THE INFLUENCE OF THE MARKETING INFORMATION SYSTEM ON THE FORMATION OF THE MARKETING STRATEGY OF THE ENTERPRISE

2018 ◽  
Author(s):  
Inna Gogol ◽  
Keyword(s):  
Information System ◽  
Marketing Strategy ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Agricultural Enterprises ◽  
Strategic Position ◽  
Marketing Information ◽  
The Impact ◽  
Balanced Information ◽  
Practical Recommendations

The relevance of the study is due to the necessity to determine the part of the influence of marketing information system on the formation of marketing strategies and direction of efforts in order to increase the results of enterprises. Based on the results of marketing research and analysis of their activities on the basis of accurate and balanced information is determined by the market direction of the enterprise. In modern conditions, both producers and consumers, primarily uses information as a means by which can obtain data from the environment, ie any data containing information that interests them for a certain period of time. Implementation of these tasks is based on a thorough analysis of information to develop a successful strategy in order to choose one of the strategic alternatives. The purpose of the study is to substantiate scientific and theoretical positions and development of practical recommendations for the formation of marketing strategy in agricultural enterprises. During the study dialectical method of cognition, the provisions of economic theory, scientist’s works on issues of formation of marketing strategy with the use of marketing information system are used. The object of this study is the impact of marketing information system on formation of marketing strategy of the enterprise, which is based on increasing efficiency indicators in modern conditions management and their improvement in the future. The author analyzes the components of the marketing information system and its main elements, the main marketing research which are carried out by the enterprises of the Khmelnytskyi region are highlighted. Marketing research of agricultural enterprises based on a survey of their leaders are conducted, and on the basis of generalization of results the scientific approach in order to determine the strategic position of enterprises of Khmelnytskyi region is developed.

scholarly journals OPTIMIZATION OF MARKETING INFORMATION SYSTEM FOR CLOTHING PRODUCTION IN BANDUNG CITY, INDONESIA

2018 ◽  
pp. 27-35
Author(s):  
Tri Indra Wijaksana ◽  
Mahir Pradana
Keyword(s):  
Information System ◽  
Product Development ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Information Collection ◽  
Marketing Intelligence ◽  
Market Trends ◽  
Marketing Information ◽  
Depth Marketing ◽  
A Company

Clothing business is one of the fashion businesses that has been developing rapidly in the last couple decades. Shopping places like distro (distribution store), as a place selling clothes, are now located almost at every point of downtown Bandung. In order to survive under such a tight competition, a company must develop appropriate marketing strategies and try to meet the needs and desires of consumers by generating products that have a higher value as compared to competitors. This study aims to obtain empirical evidence on the use of marketing information systems to improve product development, and when/whether companies should further intensify their programs of marketing intelligence or information collection from the outside so that to be aware of competitor's superiority. The authors also explain the need to carry out in-depth marketing research on both products and consumer needs as well as on the growing market trends. These are the prerequisites for survival in the industrial world today.

Internationale Marketingstrategien und Marketing-Informationssysteme der westdeutschen Pharmaindustrie in den 1950er bis 70er Jahren: Eine „Marketing-Informationsrevolution“?

2015 ◽  
Vol 56 (1) ◽  
Author(s):  
Christian Kleinschmidt ◽  
Heiko Braun
Keyword(s):  
Information System ◽  
Information Systems ◽  
International Marketing ◽  
Marketing Strategies ◽  
Unknown Quantity ◽  
Market Data ◽  
Marketing Information ◽  
Pharmaceutical Enterprises

AbstractAssuming that a formerly unknown quantity and quality of market data triggered a revolution in marketing information, we explore international marketing strategies and the significance of marketing information systems in the context of the re-internationalization of the pharmaceutical enterprises Bayer and Schering after 1945. Both companies faced an information deluge, and in both cases, distinct approaches to a modern marketing information system can be observed since the mid-1960s.

scholarly journals Strategies of Green Marketing as tool of Competitive Advantage

2019 ◽  
Vol 7 (2) ◽  
pp. 257-265
Author(s):  
Arslan Afzal Ansari ◽  
Muhammad Waqas Ameer ◽  
Lubna Tabbassum
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Great Increase ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Basic Tool ◽  
The Impact

This paper aims to find out the impact of green marketing strategies as tool of competitive advance for the firm. Green marketing is a basic tool and marketing strategy to get competitive advantage on other firms in the market. The firms which are going green are enjoying high returns and a great increase in their profits. Moreover these firms also have competitive advantage on other firms in the market.

Implementing capabilities-based quality management and marketing strategies to improve business performance

2016 ◽  
Vol 33 (8) ◽  
pp. 1124-1137 ◽  
Author(s):  
Satish Mehra ◽  
Joshua T. Coleman
Keyword(s):  
Quality Management ◽  
Marketing Strategy ◽  
Organizational Performance ◽  
Management Practices ◽  
Retail Banking ◽  
Marketing Strategies ◽  
Content Type ◽  
Quality Management Practices ◽  
Study Results ◽  
The Impact

Purpose The purpose of this paper is to study the impact of successfully coordinating infrastructural capabilities, such as technology, and structural capabilities, such as people, on the performance of service businesses. Effective coordination of these two types of capabilities is shown to impact the implementation of quality management practices and the design of marketing strategy, both of which when utilized properly, lead to enhanced organizational performance. Design/methodology/approach The authors surveyed retail banking firms for this study to analyze empirical data on infrastructural and structural capabilities. Results were corroborated on the basis of in-depth interviews with several banking managers to provide real world verification of the findings. Findings Results indicate that both infrastructural and structural capabilities positively impact the design of marketing strategy, while only structural capabilities impact the implementation of quality management practices. Both, successfully implemented quality management ideals and a well-designed marketing strategy, are shown to enhance overall organizational performance. Research limitations/implications Research was conducted on a specific sector of the service industry, the banking sector. Also, the relatively small size of the study sample may have impacted the outcome of research applicability in some large businesses. Continuously emerging financial regulations could not be incorporated in the study. On the positive side, strong managerial feedback provides guidance toward adopting the study results, and lays the foundation for future research. Originality/value As today’s rapidly evolving society pushes people out of service encounters, replacing them with efficient and cost-saving technology, roles of both the people and the technology in an organization must be fully understood. This paper shows that, despite the exponential growth of technological innovation, both people and technology are critical to enhancing organizational performance through sound quality management practices and supportive marketing strategies.

scholarly journals The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy

2019 ◽  
Vol 23 (1) ◽  
pp. 3-24
Author(s):  
Mohammad Taherdangkoo ◽  
Beikpour Mona ◽  
Kamran Ghasemi
Keyword(s):  
Marketing Strategy ◽  
Structural Equation ◽  
Environmental Concern ◽  
Customer Segmentation ◽  
Influential Factors ◽  
Marketing Strategies ◽  
Competitive Intensity ◽  
Content Type ◽  
Adoption And Implementation ◽  
The Impact

Purpose This paper aims to highlight a model of industry drivers (industries’ environmental reputation and competitive intensity) that affect the sustainability marketing strategy segmentation, targeting and positioning based on customers’ environmental concern and explore the circumstances under which such a strategy affects performance. Design/methodology/approach The authors examined 64 Iranian export companies, which adopted sustainability marketing strategies across seven different industries. Achieved data are analyzed using a structural equation model methodology. Findings The results indicate that industries’ environmental reputation is positively related to the sustainability marketing strategies based on customers’ environmental concern and leads to superior financial and market performance. They also posit that competitive intensity has no significant effect on sustainability marketing strategies. Research limitations/implications This study specifically examines the impact of industry drivers on sustainability marketing strategy and performance. Logically, there might be other factors affecting the sustainability or other value dimensions that are not addressed in this study. Practical implications This paper provides some understanding of how organizations strength their sustainability marketing strategy, and they have to consider what factors to adopt such strategy. This paper also facilitates a better understanding of the customers’ needs and concern as a factor influencing sustainability marketing strategy adoption and implementation. Identifying the customer segmentation and market targeting based on the industry’s environmental can lead to the business will normally tailor the marketing mix (4Ps) with the needs and expectations of the target in mind. Originality/value This paper strengthens the effect of environmental concern of customer to understand what influences the success of the sustainability marketing adoption and implementation by investigating the most influential factors such as industries’ environmental reputation and competitive intensity.

scholarly journals A Rising E-Channel Tide Lifts All Boats? The Impact of Manufacturer Multichannel Encroachment on Traditional Selling and Leasing

2016 ◽  
Vol 2016 ◽  
pp. 1-18 ◽  
Author(s):  
Wei Yan ◽  
Youwei Li ◽  
Ying Wu ◽  
Mark Palmer
Keyword(s):  
Marketing Strategy ◽  
Distribution Systems ◽  
Marketing Strategies ◽  
The Internet ◽  
Anecdotal Evidence ◽  
Channel Distribution ◽  
Dual Channel ◽  
Set Up ◽  
Product Durability ◽  
The Impact

Organizing and managing channels of distribution is an important marketing task. Due to the emergence of electronic commerce on the Internet, e-channel distribution systems have been adopted by many manufacturers. However, academic and anecdotal evidence both point to the pressures arising from this new e-channel manufacturing environment. Question marks therefore remain on how the addition of this e-channel affects the traditional marketing strategies of leasing and selling. We set up several two-period dual-channel models in which a manufacturer sells a durable product through both a manufacturer-owned e-channel and an independent reseller (leaser) who adopts selling (leasing) to consumers. Our main results indicate that, direct selling cost aside, product durability plays an important role in shaping the strategies of all members. With either marketing strategy, the additional expansion of an e-channel territory may secure Pareto gains, in which all members benefit.

scholarly journals MODERN DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON THE MARKETING STRATEGY FORMATION

2021 ◽  
Vol 1 (54) ◽  
Author(s):  
Valentyn H. Hnoievyi ◽  
◽  
Oleksandr M. Koren ◽  
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
New Technologies ◽  
Digital Communication ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Digital Platforms

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience.

scholarly journals Hotel Marketing Strategy in Biak Papua to Survive During the Covid-19 Pandemic

2021 ◽  
Vol 4 (2) ◽  
pp. 319
Author(s):  
Andi Sahat Maasi Sigalingging ◽  
Dominggus Rudolf Leiwakabessy
Keyword(s):  
Marketing Strategy ◽  
Online News ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Service Companies ◽  
Analytical Strategies ◽  
Almost All ◽  
Product Strategies ◽  
The Impact ◽  
Hotel Marketing

 The pandemic has paralyzed global tourism. In Biak Papua, the impact of the pandemic on the tourism industry is enormous. Almost all hotels stop operating, even if one is open, that also opens up for the quarantine of Covid sufferers. This article examines the condition of hotels in Biak and the survival marketing strategies adopted during the outbreak. This research uses a descriptive qualitative approach using in-depth interviews and literature studies on books, scientific journals, and online news. This study focuses on Basana Inn and Manna Inn, on the grounds of the level of representation of the Jasmine Hotel and customer types. The research results show that the impact of the pandemic has resulted in almost empty hotel occupancy. The strategy carried out is almost the same, namely by terminating employees permanently and temporarily, limiting the use of hotel facilities, spending efficiency, selling non-room products online, and refusing to refund bookings by changing visit schedules. During the Covid 19 pandemic, a marketing strategy is very important to do. In obtaining optimal results, strategies in marketing are carried out which have a very broad scope, including analytical strategies to face competition, price strategies, product strategies, service strategies and so on. The Covid 19 outbreak has given service companies a sense of worry or discomfort, especially the Basana Inn Hotel which is engaged in accommodation services. Seeing the results of the identification of problems in this study, researchers are interested in researching the title "Hotel Marketing Strategies in Biak Papua to Survive the Covid-19 Pandemic." The purpose of this research is to find out and analyze the most appropriate strategy in the Covid 19 Pandemic situation.

scholarly journals STRATEGI PEMASARAN MENYAMBUT PRANATAN BARU PARIWISATA YOGYAKARTA (STUDI KASUS HOTEL CABIN SUTOMO)

2021 ◽  
Vol 5 (2) ◽  
pp. 111-116
Author(s):  
Sugiyah Sugiyah ◽  
Kartika Yuliantari ◽  
Nurhidayati Nurhidayati ◽  
Dwiyatmoko Puji Widodo
Keyword(s):  
Marketing Strategy ◽  
Public Service ◽  
Deductive Reasoning ◽  
Marketing Strategies ◽  
Tourism Sector ◽  
New Institutions ◽  
And Control ◽  
The Impact ◽  
Special Region ◽  
Valid Information

Tourism, especially hotels, is one sector that has felt the impact of the COVID-19 pandemic. To accelerate the economic recovery of the tourism sector, especially hotels, regulations are needed that can strengthen this change, both from regulations from the central and regional governments that can encourage hospitality to return to enthusiasm referring to health protocols. The purpose of this study is to examine the marketing strategy of the Cabin Sutomo hotel based on the new Yogyakarta tourism institutions. This research is descriptive qualitative, which is based on scientific studies, principles, and fundamental assumptions of science, by utilizing deductive reasoning supported by valid information and then processed for analysis through research principles. The collection method uses interviews and documentation. The results of the study explain the existence of Pergub Number 48 of 2020, the D.I. Government. Yogyakarta regarding Guidelines for Preparation, Guidelines for Implementation of Public Service Activities and Community Economics in the Special Region of Yogyakarta in the prevention and control of Covid-19 and the book Pranatan Anyar Plesiran Jogya, Guidelines for Adapting New Habits of Tourism DIY, encourage Hotel Cabin Sutomo to make changes to marketing strategies, through product aspects services and employees who pay attention to health protocols, prices with new normal jargon, increasing online (digital) promotions. With this measure in 2020 during the pandemic, room sales decreased by 22.7% compared to 2019. With this decline in sales, Hotel Cabin can still operate without reducing employees.Keywords: Marketing strategy, New institutions, Tourism

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