The Business Environment of Destination Marketing

2019 ◽  
Author(s):  
Krzysztof Celuch
Keyword(s):  
Marketing Strategy ◽  
Business Environment ◽  
Economic Life ◽  
Destination Marketing ◽  
Trade Off ◽  
Geographical Unit ◽  
Product Service ◽  
Generating Relations ◽  
Brand Product ◽  
Stimulation Of

Marketing is the process of creating, communicating and delivering offers which prove valuable to the customers, clients, partners and community focused around a given brand, product, service, person, event or place. It is the process consisting of the identification, prediction and delivery of the strategic benefits expected by the recipients as well as the management of profit-generating relations with clients. Destination marketing is a realisation of the process in relation to a selected geographical unit and, at the same time, a market concept of managing the said unit. Activities undertaken within the destination marketing strategy may be aimed at improving the image of a given territory and increasing its recognisability, developing specific features of its social and economic life, and influencing opinions, attitudes and behaviours of external and internal groups of stakeholders by shaping appropriate set of means and instruments for the stimulation of trade-off relations. These activities result in creating the image of a destination, that is a set of impressions and interpretations spontaneously connected with a given stimulus (physical or social) which brings on appropriate associations with the place in question.

scholarly journals Development of Market Orientation for Marketing Strategy Formulation

2017 ◽  
Vol 9 (4) ◽  
pp. 54
Author(s):  
Nagasimha Balakrishna Kanagal
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Market Orientation ◽  
Value Creation ◽  
Business Environment ◽  
Customer Relationship ◽  
Strategy Formulation ◽  
Market Mechanisms ◽  
Develop Market ◽  
Business Purpose

The formulation of marketing strategy is augmented with the firm making efforts to develop market orientation. Market orientation is the ability of the firm to “orient” its marketing strategy to the requirements of the market and continually re-orient its marketing strategy to the changes that occur in the market and business environment. The paper examines the nature of market orientation through literature review and outlines the meaning of the types of strategic thrusts, with specific focus on introducing a new position of competitive advantage called “market mechanisms.” The paper then postulates aspects of enabling reorientation of marketing strategy to keep up with changes in the market and business environment. The paper then extends the understanding of market orientation in extant literature by outlining the details of accommodating the convergence between the business purpose of firm orientation and the business purpose of value creation that encapsulates the firm-customer relationship or the market. An empirical section on certain “orient” aspects is laid out. Implications for marketing strategists are discussed. 

scholarly journals Plan for the worst, hope for the best? Exploring major events related terrorism and future challenges for UK event professionals

2018 ◽  
Vol 4 (4) ◽  
pp. 513-526 ◽  
Author(s):  
Daniel Baxter ◽  
Jenny Flinn ◽  
Lucrezia Flurina Picco
Keyword(s):  
Marketing Strategy ◽  
Significant Rise ◽  
Destination Marketing ◽  
Major Event ◽  
Structured Interviews ◽  
Content Type ◽  
Future Challenges ◽  
Research Findings ◽  
The Uk ◽  
The Impact

Purpose The purpose of this paper is to investigate major event related terrorism and the resulting challenges that event professionals may face when hosting major events in cities as part of a destination marketing strategy. Design/methodology/approach The research was based in the UK due to the significant rise in terrorist activities that have taken place in its urban cities in recent years. The exploratory nature of this study utilised semi-structured interviews with UK event professionals, enabling a preliminary, in-depth investigation of the challenges that events professionals face as a result of major event related terrorism. Findings The research findings identify three challenges faced by event professionals when organising major events: knowledge and understanding in relation to major event related terrorism; the impact of major event related terrorism in terms of responsibility and accountability; and managing for major event related terrorism in budgetary terms. Research limitations/implications The research is limited to the UK, other destinations will pose their own unique challenges when hosting and managing events. It is suggested that this research be evaluated against similar studies in other destinations. This is a preliminary study and each of the topics identified within the findings warrant further exploration in their own right. Originality/value The paper offers an insight into the challenges faced by event professionals in the UK when delivering major events as part of a destination marketing strategy. With the increase in major event related terrorism in cities the findings of this research are of relevance not only to event professionals but anyone with a role in destination and tourism development.

Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation

1994 ◽  
Vol 31 (4) ◽  
pp. 484-504 ◽  
Author(s):  
Eric J. Arnould ◽  
Melanie Wallendorf
Keyword(s):  
Marketing Strategy ◽  
Market Segmentation ◽  
Brand Management ◽  
Interview Data ◽  
Ethnographic Methods ◽  
Strategy Formulation ◽  
Systematic Analysis ◽  
Product Service ◽  
Ethnographic Observation ◽  
Ethnographic Data

The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential characteristics of ethnographic interpretation. Then they review the particular contributions to interpretation of several kinds of ethnographic observation and interview data. Next they discuss how interpretations are built from ethnographic data. They show how multilayered interpretations of market phenomena emerge through systematic analysis of complementary and discrepant data. Finally, the authors articulate three representational strategies that are used to link multilayered interpretations to marketing strategy formulation. They suggest that ethnographic methods are appropriate for apprehending a wide variety of consumption and use situations with implications for market segmentation and targeting; product and service positioning; and product, service, and brand management.

scholarly journals EVALUASI STRATEGI PEMASARAN PADA MASA PANDEMI COVID19

VALUE ◽  
2021 ◽  
Vol 2 (1) ◽  
pp. 39-56
Author(s):  
Harry Ramadhan ◽  
Endah Widati ◽  
Ibnu Fiqhan Muslim
Keyword(s):  
Marketing Strategy ◽  
Research Method ◽  
Qualitative Method ◽  
Descriptive Analysis ◽  
Business Environment ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Profitability Analysis ◽  
The World ◽  
Food And Beverage

Competition in the restaurant and cafe industry at this time is very tight and competitive. This is marked by the growing number of new competitors in the world of Resto and Cafe. The restaurant and cafe industry as one of the food and beverage supply sectors that can support national and regional economic development. In Depok, there are 170 restaurants and cafes operating. The purpose of this study was to find out how the results of the implementation of Marketing Strategy During the Covid19 Pandemic at Like No Other Cafe Depok. The research method used is descriptive qualitative method. Using interviews, questionnaires and observations to related parties as data collection techniques. Thus, the data analysis techniques used were VRIO and PESTLE analysis to analyze the business environment, profitability analysis to evaluate the results of the implementation of the marketing mix program used and descriptive analysis to analyze planning, implementation and marketing strategy activities. The results showed that the strategy implemented by Like No Other Cafe during the Covid19 pandemic was considered effective so that Like No Other Cafe was still able to survive and generate income even though the income was only 50% of normal conditions.

scholarly journals Do Fiscal Rules Constrain Fiscal Policy in Romania?

2020 ◽  
Author(s):  
Alina Daniela Vodă ◽  
Gabriela Dobrotă ◽  
Loredana Andreea Cristea ◽  
Bianca Ciocanea
Keyword(s):  
Sustainable Development ◽  
Fiscal Policy ◽  
Granger Causality ◽  
National Level ◽  
Granger Causality Test ◽  
Business Environment ◽  
Economic Life ◽  
Fiscal Sustainability ◽  
Fiscal Rules ◽  
Causality Test

At both macroeconomic and national level, in recent decades, European tax policies have shown a particular interest in addressing the spectrum of risk issues in terms of maturing the business environment and the lack of sustainable development of the economy. In Romania there has been a significant increase in public debt, which is increasingly threatening fiscal sustainability. This is due to fiscal rules that restrict the applicability of fiscal policy to balancing the national economy. However, fiscal policy did not act in the direction of economic recovery during the crisis that started in the last quarter of 2008, which had a negative impact on the Romanian business environment. Objectively, fiscal policy should manifest itself as a general framework of the economy on the basis of which to develop fiscal rules that act in the direction of sustainable development of the business environment and implicitly, of socio-economic life. The research carried out referred to identify how fiscal rules in Romania restrict the application of fiscal policy as well as whether there is an explicit concordance between them. The research methodology aimed to use the ARDL model to apply the Granger causality test, using quarterly data for a set of four indicators, being identified that Romanian fiscal rules restrict fiscal policy. The achieved results highlighted the fact that fiscal rules restrict fiscal policy, being identified a long-run relationship between the analyzed variables and implicitly, a state of instability of the fiscal system in Romania. Keywords: fiscal policy, autoregressive distributed-lagged model, Granger causality test.

“The Bott om Calling the Top”—The Selling of Funct ion (PSS) as a Business Model for Sust ainability, in Need of Some Ass ist ance from the Legislator

2021 ◽  
Vol 23 (2) ◽  
pp. 825-844
Author(s):  
Olle Karlsson ◽  
Jan Kellgren
Keyword(s):  
Business Model ◽  
Business Models ◽  
Economic Life ◽  
Service Systems ◽  
Bottom Up ◽  
Legal Scholar ◽  
Policy Issues ◽  
Product Service ◽  
New Business ◽  
Product Service Systems

When it comes to policy issues, a legal scholar would traditionally study sustainable taxation from a “top-down” perspective, thus focusing on the legislator and on rational ways to steer economic life in a more sustainable direction. Here, we start at another end—we think of it as “the bottom-calling-the-top” perspective—in order to highlight (1) a relatively new business model and its merits from a circular economy perspective, namely the so called Product Service Systems; (2) how this model faces initial problems regarding especially foreseeability and that it might therefore have problems making its breakthrough; and (3) thus might need help from the legislator. Business models typically emanate from economic life rather than from political discourse, hence the bottom-up perspective and the bottom-to-the-top expression. Within the “bottom-calling-the-top” perspective, the focus lies on the needs of the economic actors carrying out their business. This text will contribute to the integration of a “bottom-up” perspective into the sustainable taxation discussion, and we will illustrate how a proper dose of bottom-up perspective might contribute to a more viable discussion.

Internet Mercenary Operation

2014 ◽  
pp. 86-117
Keyword(s):  
Public Relations ◽  
Strategic Communication ◽  
Target Audience ◽  
Public Image ◽  
The Internet ◽  
Chinese Context ◽  
Media Technologies ◽  
Positive Image ◽  
Product Service ◽  
Brand Product

Internet mercenary operation is a well-integrated part of the Internet public relations (IPR) business. IPR in the Chinese context is defined as a series of strategic communication activities that use the Internet and other new media technologies to promote awareness and ensure a positive image of a brand, product, service or any other entity which is concerned with its public image. Specifically, this chapter details the whole procedure of Internet mercenary operation including release design, target platforms, target audience, release volume and release duration. This chapter also documents in some detail the practice of release operation, including a pyramid of “pushing hands,” and the procedures of maintenance and monitoring.

Marketing Strategy, Technology and Modes of Entry in Global Retailing

2011 ◽  
pp. 1-27
Author(s):  
Dr. Rajagopal
Keyword(s):  
Marketing Strategy ◽  
International Business ◽  
Market Entry ◽  
International Marketing ◽  
Destination Country ◽  
Operational Control ◽  
Trade Off ◽  
Sales Personnel ◽  
Low Intensity ◽  
Country Market

A firm, which would like to involve itself in the international business, may look for its entry into international marketing in many possible ways including exporting, licensing, franchising, or as a production firm with multi-national plant locations. However, at any level of market entry the managerial trade-off lies between extent of risk and operational control. The low intensity modes of entry minimize risk e.g. contracting with a local distributor requires no investment in the destination country market as the local distributors may own offices, distribution facilities, sales personnel, or marketing campaigns.

A gamified marketing strategy to create emotional customer connection

2020 ◽  
Vol 37 (1) ◽  
pp. 25-27
Keyword(s):  
Marketing Strategy ◽  
Game Design ◽  
Design Methodology ◽  
Reading Time ◽  
Related Factors ◽  
Content Type ◽  
Maximum Value ◽  
Pertinent Information ◽  
Practical Implications ◽  
Brand Product

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper concentrates on deploying advergames to engage customers in a brand’s ecosystem of products. The results urged advergame designers to pay attention to four concepts, in descending order of importance: game design, technical elements like multiplayer chat, player personalization, and brand/product-related factors such as integrating product comparisons into the game. To create maximum value from an advergame project, it’s recommended that forming an emotional connection between the player and the brand should be the ultimate aim for anyone working on advergames. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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