Importance Of Marketing Strategies Research Articles

Biomarketing strategy and tactics 101 PART II of III

The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. According to the Pharmaceutical Research and Manufacturers of America appropriate marketing of medicines ensures that patients have access to the products they need and that the products are used correctly for maximum patient benefit. The most important promotional tools for biopharmaceutical firms are 1) personal selling, 2) advertising, 3) public relations and publicity, and 4) web promotion. Part I of this three-part article focuses on the nature of the biopharmaceutical marketing’s four P’s, the importance of marketing strategy, the conduct of environmental analysis, and maket segmentation. Part II delves into the processes of targeting and positioning, marketing planning, as well as biopharmaceutical branding. Part III completes the series by focusing on the push and pull promotional strategies, advertising, selling, and biopharmaceutical web and social marketing.

Biomarketing strategy and tactics 101 PART I of III

The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.1 According to the Pharmaceutical Research and Manufacturers of America appropriate marketing of medicines ensures that patients have access to the products they need and that the products are used correctly for maximum patient benefit.2 The most important promotional tools for biopharmaceutical firms are 1) personal selling, 2) advertising, 3) public relations and publicity, and 4) web promotion. Part I of this three-part article focuses on the nature of the biopharmaceutical marketing’s four P’s, the importance of marketing strategy, the conduct of environmental analysis,  and maket segmentation. Part II delves into the processes of targeting and positioning, marketing planning, as well as biopharmaceutical branding. Part III completes the series by focusing on the push and pull promotional strategies, advertising, selling, and biopharmaceutical web and social marketing. biopharmaceutical, marketing, targeting, positioning, branding, advertising

A study of software product sampling

Product sampling is an important marketing strategy in the software industry. In this work, we propose a dynamic model to study consumer behaviour in software product sampling. The model shows that the demand for dynamic sample is in two equilibrium states. The result of the comparative static analysis indicates that factors such as sampling effectiveness and network externality effect can result in converting samplers into software buyers. Other factors, however, have the opposite impact. These factors include attrition (forgetting) rate, software price, and learning cost. Managerial implications of our findings are provided to the software vendors. We recommend that the software vendor should design an effective and user-friendly sampling mechanism and provide good learning tutorials, courses and demos for the samplers. The software vendor can increase the network effect of software product sampling through increasing of sampler base and knowledge sharing with social media. The vendor should carefully plan the pricing policy so that the effective sampling and maximum total revenue can be achieved.

The Antecedents and Consequence of Customer Relationship Management Performance

Nowadays, customer relationship management is an important marketing strategy to retain the customer. Many literatures proved that by maintaining a good relationship with the customers, they will come back to the premise. This empirical paper investigates the antecedent factors of customer relationship management performance and its impact on electronic banking adoption. This is subjected to a thorough validation process from a valid sample of 325 electronic banking customers in Malaysia via exploratory factor analysis for validity and reliability assurance. Seventy-four original items was tested in this preliminary analysis. The results indicate 39 constructs measuring social value, ease of use, delivery performance, economic value, usefulness, privacy; customer relationship management performance and electronic banking adoption satisfied the rigorous validation. This paper will end with the completed original hypothesized model ready for confirmatory factor analysis (CFA). Structural equation modeling was used since it has the ability to examine a series of dependence relationships simultaneously.

Pertumbuhan Pariwisata Global: Tantangan Untuk Pemasaran Daerah Tujuan Wisata (DTW)

The growth of global tourism is an opportunity and a challenge for all parties including the manager of a tourist destination. Designing marketing strategy appropriate destinations will be able to seize opportunities and challenges. This paper studied the situation on the tourist destination (DTW) Malang Raya and aims to provide some marketing strategies that are important in the growth opportunities of global tourism. Important marketing strategy that must be done in Malang tourist destination that is improving the quality of service through increased range of tourist attractions, good supporting facilities and increasing empathy from workers and local residents. Furthermore Malang tourist destination region has potential as a tourist destination for recreation and nature tourism.

Dedicated and generic marketing strategies

PurposeWithin a competing global food market marketing strategies become ever more important; in Italy an important marketing strategy in the wine sector focuses on the so‐called designations of origins (Appellations). This paper aims to analyse the public perception of regional wines with designation of origins.Design/methodology/approachA semi‐structured questionnaire was administered to a sample of wine consumers in national wine shows in Rome and the provinces. The questionnaire aimed at testing consumers' knowledge and preferences toward wines with a designation of origin produced within the Lazio region. A multivariate analysis has clustered consumers according to their behaviors in relation to wines with a designation of origin. A perception analysis relative to the knowledge and meaning of designations of origins was further performed. The latter has made it possible to rank regional wines and to establish the market effect of designations of origin.FindingsWith regard to behaviors toward wines with a designation of origin, the data suggest three ideal‐types of customers: “sensible” (i.e. customers knowledgeable of the meaning of designations of origins); “indifferent”; and “thrifty” (i.e. customers who understand the importance of designation of origins but are also conscious of price). The conclusions indicate that a designation of origin is a necessary but not a sufficient factor for having a good market performance.Research limitations/implicationsImplications in terms of marketing strategies are evident: wine production is characterized by different worlds of production and marketing strategies should be consequential.Originality/valueThe enthusiasm towards designations of origin is not always justified: the proliferation of designations of origin can de‐sensitize consumers with dramatic effects on rural territories whose economy rotates around the production of quality wines. Organizational adjustment and more efficient communication strategies are indeed necessary complements to obtaining an appellation.

Product bundling strategies in Swedish markets: links to business orientation and perceived effects on consumer influence

AbstractProduct bundling is an increasingly important marketing strategy within many industries, and consumer influence on companies' ranges of product bundles is, thus, becoming an important issue. The aim of this study was to investigate product bundling strategies consumers are exposed to by some selected companies in the Swedish automobile, travel and banking industries. Bundling strategies were considered in relation to business orientation as well as the consumer's potential to influence the product bundles offered by these companies. Fourteen qualitative telephone interviews were conducted with senior representatives from the three sectors. Interview respondents were selected in cooperation with their respective companies. Results underwent interpretative analysis, and the findings indicated that business orientation is linked to product bundling techniques and to the type of customer influence on product bundling. Consumers were exposed to mixed and complementary bundling strategies, and customers of companies that apply a market orientation were found to have greater opportunities to influence product bundles directly, whereas companies that apply a production‐oriented approach were less able to respond to their customers' wishes. Consumer influence on the product bundles of production‐oriented companies was found to be of a more indirect nature.

The Case Study on the Performance between SCM Adopted Textile․Fashion Firms and Unadopted Firms in a Viewpoint of BSC

SCM as the important marketing strategy enhance the firm's efficiency and compatibility in global market environment such as global outsourcing. Firms adopted SCM realized the need to evaluate precisely the performance of SCM. In spite of importance of SCM, there was not much intention and research to measure SCM performance in textile fashion industry. Therefore, the purpose of this case study was to measure performance of supply chain management in textile fashion business using BSC(Balanced Score Card) to measure not only financial perspective but also non-financial perspectives such as customer perspective, internal business perspectives, financial perspective, and innovation & learning perspective. The questionnaire developed by the reviews of the literature was adopted for this study. The results of this study showed that SCM performance was enhanced from the point of customer perspective(cost, quality, time, service), financial perspective(cash cycle time, inventory turn over, inventory obsolescence, return on asset, return on investment, capacity utilization), and innovation & learning perspective(cost for human resource management, service for human resources). But there was same performance level regarding internal business perspective(lead time, cost for manufacturing process, product quality control, productive flexibility for time, quantity, and variety). Therefore, we should keep close relationship and two way communication among supply chain members to promote better SCM performance.

Software marketing on the Internet: the use of samples and repositories

This paper examines one of the most important marketing strategies by software producers on the Internet. That is whether to offer free samples and, if so, whether to list the samples on shareware repositories. I show that firms with higher value products have a greater incentive to offer free samples but are more reluctant to do so if they are well known, and even when they do are less likely to be listed on shareware repositories. I then proceed to use four types of Probit-based models to corroborate the findings from the theoretical model.

Software Marketing on the Internet: The Use of Samples and Repositories

This paper examines one of the most important marketing strategies by software producers on the Internet. That is whether to offer free samples and if so, whether to list the samples on shareware repositories. I show that firms with higher value products have a greater incentive to offer free samples but are more reluctant to do so if they are well known, and even when they do are less likely to be listed on shareware repositories. I then proceed to use four types of Probit-based models to corroborate the findings from the theoretical model.

The internet, consumer empowerment and marketing strategies

PurposeArguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment are examined in terms of a process where control and management by suppliers over consumer access and enablement are increasingly difficult.Design/methodology/approachConsumer empowerment is examined historically, using quality gap analysis to capture an ongoing power struggle between consumers and suppliers. This draws out the limitations of current marketing and management strategies. The different forms of marketing challenges in this new environment are discussed.FindingsThe role of marketing strategies in fostering controlled consumer empowerment is reflected in the development of information‐based consumer‐centric marketing strategies that seek to enable and control delegation. In designing such strategies, consumers' familiarity with and use of ICT are both strengthened and widened, emphasising the uncontrolled nature of the consumer empowerment process.Research limitations/implicationsThe approach is literature‐based, focussing on the ICT enabled process. It does not address the psychology of empowerment. Since, consumer empowerment may imply switching suppliers in search of better value propositions, business cannot afford to ignore it, justifying the need for further research of both elements.Practical implicationsMarketing strategy rests on a control premise and the analysis of the consumer empowerment process implies that current customer‐centric strategies are operating under a false premise. There is a need to regain control over the marketing process, that is, to either manage the technological empowerment of consumers, or to devise new strategies cognisant of the possibility that such technological empowerment cannot be managed. The valuation of consumer loyalty in this environment rises significantly.Originality/valueAn historical perspective to consumer empowerment exposes the tensions between suppliers and consumers arising from ICT usage. A separation of consumer access and enablement from control and management by suppliers is shown to have important marketing strategy design implications.

The importance of marketing strategy

PurposePresents an overview of how traditional marketing communications have changed, and discusses the importance of Integrated Marketing Communications (IMC).Design/methodology/approachThe author discusses how changing market environments and the emergence of new IT have led to the emergence of new marketing tools. The author stresses the importance Integrated Marketing Communications and features case studies on four Swedish companies which fail to embrace new marketing concepts.FindingsDemonstrates that companies who ignore IMC will not gain the competitive edge required over their rivals.Practical implicationsOffers clear advice on the importance of IMC.Originality/valueProvides clear guidance as to the importance of strategically focused IMC. The Swedish case studies are a clear warning of the consequences of failing to embrace IMC.

Strategic marketing’s global challenges and opportunities

PurposeStrategic marketing is confronted with an array of global challenges and opportunities at the beginning of the twenty‐first century. Some opinion leaders question the role and importance of marketing strategy. Others are convinced the discipline is more vital than ever before.Design/methodology/approachSeveral important trends and issues have been articulated by leaders in the marketing discipline concerning how marketing thought and practice are expected to change in the future. Interestingly, opinion leaders offer very different interpretations concerning the role and importance of marketing in organizations today. FindingsThus, it is apparent that a complete vision about the future of marketing strategy has not emerged, although several challenges are indicated. Our objective is to identify these strategy challenges and their implications regarding marketing thought and practice. Importantly, the challenges highlight several marketing strategy opportunities which are relevant to scholars and managers.Research limitations/implicationsMarketing Science Institute interviews with CEOs and top marketing executives from a diversified sample of 12 corporations indicate “The strategic influence of marketing, as previously understood, appears to have diminished as short‐term revenue goals become more dominant and the role of the sales force is strengthened”. McGovern and Quelch in their survey of 120 companies and 18 interviews with CMOs and/or CEOs from global companies indicate that large corporations are “looking for strategic and operational leadership from the marketing organization more than ever before. The result is the increasing prominence of a senior executive whose title didn’t even exist ten years ago: the chief marketing officer or CMO”. Interviews with more than 40 CMOs from a range of companies around the globe by McKinsey & Company indicate that the top priority concern “is that an explosion of customer segments, products, media vehicles, and distribution channels has made marketing more complex, more costly, and less effective”. Vargo and Lusch propose that “marketing thought is not so much fragmented as it is evolving toward a new dominant logic – the exchange of intangibles, specialized skills and knowledge, and processes”.Originality/valueSeveral forces are expected to impact the strategic marketing decisions of a wide range of companies throughout the world. Moreover, these forces need to be addressed in managerial initiatives, course design, and several offer promising research opportunities.

The Modern Chinese Farmer: Technical Adoptions and Marketing Innovations among Vegetable Farmers in Shijiazhuang, Hebei

A team of American and Chinese geographers investigates the technical changes, changes in markets, and new production methods that have allowed the profitable production of vegetables almost year-round near Shijiazhuang, Hebei Province on the North China Plain. Based on a case study of 160 farm households, and adopting a micro-economic approach, the authors analyze household data through regression analysis to determine the most important technical adoptions, household characteristics, and marketing strategies as measured by net and gross returns per mu of vegetables at the field and farm scales. Journal of Economic Literature, Classification Numbers: D13, O13, Q12. 3 figures, 5 tables, 54 references.

Building destination brands: The cases of Wales and Australia

At the end of the twentieth century, brands permeate virtually all facets of every-day life — indeed arguably branding is today's most important marketing strategy, having developed into both a valuable equity and a sophisticated science. Although the various aspects of branding continue to be the subject of many academic studies, there is a dearth of research focusing on tourism. In today's highly competitive tourism market, many destinations — from individual resorts to countries — are adopting branding techniques in an effort to differentiate their identities and to emphasise the uniqueness of their product. This paper discusses the role and importance of branding in destination marketing and evaluates whether destinations can indeed be branded in the way that FMCG and services have been. Destination managers face three unique challenges in such branding initiatives: a lack of control over the total marketing mix; relatively limited budgets; and political considerations. Focusing on two case studies, Wales in the UK and Australia, this paper concludes that the adoption of a targeted, multi-agency ‘mood marketing’ initiative can assist in overcoming these political difficulties facing destination brand managers.

Trespass or symbiosis? Dissolving the boundaries between strategic marketing and strategic management

This article addresses the debate about the role of strategic marketing within the domain of firm competitive strategy. It begins by tracing the decline in the importance of marketing strategy in competitive strategy, especially after the emergence of the field of strategic management. It then describes the emergence of strategic marketing as a more integrative discipline than marketing strategy, and the recent rapprochement in research ideas around competitiveness in strategic marketing and strategic management. Shifting market boundaries, rapid technological change, shorter product lifecycles, and changing organizational forms have changed competitive rules and increased the holistic complexity of business problems. These changes call for a greater interdisciplinary approach and integration in teaching and research to mirror the practice of competitive strategy, which recognizes the importance of both an external focus rooted in market orientation and an internal focus on unique firm resources and capabilities.

Administering the adult and continuing education programme in a free market economy

Describes a free market economy as a competitive, self‐regulating market. In this environment, marketing becomes a powerful instrument for matching products and services to people′s needs. The competitive nature of the market necessitates a continuous exploration of changes in people′s needs and a constant adaptation of the organization and its output to these changes. The success of this adaptation enhances product or service quality and ensures institutional survival. Explains that adult and continuing education can become more effective by adopting marketing strategies, and provides important marketing strategies that may be found relevant in the administration of adult and continuing education programmes under a free market economy.

Consumer Perception of Commercial Banks in a Newly Industrialized Country

In recent years, there has been an increased competi- tion and introduction of advanced technology into the banking sector all around the world. This situation has forced banks of all sizes to apply marketing concepts and techniques. In particular, assessment and understanding of bank customers' needs and wants have become very important marketing strategy tools. With this in mind, the ur pose of Ulis empirical study is to determine the importance o f se- - lected patronage factors used by Hong Kong commercial bank cus- tomers in choosing domestic versus foreign banks. Although Hong Kong bank customers use domestic banks more often, they perceive the usefulness of a select number of services in a similar manner for both domestic and foreign-banks available in Hong Kong.

Consumer Profiles for Fiber, Clay, and Wood Crafts

Acquiring in‐depth understanding of a target consumer market is an important marketing strategy for businesses to employ in attracting and maintaining cus tomers. The purpose of this research was to generate consumer profiles for fiber, clay, and wood crafts. The profiles were used for hypothesis testing and contrib uted to a data base from which craft producers could draw in making marketing decisions. Fifty‐three consumers who had purchased crafts in at least two media during the previous year were interviewed in depth. During interviews, the re spondents ranked three sets of craft stimuli and discussed the reasons for their rankings. Data were analyzed using content analysis and hierarchical cluster anal ysis. Five consumer profiles emerged for fiber crafts; four consumer profiles were developed for both clay and wood. Aesthetics, workmanship, function and use, and strong sensory or affective attachment were themes important to consumers across all media. Other themes were more specific to the particular types of media. Hypotheses are proposed for future research in which domestic consum ers of U.S. regional crafts would be compared with international tourist consum ers and with domestic consumers of international crafts.

Impact of purchasing systems contracts on distributors and procedures

Under systems contracting the buyer is supplied with all of his MRO items from a single source. This article discusses some important marketing strategy implications of systems contracting for both the manufacturer and industrial distributor of MRO items.