Search results for: city marketing

Authors: Kumalbeo Paul Kamani

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Marketing plays a very important role in the success of any firm since it represents the means through which a firm can reach its customers and also promotes its products and services. In fact, marketing aids the firm in identifying customers who the business can competitively serve, and tailoring product offerings, prices, distribution, promotional efforts, and services towards those customers. Unfortunately, in many firms, marketing has been reduced to merely advertisement. For effective marketing, firms must go beyond this often-limited function of advertisement. In the fashion industry in particular, marketing faces challenges due to its peculiar characteristics. Previous research for instance affirms the idiosyncrasy and peculiarities that differentiate the fashion industry from other industrial areas. It has been documented that the fashion industry is characterized seasonal intensity, short product life cycles, the difficulty of competitive differentiation, and long time for companies to reach financial stability. These factors are noted to pose obstacles to the fashion entrepreneur’s endeavours and can be the reasons that explain their low survival rates. In recent times, the fashion industry has been described as a market that is accessible market, has low entry barriers, both in terms of needed capital and skills which have all accounted for the burgeoning nature of startups. Yet as already stated, marketing is particularly challenging in the industry. In particular, areas such as marketing, branding, growth, project planning, financial and relationship management might represent challenges for the fashion entrepreneur but that have not been properly addressed by previous research. It is therefore important to assess marketing strategies of fashion firms and the factors influencing their success. This study generally sought to examine marketing strategies of fashion dealers in Ghana and their critical success factors. The study employed the quantitative survey research approach. A total of 120 fashion dealers were sampled. Questionnaires were used as instrument of data collection. Data collected was analysed using quantitative techniques including descriptive statistics and Relative Importance Index. The study revealed that the marketing strategies used by fashion apparels are text messages using mobile phones, referrals, social media marketing, and direct marketing. Results again show that the factors influencing fashion marketing effectiveness are strategic management, marketing mix (product, price, promotion etc), branding and business development. Policy implications are finally outlined. The study recommends among others that there is a need for the top management executive to craft and adopt marketing strategies that enable that are compatible with the fashion trends and the needs of the customers. This will improve customer satisfaction and hence boost market penetration. The study further recommends that the fashion industry in Ghana should seek to ensure that fashion apparels accommodate the diversity and the cultural setting of different customers to meet their unique needs.

Keywords: marketing, fashion, industry, success factors

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Authors: Nina Dasari, Satvik Dasari

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Smart city solutions are being developed across the globe to transform urban areas. However, the infrastructure enablement for alerting natural disasters such as floods and wildfires is deficient. This paper discusses an innovative device that could be used as part of the smart city initiative to detect and provide alerts in case of floods at road crossings and wildfires. An Internet of Things (IoT) smart city node was designed, tested, and deployed with collaboration from the City of Austin. The end to end solution includes a 3G enabled IoT device, flood and fire sensors, cloud, a mobile app, and IoT analytics. The real-time data was collected and analyzed using IoT analytics to refine the solution for the past year. The results demonstrate that the proposed solution is reliable and provides accurate results. This low-cost solution is viable, and it can replace the current solution which costs tens of thousands of dollars.

Keywords: analytics, internet of things, natural disasters, smart city

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Authors: Hoda Ghorbani

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Today, many markets are matured and faced by a congested competition and amount of supply that is quite greater than demand. With respect to such modifications, organizations shall make themselves more equipped beforehand and ready to tackle with their rivals. In this regard, Relationship Marketing tries to lower the cost for attracting new customers by establishment and maintenance long run relations with the current customers and by which they try to increase corporative profitability. Consequently, identifying of relationship marketing and its effective factors is an essential element for maintenance of market and improvement of corporative competition potential. The present study deals with identifying the effective factors on marketing relationship in National Iranian Drilling Company (NIDC) from managers’ point of view. Methodology of this study is of descriptive- survey type. In addition to an extensive review on secondary sources and interview with experienced members in NIDC, researcher identified the related factors and distributed a questionnaire, including 31 questions, among 144 participants from corporative managers and first-rank principals. After gathering information, the related data have been analyzed by using binomial test as well as Binomial Analytic Hierarchy Process (AHP) of pair-wise comparisons. Study results showed that some variable like communication, commitment, Conflict Management and trust have affected on relationship marketing based on their order preference.

Keywords: marketing relationship, trust, commitment, communication, conflict management

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Authors: Yuhan Lin, Rohan Kekatpure, Cassidy Yeung

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In Digital Marketing, robust quantification of View-through attribution (VTA) is necessary for evaluating channel effectiveness. VTA occurs when a product purchase is aided by an Ad but without an explicit click (e.g. a TV ad). A lack of a tracking mechanism makes VTA estimation challenging. Most prevalent VTA estimation techniques rely on post-purchase in-product user surveys. User surveys enable the calculation of channel multipliers, which are the ratio of the view-attributed to the click-attributed purchases of each marketing channel. Channel multipliers thus provide a way to estimate the unknown VTA for a channel from its known click attribution. In this work, we use Convex Optimization to compute channel multipliers in a way that enables a mathematical encoding of the expected channel behavior. Large fluctuations in channel attributions often result from overfitting the calculations to user surveys. Casting channel attribution as a Convex Optimization problem allows an introduction of constraints that limit such fluctuations. The result of our study is a distribution of channel multipliers across the entire marketing funnel, with important implications for marketing spend optimization. Our technique can be broadly applied to estimate Ad effectiveness in a privacy-centric world that increasingly limits user tracking.

Keywords: digital marketing, survey analysis, operational research, convex optimization, channel attribution

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Authors: Aarti Suryawanshi

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Royal Tourism has always been a popular niche activity for many tourists around the world. The United Kingdom being at the heart of it, has been a pioneering nation for Royal tourists. Though many other countries with monarchies such as India, Thailand, Japan, Spain, Netherlands, and many more have attracted tourists with the motivation to see and experience the royalty to their nations, the Middle Eastern countries have never really been the attraction for Royal tourists. Royalty in the middle east is fast emerging as a tourist product and also paving way to marketing opportunity that may lead to the increased popularity of the Royal Houses of the region. Dubai has been garnering the centre stage for futuristic developments, economic growth initiatives, and continuous efforts towards urbanisation which has brought the lime light on the Royal house of the Al Maktoum globally, along with the younger royal members being extensively recognised and appreciated for their public and private adventures which are shared through various social media platforms. The objective of this paper is to analyse the popularity of His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum through social media platforms and the possibility of inducing Royal Tourism in Dubai. An empirical study has been performed to describe the automated repositioning of the city of Dubai as a royal tourism hub.

Keywords: royalty, royal tourism, monarchy, marketing strategy, repositioning

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Authors: Amleset Haile

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Non-timber forest products (NTFPs) are harvested for both subsistence and commercial use and play a key role in the livelihoods of millions of rural people. Non-timber forest products (NTFPs) are important in rural southwest Ethiopia, Kaffa as a source of household income. market players at various levels in marketing chains are interviewed to getther information on elements of marketing system–products, product differentiation, value addition, pricing, promotion, distribution, and marketing chains. The study, therefore, was conducted in Kaffa Biosphere reserve of southwest Ethiopia with the main objective of assessing and analyzing the contribution of NTFPs to rural livelihood and to the conservation of the biosphere reserve and to identify factors influencing in the marketing of the NTFP. Five villages were selected based on their proximity gradient from Bonga town and availability of NTFP. Formal survey was carried out on rural households selected using stratified random sampling. The results indicate that Local people practice diverse livelihood activities mainly crops cultivation (cereals and cash crops) and livestock husbandry, gather forest products and off-farm/off-forest activities for surviva. NTFP trade is not a common phenomenon in southwest Ethiopia. The greatest opportunity exists for local level marketing of spices and other non timber forest products. Very little local value addition takes place within the region,and as a result local market players have little control. Policy interventions arc required to enhance the returns to local collectors, which will also contribute to sustainable management of forest resources in Kaffa biosphere reserve.

Keywords: forest management, biosphere reserve, marketing, local people

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Authors: Nurdan Tumbek Tekeoglu

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With rising importance in all over the world, crowdfunding has become a new financing and marketing method for film industry. Crowdfunding is a new practice in film industry for funding a film project by raising monetary contributions from a large group of people. By crowdfunding an estimate fund of 20 billion USD has been raised in 2015. Through the crowdfunding platforms not only the film makers, but also the entrepreneurs and nongovernmental organizations finance and market their projects. Among the prominent crowdfunding platforms in Turkey, we can list Crowdfon, Fonlabeni, Kickstarter, Indiego, Bi Ayda, and Fongogo platforms. In 2014 the Turkish film industry celebrated its 100th anniversary and reached its peak producing around 150-200 films a year reminding the brilliant years of Yesilcam period. In general feature films apply for crowdfunding. Until April 2015 more than 190 films applied for crowdfunding platforms. Crowdfunding has a promising future in Turkey, since donation traditions has an important place in Turkish culture traditionally. This paper is exploring the marketing of the crowdfunding platforms established in Turkey in order for the films meet their target groups during the pre-production period.

Keywords: crowdfunding, marketing of films, Turkey, Turkish film industry

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Authors: Shivahari Revathi Venkateswaran

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Segmenting customers plays a significant role in churn prediction. It helps the marketing team with proactive and reactive customer retention. For the reactive retention, the retention team reaches out to customers who already showed intent to disconnect by giving some special offers. When coming to proactive retention, the marketing team uses churn prediction model, which ranks each customer from rank 1 to 100, where 1 being more risk to churn/disconnect (high ranks have high propensity to churn). The churn prediction model is built by using XGBoost model. However, with the churn rank, the marketing team can only reach out to the customers based on their individual ranks. To profile different groups of customers and to frame different marketing strategies for targeted groups of customers are not possible with the churn ranks. For this, the customers must be grouped in different segments based on their profiles, like demographics and other non-controllable attributes. This helps the marketing team to frame different offer groups for the targeted audience and prevent them from disconnecting (proactive retention). For segmentation, machine learning approaches like k-mean clustering will not form unique customer segments that have customers with same attributes. This paper finds an alternate approach to find all the combination of unique segments that can be formed from the user attributes and then finds the segments who have uplift (churn rate higher than the baseline churn rate). For this, search algorithms like fast search and recursive search are used. Further, for each segment, all customers can be targeted using individual churn ranks from the churn prediction model. Finally, a UI (User Interface) is developed for the marketing team to interactively search for the meaningful segments that are formed and target the right set of audience for future marketing campaigns and prevent them from disconnecting.

Keywords: churn prediction modeling, XGBoost model, uplift segments, proactive marketing, search algorithms, retention, k-mean clustering

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Authors: Yuan Zhang

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Along with large population and great demands for urban development, Hong Kong serves as a typical high-density city with multiple altitudes, advanced three-dimensional traffic system, rich city open space, etc. This paper contributes to analyzing its complex urban form and evolution mechanism from three aspects of view, separately as time, space and buildings. Taking both horizontal and vertical dimension into consideration, this paper provides a perspective to explore the fascinating process of growing and space folding in the urban form of high-density city, also as a research reference for related high-density urban design.

Keywords: evolution mechanism, high-density city, Hong Kong, urban form

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Authors: Xiaoya Yi, Yi He, Zhao Lu, Yang Zhang

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In the process of rapid urbanization, many historical cities have undergone excessive demolition and construction under the protection and renewal mechanism. The original pattern of the city has been changed, the urban context has been cut off, and historical features have gradually been lost. The historical city gradually changed into the form of decentralization and fragmentation. The understanding of the ancient city includes two levels. The first one refers to the ancient city on the physical space, which defined an ancient city by its historic walls. The second refers to the public perception of the image, which is derived from people's spatial identification of the ancient city. In ancient China, people draw maps to show their way of understanding the city. Starting from ancient maps and exploring the spatial characteristics of traditional Chinese cities from the perspective of urban imagery is a key clue to understanding the spatial characteristics of historical cities on an overall level. The spatial characteristics of the urban image presented by the ancient map are summarized into two levels by typology. The first is the spatial pattern composed of the center, axis and boundary. The second is the space element that contains the city, street, and sign system. Taking the ancient city of Shipu as a typical case, the "city image" in the ancient map is analyzed as a prototype, and it is projected into the current urban space. The research found that after a long period of evolution, the historical spatial pattern of the ancient city has changed from “dominant” to “recessive control”, and the historical spatial elements are non-centralized and fragmented. The wall that serves as the boundary of the ancient city is transformed into “fragmentary remains”, the streets and lanes that serve as the axis of the ancient city are transformed into “structural remains”, and the symbols of the ancient city center are transformed into “site remains”. Based on this, the paper proposed the methods of controlling the protection of land boundaries, the protecting of the streets and lanes, and the selective restoring of the city wall system and the sign system by accurate assessment. In addition, this paper emphasizes the continuity of the ancient city's traditional spatial pattern and attempts to explore a holistic conservation method of the ancient city in the modern context.

Keywords: ancient city protection, ancient maps, Shipu ancient city, urban intention

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Authors: Luojie Tang, Libin Ouyang, Yihang Gao

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The natural landscape and urban-rural structure, with their attractiveness in the Dali area around Erhai Lake, exhibit striking similarities with Howard's Garden City. With the emergence of the unique phenomenon of the first large-scale gathering of digital nomads in China in Dali, an analysis of Dali's natural, economic, and cultural representations and structures reveals that the Garden City model can no longer fully explain the current overall human living environment in Dali. By interpreting the bottom-up local construction process in Dali based on landscape identity, the transformation of production and lifestyle under new technologies such as ICT(Information and Communication Technology), and the values and lifestyle reshaping embodied in the "reverse urbanization" phenomenon of the middle class in Dali, it is believed that Dali has moved towards a "contemporary garden city influenced by new technology." The article summarizes the characteristics and connotations of this Garden City and provides corresponding strategies for its continued healthy development.

Keywords: dali, ICT, rural-urban relationship, garden city model

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Authors: Mohammad Iqbal Maiik

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Islamic marketing ethics combines the principle of value maximization with the principles of equity and justice for the welfare of the society. Adherence to the Islamic ethics in the Islamic banking industry can help elevate the standards of both behavior and living of bankers and customers alike. In a rapidly changing marketing environment, the need to be customer-focused has never been as important as it is today. At present where customers are becoming more demanding and increasingly mobile between competing financial providers, being customer-focused is not enough. Islamic banks and more specifically their customer-contact employees (customer relation advisers or officers) need to be perceived by their customers as being Islamic. This study represents an initial step in analyzing the role of Islamic ethical sales behavior as it may be perceived by the customers of Islamic Banks.

Keywords: Islam, ethics, marketing, Islamic banks

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Authors: Mohammad Umar Azizi, Tetsuya Ando

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This study investigates the transformation of the traditional landscape of Kabul Old City through an examination of five case study areas. Based on physical observation, three types of houses are found: traditional, mixed and modern. Firstly, characteristics of the houses are described according to construction materials and the number of stories. Secondly, internal and external factors are considered in order to implement a conservation plan. Finally, an adaptive conservation plan is suggested to protect the traditional landscape of Kabul Old City.

Keywords: conservation, district 1, Kabul Old City, landscape, transformation, traditional houses

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Authors: Taras Agryzkov, Almudena Nolasco-Cirugeda, Jose L. Oliver, Leticia Serrano-Estrada, Leandro Tortosa, Jose F. Vicent

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This paper aims to represent the commercial activity of a city taking as source data the social network Foursquare. The city of Murcia is selected as case study, and the location-based social network Foursquare is the main source of information. After carrying out a reorganisation of the user-generated data extracted from Foursquare, it is possible to graphically display on a map the various city spaces and venues –especially those related to commercial, food and entertainment sector businesses. The obtained visualisation provides information about activity patterns in the city of Murcia according to the people`s interests and preferences and, moreover, interesting facts about certain characteristics of the town itself.

Keywords: social networks, spatial analysis, data visualization, geocomputation, Foursquare

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Authors: Ewa M. Boryczka

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Contemporary city is a subject to rapid economic and social changes. Therefore it requires an active policy designed to meet the diverse needs of their residents, build competitive position and capacity to compete with other cities. Competitiveness of cities depends largely on their resources, but also to a large extent, on the policies and performance of local authorities. Cooperation with private and social sectors also plays an important role, as it affects the use of resources and builds an advantage over other cities. The subject of this article is city's contemporary problems of development with particular emphasis on central areas. This issue is a starting point for reflection on the process of urban regeneration in medium size cities in Poland, as well as cooperation between various actors and their roles in the revitalization processes of Polish cities' centres.

Keywords: city, cooperation between sectors, crisis of city centres, revitalization

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Authors: Benyan Jiang, Dawei Xia, Yong Li

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Compact city construction is considered as an effective measure to reduce carbon emission in city lives. Toyama City started its compact city strategy in 2000 and was selected as a Japanese Environmental Model City in 2008 for its achievement. This paper takes Toyama as a study case, aiming to find how city polices affected people’s life styles and reduced carbon emission. The main materials used in this study are first-hand documents, like urban planning materials, government annual report and statistic data from transportation association. It is found that the main measures taken by Toyama City include the construction of light rail transit, increasing the frequency of buses, building park and ride parking lots. In addition to hardware facilities, it also offers flexible policies like passengers' coupons for the senior citizens and free use of parking lots by buying shopping vouchers. Besides, Toyama City encourages citizens to live within 500 meters of public transportation. People who buy an apartment near public transportation will receive 500,000 Japanese Yen. These measures have proven to their effects. Compared with 2005, in 2014, the transportation sector reduced emissions of 2.35 million tons of CO₂, 13.6%. This aspect is related to the increase in the number of cars in public transport and also related to fuel improvement.

Keywords: Toyama, compact city, public transportation, CO₂ reduction

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Authors: K. J. Jegede, O. O. Odekunle

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The challenges facing government at all levels in the area of urban development are two folds, first is how to provide basic services for urban dwellers especially the urban poor and second, how to make cities and towns as model of good places for economic development. The key ingredients and catalysts for achieving these goals are strong and virile institutional capacity, urban infrastructure and a supportive urban policy framework. The government at all levels have been upgrading and expanding city infrastructure and services in Ibadan, the state capital to support sustainable economic development of the city, particularly in the areas of electricity, neighbourhood, solid waste management, transport, water supply, education, health facilities and markets developments to discourage street trading. This paper attempts to present Ibadan in the millennium as 'a model of a sustainable city'. A planned development strategy that had sustained the growth of the city from a war camp in the 19th century to a cosmopolitan city in the 21st century with the potential to become a megacity. The presentation examines, among others, the physical structure and population density of Ibadan city, the challenges of economic development, the development of urban infrastructure and services in Ibadan metropolitan area. The paper submitted by mapping out a strategy to achieve sustainable development of Ibadan city.

Keywords: megacity, physical structure, sustainable city, urban infrastructure

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Authors: Ansari Mohammad Reza, Hiroko Ono

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In this study, we investigated how much of the urban facilities are fairly distributing in the city of Kabul based on the factor of population. To find the answer to this question we simulated a fair model for the distribution of investigated facilities in the city which is proposed based on the consideration of two factors; the number of users for each facility and the average distance of reach of each facility. Then the model was evaluated to make sure about its efficiency. And finally, the two—the existing pattern and the simulation model—were compared to find the degree of bias in the existing pattern of distribution of facilities in the city. The result of the study clearly clarified that the facilities are not fairly distributed in Kabul city based on the factor of population. Our analysis also revealed that the education services and the parks are the most and the worst fair distributed facilities in this regard.

Keywords: Afghanistan, ArcGIS Software, Kabul City, fair distribution, urban facilities

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Authors: Xue Junwei

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In the global economy, multinational corporations face challenges due to cultural differences impacting consumer behavior. Understanding these influences is vital for effective business decisions in the Chinese market. This study aims to analyze how cultural differences affect consumer behavior when multinational corporations enter the Chinese market, using cultural dimensions theory to derive marketing mix strategies. The study employs statistical analysis of cultural dimensions to investigate the impact on consumer behavior and derive marketing strategies for multinational corporations entering the Chinese market. Furthermore, this study enhances the study by incorporating qualitative data to complement the statistical analysis, providing a more comprehensive understanding of cultural impacts on consumer behavior. The study reveals significant implications of cultural differences on consumer behavior and provides insights into tailored marketing mix strategies for multinational corporations in the Chinese market. This research contributes to the theoretical understanding of how cultural dimensions influence consumer behavior and provides practical implications for multinational corporations entering the Chinese market. Data on cultural dimensions are collected and analyzed statistically and qualitatively to understand their impact on consumer behavior and derive effective marketing strategies. This study concludes that cultural differences have a profound impact on consumer behavior in the Chinese market, and understanding these nuances is crucial for the success of multinational corporations. Tailored marketing strategies are essential for navigating these cultural challenges.

Keywords: marketing, multinational company, globalization, cultural differences

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Authors: Ahmad Mansoor Stanikzai, Yoshitaka Kajita

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This research is a very essential towards transportation planning of Kabul New City. In this research, the travel demand of Kabul metropolitan area (Existing and Kabul New City) are evaluated for three different target years (2015, current, 2025, mid-term, 2040, long-term). The outcome of this study indicates that, though currently the vehicle volume is less the capacity of existing road networks, Kabul city is suffering from daily traffic congestions. This is mainly due to lack of transportation management, the absence of proper policies, improper public transportation system and violation of traffic rules and regulations by inhabitants. On the other hand, the observed result indicates that the current vehicle to capacity ratio (VCR) which is the most used index to judge traffic status in the city is around 0.79. This indicates the inappropriate traffic condition of the city. Moreover, by the growth of population in mid-term (2025) and long-term (2040) and in the case of no development in the road network and transportation system, the VCR value will dramatically increase to 1.40 (2025) and 2.5 (2040). This can be a critical situation for an urban area from an urban transportation perspective. Thus, by introducing high-capacity public transportation system and the development of road network in Kabul New City and integrating these links with the existing city road network, significant improvements were observed in the value of VCR.

Keywords: Afghanistan, Kabul new city, planning, policy, urban transportation

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Authors: Sushil K. Sharma, Jeff Zhang, Saeed Tabar

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Worldwide, several governments are utilizing the Internet of Things (IoT) and other information and communication technologies (ICTs) to create smart city infrastructures to improve both the quality of government services and citizen welfare. Over 700 cities from around the world have already started implementing their smart city projects. Smart City utilizes the network of connected things, or the Internet of Things (IoT), that interconnects devices and various components across city infrastructure, making them work together seamlessly to enhance the quality, performance, and interactivity of urban services, optimize resources, and reduce costs. Without developing smart cities, the accelerating growth of cities, and their disproportionate consumption of physical and social resources are unsustainable. In 2016, the Indian Government released a list of 100 cities with the intention of kick-starting the process of developing them into 'smart cities’ as part of the Smart Cities Mission. This study reports the progress and challenges of Smart City projects in India. The data were collected through the city/state government websites, media reports, and focus group discussions/interviews. The preliminary results indicate that smart city projects are not only behind in their implementation and scope but also lacks the sincerity for its implementation.

Keywords: smart city, smart government, Internet of Things, digital government

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Authors: Yuki Hara

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Entrepreneurs are welcomed to the landscaping industry, conserving practically and theoretically biological diversity in landscaping construction, although there are limited reports on corporative trials making a market with a new logistics system of native plants (NP) between landscaping companies and nurserymen. This paper explores the entrepreneurial process of a landscaping company, “5byMidori” for NP marketing. This paper employs a case study design. Data are collected in interviews with the manager and designer of 5byMidori, 2 scientists, 1 organization, and 18 nurserymen, fieldworks at two nurseries, observations of marketing activities in three years, and texts from published documents about the business concept and marketing strategy with NP. These data are analyzed by qualitative methods. The results show that NP is suitable for the vision of 5byMidori improving urban desertified environment with closer urban-rural linkage. Professional landscaping team changes a forestry organization into NP producers conserving a large nursery of a mountain. Multifaceted PR based on the entrepreneurial context and personal background of a landscaping venture can foster team members' businesses and help customers and users to understand the biodiversity value of the product. Wider partnerships with existing nurserymen at other sites in many regions need socio-economic incentives and environmental reliability. In conclusion, the entrepreneurial marketing of a landscaping company needs to add more meanings and a variety of merits in terms of ecosystem services, as NP tends to be in academic definition and independent from the cultures like nurseryman and forestry.

Keywords: biological diversity, landscaping industry, marketing, native plants

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Authors: Michiko Miyamoto

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The market for "functional foods" and "foods with functional claims" that are effective in maintaining and improving health, has expanded year by year due to the entry of major food and beverage manufacturers following the introduction of the specified health food system in 1991 in Japan. To bring health claims related products or services to the market, it is necessary to let consumers to learn about these products or services; an effective marketing through advertising are important. This research proposes a framework for an effective advertisement medium for the food supplement industry by using survey data of 2,500 people.

Keywords: functional foods, dietary supplements, marketing strategy, structural equation modeling

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Authors: Shola Haruna Adeosun, F. Adebiyi Ajoke, Odedeji Adeoye

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Video billboard advertising by networks and brand switching was conceived out of inquisition at the huge billboard advertising expenditures made by the three major GSM network operators in Nigeria. The study was anchored on Lagos State Metropolis with a current census population over 1,000,000. From this population, a purposive sample of 400 was adopted, and the questionnaire designed for the survey was carefully allocated to members of this ample in the five geographical zones of the city so that each rung of the society was well represented. The data obtained were analyzed using tables and simple percentages. The results obtained showed that subscribers of these networks were hardly influenced by the video billboard advertisements. They overwhelmingly showed that rather than the slogans of the GSM networks carried on the video billboards, it was the incentives to subscribers as well as the promotional strategies of these organizations that moved them to switch from one network to another. These switching lasted only as long as the incentives and promotions were in effect. The results of the study also seemed to rekindle the age-old debate on media effects, by the unyielding schools of the theory of ‘all-powerful media’, ‘the limited effects media’, ‘the controlled effects media’ and ‘the negotiated media influence’.

Keywords: evaluation, impact, video billboard, marketing, services

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Authors: Marine Kobalava

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The article analyzes the level of Georgia's tourism potential usage during the pandemic. The conclusion is drawnthat Georgia, as a tourism brand, is in a significant crisis at this stage, revenues from this sector have been substantially reduced, communication with potential customers is interrupted, no international marketing and PR communication strategies have been developed for the post-pandemic period. In order to rehabilitate the tourism industry of Georgia, it is considered vital to take measures using international marketing and PR communication strategies adjusted to the needs of the sectorthat will improve the use of tourism potential and stimulate the development of the sector. The goal of the research is to identify the factors hindering the use of tourism potential in the direction of international marketing and PR communication strategies in the post-pandemic period and to develop recommendations on ways to solve them. Research methods. The paper uses various theoretical and methodological tools of research, including Bibliographic research has been conducted on the main research issues; Analysis, synthesis, induction, and other methods are used to select and group data, identify similarities and differences, and identify trends; Endogenous and exogenous factors affecting the field of tourism have been studied by means of SWOT and PESTEL analyzes. A comparison model is used to analyze the strategy documents. Primary accounting materials are obtained from the National Statistics Office and the relevant ministries. Based on the results of the research, the directions of correct positioning of tourism products and marketing communication in the post-pandemic period have been developed. It is substantiated that a short-term international marketing strategy should include: probable goals of communication, maintaining a position on a potential traveler's “radar,” focusing communication on key motivating factors (gastronomy, winemaking, folklore, protected areas, mountainous regions). From a marketing point of view, it is important: holding international marketing events, compiling a list of target countries, formation of stimulus mechanisms, development of incentive programs for international tour operators, etc. The paper draws conclusions about the problems of using the tourism potential, recommendations on ways to solve this problems through international marketing and PR communication strategies are offered

Keywords: PR communication, international marketing strategy, tourism potential, post-pandemic period

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Authors: Nora Mohammed Rehan Hussien

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Cities all over the world face daunting urban challenges that have increased in scope in recent years. The biggest challenge includes issues of urban planning, housing, safety aspects, scarcity of land for development and traffic congestion. So every city in the world aspires to adopt the strategy of ‘Livable City’ which guarantees the cities urbanization manner that preserves the environment, and achieve the greatest benefit from the resources and achieve a good standard of living. Essentially, a livable city should possess basic yet unique attributes to welcome people from all strata of society without marginalizing any particular group. Most of these cities began to move towards sustainability and livability to enhance quality and performance of urban services, to reduce costs and resources consumption, to engage more affectivity and actively with its citizens, and to describe the quality of life and the characteristics of cities that make them livable. From here came the idea of the research which is creating ‘A framework of livable and sustainable city’ as a sustainable approach that must follow to achieve the principle of sustainable livability. From this point of view the research deals with one of the most successful case studies all over the world in’ livable cities system’ (Vienna) to know how to explore and understand the issues and challenges in becoming a full- livable and creative city through analyzing the criteria, principles and strategy of livable city then deducing the framework towards this concept. Finally, it suggests a set of recommendations help for applying the concept of livable city.

Keywords: quality of life, livability & livable city, sustainability, sustainable city

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Authors: Bernhard Bauer, Thomas Meixner, Amir Dini, Detlef Heck

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The inner city building stock is characterized by different types of buildings of different decades and centuries and different types of historical constructions. Depending on the natural growth of a city, those types are often located in downtown areas and the surrounding suburbs. Since the population is becoming older and the variation of the different social requirements spread with the so-called 'Silver Society', city quarters have to be seen alternatively. If an area is very attractive for young students to live there because of the busy nightlife, it might not be suitable for the older society. To identify 'Location Types A, B, C' for different user groups, qualitative interviews with 24 citizens of the city of Graz (Austria) have been carried out, in order to identify the most important values for making a location or city quarter 'A', 'B', or 'C'. Furthermore these acknowledgements have been put into a softwaretool for predicting locations that are the most suitable for certain user groups. On the other hands side, investors or owners of buildings can use the tool for determining the most suitable user group for the location of their building or construction project in order to adapt the project or building stock to the requirements of the users.

Keywords: building stock, location parameters, inner city population, built environment

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Authors: Ladaporn Pithuk

Abstract:

This study aims to investigate the marketing mixed factors that affecting on expectations about commercial transactions through social networks. The research method will using quantitative research, data was collected by questionnaires to person have experience access to trading over the internet for 400 sample by purposive sampling method. Data was analyzed by descriptive statistic including percentage, mean, standard deviation and using quality function deployment for hypothesis testing. Finding the most significant interrelationship between marketing mixed factors and commercial transactions expectations through social networks are product and place the relationship of five ties product and place (location) is involved in almost all will make the site a model that meets the needs of the user visit. In terms of price, the promotion, privacy, personalization and providing a process technical. This will make operations more efficient, reduce confusion, duplication, delays in data transmission, including the creation of different elements in products and services.

Keywords: commercial transactions expectations, marketing mixed factors, social networks, consumer behavior

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Authors: Pisit Potjanajaruwit

Abstract:

The objective of this research was to study the influence of Integrated Marketing Communication on Buying Decision of Consumers in Bangkok. A total of 397 respondents were collected from customers who drive in Bangkok. A questionnaire was utilized as a tool to collect data. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. Data were analyzed by using Statistical Package for the Social Sciences. The findings revealed that the majority of respondents were male with the age between 25-34 years old, hold undergraduate degree, married and stay together. The average income of respondents was between 10,001-20,000 baht. In terms of occupation, the majority worked for private companies. The effect to the Buying Decision of Consumers in Bangkok to including sale promotion with the low interest and discount for an installment, selling by introducing and gave product information through sales persons, public relation by website, direct marketing by annual motor show and advertisement by television media.

Keywords: Bangkok metropolis, ECO car, integrated marketing communication, international standard

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Authors: Nneka M. Chidieber-Mark, Roseline D. Ejike

Abstract:

Non-Timber Forest Products (NTFPs) have been described as all biological materials, other than timber extracted from natural and managed forests for human subsistence and economic activities. This study focused on the production, utilization and marketing of Non-Timber Forest Products (NTFPs) in Ikwuano Local Government Area of Abia State, Nigeria. A multistage sampling technique was adopted in the selection of respondents for the study. Data were from primary sources only. Data collected were analysed using descriptive statistical tools as well as Net Income Analysis. Results show that a vast number of plant based and animal based NTFPs exist in the study area. They are harvested and used for multiple purposes. NTFPs are a source of income for the indigenes that depend on it for their livelihood. Unsustainable production and harvesting as well as poor marketing information was among the constraints impeding the growth and development of NTFPs sub-sector in the study area.

Keywords: non-timber forest products, production, utilization, marketing

Procedia PDF Downloads 448