Nobre, Helena; Silva, Daniela
The study explored what benefits to small or medium-sized firms (SMEs) could be derived from the development of a social media marketing strategy. Results indicated that Facebook can facilitate communications between SME companies and customers, and can also be an important tool in creating brand recognition and broadening awareness. The importance of developing a thoughtfully designed strategy was cited, as SMEs often lack sophisticated marketing or business plans. The positive study results...
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 ...
Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L
Health practitioners often use the terms marketing and promotion interchangeably. Yet, promotion is just one element of an overall marketing strategy. To realize the greatest impact there must be a combination of all the marketing components, including product, price, place, and promotion. The purpose of this article is to clarify the role of promotion and describe key elements of developing a promotional strategy within the broader context of a social marketing initiative.
Quintana-Vidaurri, Adriana Guadalupe; Santana-Chávez, Luis Alejandro; González-Villalobos, Cynthia Guadalupe
to prove the impact of social marketing strategies in breast cancer detection, taking as a parameter the number of mammographies performed. quasi-experimental research, before and after. Sixty-nine physicians in charge of medical consultation and fourteen nurses were studied for a period of seven months, applying social marketing strategies. The total of mammographies were analyzed using Wilcoxon rank-sum test (p marketing proved to be an adequate strategy, which has an impact on the clinical practice of both physicians and nurses.
Ionescu Andreea; Ciceo Andreea Teodora
Consumers are confronted daily with dozens of decisions on buying a product and more than ever they refer to Social Media as the main and most important source of information and impressions from consumers worldwide. This article tackles the issue that companies nowadays still struggle with: understanding, properly using and incorporating Social Media marketing efforts into the overall marketing communications strategy. Moreover, it presents the particularities of communicating through Social...
Arthur, David; Motwani, Rajeev; Sharma, Aneesh; Xu, Ying
We study the use of viral marketing strategies on social networks that seek to maximize revenue from the sale of a single product. We propose a model in which the decision of a buyer to buy the product is influenced by friends that own the product
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.
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 ...
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...
Thackeray, Rosemary; Brown, Kelli R McCormack
A successful marketing strategy includes the design of a marketing mix with the right combination of products, offered at the right price, in the right place, and then promoted in such a way that makes it easy and rewarding for the individual to change his or her behavior. A price is incurred in exchange for receiving a bundle of benefits. The social marketer can use various pricing tactics to make the desired behavior appear to have fewer costs and more benefits while making the undesired behavior to have less benefit and greater cost. Place is where and when the target population will perform the desired behavior, purchase or obtain a tangible product, and/or receive associated services. Involving partners in the placement strategy can make products more accessible and increase opportunities for people to perform a behavior. Strategies for making the product available at a desirable price and in places that are convenient are integral to the overall social marketing plan to facilitate behavior change.
Belowska, Martyna; Løyche, Tanja Blomgaard; Szewczykowska, Karolina; Shore, Jonna Ellinor; Krejci, Kamila
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...
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.
Sah, Sunita; Fugh-Berman, Adriane
Pharmaceutical and medical device companies apply social psychology to influence physicians' prescribing behavior and decision making. Physicians fail to recognize their vulnerability to commercial influences due to self-serving bias, rationalization, and cognitive dissonance. Professionalism offers little protection; even the most conscious and genuine commitment to ethical behavior cannot eliminate unintentional, subconscious bias. Six principles of influence - reciprocation, commitment, social proof, liking, authority, and scarcity - are key to the industry's routine marketing strategies, which rely on the illusion that the industry is a generous avuncular partner to physicians. In order to resist industry influence, physicians must accept that they are vulnerable to subconscious bias and have both the motivation and means to resist industry influence. A culture in which accepting industry gifts engenders shame rather than gratitude will reduce conflicts of interest. If greater academic prestige accrues to distant rather than close relationships with industry, then a new social norm may emerge that promotes patient care and scientific integrity. In addition to educating faculty and students about the social psychology underlying sophisticated but potentially manipulative marketing and about how to resist it, academic medical institutions should develop strong organizational policies to counteract the medical profession's improper dependence on industry. © 2013 American Society of Law, Medicine & Ethics, Inc.
Geirinhas, Guilherme Guerra Abrantes
In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main d...
Opel, Douglas J; Diekema, Douglas S; Lee, Nancy R; Marcuse, Edgar K
Today in the United States, outbreaks of vaccine-preventable disease are often traced to susceptible children whose parents have claimed an exemption from school or child care immunization regulations. The origins of this immunization hesitancy and resistance have roots in the decline of the threat of vaccine-preventable disease coupled with an increase in concerns about the adverse effects of vaccines, the emergence of mass media and the Internet, and the intrinsic limitations of modern medicine. Appeals to emotion have drowned out thoughtful discussion in public forums, and overall, public trust in immunizations has declined. We present an often overlooked behavior change strategy-social marketing-as a way to improve immunization rates by addressing the important roots of immunization hesitancy and effectively engaging emotions. As an example, we provide a synopsis of a social marketing campaign that is currently in development in Washington state and that is aimed at increasing timely immunizations in children from birth to age 24 months.
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 ...
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...
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 ...
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...
Roumieh, Ahmad; Garg, Lalit
The concept of e-marketing is one which has gained increasing interest within Islamic businesses in recent years. Amin  asserts that one of the most critical issues to consider is the legal and moral aspects of e- marketing and the extent to which they fit comfortably within principle notions of Islam and Sharia law. He states that "e-business is a permissible means of doing business provided it is performed in the boundary of Shariah Islamiyyah”. By this he mean...
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.
Hou, Rui; Wu, Jiawen; Du, Helen S.
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.
Sax, Hugo; Longtin, Yves; Alvarez-Ceyssat, Raymonde; Bonfillon, Chantal; Cavallero, Sabrina; Dayer, Pierre; Ginet, Claude; Herrault, Pascale
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.
Full Text Available This is quantitative and qualitative study based on secondary data. The secondary data includes daily, monthly, quarterly data of Yerevan Brandy company's social media websites and annual data of Facebook, LinkedIn, Instagram, Twitter, YouTube companies. The data was obtained from Alexa, Wolframalpha, Similarweb, Socialbakers, Quintly, Fanpage Karma, Facebook, LinkedIn, Instagram, Twitter, YouTube. The research paper consists of six parts: Introduction, Objectives and Methods, Experimental Section, Results and Analysis, Conclusion, References. The first part of the research paper presents the top social media sites in Armenia. The second part describes the type of data and analysis methods, objectives of the research paper. The third part presents the variables and software used in this study. The fourth part introduces the top keywords from search engines sending traffic to Ararat Brandy website, top 5 linking sites to Ararat Brandy website, total visits of website from October, 2015 to March, 2016, website traffic by countries (Q1, 2016, traffic sources (Q1, 2016, the analysis of Ararat Museum Facebook page performance, the analysis of Facebook posts by page metrics, Ararat Armenian Brandy's total Facebook fans, % change, change per weekday, Facebook fans by country, Facebook fans relative change in 2016, simple ordinary least squares (OLS linear regression analysis. Finally, the paper proposes recommendations for improving the Ararat Brandy's website, Facebook, Instagram, LinkedIn, Twitter, YouTube pages' performance.
Thackeray, Rosemary; Neiger, Brad L; Hanson, Carl L; McKenzie, James F
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.
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 ...
Ingenbleek, Paul T.M.; van Trijp, Hans C.M.; van der Veen, Gerrita
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
Edson Roberto Scharf
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.
Borch, Christian; Lange, Ann-Christina
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...
Nguyen, Duy H; Shimasaki, Suzuho; Stafford, Helen Shi; Sadler, Georgia Robins
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.
Hernández García, Ángel
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...
Khowaja, Liaquat Ali; Khuwaja, Ali Khan; Nayani, Parvez; Jessani, Saleem; Khowaja, Malika Parveen; Khowaja, Saima
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.
González Romo, Zahaira; Plaza Romero, Noemí
Luxury brands reinvent themselves in their marketing and business strategies to adapt and approach emerging markets eager to consume luxury fashion, which is why digital marketing becomes an essential tool for the communication of luxury brands leaders in the market with their younger audiences. The present research aims to know what are the current strategies in digital marketing that are being carried out by the brands of the luxury fashion sector. The aim is to identify the most relevant a...
Tanner, John F; Anne Raymond, Mary; Ladd, Stacey D
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.
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.
Wu, Zunyou; Luo, Wei; Sullivan, Sheena G; Rou, Keming; Lin, Peng; Liu, Wei; Ming, Zhongqiang
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.
Loohuis, Raymond Petrus Antonius; von Raesfeld Meijer, Ariane M.; Groen, Arend J.
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
Wang, Yunchun; Ivanova, Anna
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...
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 ...
Alexandru Lucian MIHAI
This paper presents a brief overview of a significant element of the sport marketing management model called the marketing mix. The marketing mix is crucial because it defines the sport business, and much of the sport marketer’s time is spent on various functions within the marketing mix. The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing. Decisions and strategies for each are importa...
Full Text Available The complexity of business environment imposes the need for continuous change and reexamination of business marketing strategies of enterprises. Theory and practice of strategic management and marketing show that the activities of marketing, which are closely connected to corporate strategy, are the key drivers of growth. There is a positive correlation between competition intensity, marketing strategy and business performance of companies. Even though, managers of many companies don't see a clear connection between marketing strategy and business performance, numerous empirical research show that the companies which possess and efficiently use marketing resources and capabilities are more successful. In knowledge-based economics, the development of value oriented marketing strategies for all participants in the chain is a supposition of the survival, growth and development of companies. Competitive advantage is the essence of any strategy. Acquisition and maintenance of competitive advantage is more successful if the potentials for value creation are used efficiently. The paper examines the critical factors that influence alignment and transformation of marketing strategies in accordance with changes in value estimation. Superior value, is created in different network classes. Theory and practice researches create a reliable basis for the development of new concepts, marketing strategy business models that will contribute to competitive advantage of enterprises and the economy.
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 ...
Tălpău, A.; Vieraşu, T.
This paper presents successful online marketing strategies, more specific “Pay Per Click” publicity and social marketing strategies. Both practices target a well-defined market segment and can be used to increase exposure, generate traffic and in the end generate conversions. While “Pay Per Click” means buying every action (visit/Like etc.), social marketing is looking to establish one to one interactions and to provide value to customers. These two online marketing practices were analyzed bo...
Rodríguez Sánchez, Carla; Sancho-Esper, Franco
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...
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…
Alexandru Lucian MIHAI
Full Text Available This paper presents a brief overview of a significant element of the sport marketing management model called the marketing mix. The marketing mix is crucial because it defines the sport business, and much of the sport marketer’s time is spent on various functions within the marketing mix. The marketing mix is the strategic combination of the product, price, place and promotion elements. These elements are typically called the four Ps of marketing. Decisions and strategies for each are important for the marketer. Information for making educated decisions involving the four Ps comes from the marketing research involving primarily the four Cs - consumer, competitor, company and climate. A critical decision and one of the greatest challenges for the sport business is how to strategically combine the four Ps to best satisfy the consumer, meet company objectives, enhance market position, and enhance competitive advantages.
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
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...
Gyimóthy, Szilvia; Larson, Mia
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....
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…
Lebherz, Philipp Robert
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.
van Riemsdijk, Lenka; Ingenbleek, Paul T M; van Trijp, Hans C M; van der Veen, Gerrita
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.
Lenka van Riemsdijk
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.
The Master's Thesis is focused on the hotel marketing strategy issue. The theoretical section summarizes information about an issue of strategic situation analysis and it also involves marketing tools with focus on the hotel and spa industry. The goal of this paper is to design the situation analysis, evaluate the marketing tools used by the hotel and then summarize the results and include suggestions for the analyzed hotel. For the thesis were used literature sources as well as statistical y...
Robert DRAGOMIR; Mihai ANDRONIE
The present paper deals with digital marketing. The approach into discussion is the strategies met with the concept mentioned above. Within the actual socio-economic context, the electronic equipments offer on one hand new and innovative methods for products promoting and, on the other hand new challenges for the consumers. Thus, we analysed different and major types of strategies, which have a great impact on the digital marketing.
The topic of this thesis was to create a realistic marketing strategy for Kukaneko that sells Finnish sustainable fashion in Lahti. The company had no comprehensive marketing strategy in its use which why this thesis was written. Both secondary and primary research was used to carry out the research. The secondary data was gathered from books, scholarly journals and internet sources. Qualitative data was gathered in co-operation with the owner of the case company through an interview...
Novelli, W D
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
Ott, Carol H; Haertlein, Carol
We describe a social-norms marketing approach to moderating college student drinking behaviors and correcting student misperceptions about campus drinking. The intervention has the potential to be applied to other health behaviors where misperceptions abound, such as those related to cigarette smoking, eating disorders, sexual health, and sexual assault. Even though nurses are actively working on alcohol and other drug (AOD) prevention efforts on college campuses, little data based research have been published. Collaborative efforts between faculty from different disciplines, including nursing and nurse health educators, can be an effective combination for preventing alcohol abuse and for initiating sound research-based campus prevention programs.
Orajärvi, P. (Paavo)
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...
The objective of this thesis was to prepare a marketing strategy for Living City Centre of Kotka Association. The work was implemented with the members of the association and the executive director Reijo Saksa. Living City Centre of Kotka Association was founded in spring 2006 for promoting living, enjoyable and safe centers in the City of Kotka. The association has two permanent employees. The main duties are managing the Kotka market places and promoting the stakeholder connections betw...
Audronė Androšiūnaitė; Borisas Melnikas
The article defines the concept of professional services and evaluates the extent, to which legal services could be understood as professional services. In addition, literature analysis in the relationship marketing is presented as well as conclusions on the method for the use of relationship marketing in the development of legal services marketing strategy. Strategies of professional services marketing are completely different from other services marketing because of relations with current c...
Hastings, Gerard; Brown, Abraham; Anker, Thomas Boysen
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....
Piskorski, Mikołaj Jan
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.
Răzvan Radu POPESCU
Full Text Available Objectives: Flexicurity should reduce the difference between employed people and people belonging to excluded categories. An essential objective is represented by the transition from the concept of flexicurity to the new strategy of mobication. Not least, EU needs to find the tools to implement this new strategy Prior Work: This change of perspective at the national level makes the object of this article. Currently employed people need assistance in order to be prepared and protected during the transition from one workplace to another. Results: Those who belong to currently excluded categories – including those who are unemployed, among which women, young people and immigrants predominate – need readily accessible ways to a workplace and starting grounds in order to allow for the progress towards stable contractual provisions. Value: We think this article is an important step in the disclosure of the problem eraised by this two concepts – both parts of the social policy made by the EU.
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.
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.
Arcaro, P; Mannocci, A; Saulle, R; Miccoli, S; Marzuillo, C; La Torre, G
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
Khanna, Tarun; Palepu, Krishna G; Sinha, Jayant
It's no easy task to identify strategies for entering new international markets or to decide which countries to do business with. Many firms simply go with what they know-and fall far short of their goals. Part of the problem is that emerging markets have "institutional voids": They lack specialized intermediaries, regulatory systems, and contract-enforcing methods. These gaps have made it difficult for multinationals to succeed in developing nations; thus, many companies have resisted investing there. That may be a mistake. If Western companies don't come up with good strategies for engaging with emerging markets, they are unlikely to remain competitive. Many firms choose their markets and strategies for the wrong reasons, relying on everything from senior managers' gut feelings to the behaviors of rivals. Corporations also depend on composite indexes for help making decisions. But these analyses can be misleading; they don't account for vital information about the soft infrastructures in developing nations. A better approach is to understand institutional variations between countries. The best way to do this, the authors have found, is by using the five contexts framework. The five contexts are a country's political and social systems, its degree of openness, its product markets, its labor markets, and its capital markets. By asking a series of questions that pertain to each ofthe five areas, executives can map the institutional contexts of any nation. When companies match their strategies to each country's contexts, they can take advantage of a location's unique strengths. But first firms should weigh the benefits against the costs. If they find that the risks of adaptation are too great, they should try to change the contexts in which they operate or simply stay away.
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.
Dodson, D C; Dotson, M; McIlwain, T F; Young, D
Every organization must monitor and evaluate the performance of its marketing strategies. The health care marketer must continually develop effective measures related to outcomes so that marketing efforts can be justified and garnish the support and resources they deserve. A major task for the marketing executive for the next decade is to develop marketing strategies and prove that those strategies are being met and that they help the health care organization carry out its objective to meet its mission.
Karunamoorthy, S; Selvarasu, A.; Filipe, J.
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...
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.
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...
Hollensen, Svend; Raman, Anthony
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...
Full Text Available The article defines the concept of professional services and evaluates the extent, to which legal services could be understood as professional services. In addition, literature analysis in the relationship marketing is presented as well as conclusions on the method for the use of relationship marketing in the development of legal services marketing strategy. Strategies of professional services marketing are completely different from other services marketing because of relations with current clients and competitors, also – singularity of the professional services.Article in Lithuanian
This report documents the marketing campaign that has been designed for middle and high school students in New Mexico to increase interest in participation in national security careers at the National Nuclear Security Administration. This marketing campaign builds on the research that was previously conducted, as well as the focus groups that were conducted. This work is a part of the National Nuclear Security Preparedness Project (NSPP) being performed under a Department of Energy (DOE) / National Nuclear Security Administration (NNSA) grant. Outcome analysis was performed to determine appropriate marketing strategies. The analysis was based upon focus groups with middle school and high school students, student interactions, and surveys completed by students to understand and gauge student interest in Science, Technology, Engineering, and Math (STEM) subjects, interest in careers at NNSA, future job considerations, and student desire to pursue post-secondary education. Further, through the focus groups, students were asked to attend a presentation on NNSA job opportunities and employee requirements. The feedback received from the students was utilized to develop the focus and components of the marketing campaign.
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...
Blair, J E
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.
This report documents the preparation of materials for the marketing campaign that has been designed for middle and high school students in New Mexico to increase interest in participation in national security careers at the National Nuclear Security Administration. The materials and the marketing campaign build on the research that was previously completed, as well as the focus groups that were conducted. This work is a part of the National Nuclear Security Preparedness Project (NSPP). Previous research included outcome analysis to determine appropriate marketing strategies. The analysis was based upon focus groups with middle school and high school students, student interactions, and surveys completed by students to understand and gauge student interest in Science, Technology, Engineering, and Math (STEM) subjects, interest in careers at NNSA, future job considerations, and student desire to pursue post-secondary education. Further, through the focus groups, students were asked to attend a presentation on NNSA job opportunities and employee requirements. The feedback received from the students was utilized to develop the focus and components of a marketing campaign divided into DISCO (Discovering Intelligence and Security Career Opportunities) for the middle school age group and DISCO…..Your Way! for high school age groups. Both campaigns have an intertwined message that focuses on the education of students in the various national security career opportunities at NNSA using the STEM concepts and the notion that almost any career they can think of has a fit within NNSA. Further, a special emphasis has been placed on the importance of obtaining a national security clearance when working at NNSA and the steps that will need to be taken during middle school, high school, and college to be allowed this opportunity.
Artha Sejati Ananda
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.
Ananda, Artha Sejati; Hernández García, Ángel; Lamberti, Lucio
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...
Diplomová práce se zabývá problematikou návrhu marketingové strategie pro internetový obchod www.babylonshop.cz. Na základě shromážděných teoretických východisek a analýzy současného stavu firmy byla navržena marketingová strategie, která má zajistit vyšší počet uskutečněných objednávek. V praktické části jsou zhodnoceny analýzy a sestaveny návrhy a doporučení, které by měly zajistit nárůst prodeje a stálých zákazníků. The thesis deals with the proposition of marketing strategy for the Int...
Coita Dorin Cristian
Full Text Available Photovoltaic is an increasingly important energy technology. Deriving energy from the sun offers numerous environmental benefits. It is an extremely clean energy source, and few other power-generating technologies have as little environmental impact as photovoltaic. In this article we explored some dimensions of photovoltaic market and suggested a marketing strategy for solar panels manufacturers
Shatalov D. S.; Hamidova O. M.
in the scientific article the necessity of development and implementation of marketing strategies in the activity of any commercial enterprise, we give a meaningful description of the concept of «marketing strategy» and develop requirements for the selection strategy of trade enterprise.
Marketing has proven to be very useful instrument in the wine industry, in fostering comprehensive, cohesive and effective strategies which wineries require to effectively compete in today’s almost saturated wine market. But within wine marketing, the promotion strategy, from our point of view, is the most important component of the winery that can ensure the success in the market or can shorten the life cycle of the product. This being said, the aim of the paper is twofold. Firstly, to deter...
This assignment is about the development of a general strategic marketing plan for academic libraries in Germany and can be used as a guideline for libraries that want to develop concrete marketing strategies for several products and services. Two examples of marketing projects are at its end presented for linking theoretical approaches to practice. Finally the development of an own marketing strategy for “information literacy” builds the last part of the assignment.
M.A. Montagud Climent (Mario); F. Boronat (Fernando); M. García-Pineda (Miguel); O. Niamut (Omar)
htmlabstractThe mass adoption of Social Media together with the proliferation and widely usage of multi-connected companion devices have tremendously transformed the TV/video consumption paradigm, opening the door to a new range of possibilities. This Special Issue has aimed at analyzing, from
Lorenzo-Romero, C.; Constantinides, Efthymios; Alarcón-Del-Amo, M.-D.-C.; Lorenzo-Romero, C.; Constantinides, E.; Alarcön-Del-Amo, M.-D.-C.
Purpose — This study examines a cross section of the Spanish retailing branch on the adoption and use of Social Media tools, identifying users and nonusers and their impact on management experiences. The use of 2.0 technologies has also been analyzed based on company size. Methodology — An online
Montagud, M.; Boronat, F.; García-Pineda, M.; Niamut, O.A
The mass adoption of Social Media together with the proliferation and widely usage of multi-connected companion devices have tremendously transformed the TV/video consumption paradigm, opening the door to a new range of possibilities. This Special Issue has aimed at analyzing, from different point
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
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...
Full Text Available This paper provides limited but new details on the rhetoric of Chief Executive Officers’ letters to stakeholders. We analyze CEOs’ letters to which introduce Corporate Social Responsibility reports for 2012 of several US large companies. The analysis is rooted in discourse analysis, rhetoric, and the theory of argumentation. It yields significant results to be later valued in the field of Business Ethics.
The definition of schizophrenia is currently being extended to include a "prepsychotic" phase. Prepsychosis detection and intervention programs have already been established in Australia. These are intended to identify people "at-risk" for schizophrenia and treat them to prevent their transition into psychosis. However, analysis of leading research in this field shows high levels of arbitrariness in the selection of diagnostic indicators and a lack of convincing evidence about the efficacy of treatments. The favored prophylactic treatment is atypical neuroleptic medication, and sponsorship of research is providing manufacturers of these drugs with a ubiquitous presence in the field. Many risks are associated with atypical neuroleptics and adverse reactions include psychosis. Taken together these factors suggest that prepsychotic intervention may be more concerned with expanding the market for atypical neuroleptics than with preventing schizophrenia.
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.
Full Text Available Smartphones global market is one of the most dynamically developing markets that can be characterized by high level of competition. The growth of smartphones homogeneity, which is a reduction in difference between technical and functional parameters of smartphones produced by various manufacturers, can be considered the market’s specific feature. The unique situation of high-tech product homogeneity in a fast-growing market is scantily described in specialized literature. The article shows changeability of smartphones global market leaders and explains that the key success factor in such a mature market is marketing. Based on secondary information, marketing strategies of long standing market leader in sales Samsung and overtaking Apple companies are determined as well as strategies of contenders for leadership - Chinese companies Huawei and Lenovo. It is shown on Lenovo case that inexplicit positioning leads to a loss of the growing market share due to offensive marketing strategies of other Chinese companies. The research results broaden the knowledge of methodical potential of marketing strategies in companies’ activities in competitive markets of homogeneous high-tech products.
Full Text Available 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.
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.
Moone, Rajean Paul; Lightfoot, Elizabeth
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.
Ananda, Artha Sejati; Hernández-García, Ángel; Lamberti, Lucio
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...
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...
Bloom, P N; Novelli, W D
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.
Martin, Ashley; Grundin, Erica; Harrison, Dash; Espinoza, Jessica
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.
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.
Full Text Available Marketing has proven to be very useful instrument in the wine industry, in fostering comprehensive, cohesive and effective strategies which wineries require to effectively compete in today’s almost saturated wine market. But within wine marketing, the promotion strategy, from our point of view, is the most important component of the winery that can ensure the success in the market or can shorten the life cycle of the product. This being said, the aim of the paper is twofold. Firstly, to determine and analyze the steps that are required to create a promotion strategy in the wine industry, by comparing different approaches. Secondly, to identify the instruments of the promotional mix that helps a winery to implement its promotional strategy. Bearing that in mind, the paper starts with some theoretical aspects regarding the promotion strategy and ends by providing a brief overview of the main findings.
Marketing is an important part of a business strategy. A company develops a marketing strategy to match their resources and capabilities to customer's changing needs and wants, at a profit. This paper presents the marketing strategy of housing companies in the high-end market segment of Thai private housing market. The framework includes the 4Ps marketing mix and relationship marketing. The 4Ps marketing mix concerns product, price, promotion and place element of house products and services w...
Pricop Oliver Constantin
The Customer Relationship- Marketing supposes the adaptation of the marketing mix from the customers’ and the market’s perspective. Thus, the 4 P (product, price, place, promotion) must become 4 D (desired by consumers, distinctive from the competition, deliverable by the company, durable over time) respectively 4C (the buyer with his requirements and desires, the cost paid by the buyer, the convenience of the acquisition, the communication with the customers. The CR-Marketing strategy compri...
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.
As Australia's largest consumer organisation, the Australian Consumers' Association (ACA) has a vital role in providing information, so consumers can make an informed choice, as well as participating in formulation of standards to increase the quality of products, including foods. The consumer movement is marketing the process of irradiation and will continue to give consumers information that allows them to make an informed choice
This report documents the research that has been undertaken as background for preparation of a marketing campaign for middle and high school students to increase interest in national security careers at the National Nuclear Security Administration. This work is a part of the National Security Preparedness Project (NSPP), being performed under a Department of Energy (DOE)/National Nuclear Security Administration (NNSA) grant. Previous research on the development of a properly trained and skilled national security workforce has identified a lack of interest by k-12 students in the STEM (Science, Technology, Engineering, and Mathematics) fields. Further, participation in these careers by women and minority populations is limited and is not increasing. Added to this are low educational achievement levels in New Mexico, where the marketing campaign will be deployed.
Alexandra E. RUSĂNEANU
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....
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.
Chairunisa, Rahmah; Purwanegara, Mustika Sufiati
KLM is one of PT. XYZ product that managed by Health Care Business unit. KLM is a transparent intravenous dressing that aims to reduce the number of phlebitis and IADP (Primary blood stream infections). Among the intravenous dressing, KLM only can seize 29% of market share in Indonesia. And in 2011, the sales of KLM were decline for more than 50% from sales in 2010. This condition happened in DKI Jakarta and Bandar Lampung. While on the other regions, the number of sales is too volatile. Sinc...
Kuada, John Ernest
The marketing literature generally assumes that managers and customers always make rational (reasonable and logical) decisions. In real life, however, decision making process is hardly rational and straight forward. Managers and customers normally make decisions “in-action” – i.e. as they grapple...... students a variety of decision making skills as they prepare themselves to work in international companies. This is the task initiated in this book. It discusses how managers combine both rational and non-rational approaches and tools in their decision making processes, especially in international business...
The process of marketing segmentation strategy selection represents the essence of strategical marketing. We present hereinafter the main forms of the marketing statategy segmentation: undifferentiated marketing, differentiated marketing, concentrated marketing and personalized marketing. In practice, the companies use a mix of these marketing segmentation methods in order to maximize the proffit and to satisfy the consumers’ needs.
N. M. Sergeeva
Full Text Available Strategy of pharmaceutical goods (PG promotion is a working out of methods of goods realization stimulation. To make PG promotion maximum effective, and to receive a sufficient result for pharmaceutical organization (PO it is necessary to conduct marketing studies (MS, to work out a marketing plan for PG promotion and to offer marketing strategies for goods promotion. To resolve these problems we have formed a concept of marketing promotion of PG system for one of big retail PO of Kursk and Kursk oblast (code name “A”. With this purpose we have identified a problem of PG promotion organization, studied an influence of external and internal environment on the PO “A” activity, determined strong and weak sides of PO activity. We have systematized the results in SWOT-analysis, and formed the strategies of PO for the improvement of work efficiency on the market. On the basis of the results received we have worked out the recommendations for the marketing strategies of PG promotion for the certain PO.
互联网技术和移动应用的发展极大地改变了人们的生活，令酒店消费者行为模式发生了重大改变。市场环境的变化促使酒店无法再固守传统的市场营销策略，越来越多的酒店开始采用和重视社交媒体营销。在新形势下，应努力发挥酒店社交媒体的营销功能，以此提升酒店的口碑，扩散酒店的良好形象。%The development of Internet technology and mobile applications has greatly influenced people's life, which makes hotel consumers undergo tremendous changes. The change of the market environment makes more and more hotels began to use and pay attention to social media marketing. Under the new situation, efforts should be made to develop hotel's social media marketing functions, to improve the hotel reputation and a good image of hotel..
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.
Evans, W Douglas
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
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...
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 ...
The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing infor...
Full Text Available The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0, relationship marketing (2.0 and spiritual marketing (3.0. The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Among other conditions for effective strategies there are: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy.
Gyimóthy, Szilvia; Munar, Ana Maria; Larson, Mia
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...
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.
GONCHAR V.; KALININ O.
The article analyzed the importance of marketing to achieve steady business growth, the main strategy of internal development and marketing of its level of development, achieving competitive advantage and the main directions of marketing management. The examples of marketing strategies for leading corporations were described. The problems and prospects of the business strategy of extensive growth and diversification were made.
Mobile marketing is a young and still developing strategy in marketing. It thanks its creation and rapid evolution to the growth of mobile devices, such as mobile phones and tablets. This paper's research question, "can mobile marketing be used as a strategy in CRM?" investigates the strength of mobile marketing, its application and use by marketers as their sole or part of their marketing campaign and as strategy in customer relationship management (CRM). The two main components of the resea...
Jalees, Tariq; Tariq, Huma; Zaman, Syed Imran; Alam Kazmi, Syed Hasnain
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...
Luis Barreiro Pousa
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.
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...
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
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...
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...
Marjanova Jovanov, Tamara
Presented material to the students: 6.1. The mission of the organization and corporate goals 6.2. Marketing goals 6.3. Classification of marketing strategies 6.4. Generic marketing strategies regarding the wanted competitive advantage. 6.5. Competitive strategies in relation to the competitors and in relation to the environment. 6.6. Growth strategies or investment (intensive growth and integration / diversification) and maintenance strategies or divest (maintenance, harvest...
Sponsorship, as a very successful form of marketing, is quite common in sports. Thanks to the financial means which come from sponsorship, sports teams and individuals achieve top results. In return for that, sponsors take advantage by enhancing their brand and image for longer period. An extensive influence of sponsorship over sports development has been achieved through properly selected elements of sports strateg.y
Full Text Available Sponsorship, as a very successful form of marketing, is quite common in sports. Thanks to the financial means which come from sponsorship, sports teams and individuals achieve top results. In return for that, sponsors take advantage by enhancing their brand and image for longer period. An extensive influence of sponsorship over sports development has been achieved through properly selected elements of sports strateg.y
Herhausen, Dennis; Egger, Thomas; Oral, Cansu
What makes a marketing strategy implementation successful and how can managers measure this success? To answer these questions, we developed a two-step audit approach. First, managers should measure the implementation success regarding effectiveness, efficiency, performance outcomes, and strategic embeddedness. Second, they should explore the reasons that have led to success or failure by regarding managerial, leadership, and environmental traps. Doing so will also provide corrective action p...
Briones, Kristi; Lustik, Faith; LaLone, Joel
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.
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.
Kolk, A.; Pinkse, J. [Business School, University of Amsterdam, Amsterdam (Netherlands)
The issue of climate change has attracted increasing business attention in the past decade. Whereas companies initially aimed primarily at influencing the policy debate, corporate strategies increasingly include economic responses. Existing classifications for climate change strategies however still reflect the political, non-market components. Using empirical information from the largest multinational companies worldwide, this article examines current market responses, focusing on the drivers (threats and opportunities) and the actions being taken by companies to address climate change. It also develops a typology of climate strategies that addresses the market dimensions, covering both the aim (strategic intent) and the degree of cooperation (form of organisation). The aim turns out to be either innovation or compensation, while the organisational arrangements to reach this objective can be oriented at the company level (internal), at companies' own supply chain (vertical) or at cooperation with other companies (competitors or companies in other sectors - horizontal). The typology can assist managers in deciding about the strategic option(s) they want to choose regarding climate change, also based on the insights offered by the paper about the current state of activities of other companies worldwide.
The author will first present an updated view of the global power market activity, including opportunities in power generation, transmission and distribution. This will include a review of the trends in closings and transaction flowed by type of activity and geographic area. Estimates will be based on Hagler Bailly's comprehensive database on global power transactions and project announcements. The firm has also worked with dozens of global power companies since 1990. Second, the author will review trends in terms of regulatory changes, project cost trends, developers' project experiences, and financing issues. This systematic review will be the foundation for projection of future market activity (e.g., number of closing by type of project through 2000). A forecast of future greenfield and privatization activity will be provided and the key markets will be highlighted. Third, the author will present an updated view of the competition in the global power market (including the various types of competitors and changes in their respective market posture). Finally, the author will discuss the various types of strategies and business models that are followed by key global power players
This Bachelor’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...
This bachelor thesis deals with the marketing strategy of the company Náš grunt, s.r.o., the operator of the farm food concept Náš grunt. The aim of the thesis is to analyse the marketing strategy of the company and to suggest possible improvements. The theoretical part of the thesis is focused on the marketing, the marketing process, the marketing strategy, the marketing mix and SWOT analysis. The practical part is based on the situation analysis and the marketing strategy of the company Náš...
Savelyeva Irina Petrovna
Full Text Available The purpose of the article is to develop an original approach to the formation of a marketing strategy of commercialization of innovations. The existing views on the process of creating marketing strategies were examined and classified and the algorithm of building marketing strategies for the processes commercialization of innovations was offered. The results can be used by industrial companies and in the educational process of marketing, strategic marketing and innovation management disciplines.
The title of this thesis is : Marketing strategy of luxury brands. This subject has been chosen in order to highlight the marketing strategies of luxury brands. Luxury marketing in comparison to traditional marketing, known to everyone, is a much more targeted sector for a limited number of people. To perfect this study, this thesis is based on the analysis of the marketing strategies of two large and traditional French luxury brands: Chanel and Louis Vuitton, a know-how recognized throughout...
Economic Viability and Marketing Strategies of Periwinkle Tympanotonus Fuscatus in Rivers State, Nigeria. ... The results indicated that marketing strategies are enroute, through harvesters (collectors), ... EMAIL FULL TEXT EMAIL FULL TEXT
Manoff, R K
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.
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...
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...
Kautzmann, L N; Kautzmann, F N; Navarro, F H
Understanding marketing techniques is one of the skills needed by successful entre renews. Target marketing is an effective method for occupational therapy entrepreneurs to use in determining when and where to enter the marketplace. The two components of target marketing, market segmentation and the development of marketing mix strategies for each identified market segment, are described. The Profife of Attitudes Toward Health Care (PATH) method of psychographic market segmentation of health care consumers is presented. Occupational therapy marketing mix strategies for each PATH consumer group are delineated and compatible groupings of market segments are suggested.
Describes characteristics of the online marketplace. Topics discussed include technology barriers; data ownership; markets for online services, including libraries and end users; marketing and promotion tactics, including exhibits and conferences, advertising, direct mail, and user groups; international marketing and service; strategic marketing…
Alexandra E. RUSĂNEANU
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.
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...
Digital marketing has a major importance in the marketing strategy of any company regardless of sector, size or country of origin. Thus, more than ever, in order to remain competitive, companies are forced to exploit this form of marketing, which essentially can bring huge benefits at low costs. The main form of digital marketing is the inbound marketing, which represents an organic marketing form, based on the close relationship ...
Conlon, M K
In a world of increased competition and changing consumer expectations, one of the keys to a fiscally sound health plan is having a dynamic marketing strategy that takes into account the shifting attitudes of consumers as managed care markets mature. The primary goal of any health plan marketing strategy should be the acquisition and retention of members. Providing cost-efficient and convenient service for enrollees, offering low or no deductibles, having convenient office locations, and minimizing paper-work are important elements of such a marketing strategy. Factors such as brand awareness and the perceived image of a health plan also are important considerations in acquiring and retaining market share. The relative importance of these consumer satisfaction criteria change as a managed care market evolves and matures. Financial and marketing managers, thus, should ascertain their market's stage of development and respond with appropriate marketing strategies.
Xie, Peihong; Li, Xin; Xie, Xuemei
Purpose: This paper aims to systematically examine the key notion of integration of non-market and market strategies in the increasingly popular study of corporate non-market strategies. Design/methodology/approach: This paper is based on a brief literature review of the non-market strategy (NMS...... explore how to seamlessly coordinate non-market and market strategies in order to gain maximal synergies. Originality/value: This paper is the first to examine the key notion of integration in a systematic manner. It is the first to propose a three-question solution to systematic understanding......) research that shows the existing literature does not offer a clear and systematic account of the key notion of integration. It suggests any systematic account of integration should address at least three interrelated questions, i.e. why, what and how to integrate non-market and market strategies? Findings...
Full Text Available All organizations must settle a price for the services they offer. The price for services is an important element of the marketing mix, being an important income source for the organization. The settlement of a correct price, both for the market and the competition, is a significant element for the sector of financial - banking services. Another important factor to take into consideration is the fact that the banks do not settle only the prices for individual services, but also coordinate their prices for service packages. As the competition in the financial - banking services has intensified, the settlement of correct prices has become an essential element for the marketing strategy. Nevertheless it is important to remind that the price is not a central element. There are other significant grounds, the price being only one of the elements of the marketing mix. Although in Romania many customers may be sensitive in present to the price, as the competition will increase, the quality of the services will become more important to the customers, and the demand will be complex.
Keller, Heidi; Thackeray, Rosemary
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.
De Allegri, Manuela; Marschall, Paul; Flessa, Steffen; Tiendrebéogo, Justin; Kouyaté, Bocar; Jahn, Albrecht; Müller, Olaf
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.
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.
Marketing na društvenim mrežama je posljednjih godina sve popularniji i sve se više razvija, a u ovom radu su pojašnjeni osnovni pojmovi kao što su marketing, marketinški splet koji možemo smatrati temeljima marketinga te marketinške strategije, zatim su objašnjeni pojmovi interneta i društvenih mreža u smislu komunikacijskih kanala kojima možemo poslati marketinšku poruku ciljanoj skupini. Prikazani su načini oglašavanja preko najpopularnijih društvenih mreža. Provedeno je i istraživanje o s...
Araújo, Filipa Alexandra da Costa
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...
Full Text Available The objective of this study is to explore and describe a marketing strategy for a nursing college. An explorative and descriptive research design, within the context of a nursing college and affiliated hospitals, was followed. A literature study of marketing models was undertaken and the Delphi-method was utilised to determine the contribution of marketing staff and the possible content of a marketing strategy for a nursing college. The results were utilised to describe guidelines for such a strategy, consisting of marketers/marketing agents, target market, product, price, promotional activities, place and market research. Recommendations include the planning, implementation and evaluation of strategy, inservice training for potential marketing agents, inclusion of marketing as part of the formal education of tutors and nurse managers,as well as an impact study of the scholar as the main consumer.
Pryde, M; Muller, M
The objective of this study is to explore and describe a marketing strategy for a nursing college. An explorative and descriptive research design, within the context of a nursing college and affiliated hospitals, was followed. A literature study of marketing models was undertaken and the Delphi-method was utilised to determine the contribution of marketing staff and the possible content of a marketing strategy for a nursing college. The results were utilised to describe guidelines for such a strategy, consisting of marketers/marketing agents, target market, product, price, promotional activities, place and market research. Recommendations include the planning, implementation and evaluation of strategy, inservice training for potential marketing agents, inclusion of marketing as part of the formal education of tutors and nurse managers, as well as an impact study of the scholar as the main consumer.
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.
Yogesh V. Joshi; David J. Reibstein; Z. John Zhang
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...
Rivera Camino, Jaime
This article reports a definition of Market Orientation whieh supported from a perspeetive of strategy implementation. It is different from the studies that eonsider the identity of Market Orientation as the adoption of the marketing eoncept or the implementation of a business culture. The results obtained from two eountries provide empirical support to our definition of Market Orientation as competitive strategy. This is reported independent from the marketing department and is capable of be...
This Research Study looks at various innovative marketing strategies used by our top most companies .Marketing strategies is a long term, forward looking approach to planning with the fundamental goal achieving a sustainable competitive advantage. Overall approach of this paper is to create a link between growth rate of companies and new marketing strategies. Good marketing is no accident, It is both an art and a science and it results from careful planning and execution using state-of-the-ar...
The main objective of this thesis was to identify which marketing strategy is most effective for wine producing companies to enter and compete on the Australian wine market with excessive supply and diminishing demand. The purpose of the thesis was to create a marketing strategy for the commissioner, a case company, referred to as Company X for confidential reasons. Secondary research, predominantly based on marketing literature and governmental statistics, was conducted to create the th...
Van Doren, D C; Spielman, A P
Despite continued significant increases in the nation's spending for health care, use of inpatient hospital services has declined. The authors use the product life cycle to analyze the market for inpatient hospital services and to examine competitive strategies for hospital marketing success. The product life cycle literature suggests at least four strategies for products in decline. The authors analyze the advantages and disadvantages of these strategies as they relate to the hospital market.
Thackeray, Rosemary; Neiger, Brad L; Keller, Heidi
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.
Nielsen, Sigge Winther
The present literature on political marketing strategy has provided important knowledge about how the material context of technologies, polls or competitors influences strategy formulation. However, less attention has been directed to the constraints facing a political organization from the social...... context related to habits, norms or social conventions. This article thus aims at bringing organizational new institutional theory into the field of political marketing strategy. Accordingly, it is investigated how political organizations when initiating marketing strategies act or react toward...... that decision makers will (1) scan information from their environment, (2) interpret this incoming information in available cognitive categories and (3), finally, select a strategy premised on their cognitive interpretations. On this ground, we build a novel typology that specifies which political marketing...
Coffee, Linda; Miller, Bob W.
Traces the expansion of marketing in postsecondary education. Enumerates the goals of Prince George's Community College's marketing task force. Defines marketing and suggests strategies for targeting marketing efforts toward high school students, business and industry, the general public, and students within the college. (AYC)
Eskildsen, Jacob Kjær; Kristensen, Kai; Steensen, Elmer Fly
The popularity of customer satisfaction measurements has grown considerably over the last few years but we know very little about how the structure of the individual markets with respect to the transparency of products and services as well as how consumer preferences affect customer satisfaction....... Here a total of 14540 customers have evaluated their preferred supplier with respect to banking, property insurance, supermarkets and mobile telecom. The analysis shows that market structure has a profound effect on customer satisfaction measurements and that this effect differs from industry...... to industry. The paper concludes with an evaluation of the implications of the findings in relation to the use of results from customer satisfaction studies....
Westley, F.; Holmgren, M.; Scheffer, M.
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
Typical of the sorts of ventures local distribution companies are embarking on these days is Northern States Power Co.'s new unregulated subsidiary. Seven Innovations, set up to entice its customers with a rather lengthy menu of energy-related services. Seren's offerings range from home freeze-up protection, for a residential customer away for the winter, to energy load information for a large company. In charge of Seren's operations is Glynis Hinschberger, president and CEO. She's logged many years in the power industry and particularly in energy management services. But in the brave new world of unbundling, how does a company like Seren figure out just what services its customers want and need--in sufficient volume to make a healthy contribution to the company's bottom line? It's not as if the industry had decades of experience, and accumulated wisdom, to draw on in devising marketing strategies and plans for new unregulated businesses. So, to find out how a new company like Seren assesses its market's needs, and then translates those needs into viable services, American Gas went to Seren's Hinschberger for an inside look at how it's done
The consumer’s perception of the marketing company’s activities is represented by the positioning strategy. The positioning process consists of approaching the market’s segments in different ways, with deferent’s offer, using three fundamentals strategies: strengthen the current company position, competition free segments identification and repositioning the competition using an aggressive marketing strategy.
This bachelor thesis presents a project, which is commissioned by Valona Design, a Finnish-based design company in arts and crafts. The main outcome of this thesis is to familiarize the reader with the fast-changing social media branding, which is applied to the commissioning company. The final objective of this thesis is to produce a customized content marketing calendar for the commissioning company which is based on the social media branding’s framework. The content marketing calendar...
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...
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....
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.
Gurven, Michael; Kaplan, Hillard; Winking, Jeffrey
This paper examines social determinants of resource competition among Tsimane Amerindian women of Bolivia. We introduce a semi-anonymous experiment (the Social Strategy Game) designed to simulate resource competition among women. Information concerning dyadic social relationships and demographic data were collected to identify variables influencing resource competition intensity, as measured by the number of beads one woman took from another. Relationship variables are used to test how the affiliative or competitive aspects of dyads affect the extent of prosociality in the game. Using a mixed-modeling procedure, we find that women compete with those with whom they are quarreling over accusations of meat theft, mate competition, and rumor spreading. They also compete with members of their social network and with those who were designated as cooperative helpers or as close kin. Women take fewer beads from desired friends, neighbors, and from those viewed as enemies. We interpret favoritism toward enemies as resulting from fear of retribution. Our results suggest that social relations among women are multifaceted and often cannot be simplified by exclusive focus on genetic relatedness, physical proximity, or reciprocity. We argue that a complex understanding of cooperation and competition among women may require important contextual information concerning relationship history in addition to typical features of resource ecology. PMID:20526460
Gita Aprinta E. B.
Full Text Available Social Marketing Strategy toward Brand Awareness of Students Habit of FTIK Students, Universitas Semarang. There is a problem regarding student’s habits of recycle habit in the campus environment, that became worst and impact to campus environment. This research tries to solve the problem by using social marketing strategy methods. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors. Social marketing can be used as a problem solving by integrated communication principle and marketing techniques. This research tries to use social marketing in formulating some strategies to solve those habits problem by developing students’s social awareness in order to change their bad habit in garbage throwing. The results shows that social marketing strategy start from 4P components to fulfill awareness pyramid in brand recognition level. It means that students will act if there is a reminders from their peers group.
Ирина Петровна Савельева
Full Text Available The purpose of the article is to develop an original approach to the formation of a marketing strategy of commercialization of innovations. The existing views on the process of creating marketing strategies were examined and classified and the algorithm of building marketing strategies for the processes commercialization of innovations was offered. The results can be used by industrial companies and in the educational process of marketing, strategic marketing and innovation management disciplines.DOI: http://dx.doi.org/10.12731/2218-7405-2013-4-4
The primary purpose of this Bachelors thesis is to develop a marketing strategy, demonstrating how the new website can be developed and marketed online. The thesis is divided into theoretical and practical parts. The theoretical part provides an overview on planning a marketing strategy for a new business in general. It involves definitions and process of marketing, describes a marketing plan structure in detail, outlines main components of the marketing mix and illustrates the process of cre...
Aurelia-Felicia STĂNCIOIU; Mihail-Cristian DIŢOIU; Nicolae TEODORESCU; Lucian-Florin ONIŞOR; Ion PÂRGARU
From the perspective of the tourist, sensory marketing strategies may result in an experience improvement which leads, in time, to acquiring a positive destination image, and, from the perspective of the destination, to furthering its harmonious development. Even though it appears that sensory marketing strategies can be considered as alternatives for marketing strategies, they actually are complementary, and their objective (increasing product quality by “turning to the beginning”, where per...
Small enterprise shows some specific characteristics which are necessary for creation of marketing strategy. The goal of this work is an attempt of marketing strategy analysis of the small enterprises. The necessary request of the analysis is to define the small enterprise. There have also been analyzed the specific orders for small enterpriser. Special part of work is dedicated to a small enterprises management strategy and the other one to their marketing communications. There are mentioned...
Marschalleck, Helmut [MVV Energie AG, Mannheim (Germany); Arndt, Andreas [EnBW Vertriebs- und Servicegesellschaft, Karlsruhe (Germany); Behm, Norman [Stadtwerke Rostock AG (Germany)] [and others
The assistance in the strategic and operational planning of an individual marketing strategy in the district heating market is the focus of the book under consideration. Starting from the definition of the actual situation (market analysis and marketing potential) and the strategic goal, a marketing concept and a marketing mix (product policy, pricing policy, distribution policy as well as communication policy) is established. Subsequently, the tools of the marketing controlling (incoming orders and turnover, marketing key performance indicators, reporting, marketing audit) are described.
Reinhard, CarrieLynn D.
Case studies of marketing strategies are illustrated that utilize some gaming structure and rules that encourage play(ing). In this paper, these strategies are referred to as "gameplay marketing". It is argued that these strategies have been inspired by established modes of gaming and can be found...... in at least four general types. The case studies discussed are four campaigns that represent these types: two television series, Leverage and Heroes, and two films, Cloverfield and The Dark Knight. The purpose of such gameplay marketing strategies appears to be to provoke viral marketing by creating buzz from...
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
Abay, Kibrom Araya; Kahsay, Goytom Abraha; Berhane, Guush
We investigate the role of an indigenous social network in Ethiopia, the iddir, in facilitating factor market transactions among smallholder farmers. We use a detailed longitudinal household survey data and employ a fixed effects estimation to identify the effect of iddir membership on factor...... market transactions among farmers. We find that joining an iddir network improves households’ access to land, labour and credit transactions. Our findings also hint that iddir networks may crowd-out borrowing from local moneylenders (locally referred as ‘Arata Abedari’), a relatively expensive credit...
Aléssio Bessa Sarquis
Full Text Available The tourism sector has an important economic and social role and marketing strategies can help improve the market performance of service organizations. Thus, the study analyzed the marketing strategies applied in the travel agency services sector in the state of Santa Catarina and, therefore, a quantitative, descriptive inconclusive and in the form of field survey (survey was applied with self-administered questionnaires available in the Google Docs platform for a sample of 109 emissive agencies of small and medium. Statistical analyzes were performed by means, frequency, stand-ard deviation and hypothesis testing as the measurement scales applied. The results show that the vast majority of the surveyed agencies use internal marketing strategies, external, interactive and relationship management with clients and midsize agencies use more often most measured marketing strategies.
Full Text Available The future science of Economics must be human-centered, value-based, inclusive, global in scope and evolutionary in perspective. It needs to be fundamentally interdisciplinary to reflect the increasingly complex sectoral interconnections that characterize modern society. It must also be founded on transdisciplinary principles of social existence and human development that constitute the theoretical foundation for all the human sciences. This paper examines three fundamental aspects of modern economy to illustrate the types of issues and perspectives relevant to a reformulation of Economics framed within a broader political, social, cultural, psychological and ecological context. It examines the social forces responsible for the present functioning of economies, which can be effectively addressed and controlled only when they are made conscious and explicit. Whatever the powers that have shaped its development in the past, the rightful aim of economic science is a system of knowledge that promotes the welfare and well-being of all humanity. Markets and money are instruments for the conversion of social potential into social power. They harness the power of organization to transform human energies into the capacity for social accomplishment. The distribution of rights and privileges in society determines how these social institutions function and who benefits. Freedom means access to social power and is only possible in the measure all forms of that power—political, economic and social—are equitably distributed. The current system is inherently biased in favor of privileged elites reinforcing domination by the more powerful. The emergence of the individual is the vanguard of social evolution and the widest manifestation of creative individuality is its pinnacle. This emergence can only be fully achieved in conditions of freedom and equality. Economic theory needs to make explicit the underlying forces determining the distribution of power and
In the world of today, where we have a tendency towards globalization, the role of social media is growing rapidly and it is expanding and increasing the diversity of communication channels in the global network. More and more people are spending a meaningful part of their daily life by surfing the Internet. Consequently, it reflects business in general and has a crucial impact on small organizations in particularly. Based on this, it is important for all businesses to understand the role of ...
Francisco Javier Arias Vargas
Full Text Available This paper analyzes a model of decentralized marketing cape gooseberry (Physalis peruviana as an alternative to traditional wholesale channels; where brokers obtain higher profits; while farmers receive little profit for their product and the customer receives an expensive product. The investigative process development for nine months under a descriptive exploratory approach to data collection and triangulation of it to build the case. The project currently benefits 40 farmers; victims of armed conflict in the village of Mesopotamia Antioquia Union have joined the project, which has particularities like organic production of 1.2 tons per month of product, recovery of abandoned land; and equitable distribution of profits and the way for negotiations between farmers and the seller as a new proposal of peasant association.
With the rapid development of the Chinese economy, a coffee consumption market with huge potential develops. China becomes a hot place that many foreign companies are struggling to enter. Depending on the expected development of China’s coffee consumer market prospects, Starbucks decides to choose the Chinese market as another important overseas market. The thesis is carried out in a deductive and quantitative method. The study consists of two parts: theoretical part and empirical part. Th...
Lefebvre, R C; Flora, J A
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.
Jezukevičiūtė, Jolita; Davidavičienė, Vida
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...
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。
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.
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.
M.G. Dekimpe (Marnik); D.M. Hanssens (Dominique)
textabstractThe question of long-run market response lies at the heart of any marketing strategy that tries to create a sustainable competitive advantage for the firm or brand. A key challenge, however, is that only short-run results of marketing actions are readily observable. Persistence modeling
New marketing as part of a new virtual world is present 24 hours from 24 hours and is veryunique. The purpose of this paper is to highlight the role and importance of the website in aprocess of generating the virtual identity of the company. The advent of online marketing does notsubstantially change the management system of marketing, but marketing experts offer a neweffective tool that can easily reach a large number of new customers. Thus, experts in marketingstrategies must adapt to new technologies and media while marketing essentially unchanged.
Smith, H L; Haley, D; Piland, N F
Rural hospitals confront an inauspicious environment due to changes in patient reimbursement and medical practice. Facing a situation of declining revenues, marketing presents an option for rural hospitals to adapt to the growing constraints. This paper analyzes the determinants of marketing strategy emphasis in rural hospitals. The conceptual model adopted in this study predicts that prior performance and contextual variables explain marketing strategy emphasis. The relationships are examined in a case study of rural New Mexico hospitals. Results suggest that prior performance and several contextual variables explain variations in marketing strategy emphasis. In particular, higher gross patient revenues are associated with more emphasis on television and radio advertising. Furthermore, rural New Mexico hospitals with high numbers of licensed beds and medical staff members, or that are affiliated with a chain organization, place greater emphasis on market research and market planning. The implications for marketing practice in rural hospitals are discussed.
Full Text Available We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market-oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term success, they represent an unnecessary cost and provide no added value to companies focusing on market-driven strategies and short term results.
Smith, Joanna Warren
The new definition of camp includes year-round camp programs for a variety of populations at multiple sites. Developing a marketing strategy involves creating a mission statement that is unique, publishing a year-round marketing strategy, delivering a consistent quality product, and getting people to talk about camp. Sidebar lists elements of how…
Full Text Available The purpose of this journal is to mention of how the opportunity of Internet marketing and the strategy of selling via Internet marketing, The community of Indonesian now become the potential buyer because more than 30 million users of Internet in Indonesia now. So that, this is the challenge for us to make the business based on e-commerce and application the strategy of selling via Internet marketing.
Gadiraju, Gaurav Kumar
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 ...
Markova V.; Tzinlin M.; Ge C.
Smartphones global market is one of the most dynamically developing markets that can be characterized by high level of competition. The growth of smartphones homogeneity, which is a reduction in difference between technical and functional parameters of smartphones produced by various manufacturers, can be considered the market’s specific feature. The unique situation of high-tech product homogeneity in a fast-growing market is scantily described in specialized literature. The article shows ch...
TANASE, George Cosmin
A manager who develops an understanding of the needs and characteristics of specific groups of target customers within the broader market may see new, breakthrough opportunities. But it’s not always obvious how to identify the real needs of a target market—or the marketing mix that those customers will see as different from, and better than, what is available from a competitor. Identifying a company’s market is an important but sticky issue. In general, a market is a group of potential custom...
It is unquestionable that the internet has made a huge impact on the society as a whole. Social media is one such advanced technology tool that has become the latest trends in people’s lives. The success of social media can be seen in terms of the million Facebook, Twitter and LinkedIn users. Hence, many companies have started using the various social media platform as a marketing tool in order to capitalise on the benefits of using this tool. This paper hopes to understand the role of social...
Ormrod, R.P.; Zaefarian, Ghasem; Henneberg, Stephan C.
This paper investigates the fit between the strategic posture of a political party and its political market orientation, and analyses the impact of this fit on party performance. For this purpose, a configuration theory logic is applied to the context of the political market; in particular, we de...
Satiani, Anand; Satiani, Bhagwan
A common misconception is that marketing is synonymous with advertising. Marketing by physicians has undergone a transformation from the earlier unacceptable slick sales pitches to a more common sense, tasteful, comprehensive, and well thought out plan to reach potential patients. Marketing is a much broader concept comprising four aspects: product, price, promotion, and place. Marketing activities for a medical practice include not only external but internal tactics. Publicly available resources are available to assist physicians in developing and targeting the plan towards a narrow patient demographic. The marketing process includes: determining objectives, identifying resources, defining target population, honing a message, outlining a media plan, implementing the plan, and finally, evaluating the success or failure of the marketing campaign. A basic knowledge of marketing combined with a common sense approach can yield dividends for those practices that need the service. For surgical practices that exist in heavily populated urban areas with significant competition, a well thought out marketing plan can assist the practice in reaching out to new groups of patients and maintaining the existing patient base.
Jolita Jezukevičiūtė; Vida Davidavičienė
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...
Ritter, Thomas; Distel, Andreas Philipp
Following the call for a demand-side perspective of strategic management (e.g., Priem et al., 2012), a firm’s marketing capability, i.e. its ability to interact with down-stream stakeholders, becomes a pivotal element in explaining a firm’s competitiveness. While marketing capability is recognized...... in the strategic management literature as an important driver of firm performance, our review of 86 articles reveals a lack of a generally accepted definition of marketing capability, a lack of a common conceptualization as well as differences in the measurement of marketing capability. In order to build a common...... ground for advancing marketing capability research and thus supporting the demand-side perspective in strategic management, we develop an integrative framework to explain the differences and propose a research agenda for developing the field....
Full Text Available 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
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.
Zheludev, Ilya; Smith, Robert; Aste, Tomaso
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.
Kolk, A.; Pinkse, J.M.
The issue of climate change has attracted increasing business attention in the past decade. Whereas companies initially aimed primarily at influencing the policy debate, corporate strategies increasingly include economic responses. Existing classifications for climate change strategies however still
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.
Goran, Vlašić; Hair, Joe F.; Krupka, Zoran
We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market-oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term su...
Da Cunha, G
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
¿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
Claudia Vanesa Grandi Bustillos
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
Zakirhusain A Shaikh
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.
Boyd, Britta; Dyhr Ulrich, Anna Marie
Based on a sample of 177 exporting SMEs, this study investigates what market entry strategy is used by Danish family and non-family businesses. From a resource-based view, three critical internal factors (risk, flexibility and control) affecting the entry mode choice into the BRIC markets...... are analysed. The effective management of firms’ resources and capabilities is influenced by the perception of these internal factors when expanding into foreign markets. Our results confirmed that family firms build up longer lasting relationships in the host country by choosing high commitment entry modes...... when entering the BRIC markets. In contrast, family firms choose high commitment entry modes which involve high risk and low flexibility when entering the BRIC markets. Further implications discuss the suitability of export strategies to BRIC markets for managers of Danish family and non-family firms....
Full Text Available Today companies faced with manifold shifts arose in business environment recently but particularly during the last two decades. Such issues ask for sharp response rate by companies as well as very solid level of marketing intelligence, research and customer loyalty development. Paper discuss the importance of knowing what's going on in the target market within PEST approach including unavoidable technology issues. General focus is directed to needs of an appropriate marketing strategy development.
OPEC has to choose between two options, either a regulated market or a situation of whole competition. The other big producers refuse to share responsibility of a market stabilization and oblige OPEC to a strategy 'uncertainty' which is in fact a 'non-interference' policy but it is not sure that OPEC accepts to be the only market regulator and then the residual supplier when supply is bigger than demand
Bachelor thesis analyzes the marketing strategy of The Emblem Hotel. The work combines two main parts - theoretical and practical, based on the chosen hotel. The first part defines the main terms and concepts associated with marketing and services in the hotel environment. Another section is devoted to presentation and analysis of individual marketing mix with its application to the hotel. The last section contains of an analysis of competition and SWOT analysis, on the basis of which in the ...
In rapidly changing markets, electric utilities pay growing attention to customers and service. They are aware that competition needs strategies capable of transforming and strengthening the privileged position resulting from the knowledge of the market. Moreover, this aspect is the link between different value chains to describe new multi utility approaches [it
Full Text Available A expansão e a convergência tecnológica de serviços vêm ampliando e modificando a utilização de produtos e serviços no setor telecomunicações, criando um novo mercado e ampliando seu público alvo pelas diversas características de utilização. O artigo desenvolvido apresenta uma pesquisa qualitativa, pelo estudo netnográfico (uma nova estrutura de avaliação qualitativa, onde discussões temáticas são retiradas de websites de confiança para serem organizados dado às palavras chaves utilizadas, passando posteriormente por um processo de codificação e interpretação sobre os fatores pesquisados baseado no consumo e comportamento do uso do iPhone, aparelho móvel celular com diversas integrações de produtos e convergências de serviços. Nesta pesquisa, foram avaliados os fatores utilitários e sociais / hedônicos, apresentando que o mercado do setor possui uma nova gama de serviços, atraindo novos grupos de usuários ao seu contexto, deixando assim cada vez mais diversificado o tipo de marketing utilizado no setor. O fator social (imagem pessoal é apontado como fator primário na decisão de escolha e uso do dispositivo, onde a apresentação no mercado e marketing para estes produtos estimulam cada vez mais a utilidade como um valor social. Identificando o dispositivo celular como um produto utilitário dado o tipo de serviço e utilização a que este se propõe, acredita-se que este mercado utilitário muda seu sentido quando certa quantidade de integrações são hedônicas amplificando a diversificação de uso, os valores sociais e hedônicos. Os autores definem este uso de um produto tecnológico com diversas integrações hedônicas como um comportamento utilitário social, onde a utilidade do produto passa a ser social (apresentação pessoal ou diversão individual.
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.
Kapologwe, Ntuli A; Kagaruki, Gibson B; Kalolo, Albino; Ally, Mariam; Shao, Amani; Meshack, Manoris; Stoermer, Manfred; Briet, Amena; Wiedenmayer, Karin; Hoffman, Axel
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
Full Text Available Penelitian ini bertujuan untuk menganalisa dan melihat strategi yang digunakan pada Convenience Store di Indonesia dengan mengambil 7-Eleven sebagai sumber field study dengan metode orientasi pasar. Pengaruh lifestyle menjadi indikator penunjang dalam perkembangan 7-Eleven ddengan menerapkan beberapa strategi yang mengena di market Indonesia, terutama bagi kalangan muda dimana diketahui memiliki indikasi terpenting dalam siklus lifestyle di Indonesia. Tujuan tercapai dengan mengetahui penerapan strategi yang digunakan sehingga dapat diterapkan dalam menjalankan strategi bisnis pada Convenience Store
Inoue, Jun-Ichi; Chen, He
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.
Sheau-Ting, Low; Mohammed, Abdul Hakim; Weng-Wai, Choong
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.
Blerta Rugova; Burim Prenaj
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...
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.…
Market Square shopping center contains several restaurants and cafés providing a diverse range of Asian foods and delicacies and this area is known by locals and Griffith University students as a great location for 'eating out'. Then, what is the market structure in this shopping mall and what kind of competitive strategies should be used to maximize profits according to the characteristics in this shopping center?
Sayed Masud Sayedi; Hassan Soltani; Majid Keshavarz
The overall objective of this study is to investigate the relationship between the expansion of marketing channels and marketing strategy is the first to examine the process of a questionnaire containing 19 questions was used as the existing standard. The research population, employees of manufacturing companies and trading company in Iran that their number is 1176 people. Sample size using the formula by including sampling error was estimated at 0.05 confidence level 0.95 times the number of...
Dalmoro, Marlon; Venturini, Jonas Cardona; Diniz Pereira, Breno Augusto
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...
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.
O. M. Tolmachev
Full Text Available The subject / topic. The relevance of the article is that today tourism is a massive social and economic phenomenon of global scale, as is known, any vacation begins with advertising. Therefore, for the progressive development of tourism companies need to develop an eff ective strategy and tactics of advertising projects. Potential consumers have become more discerning and prudent, so a consultant position with the fl ood of information does not work. Works expert position, when the product is as if created for the client, that is, the product exists only in synchronism with the buyer. In view of this increased competition between operators of tourist services, and certain segments of the market saturation of a significant amount of travel products with a similar orientation, a unique role for the positioning on the basis of marketing strategy as a process for creating a unique tourism product in the market.The purpose / goal. The aim of the article is to study the features of the marketing strategies of advertising processes in the market of travel agencies and find directions of their improvement in current economic conditions.Article Objectives: To investigate the nature and content of the concept of "marketing strategy of advertising processes"; systematize criteria for the classification of the Company's strategy in the market of tourist services; analyze the features of advertising projects and identify promising directions for improving the marketing strategies.Methodology. The methodological basis of this article are comparative analysis methods.Results. The essence and content of the concept of "marketing strategy of advertising processes." The features of the market of tourist services, allocated target audiences, identifies key factors and trends in the development of this market.The new system is a product of values, square S. Kovalev, who identified four existing mentality of the person. When advertising article or video include
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....
Předmětem mé diplomové práce „Návrh marketingové strategie pro firmu“ je analyzování marketingové strategie firmy Bábor Eurodance a návrh marketingové strategie na příští období. První část tvoří kapitoly, ve kterých jsou zachyceny různá teoretická východiska marketingu a postup tvorby marketingové strategie. Druhá část je zaměřena na podnik Bábor Eurodance, konkrétně na jeho současnou marketingovou strategii a vytvoření podkladů pro návrh nové marketingové strategie a třetí část obsahuje sam...
Full Text Available In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.
Eagle, L.; National Social Marketing Centre
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.
This project will examine how non-contributory social protection affects labour supply and ... Interaction among social protection programs will be analyzed using ... local economy, including local markets as well as informal networks of support.
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
Husain, Sara; Shaikh, Babar T
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.
Raquel da Silva Pereira
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?
Thapa, S; Prasad, C V; Rao, P H; Severy, L J; Rao, S R
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.
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.
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 ...
Seaside tourism has become one of the popular tourism destinations to the tourists. It is necessary for manager to study the strategy marketing of seaside tourism destination to promote the seaside tourism. This paper examines the characteristics of seaside tourism and uses the SWOT to analyze the strengths, weakness, opportunities and treats of seaside tourism. Then, the challenges of seaside tourism destination are introduced and should be noticed by the marketing managers.
Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...
Chang, Chun-Hao; Lee, Chi-Wen Jevons
This paper studies the optimal pricing scheme for a monopolistic marketing research consultant who sells high-cost proprietary marketing information to her oligopolistic clients in the manufacturing industry. In designing an optimal pricing strategy, the consultant needs to fully consider the behavior of her clients, the behavior of the existing and potential competitors to her clients, and the behavior of her clients' customers. The authors show how the environment uncertainty, the capabilit...
Purwaningsih, Purwaningsih; Yunitasari, Esti
Introduction: A hospital is an institution for health care providing treatment by specialized staff and equipment, more often but not always providing for longer-term patient stays. Today, hospitals are very complex institution, not only survive in dynamic environment but also make a profit based on their services. The aimed of this research was to know marketing mix concept (product, price, place, promotion, people, process and provision of customer service) in formulating marketing strategy...
Today, in the context of globalization and Chinese "open door" policy, many different international cosmetics companies are going to the Chinese market and existing companies are trying to enlarge their appearance to earn more profit margins.The main aim for writing this thesis on this topic was to analyze Chinese cosmetics industry environment via PEST analysis and the development of the industry. It's important to select a marketing strategy when doing business in China because of the huge ...
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. ...
Naumov, Pavel; Tao, Jia
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...
Alim, Ihwanul; Iskandar, Budi Permadi
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...
Dietz, William H
Federal efforts to address the impact of food marketing on children began more than thirty years ago, when the Federal Trade Commission sought comment on strategies to reduce young children's exposure to food advertising. The food, advertising, and television industries mounted a virulent response, and Congress withdrew the commission's authority to regulate unfair advertising to children. The same industries and Congress responded equally aggressively to the proposed nutrition criteria for food products marketed to children drafted by a working group of federal agencies in 2011. Although federal efforts over the past thirty years have led to modest improvements in food quality and marketing practices, commercial interests have consistently overridden the health concerns of children. Mobilization of parents as a political force to improve standards for food marketed to children, use of social media for counteradvertising, and the development of new technologies to decrease exposure to food advertisements could reduce the impact of food marketing to children.
Fink, D J
University teaching hospitals face increasing competition from community hospitals, expanding regulation of health care, a rising tide of consumerism, and in many cases a declining urban population base. These problems, which may threaten the teaching hospital's ability to continue tertiary care, teaching, and research functions, may be solved with the aid of new marketing strategies. In developing its marketing strategy, a hospital must assess its strengths and weaknesses, specify its goals in measurable terms, implement tactics to achieve these goals, and evaluate its marketing program. The strategies should be directed toward achieving better relationships with institutions, practitioners, and surrounding communities and increasing patient, visitor, and employee satisfaction. A wide variety of programs can be used to reach these goals and to help teaching hospitals meet the competitive challenges of this decade.
Full Text Available Introduction: A hospital is an institution for health care providing treatment by specialized staff and equipment, more often but not always providing for longer-term patient stays. Today, hospitals are very complex institution, not only survive in dynamic environment but also make a profit based on their services. The aimed of this research was to know marketing mix concept (product, price, place, promotion, people, process and provision of customer service in formulating marketing strategy to increased Bed Occupancy Rate of Obstetric Gynecology Ward 2. Method: The population are health care personnel including midwife, midwife associate, administrator and also client or consumer. The variable were product, price, place, promotion, people, process and provision of customer service. Data were collected by using structured questionnaire. Result: The result showed that product (type of services, infrastructure and facility, relative price, comfortable and safe place, targeted promotion, trained human resources, standard process and provision of customer service are an important aspect to implement strategy marketing to increase Bed Occupancy Rate. Analysis: The result of this study has enlightened the importance of strategy marketing in health care services based on seven principle of marketing mix. Discussion: Implementation of marketing mix in obstetric gynecology ward 2 need to be considered.
Results: Housewives and employed women reported similar and sometimes different barriers for fish consumption. The barriers for non consumption were of the following: high price of fish, unpleasant taste of fish, having bone and goo, and dislike of fish by one of the family members. From the viewpoint of the employed women, being unfamiliar with cooking methods(promotion aspect, high price of fish, unpleasant taste of fish, having bone and goo, its favor, dislike of fish by one of the family members, and lack of time were reported as the most important barriers. Conclusion: People's views, demands and preferences about different issues and products such as health issues and healthy products are influenced by individual and environmental conditions including biologic condition and health level, cultural, social, political, economic and bio-environmental conditions which can be affected by time and by changing these conditions. Therefore, social marketing framework should emphasize on the need for a comprehensive and proper understanding of consumers of each product and categorize them by their differences in planning and implementing social marketing programs. Thus one can be certain that intervention programs reach more appropriate consumers and cause desired consumption behavior changes
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.
With the continuous advance of online games market, corresponding marketing mode driven by social communicative network era becomes increasingly complex, which requires operators of online game products to constantly optimize and innovate, and put for-ward marketing means suitable for online game development by focusing on current network game market development, only in this way, can they continuously achieve new progress in the fierce competition of network games market. Based on marketing means and strategies of online games in social communicative era, this paper gives corresponding suggestions on sustainable development of the network game product marketing and the improvement of current online marketing means.%随着网游市场的不断推进，相应的市场营销模式在社交网络时代的驱动下日趋复杂化，这就要求网游产品的经营者，不断的进行优化和创新，围绕当前网络游戏市场发展提出更符合网络游戏产品发展的营销手段，才能在激烈的网游市场竞争中不断的取得新的进步。本文以网络游戏产品在社交网络时代的市场营销手段和策略为基础，围绕网游产品营销的可持续发展和当前营销手段的改进等提出相应的建议。
Costa, Maria Suêuda; Forte, Benedita Pessoa; Alves, Maria Dalva Santos; Viana, Jamille Forte; Oriá, Mônica Oliveira Batista
This study relates an audit experience with an interdisciplinary team in public health services at Fortaleza-CE and aims to describe the functional dimension of these audit actions and the its importance for nursing; to define a model with a professional marketing strategy for the nurse. Theoretical bases of contemporary Administration were used to converge with the audit practice experiences. One proposes a new audit nursing strategy in favor of the professional significance, because the nurse currently conducts actions with a scientific marketing identity, but at the unconscious level.
Kotler, P; Zaltman, G
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.
Aceves-Martins, Magaly; Llauradó, Elisabet; Tarro, Lucia; Moreno-García, Carlos Francisco; Trujillo Escobar, Tamy Goretty; Solà, Rosa; Giralt, Montse
The use of social marketing to modify lifestyle choices could be helpful in reducing youth obesity. Some or all of the 8 domains of the National Social Marketing Centre's social marketing benchmark criteria (SMBC) are often used but not always defined in intervention studies. The aim of this review is to assess the effectiveness of European school-based interventions to prevent obesity relative to the inclusion of SMBC domains in the intervention. The PubMed, Cochrane, and ERIC databases were used. Nonrandomized and randomized controlled trials conducted from 1990 to April 2014 in participants aged 5 to 17 years were included. After the study selection, the 8 domains of the SMBC were assessed in each included study. Thirty-eight publications were included in the systematic review. For the meta-analysis, randomized controlled trials (RCTs) reporting body mass index or prevalence of overweight and obesity were considered. Eighteen RCTs with a total of 8681 participants included at least 5 SMBC. The meta-analysis showed a small standardized mean difference in body mass index of -0.25 (95%CI, -0.45 to -0.04) and a prevalence of overweight and obesity odds ratio of 0.72 (95%CI, 0.5-0.97). Current evidence indicates that the inclusion of at least 5 SMBC domains in school-based interventions could benefit efforts to prevent obesity in young people. PROSPERO registration number: CRD42014007297. © The Author(s) 2016. Published by Oxford University Press on behalf of the International Life Sciences Institute.
Barberà, Salvador, 1946-
This paper surveys the literature on strategy-proofness from a historical perspective. While I discuss the connections with other works on incentives in mechanism design, the main emphasis is on social choice models. This article has been prepared for the Handbook of Social Choice and Welfare, Volume 2, Edited by K. Arrow, A. Sen and K. Suzumura
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
Felipe Zambaldi; André Ofenhejm Mascarenhas; Fábio Natrieli
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...
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. ...
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 ...
Walsh, P.R. [Energy Objective Ltd., London, ON (Canada)
Activity in natural gas exploration and production in the province of Ontario has recently increased due to higher natural gas prices. This paper discussed the issue of how the gas from the new reserves should be marketed. A review of historical pricing and consumption patterns was also presented to better identify how prices of natural gas are determined in Ontario and to forecast the future demand for natural gas. The first trend of interest is the increased use of natural gas in generating electricity to meet cooling needs in the summer months. The second trend is the increase in gas consumption by the industrial sector resulting from increases in process load. Several marketing options are available to Ontario natural gas producers. They can market their gas to third parties at various trading points in the province or they can market it directly to Union Gas Limited, the local gas utility. This paper briefly described how a gas supply contract works with the union, how gas marketing agreement is conducted with a gas marketer, and how a gas marketing arrangement works with a consultant. Some of the pitfalls of marketing natural gas were also described and some recommended some strategies for selling natural gas in the future were presented. 7 figs.
Activity in natural gas exploration and production in the province of Ontario has recently increased due to higher natural gas prices. This paper discussed the issue of how the gas from the new reserves should be marketed. A review of historical pricing and consumption patterns was also presented to better identify how prices of natural gas are determined in Ontario and to forecast the future demand for natural gas. The first trend of interest is the increased use of natural gas in generating electricity to meet cooling needs in the summer months. The second trend is the increase in gas consumption by the industrial sector resulting from increases in process load. Several marketing options are available to Ontario natural gas producers. They can market their gas to third parties at various trading points in the province or they can market it directly to Union Gas Limited, the local gas utility. This paper briefly described how a gas supply contract works with the union, how gas marketing agreement is conducted with a gas marketer, and how a gas marketing arrangement works with a consultant. Some of the pitfalls of marketing natural gas were also described and some recommended some strategies for selling natural gas in the future were presented. 7 figs
Miceski, Trajko; Pasovska, Silvana
The marketing strategy for differentiation of the offers is important and accepted strategy especially by the bigger legal entities. The differentiation of the offers leads to bigger profit and bigger profitability in operation, through targeting of the demand towards the product of the enterprise. The vertical differentiation of the offers is directed towards the quality of the product itself which is observed as a something superior despite the competitive product which is observed as somet...
Wharf Higgins, Joan
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.
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
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.
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.
Wittink, R.D. & Goldenbeld, C.
`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
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
The goal of this paper is to highlight how instructors may integrate the different social media into various marketing classes. The paper will address the major social networks, and then follow with discussions of microblogging, media sites, and social gaming. Given that there is a great deal of research highlighting the effectiveness of utilizing…
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
Consoli, Domenico; Musso, Fabio
The advent of Web 2.0 and its collaborative tools (forums, chat, blogs, wikis) simplified the interaction among various business subjects (company, customers, suppliers). A new model of Enterprise 2.0 communicates interactively with all stakeholders, cooperate with them, listen, create, share and capitalize knowledge. Web 2.0 enhances customer relationships and supports, fully, developments in the field of marketing: from advertisement to participation, from social networking to mobile comm...
Full Text Available The 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.
John Geanakoplos; Stephen P. Zeldes
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...
Brano Markić; Sanja Bijakšić; Arnela Bevanda
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...
Bozkurt Bekoğlu, Filiz; Onaylı, Cemre
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...
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.
Kristina D. Wood
, forming and utilizing relationships with patients, and looking to past marketing successes in developing marketing plans. Pharmacists should also be adventurous in exploring new ways to promote pharmacy clinical services to find creative solutions to barriers encountered. As community pharmacies continue to grow the realm of clinical services offered to patients, it is important also to develop and implement marketing strategies to support the services and expansion of the profession so that these services can be embraced by patients and the health care community. Type: Idea paper
Jennifer L. Rodis, Pharm.D., B.C.P.S.
population, forming and utilizing relationships with patients, and looking to past marketing successes in developing marketing plans. Pharmacists should also be adventurous in exploring new ways to promote pharmacy clinical services to find creative solutions to barriers encountered. As community pharmacies continue to grow the realm of clinical services offered to patients, it is important also to develop and implement marketing strategies to support the services and expansion of the profession so that these services can be embraced by patients and the health care community.
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
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...
Töllinen, Aarne; Karjaluoto, Heikki
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...
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...
This thesis studies how to renew existing marketing strategies for case company; in so doing, the thesis fulfills its main objective. Company X, a market leader in the Kenyan automobile sector and has various well-known brands under their corporate umbrella. The automobile industry in Kenya has faced some hardship with steady decline in sales in the last couple of years and Mercedes-Benz as a brand suffered under the circumstances. One major cause of the drop in sales is due to the influx of ...
The comparison of PepsiCos marketing strategy in the United States of America to the one applied in the Czech Republic is being analyzed in order to provide an answer to the following question: is PepsiCo as strong in the Czech Republic as in the United States of America? In a first part, critical terms related to marketing and brand will be explained, to provide the readers with a deeper understanding related to these terms. The second part provides an analysis of PepsiCos position in the US...
Loss, J; Nagel, E
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.
Nelson, Joel I.
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…
Faulds, David J.; Mangold, W. Glynn
This paper describes the process used and experiences gained in developing a social media and marketing course. As the first known paper on this topic appearing in the marketing education literature, the paper provides educators with a framework for developing similar courses. The course was developed using a sound instructional design model, the…
The principles of marketing have always been about connecting with consumers at the right place at the right time. Nowadays that means meeting them where they are spending a lot of their time already: online. Engaging with brands has become a part of the buyer decision process. Social media effects consumers’ decisions to purchase more than ever before. This thesis aimed to create a social media marketing plan for a Finnish tourism company called Lakeside Cafe. The plan was based on the SOSTA...
Evans, W Douglas; McCormack, Lauren
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.
Fox, K F; Kotler, P
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.
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.
Snyman, L; Visser, J H
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.
Sagar, C.K.; Mishra, P.K.; Baranwal, P.K. [Central Mine Planning and Design Institute, Ranchi (India)
The energy sector will remain dependent on coal because of depletion of oil reserves. With deterioration of power grade coal, the emission of greenhouse gas is going to increase thereby stressing the need of using prepared low ash coal for protection of global environment. Further, recent stipulation of MOEF imposing restriction on use of high ash coal at distant power houses and those at sensitive localities and critically polluted areas have made the aspect of marketing of coal more challenging. This has necessitated a long-term strategy for improving the quality of coal in light of national environment policy. This is more relevant in the present scenario of open market, where we need to market our coal rather simply supplying r.o.m. coal to the linked users. Mahanadi Coalfields, Limited (MCL), the youngest subsidiary of Coal India Limited bestowed with a huge reserve of inferior grade and mainly linked to power sector, is taken as a sample case study. To fulfil the demand of coal with due regard to the national environmental policy, there is need of value addition as strategy of marketing for power coal of MCL. Value addition of coal can be achieved by two distinct different ways i.e. beneficiating high ash coal at pit head or blending high ash coal with low ash coal which is a less preferred option due to non-availability of low ash coal in MCL. 7 refs., 7 tabs.
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 .
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
Sri Setyo Iriani
Full Text Available Competition in the banking industry had rapidly gave freedom to our customers in determining the choice touse their services, so if the value received was not as expected, then the customers were easy to move to anotherbank, which was considered in accordance with their wishes. Thus, banks were implementing various strategies,both offensive and defensive oriented. Defensive strategy was oriented to maintain customers by buildingrelationships with customers so that customers will be loyal to the bank. This study aimed to examine the effectof customer relationship marketing strategy on customer loyalty of BNI and BCA in East Java. Total samplewas 210 clients, 105 clients each of BNI and BCA. Data was collected using interviews and questionnaires. Theresults showed that there was influence of customer relationship marketing strategy on customer loyalty of BNIand BCA, because each customer provided high ratings on all indicators of the bank’s CRM strategy in whichthey saved money. Trust was the most decisive for customers in a comprehensive evaluation of the closeness ofthe relationship with the bank. Furthermore, customers of both banks showed high behavioral loyalty to eachbank.
The aim of this thesis is to determine the marketing strategies used in the luxury industry differentiate luxury from premium and research the motivations values and beliefs of luxury consumers. Research was done on five main luxury activities: fashion and leather goods jewelry and watches and perfumes and cosmetics spirits and automobiles. The literature part has been structured in a way to present the evolution of the luxury industry and its development over the course of years. The section...
Eaton, Jonathan; Grossman, Gene M
The authors study the disclosure of information about product characteristics as part of firms' competitive strategy. A model of a differentiated products duopoly is constructed in which firms may choose whether or not t o reveal the attributes of their product to consumers with heterogeneous tastes. The authors analyze the implications of disclosure versus nondisclosure for firms' profits and consumer welfare, and identify the Nash equilibrium marketing st rategies corresponding to different...
José Luis Ruizalba Robledo
Full Text Available Purpose: Theoretical analysis of the phenomenon of gamification and its possible application as a tool for internal marketing, in order to increase job satisfaction and commitment through engagement.Design/methodology/approach: Firstly, review of the literature on gamification and its background within game social reality. Secondly, presentation of several business cases where gamification has been applied.Findings: Focusing the subject of gamification within the field of internal marketing. In addition, a theoretical model of gamification as a tool to improve some consequences on employees’ behavior, such as job satisfaction and commitment through engagement, is proposed,. Various specific hypotheses for future research are proposed based on this model..Practical implications: Because of the situation of research on internal marketing and gamification, practical implications cannot be deduced in the short term, although they may arise as long as there is empirical evidence of its usefulness.Social implications: Currently there is no empirical evidence to infer social implications.Originality/value: Gamification is a very recent phenomenon that has been scarcely studied.
Levaggi, Rosella; Orizio, Grazia; Domenighini, Serena; Bressanelli, Maura; Schulz, Peter J; Zani, Claudia; Caimi, Luigi; Gelatti, Umberto
Internet and e-commerce have profoundly changed society, the economy, and the world of health care. The web offers opportunities to improve health, but it may also represent a big health hazard since it is a basically unregulated market with very low consumer protection. In this paper we analyze marketing and pricing strategies of online pharmacies (OPs). Our analysis shows that OPs use strategies that would be more suitable for a commodity market than for drugs. These strategies differentiate according to variety (brand or generic), quality, quantity, and target group. OPs are well aware that the vacuum in the legislation allows them to reach a target of consumers that pharmacies cannot normally reach, such as those who would like to use the drug without consulting a physician (or, even worse, against the physician's advice). In this case, they usually charge a higher price, reassure the users by minimizing on the side effects, and induce them to bulk purchase through sensible price discounts. This analysis suggests that the selling of drugs via the Internet can turn into a "public health risk", as has been pointed out by the US Food and Drug Administration.
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.
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...
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
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
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.
Butigan, Ružica; Grilec Kaurić, Alica; Ujević, Darko
The success of high fashion designers is not only in a specificity of the products but also in specific and very well executed marketing strategy. Emphasis is placed on the design of very specific marketing program and marketing strategies that must concider all the characteristics of the high fashion market. Therefore, a scientific research problem is defined as follows: although the market of high fashion at first glance does not imply a completely different marketing approach than other fa...
Marketing strategies and profitability analysis of restaurants in Sokoto metropolis, Nigeria. ... Abstract. The study examined the marketing strategies and profitability of restaurants in Sokoto metropolis. ... EMAIL FULL TEXT EMAIL FULL TEXT
The study was designed to identity the type of marketing strategies employed by book publishers in Nigeria, the criteria for the choice and application of marketing strategies, being used to reach each segment of the market. The survey research method was adopted for the study. Forty market managers and 60 sales ...
Luis Barreiro Pousa
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 conl...
Ola Agbaimoni; Lilach Bullock
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.
Nguyen, Thi Kim Duyen
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...
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...
Deventer, J.R. van; Kimpton, A.D.
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)
Deventer, J.R. van; Kimpton, A.D. [ESCOM (South Africa)
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.
Van Deventer, J.R.; Kimpton, A.D. [Electricity Supply Commission, Johannesburg (South Africa)
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.
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...
For about a decade, the electric utility industry has deemphasized the role of marketing and stressed instead management of natural resources and conservation. This has caused a lack of two-way commnication between customers and utilities, and has encouraged growing customer dissatisfaction, resentment, and disillusionment. Although these problems have been recognized for several years, it's only during the past 1 1/2 to 2 years that they have been looked into in depth. Now, under the auspices of the Edison Electric Institute, a two-pronged national marketing strategy for investor-owned utilities has been developed and adopted--one that will accommodate company situations that may be significantly dissimilar in character and regulatory climate.
This paper studies the effect of social interaction on employment status and employment quality by using longitudinal data from BHPS (British Household Panel Survey). Active community membership is employed as the measurement of social Interaction. Various identification strategies provide robust evidence that a higher level of social interaction results in increased probability of being full-time employed. The effect of social interaction on employment status is also investigated among diffe...
Bratsberg, Bernt; Raaum, Oddbjørn; Røed, Knut
Using longitudinal data from the date of arrival, we study long-term labour market and social insurance outcomes for all major immigrant cohorts to Norway since 1970. Immigrants from high-income countries performed as natives, while labour migrants from low-income source countries had declining employment rates and increasing disability programme participation over the lifecycle. Refugees and family migrants assimilated during the initial period upon arrival but labour market convergence halt...
Bratsberg, Bernt; Raaum, Oddbjørn; Røed, Knut
Using longitudinal data from the date of arrival, we study long- term labor market and social insurance outcomes for all major immigrant cohorts to Norway since 1970. Immigrants from highincome countries performed as natives, while labor migrants from low- income source countries had declining employment rates and increasing disability program participation over the lifecycle. Refugees and family migrants assimilated during the initial period upon arrival, but labor market convergence halted ...
Kingsley, B R
As health care markets mature and expand, strategies available in other industries become useful. This article examines how traditional push-pull strategies apply to health care. Marketers using a push strategy recognize that the sale of their services or goods is dependent upon the endorsement of a middleman and promote their product through the middleman. Those using a pull strategy market directly to the consumer. In this article, the author outlines the advantages and disadvantages of using each strategy.
Marketing scholars have only recently started to explore the strategic marketing challenges faced by firms in technology-intensity (TI) markets. Still, technology is at the core of many contemporary markets and TI markets are unique because of their knowledge-intensity and technological turbulence.
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
Todiras, A.; Nijkamp, P.; Rafijeras, S.
Product and process innovations are generally regarded as strategic competitive vehicles in industry. Identifying and conquering new market niches through focused marketing approaches - by emphasising new product qualities in mature markets - has become a very appropriate innovation strategy. This
María Matilde Schwalb Helguero; Iñaki García Arrizabalaga
La creciente desconfianza ciudadana y las demandas del movimiento de defensa del consumidor presionan al marketing para que amplíe su función más allá del diseño de un buen marketing mix y para que las empresas se comprometan con la responsabilidad social (RS). Sin embargo, no se sabe cuáles son las dimensiones que comprende esta función ampliada del marketing. Por eso, este artículo tiene por objetivo identificar y validar las dimensiones que conforman el nuevo constructo Responsabilidad Soc...
Ivkov Danijela M.
Full Text Available This paper deals with the mutual relation and inter-dependence of the marketing and financial strategies of an enterprise. The special focus is on the significance of the marketing strategy for the business success of an enterprise. The paper begins with description of marketing application in the business practice of an enterprise. The point is also on certain segments of the marketing strategy. The central part of the paper is dedicated to the review of possible effects on the customer satisfaction with the financial strategy of the enterprise. Marketing provides the resources for achievement of the financial objectives. Marketing efficiency is measured, among other ways, by the market share and sales volume, but also by the degree of loyalty and customer satisfaction. Marketing efficiency indicators reflect the efficiency of financial operations. It is quite certain that marketing and financial strategy are strongly interdependent.
Full Text Available With the development of the electricity market, competition has been introduced in the generation side. It is the overall development trend of the electricity market reformulation to optimize the allocation of different resources through bidding. Therefore, it is significant to research the bidding strategies of the generation companies and the large consumers. This paper reviews the existing research methods of bidding strategy. According to the different market mechanisms, the market participators will choose different bidding strategies based on their own cases. We analyze the applicability of bidding strategies under the different conditions, and give suggestions on how to select bidding strategy for the different market participators under different conditions.
Raletić Saša; Radojević Predrag; Mihić Svetlana
Subjects present in the market tend to achieve synergetic effect by well-established partnerships more often. Cause related marketing based on the direct partnership between companies and nonprofit organizations and indirect partnership between the company and the customer, in order to support a social cause, is as such the subject of this analysis. Cause-related marketing is a manifestation of social-cause marketing and the adaptation of commercial marketing tailored for the programs that in...
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...
K. Prakash Vel
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.
This thesis was made to develop a Facebook marketing strategy for a mobile application start-up company Pint Please Ltd in order to improve their Facebook marketing in the United Kingdom. The aim of this thesis is to help the commissioner plan, implement, measure and improve their marketing activities in Facebook and support their marketing efforts in acquiring users for their craft beer application. The theory introduces marketing strategy development process and focuses on describing Facebo...
Ivkov Danijela M.
This paper deals with the mutual relation and inter-dependence of the marketing and financial strategies of an enterprise. The special focus is on the significance of the marketing strategy for the business success of an enterprise. The paper begins with description of marketing application in the business practice of an enterprise. The point is also on certain segments of the marketing strategy. The central part of the paper is dedicated to the review of possible effects on the customer sati...
Suarez-Almazor, M E
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.
Scott, Jennifer E
Background: Since 1971, social marketing (SM) has been adopted as a behaviour change approach to address various social issues, including those of public health and the environment. In a context of proliferating health promotion and intervention approaches, as well as a changing communication environment, SM as a field has had to respond to various challenges. The purpose of this research was to explore the current context of SM, understand the challenges to the practice of SM, and explore it...
Bryce, David J; Dyer, Jeffrey H
How can companies break into attractive markets, where incumbents erect many barriers to entry? To answer this question, the authors studied organizations that successfully entered the most profitable industries in the United States between 1990 and 2000. When they dissected the strategies that worked best, one common theme stood out: indirect assault. Smart newcomers don't duplicate existing business models, compete for crowded distribution channels, or go after mainstream customers right away. Instead, they attack the enemy at its weakest points; then gain competitive advantage; and later, if doing so meets their objectives, go after its strongholds. Recent battles in the soft drink industry--where brands, bottling and distribution capabilities, and shelf space are incumbents' main advantages--are a case in point. When Virgin Drinks entered the U.S. cola market in 1998, it advertised heavily and immediately tried to get into the retail outlets that stock the leading brands. Virgin has never garnered more than a 1% share of the market. Red Bull, by contrast, came on the scene in 1997 with a niche product: a carbonated energy drink. The company started by selling the drink at bars and nightclubs. After gaining a loyal following through these outlets, Red Bull elbowed its way into the corner store. In 2005 it enjoyed a 65% share of the $650 million energy drink market. Successful entrants use three basic approaches in their indirect attacks. They leverage their existing assets and resources, reconfigure their value chains, and create niches. These approaches may appear to be simple, but their magic lies in their combination. By mixing and matching them, Bryce and Dyer say, enterprises can defy half a century of economic logic and make money entering highly profitable industries. The authors use Skype, Costco, Skechers, and many other companies to illustrate their argument.
Shtal Tetiana V.
Full Text Available The article is aimed at substantiating the theoretical and practical aspects of formation of the international marketing strategy of company’s entry into the external market. The concept of «strategy of the company» was considered in detail on the basis of studying works of the well-known foreign and domestic scientists. The use of terms of «strategic marketing» and of «marketing strategy» in the researches of many domestic and foreign economists was analyzed. The most common marketing strategies of company’s entry into the external markets have been grouped and characterized. Based on the study of a number of statements by the leading Ukrainian scientists on international marketing, a definition of strategy of international marketing has been made. The algorithm of formation of the international marketing strategy of company at the external market has been developed. The stages of the process of forming the strategy of international marketing at the company’s entry into the external market have been generalized. The directions of assessment of the international marketing activity of company according to the efficiency of development of marketing strategies at the external market have been suggested.
The traditional marketing approach advocates the marketing mix principles and the quest for market share dominance through mass marketing techniques and a focus on new customer acquisition. This approach has guided managers for decades in planning in implementing their marketing strategies. But nowadays, traditional approach has been changed by customer retention. Customer retention, in the traditional marketing approach, is however seen as the 'end' rather than the means to delivering long-t...
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…
Chaudhary, Anil Kumar; Warner, Laura A.; Stofer, Kathryn A.
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…
Camargo, Maria Adriana de A. P.; Rocha, Thelma Valéria; Silva, Susana Costa e
Purpose – This paper aimed to analyze the influence of marketing strategies on the internationalization process of Brazilian franchises. The objective was to identify the marketing strategies used by Brazilian franchises during different stages of their internationalization processes and to analyze these strategies according to the Global Marketing Strategy (GMS). Design/methodology/approach – The paper adopted a qualitative research methodology based on three case studie...
Aldridge, Alicia; Forcht, Karen; Pierson, Joan
To cultivate an online market share, companies must design marketing strategies specifically for the Internet. This article examines the nature of business on the Internet, highlighting demographics, user control, accessibility, communication, authenticity, competition, and security and proposes a marketing strategy, including targeting and…
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.
Mine Ucok Hughes
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...
A sustainable marketing strategy for Dutch tourists to South Africa. ... The Dutch market is regarded as a priority market because of cultural and historical links, but it is also a market that has not been ... EMAIL FULL TEXT EMAIL FULL TEXT
Rantapelkonen Ahlberg, Jaana
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...
Full Text Available Customers are the main key for persistence of a company. The company could arrange old customers and attract new customers, as marketing event. Marketing is one component in customer relationship management. Marketing today has become a trend in doing promotion, increase new customers to expand target market, and maintain old customer loyalty to increase the company sales’ point volume. Supported by appropriate information technology, marketing event could be changed as events that give benefit to the company. Marketing event with information technology, e-marketing, is done to increase company image. After being analysed, this e-marketing strategy will be implemented to rental company.
Brown, Joann A.
Four marketing strategies are critical to the success of adult degree programs: integrating marketing, knowing your students (research), shaping programs and services for adults, and staying the course (retention).
The dissertation, coauthored by Annette Ptok addresses the overall topic of marketing strategy within three different essays. Marketing strategy is a complex bundle of decisions dealing with markets and customer segments to target as well as the communication and delivery of value to the customer always under the consideration of disposable budget investments. Nowadays, there are several challenges managers need to tackle with regard to marketing strategy (Bhasin 2016). The most important cha...
Sorensen, J A; Jenkins, P; Bayes, B; Clark, S; May, J J
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.
Idris Gautama So
Full Text Available Pietro’s Gelato is a firm producing food and beverages, in particular ice cream. This paper aims to study the marketing strategy utilized by Pietro’s Gelato and analyses its business process, information needs and problems faced by Pietro’s Gelato’s marketing department. Analysis is conducted using Porter’s analysis method, SWOT and e-marketing seven steps analysis. Literature study is conducted by collecting materials from books and internet access which will be used to fulfill additional data needs. Survey is also conducted towards Pietro’s Gelato to obtain complete data. Implementation of e-marketing strategy in the firm to enlarge marketing coverage and also to solve marketing problems in Pietro’s Gelato. It can be concluded that from the analysis conducted and also the implementation, e-marketing strategy profits the company in terms of easier product marketing and understanding market needs.
McIlwain, T F; McCracken, M J
This paper reviews existing literature and defines essential dimensions of a hospital's marketing strategy for each of two business strategies; using the results of a national survey, this study confirms that hospitals make different marketing decisions based on the type of business strategy adopted by the hospital.
Nguyen, Bang; Xiaoyu, Yu; Melewar, T. C.; Chen, Junsong
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...
Zhou Suyan; Chen Fei; Qiao Yahui; Zhang Wenzhe; Zhang Kaifeng; Yuan Kun; Dai Xuemei
With the development of the electricity market, competition has been introduced in the generation side. It is the overall development trend of the electricity market reformulation to optimize the allocation of different resources through bidding. Therefore, it is significant to research the bidding strategies of the generation companies and the large consumers. This paper reviews the existing research methods of bidding strategy. According to the different market mechanisms, the market partic...
Дмитрий Георгиевич БЕЗУГЛЫЙ
Full Text Available The article is devoted to marketing in project management, as the scope of activities aimed at improving the quality characteristics of the project for its further effective market promotion in an increasingly competitive environment. Particular attention is paid to marketing strategies during the development and subsequent sale of the project to the investor. The problem of effective combination of marketing strategies and project management process is being solved.
Radu Razvan Popescu
Full Text Available Flexicurity is an integrated concept, resulted from the combination of two fundamental elements flexibility and security. The strategy was recognized as one of the key objectives for European Labour markets in the context of the European Employment Strategy and Lisbon Strategy. The implementation of flexicurity can only be specific, taking account of national and regional characteristics in spite of the fact that all labour markets in Europe are faced with similar challenges.
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.
Kaliberov Aleksandr G.
The article analyses main definitions of the “marketing” and “strategic marketing” notions. It identifies main characteristics of the marketing strategy. It conducts a comparative analysis of points of view of both domestic and foreign experts, works of whom are devoted to development of the marketing strategy of a company. The article contains theoretical views on formation of the marketing strategy of a company and key factors that have impact on this process. It focuses on the target desti...
Zlatko Sehanovic; Giorgio Cadum; Igor Sehanovic
Every tourist destination should make and implement a destination’s marketing and sales strategy. A very important part of destination’s sales and marketing strategy is the e-marketing and sales strategy. The cooperation of specialized regional development agencies, regional tourist board, local (city and county) tourist boards, hoteliers, tourist agencies, conservators, entertainment and cultural program developers, private accommodation owners and others involved in creation of destination’...
Examining the social media in marketing success of the commercial companies. ... media, reality analysis and social media's direct impact on the marketing of commercial companies. ... EMAIL FREE FULL TEXT EMAIL FREE FULL TEXT
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.  Dinesh Gupta ...
Lucaire, L E
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
The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Marketing objective was to increase market share of Heineken and Amtel, (2) the com...
Zhang, Liwei; Zhang, Yanjun; Xu, Liying; Li, Daoliang
Based on full analysis of rural mobile communication market, in order to explore mobile operators in rural areas of information services for sustainable development model, this paper presents three different aspects, including rural mobile communications market demand, the rural market for mobile communications business model and development strategies for rural mobile communications market research business. It supplies some valuable references for operators to develop rural users rapidly, develop the rural market effectively and to get access to develop a broad space.
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...
Charmaine du Plessis
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...
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.
Prue, Christine E; Daniel, Katherine Lyon
Social marketing approaches can help to shape the formation of and to create demand for preconception care services. This article describes four components of social marketing, often referred to as the 4 P's, that should be carefully researched and set in place before a national effort to launch and sustain preconception care services is pursued. First, the product or package of services must be defined and adapted using the latest in scientific and health care standards and must be based on consumer needs and desires. Second, the pricing of the services in financial or opportunity costs must be acceptable to the consumer, insurers, and health care service providers. Third, the promotion of benefits must be carefully crafted to reach and appeal to both consumers and providers. Fourth, the placement and availability of services in the marketplace must be researched and planned. With the application of market research practices that incorporate health behavior theories in their exploration of each component, consumer demand for preconception care can be generated, and providers can take preconception care to the market with confidence.
Cheung, Alan C. K.; Yuen, Timothy W. W.; Yuen, Celeste Y. M.; Cheng, Yin Cheong
Purpose: The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers. Design/methodology/approach:…
Nolan, C M; Conway, L G; Litteer, T B; Peterson-Sweeney, K; Richardson, K; Smith, S W; Stoler, P M
As competition within the health care field increases, marketing strategies are becoming more important for all members of the health care team, including nurse practitioners. The purpose of this research was to identify marketing strategies being used by nurse practitioners in New York state. A total of 285 practitioners responded to a survey containing questions related to marketing techniques traditionally used in the business world: service differentiation, market segmentation and practice promotion. A majority of respondents did not report using many of the marketing strategies contained in the survey, although most nurse practitioners did report identifying themselves as primary care providers in one-on-one interactions with clients. Significantly higher marketing scores were found for nurse practitioners who attended a workshop or seminar on marketing strategies, had three or more years of experience, or who practiced in private outpatient settings.
Filges, Trine; Kennes, John; Larsen, Birthe
We find that the main featues of labor policy across OECD countries can be explained by a simple general equilibrium search model with risk neutral agents and a government that chooses policy to maximize a social welfare function. In equilibrum, policies are chosen to optimal redistribute income....... The model also explains why countries that appear to pursue equity spend more on both active and passive labor market programs....
Guenzi, Paolo; Troilo, Gabriele
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
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. .
Effing, Robin; Spil, Antonius A.M.
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
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.
Jay B. Barney
Much of the current thinking about competitive strategy focuses on ways that firms can create imperfectly competitive product markets in order to obtain greater than normal economic performance. However, the economic performance of firms does not depend simply on whether or not its strategies create such markets, but also on the cost of implementing those strategies. Clearly, if the cost of strategy implementation is greater than returns obtained from creating an imperfectly competitive produ...
Yongjoo Baek; Sang Hoon Lee; Hawoong Jeong
Strategy evaluation schemes are a crucial factor in any agent-based market model, as they determine the agents' strategy preferences and consequently their behavioral pattern. This study investigates how the strategy evaluation schemes adopted by agents affect their performance in conjunction with the market circumstances. We observe the performance of three strategy evaluation schemes, the history-dependent wealth game, the trend-opposing minority game, and the trend-following majority game,...
Dr Anil Sardana; Dr PoojaTalwar; Shruti Gulati
In this ever-dynamic world, the only thing that is constant is change. Change when happens, applies to all; then why should marketing remain the same? Each year is a witness to various seasons, and each season requires separate marketing efforts to be carried out differently. Seasonal marketing thus helps to capitalise on the varied demand through varied marketing. Every season requires special efforts and hence leads to different sales.
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview, The Industry; 2. Market Environment and Prospects: Market Environment, Demand, Supply, Trade; 3. Corporate Strategies and Competition: Competitive Environment, Structure of Competition, Business Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview, The Industry; 2. Market Environment and Prospects: Market Environment, Demand and Supply, Prices, Trade; 3. Corporate Strategies and Competition: Competitive Environment, Structure of Competition, Business Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview The Industry; 2. Market Environment and Prospects: Market Overview, Supply, Demand, Prices, Trade; 3. Corporate Strategies and Competition: Competitive Environment, Leaders' Recent Performances, Corporate Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview, The Industry; 2. Market Environment and Prospects: Market Overview, Demand, Supply; 3. Corporate Strategies and Competition: Competitive Forces, Structure of Competition, Corporate Strategies; 4. Case Studies; 5. Statistical Appendix; 6. Sources; 7. Annexes
Lewison, Dale M.; Hawes, Jon M.
As colleges and universities adopt marketing orientations to an ever-increasing extent, the relative merits of mass marketing and target marketing must also be explored. Researchers identify buyer types as potential students focused on quality, value or economy. On the other axis, learner types are described as those who focus on career,…
Tilburg, van A.; Schalkwyk, van H.D.
Smallholders, especially in less developed countries, have encountered several challenges in gaining access to markets. Market access includes the ability to obtain necessary farm inputs and farm services, and the ability to deliver farm products to buyers. Market access was less of a problem in the
Knox, Alan B., Ed.
Illustrates concepts and techniques available from marketing and related fields that can enrich decision making about marketing by continuing education administrators. They are concepts concerning marketing by nonprofit organizations, promotional techniques, highlights from a handbook on the use of direct mail, and the use of decision trees. (CT)
Edinger, Joyce A.
Discusses the conditions necessary for the success of marketing programs within libraries and methods of implementing a formal marketing program. The four factors of the marketing mix (product, place, price, promotion) are considered and administrative decisions are explored within the framework of these four factors. (Author)
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.
Thornton, Kimberly C.
With decreasing state funds, a sluggish economy, and increased competition, universities are finding new ways to recruit prospective students to their institutions (Campbell, 2013; Sandlin & Pena, 2014). One way to create relationships and recruit prospective students to a university is through the use of social media platforms (Han, 2014;…
Cann, Cynthia W.; George, Marie A.
A conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn. Learning and marketing orientations are identified as components to marketing strategy making. Key organizational functions, including communication and decision-making, are utilized in a framework for…
Kolodinsky, Jane; Reynolds, Travis
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.
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.
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.
Claudia Ioana CIOBANU
Full Text Available In the last two decades, relationship marketing has been a topic of interest for practitioners and researchers who analyze this area. During this period, the development of sustainable business relations represented a strategic priority. From this perspective, relationship marketing is a tool for managers who need to create new organizational structures. The implementing of relationship marketing activities is performed both inside and outside the organization. This article presents the evolution of the concept of relationship marketing in marketing theory and practice from the perspective of intensification of relations between clients and businesses and thus the requirements imposed by the new business environment.
Pashkus N.A; Pashkus V.
The article discusses the possibility of using active marketing strategies for promoting the results of university’s innovations. Benefits, that can be obtained by university through its strategy of breakthrough positioning explored
The goal of this bachelor thesis was to create a marketing strategy of a non-profit educational project aimed on Czech highschool students. The strategy is based on the concept of the project My Better Myself. As the main methods to achieve the goals were used the marketing strategy analysis tools such as market research, marketing mix or SWOT analysis, whose use in practice ultimately leads to achieving competitive advantage that is based on the uniqueness and simplicity of the idea of the p...
Dailey, Lynn; Anderson, Murphy; Ingenito, Cristina; Duffy, David; Krimm, Paul; Thomson, Scott
The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance…
The diploma thesis is focused on marketing strategy plan of a private pharmacy using service blueprint as a marketing tool. At the beginning the thesis deals with characteristics of specifics and state regulations of pharmacy marketing. Then the thesis analyses Czech pharmacy market in particular with regard to the expansion of pharmacy chains and also puts emphasis on current pharmacy trends that influence management and marketing of private pharmacies. The main goal is firstly to describe t...
Tsimonis, Georgios; Dimitriadis, Sergios
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...
Natalia К. Shemetova
Full Text Available The study is aimed at developing an algorithm of formation of university’s marketing strategy and the development of evaluating methods of its effectiveness realization. Despite the competitive expansion of the educational services market and the transition to a system of university self-financing, researchers have not paid due attention to the process of developing the marketing strategy of the university and the evaluation of its effectiveness yet. Methods. The applied methods include the method of general systems theory, and the complex of specialized marketing tools (PEST-, SNWand SWOT-analysis. Results. The algorithm of university’s marketing strategy formation and methodology for its effectiveness assessing is given in five fields: economic, informational, social, integration, and demand stage. The set of criteria is worked out for every field listed above. The author has developed a formula for determining the total indicator or general index of the effectiveness of university’s marketing strategy. Scientific novelty. The prospects of using the algorithm of formation of university’s marketing strategy and the system of monitoring and evaluating the effectiveness of marketing in higher vocational education was proved and evaluated by the author in the Ural Institute of Management of RANEPA. Practical significance. The research results can be used by the experts in the field of management of the higher educational institutions, and also as teaching materials while preparing the experts in marketing.
Krstić Ivan; Becić Sonja
Primary objective of the company is to reach the business success. Competitors have the same objective. Only the companies that really meet the consumer's needs and demands survive in the competitive struggle. The company who succeeds in it, has the possibility to achieve the competitive advantage as well. The company has to have the adequate marketing strategy in order to fulfill the marketing objectives and achieve the competitive advantage. The marketing strategy should be flexible and pro...
Lesley James; Harsha Kasi Vishwanathan
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 ...
Jorge Marcelo Nomura
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.
Chisholm, Andrew M
This comprehensive resource provides a complete introduction to global capital markets by explaining key instruments used in markets and their practical applications. An Introduction to Capital Marketsassumes no starting knowledge of the subject and begins with a general overview of the structure of the capital markets industry. Readers will quickly learn about swaps applications, options trading strategies, and much more. This introduction to financial markets offer valuable insights for anyone interested in the theory, practice, products, and applications within this field.
Hui-Chu Chen; Robert D. Green
Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently have higher mean scores. However, only distribution intensity, brand association and total brand equity were significantly higher than males. But men feel that their hypermarkets were higher priced than...
Full Text Available Social networks are becoming more and more widespread and they are literally conquering the World Wide Web. Facebook has managed to arrive even in poor and remote territories which apparently have nothing to do with our always on the move modern world. However, only on the African continent there are more than 100 million active Facebook users who represent 50% of the African population having access to Internet. Thus, it would be huge marketing mistake for businesses not to take into consideration this opportunity to get in touch with prospective customers (Neti, 2011. Social media is hot and has turned into a “must” for businesses looking for brand awareness. Therefore, the techniques used to attract customers by means of social networks have gained quite a high degree of sophistry (Neti, 2011. In an age in which the average internet user accesses his/her social network account at least fourteen times a day, companies cannot afford to be absent from this medium. The aim of the present paper is to present the concept and characteristics of social media and how it can be used in order to increase brand awareness.
Prof. Filimon Stremţan Ph.D; Assist. Silvia-Ştefania Mihalache Author-Workplace-Name:“1 Decembrie 1918” University of Alba Iulia Faculty of Science Alba Iulia, Romania
Social marketing, a concept that has only recently reached its maturity, it’s starting to win ground in Romania as well, although it is many times used clumsily or confused with other concepts that are similar either from a phonetically point of view, either from the point of view of the ways of implementation. Therefore, the purpose of this article is to present briefly, from a theoretical point of view, this concept, to present the elements that distinguish it from the other branches of mar...
Full Text Available Despite the burgeoning research on social entrepreneurship (SE, SE strategies remain poorly understood. Drawing on extant research on the social activism and social change, empowerment and SE models, we explore, classify and validate the strategies used by 2,334 social entrepreneurs affiliated with the world's largest SE support organization, Ashoka. The results of the topic modeling of the social entrepreneurs' strategy profiles reveal that they employed a total of 39 change-making strategies that vary across resources (material versus symbolic strategies, specificity (general versus specific strategies, and mode of participation (mass versus elite participation strategies; they also vary across fields of practice and time. Finally, we identify six meta-SE strategies-a reduction from the 39 strategies-and identify four new meta-SE strategies (i.e., system reform, physical capital development, evidence-based practices, and prototyping that have been overlooked in prior SE research. Our findings extend and deepen the research into SE strategies and offer a comprehensive model of SE strategies that advances theory, practice and policy making.
Chandra, Yanto; Jiang, Li Crystal; Wang, Cheng-Jun
Despite the burgeoning research on social entrepreneurship (SE), SE strategies remain poorly understood. Drawing on extant research on the social activism and social change, empowerment and SE models, we explore, classify and validate the strategies used by 2,334 social entrepreneurs affiliated with the world's largest SE support organization, Ashoka. The results of the topic modeling of the social entrepreneurs' strategy profiles reveal that they employed a total of 39 change-making strategies that vary across resources (material versus symbolic strategies), specificity (general versus specific strategies), and mode of participation (mass versus elite participation strategies); they also vary across fields of practice and time. Finally, we identify six meta-SE strategies-a reduction from the 39 strategies-and identify four new meta-SE strategies (i.e., system reform, physical capital development, evidence-based practices, and prototyping) that have been overlooked in prior SE research. Our findings extend and deepen the research into SE strategies and offer a comprehensive model of SE strategies that advances theory, practice and policy making.
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.
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.
Algirdas Krivka; Romualdas Ginevičius
The abstract deals with the application of positioning strategies under the conditions of classical market structures. It is discovered that the assumptions of pure competition leave no space for M. Porter’s generic cost leadership and differentiation strategies to be applied. The enterprise’s actions, influencing five competitive forces and implementing generic strategies, are reasonable under the conditions of imperfect competition market structures. The game theory models, applied to oligo...
高谷, 和夫; Kazuo, Takaya; 人間社会学部社会情報学科
Most theories of marketing strategy had been studied and advocated in the industrial society. In this article, you can find the background of best-selling products based on the theory where the marketing strategy in the information society is totally different from the industrial society. Considering consumer needs and competitive advantage, attention, positioning and designing strategies have been found to be most effective in the information society.
Technology marketing is a total processing about identifying and meeting the technological needs of human society. Most technology results exist in intellectual properties like patents. In our research, we consider patent document as a technology. So patent data are analyzed by Principal Component Analysis (PCA) and Self Organizing Map (SOM) for STP(Segmentation, Targeting, and Positioning) strategy modeling. STP is a popular approach for developing marketing strategies. We use STP strategy m...
Paulo Gabriel Martins de Moura
Full Text Available This essay, a political analysis, criticizes the Family Grant Program, implemented by the Lula government of 2003-2005. It is based on the ongoing analysis methodology originated in U.S. political science. It seeks to establish a parallel of these analyses with criticisms of the Family Grant program presented in the media and made by specialists. They focus on the absence of a conceptual reference for the program (or its practical non-application, supported by accumulated knowledge in the field, that would guide the social policies of the Lula government. Based on secondary sources about official data and on statements from specialists, the analysis identifies an apparent 'schizophrenia' in the 'philosophical' references that orient the government's social policies, suggesting that the solution chosen was a situational response to a demand for government marketing and not oriented to a deliberate public policy pre-conceived as such, which, if it exists, is not evident in the government actions.
Griffith, M J; Baloff, N
The complex start-up effect on utilization of health care services is too often overlooked or underestimated by marketing planners, leading to a range of negative consequences for both the users of services and the provider organization. Start-up analysis allows accurate estimation of these utilization effects for coordinated strategic planning among marketing finance, and operations.
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. .
Baek, Yongjoo; Lee, Sang Hoon; Jeong, Hawoong
Strategy evaluation schemes are a crucial factor in any agent-based market model, as they determine the agents' strategy preferences and consequently their behavioral pattern. This study investigates how the strategy evaluation schemes adopted by agents affect their performance in conjunction with the market circumstances. We observe the performance of three strategy evaluation schemes, the history-dependent wealth game, the trend-opposing minority game, and the trend-following majority game, in a stock market where the price is exogenously determined. The price is either directly adopted from the real stock market indices or generated with a Markov chain of order ≤2 . Each scheme's success is quantified by average wealth accumulated by the traders equipped with the scheme. The wealth game, as it learns from the history, shows relatively good performance unless the market is highly unpredictable. The majority game is successful in a trendy market dominated by long periods of sustained price increase or decrease. On the other hand, the minority game is suitable for a market with persistent zigzag price patterns. We also discuss the consequence of implementing finite memory in the scoring processes of strategies. Our findings suggest under which market circumstances each evaluation scheme is appropriate for modeling the behavior of real market traders.
Full Text Available Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct interviews of selected respondents through purposive sampling. Furthermore, those data were analyzed using several statistical methods, such as normality tests, the validity and reliability, the classic assumption test, Pearson product moment, and multiple regression. The results shows that there are significant correlation between marketing based on experience (feel, act, and relate towards brand loyalty. The relationship between experiential marketing (feel and relate towards brand loyalty is low, while the experiential marketing relationship (act is quite strong.
Aléssio Bessa Sarquis
Full Text Available Internal marketing comprises the set of strategies to enable internally compliance of the organization's marketing promises. This study examines the use of internal marketing strategies in a higher education institution in the process of implementing a new educational model. This is one case study with qualitative and exploratory approach. The data collection techniques used were interviews and document analysis, interpreted through content analysis. The results show that the most commonly used strategies are: implementation of employee training programs; development of materials / guidance handouts; creating web blog; and the application of internal research. The testimonies indicate that the internal marketing strategies contributed to the implementation of new educational model, but there is dissatisfaction among managers with the internal marketing program of the institution.
Full Text Available Rapid developments and increasing competition in recent years have prevented companies from producing and selling only in domestic markets, but also causing their foreign resources and investments to be directed to foreign markets. In this case, once businesses decide to join a particular market, they have to decide which is the best way to penetrate there. Turkish multinational corporations, which have been spreading all over the world with their investments, have conquered world markets with their exports, initiatives and acquisitions, they have entered in foreign markets in various forms and have a significant share in world trade volume with their successful investments. From this point of view, this study examines the strategies by which Turkish multinationals enter foreign markets especially in Kosovo and the impact that those companies have had in the development of the Kosovo economy and the strategies by which Turkish multinationals enter foreign markets.
Charkiewicz, Kamil; Nowak, Robert
The main objective of the energy market existence is reduction of the total cost of production, transport and distribution of energy, and so the prices paid by terminal consumers. Energy market contains few markets that are varying on operational rules, the important segments: the Futures Contract Market and Next Day Market are analyzed in presented approach. The computer system was developed to simulate the Polish Energy Market. This system use the multi-agent approach, where each agent is the separate shared library with defined interface. The software was used to compare strategies for players in energy market, where the strategies uses auto-regression, k-nearest neighbours, neural network and mixed algorithm, to predict the next price.
Although tourism marketing has made great progress in recent years, researches on it are far from enough. Current re⁃searches on tourism marketing at home and abroad lack pertinence and mostly provide theoretical basis for tourism development within a wide range. The researches on tourism marketing of Penglai are few and far between. Based on previous studies and the status quo of tourism marketing strategy, the below statements tries to find out existing problems of Penglai’s tourism, put for⁃ward countermeasures and propose feasible marketing patterns suitable for its tourism development. It subsequently concludes that it can make contribution to the sustainable development of Penglai's tourism and provide other county-level tourism cities with reference for marketing tourism marketing strategies.
T.V. Shtal; O.O. Tyshchenko
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.
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...
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.
Nowak, Glen J; Gellin, Bruce G; MacDonald, Noni E; Butler, Robb
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.
Wareham, T L
Not-for-profit healthcare organizations are experiencing a tightened credit market due to financial stresses on the healthcare industry such as declining payments, effects of the Balanced Budget Act of 1997, and the shift to outpatient care. In the future, healthcare organizations wanting to access the capital market will be expected to preserve cash as an "insurance policy," offer greater security and stricter covenants, and report financial information on a quarterly basis. To meet these requirements and navigate today's tighter credit market, healthcare financial managers will need to focus on the organization's most reliably profitable areas of business, link strategic and financial issues, and carefully monitor the balance sheet.
The 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, ...
Evans, W D; Pattanayak, S K; Young, S; Buszin, J; Rai, S; Bihm, Jasmine Wallace
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.
The thesis considers the entry strategy and development of the company McDonald's into international markets. The theoretical aspects of the entry strategy of the company into the international markets. Analyzes the key features of the development of McDonald's in Russia. Investigated the prospects of the company in international markets. In theoretic part there was regarded some important aspects of international strategic management, such as: strategic alternatives, elements and levels o...
Abstract Market efficiency is a highly debated topic within the academic research field of finance. Several studies have presented that the return on stocks may be predictable by employing the momentum investment strategy, which contradicts the Efficient Market Hypothesis in exchange market. There is extensive international evidence, on an academic level that the momentum investment strategy yields positive abnormal returns when short-term periods are considered. This paper examines the profi...
Despite the burgeoning research on social entrepreneurship (SE), SE strategies remain poorly understood. Drawing on extant research on the social activism and social change, empowerment and SE models, we explore, classify and validate the strategies used by 2,334 social entrepreneurs affiliated with the world’s largest SE support organization, Ashoka. The results of the topic modeling of the social entrepreneurs’ strategy profiles reveal that they employed a total of 39 change-making strategies that vary across resources (material versus symbolic strategies), specificity (general versus specific strategies), and mode of participation (mass versus elite participation strategies); they also vary across fields of practice and time. Finally, we identify six meta-SE strategies―a reduction from the 39 strategies―and identify four new meta-SE strategies (i.e., system reform, physical capital development, evidence-based practices, and prototyping) that have been overlooked in prior SE research. Our findings extend and deepen the research into SE strategies and offer a comprehensive model of SE strategies that advances theory, practice and policy making. PMID:26998970
Full Text Available The aim of this paper is to determine an appropriate framework of strategic performance of companies in the international market. A company that plans to enter into the international market has to prepare well, has to choose adequate strategy, should have thought-market performance and developed marketing program which follows the activity of company. The choice of the appropriate strategy for company's entry into foreign markets affects the long term stability of the market functions and determines the scope of operations abroad by which the company can successfully develop its own abilities as well as to incur risks and uncertainties. There is a constant change in the environment, and by being aware of the changes, we choose between different options the company is opting for when selecting the international market entry strategy. The company should through the country entry analysis and entry forms; examine options that have greater significance in terms of its strategic objectives at the international market. Selecting the right strategy is the key issue that the company which wants to enter into international market is facing with.
Oloomi-Buygi, M.; Nazarian, H.
Electricity markets around the world can be classified as pool-based electricity markets; pure bilateral contract markets; and hybrid markets. The bidding strategy has emerged as an important issue for producers in pool-based electricity markets. Power producers can use several approaches to develop bidding strategies that determine the optimal bid to maximize profit. The various approaches fall into 2 categories, notably forecasting market clearing prices, and estimating the behaviour of other competitors. This paper presented a simple and efficient approach for developing a bidding strategy in pay-as-bid electricity markets. It used the multiple step bid to estimate the optimal bid. One step was allocated to revenue earning while the other steps were allocated to information acquiring. Information acquiring steps obtain information from the market for estimating the optimal bid of the next day. The proposed method was used at a specified power generating unit operating in the Iranian electricity market. The study showed that the proposed bidding strategy can increase the total revenue of the unit by thirty nine per cent. 22 refs., 8 figs
Dian Tauriana; Rendy Manlin
Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct int...
Hutter, G M
A healthcare organization's financial well-being stems from sound strategic planning, which increasingly requires the merger of marketing intelligence and financial management expertise. As a participant in strategic planning, a hospital's chief financial officer (CFO) ensures that plans achieve organizational goals for growth and return on investment. CFOs can apply their analytical and measurement skills to help determine areas of strength and potential growth, then match those services to market segments.
Nowadays, with the big background of economic globalization, economic isolation became impossible, therefore,internationalization is necessary for development of enterprise. IKEA is a Swedish multinational group which wasfounded in 1943. Under the big background of economic globalization, IKEA sizes every opportunity to entryforeign markets And nowadays IKEA had already become the world wide largest furniture retailer since 2008.IKEA actually has already entered into Chinese market as early a...
Muñoz, Caroline Lego; Wood, Natalie T.
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,…
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.
Potter, Sharyn J; Stapleton, Jane G
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.
Mitran Paula Cornelia
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.
Mehmet KARGÜN; Mehmet DALKILIÇ; Aytekin ALPULLU; Adem PALA
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...
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...
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...
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.
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.
Adam Smith (1723-1790) provided us with a remarkable synthesis of the economic and political ideas of his time and developed a conceptual system to analyse social interactions that mattered for the wealth of nations. He proposed a radically different roadmap for the future development of the soci......Adam Smith (1723-1790) provided us with a remarkable synthesis of the economic and political ideas of his time and developed a conceptual system to analyse social interactions that mattered for the wealth of nations. He proposed a radically different roadmap for the future development...... of the society he lived in. The fact that his original analyses were rooted in a given historical context and were founded on a well thought-through conceptual system should not be ignored. The galvanising effect of the dribs and drabs of Adam Smith ideas that have been bandied about are a long way from...... the powerful insights imbued in the original ideas. Putting those back into context, looking into how Smith proceeded then, trying to update his observations, might help us to be more attentive to the market changes and social challenges of our times....
Learning from Low Income Market-driven Innovations and Social Entrepreneurship in India. A social enterprise is one that uses innovation, finance and business acumen in a business setting to produce social outcomes such as poverty alleviation, health benefits or social inclusion. Social enterprises generate products and ...
Bird, L. A. [National Renewable Energy Lab. (NREL), Golden, CO (United States); Brown, E. S. [National Renewable Energy Lab. (NREL), Golden, CO (United States)
This paper explores whether partnerships between utilities and independent marketers are an effective strategy for marketing green power. We present case studies of voluntary and mandatory partnerships covering green power program design and implementation in both regulated and restructured electricity markets. We also include perspectives (based on interviews) from utilities, marketers, and regulators involved in developing and implementing these partnerships. From these case studies and interviews, we describe lessons learned about developing effective partnerships, including such issues as respective roles in marketing and administration, product branding, and contract and incentive structures. Based on experience to date, strategic partnerships between utilities and marketers can be an effective approach to marketing green power. Partnerships leverage the sales and resource procurement experience of marketers and the utility’s reputation and access to customers. Further, partnerships can create greater incentives for success because marketers have a vested financial interest in maximizing customer participation and green power sales.
Bird, L. A.; Brown, E. S.
This paper explores whether partnerships between utilities and independent marketers are an effective strategy for marketing green power. We present case studies of voluntary and mandatory partnerships covering green power program design and implementation in both regulated and restructured electricity markets. We also include perspectives (based on interviews) from utilities, marketers, and regulators involved in developing and implementing these partnerships. From these case studies and interviews, we describe lessons learned about developing effective partnerships, including such issues as respective roles in marketing and administration, product branding, and contract and incentive structures. Based on experience to date, strategic partnerships between utilities and marketers can be an effective approach to marketing green power. Partnerships leverage the sales and resource procurement experience of marketers and the utility?s reputation and access to customers. Further, partnerships can create greater incentives for success because marketers have a vested financial interest in maximizing customer participation and green power sales.
Putra, Ronaldo Bagus; Wandebori, Harimukti
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...
Thiago José de Chaves
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.
Wells, R; Banaszak-Holl, J
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.
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
Johnson, Donald A.; Boehlje, Michael
This study of the farm firm integrates long run investment and financial decisions, and short-run production and marketing decisions into a single decision framework that includes both time and risk. The results suggest that the use of various strategies for managing market risks allow the entrepreneur to accept mores risk in investing and producing; and that an integrated analysis of production, marketing and investment-financing alternatives is essential to make accurate recommendations abo...
The purpose of the study was to get a deeper knowledge of content marketing concepts, its techniques, benefits, challenges and trends, and to create an online content marketing strategy and give clear guidelines to the case company on how to lead customers through the buying cycle. The data for this study were gathered from the various sources, particularly articles and books. The information concerned core concepts of content marketing, consumer behaviour, Internet channels, customer att...
Marketing, electronic data interchange, internet data center, electric ordering system Abstract：Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments. Information technology is the acquisition, processing, storage and dissemination of vocal, pictorial, textual and numerical information by a microelectronics-based combination of computing and telecommunications.
As the market landscape keeps evolving with a blistering pace and traditional marketing approaches are no longer effective in delivering competitive advantage there is a need for new marketing strategies to be implemented. The concept of brand communities has been attracting increasing attention as it provides a platform upon which various kinds of strong relationships centered around a brand can be established, providing a multitude of positive outcomes for brands. The purpose of this study ...
Marketing Strategy: A Tool for Library and Information Services Delivery by ... delivery by academic libraries using the various technology driven facilities. ... Data were gathered using questionnaire and the findings revealed that face to face ...
Despite this fact, a lot of challenges such as changes in educational programs, impact of inf ... While the major strategies for effective marketing of LIS are: good ... publicity through advertisements and announcements, and through website.
Full Text Available In today’s dynamically changing environment marketing has a significant role. Creating successful marketing strategies requires large amount of high quality information of various kinds and data types. A powerful database management system is a necessary condition for marketing strategies creation support. The paper briefly describes the field of marketing strategies and specifies the features that should be provided by database systems in connection with these strategies support. Major commercial (Oracle, DB2, MS SQL, Sybase and open-source (PostgreSQL, MySQL, Firebird databases are than examined from the point of view of accordance with these characteristics and their comparison in made. The results are useful for making the decision before acquisition of a database system during information system’s hardware architecture specification.
Marketing strategy and product performance: a study of selected firms in Nigeria. ... Ethiopian Journal of Environmental Studies and Management ... This paper therefore recommends that business organisations should accord necessary ...
Mols, Niels Peter; Sloth, Jacob Lerche; Thrane, Claus
Abstract Purpose of the paper and literature addressed: The purpose of this paper is to identify buyer motives for supporting internal competitors and to suggest relevant marketing strategy elements for external suppliers confronting these internal competitors. Research method: With basis...... in a literature review we identify different buyer motives for choosing to combine external suppliers with internal production, i.e., an internal competitor. For each buyer motive, possible marketing strategies are identified and briefly discussed. Research findings: The paper describes different buyer motives...... relevant buyer motives, the existence of different buyer motives suggests that these buyers should be targeted with different marketing strategies. For each buyer motive, possible marketing strategies are suggested and briefly discussed. Thus, for each buyer motive it is briefly discussed (1) how...
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
Douglas, S.P.; Craig, S.; Nijssen, E.J.
Brands play a critical role in establishing a firm’s visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm’s overall international marketing strategy, because it provides a structure to leverage strong brands into other
Kamp, L.M.; Ortt, J.R.; Harahap, B.
Companies that bring a new product to the market or enter a new market with an existing product, come across a number of barriers that prevent large?scale diffusion. In order to circumvent or remove these barriers, they can adopt alternative strategies. This paper looks into these barriers and
D.E. Allen (David); M.J. McAleer (Michael); R.J. Powell (Robert); A.K. Singh (Abhay)
markdownabstract__Abstract__ is paper features an analysis of the effectiveness of a range of portfolio diversification strategies as applied to a set of daily arithmetically compounded returns on a set of ten market indices representing the major European markets for a nine year period from the
AbdolRahman Maleki Afzal
Full Text Available The purpose of this research is to review the relationship between effectiveness of marketing strategies performance Marketing Bank branches in the city of Sanandaj. This research in terms of purpose is applied; and also in terms of method is descriptive correlational research and in term of duration is a single period. The statistical population contains staff at the branch of the bank of Sanandaj city. To choose the statistical sample by using classical random sampling and according to the statistical formula, a sample of 302 people is selected from among the statistical population. According to research methodology and the type of the underlying data in this study, questionnaire of standard marketing strategies and researcher marketing performance are used as the main tool to measure and data collection. In order to do the statistical analysis, SPSS statistical analysis software is used. The findings show that there is a significant positive relationship between the effectiveness of marketing strategies and Performance Marketing Banks city of Sanandaj. Also, the results show that between all of the components of the effectiveness of marketing strategies and Performance Marketing (customer-philosophy (0.611, Integrated Marketing Effort (0.562, Marketing Information (0.361, Strategic orientation (0.573, Orientation Efficiency (0.678 there is a significant relationship.
Full Text Available The world automotive industry has about 30% of excessive capacity. Regardless of that, the new plants are being constantly built. The countries of the East Europe, China and India are selected as suitable areas by almost all world leading car manufactures to build their additional plants in order to make profits. An open world market is subject to an uncompromising striving for each customer. Our manufacturers have to meet the same requirements if want to offer their products in the world market. Finding out of foreign strategic partners is the fastest way to recover a domestic automotive industry and to increase an employment rate.
Yepes, Luis Augusto
Coming years will not be easy for the world oil market. Colombia knows this and is preparing to face a surplus of light crude when large volumes of Cusiana production are available for export, particularly in 1998 and 1999. Ecopetrol considers this out look will give rise to a very competitive setting for Cusiana crude. It advises committing this crude as of now with an important refining group for whom petroleum is essential for their refinery diet. On the foreign scene, Ecopetrol's commercial policy is to sell petroleum by-products, as well as import shortfalls in motor fuel. Domestic policy is directed at making the natural gas market a reality
The Biogas and Landfill Gas Marketing Strategy Group was set up with the objective to advise EU-DG 17 (THERMIE/OPET) on the dissemination strategies for biogas and landfill gas (LFG), a subsector of the Renewable Energy Sector (RES). The Marketing Strategy Group has identified market barriers and users' needs in the biogas and LFG subsector. Subsequently, the group evaluated successful instruments/methods to overcome these market barriers and to satisfy the users' needs. The group investigated the feasibility of transposing these instruments/success stories to other countries. The work of the Marketing Strategy Group resulted in proposals for future dissemination of biogas and LFG technology. After a short introduction into LFG technology and the LFG market, this document describes barriers to landfill gas technology dissemination and gives some examples about how to overcome them. This results in recommendations on a strategy for dissemination of LFG technology and expanding LFG markets. The document is mainly based on experience gained in the United Kingdom, Italy and the Netherlands
Adesoga Dada Adefulu
Full Text Available The paper examined promotional strategy impacts on market share and profitability in Coca-Cola and 7up companies in Lagos State, Nigeria. Survey research method was adopted. The study population was the staff in marketing positions in the selected companies. Questionnaire was administered on the samples from Coca-Cola and 7UP companies. The statistical tool employed was the univariate analysis of variance (ANOVA to determine the statistical significance and the extent to which promotional strategy brings about variation in market share and profitability in the selected companies The study revealed the need for a better understanding of the organizational factors that determine the commitment of organizational resources to drive the achievement of marketing goals. In addition, promotional strategy measured by advertising, publicity and sales promotion affected market share and profitability at different percentage rates while Personal selling did not .The study concluded that promotional strategy suitable to a business caused variations in market share and profitability. Managers concerned about maintaining competitive edge in the market may find it appropriate to begin by examining promotional strategy adoption. Suggestions are also made for further research and study limitations are denoted. Researchers are encouraged to devote efforts to identifying what variables may modify the nature of relationship?
Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate ...
S. Masteika; A.V. Rutkauskas; A. Tamosaitis
The paper investigates downtrend algorithm and trading strategy based on chart pattern recognition and technical analysis in futures market. The proposed chart formation is a pattern with the lowest low in the middle and one higher low on each side. The contribution of this paper lies in the reinforcement of statements about the profitability of momentum trend trading strategies. Practical benefit of the research is a trading algorithm in falling markets and back-test ana...
Johannes M. Lehner
Full Text Available While asset markets are traditionally left to economic inquiry, the paper shows that there is both a legal possibility and an incentive for organizing within such markets and for exercising market share-based strategic maneuvering. It proposes, based on sensemaking theory, Implicit Organizations in asset markets to exploit equivocality for momentum trading strategies. An Implicit Organization fulfills the criteria of an organization, while maintaining the image of a perfect market. Its members coordinate via market signals and fixed investment time windows to ensure positive returns to strategic maneuvering in asset markets. In support of hypotheses derived from sensemaking theory, results of empirical studies from two different investment contexts (Xetra and NYSE provide evidence that equivocal analysts’ recommendations predict investment returns after a fixed time period.
Full Text Available Results of conjoint analysis showed quality attributes preferred by the entrepreneurs. They were Arabica and Robusta (50:50 mixed variety, mixing of 70:30 coffee, chicory ratio, keeping quality up to 6 months, medium level of taste/aroma, filter size of the powder and roasting time of 15 minutes/ 10 kg of seeds. About 83.00 per cent of entrepreneurs produced coffee powder as a final form of coffee product, nearly two-third (63.00 % of the entrepreneurs did not have any brand name or logo, cent per cent of them reported manual packing only. Major criteria to fix different price rate of coffee product were International daily market price (90.00 %, factors affecting the price policy were market price fluctuation (93.33 %, season (90.00 % and Cent per cent of them had adopted coffee price forecasting broadcasted by various media. Selection of the location depends on nearby town and coffee potential area, techniques to overcome the competitor were better pricing and supply of quality coffee product, attraction of customers depends on personal contact, attractive display boards, quality, taste, aroma and flavor. Promotional activities carried out by the entrepreneurs were developing the customer base (83.33 % and working towards building customer loyalty (76.67%. Relationships followed among stakeholders were good partnership, price and profit sharing, commission basis, service and quality, supply-service and demand. Further, market demand reported by entrepreneurs were: the demand for coffee beans peaked during July to November, coffee powder were more demand in three seasons namely rainy season (June-September, winter season (December- January and summer holidays (April-May. Feedback mechanism reported by coffee entrepreneurs were: quality analysis report received from the export organization, physical analysis, cup test, personal contact through phone, e-mail and also personal letters.
Verhallen, Theo M.M.; Frambach, Ruud T.; Prabhu, Jaideep
Segmentation of industrial markets is typically based on observable characteristics of firms such as their location and size. However, such variables have been found to be poor predictors of industrial buying behavior. To improve the effectiveness and power of existing approaches to industrial
Nebojša Maksimović; Radenko Matić; Svetlana Mihić
The paper outlines the preparation of sponsorship offer in sport. Analitically, each phase in preparation for sponsorship offer has been analised step by step as well as all necessary actions that marketing team undertakes during the realisation and when the sponsorship program is finished.
Everett, James E.; Armstrong, Robert W.
A University of Western Australia market segmentation study for the masters program in business administration examined the relationship between Graduate Management Admission Test scores, work experience, faculty of undergraduate degree, gender, and academic success in the program. Implications of the results for establishing admission criteria…
Moenaert, R.K.; Robben, H.S.J.; Gouw, de P.
Traditional textbooks on (strategic) marketing limit themselves to a theoretical expose on how to operate an organisation in an imaginary competition. This publication provides a way of thinking and a method with which organisations truly can enhance their competitive strength, and make it
Moenaert, R.K.; Robben, H.S.J.; Gouw, de M.
Marketing als duurzame business. Hét basiswerk over het plannen en implementeren van marketingactiviteiten om het concurrentievermogen van een organisatie te optimaliseren. Een science-based en praktische synthese van ideeën en modellen die een duurzaam onderscheid in de markt daadwerkelijk mogelijk
Chinese clothing industry has stepped into a new era when the fierce competition,the internationalization and the pluralism coexist.If the clothing enterprises want to catch the market opportunities,and stand out in the clothing industry,they should chang
M.C.W. Janssen (Maarten); R. van der Noll
textabstractWe analyze the incentives for incumbent bricks-and-mortar firms and new entrants to start an online retail channel in a differentiated goods market. To this end we set up a two-stage model where firms first decide whether or not to build the infrastructure necessary to start an online
It is critical to the successful commercialization of the irradiated food process to secure either a full-time marketing person or a consulting organization to aid food industries in the successful world-wide commercialization of new irradiated food products. Expert advice/guidance is needed to help attain the goals on commercialization of this new product
Rao, S K
Brand teams charged with the commercialization of pharmaceutical products in the pipeline operate in an uncertain environment. Market, customer and competitive interrelationships undergo changes, often in ways that are unpredictable with conventional research practices. This article describes a framework whereby such uncertainty can be managed more effectively in the context of ongoing business needs.
Full Text Available The paper outlines the preparation of sponsorship offer in sport. Analitically, each phase in preparation for sponsorship offer has been analised step by step as well as all necessary actions that marketing team undertakes during the realisation and when the sponsorship program is finished.
Clauss, Barbara A.
Family and consumer sciences teachers agree-- word-of-mouth is a great way to market the programs, as peers are very influential in students' selection of electives in family and consumer sciences (FACS) education. However, teachers do not rely solely on their students to influence enrollments in their programs. In this article, the author…
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...
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...
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
The article deals with problems of researching the category "social business responsibility", ways of its realization and marketing means of implementation and support of socially responsible initiatives in Ukrainian companies.
Social Protection and Labour Market Outcomes of Youth in South Africa ... policy briefs, fact sheets and short media pieces to inform discussion on social grants and ... discussion of the benefits of conditional versus unconditional cash transfers ...
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.