Marketing Activities Research Articles

Hybrid financing in a dual‐channel supply chain with asymmetric demand information

AbstractThis study delves into the interaction between hybrid financing and asymmetric demand information within a dual‐channel supply chain. In this setup, the supplier directly sells to customers and also through a capital‐constrained retailer. We investigate a unique financing approach involving a blend of bank loans and supplier equity investment to support the retailer's operational (procurement and marketing) activities. Analyzing the equilibrium strategies under both symmetric and asymmetric information settings yields intriguing insights. In the case of symmetric information, we find that the retailer's equilibrium order quantity decreases with the potential market size under hybrid financing, contrary to traditional notions. When asymmetric information is present, a higher acceptance of supplier equity investment by the retailer tends to lead to order quantity distortion downward, increasing signaling costs. Furthermore, a greater proportion of supplier equity investment prompts the retailer to order more products, ultimately boosting profits for both the retailer and supplier. This suggests that supplier equity investment can enhance supply chain efficiency and alleviate the double marginalization effect.

Conceptualizing Inclusive Marketing: A Synthesis of Theory and Practice

Fostering inclusion is a currently popular marketing imperative to which firms, policies, and individuals are giving increasing attention. Various brands are striving to join this trend in multiple ways, producing a wide and differentiated range of actions that could lead them to be defined as inclusive. There is also a surge of interest in recent literature. However, this literature does not produce a general understanding of the phenomenon and mostly focuses on one facet of diversity or one marketing mix element. The result is fragmentation of literature conceptualization and management operationalization. Based on this scenario, the objective of this paper is to propose a taxonomy for inclusive marketing (IM) actions, using a hybrid approach based on the integration of theory and practice. In particular, a deductive literature review led to the identification of four dimensions of IM: the audience, the purpose, the vehicle, the output, as well as their related characteristics. These elements have then been validated and confirmed through an inductive empirical study of 88 examples of IM initiatives. From the theoretical perspective, the taxonomy allows to systematize a field of research that has recently blooming yet is lacking a holistic approach. Moreover, basing on the identified dimensions and characteristics, a more detailed definition of IM has been proposed. From the managerial perspective, the elements of the taxonomy have been the base for the development of a roadmap that could support practitioners finetuning their IM strategies.

Совершенствование стратегии по выводу из кризиса неплатежеспособных организаций

The article presents the research results aimed at strategic management of an insolvent organisation to overcome the financial and economic crisis. Nowadays enterprises in Kazakhstan often have challenges with ensuring financial stability and solvency. As a result, many organisations become uncompetitive. It can cause a business bankruptcy. The article highlights modern issues of ensuring domestic commercial organisations financial stability. The paper proposes solutions available to improve an economic efficiency mechanism for managing the financial condition of insolvent organisations. Therefore, an integrated approach to the development and implementation of strategies to recover insolvent organisations from crisis includes financial recovery, optimisation of operational processes, management reorganisation, reorientation to new markets and products, strengthening marketing activities, and improving corporate culture. Each of these strategies is aimed at stabilising the financial condition, increasing efficiency, and competitiveness. The implementation of these strategies requires all organisation departments coordinated actions and adaptation to current economic conditions.

Implementation of YOLOv8-seg on store products to speed up the scanning process at point of sales

<p>You only look once v8 (YOLOv8)-seg and its variants are implemented to accelerate the collection of goods for a store for selling activity in Indonesia. The method used here is object detection and segmentation of these objects, a combination of detection and segmentation called instance segmentation. The novelty lies in the customization and optimization of YOLOv8-seg for detecting and segmenting 30 specific Indonesian products. The use of augmented data (125 images augmented into 1,250 images) enhances the model's ability to generalize and perform well in various scenarios. The small number of data points and the small number of epochs have proven reliable algorithms to implement on store products instead of using QR codes in a digital manner. Five models are examined, i.e., YOLOv8-seg, YOLOv8s-seg, YOLOv8m-seg, YOLOv8l-seg, and YOLOv8x-seg, with a data distribution of 64% for the training dataset, 16% for the validation dataset, and 20% for the testing dataset. The best model, YOLOv8l-seg, was obtained with the highest mean average precision (mAP) box value of 99.372% and a mAPmask value of 99.372% from testing the testing dataset. However, the YOLOv8mseg model can be the best alternative model with a mAPbox value of 99.330% since the number of parameters and the computational speed are the best compared to other models.</p>

Who has an appetite for insects? Identifying segments of early adopters of insect-based food and their product attribute preferences: Insights from a choice experiment study in Germany

Despite well-documented scepticism among Western consumers about eating insects, there are groups of potential early adopters who will form the initial market for insect-based food. Understanding the different preferences of these potential early adopters is key to developing effective targeted marketing actions. This study aimed to identify segments of potential early adopters and their distinct product attribute preferences. Via an online survey in Germany (N = 922), we conducted discrete choice experiments using real packaging of insect-based meatballs and crackers. Latent class logit analysis identified four consumer segments for each product, three of which showed a willingness to buy the products. While these potential consumer groups varied in their price sensitivity and insect labelling preferences, they all attached the greatest importance to naturalness claims. Interestingly, sustainability and nutritional information were not top priorities for all consumers; instead we observed the importance of an institutional trust indicator, especially for unconvinced consumers. In conclusion, the results of the present study provide interesting insights for both researchers and practitioners to make informed marketing decisions in the development and labelling of insect-based products.

RESEARCH OF MODERN DIGITAL MARKETING TRENDS

Today's digital marketing is undergoing significant changes due to digital transformation. The article explores the key trends shaping the modern digital marketing paradigm, including process automation, content personalization, the use of big data, as well as the latest digital technologies such as VR and AR, artificial intelligence. The article pays special attention to the challenges and opportunities that companies face in the process of adapting to the digital environment. The article analyzes modern digital marketing tools. Today's digital marketing tools are essential for any business because they allow you to reach your target audience through a variety of digital channels. They provide effective interaction with customers, including personalization of communications and offers. During the study, the practical aspects of the integration of digital technologies into marketing activity with the aim of increasing its efficiency and effectiveness were determined. Modern digital marketing trends play a primary role in the development of a company's digital marketing strategy. A digital marketing strategy allows you to respond more quickly to changes in the market and adapt to new conditions, which ensures the sustainable development of the company in the conditions of the digital economy. In today's world, where digital transformation is transforming business processes and consumer habits, digital marketing is becoming a necessity for businesses in all sectors of the digital economy. An analysis of modern digital marketing trends demonstrates that automation strategies, the use of big data, personalization of content and the introduction of the latest technologies are critical for successful competition and attracting the modern consumer. Modern digital marketing tools are analyzed, the advantages of the development of digital tools in the context of digital marketing are determined and substantiated, practical aspects of the integration of the latest technologies in marketing activities are proposed to increase their effectiveness and efficiency. The integration of digital technologies and tools allows companies to quickly adapt to changing market conditions and remain competitive. This contributes to the creation of more flexible, adaptive and personalized marketing strategies that meet the modern needs of consumers. The results of the conducted studies emphasize the importance of constant improvement of marketing strategies and adaptation to rapidly changing market conditions to effectively use the potential of digital tools in marketing activities.

Integrated Marketing Communication Activities of PT. Prima Inti Nusa in Building a Positive Corporate Image

This study aims to analyze and evaluate the integrated marketing communication activities carried out by PT. Prima Inti Nusa in building a positive corporate image, as well as to analyze and evaluate the supporting and inhibitingfactors in building its positive image. The theory used in this research is Marketing Communication Theory. The research method used is qualitative research with constructivism as its core paradigm. The number of informants in this study, reaching data saturation, is nine people divided into two categories: four key informants and five triangulation informants. Data collection in this study is conducted through interviews and nonparticipant observations. The results show that to build a positive image manifested through word of mouth, PT. Prima Inti Nusa uses a mix of sales promotion and personal selling. Supporting factors include the positive attitude ofthe marketing team and a mindset ofnot being easily satisfied, while inhibitingfactors include the negative attitude ofthe marketing team, a mindset of being easily satisfied, and negative issues spread by competitors

Negative emotions and marketing retrenchment during crisis: attribution effects through crisis severity and strategic orientations

Purpose Emotions are widely acknowledged decision-making drivers, taking the front seat when managers lack objective information. Existing evidence indicates that negative emotions often lead to the decision to retrench. Contrary to these insights, our research aims to show that negative emotions can sometimes push top managers to withdraw from retrenching marketing activities. By drawing on the affect-as-information approach, this study aims to examine the direct and conditional effects of top managers’ negative emotions on small and medium-sized enteprises (SMEs’) intention to retrench marketing activities during the recent economic crisis caused by the COVID-19 pandemic. Design/methodology/approach This study uses a descriptive research design and surveys a sample of 155 chief executive officers from business-to-business (B2B) SMEs in Croatia. The authors empirically test the conceptual framework with hierarchical regression. Findings Based on the sample of 155 top managers of SMEs operating in B2B industries, negative emotions positively drive marketing retrenchment. However, additional insights reveal that this relationship is conditioned by crisis severity and SMEs' strategic orientations (exploration and exploitation). The relationship between negative emotions and marketing retrenchment weakens for SMEs severely hampered by the crisis and for SMEs following the exploitative orientation. In contrast, this relationship becomes stronger for SMEs whose business customers have been severely hampered and for SMEs following exploratory orientation. Originality/value This research advances the body of knowledge by demonstrating that, depending on the severity of the crisis and the strategic orientation of the SME, top managers may interpret negative emotions quite differently, which eventually has lasting consequences on marketing retrenchment during crises. Therefore, by focusing on emotional microfoundations and unique crisis- and firm-level contingencies, this study goes beyond existing theoretical discussions that contrast marketing retrenchment vs investment and offers a different understanding of why and when SMEs retrench their marketing activities during crises.

The Layout Planning At Sehati Dua Minimarket, Ciawigebang, Kuningan

The layout is one of the factors that affect visitor satisfaction. Where a good design will be the face of the company itself. There is a layout problem in the Sehati minimarket location where the product arrangement displayed has not been neatly arranged. The display of goods is placed directly on the floor without using any shelves. One way to optimize the relationship between product group proximity and use of space or layout. This research uses Market Basket Analysis and Activity Relationship Chart method by measuring three kinds of quantitative measures, namely support (factor domination level), confidence (factor level) and the ratio of improvement (viability factor proximity) and relationship product proximity qualitatively. Results of data processing and analysis with the method of MBA and Tolls ARC approach there are several alternatives to the new layout improvement then selected on of the best choice by the management company with a value of 40, and some changes from the previous layout the product – the product that must be moved among product with value the smallest, and development with an enormous support value,(1) namely The Gelas products

A sovereign grant and a franchised state: Tin mineral supply chains in south Kivu of eastern Democratic Republic of Congo

In resource extraction regions, nation-states tend to be depicted as the legal authority sanctioning profitable mining operations in close collaboration with corporate actors in their domestic territories. Especially in post-colonial contexts, corporate sovereignty is the term deployed by anthropologists to depict the acts of power by legally sanctioned corporate actors within a space of negotiation authorised by the state. A problem arises with this framing of sovereignty in contexts where the international norms of liberal democracy and development are violated due to constraints on the domestic authority of the state. In this scenario, the international order imposes itself to restore the authority of the state by governmentalising the security, territory, and market access of the state. Through ethnographic and field survey research in south Kivu of eastern Congo, I argue that the restoration and extension of state authority is a grant given to the state on condition of the responsible exercise of norms and practices of international markets. The tin, tantalum and tungsten (3T) mineral supply chain in south Kivu are an example of such a grant extended by international market actors and their related resource policy regimes to strengthen the state by franchising its apparatuses through practical mechanisms and discourse aimed at implementing traceability of so-called conflict minerals. Here, sovereignty is a position that is made by international market rule delivered through infrastructure in the form of 3T-mineral supply chains that franchise the state with the aim of optimising its fiscal reach and penetration among upstream mineral producers in south Kivu.

Competing for Dominance in the Game Industry--A Strategic Analysis of Microsoft's Acquisition of Activision Blizzard

After enduring the impacts of a three-year pandemic, the gaming industry has witnessed a series of remarkable marketing activities. Amidst the continuous unveiling of novel products, the landscape has been disrupted by significant acquisitions among major gaming corporations, breaking the long-standing veneer of silence in the market. Among them a representative case is focuses on Microsoft's acquisition of Activision Blizzard. By combining an internal and external environment in which Microsoft made its acquisition decision, we analyse meticulously to the rationality and impetus behind the formulation of this strategic initiative. We further analyse the performance impact of this merger and acquisition strategy to further evaluate the effectiveness of the merger and acquisition strategy. Ultimately, based on our analysis, we propose corresponding suggestions sand insights for companies in the process of preparing for acquisitions and those within the gaming sector, with the objective of mitigating potential risks.

UNDERSTANDING INDO-PACIFIC: A FOCUS ON THEORETICAL CONTEXT

This study aims to examine whether traders in Ujung Berung Market carry out buying and selling activities in accordance with the hadith of Islamic business ethics, which include honesty, trustworthiness, fairness, not selling prohibited goods, not swearing falsely, and not committing najasy (fraud) acts. This study uses a qualitative method with a descriptive approach, collecting data through interviews, observations, and documentation involving 25 traders, 3 buyers, and 2 market administrators as samples from a total of 250 traders. The results of the study indicate that most traders in Ujung Berung Market understand the principles of Islamic business ethics, although some only know the basics. Although there are traders who have never violated, there are also traders who still carry out buying and selling practices that are contrary to the hadith of business ethics. In conclusion, traders in this market generally know the hadith of Islamic business ethics, although their understanding is often limited to the basics, and there are still buying and selling practices that are not in accordance with the hadith. Keywords: Business ethics, Hadith science, Buying and selling, Hadith business ethics, Living hadith

Penguatan UMKM Guna Ketahanan Ekonomi di Desa Kalilembu Kecamatan Karangdadap Kabupaten Pekalongan

By being dominated by young people. This UMKM is engaged in clothing. Some of them are produced from materials into ready-made clothes. Some of them become deliverymen or resellers by selling to markets outside the city, such as: Solo Market, Tegal Gubuk, Jakarta, Kudus, etc. From this income they meet their daily needs. It can be seen that the working method used is still very traditional. Especially for resellers who carry out transactions or buying and selling activities by going directly to the intended store. Of course, this method is greatly affected by the current corona outbreak, where there are certain cities that have imposed a lockdown policy. Many complained that the market was difficult to reach, threatened with closing activities because it invited too many crowds, and that their income had decreased. with a livelihood as UMKM actors and as UMKM workers, their income has decreased due to covid 19. Coupled with the lack of knowledge about the creative economy, the people of Kalilembu Village are stuck and have difficulty developing their business. as a form of maintaining the community's economic resilience, the solutions that can be given are as follows: 1) Socializing the creative economy to the younger generation, especially SMEs. 2) Conduct online buying and selling lessons through e-commerce. 3) Development of creativity from convection waste as an alternative to increase income. 3) Dissemination of educational content to young children

Improving Customer Engagement of Food and Beverage Small and Medium Enterprises (MSMEs) Through E-Commerce and Content Marketing Training

Over the past five years, the rapid growth of MSMEs in Indonesia has also resulted in many MSMEs going bankrupt. However, this rapid growth of MSMEs is also accompanied by many MSMEs going bankrupt due to mismanagement and low competitiveness caused by the lack of adaptability to business digitalization through e-commerce and product promotion strategies through digital media. Similar problems are also experienced by Food and Beverage MSMEs in Ketintang Village, Surabaya. This drives the importance of increasing competitiveness with more effective business management and digital marketing strategies through community service programs in this area. This community service-based research consists of online store design training activities in e-commerce marketplaces and content marketing with outputs in the form of scientific publications in indexed international journals, publications in the mass media, increasing community understanding and skills, and YouTube videos aimed at improving customer engagement in e-commerce marketplaces. Using the experimental method, this study concluded that SMEs showed a positive perception of the importance of e-commerce in increasing market reach and sales and insight into digital marketing in compiling content marketing that can increase customer engagement for food and beverage products.

The Influence of Financial Inclusion on Stock Market Participation in Nepal: Exploring the Mediating Effect of Financial Knowledge

This paper focuses on financial inclusion (FI), a fast-embracing topic with potential drivers of economic growth and the improvement of individual financial well-being. This study contributes to the existing literature by analysing how financial inclusion influences stock market participation (SMP) in Nepal, explicitly emphasising the intermediary role of economic knowledge. The study employed a causal-comparative research design, and the data were collected from 403 individual investors actively participating in the Nepal Stock Exchange (NEPSE) trading. The statistical tools used to meet the objectives of this research are descriptive statistics, factor analysis, and structure equation modelling. The study results show that FI and knowledge influence individual investor participation in the stock market. The result also indicates that FI is positively related to stock market activity, while it is essential to enhance citizens' FK significantly. Further, mediation analysis shows that FK partially mediates the relationship between FI and SMP. This suggests its pivotal role in narrowing the gap between access to financial services and actual investment behaviour. These findings underscore the critical role of FI in creating an inclusive and participatory financial ecosystem within Nepal. Longitudinal data in future research can capture the evolving dynamics of FI and its long-term impact on SMP.

The Effect of Service Encounters at Airports on Visitors' Behavior within the Scope of Social and Environmental Sustainability

The aviation industry, and more specifically airport management and airport marketing, has continuously evolved and progressed from the past to the present. Contrary to what happened in the past, the importance of airport marketing, which has been kept in the background until today, has started to be better understood by managers every day. The fact that resources are scarce and needs are unlimited has made concepts such as sustainability and green marketing become the focal point. For this purpose, a hybrid scale was developed by utilizing scales that were used in different studies at different times, consisting of factors that are closely related to social, environmental sustainability and green marketing concepts such as green image, green trust, green customer satisfaction and green word-of-mouth communication. Within the scope of the research, the data collected from the participants with the questionnaire method were analyzed and interpreted with the relevant factors. A 5-point Likert-type scale was used in the questionnaire. The surveys were conducted face-to-face. As a result of the analyses performed with this hybrid model, it was determined that the model fit values remained within the required values. Since different levels of factor loadings were obtained as a result of the analyzes, the explanation of the relationships between the factors was realized at different levels. A Structural Equation Model was created in the light of the data collected within the scope of the study. The results obtained through this model contribute to the examination and interpretation of the effects of service encounters at airports on the behavior of passengers or visitors within the scope of social and environmental sustainability. At the same time, by focusing on which factors should be at the forefront of airport management and airport green marketing activities, it is very important to eliminate the deficiencies, to reveal the aspects that need to be developed, to question the validity of the rules that apply in basic marketing activities in this application and to determine whether the mentioned factors are valid in practice.

Marketing Outcomes and Shareholder Value: A Review and Research Agenda

One of the most fundamental management questions is how market-based assets affect shareholder value. To provide an answer, we review the extensive literature on marketing outcomes and shareholder value using the Theory, Context, Characteristics, and Methodology (TCCM) framework. The analysis reveals that researchers mainly rely on the efficient market hypothesis, signaling theory, and market-based arguments to theorize the relationship between customer-based market assets and shareholder value. Researchers predominantly collect secondary data and employ event study, persistence methods, and instrumental variables approach to show that marketing actions (such as advertising and brand building) and customer-based market assets (such as customer satisfaction, customer loyalty, and brand equity) positively influence shareholder value. After outlining the findings, future research directions on the relationship between market assets and shareholder value are explored.

Building the PharmD Pipeline With a Pre-Pharmacy Track for Working Adults Marketed to Pharmacy Technicians

ObjectiveTo describe the activities undertaken at Mercer University (MU) to establish a complete pre-pharmacy curriculum for working adults and market the program to pharmacy technicians in metropolitan Atlanta. To document post-implementation, the yield of students to the pre-pharmacy program and subsequent yield of Doctor of Pharmacy (PharmD) students to the MU College of Pharmacy. MethodsThe level of retrospective interest in the pre-pharmacy program was measured by a survey questionnaire administered to MU PharmD students who had completed their pre-pharmacy courses in metropolitan Atlanta colleges and universities. A traditional marketing funnel approach was used to achieve awareness, interest, desire, and action in the target market: metropolitan Atlanta pharmacy technicians. The pre-pharmacy program was established as a curricular track within the MU College of Professional Advancement for working adults. Enrollment and matriculant data were reported using frequency counts. ResultsA total of 185 pre-pharmacy program matriculants from the Spring semester 2019 through the Summer semester 2023 accounted for 1222 pre-pharmacy course enrollments. Of these students, 38 applied for the PharmD program at the MU College of Pharmacy, and 27 were accepted and matriculated. ConclusionOffering a pre-pharmacy track for working adults marketed to pharmacy technicians is one potential avenue for building the pipeline to pharmacy school while adding to the overall enrollment of the university.

Monetary Policy and Stock Market Dynamics: An Empirical Perspective

This study examines the influence of monetary policy on stock market performance and activity in Bangladesh, focusing on the Dhaka Stock Exchange (DSEX) index, using monthly data from August 2012 to June 2024. The regression analyses incorporate key monetary variables: the 91-day treasury bill rate, broad money supply, and Consumer Price Index (CPI). The first model reveals that the current month's DSEX index is strongly dependent on the previous month's index level, with the 91-day treasury bill rate showing a significant negative correlation, the broad money supply exhibiting a positive relationship, and the CPI indicating a negative association with market performance. The second model demonstrates that both the 91-day treasury bill rate and CPI negatively impact market turnover, while broad money supply has a positive effect. These findings underscore the crucial role of monetary policy in shaping stock market dynamics in Bangladesh, providing valuable insights for policymakers and investors in emerging markets.

Utilization of Digital Marketing Content Creator for Promotion of Entrepreneurship

Technological developments, the use of smartphones and internet access provide innovation in marketing activities. Entrepreneurs have new strategies in marketing the goods they produce which were originally marketed offline and can then be marketed online. Online marketing is one of the digital marketing strategies. Digital marketing activities are an important point in entrepreneurship promotion activities, considering that all forms of activity, especially in the business sector, have gone through the digitalization stage, so understanding in the digital marketing process must be improved so that they are not left behind and goals can continue to be achieved. The use of digital marketing is needed to improve the entrepreneurial marketing skills of students at SMA 7 Padang, SMK 4 Padang, and SMA 3 Tebo, so that students can implement digital marketing and be able to increase their business potential. Digital marketing involves starting from content creation, placing online advertisements, website optimization, email marketing, relations with online media, to becoming a social media admin. One application of digital marketing in business is content creation. This activity provides guidance regarding digital marketing strategies using content creation methods via social media platforms.