scholarly journals Media Endorsements of New Product Announcements: A New Marketing Strategy

2014 ◽  
Vol 22 (3) ◽  
pp. 394-426 ◽  
Author(s):  
Angelos J. Doukas ◽  
Jie Michael Guo ◽  
Herbert Y. T. Lam ◽  
Sarah Hong Xiao
Keyword(s):  
Marketing Strategy ◽  
New Product

scholarly journals STRATEGY FOR INTRACTING A NEW PRODUCT TO THE MARKET ON THE EXAMPLE OF AN INNOVATION CENTER

2021 ◽  
Vol 6 (2(52)) ◽  
pp. 103-106
Author(s):  
Ivan Valentinovich Shadrin ◽  
Lidia Mikhailovna Stepanova
Keyword(s):  
Marketing Strategy ◽  
Market Research ◽  
New Product ◽  
Full Scale ◽  
Marketing Program

This article discusses the importance of conducting market research before introducing a new product to the market. The author reveals the criteria for determining a new product. The aim is to substantiate the need for trial marketing as an assessment of the product itself and its marketing program even before the start of full-scale implementation, as well as to identify the advantages and possible disadvantages. As a result, the main directions of the marketing strategy were determined.

scholarly journals Strategi Pemasaran Usaha Art Shop Lokal Dalam Menghadapi Persaingan Global Di Lingkungan Batu Belig, Kelurahan Kerobokan Kelod, Kabupaten Badung

2018 ◽  
Vol 5 (1) ◽  
pp. 17
Author(s):  
Kadek Ayu Purnamasari ◽  
Made Sukana
Keyword(s):  
Quality Of Service ◽  
Marketing Strategy ◽  
Market Segmentation ◽  
Qualitative Data ◽  
New Product ◽  
Corporate Identity ◽  
Innovative Design ◽  
Innovative Products ◽  
Depth Interviews

This study aims to determine the marketing strategy for the local art shops at Batu Belig, Badung Regency. This research is interesting to be conducted because there is a difference between local and foreign art shops which could be identified from several aspects. This research is both interesting as well as important to make the local peoples as locals entrepreneurs  to be able to compete with the investors. The data in this study are qualitative data, which were obtained based on the results of observation, in- depth interviews, literature studies, and questionnaires. The amount of sampling is 60 respondents and they were selected using purposive and accidental sampling. In  order to survive in this tourism business, local owners must have a marketing strategy to increase the promotion by introducing Balinese culture, creat the innovative design of new product, making corporate identity, and increasing market segmentation,  the positive image, product quality and the quality of service. The suggestion in this study is local entrepreneurs should be able to create some innovative products that are more representing  Balinese culture.  Keywords: art shop, strategy, Balinese culture

scholarly journals The Convergence of Planning and Execution: Improvisation in New Product Development

1998 ◽  
Vol 62 (3) ◽  
pp. 1-20 ◽  
Author(s):  
Christine Moorman ◽  
Anne S. Miner
Keyword(s):  
Product Development ◽  
Marketing Strategy ◽  
New Product Development ◽  
Organizational Factors ◽  
New Product ◽  
Organizational Memory ◽  
Environmental Turbulence ◽  
Negative Effects ◽  
Product Effectiveness ◽  
Positive Effect

The field of marketing strategy often makes the important assumption that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm information and then executing that plan. However, there are cases when the composition and execution of an action converge in time so that, in the limit, they occur simultaneously. The authors define such a convergence as improvisation and develop hypotheses to investigate the conditions in which improvisation is likely to occur and be effective. The authors test these hypotheses in a longitudinal study of new product development activities. Results show that organizational improvisation occurs moderately in organizations and that organizational memory level decreases and environmental turbulence level increases the incidence of improvisation. Results support traditional concerns that improvisation can reduce new product effectiveness but also indicate that environmental and organizational factors can reduce negative effects and sometimes create a positive effect for improvisation. These results suggest that, in some contexts, improvisation may be not only what organizations actually practice but also what they should practice to flourish.

scholarly journals Strategi Pemasaran Pembiayaan Arrum Haji Dalam Meningkatakan Jumlah Nasabah di Unit Pegadaian Syariah (UPS) Cirebon Bisnis Center

2019 ◽  
Vol 2 (2) ◽  
pp. 163
Author(s):  
Oktavia Fajrin ◽  
Afif Muamar
Keyword(s):  
Marketing Strategy ◽  
Qualitative Method ◽  
Analytical Approach ◽  
New Product ◽  
Marketing Strategies ◽  
Product Strategy ◽  
Product Price ◽  
Head Office ◽  
Promotion Strategies ◽  
Branch Office

<p>Hajj Financing for Micro Business (Arrum) Hajj in Pegadaian Syariah is relatively new, because this product was only launched in 2016. For this new product an introduction is needed to be able to attract the interest of the community. Therefore, this study aims to determine marketing strategies, the mechanism of Arrum Hajj financing registration, and to determine customer responses to Arrum Hajj products at the Pegadaian Syariah Cirebon Business Center. This study used a qualitative method with a descriptive analytical approach, and this research resulted in a marketing strategy conducted by the CBC Sharia Pawnshop Unit using a 4p strategy, namely Product, Price, Place, and Promotion. The results of this study found that the price and place strategy had been determined by the head office and the Pegaadian Sharia branch office. While the product strategy has been going very well, by providing services and comfort, as well as promotion strategies carried out by sharia pawnshops are quite diverse such as holding seminars, socialization, cross selling techniques and so on. Hajj arrum registration mechanism is in accordance with existing procedures. And the response given by Arrum Hajj financing customers is very good, because with the availability of Arrum Hajj products can ease the burden on customers and can quickly get a portion of Hajj.</p>

Incorporating Ecology into Marketing Strategy: The Case of Air Pollution

1971 ◽  
Vol 35 (3) ◽  
pp. 61-65 ◽  
Author(s):  
Harold H. Kassarjian
Keyword(s):  
Air Pollution ◽  
Marketing Strategy ◽  
New Product ◽  
Automotive Emissions ◽  
Consumer Reaction ◽  
Pollution Area

A gasoline that claimed to reduce automotive emissions was introduced in a high air pollution area. This article reports the results of a study, completed six weeks after the introduction of the new product. The study examined consumer reaction toward the product and uncovered some of the marketing correlates of attitudes toward air pollution.

Efficient lighting: reactivating the market through consumer stimulus

2014 ◽  
Vol 4 (4) ◽  
pp. 1-8
Author(s):  
Pável Reyes-Mercado ◽  
Dr Rajagopal
Keyword(s):  
Marketing Strategy ◽  
New Product Development ◽  
New Product ◽  
Subject Area ◽  
Marketing Strategies ◽  
Content Type ◽  
Innovative Products ◽  
Marketing Analysis ◽  
Product Technology ◽  
Compact Fluorescent Lamp

Subject area Marketing. Study level/applicability This case is oriented to undergraduate (BA) students taking courses in marketing strategy, branding, new product development and market research. Case overview This case deals with the events surrounding branding and positioning of a compact fluorescent lamp (CFL) by a multinational company settled in Mexico. After working in a private–public partnership (PPP) that deployed millions of CFLs in the Mexican market, the company is now striving to understand customer repurchase behaviour. The company executives are struggling with product, technology, and distribution issues. Their primary task is to develop an appealing marketing strategy and a tactical plan in the context of reduced budget and sceptic customers. Expected learning outcomes This study's task is to enhance student's ability to perform functional marketing analysis; to frame issues according to a given business model to solve the problems that organizations face in developing innovative products; and to propose alternate courses of action and formulate competitive marketing strategies. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Sign in / Sign up

Export Citation Format

Share Document