DEVELOPING MARKETING STRATEGIES AND TACTICS IN HIGHER EDUCATION THROUGH TARGET MARKET RESEARCH

1981 ◽  
Vol 12 (2) ◽  
pp. 175-192 ◽  
Author(s):  
Robert F. Krampf ◽  
Albert C. Heinlein
Keyword(s):  
Higher Education ◽  
Market Research ◽  
Marketing Strategies ◽  
Target Market

Dainik Bhaskar – Jaipur

2002 ◽  
Vol 06 (02) ◽  
pp. 167-204 ◽  
Author(s):  
Piyush Kumar Sinha ◽  
Kunjesh Pariher
Keyword(s):  
Market Research ◽  
Design Research ◽  
Marketing Strategies ◽  
Marketing Plan ◽  
Target Market ◽  
Growth Opportunities ◽  
Indian State ◽  
Short Time ◽  
First Time ◽  
A Company

Dainik Bhaskar, a Hindi newspaper, after achieving leadership in Madhya Pradesh, a central Indian State, is looking for growth opportunities. It is looking at the Hindi Belt and has identified Jaipur as the market to enter. Rajasthan Patrika dominates Jaipur with about 80% readership share. Dainik Bhaskar uses market research to understand and reach the readers and starts with a confirmed circulation. Within a very short time it has overhauled Rajasthan Patrika. The case addresses the issue of identifying opportunities for growth by a language newspaper. It is unique because never before had a Hindi newspaper, and for that matter any language newspaper, gone beyond its stronghold. The case is also valuable because it indicates the detail that a company needs to bring into its marketing plan when fighting a long established competitor in a "habit" based product. The case describes the process that Dainik Bhaskar adopted for analysing the potential in the identified markets and then choosing Jaipur as its target market. The innovative use of research to not only understand the readers but also lock them in for a long enough period to keep competition at bay is another aspect of the case. It is an instance where for the first time in India, a newspaper was launched with a confirmed circulation. The case is also unique in the sense that the launch was carried out without the support of the main daily, Rajasthan Patrika, as it was the main competitor. The case brings out the importance of following up a launch for sustaining leadership. The case is useful in discussing the development of marketing strategies when tackling a monopolistic situation. The case can be used in marketing classes for bringing out the issues of growth, competition, product design, research, and market identification.

PENETAPAN KEBIJAKAN PERIKLANAN ATAS DASAR PERILAKU KONSUMEN (Studi Kasus : Produk Shampoo)

2018 ◽  
Vol 1 (01) ◽  
pp. 01
Author(s):  
Ismulyana Djan
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Advertising Effectiveness ◽  
Target Market

There are three things that should be into consideration in advertising certain product, ic,; the extent of similar products advertised at the same target market and media, cost of advertising, and difficulty in measuring advertising effectiveness. These three factors force management people to launch a market research concerning consumer behavior.Research carried out on 110 respondent asking them to mention: the brand of shampoo they used from ten different alternatives, seven usefulness of that product, and the kind of advertising media that is most often seen, heard, or read, shows that advertising shampoo product should pay attention to the: characteristic of the shampoo user, objective of advertising, target market to be achieved, advertising theme, press media used, and coordination with other marketing factors.That conclusion become the basic formulation on considering advertising policy of shampoo product that pay attention to consumer behavior.

Enabling New Market Exploitation by SMEs

1996 ◽  
Vol 10 (2) ◽  
pp. 125-127 ◽  
Author(s):  
Ceris Burns
Keyword(s):  
Higher Education ◽  
International Collaboration ◽  
Market Research ◽  
Practical Case ◽  
Medical Electronics ◽  
Small Companies ◽  
The Uk ◽  
The University ◽  
The Way

This article provides a practical case example of the way in which international collaboration between government, higher education and business can lead to new commercial opportunities for small companies which would otherwise lack the necessary resources for the extensive market research required, and also to enhanced knowledge and understanding for all participants. The author summarizes the results of her market research in France, undertaken as part of a TCS programme of the University of Stirling and Albyn Medical, a small Scottish-based company in the medical electronics business. The six-week visit to France was the result of a TCS scholarship supported by institutions in both France and the UK.

scholarly journals How Social Media Changes Today’s Marketing Strategies

2020 ◽  
Vol 5 (9) ◽  
pp. 725-736
Author(s):  
Nasr Abdulaziz Murshed
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Target Market ◽  
Full Time ◽  
Positive Information ◽  
Social Events ◽  
Social Penetration ◽  
Shared Information ◽  
The Media ◽  
Awareness Raising

In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users in Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: more and more people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournament and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content

From “Yucky” to “Yummy”

2019 ◽  
pp. 1-19
Author(s):  
Chrysostomos Apostolidis
Keyword(s):  
Market Research ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
The Other ◽  
Environmental Concerns ◽  
Policy Perspective ◽  
Academic Literature ◽  
Technological Advances ◽  
The Future ◽  
Food Market

Worldwide, a growing range of meat alternative products are being developed and introduced in the market, taking advantage of the increasing health and environmental concerns, technological advances, and the overall rising profile of meat-free diets. This chapter reviews market research and academic literature to identify the market drivers and barriers that will affect the future of new meat alternative products, from a business, consumer, and policy perspective. Key barriers discussed include lower perceived quality, increasing competition, unrealistic consumer expectations, and ineffective marketing strategies. On the other hand, raising the profile of meat alternatives, technological advances, and increasing interest from consumers, investors, and policymakers can support the market success of meat alternatives. The chapter concludes with a discussion on the way forward and the strategies and interventions that can lead to a stronger position of meat alternatives in the food market.

scholarly journals The role of culture in the determination of a standardized or localized marketing strategy

2008 ◽  
Vol 39 (2) ◽  
pp. 37-44 ◽  
Author(s):  
C. H. Van Heerden ◽  
C. Barter
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
Exploratory Study ◽  
International Marketing ◽  
Marketing Strategies ◽  
Target Market ◽  
International Environment ◽  
International Marketing Strategy

Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studies focusing on the way in which culture and marketing affect and are effected by one another, culture’s role in the localisation or standardisation of a marketing strategy, as well as which elements of the marketing strategy to standardise versus localise. The sample was drawn from key employees working within reputable multinational organisations in South Africa. No hypotheses were formulated or tested but instead this exploratory study identified areas, which have not been researched in South Africa and eight propositions based on the findings were formulated. The findings indicate that culture plays a very important role in the overall formulation of an international marketing strategy, and it was not conclusive whether such a strategy should be standardised or whether it should be localised. Generally, the responses suggest that a marketer’s strategy should suit the local culture in order to reach them and have the desired effect on the target market, and not the other way around because such evolutions could take an extensive amount of time in order to achieve marketing goals.

scholarly journals A qualitative study of shopper experiences at an urban farmers’ market using the Stanford Healthy Neighborhood Discovery Tool

2014 ◽  
Vol 18 (6) ◽  
pp. 994-1000 ◽  
Author(s):  
Matthew P Buman ◽  
Farryl Bertmann ◽  
Eric B Hekler ◽  
Sandra J Winter ◽  
Jylana L Sheats ◽  
...  
Keyword(s):  
Social Marketing ◽  
Community Building ◽  
Community Based Participatory Research ◽  
Marketing Strategies ◽  
Target Market ◽  
Farmers Market ◽  
Targeted Interventions ◽  
Market Experience ◽  
Product Presentation ◽  
Participatory Research Methods

AbstractObjectiveTo understand factors which enhance or detract from farmers’ market shopper experiences to inform targeted interventions to increase farmers’ market utilization, community-building and social marketing strategies.DesignA consumer-intercept study using the Stanford Healthy Neighborhood Discovery Tool to capture real-time perceptions via photographs and audio narratives.SettingAn urban farmers’ market in a large metropolitan US city.ParticipantsThirty-eight farmers’ market shoppers, who recorded 748 unique coded elements through community-based participatory research methods.ResultsShoppers were primarily women (65 %), 18–35 years of age (54 %), non-Hispanic (81 %) and white (73 %). Shoppers captured 291 photographs (7·9 (sd 6·3) per shopper), 171 audio narratives (5·3 (sd 4·7) per shopper), and ninety-one linked photograph + audio narrative pairs (3·8 (sd 2·8) per shopper). A systematic content analysis of the photographs and audio narratives was conducted by eight independent coders. In total, nine common elements emerged from the data that enhanced the farmers’ market experience (61·8 %), detracted from the experience (5·7 %) or were neutral (32·4 %). The most frequently noted elements were freshness/abundance of produce (23·3 %), product presentation (12·8 %), social interactions (12·4 %) and farmers’ market attractions (e.g. live entertainment, dining offerings; 10·3 %).ConclusionsWhile produce quality (i.e. freshness/abundance) was of primary importance, other contextual factors also appeared important to the shoppers’ experiences. These results may inform social marketing strategies to increase farmers’ market utilization and community-building efforts that target market venues.

Market Research of Motivation and Preferences of Potential Customers of Higher Educational Services

2016 ◽  
Vol 4 (5) ◽  
pp. 45-49
Author(s):  
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R. Galeeva ◽  
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O. Trukhatkina
Keyword(s):  
Market Research ◽  
Marketing Strategies ◽  
Educational Services ◽  
Professional Expertise ◽  
Prospective Students ◽  
Higher Educational ◽  
Entrepreneurial Activities ◽  
Potential Customers ◽  
Russian Universities

Competition is intensifying among Russian universities and requiring the implementation of eff ective marketing strategies. Market research of factors aff ecting consumption of educational services is essential for such implementation. The paper addresses aims and factors that infl uence choices of prospective students. Authors provide review of previous papers in that fi eld of study and present results of performed market research. The results of the study propose that applicants become more rational in their choice of institution and a branch of study, are eager to gain professional expertise, and more willing to start entrepreneurial activities.

The central role of the reputation of country-of-origin firms in developing markets

2016 ◽  
Vol 31 (3) ◽  
pp. 349-364 ◽  
Author(s):  
Nadia Jiménez ◽  
Sonia San-Martin
Keyword(s):  
Purchase Intention ◽  
Country Of Origin ◽  
Marketing Strategies ◽  
Target Market ◽  
Psychological Variables ◽  
Content Type ◽  
Developing Markets ◽  
The Relationship ◽  
Cultural Openness

Purpose This study aims to test the central role of the perceived reputation of country-of-origin (COO) firms between cultural and socio-psychological variables and management and economic variables that help to explain the multi-faceted phenomenon of COO on a developing market. It also tests the moderator role of ethnocentrism, which is the objective of recommending different segment marketing strategies for international firms. Design/methodology/approach The study opted for the structure equation modelling methodology to analyze data collected from 274 Mexican car owners who evaluate Korean automobiles. Findings The results show that the COO reputation of firms from a developing market has a mediating role on the relationship between cultural openness and animosity and trust, risk and purchase intention, but the consequents of the perceived reputation of COO vary depending on the level of consumers’ ethnocentrism. Research limitations/implications Firms seeking to internationalize need to find out how to overcome the hurdle of target market animosity, to increase the cultural openness and to promote trust and purchases in international markets; at the same time, they reduce the perception of risk. In this sense, it might help to increase the perceived reputation of COO firms and to use different marketing strategies according to the target market. Originality/value This study analyzes reputation of firms associated to a COO as a signal that can help to solve purchase decisions in the relationship between consumers and firms from developing markets and also corroborates its role as a mediator factor. In addition, this study empirically tests how animosity and cultural openness influence perceived reputation of COO firms, relationships that has scarcely been studied in literature. This study has also found that less and more ethnocentric consumers have differences in how the COO cues influence on their evaluations and behaviour. Finally, as insufficient consumer research has been conducted into emerging and developing markets, this study focuses on consumers from a developing country and regards automobiles from an emerging country.

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