scholarly journals Marketing campaigns and sustainability issues

2021 ◽  
pp. 175-179
Author(s):  
Atanaska Reshetkova
Keyword(s):  
Sustainable Development ◽  
Critical Thinking ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Strong Impact ◽  
Marketing Managers

The concept of sustainable development has left its footprints on marketing strategy and, today, it has strong impact on the consumer’s mind and behaviour. Globally, consumers are focusing their preferences towards products and brands implementing different innovations to promote sustainability. Marketing managers face the challenge of incorporating the main dimensions of sustainability—environmental, social, and economic, into their strategies. These cases are intended to encourage critical thinking of readers regarding issues related to sustainability marketing strategies and campaigns.

scholarly journals Sustainable development in marketing strategy

2021 ◽  
pp. 83-95
Author(s):  
Atanaska Reshetkova
Keyword(s):  
Sustainable Development ◽  
Marketing Strategy ◽  
Business Strategy ◽  
Marketing Mix ◽  
Marketing Management ◽  
Strong Impact ◽  
Economic Aspects ◽  
A Company ◽  
Corporate Level

Marketing strategy is an important part of every business strategy because it is crucial in attaining marketing goals and to grant the overall success of a company. Broadly speaking, marketing strategy allows to define the long-term marketing goals of a firm and what needs to be done in order to achieve these goals. This provides a set of planned steps to bring the marketing mix into the desired state to achieve the overall business goal. In this sense, the marketing strategy is never created independently based on the corporate level strategy. Marketing management has evolved over the past decade to become customer-cantered, and it continues to change along with consumers. It is not surprising that the concept of sustainable development (SD) has left its footprints on marketing strategy, as today it has strong impact on the consumer’s mind and behaviour. Managers face the challenge of incorporating the main dimensions of sustainability into the marketing strategy—environmental, social and economic aspects. The main goal of this chapter is to explain how SD is integrated with marketing.

scholarly journals Marketing strategy of territorial branding in the context of sustainable development

VUZF Review ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 65-78
Author(s):  
Оlena Chukurna ◽  
Dmytro Nikolaiev
Keyword(s):  
Sustainable Development ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Strategic Analysis ◽  
Strategic Development ◽  
Environmental Friendliness ◽  
High Level ◽  
The City ◽  
Safety Strategy

The article considers aspects of formation of marketing strategy of territory branding, yak the basis of strategic development. Attention is paid to the components of the strategy of sustainable development and its interaction with the elements of the territorial product and its influence on the image of the territory. A strategic analysis of the territory was carried out on the example of Odessa, which made it possible to form priorities for the strategic development of the territory. A marketing study was conducted by residents of Odessa regarding their attitude to the existing image of the city. Two main clusters of city residents were identified, depending on their perception of the image of the territory of residence. Proposals for the development of the territory's brand have been formed. Improved classification of marketing strategies for branding territories is proposed. This approach made it possible to formulate branding strategies for the territory in accordance with the goals of sustainable development. The classification has been expanded through the following positioning strategies: strategy of socio-economic image; strategy of environmental friendliness of the territory; strategy of a unique image of the territory; strategy for the image of a territory with a high level of comfort and safety; strategy of the territory's image as an innovation hub. This allows you to form strategies for branding the territory in accordance with the goals of sustainable development of the territory.

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 Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

scholarly journals The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi

2020 ◽  
Vol 5 (3) ◽  
pp. 123-128
Author(s):  
Riko Cahyo Pribadi ◽  
Abdul Rivai ◽  
Suharto
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Causal Relationship ◽  
Consumer Satisfaction ◽  
Marketing Strategies ◽  
Analysis Approach ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Independent Variable ◽  
Relationship Of

This study aims to determine the effect of emotional marketing and marketing strategies on purchasing decisions through customer satisfaction. This study uses an explanatory analysis approach, meaning that each variable presented in the hypothesis will be observed by testing the causal relationship of the independent variable to the dependent variable. The population in this study were customers of PT. Nureka Bintang Abadi. While the sample used includes 60 company customers who make purchases. The results showed that emotional marketing had a significant effect on purchasing decisions. Marketing strategy has a significant impact on purchasing decisions. Consumer satisfaction has a significant effect on purchasing decisions. Emotional marketing has a significant effect on customer satisfaction. Marketing strategy has a significant effect on customer satisfaction. The effect of emotional marketing and marketing strategies on direct purchasing decisions is smaller than through customer satisfaction. In this case, it can be said that customer satisfaction is an intervening variable.

scholarly journals Improving Eco - Efficiency Through Overcoming Sustainability Challenges: A Case Study For BSEC Member States

2018 ◽  
Author(s):  
Snezana Radukic ◽  
Dusan Perovic
Keyword(s):  
Sustainable Development ◽  
Data Analysis ◽  
Panel Data Analysis ◽  
Research Question ◽  
Linear Regression Analysis ◽  
Social Aspect ◽  
Strong Impact ◽  
Member States ◽  
Sustainable Solutions ◽  
Sustainability Issue

Research question: The paper investigated whether a possibility for improving eco – efficiency of BSEC member states exists. Motivation: BSEC member states are primarily oriented towards accomplishing various economic goals, and they are very successful in this area. On the other hand, sustainability issue is still one of major problems for these states, since all BSEC member states do not pay full attention to sustainable development. Also, there are no quality researches that provide deeper analysis of sustainability issues for BSEC member states and so the goal research was to explore if there exists any link between factors that have impact on eco – efficiency of BSEC member states in order to provide sustainable solutions for BSEC member states. Idea: The core idea of this paper was to empirically evaluate the relationship between some factors that have impact on eco – efficiency on BSEC member states, but also to test the implementation of Ehrlich and Holdren equation on the BSEC member states. Data: Analysis was conducted for all 12 BSEC member states using data from several databases such as: IEA, Trading Economics and World Bank. Time series for analyzed data starts in 1995 and ends in 2015. Tools: Statistical analysis of all collected data (descriptive statistics, correlation analysis, linear regression analysis and panel data analysis) was used to draw conclusions between the analyzed variables and check if they have statistical evaluation. Findings: The results showed that full implementation of Ehrlich and Holdren equation among the BSEC member states is not possible due to social aspect of equation. Analysis also suggest that gasoline prices, CO2 emissions and renewable resources should become vital part of future sustainable strategies for the BSEC member states, since all these variables have strong impact on eco – efficiency of the BSEC member states. Contribution: The paper expands existing research literature by providing detailed sustainable development analysis of the BSEC region, since there were no so many sustainability analysis of BSEC region like this in the past.

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