Perceived Importance of Defensive Marketing Strategies Before and After Competitor Entry: Does Nationality Matter?

2015 ◽  
Vol 10 (1) ◽  
pp. 153-163
Author(s):  
Peter Yannopoulos
Keyword(s):  
Marketing Strategies ◽  
Perceived Importance ◽  
Before And After

Tobacco industry marketing adaptations to Singapore plain packaging

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.

scholarly journals Prevalence of Health and Nutrient Content Marketing Strategies on Breakfast Cereal Packages Before and After a Countrywide Marketing and Labeling Regulation: A Focus on Chile

2020 ◽  
Vol 4 (Supplement_2) ◽  
pp. 1723-1723
Author(s):  
Fernanda Mediano Stoltze ◽  
Marcela Reyes ◽  
Lindsey Smith Taillie ◽  
Teresa Correa ◽  
Camila Corvalan ◽  
...  
Keyword(s):  
International Development ◽  
Health Benefit ◽  
Nutrient Content ◽  
Marketing Strategies ◽  
Warning Label ◽  
Breakfast Cereal ◽  
National Agency ◽  
Breakfast Cereals ◽  
Before And After ◽  
The Law

Abstract Objectives Chile's Food Labeling Law requires packaged foods that exceed certain thresholds for sugars, saturated fats, sodium, and calories to use one or more front of package warning logos identifying the excessive nutrient, and restricts the use of nutrient claims (e.g., lower sugar) contradicting its warning (e.g., high in sugar). We examined health- and nutrition-related marketing on breakfast cereals packages that did vs. did not qualify for a “high in” logo in packages photographed before and after the law implementation. Methods Photographs were taken in 6 supermarkets in Santiago before (n = 168) and after (n = 146) implementation. Breakfast cereals were classified by whether or not they had high levels of sugar, sodium, saturated fat, or calories according to the regulation, and thus were required to carry a warning label. Packages were analyzed for the presence of low-in and high-in nutrient claims and the following health appeals: health benefits, general healthiness, healthy habit recommendations, and medical endorsements. Results About 79% of products at pre-implementation and 59% of products at post-implementation qualified as “high in.” Of the post-implementation “high in” products, 93% displayed at least one warning logo. Comparing pre-implementation vs. post-implementation, the percentage of “high in” products that used at least one nutrient claim (92% vs. 86%) or health appeal (81% vs. 77%) did not change significantly. However, low-in claims (51% vs. 29%) and health benefit claims (10% vs. 1%), specifically, decreased after implementation, P < .05. Among “non high in” packages, the percentage of products that used health appeals (75% vs. 95%) increased post-implementation, P < .05. Medical endorsements, specifically, were less prevalent at post-implementation among both “high in” (from 23% to 0%) and “non high in” products (from 25% to 5%), P < .05. Conclusions After implementation of the Chilean law, 93% of “high in” breakfast cereal packages complied with the use of warning logos. Featuring these warnings appears to have reduced the prevalence of “low in” claims among “high in” cereals. However, the law did not appear to affect the prevalence of other health- and nutrient-related marketing strategies. Funding Sources Bloomberg Philanthropies, International Development Research Center, and Chilean National Agency of Research and Development.

scholarly journals Career-computer simulation increases perceived importance of learning about rare diseases

2020 ◽  
Author(s):  
Babak Sarrafpour ◽  
Shwetha Hegde ◽  
Eduardo Delamare ◽  
Ruth Weeks ◽  
Rebecca A Denham ◽  
...  
Keyword(s):  
Computer Simulation ◽  
Rare Diseases ◽  
Student Perception ◽  
Simulation Modelling ◽  
Student Interest ◽  
Curriculum Review ◽  
Perceived Importance ◽  
Before And After ◽  
On Line ◽  
Academic Content

Abstract Background Rare diseases may be defined as occurring in less than 1 in 2,000 patients. Such conditions are, however, so numerous that up to 5.9% of the population is afflicted by a rare disease. The gambling industry attests that few people have native skill evaluating probabilities. We believe that both students and academics, under-estimate the likelihood of encountering rare diseases. This combines with pressure on curriculum time, to reduce both student interest in studying rare diseases, and academic content preparing students for clinical practice. Underestimation of rare diseases, may also contribute to unhelpful blindness to considering such conditions in the clinic. Methods We first developed a computer simulation, modelling the number of cases of increasingly rare conditions encountered by a cohort of clinicians. The simulation captured results for each year of practice, for each clinician throughout the entirety of their careers. 462 theoretical conditions were considered, with prevalence ranging from 1 per million people through to 64.1% of the population. We then delivered a class with two in-class on-line surveys evaluating student perception of the importance of learning about rare diseases, one before and the other after, an in-class real-time computer simulation. Key simulation variables were drawn from the student group, so students could see a projection of their own careers. Results The in-class computer simulation revealed that all graduating clinicians from that class would frequently encounter rare conditions. Comparison of results of the in-class survey conducted before and after the computer simulation, revealed a significant increase in the perceived importance of learning about rare diseases (p < 0.005). Conclusions The computer career simulation appeared to affect student perception. Because the computer simulation demonstrated clinicians frequently encounter patients with rare diseases, we further suggest this should be considered by academics during curriculum review and design.

scholarly journals Validating Faculty Advising Through Assessment

2019 ◽  
Vol 39 (1) ◽  
pp. 34-49
Author(s):  
Julie E. Yonker ◽  
Dana Hebreard ◽  
Brian D. Cawley
Keyword(s):  
Academic Advising ◽  
Student Evaluations ◽  
Faculty Members ◽  
Faculty Advising ◽  
Perceived Importance ◽  
Before And After ◽  
Advising Assessment

Faculty members take on the role of primary advisors on many small campuses. Many report feeling underprepared for the advising role. Assessment of academic advising can raise the awareness and perceived importance of advising and provide helpful feedback for practitioners. We developed a 14-item online advising assessment used to evaluate four important domains of advising: academic advice, advisor availability, advisor as personable and interested, and advising about vocation. We used this assessment to evaluate advisors who participated in an advising workshop designed to enhance their relational and conceptual advising skills. Student evaluations of advisors before and after the workshop showed significant positive differences. We recommend this assessment for advising improvement and as a means of evaluating workshop efficacy.

scholarly journals Examining the Influence of COVID 19 Pandemic in Changing Customers' Orientation towards E-Shopping

2020 ◽  
Vol 14 (8) ◽  
pp. 59 ◽  
Author(s):  
Tareq N. Hashem
Keyword(s):  
Behavior Change ◽  
Online Shopping ◽  
Customer Behavior ◽  
Marketing Strategies ◽  
Simple Random Sample ◽  
Online Questionnaire ◽  
Payment Methods ◽  
Academic Qualification ◽  
Product Service ◽  
Before And After

Current study aimed at examining the change in customer behavior during COVID 19 pandemic towards e-shopping. Variables taken into perspective included (Frequency, Necessity, Method of Payment, Price, and Availability of Product/Service). A simple random sample of (500) citizens in Jordan were exposed to an online questionnaire regarding their consuming behavior before and after the pandemic. Results of study indicated the COVID19 pandemic managed to change customer behavior towards depending more on online shopping and e-payment methods during COVID19 pandemic and the circumstances of lockdown and quarantine, in addition to that, results of pre and post behavior indicated that the influence appeared to be more influenced by gender and academic qualification as females&#39; behavior appeared to be more influential and those who held a diploma. Study recommended that companies need to develop effective marketing strategies and enhance their presence in the e-commerce sector.&nbsp; However, one question remained unanswered; will society&rsquo;s behavior change after the pandemic&#39;s demise, and will this behavior turn into an economic mind that measures things in numbers?

scholarly journals Zdolność rejestrowa zapachowych znaków towarowych przed i po wprowadzeniu dyrektywy 2015/2436. Zmiana w praktyce czy jedynie w teorii?

2021 ◽  
Vol 30 (2) ◽  
pp. 319
Author(s):  
Barbara Pietrzyk-Tobiasz
Keyword(s):  
European Union ◽  
Case Law ◽  
European Parliament ◽  
Marketing Strategies ◽  
Graphic Representation ◽  
The European Union ◽  
Member States ◽  
Trade Marks ◽  
Court Of Justice ◽  
Before And After

<p>Smells are an unusual way of communication, allowing not only for the creation of associations in the minds of the recipients, but also for evoking certain emotions. Therefore, they are used in marketing strategies and they may become trade marks. Unfortunately, until the adoption of Directive (EU) 2015/2436 of the European Parliament and of the Council of 16 December 2015 to approximate the laws of the Member States relating to trade marks, these signs were, in principle, excluded from registration. This was due to their inability to meet the requirement of graphic representation as understood by the criteria established by the case law of the Court of Justice of the European Union. However, under this Directive, this requirement was abolished and replaced by the criterion of so-called representativeness of the sign. The purpose of this article is to present olfactory marks from both a marketing perspective and the admissibility of their registration, as well as to analyze the practice of registering them before and after the adoption of Directive 2015/2436.</p>

scholarly journals Compliance With FDA Nicotine Warning Statement Provisions in E-liquid Promotion Posts on Instagram

2020 ◽  
Vol 22 (10) ◽  
pp. 1823-1830
Author(s):  
Linnea I Laestadius ◽  
Megan M Wahl ◽  
Julia Vassey ◽  
Young Ik Cho
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Marketing Strategies ◽  
Media Environment ◽  
The Social ◽  
Before And After ◽  
Social Media Platforms ◽  
Promotional Strategies ◽  
The Impact ◽  
The U.S

Abstract Introduction Effective August 2018, the U.S. Food and Drug Administration (FDA) required that nicotine addiction warnings be placed on ads for nicotine containing e-liquids. As per FDA comments, this provision pertains to visual ads communicated via social media, raising questions about compliance within the large e-liquid promotion community on Instagram. Aims and Methods This study examines use of warnings on promotional Instagram posts before and after provisions took effect on August 10, 2018. Netlytic was used to gather a sample of 500 promotional #eliquid and #ejuice posts from: May 2017, October 2017, March 2018, August 2018, and September 2018. The 1500 prewarning and 1000 postwarning posts were coded using content analysis. Changes in products and marketing strategies were also considered. Post volume was tracked monthly between May 2017 and February 2020. Results In the prewarning period, nicotine warning statements were absent on all posts. Following August 10, 2018, FDA compliant warnings were present on 13.6% of posts. Among US-based posts, 36.4% used the warnings, with warnings more common on posts made by e-liquid brands (52.3%) and posts promoting e-liquids with nicotine (40.0%). Promotional strategies and products did not significantly change. The share of posts made by US Instagram users decreased by 11%, although total post volume continued to grow. Conclusions Many e-liquid promotion posts on Instagram remained noncompliant with nicotine warnings after FDA provisions took effect. The large volume of international users also limited the impact of FDA-mandated warnings on the social media environment. Implications Further guidance and enforcement are needed to ensure that US e-liquid marketers on visual social media platforms adhere to current provisions, particularly for individual social media users who are sponsored by industry. The inherently global span of social media also indicates the importance of a shared approach to marketing regulations. Further work is needed to assess enforcement strategies viable for the social media environment.

The Perceived Importance of the Elements of Strategy

1968 ◽  
Vol 32 (1) ◽  
pp. 34-40 ◽  
Author(s):  
Jon G. Udell
Keyword(s):  
Economic Theory ◽  
Marketing Strategy ◽  
Theoretical Approach ◽  
Marketing Strategies ◽  
Competitive Behavior ◽  
Relative Importance ◽  
Manufacturing Companies ◽  
Perceived Importance ◽  
Product Promotion ◽  
Marketing Executives

The economic theory of competitive behavior emphasizes pricing and places relatively little emphasis on product, promotion, and distribution. However, the marketing executives of manufacturing corporations have a very different perception of the relative importance of the various facets of marketing strategy. In this article, the author summarizes a study of the marketing strategies of 485 successful products. In addition, he suggests a theoretical approach for determining the relative importance of product efforts and sales efforts in the marketing programs of manufacturing companies.

Sign in / Sign up

Export Citation Format

Share Document