Concept Of Marketing Research Articles

Metaphor in Marketing Language

From Aristotle to Roman Jakobson to George Lakoff, Mark Johnson and others, the concept of metaphor has undergone substantial changes. This paper deals with conceptual metaphor in marketing language. At the heart of metaphorical conceptualisations are mappings between different conceptual domains, linking a newer or more complex, more abstract domain with a more familiar or simpler, more accessible one. In addition to denotative terms, a vast network of conceptual metaphors operates in marketing language, helping to shape and understand its key concepts. The most numerous category of conceptual metaphors are created with the key marketing variables of product, brand, consumer, enterprise and promotion as their reference points. The most common metaphors in marketing language are the living organism metaphor, the war metaphor (including the sports metaphor), the anthropomorphic metaphor, the medical metaphor. Metaphor is not an isolated phenomenon, but a resource used systematically in marketing language, with a substantial role in building the economic reality of the field, facilitating the understanding of abstract and complex marketing concepts by analogy with familiar areas of experience.

Digital Marketing – a New Stage in the Evolution of the Modern Marketing Concept

The digital revolution has changed and continues to fundamentally change every human activity, whether we refer to economics, innovation, education, health, or governance, having an evergrowing pace. The Internet, mobile phones or other tools that collect, store, and distribute digital information rapidly spread around the world, both in economically developed and developing countries, and the online and mobile environments, thus, database creation, data mining, automation, remote communications, and others are keywords for modern technologies and resources. The digitization processes significantly influence the business models in their entirety, the marketing activity being no exception. In this regard, the impact of digitisation on the content of the modern marketing concept, the benefits for companies and customers, and the practical application of digitisation with reference to the components of the marketing mix are of particular importance.

Improvement of CRM through Database Marketing

Abstract: CRM marketing and database marketing are the most recent marketing concepts; however they serve different purposes. Each are distinct in their own fields, with benefits and disadvantages. Database marketing is classic (1970), but CRM was created in 1990 and cannot function without the assistance of a database. CRM marketing services include sales force automation, marketing automation, contact center automation, workflow automation, lead management, and human resource management among others. Database marketing is a sort of direct marketing in which a company's client databases are utilized to create customized email lists for marketing campaigns, a practice known as customer segmentation. A customer data platform (CDP) can assist in the consolidation of customer data from many sources such as CRM systems, ERP systems, e-commerce systems, and legacy systems into a single golden record of the customer. The key advantages of this marketing include the ability to identify and segment client groups, the ability to provide appropriate content and customize the consumer experience, increased marketing efficiency, and effective customer loyalty programmed. This research paper will explain the distinction between these two marketing concepts and how one is dependent on the other and how database helps CRM to run

“Green Marketing”An Analysis of Strategy Approach, Challenges, and Opportunities for Business (Study Literature Review)

The purpose of this article is to provide literature for a comprehensive understanding of eco-friendly and sustainable marketing in addition to the questions at hand. This qualitative study used a mini-review approach to achieve our research objectives. The green marketing mini-evaluation was done by reading and analyzing dozens of peer-reviewed journal articles. The first table contains information about the title of the article, author, publisher and year of publication The results of this study with proof and true corroboration that the concept of green marketing has been used in various business organizations with various gaps and phenomena.

TRAINING ON ENTREPRENEURSHIP SKILLS IN MARKETING PRODUCTS FOR STUDENTS AND ONLINE-BASED MSMEs

Along with the development of technology and business trends that are constantly changing, an entrepreneur must keep moving and be able to adapt quickly to remain competitive and survive in an increasingly competitive market. Creativity and innovation are important keys to making the most of information technology in business. Utilization of information technology and social media can help entrepreneurs improve business efficiency and effectiveness, expand market reach, increase consumer involvement, and speed up the transaction process. Therefore, entrepreneurs need to learn and understand how to use information technology and social media properly and effectively in their business. Community service activities that focus on product marketing training through social media are very important activities to help entrepreneurs increase sales of their products. In today's digital era, marketing through social media is becoming increasingly important because many consumers actively use social media as a means to find and buy products. Through this training activity, participants are expected to be able to understand the concept of entrepreneurship and digital marketing in depth, and be able to optimize the use of social media to increase sales of their products. By understanding the characteristics of a good entrepreneur, participants will be able to increase creativity and innovation in developing their products

Research on Sports Brands Integrated Communication Marketing Strategy in the Age of New Media: A Case Study of Lululemon

This paper focuses on the application of intergrated marketing communication in sports brands. And take Luluemon as an example to investigate the marketing stragtegy. With the development of the consumers' consumption behavior, sports brands need to change their marketing concepts and innovate their marketing thinking. By prioritizing consumers, integrating various communication channels as well as setting new guidelines for different marketing, Lululemon has already achieved success in marketing by implementing integrated marketing communication. Also, the application of Internet media technology and thinking is essential to establish brand image, transmit brand connotation, and enhance the influence of the brand. This paper provides an important reference for sports brands to implement integrated marketing communication in the new media era.

"Challenges for the Future of the Legal Profession in Romania"

Innovation drives change in many aspects of life, but the particularity of legal services must be considered when making changes, in order to satisfy the need to innovate and maintain professional standards. The research is focused on observing regulatory requirements, the economic aspects of legal activities and deontological issues that arise from practicing law in Romania. Besides the interdisciplinary analysis (European Union legal framework, national legislation) and multidisciplinary approach of the concept of legal services market (from the perspective of economics, deontology and regulations) the paper addresses national bibliographic deficiencies with numerous references of legal developments in other countries. The aim of this study is to prepare for innovation by discussing global trends and professional challenges that the legal profession is facing in Romania.

Marketing Path of Enterprise Brand Management Under the New Economic Situation

Under the new economic situation, the previous marketing concept of “good wine needs no bush” is now applicable to the operation and development of modern enterprises. Therefore, enterprises must actively innovate marketing concepts and pay adequate attention to brand management. Only in this way can enterprises develop sustainably in a highly competitive market environment. We explore and analyze the significance and existing problems of enterprise brand management marketing under the new economic situation and put forward a marketing path in hope that this research will contribute to the development of enterprises.

Overview of Digital Marketing Services

Understanding the concept of digital marketing and the objective of the Internship is to understand the requirements of the client and develop the strategies according to the requirements to achieve the client’s objectives

Impact of Hate Speech on Building the Value of Pro-Social Activities. Perspective of Author and Social Media User

Theoretical background: The value of a given project (including those of a pro-social nature) is determined by a number of factors, not only those of a financial nature. Within the corporate social responsibility concept, ethics was indicated as one of the factors influencing the value of the project. Currently, one of the problems in the field of ethics is the widespread online hate speech, affecting also the effectiveness of the processes of building the value of pro-social activities that fit into the concept of social marketing. Hate speech has come to form a significant portion of online communication. Only in the first quarter of 2022, Facebook removed 15.1 million pieces of content with hate speech, constituting only a minor part of the problem. Purpose of the article: The authors have noted a research gap in the area of analysing the impact of hate speech on building the value of pro-social activities. The intention of the authors was to evaluate whether the analysis of the phenomenon in question will allow to verify whether there is a relationship between online hate speech and building the value of online pro-social activities. The following research question was formulated: Can online hate speech have an impact on building the value of pro-social activities? Research methods: The authors decided that the quality dimension of the conducted studies should have the form of an individual in-depth interview (the author’s perspective) and a focus group interview supplemented with projection techniques – connotation test, evaluation of emotions and level of controversy (the perspective of the user of social media). Main findings: Hate actions significantly impede the functioning of profile with pro social content which is meant to function as the so-called safe space, which may have an impact on building the value of the influencer’s pro-social activities. During the interview with the recipients of controversial social campaigns, the occurrence of contradictory emotions was confirmed. The paper may offer a basis for further deepened scientific studies in the area of building the value of pro-social activities and a guideline for authors of social activities. Further research in the discussed direction may indicate new modes of using the social media with the participation of influencers who are active in the pro-social area and who have a community of engaged followers.

The green marketing impact on consumer buying behavior - Albanian market case study

During recent years, society has been emphasizing and putting increasingly more importance on the idea of “going green” which means promoting environmentally correct and sustainable practices in the everyday life. Therefore, brands have been translating these concepts into putting out more ecological products and practices to meet the needs of the consumers and promote the importance of a greener lifestyle. These items are being developed as distinctive products to keep track of these value-conscious customers, whose consumption patterns and purchasing decisions are changing. Customers are becoming increasingly aware about environmental issues and want to get a more actively involved in reducing the environmental impact of their actions.
 Therefore, this paper’s objective is to examine the concept of green marketing and its rapid evolution through the years by the in-depth analysis of the Albanian consumers perceptions and behaviors towards these sustainable brands with the primary aim to measure how environmentally aware are they and what affects their choices of sustainability.
 
 

IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATION BASED ON OMNICHANNEL MARKETING IN THE JUNIQUE MARKETING PROGRAM

Still, the existence of Covid-19 affects all layers of elements, especially for automotive companies, both two-wheeled and four-wheeled. National motorcycle sales are known to be affected quite hard by Covid-19. The distribution and sales of motorcycles experienced a decline in motorcycles sold throughout Indonesia only reaching 123,782 units, or a decrease of 78 percent compared to the previous month. People's purchasing power at the time weakened due to declining incomes. Therefore, marketing strategy plays an important role in maintaining business growth in the long term. This research aims to evaluate and improve the effectiveness of existing programs within the company. The research methods used are qualitative, including direct observation, interviews, documentation collection, and primary and secondary data. The results of this research are expected to help companies in innovating and overcome weaknesses. Astra Motor Purworejo can implement Integrated marketing communication through the concept of omnichannel marketing. To optimize the use of digital marketing.

ANALISIS SARANA PROMOSI MEDIA SOSIAL DAN E-WOM SEBAGAI DIGITAL MARKETING YANG EFEKTIF BAGI DUNIA BISNIS DI ERA SOCIETY 5.0

The concept of digital marketing makes it easier for companies to market their products and services through websites, blogs and social media and even electronic word of mouth (e-WoM). The purpose of this study was to analyze the effect of digital marketing, social media promotion and e-WOM on purchasing decisions. The sample was determined as many as 200 samples taken by purposive sampling (online or online shopping experience). The data analysis technique uses SEM-PLS with the SmartPLS v.4.0 application. The results of the research found showed that demographically the majority of respondents' profiles based on gender, age and occupation were dominated by millennials. Digital marketing and social media promotion have a positive and significant effect on purchase decisions. While the e-WOM variable has no effect on purchasing decisions

New Forms of Interaction between Suppliers and Consumers in the Digital Market Environment

The purpose of this article is to offer a systematic view of omnichannel as a new environment for interaction of market actors. To solve this problem, the author examines the features of the customer-oriented marketing concept and identifies the contradictions between the increasingly complex consumer behavior and the traditional company's strategies and technologies of the interaction with its customers. The author analyzes omnichannel as a solution that not only optimizes this interaction, but also creates a new technological basis and the environment of this interaction. The article examines the expected benefits, challenges and limitations that companies face when developing omnichannel strategies. Based on the theoretical analysis and own empirical research, the author determines the features of the introduction of omnichannel strategies into the practice of Russian business, and also specifies the directions of future research.

A LIFE FULL OF BILLABLE HOURS: HOW TO BECOME S.M.A.R.T. AND MORE RESILIENT BY AUDITING YOUR TIME LIKE AN ADVERTISING AGENCY

ABSTRACT This paper presents a series of activities that operationalizes the key marketing concepts of mission statements and objectives at the individual, rather than organizational level. The result is a high-impact, low resource-intensive innovation that deepens learning outcomes related to these foundational practices while equipping students with personal time-management and mindfulness skills that allow them to feel more empowered over their stress and anxiety.

Market With Visibility Graph Analysis Method in Palmerah Central Jakarta

Visibility is an important element in commercial spaces. However, the importance of visibility in traditional markets–especially in Indonesia–are often overlooked during the design process. One of the markets with this problem is Palmerah Market in Central Jakarta. Palmerah Market is an intriguing topic for architecture research since Palmerah Market has three different functions in one building, such as traditional market, modern supermarket, and auto parts center. Yet, the elements that are supposed to be Palmerah Market’s potential is not operating the way it’s supposed to. This is a result of low visibility and low permeability to each of the market’s zones. This research uses a qualitative method. The data will be analyzed using space syntax theory specifically Visibility Graph Analysis (VGA), that will be simulated through depthmapX software. Visibility Graph Analysis is one of the innovative methods to resolve architectural problems such as visibility. Since visibility can be relative from person to person, it is important to have an indisputable instrument to prove the best visibility value. Visibility Graph Analysis can greatly help on the matter of visibility in the design stage. As a result, this instrument can improve future architectural designs innovatively and have a positive impact on the environmental aspect surrounding the design. The research output will be completed as a design concept of Palmerah Market that solves the design issues related to visibility, accessibility, as well as function. The simulation result has shown that there are several areas in the proposed floor plans that has high visibility points, and thus can be optimized as the main commerce area. Whereas areas with low visibility can be operated for the supporting facilites, such as service area.

Implementasi Customer Relationship Management (Crm) di Industri Kecil Menengah (Ikm) Furnitur Menggunakan Microsoft Excel dan Visual Basic For Application (VBA)

Small and Medium Furniture Industry is one of the leading commodities of Kendal Regency and has important role in regional economy. Furniture IKM, which was only focused onproducts, must now change its strategy to focus on customers and implement modern management and be able to build relationships with customers. Consumers need more than just the value offered and have unique needs so companies need to think about creating marketing concepts that not only rely on the company's internal capabilities, but also involve consumer feelings. Maintaining good relation swith customers and increasing their loyalty through the development and fulfillment of customer needs is one of IKM furniture strategies in developing business. From the description, the author took the initiative to help design an information system based on Customer Relationship Management (CRM) as an industry 4.0 technology to digitize marketing, especially for managing customers. The implementation of CRM-based information systems starts from collecting data, then analyze business processes, and using case diagrams. The next step is to implement a CRM system using Microsoft Excel VBA. Finally analyze and evaluate CRM implementations in Furniture IKM. From this research we get a CRM system that is suitable for furniture IKM business processes.

Culture and Marketing

Culture is one of the key concepts in marketing and consumer behavior research. The relationship between culture and marketing is diverse: not only does culture influence marketing activities and consumer behavior, but marketing also creates culture/subculture and companies sell cultural contents and use culture in their marketing activities. This special issue presents four studies that focus on the diverse aspects of culture and marketing.

Plumbing Work in Green Market Based on Value Engineering

The green traditional market concept begins with the structure of the market section. This concept consists of various ideas that make markets environmentally friendly, these ideas include composting buildings, open gardens, bathrooms/toilets, parking areas and planting in the market. Understanding Value Engineering in general is a management technique that uses a systematic approach, creative and organized effort that is directed to analyze the function of a system with the aim of achieving the required function at the lowest possible cost. However, this remains within the established technical functions and limits. The method used is value engineering with the aim of understanding and identifying obstacles in the application of value engineering and lean six sigma methods in dirty water installation work in market buildings with the concept of green building. The research instruments were arranged in the form of variables which were formulated in the form of questions (questionnaires). Cost efficiency was obtained in clean and dirty water installation work of a savings of 9.8%.

The infrastructure of the Internet services market of the future: analysis of formation problems

Technological changes rapidly occur. This process requires a detailed and effective response. Given that the market of Internet services is characterized by high dynamism, the article proposes directions for responding to changes in the external environment and a strategy for reforming the industry in accordance with the concept of transition to the Internet of the future declared by the European Union. Based on the analysis of the definitions of the Internet services market, the article proposes to define this market as a set of services intended for and directed to a person, services directed to human knowledge, services focused on tangible and intangible objects, and production tangible assets. The detailed branching of the concept of the Internet services market determines the complex nature of its infrastructure. The article analyzes the infrastructure of the Internet services market of the future, taking into account the trends in the external environment and the need to focus on foreign economic relations. Thus, the infrastructure of the future Internet services market has a three-tier structure. At the highest level, the market is supported by the relevant servers and Internet service units. At this level, it is important to ensure uninterrupted signal delivery, its stability, and reliability. The second level ensures the transmission of the Internet signal from the server to the end user. At this level, it is important to ensure the growth of signal transmission speed and a stable amount of data transfer. At the lowest level, the infrastructure is represented by Internet platforms and companies that provide Internet services to the end user. At this stage, it is necessary to ensure the protection and confidentiality of the data of Internet service users. Based on the proposed infrastructure of the Internet services market and the analysis of external environment challenges, the article proposes a strategy for reforming the domestic Internet services market. This strategy provides for an analysis of the prerequisites for reforming the industry, a mechanism for ensuring changes, and areas for improvement.