scholarly journals Marketing and Sales Processes

2021 ◽  
pp. 135-147
Author(s):  
Jean-Pierre Jeannet ◽  
Thierry Volery ◽  
Heiko Bergmann ◽  
Cornelia Amstutz
Keyword(s):  
Global Environment ◽  
Brand Building ◽  
Marketing Process ◽  
Global Brand ◽  
Consumer Markets ◽  
Key Account ◽  
Industry Environment

AbstractNot different from many other, larger companies, marketing and sales processes at SMEs have undergone constant changes. The chapter details how SMEs dealt with the tension between marketing and sales, how they differentiated in B2B vs. B2C environments. For B2C companies, global brand building becomes important. All firms, regardless of industry environment, had constantly professionalized the marketing process. Choosing a product or company name can be crucial in a global environment. In the B2B environment, marketing and selling differ from the consumer markets and are focused more on application-driven sales, key account systems, and reliance on lead customers. Examples from adopting key account systems and enlisting lead customers are provided.

Global Brand Building and Management in the Digital Age

2020 ◽  
Vol 28 (1) ◽  
pp. 13-27 ◽  
Author(s):  
Jan-Benedict E.M. Steenkamp
Keyword(s):  
Internet Of Things ◽  
Future Research ◽  
Brand Strategy ◽  
The Internet ◽  
Global Brands ◽  
Sales Channels ◽  
Brand Building ◽  
Global Brand ◽  
Rapid Spread ◽  
The Internet Of Things

The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends. This article identifies the implications of five core underlying digital trends for global brand building and management: (1) rise of digital global sales channels, (2) cocreation of global brand strategy, (3) global transparency of brand activities, (4) global connectivity among the brand’s consumers, and (5) the Internet of Things. For each trend, the author discusses key changes taking place in the marketplace and directions for future research.

scholarly journals Consumer perception of global branded products quality

2020 ◽  
Vol 74 ◽  
pp. 01018
Author(s):  
Pavol Kral ◽  
Katarina Janoskova
Keyword(s):  
Large Scale ◽  
Selection Criterion ◽  
Demographic Characteristics ◽  
Subjective Perception ◽  
Consumer Decision Making ◽  
Customer Expectations ◽  
Global Brands ◽  
Global Brand ◽  
Consumer Markets ◽  
Minimum Age

The brand plays the key part in consumer decision-making on products, and it is crucially important to both producer and consumer. The long-term globalization process has significantly influenced international brand policy. A successful brand in the domestic market is not a prerequisite of success in global markets. Successful global brand reflect on the rational as well as emotional customer expectations and desires that may change over time. The consumers generally consider branded product to the significant of quality, and they are likely to opt for the proven brand rather than even considering also the other brands available. The aim of this paper is to evaluate the relationship between selected socio-demographic characteristics (gender, age, education) and the subjective perception of selected global brands (branded products) quality by current consumers using selected mathematical-statistical methods. We realized a large-scale marketing survey was conducted on a sample of consumers (total 2002 respondents) with a minimum age of 15 years in 2018. The analysis results show relationship of different nature and intensity between socio-demographic characteristics of respondents and their attitudes towards quality of branded products. Conclusions and findings of analysis can be considered appropriate to apply to current consumer markets. The findings of the survey proved that effective branding strategies shall respect, inter alia, pursue the also socio-demographic trends consumers markets. The socio-demographic characteristics of consumers shall be considered the reliable selection criterion for determining both attractivity and potential of the brand in terms of the success of the brand.

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING

2019 ◽  
Vol 27 (2) ◽  
pp. 190-206
Author(s):  
Surawan Setya Budi S
Keyword(s):  
Relationship Marketing ◽  
Research Use ◽  
Measuring Instrument ◽  
Total Quality ◽  
Input Process ◽  
Customer Expectations ◽  
Simultaneous Test ◽  
Marketing Process ◽  
Process Understanding ◽  
The Relationship

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

How the New Rules of Exchange on Markets Are Justified

2011 ◽  
pp. 104-123
Author(s):  
V. Radaev
Keyword(s):  
Supply Chain ◽  
Value Added ◽  
Slotting Allowances ◽  
Consumer Markets ◽  
Depth Interview ◽  
Retail Managers

Continuous relational conflicts between market sellers in Russian consumer markets are derived not only from redistribution of value added in the supply chain but also from a lack of legitimacy faced by the new rules of exchange. The paper explains the economic meaning of slotting allowances and other additional contract requirements as viewed by market sellers. A major source of data comes from a series of in-depth interview with retail managers and their suppliers.

Le imprese del distretto della riviera del Brenta tra global brand e multinazionali

2017 ◽  
pp. 44-54
Author(s):  
Fiorenza Belussi ◽  
Annalisa Caloffi ◽  
Martina Contin ◽  
Silvia Rita Sedita
Keyword(s):  
Global Brand
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