Marketing Principles Research Articles

Increasing The Competitive Advantage Of Sharia Rural Financing Banks (BPRS) Products Through A Marketing Mix Strategy: The Approach Of Hermawan Kartajaya And Muhammad Syakir Sula

This research aims to analyze the marketing strategy implemented by BPRS Lantabur Tebuireng Gresik Branch to increase the competitive advantage of Tadhabbur savings products by considering the approaches of Hermawan Kartajaya and Muhammad Syakir Sula. The research method used involved interviews with BPRS marketing managers, direct on-site observation, and literature studies to understand relevant marketing principles. Research found that BPRS Lantabur Tebuireng was successful in implementing a holistic marketing strategy. They offer products that suit customer needs, set competitive prices, carry out promotions through sharia financial education, provide responsive service, utilize technology, and implement social engagement programs. The success of this strategy is supported by high service quality, synergy with local communities, a focus on ethical values, and a humanist approach to marketing. These findings indicate that this approach can be used as an effective model for other Islamic financial institutions to increase the competitive advantage of their products. Thus, implementing a marketing strategy that is holistic and based on sharia values and community welfare can be the basis for strengthening the market position of sharia financial institutions in the banking industry.

Islamic Marketing Values and Their Impact on Sales Volume: Insights from Wahyu Jaya Store, Banda Aceh

Principles are based on the ethical, moral and spiritual values ​​adhered to by Muslims. Applying these principles in marketing strategies can help companies attract Muslim customers who are more aware of these values. The purpose of this research is to determine the Islamic marketing principles applied in an effort to increase sales volume and determine the impact of implementing Islamic marketing principles at Wahyu Jaya Store, Banda Aceh City. This research uses a qualitative method with a descriptive approach. Research data was collected by interviewing the owner, store head, employees and customers at Wahyu Jaya Store. The results of this research explain that the Wahyu Jaya Store really upholds Islamic values ​​in marketing, such as upholding the values ​​of justice and honesty, paying attention to moral values, paying attention to the benefits and satisfaction of consumers or customers, continuing to provide the best service to consumers, providing superior quality, carrying out alms and social good deeds, not being wasteful and saving money, transparency in transactions, and continuing to carry out new and creative innovations. It is hoped that we will continue to apply Islamic marketing principles more and more so that we can continue to develop our business and not deviate from the teachings that Rasulullah SAW taught us. And also in order to optimize the management and business development carried out by Wahyu Jaya Store. Wahyu Jaya Store in marketing not only applies sharia marketing principles but also applies modern principles that do not deviate from the teachings of the Islamic religion. Applying these principles will certainly really help Wahyu Jaya Store in increasing sales volume with evidence that many customers have returned to shop at Wahyu Jaya Store and have become regulars. Wahyu Jaya Store not only pays attention to success in the world, but pays attention to and desires success in the world and the hereafter or what is called Al-Falah.

Improvement of the organizational structure of management agricultural enterprises according to the principles of the market economy

The materials of the scientific publication define the role of marketing principles in the organization of the management structure of agricultural enterprises in the production process. The works of domestic and foreign scientists devoted to the efficiency of agricultural production, the service sector and the market were analyzed. When conducting research on the state of the organizational structure of management of agricultural enterprises based on the principle of marketing, general scientific research methods were used, in particular: a monographic method to identify the problem of adaptation of agricultural enterprises to the market environment, a method of comparative analysis to study the possibilities of adaptation to the market of agricultural enterprises of different sizes, an abstract-logical method with its methods of generalization analysis and synthesis and the method of induction and deduction for the formation of generalizations, conclusions and propositions. A system of the organizational structure of management of agricultural enterprises was established in accordance with marketing principles. The state and further development of the management structure of agricultural enterprises is determined. Presented are topical issues of forming the implementation of agrarian policy in the field of organizational structure of socio-economic and social-labor relations. The optimal system of labor organization in social and labor relations based on the principle of humanization of labor, which offers wide independence to the production enterprise, has been revealed. The conditions that determine the direction of all production and marketing activities of agricultural enterprises, which are based on the principles of marketing are analyzed. All activities of the agricultural enterprise are subject to this concept. The tactics of the marketing concept of an agricultural enterprise, based on the use of defensive and offensive positions, are also proposed. Appropriate conclusions were made that reflect the assessment of the financial condition of agricultural sector enterprises and offer the most effective method of marketing policy activation, which provides an opportunity to obtain more information about the activities of agricultural enterprises, conduct its analysis, and formulate specific proposals for production.

Gender impact on consumer perception of packaging colour based on neuromarketing algorithms

The introduction of neuromarketing tools has created additional opportunities for deciphering consumer behaviour through studying neurophysiological responses to marketing incentives. The article aims to examine the effect of packaging colour on consumer behaviour when choosing cheese products. The principles of sensory marketing constitute the methodological framework of the study. It applies neurophysiological methods to investigate consumer reactions during visual examination of the packaging colour. Electroencephalogram (EEG) recordings and emotional responses identified by the Facial Action Coding System are used as empirical evidence. Vectors of emotional response were assessed using EmoDetect software. The research results show that the cheese packaging colour affects consumer choice, and its perception varies by gender and product group. According to EEG data analysis, the most intense emotional response in women was triggered by red cheese packaging, while blue packaging produced the least intense reaction. In men, it was black and white colours of boxes that induced the strongest and the weakest reaction, respectively. In women, a positive emotional response was recorded during visual examination of white and red cheese packaging, in men – of black ones. The most intense negative reactions were associated with blue and white packaging in women and men, respectively. Our study confirms that there are differences in emotional perception of the packaging colour between women and men, which should be considered by manufacturers to capture and keep consumer attention when marketing their products.

Analisis Manajemen Pemasaran Berbasis Syariah Produk UMKM Melalui Penggunaan Marketplace: Studi Kasus Tiktok Shop Raja Ngemil Tahun 2021-2022

Sharia based for UMKM products through the use of the tiktok shop marketplace, what are the challenges and obstacles in marketing management for UMKM products in using the tiktok shop marketplace. Seeing the large number of UMKM that use marketplaces in marketing management raises questions regarding the marketing management process in accordance with sharia principles. Management is an important element which must be consireded and implemented because it relates to the marketing function, with management the goals of an institution will be fulfilled. The theory used is according to G.R. Terry and Philip Kotler. This research uses a qualitative approach with a case study method. The data sources in this research are primary data and secondary data. Data collection techniques used were interviews, observation, and documentation. The data analysis according to Miles and Huberman. Implementation of sharia-based marketing management for Raja Ngemil UMKM products using the tiktok shop marketplace. Raja ngemil carried out market analysis before starting the business by targeting market segmentation at the milinial generation. Planning marketing programs according to the marketing mix namely product, pricing and promotion, promotions in tiktok shop Raja Ngemil pay close attention to sharia marketing principles. In marketing, there are still obstacles, which are unavailability of stock during seasons, negative comments from customers, and algorithm changes. The conclusion of this research is that Raja Ngemil UMKM has implemented sharia-based marketing management which prioritizes sharia marketing principles, namely honesty nad hot harming other people.

Analisis Penerapan Etika Bisnis Islam Dalam Komunikasi Pemasaran Produk Simpanan Simbakota di BMT Dana Mentari Muhammadiyah Purwokerto

BMT Dana Mentari Muhammadiyah Purwokerto Karanglewas Service Office presents the SIMBAKOTA savings product which aims to meet customers' basic needs on Eid. In marketing SIMBAKOTA products, of course, it is adapted to Islamic business ethics and marketing communications in order to create good service to customers so that it can increase the number of customers and income every year. This research is field research using a qualitative approach method with descriptive analysis. The results of this research have implemented Islamic business ethics in running its business by prioritizing the values of monotheism, balance, free will, responsibility and ihsan. As well as its relationship with marketing communications in accordance with good marketing principles which pay attention to the principles of advertising, personal selling, sales promotion, public relations and publicity

The Influence of Green Marketing and Green Product Strategies on Purchasing Decisions (Case Study: Le Minerale Gallon Water in Lampung)

The purpose of this study is to demonstrate the efficiency and effectiveness of Green Marketing. We use a case study approach focusing on the branding efforts of Le Minerale's single-use gallon water, which has gained recognition recently. Initially considered environmentally unfriendly, Le Minerale attempted to counter this perception through extensive promotion incorporating strong environmental elements and the principles of Green Marketing. To support this Green Marketing effort, they also sought to convince consumers that their gallon water is a Green Product, featuring easily recyclable packaging and water that does not undergo chemical processes. To measure Green Marketing and Green Product, we utilized the following indicators: the presence of eco labels, environmental advertisements, and eco brands. The quantitative data analysis technique we employed is the associative method to determine the relationship between two or more variables. We also conducted Focus Group Discussions and interviews to reinforce our findings, in addition to relying on Likert scale-based questionnaires. Our goal is to produce a journal and scientific report explaining the relationship between Green Product and Green Marketing as independent variables influencing the purchasing decision of Le Minerale gallon water. For data processing, we have prepared SPSS technology. We hope that this research can serve as a foundation for studies on the importance of environmentally-focused promotion. Below is our research proposal on the effectiveness of Green Marketing and Green Product on the purchasing decision of Le Minerale gallon water.

Nintendo’s new normal?

Research methodology This case was written with publicly available information about Nintendo. Case overview/synopsis In the 1980s and 1990s, Nintendo dominated the video game industry with a market share of 90%. In 2020, Nintendo’s market share dropped to nearly 31%. This case examines a 40-year history of Nintendo, including its core strategy of video game and video game console development and its growth strategy using its intellectual property. Throughout its history, Nintendo has faced and continues to face stiff competition from Sony, Microsoft and new emerging technologies like virtual reality video games. Nintendo has the challenge of competing in a rapidly changing industry with changing customer preferences where it once had a dominant market share. Can Nintendo continue competing, relying on its core competency of developing new video games and consoles? Or moving forward, should it further define itself more broadly by continuing to leverage its intellectual property in the entertainment industry? Complexity academic level This case is suitable for undergraduate courses in marketing, marketing management and business strategy, or where an instructor focuses on strategic decision-making. This case will provide valuable in-class discussions on the importance of defining what a business should do and how it should grow. Additionally, this case will be useful for courses that include advanced discussions on tradeoffs between focusing on core competencies and growth by expanding into other opportunities that are not necessarily part of a business’s core strategy. A portion of this case was tested in an undergraduate marketing strategy and marketing principles course. The case created an excellent environment for critical thinking and analysis.

Strategic Planning and Ecological Safety Evaluation of University Campuses on Green Marketing Principles

Strategic planning of university campuses (UC) aims to harmonize nature, humans, and architectural complexes, enhancing the positive university image through specialized green and recreation zones. Highly urbanized UC areas, particularly with nearby roads, encounter increased technogenic load and pose additional health hazards. The purpose of the paper is the evaluation of the environmental safety level of the UC recreational territories on the example of campuses of Kyiv universities, located nearby highly loaded roads, using a complex of express methods of analysis, mathematical modeling and criterion-based approach, considering the main green economy principles. The scientific novelty of the paper and the authors’ contribution is in the assessment of the environmental safety level of city-type UC recreational territories being under the significant technogenic load from vehicle emissions. Such express analysis methods as densimetry, viscometry, stalagmometry, conductometry, potentiometry and optical methods, and in particular, refractometric studies have been used to assess the impact of vehicle emissions. The mathematical modeling and computational experiment have been carried out for dispersion fields of the main vehicle emissions pollutants. Ecologically acceptable distances from the road considering the specifics of recreational territory have been determined using the integral index of technogenic load. Propositions for minimizing human health hazards and improving the system of environmental monitoring of such territories have been provided and substantiated. The study also confirms the positive effects of environmental management and green marketing principles synergy, benefiting both nature and humans as well as the university image. Obtained results can be used for the design and reconstruction of UC and their recreational areas, as well as for planning roads located nearby the campuses, improving traffic on them. It is also convenient to foresee the enhancement of the environmental activities in the student research work and create student communities for monitoring the UC environmental state and the development of eco-startup projects.

ТЕОРЕТИЧНІ АСПЕКТИ СОЦІАЛЬНО-ЕТИЧНОГО МАРКЕТИНГУ

The article defines theoretical aspects of social and ethical marketing. The interpretation of the concept of «socio-ethical marketing» by foreign and domestic scholars is analyzed. The main advantages of the concept of socio-ethical marketing, which are realized through its modern functions: analytical, production, pricing, sales, communication, strategic, managerial, informative, social, reproductive, are considered. Three ideas that form the basis of social and ethical marketing are described. Public, social, economic goals and principles of socio-ethical marketing are defined: objectivity, adequacy, orderliness, sustainability, awareness, balance, social responsibility, moral responsibility, publicity and transparency. The directions of application of social and ethical marketing are characterized. The spheres of economic activity in which the use of social and ethical marketing is particularly important are presented. The advantages, positive and negative consequences of the application of socio-ethical marketing in the public administration system are considered.

창업의도를 넘어 사업화로 가는길

This study investigates the challenges hindering student entrepreneurs from commercializing their ventures despite having entrepreneurial intentions, and it explores the role of marketing capabilities in overcoming these obstacles. We observed 145 students at University A, which offers a semester-long intensive entrepreneurship course, across three instances to examine their entrepreneurial intentions, marketing competencies, and the journey to business startup post-course. The findings reveal that strong entrepreneurial intentions do not directly lead to business commercialization through business registration. Instead, there is a significant positive correlation between entrepreneurial intentions and marketing capabilities related to understanding markets and customers. Moreover, both general and specialized marketing competencies play a crucial mediating role in bridging entrepreneurial intentions and he actual commercialization of businesses. This research highlights the gap between the intention to start a business and actual startup activities among student entrepreneurs, underscoring the need for educational content and methodologies that bolster marketing skills in university entrepreneurship programs. The study suggests that while it is vital to enhance customer-oriented skills based on fundamental marketing principles, developing specialized abilities to analyze markets and competitors and leveraging these insights in the entrepreneurial process is equally important. The implications of this study point towards the integration of practice-oriented marketing projects and curricula that go beyond basic customer analysis, offering a comprehensive approach to entrepreneurship education.

How Is The Implementation of Social Media Marketing In The Hospital Industry?

The hospital industry with a variety of increasingly strict government rules and increasing hospital choices creates tough competition. The purpose of this study is to find out how is the implementation of social media marketing in the hospital industry?. In private hospitals, a good marketing strategy is needed to continue to increase public trust. In the era of marketing 5.0 (technology with humanity) requires hospitals to continue to innovate in terms of services and technology. Social media marketing is one way to image the hospital in the eyes of the public. Marketing using social media has low capital and is easy to do. Delta Surya Hospital is one of the type C private hospitals in Sidoarjo that has applied the principles of social media marketing. The data was taken in November 2022 by analyzing the hospital's social media, namely Instagram, YouTube, and TikTok. The results of the data were compared with similar journals that already existed.

Analisis Strategi Marketing Mix pada Esteh Indonesia dalam Perspektif Ekonomi Islam

This study aims to analyze marketing strategies applied to increase brand awareness through social media on Esteh Indonesia beverages Telaga Asih Cikarang branch, in accordance with the perspective of islamic economics. This type of research uses qualitative methods, descriptive research techniques data is collected through observation (observation), interviews, and documentation. The results of this study show that the marketing strategies implemented by Indonesia Iced tea Telaga Asih beverages to increase brand awareness through social media are: 1) products, by selecting high-quality raw materials, designing products in an attractive way, and maintaining high-quality flavors. 2) price, setting a relatively cheap price for everyone to drink it. 3) distribution location, by providing strategic marketing location and unique design for customer convenience. 4) promotion through print browsers and brand awareness through social media. And create daily video content through social media and upload it once a week. From the perspective of islamic economics, the marketing strategy of Esteh Indonesia (Telaga Asih Cikarang branch) apply islamic marketing characteristics that are in line with sharia law, including divinity, morality, reality and humanity as well as islamic marketing principles namely shiddiq (honest), amanah (trustworthy), fatanah (intelligent / leadership) and tabligh (communication).

Counseling on Cooperative Management as a Driving Force for Economic Empowerment at the Sukamiskin Islamic Boarding School Bandung

This Community Service aims to provide understanding to cooperative administrators and students at the Sukamiskin Islamic Boarding School regarding the benefits and effective management strategies of cooperatives. The method used in this research is interviews and direct observation of cooperative administrators and students involved in cooperative activities. The research results show that counseling about cooperative management is very important to increase the understanding and skills of cooperative administrators and students in managing cooperatives. In this outreach, information and training is provided regarding the basic principles of cooperative management, financial planning, risk management and marketing of cooperative products. With this outreach, it is hoped that cooperative management at the Sukamiskin Islamic Boarding School can become more effective and have a positive impact on community economic empowerment. Cooperative administrators and students will become more competent in managing cooperatives, so that they can generate better income for their members. Counseling on cooperative management as a driving force for economic empowerment at the Sukamiskin Islamic Boarding School, Bandung City is very important to increase the understanding and skills of cooperative administrators and students in managing cooperatives. It is hoped that this counseling can provide significant benefits in increasing the income and welfare of cooperative members.

Social marketing and mass media interventions to increase sexually transmissible infections (STIs) testing among young people: social marketing and visual design component analysis

IntroductionGlobally, sexually transmissible infections (STIs) continue to disproportionately affect young people. Regular STI testing is an important public health strategy but remains low among this age group. Raising awareness of testing is an essential step and requires effective interventions designed for young people. To inform the development of effective interventions that promote STI testing among young people, we conducted a systematic literature review to describe the social marketing and visual design components commonly found in STI testing interventions and explore associations of these components with intervention effectiveness.MethodsWe used a systemic review methodology to identify peer-reviewed articles that met pre-defined inclusion criteria. Social marketing and visual component analyses were conducted using structured data extraction tools and coding schemes, based on the eight key social marketing principles and 28 descriptive dimensions for visual analysis.Results18 studies focusing on 13 separate interventions met the inclusion criteria. Most interventions used photograph-based images, using conventionally attractive actors, positioned centrally and making direct eye contact to engage the viewer. The majority of interventions featured text sparingly and drew on a range of tones (e.g. serious, humorous, positive, reassuring, empowering and informative) and three interventions used sexualised content. Four articles explicitly stated that the interventions was informed by social marketing principles, with two explicitly referencing all eight principles. Around half of the articles reported using a formal theoretical framework, but most were considered to have theoretical constructs implicit in interventions materials. Four articles provided detailed information regarding developmental consumer research or pre-testing. All articles suggested segmentation and development of materials specifically for young people. Explicit consideration of motivation and competition was lacking across all articles. This study found that there were some design elements common to interventions which were considered more effective. High social marketing complexity (where interventions met at least seven of the 11 criteria for complexity) seemed to be associated with more effective interventions.ConclusionsOur findings suggest that the incorporation of social marketing principles, could be more important for intervention effectiveness than specific elements of visual design. Effective and systematic use of social marketing principles may help to inform future evidence-informed and theoretically based interventions and should be employed within sexual health improvement efforts.

All we crave is pleasure! The motivation behind millennial men's clothing store choices when purchasing semi‐formal/smart workwear for themselves

AbstractMulti‐method research was conducted in South Africa to explore the personal values that shape millennial men's clothing retail store choices when purchasing semi‐formal/smart workwear for themselves. The qualitative phase comprised in‐depth, personal interviews with 25 participants, implementing soft laddering to elicit the preferred attributes and desired consequences that drive clothing retail store choices. These ‘easier to communicate’ properties formed the crux of the phase 2 measuring instrument. The online quantitative questionnaire, an interactive version of the established Association Pattern Technique (APT), was completed by 408 millennial men as part of the means‐end chain (MEC) procedure. The stepwise process produced a series of hierarchical value maps (HVMs), disclosing two prominent underlying personal values that drive millennial men's clothing store choices. ‘Pleasure’ emerged as the most prominent personal value, signalling millennials' high regard for enjoyable shopping experiences. The importance of a sense of ‘security’ should also be noted. Accordingly, the underlying forces that drive this financially lucrative cohort's clothing retail store choices extend beyond the marketing principles taught in business schools. Retailers will, therefore, have to delve deeper to understand their target markets' needs to prosper in a highly competitive marketplace.

Blueprints to Benefits: Towards an Index to Measure the Impact of Sustainable Product Development on the Firm’s Bottom Line

This study pioneers the development of the Sustainable Product Impact (SPI) Index, a novel framework designed to bridge the gap in existing sustainability assessment methodologies by focusing specifically on the influence of sustainable product development on a firm’s financial outcomes. For the first time, this research draws on the core principles of economics, marketing, and environmental sciences research fields to provide a comprehensive tool that enables businesses to quantify the multifaceted impacts of their sustainability initiatives within a corporate context. The SPI Index is an innovative metric that evaluates various factors, including financial and market performance, operational efficiency, brand perception, regulatory benefits, and long-term strategic advantages. This holistic approach allows for a more nuanced understanding of how sustainable practices influence a company’s bottom line and overall market position. Key findings of this research reveal that integrating sustainable product development into business strategies enhances environmental stewardship and impacts financial performance. The SPI Index has demonstrated its capacity to provide detailed insights into the specific areas of sustainability that most strongly affect profitability, thereby guiding businesses in their strategic planning and decision-making processes. In terms of originality and value, this study contributes to the existing body of knowledge by offering a unique and practical tool for businesses. The SPI Index stands out in its ability to translate sustainability efforts into quantifiable financial metrics, promoting a more integrated and balanced approach to corporate sustainability and profitability. Hence, this research plays a crucial role in guiding companies toward responsible corporate citizenship while focusing on economic viability in the modern business landscape.

Pravopisna obravnava imen znamk in industrijskih izdelkov ter posledice spreminjanja njihovih lastnoimenskih funkcij

The article presents a linguistic treatment of brand names and the names of industrial products as groups of concrete proper names. Through changes at various levels of linguistic analysis, the process of the modification of the proper name function of brand names to various degrees is demonstrated, including its transition to a common name. Alongside the emergence of generic names from brand names there is a presentation of the treatment of these names in dictionaries from the second half of the 20th century, with an emphasis on providing an outline of the deficiencies of the actual codification. For the example of Teflon, an outline is provided of the difficulties arising from the contradiction between legislation and marketing principles, as well as linguistic principles.

Green marketing and territorial branding as a regional identity economy element

The aim of the study is to substantiate the idea of developing the identity economy of the socio-economic territorial system on the basis of adapting the classical marketing concept “4P” to territorial marketing taking into account the principles of green marketing. The study is based on the following methodological approaches: institutional and behavioral approaches to the identity economy, the integrated approach and the principle of complementarity, which involves the analysis of the organizational structure of the object, accounting for internal and external interactions, the practice-oriented approach, which involves solving the problems of improving the investment attractiveness, image of territories, the formation of their identity as socio-ecological economic systems. The authors propose to consider territorial marketing as a strategic tool for managing socio-economic and environmental components of the territorial system. Territory identity economy acts as a relationship of market agents who identify their needs and interests with the consumer properties of the given territory. The stages of territorial green marketing strategy are developed. An important direction of marketing activity is branding, which includes the development of communication strategy for forming the image of the territory. The authors substantiate the algorithm of territorial brand formation, which consists of four stages: socio-economic analysis of the territory, development of the brand concept, visual representation of the brand, creation of the brand management structure.

ФОРМУВАННЯ ТА ІМПЛЕМЕНТАЦІЯ СИСТЕМИ АГРАРНОГО МАРКЕТИНГУ В ДІЯЛЬНІСТЬ АГРАРНИХ ПІДПРИЄМСТВ

The article considers the definitions of the concept of "agricultural marketing", identified problems in the agrarian sphere of business, provided an organizational and methodological rationale for conducting marketing activities in agribusiness at the level of the state, regions, and enterprises, and formed the components of the agrarian marketing system for implementation in the activities of agrarian enterprises. Agricultural marketing can be defined as a set of interdependent organizational, technical, financial and commercial functions of the enterprise, aimed at ensuring the sale of agricultural products in accordance with consumer requests for the benefit of the enterprise. The main goal of agricultural marketing is to fully satisfy the rational standard of food consumption by the population while ensuring the effective activity of agribusiness entities. An effective marketing system uses market analysis to predict demand; will try to minimize blind entry into markets and instead promote a withdrawal regime. Increases income – a well-organized marketing system will increase the total amount of income received in the agricultural value chain. The agricultural marketing system contains a set of the most important market relations and information flows that connect the agricultural enterprise with the markets. As a result of the study, it was established that the organizational structure of the vast majority of agricultural enterprises does not correspond to the principles of marketing, which is manifested in the complexity of the internal interaction of services and departments, limited marketing tools for market analysis, ineffective management. It is proposed to introduce a marketing-oriented organizational structure of agricultural enterprises to optimize the relationship between services and divisions of the enterprise, and to use marketing tools for market research. It is recommended in modern conditions to make sales using the Internet as much as possible, that is, a digital platform that helps to optimize financial, labor and production resources and costs.