scholarly journals Peculiarities of sales promotion at the enterprise depending on subjects of stimulation

2020 ◽  
Vol 31 (1) ◽  
Author(s):  
O. V. Kryzhko ◽  
◽  
A. U. Yesmakhanova ◽  
S. M. Poberezhna
Keyword(s):  
Sales Promotion ◽  
Marketing Activities ◽  
The Relationship

The article considers the essence of sales promotion at the enterprise, analyzes the relationship between manufacturers and distributors of products to promote goods on the market. The article describes the measures that help in the formation of the marketing activities of the enterprise, as well as the types of sales promotion depending on the subjects of stimulation.

scholarly journals Marketing Activities of Local Food Producers in E-Commerce

2021 ◽  
Vol 13 (16) ◽  
pp. 9406
Author(s):  
Grzegorz Szymański
Keyword(s):  
Food Industry ◽  
Local Community ◽  
Sales Promotion ◽  
Computer Assisted ◽  
Chi Square ◽  
Online Sales ◽  
Strong Relation ◽  
Marketing Activities ◽  
Individual Variables ◽  
The Relationship

The food industry is characterized by a constant increase in value. The purpose of this study is to identify the most popular marketing forms used by the analyzed enterprises, which were food producers selling online among the local community and identification of the correlation of the analyzed variables with the age of companies. The survey was carried out with the use of the CATI (Computer Assisted Telephone Interviewing) method, and the research tool was a questionnaire. The Chi-square statistics was used to examine the dependencies of individual variables and V-Cramer coefficient was used to identify the strength of the correlation. The obtained results and their analysis enable to conclude that there is a strong relation between the number of encountered problems in conducting online sales and the period of the company’s existence. The relationship (with a moderate strength) between sources of marketing inspirations used in e-stores and the company’s age was also confirmed. Furthermore, it was noticed that the number of marketing tools increases with the period of the company’s existence. Sales promotion, social media marketing and website positioning were indicated among the most popular tools.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

PROMOTION, SWITCHING BARRIERS, AND LOYALTY

2011 ◽  
Vol 01 (02) ◽  
pp. 30-44
Author(s):  
Gu-Shin Tung ◽  
Chiung-Ju Kuo ◽  
Yun-Ting Kuo
Keyword(s):  
Interpersonal Relationships ◽  
Significant Influence ◽  
Negative Relationship ◽  
Sales Promotion ◽  
Causal Relationships ◽  
Department Stores ◽  
Prior Literature ◽  
Switching Barriers ◽  
The Relationship

This paper investigates the causal relationships among promotion effects, switching barriers, and loyalty in the department stores. The relationship between switching barriers and loyalty reveals partially the same results as the switching barriers theory of Jones et al. (2000). The reasons arise from “too often” and “too similar” sales promotion programs of competitive department stores in Taiwan, leading the promotion effects to not contribute to the attractiveness of competitors. The promotion effects have a positive and significant influence on loyalty, which is consistent with the prior literature. Promotion effects are also the most important weight to loyalty in our tested model but it reveals a seeming loyalty, because the loyalty depends on the reward of promotion. The negative relationship between promotion effects and attractiveness of alternative supports the promotion effects, which can lower the attractiveness of competitors, but these similar promotion plans are not attributed to interpersonal relationships.

Improving enterprise’s competitiveness on the basis of combined ABC/XYZ and cluster analyses of the commodity nomenclature

2021 ◽  
Vol 19 (9) ◽  
pp. 1789-1810
Author(s):  
Mariya S. BELYAEVA
Keyword(s):  
Methodological Approach ◽  
Wine Industry ◽  
Cluster Analyses ◽  
Marketing Activities ◽  
Differentiated Marketing ◽  
Enterprise Competitiveness ◽  
Business Structures ◽  
The Relationship ◽  
Enterprise's Competitiveness ◽  
Similar Dynamic

Subject. This article examines the relationship between marketing activities and the development of entrepreneurial structures in Russia. Objectives. The article aims to develop a methodological approach that helps optimize the product nomenclature and develop differentiated marketing strategies for managing sales in different segments. Methods. For the study, I used the methods of ABC/XYZ and cluster analyses. Results. The article offers a methodological approach to the analysis of the nomenclature of goods, tested on the data of one of the business structures of the Crimean wine industry. It identifies goods nomenclature clusters that have similar dynamic characteristics for changes in sales volumes and demand predictability, and provides recommendations for increasing sales, margins, and improving enterprise competitiveness. Conclusions. The developed methodological approach can be considered as an element of information and methodological support for the enterprise competitiveness management system.

Consumer evaluation of ingredient branding strategy

2017 ◽  
Vol 40 (7) ◽  
pp. 768-782 ◽  
Author(s):  
M. Deniz Dalman ◽  
Kartikeya Puranam
Keyword(s):  
Exploratory Research ◽  
Relative Importance ◽  
High Involvement ◽  
Content Type ◽  
Product Categories ◽  
Ingredient Branding ◽  
Decision Variables ◽  
Marketing Activities ◽  
The Relationship ◽  
Practical Implications

Purpose Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. This exploratory research aims to investigate the relationship between these variables and consumers’ buying likelihood of the IB alliance and the relative importance of these variables for low- vs high-involvement product categories. Design/methodology/approach A study with the participation of 458 mTurkers was conducted and the data were analyzed using random forests. Findings Findings reveal relative importance of different variables for an IB alliance and that these differ for low- vs high-involvement categories. Research limitations/implications Being exploratory in nature, this research has several limitations, such as using only one high- and one low-involvement categories. Practical implications Results of this research will help brand managers as they make decisions entering an IB alliance as well as with investing their budget on different aspects of their brand, and tailoring their marketing activities for low- vs high-involvement product categories. Originality/value To the best of authors’ knowledge, this paper is the first to discuss the relative importance of different decision variables in an IB context empirically.

scholarly journals THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND INTERNAL SERVICE QUALITY FROM AN INTERNAL MARKETING PERSPECTIVE AND AN APPLICATION IN THE BANKING SECTOR

2016 ◽  
Vol 4 (2) ◽  
pp. 159-178
Author(s):  
Özlen Onurlu ◽  
Suna Karataş
Keyword(s):  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Employee Satisfaction ◽  
Banking Sector ◽  
Internal Marketing ◽  
Competitive Environment ◽  
Long Run ◽  
Marketing Activities ◽  
The Relationship

In a highly competitive environment, the meeting of customer demands and expectations in an effective way is highly crucial for companies that want to have a competitive advantage and to keep on existing in the long run. The main objective of companies is making profit in a sustainable way and this is possible by assuring customer satisfaction. The quality of the services that companies offer their customers is closely related with the performance of the employees. This has made it necessary that marketing activities for employee satisfaction be developed prior to customer satisfaction. Feeling more motivated, workers start working more eagerly as a result of these marketing activities which are called internal marketing. So, companies make their profitability sustainable by means of keeping their customers satisfied and loyal. The aim of this paper is to investigate the relationship between internal marketing activities applied to employees and employee motivations.

scholarly journals THE ELEMENTS OF INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) IN MARKETING ACTIVITIES OF FITNESS SERVICE PROVIDER AND ITS RELATIONSHIP WITH THE BRAND AWARENESS

2019 ◽  
Vol 4 (2) ◽  
pp. 1-3
Author(s):  
Muhammad Nur Fitri Razak
Keyword(s):  
Information And Communication Technology ◽  
Communication Technology ◽  
Service Provider ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Media Richness Theory ◽  
Global Trend ◽  
Information And Communication ◽  
Marketing Activities ◽  
The Relationship

The use information and communication technology (ICT) as a medium for the brand’s marketing activities has becoming a global trend nowadays. The study will look at the relationship between the elements of implication of ICT in brand’s marketing activities fitness service provider to influence the user’s acceptance of the brand. Further, it also tries to identify the popular ICT platforms among the members. This study also examines the relationship between perceived usage and characteristics with the level of brand awareness among the members in the fitness service organization. This study will be using Media Richness Theory (MRT) as a basis of the research variables looking at the relationship in the ICT platforms implementation with the level of brand awareness.  A quantitative method is used in gathering the data where 351 of questionnaire been distributed to the members in Klang Valley. The questionnaires was distributed physically and through online by emailing it to the members. Convenient sampling is been used as the sampling technique in this study. The findings revealed there is a relationship between the perceived usage, characteristics, information richness and message strength with the level of brand awareness through the Pearson’s Correlation Coefficient test. From the findings, it can be concluded that in this industry, constant monitoring is fundamental in the development of ICT technology so that they can bring their brand closer with the members to ensure the brand always relevant in the member’s mind.

Marketing and its application in music in professional training in the higher education system

2021 ◽  
Vol 46 (1) ◽  
pp. 93-100
Author(s):  
S. Nurmoldayev ◽  
◽  
B. Nussipzhanova ◽  
G. Begembetova ◽  
◽  
...  
Keyword(s):  
Music Education ◽  
Professional Training ◽  
Service Sector ◽  
Educational Institution ◽  
Non Profit ◽  
Higher Education System ◽  
Teachers And Students ◽  
Marketing Activities ◽  
Education Marketing ◽  
The Relationship

This article discusses the issues of the essence of marketing and marketing activities, their features in the non-profit service sector, namely in a higher musical educational institution. The marketing activity of modern institutions of music education has been studied. The experience of marketing activities in musical education institutions is summarized. The necessary and sufficient formal and substantial characteristics of marketing activities have been identified. In addition, the authors made a bias towards the features of educational services that form the features of music marketing in this area - the main emphasis here is on the quality of interaction between an educational institution, on the one hand, as well as consumers and customers - students, future potential employers, government governing structures, on the other hand. In the field of music education, marketing is becoming a vehicle through which music or art educational institutions communicate and promote their goals, values ​​and products to students, their employees and society at large. Marketing is closely related to managing the relationship between producers and consumers of services. In education, marketing is concerned with managing the relationship between teachers and students.

Developing accommodation business for specificial interest tourism: The case study in Ngawas Village, Pasuruan Disctrict, Province of East Java

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Sugito .
Keyword(s):  
Main Concept ◽  
Traditional Art ◽  
The People ◽  
Marketing Activities ◽  
The Moment ◽  
Online Travel ◽  
Relationship Of ◽  
The Village ◽  
The Relationship

The land of PT. Hide Way Resort area 1.5 ha located in Ngawas village, Pasuruan district, the Province of East Java as at the moment is empty land and was planted apple, Eugenia, red pepper, carrot and pumpkin. It is located almost at the same position with Mount Bromo. This land will be used for accommodation/ 10 villas and 1 meeting room. We have to drive and reach this location and can see the apple and vegetable garden on mountain also very nice scenery we can see during passing this location. Also, we can see the natural village condition and warmest welcome from the people around the village. We can see very nice view after reaching the place by mountain view and hill view in cold temperature. Land and hill view on the area make more convenience to stay here. This kind of location can attract the tourist especially specific tourist who always searching the specific destination since it is not many kind of destination like this. The main concept is staying in natural village with traditional villa style and look like the traditional house in the past including the furniture inside and how to cook the food by burning wood. This kind of situation also completed with daily people around the village activities, traditional art show, transportation to Mount Bromo, golf and other activities. The marketing activities will be used the relationship of the owner with his channels abroad, community of specific tourism, you tube, social media and online travel agent. This opportunity is good to be developed in the future since many inquiry for this kind of specific tourism, increase the economy level of the people around and create more working opportunity.

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