Dual Marketing Research Articles

Analysis of Tesla's Marketing Strategy Model

A prominent American electric vehicle and renewable energy company, with a history of leadership and innovation in the automotive sector, Tesla has consistently pioneered advancements. This study explores Teslas synchronization of online and offline marketing tactics, and probes how Teslas dual marketing approaches, online and offline, complement each other through employing a case study method, which encompasses distinct brand positioning, emphasis on digital and regional strategies, active social media integration, seamless online-offline interplay, and varied advertising methods such as word-of-mouth and pricing techniques. Teslas robust collaborations within the supply chain further fortify its competitive standing. The findings sustain Teslas market leadership and hold broader implications. They contribute to heightened market competitiveness, shed light on marketing models for emerging markets, reveal the potential of digital marketing, and even inspire the transformation of traditional automotive business practices. Today, Tesla cars already occupy a very high market share. Compete in the market through several different strategic approaches. Now people need to study what kind of model and supply chain can make this brand popular and successfully pay for it.

What do online reviews communicate? An evidence from emerging economy

PurposeOnline brand is becoming a popular and major gateway for consumers for booking various services specifically when they travel for several purposes. The present study aims to explore whether exposure to two separate yet similar modes of communication intervene consumer's brand trust and their subsequent loyalty intention toward the brand. The study further aims to investigate whether consumer's price consciousness has any influence on association between brand trust and brand loyalty in the process of decision -making.Design/methodology/approachThe present study follows a different approach to data collection. The data have been retrieved from online brand (Oyo) page on Facebook through Google Form application. In all, 289 useable responses were retrieved from the travelers aged between 18 and 30. Structural equation modeling using SPSS 25.0 and Amos 26.0 has been applied to examine the effects of brand communication and online reviews on brand loyalty through brand trust.FindingsEmpirical evidence supports that even after having strong brand communication, online reviews play a crucial role in consumer's brand loyalty through brand trust. The study further reveals that price consciousness acts as a significant moderator in the relationship between consumer's brand trust and brand loyalty.Practical implicationsThe current research contributes to the online brand and marketing knowledge by empirically showing the pertinence of consumer–brand relationship in an online brand context through a parsimonious model by examining how the two distinct mechanisms of communication influences consumer brand trust and loyalty intention.Originality/valueThe parsimonious framework of consumer–brand relationship adds to explicating the dual marketing challenges of communication and to draw a positive consumer response (i.e. consumer brand loyalty). The study attempts to examine the impact of two distinct yet identical modes of communication which facilitate shaping consumer brand trust that reinforce the strategic value of the circumstance and equips it with solid theoretical structure within an endeavor of the strategic significance of online brand managers.

Winning ugly: Profit maximizing marketing strategies for ugly foods

Ugly foods meet nutritional and safety benchmarks but deviate from cosmetic and size standards. The marketability of ugly food is a major factor that frustrates field-level food rescue efforts. We investigate opportunities to promote ugly foods in a way that converts uniform negative preferences towards ugly food to more diverse and horizontally differentiated preferences where some consumers prefer ugly food to standard offerings and pay a premium. We conduct an online discrete choice experiment and find a portfolio of marketing strategies that significantly enhance respondent willingness to pay for ugly carrots. Dual messages that simultaneously (1) link the purchase of ugly food to reductions in food waste and (2) suggest ugly food is natural and authentic significantly improve willingness to pay. We also find respondents tolerate some level of mixing of ugly with standard carrots. We find the most profitable strategy is to form bunches that include 40% ugly and 60% standard carrots and to sell the bunches with green leaves attached at farmers markets where consumers receive dual marketing messages. Profit simulations confirm that, in the absence of such marketing strategies, farmers rationally create waste by discontinuing harvest when the percentage of remaining carrots that are ugly is high.

Why firms exploit the dual marketing strategy? A network-institutional perspective

Purpose Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets both the consumer (business-to-consumer) and business markets (business-to-business). This study uses the regulated housing market as its research context in examining how housing developers cope with government intervention when implementing a dual marketing strategy. Design/methodology/approach This study applies a qualitative case study research approach, using 19 in-depth interviews, from the purposefully selected industry actors within the housing market, observations and documents. Findings The findings uncover housing developers’ struggles in dealing with government intervention when they adopt a dual marketing strategy. When dealing with the regulated consumer market, developers formed an issue-based net with other competitors and used their association to bargain with the government for flexibility in public policy. When selling to the business market, in which the private investment club emerged as a powerful actor, they initiated strategic net and influenced property developers’ pricing and selling strategies. The findings also demonstrate that the restrictions imposed on the consumer market have a spillover effect on the business market, which reflects the contextual embeddedness of the two markets. Originality/value This study contributes to the understanding of how actors strategize and co-evolve when implementing a dual marketing strategy. It helps policymakers, business actors and other connected actors to understand the interactions of all actors within a network that affects each other’s decisions.

Dual marketers and sustainability communication. Empirical evidence from corporate websites

Although companies frequently sell to both end-consumers and business customers, the practice of dual marketing has been scarcely studied in the marketing literature. Despite the increasing interest in corporate sustainability, no studies have provided systematic observations regarding these types of companies and their sustainability communication activities. Drawing on a thorough review of the literature, this article aims to fill this gap with an empirical contribution focused on evaluating whether dual marketers adopt appropriate sustainability communication in the digital context. Using the OSEC model, the corporate websites of 174 companies included in the Dow Jones Sustainability Word Index (DJSWI) 2015 were assessed. Our findings revealed a positive outlook, highlighting a significant commitment to sustainability disclosure. However, they show a pragmatic approach to legitimacy, as they are not strongly characterized by a strategic orientation and do not show a strong commitment to stakeholder interaction and engagement. These results provide indications for helping dual marketers improve their digital sustainability communication.

Dual marketing communications: Enriching channel value network with a multi-channel strategic communication

The marketing literature has made important progress enhancing the understanding of how organisations can efficiently manage their channels of distribution. However, the complexity of current channel systems sets further issues that remain unaddressed especially in terms of corporate communication (CC). The purpose of this paper is to suggest promising research directions in this domain presenting the main features and definition of Dual Marketing Communications (DMC). Different opportunities to connect multiple channel design - through Dual Marketing (DM) - with corporate communication flows’ advantages (from supplier to manufacturer, from supplier to final customers and from supplier and manufacturer to final customer) are proposed. Particularly, the chance to integrate CC management and DM research is highlighted in order to enrich channel value network with an original multi-channel strategic communication approach.

Re-discovering dual marketing: Internet's contribution

Re-discovering dual marketing: Internet's contribution

To Attend or not to Attend a Rural Folk Festival: Examining Nonattendees' Behavior Using a Temporal Approach

This article considers a temporal dimension and extends the theoretical framework beyond the leisure constraints theory to incorporate passive use and direct use values for the first time, to examine nonattendees' intention to attend a rural festival. It was found that passive use values affect only the decision to attend but direct use values influence that decision to take place sooner rather than later. Results also support the family life cycle stage theory for a potential first visit but not the decision to visit soon while the reverse was found for the distance decay theory. Overall, the impact of the various dimensions of the barriers within the leisure constraints theory, the perceived beliefs, and visit motivations differed among would-be visitors and those intending to visit sooner rather than later. Thus, a dual marketing strategy aimed generally at the former, and specifically at the latter, would be effective in attracting new visitors to rural festivals.

Advance selling with double marketing efforts in a newsvendor framework

With the rapid development of e-commerce, advance selling has become a common practice in the retailing industry. In this paper, we look into a joint optimization problem of multiple and dynamic marketing decisions when advance selling is applied. We assume that a retailer sells a product with a short selling season. The product can be a perishable or deteriorating item. The retailer launches advance selling before the stock actually arrives at the market in order to extend the selling season and thereby increases the awareness of potential consumers to the new product. To further stimulate demand, the dual marketing efforts of advertising and price discounting are employed during the entire selling season. We first model and analyze the dynamic demand generating process based on an extension of Bass Diffusion Model (Bass, 1969). The paper also integrates two types of stochastic consumer valuation: the consumer value of the product and the loss of consumer value caused by advanced purchasing. Furthermore, we model the marketing decision as a deterministic Markov decision-making process and then develop the properties of the optimal solutions of the problem. In order to solve the model, a dynamic programming method is applied. At last, managerial insights are explored through a numerical study. Our study shows that prolonging the selling season with an advance selling season is an effective tool to improve sales performance, especially in combination with the mix of marketing efforts.

DMOs and Rural Tourism: A Stakeholder Analysis the Case of Tucker County, West Virginia

Rural destination management organizations (DMOs) are faced with considerable challenges as they attempt to promote economic prosperity through tourism. This study sought to identify rural destination management challenges in Tucker County, West Virginia; identify the roles and activities of the destinations DMOs in addressing these challenges; and develop a perceived destination management framework. DMO challenges include maintaining authenticity and sense of place; economic diversification; seasonality, low wage jobs, and lack of employees; connecting resorts to small businesses and communities; and establishing a common vision, identity, and coordination of activities. While the majority of tourism literature calls for DMOs to play a dual marketing and management role, this paper makes an important contribution by identifying the need for a Convention and Visitors Bureau and a separate organization with a specific mission to sustainably develop and manage tourism and coordinate activities of the stakeholder network.

Do input subsidy programs “crowd in” or “crowd out” commercial market development? Modeling fertilizer demand in a two‐channel marketing system

AbstractMany governments in developing countries distribute fertilizer at subsidized prices in an effort to stimulate small farmers' agricultural productivity and food security. Prior fertilizer demand studies have largely failed to account for the effects of government programs on farmers' commercial purchases. Using a double hurdle model and nationally representative rural household panel data in Zambia, we distinguish between these sources and measure the contemporaneous “crowding in” and “crowding out” effects of government input programs on commercial fertilizer sales. Where the private sector is relatively active and average wealth is higher (areas seemingly more likely to be targeted by government programs), results indicate that subsidies have substantially crowded out the private sector, in some cases to the point that such programs could actually lower overall fertilizer use. On the other hand, in poorer areas where the private sector is relatively inactive, subsidies help to generate demand and crowd in private sector retailers. Empirical studies explicitly modeling farmers' fertilizer purchase behavior within a dual marketing framework can provide important insights for agricultural policy discussions in developing countries.

Optimal supplier testing and tolerance strategies for genetically modified (GM) wheat

AbstractA stochastic optimization model was developed to determine optimal testing strategies, costs, and risks for dual marketing of genetically modified (GM) and non‐GM wheat in an export supply chain. The optimal testing strategy is derived that minimizes disutility of additional system costs due to testing and quality loss. Cost components were estimated including those related to testing, quality loss, and a risk premium to induce shippers to undertake dual marketing as opposed to handling only non‐GM crops. Uncertainties were incorporated for adventitious presence and commingling, variety declaration, and test accuracy. Sensitivities were performed for effects of variety risks and declaration, penalty differentials, buyer tolerances, risk aversion, and GM adoption. Results indicate testing and segregation can be performed at a relatively low cost and risk to buyers.

Costs and Risks of Testing and Segregating Genetically Modified Wheat

Development of genetically modified (GM) crops is challenging the functions of the grain marketing system. A stochastic optimization model was developed in this study to determine optimal testing strategies. The model chooses the optimal testing strategy that maximizes utility (minimizes disutility) of additional system costs due to testing and rejection, and allows the estimation of the risk premium required for sellers to undertake the dual marketing of GM and non-GM segregations over a non-GM system. Costs are estimated for a vertically integrated grain export chain including testing, rejection, and a risk premium. The model includes elements of costs and risks of adventitious commingling at all stages of the marketing chain, variety declaration, grower truth-telling, and accuracy of testing technologies. Sensitivities were evaluated for the effects of GM adoption, risk parameters, variety declaration, and tolerance levels.

Economic and welfare impacts of commercializing a herbicide-tolerant, biotech wheat

A transgenic variety of spring wheat was proposed for deregulation in North America in 2002. (More recently, the developer shelved this plan.) In this paper, a quantitative model is used to analyze the possible economic impact of commercializing a crop for which there may be sizable consumer resistance. At issue is whether, and under what conditions, the economic benefits from biotech wheat could be outweighed by economic costs. The analysis also addresses the distribution of costs and benefits among stakeholders: producers, consumers, and US taxpayers. Specific attention is given to the impacts on consumers in non-biotech and biotech market segments, and those in the United States and foreign countries. Under base-case assumptions, the analysis suggests that commercialization of biotech wheat could lead to a small net loss of total economic welfare. Results depend critically on several model parameters: the rate of biotech adoption; unit cost savings for biotech producers; the share of the non-biotech market segment; and extra costs associated with a ‘dual marketing system’ for wheat.

Designing a Dual Marketing Program

While the marketing literature treats consumer marketing and business marketing as two distinct marketing disciplines, many firms combine them by selling the same product both to consumers and business customers. This practice of dual marketing is quite common, but fraught with pitfalls and surprisingly neglected in the marketing literature. In this article we describe the growing prevalence of dual marketing, its major benefits and pitfalls and the most common dual marketing strategies. Next, we combine all these elements in a blueprint for designing an effective dual marketing program.

How to market to consumers: 10 ways to win

Consumer marketing is undergoing a major upheaval. This book, by academic and consultant J.A.Quelch, analyzes these changes for general managers, marketing managers, product managers and people in the advertising industry. The author sets the context for his discussion of consumer marketing strategies through the introduction of three major themes: changes in consumer demographics and lifestyles; the globalization paradox - at the same time as marketers are launching products on a global scale, they are also developing an increasing capability to customize products and develop localized marketing campaigns through the use of information systems; and changes in the competitive environment. These themes are set the context for a discussion of marketing strategies which include: quality marketing, dual marketing, premium marketing, global marketing, licensing, non-store marketing, point of sale marketing, promotions, and local marketing.

Why not exploit dual marketing?

What happens when industrial marketers start selling to consumers? Or when companies who serve consumers begin marketing to industry? Although not without its problems, dual marketing offers synergies that have been largely overlooked.

THE ROLE AND STRUCTURE OF DISTRIBUTION

In our last issue we published the first half of this paper, originally prepared for the Distributive Trades EDC by Jan de Somogyi. The first section discussed marketing strategies; in this second part the writer is concerned with distribution as part of a social infra‐structure shaping the urban social landscape—an infra‐structure currently threatened by economic pressures. The need for a national, bi‐partisan policy towards retailing is stressed, and for an appreciation of its dual marketing and social functions; at national level there should be co‐ordination between government departments whose policies affect retailing; and at local and regional level there should be greater co‐ordination of decisions affecting retailing.