Using the Gothic as a Marketing Tool

2019 ◽  
pp. 212-225
Author(s):  
Anda Dimitriu
Keyword(s):  
Marketing Strategy ◽  
Paradigm Shift ◽  
Interesting Aspect ◽  
Marketing Campaign ◽  
Contemporary World ◽  
Marketing Scheme ◽  
Points Of View ◽  
Marketing Tool

In the highly competitive contemporary world of children's toys, one type of doll has risen to the top almost a decade ago and has redefined through its popularity, the very image of modern dolls. Mattel's Monster High collection represents a success from various points of view, but what constitutes perhaps the most interesting aspect to be analyzed is the role which a concept as elusive and heterogeneous as the Gothic has played in the marketing scheme of these toys. Traditionally associated with fear and horror, the Gothic has undergone a paradigm shift and splintered in various distinct, if not contradictory forms, allowing the concept of the monster to be reinterpreted by the creators of Monster High. Thus, this chapter will first focus on the theoretical premises of the contemporary Gothic as part of a marketing strategy and then it will apply it on the marketing campaign of Monster High dolls.

scholarly journals Effective social media marketing strategy: Facebook as an opportunity for universities

2017 ◽  
Vol 45 (5) ◽  
pp. 532-549 ◽  
Author(s):  
Costas Assimakopoulos ◽  
Ioannis Antoniadis ◽  
Oliver G. Kayas ◽  
Dragana Dvizac
Keyword(s):  
Marketing Strategy ◽  
Technology Acceptance ◽  
Undergraduate Students ◽  
Social Networking Sites ◽  
Education Institution ◽  
Future Research ◽  
Content Type ◽  
Conceptual Background ◽  
Marketing Tool ◽  
The Republic

Purpose The purpose of this paper is to investigate the usage of university Facebook (FB) groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. The factors that can intensify the FB group activities of a university are examined as well as how FB can be used as a marketing tool to improve marketing campaigns. Design/methodology/approach The study investigates and compares two universities: the University of Novi Sad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey. Findings An enhanced technology acceptance model oriented toward FB is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the FB group they enrolled on were determined. Common behavioral patterns of the usage tension of the FB group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the FB group. Research limitations/implications Larger samples should be used for future research. Originality/value The paper proposes a marketing strategy a higher education institution should follow to more effectively use social networking sites as a marketing tool.

Enhance Customer Engagement via Facebook Fanpage for Increased Purchase Intentions

2021 ◽  
Vol 11 (1) ◽  
pp. 62-77
Author(s):  
Mansi Gupta ◽  
Alka Sharma
Keyword(s):  
Digital Media ◽  
Paradigm Shift ◽  
Strong Association ◽  
Purchase Intentions ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Brand Trust ◽  
Consumer Experiences ◽  
Marketing Tool ◽  
Positive Word Of Mouth

In recent times, social media has become a preferred marketing communication platform by the organisations with the consumers exhibiting an increased inclination towards the adaptation of this media. This paradigm shift justifies the positioning of brands in digital media platforms like Facebook, which provide an ideal platform for direct non-stop communication between organisations and customers. This builds a strong association between brands and consumers thereby generating brand trust through the sharing of consumer experiences and a positive word of mouth. Consumers do not make hasty decisions where there is the involvement of money, therefore trust plays a huge role in the usage of the services provided by eWallets. This study aims to investigate the effect of customer engagement through Facebook fan page usage on brand trust and purchase intentions. Results have revealed that consumer engagement through Facebook fan page usage generates trust for the eWallet brand in turn affecting purchase intentions indicating that Facebook fan pages can be utilised as an effective marketing tool.

scholarly journals Analisis Strategi Pemasaran Mengunakan Metode Quantitative Strategic Planning Matrik (QSPM) Studi Kasus : Borneo Project

2018 ◽  
Vol 7 (2) ◽  
pp. 111
Author(s):  
Anas Mujahid ◽  
Murianai Emelda Isharyani ◽  
Dharma Widada
Keyword(s):  
Marketing Strategy ◽  
Joint Venture ◽  
External Factor ◽  
Alternative Strategies ◽  
Input Stage ◽  
Swot Matrix ◽  
Factor Evaluation ◽  
Marketing Tool ◽  
Stage Matching ◽  
Evaluation Matrix

<p><em>Borneo Project is a new business in the field of ordering services of various types of clothing. In doing its marketing strategy Borneo Project relies on marketing through friendship, word of mouth from one to another one and using social media as a marketing tool. This has not had a much positive effect on sales in Borneo Project. Therefore it is necessary to analyze the marketing strategy that can be applied in Borneo Project.</em></p><p><em>Determining the strategy carried out in three stages: an input stage, matching stage, and the stage of the decision. The input stage is done by using Internal Factor Evaluation Matrix (IFE) and External Factor Evaluation Matrix (EFE). In the IFE matrix, obtained a total score of 2.407, while the EFE Matrix obtained score of 2.831. Based on internal and external factor analysis then matching phase with IE Matrix method and SWOT Matrix. The final stage was the decision stage used QSPM method. QSPM is used to evaluate alternative strategies obtained in the SWOT Matrix, then rank them. The first rank is the strategy of applying for credit funds, seeking investors or business joint venture partners and seeking financial assistance from corporate CSR with the acquisition of power score Pull of 5,824. Alternative strategies are prioritized to be applied is to ask a credit fund, seek a joint venture partner and investor or business and are looking for financial aid CSR.</em><em></em></p><strong><em>Keywords: Marketing Strategy, Borneo Project, QSPM</em></strong>

scholarly journals Marketing tool for the development of organic production market in Ukraine

2020 ◽  
Vol 11 (4) ◽  
Author(s):  
O. Kucher ◽  
Keyword(s):  
Marketing Strategy ◽  
Agricultural Sector ◽  
Organic Production ◽  
Marketing Strategies ◽  
Resource Potential ◽  
Production Sector ◽  
Factors Affecting ◽  
Current State ◽  
Strategic Approach ◽  
Marketing Tool

The paper discusses the current state and prospects of production and sale of organic production in Ukraine. Certain empirical factors were characterized, such as the available resource potential for the production of organic agricultural goods. Its exports and consumption on the domestic market. It is determined that the organic sector is a very promising direction in Ukrainian agriculture. The necessity of forming and implementing a marketing strategic approach aimed at developing the organic production sector is considered. The main conceptual elements and basic priorities of the marketing strategy for the development of the organic market are presented. The article presents a model and algorithm which helps to create a marketing strategy for the development of organic production in Ukraine, which considers the core features of enterprises in the agricultural sector of the economy, which will ensure that all factors affecting the results of production are taken into account. The author emphasize that the novelty of the proposed strategy will consist in focusing on the areas of improving the system of development of the organic sector in Ukraine. The article concludes that the implementation of the proposed marketing strategies for the development of organic production will bring this area of activity to a new level of efficiency.

Analysis of hotel names in Croatia as a tool of marketing strategy

2010 ◽  
Vol 16 (2) ◽  
pp. 207-218
Author(s):  
Mario Plenković ◽  
Vlado Galičić ◽  
Vlasta Kučiš
Keyword(s):  
Marketing Strategy ◽  
Tourism Product ◽  
Or Groups ◽  
Market Communication ◽  
Marketing Activities ◽  
Place Of Origin ◽  
Marketing Tool ◽  
Business Trip ◽  
Product Promotion

Viewed globally, hotel guests can be classified according to the reason for their arrival (business trip or vacation), their numbers (individual guests or groups) and their place of origin (domestic or foreign guests). To provide services of the best quality possible, the hotel staff must understand the wants and needs of guests. One of the ways to do this is to find out the manner in which guests choose hotels. It is generally known that if a guest has already stayed in a particular town, the chances are that he will choose to stay in the same hotel again, providing, of course, that he was satisfied with services rendered. If a guest has never been to a particular town before, there is a greater possibility that he will choose a well-known hotel or one that is easy to reach. A factor that in addition to advertising, personal recommendations, hotel location and prices can influence the choice of a hotel is prejudice based on the name of a hotel. Based on the assumption that a hotel’s name can represent an important marketing tool, foremost in market communication, this paper analyses the names of all categorised hotels and apartment hotels in Croatia. The surveyed names of hotels are classified according to different criteria that could, with the application of additional marketing activities, be used to gain a better position on the tourist-generating market. Also, during a guest’s stay, a hotel’s name can be used to enhance and improve its performance, providing the name is exploited in an appropriate marketing manner. This implies «creating stories» linked to a hotel’s name and using its name in the gastronomic, cultural, entertainment and other fields of hotel- and tourism-product promotion.

Establishing Contractual Relationships: an Antropological Approach

2019 ◽  
pp. 2107-2117
Author(s):  
Tat’iana S. Volchetskaia ◽  
Tatyana K. Primak
Keyword(s):  
Social Relations ◽  
Scientific Research ◽  
Basic Element ◽  
The State ◽  
Interesting Aspect ◽  
The Past ◽  
Contractual Relationships ◽  
New Ideas ◽  
Points Of View ◽  
The Individual

Scientific research of contractual relationships represents not only an interesting aspect of learning about the past of human civilization, but also a necessary component of the creation and improvement of new forms of state-public structures. This component implies consent as a basic element of the interaction system. But many questions remain insufficiently researched for the following reasons: the dominant view on the contract as subordinate in relation to the state and law; the lack of integrity of positions on the origin and composition of the elements that determine the contract’s nature. To get new ideas and perspectives of study it is necessary to reconsider traditional points of view on the emergence of norms, exchange, individualism, property, to use new approaches, especially anthropological one. Based on scientific research, the authors concluded that the agreement (contract) appeared simultaneously with the emergence of the human community; the agreement (contract) does not need to be recognized by the state, it can be considered as a natural regulator of social relations. The general and private levels were identified in the process of forming the contract, and there were indicated contracts’ features, components and the principle of interaction through the individual person

MARKETING TOOL “ZORGE” AND ITS USE IN ELECTRONIC COMMERCE

2019 ◽  
pp. 66
Author(s):  
Anna Nikolajeva
Keyword(s):  
Marketing Strategy ◽  
Web Application ◽  
Web Applications ◽  
Digital Marketing ◽  
Computing Technology ◽  
Home Pages ◽  
Marketing Technology ◽  
Application Architecture ◽  
Marketing Tool ◽  
The Web

The aim of the research was to develop a marketing strategy of the Zorge marketing tool and describe its usage in e-commerce. Zorge web application will be an automatic marketing tool that will use cloud computing technology. The main benefits of the tool will be its multiuse and ability to display adverts to users who use ad blockers and create an interaction of all ads, allowing users to show relevant advertising to their website visitors. Zorge web application will be used for advert construction - pop-ups, push notifications and inner website banners, that can be placed on a clients website. It can be done by pasting short JavaScript code in their website HTML file after users will be able to manage their adverts inside their Zorge web application. The author examined several topics to develop the web application architecture - digital marketing technology current developments, competitor home pages, competitor web applications and an economic embodiment were explored. Within the research was developed a marketing strategy for the Zorge web application.

BREAKING THROUGH THE "BRICK WALL" — USING AN INTERDISCIPLINARY STRATEGY TO MARKET HIGH-TECH PRODUCTS

2011 ◽  
Vol 08 (02) ◽  
pp. 337-350
Author(s):  
ADAM PERRY TOW ◽  
AMIT M. JOSHI
Keyword(s):  
Product Development ◽  
Marketing Strategy ◽  
Strategic Marketing ◽  
High Tech ◽  
Brick Wall ◽  
Marketing Campaign ◽  
Marketing Teams

Marketing high-tech products poses challenges to classically trained marketers who may be unfamiliar with a product's underlying science or technology. Often such marketing teams, lacking scientific backgrounds, find it particularly difficult to interface with R&D and truly understand a product's inner workings — something we show to be critical to fully assessing a product for effective differentiation and marketing. By utilizing a novel marketing strategy, the Interdisciplinary Strategic Marketing Framework, we show the need to hire interdisciplinarians — marketers with science backgrounds — to champion marketing teams which are able to overcome the R&D-to-Marketing communicative "brick wall" and delve into a product's technology, such that it can be marketed most effectively, fully assessing all potential science-based and classical aspects of a marketing campaign. Provided within the framework is a strategy for organizing a firm's marketing functionaries (possibly even integrating them into product development), and a system with which the (interdisciplinarian) marketer can efficiently categorize high-tech products, as well as corresponding methodologies which with to approach differentiating and marketing high-tech products. An illustrative consulting case is also included to demonstrate an application of the marketing methodologies.

scholarly journals MANAJEMEN STRATEGIK PEMASARAN PENDIDIKAN BERBASIS MEDIA SOSIAL DI MADRASAH ALIYAH YAYASAN PONDOK PESANTREN BABAKAN JAMANIS PARIGI PANGANDARAN

2020 ◽  
Vol 3 (2) ◽  
pp. 120-128
Author(s):  
Neneng Nurmalasari ◽  
Imas Masitoh
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Industrial Revolution ◽  
Strategy Management ◽  
Educational Marketing ◽  
The Social ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Right ◽  
Depth Interviews

This study describes an overview of the use of social media as a management marketing strategy at Madrasah Aliyah Yayasan Pondok Pesantren Babakan Jamanis. The benefits of social media as a marketing tool in the world of education in the era of the 4.0 industrial revolution are the right choice because it is increasingly accessible to various groups. This research is qualitative research with data collection methods through observation, in-depth interviews, and documentation. The results show that the social media-based educational marketing strategy management is used, namely: Facebook, Instagram, and Youtube by first identifying in the community which then becomes an educational marketing strategy by highlighting the achievements of these institutions. The management of private education, supported by stakeholders and adequate facilities has provided a distinctive feature and strength in the management of educational marketing strategies at Madrasah Aliyah Yayasan Pondok Pesantren Babakan Jamanis.

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