Basic Marketing Research Articles

What to do when your brand gets kidnapped by Narcos: the case of Buchanan’s whisky

Learning outcomes Learning outcomes are as follows: understanding the difference between brand identity and brand image; applying various segmentation tools; understanding the appeal of the aspirational brand and its consequence on private and public consumption; exploring the strategic options available to a brand facing a brand appropriation; exploring the pros and cons of opposing a brand appropriation; and developing a plan for the implementation of this strategy. Case overview/synopsis This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. Complexity academic level This case is designed to be used in marketing management, brand strategy or consumer culture course. Specifically, the case is designed for college seniors or master students with basic strategic marketing training. It should provide the basis of discussions on the topics of brand management, consumer culture, brand portfolio management, international marketing, repositioning strategy, brand architecture, brand equity, brand assets, brand appropriation and consumer relationships with brands. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing

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.

Strategies of Green Marketing as tool of Competitive Advantage

This paper aims to find out the impact of green marketing strategies as tool of competitive advance for the firm. Green marketing is a basic tool and marketing strategy to get competitive advantage on other firms in the market. The firms which are going green are enjoying high returns and a great increase in their profits. Moreover these firms also have competitive advantage on other firms in the market.

Factors Affecting Customer Satisfaction in the Internet Service Industry (Exploratory Study of Internet Service Providers in Erbil - Kurdistan Region)

The term “customer satisfaction” is a basic marketing expression constructed in the past three decades. In the past, it was an unpopular and unaccepted concept, as the aim of companies was to gain new customers rather than retain the existing ones. However, companies realized and understood the significance of customer satisfaction (especially service producing companies) and have adopted it as the highest priority of their operational goals in the present decade. This study aims to examine overall customer satisfaction with the internet service in the Kurdistan Region of Iraq, factors affecting satisfaction and the relationship between satisfaction and demographics. Data were collected from 400 customers who were randomly selected. The results gained in this study revealed that 81.5% of respondents were satisfied. The combination of network quality, billing, speed, and customer support (internet services attributes) indicated a relationship with satisfaction, while age, education, gender, and employment variables indicated no relationship. Results show that the rate of satisfaction is high but the internet service companies can improve their services to reach the level of developed countries.

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.

Mobile Communication and Food Trucks in an Urban Environment: A Case Study

The purpose of this study is to discover the interactions between mobile food truck operators and their external/internal audiences via Twitter. Researchers examined the tweets (n=483) that emerged from patrons and owners of seven food trucks within a metropolitan food park within a onemonth period. A content analysis of Twitter feeds for multiple trucks provided a glimpse into one social media channel and that communication among mobile food truck operators and their external groups (loyal customers and potential customers). Results indicate tweets fell into three categories of basic Twitter-based communication, truck presence, and marketing and public relations. Tweets created social presence by linking the digital food truck to the physical truck. Messages were one-way in nature, and geared more toward marketing and less toward engaging customers and creating a community.

THE DEVELOPMENT OF MARKETING IN TOURISM INDUSTRY

The purpose of this paper is how the marketing development and changing the tourism industry in the world.Tourism marketing is the business discipline of attracting visitors to a specific location. Hotels, cities, states, consumer attractions, convention centers and other sites and locations associated with consumer and business travel all apply basic marketing strategies to specific techniques designed to increase visits.In the tourism industry, marketing includes determining the unique selling benefit or benefits one area has over its competition. A destination might offer people looking to combine business and pleasure ease of travel to and from the area, ample convention halls and hotels, interesting nightlife, and activities for adult partners and children.The tourism marketing uses a wide variety of communications strategies and techniques to promote areas and destinations. A convention center might purchase advertisements in trade magazines for meeting planners and send direct mail materials to corporations that hold events. They might place ads in tennis or golf magazines to attract those consumers. The tourism destinations build websites and place ads in consumer publications read by their target customers. Chambers of commerce are involved in promoting their areas generally and the businesses within their areas specifically. This often includes offering potential visitors packets filled with brochures, discount coupons and other materials.

How applicable are conventional strategic marketing practices in emerging markets? An exploratory study in India

PurposeQuestions surrounding the uptake patterns and applicability of conventional strategic marketing practice (CSMP) within emerging markets remain largely unanswered. The purpose of this paper is to address some of these questions in India.Design/methodology/approachThe usage patterns of conventional, developed world, basic strategic marketing practices within manufacturing firms in India – one of the world’s fastest growing emerging markets – are compared against the usage of the same practices among their counterparts operating in the highly developed market of the USA. The study is based on separate surveys conducted in each country. Data analyses are conducted using χ2 tests.FindingsCSMPs are being quite widely adopted in India albeit to a lesser extent than in the USA. However, several notable areas of difference suggest that some practices might not be appropriate in emerging markets due to one or more of their unique and strategically relevant situational characteristics.Research limitations/implicationsLow response rates render questionable the extent to which the study samples can be considered representative of the populations under scrutiny. Equally, differences in the respondents’ interpretation of some of the marketing terminology used in the questionnaire cannot be ruled out.Practical implicationsThe research confirms that Indian marketing strategists appear to judge many conventional practices to be appropriate within an emerging market environment. However, it also casts doubt on the relevance of at least eleven specific practices.Originality/valueThe study provides a useful starting point for better understanding the adoption patterns and applicability of conventional strategic marketing within a uniquely interesting cross-cultural context that has attracted little academic attention to date.

Environmental orientation of consumer behavior: motivational component

Environmental issues are a priority, since global environmental problem has become perceived as a threat to humanity’s existence. The necessity and timeliness of conceptual marketing approaches revision are dictated by the formation of new economy sector of ecological goods and services, and the environmentally responsible marketing concept is being formed. The purpose of the work is to substantiate the environmental factor influence on consumer behavior motives and formation of consumer demand for environmental products within the frame of environmentally responsible marketing. Changes in the external marketing environmentlead to changes in the internal environment of the market entity, causing its environmental development. The recorded tendencies and changes in the marketing environment form the marketing ecological imperative, which takes into account the environmental factor in marketing activity of the market player. The research allows to determine the position of ecologically responsible marketing as a basic marketing concept that defines the philosophy and technology of marketing management by socio-economic systems regardless the sphere of the market entity activity in conditions of ecological imperative. The analysis shows that the modern Ukrainian society began to strive not only to purchase and consume desired products, but also to improve and to preserve the ecological situation. In a market environment, the specific marketing activity feature, which changes under the influence of the factor of ecological situation quality deterioration, adds new tasks, concomitant to main classical. The development of the enterprise environmental management system will promote the implementation of environment-oriented goals: formalization of the environmental products concept, environmental products market development, certification programs development, preservation of the environment quality, formation of ecologically oriented consciousness of the society. Considering the understanding of the needs, the motivational aspects of ecologically oriented consumer behavior in the market are stated in the form of the system based on the need for the security. Through the development of eco-responsible marketing tools and their step-by-step introduction into enterprise activity, it becomes possible to develop the ecological products market through the implementation of proactive environmental activity and satisfaction of individual consumer demand.

Collaborative business model development for home energy renovations

In the EU, housing retrofit rates have to increase to about 2.5–3% of the housing stock per year to achieve policy goals. The development of new business models and collaboration of SMEs in a fragmented market is expected to result in an increase in home renovations. This study presents a way to better understand the usefulness of the business model as a market device for collaborating firms for realising home energy renovations, by analysing literature and action research observations. Joint innovation decisions during business model development were traced back for 24 groups emerging from the supply side in five European countries. Commonalities for all groups were analysed to understand the usefulness of the business model. The business model development experiences show that effort is still required to support SME collaboration and to introduce basic marketing knowledge within SMEs, particularly to identify the customer segment and its values and to clarify the effectiveness of existing communication channels. Business models appear to be very useful for collaborative vision formation and networking and for clarifying the need of customer-oriented approaches that include project management and structured guidance of homeowners. However, they do not readily lead to the introduction of collaborative businesses, for which action plan are needed. Collaborating companies are advised to pay specific attention to identifying quality assurance and independent advice for home energy renovations. The research acknowledges the success of action-based research approaches to support collaborative business development and recommends its future use to speed up market development.

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.

ANALISIS KELAYAKAN FINANSIAL DAN STRATEGI PENGEMBANGAN USAHA INDUSTRI RUMAHAN GULA SEMUT (PALM SUGAR) DARI NIRA NIPAH DI KELURAHAN PALLANTIKANG

This research is aim to know a work-development based on the supplying of nira nipah (sap of nipa palm) as a basic ingredient, production, labor, marketing, financial-feasibility, and work-development strategy. The subject of the study were 30 sap-incisor farmers and a palm sugar home industry in Pallantikang village. The feasibility analysis used were Benefit Cost Ration (BCR), Net Present Value (NPV), Internal Rate of Return (IRR), Break Event Point (BEP), and PBP (Pay Back Period) to know the feasibility of the work. SWOT matrices was used to build work-development strategy of the palm sugar home industry. The result of the study showed that the work-development strategy of a basic ingredient, production, labor, and marketing are suitably done in the research location. The financial-feasibility toward palm sugar home industry in Pallantikang village for the BCR, IRR, BEP (Unit), BEP (Rupiah), and PBP criterion is suitably done. Moreover, based on SWOT analysis, it is found a recommendation for this research that are increasing the operating income; work in cooperation with government to get a capital aid, tools, even training for the owner and the labors of palm sugar, and give a development and training for sap-incisors in order to not making ballo or fermented palm wine

Miks strategija razvoja - koncepti i mogućnosti

In the theory of project management and marketing management, often, as a superb knowledge and skill in market operations, the concept of marketing mix is emphasized. It is about the concept of a skillful combination of basic marketing instruments - products, prices, promotion and distribution (marketing) of market products. And a superficial analysis of the methods and content of the business of top entrepreneurs and top managers points to the factual situation in which the mentioned entrepreneurs and top managers, who are used in the marketing of instruments, use some other less important content and methods of mixing. It is about the mixing of different business strategies that we, from some of the practically applied, are exposed in this scientific annex.

ASSESSING THE EFFECT OF TECHNOLOGICAL CAPABILITIES ON FIRM PERFORMANCE: CASE STUDY OF NZOIA SUGAR COMPANY

The idea of technological capabilities plays a key role in the analysis of organizational processes because it offers a potential solution to the quest for sustained competitive advantage through the realization of organizations objectives. The importance of technological capabilities suggests that the long-term, continuous renewal of the firm rests on both the exploitation of existing capabilities for the furtherance of the institutions objectives. This is mainly achieved by the creation and development of specific organizational capabilities. This study therefore, sought to evaluate the effects of technological capabilities in Nzoia Sugar Company Limited. The study was based on the Resource Based View Theory. A case study and survey designs were employed in this research. The study targeted a total of 1,403 employees comprising of 790 lower level employees, 422 Supervisory level employees, 182 middle level management and nine top level management. Random stratified sampling technique was used to select 210 respondents. Data collection instruments comprised of questionnaires and interview schedules. Validity was determined by content validity and reliability using Cronbach alpha method which had Cronbach Alpha Coefficient of 0.783 which was greater than 0.7. Data was collected and analyzed using descriptive while inferential statistics at 95% confidence level. The results were presented in form of frequency tables and pie charts. It was concluded that an increase in customer service management capability constructs like repeat purchase, confidentially of customer information and different customer needs once enhanced could translate to higher firm performance; attributes of marketing capabilities like employee training on basic marketing skills, e-marketing and marketing intelligence information should be enhanced; internet penetration, automation of processes, use of e-marketing and procurement could lead to improved firm performance and setting targets for the company which are attainable, monitoring and evaluation of all activities would lead to improved firm performance. The findings of this study shall be useful to the policy makers, strategists and the researcher in making informed conclusions and recommendations. The findings shall give guidance to the managers of different departments in coming up with proper policies in management. The stakeholders in management will find the study useful in identifying challenges faced by Firms who do not invest and emphasize on organizational capabilities. Article visualizations:

INFLUENCE OF MANAGEMENT CAPABILITIES ON THE PERFORMANCE OF NZOIA SUGAR COMPANY

The purpose of this study was to determine the influence of management capabilities on the performance of Nzoia Sugar Company Limited. The study was based on the Resource Based View Theory. A case study and survey designs were employed in this research. The study targeted a total of 1,403 employees comprising of 790 lower level employees, 422 Supervisory level employees, 182 middle level management and nine top level management. Random stratified sampling technique was used to select 210 respondents. Data collection instruments comprised of questionnaires and interview schedules. Validity was determined by content validity and reliability using Cronbach alpha method which had Cronbach Alpha Coefficient of 0.783 which was greater than 0.7. Data were collected and analyzed using descriptive methods. It was recommended that there was need for organization to develop customer care capability that would enable the staff to interact with customers and other stakeholder at all level; that organization should develop market capability that ensures maximum reach out to all possible customers; the firms needed to adopt management capabilities that can make them stand out in the customers’ eye and suit the prevailing environmental conditions at the given period of time and finally organizations need to set up sufficient budget that would enable them adopt most current technologies which would result to increase in performance. It was concluded that an increase in customer service management capability constructs like repeat purchase, confidentially of customer information and different customer needs once enhanced could translate to higher firm performance; attributes of marketing capabilities like employee training on basic marketing skills, e-marketing and marketing intelligence information should be enhanced; internet penetration, automation of processes, use of e-marketing and procurement could lead to improved firm performance and setting targets for the company which are attainable, monitoring and evaluation of all activities would lead to improved firm performance. The findings of this study shall be useful to the policy makers, strategists and the researcher in making informed conclusions and recommendations. The findings shall give guidance to the managers of different departments in coming up with proper policies in management. JEL: J53, M11, L21 Article visualizations:

“Tata i-Shakti” to “Tata Sampann”: rebranding or repositioning?

Subject area Marketing. Study level/applicability This case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning. Case overview Tata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”. Expected learning outcomes To make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.

Taking a Mexican Company Global—The CEMEX Way

“Suitable for MBA, Executive MBA, GEMBA, and executive education programs, this case uses CEMEX, a global cement producer based in Mexico, to set the stage for unfolding an analysis of a growth through acquisition strategy. It offers a discussion about the firm's overall strategy to acquire on a global scale instead of growing organically and provides an opportunity to introduce basic financial, marketing, and operational terms that can be explored in subsequent classes. The material includes a PMI process that further allows discussion on that technique.The case opens with a conference call and another barrage of questions for CEO Lorenzo Zambrano about his bid to buy the Australia-based Rinker Group in October 2006. Until this point, CEMEX has had a long-standing habit of buying businesses in emerging markets; this acquisition would be a departure from that strategy. If the deal goes through, it would be the single largest acquisition in CEMEX's history, and it would be among its few forays into a developed market other than the neighboring United States. The company has grown exponentially and successfully. Why would this effort be any different? Was the acquisition a good idea or not? And if it was, how would Zambrano and his leadership team convince Wall Street and others of that?”

Marketing Communications Mix in Higher Education Institutions

In a perpetually changing society, with ever shifting technologies and web instruments, the role of marketing becomes crucial. Realizing the importance of marketing in their daily activities, universities have started using it more and more, especially emphasizing the basic marketing mix (product, price, promotion, and placement). Marketing communication is also highly important, as it has the capacity to facilitate student-university communication. For the best results, universities must apply the tried and tested methods that companies have been using for decades. The present article starts by introducing the concept of marketing communication, along with its pitfalls, uses and current misconceptions. It touches on its brand-genesis capacities` and then underscores the importance of integrated marketing communications. Afterwards the communication mix proposed by Kotler is chosen as a point of reference and analyzed from the perspective of a higher education institution, with examples of how universities are using each and every mix element. In the final part, the importance of integrated marketing communication is reiterated and further expanded upon, after which conclusions are drawn about the uses and misuses of the marketing communication mix.

Taking a Mexican Company Global—The Cemex Way

Suitable for MBA, Executive MBA, GEMBA, and executive education programs, this case uses CEMEX, a global cement producer based in Mexico, to set the stage for unfolding an analysis of a growth through acquisition strategy. It offers a discussion about the firm’s overall strategy to acquire on a global scale instead of growing organically and provides an opportunity to introduce basic financial, marketing, and operational terms that can be explored in subsequent classes. The material includes a PMI process that further allows discussion on that technique. The case opens with a conference call and another barrage of questions for CEO Lorenzo Zambrano about his bid to buy the Australia-based Rinker Group in October 2006. Until this point, CEMEX has had a long-standing habit of buying businesses in emerging markets; this acquisition would be a departure from that strategy. If the deal goes through, it would be the single largest acquisition in CEMEX’s history, and it would be among its few forays into a developed market other than the neighboring United States. The company has grown exponentially and successfully. Why would this effort be any different? Was the acquisition a good idea or not? And if it was, how would Zambrano and his leadership team convince Wall Street and others of that?