Rakibi Caydıracak Pazarlama Stratejileri ve Yönetici Teşvik Programları: Bilişsel Hiyerarşi Bazlı Yeni Bakış Açısı - Marketing Strategies for Entry Deterrence and Managerial Compensation: A New Perspective Based on Cognitive Hierarchy

This article provides a new perspective on sustainable marketing strategies in the context of a globalized clothing and textile (C&amp;T) sector in Zimbabwe by linking two diverse streams of literature, namely, globalization and marketing strategy. A quantitative approach was adopted to obtain data from 127 respondents using a two-stage cluster sample. Structural Equation Modeling (SEM) confirmed three of four hypothesized relationships, namely that integrated co-alliances, modern technology and national policy impact the sustainability of clothing and textile sector in Zimbabwe. The adoption of a standardized marketing strategy characterized by uniform application of the marketing mix elements with minor modifications will have a significant impact on the capacity of the C&amp;T sector to withstand the adverse effects of globalization. The research extends the body of existing knowledge on marketing strategy in the context of globalization of Zimbabwe’s C&amp;T sector, and argues empirically for a new approach to developing and implementing competitive marketing strategies. The research findings will enable companies in the C&amp;T sector of a developing economy to craft competitive marketing strategies, which incorporate internal company capabilities and technology, and also recognize the role of national policy in the globalization discourse.

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Consumer Decision-making at the Base of the Pyramid: Synthesis of Literature and an Integrative Framework

The Marketing Review ◽

10.1362/146934718x15434305916853 ◽

2018 ◽

Vol 18 (3) ◽

pp. 270-306

Author(s):

Nanda Choudhury ◽

Srabanti Mukherjee ◽

Biplab Datta

Keyword(s):

Decision Making ◽

Literature Review ◽

Consumer Behaviour ◽

Marketing Strategies ◽

Decision Making Process ◽

Consumer Decision Making ◽

Base Of The Pyramid ◽

Consumer Decision ◽

Integrative Framework ◽

New Perspective

As a pioneering effort, this study analyses the consumer decision-making process at the Base of the Pyramid (BoP). This study proposes consumer vulnerability, bounded rationality, locking-in effect and opportunism as major constructs influencing the consumer decision-making process at the BoP. Using a Systematic Literature Review (SLR), this study has integrated the transaction cost perspective into the consumer decision-making process at the BoP, which is a novel contribution to the literature of consumer behaviour. This work has recognised the importance of the retailer and its role in the decision-making process, and adds a new perspective to the study of BoP as well as to consumer behaviour theories. This study will be helpful to businesses while serving the BoP segment by crafting appropriate marketing strategies for this segment.

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Entering the dragon’s nest: exploring Chinese upper-class consumers’ perception of luxury

Qualitative Market Research An International Journal ◽

10.1108/qmr-01-2013-0002 ◽

2015 ◽

Vol 18 (1) ◽

pp. 4-29 ◽

Cited By ~ 15

Author(s):

Shan Chen ◽

Lucio Lamberti

Keyword(s):

Marketing Strategies ◽

Upper Class ◽

Luxury Brands ◽

Chinese Market ◽

Chinese Consumers ◽

Individual Values ◽

Content Type ◽

Value Consciousness ◽

New Perspective ◽

Luxury Market

Purpose – The purpose of this study is to explore the perception of luxury from the perspectives of Chinese upper-class consumers. Design/methodology/approach – Four focus groups, each consisting of six upper-class and experienced luxury consumers, are formed in four cities, Beijing, Shanghai, Guangzhou and Hong Kong, which are among the most affluent, populated and developed in the luxury market. Findings – The findings suggest that Chinese upper-class luxury consumers, indeed, hold different perceptions for luxury in several aspects: price premium is a prestige in contrast to general Chinese consumers’ “value-consciousness”; exclusivity is more valued by the upper-class and experienced consumers; more attention of the upper-class consumers has shifted to individual values from social values; brand value is of high importance; and there exist differences among consumers in different regions. Practical implications – The study suggests that luxury brands should recognize the differences between the upper-class customers who are still the core consumers for luxury goods and the middle-class customers who are growing rapidly while designing their marketing strategies. Originality/value – The study focuses, unprecedentedly, on the upper-class and experienced Chinese luxury consumers who represent the most valuable group of customers of the luxury brands in the Chinese market. Given the peculiarity of customer behavior in the luxury market, such focus provides a brand new perspective without the noises from the inclusion of consumers with insufficient purchasing power and ineligible experience in luxury consumption.

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An Application of Online Branding Design with Customisation, Culture and Communities Strategy : A case studies on six online store providers

10.31227/osf.io/fxcah ◽

2017 ◽

Author(s):

Seminar Nasional Multidisiplin Ilmu 2017 ◽

mahjudin ◽

Achmad Daengs GS ◽

Retno Susanti

Keyword(s):

Literature Review ◽

Marketing Strategies ◽

The Internet ◽

Design Strategies ◽

Online Marketplace ◽

Online Branding ◽

Strategy Model ◽

Online Brands ◽

New Perspective

In order to boost the value of an e-brand, we need to consider appropriate design strategies usingthe interactive capabilities of the Internet in an online marketplace. The purpose of this study isto investigate diverse experiential and emotional marketing strategies for online brands and tosuggest various methods to create powerful emotional contents of e-brand’s sites. In this paper,we examine the effects of emotional branding on the current marketplace and explore thecharacteristics of e-brands. The research processes in this paper are to: (1) investigate diversetheories related to emotional and experimental marketing through literature review; (2) develop a“Customisation, Culture and Communities Strategy” model as an emotional e-branding method;(3) analyze well-established e-brands websites with this Customisation, Culture andCommunities Strategy; and (4) identify the effects of emotional e-brand contents and thedesigner’s role of visualizing the emotional contents. This study provides a new perspective ononline marketing and designing a virtual environment to realize the desired customerexperiences

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Email marketing in the era of the empowered consumer

Journal of Research in Interactive Marketing ◽

10.1108/jrim-06-2015-0040 ◽

2016 ◽

Vol 10 (3) ◽

pp. 212-230 ◽

Cited By ~ 17

Author(s):

Mari Hartemo

Keyword(s):

Marketing Research ◽

Marketing Strategies ◽

Communication Process ◽

Consumer Empowerment ◽

Content Type ◽

Maximum Benefit ◽

Depth Analysis ◽

Broad Domain ◽

New Perspective ◽

E Mail

Purpose The purpose of this paper is to clarify why, when and how e-mail marketing can be used to empower consumers and to give ideas for future scholarly research. Design/methodology/approach Systematic literature review studies 41 e-mail marketing and 54 consumer empowerment articles published in variety of academic journals between 1998 and 2014. Findings E-mail allows an active, interactive and personalized communication fulfilling the preferences of an empowered consumer. E-mail marketing can be used to empower consumers by sending e-mails based on permission, by making consumers active participants in the communication process and by making e-mails relevant for the recipients. However, current e-mail marketing strategies need to be updated to get the maximum benefit out of the channel. Research limitations/implications The limitation of the study is the broad domain of research, which hampered the in-depth analysis. However, the study was able to synthesize the scattered literature and create an overall picture of the topic as planned. Practical implications The paper encourages managers to use empowering e-mail marketing strategies and presents several suggestions for future e-mail marketing research. Originality/value The paper uses a new perspective, consumer empowerment as a lens for understanding e-mail marketing. Because e-mail marketing is currently very popular among marketers but is threatened by its negative image among consumers, it is important to understand how e-mail marketing can be developed so that it can also survive in the future.

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How Categorisation Shapes the Attitude–Behaviour Gap in Responsible Consumption

International Journal of Market Research ◽

10.2501/ijmr-2015-005 ◽

2015 ◽

Vol 57 (1) ◽

pp. 51-72 ◽

Cited By ~ 7

Author(s):

Paolo Antonetti ◽

Stan Maklan

Keyword(s):

Qualitative Study ◽

Two Dimensions ◽

Marketing Strategies ◽

Positive Attitudes ◽

Ethical Products ◽

Responsible Consumption ◽

Consumption Situation ◽

Framing Processes ◽

Nuanced Understanding ◽

New Perspective

Scholars have documented that many consumers have positive attitudes towards responsible products but do not consistently buy these alternatives. In this paper we present a new perspective, based on categorisation theory, to examine the attitude–behaviour gap. Through a qualitative study, we identify two dimensions that influence consumers’ categorisation of ethical products: (1) construing the decision as altruistic or self-interested and (2) perceiving the context of the behaviour as private or public. Using these dimensions to assess the consumption situation, consumers construe four types of responsible purchase that rest on different motivations. Analysing the categorisation process allows a more nuanced understanding of the potential reasons that underpin the attitude-behaviour gap. We show that the inconsistency between words and deeds has different explanations depending on the frame applied by consumers to the decision, and suggest that a deeper understanding of framing processes is necessary for the development of more effective marketing strategies.

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SREM observation of the interaction between the in-situ deposited Pd small particles and MgO cleavage surface

Proceedings, annual meeting, Electron Microscopy Society of America ◽

10.1017/s0424820100143523 ◽

1986 ◽

Vol 44 ◽

pp. 382-383

Author(s):

H.-J. Ou

Keyword(s):

Electron Microscopy ◽

Small Particle ◽

Small Particles ◽

Cleavage Surface ◽

Metallic Particles ◽

Microscopy Technique ◽

Ceramic Surfaces ◽

Reflection Electron Microscopy ◽

New Perspective

The understanding of the interactions between the small metallic particles and ceramic surfaces has been studied by many catalyst scientists. We had developed Scanning Reflection Electron Microscopy technique to study surface structure of MgO hulk cleaved surface and the interaction with the small particle of metals. Resolutions of 10Å has shown the periodic array of surface atomic steps on MgO. The SREM observation of the interaction between the metallic particles and the surface may provide a new perspective on such processes.

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Articulation Training: A New Perspective

Language Speech and Hearing Services in Schools ◽

10.1044/0161-1461.1003.145 ◽

1979 ◽

Vol 10 (3) ◽

pp. 145-151 ◽

Cited By ~ 1

Author(s):

Sallie W. Hillard ◽

Laura P. Goepfert

Keyword(s):

Life Experience ◽

Remediation Measures ◽

New Perspective

This paper describes the concept of teaching articulation through words which have inherent meaning to a child’s life experience, such as a semantically potent word approach. The approach was used with six children. Comparison of pre/post remediation measures indicated that it has promise as a technique for facilitating increased correct phoneme production.

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