Direct Marketing Research Articles

Mapping the Wuling vehicle market with K-Means Clustering: An effective digital marketing strategy

This study focuses on Indonesia’s automotive industry sector, which is currently experiencing growth, particularly in terms of Wuling's contribution to the economy through sales. The aim is to identify customer clusters for Wuling vehicle and the marketing mix strategy after the most dominant customer cluster for Wuling vehicle. The research method used was a quantitative survey, which involved collecting data from 111 potential Wuling customer using purposive sampling and data collection through questionnaires. The analysis included an F-Test to examine the differences between clusters. The results show that the clustering of Wuling customer using the K-Means Clustering method successfully divided them into three different clusters, namely Perfectionist, Easy Going, and Beginner, with the Easy Going being the most dominant. Therefore, it is necessary to adjust marketing strategies to focus more on the needs and preferences of the Easy Going, including optimizing the use of promotion channels that have been proven effective, such as direct marketing and sales websites. Thus, this study emphasizes the importance of applying the K-Means Clustering method in automotive market segmentation, providing valuable insights for Wuling to formulate more effective and relevant marketing strategies to meet the diverse needs of customer in a dynamic market.

RRI Yogyakarta Brand Communication at the 2022 Nusantara Student Festival Event

Current technological developments have provided significant changes to information media, Information and communication media companies need to always innovate to maintain the company's image and remain the people's choice. The research aims to determine RRI Yogyakarta's brand communication at the 2022 Nusantara Student Festival event. This research uses a qualitative descriptive case study approach to explore and explore in depth. The theory used is brand communication strategy theory with brand visualization (logo) indicators. The research results show that the brand communication strategy implemented by RRI Yogyakarta includes a logo that is disseminated through branding media at the FPN 2022 event location and through Instagram social media, then direct marketing carried out door-to-door and radio broadcasts, social media via Instagram platform, promotions carried out include offers of collaboration and the use of influencers, marketing events through organizing the 2022 Nusantara Student Festival event, as well as sponsorship in the form of service support.

To what Extent is the Best Specific Marketing Strategy from Push, Pull, or Direct

This study investigates the effectiveness of three distinct fundraising strategies—push, pull, and direct marketing—in non-profit organizations, with a focus on entities based in Washington D.C. A literature review highlights the significance of these strategies, noting that push marketing is often favored for generating initial awareness, while direct marketing excels in targeted outreach, and pull marketing is beneficial for building long-term engagement. To empirically assess these methods, a survey was conducted with 25 non-profit organizations to examine the prevalence and success of each strategy. The chi-squared test revealed that push marketing, often combined with direct methods, was the most prevalent and effective approach among the organizations surveyed, aligning with previous research indicating its superior efficacy in fundraising. The findings suggest that nonprofits in Washington D.C. prefer a mixed strategy approach to maximize fundraising success. This study contributes to the understanding of fundraising tactics, demonstrating the importance of selecting and combining marketing strategies based on organizational goals and target audiences.

Prototype strategy, market big data and identification of latent customer needs: an organizational learning perspective

PurposeAlthough the literature provides insights into the role of experiential learning based on prototypes in identification of latent customer need, it offers different views on the role of product prototypes in improving the efficacy of learning customer need, and also neglects the role of vicarious learning in prototype-based experiential learning. In a data-rich environment, market big data create new opportunities to learn from vicarious, digitalized experiences that are not observable with prototype-based learning. Therefore, the purpose of this study is to compare the effects of product prototype strategies – basic prototype strategy and enhanced prototype strategy – on identification of latent customer needs, and determine how each prototype strategy interacts with vicarious learning based on market big data to identify latent customer needs.Design/methodology/approachWe collected data from 299 Chinese manufacturing firms via on-site surveys to explore our research question. All of our hypotheses were supported by the regression results.FindingsThis study finds that both the enhanced and basic prototype strategies (experiential learning from direct market experience based on prototyping) have positive effects on latent need identification, but the effect of enhanced prototypes is stronger. Furthermore, the enhanced and basic prototype strategies have different interaction effects with market big data (vicarious learning from indirect market experiences) on latent need identification.Originality/valueThis research extends the literature on prototype-based learning for latent need identification. It also contributes to the experiential prototype-based learning literature by exploring the role of vicarious learning based on market big data.

Penerapan IMC (Integrated Marketing Communications) oleh Pemerintahan Kabupaten Sukoharjo pada Kegiatan Sukoharjo Expo 2023

The success of an event has an impact on improving the image of an institution. A good image of an institution affects public trust and can benefit the institution. One of the events held by the Sukoharjo Government Regency in creating its institutional image is the Sukoharjo Expo. The Sukoharjo Expo is an activity that carries the theme “Ekonomi Kerakyatan, Penggerak Kejayaan Ekonomi Nasional”. The event is an exhibition to commemorate the 77th anniversary of Sukoharjo Regency and support economic recovery for micro, medium, and various fields. The implementation of IMC supports public relations in communicating with the public, especially in promoting activities. This can support institutions to convey strong, clear, and consistent messages so that communicants can truly receive and understand the message. The study aims to categorize and explain the implementation of the IMC strategy in the 2023 Sukoharjo Expo activities. This study used the theory of Morissan (2015) with 7 categories of integrated marketing communications. This research is a qualitative study with data from interviews, observations, and documentation. The sampling technique used purposive sampling. Data analysis used interactive model analysis. The results of the study show that the Sukoharjo Government Regency at the Sukoharjo Expo 2023 event has implemented all 7 theories of Morissan (2015), namely advertising, personal selling, sales promotion, public relations, direct marketing, interactive / internet marketing, and internet marketing. Furthermore, the findings were analyzed using SWOT analysis to determine the strengths, weaknesses, opportunities, and threats.

Perspektif Etika Bisnis Islam Terhadap Pengelolaan Peternakan Ayam Di Desa Pinggir Air

Considering that the egg products of purebred chickens of farmers in waterfront villages have not been able to meet the standard needs of around 20% of the local market needs, so that purebred chicken eggs are imported from outside the region to meet egg needs. The lack of supply from within this area is not able to meet local needs, making the opportunities for the waterfront village community to develop laying hen farm management very wide open. This research is to find out the Perspective of Islamic Business Ethics on the implementation of Chicken Farm Management. The research method used is qualitative research with sample determination. The key informant in this study is a chicken farmer in Pinggir Air. Non-key informants are people who are considered to know the problem being researched. The result of this study is an indicator of the management of chicken farms in Pinggir Air Village, this chicken farming business uses land and personal capital partly from loans from conventional banks. This chicken farming marketing system uses a direct marketing system. The perspective of Islamic business ethics on the implementation of chicken farm management in Pinggir Air Village has fully applied the principles of Islamic business ethics based on unity (monotheism or unity) by not leaving the essence of worship to God, as well as establishing a balance in determining fair egg prices for all consumers and being responsible and honest in determining and maintaining egg quality.

Direct Social Media Marketing Impact on Consumer Decision-Making Process in the Karachi Marketplace: Implications for Sustainable Development Goals (SDGs)

Direct Social Media Marketing Impact on Consumer Decision-Making Process in the Karachi Marketplace: Implications for Sustainable Development Goals (SDGs)

Direct selling laws and regulations in India: A comprehensive study

Direct selling laws and regulations in India: A comprehensive study

STRATEGI KOMUNIKASI PEMASARAN : MENGOPTIMALKAN PENGARUH DIGITAL DALAM MENCAPAI TUJUAN BISNIS DI TOKO TYAS GALLERY

Tyas Gallery is a business operating in the fashion and printing sectors. Tyas Gallery has a unique advantage to survive in an increasingly competitive business situation. This research uses a descriptive qualitative approach. Data collection methods in this research are divided into two, namely primary data collection and secondary data collection. In terms of marketing communications, Tyas Gallery uses promotional tools including sales promotions, direct marketing, public relations, and word of mouth to optimize its business goals. Tyas Gallery makes full use of online media such as Facebook and WhatsApp to attract consumers. Online media is considered cheaper, more practical and effective in attracting customers.

PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN MEMBELI DI COUNTER HANDPHONE PLAZA AMBARUKMO

This research aims to find out whether there is an influence of the Promotion Mix on the Purchase Decision at the Plaza Ambarukmo Yogyakarta Mobile Counter and to find out which Promotion Mix factors have the greatest influence on the Purchase Decision at the Plaza Ambarukmo Yogyakarta Mobile Counter. The results of the simultaneous hypothesis test stated that Ho was rejected, meaning that the variables Personal Selling, Advertising, Sales Promotion and Direct Marketing together had an effect on decision to buy at the Mobile Counter Plaza Ambarukmo Yogyakarta because the F-count (3,201) is greater than the F-table (2,467). The results of the dominant analysis show that the Advertising variable has the most dominant influence on the purchasing decision variable at the Mobile Counter Plaza Ambarukmo Yogyakarta because the results of the analysis of this variable have the largest t-value (2.488). Based on the results of the analysis of the coefficient of determination, it states that the magnitude of influence exerted by the variables Personal Selling, Advertising (Advertising) Sales Promotion Direct Marketing on purchasing decisions in Plaza Ambarukmo Yogyakarta Mobile Counter was 11.9%.

Manufacturer’s Channel Strategy and Demand Information Sharing in a Retailer-Led Green Supply Chain

In the rapidly evolving landscape of e-commerce, companies are increasingly focusing on their channel strategies to gain sustainable development. However, asymmetric demand information poses challenges to these decisions. This paper explores the interplay between a retailer’s information sharing strategy and a manufacturer’s channel strategy in a retailer-led green supply chain, where the manufacturer may establish an online channel to sell its green products directly. The dominant retailer has private demand information about the market and decides whether to share private information with the manufacturer. By establishing a game model, we analyze the impacts of information sharing and the manufacturer’s channel strategy on the payoffs for all the supply chain members, considering sustainability aspects such as the environmental benefits of green products and the efficiency of supply chain operations. The results show that information sharing benefits both the retailer and the manufacturer, irrespective of the establishment of an online channel. When the retailer shares demand information, opening an online channel benefits the manufacturer but benefits the retailer under certain conditions. Furthermore, through a numerical approach, we examine the strategic preferences of the firms and derive the equilibrium strategy. Interestingly, the manufacturer consistently prefers the scenario involving both an online channel and information sharing. The retailer’s preference, however, depends on the direct selling cost; it favors information sharing with or without an online channel based on this cost. Ultimately, our findings suggest that the equilibrium strategy can either be sharing information with an online channel or not sharing information without an online channel, which is contingent upon the direct selling cost and the forecast signal precision. These insights provide actionable strategies for enhancing the sustainability of supply chain operations.

The Impact of The Three-Dimensional Cultivation Model on the Development of the Suzhou Tea Industry: Estimating Value of Output Per Acre and Diversified Sales Models

This article explores the impact of the three-dimensional cultivation mode on the development of the Suzhou tea industry, focusing on the diversified estimation of the value of output per acre and sales mode. It introduces the history and traditional cultivation practices of tea in Suzhou, as well as the current challenges and problems faced by the industry. An in-depth analysis was conducted on the overview and improvement plans of the three-dimensional cultivation mode, covering relevant technical methods. Based on this analysis, the impact of the three-dimensional cultivation on the value of output per acre was studied and predicted. Its potential and advantages were explored and compared with the effectiveness of traditional cultivation models. Additionally, the impact of the three-dimensional cultivation mode on sales was analyzed, examining its market adaptability and competitiveness, as well as its advantages in expanding sales channels and market coverage. The study also focused on the promoting effect of diversified sales models on the Suzhou tea industry, including direct consumption market development, tea processing product development and promotion, and the integration of tea culture and the tourism industry. To ensure sustainable development, the article evaluates the environmental impact, economic feasibility, social benefits, and farmer benefits of the three-dimensional cultivation model. Finally, the prospects for the development of the Suzhou tea industry were discussed, and the positioning and response strategies of the three-dimensional cultivation model were proposed.

Strategi Lobi dan Negosiasi Dalam Membangun Kepercayaan Sponsorship Studi Kasus : Produk Hydro Coco

This research examines the lobbying and negotiation strategies in building trust in Hydro Coco's sponsorship as an isotonic drink. The method used is descriptive qualitative with literature study approach. The findings showed that Hydro Coco implemented marketing strategies through proper segmentation, targeting, and positioning. The performance strategy was applied by sending creative proposals to the event organizers, while negotiations focused on unveiling the logo and product sections at the event. Hydro Coco also used various promotional tactics such as offering free samples, product bonuses, price discounts, personal selling, and direct marketing. This study concludes that effective lobbying and negotiation strategies can increase sponsorship trust and increase consumer loyalty to Hydro Coco products.

BOBABOX MARKETING COMMUNICATION STRATEGY IN BUILDING BRAND IMAGE THROUGH INSTAGRAM SOCIAL MEDIA

By putting the correct marketing plan into practice, a firm can increase consumer trust in its brand and increase that brand's loyalty. In Medan, the use of Instagram for boba drink product marketing has the potential to capture a significant portion of the market, so beverage businesses will find it easier to establish a positive brand image with careful use and promotion. The purpose of this study is to identify and characterize Bobabox's use of Instagram social media for brand image building in marketing communications. This study, which was carried out at the production head office, Bobabox Jl. Setia Budi No. 157 in Medan City, employs descriptive qualitative research methodologies. It will be put into practice in April and May of 2024. The results of this study show that @bobabox.id uses five elements of marketing communication in building brand image including, advertising by using the Instagram ads feature, sales promotion by creating promotional content and collaboration, public relations providing the best service, direct marketing presenting linktree to facilitate consumers and personal selling through endorsements

DIGITAL INFORMATION ERA : STRATEGI PEMASARAN MUSEUM BENTENG VREDEBURG YOGYAKARTA MELALUI PENDEKATAN KOMUNIKASI PEMASARAN TERPADU

Marketing plays a major role in the overall strategy of a company, through an integrated marketing communications strategy the Yogyakarta Fort Vredeburg Museum can introduce this tourist attraction to the wider community. This research aims to explain how the Fort Vredeburg Yogyakarta Museum uses an integrated marketing communications approach in its marketing strategy. This research has qualitative characteristics and adopts descriptive methods. The author uses data collection techniques through observation, interviews and literature study. Apart from that, the author uses a purposive sampling technique. In the data analysis process, researchers analyze the data, present the data, and draw conclusions. In this case, the steps to strengthen the marketing of the Yogyakarta Fort Vredeburg Museum, the initial stage is to carry out a SWOT analysis to help the effectiveness of the strategy and overcome challenges, then segmenting analysis starting from demographics, geography, psychographics, to behavior; targeting; and the next positioning is the marketing stage through advertising by means of promotion through events; Public relations involves good relations with visitors through tour guides and reception staff; sales promotion is carried out by holding concerts; personal sales involves collaboration with schools, employees who are friendly to visitors; as well as direct marketing in the form of websites that lead to responsive media. Thus, integrated marketing communications plays a major role in the marketing strategy of the Yogyakarta Fort Vredeburg Museum and contributes significantly to increasing the number of visitors

The Impact of Promotional Strategies on Customer Decisions to Save at PT Bank Sumut KCP USU

This research examines how PT Bank Sumut KCP USU's promotion strategy affects customers' decisions to save. The study's population consists of 12,650 customers of PT Bank Sumut KCP USU. Using the Slovin formula, 100 participants were selected for the sample. The data analysis approach employed multiple linear regression analysis, including statistical tests (F, T, and determination coefficient) and tests for classical assumptions (normality, multicollinearity, autocorrelation, and heteroscedasticity). The normalcy test using Kolmogorov-Smirnov found that the data distribution is normal. There were no signs of heteroscedasticity, autocorrelation, or multicollinearity. The regression analysis revealed a partially positive and significant influence from advertising and direct marketing, and a partially positive but non-significant effect from sales promotion, public relations, and personal sales. An R-squared value of 0.488 indicates that the independent variables explain 48.8% of the variance in the dependent variable, with the remaining 51.2% attributed to factors not included in the regression model

Quiet sellers: When introversion drives salesperson performance

Introversion is commonly assumed to be disadvantageous for salespeople. This research challenges that assumption, identifying when introversion may be advantageous. We propose that when salespeople have closer relationships with other sales team members, the association between introversion and salesperson performance becomes more positive. We argue that this is because introverts in strategic network positions receive higher-quality advice and are better at listening. We further suggest that this interaction effect is strengthened when information quantity is higher, which is the case in larger teams. Network analyses of more than 260 salespeople in a direct selling context and a brick-and-mortar store context support our central assertion that introversion can be advantageous, given certain conditions. Altogether, our work extends the literature by underscoring the importance of the interplay between introversion, social networks, and network characteristics to job-related outcomes. For sales and retailing practice, our study highlights unique advantages introverted salespeople have, which have meaningful implications for firms’ hiring and personnel development practices.

Can sustainable biocommerce continue to support conservation, or will the captive breeding of offspring be its Achilles heel?

Abstract The trade in high‐value natural resources, particularly exotic plants and animals (henceforth biocommerce), can lead to both positive and negative impacts on wild populations. The exotic plant and animal hobbies are highly organized with internal cultures that are often poorly understood by non‐members; however, understanding them is of central importance for biocommerce with both direct and indirect consequences for the conservation of wild populations. Growing international demands for exotic species leaves simple questions related to the economics of biocommerce unexplored. The long‐term success of biocommerce businesses requires constant income, meaning they obtain and retain significant market proportions. Some biocommerce products can be reproduced by hobbyists and undercut business efforts based on sustainably produced exports. We analyse a test case in Neotropical poison frogs where sustainable biocommerce is burgeoning, yet (export‐based) businesses face direct market competition from the offspring produced within the countries, which receive their exports, and therefore are forced to rely on fervent customer support. Solution: We survey customers' behaviours where we find different classes of consumers, which differ in where they place higher values within the hobby. By taking into account these different classes, we gain insights and potential solutions to promote the stability of this unique type of biocommerce.

Evaluation of Mobile Devices and Learning Motivations in the Classroom using SPSS

Learning motivations and mobile devices are closely interconnected in today's digital age. Smartphones and tablets mobile devices like, have significantly impacted the way people access information and engage in learning activities. Here are some key aspects to consider regarding learning motivations and their relationship with mobile devices: Accessibility: Mobile devices provide easy access to a vast amount of information and learning resources. Learners can access educational content from anywhere and at any time, which removes barriers to learning and motivates them to explore new subjects or topics. Convenience: The portability of mobile devices allows learners to fit learning activities into their busy schedules. Whether it's during a commute, waiting in line, or during breaks, people can engage in short learning sessions, making learning more manageable and appealing. Personalization: Mobile devices enable personalized learning experiences through apps, adaptive learning platforms, and customizable content. Tailoring educational content to individual preferences and skill levels can enhance motivation and engagement. Gamification: Many leaderboards, and challenges, making learning more interactive and enjoyable. These gamified features can motivate learners to complete tasks and achieve learning goals. The significance of researching learning motivations and mobile devices lies in its educators and developers can create more engaging and interactive learning experiences. This can lead to increased student participation, retention of knowledge, and overall learning outcomes. Inclusive Learning Opportunities: Mobile devices can bridge the gap between learners in different geographic locations or with limited access to traditional educational resources. Research on learning motivations can inform the development of inclusive learning tools and strategies, ensuring that education is accessible to a broader audience. Personalized Learning: Understanding individual learning motivations through mobile devices can facilitate personalized learning experiences. Adaptive learning platforms can leverage this research to tailor content and activities based on learners' preferences, skills, and interests. Optimal Use of Technology: Mobile devices are omnipresent in modern society, and their integration into education is inevitable. Research on learning motivations can guide educators in making informed the classroom and beyond. SPSS is descriptive and bivariate data for statistics analytical, numerical effect projections and groups for identification provides predictions. software data conversion, map and direct marketing aspects provides software the interface is its key similar to a spreadsheet in view also shows open data. computer supported cooperative learning, computer supported cooperative play, E-learning, mobile & wireless games, mobile learning The Cronbach's Alpha Reliability result. The overall Cronbach's Alpha value for the model is .658 which indicates 66% reliability. From the literature review, the above 50% Cronbach's Alpha value model can be considered for analysis.

Information-sharing strategy in a two-stage hybrid platform under co-opetition background

The hybrid platform is emerging into online retailing market based on reselling and direct selling, forming the dual-channel model composed of third-party operated and platform self-operated channels. To achieve structural matching between channels, this study studies the pricing strategies of suppliers as well as platform under four information-sharing situations: non-sharing information (NS), complete sharing information (CS), sharing information only with supplier of self-operated channel (SS), sharing information only with supplier of third-party operated channel (ST), and derive the equilibrium outcomes. The conclusions show that the retailing price in NS is only affected by levels of competition and transaction fees, while sharing information can raise the retailing price of both channels. Second, the information shared to self-operated supplier can intense competition and bring higher wholesale price, while information not shared to self-operated supplier can enhance co-operation and bring lower wholesale price. Moreover, the self-operated supplier is more inclined to enjoy market information, the third-party supplier prefers to no information shared to self-operated supplier at lower information-sharing level, but the third-party supplier prefers to SS at higher information-sharing level. For equilibrium results, the NS is the equilibrium information-sharing strategy when the information value is high; when the information value is moderate, the equilibrium strategy is ST under small or high transaction fee, and the equilibrium decision is CS under modest transaction fee; when the information value is small, the equilibrium strategy is CS under small or high transaction fee, while the equilibrium decision is ST under modest transaction fee.