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Matidza, Isaac, Tao Ping, and Chimango Nyasulu. "Use of digital marketing in estate agency industry in Malawi." E-Learning and Digital Media 17, no. 3 (March 12, 2020): 253–70. http://dx.doi.org/10.1177/2042753020909210.
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The study aimed at finding out the adoption of digital marketing in estate agency companies in Malawi. The key issue in this study is to check if the companies have embraced the current dominating use of online advertising of the services that they offer to the community they serve through digital marketing. Specifically, the study focused on finding out the digital marketing channels that are used in the industry, the challenges and the strategies in place to achieve the digital marketing goals. The study targeted 10 major real estate companies in Lilongwe city, the capital of Malawi. Out of these 10, six (60%) companies responded to the questionnaire. The study established that estate agency companies in Malawi have adopted online use of digital marketing in selling their services. The channels that are currently in use include Email, Affiliate Marketing, Website and Social Media. On social media, the companies are using Facebook, Instagram, Twitter and WhatsApp. Further, the study revealed that the companies face numerous challenges in their digital marketing drive. These include expensive purchase costs for digital gadgets, lack of well-trained personnel in digital marketing, high operating cost on data usage from Internet service providers and unreliable Internet connectivity. Considering these challenges, some organizations have put in place measures aimed at minimizing the current situation and increasing their customer base through development of mobile apps, linking of websites to other news websites for broader access and frequent updates of their respective websites. Lastly, the study therefore recommends that organizations should aim at equipping their personnel with digital marketing skills, investing more finances in purchase of digital gadgets to increase the level of interaction with the consumers on the property market.
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Wiese, Nathaniel J., and Kwamena K. Quagrainie. "Evaluation of Alternative Market Channels for Farm-Raised Catfish." Journal of Marketing Channels 13, no. 3 (April 25, 2006): 51–61. http://dx.doi.org/10.1300/j049v13n03_04.
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Ledford, Christy J. W. "Changing Channels." Social Marketing Quarterly 18, no. 3 (September 2012): 175–86. http://dx.doi.org/10.1177/1524500412460671.
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Many health promotion campaigns are designed to communicate complex, potentially ambiguous messages. The strategic communication stages of formative research, strategy, tactics, and evaluation provide campaign guidance for communicating messages, but less direction is available for the specific tactics of channel selection and message delivery. The research question explored here is what channel characteristics should campaign designers consider and assess when selecting the most effective channels for disseminating their messages. A review of extant literature of channel selection theory informed the application of media richness theory and the concept of medium control. Synthesizing this theory and concept provides a typology of channels from which to select channels for communicators as they negotiate the media landscape. Often with limited resources and budgets, health communicators must make critical choices about what channels to use in disseminating their messages. While new and social media offer exciting opportunities, communicators must consider the media’s ability to transmit potentially ambiguous messages.
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Khatwani, Gaurav, and Praveen Ranjan Srivastava. "Identifying Organization Preferences of Internet Marketing Channels using Hybrid Fuzzy MCDM Theories." Journal of Electronic Commerce in Organizations 13, no. 4 (October 2015): 26–54. http://dx.doi.org/10.4018/jeco.2015100102.
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The evaluation of different Internet marketing channels from the perspective of organizations is important to gain understanding of managerial preferences and assist in decision-making. Few studies have examined multi-channel customer management. However, the evaluation of different Internet marketing channels in the context of organizations remains a challenge. This study focuses on identifying organizational preferences in marketing products for different Internet marketing channels. The authors have used a hybrid MCDM approach in their study. The study involves four steps of computation: calculating the relative importance of factors that are critical for different organizations in marketing their products on the Internet using fuzzy extension of DEMATEL, calculating priorities of users for each channel using fuzzy extension of AHP, reaching consensus achievement using ordinal consensus improvement approach through geometric ordinal consensus index (GOCI), and ranking different Internet marketing channel using TOPSIS. The approach is illustrated through a case study.
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Cole, Ben, John Pinfold, Goen Ho, and Martin Anda. "Investigating the dynamic interactions between supply and demand for rural sanitation, Malawi." Journal of Water, Sanitation and Hygiene for Development 2, no. 4 (December 1, 2012): 266–78. http://dx.doi.org/10.2166/washdev.2012.014.
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Formative market research is the first step in developing evidence-based sanitation marketing programs. In Malawi, the design, implementation and evaluation of rural sanitation marketing programs has been limited. This study applied a mixed methodological approach to examine the dynamic interactions between the supply and demand of sanitation in three rural districts. The supply assessment identified an extremely limited range of latrine options. Sanitation suppliers reported very low household demand for their existing latrine options. An additional constraint reported by suppliers was householders' perception of a hardware subsidy for latrine construction. The demand assessment found a key constraint of constructing an unlined pit latrine was their short time-in-use (11–13 months). Householders expressed despondency at having to consistently rebuild collapsed, unlined pit latrines. For brick-lined latrines, a key barrier was affordability combined with an over-estimation of construction costs. Key motivations to construct brick-lined latrines included product attributes and social drivers. Wide variations in access to income and use of micro-finance organizations were recorded within and across the study sites. Formative market research is an iterative process from which new lines of investigation arise. This study provides information that will provide a foundation for the ongoing research, design, implementation and monitoring of rural sanitation marketing programs in Malawi.
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Đalić, Irena, Željko Stević, Živko Erceg, Perica Macura, and Svetlana Terzić. "Selection of a distribution channel using the integrated FUCOM-MARCOS model." International Review, no. 3-4 (2020): 80–96. http://dx.doi.org/10.5937/intrev2003080q.
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The management of manufacturing companies faces a number of decisions, and one of the most important is the selection of distribution channels. A large number of these companies do not sell their products directly to end consumers. For this reason, there are marketing intermediaries between manufacturers and end consumers whose primary function is to connect manufacturers and consumers. Their task is to provide the goods from manufacturers to consumers with the satisfaction of logistics characteristics: at the right time, at the right place and in a form that is convenient to use, and certainly with minimal costs. Distribution is one of four marketing mix instruments without which the optimal combination of the instruments would not be obtained. Thus, the decision on selecting distribution channels is as important as the decisions regarding products, prices and promotion. Based on the set criteria and the evaluation of certain distribution channels by the criteria, the management of the company will be able to make the best decision. The evaluation of distribution channels based on the set criteria was performed by marketing experts and experts in certain markets using an integrated multi-criteria model. The FUCOM method was applied to determine the significance of the criteria, and then the distribution channels were evaluated by applying the new MARCOS method. Thereafter, a sensitivity analysis was performed using other MCDM methods to verify the results previously obtained.
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Yang, Zhilin, Fang Jia, and Shaohan Cai. "The performance implications of perceptual differences of dependence in marketing channels." Asia Pacific Journal of Marketing and Logistics 26, no. 3 (June 3, 2014): 344–64. http://dx.doi.org/10.1108/apjml-12-2013-0154.
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Purpose – The purpose of this paper is to address two essential questions: do perceptual differences regarding dependence matter in determining channel performance, and if so, how? Design/methodology/approach – The paper conducted an empirical study of 347 cellular telephone supplier-retailer dyads in China. A questionnaire survey was employed. Findings – The results reveal that a retailer's perceptual difference of dependence exerts a significant effect on its evaluation of supplier performance only. Retailer trust partially mediates the effect of the perceptual differences on supplier performance and retailer performance. Therefore, the particular side of a dyadic relationship that researchers choose to study matters in an unbalanced dependence relationship. Practical implications – Managers, depending on their side, should pay close attention to perceptual differences and their consequences and deliberately employ different strategies to ensure effective channel management. Originality/value – Do differences in parties’ perceptions of dependence influence channel performance? If they do, how do these perceived differences exert direct and indirect impacts? By answering these questions, the authors contribute not only to an understanding of the unique nature of dyadic channel relationships but also to methodological notions about whether to study one side in a dyad.
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Nemirovskaya, M., and V. Yakusheva. "ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS." Vestnik Universiteta, no. 10 (November 28, 2019): 158–64. http://dx.doi.org/10.26425/1816-4277-2019-10-158-164.
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Based on the study of marketing activities of Russian TV channels of entertainment and educational segments the modern methods of attracting viewers to television brands have been analyzed. The objects of the study are seven well-known public broadcasters, whose business has established more than twenty-five significant and cost-effective ways to influence the loyalty of the audience. In combination with negative factors indirectly affecting the implementation of loyalty programs, taking into account the existing methods of other industries, a minimum independent evaluation of the effectiveness of loyalty, which can serve as an idea for new marketing developments, and will contribute to the development of scientific research in this economical area, has been suggested.
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Dant, Rajiv P., Patrick J. Kaufmann, and Audhesh K. Paswan. "Ownership Redirection in Franchised Channels." Journal of Public Policy & Marketing 11, no. 1 (March 1992): 33–44. http://dx.doi.org/10.1177/074391569201100104.
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Since the typical franchise arrangements permit the more powerful franchisors to simultaneously act as suppliers as well as competitors to their franchisees, apprehensions about potential opportunistic behaviors and allegations of antitrust violations are not uncommon. In turn, this unique structuring of franchises with dual distribution has drawn considerable scrutiny from the public policy platform. In particular, the ownership redirection hypothesis—that the powerful franchisors will reacquire the best franchised outlets relegating only the marginal units to franchisees—has received special attention because it verbalizes the worst fears associated with franchising. This paper provides an evaluation of this hypothesis. To do so, we examine (1) the key premises of the hypothesis from the perspectives of a number of related literatures and (2) the available empirical evidence on the hypothesis. Both aspects of the appraisal point to a number of unresolved issues with important public policy implications.
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Pu, Anni. "Brand Construction of Dujiangyan Agricultural Products under New Media Environment." Modern Management Forum 3, no. 2 (May 29, 2019): 15. http://dx.doi.org/10.18686/mmf.v3i2.1596.
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<p>In the new media era, the marketing channels of agricultural product brands are increasingly diversified, and the marketing content is constantly enriched. Based on the "Internet +" plan, it provides new thinking for agricultural product brand marketing. This article analyzes the issue of kiwi brand development of agricultural products in Dujiangyan City, Sichuan Province under the new media environment. Regarding the current predicament of agricultural product brand marketing, this article puts forward methods of establishing a brand asset evaluation system, clarifying the main body of brand management, targeting the market, and so on, which aim to improve the effectiveness of agricultural product brand marketi</p>
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Meyer, Gary, and James W. Dearing. "Respecifying the Social Marketing Model for Unique Populations." Social Marketing Quarterly 3, no. 1 (January 1996): 44–52. http://dx.doi.org/10.1177/152450049600300105.
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Social marketing strategies are deployed in social change campaigns around the world. Yet the usefulness of social marketing strategies to affect behavior change among unique population members is not well known. Social marketing is efficient and cost-effective when a campaign targets a sufficiently large audience so as to achieve economies of scale. Unique population groups, however, typically consist of few members. How can efficiency be achieved with small target audiences? To solve this conundrum we suggest that certain social marketing strategies (environmental mapping, formative evaluation, interpersonal communication channels, and the nonmonetary costs of adoption) should be emphasized, and others (program management and target audience segmentation) deemphasized, in program design. We use examples drawn from a recent study of HIV prevention programs in San Francisco to illustrate this point.
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Omar, Amira M., and Nermine Atteya. "The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market." International Journal of Business and Management 15, no. 7 (June 8, 2020): 120. http://dx.doi.org/10.5539/ijbm.v15n7p120.
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This research examines digital marketing channels (E-mail Marketing, Mobile Marketing, and Retargeting) for marketers. It analyzes the effect of these channels on the consumer buying decision process in the Egyptian market.
The author researched an online questionnaire. The questionnaires were administered based on a simple sampling method and obtained in the Egyptian market. 285 questionnaires were distributed, and 213 available samples were collected, except incomplete questionnaires, resulted in a response rate of 74.7% to all those who chose to participate. Findings indicate that e-mail has a profoundly positive influence on consumer buying decisions in two phases (post-purchase) and information research). In the purchase, the decision phase has a negative effect on customer decisions. The mobile, as a digital marketing channel, has a negative impact on consumer decisions through all the stages of the consumer buying decision process in the Egyptian market. Also, re-targeting has a high effect on consumer decisions in the evaluation stage; then, information research needs recognition, purchase decision, and post-purchase.
Targeting is the most influential variable in the consumer buying decision process. We can notice that the most significant effect on the consumer decision is in the evaluation stage, and this can be due to that the re-targeting channel directed to the consumer who has already been searching for the product.
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Conway, Tony, and Tanya Hemphill. "Growth hacking as an approach to producing growth amongst UK technology start-ups: an evaluation." Journal of Research in Marketing and Entrepreneurship 21, no. 2 (December 16, 2019): 163–79. http://dx.doi.org/10.1108/jrme-12-2018-0065.
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Purpose “Growth hacking” is a “data-informed” marketing approach that uses digital marketing tools and tactics as well as traditional marketing channels to help technology companies show “proof-of-concept” and sustainability before gaining funding. The purpose of this study was to identify and understand the relevance and importance of growth hacking and identify what growth hacking tools and techniques are used by such organisations. Design/methodology/approach The main research method for the collection of primary data was in-depth interviews with both industry experts (senior professionals working for growth hacking agencies) and individual growth hacking practitioners who work for technology start-ups based in the UK. Interviews included the use of dimension cards with key growth hacking terms to act as visual cues to facilitate focus and prompt reflection. Findings In addition to a data analysis element, growth hacking also requires people to spot emerging opportunities before anyone else does. This makes it very difficult to find people with the right skill-set. It is also important to use traditional marketing methods to bridge the gap between the physical and digital world. Originality/value This study shows that growth hacking is a mind-set and process that can help technology start-ups grow quickly with a limited marketing budget. The research offers guidelines and frameworks for start-ups to understand the growth hacking process. The concept has direct synergy with agile marketing and this might be a term/ methodology with which people in the UK may feel more comfortable given the negative connotations of the word “hacking”.
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Bapat, Dhananjay. "Exploring the antecedents of loyalty in the context of multi-channel banking." International Journal of Bank Marketing 35, no. 2 (April 3, 2017): 174–86. http://dx.doi.org/10.1108/ijbm-10-2015-0155.
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Purpose The purpose of this paper is to assess the antecedent of satisfaction and loyalty in the context of a multi-channel banking environment. Multi-channel banking involves both branch and electronic banking channels through which the customers interact with the bank. Design/methodology/approach The study involved a customer survey of 229 respondents, which used a convenience sampling approach through intercepts and interviews held at bank branches. A structured questionnaire was used, and data were analyzed using structural equation modeling. Findings While examining factors such as perceived ease of use, branch service quality evaluation, satisfaction, and loyalty, it is observed, using structural equation modeling, that perceived ease of use and branch service quality are antecedents to satisfaction and satisfaction positively affects the loyalty. Originality/value Although it is realized that digital banking will positively influence loyalty, the role of branch service quality cannot be ignored. The role played by the ease of use is higher than branch service quality evaluations.
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Tu, Yanbin, and Min Lu. "A Study of Online Digital Music Evaluation." International Journal of Online Marketing 2, no. 2 (April 2012): 25–43. http://dx.doi.org/10.4018/ijom.2012040103.
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The understanding of digital music consumer behavior and determinants of online digital music evaluation helps music retailers implement online digital music marketing strategies. In this study, the authors investigate the profiles of music consumers on the Internet and explore how consumers use product sampling and customer reviews for online music evaluation. The authors find most people use free radio as their main music source, piracy and digital music remains a problem. The authors also find consumers still depend on traditional word of mouth for their music evaluation. This study shows that many consumers are more likely to trust online sampling than online reviews, and online sampling plays a more important role than online reviews in their music evaluation. The authors also investigate post-sampling results including the music evaluation, willingness to pay (WTP), free rider, enjoyable sampling process, perceived usefulness of online sampling, knowing the true music value, further reading online reviews, using other music evaluation channels, and writing customer reviews after sampling. The authors also conduct coefficient correlation analysis for post-sampling results and provide managerial interpretations.
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Nurendah, Yulia, Ani Mekaniwati, and Dwi Maulina. "PKM Pelatihan Strategi Pengembangan Bauran Pemasaran Untuk Peningkatan Omzet UMKM." Jurnal Abdimas Dedikasi Kesatuan 2, no. 1 (March 29, 2021): 9–16. http://dx.doi.org/10.37641/jadkes.v2i1.428.
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The marketing aspect plays a very important role. Products that are preferred by consumers, setting the right price, choosing the right location and distribution channels, and the right promotion will be able to increase business performance in terms of marketing and turnover earned.
Marketing Mix Development Strategy Training for Increasing MSME Turnover aims to 1) Increase knowledge and understanding regarding product development in terms of variant, packaging, size, brand and quality. 2) Increase knowledge and understanding regarding product pricing that attracts consumers. 3) Increase knowledge and understanding regarding the development of distribution channels and selection of appropriate business locations. 4) Increase knowledge and understanding regarding the development of promotional strategies
To carry out these activities, several training methods are used, namely: Lecture Method, Question and Answer Method, and Simulation Method. This simulation method is very important given to the training participants to provide the opportunity to practice the training material obtained. The hope is that the training participants will really master the training material received, know their level of ability to apply entrepreneurial activities technically and then identify the difficulties (if they still exist) to be solved later.
The evaluation of the success of this training shows the following data: as many as 81% of MSME participants / players can understand well the activities of implementing the marketing mix development training, 76% of MSME participants / players are able to practice marketing mix development, As many as 78% of MSME participants / players are willing to socialize their abilities development of the marketing mix to colleagues. Taking into account these data, it can be concluded that the training success indicators that have been set at the beginning get optimal results and reach the target.
Key words: marketing mix
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Van Dijk, Youvale. "Personal Branding for tennis coaches." ITF Coaching & Sport Science Review 23, no. 65 (April 30, 2015): 12–14. http://dx.doi.org/10.52383/itfcoaching.v23i65.112.
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This article identifies the need for personal branding in one’s career – a phenomenon that has gained importance in recent years. By establishing a personal brand coaches are able to differentiate themselves. Four key steps in establishing a personal brand are identified: self-assessment, creating one’s personal brand, marketing one’s personal brand, and evaluation and adjustment. In addition, the role digital media channels can play in the process is discussed.
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Stalgaitis, Carolyn Ann, Jeffrey Washington Jordan, Mayo Djakaria, and Daniel J. Saggese. "Social branding framework to address smoking among alternative peer crowd teens." Journal of Social Marketing 11, no. 3 (May 27, 2021): 189–203. http://dx.doi.org/10.1108/jsocm-02-2020-0021.
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Purpose This paper aims to describe the Social Branding framework, which uses lifestyle branding to change behaviour within psychographically-defined target audiences. Syke, a Social Branding programme to reduce cigarette use within the higher-risk alternative teen peer crowd in Virginia, USA, is presented as a case study with evaluation results. Design/methodology/approach Social Branding first creates an authentic lifestyle brand that appeals to a psychographically-defined audience. Once sociocultural authority is built, the lifestyle brand introduces tailored behavioural messaging using targeted messaging channels, relying on experiential marketing events and in-group influencers to align the desired behaviour with the audience’s social identity and values. The evaluation consisted of annual cross-sectional surveying (2011–2014; n = 2,266) on brand recall, liking, message comprehension and current smoking. Among those with recall, the prevalence of liking/comprehension categories (disliked and did not understand; liked or understood; liked and understood) and of smoking within categories was compared across years using chi-square tests. Multivariate logistic regression explored liking/comprehension as a predictor of smoking. Findings Recall, liking and comprehension were significantly higher in 2014 than in 2011, as was the proportion who both liked and understood Syke. Those who liked and understood Syke had half the odds of current smoking compared to those who disliked and did not understand it. Originality/value Syke reached, was liked by and was understood by the target audience. The Social Branding framework effectively appeals to and reaches higher-risk audiences, with learnings applicable to other behaviours and populations.
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Nkeme, Kesit Kufre, Jemimah Timothy Ekanem, and Victoria Asuquo Nse. "Capacity Building Needs of Small-Holder Cocoyam (Xanthosoma Sagittifoliuu) Farmers in Selected Rural Communities of Akwa Ibom State, Nigeria." Journal of Agricultural Extension 25, no. 2 (May 4, 2021): 32–42. http://dx.doi.org/10.4314/jae.v25i2.3.
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The study investigated the capacity building needs of small-holder cocoyam farmers in Akwa Ibom State, Nigeria during the 2018 cropping season. Data were randomly collected from 130 respondents selected through a multi-stage sampling procedure using questionnaire and analysed using descriptive statistics, net returns model and budgeting technique. For agronomic management practice, result showed that the major sources of land acquisition and labour were inheritance (63%) and hired labour (52.6%). The majority (71.6%) of sampled farmers cultivated between 20 and 80 stands of cocoyam per farm. Result further showed that the major marketing channels of cocoyam were; farm gate (40.7%) and rural markets (24.7%. The main sources of information for cocoyam farmers were family and friends (40.9%), radio and television (18%) and extension agents (10.5%). The cost-returns analysis showed a gross margin and net return of N1, 164,500.00, and N494, 700.00, respectively, and the return per capital of N1.74. The most capacitybuilding needs of cocoyam farmers were information on processing technology ( x̄=3.31), farm credit information ( x̄= 3.19), information on pest/ disease control ( x̄=3.17), storage information ( x̄=3.15), record keeping/ evaluation need ( x̄ =2.92) and effective cocoyam marketing ( x̄ =2.88). The major constraints militating against cocoyam production in the study area were; absence of marketing information ( x̄ =2.57), poor record keeping ( x̄ =2.57), labour scarcity ( x̄ =2.42), pest and disease ( x̄=2.34), lack of improved variety of planting material ( x̄ =2.30). Provision of marketing channels information to farmers, enhancing access to extension contact and periodic training of farmers` on improved management practices are avenues to boost cocoyam production.
Keywords: Capacity building needs, small holders cocoyam farmer
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Manuel Sanchez Vazquez, Jose, Gloria Cuevas Rodriguez, and Tauno Kekale. "The role of control systems in partner selection/evaluation processes in established distribution channels." Baltic Journal of Management 9, no. 4 (September 30, 2014): 426–45. http://dx.doi.org/10.1108/bjm-11-2011-0102.
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Purpose – The purpose of this paper is to investigate the partner selection/evaluation processes in established distribution channels (DCs) and the role played by control systems (CS) over major changes in the internal complexity and the external uncertainty of the distribution network. Design/methodology/approach – The research is based on a longitudinal case study of a manufacturing firm and its outsourced DC. Findings – Over time, the manufacturer's market-focused strategy provoked the adoption through CS of more objective and formal selection processes. It was very clear in this case that while the growth of internal complexity indeed required changes towards formalisation, only the rapidly increasing environmental uncertainty in the 1990s required significantly more elaborate CS to evaluate partners. Research limitations/implications – Original longitudinal case – limitations typical for such design of study, e.g. not possible to expand the findings out of company type and historical periods. Practical implications – The process of selecting partners, because it is ongoing, requires a formal and active involvement from CS; no CS are indefinitely stable but must be developed whenever significant internal or environmental changes occur. The changes to counter internal complexity seem less elaborate than the changes required by external uncertainty. Originality/value – Original longitudinal case illustrates the screening and signalling mechanisms used by both parties to provide information to each other in three different internal complexity/environmental uncertainty scenarios.
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Castro-González, Pilar, Belén Gutiérrez-Villar, Rafael Ángel Araque-Padilla, and María José Montero-Simó. "Intensidad exportadora y fortalezas percibidas en la estrategia de marketing: Una perspectiva basada en la experiencia de empresas exportadoras españolas." Intangible Capital 12, no. 5 (November 18, 2016): 1484. http://dx.doi.org/10.3926/ic.777.
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Purpose: This paper studies if there are associations between export profiles of some Spanish companies –high or low export intensity- and the opinion of managers about strengths generated in the marketing mix.Design/methodology: Through a questionnaire to 64 export Spanish companies and the literature review, we defined the export intensity as the dependent variable. The explanatory variables used measure the importance granted by the companies to the different variables of the marketing mix as strengths for export activity. We used MANOVA method as it lets us analyze differences between two or more metrical dependent variables (quality, price, promotion and place) based on a mix of categorical variables that act like predictors (export volume).Findings: Our results indicate that a correct planning of the marketing strategy is a key aspect inside internationalization strategy. In contrast with other studies that analyze specific strategies within marketing mix, this research focuses on these as perceived competitive strengths, whichever the mix of variable strategy that generates these strengths is.Practical implications: The differences observed indicate that there are different patterns in the marketing mix strength evaluation. The results show that the firms which have the most export intensity have generated bigger capacities especially in distribution channels configuration and promotion strategies.Originality/value: The main differentiating element in this research is the combines focus on the marketing mix variables as competitive strengths while distinguishing each of them.
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Alcalay, Rina, and Robert A. Bell. "Strategies and Practices in Community—Based Campaigns Promoting Nutrition and Physical Activity." Social Marketing Quarterly 7, no. 4 (December 2001): 2–15. http://dx.doi.org/10.1080/15245004.2001.9961185.
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The strategies and practices employed in 50 community-based nutrition and physical activity interventions are reviewed from the perspective of a four-stage social marketing model. Goals and objectives established at the research and planning stage were infrequently grounded in data and theory. At the strategy design stage, concept/message pretesting was uncommon. Most campaigns disseminated material products through several channels and activities. At the implementation stage, community members were regularly enlisted as collaborators and a majority of campaigns identified sustainability as a long-term goal. In the evaluation stage, summative research was most often based on quasi-experimental methods. Self-reported knowledge and behavior effects were often assessed; morbidity and mortality campaign effects were rarely considered. Suggestions are offered for improving the design and execution of future interventions.
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Sampogna, G., C. Henderson, G. Thornicroft, S. Evans-Lacko, I. Bakolis, E. Robinson, M. Luciano, V. Del Vecchio, and A. Fiorillo. "Are Social Networks Useful to Challenge Stigma Attached to Mental Disorders? Findings from the Time to Change Social Marketing Campaign 2009–2014." European Psychiatry 41, S1 (April 2017): S89. http://dx.doi.org/10.1016/j.eurpsy.2017.01.279.
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IntroductionThe new channels of communication as social media (e.g. Facebook and Twitter) and the social marketing campaign (i.e. campaign focused on enabling, encouraging and supporting behavioural changes among target audiences) can represent useful strategies to challenge stigma attached to mental disorders.ObjectivesTo evaluate the efficacy of the social marketing campaign of the time to change (SMC-TTC) anti-stigma programme on the target population in England during 2009–2014.AimsTo assess the impact of the SMC-TTC anti-stigma programme in terms of:– use of the social media channels;– levels of awareness of the SMC-TTC;– changes in knowledge, attitude, and behaviour related to mental disorders.MethodsParticipants completed the mental health knowledge schedule (MAKS), the community attitudes toward mental illness (CAMI) and the reported and intended behaviour scale (RIBS), together with an ad-hoc schedule on socio-demographic characteristics.ResultsIn total, 10526 people were interviewed, it was found a growing usage of the SMC-TTC media channels and of the level of awareness of the campaign (P < 0.001). Being aware of the SMC-TTC was found to be associated with higher score at MAKS (OR = .95, CI = .68 to 1.21; P < .001), at “tolerance and support” CAMI subscale (OR = .12, CI = .09 to .16; P < .001) and RIBS (OR = .71, CI = .51 to .92; P < .001), controlling for confounders.DiscussionIn the general population, SMC-TTC has been found to be effective in improving attitudes and behaviours towards people with mental disorders.ConclusionsConsidering these promising results obtained in England, social media can represent the possible way forward for challenging stigma. The future on-going evaluation of the SMC-TTC may further shed light on the essential role of social media in reducing of stigma and discrimination.Disclosure of interestThe authors have not supplied their declaration of competing interest.
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Costa, Jesaias Ismael, Ana Lúcia Silva Gomes, Geraldo Bernardino, Omar Jorge Sabbag, and Maria Inez Espagnoli Geraldo Martins. "Productive performance and economic evaluation of tambaqui roelo in excavated fishponds, Manaus, Brazil." REVISTA AGRO@MBIENTE ON-LINE 12, no. 3 (October 29, 2018): 234. http://dx.doi.org/10.18227/1982-8470ragro.v12i3.4895.
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Tambaqui is the most widely-cultivated native fish species in Brazil. Although most production
occurs in fish ponds, the species is also raised resevoirs, stream channels and net tanks. Despite its high
yield and productive potential, cultivation of this species is not always economically viable. Consequently, the
current study aimed to provide a technical and economic evaluation of tambaqui (Colossoma macropomum)
production in the metropolitan region of Manaus. Eight projects were selected and, through a semi-structured
questionnaire, production phases, production cycles, management adopted, infrastructure used, productive
indexes and fiscal investment were analysed. Together this allowed total operational cost (TCO) and profitability
indicators to be calculated. Stocking density used influenced apparent feed conversion, specific growth
rate and final mean weight. Feed was the key item in the TOC, comprising 69.63%, followed by labor and
depreciation. Producers sell to: cold-store companies (R$ 4.10 kg-1), markets (R$ 7.30 kg-1), direct consumers
(R$ 10.00 kg-1), supermarkets (R$ 6.20 kg-1) and intermediates (R$ 5.50 kg-1). In general, the production of
tambaqui proved to be fiscally viable, with a profitability index higher than 20%, and success being strongly
related to the marketing channel used, sale price and price of feed.
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Kaabachi, Souheila, Selima Ben Mrad, and Anne Fiedler. "The moderating effect of e-bank structure on French consumers’ trust." International Journal of Bank Marketing 38, no. 2 (October 21, 2019): 501–28. http://dx.doi.org/10.1108/ijbm-04-2019-0119.
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Purpose The purpose of this paper is to demonstrate how an e-bank’s structure (click-and-mortar bank vs internet-only bank) influences the consumer’s evaluation of website quality, and to identify the most significant website features that influence online trust and lead to consumer loyalty. Design/methodology/approach A non-probability convenience sample of 476 online bank users (248 click-and-mortar and 230 internet-only bank users) was used in this study. An online survey was conducted. Structural equation modeling and multi-group analysis were used to analyze the data. Findings Findings suggest that e-trust and e-loyalty levels depend on the e-banking structure. Click-and-mortar-based online users were found to have more trust and loyalty in their online banks than internet-only bank users. Findings demonstrate that website features are evaluated differently according to the e-bank structure. Information design and interactivity are very important for internet-only banks, and their effect on online trust seems to be higher. On the other hand, website personalization was evaluated as more important for click-and-mortar banks and had a stronger impact on online trust. Practical implications To promote the trustworthiness of their websites and retain customers, internet-only banks should make the experience more tangible for users by developing a pleasant online experience. Personalization is an important variable that can enhance the consumer’s engagement with the brand. Click-and-mortar banks should enhance their interactivity by providing a continuous and consistent experience across different channels of distribution whether online or in-person and provide more interactive tools on their websites. Originality/value This study contributes significantly to the marketing research literature related to consumer trust as well as to the electronic banking literature. It is the first study to compare customers of click-and-mortar banks with customers of internet-only banks when evaluating website features. It also explores the impact of the e-bank model on the relationship between website features and online trust and customer loyalty.
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Dairo, Adeolu, and Krisztián Szűcs. "Analytical approach to digital channel performance optimization of mobile money transactions in emerging markets." Innovative Marketing 16, no. 3 (July 16, 2020): 37–47. http://dx.doi.org/10.21511/im.16(3).2020.04.
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Understanding marketing channel performance is a crucial and complex task for the mobile financial technology segment of the mobile industry in emerging markets. However, poor techniques and capabilities for channel optimization of the mobile money users across available channels by the service providers often undermine the performance of these channels. The research aims to develop a target selection and campaign optimization framework for mobile money customers along two channels of transactions. It is complemented by mapping the appropriate campaign techniques across digital and non-digital channels of mobile money transactions. The key analytical method is the combination of fuzzy c-means clustering and RFM algorithm for the target selection development through the usage logs of customers (n = 300) of a mobile service provider. The results indicated that fuzzy c-means clustering and RFM algorithm are efficient for target selection. Also, the mapping of clusters with the appropriate channel of transactions revealed that mobile money users’ transactions could be optimized along the digital channel. The analytic model’s output enables appropriate cross-selling and up-selling campaigns that optimize the service provider revenue from existing and new mobile money users within the customer base. The channel evaluation revealed mobile application channels to be a promising and future channel for mobile money transactions as smartphone penetration continues to grow in emerging mobile markets. That is a positive sign of the digital channel’s future potential for mobile money transactions in developing markets. Acknowledgment The authors wish to thank the University of Pecs under the Higher Education Institution Excellence Program of the Ministry of Innovation and Technology in Hungary within the framework of the 4th Thematic Program – “Enhancing the Role of Domestic Companies in the Re-industrialization of Hungary.”
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Katsoni, Vicky, and Ioulia Poulaki. "Digital evolution and emerging revenue management practices: evidence from Aegean airlines distribution channels." Journal of Hospitality and Tourism Technology 12, no. 2 (May 6, 2021): 254–70. http://dx.doi.org/10.1108/jhtt-12-2019-0145.
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Purpose The rapid digital transformation (DX) that airlines experienced during the past decade has been proven to be the driving force of significant benefits for the airlines when it comes to cost reduction, branding and revenue opportunities when passengers purchase tickets and ancillaries directly from their websites. This paper aims to contribute empirically to the theoretical approaches of DX and revenue management (RM) with the investigation of the Aegean airlines DX progress, focusing on emerging RM practices and digital distribution channels. Design/methodology/approach A content analysis of the airlines’ website and social media performance is used to note the current situation combined with previous and upcoming developments. Evaluation of the company’s digitalization progress is approached by using a combination of two selected DX models, the digital transformation maturity (DTM) concept and the technology acceptance model (TAM). Findings The analysis of qualitative and quantitative secondary data provided by the Aegean airlines indicates that the adoption of a digital evolution marketing plan, enriched with emerging RM practices, is leading to the increase of the bookings coming from the airline’s direct distribution channels (Web & Apps) over those from intermediaries (GDSs). Consequently, Aegean airlines’ DX progress favors cost reduction and revenue increase at the same time. Originality/value DX model-based airline steps combined with direct versus indirect ticket purchase pattern compose a tool to evaluate the airline digitalization progress toward revenue integrity and product customization, as the latest trend in customer-centric strategy of businesses and customer relationship management (eCRM).
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Kumar, Prarthana. "Multisensory Marketing: Creating New Sustainability Perspective in Hospitality Sector." Atna - Journal of Tourism Studies 8, no. 1 (January 1, 2013): 43–55. http://dx.doi.org/10.12727/ajts.9.4.
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Synchronic studies in marketing propose that sensory stimulus, like colour, lighting effects, backdrop music, ambient scents or upholstery‘s texture, affect consumers‘ evaluation of the milieu, the wares presented, and affect consumer behavior (e.g., approximate amount spent, time spent at a store). A Customer is frequently attracted towards a brand based on its sensory experience. In toto, the unexpurgated world is experienced through multiple senses. (Lindstrom & Kotler, 2005). Ingenious brands are discovering means to captivate the entire consumer senses to fortify their brand experience, by amalgamating every sense into the marketing strategy, this approach is called Sensory Marketing. Sensory branding is based on the idea that we are most likely to form, retain and revisit memory when all five senses are engaged. Many companies are discovering that when they engage consumers with multiple sensory touch points—not just the traditional sensory channels of sight or hearing—they can enhance customers‘ emotional connection with their products and brands. The multisensory strategies seek to go beyond delivering functionality and value to evoking significant personal identification with products. It aims to fill in the lacuna of the conventional marketing. Technology is one of the main factors driving Sensory marketing to success. Sensory Marketing has made its mark in multiple fields like Automobiles, Airlines, Hospitality, Casinos, Retail stores, Textile, Leather production, Skin Care and Cosmetics at multiple levels. The following are a few examples for multisensory applications: 74% of Europeans and 46% of American recognize the Nokia ringtone (Lindstrom, 2005); Ford has a specific branded aroma since 2000. 27% of US consumers and 37% of Europeans consider ford has a distinct smell. (Lindstrom, 2005); United Airlines has adapted a famous composition, George Gershwin‘s Rhapsody in Blue, and personalized it; Restaurants play slower music as it creates extended dining hours, increasing 29% of average bill according to an experiment; Heinz launched EZ Squirt Blastin‘, Green Ketchup in 2001. They sold over 10 million bottles in the first 7 months. That is the highest sales peak in the history of Heinz, all because of a simple color adjustment. This paper deals with use of sensory marketing in technology and the use of technology to make Sensory Marketing successful.
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Nicklas, Theresa A., Carolyn C. Johnson, Rosanne Farris, Rochelle Rice, Lisa Lyon, and Runhua Shi. "Development of a School-Based Nutrition Intervention for High School Students: Gimme 5." American Journal of Health Promotion 11, no. 5 (May 1997): 315–22. http://dx.doi.org/10.4278/0890-1171-11.5.315.
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Purpose. To describe a 4-year intervention targeting fruit/vegetable consumption by high school students. Design. This is a cohort study involving six pairs of schools (n = 12) matched on gender, race, enrollment, and location with schools randomly assigned within pairs to intervention or control conditions. Setting. Twelve Archdiocese of New Orleans high schools. Subjects. Cohort was defined as students (n = 2339) who were ninth-graders in the 1993–94 school year who provided baseline data. Intervention. Four components of the intervention are: (1) school-wide media-marketing campaign, (2) school-wide meal and snack modification, (3) classroom workshops and supplementary subject matter activities, and (4) parental involvement. Measures. Focus groups were conducted for target population input and program development. Process evaluation included student feedback on media-marketing intervention materials and activities reported here. Process measures also included school meal participation, student characteristics, and verification of intervention activities. Results. Focus groups indentified barriers to increased consumption of fruit and vegetables as lack of availability, variety, and inconsistency in taste. Student attitudes were favorable regarding a school program to improve diet and parental involvement. Low consumption of fruits/vegetables was reported. After a 2-month school-wide program introduction utilizing various media-marketing materials and activities, 93% of students were aware of the program and 96% could identify the healthy eating message. Conclusions. Program development can be guided and enriched by student input via focus groups. Media-marketing activities effectively delivered health messages and attracted students' attention. Materials and activities used were acceptable channels for increasing awareness, positive attitudes, and knowledge about fruits/vegetables.
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Nolan, Kevin P. "From Analysis to Evaluation: Brand Management and the Future of I-O Psychology." Industrial and Organizational Psychology 10, no. 4 (November 22, 2017): 626–33. http://dx.doi.org/10.1017/iop.2017.68.
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Aguinis et al. (2017) address an issue of upmost importance for the field of industrial-organizational (I-O) psychology: recruitment. The ability to attract and retain talented individuals is a principle determinant of success in a knowledge-driven economy (Yu & Cable, 2012). The focal article notes that future practitioners and researchers are commonly exposed to the field of I-O psychology for the first time via introductory courses taken during their undergraduate education. A study by Rose et al. (2014) likewise suggests that introductory courses are among the most popular channels through which business and human resource professionals learn about I-O psychology. Consequently, the information communicated in these courses not only shapes the beliefs and behaviors of those who might one day produce/provide the goods/services of I-O psychology, but also those who might consume them. Introductory courses are, therefore, both an important recruitment source as well as an important marketing channel. Aguinis et al. provide a much-needed content analysis of the information communicated to students through introductory textbooks and offer insight into the ways in which this information may affect the future of I-O psychology. Building from their analysis of content, this commentary offers an approach to program evaluation that utilizes the principles of brand management to better understand how the messages communicated to students impact their beliefs about the field. Moving from analysis to evaluation is a logical next step in making a desired future for I-O psychology.
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Potente, Sofia, Jackie McIver, Caroline Anderson, and Kay Coppa. "“It's a Beautiful Day for Cancer”: An Innovative Communication Strategy to Engage Youth in Skin Cancer Prevention." Social Marketing Quarterly 17, no. 3 (September 2011): 86–105. http://dx.doi.org/10.1080/15245004.2011.595604.
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Despite 3 decades of traditional media campaigns to raise awareness about skin cancer, Australian youth continue to exhibit poor sun protection behaviors. This article reports on a creative promotional strategy that used entertainment-education and social media marketing to stimulate dialogue and address barriers to sun protection. The campaign centered on an ironic music video launched across multiple media channels, with a focus on social media sites. Process evaluation included campaign reach; and online surveys and thematic analysis of online conversations appraised sun protection attitudes and behaviors. The video received 250,000 views in 4 months, and online surveys identified positive differences between those exposed and not exposed to the video in attitudes toward skin cancer risk, perceived ability to avoid skin cancer by regularly using sun protection, and several self-reported sun protection behaviors, but no differences in peer perceptions of tanning. Of those who watched the video, 25% forwarded the video to friends, 44% reported that the video changed the way they felt about sun protection, and 19% of spontaneous online comments reported an intention to change behavior. The campaign results suggest that entertaining, peer-to-peer messages can be used to engage youth with an important health message for skin cancer prevention.
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Smerichevskyi, Serhii, Tetiana Kniazieva, and Atia Walid. "ASSESSMENT OF MARKETING ACTIVITY MANAGEMENT IN TERRITORIAL UNITS: THEORETICAL-METHODOLOGICAL APPROACH." Baltic Journal of Economic Studies 4, no. 4 (September 2018): 326–33. http://dx.doi.org/10.30525/2256-0742/2018-4-4-326-333.
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The subject of the study is a set of theoretical and methodological aspects of the development of organizational and economic relations that arise in the process of interaction of economic subjects while shaping the potential of territorial marketing as a factor of its socio-economic development. The purpose of the study is to substantiate the methodology for assessing the integral indicator of the territorial marketing functioning. The methodology of the presented study of marketing management in territorial units is based on the multivariate assessment of various economic entities that clearly shows the priorities and unevenness in the areas’ development. Area economic entities themselves are interested in the area development and determine the direction of area development. Economic entities’ direct residence and economic activity conducted by them in the area should be taken into account. This makes them serious experienced experts who are really interested in the effective and rapid development of their area. Economic entities themselves determine the measurable criteria for assessing the directions that they were originally offered. The “brainstorming” is used where the experts in the area development are involved. There is a joint process aimed at obtaining the most concrete and measurable results that actual state is assessed from 0 to 10 by the process participants based on personal observations and statistics. The evaluation of marketing results is based on the multicriteria socio-economic approach. The evaluation criteria should include the economic mechanism formation. This mechanism provides an effective interaction of market institutions and business entities in the area; selection of wholesale and retail organizational and economic forms, financial and credit and business services, as well as organizational and legal forms of trade and economic interregional ties; the markets system creation that is based on the priority provision of consumers and small owners interest; the choice of the most effective channels for goods movement, transportation, warehousing, material, financial, and information flows rationalization. The methodology for estimating the integral indicator of territorial marketing functioning that is presented in the work is based on the next indicators: financial stability, business activity, profitability, technical and technological stability, social sustainability, environmental sustainability that allows monitoring the functioning of the territorial marketing system. This methodology is universal since it allows evaluating areas of different industrial orientations and comparing them in order to identify the greatest functioning stability. Methodology for marketing research of areas potential is based on the system approach, complex consideration of conceptual principles of areas’ marketing potential formation and development; key features of territorial marketing allow carrying out purposeful actions for the sustainable development of area marketing potential, within the framework of which the conditions of its formation are determined, and their aggregate acts as a point of growth of market marketing component of the economic potential of the territory and is the basis for constructing the model of infrastructure of the marketing potential of the territory, used to make sound and balanced management decisions; developed a methodology for assessing the integral indicator of the functioning of territorial marketing. Research conclusion: grounded methodology of research of territorial marketing potential that is based on the system approach, complex consideration of concepts of area marketing potential formation and development. The key features of territorial marketing are distinguished that allow carrying out purposeful actions for the stable development of the area marketing potential, within the framework of which the conditions for its forming are determined, and their complex serves as a point of growth of market marketing component of the area economic potential and is the basis for the creation of the infrastructure model for the area marketing potential that is used to make substantiated and balanced management decisions; a methodology for assessing the integral indicator of territorial marketing is developed.
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Tuten, Tracy, and Victor Perotti. "Lies, brands and social media." Qualitative Market Research: An International Journal 22, no. 1 (January 14, 2019): 5–13. http://dx.doi.org/10.1108/qmr-02-2017-0063.
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Purpose The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media. Design/methodology/approach This study used a mixed-method approach, using a brand situation as a case example, including sentiment analysis of social media conversations and sentiment analysis of media coverage. This study tracks the diffusion of a false claim about the brand via online media coverage, subsequent spreading of the false claim via social media and the resulting impact on sentiment toward the brand. Findings The findings illustrate the influence of digital mass communication sources on the subsequent spread of information about a brand via social media channels and the impact of the social spread of false claims on brand sentiment. This study illustrates the value of social media listening and sentiment analysis for brands as an ongoing business practice. Research limitations/implications While it has long been known that media coverage is in part subsequently diffused through individual sharing, this study reveals the potential for media sentiment to influence sentiment toward a brand. It also illustrates the potential harm brands face when false information is spread via media coverage and subsequently through social media posts and conversations. How brands can most effectively correct false brand beliefs and recover from negative sentiment related to false claims is an area for future research. Practical implications This study suggests that brands are wise to use sentiment analysis as part of their evaluation of earned media coverage from news organizations and to use social listening as an alert system and sentiment analysis to assess impact on attitudes toward the brand. These steps should become part of a brand’s social media management process. Social implications Media are presumed to be impartial reporters of news and information. However, this study illustrated that the sentiment expressed in media coverage about a brand can be measured and diffused beyond the publications’ initial reach via social media. Advertising positioned as news must be labeled as “advertorial” to ensure that those exposed to the message understand that the message is not impartial. News organizations may inadvertently publish false claims and relay information with sentiment that is then carried via social media along with the information itself. Negative information about a brand may be more sensational and, thus, prone to social sharing, no matter how well the findings are researched or sourced. Originality/value The value of the study is its illustration of how false information and media sentiment spread via social media can ultimately affect consumer sentiment and attitude toward the brand. This study also explains the research process for social scraping and sentiment analysis.
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Iyer, Pramod, Atefeh Yazdanparast, and David Strutton. "Examining the effectiveness of WOM/eWOM communications across age-based cohorts: implications for political marketers." Journal of Consumer Marketing 34, no. 7 (November 13, 2017): 646–63. http://dx.doi.org/10.1108/jcm-11-2015-1605.
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Purpose Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters. Specifically, this study examines the role of different WOM/e-WOM political messages (shallow vs deep) delivered through various communication channels on voters’ message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions and WOM/e-WOM intentions. Design/methodology/approach Two experimental design studies were conducted to test the research hypotheses. Data were collected from age-based voting cohorts through snowball sampling and online consumer panels. Findings The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts in terms of message evaluation, believability and attitudinal dispositions. The perceived credibility of the communication source makes a difference in such evaluations and dispositions. Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions, as well as WOM/e-WOM intentions. Research limitations/implications The results are limited in terms of generalizability due to the experimental nature of the studies. Future research may seek to use actual candidates and examine the effects of moderators such as the cognition-based needs of respondents to engage in central or peripheral processing. Practical implications Political marketers can achieve greater credibility and effectiveness and partially restore political marketing’s reputation by honoring three guidelines: construct shallower (or deeper) political marketing messages when targeting younger (or older) voting cohorts through internet-connected (or traditional) delivery modes. Originality/value This paper explores an important but under-researched area in political marketing (i.e. the use of WOM/e-WOM messages in political marketing) and identifies important differences in attitudinal and behavioral dispositions of age-based voting cohorts impacted by the choice of communication mode and message complexity. Moreover, the perceived credibility of the communication source (sender) can sway communication mode preferences for age-based voting cohorts.
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Mushi, Beatrice P., Michael M. Mwachiro, Geoffrey Buckle, Bongani N. Kaimila, Gift Mulima, Violet Kayamba, Paul Kelly, et al. "Improving Access to Self-Expanding Metal Stents for Patients With Esophageal Cancer in Eastern Africa: A Stepwise Implementation Strategy." JCO Global Oncology, no. 7 (January 2021): 118–26. http://dx.doi.org/10.1200/go.20.00318.
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PURPOSE The eastern corridor of Africa is affected by a high burden of esophageal cancer (EC), with > 90% of patients presenting with advanced disease. Self-expanding metal stents (SEMS) have been previously reported as safe and effective for palliation of malignant dysphagia in resource-limited settings; however, access is limited throughout Eastern Africa. METHODS In response to demand for palliative interventions for patients with dysphagia because of EC, the African Esophageal Cancer Consortium (AfrECC) partnered with the Clinton Health Access Initiative to improve access to SEMS in Eastern Africa. We undertook a stepwise implementation approach to (1) identify barriers to SEMS access, (2) conduct a market analysis, (3) select an industry partner, (4) establish regulatory and procurement processes, (5) develop endoscopic training resources, (6) create a medical device registry, and (7) establish principles of accountability. RESULTS Following an evaluation of market demand and potential SEMS manufacturers, Boston Scientific Corporation announced its commitment to launch an access program to provide esophageal SEMS to patients in Tanzania, Kenya, Malawi, and Zambia at a subsidized price. Parallel regulatory and procurement processes were established in each participating country. Endoscopy training courses were designed and conducted, using the Training-of-Trainers model. A device registry was created to centralize data for quality control and to monitor channels of SEMS distribution. Principles of accountability were developed to guide the sustainability of this endeavor. CONCLUSION The AfrECC Stent Access Initiative is an example of a multisector partnership formed to provide an innovative solution to align regional needs with a supply chain for a high-priority medical device.
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Chen, Nan, Xinglong Yang, and Nicola Shadbolt. "The Balanced Scorecard as a Tool Evaluating the Sustainable Performance of Chinese Emerging Family Farms—Evidence from Jilin Province in China." Sustainability 12, no. 17 (August 21, 2020): 6793. http://dx.doi.org/10.3390/su12176793.
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The purpose of this paper is to apply the Balanced Scorecard (BSC) concept to the sustainable performance evaluation of emerging family farms in Jilin, China. A sustainable performance evaluation system was constructed based on the BSC. A questionnaire survey was used with a sample of 156 emerging family farms involved in the production of planting (grain, horticultural crops) and breeding (animal products) enterprises in Jilin, China. The Analytic Hierarchy Process (AHP)-Fuzzy Comprehensive Evaluation method (FCE) was used for the sustainable performance evaluation by different BSC dimensions, farm types, and regions. This empirical study revealed that the BSC is applicable for the farm sustainable performance evaluation in the Chinese context. The key is selecting suitable indicators for the evaluation index system while considering the particularity of market, resources, management, and personnel. The sustainable performance of the investigated family farms is in the slightly above moderate level as a whole. Financial performance and market performance are above moderate, while internal business process performance is moderate, and learning and growth performance is below moderate. They are facing difficult challenges to upgrade in terms of marketing and financing channels, branding, and organic production. Industrial differences existed in the farms’ sustainable performance. Farms combining planting and breeding have better sustainability, which could be a signal for transformation of the traditional single planting or breeding modes in China. The internal business process performance of grain farms is significantly less, due possibly to long-term policy support and protection with less of an emphasis on ecological outcomes. Subtle regional differences in the overall sustainable performance of surveyed family farms suggest that farm performance depends more on management than on external environment.
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Cotarelo, Mitxel, Haydeé Calderón, and Teresa Fayos. "A further approach in omnichannel LSQ, satisfaction and customer loyalty." International Journal of Retail & Distribution Management 49, no. 8 (February 10, 2021): 1133–53. http://dx.doi.org/10.1108/ijrdm-01-2020-0013.
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PurposeThe purpose of this research is to analyse the LSQ in the context of three different omni-channel purchasing scenarios while considering four dimensions (timeliness, availability, condition and return of the product) and to assess their impact on customer satisfaction and loyalty. In addition, an evaluation of the relationship between satisfaction and loyalty in the mentioned omni-channel scenarios is investigated.Design/methodology/approachA mixed two-phase research methodology is proposed: an initial qualitative analysis with six focus groups followed by quantitative research through surveys with a sample of 323 individuals. The proposed scales were tested for three purchase scenarios: “buy-online-ship-direct” (BOSD), “buy-online-pickup-in-store” (BOPS) and “buy-in-store-ship-direct” (BSSD). The data were analysed using partial-least squares structural equation modelling (PLS-SEM) techniques.FindingsIn an omni-channel context, the most important element of the logistics service deriving in satisfaction was timeliness for all the scenarios. The return-of-product dimension of LSQ was relevant for satisfaction in “ship-direct” scenarios, while the availability dimension was only relevant for customer loyalty in the BOPS scenario. Customer satisfaction had a positive impact on loyalty in the three purchasing scenarios.Practical implicationsThese results might provide guidance to managers in order to improve not only logistics procedures and processes but also their relationships with their customers. Moreover, retailers need to account for return policies in ship-direct channels, prioritize punctuality and adapt delivery terms to ensure product availability.Originality/valueThis work represents a progress in LSQ research in the B2C omni-channel environment by extending its study to a previously untested purchasing scenario (BOSD) and including a fundamental and insufficiently explored dimension of the LSQ: the return.
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Syahrul, Alfattory Rheza, Kaksim Kaksim, and Jimi Ronald. "PKM KERAJINAN INU DAN KERUPUK SAGU DASA WISMA MELATI 2 SIBERUT SELATAN KEPULAUAN MENTAWAI." RANGKIANG: Jurnal Pengabdian Pada Masyarakat 1, no. 2 (March 23, 2020): 41–52. http://dx.doi.org/10.22202/rangkiang.2019.v1i2.3821.
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The main issues in this service are related to sales and attractiveness and understanding related to product promotion. As well as the basis for using online applications, e-Commerce implementation requires a fundamental paradigm shift, from the original marketplace that emphasizes physical interaction between sellers and buyers into a market space that relies on electronic transactions. In a traditional marketplace, information, product / service, and payment traffic is physical (location based). In other words, the applicable business model is the geographic business model. Conversely, in a virtual marketplace, product information flow, communication processes between producers and consumers, distribution of goods / services and transactions take place in a virtual / virtual world. The purpose of this service is to improve the production process and the process of selling and utilizing resources in activities and choosing the right marketing channels as well as in the use of media so that the Jasmine 2 group in Batjoja Hamlet is one of the business actors that produce local processed products in Siberut District South. These service methods are outreach, activity assistance, attractive product packaging, online marketing management and activity evaluation. The result of this dedication is that the effort is socialized in this service through social media such as IG, and BUKALAPAK https://www.bukalapak.com/u/craftsinukerupuksagu. Brands and packaging have been designed in such a way and are expected to be increasingly recognized, the Service Team has also provided debriefing to partners in the form of "Smart Packaging" through training and outreach on suitable and appropriate packaging in attracting prospective customers, "standing poch" packaging with seals, which is more flexible and attractive in various sizes. The packaging is ready to be affixed to a complete brand sticker with the label. And many orders have arrived, especially from outside the Mentawai Islands district. Conclusion Melati 2 Group in running a business has the potential to produce value and money. Although the sales of the products produced namely inu craft and sago crackers are getting better locally but the equal distribution of sales and marketing of products is very good and many are interested, but it's just that the potential for promotion must always be done, especially for marketing outside the Island or outside the Regency so that in improving the economic partner groups in particular will increasingly step up. This is also based on information and education held by partner groups in terms of the production process and marketing selection
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Herijgers, M. L. C., and Henk L. W. Pander Maat. "How to evaluate multichannel communication packages: a case study on mortgage information." International Journal of Bank Marketing 33, no. 6 (September 7, 2015): 857–78. http://dx.doi.org/10.1108/ijbm-12-2014-0173.
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Purpose – Complex decision-making is often supported not by single messages but by multichannel communication packages that need to be evaluated in their own right. The purpose of this paper is to present a new analytic approach to this package evaluation task combining textual analysis, functional analysis (FA) and media synchronicity theory. Design/methodology/approach – The authors combine textual analysis, FA and media synchronicity and demonstrate this in a single case analysis of a multichannel communication package offering mortgage information. Findings – When applied to a mortgage communication package for consumers, the evaluation reveals significant problems concerning the contents and timing of mortgage information and the channels chosen to convey it. Research limitations/implications – This paper outlines a new direction for evaluating multichannel consumer information, in that it does not focus on user channel preferences but on channel requirements stemming from the communicative task to be performed. Practical implications – This paper enables designers to optimize the design of multichannel communication packages and its individual components to support customer’s decision-making processes with regards to complex products. Social implications – Improving information to guide complex decision-making processes leads to better informed consumers. Originality/value – Research into effective multichannel communication within marketing is in its infancy. This paper offers a new perspective by focusing on channel requirements stemming from the communicative task rather than consumers’ channel preferences.
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Cui, Wenxin. "Application of Big Data in the Promotion of Fast Selling Products." E3S Web of Conferences 235 (2021): 03078. http://dx.doi.org/10.1051/e3sconf/202123503078.
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In the traditional marketing mode of fast-selling products, the sales mode of physical stores is adopted. However, in the background of the current big data era, it is a trend to optimize the promotion form by applying big data technology. Therefore, this paper puts forward the application research of big data in the promotion of fast-selling products. This paper makes an indepth study on big data technology and commodity marketing. It is believed that there is a lot of information hidden behind the information data, and the application of big data technology pays more attention to consumer behavior than before. In this paper, according to the characteristics of fast-selling products promotion activities, combined with big data technology, the effect evaluation model are established, which can better solve the shortcomings of traditional promotion activities which are difficult to evaluate. And according to the actual needs of the promotion of fast-selling products, targeted optimization is carried out. In order to further verify the data analysis ability of big data technology in the promotion of fast selling products, this paper establishes the corresponding investigation experiment. The experimental data show that big data technology can better analyze the actual effect of various promotion tools and promotion strategies, provide technical support for enterprises before and after the promotion of fast-selling products, and facilitate enterprises to adjust strategies and summarize experience. The analysis shows that big data technology has brought a variety of convenience to the promotion activities, which not only broadens the sales channels, but also provides a new basis for the decision-making of enterprises.
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Silva, Javier Jorge O., Fernando Zerboni, and Maricruz Prado. "Lubrax by Petrobras." Emerald Emerging Markets Case Studies 2, no. 8 (October 17, 2012): 1–25. http://dx.doi.org/10.1108/20450621211291798.
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Subject area The case focuses on brief elaboration, importance, objectives and components. While there are many ways to elaborate a brief, the overriding goal is to outline the most relevant guidelines for campaign design, and the decisions required to launch an advertising campaign. Study level/applicability This case may be used for the first marketing course in MBA curricula, as well as in executive education programs addressing communications and advertising strategy issues. Case overview On a cold July afternoon in 2005, Matías Ruiz faced a difficult challenge. After months of long presentations and detailed discussions, the budget for a new advertising campaign had been finally approved. Ever since its arrival in Argentina, the company had concentrated all its efforts on positioning its corporate brand. Now with a firm standing in the domestic market, the time had come to advertise Lubrax, Petrobras' lubricant brand. Bearing in mind that the goal was to build a unique and independent brand identity for Lubrax while preserving its links to Petrobras, Ruiz's team, along with Diálogo Publicidad, a local advertising agency, had prepared three TV advertisements. Ruiz had to choose the most suitable campaign with an approved budget of US$ 3 million – 40 percent below the sum he had hoped to raise. At least one of those ads had to be launched in late October 2005, in time for the category's seasonal consumer sales peak. To do that, Ruiz needed to make a decision and to present a complete proposal to Lubrax's Marketing Director. This case study describes the questions confronting Ruiz at that time – Which ad should we pick? What brand image do we want for Lubrax? What is it that we wish to communicate? What is our goal? What segment are we addressing? Expected learning outcomes The case provides an insight into the use of advertising campaigns as a marketing tool, describing the company's competition, consumers, distribution channels and organizational hurdles. As a result, it may be used to help students: understand communications complexities, delving into each step in the process and taking stock of relevant decisions involved; learn about the research studies and data analyses required to build a communications plan that fits in with a company's strategy; manage a specific marketing budget; gain experience on advertising campaign development and subsequent evaluation; and survey the mix of marketing drivers needed to boost business sustainability. It will enable students to realize both the significance of thorough brief preparation to pursue a company's strategic goals and the importance of ensuring the ad chosen matches that brief. Supplementary materials Teaching notes are available; please contact your librarian for access.
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Fang, I.-Ching, Peng-Ting Chen, Hsin-Hui Chiu, Chia-Li Lin, and Fong-Chin Su. "Med-Tech Industry Entry Strategy Analysis under COVID-19 Impact." Healthcare 8, no. 4 (October 25, 2020): 431. http://dx.doi.org/10.3390/healthcare8040431.
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COVID-19 has been impacting the Med-Tech industry dramatically since the beginning of 2020. Along with the pandemic continuously growing, the demand for major global medical products such as masks and protective clothing has surged. The Med-Tech industry is facing the huge challenge of a lack of production capacity, including raw material, production equipment, production line, professional human resources, and more. It would require not only the operators in the Med-Tech industry to enlarge their productivity, but also new investors from outside. This study focused on the entry strategy analysis of the Med-Tech industry, developing five driving factors, and conducting an opinion survey from three different aspects, including vendors, channels, and end-users, under COVID-19 impact. A total of 99 valid questionnaires were collected. After that, the Importance Accessibility Analysis-Network Relation Map (IAA-NRM) approach was used to verify the importance and implementation priority of the entry strategies. Then, the Decision Making Trial and Evaluation Laboratory (DEMATEL) technique is used to construct the NRM method. The research results showed that there is a common strategic path, from the regulatory system to operation resources and then marketing promotion. In addition, in these three viewpoints, vendors and end-users have similar priorities in terms of industry attributes and barriers to entry.
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Pradhan, Sudeepta. "Role of CSR in the consumer decision making process – The case of India." Social Responsibility Journal 14, no. 1 (March 5, 2018): 138–58. http://dx.doi.org/10.1108/srj-06-2016-0109.
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Purpose The purpose of this study is to capture the decision-making process of one of the major stakeholders, i.e. consumers, while purchasing from socially responsible firms. Design/methodology/approach This study uses an exploratory approach to have an understanding of consumers’ evaluation of their perceptions of a company’s CSR during the purchasing process. A total of 60 respondents were interviewed, and their responses were transcribed. These messages were then analysed using content analysis. Findings The evaluation of CSR initiatives is an intricate, logical and structured process where consumers consider factors that are valued by them. The findings support the concept of legitimacy theory, as most respondents believed it was the duty of a firm to give back to the society. Research limitations/implications This study suffers from an inherent limitation faced by qualitative studies, namely, the results cannot be generalized. Hence, quantitative methods can be designed in future research in the field. A cross-cultural study would also provide deeper insights and interesting avenues in future investigation to identify different factors. Practical implications Managers have the option of ignoring consumers’ approach towards CSR, and/or focus on CSR positioning and use it in their marketing communications. The Companies Bill, 2013, mandated Indian firms to spend and report their CSR expenditures. Hence, they should use it strategically and advertise their CSR initiatives effectively to influence a large number of consumers. It is also essential for managers to make CSR information easily available and clarify the connection of the company to CSR initiatives. They should also identify the proper channels that would get desired results. Social implications The study investigates the intricate process that explicates the reasons why CSR affects the consumer decision-making process. The research provides a better understanding into intention-behavior gap, investigates the reasons for such discrepancy and identifies a large number of factors. Originality/value The study intends to contribute to the field of marketing by capturing stakeholder (consumer) engagement (by exploring consumers’ beliefs of CSR, their perceptions and the role of such perceptions) in decision-making. It also intends to add to the existing studies in legitimacy theory.
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Dadzie, Kofi Q., Charlene A. Dadzie, and Alvin J. Williams. "Trust and duration of buyer-seller relationship in emerging markets." Journal of Business & Industrial Marketing 33, no. 1 (February 5, 2018): 134–44. http://dx.doi.org/10.1108/jbim-04-2017-0090.
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Purpose This study aims to examine how various components of interpersonal trust (affective and cognitive) influence the duration of buyer-seller relationships in the emerging market (EM) context of a heterogeneous market structure dominated by small, fragmented sellers/suppliers. Design/methodology/approach The study proposes a hazard model for analyzing duration effects of interpersonal trust in the EM context. The model was validated using data on buying agents provided by 340 cocoa sellers/producers in Ghana, gathered from extensive field interviews. Findings Results of the survival analysis reveal a limited but significant positive duration effect of cognitive (ability) trust only. Further analysis of sellers’ duration intentions (intention to remain with a buyer) also reveals a positive impact of affective trust but no impact of cognitive (ability and integrity) trust. Cocoa bean sellers’ evaluation of buying firms’ purchasing agents suggests that buying firms underperform on emotional/affective components of interpersonal trust, and that private firms outperform state buying agents on ability trust as well. Research limitations/implications While this study focused on the fragmented nature of sellers in the EM context, and the scope was limited to the sellers’ interpersonal trust perception of the buyer-seller, future research should examine both buyer and seller perceptions to obtain complete insight into the buyer-seller dyad in the EM context. In addition, the results of the duration effects identified in this study may not be generalizable to other EM export commodities, where channels have long been fully privatized. Ghana’s cocoa export marketing system was only recently privatized, and potentially has more sellers at the risk of adopting/switching relationships with their buyers than would be expected in more privatized expert commodity marketing systems. Practical implications Managers of export commodity buying firms in EMs can take advantage of the positive duration effects of cognitive trust by constantly improving the capabilities of their purchasing agents throughout the lifetime of their suppliers to sustain their relationship. However, sellers’ intention to switch can be mitigated by formalizing policies that encourage emotional bonds with sellers, especially small-scale producers in highly vulnerable bargaining positions. The aggregate output of small-scale producers could be of strategic importance in the future. Originality/value Managers need systematic empirical evidence of the nature of duration effects of interpersonal trust given anecdotal evidence suggesting that managers have a tendency to emphasize cognitive trust over affective/emotional trust. Further, the applicability of such evidence in the EM context is critical given unique conditions such as highly fragmented sellers dealing with relatively large corporations.
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Parker, Michael L., and Sylvia M. Blankenship. "228 Effect of Ethylene Inhibitors on Postharvest Peach Quality." HortScience 34, no. 3 (June 1999): 481D—481. http://dx.doi.org/10.21273/hortsci.34.3.481d.
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A problem facing the peach industry is the ability to harvest field-ripened peaches and get them to market without significant softening or damage. However, getting mature peaches into marketing channels before significant softening occurs is a challenge. Our objectives were to evaluate two growth regulators to determine the effect on fruit quality and softening at harvest and after 1, 2, or 3 weeks in cold storage and to evaluate the effect on harvest date. The two products evaluated in this study were ReTain (aminoethoxyvinylglycine (AVG)—Abbott Labs) and EthylBloc (1-methylcyclopropene (MCP)—Biotechnologies for Horticulture). ReTain is a growth regulator that inhibits ethylene production and is used in commercial apple production to delay harvest. EthylBloc is applied as a gas and attaches to ethylene receptor sites which inhibits ethylene effects. A trial with preharvest foliar applications of ReTain and postharvest gassing with EthylBloc was initiated in July 1998 on `Contender' peaches. ReTain applications were made at 3-day intervals beginning 19 days before first harvest at the rate of 50 g a.i./acre. Applications 3 days before harvest resulted in increased flesh firmness at harvest and decreased ethylene evolution, which continued for up to 3 weeks in cold storage. Fruit were also gassed with 1 μl•L-1 (1ppm) EthylBloc in the laboratory the day following harvest for 24 h. Fruit treated with ReTain and EthylBloc had twice the flesh firmness of peaches that were not treated after 1 week in storage. ReTain applied 3 days before harvest delayed maturity. Further evaluation will be conducted in 1999.
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Chlebovský, Vít. "Repeat Research and Comparison of Czech, Slovak and Swiss Product Innovation Oriented Firms’ Communication in Social Media." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 67, no. 2 (2019): 485–92. http://dx.doi.org/10.11118/actaun201967020485.
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The objective of the research described in this article is a repeat analysis and comparison of social media communication channels used in Czech, Slovak and Swiss product innovation‑oriented companies, where the Swiss set of companies is used as a benchmark. The research is conducted using the same methodology as previous research described in Chlebovský (2015). The use of the same methodology allows comparison of the both research results and discussion on the development of social media use in marketing communication of production innovation‑oriented companies in selected countries. The primary research was carried out by scanning the social media use of the selected companies. European company database Amadeus, provided by Bureau van Dijk, was used for company selection in all three countries under the same search criteria. The set of companies researched covers the highest turnover product innovation‑oriented companies. Each particular sample set covered 100 companies from each country. The activity of the selected companies on Facebook, YouTube, Twitter, Instagram and LinkedIn were observed and particular metrics were scaled. Microsoft Excel was used for storing, statistical processing and graphic outputs of the research. The hypotheses formulated were statistically tested and the results confirmed. In order to confirm or reject normal data distribution, the Anderson‑Darling Normality Test was performed through all three sample sets. This test rejected normal data distribution for all three data sets. The non‑parametric Mann‑Whitney U test was then used to test the hypothesis. Evaluation of the results in comparison with previous research shows an increase in use of social media in communication of Czech and Slovak companies. Hypothesis tests show that Czech product innovation‑oriented companies are statistically equal in activity and success in communication through social media compared to the Swiss benchmark. Slovak companies are still behind the Swiss benchmark.
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Ashton, Ann Suwaree, Noel Scott, and Therdchai Choibamroong. "Place development for international retirement migrants: a decision-making process model." Journal of Place Management and Development 12, no. 3 (August 5, 2019): 449–68. http://dx.doi.org/10.1108/jpmd-05-2018-0035.
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Purpose This study aims to investigate the decision-making processes of international retirement migrants. The development of a place in response to the high demand for international retirement migration has become an important strategy for stakeholders within host destinations; of particular interest is international retirement migrant behaviour and intention to stay and retire in a foreign country. Design/methodology/approach This research presents the results of a qualitative study using face-to-face interview techniques. Content analysis technique was used to analyse data from interviews with 33 international retirees in Thailand. Findings Destination stakeholders must consider creating awareness of the destination through WOM, trustworthy websites and government channels, which migrants evaluate a destination based on pre-retirement visits that create attachment and emotional feelings for the place, and finally, the decision-making processes of short stay, semi-permanent and permanent migrants. Research limitations/implications This qualitative study investigated migrants from Europe, Australia and the USA. An understanding of IR migrants from Asia needs further research. Practical implications The results can be used as guidelines for government, hospitality and tourism stakeholders. IR migrants want different destination attributes to mainstream tourists, especially a peaceful environment, mild weather (not too cold or hot), and to live among locals. Originality/value This study examines migrant decision-making processes. The results provide a theoretical foundation for how IR migrants decide to retire overseas. This comprises three components: destination awareness, secondly, evaluation of the destination’s resources, and finally, the decision and implementation of their plans.
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Westermann, Arne, Eckhard Marten, Christoph Moss, Marcus Simon, and Rebecca Zimmermann. "Content Marketing – More than just a Buzz Word? Empirical findings on the Attitude of Companies, Agencies and Publishing Houses." MedienJournal 43, no. 2 (October 31, 2019): 45–66. http://dx.doi.org/10.24989/medienjournal.v43i2.1739.
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The communicative environment of companies and consumers has changed dramatically since the mid 90’s: The changing media use of consumers as well as the growing diversity of media have led to a fierce competition for the attention of consumers and stakeholders (Kannan and Li 2017, p. 22 ff.).
Especially the new technical opportunities have led to disruptive changes in generating, organizing and spreading media content (Pulizzi 2014, p. 139 ff.). This leads to a significant loss of importance of traditional journalism, the classical media and advertisements: They lose their formerly exclusive role as information broker. Journalists and companies are no longer able to simply push their messages into the public. Instead, they have to hope that the generated content attracts recipients, consumers and stakeholders who pick the information being considered most attractive: As consequence push strategies are increasingly replaced by pull strategies, and the marketing of products and services by means of content-related concepts plays an increasing role. Due to this CM has become a “buzz word” (Bertling 2016, p. 4), but from a scientific perspective, the concept of CM is not clearly defined. The different origins in Corporate and Marketing Communications as well as the importance for both disciplines are the major reasons for this, leading to a diffuse understanding especially in communication practice.
The central research question examines the effects of these different definitions on the way CM is perceived and performed. Additionally the goal of the study is to get a comprehensive picture of how CM is used by companies, agencies and publishing houses in the German-speaking area.
In order to answer the research questions a quantitative online survey of 263 marketing and communication managers in the German-speaking area has been conducted, initially differentiating between companies or agencies/publishers.
Strategic and conceptual aspects (e.g. definition, objectives, responsibilities) of CM as well as the operational implementation (e.g. channels, formats) and ex-post evaluation (e.g. success measurement) of the various concepts are inherent to the question in how far companies and agencies use CM. The results are interpreted by means of descriptive statistics and correlations/significance testing.
The results confirm the definition problem since both, the PR-oriented definition and the marketing/advertising definition, were selected by the respondents. However, the results lead to the assumption, that despite of this there are no complete different ways of perceiving and performing CM caused by these different basic understandings. CM is understood primarily as a PR technique which is usually used in brand communication thus being a threat to classic advertising without sharing the “hard selling” aspects of advertising – this seems to be a widely spread consensus among professionals irrespective of their background and the definition chosen. This result as such as well as the fact that there are only slight differences between the two groups point into one direction: The edges between the different communication disciplines are increasingly blurring.
Though the study has quite a broad basis (263 respondents) for a survey conducted among professionals, the reach of the results is limited and cannot be transferred to companies or agencies as such. Due to the sample size differences between industry sectors or the size of the companies could not be investigated. The sample size also limits the possibilities for statistic testing. Furthermore, the results just refer to the German-speaking and area and therefore cannot directly be transferred to the situation in other regions or countries.
CM seems to have the potential to replace traditional advertising at least partially. In most companies with special budgets for CM, consequently this is at the expense of the advertising budget. There is clear evidence that CM attacks classic advertising not only in the perception of professionals but also in the financial dimension. This leads to the assumption that large budgets might be reallocated in the future.
Due to the growing importance of CM companies are changing their working methods, and agencies are responding with a content-oriented range of services. Traditional advertising revenues are likely to be eroded and once again, traditional media will suffer. The social and economic consequences of this development will be one of the most exciting tasks to which future communication research should be devoted.
The study described in this article is the first comprehensive study shedding a light on CM in the German-speaking area and dealing with the question if the different basic definitions and understandings of CM have an influence on how it is perceived and practiced. It furthermore is the first study which directly offers possibilities to compare results for companies and agencies.
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KRYVORUCHKO, O., and A. ОVCHARENKO. "FORMATION OF QUALITY MANAGEMENT SYSTEM FOR LOGISTICS BUSINESS PROCESSES AT MOTOR-TRANSPORT ENTERPRISES." Economics of the transport complex, no. 37 (May 12, 2021): 95. http://dx.doi.org/10.30977/etk.2225-2304.2021.37.95.
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Effective management of logistics business processes quality, organization and achievement of goals require an appropriate system. However, in modern literature and practice, quality management of logistics business processes is carried out in fragments, out of necessity; management functions are not organized into a single system. Therefore, the main task of the study is to determine the place of quality management system of logistics business processes in the overall management system of the enterprise, substantiate its structure and content.
The theoretical basis for the formation of a quality management system for logistics business processes is the basic provisions of process and system approaches. The process approach provides consideration of logistics business processes of the enterprise as a set of interconnected logistics processes carried out by stages of production; system approach includes the creation of an organized dynamic system characterized by the interaction of the object, the subject through control channels and feedback, as well as the study of the system behavior taking into account the influence of the external environment.
Quality management of logistics business processes consists of two aspects: strategic and current. Management of strategic processes is subject to corporate (marketing) strategy and takes into account the needs of consumers from the standpoint of logistics; continuous improvement of the quality of logistics business processes; measuring the level of achieved quality of business processes and continuous monitoring.
Quality management of logistics business processes of current activities includes organizing management in such a way as to best satisfy the end user while achieving high efficiency of logistics business processes (operational planning, organization of business processes, analysis of key indicators of their evaluation, preventive and corrective actions, bringing decisions to the performers, etc.). The implementation of such management is based on the general principle of the quality chain.
The prospects for further research are to develop approaches to the implementation of appropriate quality management functions of logistics processes at motor-transport enterprises.
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Makarenko, N. А., and S. V. Vovchok. "OPTIMIZATION OF LOGISTICS SOLUTIONS TO ENSURE STRATEGIC MANAGEMENT OF AGRICULTURAL ENTERPRISES." Vìsnik Sumsʹkogo deržavnogo unìversitetu, no. 4 (2020): 65–75. http://dx.doi.org/10.21272/1817-9215.2020.4-8.
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Relevance of research. Optimization of logistics solutions taking into account the competitiveness of agricultural enterprises actualizes the provision of strategic management of their development. The purpose of the study: to study the methodological approaches to the formation of effective strategies for managing the logistics activities of enterprises and to determine the relationship between the formation and evaluation of the effectiveness of the logistics development strategy as elements of competitive advantage. Methodology and scientific methods: dialectical, abstract-logical, factorial, economic-statistical, monographic methods are used. Research results: the article considers the essence of logistics management and the problems of ensuring strategic management of agricultural enterprises through the development of optimal logistics strategies. The expediency of using a logistical approach in the management of strategic development of enterprises, which allows you to clearly and quickly respond to the level of consumer demand and meet it with minimal costs and stocks. Therefore, it significantly depends on a certain set of factors. The factors on the application of which the efficiency of the implementation of the logistics management strategy depends are stated. It is proposed for agricultural enterprises to focus strategic logistics management on the strategy "Ensuring the competitive advantages of the enterprise" on the principles of the logistics strategy "Maximization of income and profits", which allows using a marketing approach to increase the competitiveness of the enterprise in the agricultural market. Strategies of logistics management as ways of systematization of logistics tasks within the limits of improvement of a logistic component of economic activity and strengthening of a strategic position of each enterprise, based on the corresponding concepts of logistics, construction of integrated structure of logistic systems and orientation of all links of logistic chains on final results. The results of the solution of the proposed logistics project allow to compare in the system of optimized and actual results of distribution of products through sales channels and to identify patterns in certain periods of entry of farms into the market of agricultural products. It is determined that the most promising and practically important direction of development of research of efficiency of strategic logistic management of the enterprise is the account in system of estimation not only of indicators of performance of logistic operations, but also indicators of efficiency of administrative logistic processes. Research framework / possibility of using the results: the proposed method of substantiation of the choice of logistics strategic alternatives depending on: ensuring the competitive advantages of the enterprise and maximizing income and profits allows using a marketing approach to increase the competitiveness of the enterprise in the agricultural market. Practical significance: the project of the logistic decision in the field of stimulation of sale and distribution policy for the agrarian enterprise is offered, the estimation of efficiency of strategic logistic management of the enterprise on indicators of logistic flows is carried out, conclusions concerning prospects of introduction of competitive strategies of management of logistic activity in agrarian sphere are made. Social consequences: the results of this assessment affect the adoption of optimal logistics decisions by the management of agricultural enterprises to ensure their own competitive advantages in the market.