Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 922

Search results for: marketing mixes

922 Customer Satisfaction and Retention Strategies in Marketing

Authors: Hassan Adedoyin Rasaq

Abstract:

The marketing efforts of the present day business is not just geared towards meeting the consumer’s needs at a price, but ensuring good customer satisfaction, and strategizing on how to retain such customers. Customer satisfaction and retention is achievable through the co-ordination of the marketing mixes; Product, Price, Promotion and Place; Relationship Marketing; After-Sales Service; Rebates/Discounts/Price reduction policy and Total Quality Management (TQM). A first-hand customer, If well satisfied, will become a company’s repeat customer, proceeds to become a client and goes further to become an advocate of the company by applauding the company’s products/services and encouraging others to buy from it. It is the objective of this paper, therefore, to guide business organizations on how to enhance customer satisfaction, and retain existing customers as a means of long-term survival in marketing. The responses of 72 randomly selected Marketing personnel spread across three (3) food and beverage companies in Nigeria were analyzed. One hypothesis was tested using a one-way analysis of variance (ANOVA) statistical tool, and it was discovered that Relationship marketing contributed to organizational profitability and growth.

Keywords: customer satisfaction, retention strategies, marketing, marketing mixes

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921 The Marketing Mix in Small Sized Hotels: A Case of Pattaya, Thailand

Authors: Anyapak Prapannetivuth

Abstract:

The purpose of this research is to investigate the marketing mix that is perceived to be important for the small sized hotels in Pattaya. Unlike previous studies, this research provides insights through a review of the marketing activities performed by the small sized hotels. Nine owners and marketing manager of small sized hotels and resorts, all local Chonburi people, were selected for an in-depth interview. A snowball sampling process was employed. The research suggests that seven marketing mixes (e.g. Product, Price, Place, Promotion, People, Physical Evidence and Process) were commonly used by these hotels, however, three types – People, price and physical evidence were considered most important by the owners.

Keywords: marketing mix, marketing tools, small sized hotels, pattaya

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920 Predictive Models for Compressive Strength of High Performance Fly Ash Cement Concrete for Pavements

Authors: S. M. Gupta, Vanita Aggarwal, Som Nath Sachdeva

Abstract:

The work reported through this paper is an experimental work conducted on High Performance Concrete (HPC) with super plasticizer with the aim to develop some models suitable for prediction of compressive strength of HPC mixes. In this study, the effect of varying proportions of fly ash (0% to 50% at 10% increment) on compressive strength of high performance concrete has been evaluated. The mix designs studied were M30, M40 and M50 to compare the effect of fly ash addition on the properties of these concrete mixes. In all eighteen concrete mixes have been designed, three as conventional concretes for three grades under discussion and fifteen as HPC with fly ash with varying percentages of fly ash. The concrete mix designing has been done in accordance with Indian standard recommended guidelines i.e. IS: 10262. All the concrete mixes have been studied in terms of compressive strength at 7 days, 28 days, 90 days and 365 days. All the materials used have been kept same throughout the study to get a perfect comparison of values of results. The models for compressive strength prediction have been developed using Linear Regression method (LR), Artificial Neural Network (ANN) and Leave One Out Validation (LOOV) methods.

Keywords: high performance concrete, fly ash, concrete mixes, compressive strength, strength prediction models, linear regression, ANN

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919 Distinguishing Borrowings from Code Mixes: An Analysis of English Lexical Items Used in the Print Media in Sri Lanka

Authors: Chamindi Dilkushi Senaratne

Abstract:

Borrowing is the morphological, syntactic and (usually) phonological integration of lexical items from one language into the structure of another language. Borrowings show complete linguistic integration and due to the frequency of use become fossilized in the recipient language differentiating them from switches and mixes. Code mixes are different to borrowings. Code mixing takes place when speakers use lexical items in casual conversation to serve a variety of functions. This study presents an analysis of lexical items used in English newspapers in Sri Lanka in 2017 which reveal characteristics of borrowing or code mixes. Both phenomena arise due to language contact. The study will also use data from social media websites that comment on newspaper articles available on the web. The study reiterates that borrowings are distinguishable from code mixes and that they are two different phenomena that occur in language contact situations. The study also shows how existing morphological processes are used to create new vocabulary in language use. The study sheds light into how existing morphological processes are used by the bilingual to be creative, innovative and convey a bilingual identity.

Keywords: borrowing, code mixing, morphological processes

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918 High Volume Fly Ash Concrete for Paver Blocks

Authors: Som Nath Sachdeva, Vanita Aggarwal, S. M. Gupta

Abstract:

Use of concrete paver blocks is becoming increasingly popular. They are used for paving of approaches, paths and parking areas including their application in pre-engineered buildings. This paper discusses the results of an experimental study conducted on Fly Ash Concrete with the aim to report its suitability for concrete paver blocks. In this study, the effect of varying proportions of fly ash, 20 % to 40 %, on compressive strength and flexural strength of concrete has been evaluated. The mix designs studied are M-30, M-35, M-40 and M-50. It is observed that all the fly ash based mixes are able to achieve the required compressive and flexural strengths. In comparison to control mixes, the compressive and flexural strengths of the fly ash based mixes are found to be slightly less at 7 days and 28 days and a little more at 90 days.

Keywords: fly ash concrete, paver blocks, compressive, flexural strength

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917 Influence of Superplasticizer and Alkali Activator Concentration on Slag-Fly Ash Based Geopolymer

Authors: Sulaem Musaddiq Laskar, Sudip Talukdar

Abstract:

Sustainable supplementary cementitious material is the prime need in the construction industry. Geopolymer has strong potential for replacing the conventional Portland cement used in mortar and concrete in the industry. This study deals with experimental investigations performed on geopolymer mixes prepared from both ultra-fine ground granulated blast furnace slag and fly ash in a certain proportion. Geopolymer mixes were prepared with alkali activator composed of sodium hydroxide solution and varying amount of superplasticizer. The mixes were tested to study fresh and hardened state properties such as setting time, workability and compressive strength. Influence of concentration of alkali activator on effectiveness of superplasticizer in modifying the properties of geopolymer mixes was also investigated. Results indicated that addition of superplasticizer to ultra-fine slag-fly ash based geopolymer is advantageous in terms of setting time, workability and strength performance but up to certain dosage level. Higher concentration of alkali activator renders ineffectiveness in superplasticizer in improving the fresh and hardened state properties of geopolymer mixes.

Keywords: ultra-fine slag, fly ash, superplasticizer, setting time, workability, compressive strength

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916 Patching and Stretching: Development of Policy Mixes for Entrepreneurship in China

Authors: Jian Shao

Abstract:

The effect of entrepreneurship on economic, innovation, and employment has been widely acknowledged by scholars and governments. As an essential factor of influencing entrepreneurship activities, entrepreneurship policy creates a conducive environment to support and develop entrepreneurship. However, the challenge in developing entrepreneurship policy is that policy is normally a combination of many different goals and instruments. Instead of examining the effect of individual policy instruments, we argue that attention to a policy mix is necessary. In recent years, much attention has been focused on comparing a single policy instrument to a policy mix, evaluating the interactions between different instruments within a mix or assessment of particular policy mixes. However, another required step in understanding policy mixes is to understand how and why mixes evolve and change over time and to determine whether any changes are an improvement. In this paper, we try to trace the development of the policy mix for entrepreneurship in China by mapping the policy goals and instruments and reveal the process of policy mix changing over time. We find two main process mechanisms of the entrepreneurship policy mix in China: patching and stretching. Compared with policy repackaging, patching and stretching are more realistic processes in the real world of the policy mix, and they are possible to achieve effectiveness by avoiding conflicts and promoting synergies among policy goals and instruments.

Keywords: entrepreneurship, China, policy design, policy mix, policy patching

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915 The Use of Mobile Phones as a Direct Marketing Tool and Consumer Attitudes

Authors: Abdülcelil Mücahid Zengin, Göksel Şimşek

Abstract:

Mobile phones are one of the direct marketing tools that can be used to reach todays hard to reach consumers. Mobile phones are very personal devices and they are always carried with the consumer, where ever they go. This creates an opportunity for marketers to create personalized marketing communications messages and send them on the right time and place. This study examines consumer attitudes toward mobile marketing, especially toward SMS marketing. Unlike similar studies, this study does not focus on the young, but includes consumers who are in the 18-70 age range to the field research. According to the results, it has been concluded that most participants think SMS marketing is disturbing. Most important problems with SMS marketing are about getting subscribed to message lists without the permission of the receiver; the high number of messages sent; and the irrelevancy of the message content.

Keywords: direct marketing, mobile phones mobile marketing, sms advertising, sms marketing

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914 The Role of Sponsorship in Marketing Communication Tools

Authors: Mansur Ahmed Kazaure

Abstract:

The emergence of sponsorship as a new marketing communication tool and a source of competitive advantage in the marketplace has changed the entire marketing communication process. Sponsorship has overtaken other marketing communication tools in terms of growth and expenditure. This paper seeks to evaluate the role of sponsorship in marketing communication tools. The study recommends that proper measures be taken before the company embarks into sponsorship programs. This is necessary because investment in sponsorship does not always guarantee sustainable competitive advantage in the marketplace.

Keywords: sponsorship, marketing communication theories, marketing communication tools

Procedia PDF Downloads 255
913 Internet as a Marketing Tool for Tourism Promotion

Authors: Emeka Okonkwo

Abstract:

The Information Technology (IT) has prevailed over all functions of strategic and operational management. The Internet (a product of information technology) has increasingly become a popular medium for marketing. This paper examines the potentials of Internet for tourism marketing. To achieve this, the paper x-rays the characteristics of tourism marketing and examines the application of the Internet in tourism marketing. It is argued that the use of Internet for tourism marketing will not only reach a broad audience and reduce the cost of transaction (by conventional methods used by travel agents in times past), but, will also alleviate the problems of identification, authentication and confirmation of travels/package tours by tourists as well as promotion of tourism industry.

Keywords: internet, marketing, tourism, tourism management

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912 Literature Review and Evaluation of the Internal Marketing Theory

Authors: Hsiao Hsun Yuan

Abstract:

Internal marketing was proposed in 1970s. The theory of the concept has continually changed over the past forty years. This study discussed the following themes: the definition and implication of internal marketing, the progress of its development, and the evolution of its theoretical model. Moreover, the study systematically organized the strategies of the internal marketing theory adopted on enterprise and how they were put into practice. It also compared the empirical studies focusing on how the existent theories influenced the important variables of internal marketing. The results of this study are expected to serve as references for future exploration of the boundary and studies aiming at how internal marketing is applied to different types of enterprises.

Keywords: corporate responsibility, employee organizational performance, internal marketing, internal customer

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911 Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya

Authors: Resul Öztürk

Abstract:

Experiential marketing is one of the marketing approaches that offers an exceptional framework to integrate elements of experience and entertainment in a product or service. Experiential marketing is defined as a memorable experience that goes deeply into the customer’s mind. Besides that, customer satisfaction is defined as an emotional response to the experiences provided by and associated with particular products or services purchased. Thus, experiential marketing activities can affect the level of customer satisfaction and loyalty. In this context, the research aims to explore the relationship among experiential marketing, customer satisfaction and customer loyalty among the cosmetic products customers in Konya. The partial least squares (PLS) method is used to analyse the survey data. The present study’s findings revealed have that experiential marketing has been a significant predictor of customer satisfaction and customer loyalty, and also experiential marketing has a significantly positive effect on customer satisfaction and customer loyalty.

Keywords: experiential marketing, customer satisfaction, customer loyalty, social sciences

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910 Durability of Slurry Infiltrated Fiber Concrete to Corrosion in Chloride Environment: An Experimental Study, Part I

Authors: M. F. Alrubaie, S. A. Salih, W. A. Abbas

Abstract:

Slurry infiltrated fiber concrete (SIFCON) is considered as a special type of high strength high-performance fiber reinforced concrete, extremely strong, and ductile. The objective of this study is to investigate the durability of SIFCON to corrosion in chloride environments. Six different SIFCON mixes were made in addition to two refinance mixes with 0% and 1.5% steel fiber content. All mixes were exposed to 10% chloride solution for 180 days. Half of the specimens were partially immersed in chloride solution, and the others were exposed to weekly cycles of wetting and drying in 10% chloride solution. The effectiveness of using corrosion inhibitors, mineral admixture, and epoxy protective coating were also evaluated as protective measures to reduce the effect of chloride attack and to improve the corrosion resistance of SIFCON mixes. Corrosion rates, half-cell potential, electrical resistivity, total permeability tests had been monitored monthly. The results indicated a significant improvement in performance for SIFCON mixes exposed to chloride environment, when using corrosion inhibitor or epoxy protective coating, whereas SIFCON mix contained mineral admixture (metakaolin) did not improve the corrosion resistance at the same level. The cyclic wetting and drying exposure were more aggressive to the specimens than the partial immersion in chloride solution although the observed surface corrosion for the later was clearer.

Keywords: chloride attack, chloride environments, corrosion inhibitor, corrosion resistance, durability, SIFCON, slurry infiltrated fiber concrete

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909 Impact of Marketing towards Behavior Intention

Authors: Sathyamangalam Rangasamy Guru Prasath

Abstract:

Due to the increasing homogeneity in product offerings, the attendant services provided are emerging as a key differentiator in the mind of the consumers. Services marketing are a sub field of marketing which covers the marketing of both goods and services. Service marketing differs from product marketing due to the face that services are intangible and typically require personal interaction with the customer. Relationships are a key factor when it comes to the marketing of services. The role of interpersonal relationships distinguishes service and product marketing in strategic vision and organizational considerations. This paper explores some of the trends in service marketing as they relate to strategic vision, operational and organizational changes, and marketing tactics. The presence of the customer in the service facility means that capacity management becomes an important driver of the firm’s profitability service marketing is a process from the organization’s point of view, but an experience from the customer’s perspective. The quality of the experience is a function of the careful design of customer service processes, adoption of standardized procedures, rigorous management of service quality, high standards of training and automation. Services marketing helps to ensure that these processes are designed from the customer’s perspective. Services marketing includes customer loyalty, managing relationships, complaint handling, improving service quality and productivity of service operations, and how to become a service leader in your industry.

Keywords: customer perspective, product marketing, service marketing, rigorous management

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908 Marketing Strategy Implementation in Developing Sharia Tourism in Indonesia

Authors: Santi Mutiara Asih, Sinta Kemala Asih

Abstract:

Along with the development of tourism in Indonesia, which is increasingly a lot of domestic and foreign public interest in sharia tourism, the Indonesian government is currently developing the program. It was seen that this program would have a good impact, especially for Indonesian tourism. So it is necessary to develop appropriate marketing strategies. Then to develop tourism prospects sharia government could use such a marketing strategy, for instance, marketing mix and Segmenting, Targeting, and Positioning (STP). The marketing mix is a set of marketing tools used by a state or a company to continue achieving its marketing objectives in target market. STP is the most important initial step in identifying customer value. In such away, it is expected from the use of this strategy could make sharia tourism as a market leader in the field of tourism in Indonesia, it also could attract more tourists to visit and increase economic returns.

Keywords: STP, marketing mix, market leader, sharia tourism

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907 The Role of Female Population as a Consumer in Modern Marketing Strategy and Management

Authors: Jana Aleksić, Marijana Petković

Abstract:

Female population has an increasing role when it comes to purchase. Consequently, the female population has a greater role in modern marketing. Although it is thought that women buy more than men, marketing strategy was not directed specifically towards women. The thing that has changed regarding women’s role in modern marketing is the fact that the female population has a leading position when it comes to decision making in various fields and various sectors, which was not the case in the past. Marketing should be directed towards women but it should be done in the right way. Compared to men, women buy in a different way, and they look for more various advantages in the product itself, than men do. This paper aims to show the importance of the female role in the modern marketing and management and to redirect marketing in some way towards female population through new marketing strategies and management systems. Hypothesis is that women have an important role in marketing, and marketing strategy of modern society could and should be based on and directed towards female population and their tastes when it comes to purchasing. It is necessary and desirable to apply marketing strategy with a special strategy that has an emphasis on women and their purchase or in a word to apply WS- woman strategy. This research was carried out as a random sample research, where were obtained 212 valid surveys whose results serve as a basis for drawing conclusions about the research as well as to verify the formulated hypotheses. The research was carried out during 2011 and 2012. The study has shown a significant role of the female population in the marketing process.

Keywords: marketing, management, female, purchase, strategy

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906 International Marketing in Business Practice of Small and Medium-Sized Enterprises

Authors: K. Matušínská, Z. Bednarčík, M. Klepek

Abstract:

This paper examines international marketing in business practice of Czech exporting small and medium-sized enterprises (SMEs) with regard to the strategic perspectives. Research was focused on Czech exporting SMEs from Moravian-Silesia region and their behaviour on international markets. For purpose of collecting data, a questionnaire was given to 262 SMEs involved in international business. Statistics utilized in this research included frequency, mean, percentage, and chi-square test. Data were analysed by Statistical Package for the Social Sciences software. The research analysis disclosed that there is certain space for improvement in strategic marketing especially in marketing research, perception of cultural and social differences, product adaptation and usage of marketing communication tools.

Keywords: international marketing, marketing mix, marketing research, small and medium-sized enterprises, strategic marketing

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905 Memetic Marketing: An Emerging Online Marketing Trend and the Case with #TFWGucci Meme Campaign

Authors: Vehbi Gorgulu

Abstract:

The primary objective of the current study is to explore how brand managers can employ Internet memes as a marketing tool. Internet memes are marked for their sarcastic and entertaining content and their amateur/DIY natures. The current study focuses on #TFWGucci, a collaborative marketing project enacted by Gucci, which is marked for being one of the first structured collaborative memetic marketing campaigns in the world. By embracing a qualitative approach, the study will explore production and meaning making processes of #TFWGucci campaign via analysis of sample campaign contents. The study will provide hints and insights for digital marketers on how to employ memetic marketing strategies in successful ways.

Keywords: meme, internet meme, online marketing, memetic marketing, #TFWGucci

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904 Hiding Power of the Scent in Marketing and New Marketing Strategy: The Scent Marketing

Authors: Shahram Keshavarzi

Abstract:

Today, getting good service, having a good time, and leaving the company with good feelings are importanttforbothcustomers and businesses. It has been observed that when customersareexposedtopleasantsmells, their visit times increase by 26%, and theyvisittheaislesfor 3 times longer. Byusingtheeffect of scents on people, it is toensurethatcustomersshopmore, benefit from the service and be satisfied. Intoday'sresearch, visual memory can be 40% effective after a period of 4 months, whileolfactorymemory is 60% moreeffectiveevenafter 1 year. The purpose of the research is thehiddenandeffectivepower of skepticism in the behavior of consumersandtheeffectivestrategy of modern marketing. Special scentsdirectlyaffecttheincrease in sales by influencing the customer's-decision mechanism in purchasing products.

Keywords: modern marketing strategy, scent, scent marketing, consumer behavior

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903 Digital Marketing Maturity Models: Overview and Comparison

Authors: Elina Bakhtieva

Abstract:

The variety of available digital tools, strategies and activities might confuse and disorient even an experienced marketer. This applies in particular to B2B companies, which are usually less flexible in uptaking of digital technology than B2C companies. B2B companies are lacking a framework that corresponds to the specifics of the B2B business, and which helps to evaluate a company’s capabilities and to choose an appropriate path. A B2B digital marketing maturity model helps to fill this gap. However, modern marketing offers no widely approved digital marketing maturity model, and thus, some marketing institutions provide their own tools. The purpose of this paper is building an optimized B2B digital marketing maturity model based on a SWOT (strengths, weaknesses, opportunities, and threats) analysis of existing models. The current study provides an analytical review of the existing digital marketing maturity models with open access. The results of the research are twofold. First, the provided SWOT analysis outlines the main advantages and disadvantages of existing models. Secondly, the strengths of existing digital marketing maturity models, helps to identify the main characteristics and the structure of an optimized B2B digital marketing maturity model. The research findings indicate that only one out of three analyzed models could be used as a separate tool. This study is among the first examining the use of maturity models in digital marketing. It helps businesses to choose between the existing digital marketing models, the most effective one. Moreover, it creates a base for future research on digital marketing maturity models. This study contributes to the emerging B2B digital marketing literature by providing a SWOT analysis of the existing digital marketing maturity models and suggesting a structure and main characteristics of an optimized B2B digital marketing maturity model.

Keywords: B2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis

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902 Impact of Experience-Oriented Marketing on the Buying Behaviour of the Consumers: An Application in Konya

Authors: Ebru Esen, Omer Akkaya, Nattanan Pankrobkaew

Abstract:

Though the experience concept found its place in the field of marketing in 1982, it is today in front of us as an important phenomenon in understanding the consumer behaviours. In parallel with the globalization and intensification of the competition, the enterprises have been in an effort to provide unique experiences for their consumers by going beyond providing services with the products. In this context, experience-oriented marketing enables the enterprises to use the marketing strategies of providing experiences for their customers and to have advantages in terms of competition. Based on it, this article discusses the concepts of experience, experience-oriented marketing and buying behaviour of consumers as a whole, and details about the application conducted in Konya Selcuklu University.

Keywords: consumer behavior, experience, experience marketing, marketing

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901 Effect of Steel Slag on Cold Bituminous Emulsion Mix

Authors: Amol Rakhunde, Namdeo Hedaoo

Abstract:

Cold bituminous emulsion mixes (CBEM) are preferred due to their low cost for the construction of low volume roads in India. Due to the low strength of CBEM’s, the strength is generally increased by the addition of Ordinary Portland Cement (OPC) and hydrated lime. To improve the performance of CBEM’s, the use of industrial waste material is also an alternative. Steel slag is by product of steel industry which is sustainable construction material. Due to limited modes of practice of utilization steel slag, huge amount of steel slag dumped in yards of each steel industry and engaging of important agricultural land and gave pollution to whole environment. The effective use of steel slag as additives in CBEM’s has ultimate benefits such improvement in strength of CBEM’s, waste disposal steel slag, saving natural aggregate and lowering cost of roadways. Studies carried out in the past have shown a significant improvement in the strength of CBEM’s prepared with the replacement of natural aggregate with industrial waste materials such as fly ash and ground granulated blast furnace slag. In this study, effect of modified mix which is mixes prepared with steel slag compared with the control mix and the mixes prepared with OPC. Experimental work was carried out on the sample of control mix, OPC mix, and modified mix. For modified mix, aggregate was replaced with steel slag by 10%, 20%, 30% and 40% of weight of aggregate of same size as of steel slag in aggregate gradation. For OPC mix, filler was replaced by 1%, 2% and 3% of weight of total aggregate with OPC. Optimum emulsion content of each mix obtained by using Marshall stability test and comparison of stability values were carried out. Marshall stability, indirect tensile strength test, and retained stability tests are performed on control mixes, OPC mixes and modified mixes. Significant improvement in Marshall stability retained stability and indirect tensile strength of modified mix compared to control mix and OPC mix.

Keywords: CBEM, indirect tensile strength test, Marshall stability test, OPC, optimum emulsion content, retained stability test, steel slag

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900 The Effect of Sand Content on Behavior of Kaolin Clay

Authors: Hamed Tohidi, James W. Mahar

Abstract:

One of the unknowns in the design of zoned earth dams is the percentage of sand which can be present in a clay core and still retain the necessary plasticity to prevent cracking in response to deformation. Cracks in the clay core of a dam caused by differential settlement can lead to failure of the dam. In this study, a series of Atterberg Limit tests and unconfined compression strength tests have been conducted in the ISU soil mechanics laboratory on prepared mixes of quartz sand and commercial clays (Kaolin and Smectite) to determine the relationship between sand content, plasticity and squeezing behavior. The prepared mixes have variable percentages of sand ranging between 10 and 90% by weight. Plastic limit test results in which specimens can be rolled into 1/8 in. threads without crumbling and plasticity index values which represent the range of water content over which the specimens can be remolded without cracking were used to evaluate the plasticity of the sand-clay mixtures. The test results show that the design mixes exhibit plastic behavior with sand contents up to 80% by weight. However, the plasticity of the mixes decreases with increasing sand content. For unconfined compression strength tests, the same mixtures of sand and clay (Kaolin) were made in plastic limit. The results which were concluded from the UCC tests represent the relationship between sand-clay content and chance of having squeezing behavior, also according to the results from UCC, strength of different samples and stress-strain curves can be obtained.

Keywords: clay's behaviour, plasticity, sand content, Kaolin clay

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899 Some Aspects of Social Media Marketing (Georgian Case)

Authors: Nugzar Todua, Charita Jashi

Abstract:

This paper is focusing on the attitude of Georgian consumers toward social media, influence of social media on consumer buying behavior. The purpose of this paper is to explore the impact and usage of social media marketing strategies for Georgian companies and consumers in the new reality of Georgia. There is a lack of research on social media marketing in Georgia, especially the topic which analyzes the possible purchase influence of consumers. The result of marketing research has revealed that social webs are mostly used by Georgian consumers, but they have little impact on the buying decision. The research method was exploratory in nature in the sense that there is no previous academic research about consumers’ attitude towards social media marketing.

Keywords: marketing research, purchasing behavior, social media marketing, social networking sites

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898 Geo-Engineering Properties of Lime Stabilized Expansive Soil with Shredded Waste Tyre

Authors: Upasana Pattnaik, Akshaya Kumar Sabat

Abstract:

The compaction properties, unconfined compressive strength (UCS), soaked California bearing ratio (CBR), hydraulic conductivity, and swelling pressure of lime stabilized expansive soil-shredded waste tyre mixes have been discussed in this paper. Shredded waste tyres, passing 4.75 mm Indian Standard (IS) sieve and retained on 75µ IS sieve have been used in the experimental programme. First of all expansive soil-shredded waste tyre mixes were prepared by adding shredded waste tyre from 0 to 20% at an increment of 5%.Standard Proctor compaction, UCS and soaked CBR tests were conducted on these mixes. The optimum percentage of shredded waste tyre found out was 10%.In the second phase of the experiment, lime was added to sample having optimum percentage of expansive soil and shredded waste tyre from 2 to 6% at an increment of 1%.Compaction, UCS, soaked CBR, hydraulic conductivity, and swelling pressure tests were conducted on lime stabilized expansive soil-shredded waste tyre mixes. The optimum percentage of lime for stabilization was found out to be 5%.At the optimum percentage of lime the stabilized expansive soil-shredded waste tyre mix had increased strength, reduced hydraulic conductivity and swelling pressure.

Keywords: expansive soil, hydraulic conductivity, lime, shredded waste tyre, soaked california bearing ratio

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897 Effective Communication with the Czech Customers 50+ in the Financial Market

Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

Abstract:

The paper deals with finding and describing of the effective marketing communication forms relating to the segment 50+ in the financial market in the Czech Republic. The segment 50+ can be seen as a great marketing potential in the future but unfortunately the Czech financial institutions haven´t still reacted enough to this fact and they haven´t prepared appropriate marketing programs for this customers´ segment. Demographic aging is a fundamental characteristic of the current European population evolution but the perspective of further population aging is more noticeable in the Czech Republic. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of marketing communication in the financial market, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing communication approach to selected sub-segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: population aging in the Czech Republic, segment 50+, financial services, marketing communication, marketing research, marketing communication approach

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896 Recycled Aggregates from Construction and Demolition Waste in the Production of Concrete Blocks

Authors: Juan A. Ferriz-Papi, Simon Thomas

Abstract:

The construction industry generates large amounts of waste, usually mixed, which can be composed of different origin materials, most of them catalogued as non-hazardous. The European Union targets for this waste for 2020 have been already achieved by the UK, but it is mainly developed in downcycling processes (backfilling) whereas upcycling (such as recycle in new concrete batches) still keeps at a low percentage. The aim of this paper is to explore further in the use of recycled aggregates from construction and demolition waste (CDW) in concrete mixes so as to improve upcycling. A review of most recent research and legislation applied in the UK is developed regarding the production of concrete blocks. As a case study, initial tests were developed with a CDW recycled aggregate sample from a CDW plant in Swansea. Composition by visual inspection and sieving tests of two samples were developed and compared to original aggregates. More than 70% was formed by soil waste from excavation, and the rest was a mix of waste from mortar, concrete, and ceramics with small traces of plaster, glass and organic matter. Two concrete mixes were made with 80% replacement of recycled aggregates and different water/cement ratio. Tests were carried out for slump, absorption, density and compression strength. The results were compared to a reference sample and showed a substantial reduction of quality in both mixes. Despite that, the discussion brings to identify different aspects to solve, such as heterogeneity or composition, and analyze them for the successful use of these recycled aggregates in the production of concrete blocks. The conclusions obtained can help increase upcycling processes ratio with mixed CDW as recycled aggregates in concrete mixes.

Keywords: aggregates, concrete, concrete block, construction and demolition waste, recycling

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895 50+ Customers' Behavior in the Financial Market of the Czech Republic

Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

Abstract:

The paper deals with behaviour of the segment 50+ in the financial market in the Czech Republic. This segment could be said as the strong market power and it can be a crucial business potential for financial business units. The main defined objective of this paper is analysis of the customers´ behaviour of the segment 50-60 years in the financial market in the Czech Republic and proposal making of the suitable marketing approach to satisfy their demands in the area of product, price, distribution and marketing communication policy. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of financial services marketing, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing approach to selected sub-segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: population aging in the Czech Republic, segment 50-60 years, financial services marketing, marketing research, marketing approach

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894 Exploring the Relationship between Computerization and Marketing Performance Case Study: Snowa Company

Authors: Mojtaba Molaahmadi, Morteza Raei Dehaghi, Abdolrahim Arghavan

Abstract:

The present study aims to explore the effect of computerization on marketing performance in Snowa Company. In other words, this study intends to respond to this question that whether or not there is a relationship between utilization of computerization in marketing activities and marketing performance. The statistical population included 60 marketing managers of Snowa Company. In order to test the research hypotheses, Pearson correlation coefficient was employed. The reliability was equal to 96.8%. In this study, computerization was the independent variable and marketing performance was the dependent variable with characteristics of market share, improving the competitive position, and sales volume. The results of testing the hypotheses revealed that there is a significant relationship between utilization of computerization and market share, sales volume and improving the competitive position

Keywords: computerization, e-marketing information, information technology, marketing performance

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893 Evaluation of Fracture Resistance and Moisture Damage of Hot Mix Asphalt Using Plastic Coated Aggregates

Authors: Malleshappa Japagal, Srinivas Chitragar

Abstract:

The use of waste plastic in pavement is becoming important alternative worldwide for disposal of plastic as well as to improve the stability of pavement and to meet out environmental issues. However, there are still concerns on fatigue and fracture resistance of Hot Mix Asphalt with the addition of plastic waste, (HMA-Plastic mixes) and moisture damage potential. The present study was undertaken to evaluate fracture resistance of HMA-Plastic mixes using semi-circular bending (SCB) test and moisture damage potential by Indirect Tensile strength (ITS) test using retained tensile strength (TSR). In this study, a dense graded asphalt mix with 19 mm nominal maximum aggregate size was designed in the laboratory using Marshall Mix design method. Aggregates were coated with different percentages of waste plastic (0%, 2%, 3% and 4%) by weight of aggregate and performance evaluation of fracture resistance and Moisture damage was carried out. The following parameters were estimated for the mixes: J-Integral or Jc, strain energy at failure, peak load at failure, and deformation at failure. It was found that the strain energy and peak load of all the mixes decrease with an increase in notch depth, indicating that increased percentage of plastic waste gave better fracture resistance. The moisture damage potential was evaluated by Tensile strength ratio (TSR). The experimental results shown increased TRS value up to 3% addition of waste plastic in HMA mix which gives better performance hence the use of waste plastic in road construction is favorable.

Keywords: hot mix asphalt, semi circular bending, marshall mix design, tensile strength ratio

Procedia PDF Downloads 219