scholarly journals Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019

2019 ◽  
Vol 10 (2) ◽  
pp. 140-150
Author(s):  
César Arturo Carbache Mora ◽  
Sara Margarita Ureta Ureta ◽  
Joel Antonio Nevarez Vera
Keyword(s):  
Customer Loyalty ◽  
Marketing Strategies ◽  
Brand Preference ◽  
Commercial Activity ◽  
Target Groups ◽  
The Creation ◽  
Water Companies ◽  
The City ◽  
A Company ◽  
Powerful Strategy

Currently, brands have realized that creating an emotional bond in their target groups opening advantages over competition and have found in the old art of storytelling the perfect ally for that purpose. Storytelling is a powerful strategy that allows you to create that emotional link between producer and consumer. The objective of this research is to analyze the contribution of storytelling to generate emotional marketing strategies in purified water companies in the city of Bahía de Caráquez. The methodology implemented was the observation and application of surveys to customers of said product. The results were that consumers by brand preference are at 26.7 percent. However, 21.7 percent have little knowledge of the advertising of the companies under study. It is proposed that companies engaged in this commercial activity lack emotional marketing strategies based on the creation of stories that expand their field of service, attraction and customer loyalty.

scholarly journals The Ambiguities of ‘Sustainable’ Berlin

2020 ◽  
Author(s):  
Ares Kalandides ◽  
Boris Grésillon
Keyword(s):  
Environmental Planning ◽  
Marketing Strategies ◽  
City Marketing ◽  
Target Groups ◽  
Sustainable City ◽  
Sustainable Planning ◽  
Environmental Limits ◽  
The One ◽  
The City ◽  
Over Time

City Marketing has a strong tradition in Berlin, with two organisations, Berlin Partner and Visit Berlin, responsible for designing and implementing relevant strategies. Sustainability has been on and off the city marketing agenda, almost exclusively in its environmental dimension. In this article we examine the current representations of Berlin as a “sustainable city” in the official City Marketing strategies. We look at how sustainability is used and instrumentalized to create a specific city profile, and also to attract particular target groups in tourism. We propose an analysis of sustainable planning in Berlin since reunification, to show how it has moved into different directions over time and how this has (or has not) been followed by City Marketing. In this endeavour we move between the existing, and as we argue deeper and more sophisticated, environmental planning of the city on the one hand, and the reductions and simplifications of City Marketing representations on the other. Finally, we argue that there are inherent contradictions in marketing a sustainable city, where both in terms of tourism and economic development, the concept of growth seems to be reaching environmental limits.

Customer Retention Strategies and Customer Loyalty

2017 ◽  
pp. 1178-1201
Author(s):  
Süphan Nasır
Keyword(s):  
Customer Loyalty ◽  
Customer Retention ◽  
Marketing Strategies ◽  
Loyalty Programs ◽  
Competitive Markets ◽  
Retention Strategies ◽  
Defection Rate ◽  
A Company ◽  
Loyal Customers

Since loyal customers are the most important assets of a company, companies have been giving attention to developing customer retention and loyalty programs. The fundamental purpose of customer retention efforts is to ensure maintaining relationships with value-adding customers by reducing their defection rate. Creating customer loyalty is essential for the survival of the company in highly competitive markets. Thus, this chapter starts with indicating the significance of customer retention marketing strategies for the company by revealing the economics of retention marketing programs. Requirements for developing effective customer retention strategies are explained. Finally, after discussing types of commitment, this chapter ends by explaining loyalty programs and win-back strategies.

scholarly journals The Ambiguities of “Sustainable” Berlin

2021 ◽  
Vol 13 (4) ◽  
pp. 1666
Author(s):  
Ares Kalandides ◽  
Boris Grésillon
Keyword(s):  
Environmental Planning ◽  
Marketing Strategies ◽  
The Other ◽  
City Marketing ◽  
Target Groups ◽  
Sustainable City ◽  
Sustainable Planning ◽  
Environmental Limits ◽  
The City ◽  
Over Time

City marketing has a strong tradition in Berlin, with two organizations, Berlin Partner and Visit Berlin, responsible for designing and implementing relevant strategies. Sustainability has been on and off the city marketing agenda, almost exclusively in its environmental dimension. In this article, we examine the current representations of Berlin as a “sustainable city” in the official city marketing strategies. We look at how sustainability is used and instrumentalized to create a specific city profile and also to attract particular target groups in tourism. We propose an analysis of sustainable planning in Berlin since reunification to show how it has moved into different directions over time and how this has (or has not) been followed by city marketing. In this endeavor, we move between the existing, and as we argue deeper and more sophisticated, environmental planning of the city on one hand, and the reductions and simplifications of city marketing representations on the other. Finally, we argue that there are inherent contradictions in marketing a sustainable city, where both in terms of tourism and economic development, the concept of growth seems to be reaching environmental limits.

scholarly journals CUSTOMER LOYALTY PROGRAM AS A TOOL OF CUSTOMER RETENTION: LITERATURE REVIEW

2016 ◽  
Vol 4 ◽  
pp. 199-203 ◽  
Author(s):  
Magdalena Hofman-Kohlmeyer
Keyword(s):  
Literature Review ◽  
Customer Loyalty ◽  
Financial Incentives ◽  
Marketing Strategies ◽  
Loyalty Programs ◽  
Loyalty Program ◽  
Customer Information ◽  
Affective Components ◽  
A Company

Customer loyalty is a highly valuable asset. To gain loyalty of current customers and create attachments, the growing ranks of entrepreneurs decide on implementation of loyalty programs. This article aims at providing a theoretical outlook on various approaches on loyalty programs derived from literature review and identifing the factors which lead to success of a company. The literature review offers some directives for managers which are useful in the preparation of rewarding programs and are also a source of valuable customer information that helps in building future marketing strategies. We concluded that loyalty programs impact customers using financial and psychological factors to maintain long-term loyalty. Furthermore, loyalty programs should include financial as well as affective components as only financial incentives don’t guarantee a long-term relationship.

Customer Retention Strategies and Customer Loyalty

2015 ◽  
pp. 244-267
Keyword(s):  
Customer Loyalty ◽  
Customer Retention ◽  
Marketing Strategies ◽  
Loyalty Programs ◽  
Competitive Markets ◽  
Retention Strategies ◽  
Defection Rate ◽  
A Company ◽  
Loyal Customers

Since loyal customers are the most important assets of a company, companies have been giving attention to developing customer retention and loyalty programs. The fundamental purpose of customer retention efforts is to ensure maintaining relationships with value-adding customers by reducing their defection rate. Creating customer loyalty is essential for the survival of the company in highly competitive markets. Thus, this chapter starts with indicating the significance of customer retention marketing strategies for the company by revealing the economics of retention marketing programs. Requirements for developing effective customer retention strategies are explained. Finally, after discussing types of commitment, this chapter ends by explaining loyalty programs and win-back strategies.

Teritoriální marketing jako faktor regionálního rozvoje na příkladu města Curych

2020 ◽  
Author(s):  
Lucie Herbočková
Keyword(s):  
Economic Growth ◽  
Secondary Data ◽  
Global Market ◽  
Marketing Strategies ◽  
City Council ◽  
Primary Reason ◽  
Target Groups ◽  
Territorial Marketing ◽  
Innovative Potential ◽  
The City

The article introduces the concept of territorial marketing and its reflection in the attractiveness of Zurich territory. Even though the process of globalization brings benefits, it also challenges the small territories to compete in the global market. Regarding regional development, the concept helps to maximize the level of the attractiveness of the city, thus economic growth. In general, territorial marketing strategies are quite successful in innovative regions, as well as cities. The primary reason for choosing such a city is precisely its innovative potential and strategy, as the city council effectively works with elements of territorial marketing and develops its territory sustainably. The article aims to analyze the relevance of the concept in the city of Zurich, applying the method of secondary data analysis. Zurich is a representative city that the implementation of the concept of territorial marketing may increase the attractiveness of the territory. The city council works effectively with important segments and knows its preferences. It uses local entrepreneurs, employees and residents, visitors, potential investors, and international companies to identify its target groups. The city's priorities are the development and cooperation of local entities, innovative activities, and attractiveness for potential external investors, which brings opportunities to the city.

scholarly journals Redesign Logo Duta Minang Wedding Organizer And Planner

2019 ◽  
Vol 4 (2) ◽  
Author(s):  
Melisa Suardi ◽  
Wilma Sriwulan ◽  
Syafwandi Syafwandi
Keyword(s):  
Print Media ◽  
The Public ◽  
Service Company ◽  
Visual Identity ◽  
The Creation ◽  
New Vision ◽  
Media Applications ◽  
The City ◽  
A Company

<p align="center"><strong><em>Abstract</em></strong></p><p><em>A company must have a logo as an identity so that people can be known as consumers to consume the products they sell. Redesign the logo at an Ambassador Minang Wedding Organizer and Planner company, which is located at Jl. Rajawali No 09 Padang. done if the old logo does not meet the requirements, including: (1) it is not feasible to be used on the application media; (2) changes in the company's vision and mission; (3) the use of logos that do not function as they should; (4) the ineffectiveness of the logo to be recognized by the public; and (5) to the inconsistency in the form of logos to be used in media that will be a promotional place for companies. Just like the Ambassador of Minang, Wedding Organizer and Planner, who indeed left a logo on several media applications, and favored the name of the company just to be known by the public and applied the name to several print media. So it is necessary to design a logo regarding Ambassador Minang Wedding Organizer and Planner.</em><em> </em><em>In the design of the Ambassador of Minang Wedding Oragnizer and Planner logo, the designer uses the AIDA logo method of analysis as a promotional tool that must attract attention, get and encourage interest, generate desire, and produce action on the product. As the identity of the company, the logo requires a design that is simple, easy to remember, flexible and dynamic. The logo as a visual identity to create product productions in the form of the target audience's mind and the creation of a new logo will build the image of the community to the Ambassador of Minang, Wedding Organizer and Planner.</em><em> </em><em>The purpose of designing the design of the Ambassador of Minang Wedding Organizer and Planner to achieve the wishes of the Minang Ambassador Wedding Organizer and Planner became a service company with complete and sought-after equipment and equipment in the city of Padang. The redesign of the company's logo can form a new character from the company that is accompanied by changes in the new vision and mission that are used today.</em><em></em></p><p><strong><em>Keywords : </em></strong><em>Design, Logo, Ambassador Minang Wedding Organizer and Planner</em></p><p align="center"><strong><em>Abstrak</em></strong></p><p><em>Sebuah perusahaan wajib memiliki logo sebagai identitas agar dapat dikenal oleh masyarakat sebagai konsumen untuk mengkonsumsi produk yang mereka jual. Redesign logo pada sebuah perusahaan Duta Minang Wedding Organizer and Planner, yang beralamat di Jl. Rajawali No 09 Padang. dilakukan jika logo lama tersebut sudah tidak memenuhi syarat, di antaranya: (1) sudah tidak layak untuk dipakai pada media penerapan; (2) adanya perubahan visi dan misi perusahaan; (3) penggunaan logo yang tidak sesuai fungsi sebagai mana mestinya; (4) tidak efektifnya logo untuk dikenali oleh masyarakat; dan (5) hingga tidak konsistennya bentuk logo untuk dipergunakan pada media-media yang akan menjadi  tempat promosi bagi perusahaan. Sama seperti halnya Duta Minang Wedding Organizer and Planner yang memang sudah meninggalkan logo pada beberapa penerapan media, dan lebih mengunggulkan nama perusahaan saja agar dikenal oleh masyarakat dan menerapkan nama tersebut pada beberapa media cetak. Maka perlu dilakukannya desain sebuah logo mengenai Duta Minang Wedding Organizer and Planner. Dalam desain logo Duta Minang Wedding Oragnizer and Planner ini perancang menggunakan metode analisis AIDA guna logo sebagai alat promosi yang harus menarik perhatian, mendapatkan dan mendorong minat, membangkitkan keinginan, dan mengasilkan tindakan terhadap produk. Sebagai identitas dari perusahaan maka logo diperlukan bentuk desain yang simple,  mudah diingat, fleksibel dan dinamis. Logo sebagai visual identity  untuk menciptakan untuk potitioning product  dalam bentuk benak target audiens dan penciptaan logo yang baru akan membangun image masyarakat kepada Duta Minang Wedding Organizer and Planner. Tujuan dari perancangan desain logo Duta Minang Wedding Organizer and Planner agar tercapainya keinginan Duta Minang Wedding Organizer and Planner menjadi perusahaan layanan jasa dengan perlengkapan dan peralatan yang lengkap dan dicari di Kota Padang. Redesign logo perusahaan ini dapat membentuk karakter baru dari perusahaan yang disertai dengan perubahan visi dan misi baru yang digunakan saat ini.</em></p><strong><em>Kata kunci : </em></strong><em>Desain, </em><em>Logo, Duta Minang Wedding Organizer and Planner</em>

scholarly journals Analisis SWOT dalam Strategi Pemasaran Produk Perbankan Syariah di Indonesia

2021 ◽  
Vol 4 (1) ◽  
pp. 62-72
Author(s):  
Ricki Febrian Syah ◽  
Muhammad Iqbal Fasa ◽  
Suharto Suharto
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Swot Analysis ◽  
External Environment ◽  
Marketing Strategies ◽  
Improve Product Quality ◽  
Islamic Banks ◽  
Banking Institutions ◽  
Descriptive Approach ◽  
A Company

Marketing strategy is a procedure in marketing that is planned and arranged to be carried out in order to achieve company goals. As various banking institutions or companies develop, competition between companies is inevitable. Therefore, to face these competitions, a company requires a process of understanding the internal situation of the company itself and the external environment in which the company will compete. This study aims to find out how Islamic banks determine the direction of what strategy to do in the present and in the future using a SWOT analysis. The method used in this writing is qualitative in which the approach used is a descriptive approach. The results of the discussion show that Islamic banks are able to dare to compete in a competitive competitive market, strengthen cooperation with cooperatives, improve relationships with scholars, government and entrepreneurs, increase customer loyalty, and improve product quality, and increase promotion through various media and establish marketing strategies effective and efficient.

Perancangan Boneka Edukasi Terinspirasi oleh Pencipta Boneka Si Unyil

2018 ◽  
Vol 1 ◽  
Author(s):  
Azhari Amri
Keyword(s):  
Design Process ◽  
Urban Culture ◽  
Urban Life ◽  
Rural Region ◽  
The Public ◽  
The Creation ◽  
The Difference ◽  
The City ◽  
Simple Materials

Film Unyil puppet comes not just part of the entertainment world that can be enjoyed by people from the side of the story, music, and dialogue. However, there is more value in it which is a manifestation of the creator that can be absorbed into the charge for the benefit of educating the children of Indonesia to the public at large. The Unyil puppet created by the father of Drs. Suyadi is one of the works that are now widely known by the whole people of Indonesia. The process of creating a puppet Unyil done with simple materials and formation of character especially adapted to the realities of the existing rural region. Through this process, this research leads to the design process is fundamentally educational puppet inspired by the creation of Si Unyil puppet. The difference is the inspiring character created in this study is on the characters that exist in urban life, especially the city of Jakarta. Thus the results of this study are the pattern of how to shape the design of products through the creation of the puppet with the approach of urban culture.

Study on the Buying Motives and Prospects for Small Car Users in Hosur City

2016 ◽  
Vol 3 (9) ◽  
pp. 75
Author(s):  
Priya N ◽  
A Ravi
Keyword(s):  
Reference Group ◽  
Fuel Efficiency ◽  
Marketing Strategies ◽  
Primary Data ◽  
Buying Behavior ◽  
Consumer Orientation ◽  
One Step ◽  
Convenience Sampling ◽  
And Behavior ◽  
The City

Liberalization in 1991. The availability of many alternatives within the city provides an opportunity to the consumers to make a rational decision after considering all the options. Today is an era which is characterized by a consumer’s market where the manufacturers and marketers not only take into consideration the consumer orientation to make them satisfied but goes one step ahead of achieving. Consumer delight. Consumers look for those differentiating parameters, which may help them to make the best decision and can be proved as value to money proposition for them. It makes more important to analyze the consumer perceptions and behavior of the passenger car owners which will give the feedback pertaining to designing the marketing strategies. The objective of this paper is to investigate those differentiating parameter and effect of the reference group that influences the consumer buying behavior of car owners within the city of Hosur.The primary data was collected from 191 respondents, located Hosur in using convenience sampling .The results revealed the strong influence of attributes like price, fuel efficiency in buying decision and importance of reference group.

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