targeting bone health that have been disseminated with substantial outreach. However, these have not been systematically evaluated, specifically with respect to change in behavior and health outcomes. Future campaigns should identify target behaviors that are amenable to change such as bone mass measurement screening or exercise. Audience segmentation will be crucial, since a message for young women to increase peak bone mass would be very different from a message for older individuals who have just experienced a fracture. Campaigns should involve key stakeholders, including policy makers, health providers, and the public. Finally, success must be carefully evaluated, not just by the outreach of the campaign, but also by a change in relevant behaviors and a decrease in deleterious health outcomes.

  17. Strategi Internet Marketing Band Indie Pekanbaru Dalam Mempromosikan Karya Musik Melalui Reverbnation.com

    OpenAIRE

    ", RUMYENI; Ayesha, Gionovan

    2016-01-01

    Evolution of independent music begins when some bands got to entry the studio because a conflict interest between the owner of record company with idealism in music of the band itself. Some record company think that the flow of the music can not be enjoyed by the public, don€™t have the quality and do not follow mainstream music market. This makes indie musicians chose the internet as a promotional strategy to embrace the market share of his own music at social networking. ReverbNation advant...

  18. Cause-related marketing as a win-win strategy

    Directory of Open Access Journals (Sweden)

    Raletić Saša

    2010-01-01

    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. .

  19. Landfill gas for energy utilisation. A market strategy for Europe

    International Nuclear Information System (INIS)

    1995-05-01

    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

  20. MARKETING STRATEGY TO INCREASE BED OCCUPANCY RATE

    Directory of Open Access Journals (Sweden)

    Purwaningsih Purwaningsih

    2017-07-01

    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.

  1. Social Interaction and Stock Market Participation: Evidence from China

    Directory of Open Access Journals (Sweden)

    Zhifeng Liu

    2014-01-01

    Full Text Available Current research on the impact of social interaction on the stock market participation only involves the traditional way of social interaction, and this paper further investigates the modern social interaction effects on the stock market participation and its activeness. The sample containing 150 Chinese counties is selected, and we apply grouping analysis and linear regression to conclude that social interaction has positive influence on the stock market participation and its activeness. Both traditional and modern social interaction ways affect the stock market participation and its activeness to the similar extent, so modern social interaction is of the same importance. Controlling for the respondents’ age, wealth, and education level, the above conclusion still holds.

  2. Promotional Strategy Impacts on Organizational Market Share and Profitability

    Directory of Open Access Journals (Sweden)

    Adesoga Dada Adefulu

    2015-12-01

    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?

  3. A social marketing approach to implementing evidence-based practice in VHA QUERI: the TIDES depression collaborative care model

    Science.gov (United States)

    2009-01-01

    Abstract Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administration (VHA). Social marketing applies marketing techniques to promote positive behavior change. Described in this paper, TIDES used a social marketing approach to foster national spread of collaborative care models. TIDES social marketing approach The approach relied on a sequential model of behavior change and explicit attention to audience segmentation. Segments included VHA national leadership, Veterans Integrated Service Network (VISN) regional leadership, facility managers, frontline providers, and veterans. TIDES communications, materials and messages targeted each segment, guided by an overall marketing plan. Results Depression collaborative care based on the TIDES model was adopted by VHA as part of the new Primary Care Mental Health Initiative and associated policies. It is currently in use in more than 50 primary care practices across the United States, and continues to spread, suggesting success for its social marketing-based dissemination strategy. Discussion and conclusion Development, execution and evaluation of the TIDES marketing effort shows that social marketing is a promising approach for promoting implementation of evidence-based interventions in integrated healthcare systems. PMID:19785754

  4. The benefits of social influence in optimized cultural markets.

    Directory of Open Access Journals (Sweden)

    Andrés Abeliuk

    Full Text Available Social influence has been shown to create significant unpredictability in cultural markets, providing one potential explanation why experts routinely fail at predicting commercial success of cultural products. As a result, social influence is often presented in a negative light. Here, we show the benefits of social influence for cultural markets. We present a policy that uses product quality, appeal, position bias and social influence to maximize expected profits in the market. Our computational experiments show that our profit-maximizing policy leverages social influence to produce significant performance benefits for the market, while our theoretical analysis proves that our policy outperforms in expectation any policy not displaying social signals. Our results contrast with earlier work which focused on showing the unpredictability and inequalities created by social influence. Not only do we show for the first time that, under our policy, dynamically showing consumers positive social signals increases the expected profit of the seller in cultural markets. We also show that, in reasonable settings, our profit-maximizing policy does not introduce significant unpredictability and identifies "blockbusters". Overall, these results shed new light on the nature of social influence and how it can be leveraged for the benefits of the market.

  5. Persistence Modeling for Assessing Marketing Strategy Performance

    NARCIS (Netherlands)

    M.G. Dekimpe (Marnik); D.M. Hanssens (Dominique)

    2003-01-01

    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

  6. Can social marketing approaches change community attitudes towards leprosy?

    Science.gov (United States)

    Brown, Wendy

    2006-06-01

    This essay explores how the concept of social marketing can be employed to change attitudes towards leprosy. Firstly, the concept of social marketing is discussed, then the attitudes that people have about leprosy, the stigma that people with leprosy and their families may face, and the detrimental effects that this can have on their lives. The effect of knowledge and education on attitudes towards leprosy is discussed, as this can be a key component of social marketing campaigns. Various methods of social marketing used to change attitudes and reduce stigma are examined, such as mass media campaigns, school based education, methods which involve community leaders, and the integration and improvement of leprosy services. Principles of social marketing which can lead to the success of campaigns such as incorporating local beliefs are emphasized. The success of the social marketing campaign in Sri Lanka is described, which aimed to remove the fear of leprosy, and to encourage patients to seek and comply with treatment. Finally, it is argued that social marketing, used correctly, can be highly effective at changing community attitudes towards leprosy, reducing stigma and improving the lives of patients, who become able to seek treatment sooner as they lose their fear of stigmatization.

  7. Developing marketing strategies for university teaching hospitals.

    Science.gov (United States)

    Fink, D J

    1980-07-01

    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.

  8. Governing at a distance: social marketing and the (bio) politics of responsibility.

    Science.gov (United States)

    Crawshaw, Paul

    2012-07-01

    In the recently published lectures from the College de France series, The Birth of Bio-Politics, Foucault (2009) offers his most explicit analysis of neo-liberal governmentality and its impact upon states and societies in the late twentieth century. Framed in terms of the bio-political as a mode of governance of populations and its relationship to neo-liberalism, these lectures offer a rich seam of theoretical resources with which to interrogate contemporary forms of governmentality. This paper seeks to apply these and some recent critical analysis by Foucauldian scholars, to the study of health governance, with particular reference to the use of social marketing as a strategy to improve the health of populations 'at a distance'. Reflecting a broader decollectivisation of welfare, such strategies are identified as exemplars of neo-liberal methods of governance through inculcating self management and individualisation of responsibility for health and wellbeing. Drawing on original empirical data collected with a sample of fifty long term unemployed men in 2009, this paper critically examines social marketing as a newer feature of health governance and reflects upon participants' responses to it as a strategy in the context of their wider understandings of health, choice and responsibility. Copyright © 2012 Elsevier Ltd. All rights reserved.

  9. OPEC strategy on world petroleum market

    International Nuclear Information System (INIS)

    Boussena, S.

    1994-01-01

    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

  10. A socio-semiotic perspective on Australian gourmet products/services:‘Made in Australia’ marketing strategies

    Directory of Open Access Journals (Sweden)

    Ana Craciunescu

    2013-09-01

    Full Text Available In a consumerist society, the contemporary needs of individuals have been transformed into desires; people nowadays seek into improving quality of life through unique experiences, by speculating their senses, in a grammar of both hedonist and utilitarian reasons. As such, taste becomes a social signifier that reunites people at the same table, where positioning oneself in the created micro-society, represents commensality and a major key in marketing studies. Another important aspect in F&B - as a socially (predetermined marker – is that individuals are involved in naming their experiences, i.e. in marketing terms, branding a story, which eventually translates an identity. In this paper, my aim is to demonstrate how F&B Australian successful entrepreneurs (recreated a national identity, by fashioning the imagery of taste and linguistics, shaped by the semiosis of local flavors and colors, eventually all packaged in a narrative of marketing. Moreover, this is a study case of an economic national strategy – patriotic marketing, applied in F&B, and, paradoxically enough, exploited within tourism practices. Eventually, this research is also prone to describe the social-semiotic aspect of the ‘signe gustatif’ that frames the meaning of the dish and its social effects in the table’s process of communication.

  11. Relationship between Social Media for Social Marketing in Family Planning

    Directory of Open Access Journals (Sweden)

    Ardiansyah

    2013-06-01

    Full Text Available This research aims to examine the influence of marketing mix carried out media performance social media portal on attitude towards a social marketing program,and its relationship with source credibility of the portal. This study was focused on "Generasi Berencana" Program (Generation with Plan Program, a program aimed at educating the youth on family planning The Research employed Structural Equations Modeling (SEM. Based on data from 150 respondents it can be concluded that in social marketing programs, source credibility, engagement, word of mouth have positive influence on the formation of behavior, but awareness of a program is not found to influence formation of behavior. This research also obtained findings that attitudes influence behavioral intention, but subjective norms is not positively influence the formation of behavioral intentions.

  12. Creating effective social marketing: let your customer be your guide.

    Science.gov (United States)

    Brookes, R

    2000-02-01

    Social marketing uses commercial marketing techniques to change behaviors that benefit individuals or society in general. Unlike conventional marketing, which seeks to sell products or services, social marketing aims to promote voluntary behavior change. Some examples of behaviors that have changed due to social marketing are: using seat belts, wearing bike helmets, child immunizations, and smoking cessation. Although good social marketing campaigns use the same techniques as that of commercial marketers, by letting the customer be the guide for all major decisions, it is not primarily advertising and is not about top-down planning and decisions. Instead, it is about having a consumer orientation, which means understanding the target audience very well. An effective social marketer must be committed to ongoing communication with the audience in order to create programs, products, or practice that enable them to make the changes desired.

  13. A total market approach for condoms in Myanmar: the need for the private, public and socially marketed sectors to work together for a sustainable condom market for HIV prevention.

    Science.gov (United States)

    Htat, Han Win; Longfield, Kim; Mundy, Gary; Win, Zaw; Montagu, Dominic

    2015-03-01

    Concerns about appropriate pricing strategies and the high market share of subsidized condoms prompted Population Services International (PSI)/Myanmar to adopt a total market approach (TMA). This article presents data on the size and composition of the Myanmar condom market, identifies inefficiencies and recommends methods for better targeting public subsidy. Data on condom need and condom use came from PSI/Myanmar's (PSI/M's) behavioural surveys; data for key populations' socioeconomic status profiles came from the same surveys and the National Tuberculosis Prevalence Survey. Data on market share, volumes, value and number of condoms were from PSI/M's quarterly retail audits and Joint United Nations Programme on HIV/AIDS (UNAIDS). Between 2008 and 2010, the universal need for condoms decreased from 112.9 to 98.2 million while condom use increased from 32 to 46%. Free and socially marketed condoms dominated the market (94%) in 2009-11 with an increase in the proportion of free condoms over time. The retail price of socially marketed condoms was artificially low at 44 kyats ($0.05 USD) in 2011 while the price for commercial condoms was 119-399 kyats ($0.15-$0.49 USD). Equity analyses demonstrated an equal distribution of female sex workers across national wealth quintiles, but 54% of men who have sex with men and 55% of male clients were in the highest two quintiles. Donor subsidies for condoms increased over time; from $434,000 USD in 2009 to $577,000 USD in 2011. The market for male condoms was stagnant in Myanmar due to: limited demand for condoms among key populations, the dominance of free and socially marketed condoms on the market and a neglected commercial sector. Subsidies for socially marketed and free condoms have prevented the growth of the private sector, an unintended consequence. A TMA is needed to grow and sustain the condom market in Myanmar, which requires close co-ordination between the public, socially marketed and commercial sectors. Published

  14. Evaluation of a Tailored Direct-Mail Marketing Strategy for Recruiting the 19- to 23-Year-Old Market.

    Science.gov (United States)

    1983-05-01

    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

  15. Strategic renewal through social media marketing : An exploratory study of challenges and opportunities of companies in Swedish rural areas

    OpenAIRE

    GAVRILAKIS, FILIPPOS; MAKROPOULOU, KALLIOPI

    2013-01-01

    Background Social media have changed the way of communication and interaction between the organizations and the costumers. The huge merge of social media has led the companies to change their current marketing strategies into the use of social media marketing during the last years. An increasing number of companies adopt this kind of performance and there is a need to study this phenomenon more in depth and explore it through the perspective of strategic renewal. Purpose The purpose of this t...

  16. Social Media Marketing Plan for a SME

    OpenAIRE

    Järvensivu, Veera

    2017-01-01

    The aim of this bachelor’s thesis was to create an efficient, low-cost social media marketing plan for a small clothing company called Nikitrade. The data gathered for establishing the marketing plan were mainly secondary data consisting of multiple books and articles related to the topic. For qualitative data gathering, interviews and discussions with the company owners were used. Because of the competitive sensitiveness of the subject, the social marketing plan itself is not published. ...

  17. Marketing Impact on Diffusion in Social Networks

    OpenAIRE

    Naumov, Pavel; Tao, Jia

    2016-01-01

    The paper proposes a way to add marketing into the standard threshold model of social networks. Within this framework, the paper studies logical properties of the influence relation between sets of agents in social networks. Two different forms of this relation are considered: one for promotional marketing and the other for preventive marketing. In each case a sound and complete logical system describing properties of the influence relation is proposed. Both systems could be viewed as extensi...

  18. Social marketing and basic education.

    Science.gov (United States)

    Theisen, G

    1990-01-01

    Many educators attended the World Conference on Education for All in March 1990 in Thailand. To meet the goal of education for all, they need to attain enough resources to provide basic education to everyone who wants it. They also must guarantee that the education is efficient and effective. The toughest task is gaining the support of parents of those children needing primary education. Social marketing techniques may be able to generate the needed enthusiasm for education among parents. It must lead parents to toss aside the common belief that education is primarily a way to secure employment and a steady income. A national campaign to better parent participation and the quality of education should emphasize 6 areas. It should stress that eating a balanced breakfast and overall good nutrition increase a child's ability to concentrate and do well in school. The campaign must also emphasize attendance of both students and teachers thereby providing continuity and allowing students to build on past knowledge. Research indicates that homework strengthens achievement, therefore parents need to provide guidance and encouragement for their children while at home. Social marketing can further increase primary school attendance by promoting parent participation in school activities. It can also inform parents about the performance responsibilities of teachers and administrators so they can remind educators what they are expected to accomplish. In some countries, resources from the government are insufficient, so social marketing can encourage community incentive programs bound to satisfying specific educational standards. Educators and social marketers need to work together to empower parents to make education for all come true.

  19. Sogno o incubo? Marketing analytics e social media visti dai direttori marketing

    OpenAIRE

    Guenzi, Paolo; Troilo, Gabriele

    2015-01-01

    L'articolo analizza come sarà il futuro (dei mercati, del marketing e del mestiere di Chief Marketing Officer) secondo i Direttori Marketing, soprattutto a seguito di fenomeni quali i big data e i social media

  20. Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power?

    Energy Technology Data Exchange (ETDEWEB)

    Bird, L. A. [National Renewable Energy Lab. (NREL), Golden, CO (United States); Brown, E. S. [National Renewable Energy Lab. (NREL), Golden, CO (United States)

    2006-04-01

    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.

  1. Utility-Marketing Partnerships: An Effective Strategy for Marketing Green Power?

    Energy Technology Data Exchange (ETDEWEB)

    Bird, L. A.; Brown, E. S.

    2006-04-01

    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.

  2. Marketing mix strategies of bread producers in Kosovo

    Directory of Open Access Journals (Sweden)

    Mr.Sc. Ejup Fejza

    2013-06-01

    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.

  3. A strategy of the company performance in the international market

    Directory of Open Access Journals (Sweden)

    Savić Marko

    2014-01-01

    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.

  4. Marketing, Endomarketing and social networks: theoretical foundations to the conception of a people management strategy. Marketing, Endomarketing e Redes Sociais: Fundamentos Teóricos à concepção de uma estratégia de gestão de pessoas

    OpenAIRE

    Felipe Zambaldi; André Ofenhejm Mascarenhas; Fábio Natrieli

    2011-01-01

    The concept of endomarketing refers to organizational practices as employees are considered internal clients, assuming that the firm is able to compete in marketplace if it is well positioned in face of its employees. Besides a marketing strategy, it is also a people management strategy since it aims to attract, engage and retain talents. Recently, the emergence of social network tools suggests new potentials to the theme since these tools make it viable new structures of communication and re...

  5. Implementation of marketing strategy: Factor of competitive advantage

    OpenAIRE

    Krstić Ivan; Becić Sonja

    2011-01-01

    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...

  6. Analysis of Marketing Strategy of Coca-Cola Company

    Institute of Scientific and Technical Information of China (English)

    刘燕华

    2017-01-01

    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.

  7. Socially responsible marketing decisions - scale development

    Directory of Open Access Journals (Sweden)

    Dina Lončarić

    2009-07-01

    Full Text Available The purpose of this research is to develop a measurement scale for evaluating the implementation level of the concept of social responsibility in taking marketing decisions, in accordance with a paradigm of the quality-of-life marketing. A new scale of "socially responsible marketing decisions" has been formed and its content validity, reliability and dimensionality have been analyzed. The scale has been tested on a sample of the most successful Croatian firms. The research results lead us to conclude that the scale has satisfactory psychometric characteristics but that it is necessary to improve it by generating new items and by testing it on a greater number of samples.

  8. Marketing Strategies Influences On SMEs Cluster Performance

    Directory of Open Access Journals (Sweden)

    Satria Tirtayasa

    2017-06-01

    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.

  9. Growing a medical practice with social media marketing.

    Science.gov (United States)

    Laban, Jake

    2012-01-01

    Many medical practices are facing the lack of practice growth that their social media efforts are generating. This article provides concrete ideas that can be put in place by any medical practice to realize sustainable practice growth through social media marketing. In the article, the author demonstrates that social media marketing of the medical practice has become absolutely essential in today's evolving, competitive, and fast-paced environment. This demonstration is made through an exploration of the evolution of what "good" marketing has looked like for medical practices over time. In addition, attention is paid to the shift in the definition of good marketing that is required for the practice that is preparing a social media-marketing plan. Specifically, the article investigates the proven requirements for a balanced blend of unique and engaging promotional and nonpromotional community outreach, which is required on a daily basis to achieve the significant, lasting, and sustainable growth that the practice wishes to achieve.

  10. A social work plan to promote HIV testing: A social marketing approach.

    Science.gov (United States)

    Morgan-Siebe, J P

    2017-03-01

    Many people living with human immunodeficiency virus (HIV) do not know that they are infected. It is important for infected persons to get tested for HIV in order to be diagnosed and medically treated. HIV has no known cure, but it can be controlled and sometimes prevented with proper medical care. The social work profession has ideal positioning to be extraordinarily helpful in work that promotes HIV testing, leading to reducing then eliminating new HIV diagnoses. Social marketing interventions, along with audience segmenting are explained. Specific attention is given to two separate subjects-minority health disparities and impulsive and/or sensation seeking sex practices-to showcase the versatility of social marketing in the promotion of HIV testing. Further ideas about how social workers can participate in these interprofessional social marketing campaigns are provided.

  11. Innovative Marketing Strategies for National Industrial Flagships: Brand Repositioning for Accessing Upscale Markets

    NARCIS (Netherlands)

    Todiras, A.; Nijkamp, P.; Rafijeras, S.

    2011-01-01

    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

  12. Healthy eating behaviour - a social marketing perspective

    DEFF Research Database (Denmark)

    Kazbare, Laura

    at population levels. Therefore, there is a call for additional research in order to identify the alternative ways of changing dietary behaviours. Healthy eating is a target behaviour of social marketing, which is a knowledge discipline and a practice that applies commercial marketing principles to achieve...... a voluntary behavioural change for personal welfare and/or the benefit of society. Even though social marketing is considered the most advanced framework for diet-related interventions, it has been criticised for a number of problems that can be grouped into: 1) lack of consumer orientation and research, 2......) lack of availability and application of theories that explain the process of specific behavioural change, 3) predominance of "downstream" approaches, and 4) ethical issues. The overall aim of this dissertation is to provide insights into healthy eating behaviour using the social marketing approach...

  13. Market Structure in the Context of Developing Competitive Strategy

    Directory of Open Access Journals (Sweden)

    Algirdas Krivka

    2011-04-01

    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

  14. Consolidating Social Media Strategies

    DEFF Research Database (Denmark)

    Gyimóthy, Szilvia; Munar, Ana Maria; Larson, Mia

    2014-01-01

    This study revisits and integrates the insights of recent studies on emergent social media strategies deployed by destination and event management organisations. In a comparative analysis Munar (2012) identified four generic approaches pursued by national tourism boards in the Nordic region, while...... Gyimóthy & Larson (2014) portrayed three digital value co-creation strategies deployed by festival social media. Both frameworks provided novel analytical typologies which identified a series of categories (mimetic, analytic, immersion, advertising and insourcing, crowdsourcing and community consolidation......). This paper discusses the complementary nature of these conceptual proposals and advances an integrated conceptual framework of social media strategies. Based on the empirical findings of a case study that revisits evolving digital and social media strategies of European DMOs this paper maps the dynamics...

  15. Social Marketing: Vinea’s campaign “Bring life back to vineyard”

    OpenAIRE

    Horanská, Barbora

    2017-01-01

    Social marketing had been mainly connected with non-profit organisations. However, as the market develops the companies require higher level of sustainability and differentiation. Therefore, social marketing is now also applicable to other businesses. In order to prove the benefits of social marketing for company and society this thesis provides basic theories of classical marketing and their comparison with social marketing. These theories were applied to analyse a specific example of Vinea ...

  16. ROI en medios sociales: campañas de marketing en bibliotecas

    OpenAIRE

    González-Fernández-Villavicencio, Nieves

    2015-01-01

    Social media marketing must be a part of a digital marketing plan. Although marketing traditionally has been associated with obtaining an economic ROI (return on investment), it also can be measured in terms of social ROI (return on influence, return on relationships, reputation, branding, etc.). This study addresses the use of digital marketing campaigns by libraries for social profitability. Concepts related to digital marketing and social media marketing, and the way different types of org...

  17. The Global Renewable Energy Equipment Industry: the Market. Market Analysis - 2017-2035 Trends - Corporate Strategies

    International Nuclear Information System (INIS)

    2017-08-01

    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

  18. Milk and social media: online communities and the International Code of Marketing of Breast-milk Substitutes.

    Science.gov (United States)

    Abrahams, Sheryl W

    2012-08-01

    The advent of social networking sites and other online communities presents new opportunities and challenges for the promotion, protection, and support of breastfeeding. This study examines the presence of infant formula marketing on popular US social media sites, using the World Health Organization International Code of Marketing of Breast-milk Substitutes (the Code) as a framework. We examined to what extent each of 11 infant formula brands that are widely available in the US had established a social media presence in popular social media venues likely to be visited by expectant parents and families with young children. We then examined current marketing practices, using the Code as a basis for ethical marketing. Infant formula manufacturers have established a social media presence primarily through Facebook pages, interactive features on their own Web sites, mobile apps for new and expecting parents, YouTube videos, sponsored reviews on parenting blogs, and other financial relationships with parenting blogs. Violations of the Code as well as promotional practices unforeseen by the Code were identified. These practices included enabling user-generated content that promotes the use of infant formula, financial relationships between manufacturers and bloggers, and creation of mobile apps for use by parents. An additional concern identified for Code enforcement is lack of transparency in social media-based marketing. The use of social media for formula marketing may demand new strategies for monitoring and enforcing the Code in light of emerging challenges, including suggested content for upcoming consideration for World Health Assembly resolutions.

  19. The role of content marketing in social media content communities

    OpenAIRE

    Charmaine du Plessis

    2017-01-01

    Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely bee...

  20. Consumer Activities and Reactions to Social Network Marketing

    Directory of Open Access Journals (Sweden)

    Bistra Vassileva

    2017-06-01

    Full Text Available The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure of social network marketing based on the following criteria: level of brand engagement, word-of-mouth (WOM referral behaviour, and purchase intentions. Consumers are investigated based on their attitudes toward social network marketing and basic socio-demographic covariates using data from a sample size of 700 Bulgarian respondents (age group 21–54 years, Internet users, urban inhabitants. Factor and cluster analyses are applied. It is found that consumers are willing to receive information about brands and companies through social networks. They like to talk in social networks about these brands and companies and to share information as well (factor 2, brand engagement. Internet users are willing to share information received through social network advertising (factor 1, wom referral behaviour but they would not buy a certain brand as a result of brand communication activities in social networks (factor 3, purchase intention. Several practical implications regarding marketing activities through social networks are drawn.

  1. Reviews about the Effectiveness of Marketing Strategies and Performance Marketing in the City of Sanandaj Banks

    Directory of Open Access Journals (Sweden)

    AbdolRahman Maleki Afzal

    2017-06-01

    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.

  2. The overmarketing of social marketing.

    Science.gov (United States)

    Gumucio-dagron, A

    1991-01-01

    The author considers social marketing to be a communication approach which fundamentally strengthens and empowers recipient communities, creating communicators from once passive receptors of information. Social marketing is, however, an American creation marketed by American development communicators, conflicting in many ways with the practices, objectives, and ideologies of communication counterparts in Latin America. Development communicators in the 3rd world are fundamentally concerned with audience education, not product marketing to an audience. The 2 approaches are, therefore, often considered to be as incompatible as oil mixed with water. Method objectives and processes are compared and contrasted in the text. the author sees merit in the American approach, yet also stresses the need to not disregard the positive experiences and achievements of development communication in Latin America. They, too, are valid and valuable, and may be used to positive ends in other settings once efforts are made to overcome language and ideological barriers. U.S. and Latin American development communicators are urged to exchange experiences and learn more about each other's practice and theory.

  3. SMEs Going Global: A Comparison of the Internationalization Strategies of Publishers and Online Social Networks

    Directory of Open Access Journals (Sweden)

    Bettina Lis

    2012-01-01

    Full Text Available Up to now, most research has been conducted on the internationalization strategies of large media companies and groups. But tapping new foreign markets is also relevant to small- and medium-sized enterprises (SMEs of all media sectors. This paper therefore focuses on the internationalization strategies of different types of media SMEs. It aims at describing and comparing the motives for becoming an international player as well as the specific market selection, market entry, and market development strategies. Furthermore, it focuses on the main organizational implications. On the basis of a multiple-case design we compare two German regional newspaper publishers with two German special interest publishers and two online social business networks. Results show similarities and differences between these media sectors according to the nature of the media businesses. The cases also highlight the importance of international management skills also in the context of SMEs.

  4. Impact of environment on marketing strategy

    Directory of Open Access Journals (Sweden)

    Stanišić Olivera

    2005-01-01

    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.

  5. Marketing strategy of The Emblem Hotel

    OpenAIRE

    Dolníková, Žofia

    2014-01-01

    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 ...

  6. Marketing-oriented strategy concept and its empirical testing with large sawmills.

    OpenAIRE

    Niemelä, Juha S.

    1993-01-01

    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...

  7. Legal considerations for social media marketing by pharmaceutical industry.

    Science.gov (United States)

    Yang, Y Tony; Chen, Brian

    2014-01-01

    Social media marketing is the next frontier for direct-to-consumer advertising of pharmaceutical products, but represents an unchartered territory for regulatory action. With explosive growth in the use of social media, along with pharmaceutical companies' increasing adeptness at taking advantage of opportunities for social media marketing, the Food and Drug Administration (FDA) faces an urgent need to develop its own capacities to monitor and engage with social media marketing. In response to potential FDA action, pharmaceutical companies' marketing, regulatory compliance and legal staffs must work closely to design initiatives that are sensitive to FDA concerns. This article will address the current status of FDA regulations on social media advertising, their historical origins, challenges to implementation, and their likely future direction.

  8. Corporate social responsibility and financial markets

    NARCIS (Netherlands)

    Dam, Lammertjan

    2008-01-01

    This thesis examines the economics of corporate social responsibility, with an emphasis on the role of financial markets and institutions. Questions that are raised are: What does corporate social responsibility mean in an economic context? What is the impact of corporate social responsibility on

  9. Implementation Analysis Services Marketing Strategy Room (Case on Kharisma Hotel Bukittinggi)

    OpenAIRE

    Saputriyani, Rita; Sutrisna, Endang

    2016-01-01

    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...

  10. The European Power and Gas Industry: the Market. Market Analysis - 2017-2020 Trends - Corporate Strategies

    International Nuclear Information System (INIS)

    2017-09-01

    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

  11. The Global Oil and Gas Industry: the Market. Market Analysis - 2017-2020 Trends - Corporate Strategies

    International Nuclear Information System (INIS)

    2017-07-01

    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

  12. Social Ties for Labor Market Access

    DEFF Research Database (Denmark)

    Dorner, Matthias; Harhoff, Dietmar; Hinz, Tina

    such ties. However, mobility decisions made by inventors with outstanding patenting track records (star inventors) were not impacted by social ties. We conclude that social ties support labor market access for migrant inventors and determine regional choices while dependence on these ties is substantially......We study the impact of social ties on the migration of inventors from East to West Germany, using the fall of the Iron Curtain and German reunification as a natural experiment. We identify East German inventors via their patenting track records prior to 1990 and their social security records...... in the German labor market after reunification. Modeling inventor migration to West German regions after 1990, we find that Western regions with stronger historically determined social ties across the former East-West border attracted more inventors after the fall of the Iron Curtain than regions without...

  13. Specifics of marketing strategy in the segment of high fashion

    OpenAIRE

    Butigan, Ružica; Grilec Kaurić, Alica; Ujević, Darko

    2013-01-01

    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...

  14. Effectiveness of HIV prevention social marketing with injecting drug users.

    Science.gov (United States)

    Gibson, David R; Zhang, Guili; Cassady, Diana; Pappas, Les; Mitchell, Joyce; Kegeles, Susan M

    2010-10-01

    Social marketing involves applying marketing principles to promote social goods. In the context of health behavior, it has been used successfully to reduce alcohol-related car crashes, smoking among youths, and malaria transmission, among other goals. Features of social marketing, such as audience segmentation and repeated exposure to prevention messages, distinguish it from traditional health promotion programs. A recent review found 8 of 10 rigorously evaluated social marketing interventions responsible for changes in HIV-related behavior or behavioral intentions. We studied 479 injection drug users to evaluate a community-based social marketing campaign to reduce injection risk behavior among drug users in Sacramento, California. Injecting drugs is associated with HIV infection in more than 130 countries worldwide.

  15. Market behavior and performance of different strategy evaluation schemes

    OpenAIRE

    Yongjoo Baek; Sang Hoon Lee; Hawoong Jeong

    2010-01-01

    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,...

  16. Get Linked or Get Lost: Marketing Strategy for the Internet.

    Science.gov (United States)

    Aldridge, Alicia; Forcht, Karen; Pierson, Joan

    1997-01-01

    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…

  17. Developing Marketing Strategy for Electronic Business by Using McCarthy's Four Marketing Mix Model and Porter’s Five Competitive Forces

    Directory of Open Access Journals (Sweden)

    Siamak Azadi

    2012-09-01

    Full Text Available Original Published AbstractConsidering the importance of marketing strategies in a competitive environment dominated by E-commerce and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. Main focus marketing strategies, coordinate activities and allocate appropriate resources to provide marketing operational objectives of the company as a particular product market. Therefore, the main issue related to the realm of marketing strategy, include the specific purpose of determining property markets for a product family or a particular product, then, through the corporate marketing mix according to needs and demands of potential customers in its target market, competitive advantage search And creating synergy are. Considering the importance of marketing strategies in a competitive environment dominated by Electronic markets and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. This study usesMcCarthy’s four marketing mix model and Porter’s five competitive forces model to identify strategies for Internetcompanies that respond to the five competitive forces and thereby achieve a competitive advantage. The study provides significant new insights into the development and implementation of e-business strategies that contribute to increased profit. Corrected AbstractE-commerce is growing worldwide and is considered one of the modes and methods of business. This initiative led to the creation of new firms has several advantages over using benefits and this is the motivation for this phenomenon. While e-commerce success

  18. Does social marketing provide a framework for changing healthcare practice?

    Science.gov (United States)

    Morris, Zoë Slote; Clarkson, Peter John

    2009-07-01

    We argue that social marketing can be used as a generic framework for analysing barriers to the take-up of clinical guidelines, and planning interventions which seek to enable this change. We reviewed the literature on take-up of clinical guidelines, in particular barriers and enablers to change; social marketing principles and social marketing applied to healthcare. We then applied the social marketing framework to analyse the literature and to consider implications for future guideline policy to assess its feasibility and accessibility. There is sizeable extant literature on healthcare practitioners' non-compliance with clinical guidelines. This is an international problem common to a number of settings. The reasons for poor levels of take up appear to be well understood, but not addressed adequately in practice. Applying a social marketing framework brings new insights to the problem." We show that a social marketing framework provides a useful solution-focused framework for systematically understanding barriers to individual behaviour change and designing interventions accordingly. Whether the social marketing framework provides an effective means of bringing about behaviour change remains an empirical question which has still to be tested in practice. The analysis presented here provides strong motivation to begin such testing.

  19. Application Possibilities of Social Marketing Technologies for Publicity of Electronic Government Services

    Directory of Open Access Journals (Sweden)

    Tadas Limba

    2013-08-01

    Full Text Available Nowadays e-government projects and projects in the public sector are changing the consistency and reality of our daily life and will need to be managed by project managers, who uge modern marketing tools and technologies. Social marketing is one of the modern marketing tools and, probably, it is the best tool to provide marketing in public sector project management, It has been changing in different ways since the founding of social marketing: the aim of social marketing, the technologies for using i ; but nowadays it’s hard to imagine public sector projects and, especially, egovernment projects, without using social marketing technologies. The usage of social marketing technologies can improve public sector project management and make the project more attractive to society or some part of it. This scientific paper represents social marketing transformation, the way in which social marketing needs to be used in the public sector project management process and analyses the phases of social marketing. It also gives some practical advics for public sector organizations o, how to implement social marketing in the e-government project deployment process.

  20. Some Aspects of Social Media Marketing (Georgian Case)

    OpenAIRE

    Nugzar Todua; Charita Jashi

    2015-01-01

    This paper is focusing on the attitude of Georgian consumers toward social media, influence of social media on consumer buying behavior. The purpose of this paper is to explore the usage of social media marketing for small business companies of Georgia. The result of marketing research has revealed that social webs are mostly used by Georgian consumers, but they have little impact on the buying decision. The research method was exploratory and descriptive. Conclusions sum...

  1. Account planning: applying an advertising discipline to health communication and social marketing.

    Science.gov (United States)

    Mackert, Michael

    2012-01-01

    As health marketers seek new models to design campaigns, the advertising discipline of account planning offers an approach that can improve campaign development. The underlying principle of account planning is to bring the consumer perspective to all phases of campaign development, primarily through qualitative formative research. Account planners design the overall communication strategy and contribute to creative development of individual executions. The creative brief, a primary tool of account planning, is especially useful in conceptualizing campaigns. This report discusses the history and approach of account planning, followed by an example of account planning in the design of a social marketing campaign.

  2. Central station market development strategies for photovoltaics

    Science.gov (United States)

    1980-01-01

    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.

  3. Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry

    NARCIS (Netherlands)

    Spil, Antonius A.M.; Effing, Robin; Both, Menno P.; Dwivedi, Yogesh K.; Mantymaki, Matti; Ravishankar, M.N.; Janssen, Marijn; Clement, Marc; Slade, Emma L.; Rana, Nripendra P.; Al-Sharhan, Salah; Simintiras, Antonis C.

    2016-01-01

    The strategic use of social media has increased in importance. However, there is a lack of theory to design and evaluate social media strategies. In a competitive environment, airlines need to excel on service, customer satisfaction and marketing. Social media could support those areas of business.

  4. Plano de social media marketing para a TAP Portugal

    OpenAIRE

    Lopes, Andreia Cristina Figueiredo

    2014-01-01

    Mestrado em Marketing O social media marketing adquire cada vez maior relevo para as empresas e exige, tal como noutras áreas de marketing, a delineação de um plano estratégico por forma a potenciar o seu sucesso. Tomando como objecto de estudo a companhia aérea TAP Portugal, foi elaborado um Plano de Social Media Marketing, com base no modelo conceptual de Barker et al. (2013), designado de "Social Media Planning Cycle". Para a elaboração do Plano, foram recolhidos dados primários, seguin...

  5. COMPARATIVE CHARACTERISTICS OF STRATEGIES ON ENTRY TO FOREIGN MARKET

    Directory of Open Access Journals (Sweden)

    A. S. Morozova

    2009-01-01

    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.

  6. Marketing Strategy and Implementation

    Energy Technology Data Exchange (ETDEWEB)

    None

    2010-05-31

    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.

  7. THE ROLE OF BRANDING IN MARKETING STRATEGY

    Directory of Open Access Journals (Sweden)

    Roxana DUMITRIU

    2012-01-01

    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.

  8. Using focus groups in the consumer research phase of a social marketing program to promote moderate-intensity physical activity and walking trail use in Sumter County, South Carolina.

    Science.gov (United States)

    Burroughs, Ericka; Peck, Lara E; Sharpe, Patricia A; Granner, Michelle L; Bryant, Carol A; Fields, Regina

    2006-01-01

    The use of social marketing approaches in public health practice is increasing. Using marketing concepts such as the "four Ps" (product, price, place, and promotion), social marketing borrows from the principles of commercial marketing but promotes beneficial health behaviors. Consumer research is used to segment the population and develop a strategy based on those marketing concepts. In a community-based participatory research study, 17 focus groups were used in consumer research to develop a social marketing program to promote walking and other moderate-intensity physical activities. Two phases of focus groups were conducted. Phase 1 groups, which included both men and women, were asked to respond to questions that would guide the development of a social marketing program based on social marketing concepts. Phase 1 also determined the intervention's target audience, which was irregularly active women aged 35 to 54. Phase 2 groups, composed of members of the target audience, were asked to further define the product and discuss specific promotion strategies. Phase 1 participants determined that the program product, or target behavior, should be walking. In addition, they identified price, place, and promotion strategies. Phase 2 participants determined that moderate-intensity physical activity is best promoted using the term exercise and offered suggestions for marketing walking, or exercise, to the target audience. There have been few published studies of social marketing campaigns to promote physical activity. In this study, focus groups were key to understanding the target audience in a way that would not have been accomplished with quantitative data alone. The group discussions generated important insights into values and motivations that affect consumers' decisions to adopt a product or behavior. The focus group results guided the development of a social marketing program to promote physical activity in the target audience in Sumter County, South Carolina.

  9. Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies

    Directory of Open Access Journals (Sweden)

    Vinod Kumar

    2016-09-01

    Full Text Available The present research is aimed at analyzing and evaluating the influence of key stakeholders on sustainability marketing strategies (SMSs of multi-industry Indian companies. The study objective is achieved in several phases, including development of typology of SMS of Indian companies, identification and classification of stakeholders, and evaluation of influence of various stakeholders on SMS of Indian companies. To achieve these objectives, data were collected from Business Standard 1,000 companies through email survey, and 153 complete responses were received. Empirical evidence shows that most of the Indian companies are either undecided about or uninterested in adopting sustainability marketing (SM practices, or are not showing their interest in adopting sustainability. Findings further reveal that stakeholders exert environmental, social, and economic pressures on Indian companies; managers of Indian companies feel considerable pressure from environmental stakeholders for adopting SMS, while the pressure from social and economic stakeholders is comparatively less. The study will help managers manage stakeholders effectively while formulating SMSs.

  10. Natural gas supply strategies for European energy market actors

    International Nuclear Information System (INIS)

    Girault, Vincent

    2007-06-01

    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)

  11. Strategies for risk management using the paper markets

    International Nuclear Information System (INIS)

    Annesley, M.

    1992-01-01

    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)

  12. Reducing hospital associated infection: a role for social marketing.

    Science.gov (United States)

    Conway, Tony; Langley, Sue

    2013-01-01

    Although hand hygiene is seen as the most important method to prevent the transmission of hospital associated infection in the UK, hand hygiene compliance rates appear to remain poor. This research aims to assess the degree to which social marketing methodology can be adopted by a particular organisation to promote hand hygiene compliance. The research design is based on a conceptual framework developed from analysis of social marketing literature. Data collection involved taped interviews given by nursing staff working within a specific Hospital Directorate in Manchester, England. Supplementary data were obtained from archival records of the hand hygiene compliance rates. Findings highlighted gaps in the Directorate's approach to the promotion of hand hygiene compared to what could be using social marketing methodology. Respondents highlighted how the Directorate failed to fully optimise resources required to endorse hand hygiene practice and this resulted in poorer compliance. From the experiences and events documented, the study suggests how the emergent phenomena could be utilised by the Directorate to apply a social marketing approach which could positively influence hand hygiene compliance. The paper seeks to explore the use of social marketing in nursing to promote hand hygiene compliance and offer a conceptual framework that provides a way of measuring the strength of the impact that social marketing methodology could have.

  13. Pockets of opportunity: multicultural marketing strategies for BEP growth.

    Science.gov (United States)

    Schaefer, Kelly

    2003-01-01

    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.

  14. Analytic hierarchy process analysis for choosing a corporate social entrepreneurship strategy

    Directory of Open Access Journals (Sweden)

    Hadad Shahrazad

    2015-10-01

    Full Text Available After conducting an extensive analysis of both the specialised literature and practice and identifying three types of corporate social entrepreneurship in my PhD thesis titled “Corporate social entrepreneurship - the new paradigm of reshaping and rethinking business”, I decided to determine which of the three approaches is mostly suited for the Romanian market. The three types of corporate social entrepreneurship: corporate social entrepreneurship as local development tool, corporate social entrepreneurship as market development tool, and corporate social entrepreneurship as transformational innovation tool were organised as the alternatives of a carefully constructed hierarchy having as criteria: return on investment (which does not necessarily refer to the money that the company invests in the strategy; the term is derived from sustainability and scalability, degree of novelty, pre-entry knowledge and interest in solving the communities’ social problems. The questionnaire constructed based on the hierarchy using analytic hierarchy processes was distributed to experts (business developers coming from the following industries or sectors: beverages, IT, banking, furniture, and automotive. The research reveals which is the approach most likely to be employed by Romanian business developers. The results may be inferred to the sum of businesses represented by the expert business developers who were part of the research.

  15. Relaunching a national social marketing campaign: expectations and challenges for the "new" ParticipACTION.

    Science.gov (United States)

    Faulkner, Guy; McCloy, Cora; Plotnikoff, Ronald C; Tremblay, Mark S

    2011-07-01

    ParticipACTION is a Canadian physical activity communications and social marketing organization that has been relaunched in 2007 after a 6-year hiatus. The purpose of this study is to qualitatively identify and describe the expectations and challenges the relaunch of the new ParticipACTION may present for existing physical activity organizations. Using a purposeful sampling strategy, the authors conduct semistructured telephone interviews with 49 key informants representing a range of national, provincial, and local organizations with a mandate to promote physical activity. Overall, there is strong support in seeing ParticipACTION relaunched. However, organizational expectations and/or their ideal vision for it are mixed. Organizations envision and support its performing an overarching social marketing and advocacy role, and in providing tools and resources that supplement existing organizational activities. Four major organizational challenges are identified concerning overlapping mandates, partnership and leadership concerns, competition for funding, and capacity concerns. Social marketing initiatives, such as ParticipACTION, may not be able to maximize their impact unless they address the expectations and concerns of competing organizations with a mandate to promote physical activity.

  16. ROLE OF IMAGE IN MARKETING PERFORMANCE ODEL SUPPORTED BY MARKETING COMMUNICATION AND COMPANY SOCIAL RESPONSIBILITY

    Directory of Open Access Journals (Sweden)

    Eddy Soeryanto Soegoto

    2016-05-01

    Full Text Available AbstractBanking industries have not been effective yet in implementing marketing communication and company social responsibility programs. The establishment of image has not been done effectively yet; accordingly marketing performance cannot be implemented as it is expected. This research was done in the banking industries at Bandung City with sample as much as 42 banking industries drawn using a random sampling method. Thaanalysis procedure used Structural Equation Modeling based on Partial Least Square. This study generates anew model different with the previous researches where marketing communication and company social respon-sibility programs do not affect directly on the banking industries’ marketing performance. Nevertheless the image affect the marketing performance moderately. In conclusion, banking industries’ marketing perfor-mance can be maximal when the marketing communication is implemented effectively and the company social responsibility is implemented conducively in order to shape positive image.

  17. Importance of Strategic Social Media Marketing

    OpenAIRE

    Simona VINEREAN

    2017-01-01

    Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowa...

  18. Higher School Marketing Strategy Formation: Classifying the Factors

    Directory of Open Access Journals (Sweden)

    N. K. Shemetova

    2012-01-01

    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. 

  19. Stages of Formation of the Strategy of Social Responsibility of Business

    Directory of Open Access Journals (Sweden)

    Zatieyshchykova Olha O.

    2014-02-01

    Full Text Available The article studies existing approaches to formulation of stages of the strategy, according to which a list of stages of formation of the strategy of social responsibility (SSR is formed, including: identification of the mission and vision of SSR, formation of the system of goals of SSR, assessment of influence of factors of external environment, assessment of the level of social responsibility, analysis of alternatives and selection of strategies. The article identifies SSR mission for Ukrainian enterprises, which lies in increase of the quality of life of employees, local society and society in general. SSR vision – improvement of effectiveness of business and profitability indicators on the basis of creation of trustworthy relations between business, society and state. The article develops the goals tree of SSR that has goals of three levels. It identifies a list of factors of external environment, including: growing anxiety about the state of environment and demographic situation, level of education and culture, growing intensity of competition, level of income and wellbeing, active participation of the state policy in the use of principles of social responsibility, propaganda of social responsibility within the impact area, fast change of technologies, fair marketing practice, informing and executing agreements. The article offers to assess the level of social responsibility on the basis of calculation of indicators of social investments both by quantitative and qualitative methods and calculation of indicators of voluntary social responsibility of business. It also offers main components of the essence of the SSR strategy.

  20. A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics

    Science.gov (United States)

    Atwong, Catherine T.

    2015-01-01

    To prepare students for the rapidly evolving field of digital marketing, which requires more and more technical skills every year, a social media practicum creates a learning environment in which students can apply marketing principles and become ready for collaborative work in social media marketing and analytics. Using student newspapers as…

  1. A social marketing approach to implementing evidence-based practice in VHA QUERI: the TIDES depression collaborative care model.

    Science.gov (United States)

    Luck, Jeff; Hagigi, Fred; Parker, Louise E; Yano, Elizabeth M; Rubenstein, Lisa V; Kirchner, JoAnn E

    2009-09-28

    Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administration (VHA). Social marketing applies marketing techniques to promote positive behavior change. Described in this paper, TIDES used a social marketing approach to foster national spread of collaborative care models. The approach relied on a sequential model of behavior change and explicit attention to audience segmentation. Segments included VHA national leadership, Veterans Integrated Service Network (VISN) regional leadership, facility managers, frontline providers, and veterans. TIDES communications, materials and messages targeted each segment, guided by an overall marketing plan. Depression collaborative care based on the TIDES model was adopted by VHA as part of the new Primary Care Mental Health Initiative and associated policies. It is currently in use in more than 50 primary care practices across the United States, and continues to spread, suggesting success for its social marketing-based dissemination strategy. Development, execution and evaluation of the TIDES marketing effort shows that social marketing is a promising approach for promoting implementation of evidence-based interventions in integrated healthcare systems.

  2. 'You just change the channel if you don't like what you're going to hear': gamblers' attitudes towards, and interactions with, social marketing campaigns.

    Science.gov (United States)

    Thomas, Samantha L; Lewis, Sophie; Westberg, Kate

    2015-02-01

    To investigate how gamblers interact with, and respond to, downstream social marketing campaigns that focus on the risks and harms of problem gambling and/or encourage help seeking. Qualitative study of 100 gamblers with a range of gambling behaviours (from non-problem to problem gambling). We used a Social Constructivist approach. Our constant comparative method of data interpretation focused on how participants' experiences and interactions with gambling influenced their opinions towards, and interactions with social marketing campaigns. Three key themes emerged from the narratives. (i) Participants felt that campaigns were heavily skewed towards encouraging individuals to take personal responsibility for their gambling behaviours or were targeted towards those with severe gambling problems. (ii) Participants described the difficulty for campaigns to achieve 'cut through' because of the overwhelming volume of positive messages about the benefits of gambling that were given by the gambling industry. (iii) Some participants described that dominant discourses about personal responsibility prevented them from seeking help and reinforced perceptions of stigma. Social marketing campaigns have an important role to play in the prevention of gambling risk behaviours and the promotion of help seeking. Social marketers should explore how to more effectively target campaigns to different audience segments, understand the role of environmental factors in undermining the uptake of social marketing strategies and anticipate the potential unforeseen consequences of social marketing strategies. © 2012 John Wiley & Sons Ltd.

  3. A Study of Marketing Strategy in the Information Society

    OpenAIRE

    高谷, 和夫; Kazuo, Takaya; 人間社会学部社会情報学科

    2007-01-01

    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.

  4. The new age of tobacco marketing: Imagery on social media

    Directory of Open Access Journals (Sweden)

    Lesley James

    2018-03-01

    Full Text Available Background While many areas of tobacco marketing have been restricted, the rise of digital and social media has presented an opportunity for new marketing avenues. This study looked at celebrity social media culture and its contribution to tobacco marketing. Objectives: - Assess the prevalence of such marketing. - Assess who is being targeted, which audience segments. - Determine what types of tobacco products are being marketed. - Analyze themes or frames used to make these products appealing. Methods Qualitative and quantitative methods were used to assess the celebrity social media setting. The top 10 global celebrity personalities were included for assessment. Only Instagram accounts were included as sources for data collection. Instagram posts were reviewed for imagery of tobacco products, content, and audience targets. From this data a thematic analysis was conducted to assess frames and narratives used within marketing tactics. Review of social media posts was limited to a 3 year time frame starting October 1, 2014 and ending September 30, 2017. Results Tobacco related marketing remains present on social media within the celebrity culture. Many of the top 10 followed celebrities had portrayals of tobacco embedded within their profile and/or posts. Young females are overtly targeted and traditional themes such as fashion, glamour, fun, sex appeal and free-will continue to be used as marketing frames. Conclusions These findings demonstrate the need for intervention to monitor and restrict tobacco related marketing on social media. While it's difficult to determine the source of tobacco marketing social media (industry placed or without paid placement it warrants a discussion about influence of the celebrity and digital cultures on health behaviours. In the absence of regulation, celebrities should be considerate and responsible for the harmful imagery shared over social media.

  5. Essential dimensions of a marketing strategy in the hospital industry.

    Science.gov (United States)

    McIlwain, T F; McCracken, M J

    1997-01-01

    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.

  6. Marketing strategy - sales system for energy saving technology in the heat market

    Energy Technology Data Exchange (ETDEWEB)

    Dommann, D

    1984-06-04

    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.

  7. Marketing and social work--synergy in long-term care.

    Science.gov (United States)

    Loomis, L M; Bufano, J T

    1985-08-01

    The concept of marketing is new to the long-term care industry. Limited financial resources dictate that administrators investigate ways to supplement marketing staff. St. John's Home in Rochester, New York, has focused attention on the way in which social work can enhance the effectiveness of the marketing program. Presented here is the role of social work in the marketing mix: product, place, price, promotion, and public relations.

  8. Social capital and mango marketing in Odo-oba and Fiditi markets of ...

    African Journals Online (AJOL)

    This study evaluated the role of social capital in marketing of mango fruits in order to improve the marketing services and efficiency of the marketers in Oyo State, Nigeria. Primary data for the study were collected using structured questionnaire. Descriptive statistics and least square regression were used to analyze ...

  9. Database system selection for marketing strategies support in information systems

    Directory of Open Access Journals (Sweden)

    František Dařena

    2007-01-01

    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.

  10. The internal competitor: Buyer motives and external supplier marketing strategies

    DEFF Research Database (Denmark)

    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...

  11. Marketing and Retention Strategies for Adult Degree Programs

    Science.gov (United States)

    Brown, Joann A.

    2004-01-01

    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).

  12. Marketing 2.0: A new marketing strategy

    OpenAIRE

    Consoli, Domenico; Musso, Fabio

    2010-01-01

    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...

  13. MARKETING STRATEGIES IN THE DEVELOPMENT AND IMPLEMENTATION OF THE PROJECT

    Directory of Open Access Journals (Sweden)

    Дмитрий Георгиевич БЕЗУГЛЫЙ

    2015-05-01

    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.

  14. The application of "integrated marketing communications" to social marketing and health communication: organizational challenges and implications.

    Science.gov (United States)

    Nowak, G; Cole, G; Kirby, S; Freimuth, V; Caywood, C

    1998-01-01

    Influencing consumer behavior is a difficult and often resource-intensive undertaking, with success usually requiring identifying, describing, and understanding target audiences; solid product and/or service positioning relative to competitors; and significant media and communication resources. Integrated marketing communication (IMC) is a new way of organizing and managing persuasive communication tools and functions which involves realigning communications to consider the flow of information from an organization from the viewpoint of end consumers. Although the application of IMC to social marketing remains relatively unexplored, the IMC literature and recent efforts by the US Centers for Disease Prevention and Control suggest that integrated communication approaches have much to offer social marketing and health communication efforts. IMC, IMC and social marketing, and implications of IMC for public and private sector social marketing programs are discussed.

  15. Social business in multinational corporations: an analysis of marketing practices

    Directory of Open Access Journals (Sweden)

    Thiago José de Chaves

    2017-04-01

    Full Text Available Social business (SB as a category of organization that seeks to create long-term economic and social value for the majority of the people has attracted the attention of policy-makers, practitioners, and scholars. Some authors highlight the role that multinational corporations (MNCs have in mitigating social and environmental problems by offering products and services to meet the demands of lower-income populations. Based on a discussion of social business and such initiatives inside MNCs, this article investigates how the Brazilian subsidiaries of two large MNCs (Coca-Cola and Danone are performing SB in a developing country. More specifically, we focused on how they are using their marketing know-how to achieve the desired results. The cases were chosen based on their global relevance, reach, and representativeness in SB efforts. Our study has shown that their social initiatives are linked to the corporate mission, values and strategies, and that they aim to achieve social transformation in connection to their core business. Our goal is to contribute both to academic research and to future initiatives in Brazil and other developing countries.

  16. Consumer Activities and Reactions to Social Network Marketing

    OpenAIRE

    Bistra Vassileva

    2017-01-01

    The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure of social network marketing based on the following criteria: level of brand engagement, word-of-mouth (WOM) referral behaviour, and purchase intentions. Consumers are investigated ...

  17. Examining the Social Media in Marketing Success of the ...

    African Journals Online (AJOL)

    pc

    2018-03-05

    Mar 5, 2018 ... Keywords : Social media, Commercial Companies, Marketing,. Media, Marketing ..... motivation that pushed several commercial companies to use the social media .... Ministry of Tourism, April 2012, Egypt. [9] Dinesh Gupta ...

  18. Marketing Strategy In Surabaya City Archieves And Library

    Directory of Open Access Journals (Sweden)

    Fahriyah Fahriyah

    2016-01-01

    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.

  19. Market Structure in the Context of Developing Competitive Strategy

    OpenAIRE

    Algirdas Krivka; Romualdas Ginevičius

    2011-01-01

    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...

  20. A Concept of Location-Based Social Network Marketing

    DEFF Research Database (Denmark)

    Tussyadiah, Iis

    2012-01-01

    A stimulus-response model of location-based social network marketing is conceptualized based on an exploratory investigation. Location-based social network applications are capable of generating marketing stimuli from merchant, competition-based, and connection-based rewards resulted from relevance...... and connectivity. Depending on consumption situations, consumer characteristics, and social network structure, these rewards lead to actual behavior that manifests in variety behavior (i.e., patronage to new places) and loyalty behavior (i.e., increased frequency of patronage to familiar places). This behavior...... implies changes in patterns of mobility, making this marketing approach particularly relevant for tourism and hospitality businesses. Managerial implications and recommendations for further studies are provided....

  1. Nuclear Groups - World. Market Analysis - 2016-2019 Trends - Corporate Strategies

    International Nuclear Information System (INIS)

    2016-03-01

    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, Macroeconomic Environment, Supply, Demand, Industry Structure, Energy costs and prices, Market Prospects, Regional Overview; 3. Corporate Strategies and Competition: Competitive Environment, Corporate Strategies and Competition, Structure of Competition, Corporate Strategies; 4. Case Studies; 5. Company Profiles: Toshiba, KEPCO, Mitsubishi Heavy Industries, Areva, GE-Hitachi Nuclear Energy, Cameco, Urenco, Engie, EDF, Rosatom, China National Nuclear Power, KazAtomProm, China General Nuclear Power Corporation; 6. Statistical Appendix; 7. Sources; 8. Annexes

  2. [Nursing audit as a professional marketing strategy].

    Science.gov (United States)

    Costa, Maria Suêuda; Forte, Benedita Pessoa; Alves, Maria Dalva Santos; Viana, Jamille Forte; Oriá, Mônica Oliveira Batista

    2004-01-01

    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.

  3. The Effect of Social Marketing on Increasing Sport Consciousness

    OpenAIRE

    Mehmet KARGÜN; Mehmet DALKILIÇ; Aytekin ALPULLU; Adem PALA

    2015-01-01

    In today's world of rapidly evolving technology and innovation organizations brought about by increased production and marketing possibilities. Increase in the production and marketing opportunities for organizations, intense competitive environment brought about. Both organizations have to think about the benefit of society as well as their products are required to bring to the fore. The concept of social marketing come to the fore in such an environment. Social marketing is a new marke...

  4. The effect of marketing innovation, market orientation, and social capital on competitive advantage and marketing performance: A study in MSMEs of embroidery Central Java Province

    Directory of Open Access Journals (Sweden)

    Ag. Sunarno Handoyo

    2015-12-01

    Full Text Available This study deals with marketing innovation, market orientation, and social capital in affecting the competitive advantage and marketing performance in Micro, Small, and Medium Enterprises (MSMEs of embroidery in Central Java Province. In this respect, this study tried to test and analyze the effect of marketing innovation, market orienta-tion, and social capital on competitive advantage and marketing performance in Micro, Small, and Medium Enterprises (MSMEs of embroidery in Central Java Province. The samples are 150 respondents as the owners of the embroidery business in Central Java Province. The technical analysis used is Structure Equations Modeling with AMOS Software version 22. The results show that: (1 marketing innovation has significant effect on competitive advantage; (2 market orientation has significant effect on competi-tive advantage; (3 social capital has significant effect on competitive advantage; (4 competitive advantage has significant effect on marketing performance; (5 marketing innovation has significant effect on marketing performance; (6 market orientation has significant effect on marketing performance; (7 social capital has no significant effect on marketing performance. The implication of this study is that the MSMEs of embroidery could improve marketing performance by increasing marketing innovation, market orientation, social capital and competitive advantage. This study also shows that competitive advantage is an intervening variable on marketing performance.

  5. Marketing strategy - sales system for energy saving technology in the heat market

    Energy Technology Data Exchange (ETDEWEB)

    Dommann, D.

    1984-06-04

    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.

  6. Gamification as a strategy of internal marketing

    Directory of Open Access Journals (Sweden)

    José Luis Ruizalba Robledo

    2013-12-01

    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.

  7. Semantic Analysis of the "Marketing Strategy of a Company" Category

    OpenAIRE

    Kaliberov Aleksandr G.

    2013-01-01

    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...

  8. Strategi Marketing Mix Baitul Mal wa Tamwil (BMT Unit Gabungan Terpadu (UGT Sidogiri Pasuruan

    Directory of Open Access Journals (Sweden)

    Cihwanul Kirom

    2016-11-01

    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

  9. Theory and model use in social marketing health interventions.

    Science.gov (United States)

    Luca, Nadina Raluca; Suggs, L Suzanne

    2013-01-01

    The existing literature suggests that theories and models can serve as valuable frameworks for the design and evaluation of health interventions. However, evidence on the use of theories and models in social marketing interventions is sparse. The purpose of this systematic review is to identify to what extent papers about social marketing health interventions report using theory, which theories are most commonly used, and how theory was used. A systematic search was conducted for articles that reported social marketing interventions for the prevention or management of cancer, diabetes, heart disease, HIV, STDs, and tobacco use, and behaviors related to reproductive health, physical activity, nutrition, and smoking cessation. Articles were published in English, after 1990, reported an evaluation, and met the 6 social marketing benchmarks criteria (behavior change, consumer research, segmentation and targeting, exchange, competition and marketing mix). Twenty-four articles, describing 17 interventions, met the inclusion criteria. Of these 17 interventions, 8 reported using theory and 7 stated how it was used. The transtheoretical model/stages of change was used more often than other theories. Findings highlight an ongoing lack of use or underreporting of the use of theory in social marketing campaigns and reinforce the call to action for applying and reporting theory to guide and evaluate interventions.

  10. INFLUENCE OF MARKETING COMMUNICATIVE STRATEGIES ON CONSUMER BEHAVIOUR: A CASE OF THE HIGH-TECHNOLOGY MARKET OF UKRAINE

    Directory of Open Access Journals (Sweden)

    Victoria Zhurylo

    2017-11-01

    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

  11. Marketing strategy of PepsiCo

    OpenAIRE

    Ploem, Matthias

    2017-01-01

    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...

  12. Marketing communication metrics for social media

    OpenAIRE

    Töllinen, Aarne; Karjaluoto, Heikki

    2011-01-01

    The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalised communications landscape, or whether it is time to rethink them, or even to devise entirely new metrics. Recent advances in information technology and marketing bring a need to re-examine measurement models. We combine two im...

  13. Global power: Markets and strategies

    International Nuclear Information System (INIS)

    Poirer, J.L.

    1998-01-01

    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

  14. Social Welfare and the Market Economy.

    Science.gov (United States)

    Nelson, Joel I.

    1992-01-01

    Reports on a study that questions whether private enterprise can maintain quality while reducing costs of providing social welfare services. Reviews three aspects of privatization: (1) competitive markets; (2) rationality; and (3) cost reduction. Concludes by questioning a central claim of economic theory: that free markets and private firms are…

  15. Social media as a source of market information

    Directory of Open Access Journals (Sweden)

    Tomasz Kubiak

    2017-06-01

    Full Text Available Nowadays information plays an important role in the development of companies. Information constitutes the main source of building competitive advantage allowing to make a good business decision, which leads to a company’s success on the market. Conducting marketing research makes it possible to obtain valuable information, but unfortunately this method is usually associated with the necessity of bearing high costs and in many cases research itself is conducted in an incorrect way and delivers incorrect information. We live in the age of information society, which is associated with the rapid development of the Internet and tools using the Internet allowing various forms of communication. One of such tools are social media platforms, which are usually regarded as a place for building contact networks and communication with other users. It is worth pointing out here that thanks to their popularity social media have become a place which is more and more often noticed by companies. Almost every well-known brand has its profile in the social media, allowing the users of social media portals direct contact with products, or services offered by a particular brand. Persistent popularity of social media means that they are becoming a rich source of information, both about the users – current and potential clients, but also about rivals – companies with a similar profile of activity, actively operating in social networks. The starting point for further deliberations are issues associated with the functioning of social media as a place allowing to obtain market information, which in light of the concept of market intelligence constitutes an alternative to traditional marketing research.

  16. Technology Marketing using PCA , SOM, and STP Strategy Modeling

    OpenAIRE

    Sunghae Jun

    2011-01-01

    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...

  17. Update Status: The State of Social Media Marketing Curriculum

    Science.gov (United States)

    Muñoz, Caroline Lego; Wood, Natalie T.

    2015-01-01

    The purpose of this research is to examine how the topic of social media has been integrated and executed within academic institutions and marketing courses. An exploratory survey of marketing educators that taught social media in their course(s) was undertaken. The survey addressed how social media was embedded within an institute's curriculum,…

  18. Marketing strategies and warning labels on children's toothpaste.

    Science.gov (United States)

    Basch, Corey Hannah; Rajan, Sonali

    2014-10-01

    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.

  19. Integrating Sustainability into the Marketing Curriculum: Learning Activities that Facilitate Sustainable Marketing Practices

    Science.gov (United States)

    Borin, Norm; Metcalf, Lynn

    2010-01-01

    In response to political, social, and competitive forces, many firms are developing sustainable marketing strategies. Marketing educators can play an important role in assisting these firms by developing curricula that build the knowledge and skills required to enable marketing graduates to contribute to sustainable marketing efforts. Marketing…

  20. Market Imitation and Win-Stay Lose-Shift Strategies Emerge as Unintended Patterns in Market Direction Guesses.

    Science.gov (United States)

    Gutiérrez-Roig, Mario; Segura, Carlota; Duch, Jordi; Perelló, Josep

    2016-01-01

    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.

  1. Market Imitation and Win-Stay Lose-Shift Strategies Emerge as Unintended Patterns in Market Direction Guesses

    Science.gov (United States)

    Segura, Carlota; Duch, Jordi; Perelló, Josep

    2016-01-01

    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

  2. The Relationship between Marketing Strategy and Marketing Channels of Communication

    OpenAIRE

    Sayed Masud Sayedi; Hassan Soltani; Majid Keshavarz

    2014-01-01

    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...

  3. Inbound marketing as an integral part of the marketing strategy of a modern enterprise

    Directory of Open Access Journals (Sweden)

    Witold Świeczak

    2014-06-01

    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.

  4. Downtrend Algorithm and Hedging Strategy in Futures Market

    OpenAIRE

    S. Masteika; A.V. Rutkauskas; A. Tamosaitis

    2012-01-01

    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...

  5. Social media marketing as a tool of enterprise’s product promotion

    OpenAIRE

    O.F. Gryshсhenko; A.D. Niesheva

    2013-01-01

    The aim of this article. The aim of this article is to analyze the connection and relation between social media marketing and enterprise’s products promotion, to show the importance of using social media in marketing and the role of marketers in this process. The results of the analysis. This article is based on the investigation of specialized literature regarding new promotional techniques used at the global market nowadays. Authors analyze the definition to the social media marketing...

  6. The effectiveness of social marketing interventions for health improvement: what's the evidence?

    Science.gov (United States)

    Gordon, Ross; McDermott, Laura; Stead, Martine; Angus, Kathryn

    2006-12-01

    To review the effectiveness of social marketing interventions designed to improve diet, increase physical activity, and tackle substance misuse. This article describes three reviews of systematic reviews and primary studies that evaluate social marketing effectiveness. All three reviews used pre-defined search and inclusion criteria and defined social marketing interventions as those which adopted six key social marketing principles. The reviews provide evidence that social marketing interventions can be effective in improving diet, increasing exercise, and tackling the misuse of substances like alcohol, tobacco, and illicit drugs. There is evidence that social marketing interventions can work with a range of target groups, in different settings, and can work upstream as well as with individuals. Social marketing provides a very promising framework for improving health both at the individual level and at wider environmental and policy-levels. Problems with research design, lack of conceptual understanding or implementation are valid research concerns.

  7. Penetration strategies of Turkish corporations in Kosovo’s market

    Directory of Open Access Journals (Sweden)

    Luan VARDARI

    2018-04-01

    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.

  8. Do Culture-based Segments Predict Selection of Market Strategy?

    Directory of Open Access Journals (Sweden)

    Veronika Jadczaková

    2015-01-01

    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.

  9. EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY OF ONLINE COMPANIES

    Directory of Open Access Journals (Sweden)

    Satheeka Kavisekera

    2016-11-01

    Full Text Available Social Media is a prominent marketing tool profoundly used by E-Businesses to draw the attention of the online target audience that could be converted to direct traffic. However, the non-exclusivity of social media has created a unique issue for virtual enterprises that are entirely depending on digital media. The main emphasis of this study is to appreciate the significance of Social Media Marketing in promoting the Brand Equity of E-Commerce enterprises. The empirical study is based on Kapruka.Com; Sri Lanka’s largest online gift shop with the aim of identifying the casual relationship between social media marketing and brand equity. An online questionnaire has been employed to collect the data during the survey. Evident by findings, there is a significant relationship between social media marketing and brand equity of online companies. The study contributes to the marketing practitioners in terms of enhancing the brand value by identifying and exploiting the main attributes of social media marketing.

  10. CSC Tip Sheets: Community-Based Social Marketing

    Science.gov (United States)

    Use community-based social marketing (CBSM) to facilitate direct neighbor-to-neighbor communication and influence to promote behavior change. In-person communications are often complemented by electronic social media tools.

  11. Marketing Strategy In Surabaya City Archieves And Library

    Directory of Open Access Journals (Sweden)

    Fahriyah Fahriyah

    2018-01-01

    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.

  12. Is this health campaign really social marketing? A checklist to help you decide.

    Science.gov (United States)

    Chau, Josephine Y; McGill, Bronwyn; Thomas, Margaret M; Carroll, Tom E; Bellew, William; Bauman, Adrian; Grunseit, Anne C

    2018-04-01

    Social marketing (SM) campaigns can be a powerful disease prevention and health promotion strategy but health-related campaigns may simply focus on the "promotions" communication activities and exclude other key characteristics of the SM approach. This paper describes the application of a checklist for identifying which lifestyle-related chronic disease prevention campaigns reported as SM actually represent key SM principles and practice. A checklist of SM criteria was developed, reviewed and refined by SM and mass media campaign experts. Papers identified in searches for "social marketing" and "mass media" for obesity, diet and physical activity campaigns in the health literature were classified using the checklist. Using the checklist, 66.6% of papers identified in the "SM" search and 39% of papers identified from the "mass media" search were classified as SM campaigns. Inter-rater agreement for classification using the abstract only was 92.1%. Health-related campaigns that self-identify as "social marketing" or "mass media" may not include the key characteristics of a SM approach. Published literature can provide useful guidance for developing and evaluating health-related SM campaigns, but health promotion professionals need to be able to identify what actually comprises SM in practice. SO WHAT?: SM could be a valuable strategy in comprehensive health promotion interventions, but it is often difficult for non-experts to identify published campaigns that represent a true SM approach. This paper describes the application of a checklist to assist policy makers and practitioners in appraising evidence from campaigns reflecting actual SM in practice. The checklist could also guide reporting on SM campaigns. © 2017 Australian Health Promotion Association.

  13. Electric utilities strategies in final energy markets

    International Nuclear Information System (INIS)

    Bianchi, A.

    2000-01-01

    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

  14. Momentum Investment Strategy : (An Empirical Study of the Canadian Stock Market and the Swedish Stock Market)

    OpenAIRE

    Ludvigsson, Anita

    2008-01-01

    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...

  15. The new age of tobacco marketing: Imagery on social media

    OpenAIRE

    Lesley James; Harsha Kasi Vishwanathan

    2018-01-01

    Background While many areas of tobacco marketing have been restricted, the rise of digital and social media has presented an opportunity for new marketing avenues. This study looked at celebrity social media culture and its contribution to tobacco marketing. Objectives: - Assess the prevalence of such marketing. - Assess who is being targeted, which audience segments. - Determine what types of tobacco products are being marketed. - Analyze themes or frames used to make these products ...

  16. Roots of success: Marketing strategies for the 21st Century

    Science.gov (United States)

    Ian Doescher

    2012-01-01

    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.

  17. Proposals on development strategy of the financial market infrastructure in Ukraine

    Directory of Open Access Journals (Sweden)

    Igor Rekunenko

    2014-11-01

    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

  18. Using social marketing to address barriers and motivators to agricultural safety and health best practices.

    Science.gov (United States)

    Yoder, Aaron M; Murphy, Dennis J

    2012-01-01

    Social marketing is an intervention development strategy that pays considerable attention to barriers to and motivators for behavioral change or adoption of recommended behaviors. Barriers are obstacles that prevent individuals from changing or adopting behaviors and are often referred to as the "cons" or "costs" of doing something. Motivators, on the other hand, are factors that encourage individuals to change or adopt behaviors and are often referred to as the "pros," "benefits," or "influencing factors" of doing something. Importantly, social marketing does not target education or knowledge change as an end point; rather, it targets behavior change. Studies across several types of desired behaviors (e.g., smoking cessation, weight control, more exercise, sunscreen use, radon testing) using the Stages of Change model have found systematic relationships between stages of change and pros and cons of changing behavior. A review of literature identifies numerous research and intervention studies that directly reference social marketing in agricultural safety and health, studies that identify reasons why parents allow their children to be exposed to hazardous situations on the farm, and reasons why youth engage in risky behaviors, but only two studies were found that show evidence of systematically researching specific behavioral change motivating factors. The authors offer several suggestions to help address issues relating to social marketing and agricultural safety and health.

  19. Marketing strategy of company

    OpenAIRE

    Václavíková, Petra

    2008-01-01

    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...

  20. Characteristic and Preferences of Green Consumer Stratification As Bases to Formulating Marketing Strategies of Ecolabel-Certified Furniture

    Directory of Open Access Journals (Sweden)

    Ririn Wulandari

    2012-06-01

    question. The components used were: satisfaction, safety, socialization, and sustainability, as well as government policies which could open markets. The respondents were 408 potential consumers in Jakarta and its surroundings. The method used was purposive and convenience sampling, in which the survey was conducted at exhibitions and showrooms. Ward Method, Stepwise Discriminant Analysis and Biplot Analysis were used to generate consumer stratifications. Before that, reliability tests were conducted using Crombach Alpha method. In addition, data was explored and reduced using Component Principle Analysis. Preference analysis was performed using the method proposed by Thurston Case V. This study results four stratifications of green consumers. There were similarities and differences in preference on each of the stratification of the component of green marketing strategy as well as the marketing strategies of furniture-certified ecolabel for the targeted consumers.

  1. MARKETING STRATEGIES FOR DEVELOPING AGROTOURISM IN JEMBER REGENCY

    Directory of Open Access Journals (Sweden)

    Tantri Wijayanti

    2015-09-01

    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

  2. Teaching Marketing Strategy: Using Resource-Advantage Theory as an Integrative Theoretical Foundation

    Science.gov (United States)

    Hunt, Shelby D.; Madhavaram, Sreedhar

    2006-01-01

    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…

  3. The importance of socio-economic context for social marketing models for improving reproductive health: Evidence from 555 years of program experience

    Directory of Open Access Journals (Sweden)

    Rahaim Stephen

    2005-01-01

    Full Text Available Abstract Background Over the past two decades, social marketing programs have become an important element of the national family planning and HIV prevention strategy in several developing countries. As yet, there has not been any comprehensive empirical assessment to determine which of several social marketing models is most effective for a given socio-economic context. Such an assessment is urgently needed to inform the design of future social marketing programs, and to avoid that programs are designed using an ineffective model. Methods This study addresses this issue using a database of annual statistics about reproductive health oriented social marketing programs in over 70 countries. In total, the database covers 555 years of program experience with social marketing programs that distribute and promote the use of oral contraceptives and condoms. Specifically, our analysis assesses to what extent the model used by different reproductive health social marketing programs has varied across different socio-economic contexts. We then use random effects regression to test in which socio-economic context each of the models is most successful at increasing use of socially marketed oral contraceptives and condoms. Results The results show that there has been a tendency to design reproductive health social marketing program with a management structure that matches the local context. However, the evidence also shows that this has not always been the case. While socio-economic context clearly influences the effectiveness of some of the social marketing models, program maturity and the size of the target population appear equally important. Conclusions To maximize the effectiveness of future social marketing programs, it is essential that more effort is devoted to ensuring that such programs are designed using the model or approach that is most suitable for the local context.

  4. The importance of socio-economic context for social marketing models for improving reproductive health: evidence from 555 years of program experience.

    Science.gov (United States)

    Meekers, Dominique; Rahaim, Stephen

    2005-01-27

    Over the past two decades, social marketing programs have become an important element of the national family planning and HIV prevention strategy in several developing countries. As yet, there has not been any comprehensive empirical assessment to determine which of several social marketing models is most effective for a given socio-economic context. Such an assessment is urgently needed to inform the design of future social marketing programs, and to avoid that programs are designed using an ineffective model. This study addresses this issue using a database of annual statistics about reproductive health oriented social marketing programs in over 70 countries. In total, the database covers 555 years of program experience with social marketing programs that distribute and promote the use of oral contraceptives and condoms. Specifically, our analysis assesses to what extent the model used by different reproductive health social marketing programs has varied across different socio-economic contexts. We then use random effects regression to test in which socio-economic context each of the models is most successful at increasing use of socially marketed oral contraceptives and condoms. The results show that there has been a tendency to design reproductive health social marketing program with a management structure that matches the local context. However, the evidence also shows that this has not always been the case. While socio-economic context clearly influences the effectiveness of some of the social marketing models, program maturity and the size of the target population appear equally important. To maximize the effectiveness of future social marketing programs, it is essential that more effort is devoted to ensuring that such programs are designed using the model or approach that is most suitable for the local context.

  5. VERB - a social marketing campaign to increase physical activity among youth.

    Science.gov (United States)

    Wong, Faye; Huhman, Marian; Heitzler, Carrie; Asbury, Lori; Bretthauer-Mueller, Rosemary; McCarthy, Susan; Londe, Paula

    2004-07-01

    The VERB campaign is a multiethnic media campaign with a goal to increase and maintain physical activity among tweens, or children aged nine to 13 years. Parents, especially mothers aged 29 to 46, and other sources of influence on tweens (e.g., teachers, youth program leaders) are the secondary audiences of the VERB initiative. VERB applies sophisticated commercial marketing techniques to address the public health problem of sedentary lifestyles of American children, using the social marketing principles of product, price, place, and promotion. In this paper, we describe how these four principles were applied to formulate the strategies and tactics of the VERB campaign, and we provide examples of the multimedia materials (e.g., posters, print advertising, television, radio spots) that were created.

  6. INNOVATIVE INTEGRATION OF SOCIAL RESPONSIBILITY IN BUSINESS STRATEGY

    Directory of Open Access Journals (Sweden)

    ALBU MĂDĂLINA

    2015-12-01

    Full Text Available Innovative integration of social responsibility in the decision making in companies and other organizations, is an activity that causes immediate positive effect on those directly involved, on local communities and society as a whole. Setting up a framework to promote and implement the concept of social responsibility is an important factor for promoting economic development and sustainable development of local communities and society in general. The paper presents aspects of how McDonald's Romania treated with the utmost seriousness social responsibilities under its leadership, using all resources to contribute to a better world. The company must be continuously aware of its impact on the environment and the community, including these issues in its future strategy. Synergy between social responsibility activities of companies and their goals of business is a sure way to be successful on the market, this can be highlighted in the case study conducted at McDonald's Romania, a company that wants to use his position leadership to ensure that benefit ethical, environmental and economic.

  7. Implementasi Strategi E-Marketing pada Pietro's Gelato

    OpenAIRE

    So, Idris Gautama; Fransiska, Hellen; Tjoe, Tjia Fie

    2008-01-01

    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...

  8. Study on the Chinese Goods Market Structure and Related Integrated Marketing Strategy

    OpenAIRE

    Qishen Zhou; Mingxing Yang

    2013-01-01

    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...

  9. Promoting physical activity in Iranian women: A qualitative study using social marketing.

    Science.gov (United States)

    Tabatabaei, Seyed Vahid Ahmadi; Ardabili, Hassan Eftekhar; Haghdoost, Ali Akbar; Nakhaee, Nouzar; Shams, Mohsen

    2017-09-01

    In social marketing, at the center of the program is consumer perception. The objective of this study was to explore the viewpoints of Iranian women for tailoring interventions so as to increase physical activity. The social marketing model served as the framework of the study. Qualitative data were collected via six semi-structured focus group discussions (FGDs), in 2014 in Iran. Participants were 51 women, 20 to 60 years old, selected by purposive sampling, with a maximum diversity. Qualitative content analysis of the data was conducted by researchers. After data analysis and extracting initial codes, they were all categorized in four predefined categories of social marketing model (product, price, place and promotion) and related sub-categories. Most of the participants were inactive. Price was addressed by women as the dominant category of this study. The majority of participants emphasized the benefits of prevention of chronic diseases, fitness, staying young, and improving family relations. Most women preferred to do physical activity in a secure and enclosed female environment. And the majority of participants considered radio, television, face to face training, texting, and advertising billboards as promotional strategies. This study provides a unique insight into consumers' values and motivations that affect consumers' decisions to adopt physical activity, in Iran. It could also help researchers to design and implement intervention programs to increase physical activity.

  10. Promoting physical activity in Iranian women: A qualitative study using social marketing

    Science.gov (United States)

    Tabatabaei, Seyed Vahid Ahmadi; Ardabili, Hassan Eftekhar; Haghdoost, Ali Akbar; Nakhaee, Nouzar; Shams, Mohsen

    2017-01-01

    Background and aim In social marketing, at the center of the program is consumer perception. The objective of this study was to explore the viewpoints of Iranian women for tailoring interventions so as to increase physical activity. Methods The social marketing model served as the framework of the study. Qualitative data were collected via six semi-structured focus group discussions (FGDs), in 2014 in Iran. Participants were 51 women, 20 to 60 years old, selected by purposive sampling, with a maximum diversity. Qualitative content analysis of the data was conducted by researchers. Results After data analysis and extracting initial codes, they were all categorized in four predefined categories of social marketing model (product, price, place and promotion) and related sub-categories. Most of the participants were inactive. Price was addressed by women as the dominant category of this study. The majority of participants emphasized the benefits of prevention of chronic diseases, fitness, staying young, and improving family relations. Most women preferred to do physical activity in a secure and enclosed female environment. And the majority of participants considered radio, television, face to face training, texting, and advertising billboards as promotional strategies. Conclusion This study provides a unique insight into consumers’ values and motivations that affect consumers’ decisions to adopt physical activity, in Iran. It could also help researchers to design and implement intervention programs to increase physical activity. PMID:29038710

  11. Social marketing: an underutilized tool for promoting adolescent health.

    Science.gov (United States)

    Bryant, Carol A; Mayer, Alyssa B; McDermott, Robert J; Panzera, Anthony D; Trainor, John K

    2011-12-01

    Social marketing applies some of the same principles used in commercial marketing for the analysis, planning, execution, and evaluation of programs designed to motivate voluntary behavioral change. It relies on consumer research for understanding the people they hope to change, including their values, aspirations, fears, lifestyle, and factors that motivate and deter them from adopting desired behaviors. Social marketing has been applied in public health settings since the 1980s for promoting such behaviors as safer sex, hypertension and cholesterol control, reduced occurrence of alcohol-impaired driving, improved utilization of public health prevention and screening services, and enactment of better school nutrition policies in schools. Although most evidence for social marketing's utility comes from interventions directed at adult audiences, its application with adolescents may help to address issues that have been challenging or unresponsive to health behavior change specialists. This article describes the basic tenets of social marketing as a behavior change process, identifies its previously successful applications with adolescent audience segments, and offers both lessons learned and projected future applications that employ emerging communication technologies.

  12. Market Valuation of Accrued Social Security Benefits

    OpenAIRE

    John Geanakoplos; Stephen P. Zeldes

    2009-01-01

    One measure of the health of the Social Security system is the difference between the market value of the trust fund and the present value of benefits accrued to date. How should present values be computed for this calculation in light of future uncertainties? We think it is important to use market value. Since claims on accrued benefits are not currently traded in financial markets, we cannot directly observe a market value. In this paper, we use a model to estimate what the market price for...

  13. Marketing Strategy Implementation: A Study of Small and Medium Companies in Indonesia

    Directory of Open Access Journals (Sweden)

    Asmai Ishak

    2009-08-01

    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.

  14. AN EXPLORATORY STUDY ON THE INTERNET MARKETING STRATEGY OF COACH IN CHINA

    Institute of Scientific and Technical Information of China (English)

    Meng Cui

    2016-01-01

    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.

  15. Does an Environmental Marketing Strategy Influence Marketing and Financial Performance? A Study of Indonesian Exporting Firms

    Directory of Open Access Journals (Sweden)

    Kardison Lumban Batu

    2017-01-01

    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.

  16. Social marketing strategies for reaching older people with disabilities: findings from a survey of centers for independent living participants.

    Science.gov (United States)

    Moone, Rajean Paul; Lightfoot, Elizabeth

    2009-01-01

    Centers for independent living (CILs) provide critical supports, services, and advocacy for assisting people with disabilities in living independently. As there is a rapidly increasing population of older people with disabilities, many CILs are now considering how to actively engage older adults in their organizations. This study utilized a survey of older people with disabilities to help identify social marketing techniques that community organizations like CILs can use to effectively reach older people with disabilities. Utilizing the components of the social marketing mix in designing outreach efforts, including a critical examination of product, place, price, participants, and partnering, CILs and other community agencies can better reach older adults with disabilities.

  17. One size (never) fits all: segment differences observed following a school-based alcohol social marketing program.

    Science.gov (United States)

    Dietrich, Timo; Rundle-Thiele, Sharyn; Leo, Cheryl; Connor, Jason

    2015-04-01

    According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program. A sample of 371 year 10 students (aged: 14-16 years; 51.4% boys) participated in a prospective (pre-post) multisite alcohol social marketing program. Game On: Know Alcohol (GO:KA) program included 6, student-centered, and interactive lessons to teach adolescents about alcohol and strategies to abstain or moderate drinking. A repeated measures design was used. Baseline demographics, drinking attitudes, drinking intentions, and alcohol knowledge were cluster analyzed to identify segments. Change on key program outcome measures and satisfaction with program components were assessed by segment. Three segments were identified; (1) Skeptics, (2) Risky Males, (3) Good Females. Segments 2 and 3 showed greatest change in drinking attitudes and intentions. Good Females reported highest satisfaction with all program components and Skeptics lowest program satisfaction with all program components. Three segments, each differing on psychographic and demographic variables, exhibited different change patterns following participation in GO:KA. Post hoc analysis identified that satisfaction with program components differed by segment offering opportunities for further research. © 2015, American School Health Association.

  18. Analysis of Marketing Strategy for Food Supplements and Over-The-Counter Medicines.

    Science.gov (United States)

    Dzeparoski, Marjan; Trajkovic-Jolevska, Suzana

    2016-09-15

    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.

  19. The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma

    Directory of Open Access Journals (Sweden)

    Christiane Prange

    2009-12-01

    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.

  20. The Marketing Strategy of Pötting’s Pharmacy Using the Marketing Tool Service Blueprint

    OpenAIRE

    Šilberská, Tereza

    2015-01-01

    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...