Marketing Management Approach Research Articles

Intelligent Marketing Management Approach in the Industrial Business Sectors

Purpose: In the midst of constantly evolving economic conditions, organisations in the industrial sector are facing intense competition. Therefore, it becomes imperative for these organisations to adopt effective marketing strategies in order to secure a competitive advantage. This research aims to study intelligent marketing management strategies in the industrial sector, and subsequently develop a structural equation model. Theoretical framework: Based on the concepts and theories, the approaches for intelligent marketing management, in the industrial sector, are categorised into four components: marketing insights, alliance centric, servitization, and marketing transformation, as illustrated. Design/methodology/approach: The mixed research methodology was employed by starting with qualitative research based on in-depth interviews with nine experts to create tools for quantitative research and conducting a group discussion with 11 experts to find a consensus on the model of this research. Findings: The analysis conducted based on the structural equation model shows that the model meets the goodness of fit criteria with the empirical data, exhibiting a chi-square probability of 0.072, a relative chi-square (normed chi-square) value of 1.128, and a goodness of fit index of 0.954, along with a root mean square error of approximation of 0.016. Research, Practical & Social implications: Intelligent Marketing Management Approach in the Industrial Business Sectorsfor senior citizens are explored in this research. A quantitative study is performed through surveys, using questionnaires which target 500 marketing executives in the industrial sector. Data analysis is performed using descriptive, inferential, and multivariate statistical methods. Originality/value: The research findings highlight the significance of intelligent marketing management strategies in the industrial sector to enhance marketing capabilities and improve overall efficiency. These approaches aim to identify the principles and factors that contribute to successful management practices, ultimately leading to the achievement of organisational goals. In today's highly competitive global economy, implementing intelligent marketing management approaches becomes crucial for businesses to ensure sustainability and secure a competitive advantage.

PHARMACEUTICAL MARKETING AS A MARKETING SYSTEM AT THE MACRO LEVEL: STRUCTURE AND FEATURES

The article addresses theoretical and methodological foundations of the marketing systems of the pharmaceutical market at the macro level. The size and social significance of this market determine the need to ensure its proper functioning as a whole system, but the systemic approach to marketing in general and to that of a specific industry remains underdeveloped. Marketing policy still mainly relies on the classical marketing mix, developing in the framework of marketing management approach that is in the micro-framework. Thus, issues related to societal interests in the functioning of markets, such as ensuring sustainability, development of human capital, and quality of life, remain without a proper apparatus of studying and action, on the margin of interests of market actors. This determines the relevance of the study. Based on the systematisation and generalisation of specific features of the pharmaceutical market and using the apparatus and approaches of macro marketing, the general structure of the marketing system is shaped grounded in a specific difference in mechanisms of creation and delivery of consumer value, attributed to the mechanism of drug prescription. Therefore, two interconnected subsystems of the pharmaceutical market marketing system are suggested: prescription and over-the-counter (OTC) drugs. Managing the first subsystem requires the use of approaches and tools inherent in B2B marketing. The creation and realisation of consumer value here is based on the objective needs of end consumers and is strongly influenced by the expert and professional environment. Taking into account the importance of the pharmaceutical market for ensuring social well-being, the need to create new pharmaceutical products may not always be justified by the significance of the market size, anticipating the need for non-market financing, support from market externalities The subsystem relies both the mechanisms of competition and that of cooperation; uses innovative management and marketing, to a certain extent this subsystem depends on the ability to ensure network of interaction between market participants. Such features of the first subsystem obviously have an impact on the second, where the need to ensure social well-being determines the general direction and sets guidelines and restrictions for marketing programmes of individual market participants. The effective functioning of the whole system is based on a combination of mechanisms of cooperation, vital considering a strong need for externalities, and competitive marketing based on specific characteristics of the pharmaceutical industry and market. Key aspects of macromarketing of the pharmaceutical market have been identified to ensure the management of the marketing system of the market system at the macro level.

E-Service Quality, Corporate Image, Government Policy terhadap E-Satisfaction pada Universitas yang di Moderasi E-Trust

Service competition at the University with the use of technological facilities to serve people who have not been served by services at the University has great potential to expand the distribution of services to the community. The model of service marketing, relational marketing and digital marketing needs to be studied simultaneously through a service marketing management approach to get e-satisfaction. The purpose of this study was to obtain an e-Satisfaction model at the University as a marketing strategy for University services, especially in Jambi Province. The research design used an explanatory survey approach. The survey was conducted at Private Universities in Jambi Province. The number of respondents as many as 392 University service users taken by random sampling. Data analysis was carried out using a structural equation modeling (SEM) approach and the SmartPLS 4 program.

Sustainable competitive advantages for a nascent wine country: an example from southern Sweden

PurposeThe purpose of this study is to discuss the opportunities for and challenges faced in the development of a wine sector in a nascent wine country, as well as the necessary requirements for the creation of sustainable competitive advantages (SCA), using Sweden as an example.Design/methodology/approachContent analysis of previous research based on secondary data; a SWOT analysis of the wine sector in the nascent wine country, Sweden, is provided in connection with a conceptual framework for SCAs.FindingsIn a nascent wine country such as Sweden, factors such as climate or technical issues regarding wine production are important factors in respect of SCA, but in themselves, do not present insurmountable obstacles to their creation. In reality, structural challenges such as the alcohol monopoly in the retail market, various other legal regulations and restrictions, the lack of marketing and promotion capabilities, limited viticulture knowledge and limited experience of cooperation with the local enterprise are all far more problematic in that they lead to relatively limited demand for Swedish wine. In this context, a marketing management approach becomes a key factor in changing attitudes and approaches. Clearly, it is important to provide potential markets and consumers with relevant marketing information about the nascent wine country and its products.Originality/valuePrevious research generally focused on the SCA in the established wine countries; the focus of this study is on the SCA in a nascent wine country, a country without any tradition of commercial wine production. This study contributes to the discussion of a new conceptual framework for understanding SCA in the context of nascent wine countries. Furthermore, it suggests that the remaining state alcohol retail monopoly in Sweden provides not only challenges but also opportunities for the development of the wine sector. These findings are valid not only for Sweden but also for other nascent wine countries.

TERRITORIAL CONSOLIDATION IN UKRAINE

Background. The tourism industry has a special place in the management of the development of united territorial communities (UTC). In recent years, communities have demonstrated that tourism is one of the key areas in the regional development strategy. Theaim of the article is to identify and substantiate the development of tourism in the UTC of Zhytomyr region as one of the priority areas of the regional economy. Materials and methods. Methods of comparison, analysis and collection of informa­tion were used in the research. Results. Tourism stimulates the main sectors of Ukraine’s economy and is the inte­gral part of the development of international cooperation and integration of the country in the world economy. This requires a balanced state policy of integrated tourism deve­lopment. However, there are no common approaches to managing this sector at the state and regional levels. That is why an important component of effective tourism development is the development of a new state policy for tourism development based on a marketing approach in management. Conclusion. Specialized, recreational and tourist complexes of regions occupy a special place in the management of tourism development at the regional level. It is necessary to take a number of measures for the successful development of domestic tourism in UTC, including Zhytomyr region, such as conduct an inventory of tourist attractions, monuments, infrastructure; establish a public-private partnership; create community impro­vement plans; join forces with neighboring UTCs to create tourism products; present tou­rist offers to tour operators, agencies, other partners and establish partnerships with them.

Food retailing marketing management: social media communication for healthy food

PurposeHealthy food sales have increased in recent decades. Retailers are widening their marketing management approach, including the use of social media to communicate with consumers and to promote healthy food. The purpose of this paper is to investigate European retailers’ social media communication content used to promote healthy food products, by analysing retailers’ Twitter messages and accounts characteristics, retailers’ Twitter messages content on healthy food and retailers’ Twitter accounts orientation on healthy food.Design/methodology/approachData include approximately 74,000 tweets sent in 2016 from 90 corporate and brand accounts. The tweets were sent by the top 36 European retailers. Data elaboration includes quantitative content analysis of Twitter messages, which is used to identify healthy food categories’ occurrences and co-occurrences. Then, multiple multivariate-linear regression analyses explore the relation between retailers’ characteristics and healthy food messaging and between the overall content of retailer accounts and a healthy food focus.FindingsThe vast majority of retailers’ tweets on healthy food issues mainly address general health and sustainability issues. Tweets about food health and nutrition refer to food types, meals or consumer segments. Tweets about food sustainability refer to general issues. Analysis of retailer accounts shows that the larger the retailer is, the lower the relevance of healthy food. Retailers with high numbers of tweets and followers tend to decrease their attention to healthy food promotion. Compared to retailers with lower revenues, retailers with higher revenues tend to send a higher number of tweets that focus on healthy food but the incidence is lower compared to the overall accounts’ messaging.Research limitations/implicationsAs the study focuses on a single category of food products, further research into other categories of retail products may contribute to a wider perspective. Future research may include graphical content/emoticons and extend the analysis to other social media platforms. Finally, social media data allow studies to cover a wide geographical area. However, in order to also value non-English written messaging, this research introduces some approximations in language interpretation.Practical implicationsThe research provides insights into how retailers use social media and provides an overview of how retailers manage their social media communication in one of the most promising food product categories. Retailers manage social media communication content cautiously to minimise controversial issues. This study provides insights into the need to more effectively target the increasing number of social media users.Originality/valueThe research approach and findings of this study extend prior research on retailers’ communication management by improving the understanding of retailers’ use of social media and marketing communication content for their key products, focusing on healthy food.

Communication and Household Adoption of Heating Products in Hungary

Existing studies of heating products have analyzed the adoption of energy-efficient heating technologies from diverse micro and macroeconomic aspects, such as diffusion of innovation, willingness to pay, business models, energy pricing, etc., but the analysis from a marketing management approach based on end customer insight is still lacking. Understanding the decision-making process of end customers, and the influence of social environment at the diverse stages of the purchase process leads to a focused market strategy, thereby contributes toward overcoming the multi-level segmentation challenge faced by the manufacturers of heating products. In this context, a two-step exploratory research was conducted in December 2013 with end customers of the residential heat market in Hungary. The end customers were found to be active decision-makers engaged in deliberate planning in the purchase of heating products. They start searching for information by turning mainly to online information sources and they actively integrate their social network in all stages of the decision-making process, which means that the role of the installer is relatively less influential along the whole purchasing process. Identified influencing communication channels at the diverse stages of the purchase process may support manufacturers to develop a user-centric marketing strategy by optimizing the communication instruments in their marketing mix by, for instance, including direct end customer communication via online channels and by de-emphasizing offline communication channels.

Features of a complex marketing approach in management of the tourism industry

Introduction. The tourist industry is a priority in the strategic development of a region. The main problems of research in the field of marketing tourism services are the essence and role of marketing in the development of the tourism industry, including the process of marketing management, types of strategies and marketing plans. The purpose of marketing tourism services is to attract as many customers as possible to the business entities, while providing them with the highest quality of service and guaranteeing their full satisfaction as part of the basic and expanded product.
 Aim and tasks. The purpose of this article is to study specifics and the complex nature of marketing in the tourism industry.
 Results. In the modern period of functioning of the economy, the service industry is developing very dynamically. In connection with this, the specificity of marketing used in travel services is also changing. The article analyzes the models of state regulation of the tourism industry. World practice separates the four models of state regulation of tourism industry. Eligible for the development of the tourist industry of Ukraine is the third "European" and fourth "Mixed" model, based on solid cooperation between the state and private business, i.e. the presence of central executive authority, recognition tourism is a priority area for the country. It is proved that the main positive point in introducing these models is that the State acts as the coordinator for the development of the tourism industry. The essence and features of the concept of "tourist demand" and "tourist offer" are also analyzed. Established in the tourist marketing system of continuous coordination of services in the marketing process with those that are in demand in the market, and which are planned to be introduced to the market with greater profits than competitors do.
 Conclusions. After analyzing the current concepts of marketing in tourism, we came to the conclusion that it is necessary to consider them through the concept of marketing interaction, that is, when using social and communication techniques to enhance marketing activities in tourism. Having reviewed the model of state regulation of tourism development, it was noted that it is European model of state participation in the development of the tourism industry is acceptable for Ukraine. It would be wise to develop a model tourism management in Ukraine and its regions that will meet the peculiarities of country and will make it possible to work effectively at this stage of development of tourism in Ukraine. With regard to public relations tools as a general form of promotion of travel services, they are quite popular among tourists. However, the state needs to pay special attention to the development of recreational areas, and other areas of tourism in Ukraine.

MARKETING PERFORMANCE ANALYSIS OF BUILDING PLANNER CONSULTANT

Marketing Performance Analysis of Building Planner Consultants. (case study in Java). Competition in the industry is becoming very keen,. to win this competition company needs implementative and adaptive marketing program and strategy to deliver the product or service, so that the customer accepts it better than the competitors (superior). The service marketing mix program which have been selected from the market informations, coordinated and colaboration with all of function in the company will give result better. This research aims: To analyze of marketing performance of building planner consultants in Java. The service marketing mix program as marketing planning, segmenting, targeting, positioning, product/services, pricing, promotion, channel distribution, physical evidence, people and price. This research is used the strategic marketing management approach. The characters of this research is descriptive, while research method is survey explanatory, by using the sampling technique of simple random sampling to 140 of Building Planner Consultants. Results of this research indicate that about the marketing planning activities more of firm (about 90%) never do it, only 15.0% they doing the segmentation and 71.42% sometimes they do

The effect of entrepreneurial marketing on halal food SMEs performance

PurposeSmall and medium enterprises (SMEs) need to use specific marketing strategies and approaches due to their limited resources and capabilities. Entrepreneurial marketing (EM) is an alternative marketing management approach under the special conditions that describe SMEs. Therefore, the purpose of this paper is to investigate whether EM has a positive and significant effect on different aspects of performance of Iranian halal food SMEs.Design/methodology/approachA correlative descriptive research method is used and 384 questionnaires with five-point Likert scale are distributed among managers of Iranian halal food SME producers chosen by simple random sampling method. To analyze the data, structural equations modeling based on partial least squares is applied using SmartPLS 3.FindingsThe result of data analysis indicates a positive and significant effect of EM on the market and innovative performances of halal food SMEs. Nevertheless, the effect of EM on production performance of aforementioned companies is not confirmed. The findings also show that production, market and innovative performances of halal food SMEs result in their financial performance.Research limitations/implicationsThe study’s sample is limited to halal food SMEs of Iran. Although the objectives of the study have been aimed, more research can be done investigating this relationship in other companies from different sectors, contexts and countries. Similar studies can be conducted cross-culturally and in different Islamic countries.Practical implicationsFor halal food SMEs that tend to achieve better performance, obtaining improved innovative and market performances requires using EM activities effectively. This paper suggests that halal food SMEs should be innovative, proactive, opportunist, risk-taker and customer-oriented to achieve better market and innovative performances and consequently earn higher profits.Originality/valueThis is one of the earliest studies investigating the effects of EM in the halal food industry. Although very few papers practically recognized the impact of EM on the performance of SMEs and entrepreneurial ventures, the effect of this concept on halal food SMEs has remained unknown.

Выявление механизмов, влияющих на эффективность НИОКР

Выявление механизмов, влияющих на эффективность НИОКР

Формализация принятия решения на начальных этапах разработки нового изделия при маркетинговом подходе к управлению

Формализация принятия решения на начальных этапах разработки нового изделия при маркетинговом подходе к управлению

MARKETING PERFORMANCE ANALYSIS OF BUILDING PLANNER CONSULTANT

Marketing Performance Analysis of Building Planner Consultants. (case study in Java). Competition in the industry is becoming very keen,. to win this competition company needs implementative and adaptive marketing program and strategy to deliver the product or service, so that the customer accepts it better than the competitors (superior). The service marketing mix program which have been selected from the market informations, coordinated and colaboration with all of function in the company will give result better. This research aims: To analyze of marketing performance of building planner consultants in Java. The service marketing mix program as marketing planning, segmenting, targeting, positioning, product/services, pricing, promotion, channel distribution, physical evidence, people and price. This research is used the strategic marketing management approach. The characters of this research is descriptive, while research method is survey explanatory, by using the sampling technique of simple random sampling to 140 of Building Planner Consultants. Results of this research indicate that about the marketing planning activities more of firm (about 90%) never do it, only 15.0% they doing the segmentation and 71.42% sometimes they do.

Information support of decision-making in the early stages of new product development when approaching marketing management

Goal. To create theoretical and practical approaches to information support of the decision making procedure at the initial stages of developing a new product with a marketing management approach that allows to improve the quality of management decisions on the product. Material and methods. The projected software package on the basis of expert assessments and fuzzy sets, allows to automate the decision to implement innovation at an early stage. The work used such scientific methods as generalization of scientific literature in the field of shaping and taking into account the features of innovation, Solutions in the initial stages of development, methods of expert evaluation and elements of fuzzy sets. Results and its discussion. The article presents the rationale and possibilities for informational support of the decision-making procedure for innovative products. The authors also proposed a methodology for making a decision when developing a new product based on expert and predictive assessments of innovation at the initial stages of its creation. A software package has been developed that automates the decision to manufacture a new product at the initial stages of production. Conclusion. Despite a large number of theoretical developments in innovative management, the risk associated with the release of new products remains quite high. The developed methodology of information support for decision-making at the initial stages of the development of a new product will reduce the risk of the lack of demand for innovation.

Tourists' memories, sensory impressions and loyalty: In loco and post-visit study in Southwest Portugal

This study aims to offer some insights on the contribution of sensory diversity as perceived by tourists to memorable destination experiences and to explore the connection between long-term memory of sensory impressions and destination loyalty. The vital role of the sensory dimension of tourist experiences is stressed by current tourism research and supported by a multidisciplinary view on the role of the five external senses in human perception, memory, and behavior. While the marketing management approach highlights the importance of considering multisensory information in the process of facilitating positive and memorable destination experiences, there is a lack of empirical research to validate the theoretical literature. A two-step exploratory study was conducted in loco and six months after tourists' visits to Southwest Portugal. The findings suggest that perceived richer sensory tourist experiences may have a significant role in the long-term memory of individuals’ experiences, encouraging favorable tourist behavior towards destinations.

The globalization of Tesla Motors: a strategic marketing plan analysis

This case study provides analysis of the strategic marketing plan of electric vehicle manufacturer, Tesla Motors. It has profound marketing management implications, as it addresses this investigation from the unique perspective of Tesla's ‘new technology’-based approach to automobile marketing and relates it to the successful marketing model of Apple Computer. This marketing approach is counter to the traditional automobile industry's marketing management approach which favors mass marketing and mass production. A qualitative, exploratory research approach was adopted for this analysis. Research was conducted via extensive secondary literature collection and data analysis, as well as in-depth examination of case studies focusing primarily on Apple Computer. Key findings conclude that: (1) the battery electric vehicle industry is poised for explosive growth; (2) Tesla Motors is uniquely positioned to capitalize upon this growth opportunity; and (3) a ‘new technology’-based approach to marketing management is central to Tesla's current and future growth.

A Strategic Marketing Management Approach Of The Relationship Between Companies On B2B Field In Romania And Their Suppliers

The main objective of this paper is to identify a conceptual model to integrate the strategic marketing management instruments in the relationship between the organization on the B2B market in Romania and its suppliers. In order to be able to see the way in which the conceptual model of integration of strategic marketing in the relationship with suppliers can be applied by Romanian companies on B2B field, a quantitative research has been undertaken, having as main objectives to identify which are the main criteria used by organizations in segmenting, targeting and positioning their suppliers and also to identify what type of relationship exists between companies in the B2B field in Romania and their main suppliers. The whole marketing theory resides on the idea of customer and market orientation, and starting from this the concept organizations are as successful as much as they adapt their reactions to the evolutions and changes in the marketing environment. As a consequence to this the marketing theory developed by placing in the centre of its scientific methodology and instruments the market and the relationship of the company with its customers. Our research, has led us to the conclusion that, especially on B2B markets, organizations focus their marketing activities not only on the relationship with their customers, but on the relationship with their suppliers as well. In the supply chain, companies appear as buyers and also as clients for the suppliers of goods, financial resources and of work force. The classical model that describes the relationship of a company with its suppliers presents the acquiring company as a “passive” one, the “active” role being the one of the supplier for which the buying organization appears like customer. Although in numerous occasions the buying company has an “active” role, thus being able to discuss about a different strategic approach (an active one).

Ouverture de 'Market-Driven Management and Global Markets - 1'

The serious financial crisis that has hit the ‘Western’ world will generate longterm effects and the emergency measures adopted by the more responsible Governments to offset the credit paralysis (support to the mortgage market, public investment in key sectors, incentives to mass consumption, etc.) will take years (at least two to four) to produce positive consequences in the real economy of domestic and international markets. Globalisation and new competition boundaries thus force companies to adopt a new ‘philosophy of market-oriented competitive management’ (‘market-driven management’), which reformulates the traditional marketing management approach, introduced in the 1950s by Alfred P. Sloan of GM. In fact, marketing management presuppose an understanding of demand (and above all of its segments). With market-driven management on the other hand, market orientation helps to identify a temporary competition space, in ther works a ‘demand vacuum’, which must be maintained highly unstable, by constant innovative proposals. In global, over-supplied markets, where consumers are increasingly voluble and disloyal, market-driven management is very attractive because it favours: 1. activities focused on the profitability of competition, rather than on mere customer satisfaction; 2. market policies based on innovation and competitive pricing; 3. and finally, even very short-term performance metrics.

Adopting a Marketing Approach to Achieve Sustainable Cultural Tourism

Over-use, under-use or misuse of attractions pose the greatest challenges to the sustainable management of cultural heritage attractions. Over-use can damage the physical fabric of attractions and destroy the visitor experience. Under-use can result in a lack of revenue to maintain sites, especially if substantial investment has been made in infrastructure development. Misuse, as a result of the wrong types of visitor expecting the wrong type of experience can damage attractions, as well as inhibiting visitor satisfaction. The authors argue that all of these stressor factors are a result of the failure to adopt a marketing management approach to the development and management of cultural heritage attractions. This paper discusses how adopting a marketing approach to cultural heritage asset management can lead to the sustainable use of that asset.

Impersonal vs. Personal Exchanges in Marketing Relationships

Considerations about the future of marketing discipline bring to the surface an important question of marketing relationships management. The aim of this paper is to analyse the phenomenon of marketing relationships as a paradigmatic shift in the marketing discipline. Through the critique of marketing management approach we are searching for the theory that will help to transcend the action oriented marketing philosophy. Our discussion is rooted in the social exchange theory and the two fundamental processes of human exchange interactions – the process of friendship building and the process of power relations. Through the application of the analysis of the processes of interpersonal relations we discuss marketing relationships and extreme types of marketing perspectives: power relations, intrusive selling, conventional marketing exchange and marketing relationships. Conventional (transactional) marketing management and marketing relationships fundamentally at odds with one another, resembling the old Chinese concepts of yin and yang. We conclude that managers are facing the problem of "schizomarketing disorientation", when entering into different marketing processes with different segments of customers.