Elements Of Marketing Strategy Research Articles

Impact of Social Media Marketing Activities on Online Purchase Intention for the Cosmetic Industry in Malaysia

In the digital era, marketing trends have undergone a significant transformation. A brand-new marketing channel that businesses are using to reach out to customers is social media. In this study, the effect of social media marketing methods on customers' desire to buy cosmetics is investigated. Entertainment, engagement, trendiness, personalization, and eWOM are the five social media marketing strategy dimensions that were examined in the study. Data were obtained using the convenience sample approach, and 260 valid questionnaires were gathered. Data analysis using the SEM-PLS method. The findings show that each of the five social media marketing strategy elements had a statistically significant impact on consumers' intention to make a purchase. Users' participation in online cosmetics purchases was found to be strongly influenced by entertainment.

‘Country-of-Origin’ effect and online purchase environment: Outlining the need for research

Globalisation has provided organisations with a market platform where brands are available to consumers worldwide, thereby bringing out the importance of country-of-origin into the spotlight. The opening of international marketplace has created a new landscape and placed the country-of origin factor as an appealing area of research. It is a fact that, unlike brand or corporate image, country image, is an influential but uncontrollable element of marketing strategy, especially for the firms that are taking their initial step to go global. For this reason, country-of-origin (COO) and its effect on buyers’ purchase behaviour has attracted significant research attention over the past years. The need to understand and examine country-of-origin effect has become all the more pronounced with the shift in focus from offline to online e-commerce. It is in this backdrop that the present review paper seeks to provide a comprehensive understanding of the linkage between country-of-origin effect and consumer decision making, specifically in the context of online purchase environment. In addition to contributing to the existing body of literature, the insights from the present work would provide useful learning to international marketers with respect to the use of country-of-origin information in the age of online purchases. Keywords: Country-of-origin, E-commerce, Consumer decision making, Online purchase environment.

Engaging Restaurant Customers on Facebook: The Power of Belongingness Appeals on Social Media

The hospitality and tourism industries now acknowledge that engaging with customers via social media is an essential element of marketing strategy. Given the high variability of success with which firms have been attracting customer interest online, however, it is clear that businesses are having a difficult time determining the best way to use these emerging technologies. This study investigates the impact of certain social media post attributes on customer engagement, using restaurants on Facebook as an example. We introduce a novel set of text analytic features that positively affect customer engagement and test them against a big data set (174,000 posts). Findings indicate that appeals to a feeling of belonging to the community have a significant positive effect on engagement. This study contributes to the body of knowledge on customer engagement and offers concrete recommendations for how restaurants can interact with customers online.

Marketing activity in the community pharmacy sector – A scoping review

Community pharmacy ownership requires engaging with marketing strategies to influence consumer behaviour. There is a plethora of information from trade journals, expert opinion, and published discussion surrounding this issue. Despite this, evidence relating to the efficacy of marketing activity within the pharmacy sector is scant. To review how marketing activity has been conceptualised in the community pharmacy sector and to determine the evidence for the effect of marketing activity. Seven databases were systematically searched using a scoping review framework with the reporting protocol of PRISMA-P. The search yielded 33 studies that were analysed for year of publication, journal, country of focus, and framework of marketing. The majority of marketing research papers focused on the United States and were published in healthcare journals. These were various marketing strategy elements, including; segmentation, targeting, differentiation, and positioning. Also evident was research regarding marketing mix, which predominately involved the "4Ps" model. Actual marketing activity comprised little of the research. Research into marketing activity in community pharmacy is limited, and little evidence is available to show the effects of such activities. Future research needs to demonstrate the causality for the effect of marketing activities on consumer behaviour and economic outcomes.

Pengaruh Lintas Budaya Pada Pemasaran Internasional Dengan Pendekatan Perilaku Konsumen

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.

Bases of Market Segmentation Success: A Marketing Decision Makers’ Perspective

Market segmentation is an important instrument in strategic marketing and regarded as a key element of marketing strategy (Palmer & Millier, 2004; Hooley, Piercy & Nicoulaud 2012). It is viewed as a basis for superior financial performance (Cravens & Piercy, 2013). In marketing literature, it is often also referred to as marketings Segmentation, Targeting and Positioning (STP) process. For a while now, there is criticism against market segmentations usefulness to marketing practitioners by marketing academics. For instance, Foedermayr and Diamantopoulos’ (2008) analysis of market segmentation practices indicated a need for market segmentation research that could be generalized with more confidence. Their literature review revealed that most segmentation research deals with how it should be done and not with how it is actually done. Reibstein, Day and Wind, (2009) asserted that marketing academics neglect to develop applicable models for critical and strategic marketing issues have created a vacuum between academics and their marketing counterparts in practice. In a sense it also marginalized marketing as a discipline that should add value to executives who are looking for solutions to the problems they face in a fast changing market space. After his research Quinn (2009) concluded that there is little practical advice in marketing literature for marketers on how to choose variables, identify segments, controlling performance in segments or how to follow a process in doing all this. The research was based on segmentation practices from apparel retail managers in the United Kingdom. Lastly, Harrison and Kjellberg (2010) concluded that there could be other ways to segment markets than what the segmentation process literature suggests. While marketing theory suggests that market segmentation is a determinant of marketing success, it is not clear to what extent marketing decision makers share this sentiment. The most pertinent finding of the review in this paper is that there is no uniform way of market segmentation that can be used by marketers. Marketing academics have, for some time now, urged their colleagues to come up with research that will be useful for marketing practitioners.

The Green Marketing Strategy Muscularly Influence on High-performance of Target Sales for Housing Apartment Complex in Malaysia.

The green marketing strategy considers as a marketing strategy with green natural environmental facilities strongly associated with the 4Ps in the property market. The terms green marketing is known as incorporate of the natural green environmental element in marketing strategy. This green marketing directly influences on product, price, place and promotional activities to achieve the target sales. This green marketing is basically appropriate in property marketing because most of the customers want the green environment to reside in the city to get a healthy life. The green environmental elements must intensification of the beauty of product to attract the target customer. Most of the developers applied this policy in their marketing strategy as an effect they achieved the target goals.

Elementos de la estrategia de marketing y su efecto sobre la participación de mercado en la industria chilena

This study examines how the elements of marketing strategy affect market share. To do this, data from the Annual National Industrial Survey (ENIA) conducted annually in Chile between 2000 and 2012 are used. By applying the method of pseudo-panel with Chilean industrial establishments’ data, we conclude that market share is affected by the membership of a particular economic sector rather than variables associated with marketing decisions. Therefore, we decided to perform again the analysis by industrial sector, finding statistically significant impacts of marketing variables in some sectors. In particular, spending on advertising and promotion has a positive effect on market share to 45% of the analyzed economic sectors and also it is marketing variable that generates a greater impact on market share.

Marketing strategy and product performance: a study of selected firms in Nigeria

This study was conducted to investigate the nature of relationship between marketing strategy and product performance with a special focus on the food and beverage industry in Nigeria. The study used primary data gathered from 284 randomly selected staff of ten selected companies. These companies are quoted on the Nigerian stock exchange. To do this, a questionnaire was adopted as research instrument. The data gathered was subjected to factor analysis and regression analysis. The results show that indeed marketing strategy impacts product performance of the observed firms. More so, of all the factors considered (promotion strategy, Product strategy, Distribution strategy, General marketing strategy and Pricing Strategy) promotional factors were found to be most important, then product strategy while pricing mix account for the least variation. This paper therefore recommends that business organisations should accord necessary attention to the element of marketing strategy by designing market strategies driven by a sound marketing management, targeting and strategic positioning. Key Words: Marketing Strategies, Product performance, Marketing mix, Marketing management, Consumer patronage, Advertising, Marketing, Market Share

The Influence of the Relationship between Consumer and Tie-in Promotion on Loyalty

There has been recognition of the increasing importance of cooperation as an element of marketing strategy. Such cooperation is confined to four levels based on product development, sales promotion, pricing arrangements, and place (or distribution) mechanisms as the usual marketing 4Ps mixed (Varadarajan 1986). At present, however, little is known about the nature of tie-in promotion as a cooperative sales promotion comparing three other levels. The primary goal of this study is to examine the effect of consumer-tie-in promotion relationship on loyalty. The construct of consumer-tie-in promotion relationship is based on the previous research on consumer-brand relationship. In addition, this study divides the concept of loyalty into host brand loyalty and partner brand loyalty to reflect the characteristics of tie-in promotion including program in order to determine the effect of the consumer-tie-in promotion relationship on loyalty. The results showed that the three dimensions of the consumer-tie-in promotion relationship (i.e., commitment, intimacy, and interdependence) had significantly positive effect on program loyalty. The effect of program loyalty is significantly on both host and partner brand loyalty. This study empirically tested the relationships among consumer-tie-in promotion relationship, program loyalty, host brand loyalty, and partner brand loyalty, and then compared with the difference in the suggested model for the target customers and non-target customers. As a result, for target customers, intimacy and interdependence among dimensions of consumer-tie-in promotion relationship had significantly positive influence on program loyalty. In case of non-target customers, however, commitment and interdependence among dimensions of consumer-tie-in promotion relationship had significantly positive influence on program loyalty. Also, program loyalty had significantly positive impact on host brand loyalty and partner brand loyalty in both target and non-target customers. This study has significance in that it addresses the need to identify research and academic implications by analyzing the consumer-tie-in promotion relationship to determine the relationship between tie-in promotion and loyalty, which has not been clearly described by previous studies. Furthermore, this study builds a foundation for firms and managers actively using tie-in promotion to establish tie-in promotion strategies that can maximize loyalty for both host and partner brands from the consumers` point of view.

Managerial stress management as an asset in people management being a marketing strategy element

Any service organization operating under turbulent market conditions must have a successful marketing strategy. A successful marketing strategy implies proper management of all elements within a marketing mix: service package, price, distribution channels, promotion, service process, service ambience and people. People, i.e. primarily the employed within an organization are one of the elements that must be appropriately considered when drawing up and implementing a marketing strategy. Proper personnel management must nowadays include good management of managerial stress. Adequate managerial stress management is preconditioned by successful identification of sources of managerial stress. The aim of this paper is to present the importance of proper and timely identification of sources of managerial stress. The paper demonstrates the carried out scientific research based on a method that is universal for all types of organizations, regardless of their type and activity, in order to precisely identify the sources of managerial stress and define its proper management, as an asset in people management, which is an element of marketing strategy. The research was conducted using a survey, sampling 100 employees in 13 organizations throughout Serbia. Survey results indicated that the most important sources of managerial stress are: participation in decision-making, selection process, earnings, and time and deadlines pressure. Therefore, recommendations are provided for directing identified sources of managerial stress towards successful management of people as an element of marketing strategy.

Analyzing Market Exploitation and Market Exploration Dyad for Marketing Strategy Implementation Effectiveness in Malaysian Fertilizer Industry: A Conceptual Paper

Analyzing the marketing strategy elements that influence the effectiveness of its imp lementation has been the subject of sizeable emp irical research. The purpose of this paper is to address simultaneous management of market exploitation and market exp loration in the marketing strategy on implementation effect iveness among the most relevant new product introduction success factors in Malaysian fertilizer industry. The proposed framework has theoretical significance in filling the gap in the body of knowledge in the imp lementation of marketing strategy in the Malaysian fertilizer industry. This paper discusses issues in relation to the role of market ing strategy which have profound impact on organizational implementation effectiveness.

Content marketing as an important element of marketing strategy of scientific institutions

Content marketing as an important element of marketing strategy of scientific institutions

Cross-Cultural and Cross-National Consumer Research in the Global Economy of the Twenty-First Century

ABSTRACT In this article we present a conceptual model of the effect of culture on consumer behavior incorporating the influence of globalization. This conceptual model shows that culture influences various domains of consumer behavior directly as well as through its social, personal, and psychological components/consequences. The model identifies several intermediary variables and processes related to each of these three components/consequences, and also depicts the influence of other environmental factors and marketing strategy elements on consumer behavior. We also identify five different categories of consumer culture orientation resulting from globalization. Highlights of each of the eight other articles included in this special issue are provided using the conceptual model as the structure and also indicating the nature of the article, cultures, and/or nations compared and sample sizes. We conclude with the contributions of the articles in terms of their coverage of the five different consumer cultural orientations and identify directions for future research.

Strengthening the link between marketing strategy and financial performance

From the perspective that integrates marketing and banking practice and theory, this work reaffirms the relevance of interactions between the issues of ‘what’ (marketing strategy) and ‘why’ (financial performance). The key finding is that the marketing strategy–financial performance link faces serious difficulties, but they do not inevitably prevent the promotion and greater acceptance of the basic idea. The strongest barriers include negative attitudes of marketers to the language of financial indicators, different paradigms of people from marketing and banking, insufficient presence of the key concepts in the basic literature and unrealistic requirements of academic models. On the other side, the demand that becomes more powerful and sophisticated, and intensifying competition, are the major drivers of positive changes in practice and theory. Greater respect for risk indicators, improved short-term/long-term balance, stronger integration of marketing strategy elements, as well as more realistic general frameworks, constitute the group of encouraging trends.

Corporate branding versus product branding in emerging markets

PurposeTo build a conceptual framework for the development of branding strategy from the pint of view of a Western firm entering a market in a developing economy.Design/methodology/approachAn extensive literature review brings together two research streams, market entry and branding strategy, with particular reference to corporate branding versus product branding.FindingsThe choice of branding strategy is determined in the conditions under study by five antecedent factors and three moderating variables, which are expressed as a visual model and eight propositions.Practical implicationsIn a rapidly developing world, this framework and the literature review from which it is derived offer applicable marketing intelligence to planners of branding strategies for international markets. The eight propositions suggest fruitful directions for further academic research.Originality/valueDraws together two streams within the marketing literature in an original way, and offers a framework for the conceptualisation of an important element of marketing strategy in challenging market conditions.

Marketing strategy determinants of export performance: a meta-analysis

Identifying the marketing strategy elements that influence export performance has been the subject of sizeable empirical research. However, the findings reported in the literature are characterized by fragmentation and diversity, limiting theory development, and improvement of management practice in the field. This article aims to synthesize extant knowledge on the subject based on a meta-analysis of empirical studies on the export marketing strategy–performance relationship. The assessment reveals that: (a) although many marketing strategy variables demonstrate positive effects on overall export performance, the relationship is not always significant; (b) of the export performance measures examined in various studies, stronger effects are observed in relation to export proportion of sales; and (c) time of study, geographic focus, and product type had a limited impact on the effect of marketing strategy elements on export performance. Implications for export management and future research are discussed.

Product Motivation and Purchasing Activity

The tremendous growth in Internet sales has prompted many firms to enter the world of E-commerce. The question must be raised if “marketing as usual” is the suitable approach for firms to gain and maintain competitive advantage. A vital area of concern is the promotional mix, or the communications element of marketing strategy. In order to be able to determine the availability, type, and presentation of information preferred by consumers, it is necessary to gain an understanding of the target consumer's motivations and activities. Using the product motivation scale developed by Dawson, Bloch, and Ridgeway, this study examines the shopping behaviors and information gathering activities of consumers, classified as product motivated or not, as they make purchases via the Internet. This information is useful for the design and implementation of effective integrated promotional efforts.

Brand assessment: a key element of marketing strategy

The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming increasingly obvious that the brand generates value for the company: brand value is the value of the marginal cash flows generated by a product due to the fact that it is identified with a brand. Brand value is generated by a series of multidimensional assets which interact in a complex way: loyalty; awareness; perceived quality; and identity. One of the main problems for a company wishing to develop a brand strategy is how to quantify this value. Studies the different methodologies available for this evaluation and distinguishes between financial and marketing methods. Concludes that marketing methods are worth greater consideration, since they give a wider vision of brand value by considering the consumer’s perspective and not only objective issues.

International Market Segmentation

Abstract This article describes a method for segmenting international markets and illustrates its application by using it to identify market segments for cars in Europe. A multistage iterative procedure is developed to simultaneously determine segments and marketing mix variables. The method provides an integrated and flexible approach that helps determine the extent to which product characteristics and marketing strategy elements may be standardized (or customized) in international markets. Using the framework, a pilot segmentation project is carried out for a major German car manufacturer employing conjoint and cluster analyses.