Concept Of Marketing Research Articles

PELATIHAN DAN PENDAMPINGAN MEMBANGUN PRAKTIK DIGITAL MARKETING UNGGUL UNTUK PENINGKATAN PEMASARAN UMKM DI KOTA JAKARTA BARAT

Increasing penetration of digital technology has given rise to the need to understand and implement effective marketing strategies, especially for Micro, Small and Medium Enterprises (MSMEs). This service activity aims to provide training and assistance to MSMEs in West Jakarta City in building superior Digital Marketing practices to increase their competitiveness and product marketing. The service implementation methodology involves a series of intensive training that covers basic Digital Marketing concepts, use of social media, search engine optimization, and other online marketing strategies. It is hoped that the results of this activity will provide MSMEs with a better understanding of the potential and benefits of digital marketing. Through practical assistance, it is hoped that MSMEs will be able to implement Digital Marketing strategies that are relevant to local market characteristics. Apart from that, this activity will also evaluate the impact of the training and mentoring on increasing sales and visibility of MSMEs in the digital realm. By involving MSME players as active partners, this activity is expected to make a positive contribution to local economic development in the City of West Jakarta. It is hoped that the findings from this activity can become the basis for developing similar training programs in other regions, so that MSMEs can continue to develop and compete effectively in this digital era

A Case Study of Apples Success in Marketing Through Big Data Analysis

Apple Inc. is one of the most successful technology companies in the world and has been at the forefront of the big data analytics and marketing revolution. The use of big data has become a key element in marketing, and Apple's approach is a good case study for companies seeking to use big data to enhance their marketing strategies. This paper will take it as a case study to discuss how to use big data to promote marketing. This paper will briefly introduce Apple and the concept of big data and marketing, then analyze how Apple applies big data to analyze the market, discuss Apples successful cases in marketing, and summarize Apples marketing strategies. A conclusion will be drawn at the end.

Audi Chinas Sustainability Initiatives: Aligning with Chinas Environmental Policies

Under the background of China's automobile market where the concept of environmental protection prevails, the representative traditional fuel vehicle company Audi is used to discuss the relationship between fuel vehicle companies and China's sustainable development policies. The purpose is to discover how traditional car companies should change their status quo in the twilight Chinese market of fuel vehicles. First, it is important to recognize the importance of China's sustainable development policy and corporate social responsibility and the government's high regard for it. The paper then examines Audi China's sustainability initiatives, including its efforts to reduce carbon emissions, improve energy efficiency, and promote electric vehicles. And this article also puts forward some suggestions on the measures that Audi China can take to deal with these challenges. And summed up the changes that Audi China should make under the environmental protection concept of the Chinese market.

Implementation of the Membership Method in Developing a Digital Marketing Website for Secanggan Village Sea Products

The problem that occurs for fishermen is that it is difficult to reach a wide range of purchases, and then the price of fish becomes very cheap when the fish catch is large and becomes expensive when the fish catch is small. This can be overcome by processing it so that it has a higher selling value and is more durable. If the fish has been processed to make it more durable, a digital marketing promotion website is needed. A digital promotional website can increase the income of Secanggang Village BUMDES through the use of digital technology to connect marine products with a wider market. The research method used is waterfall with the PHP programming language and MySQL database. The application includes literature studies to understand the concepts of digital marketing, e-commerce, and the benefits of promotional websites in developing local businesses. Digital marketing promotional websites are built with features that support e-commerce activities, such as product catalogs, ordering features, and online payments. During the development process, testing and evaluation were carried out to ensure the functionality and responsiveness of the website and to collect input from potential buyers and BUMDES regarding the user experience. The digital marketing promotional website creates new business opportunities for BUMDES in Secanggang Village, increases sales turnover of marine products, opens wider market access, and empowers the local economy in a sustainable manner.

Strategi Pemasaran Digital Dalam Meningkatkan Usaha Kecil Dan Menengah

Cyberspace is now no longer only able to connect people with devices, but also people with other people throughout the world. It is hoped that the existence of MSMEs will be able to stimulate the economy amidst the current economic slowdown. The use of digital technology-based marketing concepts (digital marketing) gives hope for MSMEs to develop into economic powerhouses. MSME players collaborate on promotional media and digital-based distribution media to gain maximum profits. Currently, almost all MSME businesses or even restaurants and fast food businesses use digital marketing-based promotional media and distribution media. This research focuses on discussing the role of digital marketing as a marketing strategy for Micro, Small and Medium Enterprises (MSMEs) through the concept of people’s economic empowerment. This strategy is an adaptation step to be able to survive and transform into superior Micro, Small and Medium Enterprises (MSMEs) in the era of the industrial revolution 4.0.

Innovative Marketing of Traditional Chinese Handicrafts

Traditional crafts are the continuation of the traditional culture and history of the nation. The cultural development of a group is documented by its artifacts, which also record the history of the nation or country and record its rise and fall. Marketing Innovation is an important contemporary marketing concept, and the effective use of innovation can rejuvenate traditional technologies. This paper analyzes the bottlenecks encountered by the contemporary Chinese traditional handicraft industry and provides new directions for the development of Chinese traditional handicraft industry by combining the innovation examples of related industries abroad. It can be concluded that modernizing the product and management structure of Chinese traditional handicrafts with modern advanced technology and management expertise, as well as innovating content marketing models and tools, can effectively enhance the development of Chinese traditional handicrafts. This can benefit the financial rewards of handicraft practitioners as well as the preservation of Chinese traditional handicrafts.

Analysis of the Conceptual Frameworks of Green Marketing

The concept of green marketing is not just a passing trend but a crucial aspect in the development of new products, contributing to the foundation of a sustainable environment. By utilizing green marketing, companies endeavor to protect the environment in the best possible way, to have as few harmful effects as possible, and to promote consumer awareness of the environment, thus contributing to sustainable development goals. For the successful application and utilization of green marketing, companies must excel at recognizing the determining elements and means of green marketing. This article aims to classify and summarize the theoretical insights of researchers in the field of green marketing from the perspective of the elements of the marketing mix. The theoretical framework analysis considers each 4P element of green marketing individually, emphasizing the elements and means of 4P functions and examining the impact these elements and means have on consumer attitudes and behavior. Each element is significant in the overall process of initiating green marketing, but every company, considering the theoretical insights presented in this article, can create a unique combination of green marketing and creatively use the 4P marketing mix, during which the basic principles of green marketing would be observed. A structured academic research study in this field would decisively contribute to the practical application of green marketing in businesses.

Marketing Management Training for UMKM Assisted by Baznas Microfinance Village (BMD) Gunungsari

Usaha Mikro Kecil Menengah (UMKM) play a strategic role in Indonesia's economic growth, but they still face various obstacles, especially in product marketing. This research aims to identify and address the challenges in marketing the products of UMKM, particularly those under the guidance of Baznas Microfinance in the Gunungsari Village, NTB. The main focus of this research is marketing management training as a solution to enhance the marketing capabilities of UMKM. This research employs a qualitative descriptive approach to collect data through in-depth interviews, observations, and analysis of related documents. The findings indicate that marketing constraints for UMKM involve a lack of human resources understanding effective marketing concepts. Therefore, the Community Service Team initiates marketing management training as a concrete effort to strengthen the marketing capacity of UMKM. The training aims to improve the understanding of UMKM actors regarding marketing strategies, branding, and the application of technology in product promotion. The results of the training are expected to make a positive contribution to the development of UMKM, enhance product competitiveness, and expand market reach. This article provides a systematic, factual, and accurate overview of the role of marketing management training in empowering UMKM. By publishing this article in Lumbung Inovasi, it is hoped to contribute to a broader understanding of UMKM marketing literacy and inspire relevant parties in the development of similar training activities in various regions.

Слепые зоны в Порядке проведения анализа состояния конкуренции на товарном рынке

For the implementation of the “fifth antimonopoly package”, FAS Russia has developed a draft amendment to the Procedure for analyzing the state of competition in the commodity market, approved by Order of FAS Russia dated April 28, 2010 No. 220 (Procedure-220). This project is currently going through the stage of public discussion, which makes relevant its analysis in terms of the challenges of the economy of modern digital markets in general, as well as methodological issues raised by the latest amendments to the Federal Law “On the Protection of competition” of July 26, 2006 No. 135-FZ in particular. The article reveals that the provisions of the project under discussion do not address all the main problems that arise in connection with the analysis of competition in digital markets: methods for analyzing market boundaries at zero prices are not proposed, there are no approaches to assessing network effects, problems of market power in conglomerate mergers are not reflected, the concept of a multilateral market and its relationship with the digital platform has not been clarified. The draft also contains inaccurate wording, leaving freedom of interpretation, which will subsequently create risks of incorrect application of antimonopoly legislation and increase the likelihood of enforcement errors. In addition, the article demonstrates that within the framework of the proposed changes, many questions and problems that are also characteristic of the analysis of traditional markets (the second criterion of the hypothetical monopolist test, analysis of the surmountability of entry barriers, limitations in the use of methods) remain unanswered. Economic analysis of law and Industrial organization theory are used as the methodological basis for the study. The result of the analysis is a set of recommendations for the regulator aimed at reducing the likelihood of enforcement errors arising as a result of gaps antimonopoly regulation. The article is of an applied nature and may be of interest to both regulatory authorities and antitrust experts.

MENGOPTIMALKAN POTENSI BISNIS DI ERA DIGITALISASI BAGI WARGA SEGOROYOSO 1, PLERET, BANTUL DAERAH ISTIMEWA YOGYAKARTA

The change in marketing behavior from conventional to digital is not balanced by the existence of business actors who use digital marketing, even though businesses are believed to be able to stimulate the Indonesian economy. The use of digital technology-based marketing concepts is a hope for businesses to develop into centers of economic power. Digital marketing promotional media is expected to be an effective choice for business actors in developing their business and reaching national and international markets. Conventional promotional media, which require a lot of money and are much more complicated, are no longer a main concern for business people because of digital marketing.

Implementation of the concept of relationship marketing in retail

The article is devoted to the research of retail marketing from the positions and tasks of implementing the principles of the concept of mutual relations, which is focused on building a long-term partnership not only with consumers, but also with other market entities that form the microenvironment of the functioning of trade companies. The relevance of the chosen topic is dictated by the need to find ways to increase the competitiveness of retail companies through the use of modern marketing approaches, which are based on building a system of relationships through the formation of additional values for the subjects of interaction on the market, the end result of which is obtaining mutual benefits for each of the partners. A theoretical substantiation of the feasibility of developing and building partnership relations between retail companies and market entities is the purpose of the article. According to the results of the study, the concept of marketing in retail trade and trade marketing that is often identified with it, which involves the influence on all participants of the distribution channel and consumers, are distinguished. The essence of the modern concept of relationship marketing is considered, which makes it possible to assert the expediency of abandoning the use of stimulation as a tool of influence in favor of motivation as a process aimed not just at stimulation, but at the conditions for changing the intentions, attitudes, and opinions of the participants of the relationship. It is determined that the retail trade company with the set of elements of the marketing complex, expanded due to the added "partnership" tool, through the motivational field represented by controlled and uncontrolled parts, directs its efforts to market entities, such as consumers, suppliers, competitors, intermediaries, as well as contact audiences. It is noted that the motivational field should be understood as an environment formed from a set of all interests, motives and incentives that determine the mutual influence on the participants of the relationship, determining the goals and the set of actions related to their achievement. The desired results of the retail trade company's motivation of the participants of the relationship are determined and conclusions have been made regarding the feasibility of providing and benefits of partnership with such entities as suppliers and competitors

Pengalaman Komikus Indonesia Dalam Memasarkan Komik Digital Melalui Instagram

Comic works are increasingly being found on Instagram and are being used as part of businesses in thedigital era, because most comic printing businesses in Indonesia have experienced difficulties/failed,just like any publishing sector in the world which has been affected by digital disruption. Comic workswill only grow if they have readers and buyers. For this reason, comic artists need to have a strongunderstanding of digital marketing concepts. The aim of this research is to find out the experience ofIndonesian comic artists in marketing digital comics via Instagram. This research uses a qualitativedescriptive approach with phenomenological methods on Indonesian comic creators/comic artists. Theresearch results obtained show that the positive experience gained by Indonesian comic artists inmarketing digital comics through Instagram namely comic artists are more widely known by consumer,can build a reputation, attract attention and mobilize consumer actions to make purchases.

THE IMPACT OF EXPERIENTIAL MARKETING ON ENHANCING CUSTOMER SATISFACTION IN KOPITAGRAM BEKASI CITY

The more coffee shops that provide coffee drinks, the more competition there is, where many coffee shops provide various kinds of coffee flavors, unique and creative places for customer comfort and satisfaction. To face this competition, a marketing concept can be used, namely experiential marketing, with this concept customers can differentiate between one coffee shop and another because Individuals have the opportunity to acquire firsthand experience employing a sensory, tactile, interactive, relational, and cognitive approach. The primary research technique involved gathering data directly through the distribution of questionnaires to 100 respondents who are customers of Kopitagram Bekasi. Analytical tools such as the Likert scale, Acceptedity test, reliability test, correlation, determination, t-test, and f-test were applied. Based on the outcomes of the conducted analysis, it is deduced that Experiential Marketing, which consists of the Five Senses, Feelings, Thinking and Action variables, has a partial and simultaneous influence on satisfaction with Kopitagram Bekasi.

The Influence of Marketing 5.0 and Creating Share Value on Wound Care Quality and Purchased Intention among Wound Care Professional

This literature review examines the Influence of Marketing 5.0 and Creating Share Value on Wound Care Quality and Purchase Intention among Wound Care Professionals. As contemporary marketing practices evolve, the emergence of Marketing 5.0 signifies a shift towards holistic and customer-centric strategies, emphasising the significance of meaningful interactions and value co-creation. Simultaneously, Creating Share Value underscores the role of businesses in addressing societal challenges alongside profit generation. This literature review reveals that Marketing 5.0 strategies promise to enhance the quality of wound care services through personalised communication, enhanced patient engagement, and technology-enabled solutions. Creating Share Value initiatives establishes a sense of purpose and collaboration among wound care professionals, ultimately contributing to improved patient care and organisational success. The literature review of these marketing strategies contributes to understanding contemporary marketing concepts in the healthcare context, particularly wound care.

Market-Based TSO–DSO Coordination: A Comprehensive Theoretical Market Framework and Lessons from Real-World Implementations

This paper introduces a theoretical market framework (TMF) for conceptualizing and designing electricity markets, integrating transmission system operator and distribution system operator (TSO–DSO) coordination mechanisms. The TMF represents a comprehensive tool that formalizes new, innovative market concepts and their impact on existing markets, and outlines fundamental categories and decisions essential to market design. This paper, through the TMF, addresses the integration challenges posed by new mechanisms for system services. Utilizing the TMF, the study maps 13 European demonstrators’ TSO–DSO coordination solutions, identifying real-world challenges in designing and implementing novel system services markets. Drawing on these real-world insights, the paper offers market design and policy recommendations to address and overcome the specific challenges in market-based TSO–DSO coordination.

Digital Marketing: Role of Modern Marketing Techniques in Building Brand Awareness

With the advent of the Internet, the term Digital Marketing has come into existence. Various techniques of digital marketing have transformed the world of marketing for the better. This study aims to understand the concept of digital marketing and its various techniques and tries to find out the best technique of digital marketing for building brand awareness. The sample of sixty respondents (Millennials and Generation Z) has been taken into consideration. The findings show that social media marketing is the best digital marketing tool to target the youth and Instagram is considered the best social media platform to build brand awareness as most of the youth prefer to use Instagram over other social media platforms.

Продвижение игровых продуктов на основе концепции маркетинга вовлечения

The article presents the features of the approach to the promotion of gaming products of various types, the definition of the type of consumers according to preferences in the gaming product, the approach to determining the marketing of the involvement of the gaming product. A method of promoting gaming products based on the con-cept of engagement marketing is proposed. The method includes the stages of analytics and the formation of a promotion strategy, the choice of strategic alternatives, an assessment of the specifics of the game product and the characteristics of the target audience when choosing a strategy, recommendations on the choice of engage-ment marketing tools. The results of the study can be used to develop a strategy for promoting gaming products of various types, as well as if necessary to use the concept and tools of engagement marketing in the promotion.

EXPLORING THE INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR AND LOYALTY

Enterprises have embraced digital marketing as a strategic response to the growing number of consumers on the internet, with the aim of improving their performance. This study aims to deal with the inclinations and reactions of consumers toward a range of digital marketing techniques. The review of existing literature underscores the concept of digital marketing, its capabilities, and the factors influencing consumer conduct, including search engine optimization, intent to purchase, management of customer relationships, buying behavior, satisfaction of customers, and loyalty of customers. Digital marketing encompasses diverse strategies and platforms, such as social media marketing, digital public relations, email marketing, and mobile marketing, which can effectively captivate consumers. The study employs a descriptive research design, obtaining primary data through surveys and in-person interviews. Random sampling is applied, with the participant pool comprising 200 respondents of various ages, genders, educational levels, and occupations. The gathered data is subjected to statistical analysis utilizing techniques like ANOVA and one-sample T-tests. The outcomes show that endorsements from peers and social media platforms significantly impact consumers when making online purchases. Moreover, discounts, rewards, and coupons motivate consumers to review online. Interaction and customization are pivotal drivers for cultivating and sustaining enduring consumer relationships. Marketing professionals should harness digital media and social platforms to facilitate effective communication, augmenting customer satisfaction and loyalty. This inquiry augments comprehension of consumer preferences and reactions to digital marketing tactics.

An application of factor analysis to assess the influences of digital marketing on the brand building

This study highlights how digital marketing has made people know more about brands and promote brands in the market through technology. The study focuses on the effects of digital marketing on the branding of a specific product, the Apple brand (iPhone). With a special focus on the factors that make the iPhone brand more popular than other brands. The purpose of this study is to investigate the concept of digital marketing and examine the effects of digital marketing on brand creation, as well as to investigate the factors that make Apple's mobile phones more popular than other brands. This study helps to identify the relationship between digital marketing and brand building in the Kurdistan Region. Through quantitative research methodology, judicial sampling was used to collect data from 184 respondents, the study targeted people who use iPhones. The scope of this study was conducted in Halabja, Sulaimani and Erbil through questionnaire forms in South Iraqi Kurdistan. The findings show that digital advertising is a significant factor in differentiating the iPhone brand, increasing brand awareness and enhancing familiarity with product variety. The study suggests that businesses should incorporate digital marketing strategies into their marketing mix to build their brands effectively.

Evaluating factors influencing Tennessee and Kentucky farmers’ willingness to sell produce through fresh stop markets

IntroductionThe food justice movement focuses on resolving food system inequalities, including, but not limited to, income, ethnicity, and race differences related to household access to food, farmer access to markets, and the fair treatment of farmworkers. Previous studies have focused on food system inequalities from the consumer demand side, but only a few studies have focused on the role farmers play in creating more equitable food systems. An example of a market model aiming to fulfill various missions of the food justice movement is Fresh Stop Markets (FSMs). FSMs aggregate food from local farmers and sell shares on a sliding scale based on consumers’ income. Lower income households pay less than higher-income households for the same food. A vital component of this market concept is farmers’ willingness to sell produce through FSMs.MethodsWe used data from a 2020 survey of Tennessee and Kentucky fruit and vegetable farmers and the double-bounded dichotomous choice contingent valuation approach to assess farmers’ willingness to sell produce through FSMs when faced with a price discount scenario. A probit regression was used to investigate the factors correlated with farmers’ willingness to sell produce through FSMs.Results and discussionResults suggest gross farm revenue, farmer age, education, experience selling produce through farmers markets, and running programs on the farm to educate communities about sustainable agriculture and food systems are associated with farmers’ willingness to sell produce through FSMs.ConclusionFarmer and farm business characteristics, as well as prior experience running education programs on the farm related to sustainable agriculture and food systems are important factors to consider when trying to engage farmers willing to sell produce through FSMs.