Business Marketing Strategies Research Articles

Effect of marketing strategy on organizational efficacy via managerial accounting

A marketing strategy has been used by enterprises to achieve the best possible organizational efficacy. In the current research, contingency theory, the theory of resource dependency and experiential learning theory are applied to establish the research model. Marketing strategy has been regarded as one of the determinants of managerial accounting; whereas the adopting of managerial accounting in business can lead to improved organizational efficacy. Therefore, the linkage between marketing strategy and organizational efficacy can be mediated by managerial accounting. The objective of the present research article is to explore the influence of marketing strategy on organizational efficacy, considering the mediating effect of managerial accounting in the research model, which has been previously ignored. The research data were collected from 352 publicly listed enterprises on the main Vietnamese Stock Exchanges, represented by executives involved in marketing and managerial accounting. Vietnam was selected as a study case for research, because it is one of the most rapidly developing countries in Southeast Asia; accordingly, enterprises operating there as a developing economy are supposed to exploy as many sound managerial practices as possible to be able to struggle squarely with the competitors in developed nations. The AMOS analytical technique was applied to test the causal linkages,whereas the mediating procedures were employed to investigate the mediation of managerial accounting in the casual relation from marketing strategy to organizational efficacy. The empirical findings indicate that the elements of product, price, promotion and place of marketing strategy impose statistical influences on organizational efficacy and also on the adoption of managerial accounting in business. Importantly, managerial accounting is found to be a mediator in the relationship between marketing strategy and organizational efficacy. This work has implications for how executives make better decisions about planning marketing strategies in business, which should match the managerial accounting applied in business. Consequently, they could achieve the best possible organizational efficacy. The current research contributes to the existing study of marketing and managerial accounting by supporting a link between marketing strategy and organizational efficacy, which is mediated by managerial accounting in Vietnam.

Product features that hit consumers’ pain points may lead to reduced willingness to pay

The pain point is a specific form of consumer demand and a concept that has been widely used in marketing business strategies in recent years. Pain points arise when consumers have put in enough effort to achieve their goals but have little effect. In this paper, the concept of the pain-feature matching effect is proposed by combining past research on consumer pain points and consumers’ attitudes with pain point targeting features. It is predicted that consumers’ willingness to pay may decrease significantly when the product feature matches their pain point to a high degree. This hypothesis was tested through a questionnaire experiment: by assigning products with different pain scenarios and features, the conclusion was judged based on different feedback data from participants. The results show that consumers’ willingness to pay decreases when there is high pain-feature matching. This finding adds to the theory of the effectiveness of consumer pain marketing and provides guidance to retailers on how to effectively promote product features in their business activities.

Oportunidade ou necessidade? O caso da ZM S/A

Abstract This teaching case portrays the dilemma of ZM S/A, an auto parts industry, regarding the disruption of B2B to B2C sales channels. With the growing demand for sales through online channels due to the COVID-19 pandemic, the company puts into perspective the feasibility of starting direct sales operations (B2C) through the creation of its own e-commerce or the promotion of its distributors’ online sales. The purpose of the case is to promote reflection on the strategic changes in sales channels and the potential conflicts of creating an e-commerce platform. This is a real case that uses the company’s name and replaces the names of individuals involved for privacy. The construction of the case relied on primary sources, through interviews with those involved, and on secondary sources, through sectoral data. The case can be applied in the final years of undergraduate programs in business administration and graduate programs in strategic marketing and digital marketing, specifically in courses related with business management, organization and marketing strategies, operations management, and innovation.

Заманауи журналистиканың жаңа үрдістері

Since the creation of new media, this industry has not lost its relevance, but, on the contrary, is in demand as an object of research. The reason for this is that, along with its own functions of the media, it makes a significant contribution to the development of the world of spirituality. The new trend creates interactivity, flexibility, speed, fragmentation of the audience and convergence of many environments within it. Virtual movement through social and intellectual spaces, the emergence of cybernetic culture, and the infinity of knowledge creation and dissemination have increased. It can be a means of personal and mass communication. The subject of this article is the study of the links between online journalism and new media journalism, the influence of a dynamic environment on traditional journalism and the process of creating new signs of the profession. The phenomenon of objectivity associated with this type of journalism is discussed. New trends in modern journalism will be studied in detail using methods of comprehensive analysis, differentiation and new methods of modern journalism that control the flow of information in the era of the global era will be considered. In addition, when studying the trends of modern journalism, the focus is on business strategies, the creation of new business models, marketing and branding strategies. For example, although debates in Japan are an “internal conversation” in the media industry, there are many interesting surveys and studies on the connection between the Internet, journalism and democratic society in Western countries. For example, the Pew Research Center, a nonprofit social research organization in the United States, has been studying the impact of the Internet on journalism and society for more than 10 years. As a result, a large amount of data was collected at the Pew Internet & American Life Project research centers, and extensive discussions and research unfolded using them.

Research on the Marketing Strategy of Banking and Finance Business Given Big Data Technology

Individuals’ consumption patterns and financial demands are changing significantly as a result of the quick advancement of modern information technology and the integration of financial technology into everyday life, which has negative effects on and presents challenges for banks’ traditional retail operations. The competition among Chinese commercial banks in the retail sector is getting more and more intense due to the country’s rapid economic expansion and increase in household wealth. In order to improve its core competitiveness, maximise its retail business marketing strategy, and investigate a transformation path that is consistent with its own retail business marketing, Bank F must actively use financial technology innovation. In addition to the epidemic impacting the global economic recovery, the domestic economy is currently going through a transition and expedited structural adjustment, which raises credit risk and increases competitive pressure. A drop in the intermediate business income of the banking industry and a consistent decline in nett profit growth are the results of the financial market reform and the quick expansion of Internet finance, which have caused substantial changes in the market environment. Due to the fact that rural commercial banks have changed their course to aggressively promote inclusive finance and develop retail lending, how to optimise and innovate the marketing strategy of the retail lending business based on the Internet and the use of big data has emerged as a crucial concern for rural commercial banks.

Using social networks in business

Social media platforms and channels are being increasingly used nowadays, influencing almost all types of businesses. Social media are mainly used as a source of information and means of dissemination of knowledge that may change the opinions of people. They can be considered very important business marketing strategies since they participate significantly in creating new business opportunities, building a stronger position in the market, or in the transformation of consumer behaviour. The main goal of the paper is to determine which social networks are most commonly used in business and their purpose. To achieve the goal, the method of questionnaire survey was used, in which a total of 237 respondents participated. The results of the survey show that business entities mostly use Instagram in their business activities, mainly for promoting their company, which was followed by Facebook, through which they sell their products or attract new employees. In addition, companies also use social networks as a communication channel with employees or customers.

THE INFLUENCE OF INDONESIAN LANGUAGE IN BUSINESS SOCIAL MEDIA CONTENT STRATEGIES

Social media has become a vital platform in modern business marketing strategies. This research aims to examine the influence of Indonesian in business social media content strategy and its impact on customer engagement and achieving business goals. We conducted this research using a mixed approach, including social media content analysis, online surveys, and interviews with business professionals. The research results highlight the important role of Indonesians in business social media. Language is the main tool in communicating with customers. Using correct and relevant language in social media content contributes significantly to increasing customer engagement. Posts with language that is clear, easy to understand, and free from language errors get more positive responses, such as likes, comments, and shares, which encourage more active interactions between companies and customers. In addition, this research underlines the importance of understanding local culture and values. Indonesian language that reflects Indonesian culture and social norms can strengthen the emotional bond between companies and customers, create a stronger sense of identity, and reinforce a positive brand image. The research also shows that the use of slang and local expressions can attract a young audience and expand the reach of a business. However, companies must remain careful to stay true to their brand.

Impact of QR-Codes as a Disruptive Technology During the Covid-19 Contagion

Introduction In the world economy, QR codes became very popular, and their prominence is expanding rapidly. The QR-codes look a bit like barcodes, but are made up of square patterns. As businesses are increasingly embracing these technologies, QR codes are becoming more popular, QR code readers are being integrated into smartphones. Apple released iOS 11 to search QR codes using the smartphone camera back in 2017 which is now a game-changing marketing strategy for businesses and retailers.
 Objective: The objective of the paper is to conduct an extensive theoretical review on the growth of QR codes in the digital era and QR codes' reach as contactless payment solutions.
 Methodology: A bibliometric review by refereeing quality articles published in highly ranked journal.
 Conclusion: When the QR code reader was integrated into the new Android smartphone camera, it proved to be a key differentiator. Following the global COVID-19 contagion, there has been a nudge for contactless activities and remote resource allocation, such as online work, payments and online classes among others. QR-codes have seen a spectacular increase in usage across all aspects of life.

Penerapan Digital Marketing dalam Upaya Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah

The use of the internet every day has increased. This is something that must be realized by micro, small and medium enterprises (MSMEs). One of the marketing media that is currently in great demand by SMEs to support sales promotions is digital marketing. This progress is considered very useful as a business marketing strategy that is also carried out by MSMEs. The use of E-business, E-commerce, social media, social chat and even advertising really supports MSMEs in promotion, marketing and sales. The purpose of this study is to identify the business income obtained by MSMEs in Makassar City after using digital marketing. This research method uses a quantitative approach, where data collection is done by distributing questionnaires through google form. The data was processed using the SPSS 22 application. The results of this study found that digital marketing significantly affects the income of MSME actors in Makassar City. This finding illustrates to micro, small and medium enterprises (MSMEs) that the use of digital media is very effective in running a business.

DIGITAL MARKETING STRATEGY THROUGH SOCIAL MEDIA IN INCREASING THE SALES OF THE FLOWER BUCKET BUSINESS IN SERANG

A marketing Strategy is a series of integrated actions towards a sustainable competitive advantage. Meanwhile, marketing strategies and tips from the seller's point of view (4P) are a strategic place (place), quality product (product), competitive price (price) and vigorous promotion (promotion). Total customer satisfaction is the ultimate goal and marketing strategy concept (Total Customer Statistics). Flower bouquet marketing strategy by utilizing social media the study aims to find out how the marketing strategy for a digital flower bouquet business through social media is to increase sales and what are the obstacles and challenges to marketing flower bouquets by utilizing social media. The research method used is qualitative, The results of the study explain that increasing the sales results of flower bouquet entrepreneurs in Serang City with social media marketing strategy steps for small-scale businesses using WhatsApp, Instagram and Facebook, namely: social media marketing strategies by building credibility, attracting potential customers, building relationships on social media, sharing content, create valuable content, use good and interesting images, crowdsource interesting and authentic content, participate in online groups and communities, use social media as a space to have interesting conversations and limit social media platforms

แนวทางการพัฒนาธุรกิจหมี่โคราชของผู้ประกอบการขนาดย่อม ในจังหวัดนครราชสีมา

The purposes of this research are: 1) to study the conditions of Korat Mee business operation of SMEs entrepreneurs in Nakhon Ratchasima Province, 2) to study of problems in the Korat Mee business operation of SMEs entrepreneurs in Nakhon Ratchasima Province, 3) the level of problems in the Korat Mee business operation of SMEs entrepreneurs in Nakhon Ratchasima Province are Classifing by business conditions ,and 4) to propose a guideline for the development of Mee Korat business operation of SMEs entrepreneurs in Nakhon Ratchasima Province, the population is 35 entrepreneurs of Korat Mee business in Nakhon Ratchasima Province.The instrument is a statistical questionnaire using in data analysis, namely frequency, percentage, mean, standard deviation and one-way analysis of variance. The research was found that as follows: 1) conditions of operating Korat Mee business. They were mainly producing and sell Korat Mee with sauce. It has been in business for 16 years and has no more than 10 employees. Which Including businesses with monthly production of less than 10,000 packs and monthly sales revenue of less than 200,000 baht. 2) the operator has a problem in the business was moderating. When considered on a particular side, in descending order, namely products, sales, production, personnel, finance and management. 3) to compare the level of problems in the Korat Mee business of SMEs entrepreneurs in Nakhon Ratchasima Province, it was found that the types of products were producing and distributed Length of business number of employees in business, business marketing strategy, production volume per month and income from sales per month that was different having problems operating Korat Mee in Nakhon Ratchasima Province no different with statistical significance at the .05 level. And 4) the development of Korat Mee business was there should be a development of vermicelli to have a longer shelf life. Which was being Included the development of vermicelli to have a variety of flavors and develop the vermicelli pattern to be more modern and popular was being Included increasing online sales channels. They should also found that a source of low interest loans for used in business development to be able to compete with competitors. There was a rotating employment among members. To was increasing production capacity and entrepreneurs should be gave new generation opportunities. Which has a wide vision, has entering the management. With older management was giving advice, providing advice on the side so that the Korat Mee business could growing and able to fight ever-increasing rivals.

Effective Marketing and Corporate Governance Contribute to Entrepreneurial Success: Case Study of India’s Most Trusted Diagnostics—Healthians

The increased awareness surrounding health is a significant factor contributing to the trend of health awareness. People are showing extra care with changing lifestylesleading to more proactive care toward their health. There was an immense need to fill this gap. The founders of Healthians, India’s most trusted diagnostics, sensed this need and converted that into a successful business model. This article analyses Healthians governance and brand strategy making it one of the largest players in the Indian market. The article begins by describing the initial journey of Healthians and its founder. The article also highlights the financial strategy of the company along with the funding details. The industry analysis had also been done along with an analysis of major players in the diagnostic industry, followed by a discussion on the expansion strategy of the company. The business model, corporate governance, and marketing strategy of the company have been discussed in detail, followed by the brand strategy, in order to derive useful learning from the journey of this company. Adequate discussion on the products of the company had been done, along with the mentioning opportunities waiting to be explored by the company. With the highest competitive and volatile market of the healthcare industry, this company ensures that the highest standards in corporate governance and business ethics are being followed in the company. The article concludes with some dilemmas being faced by the company which may decide its future course of action and the various alternatives available to the company.

Understanding the Approach and Business Marketing Strategies of Successful Filipino Food Chain in Country and Overseas

In general, fast-food organizations typically have distinctive ways of managing their business operations and achieving their corporate goals and objectives. The companies used marketing strategies to bring the organization’s mission and vision to life. Because these were influenced by the expanding population, trends, consumer behavior, internal and external factors in various situations, such as the most recent pandemic impact in 2020 continuing until 2021, many business models were introduced, adjusted, or replicated over the course of years. This study focuses on various business techniques and tactics that are crucial for the survival and sustainability of the fast-food industry and for competing against recently introduced rivals in the expanding food chain sector. This investigation will serve as a Quantitative Documentary Analysis through Data Mining. To sum it up, this research will offer suggestions on how to sell fast-food chains domestically, develop internationally, and, most importantly, ensure the survival of the company.

Discourse on Affiliate Marketing Platform Trading/Investment from Indonesian Legal Perspective

The study aims to examine the existence of affiliate marketing trading/investment platforms from a legal perspective in Indonesia and discuss the legal noose that looms over it. The research approach methods used in this study are the statute approach, the case approach, and the conceptual approach. The results, if viewed from the perspective of Indonesian law, refer to regulations related to trade, consumer protection, electronic information, and transactions, as well as Indonesian Pariwara Ethics. Considering that business actors and their marketing affiliates are honest and responsible in carrying out and marketing their business and conducting good and healthy transactions and are accompanied by good faith without defraud. The affiliate marketing business strategy through this affiliate intermediary is something legal. But if in carrying out his role as an affiliate, having disguised malicious intentions, not accompanied by good faith, then there are legal consequences that will be accepted, whereas, in some related regulations, there is a threat of criminal penalties that do not mess with sanctions, to provide a deterrent effect.
 Keywords: affiliates, trading, platforms, Indonesian law

Evaluation of The Effectiveness of Instagram Social Media: A Case Study in Ringkai Indonesia

Marketing using Instagram is becoming a popular marketing strategy for businesses today. Ringkai Indonesia, a small business that provides healthy snacks for children in Bandung, uses Instagram as its main digital marketing tool. However, Ringkai has a low number of Instagram account engagement and followers. This is a serious problem for Ringkai to be able to continue to compete in online sales. Therefore, the objectives of this study are first, to find the significant factors that influence social media engagement; second, to find the root cause of Ringkai's low social media engagement problem; third, to develop the right content marketing strategy. This research will explore the problem comprehensively through internal and external environmental analysis. The internal analysis consists of resource analysis and external analysis consisting of PESTEL, Porter Five Forces, competitor analysis, and customer analysis. Where customer analysis is explored by using a quantitative survey of 236 respondents. The results show that remunerative and relational content significantly affect. Therefore, the researcher proposes several strategies as a solution, namely developing a posting schedule, activating ads on Instagram, and creating remunerative and relational content as an effort to increase social media engagement on Ringkai's Instagram account. The implications of this research are for other business actors in the healthy snack industry for children to increase social media engagement on Instagram through Instagram marketing strategies.

Social Media Analysis as a Marketing Strategy in Online Marketing Business

Information technology in the last few years has experienced fairly rapid development. During this period, a a platform that allows people around the world to connect with each other called social media. Today, Facebook, Twitter and Instagram are social media that is experiencing the fastest development. The three social media has begun to be widely used to promote a product and be used as a one of the marketing strategies by several business people. The purpose of this journal is to: to explore the use of social media especially Facebook, Twitter and Instagram in online business marketing strategy. Research is expected to be input for business people who want to use social media as one of the media promotion of services and products. This study aims to find out how the use of social media as a business strategy by some business people online based.

Social Media Analysis as a Marketing Strategy in Online Marketing Business

Information technology in the last few years has experienced fairly rapid development. During this period, a a platform that allows people around the world to connect with each other called social media. Today, Facebook, Twitter and Instagram are social media that is experiencing the fastest development. The three social media has begun to be widely used to promote a product and be used as a one of the marketing strategies by several business people. The purpose of this journal is to: to explore the use of social media especially Facebook, Twitter and Instagram in online business marketing strategy. Research is expected to be input for business people who want to use social media as one of the media promotion of services and products. This study aims to find out how the use of social media as a business strategy by some business people online based.

Examining the Key Factors that Drives Live Stream Shopping Behavior

The purpose of this research was to examine the key factors that drive live-stream shopping behavior in Thailand. The specific objective was to determine the live stream shopping factors that influence purchase intention. The study was driven by the increasing role of e-commerce and live streaming shopping trends through social media marketing. For marketers, live-stream shopping is considered a valuable marketing strategy for commercial businesses to enhance sales, save expenses, and create unique marketing impacts. The study adopted the Uses and Gratification Theory and the Source Credibility Theory. Through these theories, the variables of the study were considered to be entertainment, informativeness, attractiveness, expertise, trustworthiness, culture, and purchase intention. A quantitative research methodology was adopted, with primary data collected from 370 respondents. The model was evaluated using reliability, validity, and CFA. SEM was used to analyse the hypotheses using AMOS and SPSS software. The results of the study indicated that four factors (entertainment, informativeness, expertise, and trustworthiness) have a significant and positive effect on purchase intention. Trustworthiness and entertainment had the highest effect. Attractiveness was found not to influence purchase intention, while culture did not moderate the effect of any variable on purchase intention. The research recommended that live streaming should be trustworthy in terms of sincerity, non-exaggeration, correct information, correct thoughts, and opinions. They should also be entertaining to establish positive interconnectivity between the user and the product or service, and also informative to contribute towards awareness of a product/service and offer insights that influence perceptions and behavioral intentions. Doi: 10.28991/ESJ-2022-06-06-011 Full Text: PDF

New marketing strategies for online group-buying business from a social interaction theory perspective.

Companies that use online group-buying to get new business expansion opportunities at a price advantage are failing. Therefore, there is a need to develop new marketing strategies for group-buying companies to achieve market share and consumer favor. Given that consumers are society members, we used the social interaction theory to investigate the combination of factors that stimulate consumers’ purchase intentions. Fuzzy-set Qualitative Comparative Analysis was performed to evaluate different strategy configurations of social interaction elements, perceived quality, benefits and trust to promote purchase decisions from 406 group-buying consumer questionnaires. We revealed four pathways with different configurations that can prompt consumers to make group-buying decisions: information strategy, Word-of-Mouth strategy, sense of community strategy, as well as combining Word-of-Mouth and sense of community strategy. These strategies provide viable approaches through which group-buying companies can rationally use marketing programs to promote consumers’ purchase intentions.

PENGARUH PANDEMI COVID-19 PADA PENJUALAN KEBULI ABUYA DI KOTA BEKASI

This study aims to determine the effect of decreasing sales turnover of abuya kebuli due to the covid 19 pandemic and to formulate an appropriate marketing strategy amid the covid 19 pandemic. raises optimism for MSMEs in opening a business in the midst of any difficult conditions as long as it is carried out with the right business marketing strategy. The research method used is qualitative research with a descriptive approach, the research was conducted on February 14 2022 to March 31 2022, with the subject of the MSME case in the food sector, namely Kebuli Abuya which sells various dishes with a distinctive Middle Eastern taste, the data collection technique in this research was interview , observation, and documentation. This research was coordinated by research lecturers as well as assisted by 7 students both in terms of data collection and field observations. Based on the SWOT analysis, Kebuli Abuya SMEs are located in square V, which means that they must implement a stability/growth strategy by implementing: 1) Setting standards and quality of products and services, 2) Setting prices that are able to compete, 3) Utilizing and empowering internal strengths, 4 ) Continue to innovate, market research and pay attention to consumer tastes.