Recapitulation of brand anthropomorphism: An innovating marketing strategy

2020 ◽  
Vol 20 (1) ◽  
pp. 143-156
Author(s):  
Shivani Agrawal ◽  
Naval Bajpai ◽  
Utkal Khandelwal
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Evaluation Process ◽  
Marketing Strategies ◽  
Knowledge Model ◽  
Brand Relationships ◽  
Brand Evaluation ◽  
Factors Associated ◽  
Agent Knowledge

The aim of this paper is to explain anthropomorphic marketing by illustrating the factors associated with the sociality motivation , effectance motivation, and elicited agent knowledge model (SEEK). This model was designed to explain anthropomorphic tendencies of a brand, as we do not know much about why people view non-human entities as human-like. In addition, this paper also focuses on how anthropomorphic representation strategies are used by marketers in the present scenario to build strong consumer-brand relationships and how these anthropomorphic marketing strategies affect the consumer-brand evaluation process. This paper examines the anthropomorphism of the brand by examining in depth the factors related to the SEEK model and explaining the anthropomorphic patterns of the market. It shows how consumers or advertisers view, imagine, interpret and exploit a non-human entity. Consumers can evaluate an anthropomorphic marketing strategy either positively or negatively. Therefore, marketers should use this tendency to anthropomorphise any brand or a product carefully. This literature review has important implications and it provides direction for researchers, as well as advanced investigation of brand anthropomorphism.

The Evolution of Private Label Products in Turkey

2020 ◽  
pp. 1-16
Author(s):  
Yusuf Arslan
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Private Label ◽  
Private Labels ◽  
Developed Markets ◽  
Marketing Activities ◽  
Private Label Products

The purpose of this chapter is to reveal the recent situation in Turkey for private label products in detail and to create some insights for marketing professionals in terms of which marketing strategy to use for private labels to become more successful in the market. To reach this aim, a literature review has been made to understand the success of developed markets and to reveal the marketing strategies that would be proper to implement also in the Turkish market. Then, certain marketing strategies were proposed to the professionals in the Turkish market. One of the main solutions revealed in this study was the importance of creating premium private labels for the Turkish market. It was also understood that Turkish professionals can benefit from the successful marketing activities implemented by developed markets earlier.

scholarly journals Marketing strategy in the Covid–19 pandemic: literature review

2021 ◽  
pp. 59-63
Author(s):  
A. T. Yerimpasheva ◽  
R. E. Tarakbaeva
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Crisis Management ◽  
Economic Crisis ◽  
Open Innovation ◽  
Marketing Strategies ◽  
High Tech ◽  
External Communication ◽  
New Business ◽  
Crisis Conditions

The article analyzes the pandemic period results, which can be attributed to the increased need for companies' coopetition. One of the most popular during the COVID–19 pandemic was the marketing strategy, the socalled innovative business model “coopetition”, to overcome the crisis consequences. Coopetition has become the primary marketing strategy of leading high-tech companies to achieve synergy between competitors. This model is used not only for cooperation with competing companies but also for suppliers, customers, and firms that produce additional or related products. Attention is focused on the correlation between the applied marketing innovations and the company's ability to survive in the economic crisis conditions-the relevance of undervalued marketing strategies that can be effective and efficient during the crisis increases. The literature review found that the pre-pandemic crisis management studies focused primarily on internal company reserves. Simultaneously, companies in pandemic collapse use marketing strategies that focus on external communication with competitors to overcome the crisis. The phenomenon of collabour ative competition has much in common with open innovation, where competing companies share their achievements. This strategy is aimed at expanding the market and forming new business relationships during a severe economic crisis.

PRIMARY CARE DEVELOPMENT PROSPECTS, MARKETING STRATEGIES (LITERARY REVIEW)

Vestnik ◽  
2021 ◽  
pp. 332-338
Author(s):  
С.Х. Измайлова ◽  
М.М. Сапакова
Keyword(s):  
Primary Care ◽  
Health Care ◽  
Primary Health Care ◽  
Literature Review ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Factors Influencing ◽  
Primary Health ◽  
Development Prospects ◽  
Care Development

В данном обзоре литературы рассмотрены различные факторы, влияющие на формирование маркетинговой стратегии ПМСП, особенности медицинского маркетинга и модель первичной медико-санитарной помощи. Также представлено понятие о первичной медико-санитарной помощи (ПМСП), как о важнейшем и экономически целесообразном звене в системе здравоохранения. This literature review examines various factors influencing the formation of a marketing strategy for Primary Care, the characteristics of medical marketing and the model of primary health care. The concept of primary health care is also presented, as the most important and economically feasible links of the health care system.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

PELAKSANAAN PROMOSI GUNA MENINGKATKAN VOLUME PENJUALAN

2020 ◽  
Vol 3 (1) ◽  
Author(s):  
Wahyuni Sri Astutik
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Price Promotion ◽  
Product Strategy ◽  
The Public ◽  
Maximum Profit ◽  
Advertising Effort ◽  
Determining Factors ◽  
The Relationship

In the implementation of promotions in order to increase sales volume at the Pangkat - Kediri tile company, an analysis result of 6.00 was obtained which states that the relationship between promotion and sales volume is strong. Because promotion is one of the determining factors for the success of every company in producing to selling their products to consumers.Because the promotion includes many things starting from product strategy to product marketing / sales. However, companies certainly cannot only focus on promotional activities, because the four elements of marketing strategy (price, promotion, distribution and production) cannot be separated. So companies should be able to combine marketing strategies appropriately, so that the company is able to achieve the desired targets, namely achieving maximum profit. In order to introduce its company products to the public with advertising media is very important. Because with this advertising effort, society knows advantages that accompanied these products, so that the company's expectations for sales to increase will be even greater and its profits will also increase.Keywords:Promotion, sale, Marketing strategy and profit.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Development of Market Orientation for Marketing Strategy Formulation

2017 ◽  
Vol 9 (4) ◽  
pp. 54
Author(s):  
Nagasimha Balakrishna Kanagal
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Market Orientation ◽  
Value Creation ◽  
Business Environment ◽  
Customer Relationship ◽  
Strategy Formulation ◽  
Market Mechanisms ◽  
Develop Market ◽  
Business Purpose

The formulation of marketing strategy is augmented with the firm making efforts to develop market orientation. Market orientation is the ability of the firm to “orient” its marketing strategy to the requirements of the market and continually re-orient its marketing strategy to the changes that occur in the market and business environment. The paper examines the nature of market orientation through literature review and outlines the meaning of the types of strategic thrusts, with specific focus on introducing a new position of competitive advantage called “market mechanisms.” The paper then postulates aspects of enabling reorientation of marketing strategy to keep up with changes in the market and business environment. The paper then extends the understanding of market orientation in extant literature by outlining the details of accommodating the convergence between the business purpose of firm orientation and the business purpose of value creation that encapsulates the firm-customer relationship or the market. An empirical section on certain “orient” aspects is laid out. Implications for marketing strategists are discussed. 

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