Development Of Marketing Programs Research Articles

Online Promotion, Packaging Innovation and Reseller Management at Hero Bakery

Purpose ­ This community service program objectives to improve the business performance of Hero Bakery MSMEs through mentoring activities in the fields of online promotions, packaging innovation and reseller management. Apart from that, it is also aimed at increasing the knowledge and skills of partners in developing marketing programs. Methods -The method used in this community service is counseling and mentoring partners so that it is hoped that partners' insight in the field of marketing will also increase. The work program implemented includes: developing online promotional media, updating packaging design by creating product labeling, and creating a reseller database. Result and discussions -This activity received a very positive response from partners because it helped partners in improving their business management. Initially, Hero Bakery's product packaging was considered less attractive and less informative, so the packaging and labeling updates became one of the product's attractions and became an informative promotional tool. The development of content in online marketing media causes online promotional materials to become more attractive, thus encouraging consumer buying interest. To manage resellers, it is necessary to design a reseller database so that it will make it easier for Hero Bakery to monitor reseller activity. Conclusion - Hero Bakery needs to adopt this online promotional media well. Apart from that, efforts to increase the attractiveness of consumers (resellers) can be done by designing attractive and informative product packaging and labeling. Considering that Hero Bakery operates in the B2B market, resellers need to be managed well.

Analisis Segmentasi Pasar Dalam Pembelian Produk Minarako Padang Untuk Menentukan Target Pasar

Market segmentation is an important strategy in developing marketing programs, in this case marketing Minarko Padang products can help marketers meet consumer needs and desires appropriately. The aim of this research is to find out how to segment the Minarko Padang market so that it is appropriate to determine the target market. The research design used is descriptive. With a population of 50 respondents, the number of consumer samples was taken using a purposive sampling technique. The instrument used was a questionnaire sheet for Minarko visitors including name, age, gender, education and occupation. Data analysis uses descriptive analysis. The results of the research show that the demographic segmentation of Minarko consumers is mostly 18-28 years old, 22 people, while based on gender, it is almost equal between women and men, namely 28 women and 22 men, then based on education, the majority of respondents are educated. There were 12 students and 28 ex-students, based on work there were 10 respondents

Determining the role of emotions in the customer journey for culture industries under conditions of information and communication technologies development

The object of research is the purchasing behavior of consumers of cultural products. The aim of the study is to determine the model of consumer decision-making about the purchase of cultural products, taking into account the emotional component under the conditions of development of information and communication technologies. It has been established that macroeconomic factors in the formation of marketing of cultural industries are characterized by a number of features, among which the development of information and communication technologies is key. Making a consumer decision regarding a cultural product depends on its economic and cultural values but is determined by its emotional value. The proposed model of influence of emotional value makes it possible to determine the likelihood of a positive consumer decision in relation to a particular cultural product or brand. Evaluation of the impact of the spread of information and communication technologies on the consumption of cultural products proved the existence of a link between the number of Internet subscribers and household spending on culture and recreation. However, most cultural products consumed via the Internet or television are free or obtained free of charge from unofficial sources (the so-called "pirated" content). It was found that half of consumers do not attend cultural events at all due to lack of funds, time, or remoteness of the event. At the same time, the main channels and sources of information of consumers of cultural products are the Internet and television. It has been established that emotional marketing realizes itself as fully as possible through a loop-like model of bringing commercially important information to the final consumer of cultural products. In this process, digital marketing technologies, especially digital platforms, play a key role as a tool. The practical significance is in the possibilities of applying the data obtained in the process of developing marketing programs for subjects of cultural industries.

МАРКЕТИНГ ПІД ЧАС ВОЄННОГО СТАНУ: ПОБУДОВА КАНАЛІВ КОМУНІКАЦІЇ ТА ТРАНСФОРМАЦІЯ БІЗНЕСУ

The article examines the peculiarities of managing marketing communication strategies of enterprises in the conditions of armed conflicts and martial law in Ukraine. The challenges presented to the management of enterprises during wartime are outlined, including: blackouts, air strikes and attacks on industrial enterprises and critical infrastructure facilities, the opening of communications, the Internet, population migration in the Americas and beyond, loss production capacity, problems with logistics and communication chains with customers and suppliers. It has been established that marketing is the central concept of enterprise management, which enables and develops the connection between the company and the outside world. It is noted that marketing is aimed at obtaining accurate, sufficient and happy information about the processes and events taking place in the environment of the enterprise, including the involvement of external factors in its activities. The impact of marketing research and the application of their results in the process of developing marketing programs and management solutions is determined. The consequences of the migration of people fleeing military operations for Ukrainian business and the economy of the country that hosts forcibly displaced persons from Ukraine, as well as Ukrainian business, are determined. It is analyzed how the armed conflicts themselves can affect every aspect of the process of preparing marketing strategies, communication complex, segmentation strategies, advertising, public relations, etc. It is established that every actor in the market, including businesses, consumers, dealers, traders and distributors, tries to try to adapt and develop the right strategy to live in the market. The above is really a place and a special feature of the activities of marketing specialists, which refer to the appropriate strategies and opportunities to support a full-fledged trade and maintain the level of profit. It has been proven that since February 24, 2022, after the start of a full- scale invasion of the Russian Federation, business has undergone significant transformations and needs new approaches to managing all processes from production planning to building marketing communications with consumers and state authorities, as well as international partners. It was noted that armed conflicts are the cause of instability and negative consequences not only for the economy of Ukraine and business owners, but also for the economies of European countries that provide constant support to Ukraine.

Additional Marketing Responses to a Tax on Sugar-Sweetened Beverages Comment on "Understanding Marketing Responses to a Tax on Sugary Drinks: A Qualitative Interview Study in the United Kingdom, 2019".

Marketing responses to sugar-sweetened beverage (SSB) taxes are understudied in the literature. Previous research has been limited to examining price and advertising, in particular promotions responses. Forde et al advocate for a focus on exploring a range of marketing responses to a SSB tax, with an emphasis on the marketing mix (price, promotion, product, and place). Their qualitative findings from the United Kingdom focus mostly on possible product and price decisions, with limited discussion of place and promotions decisions. We argue that the proposed marketing mix decisions may be used to avoid or side-step a SSB tax and that their likelihood of adoption may be dependent upon additional factors besides brand strength, reputation, and portfolio size highlighted by Forde and colleagues, such as organizational capabilities, industry competition, and brand positioning. We recommend future research examine the importance of consumer behaviour in developing marketing programs and in response to the marketing mix levers pulled by industry.

Using Conjoint-based Experimental Design to Assess Willingness to Purchase Florida Peaches

Although consumers are not very familiar with peach production in Florida, Florida peaches are the first domestic peaches produced in the United States, being available from mid-March through early May. Moreover, Florida peach acreage has increased 8.5-fold in the past 10 years. Using a conjoint-based experimental design and analysis, we measured U.S. consumer reactions to diverse groups of ideas describing peaches, including production regions, and identified attributes that positively and negatively influence consumer preference. The main objective of this research was to identify external and internal attributes that make the “ideal peach.” Are consumers willing to pay more for a locally grown peach? Will consumers prefer a Florida peach instead of a Georgia or California peach? The top three peach attributes identified were “juicy and fully ripe,” “strong peach aroma and sweet peach taste,” and “grown in Georgia.” Cluster analysis revealed two segments of consumers: consumers in the first segment focused on physical aspects of the peach, and consumers in the second segment were concerned with peach production regions and health benefits. The findings from this research will be helpful in developing marketing programs for Florida peaches as an item that is perfect for snacking because of their small size and desirable texture and flavor.

STRATEGI PENINGKATAN JUMLAH PENDAFTAR UNTUK MENINGKATKAN PROFITABILITAS (STUDI KASUS PADA BISNIS SD BAITURRAHMAN)

The marketing strategy carried out by the company has an impact called marketing performance. and evaluation of benchmarks is something that is very much needed. To get an evaluation as well as a benchmark, a marketing performance measurement is needed. One of the tools to measure marketing performance is marketing materials where in this measurement there is a calculation of financial metrics. Measurement with financial metrics is usually oriented to measuring profitability with financial ratios of profit on sales from the business carried out by SD Baiturrahman. The method used in this research is descriptive analysis research with a quantitative approach. Where this research will explore the company's performance which is calculated through the marketing metric of profit on sales. Based on this research, the marketing strategy process carried out by Baiturrahman Elementary School to increase the interest of parents to send their children to school is by conducting strategic analysis and internal and external analysis of the company, conducting strategic planning, and developing marketing programs.

STRATEGI PENINGKATAN JUMLAH PENDAFTAR UNTUK MENINGKATKAN PROFITABILITAS (STUDI KASUS PADA BISNIS SD BAITURRAHMAN)

The marketing strategy carried out by the company has an impact called marketing performance. and evaluation of benchmarks is something that is very much needed. To get an evaluation as well as a benchmark, a marketing performance measurement is needed. One of the tools to measure marketing performance is marketing materials where in this measurement there is a calculation of financial metrics. Measurement with financial metrics is usually oriented to measuring profitability with financial ratios of profit on sales from the business carried out by SD Baiturrahman. The method used in this research is descriptive analysis research with a quantitative approach. Where this research will explore the company's performance which is calculated through the marketing metric of profit on sales. Based on this research, the marketing strategy process carried out by Baiturrahman Elementary School to increase the interest of parents to send their children to school is by conducting strategic analysis and internal and external analysis of the company, conducting strategic planning, and developing marketing programs.

Strategi Menemukan Peluang Pasar Jasa Pendidikan Tinggi Dan Memenangkannya

Banten is a province that is rich in natural resource potential but lacks sufficient quality human resources. This condition causes Banten to become the province with the second highest unemployment rate in Indonesia. Higher Education has a role as well as a great responsibility to revise and improve the quality of human resources, as well as being able to survive and even win competition between universities in Banten. The segmenting, targeting and positioning strategy will help universities find market opportunities and make them the basis for developing marketing programs and the means to survive and win competition. Studies of segmenting, targeting and positioning strategies have been carried out in various industries, but only a few of these studies have been carried out in the higher education service industry. Increasing competition in the higher education service industry in Banten encourages the need for studies of this strategy, to help them survive and win competition, both against competitors from within and outside Banten. The purpose of this research is to formulate a segmenting, targeting and positioning strategy that can be used by universities in Banten as a basis for designing their marketing programs that effectively defend and win their markets. The survey research design was used to obtain data to be analyzed using the K mean Cluster, Cross Tabulation Method and Correspondent Analysis. The questionnaire was distributed to 500 third-grade high school students and their equivalents in Banten. Questionnaires that can be further processed are 493. This research produces four higher education service market segments that can be selected to be the target market. The four segments are, segment one is physical evidence oriented, segment two is oriented towards scholarship and academic services, segment three is cost oriented and segment four is process oriented education, graduates and prestige. Higher education institutions can choose one or more segments that they can serve better than competitors. Perception maps in this study show variations in the positions of eleven Higher Education Institutions in the minds of prospective students. Some universities have good positioning, while others have unclear and bad positioning. Higher Education Institutions can maintain their positioning or reposition if the existing positioning is not as intended. New players who will enter can use the perception map produced by this research to determine their positioning and the competitors they will face.

The mediating effect of knowledge exploitability and organizational agility on the relationship between marketing adaptation strategy and sustainable competitive advantage

This paper aims to investigate the mediating effect of knowledge exploitability (KE) and organizational agility (OA) on the relationship between new market exploration (NME), development of marketing programs (DMP), and product diversity (PD) with a sustainable competitive advantage (SCA). Data were collected from 189 Batik SMEs in Indonesia and were analyzed using Structural Equation Modeling (SEM). The result shows that new market exploration and development of marketing programs significantly affect knowledge exploitability, product diversity significantly affects organizational agility, knowledge exploitability, and organizational agility significantly affect sustainable competitive advantage. Furthermore, knowledge exploitability and organizational agility are proven to mediate the correlation between new market exploration, development of marketing programs, and product diversity with a sustainable competitive advantage.

Family Decisions on the Tourist Market

IntroductionIt is commonly known that the fundamental element of marketing is consumer-based thinking with the emphasis on consumer needs. This is the starting point for any actions of numerous enterprises and sellers on the market. It is the insight into consumer behaviour itself that is indispensable when developing marketing programs, and also in using marketing tools effectively, including on the tourist market. Their importance gets even higher if the consumer is a family - a set of different people making consensual decisions - agreed rationally and analytically or in a compromise - leading to mitigation of initially contrasting ideas (Dyck, Daly, 2006).Making decisions on tourism product purchase, which means choosing a destination in the first place and then organisation of the tourist trip, plays an exceptional role in family decision-making. The purpose of this article is to present the specificity of family decisions on the tourist market. Theoretical considerations were complemented by empirical research which is to verify the purpose of the work in the surveyed population composed of the residents of Krakow (Poland).1. Models of family decision-making - selected problemsIn their life time people make an enormous number of decisions. Among them one can find those relating to satisfying tourist needs. Reducing this number, especially in an environment of many people comprising a family, might be a very long and complicated process. There are four models of family decision making present in the literature (Loudon et al., 1993; Nichols, Snepenger, 1988; Fodness, 1992; Kirchler, 1993):- autonomic model, when decision about purchase is made by each member of family independently;- patriarchal model, when decision about purchase is made by a husband1;- matriarchal model, when decision about purchase is made by a wife2;- partner/friendly model (i.e. syncretic system) when decision about purchase is made either by some or all members of family3.There are a number of factors, both tourist-related and product and its purchase-related having impact on the manner of making decisions (either consensus decisions - a manifestation of partner model or individual - manifested in the autonomic model) (Howard, Madrigal, 1990).The first group of factors includes inter alia a tourist's education, financial situation (Schanzel et al., 2005), belonging to a particular social group (Crompton, 1981). Among the factors relating to the purchase of a tourism product one can find e.g. the importance of a decision or the pressure of time (more: Niemczyk, 1999, pp. 42-44), and regarding the product - its attractions. Changes of civilisation taking place around us suggest that the impact of specified features will be changing and so will the presence of the aforementioned models, in particular the patriarchal and matriarchal models which will be led towards the autonomic and partner ones.With regard to the group decision making, what is important and is selected is often the division of roles among the participants of a family decision making process. For instance one person (the initiator) might have an idea to spend holiday by the sea, whereas the other (the advisor) might suggest a holiday by the Mediterranean Sea, then another person (the decision-maker) might make a final decision to fund the journey and travel, subsequently another person (the buyer) might buy the tickets, accommodation, etc., finally another person (the user) might go on such holiday (Jedlinska, 2006, p. 179). Many of these roles, like initiator, advisor, user are played by children. However, according to the literature on the subject the final decision is made by the parents (Carr, 2005; Wang et al., 2004). It should be emphasized that currently a special role of children in a decision making process on a tourist trip is observed (Johns, Gyimothy, 2002; Cullingford, 1995; Gram, 2007; Martensen, Gronholdt, 2008; Assael, 1995; Howard, Madrigal, 1990; Gram, Therkelsen, 2003; Seweryn, 2015). …

Using Howe and Strauss’ theory of generations in developing marketing programs for the segment of HoReCa

В статье рассмотрены принципиальные аспекты разработки маркетинговых программ с использованием теории поколений Хоува и Штрауса. Предложен вариант маркетинговой коммуникационной программы для предприятия HoReCa для различных поколений посетителей.

A fuzzy-oriented sentic analysis to capture the human emotion in Web-based content

Capturing the sentiments and the emotional states enclosed in textual information is a critical task which embraces a wide range of web-oriented activities such as detecting the sentiments associated to the product reviews, developing marketing programs that would be attractive for users, enhancing customer service with respect to its expectation until to identifying new opportunities and financial market prediction, besides managing reputations. Opinions and the emotions that are embedded in them, play a key role in decision-making processes, with different effects depending on the negative or positive valence of the mood. When the choice depends on some important features (i.e., time, money, reliability/efficacy, etc.) and on other opinions (which come from previous experience), could be crucial to make the best decision.Inferring opinions and emotions enclosed in the written language is a complex task which cannot rely on body languages (posture, gestures, vocal inflections), rather than discovering concepts with an affective valence. The role of opinions extracted by the social content is crucial to support consumers’ decision process; in addition, thanks opinions and emotions, it is possible to evidence improvements on existing decision supports and show how the opinion-mining techniques can be incorporated into these systems.This paper presents a tentative contribution that addresses this issue: it introduces a framework for extracting the emotions and the sentiments expressed in the textual data. The sentiments are expressed by a positive or negative polarity, the emotions are based on the Minsky’s conception of emotions, that consists of four affective dimensions, each one with six levels of activations [1]. Sentiments and emotions are modeled as fuzzy sets; particularly, the intensity of the emotions has been tuned by fuzzy modifiers, which act on the linguistic patterns recognized in the sentences. The approach has been tested on some sets of documents categories, revealing interesting performance on the global framework processing.

Patients‐medical unit relationship models in the virtual environment

Purpose – The purpose of this paper is to identify and analyze factors influencing the mutual relationship between patients and medical units in the virtual environment. Since introduction of the internet and other electronic tools for medical services provision is at the very initial stage, it is necessary to examine factors which condition engagement of patients and medical units in building bilateral relations in a new virtual environment and to develop relationship models on the health services market. Design/methodology/approach – The paper presents findings of the field study conducted in Poland, being a representative market under transition. Surveys were conducted among patients and medical units by means of structured questionnaires. The identification of relationship factors was based on the approach used in consumer behavior models, where the method of the so‐called summary of variables is left behind. Findings – According to research results, the most important factors affecting relationships between patients and medical units in the virtual environment include: the motivation, ability and market opportunity. With respect to patients, the most powerful factor is represented by the ability, whereas with respect to medical units by the market opportunity. Practical implications – Identified factors and developed models may be widely applied in practical operation of medical units, particularly in developing marketing programs for introduction of virtual service and communication tools, as well as in building patient loyalty programs. Originality/value – The paper is one of the first to have defined factors determining relationships on the virtual healthcare market and to have provided useful insights into the subject. Moreover, it constitutes a basis for future studies. The findings can greatly contribute to development of customer behavior and partnership marketing theories.

Segmenting young adults through their consumption styles: a cross‐cultural study

PurposeThe purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers.Design/methodology/approachThe research was conducted in France and Turkey. To determine the consumption styles, the CSI scale was used. The data were collected from college students aged 18‐24 by a self‐administered questionnaire. To define the segments, cluster analysis was used. The segments are profiled by young adults' demographic characteristics, attitudes towards shopping influence, and reliance on media.FindingsIn both of the countries, four segments were distinguished and defined as “fashion‐brand conscious consumers”, indifferent consumers”, “recreation seekers” and “quality seekers”.Research limitations/implicationsThe study was executed in just one city (Istanbul) in Turkey and one city (Toulouse) in France. The study focused on a single product class, apparel products, since young adults act more as decision makers for that product class.Practical implicationsThe expectations and attitudes of the identified segments should be taken into consideration while developing marketing programs by firms.Originality/valueThis study examines a cross‐cultural validation of CSI scale for new country settings and segments young adults. Moreover, this study put forwards a cross‐cultural comparison of young adults' consumption segments.

Marketing Engineering: Computer-Assisted Marketing Analysis and Planning

I. THE BASICS. 1. Introduction. 2. Tools for Marketing Engineering: Market Response Models. II. DEVELOPING MARKET STRATEGIES. 3. Segmentation and Targeting. 4. Positioning. 5. Strategic Market Analysis: Conceptual Framework and Tools. 6. Models for Strategic Marketing Decision Making. III. DEVELOPING MARKETING PROGRAMS. 7. New Product Decisions. 8. Advertising and Communication Decisions. 9. Salesforce and Channel Decisions. 10. Price and Sales Promotion Decisions. IV. CONCLUSIONS. 11. Marketing Engineering: A Look Back and a Look Ahead.

Distinguishing the Destination Choices of Pleasure Travelers from Taiwan

This study examined whether the destination choices of Taiwanese outbound travelers could be differentiated by their so-ciodemographics, travel characteristics, and benefits pursued. Using discriminant analysis, the results revealed that the choice of outside of Asia-Pacific region destinations was positively related to income level, education background, length of trip, party size, trip expenditure, inclusive package, and the benefit of ‘Value and Lifestyle’ of a Taiwanese traveler. ‘Safety Net,’ ‘Cost and Experience,’ and ‘Budget Travel’ were benefits pursued by within-Asia travelers. These findings can assist travel and tourism related organizations in developing marketing programs.

A comparison of the travel arrangements of international travelers from France, Germany and the UK

Travel arrangements are traditionally divided into package and non-package travel. However, further precision in developing marketing programs can be gained by expanding the concept of travel arrangements into three groups: (1) independent travel, (2) escorted tours and (3) non-escorted packages. In this study, a multistage segmentation approach involving the use of geographic, purpose-of-trip and travel arrangement criteria was used to compare international pleasure travelers from France, Germany and the UK. The results provide a comparative profile of international travelers in the three travel arrangement groups from these European countries in terms of their sociodemographics, travel characteristics, holiday activity participation and psychographics.

Older Consumers' Orientations toward Age-Based Marketing Stimuli

The increasing size of the aged population is becoming important to marketers interested in developing marketing programs, policymakers interested in the effects of marketing activities on the well-being of older adults, and researchers who wish to understand this segment as consumers. This research presents theoretical foundations useful in understanding older adults as consumers and, based on these foundations, a model is developed and tested to help learn about antecedents and processes that affect the way older adults respond to marketing offerings targeted at them.

Marketing Third World Countries to the Western Traveler: The Case of India

International tourism can provide third world countries with much needed foreign exchange and increased employment opportunities. Too many countries, however, have concentrated their efforts on the economic aspects of tourism at the expense of developing marketing programs to attract the Western traveler. This study focuses on the case of India to determine what factors attract Western travelers and what repels them. We conclude that, like India, other third world countries must promote their positive attributes as perceived by prospective tourists, while also working to overcome their negative image among prospective travelers abroad. Only in this way can they increase the flow of Western tourists to their countries.