Basic Marketing Concepts Research Articles

Adapting to change: Empowering MSMEs in Tasik Said Naum Market through digital marketing strategies

Another effect of the pandemic is a shift in people's shopping habits over time. Nowadays, people prefer to shop online due to its practicality and often lower prices. This trend has led to complaints from Micro, Small, and Medium Enterprises (MSMEs) players at Tasik Tanah Abang Market, citing continuous declines in sales. Increasing sales and income requires knowledge and understanding that align with the needs and challenges faced by traders at Tasik Said Na'um Market. The goal is to equip traders to compete in the digital market post-pandemic. The implementation of these community service activities includes Focus Group Discussions (FGD) and education on basic marketing concepts. The results of the activities undertaken include an improved understanding of problems and potential solutions for traders, along with increased knowledge about digital marketing. The required digital marketing skills include sales assistance through live selling, providing traders with a better understanding of how to utilize live selling platforms effectively to market their products.

International sport marketing: practical and future implication

The principles and tools of sport marketing represent the essential knowledge sport managers require in order to position their sport, association, club, team, player, code or event in the highly competitive sport market. This article explains the principles and tools of marketing sport organisations, marketing mix, tourist orientation, segemetation strategy, communication mix and framework for targeted sport event packaging. The purpose of this article is to introduce the core philosophy and process of sport marketing. It will introduce some basic marketing concepts, and will outline the Sport Marketing Framework.

ІМПЛЕМЕНТАЦІЯ МАРКЕТИНГОВОЇ КОНЦЕПЦІЇ В ДІЯЛЬНІСТЬ ОРГАНІВ ПУБЛІЧНОГО УПРАВЛІННЯ

The article considers the specifics of marketing in public administration. It is stated that recently there have been changes in social processes, which have left their mark on the change of approaches in public administration. The first results of the initiated reforms allow to assert about change of ideology of relations between the state and the person in favor of priority of interests of the last and formation of the marketing state. The key approaches to understanding the essence of the concept of «marketing in public administration» are identified. It is established that the main condition for the formation of marketing-oriented public services is to ensure their attractiveness to potential recipients. The study of the essence of marketing in public administration allowed to single out such its tasks as the satisfaction not only of consumers but also of producers of public services; ensuring the possibility of forming competitive advantages of legal entities; satisfaction of public interests; formation of the image of the public organization, market segmentation in order to more clearly adapt public services to the needs of the target market; determination of directions of activity of non-profit organizations. It is established that the objects, the needs of which can be directed to the efforts of public marketing, include consumers-individuals, consumers-legal entities, public authorities, society. The types and methods of marketing in the public sphere are diverse, identical to the objects and tools of influence. The main attention is paid to non-commercial channels of information dissemination, the main task is to solve the social needs of people. Possibilities of formation of marketing in public management according to the basic marketing concepts 4Р, 7Р, 4С are considered. The components of the evaluation of the quality of administrative service have been identified. The place of digital technologies in terms of marketing in public administration is determined. The importance of internal and partner marketing in public administration is established. Innovative methods of CGAS work as a practical platform for the use of marketing in public administration are considered.

A New Healthcare Alliance: Consumer Engagement in the New Healthcare Economy

A New Healthcare Alliance: Consumer Engagement in the New Healthcare Economy

Marketing the Library in a Digital World

The explosion of e-journals and other online resources has created many challenges for libraries. Use of general search engines is increasing, and the relevance of the library to users is being questioned. One issue that is often overlooked is how the library should market itself to a new generation of tech-savvy users. Basic marketing concepts, including how to formulate a marketing plan, are presented, as well as a look at one library's current marketing efforts.

Basic Marketing and Promotion Concepts

SUMMARY Librarians need to embrace marketing and promotion to better understand customers' needs and to communicate with them regarding the services libraries offer. This chapter discusses basic marketing concepts and adapts them to the non-profit library environment. The marketing process, including the development of a marketing plan and the utilization of the marketing mix to develop tactics for promoting library services, is reviewed. The chapter lays the groundwork for subsequent articles, where authors employ these promotional techniques to develop and implement successful campaigns for promoting electronic resources.

Challenges and Solutions for Marketing Educators Teaching in Newly Emerging Markets

Globalization and changes in business education have created more opportunities for marketing educators to teach in newly emerging markets (NEMs). However, differences in the backgrounds and cultures of students in these countries create new challenges for the marketing educator. Yet the extant literature reveals little guidance for the instruction of basic marketing concepts within emerging economies. In this article, the authors report on the challenges faced by marketing instructors who have experienced teaching in NEMs. Detailed feedback, gained through a focus group interview, on international experiences from a faculty is examined. General advice is offered for marketers interesting in teaching in NEMs.

Teaching students to market a $5.3 million asset: themselves!

This article provides a link between marketing theory and application in helping students utilize what is taught in the classroom to attain employment goals. Eight proposals drawn from basic marketing concepts taught in all principles of marketing courses are presented, along with practical ways to encourage students to begin early in seeing themselves as $5.3 million assets and marketing themselves accordingly.

Political marketing and party development in Britain

Argues that by utilizing a standard evolutionary model of marketing it is possible to map out three key stages in the development of electioneering, each of which is directly comparable with the production, sales and marketing orientations in commerce. In politics the respective phases can be labelled the propaganda, media and marketing approaches to the electorate. Using this framework the differences between the three campaign orientations become self‐evident. Interestingly, it also becomes possible to trace the similarities in approach, specifically the important, if previously largely unrecognized, role that basic marketing concepts have played in British elections since the beginning of the century. Contrary to popular perception, professional advertising and image consciousness are not legacies of the 1980s but date back to the decade following the introduction of near universal suffrage in 1918. The realization of popular television and consumer marketing in the 1950s exacerbated the need for more coherent party image management. Finally in the late 1970s and 1980s both main contenders for government underwent strategic changes akin to embracing a marketing orientation.

Marketing for the Psychologist in Independent Practice

This paper focuses on the issue of how psychologists in independent practice can use fundamental marketing strategies to compete successfully with other professional groups. Basic marketing concepts will be explained, and their applicability to independent practice will be discussed. Among the issues covered include: a) market segmentation-analyzing a potentially large market into its smaller constituent parts, and selecting a segment of the market to focus upon; b) marketing mix-the development of a variety of psychological services targeted for specific market segments; c) features and benefits-the characteristics of a particular psychological service and the value of these characteristics to the client; d) marketing audit-a systematic review of fundamental marketing issues which permits analysis of dominant competitive issues, pricing strategies, etc. Finally, both the psychology of selling and the selling of psychology will be discussed.

Marketing of Nursing as a Career

Discusses the need to market nursing as a career with regard to the present unsatisfactory nature of the current mix of trained/untrained nurses, length of service and relative costs, and wastage being high. Examines the relevance of basic marketing concepts for nursing, stating above all, the target audience must be critically defined. States marketing strategy must ‘sell’ nursing – but only to the right people. Reviews current marketing programmes, local and national, evaluating various aspects of nurse recruitment using economic and moral success as the ‘twin peaks’. Concludes that developing a more effective marketing strategy would, in the long term, attract better, more suitable nurses to the profession.

Bringing Truth, Joy, and Eternity into the Classroom: Using Perfume to Teach Introductory Marketing

This paper explains how to reinforce the teaching of basic marketing concepts through a simple group experiential exercise. After dividing the class into small groups, the exercise involves spraying perfume on students’ wrists and instructing each group to develop a marketing plan that targets the segment of the market that they consider to best fit the perfume product. The paper clearly outlines how to prepare and run the exercise, some perfumes that the instructor might consider using, and what students will learn about marketing through the exercise. The paper concludes with some ideas on how to integrate our Christian faith into the learning experience.