Search results for: Marketing strategies

Authors: Lukáš Mazánek, Zdeňka Konečná

Abstract:

The article is devoted to the area of personnel marketing. A comprehensive review of scientific literature and articles published predominantly in personnel-oriented journals was carried out, followed by a qualitative exploratory research with the aim to explore and explain the perception of personnel marketing. Due to the lack of research in this field in Czech Republic, we have focused on Czech HR managers, more specifically, on how they understand the tasks of personnel marketing, which tools they use and whether the companies they work for try to be a preferred employer. The answers from our respondents were used to help us determine what is important within this field. All of the respondents strive to be a preferred employer and try to achieve it by using an extensive range of marketing tools. The most frequently used tools are advertising, job fairs presentations, employee care and employer brand promotion.

Keywords: Czech Republic, personnel marketing, preferred employer, qualitative research study.

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Authors: Kanyapat U. Tapao

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The purpose of this study is to analyze the operation strategy strategies and public relations trend for public relations strategies development in public television station in Thailand. This study is a qualitative approach by indent interview from the 6 key informants that are managers of Voice TV and Thairath TV Channel. The results showed that both TV stations have to do research before making a release on the operation strategy policy such as a slogan, segmentation, integrated marketing communication and PR activity and also in term of Public Relations trend are including online media, online content and online training before opening the station and start promoting. By the way, we found the PR strategy for both TV station should be including application on mobile, online content, CRM activity, online banner, special event, and brand ambassador in order to bring a very reliable way.

Keywords: Operation strategy, public relations trend, public relations strategies development, online banner.

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Authors: Lei Zhang, Tingting Xu, Jun He, Zhenyu Yan, Roger Brooks

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Email marketing is one of the most important segments of online marketing. Email content is vital to customers. Different customers may have different familiarity with a product, so a successful marketing strategy must personalize email content based on individual customers’ product affinity. In this study, we build our personalized email marketing strategy with three types of emails: nurture, promotion, and conversion. Each type of emails has a different influence on customers. We investigate this difference by analyzing customers’ open rates, click rates and opt-out rates. Feature importance from response models is also analyzed. The goal of the marketing strategy is to improve the click rate on conversion-type emails. To build the personalized strategy, we formulate the problem as a reinforcement learning problem and adopt a Q-learning algorithm with variations. The simulation results show that our model-based strategy outperforms the current marketer’s strategy.

Keywords: Email marketing, email content, reinforcement learning, machine learning, Q-learning.

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Authors: Kamila Tislerova, Marta Zambochova

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Market segmentation is one of the most fundamental strategic marketing concepts. The better the segment which is chosen for targeting by a particular organisation, the more successful the organisation is assumed to be in the marketplace. Also higher education institutions have to improve their marketing tools for attracting foreign students, particularly when demanding tuition fees. This contribution aims at demonstrating the proper usage of the cluster analysis for segmentation (represented by students' willingness to study abroad) and also, based on large international survey, offers some practical marketing implications.

Keywords: Market Segmentation, Students' Preferences, Study Abroad, Cluster Analysis

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Authors: A. M. Omoare, E. O. Fakoya, B. G. Abiona, W. O. Oyediran

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This study assessed fish marketing as panacea towards sustainable agriculture in Ogun State, Nigeria. Multi-stage sampling technique was used in the selection of 150 fish marketers for this study. Descriptive statistics were used for the objectives while Product Pearson Moment Correlation was used to test the hypothesis. Result of the findings revealed that the mean age of the respondents was 38.60 years. Majority (93.33%) of the respondents had acceptable levels of formal education. Many (44.00%) of the respondents had spent 1-5 years in fish marketing. The average quantity of fish sold in a day was 94.10kg. However, efficient fish marketing were hindered by inadequate processing equipment, storage rooms and ice holding facilities (86.67%). There was a significant relationship between socio-economic characteristics and profit realized from fish marketing (p < 0.05). It was recommended that storage and warehousing facilities should be provided to the fish marketers in the study area.

Keywords: Fish marketers, panacea, retail markets, sustainable.

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Authors: Ali Hajiesmaeili, Mehdi Rahimi, Ehsan Jaberi, Amir Abbas Hosseini

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The purpose of this study is investigating the influences of logistics performance on organizational performance including both marketing & financial aspects, and showing the financial impacts of selecting the right marketing and logistics priorities in line with their supply chain type, and also giving the practitioners an advance identification of their priorities and participation types of supply chain, and the best combination of their strategies and resources in this regard. We made use of the original model’s questionnaire to gather all expert’s data and also SPSS and AMOS Ver.22 to analyze the gathered data. CFA method was also used to test whether a relationship between observed variables and their underlying latent constructs exists. Supply chain strategy implementation leads to logistics performance improvement, and marketing performance will be affected as well. Logistics service providers should focus on enhancement of supply chain performance, since logistics performance has been considered as a basis of evaluation of supply chain management strategy. Consequently, performance of the organization will be enhanced. This case is the first research made in Iran that analyzes the relationship between Logistics & Organizational performance in Home Appliances and Home Entertainment companies.

Keywords: Logistics, organizational performance, supply chain, supply chain strategy.

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Authors: Charita Jashi

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The aim of the paper is to explore the role of social marketing in changing the behavior of consumers on road safety, identify critical aspects and priority needs which impede the implementation of road safety program in Georgia. Given the goals of the study, a quantitative method was used to carry out interviews for primary data collection. This research identified the awareness level of road safety, legislation base, and marketing interventions to change behavior of drivers and pedestrians. During several years the non-governmental sector together with the local authorities and media have been very intensively working on the road safety issue in Georgia, but only seat-belts campaign should be considered rather successful. Despite achievements in this field, efficiency of road safety programs far from fulfillment and needs strong empowering.

Keywords: Road safety, social marketing interventions, behavior change, well-being.

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Authors: Nugzar Todua

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The paper studies the role of food labeling in order to promote healthy eating issue in Georgia. The main focus of the research is directed to consumer attitudes regarding food labeling. The methodology of the paper is based on the focus group work, as well as online and face to face surveys. The data analysis has been provided through ANOVA. The study proves that the impact of variables such as the interest, awareness, reliability, assurance and satisfaction of consumers' on buying decision, is statistically important. The study reveals that consumers’ perception regarding to food labeling is positive, but their level of knowledge and ability is rather low. It is urgent to strengthen marketing promotions strategies in the process of implementations of food security policy in Georgia.

Keywords: Food labeling, buying decision, Georgian consumers, marketing research.

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Authors: Steven R. Hawks

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The Master-s of Public Health (MPH) degree is growing in popularity among a number of higher education institutions throughout the world as a distance education graduate program. This paper offers an overview of program design and development strategies that promote successful distance delivery of MPH programs. Design and development challenges are discussed in terms of type of distance delivery, accreditation, student demand, faculty development, user needs, course content, and marketing strategies. The ongoing development of a distance education MPH program at Utah State University will be used to highlight and consider various aspects of this important but challenging process.

Keywords: Public health, course content, distance education, higher education, graduate students.

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Authors: Sema Kurtuluş, Kemal Kurtuluş

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The objective of this paper is to review and assess the methodological issues and problems in marketing research, data and knowledge mining in Turkey. As a summary, academic marketing research publications in Turkey have significant problems. The most vital problem seems to be related with modeling. Most of the publications had major weaknesses in modeling. There were also, serious problems regarding measurement and scaling, sampling and analyses. Analyses myopia seems to be the most important problem for young academia in Turkey. Another very important finding is the lack of publications on data and knowledge mining in the academic world.

Keywords: Marketing research, data mining, knowledge mining, research modeling, analyses.

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Authors: Charmaine du Plessis

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Arguments on a popular microblogging site were analysed by means of a methodological approach to business rhetoric focusing on the logos communication technique. The focus of the analysis was the 100 day countdown to the 2011 Rugby World Cup as advanced by the organisers. Big sporting events provide an attractive medium for sport event marketers in that they have become important strategic communication tools directed at sport consumers. Sport event marketing is understood in the sense of using a microblogging site as a communication tool whose purpose it is to disseminate a company-s marketing messages by involving the target audience in experiential activities. Sport creates a universal language in that it excites and increases the spread of information by word of mouth and other means. The findings highlight the limitations of a microblogging site in terms of marketing messages which can assist in better practices. This study can also serve as a heuristic tool for other researchers analysing sports marketing messages in social network environments.

Keywords: communication technique, microblogging, rhetoric, social networking, sport event marketing

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Authors: Takashi Yamauchi, Anju Sudo, Yoshihiko Tanno

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Recently, it has been suggested that thought control strategies aimed at controlling unwanted thoughts may be used to cope with paranoid thoughts in both clinical and nonclinical samples. The current study aims to examine the type of thought control strategies that were associated with the frequency of paranoid thoughts in nonclinical samples. A total of 159 Japanese undergraduate students completed the two scales–the Paranoia Checklist and the Thought Control Questionnaire. A hierarchical multiple regression analysis demonstrated that worry-based control strategies were associated with paranoid thoughts, whereas distraction- and social-based control strategies were inversely associated with paranoid thoughts. Our findings suggest that in a nonclinical population, worry-based strategies may be especially maladaptive, whereas distraction- and social-based strategies may be adaptive to paranoid thoughts.

Keywords: Nonclinical population, paranoid thoughts, thoughtcontrol strategies.

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Authors: Venugopal Kummamuru

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Corporate Governance (CG) is of utmost importance for running a company ethically. It is essential for the growth and success of the corporation. It is intended to increase the accountability of an organization to the larger context of the business environment. The general principles of CG include and are related to Shareholder recognition, Stakeholder interests, and focus on Corporate Social Responsibility (CSR), Clear Board responsibilities, Ethical behavior, and Business transparency. Network Marketing Organizations (NMOs) focus on marketing through direct-sales using people who are associated with the organization but are not their employees. This paper tries to study the importance of Ethics and CSR in an NMO and suggest a basic guideline for CG in NMO(s). This paper could be used as a basis or starting point for conducting an in-depth research to understand the difference in CG practices between NMO(s) and other organizations and define a standard set of guidelines for CG practice.

Keywords: Corporate governance, corporate responsibility, direct selling, network marketing.

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Authors: Göksel Şimşek

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Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create.

This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match.

In  order  to  achieve  this  purpose, a  quantitative research  was conducted  as a case  study concerning  Mavi Jeans  (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.

Keywords: Celebrity endorsement, product-celebrity match, advertising.

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Authors: Proud Arunrangsiwed

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Crisis management strategies could be found in various curriculums, not only in schools of business, but also schools of communication. Young students, such as freshmen and sophomores of undergraduate schools, may not care about learning crisis management strategies. Moreover, crisis management strategies are not a topic art students are familiar with. The current paper discusses a way to adapt entertainment media into a crisis management lesson, and the importance of learning crisis management strategies in the school of animation. Students could learn crisis management strategies by watching movies with content about a crisis and responding to crisis responding. The students should then participate in follow up discussions related to the strategies that were used to address the crisis, as well as their success in solving the crisis.

Keywords: Situational crisis communication theory, crisis response strategies, media effect, unintentional effect.

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Authors: Zeljko Panian

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Web intelligence, if made personal, can fuel the process of building communications around the interests and preferences of each individual customer or prospect, by providing specific behavioral insights about each individual. To become fully efficient, Web intelligence must reach a stage of a high-level maturity, passing throughout a process that involves five steps: (1) Web site analysis; (2) Web site and advertising optimization; (3) Segment targeting; (4) Interactive marketing (online only); and (5) Interactive marketing (online and offline). Discussing these steps in detail, the paper uncovers the real gold mine that is personal-level Web intelligence.

Keywords: Web intelligence, web analytics, informationtechnology (IT), interactive marketing.

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Authors: Simin Sadeghi-Saeb

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Metacognitive strategies consistently play important roles in reading comprehension. The metacognitive strategies involve the active monitoring and consequent regulation and orchestration of the cognitive processes in relation to the cognitive objects or data on which they bear. In this paper, the effect of instruction in using metacognitive strategies on reading academic materials, type of metacognitive strategies were mostly used by college university students before and after the instruction and the level they use those strategies before and after the instruction were studied. For these aims, 50 female college students were chosen. Then, they were divided randomly into two groups, experimental and control groups. At first session, students in both groups took the standard TOFEL exam. After the pre-test had been administered, the instruction began. After treatment, a post-test was taken. It is useful to state that after pre-test and post-test the same questionnaire was handed to the students of experimental group. The results of this research show that the instruction of metacognitive strategies has positive effect on the students' scores in reading comprehension tests. Furthermore, it showed that before and after the instruction, the students' usage of metacognitive strategies changed. Also, it demonstrated that the instruction affected the students' level of metacognitive strategies' usage.

Keywords: EFL students, English reading comprehension, instruction, metacognitive strategies.

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Authors: Suthawan Chirapanda

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International trade involves both large and small firms engaged in business overseas. Possible drivers that force companies to enter international markets include increasing competition at the domestic market, maturing domestic markets, and limited domestic market opportunities. Technology is an important driving factor in shaping international marketing strategy as well as in driving force towards a more global marketplace, especially technology in communication. It includes telephones, the internet, computer systems and e-mail. There are three main marketing strategy choices, namely standardization approach, adaptation approach and middleof- the-road approach that companies implement to overseas markets. The decision depends on situations and factors facing the companies in the international markets. In this paper, the contingency concept is considered that no single strategy can be effective in all contexts. The effect of strategy on performance depends on specific situational variables. Strategic fit is employed to investigate export marketing strategy adaptation under certain environmental conditions, which in turn can lead to superior performance.

Keywords: Contingency approach, international marketing strategy, strategic fit, technological environment

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Authors: Norazah Mohd Suki, Norbayah Mohd Suki

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This research aims to examine the influence of mediating effect of corporate social responsibility on the relationship between consumer awareness of green marketing and purchase intentions in the retail setting. Data from 200 valid questionnaires was analyzed using the partial least squares (PLS) approach for the analysis of structural equation models with SmartPLS computer program version 2.0 as research data does not necessarily have a multivariate normal distribution and is less sensitive to sample size than other covariance approaches. PLS results revealed that corporate social responsibility partially mediated the link between consumer awareness of green marketing and purchase intentions of the product in the retail setting. Marketing managers should allocate a sufficient portion of their budget to appropriate corporate social responsibility activities by engaging in voluntary programs for positive return on investment leading to increased business profitability and long run business sustainability. The outcomes of the mediating effects of corporate social responsibility add a new impetus to the growing literature and preceding discoveries on consumer green marketing awareness, which is inadequately researched in the Malaysian setting. Direction for future research is also presented.

Keywords: Green marketing awareness, corporate social responsibility, partial least squares, purchase intention.

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Authors: Sherly Ferro Lensun

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Strategies influence the language abilities of both male and female learners in the learning process. Therefore, learning strategies are one of the critical factors for improving language learning and are essential as part of the initial learning effort. In general, language learning strategies differ between boys and girls. Therefore, this research aims to obtain a model that investigates the relationship between the selection of learning strategies, their frequency of use, and the learner's gender. In addition, we found differences in strategy use and their impact on language ability between males and females. 137 students participated and completed the questionnaire. There were 48 males (35%) and 90 females (65.7%). It was clear that most of the Japanese learners were women. Findings show that most Japanese learners in North Sulawesi used cognitive and social strategies and methods of involving others in learning Japanese.

Keywords: Learning strategies, Japanese Language, Gender by Japanese Learners, North sulawesi.

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Authors: M. Torabizadeh, M. Khatami Rad, A. Noshadi

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In order to achieve competitive advantage and better performance of firm, supply chain management (SCM) strategy should support and drive forward business strategy. It means that supply chain should be aligned with business strategy, at the same time supply chain (SC) managers need to use appropriate information system (IS) solution to support their strategy, which would lead to stay competitive. There are different kinds of IS strategies which enable managers to meet the SC requirement by selecting the best IS strategy. Therefore, it is important to align IS strategies and practices with SC strategies and practices, which could help us to plan for an IS application that supports and enhances a SCMS. In this study, aligning IS with SC in strategy level is considered. The main aim of this paper is to align the various IS strategies with SCM strategies and demonstrate their impact on SC and firm performance.

Keywords: Information system strategy, alignment, firm performance, supply chain strategy.

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Authors: Bundit Pungnirund

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The objective of this research was to study the influence of marketing mix on customers purchasing behavior. A total of 397 respondents were collected from customers who were the patronages of the Chatuchak Plaza market. 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 research analysis disclosed that there were three variables of marketing mix which included price (X2), place (X3), and product (X1) which had an influence on the frequency of customer purchasing. These three variables can predict a purchase about 30 percent of the time by using the equation; Y1 = 6.851 + .921(X2) + .949(X3) + .591(X1). It also found that in terms of marketing mixed, there were two variables had an influence on the amount of customer purchasing which were physical characteristic (X6), and the process (X7). These two variables are 17 percent predictive of a purchasing by using the equation: Y2 = 2276.88 + 2980.97(X6) + 2188.09(X7).

Keywords: Influences, Marketing Mixed, Purchasing Behavior.

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Authors: P. Puustinen, A. Kanto

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This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.

Keywords: Means-end chain analysis, Laddering, Hierarchical Value Map.

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Authors: Isari Pairoa, Proud Arunrangsiwed

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Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.

Keywords: Brand mascot, consumers’ behavior, marketing communication, purchasing.

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Authors: Nader Gharibnavaz, Naser Gharibnavaz

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This study extends research on the relationship between marketing strategy and market segmentation by investigating on market segments in the cement industry. Competitive strength and rivals distance from the factory were used as business environment. A three segment (positive, neutral or indifferent and zero zones) were identified as strategic segments. For each segment a marketing strategy (aggressive, defensive and decline) were developed. This study employed data from cement industry to fulfill two objectives, the first is to give a framework to the segmentation of cement industry and the second is developing marketing strategy with varying competitive strength. Fifty six questionnaires containing close-and open-ended questions were collected and analyzed. Results supported the theory that segments tend to be more aggressive than defensive when competitive strength increases. It is concluded that high strength segments follow total market coverage, concentric diversification and frontal attack to their competitors. With decreased competitive strength, Business tends to follow multi-market strategy, product modification/improvement and flank attack to direct competitors for this kind of segments. Segments with weak competitive strength followed focus strategy and decline strategy.

Keywords: Marketing strategy, Competitive strength, Market Segmentation

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Authors: Mohd Zahari, M. S, Salleh, N. K., Kamaruddin, M. S. Y, Kutut, M. Z.

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Service quality has become a centerpiece for airline companies in vying with one another and keeps their image in the minds of passengers. Many airlines have pushed service quality through service personalization which includes both ground and on board especially from the viewpoint of retaining satisfied passengers and attracting new ones. Besides those, in-flight meals/food service is another important aspect of the airline operation. The in flight meals/food services now are seen as part of marketing strategies in attracting business or leisure travelers. This study reports the outcomes of the investigation on in-flight meals/food attributes toward passengers- level of satisfaction and re-flying intention. Taste, freshness, appearance of in-flight meals/food served and menu choices are important to the airlines passengers especially for the long haul flight. Food not only contributes to the prediction of the airline passengers- levels of satisfaction but besides other factors slightly influence passengers- re- flying intention. Airline companies therefore should not ignore this element but take the opportunity to create more attractive and acceptable in-flight meals/food along with other matter as marketing tools in attracting passengers to re-flying with them.

Keywords: In-flight meal, passengers, satisfaction, re-flying and intention

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Authors: Bundit Pungnirund

Abstract:

This research aimed to investigate the relationship between attitude towards marketing mix, brand image and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 400 sampled of the passengers who have ever used the low-cost airline services based in Bangkok, Thailand. The descriptive statistics and Pearson’s correlation analysis were used to analyze data. The research results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the brand image of the low cost airline including the characteristics of organization, service quality and company identity had related to the consumer behavior on duration of service, frequency of service and cost of service at the significant statistically acceptable levels.

Keywords: Brand image, consumer behavior, low-cost airlines, marketing mix.

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Authors: Norisma Idris, Sapiyan Baba, Rukaini Abdullah

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Summarizing skills have been introduced to English syllabus in secondary school in Malaysia to evaluate student-s comprehension for a given text where it requires students to employ several strategies to produce the summary. This paper reports on our effort to develop a computer-based summarization assessment system that detects the strategies used by the students in producing their summaries. Sentence decomposition of expert-written summaries is used to analyze how experts produce their summary sentences. From the analysis, we identified seven summarizing strategies and their rules which are then transformed into a set of heuristic rules on how to determine the summarizing strategies. We developed an algorithm based on the heuristic rules and performed some experiments to evaluate and support the technique proposed.

Keywords: Summarizing strategies, heuristic rules, sentencedecomposition.

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Authors: Pisit Potjanajaruwit

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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: ECO Car, Integrated Marketing Communication.

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Authors: Taşkın Dirsehan

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The main purpose of this study is to explore current and possible customer experiences in Bosphorus Zoo. Since there is no previous research conducted on Turkish zoos- customer experiences, we conduct an exploratory research taking the form of depth interviews. Then, we group the experiences according to strategic experiential modules (sense, feel, think, act and relate).

Keywords: Customer Experience, Experiential Marketing, Services Marketing

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