Marketing Relations Research Articles

Marketing Target Achievement Strategies: Study on WOM Finance Marketing Personnel

This research aims to study and analyze the strategy of the financing company WOM Finance in maintaining good relationships with customers and implementing bailouts as an innovative marketing technique. The research locus is the object and source of data from the place being researched so that the information obtained can provide accurate data and truth in research. In WOM companies: Marketing Division Manager, Marketing Team Head, and Marketing Division Staff. The qualitative approach carried out through the data analysis technique used is the Manual Data Analysis Procedure (MDAP) by Rofiah (2023), from the results of interviews accompanied by triangulation of sources, methods and theories, it can be concluded that WOM Finance in realizing company goals includes a relational marketing orientation (internal) which consists of special internal training and maintaining communication. Relationship (external) marketing orientation which consists of the golden rules of marketing, maintaining trust, maintaining good relationships with customers, being ethical and listening to input, and maintaining communication. Marketing actions as real actions to attract WOM Finance customers focus on several points including customers, costs, as well as convenience and communication. The new breakthrough effort being made is a bailout strategy which is expected to prevent the bad reputation of companies and marketers.

PR Strategy for Island Beach Pisang Tourism Destination

Indonesia, an archipelagic country with 17,508 islands and an 81,000 km coastline, possesses coastal areas rich in natural resources. Despite this richness, effective utilisation and development of coastal and marine regions remain challenging. This study focuses on Banana Island, part of Lampung Province, addressing its potential as a tourist attraction. Acknowledging the need for strategic development, the study emphasises government involvement, facility provision, and promotional efforts. The role of Public Relations Marketing, precisely the three-pronged approach of pull, push, and pass strategies employed by the West Coast Tourism Office, is examined. The study aims to comprehend the impact of these strategies on Banana Island's tourism development, evaluating visibility, popularity, and overall appeal. Methodologically, qualitative research, descriptive analysis, and SWOT analysis are applied for a comprehensive understanding. Findings highlight marine attractions, community expectations, and transportation challenges. The success of the push strategy is evident in increased tourist visits. Suggestions include enhancing collaboration, regular social media updates, and coordinated platform posts.

New Economic Perspective on Relationship Marketing

This study offers insights into the economic side of relationship marketing. The paper aims to present the view by placing Relationship Marketing and Service-Dominant Logic under the relational marketing economic side. This study also discusses the economic perspective focuses on financial outcomes. The non-economical perspective emphasizes building strong relationships with the customers that can help the firm increase customer loyalty and commitment to the firm as the non-financial perspective. Our paper discusses that the application of relationship marketing and service-dominant logic has these financial outcomes. We discussed the service-dominant logic mentality, which proposes everything to be service; relations happen to be the most critical success factors in today’s marketing practices that impact all firms and stakeholders.

РОЛЬ РЕЛЯЦИОННОГО МАРКЕТИНГА В СИСТЕМЕ УПРАВЛЕНИЯ ПРЕДПРИНИМАТЕЛЬСКОЙ СТРУКТУРОЙ

The article highlights and substantiates the role of relational marketing in the management system of an entrepreneurial structure. Three main approaches to relational marketing are analyzed and justified: North American, European and Scandinavian, which allowed us to define relational marketing and see its new dimension through customer relationship management (CRM) and customer experience management (CEM). The scientific novelty and practical significance of the work lies in identifying the success factors of relational marketing: long-term orientation, reciprocity, reliability, information exchange, flexibility, conflict resolution, moderate impact on the client, which contribute to the management systems of business structures to improve the organization of their client-oriented strategy.

Analysis of Marketing Capabilities, Relational Marketing, And Company Capabilities in Affecting Customer Retention Consumer Financing Products

Analysis of Marketing Capabilities, Relational Marketing, And Company Capabilities in Affecting Customer Retention Consumer Financing Products

ІНСТРУМЕНТИ ЦИФРОВОГО МАРКЕТИНГУ: СУЧАСНИЙ ЕТАП ЕВОЛЮЦІЇ

The article is devoted to the study of the modern stage of the evolution of digital marketing. Attention is focused on the concept of marketing 4.0 with a focus on the differences in the application of marketing tools in the previous concept, which made it possible to distinguish the focus of marketing orientation at the present time. The main characteristic of Marketing 4.0 is the combination of traditional media (such as physical points of sale, television advertising, radio, etc.) and digital (e-commerce, online advertising, social media, etc.). This forces to reconsider how the customer interacts with the brand, what are the touch points, what is the path to purchase. Some concepts used by marketers, such as segmentation, targeting, positioning, customer journey, have been further developed. Alan Perez in his own research clearly distinguishes the differences in marketing concepts, therefore, in this study, the modern focus of marketing orientation was distinguished. A critically important customer segment is generation Z, which is characterized by individual self-expression, dialogic and realistic perception, refers to many sources of information and integrates virtual and offline experiences. Young people played that social role by creating and interpreting trends. They deeply believe in the effectiveness of dialogue to resolve conflicts and improve the world, make decisions and treat institutions very analytically and pragmatically. The behavior of Generation Z can be characterized by uncertain identity, dialogicity and realism, and consumption by uniqueness, limitlessness and ethics. The main marketing tools are analyzed and attention is focused on digital ones. The integrated approach of using traditional and digital marketing tools with the adaptation of traditional to the needs of the 4.0 concept using a personalized approach is analyzed. The relationship between modern marketing and artificial intelligence tools is indicated. The relationship of modern marketing with AI tools is reflected in such tasks as data creation and analysis, personalization, chatbots, automation of various aspects of marketing.

Značaj marketinga u sektoru zdravstva

In modern society, the application of the marketing concept becomes crucial, even in the nonprofit sector, including areas such as healthcare, education, and culture. Although marketing traditionally has not been prevalent in nonprofit organizations, changes in funding sources and increased competition encourage these organizations to reconsider their approach. Analyzing the roles of marketing in the healthcare sector, we emphasize the need for adaptable strategies due to dynamic circumstances and the necessity of embracing the marketing concept in the daily operations of healthcare institutions. Many healthcare institutions have not fully grasped the specificity of healthcare services compared to other service industries, nor the specificity and concept of patients compared to typical customers. Besides healthcare, staff should provide patients with so-called cognitive and emotional care. It is precisely from such specificities, such as patient participation in their treatment, that reasons for building loyalty or patient disengagement from a particular healthcare institution arise. By utilizing numerous studies in the field of relational marketing, this paper aims to highlight numerous shortcomings that healthcare institutions make in their relationships with current or prospective patients. A holistic marketing approach can ensure the influx of new patients, but only the creation and maintenance of quality relationships with them can provide healthcare institutions with patient loyalty, as well as the opportunity for long-term growth and development.

GENESIS OF DIGITAL MARKETING IN THE AGE OF DIGITAL REVOLUTION

The article discusses the features of digital marketing in relation to classical, traditional marketing. A special attention is devoted to a review of digital communications and digital marketing tools, which by their nature are targeted, interactive and integrative. The research analyses the technology of digital marketing algorithmization describing the sequence of management decisions made to adapt developing digital marketing tools to the company’s activities. As part of the consideration of modern trends in the development of digital marketing, the author has identified the most effective tools applied by companies using web analytics to monitor the target and potential audience, and the behavior of recipients of communication messages in order to make decisions on the use of digital resources. Particular attention in the article is paid to the complex of integrated B2B and B2C tools, and various methods and techniques of interaction with consumers. As a result of the study of this topic, the author draws conclusions about the changing conditions for functioning of digital marketing tools within the framework of the new technological structure and Industry 4.0.Key words: digital marketing, digital marketing channels and tools, social networks, digital technology, integrated marketing communications, internet marketing.

MARKET INFORMATION ACCESSIBILITY AND SUCCESSFUL COLLABORATION INNOVATION: MEDIATION EFFECT ON START-UPS SALES GROWTH

Several people turned or changed to entrepreneurs and established start-ups during COVID-19. Limited access allows them to use the network competence and access market information to improve sales growth. Therefore, this research aims to contribute to a conceptual model of market information accessibility and successful collaboration innovation to ensure start-ups achieve superior sales growth. The analysis results with SEM-AMOS using the normality test resulted in 192 start-ups in Indonesia from the initial data of 280. The results showed that the level of suitability (significant) meets all the requirements and supports the hypothesis. However, market information accessibility and successful collaboration innovation play an important role in mediating the relationship between network competence and sales growth. This research contributes to the body of knowledge in the development of relational marketing theory. Moreover, start-ups’ actors need fast adaptation because their business lasts longer by seeking access to information and collaboration innovation.

Principles of effective implementation of marketing in enterprises in the conditions of economy transformation

The article examines the trends and identifies the problems that hinder the effective operation of the enterprise, substantiates the need to develop new organizational-economic marketing-oriented forms of increasing the efficiency of their functioning, taking into account the conditions of market relations. The periodization of the development of marketing relations of domestic enterprises has been carried out, due to which the necessity of introducing a marketing mechanism for managing their activities, based on its sequential development as an integral system with a discrete state, represented by research, production, communication, sales and controlling subsystems, is argued. A prognostic-transformational model of the enterprise’s marketing mechanism was built, which takes into account the probabilistic nature of the impact of marketing processes on the economic state of the enterprise and a large list of factors influencing the enterprise’s marketing environment. The application of a complex approach to the evaluation of the effectiveness of the marketing mechanism of managing the company’s activities makes it possible to determine the effectiveness of its subordinate subsystems. The expediency of implementing a functional-regional organizational structure for managing the activities of enterprises is substantiated, based on the peculiarities of the placement of productive forces and the principles of their management. A scheme for making constructive management decisions has been developed according to a complex multivariate logistic model, which takes into account the degree of development, experience and financial stability of enterprises, as well as the most modern principles of production organization. For the stable functioning of enterprises in a hierarchical market environment, a transition to the concept of creating their positive image in a hierarchical market environment is proposed.

Relational Marketing and Customer Satisfaction: A Systematic Literature Review

Relationship marketing reflects a business philosophy and strategic orientation that allows companies to focus on satisfying the needs of current customers to retain them rather than acquiring new ones. This investigation analyzes how the relationship between relationship marketing and customer satisfaction is processed. In this sense, a systematic review of the bibliometric literature was carried out based on 61 scientific articles published in the Scopus™ database. The literature review reveals that relationship marketing influences customer satisfaction in several ways. It is concluded that personalizing the service and the product is fundamental in building long-lasting and successful relationships and increasing customer satisfaction. In addition, relationship marketing builds trust and commitment, resulting in higher customer satisfaction and willingness to participate in mutually beneficial relationships. Finally, we classify future research agendas into three broad categories: the impact of emerging technologies on customer satisfaction; the role of personalization and customization in relationship marketing and its impact on customer satisfaction; and the relationship between sustainability, ethical practices, and customer satisfaction.

Purchase Decision: As A Mediation Variable of Digital Marketing Relations, Product Design, Product Quality on Consumer Satisfaction

This study aims to determine purchase decision as a mediation variable of digital marketing relations, product design, product quality on consumer satisfaction with Mete Sultan products. The sample used was Mete Sultan consumers with certain criteria. This research is quantitative in nature, the sample was taken using non probability sampling technique using purposive sampling. This study uses instrument development consisting of a validation test and also a reliability test which is applied to test each statement number in the questionnaire. In this study, the data analysis techniques chosen were regression analysis and mediation test. The results of this study indicate a positive and significant effect of digital marketing and product quality on purchasing decisions. However, product design has no positive and significant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on customer satisfaction. Purchasing decisions are able to mediate digital marketing and product design on customer satisfaction. However, purchasing decisions do not successfully mediate product quality on customer satisfaction.

Research on the Marketing Strategy of Holiland Brand in Chinese Market

As the largest bakery chain in China, Holiland has a leading influence on the Chinese market. From the beginning of its establishment to the present, its brand positioning and brand image have been continuously optimized, and the visibility of the brand itself has been greatly improved across a variety of baked goods categories. The current marketing situation of Holiland has some problems, such as the brand positioning is not clear enough, the lack of Chinese characteristics and the lack of brand marketing precision. The suggestions are to clarify the brand positioning, optimize the brand image, improve online and offline services, reduce the capital investment of uncompetitive products, continue to develop new products, optimize the membership system, make reasonable use of star effect and use reasonable promotion strategies. This paper makes clear the present situation of Holiland enterprise in the market pattern, explores the causes of related marketing difficulties, and summarizes the specific implementation plan and effect evaluation system of marketing. It is of great guiding significance to Holiland's new media marketing strategy. It is hoped that this can provide some meaningful enlightenment for the development of China's baking industry marketing.

Online reverse auctions research in marketing versus SCM: A review and future directions

An online reverse auction (ORA) is a dynamic procurement mechanism that allows suppliers to compete in real time via a platform to gain a buyer's business. The ORA is a technological tool introduced in the late 1990s, gaining proponents and detractors among practitioners and academics. Remarkably, while practitioner interest in ORAs has grown, related marketing and supply chain management (SCM) research has declined. This contradiction between theory and practice suggests the need to conduct a systematic review to provide readers with a state-of-the-art understanding of ORAs and recommend fruitful avenues for further research. We focus on the marketing literature and contrast the findings with SCM literature, in such an analysis practical relevance is stressed. Our study offers three main contributions: (1) integration of the cumulative marketing knowledge on ORAs in the 2002–2020 period, (2) development of a three-layer framework of the ORA domain (i.e., conceptualization, ORA as a process, and research setting), and (3) construction of a new research agenda to deal with scholarly challenges and emerging trends.

Effects of Relationship Marketing on Organizational Performance in The Nigerian Telecommunication Industry. A Case of Airtel Telecommunication Company in Nigeria

In the current business world, organizational performance depends on identifying, attracting, acquiring and maintaining customers in the highly intensive competitive environment. This study identifies how organizational performance can be enhanced through customer relationship marketing capabilities. Population of this research was Airtel Telecommunication Company in the South-western part of Nigeria. Population of this research consists mainly of customers of Airtel Telecommunication Company in the South-western part of Nigeria. The data collection was done through the distribution of online and offline questionnaires on organizational performance and competition intensity. Logistic regression analysis test was used for further analysis. Findings revealed that good relationship with their customers, help the organizations to enhance their profitability and get the competitive advantage in the market place. This paper will enable organizations (especially organizations in the telecommunications sector) to understand and use their customers relation marketing capabilities in a good way.

Tourism Marketing Strategy of Legenda Tapaktuan Tourist Attraction in South Aceh District, Aceh Province

This study aims to identify and produce a relational marketing strategy for the Legend of Tapaktuan tourist attraction. This research used relational theory and emphasized partnership and collaboration with the aim of a sustainable tourism program. Indicators in related programs can relate to the relationship between various parties involved in the tourism industry. The problem formulation in this study is the ideal marketing strategy for the Legend of Tapaktuan tourist attraction in Aceh Province. This study used a descriptive method with a qualitative approach. The results showed that the South Aceh District Tourism Office has tried to promote not only through out-of-town trips but also through online media. To make the Tapaktuan Legend tourist attraction more advanced, the South Aceh District Government carried out the first promotion strategy, advertising and promoting Tour Travel Online services on a number of social media platforms such as Instagram, Facebook and Twitter. The government also offers a number of tour packages by participating in expo activities outside the region to introduce and re-promote tourist destinations, especially the Tapaktuan Legend tourist attraction as an icon of South Aceh. Tourists only need to download an application that provides many features that can be used, such as directions, maps, lodging, and how to get to the location. This application also provides a transportation feature that will make it easier for tourists to visit tourist sites.

Program Kemitraan Masyarakat Kelompok Usaha Pembuatan Nugget Melalui Pelatihan Kewirausahaan, Digital Marketing dan Pelatihan Penggunaan Alat Pada Era Normal Baru di Paninggilan Tangerang Banten

This community partnership program focuses on using digital technology with utilize digital technology and information to help develop MSMEs in food sector. The partner in this activity is MSME Nugget which currently still has limitations in terms of production, management, and marketing. The purpose of the activity partnership to the community is to provide solutions to challenges that owned by MSME nuggets by carrying out activities that are able to empower employees of MSMEs. The method used is to conduct observations and interviews with the chairman and the entire business management team. The solution offered to overcome the problem of low production is by developing production support equipment consisting of meat grinders, machines steamers, and nuggets fryers and also delivering how to use those equipment training. The solution to the problem of untidy MSME management is by delivering entrepreneurship training. Meanwhile, solutions for marketing what is still limited is providing training on the use of social media and marketplaces and using strong branding on products. It is hoped that the implementation of this solution will have a positive impact on MSMEs. Impact related to production problems is increasing production to 6 times, related to management is the availability of a neat management and related marketing is increasing the reach of marketing to become wider.

Elements of digital marketing and the positioning of the company INNOVA BIOTECH AGRO SAC

The research was carried out in order to determine the relationship of digital marketing in the positioning of the company INNOVA BIOTECH AGRO SAC, Lima in the year 2021, intended to serve as a guide for the general management of the company studied and other similar companies immersed in the agro-industrial sector by adapting the elements of digital marketing, being mechanisms that help to improve the recognition or positioning. The methodology used was a correlational research, with a quantitative approach and basic type, in turn with a non-experimental design and cross-sectional, applying a data collection instrument to potential customers of the company, represented by 227 farmers. In this regard, the findings show the existence of a Spearman correlation level (0,306) between the digital marketing variable and the positioning variable, demonstrating a positive relationship between both variables applied to the agroindustrial company. The study concludes that the positioning of the agroindustrial company evaluated will improve as digital marketing strategies are properly implemented, as well as to raise the competitiveness indexes of the agroindustrial company reflected in a higher positioning, it is necessary to strengthen the sales process mechanisms, the commercial communication tools and the different digital advertising actions.

Are all tourism review information on the platforms equally useful?

Extracting experimental stimulus reviews that contain complete information can provide a new research perspective for comparing the usefulness of reviews from different platforms. Using the tourism reviews from Sina Weibo and Ctrip, which represent community-based and transactional platform reviews, respectively, as source materials, a set of extracted reference standards was first developed, and an extended information adoption model was constructed to explore the influence of review type and review quality on usefulness. The results showed that the usefulness of transactional reviews was significantly higher than that of community-based reviews, that the perception of affective information and the cognitive aspect of the perception of price information played a partial mediating role in the process of review type influencing usefulness, and that the value of frugality moderated the main effect. This study enriches the connotation of the information adoption model and has great reference value for information search and related marketing efforts.

Collaborative B2B sales partnerships in supply chains: An integrative framework of social and action alignment

In business-to-business (B2B) contexts, sales organizations require both long-term and stable partnerships to accomplish their tasks effectively and enhance mutual value and satisfaction for the parties involved. Collaboration and satisfaction are two connected and central issues in the relational marketing (RM) literature. Considering the association viewpoint and membership domain (MD) theory, collaboration in B2B sales partnerships implies that parties should cooperate and align their interests and goals (social association), as well as coordinate their tasks and align their actions (action association). Nevertheless, this duality has been severely misunderstood in the literature, and it is therefore necessary to clarify and integrate this dichotomy within the same research framework. Accordingly, this research examines how to connect collaboration and satisfaction by decomposing and disaggregating them within the same alignment model.