Basic Marketing Principles Research Articles

Banati foundation: using marketing to empower girls at risk and diminish the stigma associated with homelessness

Research methodology To write this case, several research methods were used. Most importantly, field interviews were conducted with employees at Banati foundation. The interviews were held with three different employees at different points in time, including the marketing manager, the executive manager and the head teacher working with the girls at the foundation. These interviews helped provide details regarding the foundation’s culture which is hard to get from secondary sources. In addition to this, one of the researchers was a volunteer at the foundation for 6 months before starting this research and so had strong background knowledge on the workings of the entity. Finally, secondary sources were used to provide accurate historical information and numerical statistics. These sources included the foundation’s website and annual reports as well as newspaper interviews with the Banati’s Chairperson. Case overview/synopsis This case poses the marketing dilemma faced by Banati Foundation, a non-profit organization (NPO) based in Egypt. Banati has offered child protection services to girls at risk since its establishment in 2009. In particular, the case focuses on the foundation’s strategy and operations in 2020. Since its inception, the foundation has been led by the main founder, Dr Hanna Abulghar. Under her leadership, the foundation flourished and won several international awards. The foundation became a home, a school and a support system to the girls who were once homeless. Yet even though Banati succeeded in improving the lives of many girls at risk, the foundation still sought ways to sustain its funds and to empower the girls to thrive after they left the foundation. As the key person responsible for setting the foundation’s direction and strategy, Dr Hanna faced marketing challenges that include overcoming social stigma, diversifying the donor base and increasing fundraising. Complexity academic level This case is suitable for undergraduate and Master’s students who already have an understanding of the basic marketing principles such as the marketing mix (4Ps)/market segmentation and have taken an introductory marketing course previously. Furthermore, the case presents an opportunity to apply marketing concepts such as segmentation, targeting, positioning and promotion within the context of social and NPO marketing. It is ideal for students studying social marketing, NPO marketing strategy, cause marketing, fundraising techniques and social inclusion.

MARKETING PARADOXES: EXPLICATION OF SOME BASIC MARKETING PARADOXES

This paper aims to clarify the relationship between marketing and important economic/business categories and the internal relationship between two fundamental marketing principles. The author used a qualitative approach to determine the existence of mentioned paradoxes, i.e., using logic-verbal methods is usual in economic theory/philosophy where rational discussion is the essence of understanding economic phenomena and delivering significant insights. The results showed three existing contemporary marketing paradoxes. The first is the paradox of marketing and sales/entrepreneurship, i.e., a paradox between satisfying the wishes and needs of the customers and the salesman/entrepreneur. The second is the paradox of marketing and rational consumer/homo economicus because of their conflicting goals. The third is the intramarketing paradox, i.e., between old and new basic marketing principles, because of substantial incompatibility and dubious effect on consumer well-being. A limitation of this paper is the lack of a mainstream marketing approach that does not emphasize significant concepts contradictions and the absence of quantitative methodology for testing the theses/conclusions. The theoretically unsolvable marketing paradoxes solving can be facilitated by finding a dialectical compromise between achieving contradictory goals closest to the optimal win-win principle. Solutions where only one of the parties in the relationship should dominantly benefit (win-lose) are of no use.

Customer acquisition activities of web stores

Based on the domestic and international market trends of the last decades, it can be stated that the number and turnover of web stores, internet commerce is growing dynamically from year to year. The aim of our research is to explore the effective, proven customer acquisition methods of modern web stores. As part of this, the subject of our literature research was to explore the popular advertising platforms for web stores and their basic marketing principles and their optimal structure based on them. In our professional research, on the one hand, we explored through structured interviews what methods and communication are considered effective by the three webshops competing and selling in the different markets based on their experiences. On the other hand, we examined the shopping habits and preferences of consumers in the form of a questionnaire. The information obtained in this way can be crucial in planning the marketing strategy for any existing or new web store. We have found that one of the most important attributes in acquiring customers is reliability. From the beginning, you should strive for positive customer reviews as well as regular value creation proficiency must be demonstrated through content production, with which the business can build a committed community.

DIGITAL MARKETING AS A PREREQUISITE FOR INNOVATION IN THE TOURISM BUSINESS OF PLOVDIV

The development of the Internet, in parallel with the development of technology, has made virtual space a second 'home' for much of the population of developed countries. Along with consumers, the business is also moving its activities online, seeking to reach those consumers in every way possible. Digital marketing deals with strategies for reaching consumers, which need to be constantly changed along with all the innovations that technology developments bring with them. Hospitality and tourism is one of the industries that is most affected by digital development. Transportation and accommodation companies are among the first ones to utilize digital marketing techniques in their practices to engage communities and make sure their customers have the best possible away-from-home experience. In order to perform well and gain competitive advantages, players in the travel industry are always looking for the newest and greatest ways to reach their buyer persona and tailor their offering to their target audience. In today’s digital world, the concepts of digital marketing and content have become inextricably linked. The creation of relevant and quality content is the core of every move online. The success of every digital marketing campaign depends on content and its resourceful implementation. Even though the basic marketing principles are still applicable, the online environment has its own specifics that need to be considered when preparing digital marketing strategies.The purpose of this report is to explore the application of digital marketing by the tourism business in Plovdiv, one of the most attractive regions of Bulgaria, as a prerequisite for creating innovation and, on the basis of this, to offer specific guidance in which areas and what innovations appropriate to evolve to succeed. The research methods used are analysis and evaluation of statistics for the Plovdiv district, obtained from the National Statistical Institute (NSI) of Bulgaria, as well as the study of scientific literature. The results of the study show that it is appropriate for the tourism and hotel business in the Plovdiv region to apply innovations in the following areas: (1) innovations focusing on the culture and historical heritage of the region; (2) innovations presenting new ways of implementing organizations' activities and processes; and (3) innovations that focus on environmental protection. Applying these types of innovations, tourism industry companies are expected to achieve positive values for key performance indicators, namely: employment; average daily wage rate and income, as well as length of stay at accommodation in the region.

Marketing and entrepreneurial success in emerging markets: the nexus

Purpose This paper aims to examine the interconnection between marketing and entrepreneurship among small and medium scale enterprises in emerging markets. Design/methodology/approach Quantitative data were obtained from 113 micro, small and medium scale enterprises (SME) into services, manufacturing and agriculture selected conveniently within the Tema metropolis, a harbour city in Ghana; however, purposive sampling was used to choose owners and managers as respondents pre-occupied with marketing and entrepreneurial roles. These voluntary informants have operated between 4 and 9 years. Findings The study reveals a significant relationship between five dimensions of the study including market orientation and entrepreneurial success; customer orientation and entrepreneurial success; competitor orientation and entrepreneurial success; intelligence generation; and entrepreneurial success, including information dissemination and entrepreneurial success. Research limitations/implications Blending marketing with entrepreneurial initiatives has the propensity to accelerate success for wealth and job creation for national development especially in emerging markets where poverty and under development abounds. Adoption of basic marketing principles enables local entrepreneurs to become vehicles for social re-engineering and for rapid socio-economic growth, which ultimately affects lives at the local level. The study was limited to opinion of SME managers and owners of a harbour city. Practical implications Application of basic marketing principles influences entrepreneurial success in emerging markets (EMs) highlighting opinions of managers and owners of SMEs strategy warranting attention of stakeholders. Thus, the study validates theoretical model of how prudent marketing and entrepreneurial attitude contributes entrepreneurial success. It also provides a new perspective on marketing principles and success in emerging markets. Social implications Consciously incorporating basic marketing principles into operations of MSMEs will impact performances; hence, social lives of entrepreneurs will be affected positively. Originality/value This study being among the few in sub-Saharan Africa highlights how application of marketing principles to entrepreneurial operations is a vital role in growing local MSMEs unto the world stage. Therefore, blending basic marketing principles with entrepreneurial initiatives will accelerate wealth and job creation and national development to achieve the world's sustainable development goals aimed at reducing poverty.

PROJECT SILVER COLUMBIA AND LONGSTAY: INSIGHTS FROM JAPAN FOR THE STUDY OF THE WORLDWIDE ELDERLY MIGRATION

As in most developed economies of the world, Japanese low fertility rates have been a pressing issue for the last decades. In this sense, the debate on migration is crucial not only to keep the benefits attained by the Japanese during the period of high economic growth in the end of 20th century, but also to thrive in the years to come. Most migration policies related to the balance of age cohorts invites younger people to immigrate; however, in Japan, there was a public initiative in the end of the 1980’s, which promoted the emigration of elderly, the Silver Columbia project. This paper presents a review of Silver Columbia and its aftermath using articles from academic journals and media discussing arguments against and for its implementation. The experience was both a controversial measure to support a nationwide population policy and failed because of the lack of application of basic marketing principles in the public sector. The case study brings valuable insight for the worldwide elderly migration, their active participation in host societies and tourism.

THE DIFFERENCE OF KNOWLEDGE LEVEL OF MARKETING STAFF AND EMPLOYEES OF RSI UNISMA MALANG BETWEEN BEFORE AND AFTER BASIC MARKETING PRINCIPLE TRAINING

This study is aimed to discover the result of training towards the difference of basic marketing principles knowledge between pre and post training in marketing staff and employees of RSI Unisma Malang. The method used was experimental or pre-post designed study, i.e. investigators performed an intervention; a training about basic marketing principles for marketing staff and employees of RSI Unisma Malang (32 people), hereafter compared the results between pre and post training. Results compared were scores obtained from pre-test before the participants got the training modules, and scores obtained after training. Data analysis used was the descriptive comparative approach, continued with paired t-test statistical analysis. Results obtained from pre-test, the average score was 7.63, lowest score was 5 and highest was 10, meanwhile from post-test, the average score was 9.22, lowest score was 8 and highest was 10, margin of error  2 from 20 people (62.5%) in pre-test and improved into 32 people (100%) in post-test. Result for paired sample t-test showed p value = 0.000, or <0.05 (). According to the elucidation above, we conclude that there’s a significant difference between before and after training, in other words, there’s a significant improvement in knowledge of basic marketing principles after training.

IMPLEMENTATION OF THE NON-PROFITABLE MARKETING PRINCIPLES IN ELECTRONIC AUCTIONS FOR PUBLIC PROCUREMENT

The article presents the importance of marketing technologies in the activities of state and municipal authorities, in particular in the procurement of goods and services for public use. We consider some aspects of the marketing specifics in public administration. The problems of economic and social efficiency of public procurement are studied. The analysis of the use of the electronic auction by the state as one of the leading methods of transactions to ensure the public's needs is presented. As a result, statistical data analysis revealed a significant proportion of public procurement contracts made by means of the auctions, both in quantity and in value terms, as well as a wide range of goods and services purchased in this way. The procedure of organization and participation of electronic auctions is recognized quite simple and convenient. The convenience of documentation circulation for participants that is fully organized in an electronic form for the electronic auctions was emphasized. While considering the public procurement process through the prism of relationship marketing, one of the most pressing is the question of trust between the parties. The article states that electronic auctions from this point of view have both advantages and disadvantages. On the one hand, this method has high anti-corruption security, provides wide access to information, and contributes to trust building between the parties. On the other hand, the contract making through electronic auctions is defined by seasonal fluctuations, same as in public procurement as a whole. Agreements concluded in this way, are most often aned or declared invalid. Finally, companies acting as operators of electronic platforms, received their status in a non-competitive way. In the end, the authors suggest ways to improve the public procurement market and the implementation of basic marketing principles of the work in it.

Teaching Data Visualization Basics to Market the Value of a Hospital Library: An Infographic as One Example

With a major concern being to keep hospital library doors open and hospital librarians working, hospital librarians need to learn new skills and use a variety of marketing techniques to show the value of their programs and services. This article is a follow-up to a 2014 Medical Library Association poster, entitled Building Infographics and Marketing the Value of a Hospital Library, along with a MidAtlantic National Network of Libraries Boost Box session called Infographics 101: Graphic Approaches to Library Marketing. This article will explain how teaching librarians basic data visualization principles can help them learn how to create better marketing tools, and in turn help them feel more comfortable approaching data visualization topics that play an increasingly important role in the biomedical community. Particularly, focus will be on using tools with low barriers of entry for novices to create an informative infographic that demonstrates the value of the hospital library and its librarian. Lastly, basic marketing principles will be reviewed and suggestions regarding their applications in relation to infographics will be made.

Marketing and Energy Pricing

Climate protection, energy efficiency, saving of the fossil fuels is important for our society. Many countries adopted the programs for solving these tasks. These programs include many technical measures for climate protection, saving of fossil fuels and energy efficiency. However not only technical measures, but also economical measures have an impact on performance of these important tasks. In this article I will try to show that application of the basic marketing principles in pricing for energy positively affects the efficiency of the use of energy recourses .For long time the energy companies had a monopoly in the supply of energy to consumers. Because the energy tariffs depend mainly from their overall needs. Taking into account common society tasks, the energy sector needs of new approaches for energy pricing. Principles of marketing can help for energy companies to be more flexible in the dealing with consumers and to establish energy tariffs according to individual conditions of energy supply. Using the general principles of marketing in energy industry you can create a flexible system of prices for energy which will be able to control the scheme of energy consumption, will be able to provide the opportunity for consumers to choose quality, security and reliability of services. Implementation of the main principles of marketing in energy pricing allows to move from the general energy tariff for large groups of consumers to the individual tariff for each consumer. f schemes and conditions of the supply of energy will give the additional saving of energy. Having opportunities to choose, the consumers will try to optimize their own energy consumption and will choose a time, when he will be able to pay for more modern equipments for its energy supply. So, using the general principles of marketing in energy pricing we will try to solve the problems of middle class population, where payments for energy are essential for theirs budget.

Two Sides of a Medal: the Changing Relationship between Religious Diversity and Religiosity

Religious Market Theory assigns basic market principles to the market for religion. The derived supply-side model proposes that religiosity is higher on a competitive market, characterized by high religious diversity. Churches will provide higher quality goods compared to monopolistic churches. The demand-side model, originating from the Secularization Hypothesis, suggests that the establishment of new churches casts doubt on the existing religion, which reduces overall religiosity. I find a negative linear relationship between religious diversity and religiosity which supports the demand-side model. However, high levels of income and democracy mitigate this effect. For high levels of education and immigration, the relationship even turns to positive. The demand-side model seems to dominate in less-developed countries. This effect appears to vanish in the most industrialized countries.

From Subsistence Marketplaces Up, from General Macromarketing Theories Down

Marketing researchers have recently begun exploring the specific context of subsistence marketplaces in developing and emerging economies using a bottom-up approach. Such literature offers an increasing number of conceptual frameworks and theoretical approaches derived from or inspired by a sound understanding of the real-life contexts of subsistence marketplaces. This article draws attention to a complementary top-down approach that begins from basic thinking on marketing’s contribution to development and, through midrange theories, eventually connects with bottom-up insights into subsistence marketplaces. The top-down approach helps create a unique theoretical midrange for development-oriented research in marketing that is complementary to other disciplines in the development debate. A bottom-up and top-down shaped theoretical midrange promises transformative interventions that can attend to the specific context at hand, while connecting with basic marketing principles on development.

The 4Cs of the Croatian public healthcare system: social marketing challenges at the dawn of EU accession

As a country nearing EU accession, Croatia faces many political, legal and economical challenges. Harmonisation with EU laws within the public sector is one of the most challenging steps in Croatia’s accession process. Under the rubric of public sector services, public healthcare is one of the most important as it supports the well being of individuals and society as a whole. The primary aim of this paper is to provide limited insight into Croatian public healthcare from the social marketing perspective. The exploration of the implementation of the social marketing principles is conducted following Lauterborn’s 4C marketing mix as the theoretical framework. Based on the literature review and primary research finding, this study provides an overview of the implementation of basic social marketing principles within the Croatian public healthcare system. Finally, the authors propose necessary changes to re-focus on user satisfaction and provide guidelines for further research.

A Technology-Enhanced Teaching Tool: Tracking Student Adoption and Performance

This article describes a Principles of Agribusiness Marketing course redesign that incorporated an online management system, various electronic information resources including a product innovation database, and individual and group research projects. Using the food industry as the vehicle, we attempt to enhance student understanding of basic marketing principles. Responses to an end-of-quarter technology survey and tracking data from the course management system are applied in a Technology Acceptance Model to determine factors that may influence student perceptions of the course management system's usefulness as a learning tool and performance. Copyright 2009 Agricultural and Applied Economics Association

Marketing Law Libraries: Strategies and Techniques in the Digital Age

SUMMARY Marketing is no longer a sporadic activity undertaken on an ad hoc basis, but rather has become an integral component of every library's day-to-day operations. This article provides an overview of basic marketing principles and then examines effective marketing strategies and promotional techniques in an academic environment. While viewed within the context of the law school setting, a majority of the marketing activities discussed are equally applicable in other types of law libraries.

The role of the registered nurse in the marketing of primary healthcare services, as part of health promotion

Existing literature on the marketing of primary healthcare services was reviewed to determine the role of registered nurses in this regard. The systematic review included five searches and ensured wide coverage of the results of available primary research studies on the topic. The results were summarised and the role of registered nurses in the marketing of primary healthcare services was identified. Primary research sources on the topic included textbooks on marketing by experts in the field and relevant journal articles by authorities on healthcare marketing. The data were analysed and four main categories identified. To ensure the trustworthiness of the research, Lincoln and Guba's (1981: 215-216) criteria, as explained by Krefting (1991: 217), were applied. Because the population consisted of only literature, ethical considerations concerning human subjects were irrelevant. Results indicated that the basic commercial marketing principles (the so-called 4Ps--product, price, place, and promotion) could be adapted for the health sector. The conclusion was that registered nurses could contribute to the marketing of primary healthcare services by communicating with the community (promotion) and by ensuring effective service (product) delivery at the right price and place. Registered nurses could influence the community's perceptions of health care and facilitate behaviour changes, thereby promote health. The implementation of the findings and recommendations of this research could create a new awareness among registered nurses of their role in the marketing of primary healthcare services in South Africa and improve their skills in this regard.

Developments in Practice XIV: Marketing KM to the Organization

KM is experiencing the steep downward slope of the "hype cycle" and some organizations are rushing to abandon KM as quickly as they rushed to adopt it. Unfortunately, much of our understanding of what KM can do for organizations is still limited to academic treatises and small pilot studies. Managers therefore realize they must market KM more effectively in order to communicate its potential and build a coalition of support while KM matures and evolves. To explore this issue, the authors convened a focus group of practicing knowledge managers. After examining how KM groups currently market themselves, this paper constructs a framework for marketing KM in an organization that integrates the experiences of KM managers with basic marketing principles. It concludes that KM faces many marketing challenges, including lack of understanding of the need, lack of brand awareness, and a negative brand attitude. It recommends that knowledge managers must see themselves as internal entrepreneurs, first building a market for their product and then developing an effective marketing strategy. It also suggests there is a hierarchy of knowledge needs in organizations that must be addressed sequentially in order to develop trust and credibility among general business managers.

Customer relationship management: key components for IT success

This article is directed towards information technology (IT) and marketing managers considering implementation of a customer relationship management (CRM) solution. The goal of this article is not to provide an all‐inclusive tutorial on CRM, but rather to provide a high level insight of the fundamental principles behind CRM and critical aspects of the IT development process. The article begins with an IT manager’s introduction into the basic CRM business and marketing principles. At the heart of the article is a proposed system development lifecycle that highlights the aspects unique or critical to CRM. Finally, it concludes with some final thoughts for long‐term success. After reading this article, the reader will be mindful of the major issues needed for success and be equipped to discuss primary development matters with vendors, staff and management.

Leap‐frog marketing: the contribution of ecofeminist thought to the world of patriarchal marketing

Provides an overview of ecological feminism (ecofeminism) and discusses the implications for marketing. Shows how ecofeminist perspectives demand that we question not only the destruction of the environment but also our fundamental social relations and structures. Illustrates marketing’s contribution to ecopatriarchy with examples from the marketing academy and the advertising world. Concludes by asking marketers to rethink certain basic marketing principles.

Reverse Marketing: A Synergy of Purchasing and Relationship Marketing

Firms increasingly realize that dramatically changing market conditions require significant changes in their purchasing function. In more and more firms, purchasing is becoming proactive and strategically important. This phenomenon has been called “reverse marketing.” As the term implies, there are clear similarities with the marketing concept. This article explores the concept by describing how companies can implement reverse marketing by making use of wellknown marketing concepts and tools. A detailed description of a fictitious case illustrates how basic marketing principles can be used to achieve proactive purchasing.