Development Of Marketing Plan Research Articles

Impact of brand name and pricing on Kazakhstan Gen Z consumer behavior

The objective of the research is to examine the impact of brand name and pricing on Kazakhstan Gen Z consumers’ buying behavior, spending patterns, and other buying motives. Adopting a quantitative approach, the study administers a structured questionnaire following a comprehensive analysis of the relevant literature and gleaned responses from 300 Generation Z consumers after checking the reliability and validity of the instrument using Cronbach’s alpha. The selected hypotheses were tested using the Karl Pearson coefficient of correlation, which revealed that brand name significantly impacts Kazakh women, and price greatly influences both genders. The results observed that price has the most significant effect on the buying behavior of female and male Gen Z consumers in Kazakhstan, with 25 and 28 percent, respectively. Brand name and authenticity considerably influence female consumers, with 16 and 15 percent, whereas innovation, technology, and customization, with 20 and 14 percent, influence male consumers. The significant influence of branding and pricing on the buying behavior of Kazakhstan Gen Z customers is displayed, and the findings provide a focal context for developing marketing plans in this first-of-its-kind research article.

Machine Learning Methods Analysis of Preceding Factors Affecting Behavioral Intentions to Purchase Reduced Plastic Products

The COVID-19 pandemic has led to an increase in the use of personal protective equipment and single-use plastics, which has exacerbated plastic littering on land and in marine environments. Consumer behaviors with regards to eco-friendly products, their acceptance, and intentions to purchase need to be explored to help businesses achieve their sustainability goals. This paper establishes the Sustainability Theory of Planned Behavior (STPB), an integration of the TPB and sustainability domains, in order to analyze the said objectives. The study employed a machine learning ensemble method and used MATLAB to analyze the data. The results showed that support and attitude from perceived authorities were the main variables influencing customers’ intentions for purchasing reduced plastic products. Customers with a high level of environmental awareness were more likely to embrace reduced plastic items as a way to lessen their ecological footprint and support environmental conservation, making perceived environmental concern another important factor. This shows that authorities play a big role in the community in influencing people to choose reduced plastic products, making it the duty of governments and companies to promote environmental awareness. This study emphasizes the significance of the latent variables considered when developing marketing plans and activities meant to promote products with less plastic.

The Influence of Trust and Perceived Usefulness on Purchase Intention with Price Mediation

This research aims to determine the influence of trust and perceived usefulness on purchase intention which is mediated by price (empirical study: Shopee Indonesia users in Tangerang). Research data was obtained from distributing questionnaires via Google Forms. Samples were taken using purposive sampling technique. The sample used in this research was 256 respondents. This research uses quantitative analysis techniques and is processed using AMOS. The research results show that Trust and Perceived Usefulness have a positive and significant effect on price. This research can provide benefits in the form of knowledge to academics, practitioners and stakeholders. Besides that, this research can provide ideas for designing and developing marketing plans and sales strategies where Shopee companies can improve the welfare of the community through the benefits obtained through value by using Shopee.

Unleashing entrepreneurial potential: Empowering social beneficiaries through the practice of developing marketing plans at Panti Sosial Bina Karya Harapan Jaya

Urbanization and welfare have become serious concerns in DKI Jakarta, especially with the increasing number of homeless people and beggars that have caused various social problems. The government has implemented comprehensive programs to address these issues, including a social rehabilitation program. Equipping social beneficiaries (WBS) with entrepreneurial skills is highly needed. This Community Service activity aims to unleashing entrepreneurial potential of WBS at the Panti Sosial Bina Karya (PSBK) Harapan Jaya, through the practice of developing marketing plans. Training was conducted through demonstrations, hands-on practice, and question-and-answer. This activity has successfully increased the knowledge of participants in developing simple yet effective marketing plans. A total of 85% of the participants stated that their understanding was better than before, and 80% of the participants felt capable of implementing it.

Marketing Education Renaissance Through Big Data Curriculum: Developing Marketing Expertise Using AI Large Language Models

Utilising big data sources and artificial intelligence (AI) tools with marketing activities and analysis contrast with questionnaires and small n observations, essentially creating a renaissance in marketing education. As a result, marketing education keeps pace with AI developments and ensures learners (or students) prepare for the demands of the modern marketing landscape 2025-30. The authors advocate a central focus on a big data-driven marketing curriculum for marketing education. Such a curriculum places AI and machine learning center stage to help understand, analyze and utilize large and complex marketing datasets for predictive marketing. In doing so, the potential exists for practitioners to link marketing strategy directly with marketing execution, allowing learners to use big data and AI for upstream strategy design and marketing plan development while downstream predicting the results of marketing campaigns, programs, and initiatives But necessary changes in pedagogy are creating adaptive learning experiences breaking free from traditional assessments In our model of learning educators enable the development of practical marketing expertise using the techniques and tools of micro-testing to nudge learners using Python data science notebooks. Overall, a renaissance in marketing education is made possible with a focus on a big data AI tools-driven curriculum. Such attention ensures learners prepare for the demands of the modern marketing landscape, moving well beyond marketing analytics using the AI technologies of Large Language Models, further expanding the use of big data Learners use role play, witnessing firsthand experiences fulfilling new hitherto emerging marketing roles By 2025, Educators fostering a big data AI-focused marketing education curriculum ensure the next generation of AI marketers will eagerly shape the future of marketing practice and behavior with new roles combining human work with AI.

The immediate DOs for Business Events: SARAWAK 2030 Marketing Plan Development for Government Sector

The paper highlighted three main challenges that the business events industry in Sarawak faces: (i) limited exposure to legacy impacts; (ii) limited impact case studies and literature; as well as (3) knowing the government and BESarawak. Following the challenges, solutions and outcomes were provided. It was emphasized that long-term planning is important, legacy impact is transformational, being consistent, and understanding what matters to others are the four key takeaways in order to implement the Sarawak 2030 marketing plan for the local government sector more effectively.

Artificial Intelligence for marketing plan: the case for e-marketing companies

This paper summarises the arguments and counterarguments within the scientific discussion on artificial intelligence (AI) in preparing a marketing plan for e-marketing organizations. This research aims to identify the extent of the contribution of AI in preparing the marketing plan. The author noted that intended to know how e-marketing companies could use AI techniques in situation analysis, analyze competitors' strategies, strategic goals, preparing marketing strategies, preparing an estimated marketing budget, and control a marketing plan. Systematization of the scientific background and approaches on preparing a marketing plan for e-marketing organizations indicates that many companies, especially small companies, marketing their products via the Internet, cannot develop a successful marketing plan. In turn, it could be solved through the use of AI techniques. The study was conducted on a group of companies that market their products via the Internet in the Kingdom of Saudi Arabia. To gain the research goal, this study was carried out in the following logical sequence: 1) developing the stratified sample by collecting statistical information for 141 company in a variety of fields; 2) analyzing the data using SPSS; 3) predicting how AI could be used in preparing the marketing plan; 4) identifying the arrangement of the steps for preparing the marketing plan in terms of the ability of AI techniques. The methodological tools of the study were methods of the multiple regression analysis and the Friedman test. The study empirically confirms and theoretically proves that AI contributes significantly in developing marketing plans through its great contribution to environmental analysis and analysis of competitors' strategies and setting marketing goals. Besides, AI contributes to preparing the budget and appreciating the marketing plan, to its evaluation and control. The author mentioned that AI provides understanding and selecting target markets and sectors, targeting customers, and preparing appropriate marketing mix strategies for each market sector. Therefore, the study provides recommendations to online organizations to use AI in preparing their marketing plan because of its great ability to contribute to this.

Promoções em ação: classificando as ações promocionais na percepção dos consumidores

Objetivo: Investigar a percepção e os critérios de classificação dos diferentes formatos de promoções de vendas pelo olhar dos consumidores.Método: Após análise da literatura e levantamento de dados de mercado, dados primários foram coletados via questionário on-line e analisados de forma sistemática por meio de interpretação e busca de padrões de respostas. Este processo permitiu identificar os temas centrais ou formas de classificação das promoções de venda pelos consumidores.Originalidade/Relevância: Este artigo traz uma nova perspectiva na classificação dos diferentes tipos de promoções, revelando uma análise pela lente do consumidor, enquanto estudos anteriores apresentam classificações pontuais e binárias, e em geral com uma visão das consequências da promoção para a empresa.Resultados: Com base nos dois critérios de classificação mais citados pelos consumidores - tipo de benefício em termos de prazo de execução (imediato ou futuro) e relação direta ou não com o produto em si - chegou-se a uma matriz com quatro grupos de promoções de vendas.Contribuições teóricas/metodológicas: esta pesquisa compila em uma única análise diversos estudos anteriores sobre tipos, classificações e efeitos das promoções de vendas, e unifica essas diferentes reflexões na literatura trazendo o entendimento sobre o tema pela perspectiva empírica do consumidor.Contribuições sociais / para a gestão: Contribui para orientar os gestores de marcas no momento da construção de seu plano de marketing, mais especificamente da sua estratégia de promoção.

The impact of marketing mix formulation on the development of hotel marketing plans to attract domestic tourism

The research aims to determine the effect of marketing mix on the development of hotel marketing plans to attract domestic tourism. The field research was conducted using a questionnaire to interview the marketing and sales managers in four and five star hotels in four cities in Egypt, namely Cairo, Sharm el-Sheikh, Luxor and Aswan, The results of the study showed the importance of formulating the marketing mix to the development of marketing plans to attract domestic tourism. Therefore, a framework for the formulation of a marketing plan in hotels has been developed. A SWOT analysis was also carried out for a sample of the hotels to develop an operational marketing plan for domestic tourism. The study recommends hotels to formulate marketing plans to meet the needs and desires of all segments of the domestic tourism market, especially those with special needs, to allocate part of the budget of the hotel to support domestic tourism programs in the seasons and holidays. Also recommends to spread tourism awareness among different segments of society and provide the necessary support and facilities to attract domestic tourism.

Marketing Plan Development

This note describes in detail the components of a marketing plan and the process by which data are collected and the plan is developed. Its objective is to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan. Excerpt UVA-M-0848 Aug. 11, 2013 MARKETING PLAN DEVELOPMENT Introduction The term marketing is often associated with advertising, sales promotion, or the random phone call from someone attempting to either conduct research or sell you something—usually around dinnertime. These activities are legitimate aspects of a marketing strategy, but they only represent one tactical stage in an overall process by which a marketing plan is developed and implemented. The purpose of this technical note is to describe in detail the components of a marketing plan and the process by which data are collected and the plan is developed. This note and the templates that accompany it have been developed over years in support of my second-year business-to-business marketing elective and executive education programs. My objective has always been to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan. . . .

Green Marketing: Recent Marketing Strategy in Global Entrepreneur

This paper will attempt to introduce – the term and concept of green marketing; about the importance green marketing; examine some reason that make the organization interested to adopt green marketing philosophy; it also highlight some problems that Organization may face to implement green marketing. The paper is a conceptual paper on green marketing, which is an emerging area of interest.Brands will not be able to opt out of [being green]. Companies which do not live by a green protocol will be financially damaged because consumers will punish them. In the longer term, I do not think they will survive.Green Marketing, is a full service marketing strategy and brand development firm offering a complete array of services including marketing plan development, sustainability auditing and planning, branding/creative strategies, graphic design/copyrighting, PR, and integrated marketing communications development, among a host of others. Green Marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands and their sales.The obvious assumption of green marketing is that potential consumers will view a product or service's greenness as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product – an assumption that, in my opinion, has not been proven conclusively.

An Assessment of Sport Event Tourists’ Motivation with a Framework: A Case Study at a Southeast Conference Football Game

An Assessment of Sport Event Tourists’ Motivation with a Framework: A Case Study at a Southeast Conference Football Game The decision to travel and attend sport events is usually an important process for the travelers that involves many key factors such as motivation, time allowance, interests, destination image, past experience, personal factors, and economic condition. While a significant number of studies have been conducted on sport event attendees’ and tourists’ behavior, especially their motivation, there is little research to date that examines and understands why tourists attend college football events in a structured framework. The objective of this study is to find these reasons and construct an instrument for measuring sport tourists’ motivation that can be useful in organizing sport events and developing marketing plans. Three important factors were found: Economical Sport Event Tourism, Football Game Itself, and Being a Good Resident. The results of this study will be very useful for Destination Marketing Organizations (DMOs) and college sport event organizers to understand sport event tourists.

Comparative Study on the Trust and Purchase Intention of Korean and Chinese Consumers by Web Design Factors of Open Market Websites

This study examines open market websiles of Korea and China and identfies differences in the web design factors so as to verdy how the design factors affect consumers` trust and purchase mien lion in the open market websites. Two hundred consumers, respectively in Korea and China, filled Out survey questionnaires. According to the survey result, design factors of open market websites of both countries consisted of context, contents. communities, communication, connectivity and commercial transaction; and trust-building factors were comprised of customer services, product perception and security perception. This study found that there was no sign/icant difference in the design factors of open market websites between the two countries, but trust levels in accordance with design factors and purchase intention in accordance with trust level d/Jered by country. Therefore, this result would help Korean companies targeting Chinese consumers understand that there are differences between Korean and Chinese consumers in their trust level and purchase intention in accordance with open market website designs; encourage Korean online shopping malls to move to the Chinese market; and provide rich insights into developing marketing plans based on the deferent web design factors of Korean and Chinese open markets.

Socio-Demographic Determinants of Participation in Swimming Amongst Working Residents of Warsaw

The aim of research is to assess the correlation between socio-demographic factors and swimming activity among the working population of Warsaw. The questionnaire survey included 4405 randomly selected residents of Warsaw. The correlation between the swimming activity and the variables characterizing the socio-demographic structure of the respondents were assessed by log-linear modelling. The significance of the impact of factors included in the analysis was determined using the chi-square test. Thirty-five per cent of the respondents declared recreational swimming. Gender, age, BMI, education, occupation, and income were significantly related to the swimming activity. Women (33%) – compared to men (38%) – were almost 1.2 times less likely to participate in swimming; similarly, overweight people (33%, OR = 0.90) and obese people (33%, OR = 0.92). People from Warsaw from 20–29 years (43%), with higher education (40%), incomes above the national average (40%), and representing the profession of an actor (52%), swam relatively more often. The results of the study might help in developing marketing plans and market segmentation strategies, as well as in forecasting the development trends of the leisure activity.

Country Image Perception on Tertiary Education: A Pilot Study

To be competitive in this global economy, studying overseas to enhance knowledge and skills is crucial. In fact, choosing which country to go to pursue a degree overseas is a major question for prospective students. Being part of the service industry and being abroad makes overseas higher education difficult to evaluate. This study was designed to analyze how students perceive higher education in ten different countries based on the concept of country image. Further, this study involved early semester students at one international university in Jakarta where they attended school abroad during their last semester. The perceptions of country image from these prospective students will be presented. While the sample was relatively small, the findings can be useful input into developing marketing plans to approach prospective students in Indonesia. Keywords: Country Image, Tertiary Education, Jakarta

Evaluation of a Consumer-Generated Marketing Plan for Medication Therapy Management Services

The purpose of this project was to utilize a consumer-directed, care model redesign methodology to develop and evaluate a marketing plan for medication therapy management services (MTMS) provided in community pharmacies. This was accomplished through a six-step process: (1) application of "design thinking" for eliciting consumer input on redesigning MTMS and marketing approaches, (2) exploratory research, (3) focus group analysis, (4) marketing plan development, (5) marketing plan implementation, and (6) marketing plan evaluation.
 The findings showed that the application of "design thinking" and focus group analysis was useful for creating a consumer-directed marketing plan for medication therapy management services (MTMS). Implementation and evaluation of the MTMS Marketing Plan revealed that the most successful pharmacies were those that had established business associate agreements with the medical clinics closest to their site of practice, including access to electronic health records. This "virtual electronic presence" of pharmacists in the medical care system was highly consistent with the consumer demand we uncovered for a visible relationship between pharmacists, physicians and other health care providers.
 
 Type: Original Research

Luxury Perceptions: A Comparison of Korean and American Consumers

The market for luxury goods and services has been one of the important segments of the markets for the past 10 years. This market has a global audience with consumers buying similar products in many different locations. Global marketers are faced with the task of targeting goods and services to consumer groups with a diversity of preferences. Marketers need to be aware of the way in which culture influences perceptions of goods and services. This study investigates the global market, comparing collectivist/individualistic cultures (Korean/American consumers) and age-groups on perceptions of luxury and necessity. This study compares 662 Korea and U.S. consumers on perceptions of luxury/necessity, motivations to buy things they do not necessarily need, and elasticity of categories of goods and services. Six hundred and sixty-two female participants completed the questionnaire. Participants were from both the U.S. (340) and South Korea (322). Ages ranged from 20 to 84 years of age. One-fourth of the participants were over 53 years of age, one-fourth were 25 or younger. Half the participants were between 26 and 52 years of age. Four age-groups were established, with participants over 53 comprising the oldest group, those between 36 and 52 years of age in the second oldest group, those between 25 and 35 comprising the third group and those under 25, the youngest group. The key results of the study show that there are differences between age and cultural groups. In order to see relationships in the data, the 30 categories were factor analyzed by culture to determine their underlying dimensions. Three factors were found as Traditional Luxuries, Modern Luxuries and Safety and Security Goods and Services. The ratings for each of the factors were summed and entered into two independent ANOVAs. There was no expectation of an interaction between age and culture. Age-group had a main effect on the ratings for Modern Luxuries and Safety and Security Goods and Services. Culture had a main effect on ratings for all three factors, with Korean participants giving the safety and security factor higher ratings than did U.S. participants. U.S. consumers were more likely to decide to make purchases to improve the quality of life, for pleasure, beautifying the home, for relaxation, and entertainment than were Korean consumers. Korean consumers were more likely to decide to make purchases because of status, as a self-gift, on an impulse, or for emotional satisfaction than were U.S. consumers. Korean consumers in all age-groups rated status as a more important factor in their decisions than did U.S. consumers. U.S. consumers rate entertainment as important, particularly for younger consumers, while Korean consumers in all age-groups rated it similarly and not as important. Age-group also influenced motivations to buy. Younger consumers tended to decide to make a purchase for pleasure, status, entertainment, satisfaction and on impulse. Younger consumers were less likely to buy for beautifying the home. Overall, individualistic consumers tend to indicate that when the decision is made to buy things they don’t necessarily need, the enjoyable aspects of consumption are more important than for collectivist consumers. The youngest age-group also rates the enjoyable aspect as more important than do older age-groups. Culture and age-group play an important role in economic elasticity of categories for these participants. Findings include differences between cultures and age-groups on which goods and services are considered ‘things that are not necessarily needed’ and motivations to buy. This study gives new insights to global marketers in developing marketing plans for collectivist and individualistic target markets in this global market.

Community Pharmacy Marketing: Strategies for Success

Purpose: As community pharmacies are implementing increasingly more clinical services they are faced with a new challenge of marketing these services. This article discusses The Ohio State University College of Pharmacy Clinical Partners Program's (Clinical Partners) experiences in marketing clinical services to patients, barriers encountered through these experiences, and presents suggestions for future marketing of services.
 Experience: Clinical Partners developed two targeted marketing projects and evaluated impact on patient enrollment in services. In January 2008, the pharmacy ran a series of radio advertisements, newspaper print advertisements, and face to face marketing in the community with the focus of each being patient care services. During this project five individuals expressed interest in Clinical Partners' services. Four indicated that they heard about Clinical Partners through the radio ad and one through the pharmacy website, though none chose to enroll in services. In 2009 Clinical Partners focused on marketing MTM in the form of a comprehensive medication review to current patients already enrolled in its anticoagulation management service. Following a three month period, 6 patients (8%) of the 71 patients receiving the marketing intervention chose to enroll in MTM. Four additional patients have enrolled in MTM since conclusion of the project.
 Discussion: These projects and a review of available literature revealed barriers that pharmacies encounter when marketing clinical services to patients in an outpatient setting including patients' unawareness of the role a pharmacist can play outside dispensing medications, patients' belief they do not need clinical services, and patients' unwillingness to pay a pharmacist out of pocket for services.
 Future Implications: To overcome these identified challenges, community pharmacies should consider integration of marketing techniques such as tailoring marketing to a target population, forming and utilizing relationships with patients, and looking to past marketing successes in developing marketing plans. Pharmacists should also be adventurous in exploring new ways to promote pharmacy clinical services to find creative solutions to barriers encountered. As community pharmacies continue to grow the realm of clinical services offered to patients, it is important also to develop and implement marketing strategies to support the services and expansion of the profession so that these services can be embraced by patients and the health care community.
 
 Type: Idea paper

Forecast of non‐alcoholic beverage sales in Taiwan using the Grey theory

This study applied the GM(1,1) model of Grey theory to forecast sales of eight sub‐category non‐alcoholic beverages in Taiwan between 2001 and 2003. According to our measured results, the accuracy of the new forecasting model exceeds 95 per cent. The validity of predictions using the new model is clearly high. The model estimates that the total beverages market will grow, but growth rates will vary for individual sub‐categories. In relation to current growth, from 2001 to 2003, tea drinks, carbonated drinks, functional drinks and sports drinks will experience decreased market growth, while bottled water and fruit and vegetable juices will be a high growth market and coffee drinks and other drinks will enjoy improved sales. These results provide a valuable reference for the Taiwanese beverage industry developing marketing plans.

Strategic Marketing Planning for the Tourism Industry

This article presents a new approach to strategic marketing planning for the tourism industry. It emphasizes quality, efficiency, and effectiveness in the marketing process. The framework presented shows tourism marketers how to analyze their marketplace and to develop a strategic marketing plan to increase sales in their target customer segments. The authors recommend a six-step approach to strategic marketing planning for the tourism industry. These steps include needs analysis, research and analysis, creative infusion, strategic positioning, marketing plan development and training, implementation, evaluation, and adjustment. The framework is designed to provide a road map for almost any tourism organization or destination and to help enhance and improve their marketing efforts. It is a strategic marketing system that aims to stretch marketing dollars through planning, monitoring, and evaluation, but it is also action-oriented to benchmark and counter competitors' strategies with built-in performance measures and evaluations.