Formulation Of Marketing Strategies Research Articles

Formulating marketing strategy of Si Bijak microinsurance using SWOT analysis, marketing mix and Business Model Canvas

Life risks can happen to anyone, including low-income people who are vulnerable to the risk of death and loss of property due to unexpected events. This research uses SWOT analysis, marketing strategy, 7P marketing mix, and Business Model Canvas to find out the causes of sales failure and solutions that can be used as a reference for the sale of Si Bijak microinsurance in the future. This research method uses qualitative methods through literature analysis, data, and information from interviews with 4 (four) subjects directly conducted in November 2023-January 2024 and verified through repeated checks so that it can be analyzed. The results showed the need for repricing and the number of insurance benefits, the addition of diverse marketing communication channels and media, massive sales activities through cooperation with microfinance institutions, social institutions, and communities, development of microinsurance application technology, increasing education/literacy to the public, promotional activities for ease of sales, and supervision and support from regulators.

Harnessing artificial intelligence to develop strategic marketing goals

In today's rapidly evolving business landscape, harnessing artificial intelligence (AI) has become imperative for organizations striving to remain competitive. This concept paper explores the integration of AI in developing strategic marketing goals, aiming to provide a comprehensive framework for leveraging AI's capabilities effectively. The paper begins by outlining the current state of AI in marketing, highlighting its transformative potential across various facets such as customer segmentation, personalized targeting, predictive analytics, and automation. It underscores the necessity for businesses to embrace AI-driven approaches to stay ahead in an increasingly data-driven marketplace. Moreover, the concept paper delves into the strategic implications of AI adoption in marketing. It emphasizes the need for alignment between AI initiatives and overarching business objectives, emphasizing the role of AI in enhancing customer experience, optimizing resource allocation, and driving revenue growth. Furthermore, the paper addresses key considerations and challenges associated with integrating AI into marketing strategies, including data privacy concerns, ethical implications, and organizational readiness. It advocates for a structured approach to AI implementation, encompassing robust data governance, talent acquisition, and continuous monitoring to mitigate risks effectively. Drawing upon industry best practices and case studies, the concept paper elucidates practical methodologies for leveraging AI in setting strategic marketing goals. It emphasizes the importance of data-driven decision-making, iterative experimentation, and agile adaptation to capitalize on AI's potential for driving innovation and competitive advantage. In conclusion, the concept paper advocates for a proactive stance towards embracing AI in marketing strategy formulation. By strategically harnessing AI's capabilities, organizations can not only enhance their marketing effectiveness but also cultivate long-term sustainable growth in today's dynamic business environment. Keywords: AI, Strategic, Marketing, Environment, Goals, Business.

무형문화유산(ICH) 문화정체성 인지와 ICH 진정성 인지가 중국 ICH 제품의 소비의도에 미치는 영향

Intangible Cultural Heritage (ICH) products are consumer goods or services that utilize ICH resources and are commercialized or industrialized, encompassing the value of use, emotional value, and symbolic value of ICH. ICH products have become increasingly important in the Chinese tourism industry and have become a key element of China’s tourism economy. The purpose of this study is to contribute to the study of deliberate consumption of ICH products by considering ICH cultural identity perception and ICH authenticity perception as extended variables of the Theory of Planned Behavior. A survey was conducted with 298 Chinese participants for this study. Data analysis was performed using SPSS 26 and AMOS 24 software to conduct descriptive statistics, factor analysis, and structural equation modeling. The analysis results indicated that ICH cultural identity perception influences attitudes toward ICH products, subjective norms, and perceived behavioral control. Therefore, ICH cultural identity perception can influence consumer intention indirectly but does not have a direct impact on consumer intention. On the other hand, ICH authenticity perception was found to have a positive impact on attitudes toward ICH products, subjective norms, perceived behavioral control, and consumer intention. Additionally, subjective norms and perceived behavioral control significantly influence consumer intention, while attitudes toward ICH products do not. However, emotional value was confirmed to play a moderating role. In conclusion, the study confirmed that ICH cultural identity perception and ICH authenticity perception of visitors to ICH tourist sites have a positive impact on consumer intention for ICH products. The findings of this study are expected to be helpful in formulating marketing strategies for ICH products.

Formation Mechanism of Tourists’ Pro-Environmental Behavior in Wuyishan National Park, China, Based on Ecological Values

The establishment of a new type of natural protected area system with national parks as the main body is an inevitable trend of current development, and it is also an important ways to build a more beautiful China. During tourist visits, the national park will promote a variety of ways to enhance the ecological values of tourists. Ecological values can strengthen tourists’ sense of identity, but their impact on tourists’ pro-environmental behavior is not discussed. Based on this, Wuyishan National Park, a world natural and cultural heritage, is selected as the case site, and the PLS-SEM analysis method is used. An empirical test was conducted on 358 valid samples collected in the field. The results show the following: (1) tourists’ ecological values and place identity can positively affect their pro-environmental behaviors; (2) place identity plays a mediating role between ecological values and tourists’ pro-environmental behavior; (3) place dependence and place identity play a chain mediating role between ecological values and tourists’ pro-environmental behavior; (4) according to the PLS-MGA test, gender and age can play a moderating role on the influence of ecological values on pro-environmental behavior. Therefore, the managers of national parks should pay attention to the cultivation of ecological values and consider tourist attraction, as well as formulating marketing strategies and other policy suggestions according to the different characteristics of tourists. The findings of this study offer both practical guidance and a theoretical underpinning for advancing ecological tourism within the framework of natural protected areas, with national parks playing a central role.

Marketing of Regions as a component of sustainable development strategy: challenges, prospects, and tools

At this stage of development, the region's need for more competitiveness with implementing sustainable development concepts is becoming increasingly important. It has been established that with such sensitivity, the potential essence will be reversed due to the specifics of the concentration of production and capital. Currently, there is an increase in regional marketing tools, quizzes, and features of their implementation as a warehouse strategy of continuous development. Technologies and tools for implementing regional marketing were determined, and their advantages and disadvantages were analyzed. Problematic aspects of using these tools are also highlighted, which can be adjusted to optimize the marketing strategy in the future. Based on the analysis of sustainable regional development strategies, a list of crucial recommendations for forming relevant strategies to implement its provisions more effectively is presented. Adapting the sustainable development strategy to new challenges necessitates a comprehensive, long-term approach to regional recovery and inclusiveness. This approach involves each region setting priorities across various sectors (infrastructure, human capital, economy, security, institutions, e-government, environmental protection, etc.). Therefore, when updating the toolkit, it is crucial to consider the unique needs of each region and evaluate the protection of the interests of regions most affected by military actions. It is evident that effective regional marketing can only be achieved through the coordination of all aspects of its specificity in the social, managed, and reproductive spheres. This research also addresses the challenges and issues that arise in the formation of regional marketing strategies under the conditions of martial law in Ukraine. These include security concerns, a decline in investment attractiveness, reputational risks, the need to reorient marketing strategies, and specific communication requirements. Keywords: marketing of the region, strategy of sustainable development, technologies and tools of marketing, attractiveness of the region, investments, security, branding of the region.

Formulation of Agricultural Product Marketing Strategies Based on The Analysis of Customer Value Perception and Demand

Formulation of Agricultural Product Marketing Strategies Based on The Analysis of Customer Value Perception and Demand

Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Sembako Pada PT Sinar Setia di Bandar Lampung

Understanding consumer behavior plays a crucial role in formulating marketing strategies to meet the needs and desires of customers, ultimately enhancing customer satisfaction. This research aims to investigate the influence of consumer behavior (X1) on purchasing decisions (Y) of groceries at PT Sinar Setia, located at Jl. Sultan Hasanudin No. 60A, Bandar Lampung. This study was chosen because a deep understanding of consumer behavior can provide valuable insights into analyzing consumer preferences and habits, which are essential for businesses to optimize their marketing strategies. This study employs a quantitative research approach with primary data obtained directly from the research object. Data were collected through the distribution of questionnaires and observation at PT Sinar Setia. A Likert scale was used to measure respondents' responses, with scores ranging from 1 to 5. The total population of respondents was 480, with a sample of 83 respondents selected through accidental sampling technique. Data analysis was conducted using simple linear regression and SPSS statistical software. The research findings indicate that the t-value of 5.813 exceeds the t-table value of 1.9896, with a significance value of 0.000 < 0.05, demonstrating that the consumer behavior variable (X1) significantly influences purchasing decisions (Y).

Consumer Preferences and Willingness to Pay for High-Quality Vegetable Oils: A Cross-Sectional Analysis of Chinese Residents.

The consumption of edible vegetable oil is an important source of essential fatty acids and vitamin E for the human body. Guiding residents to consume scientifically and reasonably control the intake of edible oils is an important part of promoting the construction of a healthy China. Currently, Chinese residents have an insufficient understanding of the scientific consumption of edible oils, leading to an intake exceeding the dietary recommendations, resulting in excessive fat intake and increasing the risk of chronic diseases such as obesity and cardiovascular diseases. Based on the Theory of Planned Behavior (TPB) and using Structural Equation Modeling (SEM), this study analyzed the cognitive preferences and willingness to pay a premium for edible vegetable oils among urban consumers in China. The survey included 1098 Chinese urban consumers of vegetable oils. The research found that attitudes, health value, monetary value, and environmental endowment of urban residents are the main predicting factors of the intention to purchase high-quality vegetable oils. This study confirms the applicability of the Theory of Planned Behavior in the consumption of high-quality vegetable oils and provides theoretical contributions and insights for Chinese enterprises and policymakers in formulating marketing strategies for vegetable oils.

Integrasi Green Accounting Dalam Strategi Pemasaran Membentuk Citra Merek Sustainability Pada Konsumen Gen-Z

This research aims to explore how Generation Z responds to green accounting practices and its impact on brand image, as well as to formulate appropriate marketing strategies based on these findings. The research method employed is qualitative with a phenomenological approach. Data were collected through in-depth interviews, and data analysis was conducted using a thematic approach to identify thematic patterns emerging from interviews and observations. The results of the study indicate that Generation Z responds positively to green accounting practices, considering it a key differentiator in brand selection. The implementation of green accounting has a positive impact on brand image, with respondents perceiving companies adopting green accounting practices as pioneers and leaders in conducting business responsibly. Subsequently, based on the research findings, formulating marketing strategies that consider sustainability values becomes crucial in meeting the preferences and expectations of Generation Z.

HR Competency Challenges in Developing Marketing Strategies: A Bibliometric Review

In today's dynamic business landscape, the synergy between human resources (HR) and marketing strategies is pivotal for organizational success. This bibliometric review investigates the challenges encountered by HR professionals in contributing to the development of effective marketing strategies. By analyzing 980 research papers published between 1981 and 2024, this study highlights the substantial impact of HR competencies on marketing strategy formulation and implementation. The analysis identifies key thematic clusters, influential literature, and emerging trends, shedding light on areas for future research and managerial practice. Findings emphasize the importance of aligning HR strategies with broader organizational goals and adapting to evolving market dynamics to foster sustainable business success.

PERUMUSAN STRATEGI PEMASARAN BERKELANJUTAN THE BLOOMS GARDEN UNTUK MENDUKUNG KOLABORASI DESTINASI PARIWISATA


 
 
 This research was carried out at the tourist destination The Blooms Garden Bedugul Bali. This study aims to analyze (1) the current marketing strategy of The Blooms Garden Bedugul Bali; and (2) formulation of a sustainable marketing strategy for The Blooms Garden to support collaborative tourism destinations in Bedugul. This research is categorized as research with a Concurrent Mixed Method approach. The data collected is in the form of qualitative data and quantitative data. Qualitative data were collected from interviews, observations and documentation. Meanwhile, quantitative data was collected by gathering information from The Blooms Garden management regarding strengths, weaknesses, opportunities and threats which were then converted into numerical data with weights and ratings. Analysis of data sourced from interviews, observation and documentation was analyzed using interactive data analysis techniques from Miles & Huberman. Determination of the marketing strategy implemented by the manager of the tourist attraction of The Blooms Garden is analyzed using SWOT analysis.
 The results of the study show that (1) the current marketing strategy undertaken by The Blooms Garden Bedugul Bali to attract and increase tourist visits includes the installation of banners and billboards scattered along the road from Denpasar to Bedugul; website opening; via social media; and cooperate with online travel agencies such as traveloka, tiket.com, and so on. However, the marketing strategy undertaken by The Blooms Garden has not succeeded in bringing in tourists as expected; and (2) The Blooms Garden's sustainable marketing strategy formulation to support collaborative tourism destinations in the Bedugul region is an integrated diversification strategy. This marketing strategy means that The Blooms Garden Bedugul Bali can integrate with other tourism destinations in the Bedugul area. The sustainable marketing strategy in collaboration with other destinations in the Bedugul area is intended as an effort to increase tourist visits, especially environmentally conscious tourists who often visit the well-known Botanical Gardens and Lake Beratan, directed to visit The Blooms Garden as well. If possible, pass tickets apply between the Botanical Gardens, Lake Beratan and The Blooms Garden.
 
 

Marketing strategy with e-commerce (Case study: UMKM Abon Ikan Kardina) Tanjungpinang City

Entrepreneurs are currently implementing marketing strategies to sell goods and services through e-commerce systems. E-commerce is used for business development in marketing. One of the Micro, Small, and Medium Enterprises (MSMEs) that use the e-commerce system is the Abon Ikan Kardina MSME. Abon Ikan Kardina has used e-commerce in its marketing strategy efforts but has not been effective because offline sales are more than through e-commerce. The research objectives were to identify the implementation of marketing strategies through e-commerce at MSME Abon Ikan Kardina and formulate marketing strategies through e-commerce at MSME Abon Ikan Kardina. The research was conducted from March to May 2023 at the Abon Ikan Kardina UMKM. The research method used was descriptive qualitative, using SWOT and AHP analyses. The results showed that implementating marketing strategies through e-commerce at MSME Abon Ikan Kardina is seen in several uses of e-commerce applications and social media in the form of Shopee, Facebook, Instagram, and WhatsApp. Based on the results of SWOT and AHP analyses, it is known that implementing marketing strategies through e-commerce at Abon Ikan Kardina MSMEs is seen from the use of several e-commerce and social media applications such as Shopee, Facebook, Instagram, and WhatsApp. The Abon Ikan Kardina MSMEs' product content supports these applications' use. Four priority strategies in the formulation of marketing strategies through e-commerce at Abon Ikan Kardina MSMEs are: (1) improving and maintaining product quality, (2) providing good product quality information to be trusted in the market, (3) providing training for human resources to understand e-commerce and bookkeeping, and (4) regularly updating content on each social media account.

Dampak Variabel Produk, Promosi, dan Harga Terhadap Keputusan Konsumen Dalam Membeli Krupuk Ayam Bawang di Desa Krembangan Taman Sidoarjo

Competition is so tight now that companies must be able to play reliable marketing strategies and be able to attract consumer interest so they can win the market. Products that have good quality with good differentiation will be products that are most likely to have loyal consumers. By understanding how consumer behavior will contribute to companies formulating marketing strategies which will later be implemented in introducing and promoting their products to the market. This means that when a product is to be produced, it is known long beforehand what the consumer's needs and desires are. After the company has formulated a strategy that will be implemented in an effort to gain consumers' attention, building good communication with consumers is a step that must be taken by the company to consumers and must be done on an ongoing basis. With this effort, it will be known how consumers respond to the product.

The double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-making

Purpose This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on the context. Design/methodology/approach Four empirical studies (two laboratory and two online experiments) were used to test key hypotheses. Study 1 manipulated regulatory focus and envy in a job application setting with university students. Study 2 engaged similar manipulations in a social media setting. Studies 3 and 4 extended the regulatory focus and envy manipulations to the general population in pay-what-you-want (PWYW) and pay-it-forward (PIF) restaurant contexts. Findings The findings showed that a promotion (prevention) focus fits with the emotion of malicious (benign) envy. In the social media context, promotion and prevention foci demonstrated negative behaviour, including unfollowing the envied person, when combined with malicious and benign envy. In the PWYW and PIF contexts, combining envy with a specific type of regulatory focus encouraged both positive and negative behaviours through influencing payments. Research limitations/implications Future research could validate and extend this study’s findings with different product/service categories, cross-cultural samples and research methods such as field experiments. Practical implications The four studies’ findings will assist managers in formulating marketing strategies to enhance their positioning of target products/services, possibly leading to higher prices for PWYW and PIF businesses. Originality/value The conceptual model is novel as, to the best of the authors’ knowledge, no prior research has proposed and tested the fit between envy type and regulatory foci.

Is the expression of different discrete emotions related to time? Evidence from online Chinese reviews using sentiment analysis and human behavior dynamics.

The online behavior of online users has taken on complex and diverse characteristics, and posting product reviews on e-commerce platforms is no exception. In fact, reviews contain rich and multi-dimensional discrete emotional information, and whether there is a relationship between the expression of these different discrete emotions and the time interval between product purchase and review posting as well as their related characteristics are the issues that this study needs to analyze and solve in depth. Based on the OCC model (named after three proposers) of psychological emotional cognitive evaluation theory as the basis for emotion classification, the study used the massive amounts of Chinese reviews of mobile phones on the Chinese e-commerce platform Jingdong Mall as the research object, applied supervised machine learning methods to classify discrete emotions, and constructed a large corpus containing satisfaction, disappointment, admiration, reproach, love, and hate; then the study delved into the distribution and behavioral dynamics characteristics of consumers' comments containing the different discrete emotions at different "purchase-comment" time intervals. The results showed that the first peak of the distribution curves of the six discrete emotions at different "purchase-comment" time intervals occurs on the first day after purchase and then decreases gradually but at different rates. The three curves for satisfaction, love, and hate emotions also show a second peak on the eleventh day, which is more similar to the bimodal distribution, implying that the corresponding product reviews are more objective. In addition, the distribution of reviews containing the six discrete emotions at different "purchase-comment" time intervals follows a power-law distribution and has the temporal characteristics of human behavioral dynamics, that is, "strong paroxysms and weak memory". However, the reviews containing the admiration and reproach emotions were most intensively written by consumers after the purchase, indicating that the service provided by the seller, logistics, and e-commerce platform stimulates more consumers to give quick responses and detailed reviews. This study is not only of great significance for exploring the internal mechanisms of consumer discrete emotional expression but also provides important decision-making references for potential consumer purchasing decisions, product updates for developers, marketing strategy formulation for marketing teams, and service improvement for sellers, logistics companies, and e-commerce platforms.

THEORETICAL EXPLORATION OF DATA-DRIVEN DECISION-MAKING IN DIGITAL MARKETING

In the rapidly evolving landscape of digital marketing, the utilization of data-driven decision-making strategies has become imperative for organizations to stay competitive. This study employs a theoretical exploration methodology to investigate the intricate dynamics of data-driven decision-making in digital marketing. Through a systematic review and analysis of existing theories, concepts, and frameworks, the research aims to construct a comprehensive understanding of the theoretical underpinnings guiding decision-making processes in the digital marketing domain. Key theoretical constructs and models relevant to data analysis techniques, consumer behavior, market trends, and marketing strategy formulation are critically evaluated to elucidate the conceptual foundations of data-driven decision-making. By synthesizing insights from multiple disciplines, including marketing, information technology, and decision sciences, the study develops an integrative theoretical framework that provides a nuanced understanding of the complexities inherent in contemporary digital marketing practices. The findings contribute to the advancement of theoretical knowledge in the field and offer valuable insights for both academia and industry practitioners seeking to leverage data-driven approaches in their marketing strategies.

Research on Cross-Border E-commerce Marketing Strategies for Australian Natural Skincare Products Based on User Personas

With the booming development of global e-commerce, cross-border e-commerce marketing has become an indispensable part of brand internationalization strategies. This paper primarily investigates the cross-border e-commerce marketing strategies for Australian Natural Skincare Products (ANSP) in the Chinese market, based on user personas. By analyzing the current cross-border e-commerce models and the development status of ANSP in the Chinese market, this study constructs user personas for Australian natural skincare brands. Based on these personas, precision marketing strategies guided by the AISAS model are proposed. The research finds that Chinese consumers have a high awareness of ANSP and prefer their natural and mild product characteristics. Through data collection and analysis, this paper reveals consumers' basic information, brand preferences, and purchasing motivations, thereby providing a theoretical basis and practical guidance for the formulation of cross-border online marketing strategies by Australian natural skincare companies in the Chinese market.

The impact of characteristic factors of the direct-to-consumer marketing model on consumer loyalty in the digital intermediary era.

In the era of digital intermediaries, the direct-to-consumer (DTC) marketing model is gaining prominence in the retail and brand marketing domains. This model exhibits a distinct advantage over traditional models in cultivating loyalty. Consequently, this study employs a survey-based approach and utilizes the Stimulus-Organism-Response (SOR) theory to construct a structural equation model and investigate the relationship between the DTC marketing model's characteristic factors and consumer loyalty. The results indicate that cost-effectiveness and social media marketing directly and positively influence consumer loyalty, while product features indirectly contribute to loyalty through perceived emotional value. Multi-channel integration indirectly influences loyalty through perceived functional value. Additionally, the varying degrees of influence highlight social media marketing as the most impactful factor and product features as the least influential. The research findings underscore the importance of strengthening social media marketing, optimizing product features, reducing information asymmetry, and integrating multiple channels to enhance consumer loyalty. This study enriches the understanding of the DTC theoretical framework in the field of marketing and provides new perspectives for formulating marketing strategies.

Influence of Discount Prices on Consumer Perceptions of Quality, Savings, and Value for Handbags and Shoes Brand Charles & Keith

This study examines the influence of discount prices on consumers' perceptions of savings and quality and how these perceptions affect their perceived value. The research focuses on consumers who have purchased handbags or shoes from the Charles & Keith brand in Yogyakarta. The study adopts a quantitative approach, collecting data through an online questionnaire distributed to 210 respondents using Google Forms. Non-probability sampling, specifically purposive sampling, is employed for sample selection. The collected data is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software version 4.0. The results indicate that almost all hypotheses are accepted, except for the relationship between discount prices and perceived quality. Price discounts intended to attract potential customers do not influence the perceived quality. Theoretically, this research enriches the literature on discount prices’ impact on consumer perceptions. The findings are expected to serve as a foundation for marketing managers in formulating marketing strategies, particularly in addressing factors related to product quality, product value, and discount prices in the target consumer's perception.

Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy

PurposeWith rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.Design/methodology/approachBased on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.FindingsThe study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.Originality/valueDrawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.