scholarly journals Service Marketing Analysis Of Movies As Unique Service-Products

2020 ◽  
Vol 4 (2) ◽  
pp. 44-55
Author(s):  
Ádám Horváth ◽  
Balázs Gyenge
Keyword(s):  
Consumer Behavior ◽  
Film Industry ◽  
Service Marketing ◽  
Logical Structure ◽  
Marketing Strategies ◽  
Economic Effects ◽  
Film Production ◽  
Media Environment ◽  
Marketing Analysis ◽  
Cultural Marketing

One of the features of films compared to other cultural products is the possibility of their use for advertising and information activities and influence on the formation of needs and audience preferences, as well as different patterns of consumer behavior. The urgency of this scientific problem is that the sale of cinema products today is impossible without a marketing system. The application of different marketing strategies depending on the specific tasks allows a differentiated approach to each project and achieve the goals both from the standpoint of contribution to the development of culture and in terms of obtaining economic effects from the film industry. The main purpose of the study is to substantiate and determine the features of the use of marketing tools in the film industry. The study of marketing services for film production was carried out in accordance with the logical structure of the concept of “7P” (product, promotion, location, price, staff, physical environment, and the process of providing services). Recommendations for the marketing of services in the film industry: first, the choice of methods for watching movies depends on the type of media environment (traditional, digital), secondly, the choice of ways to obtain movies depending on their genre and subject, thirdly, in order to effective promotion of content and perception of the film identified the basic requirements for its trailer. The article proves that the marketing of services in the film industry is aimed not only at meeting the socio-cultural needs of the population but also at the commercialization of the industry, ensuring audience access to films, as well as creating market conditions for its sustainable development. The research materials are the basis for further research on current issues of modern film practice, integration of film production and film consumption. Keywords: movie consumption, service marketing, consumer behavior, cultural marketing.

scholarly journals Service Marketing Analysis of Movies in Pakistan

2020 ◽  
pp. 745-754
Author(s):  
Ansar Abbass ◽  
Abdul Khaliq ◽  
Roman Khan
Keyword(s):  
Physical Environment ◽  
Film Industry ◽  
Service Marketing ◽  
Logical Structure ◽  
Marketing Strategies ◽  
Economic Effects ◽  
Film Production ◽  
Cultural Products ◽  
Media Environment ◽  
Marketing Analysis

One of the features of films compared to other cultural products is the possibility of their use for advertising and information activities and influence on the formation of needs and audience preferences, as well as different patterns of consumer behavior. The urgency of this scientific problem is that the sale of cinema products today is impossible without a marketing system. The applications of different marketing strategies depending on the specific tasks allows a differentiated approach to each project and achieve the goals both from the standpoint of contribution to the development of culture, and in terms of obtaining economic effects from the film industry. The main purpose of the study is to substantiate and determine the features of the use of marketing tools in the film industry. The study of marketing services for film production was carried out in accordance with the logical structure of the concept of "7P" (product, promotion, location, price, staff, physical environment and the process of providing services). Recommendations for the marketing of services in the film industry: first, the choice of methods for watching movies depends on the type of media environment (traditional, digital), secondly, the choice of ways to obtain movies depending on their genre and subject, thirdly, in order to effective promotion of content and perception of the film identified the basic requirements for its trailer. The article proves that the marketing of services in the film industry is aimed not only at meeting the socio-cultural needs of the population, but also at the commercialization of the industry, ensuring audience access to films, as well as creating market conditions for its sustainable development. The research materials are the basis for further research on current issues of modern film practice, integration of film production and film consumption.

scholarly journals A Comparative Analysis of Japanese, Mexican and English Marketing Practices: Examining the Influence of Culture on Marketing

2021 ◽  
Vol 10 (3) ◽  
Author(s):  
Stephanie Nelson ◽  
Travis Smith
Keyword(s):  
Comparative Analysis ◽  
Great Britain ◽  
Consumer Behavior ◽  
Cultural Differences ◽  
World Wide ◽  
International Markets ◽  
Marketing Strategies ◽  
Cross Cultural ◽  
Cultural Marketing ◽  
Economic Outlook

This research paper examines how the distinct cultures of Japan, Mexico and Great Britain influence companies’ respective marketing strategies. These three countries were chosen specifically because of their vast cultural differences and their location on three different continents. First, the paper will compare each country’s economic outlook in order to more thoroughly understand each country’s market and consumer behavior. Next, each country’s culture will be explored through several distinguishing aspects such as religion, family structure, gender roles, society, etc. A summary of each country’s consumer behavior and consumer ethics will be given. Next, specific examples of companies that have led successful marketing campaigns in each country will be analyzed in order to determine how they used cross-cultural marketing. The companies used were Coca-Cola for Mexico, Kit-Kat and Louis Vuitton for Japan and Five-Guys for Great Britain. These results can help companies which are trying to launch their products in international markets understand different consumer behavior and markets world-wide.

From Film Practice to Data Process

2018 ◽  
Author(s):  
Sarah Atkinson
Keyword(s):  
Film Industry ◽  
Film Production ◽  
Profound Change ◽  
Data Process ◽  
Production Practices ◽  
Digital Film ◽  
Contemporary Britain

From Film Practice to Data Process critically examines the practices of independent digital feature filmmaking in contemporary Britain. The business of conventional feature filmmaking is like no other, in that it assembles a huge company of people from a range of disciplines on a temporary basis, all to engage in the collaborative endeavour of producing a unique, one-off piece of work. The book explicitly interrogates what is happening at the frontiers of contemporary ‘digital film’ production at a key transitional moment in 2012, when both the film industry and film-production practices were situated between the two distinct medium polarities of film and digital. With an in-depth case study of Sally Potter’s 2012 film Ginger & Rosa, drawing upon interviews with international film industry practitioners, From Film Practice to Data Process is an examination of film production in its totality, in a moment of profound change.

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

Cut Flowers Being Sold as Impulse Items: A Look at Factors Affecting Impulse Product Merchandising

HortScience ◽  
1998 ◽  
Vol 33 (3) ◽  
pp. 558c-558
Author(s):  
Jennifer B. Neujahr ◽  
Karen L.B. Gast
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategies ◽  
Easy Access ◽  
Future Research ◽  
Grocery Stores ◽  
Cut Flowers ◽  
Factors Affecting ◽  
New Type ◽  
The 1950S ◽  
The Way

Consumer behavior research seems to play an big role in determining the wants and needs of an industry. This research helps to shape the way we market to the consumers and helps make marketing strategies more effective. In the 1950s grocery stores began to sell horticulture products in order to alleviate the growers' surplus. Supermarkets now have seem to found their niche in this market due to the fact that they can influence their consumers to buy their flowers right along with their bread, and get all of their shopping done at once. This new type of sale, commonly referred to as the impulse sale, can relate directly to how well the store is merchandised and maintained. A study was conducted at a local supermarket, to determine the following: good locations for impulse sales items, special conditions affecting impulse sales items, and what types of things could affect demand for impulse items. It was discovered that certain locations make better sales than other locations. Locations that were front and center and allowed easy access to seeing the mixed flower bouquet without having to touch it yielded the best results. The variables used to show a change in demand showed little to some variability and has raised some questions which may be used to conduct future research.

Developing Service Marketing Through Successful Involvement of Customer

2015 ◽  
Vol 2 (1) ◽  
pp. 6
Author(s):  
_______ Naveen
Keyword(s):  
Relationship Marketing ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Successful Implementation ◽  
Process Automation ◽  
Customer Contact ◽  
Use Of Technology ◽  
Marketing Systems ◽  
Technological Means

Customer Relationship Management has its roots in service marketing which is based in turn on the formative work of Berry (1983) and the IMP. Its purpose is to integrate marketing, sales and service functions through business process automation, technological solutions and information resources to maximize each customer contact. In this way service marketing systems facilitate relationships among enterprises, their customers, suppliers and employees and so provide the technological means to put relationship marketing philosophy into practice. Organizations that fail to keep up with competitor’s service marketing capabilities risk being seriously disadvantaged. However, the use of technology on its own is not sufficient and firms must combine developments in IT with a philosophy that calls for the re-organisation of the entire firm around its customers. This shift will not be easily achieved. Our purpose, based on collaborative Canfield/CSC Computer Sciences Corporation studies, is to identify the pitfalls, and offer advice on the successful implementation of service marketing systems in support of relationship marketing strategies, including an audit of the organization’s readiness to proceed. 

Film Production and Consumption in Contemporary Taiwan

2016 ◽  
Author(s):  
Ya-Feng Mon
Keyword(s):  
Film Industry ◽  
Sensory Experience ◽  
Media Convergence ◽  
Film Production ◽  
Production And Consumption ◽  
And Control ◽  
Depth Interviews

This book uses the potent case study of contemporary Taiwanese queer romance films to address the question of how capitalism in Taiwan has privileged the film industry at the expense of the audience's freedom to choose and respond to culture on its own terms. Interweaving in-depth interviews with filmmakers, producers, marketers, and spectators, Ya-Fong Mon takes a biopolitical approach to the question, showing how the industry uses investments in techno-science, ancillary marketing, and media convergence to seduce and control the sensory experience of the audience-yet that control only extends so far: volatility remains a key component of the film-going experience.

Comparing conspicuous consumption across different experiential products: Culture and leisure

2018 ◽  
Vol 61 (4) ◽  
pp. 430-446 ◽  
Author(s):  
Fred Bronner ◽  
Robert de Hoog
Keyword(s):  
Consumer Behavior ◽  
Performing Arts ◽  
Classical Music ◽  
Conspicuous Consumption ◽  
Minor Importance ◽  
Cultural Events ◽  
Different Types ◽  
Social Visibility ◽  
Experiential Purchases ◽  
Cultural Marketing

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media. These trends did arouse a renewed interest in the concept of conspicuous consumption in the area of experiential purchases. Seven different types of experiential purchases are compared as regards the role of conspicuous consumption: the main summer holiday and participation in six different types of cultural events. In the culture study, the same measurement tools were used as in the leisure study. It was found that conspicuous consumption plays a role in these types of purchases. This holds true for status demonstration as well as for identity demonstration. However, there are substantial differences between the different types of cultural events. Conspicuous consumption is important to those who attend festivals, classical music concerts, and pop concerts and is of minor importance as regards going to movies. Based on these findings, we propose a tentative theory about the relationship between conspicuous consumption and type of experiential purchase. Practical implications for marketing are sketched out. In cultural marketing for museums, the performing arts, and cinema, attention should be paid not only to the quality of the event for the self-experience, but also to its status and identity-signaling potential to relevant others.

scholarly journals Scene, Aesthetics and Industry Chain: Postmodern Cultural Thinking of Films in 5G Era

2021 ◽  
Vol 3 (4) ◽  
pp. 19-24
Author(s):  
Heqiang Zhou ◽  
Lei Que
Keyword(s):  
Film Industry ◽  
Important Influence ◽  
Film Production ◽  
Film Culture ◽  
Industry Chain ◽  
Chinese Film ◽  
Post Modernism ◽  
The Way ◽  
Film Aesthetics

With the in-depth influence of 5G technology on film art, the postmodern culture contained in it is also becoming more and more obvious. Understanding the context of the 5G era and clarifying the origin of film postmodernism culture will help us deeply analyze the cause of the rise of postmodernism film culture, especially the important influence of the expansion of film application scenes, the innovation of the whole industry chain and the evolution of film aesthetics on the rise of postmodernism film culture. In addition, we should also think deeply about the film culture under the post-modernism of 5G era, and explore the way to stick to the benign development of film creation and film industry. To enhance our cognition and appreciation of post-modern film culture, to give play to the positive factors of post-modern film culture, and to promote the healthy and prosperous development of Chinese film production, creation and industry.

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