Marketing Management Model Research Articles

Репутационный маркетинг в управлении взаимоотношениями с потребителями

Reputation marketing is a new direction of marketing activities of modern organizations. The purpose of its implementation in organizations is to create mutually beneficial relationships with consumers, systematically study customers, collect their feedback on the company’s products and form an appropriate reaction. The heads of modern companies are beginning to pay more and more attention to the reputation of the company, on the one hand, in order to strengthen competitive advantages, on the other hand, in order to protect business in the context of expanding the use of various Internet marketing tools. Marketing activities are associated with constant challenges from environmental factors, which leads to the need to find new ways and means of finding competitive advantages. In this regard, reputation marketing is designed to minimize the risks associated with the loss of consumer confidence in the company and its products. Effective reputation marketing management can strengthen a company’s position. The scientific works available to the authors in the field of reputation marketing show that they are largely not systematized and explore the formation of a company’s reputation based on the introduction of a specific digital marketing tool. In the framework of this work, it is proposed to consider reputation marketing from the point of view of a strategic approach that serves as the basis for the formation of a company’s competitive advantage and ensures the establishment of long-term relationships with consumers. The purpose of the research is to develop a mechanism for the effective implementation of reputation marketing in the activities of modern companies in the direction of establishing long-term relationships with consumers. The paper summarizes the scientific literature on the formation of reputation marketing in companies, substantiates the areas of application of reputation marketing. The scientific novelty of the research consists in the development of a sequence of actions for the introduction of reputation marketing into the activities of organizations based on a strategic approach. The practical significance is reflected in the development of a reputation marketing management model in the organization.

Exploring the Pathways of Power Grid Marketing Management Based on Big Data

The electric power industry is undergoing profound transformations driven by big data, posing challenges to the traditional power grid marketing management model. These challenges include neglecting market demands, insufficient data support, and inadequate customer service. The application of big data technology offers innovative solutions for power grid marketing management, encompassing critical aspects such as data collection and integration, storage management, analysis, and mining. By leveraging these technologies, power grid enterprises can precisely understand customer needs, optimize marketing strategies, and enhance operational efficiency. This paper explores strategies for power grid marketing management based on big data, addressing areas such as customer segmentation and personalized services, as well as market demand forecasting and response. Furthermore, it proposes implementation pathways, including essential elements such as organizational structure and team building, data quality and governance systems, training, and cultural development. These efforts aim to ensure the effective application of big data technology and maximize its value.

Bongo Religious Tourism Village Marketing Management Model Design, Gorontalo Province

Bongo Religious Tourism Village in Batudaa Pantai District, Gorontalo Regency, and Gorontalo Province are the sites of this research, which seeks to identify marketing techniques for the development of tourist villages in these areas. Interviews, participant observation, and written records were all part of the descriptive qualitative methodology used in this study. Starting with a SWOT analysis (strengths, weaknesses, opportunities, and threats), the study findings divide the marketing plan into many phases. Research to compile a review of marketing initiatives that have been implemented via prior studies. In the second stage, we will establish clear and measurable objectives for the Bongo Religious Tourism Village's marketing campaign. In the third and final stage, known as strategic planning, we take stock of our present and future cultural values, identify areas with the most promise for growth, and work to improve our mechanisms of cooperation, communication, and advocacy.

Research on the Innovation of Marketing Management Mode Under the Digital Transformation of Textile and Garment Enterprises

With the rapid development of China’s economy, the proportion of people’s disposable income is increasing. The consumption of daily necessities is increasing day by day. The traditional marketing channels of the existing clothing industry have been difficult to meet the development needs of clothing enterprises and consumer consumption needs. In response to this problem, this research introduces in-depth learning into the digital transformation of garment enterprises, focusing on how to combine in-depth learning with the innovation of marketing management mode in the digital transformation. This paper proposes an omni channel marketing management mode based on the improved PGBN user profile construction model and the improved RBF sales volume prediction model. Simulation experiments and comparative experiments are designed to test the effect of the sales volume prediction model and the new marketing management model. The test results show that the performance of the sales volume prediction model is improved by 15.97-19.87%. The new marketing management model improves the sales volume by more than 30%. The improvement effect is significant, which can provide an effective reference for the digital transformation of garment enterprises.

THE ROLE OF STRATEGIC EVENT MANAGEMENT IN DESTINATION MARKETING

Natia Beridze 
 E-mail: beridze.natia@bsu.edu.ge 
 Assistant Professor,Batumi Shota Rustaveli State University 
 Batumi, Georgia
 https://orcid.org/0000-0001-5706-5380
 
 Tamar Beridze 
 E-mail: beridze.tamar@bsu.edu.ge 
 Assistant Professor,Batumi Shota Rustaveli State University 
 Batumi, Georgia
 https://orcid.org/0000-0002-8290-0998
 
 Tsira Tsetskhladze 
 E-mail: tsira.tsetskhladze@bsu.edu.ge 
 Assistant Professor,Batumi Shota Rustaveli State University 
 Batumi, Georgia
 https://orcid.org/0000-0001-6907-7637
 
 Abstract: The role of destination management in the development of sustainable tourism is highly important. However, it is also essential to note that effective destination marketing has an equally vital role to play in shaping the success of the tourism sector. The organization of events of various kinds has become more important in recent years, not only by focusing on the short-term increase in tourism demand, but also as an element of urban development policy with hoped-for effects on politics, economy and society. The aim of this article is to highlight the challenges in event management with a focus on small events. Management approaches to the involvement and interaction of stakeholders, the formation of a planning strategy for the development of the destination are considered. The role and nature of sponsorship associated with increasing the value of small events, as well as the development of a marketing management model for territory marketing, are investigated. Article also emphasizes the role of complex communication strategies in increasing the value of small events. In the conclusion, the marketing management model for small events is represented, that can be the result of problem solving processes by event organizers based on the creation of alliances in the community ecosystem.

호텔직원이 지각한 조직비전, 조직신뢰, 직무만족 및 경력지속의도 간의 구조적 관계

This study examines the structural relationship of organizational vision on organizational trust, job satisfaction, and intention to continue careers for employees of the food and beverage department in the hotel industry. For this purpose, five research hypotheses were postulated, and the data was obtained from 226 employees in the food and beverage departments at four- and five-star hotels. The SPSS 26.0 & AMOS 26.0 statistical packages were employed for the statistical analysis. Frequency analysis, reliability analysis, confirmation factor analysis, correlation analysis, and structural model analysis were conducted for the analysis. The results of the hypothesis test are as follows. First, it was found that organizational vision had a positive effect on organizational trust. Second, it was found that organizational vision had a positive effect on job satisfaction. Third, organizational trust was found to have a positive effect on job satisfaction. Fourth, organizational trust was found to have a positive effect on the intention to continue careers. Fifth, job satisfaction was found to have a positive effect on the intention to continue careers. This research model can be meaningful as an internal marketing management model at the level of organizational vision and intention to continue careers in the hotel food and beverage department.

Big Data and Cloud Computing-Integrated Tourism Decision-Making in Smart Logistics Technologies

Since technology allows tourist companies to replace expensive human labor with electronic labor, labor expenses are reduced, yet customer service concerns are often avoided. Companies and organizations face new challenges daily. Increased consumer demands and global competition result in significant adjustments in the industrialized world. On the other hand, technology can bring forth entirely new types of unintended effects. There are new prospects for the tourist sector with the rise of big data. Data mining and cloud computing are widely used in the tourist sector to extract useful information from vast quantities of data. A new tourism marketing management model based on big data can be developed with this function. This research thus presents a big data and cloud computing-integrated tourism decision-making (BC2TDM) paradigm to analyze the behavior of travel consumers. This model uses the deep learning model to forecast the travel consumer behavior to ensure a personalized tourism experience.

Marketing digital en los emprendimientos turísticos de la provincia de Tungurahua, cantón Ambato.

In a globalized and interconnected era through the web, social networks have become an important resource when it comes to promoting products, services and tourist destinations. The objective of this research is to design and implement a digital marketing management model that allows entrepreneurs in the canton of Ambato, province of Tungurahua; Disseminate their services through social networks and be beneficiaries of their outreach capacity. The methodology used consisted of a pre-test and an evaluation matrix of digital strategies that allowed diagnosing the management of digital marketing in tourism enterprises in the Ambato canton; to subsequently generate a digital marketing management model and, finally. The results allowed us to identify that the most used social networks are Facebook and Instagram. By applying the management model designed for each venture, it was possible to appreciate in the short term an increase in the different dimensions that were analyzed: attraction, conversion, relationship, sale and analysis. The above allowed us to conclude that the use of social networks for marketing purposes is very productive and requires creativity, as well as organization and monitoring of the different strategies used.

Innovation of e-commerce marketing model under the background of big data and artificial intelligence

With the advent of the era of big data and artificial intelligence, e-commerce enterprises have used a large number of advanced technologies and knowledge management methods to improve work efficiency. In the context of e-commerce, the innovation of enterprise marketing management model has become one of the important contents of the company’s business development in the e-commerce era. Focusing on the core concept of “e-commerce marketing model innovation”, this paper conducts a comprehensive and systematic research on the e-commerce marketing model innovation of enterprise e-commerce, and focuses on the two aspects of e-commerce marketing model innovation and e-commerce model performance evaluation. The purpose of this paper is to understand the importance of innovation factors in the innovation of e-commerce marketing models through questionnaires, so as to provide new ideas for the innovation path of e-commerce marketing models. This paper adopts the questionnaire survey method and data analysis method. According to the survey results, 39, 31, 33, and 35 of the respondents believe that market positioning, business strategy, marketing promotion, and operation management should be prioritized as innovative elements, among which market positioning accounts for a relatively high proportion, followed by operation management. It can be seen that most of the respondents believe that in order to innovate the marketing model of e-commerce, we must start from the aspects of market positioning, business strategy, marketing promotion, and operation management. Combined with the era background and related content of big data and artificial intelligence, this paper studies e-commerce and marketing models, so as to provide new ideas for the innovative path of e-commerce marketing models.

Model Manajemen Pemasaran Buah Jeruk Di Kecamatan Besitang Kabupaten Langkat

This study aims to describe the marketing management model of citrus fruits in Besitang sub-district, Langkat district. The purpose of this research is to educate readers that marketing is the most important thing so that the distribution of citrus fruits can be spread throughout Langkat Regency so that citrus fruits can be obtained by the community in the market and farmers get profit from the marketing results. The research method used is qualitative. The approach used is an anthropological and sociological approach. Data collection techniques are through observation and unstructured interviews, after the data is obtained, the data is analyzed scientifically. The results of the research that have been found indicate that first, oranges have economic value so that marketing management is the most important thing. Second, citrus fruits are not able to last long, only for a few weeks, so the marketing must really be accommodated, third. Citrus fruit marketing is distributed to traditional markets and supermarkets.

Retraction Note: Artificial intelligence-based plant environment detection in coastal areas and B2C e-commerce network marketing

This article analyzes the development and main functions of artificial intelligence technology and then studies its specific application in e-commerce marketing. The application of artificial intelligence technology in the e-commerce industry can effectively improve the service quality and work efficiency of the e-commerce sales link, and this article believes that the construction of urban green space is an indispensable part of every urban ecosystem in our country playing an active role in promoting urban economy and development. This article takes this issue as the main starting point and studies the structure of plant communities, the pattern of plant landscapes, and the correlation between various plant ecological factors inside and outside the plant community. In today’s society, data and information are hot resources that major companies compete with each other. The use of Internet big data technology to further improve the marketing effect of enterprises can create a new network marketing management model, which is very important for giving full play to the current role and value of my country’s e-commerce products, and industry Internet big data domestic e-commerce has also continued to develop rapidly. The e-commerce market has continued to expand and refine. The overall economic growth and scale driven by Internet e-commerce have steadily increased. However, the development speed of logistics is still lagging behind my country’s e-commerce. And logistics is an important basic link to improve the core competitiveness of the e-commerce industry. Whether an existing logistics model that an enterprise needs to choose can be applied to a long-term development strategy has gradually become an issue that researchers and enterprises pay close attention to.

A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain

The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated.

Designing the marketing activities of a modern higher education institution

In the article, a technological simplex of designing the marketing activity of an modern institution of higher education. The content of the main components of the proposed technological simplex is revealed.
 The author found that marketing activities should be carried out in compliance with the social and value principle withdrawal of profit. Adherence to this principle is the key to the success of a higher education institution.
 The organization of marketing activities is carried out by the marketing service. This service involves the administration and all staff of the higher education institution, which can be useful in the process of developing individual components of a marketing plan.
 In the context of the study, it was found technological simplex of designing marketing activity of a higher education institution is a structural and functional scheme, a simple prescription, a generalized and accessible action plan, which is an indicative basis for the activities of marketing services of higher education institutions.
 The technological simplex of designing the marketing activities of a modern higher education institution consists of nine components. The implementation of each component is accompanied by reflection, control and correction, which are carried out in the process of managing the concept of marketing.
 During the development of the technological simplex, the marketing management model of the organization, the main components of the marketing activity plan, as well as the process of implementing strategic marketing planning are taken into account.
 The revealed content of the technological simplex of designing marketing activity of higher education institutions is a theoretically substantiated indicative basis to realize opportunities to improve the marketing culture of educational institutions of all levels of accreditation.

E-commerce as Innovative Behavior for Female Entrepreneurs of Jonegoroan Batik

Indonesian women are greatly interested in home industries, including batik industry. Obviously, they possess self-efficacy and creativity to pursue their entrepreneurship desire. However, their innovative behavior can be weaken due to management barriers and marketing problems that decrease their product sales. Hence, this study aims to investigate whether or not a web-based marketing management model is applicable for female entrepreneurs of Jonegoro batik. This is an experimental research with samples of 35 female entrepreneurs of Jonegoro batik in Bojonegoro. Furthermore, this study suggests applying one of marketing methods, i.e. online marketing or e-commerce to overcome the obstacles of product sales. Information systems on e-commerce for small and medium enterprises is equipped with features as a campaign media and buying and selling transactions with consumers. The system was created with PHP and MySQL. This marketing information system contains sales reports, products inventory, and product data search process. Moreover, the results of system application are able to provide customers options for buying and selling transactions so that data management is more effective. Furthermore, this research provides adequate information on how to increase sales and customer loyalty towards Jonegoroan batik SMEs.

Incommensurability and paradigm crossing: Folding the EGs back into the omelet or blood in the water?

The Empirical Generalists (EGs) suggest that the accepted focus on segmentation and loyalty in Marketing Management is irrelevant and that the Dirichlet equation and Double Jeopardy provide the only useful theory of consumer behavior. Meanwhile the Segmentationalists adhere to a Marketing Management model and blithely ignore their claims. This discussion examines the extremes of a continuum which extends from the breadth of Kotler (1967) to the reductive analysis of Sharp (2010). Lowe et al., (2004) have provided an easily understood set of categories that describes these paradigmatic differences. This is applied along with an integrative framework adapted from Rossiter, (2012) which suggests remedial linkages. However recent work by the Empirical Generalists suggests that this is flogging a dead horse. The response from Marketing Management adherents has been a refusal to engage and a denial of oxygen to the debate. The implications for marketing strategy are considerable since the continued utility of the key technique of segmentation is under challenge. Will it survive as a valid technique for addressing the market or will it be reduced to a mere description of customer type? Is it a harmless symbolic activity or an organizational hallucination that blocks progress?

E-Commerce as Innovative Behavior for Female Entrepreneurs of Jonegoroan Batik

Indonesian women are greatly interested in home industries, including batik industry. Obviously, they possess self-efficacy and creativity to pursue their entrepreneurship desire. However, their innovative behavior can be weaken due to management barriers and marketing problems that decrease their product sales. Hence, this study aims to investigate whether or not a web-based marketing management model is applicable for female entrepreneurs of Jonegoro batik. This is an experimental research with samples of 35 female entrepreneurs of Jonegoro batik in Bojonegoro. Furthermore, this study suggests applying one of marketing methods, i.e. online marketing or e-commerce to overcome the obstacles of product sales. Information systems on e-commerce for small and medium enterprises is equipped with features as a campaign media and buying and selling transactions with consumers. The system was created with PHP and MySQL. This marketing information system contains sales reports, products inventory, and product data search process. Moreover, the results of system application are able to provide customers options for buying and selling transactions so that data management is more effective. Furthermore, this research provides adequate information on how to increase sales and customer loyalty towards Jonegoroan batik SMEs.

Моделювання процесів управління стратегією міжнародного маркетингу на підприємстві

Основна мета цієї статті полягає в тому, щоб розробити загальну модель комплексного управління маркетинговою діяльністю з міжнародної точки зору, враховуючи взаємозв'язок його частин один з одним і зовнішнього середовища і циклічний характер процесу, і побудова загальної моделі для оцінки ефективності функціонування міжнародної системи маркетингу. Результати: В сучасних умовах випуск високоякісної продукції є необхідною, але не достатньою умовою для досягнення успішного функціонування на ринку. Для оптимізації вищезгаданої мети необхідно проробити такі питання, як визначення вимог потенційних споживачів, вибір часу, місця й умов здійснення угоди, тобто продавець повинен запропонувати покупцеві в конкретний момент тільки той товар, який щонайкраще задовольнить існуючу потребу останнього. Цим можна пояснити причину, з якої запропонований покупцям високоякісний товар знаходить збут на ринку однієї країни й не знаходить його в іншій. Обговорення: Представлена ​​в даній статті модель управління маркетингом дозволяє систематизувати всі маркетингові дії і заходи і виконувати їх не випадково, а в комплексі, враховуючи їх залежність і взаємовплив. А також надається можливість, працюючи з сіткою розвитку товару і ринку виявляти нові привабливості діяльності та оцінити їх з точки зору відповідності загальним цілям і ресурсам фірми. Крім того, запропонована методика оцінки ефективності маркетингової системи є універсальною, і вона дозволяє проаналізувати ефективність маркетингового функціонування окремого підприємства незалежно від сфери, враховуючи вплив всіх факторів.

Combining industrial buyer and seller strategies for international supply and marketing management

PurposeThe purpose of this paper is to review international industrial purchasing and marketing literature with a focus on portfolio models, to develop portfolio models for buyers' and sellers' international strategies, and to combine the models so that both the buyer and seller perspectives are dealt with simultaneously.Design/methodology/approachLiterature on international industrial purchasing and marketing is discussed. Dimensions that are important for the buyers' and sellers' strategies are identified. Portfolio models for buyers and sellers are developed and the two perspectives are matched together.FindingsThe paper contributes a specification of features that are important for industrial buyers' and sellers' international purchasing and marketing strategies. These dimensions are used to develop a model of supplier relationship management and a marketing management model for supplier strategies. The consequences for the firm's international activities are discussed. A model combining industrial buyers' and sellers' international supply and marketing management strategies is developed.Research limitations/implicationsThis paper provides a deeper understanding of international exchange processes by combining literature on international industrial purchasing and international marketing. Situations are identified where different areas of theory are applicable. The paper also contributes to the discussion on what should be the conceptual domain of international business. Here, it is argued that international exchange is the product of joint decisions made by two or more actors based in different countries. Earlier academic literature reveals a striking imbalance: while one side of the coin – the exporter side – has been extensively studied, the importer side has largely been neglected. In this paper, it is tried to present a balanced view of both sides.Practical implicationsThis paper introduces portfolio management models that can be used for both industrial purchasing and marketing management. The paper stresses the importance of finding a fit between the marketing and purchasing strategies within a relationship. If both parties have positioned the relationship in a similar way, there are much greater possibilities for the relationship to create value for both parties.Originality/valueThe paper combines international industrial purchasing and international marketing perspectives as few studies have done before.

Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement

Excursions to small, rural villages rich with historical heritage and architectural harmony are popular in Spain and other similar countries. This study presents a conceptualization and definition of this sort of tourism in rural-cultural destinations. In addition, it introduces a combination of variables that define the image of the destination, the characteristics of these types of trips, and characteristics of the rural-cultural tourist. One of the main results of this qualitative and quantitative empirical research is that it identifies a set of variables that span the cognitive and affective components of tourism. These cognitive–affective components mainly address the towns' historical and cultural heritage, the cleanliness and peaceful atmosphere of the location, and the treatment and service the visitor receives. These components show a high internal consistency and they highly correlate with the overall image of the travel destination. The profile of the typical tourist is an educated adult who is very loyal to these locations, has experience in these types of trips, uses the opinions of relatives and friends as the main source of information, and is mainly motivated by a desire to disconnect, relax, and visit new places. The results of this study suggest two things. First, the development of a reliable scale with which to quantitatively assess the image of this type of destination could be used as a management tool. Second, the development of an image formation model of a rural-cultural destination would also incorporate the in situ emotional response.

Development of an ERP Model for Modularly Designed Ships for Medium Scale Shipyards – II: Marketing Management

Marketing is one of most neglected areas in the marine industry. In recent times, Enterprise Resource Planning (ERP) has become an important information management tool for the integration of different manufacturing modules via an online network thus providing one window access. This allows integration of the manufacturing process leading to a reduction in inventory. The integrated model of manufacturing demands an integrated marketing model that can deal with demand forecasting, product identification and strategic planning. The present series of two papers considers an ERP model for a medium scale shipyard. Part II discusses the nucleus driven integrated marketing management model in an ERP environment for a shipyard. This work discusses the implementation of modern concepts (ie integration and modular design) and incorporate these into the marketing model. The implementation is presented via the analysis of case studies for market analysis and demand forecasting (ie shipping, and shipbuilding market forecasting), modular design and its implementation with a consortium of shipyards.