scholarly journals Chương 2 Phân tích môi trường marketing (analysis marketing environment)

2021 ◽  
Author(s):  
Dao Duy Tung
Keyword(s):  
Customer Relationships ◽  
Marketing Environment ◽  
Marketing Analysis ◽  
External Environments

Major internal and external environments affect the company’s ability to engage customers and build customer relationships

Chapter 2 Phân tích môi trường marketing (analyzing the marketing environment)

2021 ◽  
Author(s):  
Dao Duy Tung
Keyword(s):  
Marketing Strategies ◽  
Customer Relationships ◽  
Changing Environment ◽  
Marketing Environment ◽  
A Company

marketing operates in a complex and changing environment. Other actors in this environment such as suppliers, intermediaries, customers, competitors, public, and others including may work with or against the company. Major environmental forces demographic, economic, natural, technological, political, and cultural shape marketing opportunities, pose threats, and affect the company’s ability to engage customers and build customer relationships. To develop effective marketing strategies, a company must first understand the environment in which marketing operates

scholarly journals IMPORTANCE OF THE MARKETING ENVIRONMENT ANALYSIS IN THE PROCESS OF STRATEGIC MARKETING DECISION MAKING

2020 ◽  
Vol 2 (2) ◽  
pp. 24-32
Author(s):  
Dilyana Yaneva
Keyword(s):  
Decision Making ◽  
Success Factors ◽  
Strategic Marketing ◽  
Primary Data ◽  
Competitive Advantages ◽  
Environment Analysis ◽  
Marketing Environment ◽  
Marketing Decision ◽  
Marketing Analysis

The analytical activity aims to increase company’s competitiveness and establish its strategic position in the business. Timely diagnosis of threats, identification of key success factors and competitive advantages enables company management to constantly review its marketing goals and strategies by taking proper and timely strategic marketing decisions. In this regard, the main objective of the article is to examine the characteristics and main directions of marketing analysis, emphasizing their importance in the process of strategic marketing decision making. A survey was used as a main method for collecting primary data. The evaluation of the studied indicators is performed on a 5-point Likert-type scale. The obtained results show the underestimated role of the environment analysis in the companies’ marketing activity and its necessity in decision making for a long-term development and prosperity. The conclusion includes a summary concerning the overcoming of these problems.

scholarly journals How Crm Performs Inside Sales Activities In Itc Companies: A Case Study Of Fincons Group, Italy

2016 ◽  
Vol 12 (19) ◽  
pp. 312
Author(s):  
Di Vittorio Arianna ◽  
Di Gioia Vito Alessandro
Keyword(s):  
Customer Relationship Management ◽  
Relationship Management ◽  
Marketing Research ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Business Units ◽  
Sales Process ◽  
Marketing Analysis ◽  
Functional Process

The aim of this paper is to take a case study of the Fincons Group and examine the in depth activity of the Inside Sales Department. The study presents Fincons Group, which is an IT Consulting Company. Its offices are based in Italy, Switzerland, and England. They are organized into Business Units and are offering concerns to all the different stages of IT applications as well as complex innovation programs. It explains the activities of the Inside Sales Department, specifically the Inside Sales. In detail, Marketing Analysis and Strategy, Marketing Management, and Marketing Research and Metrics have been considered useful to present to the management the guideline for the quantitative and qualitative analysis of customer relationship management programs. Thus, its aim is to optimize the sales process. This study also deals with CRM Salesforce, which is the IT tool used for customer relationship management. In this case, it is possible to analyse the CRM by going over its list of information. Thus, the aim is to give the guideline to quantify the value of customer relationships. In conclusion, the paper highlights the idea of “Holistic CRM”. Specifically, it emphasizes the need for a cross-functional, process-oriented, and calculated approach that positions CRM at a strategic level where business should take precedence over technology.

scholarly journals Assessment of the level of business readiness for digitalization using marketing and neural network technologies

2019 ◽  
Vol 15 (3) ◽  
pp. 42-59
Author(s):  
Nadiia Yasynska ◽  
Inna Fomichenko ◽  
Olena Voloshyna ◽  
Lada Byvsheva ◽  
Ekaterina Krikunenko
Keyword(s):  
Neural Network ◽  
Network Modeling ◽  
Neural Network Modeling ◽  
Marketing Environment ◽  
Marketing Model ◽  
Low Degree ◽  
The World ◽  
Business Efficiency ◽  
Marketing Analysis ◽  
Network Technologies

The marketing environment of the world economy is changing due to intensive digitalization of trade exchange operations. Formation of marketing forecasts based on current and past periods in modern conditions is irrelevant to the current situation. The purpose of the article is to assess the situational precedents of business readiness for digitalization based on monitoring data, operating environment, applications and management system when using the tools of marketing and neural network modeling. The article uses a systematic approach and methods of statistical, financial and marketing analysis, tools for modeling a neural network. Based on the estimated indicators, the current and forecasted levels of electronic retail in the world are revealed. Based on the application of the concept of portfolio analysis to the data of national and international monitoring, а marketing model of research has been built, in which low business efficiency has been determined, situational modeling of business readiness for digital transformation has been carried out and characteristics of the identified precedents have been given. A low degree of business readiness to digitize the economy has been established. The results emphasize the importance of monitoring business readiness for the digitalization of the economy in real time with marketing and neural network modeling.

The marketing analysis of plastic surgery market in Russia

2020 ◽  
Vol 28 (2) ◽  
Author(s):  
Voblaya I. N. ◽  
◽  
Koroleva N. V. ◽  
Moreeva E. G. ◽  
◽  
...  
Keyword(s):  
Plastic Surgery ◽  
Marketing Analysis

Change of Attitude, Technology and Practice: Identifying the Change for Increased Value Creation with Customer Co-creation

2017 ◽  
Vol 5 (1) ◽  
pp. 70-82
Author(s):  
Soumi Paul ◽  
Paola Peretti ◽  
Saroj Kumar Datta
Keyword(s):  
Social Media ◽  
New Product Development ◽  
Value Creation ◽  
Large Scale ◽  
Customer Orientation ◽  
Customer Relationships ◽  
Future Research ◽  
Management Competencies ◽  
Business Decisions ◽  
Prime Concern

Building customer relationships and customer equity is the prime concern in today’s business decisions. The emergence of internet, especially social media like Facebook and Twitter, changed traditional marketing thought to a great extent. The importance of customer orientation is reflected in the axiom, “The customer is the king”. A good number of organizations are engaging customers in their new product development activities via social media platforms. Co-creation, a new perspective in which customers are active co-creators of the products they buy and use, is currently challenging the traditional paradigm. The concept of co-creation involving the customer’s knowledge, creativity and judgment to generate value is considered not only an upcoming trend that introduces new products or services but also fitting their need and increasing value for money. Knowledge and innovation are inseparable. Knowledge management competencies and capacities are essential to any organization that aspires to be distinguished and innovative. The present work is an attempt to identify the change in value creation procedure along with one area of business, where co-creation can return significant dividends. It is on extending the brand or brand category through brand extension or line extension. This article, through an in depth literature review analysis, identifies the changes in every perspective of this paradigm shift and it presents a conceptual model of company-customer-brand-based co-creation activity via social media. The main objective is offering an agenda for future research of this emerging trend and ensuring the way to move from theory to practice. The paper acts as a proposal; it allows the organization to go for this change in a large scale and obtain early feedback on the idea presented. 

The Effects of Structural Bonds in Wholesalers' Customer Relationships

Marketing ZFP ◽  
2010 ◽  
Vol 32 (JRM 2) ◽  
pp. 158-174
Author(s):  
Sandra Pocsay ◽  
Joachim Zentes
Keyword(s):  
Customer Relationships

EVENT MARKETING AS AN EFFECTIVE TOOL FOR BUILDING LONG-TERM CUSTOMER RELATIONSHIPS

2019 ◽  
Vol 9 (10) ◽  
pp. 1584-1591
Author(s):  
Natalya Sharafutdinova ◽  
◽  
Elena Novikova ◽  
Keyword(s):  
Customer Relationships ◽  
Event Marketing

ANALISIS TATANIAGA TANDAN BUAH SEGAR KELAPA SAWIT DI DESA TEMPAKAN KECAMATAN BATU ENGAU KABUPATEN PASER (Marketing Analysis of Fresh Fruit Bunches of Oil Palm in Tempakan Village, Batu Engau Subregency, Paser Regency)

2019 ◽  
Vol 2 (2) ◽  
pp. 113
Author(s):  
SIMON SUTRADO SIMANJUNTAK ◽  
ACHMAD ZAINI
Keyword(s):  
Oil Palm ◽  
Sampling Method ◽  
Marketing Channel ◽  
Marketing Channels ◽  
Fresh Fruit ◽  
Snowball Sampling ◽  
Level Zero ◽  
Average Share ◽  
Marketing Analysis ◽  
Fresh Fruit Bunches

The purposes of this study were to know marketing channel, marketing margin, share, and marketing profit of fresh fruit bunches of oil palm in Tempakan Village, Batu Engau Subregency, Paser Regency. The study was conducted from June to August 2016. The sampling method was done with two ways as random sampling in farmer level and in marketing channel as snowball sampling. Data analysis were done by calculating marketing margin, share, and marketing profit. The results of this study showed that there are two marketing channels in reserach location are channel of level zero and channel of level one. Marketing margin in farmer level was Rp40.39 kg-1 and margin in whole trader level was Rp314.44 kg-1. The average share of farmer level was 97.58% and in trader level was 81.48%. Margin and share that profitable for farmer is at channel of level zero. The average of profit in whole trader level of fresh fruit bunches was 112.75%, that meant marketing by whole trader is profitable.

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