MARKETING TACTICS USED IN NETFLIX

Purpose – This paper aimed to analyze the short- and long-term effects of the breadth and depth of seller competition on the performance of platform companies, and investigated the underlying mechanisms of customers’ two-sided marketing tactics on the structure of the competition between sellers. Design/methodology/approach – A longitudinal research design was adopted by gathering daily market objective data on e-commerce platforms for 250 days, and the dynamic evolution effects was analyzed by using a vector autoregression model which compared the differences between the short- and long-term effectiveness of different customer relationship management (CRM) strategies. Findings – The breadth of competition amongst sellers improves the performance of platforms, whilst the depth of competition among sellers has a positive effect on the short-term performance. However, it has a negative effect on the long-term performance of their platforms. In both the short and long terms, advertising tactics that attract new buyers contribute more to increases in the breadth of seller competition than those that attract existing buyers do. Subsidies for new sellers decrease the depth of seller competition more than those for old sellers. Research limitations/implications – Further research could be undertaken to investigate the validity of marketing tactics other than advertising tactics, and thus expand the time windows of the available data. Practical implications – It is imperative for platform companies to implement effective control over seller competition to balance the interests of the sellers and of themselves. Originality/value – The dyadic paradigm of CRM research has been extended by considering the perspective of the electronic platform company, how the tactics of exploitation and exploration of two-sided customers impact upon seller competitive structures have been delved into and why new customers have a unique value to platform companies has been identified.

Download Full-text

Marketing and Ethics

Darden Business Publishing Cases ◽

10.1108/case.darden.2021.000007 ◽

2010 ◽

pp. 1-5

Author(s):

Fritz Jacki ◽

Jenny Mead ◽

R. Edward Freeman

Keyword(s):

Decision Making ◽

Market Share ◽

Business Owners ◽

Marketing Tactics ◽

Ethical Implications

Marketing tactics such as pricing, promotion, placement, and product decisions all help business owners create a need for their products or services. What managers seldom realize, however, is that the marketing decisions they make primarily to increase sales and market share have a great impact on society at large and thus have significant ethical implications. These seven caselets, which cover a variety of topics (including “the article of the half-truth,” “creative interview tactics,” and “truthfully representing your company”), explore the ethical implications of decision making in the marketing arena.

Download Full-text

Effectiveness Of Relationship Marketing Tactics In A University Setting

Journal of College Teaching & Learning (TLC) ◽

10.19030/tlc.v10i1.7528 ◽

2012 ◽

Vol 10 (1) ◽

pp. 29 ◽

Cited By ~ 1

Author(s):

Philip J. Trocchia ◽

R. Zachary Finney ◽

Treena Gillespie Finney

Keyword(s):

Student Satisfaction ◽

Student Perception ◽

Relationship Building ◽

Marketing Tactics ◽

Enduring Involvement ◽

Tangible Rewards ◽

Sense Of Entitlement ◽

Positive Correlations ◽

The Relationship ◽

University Setting

We test the correlation between student perception of three university relationship-building tactics - commercial friendships, preferential treatment, and tangible rewards - with university student satisfaction. We also test whether two student characteristics - enduring involvement with education and sense of entitlement - have a moderating effect on the aforementioned relationship between university relationship-building behaviors and student satisfaction. Results revealed positive correlations between perceived relationship tactics and overall satisfaction. Correlations between the relationship-building behaviors and satisfaction were also greater among high-involvement students than among their lesser-involved cohorts. Students who felt a sense of entitlement were more likely to believe that they were recipients of relationship-building behaviors, but they didnt always appreciate them more than students who felt less entitled.

Download Full-text

#FollowUs: Brand connectivity and marketing techniques that attract millennials on Instagram

10.32920/ryerson.14663937 ◽

2021 ◽

Author(s):

Avery Hellas

Keyword(s):

Social Media ◽

Millennial Generation ◽

Social Media Marketing ◽

Marketing Tactics ◽

Major Research ◽

The West ◽

Digital World ◽

Shopping Experience ◽

Brand Values ◽

Contemporary Media

The increasing digitization of contemporary media and culture -- particularly in the West -- is changing how companies market themselves to their target audiences. As the millennial generation increases its online presence and its use of mobile digital technologies, companies whose main consumers lie within this demographic are having to shift their marketing tactics to become more technologically- and mobile-friendly. The world of social media, in particular, has become the second (virtual) home for much of the millennial population. How they dress, where they go, and what they eat are all becoming increasingly impacted by the companies, brands, people, and trends they “follow” online. In this Major Research Project (MRP) I will focus on the ways companies are marketing to millennials by focusing on the ways two clothing brands favoured by millennials are marketing and branding themselves on Instagram. I demonstrate that while these companies’ brand values may be exceedingly different from one another, their social media/Instagram strategies are surprisingly similar. That is, I will argue that these two clothing brands follow a distinctly similar set of social media marketing techniques in order to bring the best shopping experience through the use of images and captions -- into the digital world and to their millennial audiences. In other words, by adhering to a sort of social media orthodoxy, these brands are able to create a stronger connection between themselves and their millennial generation of followers.

Download Full-text

Highland haberdashery: Scottish kiltmaking in the twenty-first century

Critical Studies in Men???s Fashion ◽

10.1386/csmf_00028_1 ◽

2021 ◽

Vol 8 (1-2) ◽

pp. 5-28

Author(s):

David Loranger ◽

Eulanda A. Sanders

Keyword(s):

Quality Of Life ◽

Apparel Industry ◽

First Century ◽

Phenomenological Method ◽

Marketing Tactics ◽

Life Long Learning ◽

Life Issues ◽

Pay Inequality ◽

Qualitative Phenomenological

The Scottish kilt is one of the world’s most renowned cultural garments, and the Highland dress industry contributes £350 million annually to the Scottish apparel industry. However, outsourcing and deceptive marketing tactics have negatively impacted the kiltmaking industry. The purpose of this study was to investigate Scottish kiltmakers’ knowledge and experiences as a basis for industry protection. A qualitative, phenomenological method employed interviews, observations, video and artefact analysis and prototyping to understand participant’s (n=17) experiences with learning and practising kiltmaking. Findings indicated that: (1) kiltmakers’ experience life-long learning through scaffolding, (2) kilt customers are not well informed of quality differences between genuine Scottish kilts and imports, (3) gender plays a role in pay inequality, lack of respect and quality of life issues for female kiltmakers and (4) kiltmakers agree that protection is necessary, however, they are unsure of how it would be realized.

Download Full-text

Relationship marketing tactics, customer entitlement, and customer behavioural responses

International Journal of Services Economics and Management ◽

10.1504/ijsem.2021.117244 ◽

2021 ◽

Vol 12 (2) ◽

pp. 109

Author(s):

Thi Bich Hanh Tran ◽

Anh Dung Vu

Keyword(s):

Relationship Marketing ◽

Marketing Tactics ◽

Behavioural Responses

Download Full-text

A study of consumer responses to sustainability strategies in the hotel industry : examining the efficacy of corporate social responsibility

10.32469/10355/45853 ◽

2014 ◽

Author(s):

◽

Sung-Bum Kim

Keyword(s):

Customer Loyalty ◽

Customer Relationship ◽

Marketing Tactics ◽

University Of Missouri ◽

Consumer Responses ◽

Positive Effects ◽

Corporate Associations ◽

Sustainability Strategies ◽

Corporate Social ◽

The University

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The empirical findings in the current dissertation reveal that corporate associations (i.e., CA and CSR) are a significant antecedent to customer relationship quality (i.e., satisfaction and trust) for the context of this dissertation. As expected, corporate associations exert positive effects on satisfaction and trust within the hotel context. Hence, relationship-based marketing tactics are essential for building mutually beneficial, long-term relationships. While some studies propose that CSR associations directly generate more customer loyalty without requiring the intervention of mediating variables, this study makes a contribution to the field by examining the variables that mediate the link between corporate associations and customer loyalty via satisfaction and trust, as well as the moderating variable of transparency links between CSR associations, satisfaction, trust on customer loyalty.

Download Full-text

Tobacco industry marketing adaptations to Singapore plain packaging

Tobacco Control ◽

10.1136/tobaccocontrol-2020-056324 ◽

2021 ◽

pp. tobaccocontrol-2020-056324

Author(s):

Yvette van der Eijk ◽

Adonsia Yating Yang

Keyword(s):

Marketing Strategies ◽

Marketing Tactics ◽

Market Positioning ◽

Plain Packaging ◽

Tobacco Marketing ◽

Before And After ◽

Product Image ◽

Novelty Filter ◽

Distinct Features ◽

Cigarette Packs

BackgroundSingapore has implemented plain packaging, a measure that strips all colours, logos and branding elements from tobacco packs. In other countries, tobacco companies responded to plain packaging with a variety of marketing tactics. Our goal was to describe the tobacco industry’s marketing adaptations to Singapore plain packaging.MethodsQualitative analysis of 378 cigarette packs sampled from Singapore retailers in March 2019, March 2020 and January 2021, 12 months prior to, 2 weeks prior to and 6 months after plain packaging phase-in, respectively. For each pack, we collected descriptive information on the brand and variant name, pack and stick dimensions, pack shape, differentiating features and distinctive scents, as well as photographic data of the pack, cigarette sticks and any distinct features. We used the March 2019 collection as our baseline dataset, and March 2020 and January 2021 collections as comparison datasets to examine changes in tobacco marketing strategies just before and after plain packaging phase-in.ResultsAround Singapore’s plain packaging phase-in, tobacco companies launched variants with flavour capsules, novelty filter features and new flavours and used more descriptive variant names reflecting the variant’s colour coding or market positioning. Tobacco companies revamped some existing variants, often with Japanese marketing themes to convey a more premium product image. After plain packaging, tobacco companies used longer packs and variations in stick length, filter length and foil texture to further differentiate products.ConclusionsFollowing plain packaging in Singapore, tobacco companies rely increasingly on nomenclature and the cigarette stick itself to market and differentiate products.

Download Full-text