Marketing Practices Research Articles

Increasing MSME Competitiveness through Green Marketing Implementation: The Case of Pematang Serai Village, Langkat

This study aims to analyze the role of Green Marketing implementation in increasing the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Pematang Serai Village, Langkat. Case studies are conducted using a quantitative approach, data type. What is used in this study is primary data taken through direct research, also with secondary data as support. The results showed that the implementation of Green Marketing significantly contributed to increasing the competitiveness of MSMEs in Pematang Serai Village. Through environmentally friendly and sustainable marketing practices, MSMEs are able to create competitive advantages, improve brand image, and attract the attention of consumers who care about the environment. The implications of this research provide guidance for stakeholders to strengthen Green Marketing strategies in supporting the growth and sustainability of MSMEs at the village level.

THE ROLE OF GREEN MARKETING IN PROMOTING ENVIRONMENTALLY FRIENDLY PRODUCTS

The use of green marketing is extremely important for the promotion of environmentally friendly products and services. The process involves the production and marketing of products and services that are beneficial to the environment, such as those that make use of environmentally friendly technologies and are sustainable. The practice of green marketing not only helps businesses improve their brand reputation, reduce their expenses, and remain in compliance with regulations, but it also helps them align their values with those of their customers and offers them an advantage over their competitors. By embracing green marketing strategies, businesses have the opportunity to positively impact the environment, encourage innovation, and secure their position in the ever-changing market. The fact that 73 percent of consumers are willing to pay more for environmentally friendly items makes green marketing a very advantageous strategy for companies that are concerned about the environment. It reduces the adverse effects on the environment, strengthens customer loyalty to the brand, and generates opportunities in areas that have not yet been exploited. Two of the most successful instances of green marketing are Patagonia and Tesla, both of which have created environmentally sensitive marketing campaigns. To a large extent, modern businesses are dependent on environmentally friendly marketing methods, which are gaining popularity as consumers become more aware of the problems that are affecting the environment. Keywords:- Green Marketing, Businesses, Friendly.

An Analysis of the Wool Characteristics That Determine the Wool Price for White Wool in South Africa

This study evaluates the effects of white wool's characteristics (fibre diameter/fineness, staple strength, vegetable matter, and staple length) that contribute to determining the wool price in South Africa. The analysis was based on wool price data for the 2009 to 2019 production seasons. A multiple regression analysis of the price (R/kg) of White wool was applied to four independent variables: fibre diameter/fineness, staple strength, vegetable matter and staple length. Fibre diameter, staple length and clean yield, except vegetable matter, made a significant contribution (p < 0.05) to the determination of wool price after all other independent variables were controlled. A one-unit increase in staple length was associated with a 0.018-unit increase in wool price (R/kg). One unit (micron) increase in fibre diameter/fineness resulted in a 0.331 unit decrease in wool price (R/kg). One unit (percentage) increase in clean yield resulted in a 0.115 unit increase in wool price (R/kg). The analysis found that a 1% increase in clean yield, a measure of the amount of clean, usable wool produced by a sheep, was associated with an average increase of 0.115 R/kg in the price of wool. This means that as clean yield increases, wool price tends to increase. Clean yield varies within sheep flocks due to varying amounts of wax and contaminants such as vegetable matter dirt, breed of sheep, and the environmental conditions during wool growth. There was no statistically significant association between vegetable matter and wool price. Wool farmers need to produce wool with low fibre diameter, good length of wool and high clean yield percentage for White wool. Additionally, farmers should focus on improving their production and marketing practices, and policymakers should consider implementing policies that support the wool industry and increase its competitiveness.

The AI Revolution: How Artificial Intelligence is Reshaping Marketing Strategies

This paper explores the transformative impact of Artificial Intelligence (AI) on modern marketing practices. It examines how AI applications are revolutionizing various aspects of marketing, including customer experience, campaign personalization, content creation, and market research. The paper analyzes real- world examples and data to showcase the effectiveness of AI implementation. It also discusses potential challenges and ethical considerations surrounding AI in marketing. Finally, the paper explores the future potential of AI and its role in shaping the marketing landscape of tomorrow.

Influence of organization environment on contractor’s inter-regional market entry practice in China: an industry-level approach based on Bayesian logistic regression model

Inter-regional market entry poses a complex challenge for contractors, particularly in the construction industry with its unique characteristics. Existing research predominantly focuses on an international scale and target markets, often overlooking the influence of the organizational environment, especially the home market. This study aims to fill this gap by analyzing how the construction organizational environment affects contractors’ inter-regional market practices. Grounded in theories of organizational management, we developed a theoretical model with seven hypotheses examining the impact of organizational environment. We tested hypotheses with Bayesian logistic regression model based on data from 426 construction organizations in China. Our findings reveal that a contractor’s size significantly impacts the practice compared to other attributes like ownership and experience. Additionally, a thriving local economy strongly supports contractors in exploring other geographical markets. Interestingly, while local competition intensity and protectionism create barriers for external firms, they do not significantly affect the diversification activities of local contractors. These insights contribute to understanding the dynamics of inter-regional market entry in the construction industry and can guide practitioners in strategizing for sustainable growth. Future research could explore more detailed strategies such as market selection and entry mode, enhancing the depth of understanding in this area.

Crafting Inclusive Marketing Campaigns: Insights and Influential Factors in the Indian Context

With increasing diversity of consumers in the marketplace, marketers have begun to embrace inclusive marketing practices. However, there is still a lack of research on the topic, making it difficult for managers to understand how to design and execute effective campaigns. This study aims to fill this gap by identifying the key factors that contribute toward an impactful inclusive marketing campaign. The study used a sequential mixed-methods approach and first conducted interviews with 29 LGBTQIA+ and non-LGBTQ consumers to gain insights into their perceptions of effective inclusive campaigns. In the study’s second phase, ten industry experts provided inputs for the Fuzzy DEMATEL method to identify critical factors for an effective campaign. The findings revealed seven essential factors: social acceptance of the community, use of community-specific symbols, authentic communication about community issues, top management’s approach, inclusive hiring practices, brand history, and legal market structure, which were then grouped into social, communication-related, brand-related, organization-specific, and other macro-level categories. The study fills an important gap in the inclusive marketing literature and can serve as a practical guide for marketers to design and implement inclusive campaigns.

Role of Information Technology in Enhancing International Marketing

Information Technology (IT) has become an indispensable tool in the realm of international marketing, reshaping traditional strategies and opening doors to unprecedented opportunities for businesses worldwide. This abstract delves into the pivotal role of IT in enhancing international marketing practices, shedding light on its transformative impact on market expansion, customer engagement, and competitive advantage.

Market Practices and Structuring Practices on Market Making: Sustainable Certified and Specialty Coffee Market Dynamics in Brazil

On this paper, in a five years longitudinal study, the theoretical framework the constructivist market studies (CMS) were used to analyze how market practices interacted with structuring practices in the making of market arrangements throughout the sustainable and specialty coffee market development process in Brazil. Through the historical reconstruction of the UTZ certification program in Brazil and the Cup of Excellence (COE) coffee quality competition, based on document analysis and in-depth interviews, it was possible to identify the main market practices adopted by the actors involved in the organization and in market designing. It was possible to select specific translation moments that resulted in different market framings, showing how rules, devices and practices shaped the Brazilian coffee market. Main representational, normalizing and exchange practices were identified and it was highlighted the role of a new analytical category called “market structuring practices”, which acts as an important mechanism for the making of market arrangements and for the shaping and consolidation of market practices (marketization process).

Dampak Pemasaran Aplikasi Seluler Augmented Reality: Memanfaatkan Pengalaman Sosial Bersama untuk Pemasaran Viral

In today's business landscape, technology plays a pivotal role, enabling a shift from traditional to digital marketing practices. Augmented reality (AR) technology has emerged as a promising tool to enhance consumer experiences and influence purchase decisions. This study examines the impact of aesthetics, entertainment, education, escapism, AR marketing satisfaction, shared social experiences, and purchase intention on AR mobile applications in Indonesia. Data collected through online questionnaires were analyzed using SEM-PLS, revealing significant effects across all variables. Aesthetic elements positively influenced entertainment, education, and escapism, subsequently enhancing AR marketing satisfaction. Furthermore, AR marketing satisfaction positively affected shared social experiences and purchase intention.

Understanding the Impact of Reviews on Consumer Product Choices Under Negotiated Pricing

We study the impact of reviews on product choices when consumers can negotiate price. Although prior research has examined the impact of reviews in various contexts, none has considered a setting in which the purchase price is negotiated. We postulate that online reviews affect demand through consumer baseline product preference and consumer bargaining power. Leveraging a unique data set of consumer reviews of new car purchases, we developed and estimated a structural model to decompose and quantify the two mechanisms of how reviews affect demand: baseline preference mechanism versus bargaining power mechanism. Our counterfactual analysis suggests that the bargaining power mechanism is more important than the baseline preference mechanism in explaining how historical price and discount frequency information in reviews affect seller profits. Ignoring the impact of reviews on the negotiated price leads to a biased estimation of the effectiveness of reviews. We call into caution a popular selling practice of using discounts in exchange for positive reviews, as it can backfire when future consumers leverage this discount information to negotiate a lower price. This paper was accepted by Kartik Hosanagar, information systems. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2020.02658 .

Green marketing is a logical answer to the consumer society

In a very short time, green marketing has become a new trend in the orientation of companies in the world, where it represents a new face of modern marketing theory and is the answer to the current consumer society. The aim of this paper is to study the consumer society, its characteristics and consequences on the community as a whole. The consumer today is no longer just a passive observer, but an active participant in the events - Such a role of the consumer in the modern market necessarily leads to a different marketing approach of companies. The conducted research aims to identify the green marketing concept and clarify the boundaries and elements associated with the new marketing concept. The research concluded that green marketing is the application of traditional marketing practices, putting environmental protection first as a priority when determining the elements of the marketing mix from product design, pricing, distribution and promotion. Also, it has been proven that green marketing is not limited to just one sector, but to world-leading experiences in almost all industrial branches.

Impact of religiosity on green purchase intention: A study of Vietnamese consumer

The purpose of this article is to apply the Norm Activation Model to examine the impacts of religious beliefs (intrinsic religiosity, extrinsic religiosity spirituality, karma belief) on green purchase intention. This is the first assessment on the impact of religious beliefs on the green purchase intention of Buddhist and non-religious groups in Vietnam. Data was collected from 623 consumers. Partial least squares (PLS), a variance-based structural equation - modeling technique, was selected to test the research model and hypotheses. The findings reveal that religious beliefs have positive impacts on green purchase intentions in a developing context. Karma belief, intrinsic religiosity and extrinsic religiosity positively influence green purchase intention. Spirituality does not have direct effects on green purchase intention. The results give insights into religious factors associated with green-related behaviors. Understanding religion’s complex connections with eco-conscious decision-making allows for culturally tailored interventions. Theoretical contribution as well as managerial implications of this study, especially for green marketing practitioners are discussed

Entrepreneurial marketing practices and rural wine producers’ performance: The moderating role of competitive intensity in an immediate post crisis period

This study unpacks the relationship between engaging in entrepreneurial marketing practices and firm performance under the moderating role of competitive intensity, in an immediate post-crisis (COVID-19) period. Following 20 field interviews, the model testing stage featured survey responses from owner-managers of 306 small, rural wine producers across multiple regions in the United States. Underpinned by a relational, stakeholder perspective of resource-based theory, alongside an outside-in lens, unique insights revealed that in aggregate terms, entrepreneurial marketing activities were positively and significantly associated with firm performance, while competitive intensity yielded a non-significant moderating effect. Importantly, a post-hoc test revealed that only certain dimensions of the multi-faceted entrepreneurial marketing construct were significantly associated with firm performance, whereby, competitive intensity played different moderating roles (exhibiting varying interaction effects). Implications arise for practitioners building resilience after an environmental shock, whereby, they are likely to need to pivot strategies while facing new degrees of competitive intensity.

DEVELOPING WHAT CAN’T BE TAUGHT: CREATING AN EFFECTIVE PORTFOLIO OF STUDENT OUTCOMES THROUGH A STUDENT-RUN DIGITAL MARKETING AGENCY

ABSTRACT The purpose of this article is to provide an extended case study of the development of and early outcomes of a student-run digital marketing agency. Employers are looking to hire graduates who are “work ready.” In the area of digital marketing, this is especially challenging given the rapid pace of change in the industry where new technologies, companies and business processes seem to be introduced on a weekly basis. To build a bridge between the undergraduate marketing curriculum and the practice of digital marketing, an AACSB-accredited business school in northern New England created a student-run digital marketing agency that functions within and alongside the marketing course structure. This required the development of an ecosystem to support the agency and provide the business school’s undergraduate students with an opportunity to work with real clients and industry professionals using the latest tools and techniques. Initially focusing on the application of hard skills of digital marketing and industry technologies, we found that equal or higher value and interest for our students were the soft skills and client interactions they developed as part of the agency experience.

Untangling the cephalopod market: Authentication of seafood products in Greece with DNA-barcoding

Cephalopod products are very popular in Greece and are considered a delicacy. However, heavy processing and marketing practices interfere with visual inspection and impede morphological identification, allowing species substitution. Mislabeling of seafood products remains a worldwide issue despite existing labeling regulations at local and European level. For the detection of fraudulent products, a variety of identification methods have been developed, however DNA barcoding remains the most favored. This study aims to investigate the cephalopod species sold in the country's seafood market and assess their mislabeling rates. Two mitochondrial genes, the cytochrome c oxidase subunit I (COI) and the 16S ribosomal RNA (16S), were selected for the analyses. A total of 156 samples were collected from fishmongers, markets, and restaurants across four cities. Identification was successful in 93.58% of the samples and 59 discrepancies (40.41%) between the label and the identified species were recorded. However, in some cases, substitution might have been unintentional, caused by negligence, lack of detailed information on the label, and the overall low awareness of the legislation by retailers. High mislabeling rates were estimated, especially when compared against the average global substitution rate in seafood products but align with those reported by studies on cephalopod products. This study is the first to investigate mislabeling rates in cephalopod commodities in Greece. With the aim of a transparent seafood trade, our results highlight the need for monitoring of all seafood products available in the country's market.

A study of entrepreneurial marketing activities and firm performance in an immediate post-COVID-19 era: the moderating role of coopetition

Purpose Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues that impact the association. This investigation unpacks the relationship between entrepreneurial marketing behaviour and firm performance under the moderating role of coopetition, in an immediate post-COVID-19 period.Design/methodology/approach A resource-based theoretical lens, alongside an outside-in perspective, underpins this study. Following 20 field interviews, survey responses via an online survey were obtained from 306 small, passive exporting wine producers with a domestic market focus in the United States. The data passed all major robustness checks.Findings The statistical findings indicated that entrepreneurial marketing activities positively and significantly influenced firm performance, while coopetition provided a non-significant moderation effect. Field interviews suggested that entrepreneurs’ attemps to scale up from passive to more active export activities in an immediate post-pandemic period helped explain the findings. Owner-managers rejoined trustworthy and complementary pre-pandemic coopetition partners in the immediate aftermath of coronavirus disease 2019 (COVID-19) for domestic market activities. In contrast, they had to minimise risks from dark-side/opportunistic behaviour when joining coopetition networks with partners while attempting to scale up export market activities.Originality/value Unique insights emerge to unpack the entrepreneurial marketing–performance relationship via the moderation effect of coopetition, namely, with the temporal setting of an immediate post-COVID-19 period. Firstly, new support arises regarding the likely performance-enhancing impact of owner-managers’ engagement in entrepreneurial marketing practices. Secondly, novel findings emerge in respect of the contrasting role of coopetition in both domestic and export market activities. Thirdly, new evidence arises in relation to a resource-based theoretical lens alongside an outside-in perspective, whereby, strategic flexibility in pivoting facets of a firm’s business model needs effective management following a crisis.

Analysis of the bacterial diversity in Moroccan Jben cheese using TTGE, DGGE, and 16S rRNA sequencing.

This research investigated the physicochemical, microbiological, and bacterial diversity of Jben cheese, a popular artisanal variety in Morocco. The bacterial diversity was explored using culture-independent methods, including temporal temperature gel electrophoresis (TTGE), denaturing gradient gel electrophoresis (DGGE), and high-throughput sequencing (HTS). Significant intra-sample differences were observed for most physicochemical parameters within each milk type, while inter-sample differences occurred between cow and goat cheeses for dry matter and ash. Jben cheese exhibited distinct characteristics, with low pH values of 3.96, 4.16, and 4.18 for cow, goat, and mixed cheeses, respectively. Goat cheeses had higher fat (49.23 g/100 g), ash (1.91 g/100 g), and dry matter (36.39 g/100 g) than cow cheeses. All cheeses displayed high microbial counts, with a notable prevalence of the lactic acid bacteria (LAB) group, averaging 8.80 ± 0.92 log CFU/g. Jben cheese also displayed high contamination levels with total coliforms, faecal coliforms, yeast, and molds. Fatty acid profiling revealed fraudulent practices in Jben cheese marketing, with cow or mixed cheeses sold as goat cheese, as proven by low capric acid concentration. HTS analysis of Jben cheese identified ten genera and twenty-four species, highlighting Lactococcus lactis as predominant. TTGE and DGGE confirmed the presence of L. lactis but failed to provide the detailed profile achieved through HTS analysis. HTS has been demonstrated to be more reliable, whereas TTGE/DGGE methods, though informative, were more time-consuming and less reliable. Despite limitations, the combined use of TTGE, DGGE, and HTS provided a comprehensive view of indigenous bacterial communities in Jben cheese, identifying L. lactis as the main species.

Vulnerability and Constructed Precarity in the Canadian Housing Regime

ABSTRACT This article brings together feminist and critical theoretical perspectives on vulnerability to critique normative framing of vulnerability in housing. Vulnerability is often positioned as the problem affordable housing policies and programmes are designed to address). Feminist conceptions of vulnerability, by contrast, consider vulnerability as a universal condition. From a feminist perspective, I explicate the ways in which the Canadian housing regime constructs precarity in three ways: a reliance on precarious employment, positioning vulnerability as an inherent characteristic of populations, and finally through an imagined separation between nonmarket housing and (transnational) market practices. I suggest feminist conceptions of vulnerability offer a potent way forward to rethink the housing system. This recognition of shared vulnerability that is differentially felt might turn us away from targeted and population-specific interventions and instead direct attention to the housing regime itself.

OPTIMIZATION INTEGRATED MARKETING COMMUNICATION MODEL AS STRATEGIC APPROACH TO BOOST CIREBON BUSINESS LEISURE

This study centers on the strategic application of an Integrated Marketing Communication (IMC) optimization model to enhance the landscape of b-leisure in Cirebon City, West Java, Indonesia. Recognizing the city's potential, this research aims to leverage a comprehensive marketing approach to augment its appeal as a destination for both business and leisure. The primary objective of this research is to Utilize an Integrated Marketing Communication (IMC) optimization model to boost the business leisure sector in Cirebon City. By integrating various marketing channels, the study seeks to establish a cohesive and impactful communication strategy that resonates with the target audience. The research adopts a qualitative approach, using data from multiple channels; the study shows how models can be used to identify and adjust the most effective strategies accordingly. The findings of this study reveal promising outcomes in applying the IMC optimization model for enhancing business leisure in Cirebon City. The results showcase a significant positive impact on market engagement and the overall appeal of Cirebon as a dual-purpose destination. Potential limitations include data biases, the reliance on historical information, and the dynamic nature of consumer preferences, which may influence the interpretation of the findings. The originality lies in adapting this Model to a specific regional setting, offering practical insights for academics and practitioners in destination marketing.

Effect of Experiential Marketing on Customer Engagement and Loyalty in the Tourism Sector in France

Purpose: The aim of the study was to investigate the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Experiential marketing in France's tourism sector significantly boosts customer engagement and loyalty by offering personalized, memorable experiences. Despite challenges like cost management, leveraging digital technologies presents opportunities for enhanced personalization. Overall, experiential marketing plays a vital role in shaping customer perceptions and fostering lasting relationships in French tourism. Unique Contribution to Theory, Practice and Policy: Hedonic consumption theory, service-dominant logic (SDL) & social exchange theory may be used to anchor future studies on the effect of experiential marketing on customer engagement and loyalty in the tourism sector in France. Tourism businesses in France should prioritize the implementation of tailored experiential marketing initiatives that align with the unique characteristics and preferences of their target customer segments. Government bodies and tourism authorities in France should facilitate industry collaboration and knowledge-sharing initiatives to foster innovation and best practices in experiential marketing.