scholarly journals ДОСВІД РЕАЛІЗАЦІЇ МАРКЕТИНГОВОЇ СТРАТЕГІЇ В ДІЯЛЬНОСТІ ПІДПРИЄМСТВ АПК

2012 ◽  
pp. 137-141
Author(s):  
Н. Н. Фастівець
Keyword(s):  
Marketing Strategy ◽  
System Approach ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Research Development ◽  
Industrial Enterprises ◽  
General Line

Розглядаються теоретичні аспекти розвиткумаркетингових стратегій, їх удосконалення наоснові раціональних підходів, можливих комбінаційзастосування та досвід їх реалізації в діяльностісучасних агропромислових підприємств України.Формування маркетингової стратегії – це най-суттєвіший і найскладніший етап досліджень.Розробка стратегічних маркетингових принципівповинна ґрунтуватися на системному підході, щовідповідає дотриманню об’єктивних економічнихзаконів, передусім попиту і пропозиції та тенден-цій розвитку об’єкта планування. Маркетинговістратегії конкретизуються шляхом визначенняпринципів поведінки всіх учасників ринку тавстановлення генеральної лінії діяльностіпідприємства. The theoretical aspects of the marketing strategies development andtheir improvement on the basis of rational approaches, the possiblecombinations of implementation and experience of their realizationat modern agro-industrial enterprises in Ukraine are considered.Formation of the marketing strategy is a significant and complexstage of research. Development of strategic marketing principlesshould be based on the system approach that meets the complianceof the objective economic laws, especially the supply and demandtrends, and the object of planning. Marketing strategies arespecified by defining the principles of behavior of all marketparticipants and the establishment of the general line of thecompany.

Marketing Strategy and Differential Advantage

1983 ◽  
Vol 47 (2) ◽  
pp. 68-75 ◽  
Author(s):  
Victor J. Cook
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Marketing Mix ◽  
Portfolio Analysis ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
New Paradigm ◽  
Methods Of Analysis ◽  
Theoretical Function ◽  
Strategic Force

Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.

scholarly journals Using the mathematical apparatus of game theory in strategic marketing

1970 ◽  
pp. 116-123
Author(s):  
Є.А. Івченко ◽  
M.M. Бучнєв
Keyword(s):  
Mathematical Model ◽  
Game Theory ◽  
Marketing Strategy ◽  
Optimal Strategies ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Mathematical Apparatus ◽  
The Game Theory ◽  
Marketing Activities ◽  
The Cost

The article discusses the use of the mathematical apparatus of game theory in strategic marketing. The use of the game theory toolkit in the formation of the marketing strategies of an enterprise has been investigated. According to the results of the study, it has been established that the introduction of game theory methods into marketing activities will make it possible to analyze complex socio-economic systems for solving strategic problems. Game theory models can be thought of as games of strategies or actions, such as setting prices, setting the size of output, determining the cost of advertising, or determining the cost of promoting products to the market. It is noted that game theory can predict the results of competitive situations and help choose optimal strategies. For practical work in strategic marketing, it is of particular importance that game theory allows you to choose optimal strategies that can improve the structure and outcome of the game. The use of the conceptual apparatus of the theory in economic theory is analyzed using the example of quantitative models of duopoly and the concept of equilibrium. The description of the mathematical model of strategic interaction is formalized, which reflects the inherent features of the conflict. The procedure for applying game theory in the formation of marketing strategies of enterprises is analyzed and the main stages of the procedure for choosing an optimal marketing strategy using game theory are highlighted. An algorithm for applying the mathematical apparatus of game theory in marketing activities is proposed. When developing a marketing strategy for an enterprise, general marketing goals are considered, depending on the level of strategic management and goals concerning individual elements of the marketing mix. A "tree of goals" of an enterprise for a marketing complex is proposed when forming a marketing strategy of an enterprise using the mathematical apparatus of game theory. A payment matrix has been formed, which makes it possible to determine possible optimal strategies and options for the game. The problems of using the mathematical apparatus in the formation of the marketing strategies of the enterprise are highlighted. The conceptual apparatus has been determined and basic tasks have been formulated, with the help of which the game theory toolkit allows making decisions in the marketing activities of an enterprise. Keywords: game theory, strategy, strategic marketing, marketing strategy, strategic decisions, mathematical model, decision making.

THE NEED TO IMPLEMENT MARKETING STRATEGIES IN THE ACTIVITIES OF SMALL AND MEDIUM-SIZED BUSINESSES

2021 ◽  
Vol 2 (5) ◽  
pp. 147-152
Author(s):  
P. V. METELKINA ◽  
◽  
T. P. ROZANOVA ◽  
Keyword(s):  
Marketing Strategy ◽  
Strategic Plan ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Strategy Development ◽  
Basic Principles ◽  
Theoretical Approaches ◽  
Marketing Planning ◽  
Similarities And Differences

The article highlights practical and theoretical approaches to substantiating the need for strategic plan-ning in the marketing of small and medium-sized businesses. The features of the functioning of such enter-prises, their similarities and differences with large businesses are considered. The concepts of strategic mar-keting are revealed, attention is paid to organizational and managerial tasks of marketing. The basic principles of the marketing strategy development, including in the context of digitalization, are highlighted. The necessity of strategic marketing planning is justified, and the risks associated with the lack of a strategy are highlighted.

“Marketing Strategy and Differential Advantage”: A Comment

1985 ◽  
Vol 49 (2) ◽  
pp. 129-136
Author(s):  
Amitava Chattopadhyay ◽  
Prakash Nedungadi ◽  
Dipankar Chakravarti
Keyword(s):  
Marketing Strategy ◽  
Market Performance ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Performance Goals ◽  
New Paradigm

This article critiques the “new paradigm of marketing strategies” proposed by Cook (JM, Spring 1983). It is shown that his formulation of the strategic marketing ambition and differential advantage concepts does not provide general or actionable links between a firm's market performance goals and its marketing mix decisions. The consequent limitations of Cook's framework are discussed, and alternative formulations that may overcome these limitations are suggested.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

PELAKSANAAN PROMOSI GUNA MENINGKATKAN VOLUME PENJUALAN

2020 ◽  
Vol 3 (1) ◽  
Author(s):  
Wahyuni Sri Astutik
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Price Promotion ◽  
Product Strategy ◽  
The Public ◽  
Maximum Profit ◽  
Advertising Effort ◽  
Determining Factors ◽  
The Relationship

In the implementation of promotions in order to increase sales volume at the Pangkat - Kediri tile company, an analysis result of 6.00 was obtained which states that the relationship between promotion and sales volume is strong. Because promotion is one of the determining factors for the success of every company in producing to selling their products to consumers.Because the promotion includes many things starting from product strategy to product marketing / sales. However, companies certainly cannot only focus on promotional activities, because the four elements of marketing strategy (price, promotion, distribution and production) cannot be separated. So companies should be able to combine marketing strategies appropriately, so that the company is able to achieve the desired targets, namely achieving maximum profit. In order to introduce its company products to the public with advertising media is very important. Because with this advertising effort, society knows advantages that accompanied these products, so that the company's expectations for sales to increase will be even greater and its profits will also increase.Keywords:Promotion, sale, Marketing strategy and profit.

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

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

scholarly journals The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi

2020 ◽  
Vol 5 (3) ◽  
pp. 123-128
Author(s):  
Riko Cahyo Pribadi ◽  
Abdul Rivai ◽  
Suharto
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Causal Relationship ◽  
Consumer Satisfaction ◽  
Marketing Strategies ◽  
Analysis Approach ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Independent Variable ◽  
Relationship Of

This study aims to determine the effect of emotional marketing and marketing strategies on purchasing decisions through customer satisfaction. This study uses an explanatory analysis approach, meaning that each variable presented in the hypothesis will be observed by testing the causal relationship of the independent variable to the dependent variable. The population in this study were customers of PT. Nureka Bintang Abadi. While the sample used includes 60 company customers who make purchases. The results showed that emotional marketing had a significant effect on purchasing decisions. Marketing strategy has a significant impact on purchasing decisions. Consumer satisfaction has a significant effect on purchasing decisions. Emotional marketing has a significant effect on customer satisfaction. Marketing strategy has a significant effect on customer satisfaction. The effect of emotional marketing and marketing strategies on direct purchasing decisions is smaller than through customer satisfaction. In this case, it can be said that customer satisfaction is an intervening variable.

scholarly journals Green Marketing Strategy as a Sustainable Solution to Tourism Development in Vietnam

Webology ◽  
2021 ◽  
Vol 18 (Special Issue 04) ◽  
pp. 116-132
Author(s):  
Hoang Phuong Nguyen ◽  
Viet Duc Bui
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Marketing Strategy ◽  
Corporate Reputation ◽  
Business Performance ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Corporate Social ◽  
The Relationship

The study conducted a theoretical review and review of previous studies shows that the research gap is the correlation between social responsibility factors, green marketing strategy, corporate reputation and business performance. The practical context of the tourism service industry in Vietnam is also necessary and suitable for research. The study's overall objective is to propose and test a model on the relationship between corporate social responsibility, green marketing strategy, corporate reputation, and business performance. In the case of the study, it is a travel service business in Ho Chi Minh City. The research methodology of the research is a mixed-method, performed sequentially as follows: the first qualitative research through interviews with 10 experts to consider the necessity of the research problem in Vietnam, to adjust and supplement the scales for research concepts; Quantitative research with a questionnaire survey. According to the quota principle (quota), the sample was selected with a sample size of 218 travel companies to test the proposed theoretical research model. A second qualitative study was performed to aid the interpretation of the results from quantitative data analysis. Research results have identified stakeholders in the tourism industry, including tourists, travel businesses, local authorities and local people. The relationships between research concepts are confirmed, including corporate social responsibility, green marketing strategies that have a positive impact on corporation reputation, corporate social responsibility is found to have a positive impact on green marketing strategies, corporate social responsibility, green marketing strategies, and corporate reputation all have positive effects on business results. At the same time, the enterprise's characteristics in terms of the main type of business and the size of the business are identified as having differences in the relationship between research concepts.

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