Good Marketing Strategy Research Articles

INTEGRATED MARKETING COMMUNICATIONS IN MARKETING PUBLIC RELATIONS PERSPECTIVE (Survey on TourismDestinationDevelopmentinThree Colorsof LakeKelimutu, Ende, East Nusa Tenggara Province)

The tourism industry also affects a tourist-destination country in term of cross-cultural understanding. To support the tourism activity in a tourist destination, it is necessary to have a good destination marketing strategy. Destination Marketing is a communication process with potential visitor to influence their tour destination. Destination Marketing possessed major role in the process of implementation. It does so, by its effort to communication the value, vision and mission and it competes to promote tourism destination. The potential Indonesian tourism industry will continue to suffer if the image of Indonesia, as a safe and comfortable country, is not correctly conveyed with the right strategy. It is time for the government to develop, communicate and promote tourism destination in other parts of Indonesia, especially in eastern parts of Indonesia. The research questions of this case study of integrated marketing communications from the perspective of public relations regarding potential tourist destination in one of eastern parts of Indonesia: Lake Tiga Warna Kelimutu, the Residence of Ende, the Province of Nusa Tenggara Timur are: Is there any effect of word of mouth communication on the attractiveness of tourist destination?, Is there any effect of marketing public relation on the attractiveness of tourist destination?, Is there any effect of destination marketing management on the attractiveness of tourist destination? , Is there any effect of Integrated Marketing Communication (IMC) on the attractiveness of tourist destination?, Is there any effect of marketing public relations (MPR) on the attractiveness of tourist destination?, Is there any effect of Integrated Marketing Communication (IMC) on destination marketing management?, Is there any effect of tourism infrastructure on the attractiveness of tourist destination?, Is there any effect of supporting tourism industry on the attractiveness of tourist destination?, Is there any effect of the attractiveness of tourist destination on customer satisfaction?, and Is there any effect of customer satisfaction on behavior intention?

The Influence of Customers Communication Behaviour in the Implementation of 21cineplex Viral Marketing Using the Social Networking Site Facebook

Application of viral marketing through social networking sites will greatly help companies in saving high marketing costs since companies do not have to give financial incentive to internet users or customers who voluntarily forward the information about the companies. Good marketing communication strategy will increase the company's branding and enable good interaction between customers and companies. This research to look if the customer communication behavior has a relationship and a significant impact on forwarding online content and whether the curiosity variable has a relationship and a significant impact on the variable of consumption of online content in the application of Viral Marketing. The methodology used is interpersonal communication model adopted from FIRO theory, which consists of the following variables: inclusion-need to belong, inclusion-individuation, affection-altruism, control-personal growth, and consumption of online content, towardthe online content forwarding variable; and also the curiosity variable towards the consumption of online content variable, where the hypothesis was tested by the correlation and regression analysis. The test results based on correlation analysis show that all H1hypotheses (have relation) are received; and based on regression analysis, all H1hypotheses (effect) are received, although the value of r and the effect is less significant (small).

电力营销策略与供求规律的研究

随着经济的不断发展与人民生活水平的显著提高，与广大人民日常生产、生活活动有着密切联系的电力行业也在新的发展机遇下呈现出新的态势。由于当前在我国的电力行业中，供电企业具有垄断性与区域专营性的特点，这就使得电力营销的主导权一直掌握在供电企业手中。与此同时，当前供电企业在组织管理等方面其较为落后的模式与策略在一定程度上又影响了电力营销市场的稳定发展。因此，当前供电企业应当着力强化市场研究工作，探索一系列科学有益的营销策略，并在合理依据市场供求规律的前提条件下，为消费者提供更好的电力服务，从而有效促成电力市场的改革发展。 With the continuous development of economy and people’s living standards improving, the power industry which closely relates to the broad masses of people’s daily life and production activities also presents the new situation under the new development opportunity. Due to the current in the electric power industry in our country, power supply enterprise has the characteristics of monopoly and regional proprietary; this makes the control of electric power marketing in the hands of a power supply enterprise. At the same time, the current power supply enterprises in organization and management aspects such as the relatively backward mode and strategy in a certain extent affect the stability of the electric power marketing development. Therefore, the current power supply enterprises should strive to strengthen market research to explore a series of scientific and good marketing strategy, and with reasonable according to the law of market supply and demand conditions, provide consumers with better service, so as to effectively contribute to the reform of the electric power market development.

A market model: uncertainty and reachable sets

Uncertain parameters are always present in models that include human factor. In marketing the uncertain consumer behavior makes it difficult to predict the future events and elaborate good marketing strategies. Sometimes uncertainty is being modeled using stochastic variables. Our approach is quite different. The dynamic market with uncertain parameters is treated using differential inclusions, which permits to determine the corresponding reachable sets. This is not a statistical analysis. We are looking for solutions to the differential inclusions. The purpose of the research is to find the way to obtain and visualise the reachable sets, in order to know the limits for the important marketing variables. The modeling method consists in defining the differential inclusion and find its solution, using the differential inclusion solver developed by the author. As the result we obtain images of the reachable sets where the main control parameter is the share of investment, being a part of the revenue. As an additional result we also can define the optimal investment strategy. The conclusion is that the differential inclusion solver can be a useful tool in market model analysis.

STRATEGIC MARKETING CREATIVITY AND MARKETING PROFITABILITY: A CONCEPTUAL MODEL

ABSTRACT Many firms invest substantial resources to build their strategic marketing creativity in order to maintain competitive advantage. Especially, in the digital era, marketers are being challenged in real time to find good marketing strategy because the speed of change is manifested and centered on transition in a technology that causes a shortening in product life cycles and enlarges a global competition. These are becoming the mechanisms of changes in marketing activity patterns. Enterprises and marketers are to seizing the opportunity and coping with the fast change. This paper integrates insights from the perspectives of both marketing and strategic management to gain a sustainable competitive advantage. Strategic marketing creativity is the instrument of creating unique capability. It is comprised of six dimensions: new marketing idea generation, dynamic research and development orientation, marketing activity integration, value development originality, novel marketing concept, and useful marketing program implementation. It proposes that best marketing practice, value innovation, marketing effectiveness, market response success, and sustainable marketing advantage of firms are driven, in part, by superior organizational marketing resources and capabilities. It proposes a conceptual model which draws from the resource advantage theory with a dynamic capabilities' perspective as underpinnings, and describes the links among strategic marketing creativity, best marketing practice, value innovation, marketing effectiveness, market response success, sustainable marketing advantage and marketing profitability, pursuing marketing well-roundedness as a moderator. A discussion of the theoretical contributions, practical implications, and future research direction are also presented Keywords Strategic marketing creativity, best marketing practice, value innovation, market response success, sustainable marketing advantage, marketing well-roundedness and marketing profitability

ICT and entrepreneurship: social network marketing

The article takles ICT impact on entrepreneurship by putting emphasis on theoretical aspects of social network, social network marketing and social marketing strategy. The social network has opened a whole New World of opportunity for even the smallest home-based business owner. There are countless numbers of new self-made millionaires that achieved their newfound success on the Internet. They started their Internet businesses from the scratches, found a niche and built their success. Developing a successful social network marketing strategy is an essential part of online successs and one of preconditions of successful entrepreneurship. In order to succeed, you must develop and implement a strategic plan that includes all of the following constituents: a great product, a website specifically designed to sell, a good marketing strategy. The paper provides overview of contemporary practices of suggest generalizations.

Determinants of Consumer Preferences for Honey in the Democratic Republic of Congo

Honey is one of the important non-timber forest products consumed in the Democratic Republic of Congo (DRC) and, as such, an important source of income for many households. However, poor knowledge of buyers’ preferences in the marketing of honey presents a major challenge to the profitability of the honey enterprises. The research presented in this article identifies key consumer characteristics that influence the preferences of honey consumers in the DRC. The primary data source used in this analysis is drawn from a survey of 214 consumers. Results show that consumers who are married and have reached at least the level of secondary education have a strong preference for local forest and savannah honey. Those between the ages of 30 and 50 do not prefer honey from beekeeping, but would rather have it imported. We conclude that segmentation of the honey market and increasing consumer awareness must go in tandem in order to develop a good marketing strategy.

FACTORS AFFECTING THE COMPETITIVE ADVANTAGES OF CITIMART

According to Porter (1985), in the market of competition, competitive advantage lies in the center of business activities of an enterprise. For this reason, one of the most important factors for any kind of business is to build or construct a good and stable competitive advantage. The wealth of a company cannot be durable if the company does not maintain its competitive advantage. Improving the competitive advantage is one of the first and foremost concerns of every business. In the process of integration, all economies have to try their best to fully compete with each other to gain the best. Among the economy sectors, the retail enterprises are of those who have to apply marketing strategies to strengthen their competitive advantage. With good and suitable marketing strategies, businesses can increase the number of their customer, have goods and products attractive to consumers and finally gain the expected profits. In Vietnam, the market economy started at the end of 1986, much later than the world market economy, so the application of competitive advantages from the macro level to micro level (here the enterprise level) has been slow. For the sector of retailing, especially supermarket retailing, the market scale of Vietnam is much smaller than that of other markets in the region. However, there are basic factors for a fast development in Vietnam such as: big population with the kind of young population, high rate of economic growth rate and non-stop improved living standard. That is the fact that the potential for retailing development in Vietnam is not small and supermarket business in the future is big. In Vietnam, especially in Ho Chi Minh market, there are quite a lot of supermarket chains which are in operation nowadays such as Co-op mart, Citimart, Maximart, B-smart, Shop&Go and so on? These supermarkets are trying their best to gain more customers. For this purpose, the researcher chose Citimart as a case study in this research. Citimart is one of most favorable supermarket in Ho Chi Minh. In this thesis, the researcher studies the factors affecting the competitive advantage of Citimart, and then find out the solutions for the policy makers to have good business strategies of Citimart.

International Marketing Strategies for Croatian Construction Companies

The rapid trend of globalization and technological changes have made difficult for construction organization to survive in the competitive world. Particularly, the actual global economy crises have the very strong impact on a construction sector, especially in developing countries such as Croatia. A performance of Croatian construction companies at the international markets are very low and represent a serious problem for the entire Croatian economy. So the importance of international marketing operations increasing rapidly. International marketing strategies are not the same as the domestic strategies, but if Croatian construction companies develop and establish a good international marketing strategy, their success at the international markets could be much better. This paper elaborates modes of international strategies and will try to find out which of them are specific for Croatian construction companies.

Revolutionary Suicide

Revolutionary Suicide

고객 가치와 성과의 관계 : 패밀리 레스토랑 웹사이트를 중심으로

Currently, improved quality of life has facilitated consumers' indulgence in a diverse range of cultural cuisines. Consequently, the evolvement of the food service industry has been developing itself according to the diversified needs of the consumers. In particular, a great amount of interest has been expressed in a new form of food service known as family restaurants. Family restaurant service providers have begun to provide information regarding family restaurant usage, including various foods and services, through their websites in order to yield better service to consumers. For family restaurant service providers, comprehending the consumers' purpose of using the company's websites is a crucial managerial issue and it plays an important role in the development of good marketing strategies. There exists a distinction in websites usage purposes according to the different values of consumers; the hedonic value and the utilitarian value. When consumers gain satisfaction through family restaurant websites usage, this satisfaction extends to word of mouth communication effect. In order to develop good Internet marketing strategies, this study is prepared to assist family restaurant service providers understand the relationships among customer value, usage purpose, customer satisfaction, and word of mouth communication with regards to the family restaurant websites. The results of this study provide useful implications to understand consumer behavior and to develop marketing strategies in a family restaurant websites.

Export of honey as an entrepreneurial strategy in the beekeeping sector.

The discovery of appropriate markets and market niches for bee products is one of the mostchallenging aspects that beekeepers have to overcome. The present research identifies the main strengths,weaknesses, opportunities and threats of the export of honey. In order to achieve the research objectives, asurvey was conducted in 2011, in the North West Region of Romania. The main findings of the paperconsist in the fact that, for Romanian beekeepers, the export of honey has to be considered anentrepreneurial strategy. The lack of resources and contacts is the principal weakness for exportingRomanian bee products. A good marketing strategy is necessary to promote local products and to accessforeign markets.

Different Approaches to Design Management - comparative study among Swedish and Polish furniture companies

There are many roles that design can play in organisations. It can be source of good marketing strategy, and designer by himself can be a promotional tool for a company. Thanks to those actions companies can gain publicity, media attention and good PR.On the second level, design can be perceived as ‘process of making things better’. In this case companies can achieve more effective product development process, new tools and technologies.On the third level we have the situation when designer work alongside with company managers with the whole business concept. At this level, designers’ work looks more like a brand consultant, a strategist. In this approach design should be reflecting certain brand name and brand values.As our study presented, Swedish companies operate on those two, higher levels, while Polish still limit the scope of design. We strongly believe, that Polish companies, as they gain more experience with design activities, will be more likely to perceive design in this more mature approach. In the meantime, presenting best practices from companies from other, more mature countries could be a good way of promoting design as a strategic asset rather than promotional tool. We believe that in order to fasten this process, Polish companies should as follows:1. Work more often with external and foreign designers;2. Expand the area of designer responsibilities in companies;3. Place the responsibility for design in hands of professional design managers.

‘Relationship Marketing’ – A Lucrative Hospital Marketing Strategy.

The value of any service lies in its utilization and the same principle applies to health care services also. The utilization of a service is possible only when customers, here patients come to know about the existence of service and its superiority over other hospitals providing similar services. To propagate this message and to overcome heavy competition from hospitals that spend huge amounts on marketing, it has become a must to have good marketing strategies without incurring heavy expenditure. This task can very well be fulfilled by the strong strategy of Relationship Marketing 1 .

연관성 모델에 기반한 오피년마이닝 시스템의 설계 및 구현

특정 제품이나 서비스에 대한 네티즌의 의견들은 고객들의 구매 행위에서의 참고대상일 뿐만 아니라 기업 입장에서도 마케팅이나 경영전략을 수립하기 위한 중요한 자료가 될 수 있기 때문에 온라인 고객리뷰를 분석하는 것은 매우 중요하다. 본 논문에서는 비정형(unformatted) 데이터형인 자연어(natural language) 형태로 웹상에 게시된 고객 의견들을 분석할 수 있는 새로운 오피년마이닝 기법을 제안한다. 기존 데이터마이닝 기법 중의 하나인 연관규칙탐사 기법을 수정하여 오피년마이닝 과정에 보다 효율적이고 효과적으로 적용하기 위한 방안을 고찰하고 이를 기반으로 실제 시스템을 설계하고 구현하였다. For both customers and companies, it is very important to analyze online customer reviews, which consist of small documents that include opinions or experiences about products or services, because the customers can get good informations and the companies can establish good marketing strategies. In this paper, we propose the association model for the opinion mining which can analyze customer opinions posted on web. The association model is to modify the association rules mining model in data mining in order to apply efficiently and effectively the association mining techniques to the opinion mining. We designed and implemented the opinion mining systems based on the modified association model and the grouping idea which would enable it to generate significant rules more.

종속성 네트워크 기반의 온라인 고객리뷰 분석시스템 설계 및 구현

특정 제품이나 서비스에 대한 네티즌의 의견들은 고객뿐만 아니라 기업 입장에서도 마케팅이나 경영전략을 수립하기 위한 중요한 자료가 될 수 있기 때문에 온라인 고객리뷰를 분석하는 것은 매우 중요하다. 본 논문에서는 온라인 고객리뷰를 분석하기 위한 도구인 종속성 네트워크 모델을 제안하였고 종속성네트워크 모델을 기반으로 한 분석시스템을 설계하고 개발하였다. 종속성 네트워크모델은 고객리뷰 내의 주관적 문장과 객관적 문장을 분석대상으로 하며, 명사들 사이의 상대적 중요성과 연관성을 나타낼 수 있다. 시스템구현 결과, 종속성네트워크 모델은 오피니언마이닝 기술에 의하여 도출할 수 없는 새로운 정보 즉, 추출된 특징들 사이의 상대적 중요성 및 연관관계 등을 추출할 수 있음을 알 수 있었다. It is very important to analyze online customer reviews, which are small documents of writing opinions or experiences about products or services, for both customers and companies because the customers can get good informations and the companies can establish good marketing strategies. In this paper, we did not propose only dependency network model which is tool for analyzing online customer reviews, but also designed and implemented the system based on the dependency network model. The dependency network model analyzes both subjective and objective sentences, so that it can represent relative importance and relationship between the nouns in the sentences. In the result of implementing, we recognized that relative importance and relationship between the features of products or services, which can not be mined by opinion mining, can be represented by the dependency network model.

Üniversite Öğrencilerinin Mobil Reklâmcılığa Karşı Tutumları

The rapid proliferation of mobile devices such as cellular phones has created a new communication channel for marketing. Currently, cellular phones are mostly used for Short Messaging Service (SMS) advertising. The aim of this study is to explore the factors that underline undergraduates’ attitudes toward SMS advertising. The results obtained indicated factors such as entertainment, informativeness, irritation, reliability, general attitude and permission and incentive-based advertising. The undergraduates do not perceive SMS advertisements to be entertaining, informative and reliable. Moreover, they find SMS advertisements annoying. It was also found that the students as consumers generally have negative attitudes toward SMS advertisements. However, they have positive attitudes toward permission or incentive based SMS advertising. Thus, sending SMS advertisements to potential customers without prior permission or incentive doesn’t seem to be a good marketing strategy.

An evaluation of business-to-business electronic commerce marketplaces (e-marketplaces) in Malaysia

The development of business-to-business electronic commerce marketplaces (B2B e-marketplaces) has influenced the way businesses are conducted. The emergence of many types of e-marketplaces together with the increase use of e-marketplaces allows many organizations to become e-market makers in the electronic commerce environment. Nonetheless, too many B2B e-marketplaces could become a challenge with e-marketplaces have shown numerous successes and failures since early existence. With this background, this pap er discusses the characteristics and success factors of B2B e-marketplaces offered in Malaysia. A content analysis ofe-marketplace websites using the integrated model from the Extended Model of Internet Commerce Adoption (eMICA) and the Internet-Based B2B Stages of Growth enabled an examination of type, ownership, B2B features and B2B stages of growth. A few e-marketplaces were then selected as case studies to identify the success factors based on the Framework of the Critical Success Factors Analysis fo r E-Marketplaces. Overall, Malaysia B2B public e-marketplaces have shown positive growth development stages across time with high adoption of e-commerce website features. In addition,factors of strategic, functional, technology, build liquidity, create value and others were also essential for t e success of the e-marketplaces. Indeed, good marketing strategies, multiple income streams, value added information services and government initiatives are among keys to success.

Marketing Strategy Implementation: A Study of Small and Medium Companies in Indonesia

A good marketing strategy does not always necessarily lead to successful marketing performance in an organization. It depends on how marketing people translate the strategy into action. A well formulated, but badly implemented strategy, will be effective (do the right things), but not efficient (do things right). While correct implementation of a badly formulated strategy will be efficient, but not effective. Firms need both effectiveness and efficiency to optimize their performance. This study, based on existing literature, identified a list of activities concerning the marketing strategy implementation, and investigated their nature in the process of the strategy implementation among small and medium companies in Indonesia. A tested structured questionnaire was used as a guidance in interviewing marketing managers -the respondents of the study. A total of 76 completed questionnaires were collected. Factor analysis was used to extract, if any, key dimensions across the data. This analysis resulted into four fundamental factors underlying 16 activities in marketing strategy implementation, namely commitment, consensus, evaluation and control, autonomy, and two factors representing 8 marketing performance that are financial, and strategic performances. Subsequently simple regression was performed to examine the impact of the four factors on the marketing performance. The study findings suggest that evaluation and control has greatest impact either on financial performance or strategic performance, followed by autonomy. Even though commitment and consensus influence the marketing performance, but their influences are not statistically significant.

(R)etailing in the UK

Looks at electronic retailing in comparison with fixed store (r)etailing and explores a number of concerns regarding the development of electronic retailing in the UK. Offers examples of a number of successful (r)etailers then goes on to discuss the advantages and challenges of (r)etailing. Concludes that, although (r)etailing only accounts for a small proportion of total retail sales, it does have potential for growth, and for this potential to be realised (r)etailers will have to concentrate on the fundamentals of quality goods and services and good marketing strategies.