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
Cohen, Deborah A; Collins, Rebecca; Hunter, Gerald; Ghosh-Dastidar, Bonnie; Dubowitz, Tamara
We quantified the use of placement and price reduction marketing strategies in different food retail outlets to identify associations between these strategies and the risk of overweight and obesity among customers. In 2011 we collected dietary and health information from 1372 residents in "food deserts" in Pittsburgh, PA. We audited neighborhood restaurants and food stores (n = 40) including 16 distant food venues at which residents reported shopping. We assessed end-aisle displays, special floor displays, cash register displays, and price reductions for sugar-sweetened beverages (SSBs); foods high in saturated oils, fats, and added sugars; and nutritious foods such as fruits, vegetables, and products with at least 51% whole grains. Supermarkets and superstores had the largest numbers of displays and price reductions for low-nutrient foods. Exposure to displays of SSBs and foods high in saturated oils, fats, and added sugars and price reduction of SSBs was associated with increased body mass index. In-store marketing strategies of low-nutrient foods appear to be risk factors for a higher body mass index among regular shoppers. Future research is needed to confirm the causal role of marketing strategies in obesity.
Collins, Rebecca; Hunter, Gerald; Ghosh-Dastidar, Bonnie; Dubowitz, Tamara
Objectives. We quantified the use of placement and price reduction marketing strategies in different food retail outlets to identify associations between these strategies and the risk of overweight and obesity among customers. Methods. In 2011 we collected dietary and health information from 1372 residents in “food deserts” in Pittsburgh, PA. We audited neighborhood restaurants and food stores (n = 40) including 16 distant food venues at which residents reported shopping. We assessed end-aisle displays, special floor displays, cash register displays, and price reductions for sugar-sweetened beverages (SSBs); foods high in saturated oils, fats, and added sugars; and nutritious foods such as fruits, vegetables, and products with at least 51% whole grains. Results. Supermarkets and superstores had the largest numbers of displays and price reductions for low-nutrient foods. Exposure to displays of SSBs and foods high in saturated oils, fats, and added sugars and price reduction of SSBs was associated with increased body mass index. Conclusions. In-store marketing strategies of low-nutrient foods appear to be risk factors for a higher body mass index among regular shoppers. Future research is needed to confirm the causal role of marketing strategies in obesity. PMID:25521881
Cheney, Marshall; Gowin, Mary; Wann, Taylor Franklin
We examined the marketing strategies for local vapor stores in a large metropolitan area in Oklahoma. Vapor store owners or managers (n = 33) participated in individual interviews regarding marketing practices in 2014. We asked owners about their marketing strategies and the groups they targeted. We transcribed the interviews and analyzed them for themes. Store owners used a variety of marketing strategies to bring new customers to their stores and keep current customers coming back. These marketing strategies showed many parallels to tobacco industry strategies. Most owners engaged in some form of traditional marketing practices (e.g., print media), but only a few used radio or television advertising because of budget constraints. Owners used social media and other forms of electronic communication, pricing discounts and specials, and loyalty programs. Owners also had booths at local events, sponsored community events, and hosted them in their stores. Owners attempted to target different groups of users, such as college students and long-term smokers. Local vapor store marketing practices closely resemble current and former tobacco industry marketing strategies. Surveillance of marketing practices should include local and Web-based strategies.
Gowin, Mary; Wann, Taylor Franklin
Objectives. We examined the marketing strategies for local vapor stores in a large metropolitan area in Oklahoma. Methods. Vapor store owners or managers (n = 33) participated in individual interviews regarding marketing practices in 2014. We asked owners about their marketing strategies and the groups they targeted. We transcribed the interviews and analyzed them for themes. Results. Store owners used a variety of marketing strategies to bring new customers to their stores and keep current customers coming back. These marketing strategies showed many parallels to tobacco industry strategies. Most owners engaged in some form of traditional marketing practices (e.g., print media), but only a few used radio or television advertising because of budget constraints. Owners used social media and other forms of electronic communication, pricing discounts and specials, and loyalty programs. Owners also had booths at local events, sponsored community events, and hosted them in their stores. Owners attempted to target different groups of users, such as college students and long-term smokers. Conclusions. Local vapor store marketing practices closely resemble current and former tobacco industry marketing strategies. Surveillance of marketing practices should include local and Web-based strategies. PMID:25880960
Glanz, Karen; Bader, Michael D M; Iyer, Shally
In-store food marketing can influence food-purchasing behaviors and warrants increased attention given the dramatic rise in obesity. Descriptive and experimental studies of key marketing components have been conducted by consumer scientists, marketing researchers, and public health experts. This review synthesizes research and publications from industry and academic sources and provides direction for developing and evaluating promising interventions. Literature sources for the review were English-language articles published from 1995 to 2010, identified from multidisciplinary search indexes, backward searches of cited articles, review articles, industry reports, and online sources. Only articles that focused on physical grocery stores and food products were included. Data collection occurred in 2010 and 2011. Articles were classified in the categories of product, price, placement, and promotion and divided into controlled laboratory experiments, observation, and field experiments; 125 primary peer-reviewed articles met the inclusion criteria. Narrative synthesis methods were used. Key findings were synthesized by category of focus and study design. Evidence synthesis was completed in 2011. Findings suggest several strategies for in-store marketing to promote healthful eating by increasing availability, affordability, prominence, and promotion of healthful foods and/or restricting or de-marketing unhealthy foods. Key results of research in controlled laboratory studies should be adapted and tested in real-world in-store settings. Industry methods for assessing consumer behavior, such as electronic sales data and individually linked sales information from loyalty card holders, can help public health researchers increase the scientific rigor of field studies. Copyright © 2012 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
Jaroslava Gburová; Róbert Štefko; Radovan Baèík
The paper deals with price and marketing pricing strategies of retail chain stores in the Slovak Republic. The aim of this paper is to highlight the perception of the impact of economic recession in the retail chain stores. To determine the most used marketing pricing strategies has been used analysis of variance ANOVA. The global finance crisis does not have influence to selection and implementation of pricing strategy, which is used by branches of chain stores marketing management of in are...
Feld, Ashley L; Johnson, Trent O; Byerly, Katherine W; Ribisl, Kurt M
As tobacco companies continue to heavily market their products at the point of sale, tobacco control groups seek strategies to combat the negative effects of this marketing. Store observations, which have been widely used by researchers and practitioners alike, are an excellent surveillance tool. This article provides a guide for public health practitioners interested in working in the tobacco retail environment by detailing the steps involved in conducting store observations of tobacco marketing and products including 1) obtaining tobacco product retailer lists, 2) creating measures, 3) selecting a mode of data collection, 4) training data collectors, and 5) analyzing data. We also highlight issues that may arise while in the field and provide information on disseminating results of store observations, including the potential policy implications.
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.
Full Text Available The authors study in-store marketing for telecom retail stores in GSM sector in Turkey which handset manufacturers practice special application in stores for increasing purchasing and improving suggestion rates of their products. They develop a theoretical model of dealers, and manufacturers behavior based on observations about key aspects of the mobile phone market. The analysis provides important insights about in-store marketing and their applications. For example, owner of the store and salesmen would like to support in-store marketing applications of manufacturers in spite of operators’s in-store rules. The authors find empirical support when they test the theoretical results.
Langellier, Brent A; Garza, Jeremiah R; Prelip, Michael L; Glik, Deborah; Brookmeyer, Ron; Ortega, Alexander N
An increasingly popular strategy to improving the food retail environment and promoting healthy eating in low-income and minority communities is the corner store conversion. This approach involves partnering with small 'corner' food stores to expand access to high-quality fruits, vegetables, and other healthy foods. We conducted a structured review of the literature to assess inventories and sales in corner stores, as well as to identify intervention strategies employed by corner store conversions. Our review returned eight descriptive studies that discussed corner store inventories and sales, as well as ten intervention studies discussing six unique corner store conversion interventions in the United States, the Marshall Islands, and Canada. Common intervention strategies included: 1) partnering with an existing store, 2) stocking healthy foods, and 3) social marketing and nutrition education. We summarize each strategy and review the effectiveness of overall corner store conversions at changing peoples' food purchasing, preparation, and consumption behaviors. Consumption of fresh, healthy, affordable foods could be improved by supporting existing retailers to expand their selection of healthy foods and promoting healthy eating at the neighborhood level. Additional corner store conversions should be conducted to determine the effectiveness and importance of specific intervention strategies.
... 7 Agriculture 10 2010-01-01 2010-01-01 false Warehouse-stored marketing assistance loan collateral... Marketing Assistance Loans § 1421.106 Warehouse-stored marketing assistance loan collateral. (a) A commodity may be pledged as collateral for a warehouse-stored marketing assistance loan in the quantity...
differences regarding store characteristics, purchasing behavior, and supplier selection criteria among the three identified store image segments are revealed. The implications of these findings for practitioners and for future research on store image in emerging markets are highlighted....... their stores to defend and sustain the image (i.e. retailers' perspective). Here Chinese food retailing is used as an example of emerging markets. The study finds three unique store images, corresponding to up-market, middle-range, and down-market store segments. Contrasting the two studies, significant...
B. Deleersnyder (Barbara); M.G. Dekimpe (Marnik); J-B.E.M. Steenkamp (Jan-Benedict); O. Koll (Oliver)
textabstractAn important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label, brands. To fight private labels, manufacturers of national brands feel increasingly compelled to
Rosado-Serrano, Alexander; Universidad de Puerto Rico
The literature on franchising has traditionally focused on the effects and transformation it has promoted in the service sector, retailing, restaurants, hotels and other service-related industries. Store within a store research has been focused on the perspective of the manufacturer entering department stores. To date, little research has been carried out for the store in store strategy from the franchising perspective. This paper explores why big box retailers such as Walmart are adopting th...
M. Alex Syaekhoni
Full Text Available Due to increasing concerns about environmental protection, the environmental sustainability of businesses has been widely considered in the manufacturing and supply chain context. Further, its adoption has been implemented in the retail industry for marketing field, including green product promotion. This study aimed to propose a customer purchasing behavior analysis as an alternative for supporting decision-making in order to promote green products in retail stores. Hence, right-on-target marketing strategies can be implemented appropriately. The study was carried out using shopping path data collected by radio frequency identification (RFID from a large retail store in Seoul, South Korea. In addition, the store layout and its traffic were also analyzed. This method is expected to help experts providing appropriate decision alternatives. In addition, it can help retailers in order to increase product sales and achieve high levels of customer satisfaction.
... retail food stores of products for sale at a stated price. You can file a comment online or on paper. For... FEDERAL TRADE COMMISSION 16 CFR Part 424 Retail Food Store Advertising and Marketing Practices..., and regulatory and economic impact of the FTC's rule for ``Retail Food Store Advertising and Marketing...
Grigsby-Toussaint, Diana S; Moise, Imelda K; Geiger, Sarah D
There is growing evidence that exposure to food marketing influences dietary preferences among youth. Few studies exploring this association, however, have focused on the retail food store environment where families negotiate the influence of food and beverage marketing on purchasing practices. Consequently, we sought to examine: (i) the extent to which foods marketed on the internet and television to youth are also available and marketed in retail food stores, and (ii) whether differences exist in the marketing practices across store types and by neighborhood racial composition. In 2008, a cross-sectional survey of 118 food stores was conducted in four Midwestern cities in the United States. Results showed that 82% of stores assessed carried items commonly marketed to youth via television or the internet. The items most likely to have some type of marketing technique were noncarbonated drinks (97.7%), fruit and cereal bars (76.9%), and soda (62.2%). Grocery stores were significantly more likely than convenience stores to have marketing for breads and pastries (34.6% vs. 17.9%), breakfast cereals (52.0% vs. 22.9%), cookies and crackers (54.2% vs. 25.3%), dairy (70.8% vs. 42.7%), and ice cream (23.8% vs. 9.8%). Stores located in black neighborhoods were significantly more likely to have marketing, in comparison to white neighborhoods, for breads and pastries (35.7% vs. 17.1%), breakfast cereals (44.4% vs. 25.0%), and cookies and crackers (48.1% vs. 26.3%). Our results highlight the importance of examining food marketing techniques in the retail food store environment, where visual cues from television and the internet may be reinforced.
Harwati; Utami Intan
The selection of Store to market the product is belong to Multi Criteria Decision Making problem. The criteria used have conflict of interest with each other to produce an optimal location. This research uses four important criteria to select new location of marketing store appropriate with the references: distance to location, competition level with competitor, number of potential customer, and location rent cost. Quantitative data is used to determine the optimum location with AHP method. Q...
Pereira, Ivo F.; Sousa, Tiago; Praca, Isabel
of confidentiality, data regarding market proposals and transactions. These data can be used as source of knowledge to define realistic scenarios, which are essential for understanding and forecast electricity markets behavior. The development of tools able to extract, transform, store and dynamically update data......, is of great importance to go a step further into the comprehension of electricity markets and of the behaviour of the involved entities. In this paper an adaptable tool capable of downloading, parsing and storing data from market operators’ websites is presented, assuring constant updating and reliability...... of the stored data....
Nyberg, Emma; Soini, Mathias
Abstract Purpose:The purpose of this study is to explore in-store touchpoints that help creating a positive customer experience in apparel stores. The aim of this thesis is to provide further insight that may be used for implementation of experiential marketing in stores. Problem:As e-commerce channels are gaining more customers to the detriment of brick and mortar stores, the authors of this thesis believe it is relevant to study what apparel stores can do to enhance their customer experie...
Full Text Available The selection of Store to market the product is belong to Multi Criteria Decision Making problem. The criteria used have conflict of interest with each other to produce an optimal location. This research uses four important criteria to select new location of marketing store appropriate with the references: distance to location, competition level with competitor, number of potential customer, and location rent cost. Quantitative data is used to determine the optimum location with AHP method. Quantitative data are preferred to avoid inconsistency when using expert opinion. The AHP result optimum location among three alternatives places.
Feighery, Ellen C; Henriksen, Lisa; Wang, Yun; Schleicher, Nina C; Fortmann, Stephen P
This study evaluates four measures of exposure to retail cigarette marketing in relation to adolescent smoking behavior. The measures are (a) shopping frequency in types of stores known to carry more cigarette advertising than other store types, (b) shopping frequency in specific stores that sell cigarettes in the study community, (c) the amount of exposure to cigarette brand impressions in stores where students shopped, and (d) perceived exposure to cigarette advertising. The study combined data from classroom surveys administered to 6th-, 7th-, and 8th-grade students in three California middle schools, and direct store observations quantifying cigarette marketing materials and product placement in stores where students shopped. Logistic regression models were used to examine how each exposure measure related to the odds of ever smoking and susceptibility to smoke, controlling for grade, gender, ethnicity, school performance, unsupervised time, and exposure to household and friend smoking. Frequent exposure to retail cigarette marketing as defined by each of the four measures was independently associated with a significant increase in the odds of ever smoking. All but the measure of exposure to store types was associated with a significant increase in the odds of susceptibility to smoke. Four measures of exposure to retail cigarette marketing may serve equally well to predict adolescent smoking but may vary in cost, complexity, and meaning. Depending on the outcomes of interest, the most useful measure may be a combination of self-reported exposure to types of stores that contain cigarette marketing and perceived exposure to such messages.
Grigsby-Toussaint, Diana S; Rooney, Mary R
Although efforts are underway to examine marketing that targets the youth and families in the retail food store environment, few studies have specifically focused on stores that families identify as their primary sites for food shopping. Between November 2011 and April 2012, we examined the frequency and types of marketing techniques of 114 packaged and nonpackaged items in 24 food stores that mothers of young children in Champaign County, IL, said they commonly frequented. Chi-square tests were used to determine whether significant differences existed between items with regard to marketing by store type, store food-assistance-program acceptance (i.e., WIC), and claims. Overall, stores accepting WIC and convenience stores had higher frequencies of marketing compared to non-WIC and grocery stores. Fruits and vegetables had the lowest frequency of any marketing claim, while salty snacks and soda had the highest frequency of marketing claims. Nutrition claims were the most common across all items, followed by taste, suggested use, fun, and convenience. Television tie-ins and cartoons were observed more often than movie tie-ins and giveaways. Our results suggest an opportunity to promote healthful items more efficiently by focusing efforts on stores where mothers actually shop.
The purpose of this thesis was to create a modern marketing strategy for a Finnish webstore and to develop an appropriate marketing plan for promotion of a new brand. The data for the theoretical part of this thesis were collected from secondary data resources, including literature, articles and the Internet. The primary and the secondary data for the empirical part of this thesis were gathered in the Internet from various articles, thematic forums and official statistics of Finland. ...
Diana S. Grigsby-Toussaint
Full Text Available Although efforts are underway to examine marketing that targets the youth and families in the retail food store environment, few studies have specifically focused on stores that families identify as their primary sites for food shopping. Between November 2011 and April 2012, we examined the frequency and types of marketing techniques of 114 packaged and nonpackaged items in 24 food stores that mothers of young children in Champaign County, IL, said they commonly frequented. Chi-square tests were used to determine whether significant differences existed between items with regard to marketing by store type, store food-assistance-program acceptance (i.e., WIC, and claims. Overall, stores accepting WIC and convenience stores had higher frequencies of marketing compared to non-WIC and grocery stores. Fruits and vegetables had the lowest frequency of any marketing claim, while salty snacks and soda had the highest frequency of marketing claims. Nutrition claims were the most common across all items, followed by taste, suggested use, fun, and convenience. Television tie-ins and cartoons were observed more often than movie tie-ins and giveaways. Our results suggest an opportunity to promote healthful items more efficiently by focusing efforts on stores where mothers actually shop.
Grigsby-Toussaint, Diana S.; Rooney, Mary R.
Although efforts are underway to examine marketing that targets the youth and families in the retail food store environment, few studies have specifically focused on stores that families identify as their primary sites for food shopping. Between November 2011 and April 2012, we examined the frequency and types of marketing techniques of 114 packaged and nonpackaged items in 24 food stores that mothers of young children in Champaign County, IL, said they commonly frequented. Chi-square tests were used to determine whether significant differences existed between items with regard to marketing by store type, store food-assistance-program acceptance (i.e., WIC), and claims. Overall, stores accepting WIC and convenience stores had higher frequencies of marketing compared to non-WIC and grocery stores. Fruits and vegetables had the lowest frequency of any marketing claim, while salty snacks and soda had the highest frequency of marketing claims. Nutrition claims were the most common across all items, followed by taste, suggested use, fun, and convenience. Television tie-ins and cartoons were observed more often than movie tie-ins and giveaways. Our results suggest an opportunity to promote healthful items more efficiently by focusing efforts on stores where mothers actually shop. PMID:24163701
Sharkey, Joseph R; Dean, Wesley R; Nalty, Courtney
Product assortment (presence and variety) is a key in-store marketing strategy to influence consumer choice. Quantifying the product assortment of healthier and less-healthy foods and beverages in convenience stores can inform changes in the food environment. To document product assortment (i.e., presence and variety of specific foods and beverages) in convenience stores. Observational survey data were collected onsite in 2011 by trained promotora-researchers in 192 convenience stores. Frequencies of presence and distributions of variety were calculated in 2012. Paired differences were examined using the Wilcoxon matched-pairs signed-rank test. Convenience stores displayed a large product assortment of sugar-sweetened beverages (median 86.5 unique varieties); candy (76 varieties); salty snacks (77 varieties); fried chips (44 varieties); cookies and pastries (19 varieties); and frozen sweets (21 varieties). This compared with 17 varieties of non-sugar sweetened beverages and three varieties of baked chips. The Wilcoxon signed-rank test confirmed a (p<0.001) greater variety of sugar-sweetened than non-sugar-sweetened beverages, and of fried chips compared with baked chips. Basic food items provided by convenience stores included milk (84% of stores); fresh fruit (33%); fresh vegetables (35%); canned vegetables (78%); white bread (71%); and deli-style packaged meat (57%). Healthier versions of milk, canned fruit, canned tuna, bread, and deli-style packaged meat were displayed in 17%-71% of convenience stores. Convenience stores in this area provide a greater assortment of less-healthy compared with healthier foods and beverages. There are opportunities to influence consumer food choice through programs that alter the balance between healthier and less-healthy foods and beverages in existing convenience stores that serve rural and underserved neighborhoods and communities. Copyright © 2012 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights
Basch, Corey H; Roberts, Katherine J; Zagnit, Emily A; Martinez, Amairany
Retail sales of over the counter (OTC) medications have risen steadily over the years; however, these products are not without potential risk. The aim of this study was to describe the marketing strategies used to promote OTC medicines to children and their parents. Data were collected from 187 product packaging of fever reducer, allergy, and cough medicines posted on the Internet sites of three of the largest pharmacies in the United States. Specific marketing information was collected related to flavorings and pictures appearing on the packaging. There was no significant difference between the type of medicine and whether they were flavored or not, as almost every product (95.7 %) indicated that it resembles a food flavoring. On almost all the packaging (92.5 %) the flavor was also indicated by words in different font sizes. Most of the products (83.4 %) showed a picture of a food product on their packaging. There was a significant difference between the medicine types by picture, with fever medicines having more pictures of food than either cough or allergy medicine. Stronger regulations of marketing strategies of these products are needed.
Abazi, Jeton; Sohani, Armin
During the past years, there has been a re-emergence of sensory marketing in the paradigm of marketing. However, there is a lack of empirical studies done on the subject. Furthermore, the previous literature has focused on whether senses affects, rather than how they affect. Therefore, the purpose of this thesis is to study how sensory stimuli affects the consumers’ choice of entering physical fashion stores. This thesis is based on sensory marketing, consumer behaviour, and retail marketing...
STEENKAMP, JBEM; WEDEL, M
Various approaches to segmenting retail markets based on store image are reviewed, including methods that have not yet been applied to retailing problems. It is argued that a recently developed segmentation technique, fuzzy clusterwise regression analysis (FCR), holds high potential for store-image
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.
Full Text Available The importance of remanufacturing system has been extensively investigated in recent years. Taking into account the consumer valuation uncertainty and the demand uncertainty, this paper addresses the issue of closed-loop supply chain with remanufacturing by game theory. We consider two types of consumers in the market: loss-neutral consumers and loss-averse consumers. The loss-neutral consumers are completely rational. The loss-averse consumers, on the other hand, are with losses being more painful than equal-sized gains being pleasant. When multichannel structure can be chosen, the manufacturer has three pricing strategies in direct market: (1 keeping the price high with a small discount, no customers choose the online store; (2 keeping the price high with a moderate discount, only the loss-neutral customers choose the online store; (3 keeping the price low with a big discount, all customers choose the online store. Consumers make up their decisive selections through comparing the price and channel attributes. We introduce utility function for analyzing the market demand and then identify the optimal pricing and channel strategy to maximize the manufacturer’s profit. Finally, the rationality and validities of the proposed model are illustrated by numerical examples, and sensitivity analyses of the parameters are also presented.
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...
van Nierop, E.; van Herpen, E.; Sloot, L.M.
To stimulate sales of sustainable products, retailers need to know whether their in-store instruments effectively influence their market shares. This study uses actual sales data and a multilevel modeling approach to describe the market shares of sustainable brands according to price level, price
Full Text Available The purpose of this paper is to examine the market shares of private labels in the European Union and on the global market, and to compare the results of the analysis with the level of presence of private labels on the Croatian market. Moreover, through the application of macro and microeconomic tools, the author tried to estimate the future trends of private labels in Croatia.For the purpose of the paper secondary and primary data was used in the research. Relevant scientific and professional literature of local and foreign authors was analyzed. In addition, a few recent research studies were analyzed and their results compared. Field research has been conducted by the survey method, with 225 respondents included in the intentional sample.The main hypothesis of the paper based on research is that, in total sales, private labels are gaining a growing share in all markets, regardless of the development level of those markets. Alongside the main hypothesis of the work, three supporting hypotheses were tested to see which private labels are a good alternative to other brands on the world market. Private labels are generally developed on generic products. The third supporting hypothesis starts from the assumption that the investments in the promotion of private labels are negligible, resulting in lower prices of thoseproducts. The results of research and analyses in the work indicate that the position of private labels will strengthen internationally, as part of the process of liberalization and globalization of trade flows. In the process of purchase of private labels the positioning of the point of sale and price have an increasing contribution. With the concentration of commerce in chain stores, the share of private labels grows, approaching a half of the total sales in some countries. Considering the Croatian market, according to the international product life cycle theory, the share of private labels in the total sales will grow in the future
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...
Aug 26, 2011 ... results, this study shows that compared to corporate-owned stores, ..... 'Exploring store image, customer satisfaction and customer ... strategy: Dimensions, antecedents, and performance outcomes', Journal of Marketing,.
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.
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...
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...
Lund, Henrik; Salgi, Georges; Elmegaard, Brian
on electricity spot markets by storing energy when electricity prices are low and producing electricity when prices are high. In order to make a profit on such markets, CAES plant operators have to identify proper strategies to decide when to sell and when to buy electricity. This paper describes three...... plants will not be able to achieve such optimal operation, since the fluctuations of spot market prices in the coming hours and days are not known. Consequently, two simple practical strategies have been identified and compared to the results of the optimal strategy. This comparison shows that...... independent computer-based methodologies which may be used for identifying the optimal operation strategy for a given CAES plant, on a given spot market and in a given year. The optimal strategy is identified as the one which provides the best business-economic net earnings for the plant. In practice, CAES...
Internet has opened many opportunities for businesses. Indeed, it let them sell their products without a physical store and market their brand image faster than ever. The science of being visible online is called online marketing and it evolves every day. It is interesting to know that these strategies are less expensive than the traditional ways of marketing such as TV spots or magazines advertisement. It makes it perfect for small and medium enterprises which are limited in term of capital....
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
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...
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.
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.
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.
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...
Full Text Available Considering the increase of the store brand's market share globally, the present study addresses the following question: “Does the consumer product perceived quality influence store brands’ proneness?”; or in other words “Does product perceived quality influence store brands’ purchase intention?”, since perceived quality is a customer-based undertaken variable. The present study proposes and empirically tests a conceptual model of the influence of perceived product quality of store brands relative to perceived value and purchase intention. Structural Equation Modelling (SEM was developed on a sample of 439 consumers, distinguishing between consumers with high perceived quality (HPQ and low perceived quality (LPQ. Our findings highlight that store brands’ purchase intention is strongly influenced by confidence for both HPQ and LPQ customers, followed by product price. Additionally, our results suggest the moderating role of perceived quality on some of the proposed relationships. Store brand managers and retailers could develop market segmentation and perform marketing strategies based on customers’ perceived quality.
ONYOU bamboo fiber home textile franchise store is a small business located in Hefei City, Anhui Province, China. It has been running more than three years since ONYOU franchise store was set up on March 2010. It has gone through the good times and also tough times, there are still chal-lenges and threaths existing that this store needs to confront. In this thesis report, the marketing and customer relationship management suggestions has been designed for ONYOU franchise store and so...
Juhl, Hans Jørn; Esbjerg, Lars; Grunert, Klaus G.
In the Western world market shares for store brands have increased across all product categories. The competitive position of store brands compared to national brands may depend on the product category and a retail chain's overall brand assortment strategy. In order to investigate these possible...... chain and category effects we have selected five chains with different store brand strategies and three product categories that differ with respect to the number of strong national brands in a category. The results we report focus on the competitive position of store brands compared to national brands...... from a consumer point of view. We find that store brands are in a weak competitive position compared to national brands independent of category and retail chain brand assortment strategy....
1995 Ship Production Symposium Paper No. 26: Marketing Strategy for Merchant Shipbuilders U.S. DEPARTMENT OF THE NAVY CARDEROCK DIVISION, NAVAL...Production Symposium Paper No. 26: Marketing Strategy for Merchant Shipbuilders 5a. CONTRACT NUMBER 5b. GRANT NUMBER 5c. PROGRAM ELEMENT NUMBER 6... Marketing Strategy for Merchant Shipbuilders Paul W. Stott (V), A&P Appledore international, U.K. ABSTRACT Much has been published over the years about
Full Text Available Business success in the current highly competitive environment determines primarily the ability to understand the customer and his needs and identify the factors that influence consumer behavior. Therefore, the examination of consumer behavior and obtaining feedback on the development and state of the market as well as identifying current trends is an essential part of any successful business. Producers and traders are increasingly forced to adapt to the rapid development and changes in the market. This is especially important with food products, given the wide range of assortment, substitutability of particular groceries and strengthening competitive pressure of manufacturers and retailers. In general, consumer decision-making related to food is influenced by a number of different factors that are changing under the influence of new trends (greater emphasis on quality, country of origin etc.. Even more specific category is the wine market, which is subject to specific criteria of consumer choice, since from a consumer perspective, it is not a product of daily consumption. The world wine market is increasing; new producers as well as new groups of customers are emerging on the market. The distribution channels are becoming more diversified and wine is offered in both specialty stores and self-service outlets; hypermarkets, supermarkets and discount stores. Due to this trend the investigation of in-store consumer behavior becomes crucial. The aim of the paper is to discuss the usefulness of eye tracking based research for examining perceptions of people shelf displays. The research integrates measurements with a mobile eye camera (Eye tracker glasses in real conditions of a wine shop in order to reveal the impact of merchandising (display of domestic and foreign wines on the visual attention of the consumer. The results of qualitative research carried out in March 2015 will be presented.
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.
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.
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.
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...
Gamburzew, Axel; Darcel, Nicolas; Gazan, Rozenn; Dubois, Christophe; Maillot, Matthieu; Tomé, Daniel; Raffin, Sandrine; Darmon, Nicole
Consumers often do not understand nutrition labels or do not perceive their usefulness. In addition, price can be a barrier to healthy food choices, especially for socio-economically disadvantaged individuals. A 6-month intervention combined shelf labeling and marketing strategies (signage, prime placement, taste testing) to draw attention to inexpensive foods with good nutritional quality in two stores located in a disadvantaged neighborhood in Marseille (France). The inexpensive foods with good nutritional quality were identified based on their nutrient profile and their price. Their contribution to customers' spending on food was assessed in the two intervention stores and in two control stores during the intervention, as well as in the year preceding the intervention (n = 6625). Exit survey (n = 259) and in-depth survey (n = 116) were used to assess customers' awareness of and perceived usefulness of the program, knowledge of nutrition, understanding of the labeling system, as well as placement-, taste- and preparation-related attractiveness of promoted products. Matched purchasing data were used to assess the contribution of promoted products to total food spending for each customer who participated in the in-depth survey. The contribution of inexpensive foods with good nutritional quality to customers' total food spending increased between 2013 and 2014 for both the control stores and the intervention stores. This increase was significantly higher in the intervention stores than in the control stores for fruits and vegetables (p = 0.001) and for starches (p = 0.011). The exit survey revealed that 31 % of customers had seen the intervention materials; this percentage increased significantly at the end of the intervention (p customers who had seen the intervention materials scored significantly higher on quizzes assessing nutrition knowledge (p < 0.001) and understanding of the labeling system (p = 0.024). A social marketing
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...
North Dakota State Board for Vocational Education, Bismarck.
This teacher-coordinator manual assists in planning, organizing, directing, and evaluating student learning experiences associated with either a model store, school store, or combination. (A model store in a marketing laboratory simulates marketing functions; the school store markets merchandise to fellow students, faculty, and/or the public.)…
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...
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.
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.
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...
M.Com. Hi-Lo price promotions are engraved in the South African fast moving consumer goods (FMCG) sector where price cuts and pricing specials are used to draw consumer traffic into stores. Massmart, in particular, Game stores are known for price cuts in the way they promote hence the arrival of Walmart present a dilemma for Games stores because Walmart is known for its everyday low pricing strategy (EDLP) compared to Hi-Lo price promotions which are popular in Game stores...
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
Kanakasabapathy, P.; Shanti Swarup, K.
This paper develops optimal bidding strategies for a pumped-storage plant in a pool-based electricity market. In the competitive regime, when compared to simple hydroelectric generator, profit of the pumped-storage plant is maximized by operating it as a generator when market clearing price is high and as a pump when the price is low. Based on forecasted hourly market clearing price, a multistage looping algorithm to maximize the profit of a pumped-storage plant is developed, considering both the spinning and non-spinning reserve bids and meeting the technical operating constraints of the plant. The proposed model is adaptive for the nonlinear three-dimensional relationship between the power produced, the energy stored, and the head of the associated reservoir. Different operating cycles for a realistic pumped-storage plant are considered and simulation results are reported and compared. (author)
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...
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...
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.
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 ...
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.
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...
Dr. K. R. Mahalaxmi; R. Keerthika
Visual merchandising is the marketing promotion strategy that are implemented in the retail industry by emerging innovative floor plans and three dimensional display using store layout techniques in order to increase the sale. This study examine the store layout strategy in relation to visual merchandising and assist the managers in developing better merchandising techniques for retail stores. This study also helps to find out the analysis the impact of various visual merchandising variables ...
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.
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
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.
Bray, Jeremy W; Loomis, Brett; Engelen, Mark
We estimated the strength and direction of the association between product characteristics (beer type, package size, and brand name) and market-area socioeconomic characteristics, and promoted sales of beer in grocery stores. Supermarket scanner data from 64 market areas across the United States over 5 years were used to estimate regression models of the share of beer sales that are promoted, controlling for beer price, packaging, and type; and for market-level age, race/ethnicity, income, unemployment rate, and percentage of the population living in an alcohol control state. Large-volume units, such as 144-oz and 288-oz packages, are more likely to be promoted than smaller package sizes. Malt-liquor beverages are less likely to be promoted than non-malt-liquor beverages. Age, race/ethnicity, income, and geographic location of the market area are not significantly related to promoted beer sales. Marketing research has shown that in-store merchandising and promotions can substantially increase beer sales and that purchasing large package sizes may increase total consumption. Our results suggest that high levels of promoted sales for large-volume beer packages may result in increased beer consumption.
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...
This study aims to identify and analyze: 1) the level of importance of Modern Marketing Management variable that includes People, Process, Programs and Performance to meet customer's satisfaction in Samsung Mobile Phones purchasing at Samsung Brand Store in Palu City; 2) significant influence of Modern Marketing Management (People, Process, Programs and Performance) simultaneously and partially on customer's satisfaction in Samsung Mobile Phones purchasing at Samsung Brand Store in Palu City....
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...
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...
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...
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.
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...
Herpen, van E.; Nierop, van J.E.M.; Sloot, L.M.
To stimulate sales of sustainable products, such as organic and fair trade products, retailers need to know whether their in-store instruments effectively enhance market shares. This study uses sales data and a multilevel modeling approach to explain the market shares of sustainable products
van Herpen, Erica; van Nierop, Erjen; Sloot, Laurens
To stimulate sales of sustainable products, such as organic and fair trade products, retailers need to know whether their in-store instruments effectively enhance market shares. This study uses sales data and a multilevel modeling approach to explain the market shares of sustainable products
Alcohol consumption is the third leading preventable cause of death in the United States, accounting for approximately 100,000 deaths annually. Efforts to reduce the adverse health and social consequences from alcohol use include policies to restrict access to alcohol among underaged persons (i.e., persons aged Point-of-purchase (POP) (i.e., on-site) marketing, including alcohol advertising and placement, can increase alcohol sales and consumption substantially, thereby increasing the risk for various alcohol-related health outcomes, including alcohol-impaired driving and interpersonal violence. To assess the type and frequency of POP alcohol marketing, researchers with the ImpacTeen Project collected and analyzed store observation data during 2000-2001 from 3,961 alcohol retailers in 329 communities throughout the United States. This report summarizes the results of the study, which indicate that POP alcohol marketing is extensive in certain store types frequented by teenagers and young adults. Public health agencies and policy makers should work with liquor control boards to reduce POP marketing that could promote risky or underage drinking.
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...
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.
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...
Winkler, Lise L; Christensen, Ulla; Glümer, Charlotte
BACKGROUND: The widespread use of in-store marketing strategies to induce unhealthy impulsive purchases has implications for shopping experience, food choice and possibly adverse health outcomes. The aim of this study was to examine consumer attitudes and evaluate sales effects of a healthy...... short in-store interviews, 11 semi-structured interviews and three focus group interviews). Findings were presented to food retailers and informed the decision to test a healthy checkout intervention. Sugar confectionery at one checkout counter was substituted with fruit and healthy snacking items...... intervention awareness was modest. Most participants believed that the intervention could help other consumers make healthier choices, while fewer expected to be influenced by the intervention themselves. Statistical analyses suggested an intervention effect on sales of carrot snack packs when compared...
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.
Rogers, John D; Biener, Lois; Clark, Pamela I
This exploratory study was designed to assess the availability, price, and point-of-purchase marketing strategies for new smokeless tobacco products in 4 test market areas. A random sample of 50 gas stations, convenience and food stores, and tobacco shops was selected in each of 4 test market areas. Pairs of observers visited each store, recorded product information, and engaged vendors in conversation about product demand. Snus was available in 64% of the stores, but availability and price differed by brand. Point-of-purchase marketing also varied by brand on a variety of dimensions and all brands appeared to be marketed primarily to smokers. Camel Snus was described by store attendants as having the highest demand and was also the most expensive of the observed products. In light of the number of test market cities and intensity of promotion at retail locations, Camel Snus was the most intensively marketed product. The results appear to reflect differences in marketing strategy by American snus manufacturers. These strategies may help to predict future marketing of snus and other tobacco products and may provide a baseline for later assessments of product acceptance.
Lovreta Stipe; Stojković Dragan
E-commerce has caused many significant changes in marketing channels. Consumers had obtained multiple benefits from e-commerce. In addition, it has increased the level of competition in marketing channels. However, the focus of this paper is multichannel strategy and integration of physical (store) and electronic marketing channels. E-commerce has induced dynamic development of multichannel strategy. This strategy has evolved as a consequence of multichannel consumer orientation. In developed...
Wang, Xiang; Ju, Wei
The topic of the thesis is improving the competitiveness of the case company. We will regard Suguo as the case compamy. We focused on a Chinese local convenience store, and compared it in four perspectives with an international convenience store which has already entered the Chinese market successfully. The four perspectives are market perspective, customer perspective, management perspective, and decorative style perspective. In addition, we created a strategic map on the basis of the consum...
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 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. .
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.
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.
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...
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...
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.
Full Text Available The existence of the internet starts to shifting the purchase as a conventional to online. One of marketing strategies used by online store is viral marketing.The purpose of this study is to find determinant that forms viral marketing based on perceived customers in top brand online store such as lazada.com, olx.com, tokopedia.com, zalora.com, blibli.com, and bhinneka.com. The Research methodology used is the quantitative method with descriptive analysis using factor analysis by a population as 3.271.147 people and the number of sample uses Slovin formulas with confidency level at 95 % obtained as 400 respondents. Based on the result of research, there are twelve factors formed a new factor called viral marketing online store. Based on its priority, those dimensions of viral marketing online store can be sorted as follows: customer recommendation, newsletter, linking strategies, communities, free offer, sweepstakes, list of prospective buyers, chatrooms, reference list, product texts, affiliate programs, dan search engine.
Since the topic of online sales is becoming more and more important nowadays, it might be useful to go through the main risks of this type of business. The given Thesis may be useful for those, who are planning to establish an online store. However, it may also be interesting to read the study for other people related to this field. The main objective of the Thesis is to detect the main risks of digital marketing communication for companies managing online fashion stores, as well as to fi...
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’...
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.
Ashwin ARAVINDAKSHAN; Roland T. RUST; Katherine N. LEMON; Valerie A. ZEITHAML
The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable.Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm's customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies. Hence, it is important to evaluate a firm's marketing strategies in terms of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm's customer equity relative to the incremental expenditure necessary to produce the change.
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 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.
Full Text Available E-commerce has caused many significant changes in marketing channels. Consumers had obtained multiple benefits from e-commerce. In addition, it has increased the level of competition in marketing channels. However, the focus of this paper is multichannel strategy and integration of physical (store and electronic marketing channels. E-commerce has induced dynamic development of multichannel strategy. This strategy has evolved as a consequence of multichannel consumer orientation. In developed economies, consumers are multichannel entities and active marketers aim to meet their requirements by creating multichannel offer.
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.
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...
Feighery, E C; Schleicher, N C; Boley Cruz, T; Unger, J B
Cigarette companies spend more of their marketing dollars in stores than in any other venue. In 2005, they spent 88% of a total of $13.1 billion to advertise and promote product sales in stores. The purposes of this study were to identify how the amount and types of cigarette advertising and sales promotions have changed in stores in California between 2002 and 2005, and to assess neighbourhood influences on cigarette marketing in stores. Four observational assessments of cigarette advertising were conducted in approximately 600 California stores that sold cigarettes from 2002 to 2005. Trained observers collected data on the amount and type of cigarette advertising, including signs, product shelving and displays and functional items, and presence of sales promotions on these items. Longitudinal analyses were performed to estimate trends over time and identify correlates of change in the amount and type of tobacco advertising. The mean number of cigarette advertisements per store increased over time from 22.7 to 24.9. The percentage of stores with at least one advert for a sales promotion increased from 68% to 80%. The amount of advertising and proportion of stores with sales promotions increased more rapidly in stores situated in neighbourhoods with a higher proportion of African-Americans. The results indicate increasing use of stores to market and promote cigarette sales. Further, these increases are disproportionately accelerating in neighbourhoods with more African-Americans. Legislative strategies should be pursued to control the marketing of tobacco products and promotional strategies used to reduce prices in stores.
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...
Lee, Joseph G L; Henriksen, Lisa; Myers, Allison E; Dauphinee, Amanda L; Ribisl, Kurt M
Over four-fifths of reported expenditures for marketing tobacco products occur at the retail point of sale (POS). To date, no systematic review has synthesised the methods used for surveillance of POS marketing. This review sought to describe the audit objectives, methods and measures used to study retail tobacco environments. We systematically searched 11 academic databases for papers indexed on or before 14 March 2012, identifying 2906 papers. Two coders independently reviewed each abstract or full text to identify papers with the following criteria: (1) data collectors visited and assessed (2) retail environments using (3) a data collection instrument for (4) tobacco products or marketing. We excluded papers where limited measures of products and/or marketing were incidental. Two abstractors independently coded included papers for research aims, locale, methods, measures used and measurement properties. We calculated descriptive statistics regarding the use of four P's of marketing (product, price, placement, promotion) and for measures of study design, sampling strategy and sample size. We identified 88 store audit studies. Most studies focus on enumerating the number of signs or other promotions. Several strengths, particularly in sampling, are noted, but substantial improvements are indicated in the reporting of reliability, validity and audit procedures. Audits of POS tobacco marketing have made important contributions to understanding industry behaviour, the uses of marketing and resulting health behaviours. Increased emphasis on standardisation and the use of theory are needed in the field. We propose key components of audit methodology that should be routinely reported.
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
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)
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...
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…
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.
Tengström, Michaela; Björkman, Hanna; Egardsson, Patricia
It has been shown that in today’s society, businesses will need to consider not only selling products or services, but also experiences in order to fulfil customers’ increasing demand for more stimuli in purchase situations. Additionally, brick and mortar retailers will need to respond to the increased use of online sales channels through finding ways of attracting customers to their stores. One way of responding to both trends can be to practise Experience Marketing and thereby offer holisti...
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...
Full Text Available To attract and retain customers, an understanding of their motives and reasons for selecting particular food and grocery store is needed. This is of particular importance in the growing segment of seniors. The size of the senior's market demands a better understanding of the older consumer. The aim of our study is to identify psychographic characteristics of the elderly consumer, and to indicate the lifestyle groups and the relationship between these groups and retail store attributes. Differences in the motives for patronizing specific food stores are analyzed for lifestyle groups. We use the lifestyle as a segmentation variable in the diverse population of seniors for the reason, that the lifestyle of the elderly provides more valuable information than chronological age alone. This information can be used by retailers to improve marketing strategies in order to appeal to a target group of senior shoppers. Empirical research is based on a self-administrated questionnaire aimed on the identification of the lifestyle characteristics and retail store attributes of the consumers in 65+ age, used for the choice of food purchasing retail stores. Lifestyles characteristics were measured by the respondents activities, interests and opinions (AIO. The results of the research indicate that there are differences among the lifestyle groups with significant differences in attitudes towards quality of products or internal store environment. Our research demonstrates the value of psychographic information over age alone regarding the patronage factors in store selection. Our study is a part of the research project VEGA 1/0612/12 'Determinants of the size, structure and tendences in the individual consumption of seniors'.
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
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...
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.
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...
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
Bang, Marius; Haeger, Jarling Mathias Kvam; Mikkelsen, Guro Johanne; Tomaszewski, Katrine
This thesis focuses primarily on two in-store promotions currently used as a marketing strategy by Norwegian Seafood Council to spread the awareness of Norwegian salmon. Due to the uncertainty of the effects of these promotions on the average Chinese consumers’ purchase behavior and attention, the authors have decided to conduct a research to find out which of these are the most cost-efficient, and how Norwegian Seafood Council may improve their in-store promotions in order to ...
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.
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...
Lee, Joseph G. L.; Henriksen, Lisa; Myers, Allison E.; Dauphinee, Amanda L.; Ribisl, Kurt M.
Objective Over four-fifths of reported expenditures for marketing tobacco products occur at the retail point of sale (POS). To date, no systematic review has synthesized the methods used for surveillance of POS marketing. This review sought to describe the audit objectives, methods, and measures used to study retail tobacco environments. Methods We systematically searched 11 academic databases for papers indexed on or before March 14, 2012, identifying 2,906 papers. Two coders independently reviewed each abstract or fulltext to identify papers with the following criteria: (1) data collectors visited and assessed (2) retail environments using (3) a data collection instrument for (4) tobacco products or marketing. We excluded papers where limited measures of products and/or marketing were incidental. Two abstractors independently coded included papers for research aims, locale, methods, measures used, and measurement properties. We calculated descriptive statistics regarding the use of 4 P’s of marketing (product, price, placement, promotion) and for measures of study design, sampling strategy, and sample size. Results We identified 88 store audit studies. Most studies focus on enumerating the number of signs or other promotions. Several strengths, particularly in sampling, are noted, but substantial improvements are indicated in the reporting of reliability, validity, and audit procedures. Conclusions Audits of POS tobacco marketing have made important contributions to understanding industry behaviour, the uses of marketing, and resulting health behaviours. Increased emphasis on standardization and the use of theory are needed in the field. We propose key components of audit methodology that should be routinely reported. PMID:23322313
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...
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.
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.
The goal of this bachelor thesis was to create a marketing strategy of a non-profit educational project aimed on Czech highschool students. The strategy is based on the concept of the project My Better Myself. As the main methods to achieve the goals were used the marketing strategy analysis tools such as market research, marketing mix or SWOT analysis, whose use in practice ultimately leads to achieving competitive advantage that is based on the uniqueness and simplicity of the idea of the p...
Full Text Available While choosing the store, customer first notices the store window and it plays an important role in retailing strategy. Store's window is what customers see first in meeting with the store. Store window design can lead customer to enter the store, and can give a lot of information about store brands and products. Besides the analysis of the way how specific elements of the window design affect customers and their perception, the explanation of their attraction and rejection to customers is given. If we consider the importance of the topics, we can point out the lack of literature about store windows as the communication tool which allow store to communicate with its customers and to create its retailing strategy as well. There is the scientific contribution of this paper. The paper gives theoretical comprehensions completed with the results of the study about the importance of store windows for retailers as well as for customers. Therefore, for the purpose of this paper, a two-phase research study, including a qualitative and a quantitative approach, was used: 1 the qualitative study among retailers which indicated the most important elements of store windows, the level of financial sources invested in the window design, the basis for the decisions about store window design, etc.; 2 the quantitative study on the sample of consumers conducted with on-line questionnaire. Findings suggest that store window attractiveness is the main motif for store visits. The results of the research confirm that by means of store window and its elements (with special emphasis on price and pricing actions retail store sends messages to its consumers.
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.
Full Text Available Information technology’s introduction of online retail has deeply influenced methods of doing business. However, offline retail has not changed as radically in comparison to online retailing. Recently, studies in computer science have suggested new technology that can support offline retailers, including sensors, indoor positioning, augmented reality, vision, and interactive systems. Retailers have recently shown interest in these technologies and rapidly adopted them in order to improve operational efficiency and customer experience in their retail shops. Marketing studies also address immersive marketing that employs these technologies in order to change ways of doing offline retail business. Even though there is much discussion concerning new trends, technologies, and marketing concepts, there is, as of yet, no investigation that comprehensively explains how they can be combined together seamlessly in the real world retail environment. This paper employs the term “smart store” to indicate retail stores equipped with these new technologies and modern marketing concepts. This paper aims to summarize discussions related to smart stores and their possible applications in a real business environment. Furthermore, we present a case study of a business that applies the smart store concept to its fashion retail shops in Korea.
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...
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.
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
Eadie, D; Stead, M; MacKintosh, A M; MacDonald, L; Purves, R; Pearce, J; Tisch, C; van der Sluijis, W; Amos, A; MacGregor, A; Haw, S
Objectives To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends. Setting Fixed retail outlets subject to a ban on the display of tobacco products. Participants Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013–2014), and qualitative interviews with small retailers (n=25) in 4 matched communities. Primary and secondary outcome measures The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers’ perceptions of e-cigarette market opportunities and risks, and customer responses. Results The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco. Conclusions E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children. PMID:26362665
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.
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...
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.
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.
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...
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...
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
Mobile applications stores such as Apple’s App Store and Google’s Android Market revolutionized the distribution of applications for mobile devices. However, with thousands of application submissions, limited testing resources and the lack of an effective filtering mechanism, application stores suffer from information overload and a risk of releasing poor quality applications that could create confusion to consumers and may seriously affect the App store markets. Thus concern has been raised ...
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.
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?
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...
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.
Lucan, Sean C; Maroko, Andrew R; Sanon, Omar; Frias, Rafael; Schechter, Clyde B
Most food-environment research has focused narrowly on select stores and restaurants. There has been comparatively less attention to non-storefront food sources like farmers' markets (FMs), particularly in urban communities. The objective of the present study was to assess FMs' potential contribution to an urban food environment in terms of specific foods offered, and compare FM accessibility as well as produce variety, quality, and price to that of nearby stores. Investigators conducted a detailed cross-sectional assessment of all FMs in Bronx County, NY, and of the nearest store(s) selling produce within a half-mile walking distance (up to two stores per FM). The study included 26 FMs and 44 stores. Investigators assessed accessibility (locations of FMs and stores relative to each other, and hours of operation for each), variety (the number and type of all food items offered at FMs and all fresh produce items offered at stores), quality (where produce items were grown and if they were organic), and price (including any sales prices or promotional discounts). Analyses included frequencies, proportions, and variable distributions, as well as mixed-effect regressions, paired t-tests, and signed rank tests to compare FMs to stores. Geographic information systems (GIS) allowed for mapping of FM and store locations and determining street-network distances between them. The mean distance between FMs and the nearest store selling fresh produce was 0.15 miles (range 0.02-0.36 miles). FMs were open substantially fewer months, days, and hours than stores. FMs offered 26.4 fewer fresh produce items on average than stores (p values operation. Copyright © 2015 Elsevier Ltd. All rights reserved.
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 ...
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.
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.
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....
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:…
Eadie, D; Stead, M; MacKintosh, A M; MacDonald, L; Purves, R; Pearce, J; Tisch, C; van der Sluijis, W; Amos, A; MacGregor, A; Haw, S
To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends. Fixed retail outlets subject to a ban on the display of tobacco products. Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013-2014), and qualitative interviews with small retailers (n=25) in 4 matched communities. The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers' perceptions of e-cigarette market opportunities and risks, and customer responses. The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco. E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.
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.
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...
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.
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.
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...
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.
Eadie, D; Stead, M; MacKintosh, A M; MacDonald, L; Purves, R; Pearce, J; Tisch, C; van der Sluijs, Winfried; Amos, A; MacGregor, A; Haw, S
This study was supported by grant 10/3000/07 from the National Institute for Health Research. OBJECTIVES: To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends. SETTING: Fixed retail outlets subject to a ban on the display of tobacco products. PARTICIPANTS: Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013-2014), and qualitative interviews wit...
Recently, store brands play an important role in retail grocery strategy. More and more retailers put their effort to develop and market new store brands because consumers have been accepting store brands. Therefore, store brands have gradually influenced consumers purchase behaviours in order to provide an in-depth investigation of consumers purchase intention in store brands, the study choose food products among many product categories because when consumers hear the store brand, they mus...
Colby, Sarah E.; Johnson, LuAnn; Scheett, Angela; Hoverson, Bonita
Objective: This research sought to determine how often nutrition marketing is used on labels of foods that are high in saturated fat, sodium, and/or sugar. Design and Setting: All items packaged with food labels (N = 56,900) in all 6 grocery stores in Grand Forks, ND were surveyed. Main Outcome Measure(s): Marketing strategy, nutrient label…
Duran, Ana Clara; Lock, Karen; Latorre, Maria do Rosario D O; Jaime, Patricia Constante
ABSTRACT OBJECTIVE To assess inter-rater reliability, test-retest reliability, and construct validity of retail food store, open-air food market, and restaurant observation tools adapted to the Brazilian urban context. METHODS This study is part of a cross-sectional observation survey conducted in 13 districts across the city of Sao Paulo, Brazil in 2010-2011. Food store and restaurant observational tools were developed based on previously available tools, and then tested it. They included measures on the availability, variety, quality, pricing, and promotion of fruits and vegetables and ultra-processed foods. We used Kappa statistics and intra-class correlation coefficients to assess inter-rater and test-retest reliabilities in samples of 142 restaurants, 97 retail food stores (including open-air food markets), and of 62 restaurants and 45 retail food stores (including open-air food markets), respectively. Construct validity as the tool’s abilities to discriminate based on store types and different income contexts were assessed in the entire sample: 305 retail food stores, 8 fruits and vegetable markets, and 472 restaurants. RESULTS Inter-rater and test-retest reliability were generally high, with most Kappa values greater than 0.70 (range 0.49-1.00). Both tools discriminated between store types and neighborhoods with different median income. Fruits and vegetables were more likely to be found in middle to higher-income neighborhoods, while soda, fruit-flavored drink mixes, cookies, and chips were cheaper and more likely to be found in lower-income neighborhoods. CONCLUSIONS The measures were reliable and able to reveal significant differences across store types and different contexts. Although some items may require revision, results suggest that the tools may be used to reliably measure the food stores and restaurant food environment in urban settings of middle-income countries. Such studies can help .inform health promotion interventions and policies in these
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
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.
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?
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
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.
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
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.
17AD-A12.9 860 EVALUATION OF A TAILORED DIRECT-MAIL MARKETING STRATEGY 1/ FOR RECRUITNG TH.U) WESAT INC ROCKVILLE MD K FERNANDES ET AL MAY 83 NPRDC...STANDARDS-1963-A EVALUATION OF A TAILORED DIRECT-MAIL MARKETING STRATEGY FOR RECRUITING THE 19- TO 23-YEAR-OLD MARKET APPRVEDFORPUBLIC RELE AnE [B...EVALUATION OF A TAILORED DIRECT-MAIL MARKETING STRATEGY FOR RECRUITING THE 19- TO 23-YEAR-OLD MARKET Kathleen Fernandes Navy Personnel Research and
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.
Mr.Sc. Ejup Fejza
Full Text Available Marketing is a fundamental or core function of the business which more than any other business function deals with customers and their satisfaction. Creation and implementation of a successful marketing strategy in business is very crucial, especially when we deal with a business such is bread manufacturing. Thus, the purpose of the research was to analyze the development of marketing as an organizational function of bread manufacturers companies in Kosovo, to analyze their marketing strategies and to provide clear recommendations for companies that do not use marketing strategies. During the research I have find that bread producers do not even have established a marketing department and/or do not have employed a marketing or sales person. Only few companies, three out of fifteen, intend to establish marketing department in the future, which is a sign that bread producers still do not see marketing as core function in their activities. They do think more on production than on sales and marketing. None of the companies have promotional activities regularly and only two of them exhibits regularly on the trade fairs in Kosovo and only one company exhibited abroad. There should be continuous insistence of manufacturing companies to advance marketing department, creating a special unit of market research and behavior with consumer. The data for research were collected through questionnaire in fifteen bread manufacturing companies. Methods used for research have been descriptive, comparative, analysis, and synthesis. The research instrument was a questionnaire, the technique has been direct communication and research was conducted between months June up to September 2009.
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.
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...
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.
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.
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.
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
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
This thesis is about the situation of retail marketing in Czech republic, with a special focus on in-store marketing instruments and activities. The goal of this work is to evaluate the application of these marketing instruments in a specific retail store. This chosen store is supermarket Billa. The first part of the thesis is offering theoretical base for in-store marketing activities and also presents the history of retail marketing in Czech republic. The second part is focusing on the situ...
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
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.
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...
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.
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 ...
Niemelä, Juha S.
The objectives of this study are both theoretical and empirical. On the theoretical level strategy concept, its operationalization and measurement are analyzed and clarified. On the empirical level marketing strategies and competitive strategies are described by country, and the study also identifies the strategic marketing decisions characterizing different countries or competitive strategies. Furthermore, the relationships between strategies and marketing structures and functions are analyz...
Saputriyani, Rita; Sutrisna, Endang
Service marketing strategy is a set of tools that can be used marketer, which consists of various elements of a marketing program that should be considered that the implementation of the strategy defined marketers can be successful. The purpose of this study was to megetahui implementation of marketing strategy services performed charisma bukittinggi hotel.Kharisma Hotel Bukittinggi established PT. Mega Kharisma Asia Sentosa and all operating on 10 August 2002. Hotel charisma is suattu hotels...
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
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...
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,...
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 Original Published AbstractConsidering the importance of marketing strategies in a competitive environment dominated by E-commerce and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. Main focus marketing strategies, coordinate activities and allocate appropriate resources to provide marketing operational objectives of the company as a particular product market. Therefore, the main issue related to the realm of marketing strategy, include the specific purpose of determining property markets for a product family or a particular product, then, through the corporate marketing mix according to needs and demands of potential customers in its target market, competitive advantage search And creating synergy are. Considering the importance of marketing strategies in a competitive environment dominated by Electronic markets and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. This study usesMcCarthy’s four marketing mix model and Porter’s five competitive forces model to identify strategies for Internetcompanies that respond to the five competitive forces and thereby achieve a competitive advantage. The study provides significant new insights into the development and implementation of e-business strategies that contribute to increased profit. Corrected AbstractE-commerce is growing worldwide and is considered one of the modes and methods of business. This initiative led to the creation of new firms has several advantages over using benefits and this is the motivation for this phenomenon. While e-commerce success
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 ...
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.
A. S. Morozova
Full Text Available A company must have distinctly described alternatives for taking strategically correct decisions. For this reason the purpose of the paper is to provide comparative characteristics and systematize strategies on entry to foreign market. It is necessary to select the required criteria and carry out multi-criterion analysis in order to arrange systematization and comparative characteristics of numerous institutional forms being established within the framework of export, cooperation or integration, main strategies on entry to foreign market. The paper contains an analysis and systematization prepared in accordance with the following criteria: strategic purpose of entry to foreign market, time factor in respect of entry to foreign market, distribution of company’s business-cycle stages among countries, level of investments, form of investments, distribution of investment and management level among countries, risk level, market involvement, legal grounds for foreign activity, status of a subject entering foreign market. The paper makes it possible to give comparative characteristics of the analyzed strategies.
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.
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.
The liberalization of the European energy markets leads to the diversification of supplies. Hence, we analyse the natural gas importation problem in a power producer point of view. Upstream and downstream natural gas markets are concentrated. In this oligopoly context, our topic is to focus on strategies which modify natural gas sourcing price. This by studying the surplus sharing on the natural gas chain. A European firm can bundle gas and electricity outputs to increase its market share. Therefore, a bundling strategy of a power producer in competition with a natural gas reseller on the final European energy market increases upstream natural gas price. Bundling also acts as a raising rival cost strategy and reduces the rivals' profit. Profits opportunities incite natural gas producers to enter the final market. Vertical integration between a natural gas producer and a European gas reseller is a way, for producers, to catch end consumer surplus. Vertical integration results in the foreclosure of the power producer on the upstream natural gas market. To be active on the natural gas market, the power producer could supply bundles. But, this strategy reallocates the rent. The integrated firm on natural gas gets the rent of electricity market in expenses of the power producer. Then, a solution for the power producer is to supply gas and electricity as complements. Then, we consider a case where vertical integration is not allowed. Input price discrimination by a monopolist leads to a lower natural gas price for the actor which diversifies its supplying sources. Furthermore, a bundling strategy increases the gap between the price proposed to the firm which also diversify its output and the firm which is fully dependent from the producer to supply natural gas on final market. (author)
This paper briefly describes the significant milestones in the evolution of the oil markets, with emphasis on the reasons for the changing structures of the markets, and the roles of different types of participant. After explaining the current structure of the oil markets - futures - forwards - options and derivatives the paper then explains some basic strategies. Finally some of the favourite strategies of refiners, producers and end users will be explored. Some cautionary comments on deal tracking, control systems and other associated risk management requirements will round off this paper. (author)
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.
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.
N. K. Shemetova
Full Text Available The paper deals with the main trends of higher school management strategy formation. The author specifies the educational changes in the modern information society determining the strategy options. For each professional training level the author denotes the set of strategic factors affecting the educational service consumers and, therefore, the effectiveness of the higher school marketing. The given factors are classified from the stand-points of the providers and consumers of educational service (enrollees, students, graduates and postgraduates. The research methods include the statistic analysis and general methods of scientific analysis, synthesis, induction, deduction, comparison, and classification. The author is convinced that the university management should develop the necessary prerequisites for raising the graduates’ competitiveness in the labor market, and stimulate the active marketing policies of the relating subdivisions and departments. In author’s opinion, the above classification of marketing strategy factors can be used as the system of values for educational service providers.
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.
This thesis deals with the marketing strategy of the company HPhobby s.r.o., which is realising its activities only through the online store www.hphobby.cz. The aim is to analyze the company and its competitors and apply this data to marketing strategy focused on Internet marketing tools. The first chapter deals with the analysis of the company and its competitors, for this chapter the SWOT, PEST analysis and BCG matrix are used. The second chapter concerns the segmentation of the consumer, f...
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.
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.
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.
This study was conducted to determine the effect Benefits of Customer Relationship Management and Customer satisfation to Customer Loyalty in Customers Matahari Department Store. Customer relationship management (CRM) is part of a marketing strategy to get satisfaction and increase customer loyalty. CRM and customer satisfaction can encourage customer loyalty where customers do not easily switch to other companies. The population is all customers Matahari Department Store, and the sample are ...
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.
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...
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).
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.
Full Text Available Successfull organizations are able to design and manage their information and the supporting technologies as a strategic weapon as well as an information utility. This requires information to be readily available on an asneeded basis to staff, management, customers, suppliers and other stakeholders. Surabaya City Archives and Libraries use the strategic marketing to disseminate information resources at their disposal. The purpose of this research is to know, how the marketing of library in Surabaya City Archives and Libraries. The research method uses literature study with data collection techniques derived from interviews and literature study. Fordata analysis, the results were processed and analyzed interviews with marketing theory using some of the literature from books, journals and the results of previous studies. Surabaya city Library and Archive wasfoundsome elementsin the 'Marketing Mix' or library marketing strategy that has beenappliedin thelibrary since 2007. Adjustment of marketing strategy or concept 7P' Marketing Mix' are Product, Price, Promotion, Place, People, Process and Physical Evidencein the library have increased performance results Surabaya City Archives and Libraries since 2007 until now.
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...
This study presents: The medium-term and mega trends of the industry market developments and geographical segments; The competitive landscape and the main corporate rankings; The main conclusions of the report, summarised in 10 analytical slides. Content: 1. Market Fundamentals: Overview, The Industry; 2. Market Environment and Prospects: Market Overview, Macroeconomic Environment, Supply, Demand, Industry Structure, Energy costs and prices, Market Prospects, Regional Overview; 3. Corporate Strategies and Competition: Competitive Environment, Corporate Strategies and Competition, Structure of Competition, Corporate Strategies; 4. Case Studies; 5. Company Profiles: Toshiba, KEPCO, Mitsubishi Heavy Industries, Areva, GE-Hitachi Nuclear Energy, Cameco, Urenco, Engie, EDF, Rosatom, China National Nuclear Power, KazAtomProm, China General Nuclear Power Corporation; 6. Statistical Appendix; 7. Sources; 8. Annexes
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.
Basch, Corey H; Kernan, William D; Menafro, Anthony
Community health professionals must use multiple strategies to address the rising rates of childhood obesity in the United States. One such strategy is to address the underlying causes of childhood obesity, including lack of exercise and the consumption of calorically-dense snack foods. This study examines the presence of candy and snack food in the checkout lines of all retail chain stores in a selected community to determine the presence of these products, the ways in which these products are promoted, and the type of physical environment through which customers navigate during the checkout process. The findings confirm that candy, soft drinks, snacks, and ice cream were present in a large majority of these retail stores. Further, this pilot study found that many of these stores "corral" customers through the check-out line in such a way that it is necessary to pass these snack foods directly. Three themes for discussion emerged from the review of the data collected, including product marketing, product packaging, and product placement. Implications for childhood health are presented in the context of these marketing strategies. The results and subsequent discussion provide important insight into the ways in which the presence of candy and snack food at checkout lines might contribute to childhood obesity rates.
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.
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...
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.
Abstract Objective: This thesis seeks to provide insight into the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. Method: Qualitative case study methodology generated understanding of the approach to DMOs’ marketing. Interview allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to ...
Full Text Available Within the business realm, marketing is a key factor which determines the success of distribution. Therefore, strategy and innovation are a necessity. Marketing activity would ensure whether a certain product is delivered to the costumers. In order to achieve the desired goals of marketing, it is important to manufacturers to follow a set of marketing processes, which comprise market overview, marketing strategy, marketing mix, and evaluation. Marketing mix is a set of strategies consist of product, price, promotion, and distribution, which guarantee the success of marketing activities. All of these aspects are intended to attain responses from the targeted market. The article seeks to discuss the marketing mix strategy implemented by BMT UGT Sidogiri Pasuruan based on four “Ps”, namely product, price, place, and promotion. The study finds that the marketing mix strategy employed by BMT UGT has met the costumers’ needs in terms of product strategy, pricing strategy, distribution strategy, and promotion strategy. The study also concludes that the proper implementation of marketing mix strategy and its compatibility with Islamic sharîʻah as well as the organization’s obedience towards Islamic business ethics are among pivotal factors that have significantly influenced the development of BMT UGT Sidogiri
This research investigates customer relationships of two distinct store formats (small local stores and large chain stores) in the fashion industry. The aim is to find out if there are differences between the store formats regarding customer relationships. Relationship marketing theory was used to formulate hypotheses. Shoppers of small local stores and large chain stores in Würzburg, Germany, were surveyed to test the hypotheses. Results indicate that customer relationships significantly dif...
Natasha Helena Kairupan
Full Text Available Abstract. The purposes of this research are to determine the stages of analysis, planning, and evaluation of corporate rebranding process of Gramedia Book Store to be Gramedia Store to rise stakeholder’s awareness. The method used is descriptive qualitative with positivism paradigm. The technique of collecting data through in-depth interview, observation, and literature study. The result of this research showed the analysis stage by analyzing the market through insights and foresights, brand audit through SWOT analysis, and identifying opportunities. The planning stage is by determine the purpose of the planning process and then determine the target audience, consist of external and internal customer. The planning of external customer by renaming and change of corporate identity, and marketing planning using communication channel (above the line and below the line. The planning of internal customer by Brand Induction, training, inspiration briefing at store, and innovation competition. The evaluation of rebranding process of Gramedia Store is having a focus group discussion with customer, media monitoring, and presentation to BOD. Keywords : Process, Corporate Rebranding, Stakeholder Awareness, Corporate Identity, Gramedia Store Abstrak.Tujuan penelitian ini adalah untuk mengetahui bagaimana tahapan analisis, perencanaan, dan evaluasi proses corporate rebranding Gramedia Book Store menjadi Gramedia Store untuk meningkatkan stakeholder awareness. Pendekatan yang digunakan adalah kualitatif dengan paradigma positivisme dan jenis studi deksriptif. Teknik pengumpulan data yang dilakukan melalui wawancara mendalam, observasi, dan studi pustaka. Berdasarkan hasil penelitian, tahapan analisis dilakukan dengan menganalisis pasar melalui insights dan foresights, audit merek dengan analisis SWOT, dan mengidentifikasi peluang. Dalam tahapan perencanaan dengan menentukan tujuan kemudian menentukan target audiens, yaitu eksternal dan internal. Perencanaan
Full Text Available The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech goods and on the level of consumer involvement in the purchasing process. Results showed that Highly Rational, Cautious, and Demonstrative behaviours can be observed in case of high consumer involvement in the buying process. Rationally-Confident, Comfortable, Adaptive behaviour can be observed in the case of low involvement. The peculiarities of communicative influence for each type of consumer behaviour in the market of high-tech goods are determined and the appropriate strategies of marketing communication are offered. Practical implementation. Strategies of communicative influence and communication sources depend on consumer behavioural types and the stage of the process of adopting innovations. In case of highly rational consumer behaviour, generic strategy, benefit strategy, and unique technical advantage strategies are recommended to be used as the main communicative strategies. Benefit strategy, unique technical advantage strategy, positioning strategy should be used in the case of rationally confident behaviour. The technology of intrusion, intimidation, positioning strategy, affective strategy, and resonance strategy should be used in the case of cautious consumer behaviour. Brand strategy should be used in the case of demonstrative consumer behaviour. The communicative strategies of product positioning and the strategy of resonance can be used in the case of comfortable consumer behaviour. Brand strategy is the main communicative strategy in the
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...
Razieh Gharehbashloni; Mohsen Seify
This study is intended to investigate the effect of relationship marketing on the competitive advantage in the form of the desired pattern or model of this study. Statistical community of this study has been Esfahan’s REFAH chain stores. Collecting data instruments are the accepted stabilized and justifiability (reliability) questionnaires that a total of 150 questionnaires were distributed and a total 114 of them were returned and analyzed. Amos software was used for analyzing of these data....
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
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
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...
Basch, Corey Hannah; Rajan, Sonali
The overconsumption of toothpaste has negative consequences, particularly for children. This study's objectives were to describe misleading marketing strategies used in selling children's fluoridated toothpaste and identify warning label characteristics. Two researchers independently coded the packaging from 26 over-the-counter toothpastes that are specifically marketed for children. Aggressive marketing strategies targeting children were identified: every toothpaste in this sample displayed at least 1 children's animated character, 50% had at least 1 picture of a food item, 92.3% stated they were flavored and 26.9% depicted a full swirl of toothpaste, directly contradicting dentist recommendations for young children. Further, on most toothpaste tubes, warnings regarding fluoride overconsumption for young children were only listed on the back and in very small font. Misleading marketing strategies are regularly used in selling children's toothpaste as if it is a food product, while warnings regarding overconsumption among youth are minimized. Dental hygienists are in an important position to help parents of young children implement safe oral care practices. Copyright © 2014 The American Dental Hygienists’ Association.
Gutiérrez-Roig, Mario; Segura, Carlota; Duch, Jordi; Perelló, Josep
Decisions made in our everyday lives are based on a wide variety of information so it is generally very difficult to assess what are the strategies that guide us. Stock market provides a rich environment to study how people make decisions since responding to market uncertainty needs a constant update of these strategies. For this purpose, we run a lab-in-the-field experiment where volunteers are given a controlled set of financial information -based on real data from worldwide financial indices- and they are required to guess whether the market price would go "up" or "down" in each situation. From the data collected we explore basic statistical traits, behavioural biases and emerging strategies. In particular, we detect unintended patterns of behavior through consistent actions, which can be interpreted as Market Imitation and Win-Stay Lose-Shift emerging strategies, with Market Imitation being the most dominant. We also observe that these strategies are affected by external factors: the expert advice, the lack of information or an information overload reinforce the use of these intuitive strategies, while the probability to follow them significantly decreases when subjects spends more time to make a decision. The cohort analysis shows that women and children are more prone to use such strategies although their performance is not undermined. Our results are of interest for better handling clients expectations of trading companies, to avoid behavioural anomalies in financial analysts decisions and to improve not only the design of markets but also the trading digital interfaces where information is set down. Strategies and behavioural biases observed can also be translated into new agent based modelling or stochastic price dynamics to better understand financial bubbles or the effects of asymmetric risk perception to price drops.
Segura, Carlota; Duch, Jordi; Perelló, Josep
Decisions made in our everyday lives are based on a wide variety of information so it is generally very difficult to assess what are the strategies that guide us. Stock market provides a rich environment to study how people make decisions since responding to market uncertainty needs a constant update of these strategies. For this purpose, we run a lab-in-the-field experiment where volunteers are given a controlled set of financial information -based on real data from worldwide financial indices- and they are required to guess whether the market price would go “up” or “down” in each situation. From the data collected we explore basic statistical traits, behavioural biases and emerging strategies. In particular, we detect unintended patterns of behavior through consistent actions, which can be interpreted as Market Imitation and Win-Stay Lose-Shift emerging strategies, with Market Imitation being the most dominant. We also observe that these strategies are affected by external factors: the expert advice, the lack of information or an information overload reinforce the use of these intuitive strategies, while the probability to follow them significantly decreases when subjects spends more time to make a decision. The cohort analysis shows that women and children are more prone to use such strategies although their performance is not undermined. Our results are of interest for better handling clients expectations of trading companies, to avoid behavioural anomalies in financial analysts decisions and to improve not only the design of markets but also the trading digital interfaces where information is set down. Strategies and behavioural biases observed can also be translated into new agent based modelling or stochastic price dynamics to better understand financial bubbles or the effects of asymmetric risk perception to price drops. PMID:27532219
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...
Alexandru Lucian MIHAI
Full Text Available In sport marketing, the word promotion covers a range of interrelated activities. All of these activities are designed to attract attention, stimulate the interest and awareness of consumers, and of course, encourage them to purchase a sport product. Promotion is about communicating with and educating consumers. The purpose of a sport promotional strategy is to build brand loyalty and product credibility, develop image, and position the brand. A promotional strategy is similar to a marketing strategy, but the promotional strategy seeks short-term objectives, both direct and indirect. Promotional objectives usually include increased sales, stimulate impulse buying, raise customer traffic, and present and reinforce image. It also provides information about products and services, publicizes new stores or websites, and creates and enhances customer satisfaction.
Full Text Available The essential premise of this publication is to define the benefits brought to modern enterprises by introduction of multi-channel marketing strategy, or inbound marketing, to their business.This article defines the factors and processes that influence the effective course of actions undertaken in the framework of inbound marketing.In addition, it is demonstrated how the importance of an organization changes, how its value and importance realistically increases as a result of applying the instruments provided by inbound marketing. The purpose of the article is to present how the concept of inbound marketing is changing the perspective of looking at the modern marketing instruments and how their field of impact changes as a result of their application.It also illustrates how the choice of appropriate mechanisms influences consumer decisions and demonstrates that the key to understanding the processes embedded in the strategy is to reflect on the relationship between the enterprise and potential customers and communication with the customers.
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...
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.
Full Text Available Academists and practitioners have already acknowledged the importance of unobservable segmentation bases (such as psychographics yet still focusing on how well these bases are capable of describing relevant segments (the identifiability criterion rather than on how precisely these segments can predict (the predictability criterion. Therefore, this paper intends to add a debate to this topic by exploring whether culture-based segments do account for a selection of market strategy. To do so, a set of market strategy variables over a sample of 251 manufacturing firms was first regressed on a set of 19 cultural variables using canonical correlation analysis. Having found significant relationship in the first canonical function, it was further examined by means of correspondence analysis which cultural segments – if any – are linked to which market strategies. However, as correspondence analysis failed to find a significant relationship, it may be concluded that business culture might relate to the adoption of market strategy but not to the cultural groupings presented in the paper.
Full Text Available Successfull organizations are able to design and manage their information and the supporting technologies as a strategic weapon as well as an information utility. This requires information to be readily available on an as-needed basis to staff, management, customers, suppliers and other stakeholders. The Bodies of Archives and Libraries Surabaya City use the strategic marketing to disseminate information resources at their disposal. The purpose of this research is to know, how the marketing of library in The Bodies of Archives and Libraries Surabaya City. The research method uses literature study with data collection techniques derived from interviews and literature study. For data analysis, the results were processed and analyzed interviews with marketing theory using some of the literature from of books, journals and the results of previous studies. The Bodies of Library and Archive Surabaya city was found some elements in the 'Marketing Mix' or library marketing strategy that has been applied in the library. Adjustment of marketing strategy or concept 7P 'Marketing Mix' are Product, Price, Promotion, Place, People, Process and Physical Evidence in the library have increased performance results The Bodies of Archives and Libraries Surabaya City since 2003 until now.
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
Irene Y.L. Chen
The acceptance of e-commerce among consumers has stimulated the rise of virtual stores. Increasing traditional retailers or people who do not have sufficient capital for maintaining a brick-and-mortar store have considered using virtual stores to reach global market. In the e-commerce literature, there has been rich research evidence concerning consumers’ acceptance of virtual stores. However, rigorous academic research on retailers’ acceptance of virtual stores is relatively scarce today. Th...
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...
Full Text Available Development strategy of such financial market infrastructure that is able to optimize the processes of institutional component’s functioning and increase an efficiency of various operations in this market has to become an important direction of improvement and development of the financial market infrastructure. This paper aimed to rationale the development strategy of financial market infrastructure in Ukraine
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...
Full Text Available This research was aimed to identify the agrotourism potential in Jember Regency, to identify the condition of internal and external environment of Sukorambi Botanic Garden. The research used the Importance Performance Analysis (IPA method to find out the level of the visitors’ interest and satisfaction. For the internal and external analyses, the Internal Factor Evaluation (IFE method, the External Factor Evaluation (EFE method, Strength Weakness Opportunity and Threat (SWOT and the Analytic Hierarchy Process (AHP were used to determine the strategies for marketing Sukorambi Botanic Garden. Three resource persons were used by purposive sampling technique. Thirty respondents were used for analytical level of interest by distributing questionnaires to visitors. The results of the research showed that the priorities of marketing Sukorambi Botanic Garden were 1 the strategy to maximize the concept of recreation while studying such as crop cultivation and animal farming, 2 the strategy to increase the number of outbound games, 3 the strategy to coordinate intensively with stakeholders for improvement and sustainable development, 4 the strategy to get a loan from a financial institution to increase capital, 5 the strategy to optimize promotion activities, (6 the strategy to improve the quality of community services through improved performance and transportation facilities, 7 the strategy to improve the quality of services through trainings for the employees to improve the company’s management system, 8 the strategy to realize facility development on the remainder of the land accompanied by improvement of existing facilities, and 9 the strategy to optimize online promotion activities. Keywords: Agrotourism, marketing development strategy, Sukorambi Botanic Garden, AHP, SWOT
Hunt, Shelby D.; Madhavaram, Sreedhar
Knowledge of marketing strategy is essential for marketing majors. To supplement and/or replace the traditional lecture-discussion approach, several pedagogical vehicles have been recommended to teach marketing strategy, including the analytic hierarchy process; career-planning cases; computer-assisted, simulated marketing cases; experiential…
So, Idris Gautama; Fransiska, Hellen; Tjoe, Tjia Fie
Pietro’s Gelato is a firm producing food and beverages, in particular ice cream. This paper aims to study the marketing strategy utilized by Pietro’s Gelato and analyses its business process, information needs and problems faced by Pietro’s Gelato’s marketing department. Analysis is conducted using Porter’s analysis method, SWOT and e-marketing seven steps analysis. Literature study is conducted by collecting materials from books and internet access which will be used to fulfill additional da...
Qishen Zhou; Mingxing Yang
This study aims to investigate the Chinese goods market structure and related integrated marketing strategy. In recent years, it is becoming more and more popular for Chinese consumers to go on luxury consuming in a variety of large cities in China, showing the increasing demand of luxury for Chinese people possessed relatively high fortune. Further, dozens of international famous luxury brands are pouring into the Chinese market such as LVMH and Gucci, recognizing the huge consumption demand...
Store image has traditionally been of interest in the Western markets. Studies of store image have also assessed the image of one or a few competing stores. This paper develops an approach to capture store images of an entire retail sector, an issue of importance when enter-ing the new emerging...
Full Text Available A good marketing strategy does not always necessarily lead to successful marketing performance in an organization. It depends on how marketing people translate the strategy into action. A well formulated, but badly implemented strategy, will be effective (do the right things, but not efficient (do things right. While correct implementation of a badly formulated strategy will be efficient, but not effective. Firms need both effectiveness and efficiency to optimize their performance. This study, based on existing literature, identified a list of activities concerning the marketing strategy implementation, and investigated their nature in the process of the strategy implementation among small and medium companies in Indonesia. A tested structured questionnaire was used as a guidance in interviewing marketing managers -the respondents of the study. A total of 76 completed questionnaires were collected. Factor analysis was used to extract, if any, key dimensions across the data. This analysis resulted into four fundamental factors underlying 16 activities in marketing strategy implementation, namely commitment, consensus, evaluation and control, autonomy, and two factors representing 8 marketing performance that are financial, and strategic performances. Subsequently simple regression was performed to examine the impact of the four factors on the marketing performance. The study findings suggest that evaluation and control has greatest impact either on financial performance or strategic performance, followed by autonomy. Even though commitment and consensus influence the marketing performance, but their influences are not statistically significant.
This thesis aims to study an American brand—Coach’s online marketing strategy in China. It starts with a basic introduction to Coach Brand; and then the writer offers a SWOT analysis on Coach’s Internet marketing strategies. The last chapter is dealing with the Internet marketing strategy adopted by Coach.
Kardison Lumban Batu
Full Text Available Purpose – Broadly speaking, the implementation of green practice leads to higher performance in exporting firms. To test this concept empirically, this study proposes environmental marketing strategy as an antecedent of product differentiation and cost leadership as a means to promote marketing and financial performance. Design/Methodology/Approach – This study was conducted on 388 respondents serving as operational, production, and marketing managers of Indonesian exporting firms and used structural equation modelling (SEM with AMOS 18 as an analysis technique. Findings and implications – The findings revealed that environmental marketing strategy significantly influences product differentiation and cost leadership. More specifically, product differentiation simultaneously influences marketing and financial performance. However, cost leadership influences financial performance but not marketing performance. This study implies the importance of environmental orientation in setting a firm strategy and promoting the performance of international firms. Limitations – The measurement items proposed in this study were adopted from studies conducted in developed countries; they have not been proven appropriate for direct application in developing countries such as Indonesia. Originality – This study is original in that it explores the importance of environmental studies in setting a firm strategy and promoting the performance of international business.
This thesis deals with the retail marketing and the in-store promotion. It is prima-rily focused on merchandising, sales promotion and other selected activities. The work itself is devoted to Samsung Electronics Czech and Slovak s.r.o. and is mostly based on a practical experience gained from a position of an employee. Firstly, the amount of investments in marketing of Samsung in comparison with the competition is introduced. The following part describes the basic retail acti-vities across th...
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.
Dzeparoski, Marjan; Trajkovic-Jolevska, Suzana
Marketing strategy is correlated with the regulations for the corresponding product category. Accordingly, there is a big difference in the marketing strategy of food supplements and over-the-counter medicines. In this paper are presented 2 different marketing strategies of a new small pharmaceutical company in two studies. The findings of studies analysis can be used for developing marketing strategies in the wider sense and other products, for other small to medium sized companies in other countries of interest with similar regulations and help them understand how to position and promote themselves and their products.
Full Text Available Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need to balance exploratory and exploitative strategies. However, the literature lacks concrete insights for marketing managers as to how exploratory and exploitative strategies can be best combined. This paper addresses this issue by introducing a framework of multiple types of ambidexterity. Based on qualitative research, tools and procedures are identified to overcome marketing dilemmas and support strategy implementation by drawing on ambidextrous designs.
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...
Sinioris, M E
A special challenge has been presented to academic medical practices by the new healthcare environment. While increased competition for patients and resources affects all medical groups, it is the academic practices who are responsible for training the physicians of tomorrow. Not only must they sharpen their students' awareness of the new environment and teach them to incorporate effective management strategies into their practices, but they must set an example in effective management as well. The basic concepts of competitive marketing strategy, along with helpful exhibits, are presented here, and strategies for effectively maximizing position are discussed from the viewpoints of product mix, process market, and financing.
Foster, Gary D; Karpyn, Allison; Wojtanowski, Alexis C; Davis, Erica; Weiss, Stephanie; Brensinger, Colleen; Tierney, Ann; Guo, Wensheng; Brown, Jeffery; Spross, Carly; Leuchten, Donna; Burns, Patrick J; Glanz, Karen
The greater presence of supermarkets in low-income, high-minority neighborhoods has the potential to positively affect diet quality among those at greatest risk of obesity. In-store marketing strategies that draw attention to healthier products may be effective, sustainable, and scalable for improving diet quality and health. Few controlled studies of in-store marketing strategies to promote sales of healthier items in low-income, high-minority neighborhoods have been conducted. The objective of this study was to evaluate the effects of in-store marketing strategies to promote the purchase of specific healthier items in 5 product categories: milk, ready-to-eat cereal, frozen meals, in-aisle beverages, and checkout cooler beverages. The design was a cluster-randomized controlled trial conducted from 2011 to 2012. Eight urban supermarkets in low-income, high-minority neighborhoods were the unit of randomization, intervention, and analysis. Stores were matched on the percentage of sales from government food-assistance programs and store size and randomly assigned to an intervention or control group. The 4 intervention stores received a 6-mo, in-store marketing intervention that promoted the sales of healthier products through placement, signage, and product availability strategies. The 4 control stores received no intervention and were assessment-only controls. The main outcome measure was weekly sales of the targeted products, which was assessed on the basis of the stores' sales data. Intervention stores showed significantly greater sales of skim and 1% milk, water (in aisle and at checkout), and 2 of 3 types of frozen meals compared with control store sales during the same time period. No differences were found between the stores in sales of cereal, whole or 2% milk, beverages, or diet beverages. These data indicate that straightforward placement strategies can significantly enhance the sales of healthier items in several food and beverage categories. Such
This Insight conference was held to review the legal aspects of marketing strategies within the natural gas industry in light of the current trend of mergers and alliance activity within the energy industry. The deregulation of the natural gas industry, the resulting competitive marketplace, and the changes in marketing strategies resulting from these developments were the principal themes. The changing roles of decision makers, management and consultants within the industry were scrutinized
Richman, Nessa J.
Seven serious obstacles hinder the success of mass market grocery stores that try to succeed in the natural foods market. Finding timely and complete market information, linking with natural foods suppliers, and pricing and marketing natural foods are the three most important. Uncertainty about future standards for natural foods is the only major obstacle for natural foods stores. The problems facing mass market stores trying to succeed in the natural foods market are related to the market st...
Ayala, Guadalupe X; Baquero, Barbara; Laraia, Barbara A; Ji, Ming; Linnan, Laura
The present store-based intervention was designed to promote sales of fruits and vegetables (F&V) to increase intake among store customers--specifically customers of tiendas, small-to-medium-sized Latino food stores. Four tiendas were randomized to a 2-month environmental change intervention or a delayed treatment control condition. Employees and managers were trained to promote F&V sales, including how to implement a food marketing campaign and installing store equipment to promote fresh fruits and vegetables. The primary outcome was self-reported daily intake of F&V among a convenience sample of customers (at least forty per store) collected at baseline prior to randomization and then 4 months later. In addition, changes in availability of F&V in the tiendas, using unobtrusive observational methods, provided evidence of intervention fidelity. Tiendas in central North Carolina. Participants included 179 customers who were recent immigrants from Mexico and Central America. A group-by-time interaction approached significance on daily servings of F&V; intervention customers reported an increase in F&V intake over time and as a function of the intervention (P customers’ reported F&V intake. Such strategies can have a public health impact on underserved populations.
Both the marketing communication strategy of mobile game industry and the industry itself have been drastically evolving in the past years since the development of computation, data transfer and communication technology on mobile devices. Marketing communication has been considered a significant part in marketing strategy, but the marketing communication strategy, activity and channels were not well investigated so far. In this study, 9 SMEs Finnish and Japanese mobile game developers and pub...
Suzi Elen Ferreira Dias
Full Text Available Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995, and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior.
Maryangela Drumond de Abreu Negrão
Full Text Available This article contributes to the understanding of marketing strategy process when it presents the organizational and human factors that support the processes of implementation, identified in a qualitative study conducted in the creative industry of video game development. The research, a case study applied to four video and computer game companies was based on the Sashittal and Jassawalla (2001 marketing strategic model, and on the concepts of the creative behavior and innovation in organizations proposed by Amabile (1997. The analysis suggests that the marketing strategy implementation is anchored in innovative administrative process, creative skills and the adoption of modern control technologies. It was observed that a vision that associates production, process, the market orientation and the delivery of value-adding is essential for the implementation of strategies in creative and innovative organizational structures. The research contributes to the marketing strategy implementation studies in creative and innovative environments under the approach of smaller organizations. It also contributes with the marketing strategy theory when it suggests that the analysis of the process, the control and the management skills be included as categories into the theoretical model in future investigations.
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...
Predicting that in an environment of limited resources, the hospital's competitive strategy will assume greater importance, the author reviews the relationship of positioning to market success. He also discussed how such strategies as differentiation, overall cost leadership, and market focus can be applied to hospitals.
Higgins, L F; Weinstein, K; Arndt, K
The decision to develop an aggressive marketing strategy for its long term care facility has become a priority for the management of a one-hundred bed facility in the Rocky Mountain West. Financial success and lasting competitiveness require that the facility in question (Deer Haven) establish itself as the preferred provider of long term care for its target market. By performing a marketing communications audit, Deer Haven evaluated its present market position and created a strategy for solidifying and dramatizing this position. After an overview of present conditions in the industry, we offer a seven step process that provides practical guidance for positioning a long term care facility. We conclude by providing an example application.
Sandra Mrvica MAĐARAC
Full Text Available The retail market in the Republic of Croatia has considerably changed during several last years by entering of large European hypermarkets and by opening a great number of shopping centres. This particularly affected the business of small independent retailers that are due to price uncompetitiveness difficult to cope with competition from hypermarkets. Sales success depends itself on the success of marketing program of a company. Improving sales brings a whole range of benefits to both producers and consumers and consists of a set of different incentives that are mainly short-term, designed to encourage faster and greater purchasing of certain products or services. Through well thought entrepreneurial approach and the use of methods for improving sales, neighbourhood stores could contribute through their business strategy to their competitiveness. Gaining customer loyalty, creating a personal relationship with customers, rewarding of loyal customers, promoting new products, helping the buyer in purchasing are some of the ways of improving neighbourhood store sales. The paper presents research results to which extent neighborhood stores in Osijek-Baranya County use instruments of sales improvement in order to enhance their sales and relationship with customers.
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.
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.
Full Text Available The main purpose of the paper is to analyse the international market entry strategies in the light of globalisation processes and to propose a conceptual model of turnkey projects as market entry mode. The specific research objectives are as follows: 1. to develop an integrated framework of the turnkey marketing process as a conceptual model; 2. to analyse BRICS countries as potential host countries for turnkey projects implementation; 3. to assess potential implications of proposed conceptual model for global market entry decisions.
Since the great policy of reform and opening which began in 1979 has turned up, an unprecedented vigorous development opportunity was brought for our domestic wine industry. On the one hand, the increasing in personal income level has stimulated the growth of wine consumption demand, leading to a nice development prospect for domestic wine industry;on the other hand, the dramatical y decreasing in tariff of importing wine is an undoubtedly major impact to the domestic wine industry. The competition between the enterprises is almost the same as the competition of marketing ability, the success of the marketing operation wil create rich profits resources for enterprises which wil lay a good foundation for enterprises to cultivate their ability and improve the core competitive ability. This article wil briefly analyze the marketing strategy of Changyu Group which is in the leading position of Chinese wine industry and provide the certain reference value for the same industry when they develop their own marketing strategy.
Full Text Available In contemporary market conditions classical deposit-loan strategy is not enough anymore in order to ensure survival of the commercial banks on the financial market and to reach profit that is high enough. Besides the loan placements strategy, it is necessary to adopt an adequate investment strategy which will contribute to the profitability, liquidity and safety of gross asset portfolio. Commercial banks, unlike investment banks, invest smaller part of their resources into securities of diverse maturity on financial markets. However, with the harsh competition of banks and other non-banking institutions, significance of investment portfolio grows as an alternative that ensures additional sources of revenue, assures liquidity, diversification of placements and decreases risk exposure. Banks have at their disposal vast range of investment strategies that can be combined depending on their investment objectives and risk aversion, such as passive and active strategy, strategy of ladder, weights strategy etc. Therefore, the aim of this paper is to present the significance of investment portfolio in commercial banks and the basic management strategies of investment portfolio that can be used by commercial banks.
This thesis research is going to analyze the marketing strategy Samsung has used for some of its smartphone devices in the Smartphone market. The thesis will look into products introduced within the last two years. This approach seems reasonable due to the rapid change of technology in high tech market and continuous introduction of new innovative products within a short period of time. The research will start by understanding the mission and goals of the company. Then it will continue in exp...
A sustainable marketing strategy for Dutch tourists to South Africa. ... The Dutch market is regarded as a priority market because of cultural and historical links, but it is also a market that has not been ... EMAIL FULL TEXT EMAIL FULL TEXT
Full Text Available Marketing strategy is correlated with the regulations for the corresponding product category. Accordingly, there is a big difference in the marketing strategy of food supplements and over-the-counter medicines. In this paper are presented 2 different marketing strategies of a new small pharmaceutical company in two studies. The findings of studies analysis can be used for developing marketing strategies in the wider sense and other products, for other small to medium sized companies in other countries of interest with similar regulations and help them understand how to position and promote themselves and their products.
Full Text Available Business strategies in general and marketing strategies in particular are a factor of significant importance when it comes to the success and long term growth of companies. This paper tends to test the generally accepted assumption that SME’s in the Republic of Macedonia do not have and implement well defined marketing strategies. As will be noticed, based on the opinions of the owners of 277 SME’s in the Pollog region, business entities in the Republic of Macedonia do recognize the importance of marketing and marketing strategies, but still fail when it comes to their creation and implementation. As proven by the research, SME’s in the studied region randomly implement certain elements of different types of business and marketing strategies, but not based on theoretical approaches and generally accepted literature in this field.
Full Text Available The article concerns with essence of assessment of the business environment and specific directions of analysis during the working out of global marketing strategy. The classification of the global marketing environment researches and tasks sequence in the context of the decisions made on each stage of global marketing strategy is proposed.
Full Text Available 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.
This paper explores Malaysia’s efforts to develop and dominate a global market in halal (literally, ‘lawful or ‘permitted’) commodities as a diaspora strategy and how Malaysian state institutions, entrepreneurs, restaurants and middle-class groups in London respond to and are affected...... and practise Malaysian diaspora strategies in the globalized market for halal products and services. This paper is based on ethnographic material from fieldwork among state institutions, entrepreneurs, restaurants and middle-class groups in Kuala Lumpur and London, namely participant observation...
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.
Full Text Available The study explores the use of the marketing strategy concept, guided by the idea of the original definition of strategy. This definition limits the number of organizational levels where the concept might apply. This restriction affects the application area of the label “strategic” in the marketing function. The study is based on logical reasoning associated with the original content of strategy and with the state of facts in the real world of business. The reasoning used in the study is similar to the reduction at absurdum approach, used in mathematics.
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...
Full Text Available The purpose of the article is the investigation of the nature, objectives, and strategic categories of ecologization marketing strategy, development of algorithm of this strategy and determination of environmental, economic, and ecological instruments of implementation of this strategy in the agricultural sector. Methodology. The basis of the formation of a marketing strategy for the ecologization of agrarian production is the systematic approach, which is based on the existence of implementation mechanisms that ensure system consistency, its purposefulness; interdependence; and complexity of its elements, which determines the integrity of the system; all tasks that execute individual elements of the system are interconnected; system elements and their associated actions have a certain subordination that builds a hierarchy; the system changes under the influence of specific factors, which determines its dynamism; the ability of the system to adapt to the variability of the external environment, while not losing its own individuality. Methods for strategic analysis of macro- and micro-environment factors were used to form the marketing strategy of ecologization. This process involves an analytical evaluation of the parameters of the external and internal environment with the help of general scientific and applied methods of strategic analysis. Results. The article explored the ecologization strategy, presented its objectives in the field of agriculture, the basic categories of strategic directions and implementation of ecologization marketing strategies. An algorithm of environmental marketing strategies in agricultural production is developed, environmental, economic and environmental and economic tools to implement them are determined. Practical implications. It is determined that marketing strategy of ecologization of agrarian production is a strategy of innovative development that can solve problems of economic growth, an increase of
Within the business realm, marketing is a key factor which determines the success of distribution. Therefore, strategy and innovation are a necessity. Marketing activity would ensure whether a certain product is delivered to the costumers. In order to achieve the desired goals of marketing, it is important to manufacturers to follow a set of marketing processes, which comprise market overview, marketing strategy, marketing mix, and evaluation. Marketing mix is a set of strategies consist of p...
The goal of this bachelor's thesis is to suggest particular online marketing strategy for People in need's website - www.skutecnydarek.cz. Firstly the thesis is going to aim at analysing the present condition of marketing activities and the quality of the web site for www.skutecnydarek.cz. Then the online marketing strategy is going be developed.
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
This study examines the strategic market approach for investing in solar water pumps market (SWP) in India, and Punjab state as a business case. The main research question is: What is an appropriate strategic market approach to invest in solar water pump market in India? The study focuses on the marketing strategy and strategic planning to enter the Indian market. The thesis follows the qualitative study design where the data was collected by observing the market and interviewing main sta...
This strategic plan is the key initiative established under 'Alberta's Framework for International Strategies'. Its objective is to ensure the wellbeing of Albertans, sustaining Alberta's environment, and economic growth through successfully taking advantage of Alberta's many opportunities for marketing its goods, products, and services. It is predicated on industry and government continuing to work together to sustain a strong market-driven economy, strengthen Alberta's economic advantages and build an economic environment conducive to investment and growth in quality jobs. At present more than 150 foreign markets buy Alberta's goods and services, but the obvious focus of any strategy must be those regions and sectors of industry that offer the greatest possibilities for new and expanded opportunities for Alberta business. Accordingly, this strategy identifies priorities, selects the best initiatives and develops activities to achieve economic growth. Adding value to Albertan commodities before they are being shipped to export markets is a particular objective of the plan. An equally important consideration is to achieve growth through expansion of existing investments, attract new investment to the province, and to increase exports in response to international market and investment opportunities for Alberta's goods and services. Major topics discussed in the document include a discussion of the importance of trade and investment, a thorough analysis of the marketing priorities, the strategic framework, and priority market profiles for the United States, Japan,China, other Asia-Pacific markets, the European Union, Mexico, the Middle East and South Asia, and South America.
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 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...
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.
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 ...
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
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...
Bartnik, R.; Hnydiuk-Stefan, A.; Buryn, Z.
This paper reports the results of the investment strategy analysis in different electricity sources. New methodology and theory of calculating the market value of the power plant and value of the electricity market supplied by it are presented. The financial gain forms the most important criteria in the assessment of an investment by an investor. An investment strategy has to involve a careful analysis of each considered project in order that the right decision and selection will be made while various components of the projects will be considered. The latter primarily includes the aspects of risk and uncertainty. Profitability of an investment in the electricity sources (as well as others) is offered by the measures applicable for the assessment of the economic effectiveness of an investment based on calculations e.g. power plant market value and the value of the electricity that is supplied by a power plant. The values of such measures decide on an investment strategy in the energy sources. This paper contains analysis of exemplary calculations results of power plant market value and the electricity market value supplied by it.
Gijsbrechts, E.; Campo, K.; Nisol, P.
Grocery-store switching has typically been viewed as evidence of cherry-picking behavior, with consumers switching stores to benefit from temporary promotional offers. However, research reveals that it may also result from a longer-term planning process based on stable store characteristics. Even in
The goal of this thesis is to get a marketing strategy for proposed tourist business through the field-work marketing research. The purpose of this marketing research was to investigate the attitudes of Russian tourists in Saint Pe-tersburg towards Finland as a destination. The research examines the respondents’ own evaluation of the Finnish tourism possibilities, as well as the expert evaluation (made by the professionals of tourist agencies in Saint Petersburg) of the Finnish tourist ma...
Bistra Vassileva; Miroslav Nikolov
The main purpose of the paper is to analyse the international market entry strategies in the light of globalisation processes and to propose a conceptual model of turnkey projects as market entry mode. The specific research objectives are as follows: 1. to develop an integrated framework of the turnkey marketing process as a conceptual model; 2. to analyse BRICS countries as potential host countries for turnkey projects implementation; 3. to assess potential implications of proposed concep...
Full Text Available Starting from the theoretical concepts that define the maintenance strategies for the international market, this paper presents the results of a quantitative research survey conducted among Romanian consumers of wine. What is aimed at is to know their attitudes and opinions referring to wine imports in order to identify a strategy for the entrance on the Romanian market of the French wine producer Louis Latour, which is imposed by the need to maintain sales in the context of demand shrinking on the home market. The conclusion of the quantitative research conducted on a sample of 402 people from all country regions reveals the opportunity of entering the Romanian market by using indirect export as a way of entering the market.
A newly formed online company, eLegalDoc, is getting ready to launch their ebusiness website. The company provides simple-to-use, customizable, auto-generated, and affordable electronic legal documents over the Internet. As the success of the eLegalDoc website is greatly dependent on the effectiveness of its product positioning and traffic generation, eLegalDoc requires the development of competitive positioning strategies and a marketing strategy and tactics to leverage its business model. T...
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.
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...
Full Text Available This paper examines the correlation between promotion as a marketing mix instrument, product quality and marketing strategy on the mobile devices market. The research paper consists of four sections. Each section determines the key factors of the main subject's elements. The research makes analysis of the influence of promotional activities on consumer behavior. It was conducted via survey questions. The questions referred to mobile device brands, user satisfactory rates and other parameters in the Republic of Serbia. The aim was to define the impact of promotional activities on consumer choice when purchasing a mobile device. In addition, the product quality and marketing strategies of top mobile device brands are also taken into consideration. Observational statements are made based on statistical evidence from the completed research surveys.
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.
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.
Khanal, Ichha; khanal, Ichha
The purpose of conducting this thesis was to study on the marketing strategy of an educational institution. The aim of this thesis was to study on current marketing strategy and suggest the case company with new and effective ideas for marketing. The theoretical part of this thesis hold three main elements with basic knowledge of marketing. Along with marketing mix, this thesis also covered segmentation as well as marketing strategy. For the time being, SWOT approach was utilized to...
Budd, Nadine; Jeffries, Jayne K; Jones-Smith, Jessica; Kharmats, Anna; McDermott, Ann Yelmokas; Gittelsohn, Joel
Small food store interventions show promise to increase healthy food access in under-resourced areas. However, none have tested the impact of price discounts on healthy food supply and demand. We tested the impact of store-directed price discounts and communications strategies, separately and combined, on the stocking, sales and prices of healthier foods and on storeowner psychosocial factors. Factorial design randomized controlled trial. Twenty-four corner stores in low-income neighbourhoods of Baltimore City, MD, USA. Stores were randomized to pricing intervention, communications intervention, combined pricing and communications intervention, or control. Stores that received the pricing intervention were given a 10-30 % price discount by wholesalers on selected healthier food items during the 6-month trial. Communications stores received visual and interactive materials to promote healthy items, including signage, taste tests and refrigerators. All interventions showed significantly increased stock of promoted foods v. There was a significant treatment effect for daily unit sales of healthy snacks (β=6·4, 95 % CI 0·9, 11·9) and prices of healthy staple foods (β=-0·49, 95 % CI -0·90, -0·03) for the combined group v. control, but not for other intervention groups. There were no significant intervention effects on storeowner psychosocial factors. All interventions led to increased stock of healthier foods. The combined intervention was effective in increasing sales of healthier snacks, even though discounts on snacks were not passed to the consumer. Experimental research in small stores is needed to understand the mechanisms by which store-directed price promotions can increase healthy food supply and demand.
Marjanova Jovanov, Tamara; Davcev, Ljupco; Boeva, Bogdanka
Different business performance of the companies for many researchers is understood through the influence of marketing. This can be explained through the theory of strategy, since this theory is answering why different companies have different financial performances. The basic purpose of market research is that it allows the determination of a strategy for operation of the enterprise on the market, and establishes the needed specific actions which are to be taken for the strategy implementatio...
Isaeva N. A.
Full Text Available In Russia some companies didn’t have a marketing strategy yet, but marketing is very important part of company management. In the case of the absence of the marketing strategy, a director risks to fill the storage by goods with no demand, or to try to do some useless services, to encounter with unknown competing goods, or to reduce some successful operations. In the article was developed methodic techniques and economic-mathematical models for creating the marketing strategy for companies providing special equipment service in Novosibirsk region. Using the proposed models and methods was created marketing strategy for «TC Athena» with regard to the sphere of activity of the company.
This dissertation studies models for the analysis of market efficiency and bidding behaviors of market participants in electricity markets. Simulation models are developed to estimate how transmission and operational constraints affect the competitive benchmark and market prices based on submitted bids. This research contributes to the literature in three aspects. First, transmission and operational constraints, which have been neglected in most empirical literature, are considered in the competitive benchmark estimation model. Second, the effects of operational and transmission constraints on market prices are estimated through two models based on the submitted bids of market participants. Third, these models are applied to analyze the efficiency of the Electric Reliability Council Of Texas (ERCOT) real-time energy market by simulating its operations for the time period from January 2002 to April 2003. The characteristics and available information for the ERCOT market are considered. In electricity markets, electric firms compete through both spot market bidding and bilateral contract trading. A linear asymmetric supply function equilibrium (SFE) model with transmission constraints is proposed in this dissertation to analyze the bidding strategies with forward contracts. The research contributes to the literature in several aspects. First, we combine forward contracts, transmission constraints, and multi-period strategy (an obligation for firms to bid consistently over an extended time horizon such as a day or an hour) into the linear asymmetric supply function equilibrium framework. As an ex-ante model, it can provide qualitative insights into firms' behaviors. Second, the bidding strategies related to Transmission Congestion Rights (TCRs) are discussed by interpreting TCRs as linear combination of forwards. Third, the model is a general one in the sense that there is no limitation on the number of firms and scale of the transmission network, which can have
Bigdeli, N.; Afshar, K.; Fotuhi-Firuzabad, M.
In this paper, a new bidding strategy for pay-as-bid market suppliers is introduced. This method is based on a systematic analysis of interactions of market with the suppliers via several market indices as well as forecasting important indices by artificial neural networks. Besides, the proposed method considers the practical limitations in the system and deals with incomplete information handling, closely. Next, a strategic bidding approach is proposed for optimal bidding by the suppliers. In these investigations, the paper focus is on the experimental situation of Iran electricity market as a pay-as-bid market and a sample generating company with several generating units from this market is considered as the benchmark. The results of applying this approach to this generating company are representative of good performance of the proposed method.
Ortega, Alexander N; Albert, Stephanie L; Sharif, Mienah Z; Langellier, Brent A; Garcia, Rosa Elena; Glik, Deborah C; Brookmeyer, Ron; Chan-Golston, Alec M; Friedlander, Scott; Prelip, Michael L
Urban food swamps are typically situated in low-income, minority communities and contribute to overweight and obesity. Changing the food landscape in low income and underserved communities is one strategy to combat the negative health consequences associated with the lack of access to healthy food resources and an abundance of unhealthy food venues. In this paper, we describe Proyecto MercadoFRESCO (Fresh Market Project), a corner store intervention project in East Los Angeles and Boyle Heights in California that used a multi-level approach with a broad range of community, business, and academic partners. These are two neighboring, predominantly Latino communities that have high rates of overweight and obesity. Located in these two communities are approximately 150 corner stores. The project used a community-engaged approach to select, recruit, and convert four corner stores, so that they could become healthy community assets in order to improve residents' access to and awareness of fresh and affordable fruits and vegetables in their immediate neighborhoods. We describe the study framework for the multi-level intervention, which includes having multiple stakeholders, expertise in corner store operations, community and youth engagement strategies, and social marketing campaigns. We also describe the evaluation and survey methodology to determine community and patron impact of the intervention. This paper provides a framework useful to a variety of public health stakeholders for implementing a community-engaged corner store conversion, particularly in an urban food swamp.
Phd Health Market (Pty) Ltd was born from the vision of Anton Dupper and Advocate Jan Grobler, to turn a health store in Welkom, South Africa, into a national health franchise in the health & fitness industry. Phd Health Market has a vision to radically change society as a whole by changing nutritional eating and instilling a healthy lifestyle as a whole, which could be easily adapted by all. Phd Health Market is a small developing franchise group, requiring a much needed strategic plan in or...
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.
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...
Full Text Available Organic food (organic rice actually is not something new for Indonesian people. Before "Green Revolution" (1960th, Indonesian farmers have produced rice without using chemical pest and fertilizer (conventional rice. Holistic Super Organic (HSO rice is one of the brand organic rice, which is sold in Indonesia's market. Usaha Dagang (U.D. Padi is the company, which is special to produce, and marketing HSO rice. The research is wanted to know marketing strategy HSO rice, especially in district of Bekasi with SWOT analysis. This research used case study methods with held by interview and literature study. The result of analyzing identified that the strengths from U.D. Padi was dominant and the opportunities so on. So, the next plan of marketing's strategy for is Aggressive Strategy. Aggressive Strategy is the effort to maximalize the strengths to get the opportunities optimally. The strengths of U.D. Padi is the especially of product and the distribution strategy which was held with excellent. The opportunities U.D. Padi is the wealth people who was increasing and the distributor channel who was welcome.
Redford, D.A. (Alberta Oil Sands Technology and Research Authority, Edmonton, AB (Canada))
Over the past 15 years, government and industry have invested heavily in research and development of new technology for extracting bitumen from the Alberta oil sands. The results have been a dramatic increase in the fraction of oil sands deposits that could be economically exploited and a drop in production costs. However, no rapid increase in bitumen recovery has been achieved and most new bitumen production projects have been postponed or cancelled. This is the result of very variable prices for bitumen and the inadequacy of a marketing strategy which relies on the sale of raw bitumen. Options such as transport of bitumen to southern markets are limited by the need to reduce bitumen viscosity for pipelining and by the limited market for emulsified or diluted bitumen. Another possible strategy, conversion of the bitumen to synthetic crude oil, is limited by high costs, product characteristics (too much diesel and not enough gasoline), and a market limited to specialized refineries. A third strategy is to convert and refine bitumen to transportation fuels in Alberta, using inexpensive local natural gas, and transporting the products through existing pipeline facilities. 3 figs.
Over the past 15 years, government and industry have invested heavily in research and development of new technology for extracting bitumen from the Alberta oil sands. The results have been a dramatic increase in the fraction of oil sands deposits that could be economically exploited and a drop in production costs. However, no rapid increase in bitumen recovery has been achieved and most new bitumen production projects have been postponed or cancelled. This is the result of very variable prices for bitumen and the inadequacy of a marketing strategy which relies on the sale of raw bitumen. Options such as transport of bitumen to southern markets are limited by the need to reduce bitumen viscosity for pipelining and by the limited market for emulsified or diluted bitumen. Another possible strategy, conversion of the bitumen to synthetic crude oil, is limited by high costs, product characteristics (too much diesel and not enough gasoline), and a market limited to specialized refineries. A third strategy is to convert and refine bitumen to transportation fuels in Alberta, using inexpensive local natural gas, and transporting the products through existing pipeline facilities. 3 figs
Full Text Available Throughout the evolution of marketing, as a result of increasing competition, there has been a shift from a production oriented approach to a marketing oriented approach. Strategic thinking that gives companies an advantage over their competitors gained importance. By the end of the 1980s, experts studying strategy looked back into rich military literature to find some basic principles to help them define strategies for today’s business environment. In this period warfare and its similarities with the business world were a great inspiration for marketers. The aim of this study is to show the relation between marketing strategies and military strategies. This exploratory research used secondary data. It is expected that, in the twenty-first century’s highly competitive conditions, this study will give marketers a different point of strategic view and contribute to marketing literature.
Substituting sugar confectionery with fruit and healthy snacks at checkout - a win-win strategy for consumers and food stores? a study on consumer attitudes and sales effects of a healthy supermarket intervention.
Winkler, Lise L; Christensen, Ulla; Glümer, Charlotte; Bloch, Paul; Mikkelsen, Bent E; Wansink, Brian; Toft, Ulla
The widespread use of in-store marketing strategies to induce unhealthy impulsive purchases has implications for shopping experience, food choice and possibly adverse health outcomes. The aim of this study was to examine consumer attitudes and evaluate sales effects of a healthy checkout supermarket intervention. The study was part of Project Sundhed & Lokalsamfund (Project SoL); a Danish participatory community-based health promotion intervention. Consumer attitudes towards unhealthy snack exposure in supermarkets were examined in a qualitative pre-intervention study (29 short in-store interviews, 11 semi-structured interviews and three focus group interviews). Findings were presented to food retailers and informed the decision to test a healthy checkout intervention. Sugar confectionery at one checkout counter was substituted with fruit and healthy snacking items in four stores for 4 weeks. The intervention was evaluated by 48 short exit interviews on consumer perceptions of the intervention and by linear mixed model analyses of supermarket sales data from the intervention area and a matched control area. The qualitative pre-intervention study identified consumer concern and annoyance with placement and promotion of unhealthy snacks in local stores. Store managers were willing to respond to local consumer concern and a healthy checkout intervention was therefore implemented. Exit interviews found positive attitudes towards the intervention, while intervention awareness was modest. Most participants believed that the intervention could help other consumers make healthier choices, while fewer expected to be influenced by the intervention themselves. Statistical analyses suggested an intervention effect on sales of carrot snack packs when compared with sales before the intervention in Bornholm control stores (P branding opportunity for supermarkets, thus representing a win-win strategy for store managers and consumers in the short term. However, the intervention
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
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 Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and launching new brands depend on the strategic process of the new product development. The new brands aim at acquiring strategic advantages which are associated with the enlargement of the competence field of the company and the differentiation over existing brands. In its turn, the extension of the brand is a strategic alternative which aims at the transfer or the relaunching of the existing brands. The companies which are following the geocentric strategy need global brands. Only the companies which succesfully overcome the numerous restrictions of the global strategy development are able to get good results. Apple is a good example of a brand strategy that gained a unique position on the global market and continues to help holding it.
Suvagondha, Apiwat; Soparat, Pattamaporn
Abstract Date: May 29, 2008 Course: Master Thesis (EFO 705) Authors: Apiwat Suvagondha 790819 Pattamaporn Soparat 840216 Tutor: Tobias Eltebrandt Title: Creating marketing strategies for wedding business unit of Amari Atrium Hotel Problem: What should be marketing strategies for wedding business unit of Amari Atrium Hotel? Purpose: The aim of our thesis is to analyze the wedding market in Bangkok together with consumer purchasing behavior of Thai’s couple regarding to wedding ceremony in orde...
Singh, Kamaljit Anand; Sinha, Piyush Kumar
The store choice has been studied extensively in the literature, but store format choice has had limited research attention. The store choice modeling has been primarily done in the random utility theory framework, which however is a neo-economics based view of choice decision that ignores the psychological and behavioral aspects of this planned behavior. The store format choice for bulk grocery purchase despite being a rational context has not been conceptualized in the most accepted constru...
Susan P Douglas; Dong Kee Rhee
Identification of generic competitive strategy types has recently attracted considerable attention. Most of this research has, however, focused on competitive strategy of U.S. businesses in their domestic market. The present study extends these findings to markets outside the United States, and more specifically Europe, based on a sample of industrial businesses drawn from the PIMS database. Similar dimensions underlying competitive strategy, and similar generic types are found among business...
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…
Full Text Available Developing countries report high prevalence of smoking habits among youngsters. The transition from school to college is a critical phase where young people are more likely to adopt such unhealthy habits and life-style. It is necessary to understand the factors that lead youngsters to smoking and analyze the relationship of these factors with other socio-economic and demographic variables. The present study is a cross sectional empirical research based on multi-stage sampling process. Data analysis reveals some important relationships among the variables under study which have been suitably utilized in the formulation of de-marketing strategies for vulnerable age groups. These de-marketing strategies are based on the notion that consumption behavior among college students varies significantly which is also evident from factor analysis of data.
Full Text Available The strategies of investment portfolios management on the capital market involves a range of transactions with different financial securities, aimed at optimizing the results. On a developed and efficient capital market, with a high liquidity level, portfolio management primarly depends on investor’s targeted level of return and the risk profile of the investor. Passive strategy of investment portfolios management is applied especially by risk aversion investors, who are taking into account all existing risks in the capital market and seeking to preserve the value of investments, rather than increasing its value. This strategy presume that the investor has no information about the prices and the return of securities that would make him to give to his investment portfolio a different structure from the structure of capital market portfolio. Therefore, he will seek a return level equal to the return on the market portfolio, minimizing the portfolio risk up to eliminating the specific risk.
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 ...
Full Text Available Our main endeavor is to investigate the effect of the uncertain market size in the second period on the pricing strategies in the remanufacturing market. Observing the previous research, we find that the market size in the second period is always supposed to be certain. However, there is substantial empirical and experimental evidence that the market size in reality deviates from this assumption. In fact, though the market size in the first period is definitized, it is difficult to confirm the change of the market scale in the second period, since this change is affected by all kinds of elements, such as the awareness of environmental protection, some consumers’ psychological factors, and the related governments’ policies. Hence, we pay attention to the case in which the change rate of the market scale in the second period is random variable. We suppose that this rate satisfies uniform distribution on [0,2]. Underlying this assumption, we further provide an insight into the game-playing relationship between original equipment manufacturers (OEMs and remanufacturers. Moreover, we delicately and subtly incorporate the game theory, stochastic analysis, adversarial risk analysis (ARA, and optimization methods into the pricing strategies in the remanufacturing market. Last but not least, considerable efforts and attempts have been made to subtly test the sensitivity of an optimal solution to the different parameters.
Start-ups are faced with variety of challenges and uncertainty therefore comprehensive marketing and sales strategy must be in place to make sure that limited resources are spend wisely in order to minimize uncertainty and pave a path that would lead to successful business. HS Eden is a new-start-up venture created in Lappeenranta University of Technology with an ambition to develop AMB systems for commercial use. The aim of this study was to build a marketing and sales strategy to help HS-Ed...
Natalia К. Shemetova
The study is aimed at developing an algorithm of formation of university’s marketing strategy and the development of evaluating methods of its effectiveness realization. Despite the competitive expansion of the educational services market and the transition to a system of university self-financing, researchers have not paid due attention to the process of developing the marketing strategy of the university and the evaluation of its effectiveness yet. Methods. The applied methods include the m...
Newton da Costa, Jr.; Marcus Lima; Edgar Lanzer; Ana Lopes
This paper presents a multi-period investment strategy using Data Envelopment Analysis (DEA) in the Brazilian stock market. Results show that the returns based on the DEA strategy were superior to the returns of a Brazilian stock index in most of the 22 quarters analyzed, presenting a significant Jensen's alpha.
Tiltnes, Anders Arnesen
This thesis is based on two assumptions: that disruptive technology changes the conditions of how new businesses are created, and that effective management methods and the adaption of internet facilitate an increasingly more rapid change in most markets. This thesis argues that any company doing business in a segmented or a new market (i.e. an entrepreneurial company) could consider using a new market business strategy. This thesis introduces the term New Market Business Strategy as a ge...
Zakaria Zakaria; Susi Wagiyati, SKom, MM Susi Wagiyati, SKom, MM
Success in business is often synonymous with success in doing selling, so businesspeople often try new breakthroughs to market its products. One of the new marketingalternative is to use telecommunications technology which is currently growingrapidly, by conducting marketing activities on-line on the internet network calledCybermarketing.Internet now has become quite warm conversation burden, both in the mass media orsociety. This is due to the technological advances in telecommunications com...
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
Soares, Tiago; Pinson, Pierre; Jensen, Tue Vissing
generation from the turbines. These offering strategies aim at maximizing expected revenues from both market floors using probabilistic forecasts for wind power generation, complemented with estimated regulation costs and penalties for failing to provide primary reserve. A set of numerical examples, as well......Wind power generation is to play an important role in supplying electric power demand, and will certainly impact the design of future energy and reserve markets. Operators of wind power plants will consequently develop adequate offering strategies, accounting for the market rules...... and the operational capabilities of the turbines, e.g., to participate in primary reserve markets. We consider two different offering strategies for joint participation of wind power in energy and primary reserve markets, based on the idea of proportional and constant splitting of potentially available power...
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...
Alina Irina POPESCU
Full Text Available Emerging economies present the largest growth in the world, and thus tremendous growth opportunities. Developing products for emerging markets proves to be a difficult task requiring a fundamental shift in thinking, and the present paper aims at investigating the product innovation strategies available on emerging markets, theoretically and practically through examples and a case-study of the Romanian tablet market. At the beginning, the theoretical framework is described through the most relevant contributions to the field of product innovation. Some conceptual clarifications are provided, in the context of a widespread usage of terms in various fields of science. The second part of the paper attempts to define the ‘emerging markets’ and to find distinctive their characteristics, attempt hampered by their great diversity and complexity. The third part provides empirical support for the product innovation strategies used by local tablet producers in Romania. Findings show local tablet producers used the frugal innovation strategy in the first years of operations. Afterwards, the increasingly competitive market and the gradual sophistication of consumers made a shift in strategy, to new product development and innovation strategy, in the context of keeping the low-cost positioning of the locally produced tablets.
Full Text Available Sport marketing academics have increasingly recognized the value of making their work more relevant to practitioners. However, there is little literature about specific strategies and tactics for academics to conduct research that will be of use to sport marketing practitioners. In this paper,I will suggest some strategies and tactics for sport marketing academics interested in identifying and pursuing consulting opportunities in the sport industry. Drawing on my experience as a sport marketing consultant, I suggest that academics seeking to work with practitioners should focus their attention on sponsorship sales support, marketing planning and sponsorship activation, and sponsorship and marketing evaluation.
The present study relates to the field of digital marketing communication. The purpose of the study is to create a customer-centric digital marketing communication strategy for Salusfin, a technological start-up company in need of an effective digital strategy. The key issue of the study is to provide an insight on how digital marketing communication tools can fulfil the needs and benefit the company while adding value for the customers. The research questions addressed in the study are 1. Wh...
Fushuan Wen; David, A.K.
In this paper, the problem of building optimally coordinated bidding strategies for competitive suppliers in day-ahead energy and spinning reserve markets is addressed. It is assumed that each supplier bids 24 linear energy supply functions and 24 linear spinning reserve supply functions, one for each hour, into the energy and spinning reserve markets, respectively, and each market is cleared separately and simultaneously for all the 24 delivery hours. Each supplier makes decisions on unit commitment and chooses the coefficients in the linear energy and spinning reserve supply functions to maximise total benefits, subject to expectations about how rival suppliers will bid in both markets. Two different bidding schemes have been suggested for each hour, and based on them an overall coordinated bidding strategy in the day-ahead energy and spinning reserve market is then developed. Stochastic optimisation models are first developed to describe these two different bidding schemes and a genetic algorithm (GA) is then used to build the optimally coordinated bidding strategies for each scheme and to develop an overall bidding strategy for the day-ahead energy and spinning reserve markets. A numerical example is utilised to illustrate the essential features of the method. (Author)
Chen, Yan-Kwang; Tsai, Pei-Shan; Chiu, Fei-Rung
In the highly competitive market, it is increasingly hard for ice cream stores to develop creative marketing strategies to retain existing customers and attract new ones. This study applies the means?end chain approach to identify the customer value, consequences, and attributes of ice cream and to suggest useful information for ice cream sellers to develop differential marketing strategies across various consumption situations (i.e. on a date, gathering with friends, craving for ice cream). ...
Full Text Available If there was ever an eye-opening moment for us concerning the topic of competitive strategy, then it was this: In the summer of 2003 we presented the CEO of a world-renowned public company with a sophisticated strategy that would secure its path towards profitable growth. She waited with growing impatience for the end of the presentation to crush six months of work with one sentence: "That's all very well and good. But I want to destroy my competitors!" Our objections undoubtedly earned a place in the company's history, but ultimately we failed. Three years have passed since then - three years in which the company has drastically reduced its formerly attractive margins in numerous important markets. And despite strong attacks, the company has not succeeded in ousting even one competitor from its relevant markets.
Full Text Available In this paper, the evolutionary algorithm for the optimization of Forex market trading strategies is proposed. The introduction to issues related to the financial markets and the evolutionary algorithms precedes the main part of the paper, in which the proposed trading system is presented. The system uses the evolutionary algorithm for optimization of a parameterized greedy strategy, which is then used as an investment strategy on the Forex market. In the proposed system, a model of the Forex market was developed, including all elements that are necessary for simulating realistic trading processes. The proposed evolutionary algorithm contains several novel mechanisms that were introduced to optimize the greedy strategy. The most important of the proposed techniques are the mechanisms for maintaining the population diversity, a mechanism for protecting the best individuals in the population, the mechanisms preventing the excessive growth of the population, the mechanisms of the initialization of the population after moving the time window and a mechanism of choosing the best strategies used for trading. The experiments, conducted with the use of real-world Forex market data, were aimed at testing the quality of the results obtained using the proposed algorithm and comparing them with the results obtained by the buy-and-hold strategy. By comparing our results with the results of the buy-and-hold strategy, we attempted to verify the validity of the efficient market hypothesis. The credibility of the hypothesis would have more general implications for many different areas of our lives, including future sustainable development policies.
Nicoleta Andreea Neacsu
Full Text Available Today, consumers have a wide choice of tourism products and services, therefore increasing considerably with the integration of Romania into the European Union. The role and importance of tourism services are reflected in the fact that they must be designed and organized to provide for the recovery of labor capacity, stimulated enjoyable and instructive leisure. Travel services market is characterized by fierce competition, both nationally and internationally. To meet this competition, rural tourism establishments must adopt specific strategies to make themselves known to keep their customers and bring new ones. This paper presents and analyzes the marketing strategies adopted by Cerbul guesthouse from the village Dâmbovicioara, Arges County.
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
Leora Halpern Lanz
Search Engine Marketing and Optimization (SEO, SEM) are keystones of a hotels marketing strategy, in fact research shows that 90% of travelers start their vacation planning with a Google search. Learn five strategies that can enhance a hotels SEO and SEM strategies to boost bookings.
Pillai, Rajasekharan; Rao, M S; Thampy, Jaik; Peter, Jerrin
Abstract Marketing of service product requires a slightly different strategy owing to the idiosyncratic nature of service items. The present study explores the customer oriented marketing strategy of LIC International in the Kingdom of Bahrain. The approach of the study was exploratory and personal interview was conducted to contribute major input source to the research. The company has been following a different marketing strategy in the study area different from the conventional approach in...
Walker, Kristen L.; Curren, Mary T.; Kiesler, Tina
Plaza del Valle is an open-air shopping center in the San Fernando Valley region of Los Angeles. The new marketing manager must review primary and secondary data to determine a target market, a product positioning strategy, and a promotion strategy for the retail shopping center with the ultimate goal of increasing revenue for the Plaza. She is…
In the recent years, with the development of mobile Internet and the usage of mobile device, smartphones have begun playing an indispensable role in our lives and are gradually changing our ways of life and communication. This thesis benchmarks iPhone as a brand in the smartphone market and its marketing methods in the Chinese market, which is the most promising smartphone market in the world. The aim of this thesis is to find out how iPhone implements its marketing strategy and how consumers...
Under new school-choice policies, schools feel increasing pressure to market their schools to parents and students. I examine how school leaders in New Orleans used different marketing strategies based on their positions in the market hierarchy and the ways in which they used formal and informal processes to recruit students. This study relied on…
Full Text Available The increasing number and the rate of Banten population growth from year to year make it as a potential market which is quite large for the development of broiler duck farming business in the future. In this case, intensive system broiler Peking duck farming which is integrated, economic, and eco-green intensive, eco-green commonly utilizes Azolla microphylla and flour of pluchea leaves and other germ plasmas as the feed supplements. As a company in Peking duck farming with Eco Green concept, it requires the right marketing strategy to get into the target market. Therefore, the focus of this study is the marketing strategy to start up the business of eco-green integrated Peking duck farming. The results of the analysis of this study are that the marketing strategies used are: objectives and target marketing; analysis of market situation, market size, market share, market description; strategy of marketing, segmenting, targeting, positioning; tactics of marketing, networking, interaction, common interest, experience; CRM, continuity marketing, one to one marketing, partnership; blueprint for building a winning sales force; marketing budget, sales estimation, net marketing contribution.
Electricity-supply companies have been making efforts for a long time, using price policy, to stimulate the consumption during low operation periods and to extend the sale altogether. In the budgetary field, these efforts were successful due to the technical development of electrical storage heating. Today already 6% of all households use electrical storage heating in their rooms. If the public utilities want to hold their own on the heating market on which competition is stiff due to competing energy sources, they must pay more attention to all instruments of sales policy than they have until now. Farsighted utilities have already adjusted their policy to marketing-political aims. Regarding the increasing importance of marketing strategies for sales development of the electricity industry a survey about the marketing activities by the utilities might be of interest. The essay is based upon an interview with 32 public utilities and analyses some marketing strategies already in use thus trying to show the possibilities and limits of sales promotion. As marketing-strategic possibilities, price policy, sales methods, product policy, and communication policy are discussed in detail.
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 ...
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...
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 ...
Full Text Available The article examines the process of forming competitive strategy for enterprises of the agricultural sector and the main ways to improve the competitiveness of agricultural enterprises in foreign market. Detected that the entire activity of the enterprises of the agricultural sector must be based on accurate and verified knowledge of the needs of the target market and consumer demand, evaluating and taking into account production conditions in the nearest time and for the future. Emphasized that the effectiveness of functional strategies depends on well-formed and implemented in practical activity of operational strategies which means strategies for the narrow principal divisions of enterprises of the agricultural sector, which is not independent. In the article allotted the main directions of improving the competitiveness of enterprises of agrarian sector in entering the foreign markets and the main types of strategies of enterprises and lists the stages of development and implementation of competitive strategies of enterprises of the agricultural sector in the foreign market.
Krystallis, Athanasios; Chrysochou, Polymeros
Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a considerable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands......, while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004; De Wulf et al, 2005). The objective of the work...... is to investigate the potential existence of differences in the loyalty behaviour between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above...
Hua; LIANG; Zhongming; SHEN
The volume of production and marketing of China’s conventional aquatic products is increasing. Compared with price of livestock and poultry products,price of conventional aquatic products is relatively low. Differentiated brand marketing for China’s conventional aquatic products is a key approach for increasing market demand for conventional aquatic products and increasing value of conventional aquatic products. The differentiated brand marketing is an inevitable trend of market development and also a powerful arm for market competition. China’s conventional aquatic products can take differentiated brand marketing strategies such as brand orientation,brand concept,brand culture,and place name brand,to better keep market competitive edge and increase economic benefits.
Nicoleta HURDUC; Alin NIŢU
Main forms of entry on a foreign market are greenfield investiments and achisition of a control position from a local institution. Both forms, Greenfield and acquisition entry strategies, are specific to CEE. In selecting the entry mode, one bank’s objective is to maximize its risk-adjusted rate of return. Searh for new markets strategy means that by some reasons banks are always looking for new international market.
Full Text Available Main forms of entry on a foreign market are greenfield investiments and achisition of a control position from a local institution. Both forms, Greenfield and acquisition entry strategies, are specific to CEE. In selecting the entry mode, one bank’s objective is to maximize its risk-adjusted rate of return. Searh for new markets strategy means that by some reasons banks are always looking for new international market.
Mohammadzadeh, Mehdi; Aarabi, Sied Mohammad; Salamzadeh, Jamshid
Strategic Functional-level planning should be aligned with business level and other functional strategies of a company. It is presumed that assimilating the strategies could have positive contribution to business performance, in this regard alignment between marketing strategy and financial strategy seems to be the most important strategies being studied. An empirical work in generic pharmaceutical manufacturing companies for evaluating effect of alignment between these two functions on organizational performance was developed in this paper. All Iranian pharmaceutical generic manufactures listed in Tehran stock market have been tested for period of five years between 2006-2010 and their marketing strategies were determined by using Slater and Olson taxonomy and their financial strategies have been developed by calculating total risk and total return of sample companies for five years based on rate of risk and return in the frame of a 2 × 2 matrix. For the business performance three profitability indices including Q-Tubin (Rate of market value to net asset value), ROA (Return on Asset), ROE (Return on Equity) have been tested. For analysis, a series of one-way ANOVAs as a collection of statistical models within marketing strategies considering financial strategy as independent variable and the three performance measures as dependent variables was used. Results show strategic alignment between financial and marketing has significant impact on profitability of company resulting in arise of all three profitability indices. Q tubing's rate were 2.33,2.09,2.29,2.58 and rate of ROA were 0.21,0.194,0.25,0.22 and rate of ROE were 0.44,0.46,0.45,0.42 for matched strategy types, respectively the rates shown here are more than average meaning that specific type of marketing strategy is fitted with specific type of financial strategy. Managers should not consider decisions regarding marketing strategy independently of their financial strategy.
Zhou, Wei-Xing; Mu, Guo-Hua; Chen, Wei; Sornette, Didier
We propose a new set of stylized facts quantifying the structure of financial markets. The key idea is to study the combined structure of both investment strategies and prices in order to open a qualitatively new level of understanding of financial and economic markets. We study the detailed order flow on the Shenzhen Stock Exchange of China for the whole year of 2003. This enormous dataset allows us to compare (i) a closed national market (A-shares) with an international market (B-shares), (ii) individuals and institutions, and (iii) real traders to random strategies with respect to timing that share otherwise all other characteristics. We find in general that more trading results in smaller net return due to trading frictions, with the exception that the net return is independent of the trading frequency for A-share individual traders. We unveiled quantitative power laws with non-trivial exponents, that quantify the deterioration of performance with frequency and with holding period of the strategies used by traders. Random strategies are found to perform much better than real ones, both for winners and losers. Surprising large arbitrage opportunities exist, especially when using zero-intelligence strategies. This is a diagnostic of possible inefficiencies of these financial markets. PMID:21935403
Zhou, Wei-Xing; Mu, Guo-Hua; Chen, Wei; Sornette, Didier
We propose a new set of stylized facts quantifying the structure of financial markets. The key idea is to study the combined structure of both investment strategies and prices in order to open a qualitatively new level of understanding of financial and economic markets. We study the detailed order flow on the Shenzhen Stock Exchange of China for the whole year of 2003. This enormous dataset allows us to compare (i) a closed national market (A-shares) with an international market (B-shares), (ii) individuals and institutions, and (iii) real traders to random strategies with respect to timing that share otherwise all other characteristics. We find in general that more trading results in smaller net return due to trading frictions, with the exception that the net return is independent of the trading frequency for A-share individual traders. We unveiled quantitative power laws with non-trivial exponents, that quantify the deterioration of performance with frequency and with holding period of the strategies used by traders. Random strategies are found to perform much better than real ones, both for winners and losers. Surprising large arbitrage opportunities exist, especially when using zero-intelligence strategies. This is a diagnostic of possible inefficiencies of these financial markets.
Full Text Available We propose a new set of stylized facts quantifying the structure of financial markets. The key idea is to study the combined structure of both investment strategies and prices in order to open a qualitatively new level of understanding of financial and economic markets. We study the detailed order flow on the Shenzhen Stock Exchange of China for the whole year of 2003. This enormous dataset allows us to compare (i a closed national market (A-shares with an international market (B-shares, (ii individuals and institutions, and (iii real traders to random strategies with respect to timing that share otherwise all other characteristics. We find in general that more trading results in smaller net return due to trading frictions, with the exception that the net return is independent of the trading frequency for A-share individual traders. We unveiled quantitative power laws with non-trivial exponents, that quantify the deterioration of performance with frequency and with holding period of the strategies used by traders. Random strategies are found to perform much better than real ones, both for winners and losers. Surprising large arbitrage opportunities exist, especially when using zero-intelligence strategies. This is a diagnostic of possible inefficiencies of these financial markets.
Leora Halpern Lanz
Full Text Available Search Engine Marketing and Optimization (SEO, SEM are keystones of a hotels marketing strategy, in fact research shows that 90% of travelers start their vacation planning with a Google search. Learn five strategies that can enhance a hotels SEO and SEM strategies to boost bookings.
Kim, Annice E; Loomis, Brett; Rhodes, Bryan; Eggers, Matthew E; Liedtke, Christopher; Porter, Lauren
Although the overall impact of Electronic Nicotine Delivery Systems (ENDS) on public health is unclear, awareness, use, and marketing of the products have increased markedly in recent years. Identifying the increasing number of 'vape stores' that specialise in selling ENDS can be challenging given the lack of regulatory policies and licensing. This study assesses the utility of online search methods in identifying ENDS vape stores. We conducted online searches in Google Maps, Yelp, and YellowPages to identify listings of ENDS vape stores in Florida, and used a crowdsourcing platform to call and verify stores that primarily sold ENDS to consumers. We compared store listings generated from the online search and crowdsourcing methodology to list licensed tobacco and ENDS retailers from the Florida Department of Business and Professional Regulation. The combined results from all three online sources yielded a total of 403 ENDS vape stores. Nearly 32.5% of these stores were on the state tobacco licensure list, while 67.5% were not. Accuracy of online results was highest for Yelp (77.6%), followed by YellowPages (77.1%) and Google (53.0%). Using the online search methodology we identified more ENDS vape stores than were on the state tobacco licensure list. This approach may be a promising strategy to identify and track the growth of ENDS vape stores over time, especially in states without a systematic licensing requirement for such stores. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/
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.
Full Text Available Holiday merchandise has unique demand characteristics, unofficial start data, and a limited life cycle. In an intensely competitive market, individual merchants are able to get more sales opportunities if they display their products earlier. In this study, a time-variant variance and time-variant expected market demand model are introduced to investigate the order strategies that are used by risk-averse holiday merchants. Our results show that risk preference, market uncertainty, and market power have a significant effect on the merchant’s market strategies. Risk-averse merchants prefer to enhance forecast accuracy rather than using an early-display advantage. They can even give up their early-display advantage if they are faced with increased market uncertainty and small market power. Compared with the fixed purchase cost, the time-sensitive purchase cost can stimulate the merchant to purchase in advance, but this can decrease the merchant’s profit. Consequently, risk-averse merchants always display their merchandise later, decrease the order quantity, and, finally, miss the market opportunity.
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.
Mazzi, Nicolò; Kazempour, Jalal; Pinson, Pierre
The recent increase in the deployment of renewable energy sources may affect the offering strategy of conventional producers, mainly in the balancing market. The topics of optimal offering strategy and self-scheduling of thermal units have been extensively addressed in the literature. The feasible...... operating region of such units can be modeled using a mixed-integer linear programming approach, and the trading problem as a linear programming problem. However, the existing models mostly assume a uniform pricing scheme in all market stages, while several European balancing markets (e.g., in Germany...... and Italy) are settled under a pay-as-bid pricing scheme. The existing tools for solving the trading problem in pay-as-bid electricity markets rely on non-linear optimization models, which, combined with the unit commitment constraints, result in a mixed-integer non-linear programming problem. In contrast...
Victoria Zhurylo; Olga Prygara
The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech...
Master Thesis: Go! Pasia. Asian market entry and development strategy of Poznan University of Economics. Temat pracy magisterskiej: Go! Pasia. Strategia wejścia i działania Uniwersytetu Ekonomicznego w Poznaniu na rynku azjatyckim. In his thesis, the author presents a market entry and development strategy for Poznan University of Economics in order to enter into 15 Asian markets, divided into 5 identical markets, for attracting students at its campus. After identifying the importance...
Full Text Available This study was conducted at the aim of determining development strategies for marketing healthy food products. The study data was collected by conducting field survey and compeleting a questionnaire. Using simple random sampling, about 400 Hamedan citizens were selected in 2013. The data analysis was conducted by ordinal Logit model with method of maximum Likelihood. According to the results, 32 percent of people do not tend to shopping healthy food products, 34.3 percent of people ignored shopping of healthy food products, 33.8 percent of them tend to shopping of healthy food products. The results of estimating the ordinal Logit model presented that strategies such as cognition indicators, environment lover, Advertising and Information, Education, Supportive and monitoring facilities, structural and Service facilities and economic indicator should be considered as marketing strategies to develop healthy food products. In order to develop the healthy food market, the long term programs in the three sectors of products, consumption and marketing should be considered from specific purposes.
Sport marketing academics have increasingly recognized the value of making their work more relevant to practitioners. However, there is little literature about specific strategies and tactics for academics to conduct research that will be of use to sport marketing practitioners. In this paper,I will suggest some strategies and tactics for sport marketing academics interested in identifying and pursuing consulting opportunities in the sport industry. Drawing on my experience as a sport marketi...
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.
Arbin, Bodil; Jönsson, Lars Holmberg and Caroline
The most important conclusion we can draw from our research is that Porter´s three generic strategies, mainly the differentiation strategy, still are frequently used in the Colombian telecommunication market. Another conclusion is that a high-speed changing environment, such as the Colombian market, demands that the operators combine and integrate their strategy with other secondary strategies to become succesful. They can not, as Porter says, only depend on one strategy
Pham, Thanh Huyen
Analyzing and improving marketing strategies of Thien Hong Joint Stock company - a newborn company in the field of sea freight forwarding service in Vietnam. This thesis focused on the 4Ps (product, price, placement, promotion) in marketing strategy, how to apply the theory of services marketing in a business to business company and a special industry effectively.
Souba, W W; Haluck, C A; Menezes, M A
Historically, academic health centers (AHCs) have detached themselves from commercialism and entrepreneurism, viewing these activities as being inconsistent with many of their core academic values. Word-of-mouth promotion was their primary, if not sole, marketing strategy. Less emphasis was placed on preparing, pricing, distributing, and promoting these services to targeted audiences. Understanding customers' needs was not a top priority. The marketing strategies and tools currently being developed and utilized by AHCs were reviewed. In an effort to attract customers and win contracts, AHCs are aggressively marketing themselves by designing new services, promoting those services much more intensely, restructuring the entire distribution system that delivers those services, and crafting pricing strategies that build in flexibility. With growing frequency, these marketing tactics are part and parcel of a carefully crafted data-driven strategic plan designed to meet the business-development goals of the institution. In order to carry out their missions, AHCs have recognized that they can no longer rest on their "ivory tower" laurels. They must learn how to market themselves in a market economy.
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.
Juul, Nina; Pantuso, Giovanni; Iversen, Jan Emil Banning
. We show that all vehicle owners will benefit from acting more intelligently on the energy market. Furthermore, the high value of the stochastic solution shows that, in case the regulating price differs from the expected, the solution to the deterministic problem becomes infeasible.......This paper analyses different charging strategies for a fleet of electric vehicles. Along with increasing the realism of the strategies, the opportunity for acting on the regulating market is also included. We test the value of a vehicle owner that can choose when and how to charge; by presenting...... optimally in response to predicted spot prices, and – in some settings – additional gains from using the up and down regulating prices. Particularly, strategies are chosen from uncontrolled charging through deterministic optimization, to modelling the charging and bidding problem with stochastic programming...
Gonzalez-Herrero, Alfonso; Pratt, Cornelius B.
Compares crisis-response strategies of marketing-communication professionals in tourism organizations (TOs) in the United States and Spain. Reports the extent to which they use proven crisis-management strategies. Indicates significant differences between the countries' TOs in both their extant plans for responding to marketing crises and in their…
Full Text Available The difficulties that face small and medium organization in any field are severe nowadays. The importance of SMEs is vital. Different researchers have proposed different success factors for small and medium organization, like finance, skilled workforce, technology, innovation and most importantly marketing. Marketing is the spine of any organization, through marketing firms bring innovation, awareness of competitors, awareness of products, building relation with customers. A good marketing strategy increases the sale of product for sure. The small and medium organization face difficulties in doing marketing, because of limited finance, limited or unskilled staff, unawareness of marketing strategies, no or less use of media. This paper presents the pilot survey result for the study of effect of marketing strategies construct (entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing, on firm performance. Descriptive statistics, normality, reliability and preliminary factor analysis (EFA test were run, all the data were presented in tables below. The result shows that all the questionnaire were normally distributed, and the outcomes are all normal.
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.
Ghirardelli, Alyssa; Quinn, Valerie; Sugerman, Sharon
To develop a retail grocery instrument with weighted scoring to be used as an indicator of the food environment. Twenty six retail food stores in low-income areas in California. Observational. Inter-rater reliability for grocery store survey instrument. Description of store scoring methodology weighted to emphasize availability of healthful food. Type A intra-class correlation coefficients (ICC) with absolute agreement definition or a κ test for measures using ranges as categories. Measures of availability and price of fruits and vegetables performed well in reliability testing (κ = 0.681-0.800). Items for vegetable quality were better than for fruit (ICC 0.708 vs 0.528). Kappa scores indicated low to moderate agreement (0.372-0.674) on external store marketing measures and higher scores for internal store marketing. "Next to" the checkout counter was more reliable than "within 6 feet." Health departments using the store scoring system reported it as the most useful communication of neighborhood findings. There was good reliability of the measures among the research pairs. The local store scores can show the need to bring in resources and to provide access to fruits and vegetables and other healthful food. Copyright © 2011 Society for Nutrition Education. Published by Elsevier Inc. All rights reserved.
Chongzuo city is in the southwest border of Guangxi Zhuang Autonomous Region.After ten years’ development,its tourism industry has been taking shape.However,the tourism market of Chongzuo still facessome problemslike being limited in long-distance domestic marketand immigration market.With considering Chongzuo’s geographical advantages as well as its abundant natural and cultural resources,this paperwill mainly focus on analyzing the tourism marketing strategies of Chongzuo and give certain feasible modes to enhance the development of heritage tourism in Chongzuo.
Lawrence Mpele Lekhanya
Full Text Available This paper examines the use of marketing strategies by Small, Micro and Medium Enterprises (SMMEs in rural areas and identifies how they are limited by various internal and external factors. The study aimed to determine whether rural SMMEs have formal marketing strategies, the factors that constrain their marketing activities, their understanding of what marketing entails and the marketing communications techniques that they use. The study was conducted in rural KwaZulu-Natal (KZN, using a survey method. The sample consisted of 374 SMME owners/managers, selected using quota sampling, with respondents completing a questionnaire with the assistance of an interviewer. The results of the research revealed that marketing knowledge and expertise is lacking, with limited use of marketing strategies by the rural SMMEs. The paper will benefit SMME marketers by assisting them to better understand the marketing tactics to use, dependent on the nature of their environment. Most work on SMME marketing has concentrated on urban entrepreneurial marketing, with little emphasis on marketing strategies used in rural areas. Findings were limited by the study’s exploratory nature and the small sample. Further research with larger samples and the consideration of other provinces is recommended. Keywords – Marketing strategy, Rural, Marketing tactics, South Africa, SMME, KZN
Full Text Available Performance measurement in modern conditions is one of the most important business requirements since enterprises face the need to exhibit returns for stockholders and investors, but also contribution of management to those returns, as well as contribution of certain business units, functional departments and activities within them. Hence, it is particularly important to assess marketing successfulness as a business function according to return on investment in marketing activities, but also according to the set of indicators from following performance groups - marketing effectiveness and marketing efficiency. Core issue is which measures to select and use in the marketing performance measurement system of certain enterprise so that it could be able to assess how effective and efficient its marketing is. In other words, adequate performance measurement system ought to contain performance measures that will be used to monitor effects and marketing strategy implementation process (controlling while implementing, and performance measures that can be applied to overall effect monitoring after the strategy implementation period. Otherwise, creating the marketing performance measurement system is a complex task for marketing managers. Therefore, the aim of this paper is to explore key principles and develop conceptual framework for creating and selecting performance measurement system for marketing strategy control which is based on characteristics and key success factors of marketing strategy, that is activities and actions for its operationalizing and effective implementing.
Background Strategic Functional-level planning should be aligned with business level and other functional strategies of a company. It is presumed that assimilating the strategies could have positive contribution to business performance, in this regard alignment between marketing strategy and financial strategy seems to be the most important strategies being studied. An empirical work in generic pharmaceutical manufacturing companies for evaluating effect of alignment between these two functions on organizational performance was developed in this paper. Methods All Iranian pharmaceutical generic manufactures listed in Tehran stock market have been tested for period of five years between 2006–2010 and their marketing strategies were determined by using Slater and Olson taxonomy and their financial strategies have been developed by calculating total risk and total return of sample companies for five years based on rate of risk and return in the frame of a 2 × 2 matrix. For the business performance three profitability indices including Q-Tubin (Rate of market value to net asset value), ROA (Return on Asset), ROE (Return on Equity) have been tested. For analysis, a series of one-way ANOVAs as a collection of statistical models within marketing strategies considering financial strategy as independent variable and the three performance measures as dependent variables was used. Results Results show strategic alignment between financial and marketing has significant impact on profitability of company resulting in arise of all three profitability indices. Q tubing’s rate were 2.33,2.09,2.29,2.58 and rate of ROA were 0.21,0.194,0.25,0.22 and rate of ROE were 0.44,0.46,0.45,0.42 for matched strategy types, respectively the rates shown here are more than average meaning that specific type of marketing strategy is fitted with specific type of financial strategy. Conclusion Managers should not consider decisions regarding marketing strategy independently of their financial
Full Text Available Background:Strategic Functional-level planning should be aligned with business level and other functional strategies of a company. It is presumed that assimilating the strategies could have positive contribution to business performance, in this regard alignment between marketing strategy and financial strategy seems to be the most important strategies being studied. An empirical work in generic pharmaceutical manufacturing companies for evaluating effect of alignment between these two functions on organizational performance was developed in this paper.Methods:All Iranian pharmaceutical generic manufactures listed in Tehran stock market have been tested for period of five years between 2006--2010 and their marketing strategies were determined by using Slater and Olson taxonomy and their financial strategies have been developed by calculating total risk and total return of sample companies for five years based on rate of risk and return in the frame of a 2 x 2 matrix. For the business performance three profitability indices including Q-Tubin (Rate of market value to net asset value, ROA (Return on Asset, ROE (Return on Equity have been tested. For analysis, a series of one-way ANOVAs as a collection of statistical models within marketing strategies considering financial strategy as independent variable and the three performance measures as dependent variables was used.Results:Results show strategic alignment between financial and marketing has significant impact on profitability of company resulting in arise of all three profitability indices. Q tubing's rate were 2.33,2.09,2.29,2.58 and rate of ROA were 0.21,0.194,0.25,0.22 and rate of ROE were 0.44,0.46,0.45,0.42 for matched strategy types, respectively the rates shown here are more than average meaning that specific type of marketing strategy is fitted with specific type of financial strategy.Conclusion:Managers should not consider decisions regarding marketing strategy independently of their
This guide explains the concept of marketing tech prep and provides marketing principles and strategies to promote tech prep programs. The guide covers the following topics: (1) why it is necessary to market tech prep; (2) what a comprehensive tech prep marketing plan should include; (3) targeting the benefits message; (4) marketing tech prep to…
Rutherford Cd. Johnson
Full Text Available Knowledge of the distribution of consumer buying strategies by producers may permit improved marketing strategies and improved ability to respond to volatile market conditions. In order to investigate potential ways of gaining such knowledge, this study extends the work of Kahneman, Russell, and Thaler through the application of a probabilistic demand framework using Choice Wave theory, based on the Schrödinger Wave Equation in quantum mechanics. Probabilistic variability of response to health information and its potential influence on buying strategies is also investigated, extending the work of Clement, Johnson, Hu, Pagoulatos, and Debertin. In the present study, the domestic cracker market within fourteen U.S. metropolitan areas is segmented, using the Choice Wave Probabilistic Demand approach, into two statistically independent “Consumer Types” of seven metropolitan areas each. The two Consumer Types are shown to have statistically different elasticities than each other and from the combined market as a whole. This approach may provide not only improved marketing strategies through improved awareness of consumer preferences and buying strategies, especially in the volatile agricultural sector, but also may be useful in aiding producers of store brand/private label products in finding desirable markets in which to compete against national brands. The results also suggest that supply/producer-side strategies should take into account the ways in which information, whether under the direct control of the producer or not, may influence and change consumer buying strategies.
In the last decade of the 20th century a wide variety of deployment strategies and dissemination programmes for grid-connected PV systems in the built environment has been launched by quite different organizations and institutions. Governmental bodies on national and local levels have launched strategies, as have electric utilities and NGOs. The core objective of this paper is to document and evaluate the most important past and current market deployment strategies for the broader dissemination of grid-connected PV systems in the built environment. (author)
Experiential marketing represent the alternative from excellence competition had by company as asset able to improve the marketing performance. Experiential marketing had by company can assist the company to peep out the new idea in each planning compilation, peculiarly in compiling marketing strategy. That way also by improving experiential marketing strategy continously, company quickly can anticipate the change that happened around company through the strategy which application. And with ...
Dunas Natalia V.
Full Text Available The main aim of the article is to study the trends in the development of communication strategies for the marketing of electronic banking services for individuals by studying the foreign experience in Digital Banking, as well as the situation in the Ukrainian banking market. There offered a comparative characteristic of banking systems of electronic banking services for clients with the purpose of working out flexible methodological approaches for the development of marketing communication strategies for remote client servicing. The characteristic features of electronic banking services and technologies in Ukraine are determined. Comparative evaluation of positive aspects and risks of remote electronic banking systems for banks as well as their client segment is conducted. Analytical aspects of the sociological survey of European banks regarding the selection of the most important priorities of the marketing strategies of financial institutions for 2017 are presented. Also the main factors determining the development of marketing communications of banks and their clients in the field of electronic payments both in Ukraine and abroad are identified. Modern directions of development of communication strategies of marketing of electronic banking services for individuals in Ukraine are proposed.
Full Text Available This paper proposes a probabilistic optimization method that produces optimal bidding curves to be submitted by an aggregator to the day-ahead electricity market and the intraday market, considering the flexible demand of his customers (based in time dependent resources such as batteries and shiftable demand and taking into account the possible imbalance costs as well as the uncertainty of forecasts (market prices, demand, and renewable energy sources (RES generation. The optimization strategy aims to minimize the total cost of the traded energy over a whole day, taking into account the intertemporal constraints. The proposed formulation leads to the solution of different linear optimization problems, following the natural temporal sequence of electricity spot markets. Intertemporal constraints regarding time dependent resources are fulfilled through a scheduling process performed after the day-ahead market clearing. Each of the different problems is of moderate dimension and requires short computation times. The benefits of the proposed strategy are assessed comparing the payments done by an aggregator over a sample period of one year following different deterministic and probabilistic strategies. Results show that probabilistic strategy reports better benefits for aggregators participating in power markets.
This thesis is made for an international hangar door manufacturer. The purpose of the thesis is to help the managers of the company with creating an entry strategy to Swedish markets. Even the company has experience in international business each market area is different and the marketing research has to be done carefully before starting to develop promotion mix and practices to apply when dealing with Swedish customers. The outcome of the thesis will be an entry strategy that will help to fi...
Pelsmacker, De, Patrick; Tilburgh, van, Sophie; Holthof, Christian
Abstract: We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The re...
The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what luxury is and what the specific features of luxury brands are. Following is the overview of the luxury and cosmetics markets, describing the current situation and the trends. The next part depicts the business model of Kiehl's, th...
Irene Y.L. Chen
Full Text Available The acceptance of e-commerce among consumers has stimulated the rise of virtual stores. Increasing traditional retailers or people who do not have sufficient capital for maintaining a brick-and-mortar store have considered using virtual stores to reach global market. In the e-commerce literature, there has been rich research evidence concerning consumers’ acceptance of virtual stores. However, rigorous academic research on retailers’ acceptance of virtual stores is relatively scarce today. This study draws upon the theory of planned behavior and information richness theory to propose an integrated theoretical model. A field survey is used to collect data from e-tailers. The data are analyzed to examine the six relationships posited in the research model. Findings of this study provide a further research avenue for e-commerce, and implications for those who are managing or considering using virtual stores.
Friedrich, H; Witt, J
Hospitals have traditionally maintained physician referral programs as a means of attracting physicians to their network of affiliated providers. The advent of managed care and impending healthcare reform has altered the relationship of hospitals and physicians. An exploratory study of marketing approaches used by twelve healthcare organizations representing twenty-five hospitals in a large city was conducted. Strategies encountered in the study ranged from practice acquisition to practice promotion. This study suggests that healthcare providers might adopt consumer product branding strategies to secure market-share, build brand equity, and improve profitability.
Maria Carmen Iordache
Full Text Available By means of enterprisers’ complex efforts to be oriented towards and take permanent steps to customers’ benefits, relational marketing actually and essentially argues rendering customers loyal by the persuasive qualities of the products supplied, the conditions they are offered in, and a more favourable quality-price ratio than the competitors’.Within relational marketing, marketing managers must set up and implement efficient strategies and programmes in order to attract and keep their customers. In case of losing their customers, it is necessary they explore the causes and try to emotionally or rationally regain them, especially if customers’ strategic value is high to suppliers. The balance between attracting new customers and keeping the current ones has a dynamic feature proved by the change in priorities of the two main concerns during enterprisers’ and products’ progress on the market.The business environment where enterprisers in the Romanian tourism develop their activities is complex and continuously changing. This imposes an increase in the concerns of tourism managers that should take account of the motivations and demands of current and potential tourists, which would be the best way to attract customers and make them loyal.
Rigby, Darrell K; Vishwanath, Vijay
Standardization has been a powerful strategy in consumer markets, but it's reached the point of diminishing returns. And diversity is not the only chink in standardization's armor: Attempts to build stores in the remaining attractive locations often meet fierce resistance from community activists. From California to Florida to New Jersey, neighborhoods are passing ordinances that dictate the sizes and even architectural styles of new shops. Building more of the same--long the cornerstone of retailer growth--seems to be tapped out as a strategy. Of course, a company can't customize every element of its business in every location. Strategists have begun to use clustering techniques to simplify and smooth out decision making and to focus their efforts on the relatively small number of variables that usually drive the bulk of consumer purchases. The customization-by-clusters approach, which began as a strategy for grocery stores in 1995, has since proven effective in drugstores, department stores, mass merchants, big-box retailers, restaurants, apparel companies, and a variety of consumer goods manufacturers. Clustering sorts things into groups, so that the associations are strong between members of the same cluster and weak between members of different clusters. In fact, by centralizing data-intensive and scale-sensitive functions (such as store design, merchandise assortment, buying, and supply chain management), localization liberates store personnel to do what they do best: Test innovative solutions to local challenges and forge strong bonds with communities. Ultimately, all companies serving consumers will face the challenge of local customization. We are advancing to a world where the strategies of the most successful businesses will be as diverse as the communities they serve.
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.
Lee, Tzong-Ru; Kuo, Yu-Hsuan; Hilletofth, Per
Purpose: The purpose of this research is to formulate marketing information and communication (ICT) strategies for Taiwan tourism industry. Design/methodology/approach: This research uses a literature review to identify problems and solutions of Taiwan’s tourism industry. One of the identified problems is used as an example to formulate marketing ICT strategies. Findings: This research has identified twenty-five main problems and forty-eight solutions of Taiwan’s tourism industry and formulat...
Substituting sugar confectionery with fruit and healthy snacks at checkout – a win-win strategy for consumers and food stores? a study on consumer attitudes and sales effects of a healthy supermarket intervention
Lise L. Winkler
Full Text Available Abstract Background The widespread use of in-store marketing strategies to induce unhealthy impulsive purchases has implications for shopping experience, food choice and possibly adverse health outcomes. The aim of this study was to examine consumer attitudes and evaluate sales effects of a healthy checkout supermarket intervention. The study was part of Project Sundhed & Lokalsamfund (Project SoL; a Danish participatory community-based health promotion intervention. Methods Consumer attitudes towards unhealthy snack exposure in supermarkets were examined in a qualitative pre-intervention study (29 short in-store interviews, 11 semi-structured interviews and three focus group interviews. Findings were presented to food retailers and informed the decision to test a healthy checkout intervention. Sugar confectionery at one checkout counter was substituted with fruit and healthy snacking items in four stores for 4 weeks. The intervention was evaluated by 48 short exit interviews on consumer perceptions of the intervention and by linear mixed model analyses of supermarket sales data from the intervention area and a matched control area. Results The qualitative pre-intervention study identified consumer concern and annoyance with placement and promotion of unhealthy snacks in local stores. Store managers were willing to respond to local consumer concern and a healthy checkout intervention was therefore implemented. Exit interviews found positive attitudes towards the intervention, while intervention awareness was modest. Most participants believed that the intervention could help other consumers make healthier choices, while fewer expected to be influenced by the intervention themselves. Statistical analyses suggested an intervention effect on sales of carrot snack packs when compared with sales before the intervention in Bornholm control stores (P < 0.05. No significant intervention effect on sales of other intervention items or sugar
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.
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.
Full Text Available Wind Power Producers (WPPs seek to maximize profit and minimize the imbalance costs when bidding into the day-ahead market, but uncertainties in the hourly available wind and forecasting errors make the bidding risky. This paper assumes that hourly wind power output given by the forecast follows a normal distribution, and proposes three different bidding strategies, i.e., the expected profit-maximization strategy (EPS, the chance-constrained programming-based strategy (CPS and the multi-objective bidding strategy (ECPS. Analytical solutions under the three strategies are obtained. Comparisons among the three strategies are conducted on a hypothetical wind farm which follows the Spanish market rules. Results show that bid under the EPS is highly dependent on market clearing price, imbalance prices, and also the mean value and standard deviation of wind forecast, and that bid under the CPS is largely driven by risk parameters and the mean value and standard deviation of the wind forecast. The ECPS combining both EPS and CPS tends to choose a compromise bid. Furthermore, the ECPS can effectively control the tradeoff between expected profit and target profit for WPPs operating in volatile electricity markets.
This study comprises three reports. The first one is an executive summary which focuses on the main aspects of the evolution of the activity in the biomass sector, and highlights factors of change and their strategic consequences. The second one proposes an overview of the situation of biomass French markets, analyses growth strategies adopted by actors of the biomass sector (development of new production capacities, international growth, development of strategies based on several energies, diversification of prospects, innovation and improvement of installation efficiency), and discusses the main strategic challenges on the medium term. The third report proposes a presentation of the context of French biomass markets (political, regulatory and energetic framework, energetic assessment and assessment of the waste-based sector, economic context, housing stock, and other contextual factors), a presentation of the biomass French market (data for 2005-2013, dynamics of three specific segments: solid biomass, renewable urban wastes, and biogas), and a description of the competitive landscape (economic structure, actors) and of the 15 main actors
Adeigbe, Rebecca T; Baldwin, Shannon; Gallion, Kip; Grier, Sonya; Ramirez, Amelie G
Obesity rates among U.S. adults and children have increased over the past two decades and, although signs of stabilization and decline among certain age groups and geographies are being reported, the prevalence of obesity among Latino adults and children remain high. The Latino population is growing in parallel to these obesity rates and marketers realize they cannot ignore this growing, high-spending, media-consuming segment. Studies examining food and beverage marketing strategies tend to discuss minority groups in general but do not account for racial and ethnic differences, reducing our ability to explain existing inequities. This article aimed to identify the food and beverage marketing strategies used to influence food environments for Latinos versus non-Latinos. A systematic literature review and analysis, guided by an established marketing conceptual framework, determined that the food and beverage marketing environment for Latinos is less likely to promote healthy eating and more likely to encourage consumption of low-nutrient, calorie-dense foods and beverages. This analysis also determined that Latinos' food environment and the placement of food retail stores appears to influence their body mass index; however, placement of these stores cannot be generalized, as geographical differences exist. While food and beverage marketing is only one of many sources of influence on food and beverage consumption, these findings reinforce the notion that Latinos are at a disadvantage when it comes to exposure of healthy lifestyle messaging and health-promoting food environments. © 2014 Society for Public Health Education.
CERN. Geneva; Coffey, Brian
Market Trading and Risk Management of Vanilla FX Options - Measures of Market Risk - Implied Volatility - FX Risk Reversals, FX Strangles - Valuation and Risk Calculations - Risk Management - Market Trading Strategies
Full Text Available Any service organization operating under turbulent market conditions must have a successful marketing strategy. A successful marketing strategy implies proper management of all elements within a marketing mix: service package, price, distribution channels, promotion, service process, service ambience and people. People, i.e. primarily the employed within an organization are one of the elements that must be appropriately considered when drawing up and implementing a marketing strategy. Proper personnel management must nowadays include good management of managerial stress. Adequate managerial stress management is preconditioned by successful identification of sources of managerial stress. The aim of this paper is to present the importance of proper and timely identification of sources of managerial stress. The paper demonstrates the carried out scientific research based on a method that is universal for all types of organizations, regardless of their type and activity, in order to precisely identify the sources of managerial stress and define its proper management, as an asset in people management, which is an element of marketing strategy. The research was conducted using a survey, sampling 100 employees in 13 organizations throughout Serbia. Survey results indicated that the most important sources of managerial stress are: participation in decision-making, selection process, earnings, and time and deadlines pressure. Therefore, recommendations are provided for directing identified sources of managerial stress towards successful management of people as an element of marketing strategy.
Full Text Available Aim of the study is to develop a model delineating customer perceptions on wedding marketing strategies in Kaohsiung, Taiwan. Main objective of this paper is to analyse a category of special events: the wedding market sector in Kaohsiung, Taiwan by examining how they attract consumers regarding their marketing strategies using the method of fuzzy-set Qualitative Comparative Analysis (fsQCA. Based on a survey to married, in relationship and singles local citizens of Taiwan the relationships between impressions, importance, push factors with decision making was explored. To test the hypotheses of the proposed model a primary research study was conducted employing a mall intercept technique via distribution of a self-administered questionnaire within a cross sectional on-site field research context. A fsQCA modelling approach technique was employed in order to measure, estimate and confirm the different casual paths constructs, as well as to test the significance of the paths between different segments of the wedding industry. Our findings reveal that the presence of importance, push factors and decision making determines the level of consumer perception performance. However, impressions do not show significant impact on consumer perceptions.
Tayar, Mark; Jack, Robert
Through an exploratory case study of four Australian universities this article finds that foreign market entry strategies are shaped by prestige-seeking motivations and a culture of risk aversion. From the market selection, entry mode and higher education literature, a conceptual model, embedded with four propositions, is presented. The model sees…
Full Text Available Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate in their objectives brand awareness increase,acknowledging its impact on significant factors such as brand image ,sales increase,influencing customer behaviour and other important equity-related aspects.We will try to corroborate our statements by referring to a marketing strategy designed to enhance brand awareness and stimulate other brand-equity dimensions (brand association,brand loyalty,etc.,as well as generate higher sales revenues , namely sponsorship and we will discuss a particular category,respectively sponsorship in the sports industry.The study case wil be concluded with an example of a succesfull partnership involving a sponsorship agreement between a reputable multinational food and beverage corporation,PepsiCo(known for famous products such as Pepsi soft drinks and foods such as Lay`s Chips and one of the most important events expected by football enthusiasts around the world,the UEFA Champions` League annual tournament.
The 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 ...
Sihombing, Haeryip; Yaakob, Moh. Yuhazri; Safarudin, Mochamad
The business prospects and opportunities of the migrant workers’ (TKI) market are still wide open. This is shown by the year to year remittances incremental of TKI thatcorresponds to the beneficial opportunity of the business players to optimize their exploration of this market. In reality, the current efforts and strategy in this exploration,however, are still not utilised effectively in terms of competitive advantage. Therefore the initiative strategy towards product differentiation and inn...
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.
Ploydanai, Kunalai; van den Puttelaar, Jos; van Herpen, Erica; van Trijp, Hans
People's responses to products and/or choice environments are crucial to understanding in-store consumer behaviors. Currently, there are various approaches (e.g., surveys or laboratory settings) to study in-store behaviors, but the external validity of these is limited by their poor capability to resemble realistic choice environments. In addition, building a real store to meet experimental conditions while controlling for undesirable effects is costly and highly difficult. A virtual store developed by virtual reality techniques potentially transcends these limitations by offering the simulation of a 3D virtual store environment in a realistic, flexible, and cost-efficient way. In particular, a virtual store interactively allows consumers (participants) to experience and interact with objects in a tightly controlled yet realistic setting. This paper presents the key elements of using a desktop virtual store to study in-store consumer behavior. Descriptions of the protocol steps to: 1) build the experimental store, 2) prepare the data management program, 3) run the virtual store experiment, and 4) organize and export data from the data management program are presented. The virtual store enables participants to navigate through the store, choose a product from alternatives, and select or return products. Moreover, consumer-related shopping behaviors (e.g., shopping time, walking speed, and number and type of products examined and bought) can also be collected. The protocol is illustrated with an example of a store layout experiment showing that shelf length and shelf orientation influence shopping- and movement-related behaviors. This demonstrates that the use of a virtual store facilitates the study of consumer responses. The virtual store can be especially helpful when examining factors that are costly or difficult to change in real life (e.g., overall store layout), products that are not presently available in the market, and routinized behaviors in familiar
Dengjun Zhang; Geir Sogn-Grundvåg; Frank Asche; James A. Young
In attempts to differentiate their store imagery, grocery retailers frequently introduce new products, which are often rich in extrinsic attributes such as claims regarding healthiness and environmental sustainability. This paper explores retailers’ pricing strategies for product attributes of haddock in the United Kingdom. The results show that retailers’ pricing strategies vary, in particular for extrinsic product attributes such as eco-labels and country-of-origin. The high pri...
Parvez Azim; Samreen Azim
This paper contains the analytical view of the marketing strategic shift of McDonald’s and its effectiveness with respect to the growth of the company. Marketing strategies of the company are discussed in the three dimensions, which are marketing philosophy, company’s status with respect to the time of entrance in the market, and nature of the market served. Company continued to retain the strategies of market pull and national high share in the first and third dimensions respectively since i...
Full Text Available To examine when the manufacturer and dominant retailer open their own Internet stores and how setting prices to ensure opening Internet stores are profitable. We consider a two-echelon supply chain with one manufacturer and one dominant retailer. The retailer has a physical store in a monopolist market. Depending on whether the Internet stores are opened successfully by them, we firstly obtain equilibrium prices and profits under four possible supply chain structures. Secondly, we identify several strategic conditions when it is optimal to open an Internet store for the manufacturer and dominant retailer and discuss its implications. It is interesting to note that multichannel retailing is not necessarily the best strategy for the dominant retailer. In addition, we investigate the impacts of problem parameters (the dominant retailer’s bargaining power and consumers’ disutility of purchasing a product from Internet store on the manufacturer and dominant retailer’s pricing policies. We find that the manufacturer’s optimal price at her Internet store is not always being lower than the dominant retailer’s. Finally, we conduct numerical examples to illustrate the theoretical results.
Stegelin, Forrest E.
Food retailers representing four retailer types (family operated grocery stores, produce markets, meat/egg/dairy markets, and convenience stores) in rural Georgia communities were surveyed as to their marketing objectives. Qualitative marketing objectives were ranked by the marketers as to marketing intentions, and by customers as to marketing expectations. More definitive and quantitative marketing objectives were also ranked by the food retailers as to the priority of implementation in thei...
Marietje Carolien Nanulaitta
Full Text Available The background of this research was customer relationship marketing and service quality of Firms have accepted that customer retention is even more profitable than customer attraction and we can observe the interest of firms in adopting relationship marketing principles and designing strategies to develop close and long-lasting relationships with the most profitable customers. The objective of the analysis of marketing activities and programs implemented in order to establish, develop, and maintain relationships with customers and the impact these activities have on the firm performance. The design of this research applies to Toyota Car Repair and the questionnaires were spreaded away to 110 respondents. The Likert-scale for the 5 point measurement which means strongly agree and 1 point is for strongly disagree. Data analysis used in this research was multiple regression. The result of this research concludes that relationship marketing strategy and service quality in car repair significantly affect to customer satisfaction. Keywords: Relationship marketing strategy, Service quality, Customer satisfaction
The Bertrand model of two firms' static multidimensional game with incomplete information for two kinds of product with certain substitution is discussed in the paper,and analyzes influences of the firms' forecasting results of total market demands on their optimal strategies according to marxet information. The conclusions are that the more a firm masters market information, the greater differences of forecasted values and expected values of market demands for products have influence upon equilibrium strategies; conversely, the less they have influence upon equilibrium strategies.
Anne Marie Zwerg-Villegas
Full Text Available As environmental awareness plays a more prominent role in purchasing decisions, as consumers demand improved corporate responsibility, and as national governments implement regulation of not just the immediate firm’s environmental impact, but instead on the impact throughout the value chain; those corporations which participate in green marketing strategies will be positioned for marketplace competitive advantage. This paper takes the reader through a literature review to define green marketing and applies the term to Colombian exporting firms recognized for their environmental practices or products. A survey of seventy-five small and medium sized Colombian exporters determines usage and perceptions of green marketing practices. Research indicates that Colombian small and medium sized firms do not yet feel market pressures to adopt green marketing strategies, but do so based on corporate level ethics.Mientras la conciencia ambiental juega un papel más importante en las decisiones decompra, los consumidores demandan mejoras en la responsabilidad corporativa y losgobiernos nacionales implementan legislación para reglamentar no solo el impactoambiental de la empresa inmediata sino también de la cadena de valor entera; lascorporaciones que participan en estrategias de mercadeo verde se posicionarán parala ventaja competitiva en el mercado. Esta obra lleva al lector por un recuento literariopara definir al mercadeo verde y después aplica el término a empresas colombianas exportadoras reconocidas por sus prácticas o productos ambientales. La encuestade setenticinco pequeñas y medianas empresas exportadoras determina el uso ypercepciones de las prácticas de mercadeo verde. La investigación demuestra queempresas pequeñas y medianas colombianas no sienten presiones del mercado poradoptar estrategias verdes sino se hace por ética corporativa.
Moore, Latetia V; Pinard, Courtney A; Yaroch, Amy L
We examined nine features in grocery stores shoppers reported motivated them to purchase more healthful foods in the past month. Features were compiled from common supermarket practices for each of the 4 Ps of marketing: pricing, placement, promotion, and product. We examined percentages of the features overall and by shopping frequency using Chi square tests from a 2014 cross sectional web-based health attitudes and behaviors survey, ConsumerStyles. The survey was fielded from June to July in 2014. Participants were part of a market research consumer panel that were randomly recruited by probability-based sampling using address-based sampling methods to achieve a sample representative of the U.S. Data from 4242 adults ages 18 and older were analyzed. About 44 % of respondents indicated at least one feature motivated them to purchase more healthful foods. Top choices included in-store coupons or specials (20.1 %), availability of convenient, ready-to-eat more healthful foods (18.8 %), product labels or advertising on packages (15.2 %), and labels or signs on shelves that highlighted more healthful options (14.6 %). Frequent shoppers reported being motivated to purchase more healthful foods by in-store tastings/recipe demonstrations and coupons/specials more often than infrequent shoppers. Enhancing the visibility and appeal of more healthful food items in grocery stores may help improve dietary choices in some populations but additional research is needed to identify the most effective strategies for interventions.
The Bachelor's thesis entitled "Opportunities for Implementing Multisensory In-store Marketing, Demonstrated by Apple In-store Communication" addresses the marketing possibilities for including all of our senses in a retail store experience. It illustrates those marketing possibilities with current examples of Apple in-store communication. The first theoretical part defines in-store marketing communication, its terminology, provides information about multi sensory marketing and subsequently a...
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...
Alaeddinoğlu, Faruk; Can, Ali Selçuk
Since international tourism market is more competitive and lucrative, most of countries want to give their emphasis on their promotional activities in order to increase their market share. This aim can be achieved either through the product diversification or penetrating new markets. In this regard, this paper primarily focuses on developing market entry strategy and tactical plan for cultural tourism of Turkey in Korean market. After the justification of Korean outbound tourism based on anal...
Hui-Chu Chen; Robert D. Green
Retailers are facing challenges from global competitors, aging consumer markets, and households with less income that impact brand equity. This study examines three age groups (younger, middle, older) marketing strategy perceptions and their brand equity (brand loyalty, brand awareness, perceived quality, brand association). As expected, different strategies influence each age group. Generally, older retailer shoppers have the highest brand equity. The results have certain implications to the...
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)
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 ...
Andrews, Rick L.; Currim, Imran S.; Leeflang, Peter; Lim, Jooseop
In this paper we investigate whether consideration of store-level heterogeneity in marketing mix effects improves the accuracy of the marketing mix elasticities, fit, and forecasting accuracy of the widely-applied SCAN*PRO model of store sales. Models with continuous and discrete representations of
Duke Energy's experience in strategy development and structuring relationships with other companies were described. Included was a description of their partnership with PanEnergy and Mobil and a merger between PanEnergy and Duke. In developing their growth strategy, Duke Energy was guided by the following considerations: (1) an assessment of the market, (2) the identification of opportunities, (3) a self-assessment, (4) the establishment of goals, and (5) determining strategic alternatives. The advantages and disadvantages of different structuring relationships were reviewed. Duke Energy's approach to Ontario's residential market and their agreement with Alliance Gas Management were also discussed. The goal of the Alliance Gas management agreement was to simplify Alliance's wholesale gas supply management needs and to allow Alliance access to diverse gas supplies. figs
Bagus Yosan, R.; Kholil, Muhammad; Hanum, Bhetriza
XYZ baby and child shop is a new player in the business of selling toys and baby gears. Consumers target for XYZ toy shop is segmentation of middle and upper financial ability buyers. XYZ toy store sells imported toys and baby products with high quality products, using international grade production materials and ISO production certificates: 9002. With this conceptual, establishment XYZ business line is as a provider (seller) toys and baby equipment premium brand; then the scope of the product sold must meet all expectations of market demands. Meet the expectations of market demand is not easy; because by fulfilling all expectations, then the impact is the high stock of goods that must be available. The high stock of goods will directly impact on the needs of a large storage area of goods and reduce money. Based on the previous description, the formulation of the problem in this research is: "What inventory management strategy can be applied to improve the productivity of Lean Manufacturing business unit of XYZ online store?"
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.
Full Text Available Huge changes in marketing strategies and, more generally - in business philosophies are not so often. During the last 20 years global and/or national companies have already defined their general approaches of marketing instruments implementation. Therefore, when a contemporary company changes something in its marketing approach, it usually only refers to 'subtle adjustment' of the already determined strategy. Another reason for changes in a particular segment of marketing is a crisis of some kind that forces firms to implement innovations, especially regarding the elements such as costs - price - or service quality. A global enterprise segment consisting of low tariff airline companies is here identified as the one that has dramatically changed its marketing approach within the last 20 years, which continually resulted in its improved market position and business results. Changes in marketing strategies of low-cost companies have truly been revolutionary and are completely the consequence of recognizing the real needs of clients who use services of air transport. The success of low-cost airline companies is forcing the traditional, classic, air carriers to adapt their marketing instruments to this new model of business management. This paper also identifies one very significant assumption of the low-cost carriers phenomenon and their marketing approach - the liberalization of the global air transport market.
This thesis is produced as a case study for eloSpaces, Finnish-Chinese startup company based in Espoo, Finland. eloSpaces develops a unique capsule for people to do the focus work and enjoy privacy. The home market for eloSpaces is China and their current aim is to enter also European market in the nearest future. Therefore, the main objective for thesis was to identify the shortest and most efficient market entry strategy for the full product launch in Europe with highest impact on profits. ...
This thesis examines the way online browsing and online or in-store purchasing behaviours evolve across the purchases customers make from a brand, and how this is influenced by the marketing communications that customers receive from that brand and its competitors. A sample of customers of three different retail brands are tracked over a two year period, and changes to browsing and purchase behaviour are observed. A model is developed which predicts the way customers are most likely to evolve...
Hu, Weihao; Chen, Zhe; Bak-Jensen, Birgitte
Due to the fluctuating nature and non-perfect forecast of the wind power, the wind power owners are penalized for the imbalance costs of the regulation, when they trade wind power in the short-term liberalized electricity market. Therefore, in this paper a formulation of an imbalance cost...... minimization problem for trading wind power in the short-term electricity market is described, to help the wind power owners optimize their bidding strategy. Stochastic optimization and a Monte Carlo method are adopted to find the optimal bidding strategy for trading wind power in the short-term electricity...... market in order to deal with the uncertainty of the regulation price, the activated regulation of the power system and the forecasted wind power generation. The Danish short-term electricity market and a wind farm in western Denmark are chosen as study cases due to the high wind power penetration here...
Muhammed Kürşad Özlen; Azra Muratovic; Nedzma Begic
The objective of this research is to identify the alignment of supply chain strategies with marketing and financial activities in Bosnian small and medium enterprises. Regarding the methodology used, we have conducted a survey and collected the data in an excel spreadsheet and then analyzed descriptively. The research achieved poor marketing strategies and no customer centric view in these marketing strategies, furthermore, not efficient and effective supply chain management strategy and comp...
Small (less than 5 kW) fuel-cell cogeneration systems are now being developed for use in residential buildings. The devices are expected to be on the market in five years. The article discusses the potential for their large-scale introduction, the impact of this new technology on the natural gas business, potential applications and marketing strategies
Full Text Available Before metallurgical enterprises started implementation of marketing activities they had to go through restructuring processes which included all areas of their market activities. Privatised metallurgical enterprises after economic transformation gradually implemented marketing to their business activities. The article presents notions connected with development of marketing strategies from the period of last 20 years. The range of analysis includes categories corresponding with instruments of mix marketing (4P − product, price, place, promotion.
ANA MARIA BOBEICA
Full Text Available This paper explores the relationships between selected marketing mix elements in the area of FMCG. It discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example in the case of FMCG Companies, the marketing policies as well as customer relationship tactics shows that another approach to marketing is required. It proposes a conceptual framework in which marketing elements are related to the dimensions of brand equity and brand awareness. It also presents a case study deriving from advertising strategies of FMCG Companies showing that the change in advertising spending is related to changes in market share, changes in product plans and changes in the number of competitors modified by the number of customers, their concentration and the size of the advertising budget.
Strategi Komunikasi Pemasaran Dalam Rangka Meraih Konsumen (Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran Marketing PT Railink “Kereta Api Bandara Internasional Kualanamu” dalam Upaya Meraih Konsumen)
Sitompul, Eva Elfira
The Title of this research is The Strategy of Marketing Communication in Reaching Consumers. This research focuses on the marketing communication strategy in Marketing of PT Railink “Kualanamu Airport Railink Service” in reaching consumers. The purpose of this study is to see how the marketing communication strategy of Marketing in PT Railink within reach consuners. The purpose of descriptive research is to make the description, illustration and painting in a systematic, factual and accurate ...
Adesoga Dada Adefulu
The paper examined promotional strategy impacts on market share and profitability in Coca-Cola and 7up companies in Lagos State, Nigeria. Survey research method was adopted. The study population was the staff in marketing positions in the selected companies. Questionnaire was administered on the samples from Coca-Cola and 7UP companies. The statistical tool employed was the univariate analysis of variance (ANOVA) to determine the statistical significance and the extent to which...
营销战略永远是企业进行市场营销的前提基础和保证。企业只有制定详细的市场营销策略，才能发掘市场最大的需求，才能真正的细分市场。随着市场的发展，各大公司和企业也越来越重视企业的市场营销，因此要想在竞争激烈的市场中获得胜利，就需要在营销战略目标和思想上敢于突破和创新，制定适合企业自身发展的市场营销战略，这样才能让企业实现可持续发展。本文主要分析了企业市场营销战略的发展现状，并提出几点营销创新。%Marketing strategy is the foundation and guarantee of for enterprise marketing. Only with detailed marketing strategies, can enterprises explore the largest market demand and get the real market segment. Along with the development of the market, all companies and enterprises are paying more and more attention to the marketing of the enterprise, so in order to win in the fierce competition in the market, enterprises should be innovative in marketing strategy and idea and adopt suitable marketing strategies so as to realize sustainable development. This article mainly analyzes the development status quo of enterprise marketing strategy, and puts forward some marketing innovation measures.
Cao, Jian; Chen, Yangyang; Lu, Bo; Tong, Chenlu; Zhou, Gengui
Based on the status that the green market began to develop (e.g. pharmaceutical industry) in Mainland China, the paper mainly discusses how members of the green supply chain (GSC) cooperate effectively in the process of the supply chain operations. For the uncertainties existing in the market demand of the green products, the GSC coordination strategy is put forward based on the Stackelberg game that the manufacturer is the leader and distributors are the followers. The relationship between the proposed coordination strategy and several factors including the distributor's amount, the distributor's risk aversion and the uncertainties of market demand are analyzed. It indicates that, when there are uncertainties existing in the market demand of the green product, the revenue of each enterprise, the overall revenue and the customer's welfare all decrease; while the increase in the number of distributors and low risk aversion of them are beneficial to the entire GSC and the customer. The conclusions have good guidance for the operational decisions of the green supply chain when the green market is in its initial formation.
Full Text Available This paper analyses different charging strategies for a fleet of electric vehicles. Along with increasing the realism of the strategies, the opportunity for acting on the regulating market is also included. We test the value of a vehicle owner that can choose when and how to charge; by presenting a model of four alternative charging strategies. We think of them as increasing in sophistication from dumb via delayed to deterministic and stochastic model-based charging. We show that 29% of the total savings from ‘dumb’ are due to delayed charging and that substantial additional gains come charging optimally in response to predicted spot prices, and – in some settings – additional gains from using the up and down regulating prices. Particularly, strategies are chosen from uncontrolled charging through deterministic optimization, to modelling the charging and bidding problem with stochastic programming. We show that all vehicle owners will benefit from acting more intelligently on the energy market. Furthermore, the high value of the stochastic solution shows that, in case the regulating price differs from the expected, the solution to the deterministic problem becomes infeasible.
Lim, Megan Sc; Hare, James D; Carrotte, Elise R; Dietze, Paul M
Alcohol brands are incorporating social networking sites (SNS) into their marketing programmes. SNS are also being used to reduce alcohol consumption and harms by health promotion organisations. Marketing via SNS can attempt to influence consumers using a range of strategies from traditional marketing, social media, and behaviour change theory. This study systematically quantifies marketing strategies used by alcohol brands and health promoters on Facebook. We identified the 10 most popular alcohol brands and health promotion organisations in Australia on Facebook and extracted all posts from April 2014. A framework was developed, listing 33 SNS marketing strategies. The frequency of use of each strategy in posts was counted for all profiles. The median number of fans of alcohol brands was 189,290 compared with 7562 for health promotion pages. A total of 210 Facebook posts were analysed. Popular marketing strategies included visual attraction, connecting with other organisations, and links to culture and events. Time-specific and day-specific posts and tweets were used more regularly by alcohol brands than health promotion agencies. Alcohol brands remain substantially more popular than health promotion organisations, and this difference is likely driven by offline factors rather than specific use of marketing strategies. However, health promotion organisations can learn from the strategies used by popular brands, particularly in the use of time and day-specific content.
Ariningsih, P. K.; Nainggolan, M.; Sandy, I. A.
In many times, the increment of e-store visitors does not followed by sales increment. Most purchases through e-commerce are impulsive buying, however only small amount of study is available to understand impulsive factors of e-store display. This paper suggests a preliminary concept on understanding the impulsive factors in Electronics and Restaurant Coupons e-store display, which are two among few popular group products sold through e-commerce. By conducting literature study and survey, 31 attributes were identified as impulsive factors in electronics e-store display and 20 attributes were identified as impulsive factors for restaurant coupon e-store. The attributes were then grouped into comprehensive impulsive factors by factor analysis. Each group of impulsive attributes were generated into 3 factors. Accessibility Factors and Trust Factors appeared for each group products. The other factors are Internal Factors for electronics e-store and Marketing factors for restaurant coupons e-store. Structural Equation Model of the impulsive factors was developed for each type of e-store, which stated the covariance between Trust Factors and Accessibility Factors. Based on preliminary model, Internal Factor and Trust Factor are influencing impulsive buying in electronics store. Special factor for electronics e-store is Internal Factor, while for restaurant coupons e-store is Marketing Factor.
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...
Muhammad Ishtiaq Ishaq
Full Text Available The purpose of the current research is to determine the influence of creative marketing strategies and effective execution on business unit performance. Moreover, strategic orientation and environmental uncertainty are used as moderating variables. Data are collected from 368 key informants working in Fast-Moving Consumer Goods (FMCG, banking, pharmaceutical, chemical, insurance, and engineering industries using a multi-stage random sampling technique. Factor analysis and multiple hierarchal regressions are used to test the study hypotheses. The results indicate that creative marketing strategy and effective execution are positively associated with business performance. Moreover, environmental uncertainty and strategic orientation play a moderating role in the above relationships.
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.
Seyed Mohammad Abdollahi Keyvani
Full Text Available The main purpose of this research is to measure the relative importance of a selected number of primary operating and marketing factors which may be involved in the formulation of strategies of small manufacturers. One hundred manufacturing owner-managers in Iran were investigated. The marketing factors emphasized most often were improvement in product quality and reduction in product cost. However, improvements in customer service and in scheduling appeared to contribute more to actual firm performance. Overall, there seemed to be more emphasis on the production strategy factors than marketing factors as a means to gaining competitive advantage.
Wan, Neng; Siahpush, Mohammad; Shaikh, Raees A; McCarthy, Molly; Ramos, Athena; Correa, Antonia
The marketing expenditure and sale of e-cigarettes increased sharply in the United States in recent years. However, little is known about neighborhood characteristics of point-of-sale (POS) e-cigarette advertising among tobacco stores. The purpose of this study was to examine socio-demographic characteristics of POS e-cigarette advertising among tobacco stores in the Omaha metropolitan area of Nebraska, USA. Between April and June 2014, trained fieldworkers completed marketing audits of all stores that sell tobacco (n = 463) in the Omaha metropolitan area and collected comprehensive e-cigarette advertising data of these stores. Based on the auditing information, we categorized tobacco stores based on e-cigarette advertising status. Logistic regression was used to examine the association between neighborhood socio-demographic factors and e-cigarette advertising among tobacco stores. 251 (54.2%) of the 463 tobacco stores had e-cigarette advertisements. We found that neighborhoods of stores with POS e-cigarette advertising had higher per capita income (p advertising. There were negative associations between e-cigarette advertising and number of adolescents or number of middle/high school students. After adjusting for covariates, only percentage of non-Hispanic Whites remained a significant factor for e-cigarette advertising. POS e-cigarette advertising among tobacco stores is related with neighborhood socioeconomic and demographic characteristics. Future studies are needed to understand how these characteristics are related with e-cigarette purchasing and e-cigarette prevalence among social groups.
Tondano (Jalan kampus UNIMA, Manado, In Juliana Ohy
Full Text Available Penelitian ini bertujuan menganalisis pengaruh marketing mix strategy terhadap kepuasan pelanggan Pasar Swalayan Jumbo di Manado. Sampel diambil secara acak sebanyak 100 pelanggan dengan metode pengumpulan data berupa kuesioner dan studi dokumen. Selanjutnya, data dianalisis menggunakan path analysis. Hasil penelitian menunjukkkan bahwa keseluruhan unsur-unsur marketing mix yaitu produk, harga, tempat/lokasi dan promosi secara simultan maupun secara parsial berpengaruh signifikan terhadap kepuasan pelanggan pasar swalayan Jumbo di Manado. Implikasi manajerialnya adalah bauran pemasaran yang dilakukan oleh pasar swalayan Jumbo penting untuk ditingkatkan dan dimantapkan perannya untuk mengurangi gap antara harapan dan kinerja pasar swalayan Jumbo. Swalayan Jumbo perlu melakukan perbaikan agar dapat meningkatkan kepuasan pelanggan yang pada akhirnya dapat meningkatkan hasil penjualan. Perbaikan yang dapat dilakukan antara lain dengan melaksanakan Retensi Pelanggan- berupa loyality program, yang terbukti secara signifikan mampu meningkatkan retensi pelanggan dan jumlah pembelian.Â This study aims to analyze the influence of marketing mix strategy toward customer satisfaction of Jumbo Supermarket in Manado. Samples were taken randomly from 100 customers. Meanwhile, questionnaire and study of documents are the method that is used to collect the data. Furthermore, the data were analyzed using path analysis. The results indicate that the overall marketing mixâ€™s elements which are consist of product, price, place and promotion, simultaneously and partially has a significant effect toward customer satisfaction of Jumbo Supermarket in Manado. In addition, managerial implications of marketing mix which is made by Jumbo supermarket is important to be improved and to be strengthened in its role to reduce the gap between expectations and performance of the Jumbo Supermarket. The improvements of customer satisfaction is also necessary to increase sales
Arthur, David; Motwani, Rajeev; Sharma, Aneesh; Xu, Ying
We study the use of viral marketing strategies on social networks that seek to maximize revenue from the sale of a single product. We propose a model in which the decision of a buyer to buy the product is influenced by friends that own the product
Rasmussen, Erik Stavnsager; Jørgensen, Jacob Høj; Goduscheit, René Chester
Through two in-depth case studies we intend to show in this paper, that innovation, marketing, the search for new business opportunities are interlinked in what could be labeled as networking as strategy. But being entrepreneurial, innovative and searching for new business models is a quite...
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.
In this paper, it takes the comparative study of marketing strategies as the thesis topic, and through the comparison of various marketing strategies content and the marketing trend, finds out differences of each kind of marketing strategies; combining with the current situation of the development of the enterprises, it gives reasonable marketing suggestions. In addition, through the comparison of marketing strategies, it can also provide certain marketing strategy ideas for the future development of enterprises in the market.%本文以市场营销策略比较研究为论题课题面，通过对当前市场的各种营销策略的内容、营销趋向的比较，找出每一种市场营销策略的不同点，并结合当前企业的发展现状，给出合理的企业营销建议。此外，通过对市场营销策略的比较，也可以为企业今后在市场上的发展，提供一定的营销策略思路。
Hossein Rezaie Dolatabadi; Mohammad Hossein Forghani; Seyed Mehdi Tabatabaee; Fatemeh Faghani
The purpose of the present paper is to examine effect of effect of appropriate marketing mix strategies on Iranian protein products export performance. 4P (Price, Product, Place, Promotion) were selected as marketing strategies. The data used to test the hypotheses were collected through an online standard questionnaire. The respondents were asked to rate on the scale between strongly agree and strongly Disagree. Reliability of questionnaire was measured using Cronbach Coefficient Alpha. The ...
Full Text Available Engagement in the market changes the opportunities and strategies of forest-related peoples. Efforts to support rural development need to better understand the potential importance of markets and the way people respond to them. To this end, we compared 61 case studies of the commercial production and trade of nontimber forest products from Asia, Africa, and Latin America. The results show that product use is shaped by local markets and institutions, resource abundance, and the relative level of development. Larger regional patterns are also important. High-value products tend to be managed intensively by specialized producers and yield substantially higher incomes than those generated by the less specialized producers of less managed, low-value products. We conclude that commercial trade drives a process of intensified production and household specialization among forest peoples.
Albert, Stephanie L; Langellier, Brent A; Sharif, Mienah Z; Chan-Golston, Alec M; Prelip, Michael L; Elena Garcia, Rosa; Glik, Deborah C; Belin, Thomas R; Brookmeyer, Ron; Ortega, Alexander N
Investments have been made to alter the food environment of neighbourhoods that have a disproportionate number of unhealthy food venues. Corner store conversions are one strategy to increase access to fruits and vegetables (F&V). Although the literature shows modest success, the effectiveness of these interventions remains equivocal. The present paper reports on the evaluation of Proyecto MercadoFRESCO, a corner store conversion intervention in two Latino communities. A repeated cross-sectional design was employed. Data were stratified by intervention arm and bivariate tests assessed changes over time. Logistic and multiple regression models with intervention arm, time and the interaction of intervention and time were conducted. Supplementary analyses account for clustering of patrons within stores and staggering of store conversions. Three stores were converted and five stores served as comparisons in East Los Angeles and Boyle Heights, California, USA. Store patrons were interviewed before (n550) and after (n407) the intervention. Relative to patrons of comparison stores, patrons of intervention stores demonstrated more favourable perceptions of corner stores and increased purchasing of F&V during that store visit. Changes were not detected in store patronage, percentage of weekly dollars spent on food for F&V or daily consumption of F&V. Consistent with some extant food environment literature, findings demonstrate limited effects. Investments should be made in multilevel, comprehensive interventions that target a variety retail food outlets rather than focusing on corner stores exclusively. Complementary policies limiting the availability, affordability and marketing of energy-dense, nutrient-poor foods should also be pursued.
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.
Wei , ChiJiao
The thesis aimed to find out a suitable marketing strategy and making a marketing plan for setting up an own coffee shop in Shanghai, China. Coffee was one of the most popular drinks in the world and coffee has been accepted by more and more Chinese people. Coffee industry was well-received choice for the entrepreneurs to start up their own business in China. Marketing strategy played an important role in the intense market competition. A successful marketing strategy could help the coffee co...
López, Luis; Sanjuán, Miguel A. F.
This paper analyzes a model for the competition dynamics of web sites in the Internet, based on the Lotka-Volterra competition equations. This model shows the well known appearance of a winner-take-all characteristic and is based in the nonvalidity of traditional offer and demand equilibrium theory of these kinds of markets. From the stability analysis of the model, we establish a series of rules which are useful for defining strategies in the Internet market. One of the most important results that emerge from this simple model is the appearance of some unexpected phenomena related to the collaboration and competition between sites.
Mitman, Kurt E.; Choe, Sehyo C.; Johnson, Neil F.
We consider a simple binary market model containing N competitive agents. The novel feature of our model is that it incorporates the tendency shown by traders to look for patterns in past price movements over multiple time scales, i.e. multiple memory-lengths. In the regime where these memory-lengths are all small, the average winnings per agent exceed those obtained for either (1) a pure population where all agents have equal memory-length, or (2) a mixed population comprising sub-populations of equal-memory agents with each sub-population having a different memory-length. Agents who consistently play strategies of a given memory-length, are found to win more on average -- switching between strategies with different memory lengths incurs an effective penalty, while switching between strategies of equal memory does not. Agents employing short-memory strategies can outperform agents using long-memory strategies, even in the regime where an equal-memory system would have favored the use of long-memory strategies. Using the many-body 'Crowd-Anticrowd' theory, we obtain analytic expressions which are in good agreement with the observed numerical results. In the context of financial markets, our results suggest that multiple-memory agents have a better chance of identifying price patterns of unknown length and hence will typically have higher winnings.
Raţiu, M; Purcărea, T
Creative, dynamic strategies are the ones that identify new and better ways of uniquely offering the target customers what they want or need. A business can achieve competitive advantage if it chooses a marketing strategy that sets the business apart from anyone else. Healthcare services companies have to understand that the customer should be placed in the centre of all specific marketing operations. The brand message should reflect the focus on the patient. Healthcare products and services offered must represent exactly the solutions that customers expect. The touchpoints with the patients must be well mastered in order to convince them to accept the proposed solutions. Healthcare service providers must be capable to look beyond customer's behaviour or product and healthcare service aquisition. This will demand proactive and far–reaching changes, including focusing specifically on customer preference, quality, and technological interfaces; rewiring strategy to find new value from existing and unfamiliar sources; disintegrating and radically reassembling operational processes; and restructuring the organization to accommodate new typess of work and skill. PMID:20108466
Purcărea, Victor Lorín; Raţíu, Monica; Purcărea, Theodor; Davila, Carol
Creative, dynamic strategies are the ones that identify new and better ways of uniquely offering the target customers what they want or need. A business can achieve competitive advantage if it chooses a marketing strategy that sets the business apart from anyone else. Healthcare services companies have to understand that the customer should be placed in the centre of all specific marketing operations. The brand message should reflect the focus on the patient. Healthcare products and services offered must represent exactly the solutions that customers expect. The touchpoints with the patients must be well mastered in order to convince them to accept the proposed solutions. Healthcare service providers must be capable to look beyond customer's behaviour or product and healthcare service aquisition. This will demand proactive and far-reaching changes, including focusing specifically on customer preference, quality, and technological interfaces; rewiring strategy to find new value from existing and unfamiliar sources: disintegrating and radically reassembling operational processes: and restructuring the organization to accommodate new types of work and skill.
Heidenreich, Stefan; Puck, Jonas F.; Nell, Phillip C.
their internal as well as their external environment. Our hypotheses are tested using three-stage least squares with detailed data from 156 subsidiaries in emerging markets. Results contribute to theory by differentiating effects from internal vs. external isomorphic pressures on political strategies. We also......This paper analyzes antecedents and performance consequences of political strategies deployed by MNC subsidiaries in emerging markets. Following institutional theory reasoning, we point towards institutional duality subsidiaries are confronted with, entailing isomorphic pressures stemming from...... deliver a deeper level of understanding of the latter relationship by differentiating the general concept of external isomorphic pressures into pressures from national public and national private stakeholders. Finally, we find significant support for a positive effect of political strategies on subsidiary...
Heidenreich, Stefan; Puck, Jonas F.; Nell, Phillip C.
deliver a deeper level of understanding of the latter relationship by differentiating the general concept of external isomorphic pressures into pressures from national public and national private stakeholders. Finally, we find significant support for a positive effect of political strategies on subsidiary......This paper analyzes antecedents and performance consequences of political strategies deployed by MNC subsidiaries in emerging markets. Following institutional theory reasoning, we point towards institutional duality subsidiaries are confronted with, entailing isomorphic pressures stemming from...... their internal as well as their external environment. Our hypotheses are tested using three-stage least squares with detailed data from 156 subsidiaries in emerging markets. Results contribute to theory by differentiating effects from internal vs. external isomorphic pressures on political strategies. We also...
Full Text Available Group of middle-class society is a tremendous market for Islamic business, especially Islamic banking. The fact that the majority of Indonesia's population is Muslim, Islamic business institutions should work on the mid-market segment earnestly. The potential of middle class development in Indonesia gives an opportunity for Islamic banks to compete in the market. Various characteristics of the middle class used as a valuable input in conducting market segmentation, targets, and formulate strategies to create the accepted products.DOI: 10.15408/aiq.v5i2.2116