Effective Marketing Plan Research Articles

How to improve the success of bank telemarketing? Prediction and interpretability analysis based on machine learning

Because of the low cost and user-friendliness, telemarketing has become a common way for banks to obtain deposits for a long time. Meanwhile, researchers have been attempting to analyze consumer information in-depth to improve the effectiveness of bank telemarketing and attract deposits through telephone communication. In this paper, we construct bank telemarketing prediction models by three machine learning (ML) methods, i.e., Random Subspace (RS), Multi-Boosting (MB) and Random Subspace-Multi-Boosting (RS-MB), and find the best performing model. Also, we make the interpretability analysis to provide banks with decision information to develop and implement an effective marketing plan. We rank the importance of the original independent variables by the ML method and select those variables whose influence on the prediction results was significant. And we reconstruct the bank telemarketing prediction models based on the selected independent variables. Furthermore, we illustrate the marginal effects of the selected independent variables on the consumers’ subscription of deposits by the Partial Dependence Plots (PDP) to analyze how these selected independent variables affect the success of bank telemarketing campaigns. The empirical results indicate that the RS-MB using selected independent variables achieves the best performance for prediction. It is worth noting that banks would rather contact uninterested customers than miss potential deposit customers. Therefore, when predicting the success of telemarketing campaigns, it is more critical to reduce false negative rate than false positive rate. Moreover, banks using telemarketing should pay more attention to type of job that the customer does, the month that the customer was connected, and contact day of week.

Role of Digital Marketing in Growth of e-Commerce Business in India: An Empirical Study

The Indian market is moving more quickly than ever now. The internet is a channel for marketers to communicate with customers. People in India increasingly spend more time online daily, browsing the internet and using social media like Facebook, WhatsApp, and other sites. Thus, rather than focusing on conventional marketplaces, businesses are turning their market into a digital one by selling their goods online and making them accessible on numerous social media platforms. Social media is the source of the rise of digital marketing. People now spend time on social media, which is advantageous for marketers. India's digital marketing industry is expanding more quickly every day. Today Marketers are providing all the goods and services through online portals. It is only the way to gain success in the Consumer Market. This paper focuses on highlighting eCommerce's growth through digital marketing In India. 237 Marketers from digital marketing sector were surveyed to know the factors that determines the role of digital marketing in growth of E-commerce Business in India. The study concludes that Effective marketing, Target customer, Global reach and Strategy and Plans are the factors that determines the role of digital marketing in growth of E-commerce Business in India.

A Review of Social Media Marketing Activities in Promoting E-WOM and Enhancing Revisit Intention via Brand Image

Social media marketing has become very important in this era of social media for many scholars from various fields of study to investigate its effectiveness, as well as for marketers aiming to implement an effective marketing plan. However, there are few studies in the services literature, particularly in the Sabah tourism context, that have investigated the effectiveness of Social Media Marketing (SMM) Activities on tourist behaviors, although Sabah is one of the most visited states in Malaysia and among the major contributing industries to the Sabah income. Additionally, brand image plays an important role in tourism as it can affect a company's future revenue, long term fund, price sensitivity, affect decision making, stock prices, competitive advantage, and marketing achievement. Yet, the relationship between SMM activities and brand image remains hazy. Even though SMM activities is identified as an important factor in building a strong tourism brand image. Therefore, to clearly understand the relationship between these variables, this conceptual paper makes a review on the brand image as a mediator on the influence of SMM activities on tourist response particularly e-WOM and intention to revisit tourism provider social media sites. This article adds to the expanding body of knowledge regarding social media marketing and customer behavior in developing countries by emphasizing the importance of every social media marketing activity in the tourism sector.

EFFECT OF BRAND IDENTITY AND LIFESTYLE ON PURCHASING DECISIONS WITH EXPERIENTIAL BUYING AS MODERATING IN BABY BOOMERS IN MEDAN CITY RESTAURANTS

Many businesspeople have benefited financially from this culinary industry. However, many people in the culinary industry have failed financially due of poor marketing tactics and subpar customer service. It implies that a culinary company's ability to outperform the competition depends on the adoption of an effective marketing plan and strong consumer interactions. The purpose of this study is to ascertain how brand identity and lifestyle affect purchasing decisions that are tempered by experience shopping. Slovin sampling was used to perform this study on all restaurant patrons in Medan City. Modified regression analysis is used for the analysis. Purchase decisions are unaffected by brand identity. Purchase decisions are impacted by a person's lifestyle. The impact of brand identity on purchase decisions might be tempered through experiential buying. Experiential purchasing is unable to mitigate the impact of lifestyle on purchasing choices. At eateries in Medan City, Babyboomers' purchase decisions are influenced by both brand identity and lifestyle. At eateries in Medan City, experiential buying can reduce the simultaneous effect of brand identity and lifestyle on baby boomers' purchase decisions

"Strategic Implementation of Effective Marketing Plan for Indonesian National Sports Institute"

The Indonesian National Sports Institute (IONI) is a private university that will produce skilled and competent coaches to create the best athletes and educate the public to exercise properly. In an effort to gain customers, IONI will conduct marketing through promotions and increasing followers on social media in the form of youtube, tiktok, Instagram, facebook, and linked in. In addition, in an effort to introduce itself to the public, IONI will organize sports events that can reach the community, such as Fun Run or Fun Bike. IONI will also cooperate with the Central KONI, the military, and 63 sports in Indonesia through the signing of an MoU as a selling point that adds to IONI's image.

STRATEGI BAURAN PEMASARAN UNTUK BISNIS JASA: BIBLIOMETRIK ANALISIS

In finding the proper and most effective marketing plan to implement, one of the marketing mix's components can be considered. The notion of marketing is already regarded as the foundation of strategic development in every industry in the world, regardless of whether the organization operates in the sphere of products or services. The objective of this study is to provide a comprehensive analysis of marketing mix methods employed by service sector organizations from 2017 to 2021. This research literature review employs bibliometric analysis. By presenting the results of co-authorship, co-occurrence, and citation analysis, the study supported bibliometric analysis methodologies using 42 articles extracted from 50 pieces of data acquired from Google Scholar through the Publish or Perish application and VOSviewer. The finding reveals that one of the aspects that the company can observe in reaching the optimal and best marketing plan to apply is the marketing mix components. This is significant since the marketing mix is one of the most critical factors for customers when making purchasing decisions. If a company does not pay attention to what customers seek, it is almost inevitable that it will miss numerous opportunities to acquire customers and that the items offered would be wasted.

Examining university students’ behaviors towards online shopping: An empirical investigation in an emerging market

The paper strives to investigate the influential factors that might significantly affect consumers’ intention to shop from online websites. On this premise, this paper aims to examine the impact of perceived trust (PT), convenience (CONV), perceived website quality (PWQ), and subjective norm (SN) on individuals’ intention towards online shopping (ITOS). The paper proposed a study framework based on previous relevant literature. The study has drawn samples from private university students of Bangladesh. A quantitative research approach was adopted, followed by a survey method. Only undergraduate and postgraduate students of two Bangladeshi universities were considered as respondents as it is believed that they were the primary online shoppers in Bangladesh perspective. The sample size in this paper is 339, which was deemed adequate to run regression analysis. SPSS software has been utilized to conduct correlation and regression analysis. The convenience sampling method was applied in the study as the population is not known. This paper applied a 95% confidence interval to accept the hypotheses. Correlation results confirm that all independent variables correlated with ITOS. The findings of the paper report that PT, CONV, PWQ, and SN have a significant impact on students’ intention towards online shopping (ITOS). Henceforth, the online business managers can utilize the findings of this paper to understand the young consumer behaviors and develop a solid and effective online marketing plan for sustainable business performance.

Revisiting the marketing approach between seaports and dry ports in Malaysia: current trend and strategy for improvement

Purpose This paper aims to explore the comparative analysis of marketing strategies between seaports and dry ports. Second, this paper proposes a recommendation to improve marketing approaches in both nodes.Design/methodology/approach This research analyzes current marketing approaches to improve the freight volume and enhance interrelation between them for a comprehensive collaboration in the freight supply chain. This research employed semi-structured interviews via an e-interview questionnaire.Findings The result shows that dry port and seaport practice a mixed marketing strategy. Some marketing elements that a seaport applies are also applied by a dry port, like focusing on the target customer, joining exhibitions and face-to-face meetings. Customized service to clients, frequent discussion on the effective marketing plans and increasing the facilities at the seaport and dry ports can improve the marketing strategies in dry port and seaports.Originality/value Seaports are the critical components in esteem-driven context, which add to supply chains by creating value-added services in the transport chain. Nonetheless, research between dry ports and seaports has increasingly drawn the attention of scholars during the last decade. Having said like that, there have not been any pragmatic studies undertaken in the Malaysian context that mainly discusses the marketing prospect of the dry ports and seaports especially during COVID-19 outbreak.

Marketing strategije u funkciji konkurentnosti preduzeća u Republici Srpskoj

The development of a modern company implies the effective implementation of various marketing strategies. Marketing strategies are the basis for an effective marketing plan that is an integral part of the company's business plan. The marketing plan is defined and shaped in practice between the design of an adequate marketing strategy and the implementation of the marketing campaign. Defining marketing strategies implies a clear specification of a series of specific actions that need to be successfully implemented. Achieving defined marketing goals is directly correlated with well-defined marketing strategies. The key is to ensure measurable results when implementing a marketing strategy. Marketing strategies represent the foundation for developing a tactical plan in the company and thus have an extremely significant impact on the success of the company's operations. Therefore, there is a necessity to clearly define the types of marketing strategies that will be implemented in a certain company. In Republika Srpska, as an integral part of Bosnia and Herzegovina, one can identify different types of marketing strategies applied by companies in order to achieve their business goals. The specifics of the market influence the definition and application of specific marketing strategies. The choice of marketing strategy should always be in the function of improving the competitiveness of a particular company.

Implementation Of SWOT Analysis In Marketing Strategy For Murabahah Finance Products PMG-ASN Motorcycles During COVID 19 Pandemic

<p><strong><em>Abstract— </em></strong><strong>This study's findings include a marketing strategy, specifically the marketing of PMG-ASN Motorbike Murbahah financing products, implemented by PT. Bank Sumut during the Covid 19 pandemic, which includes several strategies, namely: picking up balls, building networks, providing excellent service and providing satisfying facilities to increase customer trust and satisfaction, so that custodians feel more secure. According to the SWOT analysis findings, PT. Bank Sumut has taken the risk of competing in a competitive market while also offering innovative products to customers. SO Strategy (potentially lucrative opportunities): Expanding market share, expanding collaboration with motorcycle dealers in North Sumatra, and building relationships with academics, government officials, and business leaders. WO strategy (Weakness Opportunities): Specifically, implementing a ball pick strategy, enhancing consumer loyalty, and improving product quality are examples of WO strategies. A strategic treat strategy (ST strategy) involves partnering with government departments and other dealers to define marketing objectives and improve service quality. A second technique is executing more excellent promotion through various media and establishing an effective and efficient marketing plan (Weakness Treats, or WT).</strong></p><p><strong><em>Keywords: SWOT, marketing strategy, Covid Pandemic 19, Motorcycle PMG- ASN Products</em></strong></p>

THE EFFECTS OF USING ENGLISH LANGUAGE APPLICATIONS IN DIFFERENT BUSINESS

Technology and digitalization is viewed as an integral part of the today’s business world which has revolutionized the business operations. Digitalization has also affected marketing plans usage of social media and different business application is rapidly increasing to connect customers and business organizations. The growing number of foreigners in Thailand which has given rise to use of English language. This study is purposed to examine that how marketing performance of business are affected by different applications characteristic and contacts. The moderation effect of use of English language is also checked in this study. The relationship between these variables is analyzed by gathering responses from 372 foreigner’s through online survey. The structural equation modeling tool was selected to evaluate hypothetical relationship between these constructs. The results found that effective application characteristics and content of these applications enhance business marketing performance and confirmed significance relationship between direct relationship and raveled insignificant indirect relationship of use of English language between applications characteristics and marketing performance. This paper provides useful implications for both literature and practice. It offers informative insights to researchers to expand research work. This study can be utilized by marketers to develop effective marketing plans implementing English language applications.

TOURISTS’ PERCEPTIONS OF LANGKAWI ISLAND AS A WORLD TOURISM DESTINATION

Tourists’ perceptions of a destination play essential roles in determining the purpose behind the behaviour of visiting the place. Hence, it enables the tourism planners to comprehensively predict tourists’ actions. Several studies have debated the importance of researching the perceptions of tourists on destination to develop effective strategic marketing planning. In line with this issue, the main purpose of the study is to investigate tourists’ perceptions of Langkawi Island as a world tourism destination. Today, Langkawi Island has increasingly active in promoting itself to be eminently known as a world tourism destination. A survey was conducted involving 677 tourists including both local and international tourists visiting the island. Interestingly, the findings indicate that most of the tourists are first time visitors and have stayed in Langkawi between 3 – 7 days, travelling in a group of less than 5 and have made their own travel arrangement. Among the purposes of visiting the island are to experience the natural resources and historical places of the island. In fact, the majority of tourists want to experience the interesting life in Langkawi as more as possible. Generally, the findings reveal that tourists have perceived Langkawi Island positively as a world tourism destination. The study eventually would assist the stakeholders particularly the policy makers and tourism marketers to have better and comprehensive information regarding tourists’ perceptions of the island. Additionally, the findings would also assist the tou rism planners to actively promote the beauty and natural resources of Langkawi Island and potray it as a world tourism destination.

Visitor Management at UNWHS

Studies have shown a significant increase in the number of visitors to the site after being featured on the UNWHS list which leads to visitation pressure and impacts thereof on the site. Visitor management at the UNWHS is the need of the hour. The paper aims to critically analyse the existing visitor management plan at the selected UNWHS - Taj Mahal, the second-best UNWHS in the world with more than 8 million visitors every year (timesofindia.indiatimes.com, tribuneindia.com, indiatoday. in, hindustantimes.com, 2017), and to suggest numerous proactive and reactive measures to bring about an effective Visitor Management strategy for the Site. The descriptive and exploratory research methodology has been used along with a mixed approach of both Quantitative and Qualitative Methods. Literature review of Visitor Management practices followed at UNWHS globally and an in-depth study of opinion of different groups – Site Managers, Travel agents, Guides, Visitors visiting the site helped conclude, that to defy the harmful impact of the visitation and to give an enhanced experience, an effective marketing plan with strict conservation and preservation practices have to be implemented in collaboration with locals, stakeholders and the government agencies

Strengthening the Marketing Strategies for the Traditional Property Developer in Malaysia

During the global economic downturn not only affecting Malaysian property industry but it was also impacted the global property industry, during the economic recession was increasing market competitive eventually the Malaysia property industry is even more challenging with oversupplying properties as more and more building been completed in the markets, but the sales are slow during the economic downturn. Therefore, an effective marketing plan is an integral aspect even for all types of businesses, which also been widely recognized and acknowledged, as an effective marketing plan has a significant positive impact on all kinds of businesses. The goal of this case study is to strengthen the marketing strategies with access and examine the marketing strategies for the traditional property developer firm in Malaysia with the targeted company name is 'S,' a direct interview with the marketing team was applied to examine the company marketing strategy. Strengthening of the marketing strategies plans with considering the marketing factors such as marketing positioning, marketing recognition, diverse customer base, marketing strategies effectiveness, internal environment, promotion strategies, promotion budgets, and product design and technology. The finding of this case study is providing a solution for strengthening the marketing strategies for the traditional property developer firms even during the economic downturn which able to strengthen and improve the company market share and reduce the burden with selling off the completed balance unsold stock units, as this traditional property developer firm need to upgrade, update and improve their marketing strategies.

Topic modelling for theme park online reviews: analysis of Disneyland

ABSTRACTThis study introduces topic modelling into the analysis of theme park online reviews to determine visitor behaviour and experiences. An exploratory analysis involving major Disneyland theme parks is presented using a large-scale review data set. A comprehensive list of the topics discussed by visitors when visiting Disneyland theme parks is constructed. Insights into the interests and concerns of various visitor groups across theme parks are revealed. The proposed approach and findings are beneficial to support theme park managers in understanding visitors’ perception, through which effective marketing and improvement plans can be developed to attract and retain future customers.

Perceived motivation in football/futsal practice according to players and coaches approaches: a tool of strategic management

The objectives of this study are to identify the profile of football/futsal players relative to their motivation to play these sports and to verify if coaches have similar perceptions to those expressed by the players. A questionnaire was given to 513 players and 206 coaches. The consumer profiles of the players were analysed according to their motivations, and cluster analysis was done to identify different player segments. Five distinct clusters were identified, and significant differences between gender and age were found. Differences in motivations were identified between male and female athletes and across ages. Also, the coaches' perceptions of the motivations of athletes did not match those expressed by the athletes. This type of analysis is essential for organisational decision makers because it enables designing more effective marketing plans and adjusting services to suit different types of consumers. In turn, more individualised services can ensure a high level of consumer satisfaction and improved retention rates in sports clubs.

Perceived motivation in football/futsal practice according to players and coaches approaches: a tool of strategic management

The objectives of this study are to identify the profile of football/futsal players relative to their motivation to play these sports and to verify if coaches have similar perceptions to those expressed by the players. A questionnaire was given to 513 players and 206 coaches. The consumer profiles of the players were analysed according to their motivations, and cluster analysis was done to identify different player segments. Five distinct clusters were identified, and significant differences between gender and age were found. Differences in motivations were identified between male and female athletes and across ages. Also, the coaches' perceptions of the motivations of athletes did not match those expressed by the athletes. This type of analysis is essential for organisational decision makers because it enables designing more effective marketing plans and adjusting services to suit different types of consumers. In turn, more individualised services can ensure a high level of consumer satisfaction and improved retention rates in sports clubs.

Investigating the impact of external environment on strategic marketing planning: a case study for NetSol Technologies Inc.

The objective of this paper is to propose a model for effective strategic marketing planning process by investigating the impact of external environmental factors on the international strategic marketing planning of NetSol Technologies, Inc. For an effective marketing strategy to be designed, the analysis of internal and external environment holds crucial importance. Following multiple theoretical approaches, the paper investigates and analyses international strategic marketing planning for NetSol Technologies, Inc. This paper also investigates if this analysis supports these theoretical models. Finally, the paper proposes a strategic marketing planning model that is proposed based on the strategic marketing planning applied by NetSol Technologies during its successful expansion throughout 30 countries. This model is proposed for all industries; primarily the tech industry.

Investigating the impact of external environment on strategic marketing planning: a case study for NetSol Technologies Inc.

The objective of this paper is to propose a model for effective strategic marketing planning process by investigating the impact of external environmental factors on the international strategic marketing planning of NetSol Technologies, Inc. For an effective marketing strategy to be designed, the analysis of internal and external environment holds crucial importance. Following multiple theoretical approaches, the paper investigates and analyzes international strategic marketing planning for NetSol Technologies, Inc. This paper also investigates if this analysis supports these theoretical models. Finally, the paper proposes a strategic marketing planning model that is proposed based on the strategic marketing planning applied by NETSOL Technologies during its successful expansion throughout 30 countries. This model is proposed for all industries; primarily the Tech Industry.

Critical review on social marketing planning approaches

Purpose<br/> This paper presents the first attempt to map and critically review existing social marketing planning approaches.<br/> Approach<br/> Critical literature review.<br/> Findings<br/> The discussion highlights that existing social marketing planning approaches have moved on from older product-driven models towards a more customer/ citizen-oriented, stakeholder engagement and value creation narrative. There is also a growing connection between social marketing planning approaches and theories from other disciplines. This recognises that a simple push marketing strategy, which was the working principle of many early social marketingplanning approaches, is not often effective for contemporary social marketing practice. Effective social marketing planning requires a greater emphasis on new social marketing principles derived from the new global consensus social marketing definition, such as more citizen focus, sustainable outcomes, and ethical practice, thus highlighting a need for more comprehensive social marketing planning approaches with a better understanding of recent theory development of social marketing as a field in order to be relatable and efficient.<br/> Implications<br/> The review sets out some original thinking about how planning in the field of social marketing can be strengthened through a more inclusive adoption of both system thinking analysis and integration with other fields of theory and practice that are seeking to influence behaviour for social good.<br/> Limitations<br/> This review is exploratory in nature and evaluates only 14 social marketing planning approaches; more social marketing approaches exist and could be considered in further reviews.