Accounting for Marketing Activities: Implications for Marketing Research and Practice

2011 ◽  
Author(s):  
Natalie Mizik ◽  
Doron Nissim
Keyword(s):  
Marketing Research ◽  
Research And Practice ◽  
Marketing Activities

HEURISTICS AND BIASES: IMPLICATIONS AND SOLUTIONS FOR MARKETING RESEARCH AND PRACTICE

2018 ◽  
Vol 2018 ◽  
pp. 480-480
Author(s):  
Cuong Pham ◽  
◽  
Bo Pang ◽  
Julia Carins ◽  
Sharyn Rundle-thiele
Keyword(s):  
Marketing Research ◽  
Heuristics And Biases ◽  
Research And Practice

scholarly journals The Social Power of Narcissists in Mass Customization

2021 ◽  
Author(s):  
Johanna Hasenmaile-Aspin ◽  
Emanuel de Bellis ◽  
Andreas Herrmann
Keyword(s):  
Decision Making ◽  
Mass Customization ◽  
Consumer Satisfaction ◽  
Word Of Mouth ◽  
Social Power ◽  
Marketing Research ◽  
Research And Practice ◽  
The Social ◽  
Social Product ◽  
Sample Configuration

It has become standard practice for consumers to customize products instead ofchoosing off-the-shelf solutions. A new practice is that consumers can directly share and discuss their customized products with their peers via social product configurators. We examine how the type of communication affects peer decision-making and satisfaction in such configurators. Drawing on research on mass customization, electronic word of mouth, and narcissism, we propose that narcissistic communication is crucial to understanding the effect of a shared configuration. A series of three studies demonstrates that consumers scoring high (vs. low) on narcissism are more likely to share their customized product online as a sample configuration and to use I-centered communication to describe that configuration. Such narcissistic communication makes peers adjust their own customized product to the sample configuration and to evaluate their own product less favorably. These findings suggest that narcissistic communication influences consumers’ decision-making by increasing the likelihood to conform, potentially negatively impacting consumer satisfaction. The social power of narcissists has implications for both marketing research and practice.

An integrated model for customer equity estimation based on brand equity

2020 ◽  
pp. 147078532095411
Author(s):  
Zahra Qorbani ◽  
Hamidreza Koosha ◽  
Mohsen Bagheri
Keyword(s):  
Brand Equity ◽  
Marketing Research ◽  
Customer Equity ◽  
Customer Acquisition ◽  
Share Of Wallet ◽  
Brand Knowledge ◽  
Mediating Role ◽  
Brand Differentiation ◽  
Customer Lifetime ◽  
Marketing Activities

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research. This research outlines a new conceptual framework to explore the relationship between the critical elements of BE and CE. Furthermore, using marketing activities, the study quantifies the effect of these activities on CE. The value of CE is computed based on a customer lifetime value (CLV) model in which linear, logistic, and beta regression are used to predict BE, customer acquisition, and customer share of wallet, respectively. We conducted an empirical analysis through questionnaires in an elevator company. The results reveal that brand knowledge and brand differentiation positively relate to customer acquisition. Also, for both existing customers and prospects, brand differentiation plays an important role in the share of wallet. The findings also show that marketing activities have a positive and significant impact on brand knowledge and brand differentiation, and consequently, through the mediating role of BE between marketing activities and CE, on customer acquisition and share of wallet.

Marketing: creating and communicating consumer value

2019 ◽  
Author(s):  
Лариса Данченок ◽  
Larisa Danchenok ◽  
Алексей Мешков ◽  
Aleksey Meshkov ◽  
Борис Мусатов ◽  
...  
Keyword(s):  
Higher Education ◽  
Relevant Literature ◽  
Marketing Research ◽  
Federal State ◽  
Modern Theory ◽  
Tourism Marketing ◽  
Economic Trends ◽  
Marketing Activities ◽  
Marketing Service ◽  
State Educational

The textbook was prepared by the team of authors of the first Russian Department of marketing of Plekhanov Russian University of Economics. The textbook combines modern theory, applied aspects and practice of marketing, reflects important modern economic trends that affect business and marketing activities: the need to implement a relational approach, the importance of environmental factors, social responsibility of marketing, changes occurring in connection with the development of the digital economy, the adaptation of marketing activities in the Internet environment, social media, when using mobile applications marketing. Each Chapter of the textbook contains a mini-case, tasks and questions for repetition, as well as a list of recommended relevant literature, diagrams, tables, drawings, calculation tasks. Meets the requirements of the Federal state educational standards of higher education of the last generation. Students of educational institutions of higher education, studying in the areas of bachelor's degree "Management" and "Economics", profile " Marketing»; students and undergraduates studying special marketing disciplines: "Banking marketing", "Internet marketing", "Marketing of small and medium-sized businesses", "Marketing research", "Marketing communications", "Marketing planning and audit", "tourism Marketing", "service Marketing", "international marketing", "Marketing in industries and spheres of activity", "non-Commercial marketing", "Fundamentals of strategic marketing", "consumer Behavior", "Industrial marketing", "Trade marketing", " Pricing and distribution policy»; as well as graduate students, teachers, business practitioners and marketers.

scholarly journals PECULIARITIES IN CONSTRUCTION OF SEGMENTATION MODELS: THEORY AND PRACTICE

2011 ◽  
Vol 9 (2) ◽  
pp. 171-184
Author(s):  
Daiva Viselgaitė ◽  
Mantas Vilys
Keyword(s):  
Business Models ◽  
Marketing Research ◽  
Theory And Practice ◽  
Strategic Marketing ◽  
Scientific Article ◽  
Marketing Plan ◽  
Manufacturing Companies ◽  
Sustainable Business ◽  
Marketing Activities ◽  
Segmentation Models

Strategic marketing development is a major area of Lithuanian manufacturing companies, which seeks to improve business. In order to develop a strategic marketing plan, companies encompassing several business models are faced with the need to adapt those models here and highlight the lack of skills to carry out marketing activities for the sharp divide in the business models in the marketing literature. In order to give the latter companies a theoretical foundation for development of strategic marketing for sustainable business, which highlights the need for business model adaptation in the process of segmentation, it is worthwhile to analyze the scientific segmentation models and prepare recommendations for model construction. The scientific article is based on marketing research in window manufacturing and mounting business that enables to create a step-by-step market segmentation model, which is based on adaptation of different business models. The main tendencies identified in the sector (high market and technological uncertainty, intense competition) makes it a very characteristic example of a business, which seeks to improve competitiveness.

scholarly journals Modern technologies of marketing research and market analysis

2021 ◽  
Vol 2021 (2) ◽  
pp. 29-39
Author(s):  
Oleh Duma ◽  
◽  
M. Melnyk ◽  
Keyword(s):  
Artificial Intelligence ◽  
Machine Learning ◽  
Big Data ◽  
Human Life ◽  
Marketing Research ◽  
Research Process ◽  
Target Market ◽  
Advantages And Disadvantages ◽  
Marketing Activities ◽  
Modern Technologies

Nowadays, marketing research is increasingly important for the success of enterprises. Conducting marketing research reduces the risk of making wrong decisions in the analysis and development of marketing strategies, planning and control of marketing activities. The article provides an overview of the emergence of marketing research, explores the latest methods of marketing research, their advantages and disadvantages, the possibility of its application at different stages of marketing activities. Scientific approaches to the interpretation of the concepts "marketing research", "methods of marketing research" are systematized. The latest methods of marketing research that widely use AI, Big Data, ML, TRI * M, have been studied. The technologies of mobile advertising, areas of use of artificial intelligence, the essence and features of the formation of Big Data and machine learning were researched in the article. The benefits of using artificial intelligence, big data and machine learning to conduct marketing research were researched in the article. Analytical materials are confirmed by cases from the practice of marketing research. All research outcomes were proved by cases of Independent Media, TNS Ukraine, British Council, Chat fuel and Coca - Cola. The scheme of the marketing research process is supplemented by the possibilities of applying the latest technologies, which are grouped by stages. Any marketing research is a sequence of steps. Each of them uses a set of tools that provide collection, processing and analysis of data about the target market, customers, or economic processes. Each of these stages can be implemented using the modern technologies that are widely used in various spheres of human life. The directions of application the artificial intelligence, Big data, machine learning for carrying out office researches, field researches, pilot researches and a method of focus groups are offered. The analysis of realization of methods of marketing researches on the basis of Big Data, AI, ML is carried out.

Social Marketing’s Strengths, Weaknesses, Opportunities, and Threats (SWOT): A Commentary

2019 ◽  
Vol 25 (4) ◽  
pp. 231-242 ◽  
Author(s):  
Sameer Deshpande
Keyword(s):  
Social Marketing ◽  
Swot Analysis ◽  
Marketing Research ◽  
Research And Practice ◽  
Key Stakeholders ◽  
Past Half Century ◽  
Boundary Definition ◽  
Or Practice ◽  
Definition Of

Background: Over the past half century, social marketing has come into its own, both as a discipline and a practice, for creating positive social outcomes. However, as the operating environment continues to evolve, the role of social marketing in the change landscape requires consideration. Focus of the article: In this article, the author presents a commentary on the present and future role of social marketing research and practice through the lens of a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Topics discussed in the analysis include the boundary definition of social marketing, modalities of practice, sources of funding, the complexity of target issues, and professional standing and competition. Importance to the social marketing field: Critical analysis of social marketing research and practice can assist to maintain and grow its relevance and adoption among key stakeholders. Recommendations for Research or Practice: Several recommendations are made for addressing the issues identified in the SWOT analysis. These include conscious effort to market social marketing; clarify the concept of audience orientation when designing social marketing solutions; address specific research questions that produce academic and managerial insights; utilize corporate partnerships creatively; offer social marketing course to retain accreditation of professions such as marketing, public health, environmental studies, or public administration; and, encourage documentation of initiatives. Limitations: The discussion presented here is based purely on opinions and experience of the author.

Analysis of the marketing mix in ukrainian enterprises for the production of food eggs

2018 ◽  
pp. 112-119
Author(s):  
Mykola Kryvenok ◽  
Ruslan Buriak ◽  
Maryna Rudenko
Keyword(s):  
Marketing Research ◽  
Marketing Mix ◽  
Domestic Market ◽  
Information Support ◽  
Marketing Activities ◽  
Retail Promotion

The features of the marketing complex of enterprises of the domestic market of food eggs are analyzed. It is proposed to conduct marketing research in the following sequence: packaging, transportation, the study of resellers, the study of retail, promotion and information support of marketing activities, pricing. According to a certain algorithm, the features of the marketing complex of egg producers 4 P, certain features that are inherent in the domestic market of eggs and its main participants are investigated. Based on the analysis, general conclusions were made and recommendations for improving the marketing mix for domestic enterprises were determined.

MARKETING ACTIVITIES OF THE STATE CUSTOMER IN ORGANIZATION OF THE TENDER

2018 ◽  
Author(s):  
Larysa Strashynska ◽  
◽  
Andrii Nykonenko ◽  
Keyword(s):  
Public Relations ◽  
Market Research ◽  
Public Procurement ◽  
Marketing Research ◽  
The State ◽  
Theory And Practice ◽  
Business And Society ◽  
Number Of Factors ◽  
Ethical Marketing ◽  
Marketing Activities

Public procurement in Ukraine is an area where marketing is underused. Marketing potential in public tendering remains poorly understood. The article is devoted to the study of this potential for improving the performance of domestic state customers. Marketing in the state customer's activities is limited by a number of factors. This is dependence on legislation and competitive trading procedures. The main directions of marketing in the activities of the state customer are public relations and market research. Domestic state customers do not pay sufficient attention to public relations, which leads to a low level of confidence of business and society in tenders. The central tool of market research for the state customer are market consultations. It includes several stages, such as an invitation to participate in market consultations, filling out a questionnaire by an enterprise, holding a meeting of a prospective customer with a potential bidder and preparing a report. Marketing research of the market is used insufficiently by state customers. Market consultations are mainly addressed to those customers who are financed by international financial organizations. At the same time, market consultations hold enormous potential to improve the efficiency of public procurement. They allow you to correctly formulate the requirements for the procurement item and its expected value. This speeds up the process of preparing tender documents. In addition, market consultations draw the attention of a potential tenderer to this state customer. This contributes to an increase in the number of tenderers and to a decrease in the price of the subject of the procurement. As a result of the study of the theory and practice of using marketing in public procurement, it was proposed to introduce social and ethical marketing in this area.

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