scholarly journals Features of Marketing Activities of the Football Club “Nizhny Novgorod”

2021 ◽  
Author(s):  
Ekaterina Bulanova ◽  
◽  
Marina Platonova ◽  
Olga Rokunova
Keyword(s):  
Sports Management ◽  
Football Club ◽  
Ticket Sales ◽  
Season Ticket ◽  
Marketing Activities ◽  
Research Findings ◽  
Families With Children ◽  
Effective Use ◽  
Marketing Methods ◽  
Effective Component

The relevance of the research topic is due to the fact that marketing in sports is an effective component of sports management, just as it is in other areas of management. Sports marketing has its own specific features based on the characteristics of a particular sport, and this article deals with football marketing. The purpose of this article is to reflect the results of the study of a sports club’s marketing activities. The object of the study is the regional football club “Nizhny Novgorod”(Russia). The main objectives of the study are to identify the factors that attract the fans’ interest to the football club, to attending matches and purchasing club merchandise. Based on a survey of Nizhny Novgorod residents, a study of football fans’ needs in the region was carried out and the target audience of the FC “Nizhny Novgorod” was determined. The results of the survey show that the fans are poorly motivated to attend football matches with the participation of this club. The potential of modern promotion methods such as social media marketing (SMM) is used insufficiently. There is a need to make a more active impact on football consumers in the region, to intensify the work with the fans of the club, to improve the quality and design of the club’s merchandise. As a result of our research, a series of measures have been developed aiming to involve fans in the club’s life, both on match days and between matches. These measures include: promoting season ticket sales, more effective use of the home stadium on match days, active work to attract families with children, organising family leisure at the stadium, stadium tours, activities outside the stadium – weekend events in the city’s parks. The value of the research findings presented in the article lies in identifying the need to create the conditions for a football feast based on football marketing methods, aiming to attract fans to the club.

scholarly journals Improvement of Marketing Communications of the Hotel Chain under the Conditions of Franchising Relations

2020 ◽  
Vol 9 (3) ◽  
pp. 3503-3507
Keyword(s):  
Current System ◽  
Communication Channels ◽  
Psychological Characteristics ◽  
Marketing Communications ◽  
Practical Significance ◽  
Competitive Advantages ◽  
Marketing Activities ◽  
Hotel Chains ◽  
Effective Use ◽  
Hotel Chain

The article deals with the issue of improving marketing communications in a hotel from the international hotel chain. The topic of the article in modern conditions is relevant and important in the development of effective marketing communications for many hotels that have opened in Russia recently. It is particularly relevant in connection with the fact that opened hotels representatives of international hotel chains operating in Russia on a franchise basis. The authors see the purpose of the article in formation of proposals to improve the current system of marketing communications. The authors analyzed the theoretical and methodological foundations of the formation of marketing communications in the organization; analyzed the existing system of marketing communications in the Hotel “ibis” in Nizhny Novgorod. The analysis devoted to the research of the theoretical and methodological foundations of the formation of marketing communications in the organization allowed us to conclude that marketing communications in the organization are a concept according to which the organization carefully thinks and coordinates the work of its many communication channels to develop a clear, consistent and convincing presentation about the organization and its goods (products, services). The main purpose of such communications is to demonstrate to contact groups the most important characteristics of the goods (services). The basis for the formation of an effective complex of marketing communications in the organization is segmentation, which allows obtaining the necessary information socio-economic and psychological characteristics of target audiences. The authors proposed the necessary list of communication activities, which does not violate the requirements of the franchise to the implementation of marketing activities. This confirms the practical significance of this article. The proposed measures will allow effective use of marketing tools for promoting the hotel. Companies will receive competitive advantages, attract more guests, and increase the economic efficiency of their activities with the proposed set of measures.

The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity

2015 ◽  
pp. 73-87 ◽  
Author(s):  
Tugba Orten Tugrul
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Repeated Measures ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Performance ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Research Findings ◽  
Brand Affect

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences lead to more favorable brand affect, and in turn, enhanced brand equity is proposed. Importantly, perceived social media marketing activities are identified as a key moderator influencing the effects of consumer social media marketing experiences on brand equity. Repeated measures ANOVA and regression analyses were conducted to test the proposed model in a study consisting of three phases. The results provide support for (a) the main effects of consumer social media marketing experiences on brand affect and brand equity, (b) the mediating effect of brand affect, and (c) the moderating effect of perceived social media marketing activities. The chapter concludes with a discussion of the theoretical and managerial implications of the research findings, and recommendations for future studies.

Sustaining Healthcare Through Waste Elimination

2011 ◽  
Vol 6 (4) ◽  
pp. 1-22 ◽  
Author(s):  
Sharie L. Falan ◽  
Bernard Han ◽  
Linda H. Zoeller ◽  
J. Michael Tarn ◽  
Donna M. Roach
Keyword(s):  
Business Processes ◽  
Health Expenditures ◽  
Healthcare Management ◽  
Management Systems ◽  
Healthcare Waste ◽  
Key Factor ◽  
Research Findings ◽  
Efficient Information ◽  
Effective Use ◽  
Domestic Products

The growth in U.S. national health expenditures (NHE) has continuously outpaced its Gross Domestic Products (GDP) growth since 1997 and this trend will continue with a 2.1% annual gap for the next decade (RAND, 2010). This nonstop healthcare cost increase make healthcare one of the most urgent issues in USA. Concurred by this study, the key factor that drives up the healthcare costs is waste. In this paper, a taxonomy on the root causes of healthcare waste is developed with a corroboration on why healthcare waste could be eliminated through effective use of health information technology (HIT). Furthermore, real world cases are used to highlight the research findings that waste can be avoided by: (a) recognizing the precursor of each potential waste, (b) examining business processes using defined detection criteria, and (c) implementing HIT systems that support efficient information sharing among all healthcare stakeholders. Finally, recommendations for implementing IT enabled healthcare management systems are presented.

scholarly journals Modern marketing in the business practice – the source of competitive advantage in the global market

2012 ◽  
Vol 50 (No. 12) ◽  
pp. 572-576
Author(s):  
E. Horská
Keyword(s):  
Competitive Advantage ◽  
Global Market ◽  
Business Practice ◽  
Competitive Advantages ◽  
Marketing Tactics ◽  
Marketing Activities ◽  
Food Market ◽  
Effective Use ◽  
Global Food

The goal of the paper is to identify opportunities following from the use of theory of modern marketing in the business practice in terms to reach competitiveness in the global food market. The paper analyses in details the competitive advantages related to individual marketing tools as well as using some up-to-date marketing tactics with the goal to attract a customer. In addition to the most effective use of marketing tools, we define the role of marketing in the global market space and distinguish the local, regional and global extend of marketing activities.

Using Popular Television as a Teaching Tool for the Linguistically Diverse

1978 ◽  
Vol 7 (2) ◽  
pp. 143-150
Author(s):  
Muriel Wall
Keyword(s):  
Ethnic Diversity ◽  
Oral Communication ◽  
Linguistically Diverse ◽  
Teaching Tool ◽  
Media Communication ◽  
Communication Techniques ◽  
Plot Analysis ◽  
Research Findings ◽  
Popular Television ◽  
Effective Use

“Using Popular Television as a Teaching Tool for the Linguistically Diverse,” illustrates how media communication techniques can be adapted for curriculum development. A close look at this medium indicates that its power can be bridled for effective use within the learning environment. Theoretical and practical information is combined because strategies, based on research findings, use popular television series suggested by the students to provide recommendations for lessons to develop pronunciation, oral communication, plot analysis and writing composition as well as analysis of cultural factors concerning ethnic diversity. Guidelines are also included for developing television discrimination.

The use of social media by higher education institutions

2020 ◽  
Vol 65 (2) ◽  
pp. 30-42
Author(s):  
Jacek Maślankowski ◽  
Łukasz Brzezicki
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Big Data ◽  
Competitive Advantage ◽  
Full Advantage ◽  
Higher Education Institutions ◽  
Marketing Activities ◽  
Use Of Social Media ◽  
Marketing Methods

Higher education institutions have been using, to an increasing extent, various marketing methods and tools, which are becoming a decisive factor in building their competitive advantage and achieving success. In order to initiate and maintain long-term relationships with their communities and to conduct other marketing activities, higher education institutions have been increasingly often using social media, which has enabled them to actively create their image. The aim of this study is to utilize big data methods and tools to measure the scale of the use of social media by the higher education sector. The research carried out in the first quarter of 2019 demonstrates that large higher education institutions, i.e. those with over 1696 students (according to the adopted classification), use social media to communicate current news to a larger extent than the smaller ones. A significantly smaller percentage of mediumsized higher education institutions (223-1695 students) and small ones (up to 222 students) have accounts in social media, thus failing to take full advantage of the potential of these media. Higher education institutions use social media mainly to promote events they organise.

Choice Overload and Partial Season Ticket Sales

2019 ◽  
Vol 11 (2) ◽  
pp. 27-37
Author(s):  
Clinton J. Warren ◽  
Joshua M. Lupinek
Keyword(s):  
Choice Overload ◽  
Ticket Sales ◽  
Season Ticket

scholarly journals FOSTERING THE EFFECTIVE USAGE OF RISK MANAGEMENT IN CONSTRUCTION

2017 ◽  
Vol 23 (7) ◽  
pp. 858-867 ◽  
Author(s):  
Alfredo SERPELL ◽  
Ximena FERRADA ◽  
Norma Larissa RUBIO
Keyword(s):  
Risk Management ◽  
Case Studies ◽  
Construction Projects ◽  
Effective Management ◽  
Project Risk ◽  
Research Findings ◽  
Organizational Maturity ◽  
Effective Use ◽  
Management Capabilities ◽  
System Prototype

The effective management of risk is critical for construction projects. However, research findings show that risk management is either not used or done ineffectively in domestic construction projects. One of the primary reasons for this appears to be the lack of risk management (RM) capabilities and knowledge. A study aimed at developing a system for supporting the effective use of RM is presented. The system has been designed so as to provide the required functionality to assist owners and contractors to develop their capabilities to manage risk effectively, including: a) to assess the existing RM organizational maturity and to report on the existing gaps, b) to propose recommendations for improving the organizational RM capabilities in the light of the detected gaps, and c) to help companies with the im­plementation and improvement of RM within the organization. The system prototype has been successfully applied in several companies that served as initial case studies. It is anticipated that the system will assist clients and contractors to advance effective risk management capabilities and to improve their project risk management performance in the me­dium range. The system can also be applied in other countries that face the same RM difficulties.

scholarly journals Emerging Trends in E-Marketing In India

2021 ◽  
pp. 255-263
Keyword(s):  
Digital Media ◽  
High Speed ◽  
Digital Marketing ◽  
Goods And Services ◽  
Emerging Trends ◽  
Marketing Activities ◽  
Valuable Complement ◽  
Marketing Methods ◽  
Use Of Internet ◽  
Digital Channels

E- Marketing is the avenue of electronic communication which is used by the marketers to endorse the goods and the services towards marketplace.E-marketingmeans using digital technologies to help sell your goods or services. These technologies are a valuable complement to traditional marketing methods whatever the size of your company or your business model. The supreme purpose of the digital marketing is concerned with consumers and allows the consumers to intermingle with the product by virtue of digital media. Indian market is significantly changing with the massive use of Internet and information technology.E- Marketing is being used in different ways for marketing activities. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. Day by day growing Digital Market in India is an evident that theDigitization is taking place with a high speed. E-commerce website are providing all the goods and services through online portals online today. Therefore, this paper has focused on understanding the growth of digital marketing in India and what are the current and future trends in digital marketing.

scholarly journals Pengembangan Kemasan Produk Untuk Memperkuat Brand Stik Tempoyak Cap Cus di Jambi

2021 ◽  
Vol 3 (1) ◽  
pp. 21-28
Author(s):  
Frangky Selamat ◽  
Chairy Chairy ◽  
Hetty Karunia Tunjungsari
Keyword(s):  
Community Service ◽  
Online Marketing ◽  
Consumption Patterns ◽  
Product Packaging ◽  
Community Activities ◽  
Public Consumption ◽  
Service Activity ◽  
Marketing Activities ◽  
Marketing Methods ◽  
The Impact

ABSTRAK Krisis ekonomi yang dipicu oleh penyebaran virus SARS-Cov2 belum juga dapat dikendalikan. Kondisi ini telah menciptakan banyak masalah bagi pelaku UKM di Indonesia. Melemahnya daya beli konsumen dikuti dengan perubahan pola konsumsi masyarakat mendatangkan sejumlah masalah. Sektor kuliner menjadi salah satu yang terdampak berat. Usaha stik tempoyak yang merupakan hasil kreasi dari seorang ibu rumah tangga di Jambi yang ingin menciptakan oleh-oleh penganan ringan khas Jambi turut merasakan dampak tersebut. Berkurangnya jumlah kunjungan wisatawan ke Jambi dan pembatasan kegiatan masyarakat memaksa UKM ini untuk mengubah cara pemasaran. Cara luring dengan kemasan produk yang sederhana tidak dapat dipertahankan. Kegiatan PKM ini dilakukan untuk membantu UKM binaan agar dapat bertahan sekaligus melakukan inovasi pengembangan produk. Kemasan produk yang menarik dapat dimanfaatkan untuk aktivitas pemasaran daring, yang  diperkirakan akan semakin intens pemanfaatannya sekalipun pandemi telah berakhir.     Kata Kunci: Kemasan Produk, UKM, Pemasaran     ABSTRACT The economic crisis triggered by the spread of the SARS-Cov2 virus has yet to be controlled. This condition has created many problems for SME entrepreneurs in Indonesia. The weakening of consumer purchasing power followed by changes in public consumption patterns has created a number of problems. The culinary sector is one of the hardest hit. The tempoyak stick business, which was the creation of a housewife in Jambi who wanted to create a typical Jambi snack, also felt the impact. The reduced number of tourist visits to Jambi and restrictions on community activities forced these SMEs to change their marketing methods. The simple way of offline with product packaging is untenable. This community service activity is carried out to help fostered SMEs to survive while at the same time making product development innovations. Attractive product packaging can be used for online marketing activities, which are expected to be more intense even though the pandemic has ended.   Keywords: Product Packaging, SME, Marketing.

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