Functional Areas Of Marketing Research Articles

A Study on the Influence of Social Medsia in Digital marketing on Purchase intention of To FMCG Products

Social Media is New Platform for promoting the brand, Marketing is very important and it is among the most successful tool and technique in the field of every type of advertising .Social media has rapidly climbed the rungs of the popularity ladder amongst ordinary people during the last few years, so it is very likely that social media will soon surpass all other functional areas of marketing. The Social media is changing traditional marketing communication. Consumers are increasingly using social media to search for information and turning away from traditional media such as television, magazines, radio. etc. The main emphasis in this research is to identify and get insight into the main features of social media ads influencing consumer’s intention to buy. The aim of this research paper was to further understand the area in a measurable way by carrying out empirical research into consumer motivation to shop online. Purchase intentions can be define as an individual’s conscious plan to make an effort to purchase a brand. Purchase intention is an important index for evaluation consumer behavior. The purpose of this study is to investigate the influential factors on Customers’ purchase intention towards social media marketing and how the attitude influences the social media usage pattern.

Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework

Nowadays, Big Data and Artificial Intelligence (AI) play an important role in different functional areas of marketing. Starting from this assumption, the main objective of this theoretical paper is to better understand the relationship between Big Data, AI, and customer journey mapping. For this purpose, the authors revised the extant literature on the impact of Big Data and AI on marketing practices to illustrate how such data analytics tools can increase the marketing performance and reduce the complexity of the pattern of consumer activity. The results of this research offer some interesting ideas for marketing managers. The proposed Big Data and AI framework to explore and manage the customer journey illustrates how the combined use of Big Data and AI analytics tools can offer effective support to decision-making systems and reduce the risk of bad marketing decision. Specifically, the authors suggest ten main areas of application of Big Data and AI technologies concerning the customer journey mapping. Each one supports a specific task, such as (1) customer profiling; (2) promotion strategy; (3) client acquisition; (4) ad targeting; (5) demand forecasting; (6) pricing strategy; (7) purchase history; (8) predictive analytics; (9) monitor consumer sentiments; and (10) customer relationship management (CRM) activities.

Accounting and analytical support of the marketing of the commission operation of the trade enterprises

The object of research is commission operations of trade enterprises. In the course of research of scientific works of economists, devoted to the problems of accounting and analytical support of marketing, commission operations of trade enterprises used the methods of analysis and synthesis. And to determine the industry problems of accounting and cost analysis, induction and deduction methods were used. In the course of the study, methods of comparison and analogy were used when analyzing the experience of accounting and cost analysis and marketing risks. And in the process of analyzing the order of formation of the accounting and analytical system of enterprises, abstraction and concretization methods were used. The theoretical research was applied in the process of deepening the interpretation of the essence of the terms «trade» and «commission trade». It should be noted that the approach proposed in the work has a number of features for accounting and analytical support for managing marketing commission operations of trade enterprises. This approach should be considered as accounting and analysis subsystems. This is due to the fact that the distribution proposed in the work makes it possible to avoid risks in trading activities. It is the accounting and analysis subsystems that provide complete accounting and analytical information. It is shown that an important point in trading activity is taking into account the views of consumers. The author agrees with the opinion of scientists who offer to take into account corporate information and are increasingly aware of the extent to which the functional areas of marketing and supply chains are becoming increasingly integrated. It is shown that functional integration provides for the coordination of activities oriented to supply and demand, and theoretically provides for the creation of two interrelated advantages for consumers: reduction of the marketing risk of buying and, ultimately, a higher level of consumer brand. This ensures the possibility of obtaining the necessary information for accounting and analytical support for marketing commission operations of trading activities.

The impact of functional integration on perceived risk and consumer-based brand equity

Consumers today have access to a wide span of corporate information and are increasingly aware of the degree to which the functional areas of marketing and supply chain activities are becoming more integrated. Functional integration involves coordinating supply- and demand-focused activities and is theorized to create two interrelated benefits for consumers: lower perceived purchase risk and, ultimately, higher consumer-based brand equity. Despite an emphasis on the important role of consumers in the functional integration literature, the consumers’ viewpoint is missing. This research addresses this gap using a survey and an experiment to investigate the impact of functional integration on consumers’ perceptions of risk and consumer-based brand equity. Findings suggest that when functional integration acts as a component of brand association, purchase risk decreases and consumer-based brand equity increases. The results can help scholars and practitioners better understand the role of functional integration by advancing the nomological net of brand associations as part of the standard marketing mix.

Marketing Models: A Review of the Literature

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing. As study material, we have chosen 143 articles that used marketing models and were published in the Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics and Quality and Quantity, from 2010–2014. Based on content analysis, these articles were assigned to consumer behaviour, product management, pricing management, distribution management, promotion management and marketing dynamics research themes in accordance with their research objectives. Some of these clusters were determined based on previous studies, while others emerged from our review. It is found that the highest (lowest) proportion of articles reviewed in this study involve research that uses marketing models in the marketing dynamics (distribution management) research theme. The next most common research theme was consumer behaviour. Articles utilising marketing models in product, pricing and promotion management themes were moderately common. We also summarise specific purposes for the use of marketing models in each research theme.

Operations Course Icebreaker: Campus Club Cupcakes Exercise

ABSTRACTCampus Club Cupcakes is an in‐class ‘introduction to operations management’ experiential learning exercise which can be used within minutes of starting the course. After reading the one‐page mini case, students are encouraged to meet each other and collaborate to determine if making and selling cupcakes to fellow business students would be a viable fundraising activity for a student club interested in completing a community development project in a developing country. The exercise is a variation and extension of the popular Kristen's Cookie Co. Harvard case which addresses capacity and bottlenecks. Campus Club additionally incorporates supply chain management and risk management concepts while also revealing how operations management integrates with the functional areas of marketing, accounting, and finance.

Experiencing Integrated Management in a Virtual Learning Environment

The evolution of knowledge related to Integrated Management (IM) is clearly discernible. The growing complexity of the subject can be seen by the incorporation of new concepts and their increasing interrelationship demanding changes in education specially the relationship between what is taught in Industrial Engineering and Business schools and what is applied in companies. Here we introduce the e-tangram simulator, which seeks to develop conceptual (strategic), technical (operations management) and human skills in business managers. It provides a virtual learning environment that allows experimentation in a company operating in a competitive environment. Once the simulation environment has been defined, students acting as managers can develop their ability to strategically manage a company, combining variables from the external environment and the functional areas of marketing, operations, human resources and finance. To determine the impact of the simulator on learning among undergraduate Industrial Engineering and Business students data were collected from 500 students and analyzed according to The Collective Subject Discourse methodology. The results showed that the activities carried out in the simulation environment were of great help in consolidating technical and conceptual learning among undergraduates; developing human skills, particularly those related to negotiations.

The role of coordinated marketing-operations strategy in services

Purpose – The purpose of this paper is to discuss the importance of a coordinated marketing and operations strategy in goods and service producing business organizations. Customer engagement and co-production are imperative service delivery considerations, and therefore an aligned marketing and operations strategy is essential for the formulation, development, and effectiveness of managerial decisions especially for service sector firms. Design/methodology/approach – The authors present arguments in support of this paper's primary objectives by reviewing past research that have introduced theoretical frameworks, empirical support and applications in support of the close coordination between marketing and operations strategy. The paper then describes how the inter-relationship between marketing and operations strategy impacts several managerial decisions. Findings – The paper discusses several different types of managerial decisions within goods and service producing firms that require active interaction between marketing and operations. These decisions include aligning strategic priorities, new product development, service design, and experience design. Research limitations/implications – This paper is primarily theoretical and therefore does not include any new empirical data. Practical implications – The inter-relationship between the marketing and operations functions is well known to practicing managers. However, they may not have a specific understanding of the academic research described in this paper that shows how firm performance can be further improved by better managing these interactions for specific managerial decisions. Originality/value – This paper is theoretical and provides a comprehensive review of literature and a compelling argument for including marketing and operations strategy in the corporate executive suite. Therefore, this paper should be of interest to researchers and practitioners interested in the functional areas of marketing, operations, and strategy for service organizations.

Análise do processo de preparação da produção no desenvolvimento de novos produtos por meio de um estudo de caso em uma empresa do setor siderúrgico

A demanda por novos produtos tem aumentado em algumas empresas do setor siderúrgico, indicando uma crescente preocupação com o desempenho do processo de desenvolvimento de produtos (PDP), que depende de vários elementos conceituais importantes apontados na literatura. Em uma empresa siderúrgica, um fator relevante é o projeto do processo de produção, devido à característica de ser um processo de fabricação contínuo e por, geralmente, envolver investimentos significativos na fase de preparação da produção. Nesse contexto, o presente trabalho busca realizar uma análise desta fase em uma empresa siderúrgica. Pretende-se, por meio da abordagem metodológica de estudo de caso, identificar práticas organizacionais, focando nos aspectos operacionais e suas interfaces, envolvendo as áreas funcionais de marketing, engenharia do produto e manufatura. Também é tratada no trabalho a integração dos times multidisciplinares, a tomada de decisão e os critérios para avaliação dos resultados do PDP. O trabalho conclui que a empresa analisada utiliza-se de práticas que estruturam a preparação da produção e que a integração interfuncional das áreas é o que se destaca para o sucesso do PDP.

Adding Case Materials to Reinforce the Realism in Marketing Simulations

Marketing simulations allow students to get hands-on experience making complex business decisions. An ancillary package was developed to enhance realism, by including scenarios that capture realistic details of business decision-making. Scenarios were supported by current industry cases that illustrate how these details have been dealt with in the real-word. The author chose to focus on new product development in the automobile industry. However, this approach can be used with other industries and functional areas of marketing. This paper discusses the rationale for developing the ancillary package, describes its application in the classroom, and assesses its use.

Canadian Cases in Marketing

problems is delineated in the early chapters to aid the reader in placing scientific decision making in perspective. Standard basic quantitative techniques are then presented. Included in the review are outcome arrays, the idea of utility and payoff tables, evaluation criteria, and sensitivity analysis. Most importantly, the author depends primarily on basic techniques and their implicit assumptions. Thus, the difficulties in using these techniques are discussed. The second half of the text presents the role of models in the functional areas of marketing. An understanding of the models requires a knowledge of algebra and elementary calculus. Most of the essential material draws only on algebra while the more specialized material requires calculus. This latter area is presented in technical notes where it does not upset the flow of the book. Unfortunately, the author does not include the application of computer sciences to marketing problems. However, this is the only major exclusion of this text, and the area is covered in other monographs. Product decisions are centered on the selection and development of new products. The use of factor utility arrays and probability matrices in new product selection permits the author to synthesize much of the qualitative work that has been reported. Network theory is then used to guide the product through the various development stages. Market analysis and test marketing a product are covered in the traditional manner. Purchasing decisions are considered under conditions of certainty and risk. In addition, both the static and dynamic price situations are included. Since the material in this chapter depends quite heavily on calculus, the technical note presented enables the reader who is unfamiliar with the mathematics used to grasp the meaning of the material covered. Pricing decisions are initially presented via the economist model approach. The section on the use of decision trees in arriving at a price introduces the more practical techniques to solve the problem of setting a price. Competitive bidding strategies, including the use of decision trees, are discussed as a conclusion to this chapter. Two chapters are devoted to exploring the quantitative approach to advertising and promotion decisions. The standard topics of allocation of funds, measuring effectiveness, and competitive strategies are included. Of special note are the sections devoted to the estimation of the parameters of the dynamic advertising model and the use of Markov processes in promotion. Channel of distribution decisions is the concluding topic of the text. In this chapter, transportation and allocation techniques are used to solve problems arising in physical distribution. In summary, this book is useful as a text in an introductory quantitative marketing course and for the practitioner interested in reviewing basic scientific techniques applied to marketing. EARNEST B. UHR State University of New York at Albany