To see the other types of publications on this topic, follow the link: Non-traditional marketing.
Journal articles on the topic 'Non-traditional marketing'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Non-traditional marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Raiko, D. V., L. M. Tseytlin, and V. I. Kyrylenko. "Developing the classification of non-traditional marketing communication tools." Marketing and Management of Innovations, no. 2 (2017): 36–46. http://dx.doi.org/10.21272/mmi.2017.2-03.
Full text
2
Zueva, Daria. "Network Marketing as Non-Traditional Form of Economic Organization." Journal of Economic Sociology 6, no. 4 (2005): 67–92. http://dx.doi.org/10.17323/1726-3247-2005-4-67-92.
Full text
3
Wardley, Leslie J., Charles H. Bélanger, and Valorie M. Leonard. "Institutional commitment of traditional and non-traditional-aged students: a potential brand measurement?" Journal of Marketing for Higher Education 23, no. 1 (June 2013): 90–112. http://dx.doi.org/10.1080/08841241.2013.810691.
Full text
4
Schatzel, Kim, Thomas Callahan, Crystal J. Scott, and Timothy Davis. "Reaching the non-traditional stopout population: a segmentation approach." Journal of Marketing for Higher Education 21, no. 1 (June 2011): 47–60. http://dx.doi.org/10.1080/08841241.2011.569590.
Full text
5
Tootelian, Dennis H., Lynn W. Rolston, and Michael J. Negrete. "Consumer Receptiveness to Non-Traditional Roles for Community Pharmacists." Health Marketing Quarterly 23, no. 1 (July 1, 2005): 43–56. http://dx.doi.org/10.1300/j026v23n01_04.
Full text
6
Meissner, Frank. "Forecasting Market Share for Non-Traditional Agricultural Exports." Journal of International Food & Agribusiness Marketing 2, no. 1 (May 4, 1990): 7–20. http://dx.doi.org/10.1300/j047v02n01_02.
Full text
7
Mintu-Wimsatt, Alma. "Comedydriving.com - Online Defensive Driving: A Teaching Case." Journal of Business Case Studies (JBCS) 5, no. 6 (June 27, 2011): 41. http://dx.doi.org/10.19030/jbcs.v5i6.4731.
Full textAbstract:
This case highlights the impact of the Internet on the practice of Marketing. Because the Internet and its technologies have given rise to several of non-traditional products, the business approach to marketing issues for web-based products are often questioned. This case illustrates the merits of utilizing traditional strategic marketing tools in charting successful courses of action. For example, the importance of a SWOT analysis in analyzing an ebusiness marketing mix product, price, place and promotion, is emphasized. The case is recommended for either senior- level or graduate-level marketing course work.
8
Barnes, John W., and John Hadjimarcou. "An Investigation of the Perceptions of Business Students Regarding Non-Traditional Business Education Formats." Journal of Marketing for Higher Education 9, no. 2 (January 12, 2000): 59–81. http://dx.doi.org/10.1300/j050v09n02_04.
Full text
9
Caid-Jefferson, M. R., and L. L. Ebro. "Services marketing skills, service quality attitudes and professional development needs of non-traditional dietitians." Journal of the American Dietetic Association 101, no. 9 (September 2001): A—14. http://dx.doi.org/10.1016/s0002-8223(01)80021-3.
Full text
10
Shank, Matthew D., Margaret H. Winchell, and Margaret Myers. "Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities." Journal of Marketing for Higher Education 11, no. 1 (September 2001): 63–72. http://dx.doi.org/10.1300/j050v11n01_04.
Full text
11
Borgerson, Janet L., Jonathan E. Schroeder, Britta Blomberg, and Erika Thorssén. "The Gay Family in the Ad: Consumer Responses to Non-traditional Families in Marketing Communications." Journal of Marketing Management 22, no. 9-10 (November 2006): 955–78. http://dx.doi.org/10.1362/026725706778935646.
Full text
12
Childs, Michelle, Tiffany Blanchflower, Songyee Hur, and Delisia Matthews. "Non-traditional marketplaces in the retail apocalypse: investigating consumers' buying behaviours." International Journal of Retail & Distribution Management 48, no. 3 (February 23, 2020): 262–86. http://dx.doi.org/10.1108/ijrdm-03-2019-0079.
Full textAbstract:
PurposeRevolutionary changes are happening in retail, and the term “retail apocalypse” reflects these dramatic changes. As a growing number of traditional brick-and-motor retailers are closing, the aim of this study is to understand and test the dimensions of specific store and consumer factors that are driving this shift towards non-traditional retail marketplaces (e.g. pop-up stores, fashion trucks), factors that drive consumer loyalty (i.e. re-patronage intentions) and the mediating role of shopping enjoyment in this context.Design/methodology/approachThis study used a consumer panel (n = 237) of previous shoppers of non-traditional retailers. Utilising exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), this study identifies possible store and consumer factors that are associated with consumers' patronage of non-traditional retailers. Based on results, we propose a model for non-traditional retail shopping behaviour.FindingsEFA revealed that quality of personal experience and consumer curiosity were dominant factors explaining variance. Key findings revealed that in-store factors (in-store ambiance, quality and value of products) and consumer factors (consumer curiosity, quality consciousness) influence consumers' re-patronage intentions. This highlights the importance of maintaining quality elements in shopping experiences. Shopping enjoyment was found to mediate relationships, indicating that while not all factors directly impact loyalty, it can be enhanced through pleasurable shopping experiences.Practical implicationsOur findings help retailers understand which factors are driving this dramatic change in consumer behaviour so they may develop better strategies to attract and retain customers. Retailers need to highlight product quality and in-store atmosphere and spark consumers' quality consciousness and curiosity to enhance consumer loyalty.Originality/valueDespite the rise in popularity, this is the first study to investigate non-traditional retailers comprehensively.
13
Rosnerova, Zuzana, and Dagmar Hraskova. "The Application and Importance of Marketing and its Tools in the Conditions of Non-profit Organizations on a Global Scale." SHS Web of Conferences 92 (2021): 02055. http://dx.doi.org/10.1051/shsconf/20219202055.
Full textAbstract:
Research background:Marketing as a separate area of activities does not immediately occur only in the environment of companies, but is also used in the environment of non-profit organizations. Although the activities of non-profit organizations differ significantly from the activities of commercially oriented companies, even in the case of non-profit organizations, marketing activities and tools are used to improve the overall progress of non-profit organizations.Purpose of the article:The article deals with the analysis of marketing activities and tools that are applied in the conditions of non-profit organizations. In the case of applicable marketing tools, we will also address the question of whether it is necessary to modify traditional marketing tools in the environment of non-profit organizations. The aim of the article is to analyse the most frequently applied marketing tools in the environment of non-profit organizations.Methods:Descriptive methods as well as comparative methods are used in the analysis in order to compare them with the commercial sector. In this article, we work with the hypothesis that the application of the marketing concept will be different compared to profit-oriented marketing and we assume that marketing strategies will require a certain degree of modification.Findings & Value added:Based on the performed analysis, we will evaluate the findings of this issue and suggest other options for the implementation of marketing tools in the environment of non-profit organizations.
14
Mishra, Saurabh, Demetrios Vakratsas, and Alexander V. Krasnikov. "Protecting positioning innovations: the emergence of non-traditional trademark registrations." Marketing Letters 29, no. 3 (August 24, 2018): 307–18. http://dx.doi.org/10.1007/s11002-018-9466-5.
Full text
15
Gregoriou, Greg N., and Fabrice Rouah. "An examination of CEO compensation of US banks and thrifts using non-traditional performance measures: 1997–2001." Journal of Financial Services Marketing 7, no. 3 (March 2003): 246–57. http://dx.doi.org/10.1057/palgrave.fsm.4770089.
Full text
16
Gawrysiak, Joey, Rick Burton, Seth Jenny, and Dylan Williams. "Using Esports Efficiently to Enhance and Extend Brand Perceptions – A Literature Review." Physical Culture and Sport. Studies and Research 86, no. 1 (June 1, 2020): 1–14. http://dx.doi.org/10.2478/pcssr-2020-0008.
Full textAbstract:
AbstractWhile discussion and media coverage of esports (i.e., organized competitive video gaming) has dramatically increased since 2016, the use of esports by established consumer brands has not been emphasized in the sport marketing and sponsorship literature. Though appearing in limited sport management research, esports is a non-traditional sport form that generated just under $1.2 billion in revenue as an industry in 2019. However, many non-endemic traditional consumer brands have resisted capitalizing on esports brand-building opportunities. This paper provides a literature review of the past and current esports and sport marketing literature, resulting in the creation of a figure depicting the esports endemic and non-endemic company evolution of esports brand utilization. The evolution of the competitive video game market details how endemic companies are more apt to establish themselves in the esports space before non-endemic companies because of the way that the industry moves and has acceptance by gamers and non-gamers. Marketers and brand managers that have historically employed traditional sports may glean ideas on how to best enhance and extend their brand through the burgeoning esports industry. Moreover, ideas regarding when companies should enter the esports ecosystem is provided.
17
Nursanti, Tinjung Desy, and Melisa Melisa. "Pengaruh Experiential Marketing terhadap Sikap Konsumen Motor Yamaha pada PT Laksana Kencana Gemilang." Binus Business Review 2, no. 1 (May 30, 2011): 65. http://dx.doi.org/10.21512/bbr.v2i1.1111.
Full textAbstract:
Today’s business competition is not just relying on product quality but further the quality of service. As the development of the era, marketers need an approach that combines the practice of non-traditional marketing that is integrated to enhance personal and emotional experience associated with the brand (experiential marketing). This corresponds closely with the customer experience and very different from the traditional marketing system that focuses on the functions and benefits of a product. This study is descriptive and causal. Descriptive study aims to determine consumer attitudes and causal research aims to influence experiential marketing on consumer attitudes on PT Laksana Yamaha Kencana Gemilang. Data was collected by distributing questionnaires and through literature study. Analysis of the data used in this research is Fishbein and regression models. The results showed that consumer attitudes Yamaha are positive and the influence of Experiential Marketing of consumer attitudes are significantly by 20.9%, while the remaining 79.1% influenced by other variables not examined in this study.
18
Domegan, Christine, Patricia McHugh, Brian Joseph Biroscak, Carol Bryant, and Tanja Calis. "Non-linear causal modelling in social marketing for wicked problems." Journal of Social Marketing 7, no. 3 (July 10, 2017): 305–29. http://dx.doi.org/10.1108/jsocm-02-2017-0007.
Full textAbstract:
PurposeThe purpose of this paper is to show how non-linear causal modelling knowledge, already accumulated by other disciplines, is central to unravelling wicked problem scoping and definition in social marketing. Design/methodology/approachThe paper is an illustrative case study approach, highlighting three real-world exemplars of causal modelling for wicked problem definition. FindingsThe findings show how the traditional linear research methods of social marketing are not sensitive enough to the dynamics and complexities of wicked problems. A shift to non-linear causal modelling techniques and methods, using interaction as the unit of analysis, provides insight and understanding into the chains of causal dependencies underlying social marketing problems. Research limitations/implicationsThis research extends the application of systems thinking in social marketing through the illustration of three non-linear causal modelling techniques, namely, collective intelligence, fuzzy cognitive mapping and system dynamics modelling. Each technique has the capacity to visualise structural and behavioural properties of complex systems and identify the central interactions driving behaviour. Practical implicationsNon-linear causal modelling methods provide a robust platform for practical manifestations of collaborative-based strategic projects in social marketing, when used with participatory research, suitable for micro, meso, macro or systems wide interventions. Originality/valueThe paper identifies non-linear causality as central to wicked problem scoping identification, documentation and analysis in social marketing. This paper advances multi-causal knowledge in the social marketing paradigm by using fuzzy, collective and interpretative methods as a bridge between linear and non-linear causality in wicked problem research.
19
Shahrokh, Zohreh Dehdashti, and Mohammad Mehdi Poursaeed. "Managing Non-Organic Virtual Brand Communities in Social Networking Sites." International Journal of E-Business Research 11, no. 4 (October 2015): 47–62. http://dx.doi.org/10.4018/ijebr.2015100104.
Full textAbstract:
Social networking is creating a type of developed market. They act in opposition to top-down marketing methods and traditional company-based branding. More importantly, they give customers more value for the knowledge and experience exchanged compared to advertising by companies and one-way marketing messages. Businesses must inform themselves and choose strategies to manage their virtual brand communities (VBCs). Without a clear plan and model for brand management in cyberspace, marketing will have little effect. The present study provides a conceptual framework for managing non-organic VBCs. The first part of the model includes factors affecting engagement. The second part reveals the outcomes of engaging at the VBC level and the third part provides the outcomes of engagement at the business level.
20
ZHAN, QIAN. "The International Registration of Non-traditional Trademarks: Compliance with the TRIPS Agreement and the Paris Convention." World Trade Review 16, no. 1 (October 10, 2016): 111–40. http://dx.doi.org/10.1017/s1474745616000392.
Full textAbstract:
AbstractContemporary international trademark law is subject to a dynamic process. As communication and marketing strategies steadily evolve, enterprises seek to develop non-traditional signs as trademarks in international trade. Since non-traditional trademarks have received broad protection among WTO Members, the international registration of non-traditional trademarks has raised certain questions. This article focuses on issues of the registration of non-traditional trademarks from an international perspective. With a brief introduction to the new category of trademarks, Section 2 discusses whether non-traditional signs can constitute trademarks by analyzing the trademark definition that is stipulated in Article 15.1 of the TRIPS Agreement and introduces the current status of the legal protection afforded to non-traditional trademarks under the domestic trademark legislations in WTO Member states. Section 3 presents an in-depth analysis of Article 6quinquies of the Paris Convention and aims to address the significance of Article 6quinquies with regard to the international registration of non-traditional trademarks by comparing the essential difference between the two modes of international registration of trademarks. The conclusion provides strategical suggestions and practical guidance for both trademark applicants and competent authorities of WTO Members.
21
AMELICICHIN, E., and V. CALUGHER. "THE NECESSITY OF USING RESEARCH IN DIRECT MARKETING OF THE HIGHER EDUCATION INSTITUTION." Series IX Sciences of Human Kinetics 14(63), no. 1 (June 10, 2021): 197–202. http://dx.doi.org/10.31926/but.shk.2021.14.63.1.25.
Full textAbstract:
Currently, the use of research in direct marketing is in a continuous dynamic as the traditional and non-traditional direct marketing have been developed in a convergent direction. Moreover, the integrated marketing communications have been developed, and service providers have taken a number of measures to be as close as possible to their clients. In this context, higher education institutions in the Republic of Moldova, as they stand on a market for developing educational services, where the major competitors are becoming more experienced and sophisticated, appear to create the necessary conditions that would allow to attract as many students as possible. Thus, the specialized higher education institution in the field of "Sports Sciences" is in a position to establish and authorize more attractive programs, capable of differentiating from similar ones from local academic system.
22
Roy, Subhadip, and Sunny Bose. "Punascha: marketing strategies of a Bengali publisher." Emerald Emerging Markets Case Studies 1, no. 4 (October 1, 2011): 1–18. http://dx.doi.org/10.1108/20450621111186174.
Full textAbstract:
Subject area Marketing, Marketing environment, Marketing strategy. Study level/applicability Post Graduate (MBA), Executive Education Program. Case overview The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in-depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful. Expected learning outcomes Understanding the basics of 4Ps of marketing and how they are used in synchronisation with each other to achieve the marketing objectives. Understanding the role of marketing environment in marketing strategy. Realizing the need of a new product development strategy. Assessing the need of non-traditional modes of marketing communications and its role in product promotion. Supplementary materials Teaching notes.
23
Kartikasari, Ratih Dwi, Irham Irham, and Jangkung Handoyo Mulyo. "Level of Customer Satisfaction Towards Marketing Mix In Indonesian Traditional Market." Agro Ekonomi 29, no. 2 (February 13, 2019): 218. http://dx.doi.org/10.22146/ae.35888.
Full textAbstract:
The competition of various shopping centers in attracting consumers is getting more intense due to the increased consumer purchasing power. Many studies show that consumers are more interested to shop in a modern market, which has many attractive facilities, but only a few studies have examined the satisfaction of consumers shopping in traditional markets. The purpose of this study was to examine the level of customer satisfaction in traditional markets and to find out the priority strategies for improving traditional market performance. The data was analyzed using the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). Non-probability sampling was employed with an accidental sampling technique to as many as 180 customers in 8 traditional markets in Indonesia. Based on the research analysis, the CSI value obtained was 74.25%, showing that the customers were satisfied with the performance of traditional market merchants. The most considered marketing mix attribute to consumers in shopping was the friendliness of merchants when serving their consumers. This means that consumers did not only pay attention to the type of products purchased but also consider the services they received in the transaction. The priority strategy that needs to be done is to maintain the performance of attributes in Concentrate Here quadrant which consist of product availability, market hygiene, product price in line with expectations, lower product price, additional free product for certain quantity purchase, and discounted price from merchants.
24
Govindasamy, Ramu, Ferdaus Hossain, and Adesoji Adelaja. "Income of Farmers Who Use Direct Marketing." Agricultural and Resource Economics Review 28, no. 1 (April 1999): 76–83. http://dx.doi.org/10.1017/s106828050000099x.
Full textAbstract:
Policy makers are looking for ways to preserve farmlands, especially near urban areas. Farmers are also trying to find ways to increase their farm income by incorporating non-traditional activities into their farm routine. This paper attempts to quantify the contributions of selected nontraditional activities towards farmers’ efforts to enhance their farm income. For farmers involved in direct marketing, a logit model is used to estimate the probability of attaining high income for each activity considered. The results indicate that activities such as agrotourism, direct retailing to consumers, selling of farm related value-added products, greenhouse operations and urban location of farm markets will increase the chance of attaining high income levels.
25
Dahlén, Micael, Anton Granlund, and Mikael Grenros. "The consumer‐perceived value of non‐traditional media: effects of brand reputation, appropriateness and expense." Journal of Consumer Marketing 26, no. 3 (May 2009): 155–63. http://dx.doi.org/10.1108/07363760910954091.
Full text
26
Fithri, Diana Laily, Andy Prasetyo Utomo, and Fajar Nugraha. "Implementasi dan Pemanfaatan E-Marketing untuk Optimalisasi Business to Business di Bank Sampah Sekar Melati Kabupaten Kudus." Journal of Dedicators Community 5, no. 2 (July 27, 2020): 110–17. http://dx.doi.org/10.34001/jdc.v5i2.1203.
Full textAbstract:
Mlati Norowito Village, Kudus Regency has a waste bank, namely the Sekar Melati Waste Bank. The Sekar Melati Waste Bank plays an active role in processing waste, especially non-organic waste. Sekar Melati Waste Bank has produced processed non-organic waste in the form of bags and tissue holders. This product is marketed outside Java. The marketing carried out is still in the form of word of mouth and traditional marketing. The purpose of this community service is to help increase the income and welfare of Sekar Melati Waste Bank partners in Kudus Regency by utilizing information technology, especially in the field of marketing based on e-marketing and business to business. The methods used are: lectures, training, and mentoring. The results achieved are: 1) partners understand well the benefits of B2B, e-marketing, and e-commerce; 2) partners have social media accounts to conduct e-marketing so as to cut labor costs, advertising costs and so on;3) partners understand how to create an account and make sales on e-commerce or market places.
27
Piot, B., A. Mukherjee, D. Navin, N. Krishnan, A. Bhardwaj, V. Sharma, and P. Marjara. "Lot quality assurance sampling for monitoring coverage and quality of a targeted condom social marketing programme in traditional and non-traditional outlets in India." Sexually Transmitted Infections 86, Suppl 1 (February 1, 2010): i56—i61. http://dx.doi.org/10.1136/sti.2009.038356.
Full text
28
Godinho, Vinita, Srinivas Venugopal, Supriya Singh, and Roslyn Russell. "When Exchange Logics Collide." Journal of Macromarketing 37, no. 2 (March 29, 2017): 153–66. http://dx.doi.org/10.1177/0276146717696893.
Full textAbstract:
The introduction of money into previously non-monetary, alternative economies can lead to many socio-cognitive tensions, if money is perceived as having been imposed from the ‘outside’, and disconnected from traditional ways of life. In this paper, we employ the lens of institutional theory to frame the phenomenon of money-use in remote Indigenous Australia. Through an immersive study in two remote communities, we develop themes of socio-cognitive tensions that arise as a result of disparity in exchange logics governing marketplace exchange in monetary marketplaces vis-a-vis historically non-monetary alternative economies. We draw upon emergent insights, and derive macro-marketing implications for the design of marketplace-literacy education, aimed at alleviating these tensions and enhancing well-being.
29
Wikhamn, Wajda, John Armbrecht, and Björn Remneland Wikhamn. "Innovation in Swedish hotels." International Journal of Contemporary Hospitality Management 30, no. 6 (June 11, 2018): 2481–98. http://dx.doi.org/10.1108/ijchm-06-2017-0323.
Full textAbstract:
PurposeThe purpose of this paper is to assess innovation in the hotel sector in Sweden and to investigate how structural and organizational factors influence hotel’s likelihood of producing service/product, process, organizational and marketing innovations.Design/methodology/approachThis paper is based on responses from 174 hotels with membership in the Swedish hotel association. Responses were collected via a web-based survey.FindingsThis paper provides insights about the nature and extent of innovations in the hotel sector. Although traditionally considered rigid and non-innovative, around half of the responding hotels produced at least one type of innovation. Most common are service/product and marketing innovations. A hotel’s likelihood of innovating depends largely on structural independence (non-chain), having an explicit innovation strategy and investing in non-traditional R&D.Research limitations/implicationsBecause of the chosen design (convenience sampling), the results of this paper may lack generalizability. Therefore, future research is encouraged to test the hypotheses further.Practical implicationsManagers in the hospitality industry can influence the production of innovations in the hotel sector. By promoting flexibility, defining and communicating an innovation strategy, and engaging in non-traditional R&D activities, practitioners can better respond to the changing business environment.Originality/valueThis paper presents a systematic, and internationally recognized, method for assessing four types of innovation in the hotel sector. Its originality stems also from its approach to investigating how key structural and organizational factors, when considered in the same analysis, predict service/product, process, organizational and marketing innovations.
30
Nagy, Ádám, and Attila Kölcsey. "Generation Alpha: Marketing or Science." Acta Technologica Dubnicae 7, no. 1 (April 1, 2017): 107–15. http://dx.doi.org/10.1515/atd-2017-0007.
Full textAbstract:
Abstract Introduction: The transition from the limited information environment to the extended information world has fundamentally transformed the communication and information-gathering processes. The new learning spheres (non-formal and informal learning, i.e. lifelong learning) require rethinking learning strategies.Purpose: The generation logic and knowledge of different generations can help making the learning process more effective and efficient. It also helps, if we know which generation exists and which one is a “fictious generation”. According to theory of Mannheim and the model of Prensky, we can describe Generation X, Y and Z, but now the name of the next generation is being established.Methods: With the help of traditional desk research, such as literature search, data mining and web search, this article covers the origin of Generation Alpha (Alfa), the possible characteristics attributed to this age group, and tries to discern if this concept is meaningful in terms of the generation paradigm.Conclusions: Overall, it is apparent that while the existence of X, Y, and Z generations is demonstrable, the naming and characterizing the Alfa generation is important for marketing purposes, scientifically there is no evidence for “Generation Alpha”.
31
Al-Salem, Fouad, and Mohamed M. Mostafa. "Clustering Kuwaiti consumer attitudes towards Sharia-compliant financial products." International Journal of Bank Marketing 37, no. 1 (February 4, 2019): 142–55. http://dx.doi.org/10.1108/ijbm-09-2017-0198.
Full textAbstract:
PurposeThis purpose of this paper is to clustering Kuwaiti consumers choice of Sharia-complaint financial products and services based on several factors such as religiosity, financial knowledge, customer value, satisfaction, trust, service quality, relationship with service providers and innovation.Design/methodology/approachThe study uses self-organizing maps, a neural network technique, in order to cluster and segment consumers of Sharia-compliant financial products and services in Kuwait. From a marketing perspective, SOM can be viewed as a flexible clustering technique in which different clusters are identified without the rigid traditional statistical assumptions of linearity or normality.FindingsThis paper shows that consumers of Sharia-compliant financial products in Kuwait can be clustered into three distinct segments: enthusiasts, laggards and rejectors. The enthusiasts represent the largest cluster with a frequency of around 66 percent, while the Rejectors represent the smallest segment with a frequency of 10 percent.Originality/valueThis paper advances our knowledge about the behavioral aspects of financial consumer choice within a non-traditional Sharia-compliant financial products context.
32
De Jans, Steffi, Liselot Hudders, and Veroline Cauberghe. "Advertising literacy training." European Journal of Marketing 51, no. 11/12 (November 14, 2017): 2156–74. http://dx.doi.org/10.1108/ejm-08-2016-0472.
Full textAbstract:
Purpose This paper aims to examine the immediate and delayed effects of advertising literacy training on children’s cognitive advertising literacy for an embedded advertising format, product placement and, subsequently, its persuasive effects. In addition, this study explored whether this effect is moderated by children’s general advertising liking. The study also investigated whether the effects of training were dependent on children’s ages. Design/methodology/approach The present study is conducted using a three (training session: control condition vs advertising literacy training with immediate ad exposure vs advertising literacy training with ad exposure after one week) by two (age: 7-8 years vs 10-11 years) between-subjects experimental design. Findings The results of the experimental study showed that advertising literacy training increases children’s cognitive advertising literacy for product placement for both younger and older children and both immediately and delayed (measured after one week). In addition, cognitive advertising literacy had an influence on the effectiveness of product placement (i.e. purchase request) when children’s general ad liking was low, though not when it was high. No moderating effects of age were found. Practical implications This study shows that advertising literacy training sessions can improve children’s cognitive advertising literacy for non-traditional, embedded advertising formats. Originality/value This study is one of the first to examine and confirm the immediate and delayed effects of advertising literacy training sessions on children’s cognitive advertising literacy for non-traditional advertising formats.
33
Sa'id, Nur Ali, Amar Ma'ruf, and Delfitriani Delfitriani. "Analisis Kelayakan Usaha Produksi Tahu Sumedang (Studi Kasus Di Pabrik Tahu XY Kecamatan Conggeang)." JURNAL AGROINDUSTRI HALAL 6, no. 1 (April 7, 2020): 105. http://dx.doi.org/10.30997/jah.v6i1.2681.
Full textAbstract:
Feasibility analiysis of Mirasa’s tofu production business is a factory that produces traditional food typical of the Sumedang district. This production utilizes the marketing sector and marketing location which is located near the sub-district traditional market. This study aims to analyze the business of tofu Sumedang in Mirasa tofu factory which includes non0financial aspects (Marke aspects,marketing,engineering,management,legal,social and environmental), and financial aspects. Based on non-financial results hat the non-financial aspects affect the operation of tofu mirasa prodkction business. Based on the results of the calculation of financial aspects it is feasible to carry out the NVP value generated for 10 years Rp. 579,177,261 -, with production capacity per month producing tofu 216.000 seed and 6.806 kg tofu dregs per mounth. The IRR obtained is 0,41% where the IRR is more than 0%. Net B / C obtained is 2,92, this means, every Rp. 1 spent on running this business will generate net benefits of Rp.2,92. The payback period obtained is 2,63 years. The sensitivity analysis for this project shows an increase in operational / production costs of 10%, an increase in raw materials and additional materials by 20% and a decrease in selling prices by 10% which does not affect this business.
34
SKIBA, T. V. "FEATURES OF CREATIVE MARKETING DEVELOPMENT IN CURRENT CONDITIONS." Herald of Kiev Institute of Business and Technology 42, no. 4 (December 23, 2019): 76–80. http://dx.doi.org/10.37203/kibit.2019.42.12.
Full textAbstract:
The article examines the role of creative marketing in a market economy. The essence and content of the concepts of creativity, creative marketing are considered, the conditions of its introduction, the types of marketing creativity are proposed.
Creativity, innovation in socio-economic processes are the basis of high competitiveness in various activities is proved. In traditional goods and services, an increasing percentage of value added is original innovation.
Creative marketing acts as a result of the creative thinking of a marketing professional. In general, it is the freedom to make a marketing decision based on the current environment, experience, knowledge, consumer behavior in each of the market segments are determined.
Creative marketing as a marketing activity, which is based on innovative, non-standard solutions that allow to achieve significant results without dramatic changes in the available opportunities are characterized.
The creative approach to marketing instruments is described as a reaction to the harsh unusual conditions of the foreign market and the practical lack of resources for development.
Low effectiveness of traditional marketing tools creates the preconditions for the formation of new marketing tools and tools, develops new technologies for their implementation in practice, methods, techniques, and the institutional basis of new types of marketing are proved.
Particular attention is paid to the practical component of creative marketing, which should prevail over the creative component of a process or result, since the evaluation of the effectiveness of a marketing idea will be carried out not by the degree of its originality, but by the degree of innovation, that is economic efficiency. While any results of creative marketing are affected by the perception of the brand of the company and the product itself, its ability to turn into an economic result creates the preconditions for the successful promotion of the product in the market.
The groups of marketing creativity that provide stable high economic result: organizational marketing creativity and applied marketing creativity are covered.
35
Ristic, Milos. "Strategic positioning of retail entrepreneurship in marketing channels." Ekonomski anali 50, no. 164 (2005): 151–66. http://dx.doi.org/10.2298/eka0564151r.
Full textAbstract:
Both the actual market flows and dynamiting of power ratios bring about the revolutionary changes within the marketing strategies and basic management approaches, while completely deranging the traditional value system (i.e. system established through marketing channel members' interaction). What is being altered are the market performance patterns, channel communication standards, and forms of institutional pressure manifestation toward the remainder of members which is being performed by the institution with highest economic and negotiating power. Retail company becomes the leader in development of break-the-rule strategies as well as the mutual revolutionary and innovational processes in marketing channel functioning. The final objectives of initiation of co-revolutionary retail strategy with the remainder of marketing channel members are identification and removal of all non-efficient points in the process of development and the process of adding value at all levels of distribution. In addition, these goals are the advanced management of supply chain and integration of consumers with appropriate marketing channel on a long-term basis.
36
Pina, José Miguel. "Types of marketing: fad or a necessity?" European Business Review 31, no. 6 (October 14, 2019): 910–25. http://dx.doi.org/10.1108/ebr-07-2018-0135.
Full textAbstract:
Purpose This study aims to analyse the spread of terms describing “marketing types” (e.g. services marketing) in the marketing and non-marketing literature and to determine whether the research into specific terms represents a fashion trend. Design/methodology/approach A total of 113 marketing terms were identified by content-analysing all the articles indexed in the web of science. These data were used to estimate a panel model, which predicted the number of articles that refer to a specific marketing type over a 20 years’ period. Findings The model estimation indicates that the “age” of a marketing term has a significant effect on the number of articles published using that term, after controlling for previous research. This effect is not significant for top-tier journals. Research limitations/implications Future research might undertake more comprehensive analyses by including other scientific outlets (e.g. white papers) and databases. Practical implications The results offer new insights for researchers interested in bibliometrics and knowledge diffusion. It warns practitioners and academia about a bias in favour of novel terms. Originality/value The paper demonstrates a “fad effect” that may undermine research into traditional marketing fields. It helps to identify past and current research priorities.
37
Guillemot, Samuel, and Hélène Privat. "The role of technology in collaborative consumer communities." Journal of Services Marketing 33, no. 7 (December 12, 2019): 837–50. http://dx.doi.org/10.1108/jsm-12-2018-0361.
Full textAbstract:
Purpose While some collaborative consumption activities are underpinned by commercial logics and dispositions, local collaborative consumer communities are organised around non-commercial values and driven by the desire to organise social relationships differently. These communities are based on the notions of a commons, sharing and reciprocity. However, because they make little use of digital tools (internet to coordinate the exchange of services, social media to communicate), they are not very visible to consumers. This paper aims to identify these non-commercial organisations’ relationship to digital tools and determine how these organisations can generate individual and/or collective well-being. Design/methodology/approach This study examined the case of the local exchange trading system (LETS), a local collaborative consumer community that practices a moneyless exchange of services. A qualitative study was conducted based on 23 in-depth interviews with LETS managers. Findings Due to the communities’ local roots and regular face-to-face meet-ups, there did not seem to be a pressing need to use an online platform to coordinate the exchange of services. However, the results showed that the use of digital tools increased these communities’ well-being potential (e.g. development of social ties, solidarity and social equality) while reducing their negative effects (e.g. fatigue due to community involvement and difficulty integrating new members). They also introduce the notions of generation, founder’s personality and management team’s dynamism into the collaborative consumption literature. Originality/value It is important to focus on how these “alternative” markets function. Consumers use them but without abandoning more traditional markets. Understanding how they work improves the understanding of the competition they pose to traditional services and how the different ecosystems complement one another.
38
Krchova, Hana, and Katarína Svejnova Hoesova. "The impact of modern communication marketing tools to increase the innovativeness of business." Marketing and Management of Innovations 5, no. 3 (2021): 117–26. http://dx.doi.org/10.21272/mmi.2021.3-10.
Full textAbstract:
The scientific paper aims to examine the influence of marketing communication tools on the innovation of small and medium-sized enterprises increasing in the Slovak Republic. Nowadays the most companies struggle with business revenue due to the pandemic situation of COVID-19 disease. Many business processes moved to the online area, especially daily workers cooperation, communication with customers, sales support, and almost all types of marketing activities. Experience has shown that the key to success in business is the adequate setup of the communication tools. This issue is important not only in the company, but it took a crucial role in the communication with customers. Customers had to adapt to the new COVID-19 situation that dramatically changed their shopping habits. The survey responses were divided into two basic groups focused on traditional marketing and modern (online) tools. The research rests on data from the interviews with 825 managers or owners of small and medium-sized enterprises of the Slovak Republic. Data were examined using descriptive and regression analysis. The presented results showed that traditional and modern tools of marketing communication impacted increasing the innovation of companies. Besides, the impact of business internationalization on increasing business innovation has been demonstrated. The results were supplemented using various modern marketing tools. For evaluating these results, the method of calculation of constructed surface polygons was used. The findings showed that modern marketing communication tools were better for innovative companies than for non-innovative ones. This difference is up to 14.7%. Moreover, the findings showed many possibilities for improving modern marketing communication tools such as artificial intelligence in online communication through mobile marketing applications, analytical tools, or chatbots.
39
Lacmanović, Darko. "NEGOTIATION TECHNIQUES IN SELLING HOTEL ROOMS." Tourism and hospitality management 11, no. 2 (December 2005): 99–110. http://dx.doi.org/10.20867/thm.11.2.9.
Full textAbstract:
Traditional sales management duties are being dramatically changed by buyer behavior dynamism, sales automatization, salesperson empowerment, and shifts to new marketing channels. Sales executives in the hospitality market face many challenges as they combat operating with less administrative help and dealing with tighter-fisted clients. With appearance of paradigm the relationship marketing, negotiation can be noticed as consumer effort (I) which take part in developing the desired configuration of products, (2) provide valuable marketing information, and (3) become long term coproducent of marketing mix in company. The negotitation and negotiation techniques are constituent part in manner of performance sale activities, specially in hotel business. The negotiation in essence could be based on conflict or nonconflict situation. The example of conflict negotiation is overbooking situation. The example of non-conflict negotiation is selling hotel rooms, specially selling by allotment contract.
40
Mandal, Kaushik, and Sujata Banerjee. "An Empirical Comparison between Societal Expenditure and Marketing Expenditure on Bank’s Performance." Global Business Review 18, no. 2 (March 17, 2017): 509–23. http://dx.doi.org/10.1177/0972150916668695.
Full textAbstract:
Marketing expenditure plays a crucial role in determining performance since promotion mix generates market shares and revenues for the brands. But, nowadays, the impact of promotional expenditure is appeared to be non-responsive to influence the revenue and profitability as the consumers are now having ample scopes of escaping advertisement. Moreover consumers prefer the products that are associated with some social cause. Hence the purpose of this paper is to compare the impact of societal and marketing expenditure on profitability. To attain the purpose, we have employed empirical results of various Indian banks by developing a model using profit after tax (PAT), societal and marketing expenses. In particular, we have considered log-linear model as it fits better for all the banks when compared with the linear model. Further, we have compared the profit elasticity between societal and marketing expenses. Finally, association between the profit performance status and the comparative profit contribution at equal expenditure has been tested by employing non-parametric χ² test and Cramer’s V. Result proves the efficiency of ‘expenditure in social concern’ compared to ‘Expenditure in traditional marketing tools’ and hence it suggests for adopting alternative route, that is, societal means of promotion for better customer connect.
41
Li, Hui, Wei Song, and Roger Collins. "POST-EVENT VISITS AS THE SOURCES OF MARKETING STRATEGY SUSTAINABILITY: A CONCEPTUAL MODEL APPROACH." Journal of Business Economics and Management 15, no. 1 (January 15, 2013): 74–95. http://dx.doi.org/10.3846/16111699.2012.701229.
Full textAbstract:
While extant literature has mainly concentrated on contemporaneous event tourism marketing (i.e., on visiting the city during or around the event) and on intentions to revisit after the event's completion, this research investigates the impact of the event on the decisions of potential tourists/visitors who have never visited the host city and want to visit it after the event's completion. Research in this area, especially in those emerging markets where event marketing is developing rapidly, is limited. In order to address the issues raised, a conceptual model is proposed. This model is based on a multivariate research approach, examining the interrelationships between event image, destination image, participants’ perceived satisfaction with the event and intentions to visit, under the context of non-repeat event marketing. Five hypotheses postulating these interrelationships were tested using structural equation modeling. A “non-repeat” event, the National Games, the biggest traditional sports event in China, was chosen to test this model. Selfadministered questionnaires were used to collect data relating to a period of two months after the event's completion. The findings show that the sustainability of event marketing strategy can be achieved through the post-event visit to the host city.
42
Coayla, Edelina, and Ysabel Bedón. "The Agro Exports of Organic Native Products and Environmental Security in Peru." European Journal of Economics and Business Studies 6, no. 3 (December 12, 2020): 105. http://dx.doi.org/10.26417/175umi47d.
Full textAbstract:
The study objective is to analyze agro-exports of organic products and environmental security (certification) in Peru. Agro-exports are the second generator of foreign currency for Peru. The descriptive, comparative-graphical method and the polynomial curve are used. In 2019 traditional agro-exports and non-traditional agro-exports contributed 11% and 89% of total agro-exports respectively, the main markets were the United States (35%) and the Netherlands (15%). Peru is the world's leading exporter of native functional products (called superfoods) quinoa and maca. Quinoa is the most demanded native agro-export product internationally. It was found that during the period 2000-2019 the main Peruvian agro-exports of non-traditional products with a vertiginous growth are fruits and vegetables. For the year 2019, fruit agro-exports in terms of FOB value in millions of US - contribute 56% to the total of non-traditional agro-exports. The increase in fresh grapes, fresh blueberries and fresh avocados is remarkable. Environmental security in terms of the area for organic production affects 51% of agro-exports. Peru promotes organic production from the producer to the final consumer and the certification of organic products in the production, transformation and marketing processes.
43
Whitney, Gary, and Thomas M. Dalton. "A Non-Profit University And A For-Profit Consulting Company Partner To A Offer A New Masters Degree." American Journal of Business Education (AJBE) 1, no. 1 (June 1, 2008): 9–18. http://dx.doi.org/10.19030/ajbe.v1i1.4632.
Full textAbstract:
The University of San Diego, School of Business Administration (non-profit university) and the Ken Blanchard Companies (for profit management consulting company) teamed to create the Master of Science in Executive Leadership at USD. Fusing a traditional non-profit university faculty and staff with a for-profit consulting company created a plethora of financial, cultural, and marketing issues. These issues were solved through a creative and collaborative process. Ultimately the new masters degree thrived both financially, and developed into a popular program for upwardly mobile business executives.
44
Amankwah-Amoah, Joseph, Nathaniel Boso, and Yaw A. Debrah. "Africa rising in an emerging world: an international marketing perspective." International Marketing Review 35, no. 4 (July 9, 2018): 550–59. http://dx.doi.org/10.1108/imr-02-2017-0030.
Full textAbstract:
PurposeThe purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.Design/methodology/approachThe approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan Africa, and a discussion of the manuscripts included in the special issue.FindingsInternational marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services.Research limitations/implicationsWhile the international marketing opportunities and challenges discussed in this paper are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.Originality/valueThis introductory paper emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The paper further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.
45
Korai, Bernard, and Nizar Souiden. "Rethinking functionality and emotions in the service consumption process: the case of funeral services." Journal of Services Marketing 31, no. 3 (May 8, 2017): 247–64. http://dx.doi.org/10.1108/jsm-03-2015-0132.
Full textAbstract:
Purpose The purpose of this paper is to contribute to the service literature by investigating post-consumption evaluation in the context of unwanted services. In particular, it intends to delineate the main characteristics of funeral services. Design/methodology/approach Given the lack of substantive literature on funeral services, a qualitative exploratory design was used from in-depth interviews with ten managers of funeral services companies in Quebec (Canada). Findings The study shows that compared to other traditional services, funeral services are characterized by their strong emotiveness, non-recurrence, irreversibility, uncommonness, high level of symbolism and personalization and emotion control of the service provider. The study also argues that funeral services quality is strongly dependent on funeral houses’ integrated logistics, proximity and integrity. Practical implications Because of consumers’ lack of competency, funeral companies need to guide and educate consumers about the criteria they should use to evaluate the service quality. Because funeral consumers are strongly emotion-driven at the purchase time, funeral services providers should find the right balance of emotions to express. Thus, more staff training is needed. Originality/value Because funeral services are emotionally challenging and deal with grief and distressed clients, the present study contributes in shedding light on service quality assessment in the funeral industry. Although they have some characteristics of traditional services (intangibility, perishability and variability), funeral services are also different in many ways.
46
Durst, P. B., and Y. Hanboonsong. "Small-scale production of edible insects for enhanced food security and rural livelihoods: experience from Thailand and Lao People’s Democratic Republic." Journal of Insects as Food and Feed 1, no. 1 (January 1, 2015): 25–31. http://dx.doi.org/10.3920/jiff2014.0019.
Full textAbstract:
Thailand and Lao People's Democratic Republic have long and rich histories of human consumption of insects, which have provided important contributions to food security and nutrition over the centuries. In the past, most insects were collected for non-commercial home consumption, but insects are now increasingly sold in local markets and to dealers as a source of cash income. While traditional household consumption remains important in many areas of the two countries, consumption patterns are evolving, with increased demand for insects as snacks and in urban areas. Production patterns are also evolving to include not only traditional harvesting of insects from wild habitats, but also semi-domestication and insect farming. Marketing practices are increasingly reflecting changing consumer preferences and demands and the growing population of urban consumers. Production, processing, and marketing of edible insects is providing important income, employment and livelihood opportunities across Thailand and Lao PDR, with new niche markets offering growing opportunities for entrepreneurs.
47
Dubauskas, Gediminas, and Margarita Išoraitė. "Guerrilla marketing tools in financial service organizations." Independent Journal of Management & Production 13, no. 2 (April 1, 2022): 627–47. http://dx.doi.org/10.14807/ijmp.v13i2.1568.
Full textAbstract:
The article analyzes the concepts of guerrilla marketing, guerrilla marketing advantages and disadvantages, the guerrilla marketing tools, and marketing in financial institutions. The purpose of the article is to evaluate the tools of guerrilla marketing in financial institutions. Guerrilla marketing is a powerful tool to influence consumer behavior, stimulate sales, do non-traditional advertising, promote competition, meet consumer needs, raise awareness of a product or service, and creative advertising for which a certain budget is required. Guerrilla marketing is based on creativity. Guerrilla marketing is a quick way to promote a brand. Guerrilla marketing doesn't require a lot of investment in an effective marketing campaign when imagination, energy, creativity, time and information suffice. Guerrilla marketing benefits small businesses. Guerrilla marketing requires a small investment to reach the target audience. During guerrilla marketing, people are involved in, or become participants in, guerrilla marketing. Information will be available in a short time. Guerrilla marketing builds strong customer relationships. It is shown that the benefit comes to the consumer, not the business. Guerrilla marketing usually promotes an unusual way of remembering a company’s brand, product, or service deep in customers ’minds. Guerrilla marketing is one of the most innovative practices that can be used to effectively educate consumers about a brand and its benefits. It uses the least amount of money to reach customers, emphasizes creativity and a long-term vision to make a lasting impact on consumers. The article examines guerrilla marketing, which has several key tools for market exposure: a one-on-one offer, which is one of the oldest ways to increase sales - just a casual person trying to sell a product, this method is effective and beneficial in that you can interact with potential customers about their needs and approach to the product; another tool used is a business card, which we can use as a promotional tool, because on the second side of the business card you can briefly describe the services provided, product benefits and other useful information, the next step is to write personal letters to offer and provide your services, and letters or calls should be as individual as possible; the last step could be simply advertising, as there are many online advertising portals where you can place ads for free, so you should take advantage of that. It is emphasized that such tools can be effective because people who read such ads are usually already looking for a similar product. The aim of the research is to investigate the methods and practice of using guerrilla marketing tools in financial services organizations. The paper is based on analysis of scientific literature and case studies. The study includes an analysis of the theoretical literature as well as a case study and comparative analysis. Therefore the key to guerrilla marketing is to become an effective tool in a highly competitive environment where consumer behavior is rapidly changing as a by-product of technological advances and the contemporary internet media. Moreover guerrilla marketing in the financial sector is a marketing technique that creates enthusiasm and engagement with the target audience. Financial guerrilla marketing really sets it apart from traditional forms of marketing - it focuses on a smaller market segment and the smaller budgets needed to run a successful campaign. In addition, advertisements for guerrilla financial services are acceptable. Random outdoor marketing is non-standard outdoor advertising. Ambient advertising is placed on street manhole covers, cranes, pizza boxes, free postcards in bars and elsewhere. All of this is somewhat unusual.
48
Watson, Forrest, and Ahmet Ekici. "Well-being in Alternative Economies." Journal of Macromarketing 37, no. 2 (November 28, 2016): 206–16. http://dx.doi.org/10.1177/0276146716680702.
Full textAbstract:
Alternative economies are built on shared commitments to improve subjects’ well-being. Traditional commercial markets, premised upon growth driven by separate actors pursuing personal material gain, lead to exploitation of some actors and to negligible well-being gains for the rest. Through resocializing economic relations and expanding the recognition of interdependence among the actors in a marketing system, economic domination and exploitation can be mitigated. We define shared commitments as a choice of a course of action in common with others. We empirically demonstrate the existence of shared commitments through an in-depth study of a spatially extended alternative food network in Turkey. Finally, we offer an inductive model of how shared commitments can be developed between local and non-local actors to bring new economies into being and improve the well-being of consumers and producers, localities, markets, and society.
49
Christensen, Libby O., Becca B. R. Jablonski, and Jeffrey K. O'Hara. "School districts and their local food supply chains." Renewable Agriculture and Food Systems 34, no. 03 (November 7, 2017): 207–15. http://dx.doi.org/10.1017/s1742170517000540.
Full textAbstract:
AbstractThe 2015 Farm to School Census reports that during the 2013–2014 school year there were over 5200 farm to school (FTS) programs in the USA that involved 39,000 schools and 24.1 million children. These FTS programs are intended, in part, to increase market access and therefore the viability of farms and ranches. Accordingly, the majority of FTS programs involve local food procurement directly from farmers, from non-traditional suppliers that market locally branded food products such as ‘food hubs’, or from traditional suppliers such distributors and food service management companies. Yet, there is reason to believe that transaction costs vary based on the supply chain that schools use to procure local food. Moreover, that the supply chain that schools use to procure local food has a relationship with school's expenditures on local food. We use the 2015 Farm to School Census to estimate the relationship between school district's local food expenditures per student and supply chain structure. We analyzed data using ordinary least squares regressions, controlling for the region of the USA, the type of local food products purchased, and other school-specific characteristics. Importantly, we find a negative and significant relationship between school district's non-milk local food expenditure per student, and purchases directly from the farm and from non-traditional suppliers. This implies that schools that purchase local food from traditional distributors are likely to have higher on average expenditures per student compared with schools that purchase local food directly from farmers or non-traditional distributors. Results point to the need for additional research in determining the efficacy of policies to support direct and non-traditional FTS marketing arrangements.
50
Maitlo, Muhammad Zahid, Rehman Gul Gilal, and Irfan Ali Mirani. "Experiential Marketing at the Bottom of the Pyramid." Sukkur IBA Journal of Management and Business 7, no. 2 (December 17, 2020): 36–59. http://dx.doi.org/10.30537/sijmb.v7i2.612.
Full textAbstract:
Marketing has drastically changed in the last two decades. It has been transformed from traditional to experiential science where organizations are constrained to adopt the strategical and experiential models to survive, grow, and lead in today’s cutting edge completion. In such a case, service experience has become a central point of exploration of how it could positively influence customer behavioral outcomes. In this study, the relationship between service experience and university passion surrounded by basic psychological need theory is explored in the context of education. A non-probability e-convenience sampling technique was adopted and a total of 432 respondents contributed to this research by submitting their responses. The data were analyzed using the latest version of SmartPLS. The structural equation modeling was used to explore the hypothetical relationship between all latent variables i.e. service experience, esthetics, escapist, entertainment, education, basic psychological need, and university passion. The results of this study have revealed that consumers with extraordinary service experience are likely to be passionate keeping in view their basic psychological needs. Thus, university passion is directly linked with the service experience offered by the university.