scholarly journals Measuring The Theoretical Paradigm Shift From Marketing Mix To Relational Marketing

2011 ◽  
Vol 2 (11) ◽  
Author(s):  
Dean R. Manna ◽  
Alan D. Smith
Keyword(s):  
Paradigm Shift ◽  
Stepwise Regression ◽  
Personal Selling ◽  
Service Marketing ◽  
Sales Force ◽  
Marketing Mix ◽  
Service Industries ◽  
Relational Marketing ◽  
Perceived Importance

Much has been written in the recent marketing literature on the perceived importance of moving from a transaction basis to a long-term relationship basis in terms of personal selling. Since the traditional marketing mix paradigm has dominated marketing philosophy for so long, many perceive there is a marketing shift, especially in service marketing, to the relational marketing paradigm. A sales force from five industries, representing primarily service industries (n=142), were tested on a number of statistical techniques including correlations, stepwise regression, and n-way ANOVA, and yielded no significant trend to support the theoretical paradigm shift.

scholarly journals LEVERAGING CONSUMER EXPERIENCE WITH THE CRITICAL CHOICE OF RETAIL OUTLETS- AN ANALYTICAL STUDY

2020 ◽  
pp. 51-55
Author(s):  
Dr.S.Sarojini ◽  
Dr. J Nithya
Keyword(s):  
Personal Selling ◽  
Sales Force ◽  
Problem Solver ◽  
Consumer Experience ◽  
Customer Needs ◽  
Retail Outlets ◽  
Critical Choice ◽  
The Right ◽  
A Company

Personal selling efforts became highly essential for selling products in competitive markets. Most companies take a customer-oriented approach to personal selling. They train salespeople to identify customer needs and to find solutions. This approach assumes that customer needs provide sales opportunities, which customers appreciate good suggestions, and that customers will be loyal to salespeople who have their long-term interests at heart. The problem-solver salesperson fits better with the marketing concept than does a hard-sell salesperson or the glad-handling extrovert. Buyer’s today want solutions, not smiles; results, not razzle-dazzle. They want salespeople who listen to their concerns, understand their needs, and respond with the right products and services. The sales force serves as a critical link between a company and its customers. In many cases, salespeople serve both masters-the seller and the buyer. KEY WORDS: Personal selling, problem-solver salesperson, razzle-dazzle. .

scholarly journals Customer trust as mediator in the creation of customer relationship intention

2018 ◽  
Vol 13 (1) ◽  
pp. 710-729
Author(s):  
Mohamad Dimyati ◽  
N. Ari Subagio
Keyword(s):  
Service Industries ◽  
Customer Relationship ◽  
Social Content ◽  
Mediating Role ◽  
Relational Marketing ◽  
Personalized Services ◽  
Endogenous Variables ◽  
Customer Trust

Abstract As in all service industries, banks need to be able to provide their customers with personalized services in order to ensure that they build and maintain long-term relationships which are mutually beneficial. As such, banks must adopt a relational marketing approach based on effective communication and the building of trust with the current customers instead of focusing on acquiring new customers. The current research provides insights into how banks can build trust and maintain their relations with existing customers by testing several predictors of customer trust and customer relationship intention. Thus, the purpose of this study is to examine economic content, resource content and social content as the predictors of trust and relationship intention, and trust as a predictor of relationship intention. In addition, this study also analyzes the role of trust in mediating among economic content, resource content, and social content as a predictor of relationship intention of state owned bank customers in East Java. The sample of the study is formed of 120 customers of three state-owned banks from East Java. The research variables consist of three exogenous variables: economic content, resource content, and social content. The endogenous variables are trust and relationship intention. The data was collected using a questionnaire with multiple items measured using Likert scales. The model was analyzed using SEM with AMOS version 18.0. The result shows that economic content, resource content and social content are positive and significant predictors of trust and relationship intention. The role of economic content, resource content, social content as direct predictors is higher than the mediating role of trust of state owned bank customers.

scholarly journals The Effect of Marketing Deceptive Practices on the Organizational Mental Image from Customer Viewpoint (Analytical Study of the Insurance Industry)

2019 ◽  
Vol 27 (2) ◽  
pp. 44-66
Author(s):  
Majed Abdul Amir Mohsen ◽  
Ahmad Abdul Reda Enad
Keyword(s):  
Insurance Industry ◽  
Mental Image ◽  
Service Marketing ◽  
Marketing Mix ◽  
Insurance Market ◽  
Insurance Companies ◽  
The Impact ◽  
The Relationship ◽  
Important Activity

This study aimed to address the concept of deceptive marketing in the most important activity of companies, i.e., marketing, which is the lifeline on which companies depend on the process of financing and product selling. Additionally, through marketing, companies can communicate directly with customers, and this activity includes marketing practices that are deceptive or misleading. The study dealt with the presentation of the components of the marketing mix, and how each component can include deceptive or misleading practices. Marketers practice customer manipulation with the intention of changing customers' behavior and attitudes towards achieving the greatest possible profit in lesser time. With the spread of marketing deception and marketing fraud in various areas, the phenomenon is growing not only in product marketing but also in service marketing, especially insurance services, as many marketers and sales representatives believe that success and profit-making are associated with those practices. The study addressed many factors facilitating these practices, as well as the ways in which marketing deception is practiced and the impact of such practice on the perceptions that form in the minds of customers about companies. One of the most important objectives of the study was to substantiate the relationship between the dimensions of marketing deception and the dimensions of the mental image of the organization by relying on the statistical analysis of the initial data of the study, which was collected through questionnaire that was prepared for this purpose and distributed to a random sample of 225 customers of insurance companies operating in the insurance market in Iraq.   The most important findings of the study show that deceptive marketing practiced through the service marketing mix, among other dimensions, affects the mental image that the customers hold towards the organization in negative and varying ways. This study presents a number of recommendations, the foremost of which is the necessity of educating marketers and companies about the negativity of deceptive practices on the company in the long term, as well as paying attention to the mental image held by customers towards the insurance companies because of its impact on the formation of positive impressions towards the company, and thus increasing market share of the company through its reputation in the insurance  market .  

PENGARUH KUALITAS PRODUK, CITRA MEREK DAN NILAI EMOSIONAL TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA PADA KEPUASAN KONSUMEN (STUDI PADA KONSUMEN TUPPERWARE DI KOTA PONTIANAK)

2019 ◽  
Vol 7 (4) ◽  
Author(s):  
NICODEMUS B2041141022
Keyword(s):  
New York ◽  
Path Analysis ◽  
Brand Equity ◽  
Business Strategy ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Personal Selling ◽  
Service Marketing ◽  
Brand Name ◽  
Science Review

Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode deskriptif kausalitas dengan menggambarkan kondisi sebagaimana adanya berdasarkan data yang diperoleh pada saat penelitian pada stockiest Tupperware Jl.Danau Sentarum dan Jl. Sungai jawi kota  Pontianak. Dalam penelitian ini, sampel diambil sebanyak 100 responden yang menggunakan produk Tupperware. Teknik analisis data menggunaka analisis Regresi Bertahap (Analisis Jalur/Path Analysis), Analisis jalur tidak hanya menguji pengaruh langsung, tetapi juga menjelaskan tentang ada atau tidaknya pengaruh tidak langsung yang diberikan variabel bebas melalui variabel intervening terhadap variabel terikat.Dari hasil penelitian ini menunjukan bahwa kualitas produk (X1) dan citra merek (X2) tidak berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H1 dan H2 ditolak. Sedangkan nilai emosional (X3) berpengaruh signifikan terhadap keputusan pembelian (Y1) produk Tupperware, hal ini berarti H3 terbukti (diterima).Berdasarkan hasil pengujian hipotesis, dapat diketahui bahwa citra merek (X2) dan nilai emosional (X3) tidak berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H5 dan H6 tidak terbukti (ditolak). Sedangkan kualitas produk (X1) berpengaruh signifikan terhadap kepuasan konsumen (Y2), hal ini berarti H4 terbukti (diterima). Berdasarkan hasil pengujian hipotesis keputusan pembelian (Y1) berpengaruh signifikan terhadap kepuasan konsumen (Y2) produk Tupperware, hal ini berarti H7 terbukti (diterima). Penelitian ini menunjukkan bahwa keputusan pembelian tidak memediasi kualitas produk dan citra merek terhadap kepuasan konsumen dari produk Tupperware. Kata kunci : kualitas produk, citra merek, nilai emosional, keputusan pembelian, kepuasan konsumen.DAFTAR PUSTAKA  Aaker, David A (1991), Managing Brand Equity: Capitalizing on the value of Brand Name, Prentice Hill, New York Almaulidta, Suharyono dan Yulianto (2015). “Pengaruh Green Brand Terhadap Keputusan Pembelian dan Kepuasan Konsumen (Survei Pada Mahasiswa Program Strata 1 Fakultas Ilmu Administrasi Universitas Brawijaya yang Menggunakan Produk Elektronik Merek Sony”. Malang Jurnal Administrasi Bisnis Vol. 3, No.1, 2015. Amirullah (2002). Perilaku Konsumen, Cetakan Pertama, Graha Ilmu, Yogyakarta. Anastasia dan Nurendah (2014). “Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Konsumen. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2, No. 2, 2014. Atmaja dan Adiwinata (2013). “Pengaruh Produk, Harga, Lokasi, dan Kualitas Layanan Terhadap Keputusan Pembelian di Kopitiam Oey Surabaya”. Surabaya: Jurnal Hospitality dan Manajemen Jasa Vol. 1, No. 2, 2013. Engel, James, F, Roger D. Blackwell, dan Paul W. Miniard (1994). Perilaku Konsumen. Edisi Keenam. Jilid 1. Penerbit Binarupa Aksara. Jakarta Ghozali, Imam. 2005. Aplikasi Analisis Multivariate dengan Program SPSS. Badan Peerbit Universitas Diponegoro, Semarang. Giese & Cote. (2000). Academy of Marketing Science Review. Defining Consumer Satisfaction. Vol 2000 No. 1 Available: http://www.ams review.org/articlesgiese01-2000.pdf Haryadi Sarjono, Winda Julianit (2011). SPSS vs LISREL sebuah pengantar Aplikasi untuk Riset. Penerbit Salemba Empat. Jakarta. Heriyati dan Septi (2011). “Analisis Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen pada Hanphone Nexian”. Jakarta: Jornal of Business Strategy and Excecuation Vol. 4, No. 1, 2012. https://metlitblog.wordpress.com/2016/11/25/pengertian-analisis-data-menurut-ahli/ Keller, Kevin L (1993). How to manage brand equity. Jakarta: Gramedia Pustaka.Kotler,Philip dan Gary Amstrong (2001). Prinsip-Prinsip Pemasaran, jilid 2, edisi ke-8. Penerbit Erlangg, Jakarta.Kotler,Philip dan Kevin Lane Keller (2012). Marketing Management. New Jersey: Pearson Education Limited. Kotler,Philip, dan Gary Armstrong (2012). Principle of Marketing. Upper Sadle River, N.J : Pearson Prentice Hall. Kotler,Philip  (2005). Manajemen Pemasaran. Jilid II. Edisi Kesebelas. Alih Bahasa Benyamin Molan. Jakarta : Indeks. Loverlock, Christoper H dan Wright, Lauren K (2007). Manajemen Pemasaran Jasa, Jakarta : Indeks. Panjaitan (2012). “Pengaruh Harga, Kualitas Produk, Tempat dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Restoran Simpang Raya BSD)”. Jakarta : DeReMa Jurnal Manajemen Vol. 7, No. 2, 2012. Priansa. Donni Juni (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta. Priyanto, Rosa, Syarif (2014). “Pengaruh Personal Selling dan Kualitas Produk Terhadap Keputusan Pembelian”. Bogor: Jurnal Ilmiah Manajemen Kesatuan Vol. 2 No.1, 2014. Rares dan Jorie (2015). “Pengaruh Harga, Promosi, Lokasi, Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen di Toko Bengkel Gaoel Manado Town Square”. Manado: Jurnal EMBA Vol. 3, No. 2, 2015. Rizan dan Anjarestu (2013). “Pengaruh kualitas Produk dan Personal Selling Terhadap Kepusasn Pelanggan Pada Majalah Info Bekasi (Studi Kasus PT.SIBK)”. Bekasi: Jurnal Riset Manajemen Sains Indonesia (JRMSI) Vol.4, No. 1, 2013. Setiadi, Nugroho J (2003). Perilaku Konsumen. Kencana. Jakarta.Stanton, William J (1991), Prinsip Pemasaran, Erlangga. Jakarta.Sugiono (2002). Statistika Untuk Penelitian. Bandung : CV AlfabetaTjiptono, Fandy (2001). Strategi Pemasaran. Edisi Kedua. Cetakan Keenam. Yogyakarta: Penerbit. Andy. Tjiptono, Fandy (2002). Strategi Pemasaran, Edisi Kedua. Penerbit Andi Offset, Yogyakarta. Tjiptono, Fandy (2006). Manajemen Jasa. Jogyakarta : AndiUmar, Husein (2009). Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: Rajawali Pers Yana, Suharyono, Abdillah (2015). “Pengaruh Citra Merek Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. Malang : Jurnal Administrasi Bisnis Vol. 21 No. 1, 2015. Zeithaml, V.A., & Bitner, M.J (2009). Service Marketing , Integrating Customer Focus Across Firm, Fifth Edition. New York: Irwin McGraw-Hill.

scholarly journals How Do Trade-Offs and Synergies between Ecosystem Services Change in the Long Period? The Case Study of Uxin, Inner Mongolia, China

2019 ◽  
Vol 11 (21) ◽  
pp. 6041 ◽  
Author(s):  
Zhang ◽  
Li ◽  
Buyantuev ◽  
Bao ◽  
Zhang
Keyword(s):  
Ecosystem Services ◽  
Inner Mongolia ◽  
Stepwise Regression ◽  
Driving Forces ◽  
Extended Period ◽  
Trade Offs ◽  
Development And Utilization ◽  
Long Term Trends

Ecosystem services management should often expect to deal with non-linearities due to trade-offs and synergies between ecosystem services (ES). Therefore, it is important to analyze long-term trends in ES development and utilization to understand their responses to climate change and intensification of human activities. In this paper, the region of Uxin in Inner Mongolia, China, was chosen as a case study area to describe the spatial distribution and trends of 5 ES indicators. Changes in relationships between ES and driving forces of dynamics of ES relationships were analyzed for the period 1979–2016 using a stepwise regression. We found that: the magnitude and directions in ES relationships changed during this extended period; those changes are influenced by climate factors, land use change, technological progress, and population growth.

RETAILER’S SLOGAN IN THE FUNCTION OF PRICE IMAGE

2021 ◽  
Author(s):  
Jelena Franjković ◽  
Keyword(s):  
Competitive Advantage ◽  
Significant Role ◽  
Price Level ◽  
Marketing Mix ◽  
Consumer Perception ◽  
Successful Management ◽  
High Turnover ◽  
And Control ◽  
Price Image

The image of the retail brand and the price image of the retailer are of significant importance for achieving a competitive advantage and long-term strengthening of the overall image. Retailers’ slogans should reflect their overall strategy and facilitate and consolidate the desired positioning in the minds of customers, ie consumers. The paper studies retailers with predominantly food products, i.e., high-turnover products. Retailers who sell products of different brands find it more difficult to manage and control the positioning of their brand, and the price image also plays a significant role in this. This paper aims to investigate and compare consumer perception of retailers’ slogans and their price image. A primary survey was conducted with persons participating in the purchase of groceries for their household and included the top five retailers in the Croatian market. The results showed that the slogan of retailers can play an important role in the successful management of the price image. The compliance of the perception of the price image of retailers by the respondents with the associations of their slogans to the price level was noted. Finally, it is concluded that the harmonization of all elements of the retail marketing mix facilitates and strengthens the desired positioning in the minds of consumers, and thus the price image.

Economic Well-Being of the Chronically Disabled Elderly: Practice and Policy Implications

1993 ◽  
Vol 74 (8) ◽  
pp. 460-467 ◽  
Author(s):  
Jean W. Bauer ◽  
Marlene S. Stum ◽  
Paula J. Delaney
Keyword(s):  
Stepwise Regression ◽  
Long Term Care ◽  
Well Being ◽  
Policy Implications ◽  
Term Care ◽  
Disabled Elderly ◽  
The Disabled ◽  
Care Survey ◽  
Economic Well Being

The 1982 Long-Term Care Survey (N = 5,670) was used to gain an understanding of predisposing, need, and enabling variables that influence the economic well-being of disabled elderly. Stepwise regression results suggest that a combination of enabling and predisposing factors best explained differences in economic well-being. Implications of the findings for practitioners are discussed within the context of practice and policy for the disabled elderly.

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