A Classified Advertisement Framework to Support Niche and other Targeted Markets

2016 ◽  
Vol 12 (3) ◽  
pp. 38-59
Author(s):  
Adam E. Bodenmiller ◽  
Adnan K. Shaout ◽  
Zhivko V. Tyankov
Keyword(s):  
Target Market ◽  
Entry Barrier ◽  
Niche Market ◽  
Customer Base ◽  
Text Context ◽  
Potential Customers

Classified advertisement sites often follow two different approaches to filter classified advertisement data to customers and potential customers. The first approach is to reach out to the broader market, allowing the customers to filter to their target market on the classified website. The downside of this approach is that it lacks the customization and specialization people in a niche market tend to prefer. The second approach is to create classified advertisement websites that are customized to meet the needs of a target or niche market. This specialization is more appealing to niche market customers. However, the second approach is more focused. Therefore, the customer base is smaller, and expanding to more markets requires building more websites, which can be costly in time, money and effort. In this paper the authors propose a framework that allows website developers to quickly and efficiently create targeted market websites. The framework proposed enables website developers to quickly customize text, context and features offered on the newly created targeted market website. In addition, the framework overcomes the entry barrier new websites face by obtaining the starting classified listings required to make a new classified website viable to potential buyers and sellers.

scholarly journals Designing a Promotional Video as a Tool to Promote Swiss-Belinn Airport Hotel Surabaya to its Target Market

K ta Kita ◽  
2020 ◽  
Vol 8 (2) ◽  
pp. 201-211
Author(s):  
Nathalia Cindy Cindy
Keyword(s):  
Target Market ◽  
Creative Thesis ◽  
Project Report ◽  
Final Project ◽  
Close Proximity ◽  
Short Video ◽  
Promotional Video ◽  
Potential Customers ◽  
Target Markets

This is a Creative Thesis Final Project Report on a problem at Swiss-Belinn Airport Hotel Surabaya (SAHS). SAHS is a hotel that is located strategically in close proximity to Juanda Airport. The hotel has three types of rooms and provide various facilities, such as restaurant, pool etc. The target markets for these products are people who need meeting rooms, and are away on business trips, vacations, and transit. However, the hotel is struggling to reach out to individual guests. Thus, in order to effectively introduce and inform the hotel to a wider population, a tool is needed. A Promotional Video (PV) is a short video or movie to promote a product or service to potential customers. PV can highlight the USP of the hotel. However, due to the current pandemic, creating the promotional video is unattainable. Thus, this thesis would cover interviews for the data and/until the act of creating the plotline for the promotional video.Keywords: Promotional tool, promotional video, USP, target market

scholarly journals Service Quality and Customer Satisfaction: The Case of Star Cruise Libra, Penang.

2018 ◽  
pp. 576-586
Author(s):  
Albattat Ahmad ◽  
Al-Laymoun Mohammad ◽  
Alsardia Khaled ◽  
Mohd Shukri Ab Yajid ◽  
Abdol Ali Khatibi
Keyword(s):  
Quality Of Service ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Tourism Industry ◽  
Customer Base ◽  
Quality Dimensions ◽  
Service Quality Dimensions ◽  
Asian Pacific ◽  
Potential Customers

Quality of service is a major competitive advantage within the tourism industry and cruise liners are no exception. In recent years, the Asian-Pacific company Star Cruises has striven to strengthen and retain the loyalty of its customer base in an increasingly challenging market. This study aims to look at the interface between Star Cruises’ service quality dimensions and customer satisfaction level by analyzing data on one of its ships, the Super Star Libra, with its homeport in Penang, Malaysia. An adapted version of the SERVQUAL model was used by the researchers to evaluate the quality of service and customer satisfaction aboard the Libra, as was a questionnaire, whose instruments were developed from past studies. 102 questionnaires were given out to and collected from passengers who had ridden aboard the Super Star Libra. Results indicated that service quality dimensions such as tangibility, responsiveness, reliability, assurance, and empathy had a significant bearing on customer satisfaction. The latter also helped determine which cruise customers would prefer to spend their vacations on in the future. The outcome of this research provides useful guidelines for cruises that intend to capitalize on the quality of their service to both maintain the satisfaction of their existing customers and attract more potential customers going forward.

scholarly journals Apple iPhone: A Market Case Study

2021 ◽  
Vol 5 (1) ◽  
Author(s):  
Daylin Van De Vliert
Keyword(s):  
Future Market ◽  
Target Market ◽  
Future Trends ◽  
Brand Name ◽  
Customer Base ◽  
The Past ◽  
The World ◽  
Leading Position ◽  
Technology Market

Founded in 1976, Apple inc. quickly became one of the biggest companies in the world. Throughout the years, Apple has been apart of the technology market where there has been an exponential amount of opportunities and threats. This market case study aims to determine how Apple can target such opportunities to help predict future trends and influences over the market. To identify these trends and market influences, I have first conducted an environmental scan of Apple’s current and future market(s). Then I described Apple’s fundamental psychological and sociocultural consumer behaviors. And finally, I identified Apple’s target market, how they have chosen to segment and the demographics and geographics within Apple’s largest target segments. As a result of successfully identifying trends in the past, Apple continues to impress with its globally known brand name and customer base/market. However, Apple must continue to identify future opportunities to stay relevant in the ever-advancing technological market. This analysis of the marketing context suggests Apple may need to re-position its iPhones to maintain its leading position in the marketplace.

scholarly journals SIGNIFICANCE OF DATABASE MARKETING IN THE PROCESS OF TARGET SEGMENTS IDENTIFICATION AND SERVICE

2013 ◽  
Vol 6 (1) ◽  
pp. 40-47
Author(s):  
Joanna Łodziana-Grabowska
Keyword(s):  
Customer Relationship Management ◽  
Direct Marketing ◽  
Relationship Management ◽  
Sales Force ◽  
Customer Relationship ◽  
Database Marketing ◽  
Target Market ◽  
Market Requirements ◽  
Potential Customers

The study aims at presenting the position and role of marketing databases in the enterprise’s market operations and achievement of sales targets. The study identifies the following elements pertaining to the discussed issue: essence and parts of the database marketing, significance of the database marketing in the process of target segments service, database and customer relationship management as well as the problem of the customers’ privacy in relation to their data being used and processed by market entities. It should be emphasized that the informational systems constitute the basic elements supporting the process of sales management and service of the company’s target segments. It should be stressed that for the trade marketing the identification of a recipient type is of significance, which is presented in this study with reference to the database marketing. The database may also contain the information on products, departments and sales force involved in a specific marketing action. With such database at their disposal the companies become mobile in terms of their offer adjustment to the market requirements, while by making the customer the central point of their focus, their marketing becomes an essential and effective tool of building their relationship with the customer. The database development in order to identify the potential customers is a significant project of impact on the efficiency of marketing and the process of target market service, both for small and large enterprises. Keywords: customer relationship management, database marketing, direct marketing, target market.

scholarly journals Service Quality and Customer Satisfaction: The Case of Star Cruise Libra, Penang

2019 ◽  
pp. 851-861
Author(s):  
Albattat Ahmad ◽  
Al-Laymoun Mohammad ◽  
Alsardia Khaled ◽  
Mohd Shukri Ab Yajid ◽  
Abdol Ali Khatibi
Keyword(s):  
Quality Of Service ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Tourism Industry ◽  
Customer Base ◽  
Quality Dimensions ◽  
Service Quality Dimensions ◽  
Asian Pacific ◽  
Potential Customers

Quality of service is a major competitive advantage within the tourism industry and cruise liners are no exception. In recent years, the Asian-Pacific company Star Cruises has striven to strengthen and retain the loyalty of its customer base in an increasingly challenging market. This study aims to look at the interface between Star Cruises’ service quality dimensions and customer satisfaction level by analyzing data on one of its ships, the Super Star Libra, with its homeport in Penang, Malaysia. An adapted version of the SERVQUAL model was used by the researchers to evaluate the quality of service and customer satisfaction aboard the Libra, as was a questionnaire, whose instruments were developed from past studies. 102 questionnaires were given out to and collected from passengers who had ridden aboard the Super Star Libra. Results indicated that service quality dimensions such as tangibility, responsiveness, reliability, assurance, and empathy had a significant bearing on customer satisfaction. The latter also helped determine which cruise customers would prefer to spend their vacations on in the future. The outcome of this research provides useful guidelines for cruises that intend to capitalize on the quality of their service to both maintain the satisfaction of their existing customers and attract more potential customers going forward.

scholarly journals Marketing for Science Based Organizations Perspectives and Questions

2019 ◽  
Vol 32 (2) ◽  
pp. 77-106
Author(s):  
William Bradley Zehner ◽  
Jacquelyn Anne Zehner
Keyword(s):  
Conceptual Framework ◽  
Internal Conflict ◽  
Target Market ◽  
Wealth Creation ◽  
Self Assessment ◽  
Product Price ◽  
Cultural Conflicts ◽  
Research Organizations ◽  
Potential Customers

Summary Marketing for research and science-based organizations is complex and not well understood; especially by the research, scientific, and technical communities. This paper presents a conceptual framework for scientists in research and science-based organizations to think about their organization’s marketing and sales functions, and related processes. NASA, one of the world’s most successful research organizations, which put two American astronauts on the moon in approximately 8 years, is briefly explored. The role of 21st Century research and science-based organizations in creating societal, organizational, and individual wealth is examined via a conceptual framework of the virtuous wealth creation process. Two forms of intrinsic organizational cultural conflict are examined; the external cultural conflicts between potential customers and the technology organization, and the internal conflict between scientists and economic managers. Strategic marketing is addressed and consists of market need, market segmentation, choosing a target market, and the organization’s position relative to the target market and competition. Tactical marketing (AKA sales) and its elements are delineated - product, price, promotion, physical distribution, and most importantly - personnel. The integration of all elements of strategic and tactical marketing into a cohesive whole is underscored. Additionally, several marketing and sales questions are posed to facilitate self-assessment by research and technology-based organizations.

scholarly journals Social Media as the Next Trend in Social Business Marketing Social Media as the Next Trend in Solar Business Marketing

2019 ◽  
Vol 8 (11S) ◽  
pp. 760-763
Keyword(s):  
Social Media ◽  
Strong Relationship ◽  
Social Business ◽  
Customer Base ◽  
Highly Active ◽  
Marketing Social ◽  
The World ◽  
Long Time ◽  
New Generation ◽  
Potential Customers

In today’s era, everyone have online presence. Someone will have more presence, someone will have less presence. Someone will be on mail and Facebook only and someone will be on everything from mail to Facebook, Twitter, Instagram, Linkedin etc. For Business, they are the perfect target. One can reach as many as potential customers and leads through social media all over the world which they can never achieve through any other media. Social media can be interactive and informative. New generation is highly active in social media at the same time they are highly aware of the growing concerns like global warming. New generation knows the importance of change and they encourage any noble cause all over the world. Even though solar business are present for a very long time but now only it is gaining importance after growing concerns towards our Mother Nature. To reach maximum target customers, it is very important for the Solar business to take leverage of Social media. Posting an article, or blog or uploading a video is not enough, if you are not targeting the correct viwers and you are not converting your viwers into leads. In this article, we would understand that how solar business can get fullest from social media and how to increase your customer base. Social media may sound like informal way to serve the customers but it is a powerful relationship builder for the company. Social media is very important to inspire and build strong relationship with the potential customers

WTPP for ecotourism: the impact of intention, perceived value, and materialism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nhung Thi Hoai Duong ◽  
Nguyen Khanh Chi ◽  
Hanh Thi Nguyen ◽  
Ngan Thi Kim Nguyen ◽  
Chi Phuong Nguyen ◽  
...  
Keyword(s):  
Structural Equation ◽  
Perceived Value ◽  
Equation Modeling ◽  
Target Market ◽  
Actual Behavior ◽  
Content Type ◽  
Ecological Sites ◽  
Customer Base ◽  
The Impact ◽  
Practical Implications

PurposeThis study examines the impact of perceived value, materialism and tourist intention on willingness to pay a premium for ecotourism (WTPP).Design/methodology/approachData were collected and conducted in Vietnamese National Parks. The dataset consists of 927 valid responses by domestic travelers. Structural equation modeling (SEM) was used to test the proposed relationships among perceived value, materialism, tourist intention and tourists' WTPP.FindingsThis study found a significant positive effect of perceived value on both tourist intention and their WTPP. The results also indicated that materialism is revealed to have a totally negative influence on WTPP for ecotourism; its indirect effect is transmitted through tourist intention. These findings highlight that tourists are mainly attracted when they received unique information about eco-destination. Therefore, they tend to participate in ecotourism and decide to pay for ecotourism.Research limitations/implicationsFirst, the study findings contribute strategies for tourism providers in their marketing activities by segmenting the target market which can be based on tourists with materialistic and nonmaterialistic. Second, ecotourism marketers need to focus on increasing the unique image of ecological sites. These efforts will create a favorable action for tourists. Third, ecotourism providers might increase the prospective customer base among consumers who have materialistic behaviors. Furthermore, they can provide ecotourism promotion materials for targeting customers. Finally, government needs to consider strategies designed to enhance the eco-destination places and environmental intention.Practical implicationsFirst, the study has not compared the efficacy of two different measures which are affective and cognitive items in perceived value construct. Second, this research does not discuss about the interrelationships among other factors influencing tourists' WTPP. Third, the customers' demographic characteristics in this study did not explore because the difference on gender may be perceived differently in analyzing advertising. Fourth, this study was conducted in Vietnam, not in different countries and other different cultures.Originality/valueThis study investigates the impact of perceived value and materialism on ecotourism intention and tourists' WTPP for ecotourism. This study reveals the understanding of how individuals' concern about the value of ecological sites and influences their intention to actual behavior in engaging ecotourism. Significant practical implications are also provided for ecotourism providers, marketers and government. In general, government needs to consider strategies designed to enhance the eco-destination places and environmental intention. Ecotourism marketers need to focus on increasing the unique image of ecological sites. These efforts will create a favorable action for tourists. Otherwise, ecotourism providers might increase the prospective customer base among consumers who have materialistic behaviors. Furthermore, they can provide ecotourism promotion materials for targeting customers.

scholarly journals Using Prospecting to Expand Your Customer Base

EDIS ◽  
1969 ◽  
Vol 2003 (9) ◽  
Author(s):  
Kara DiNardo ◽  
Allen F. Wysocki
Keyword(s):  
Resource Economics ◽  
Cooperative Extension Service ◽  
Extension Service ◽  
High Failure Rate ◽  
University Of Florida ◽  
Important Method ◽  
Customer Base ◽  
Retail Establishment ◽  
Effective Use ◽  
Potential Customers

This document is intended for salespeople who must seek out potential customers by prospecting, as opposed to waiting for potential customers to enter a retail establishment. Obtaining a customer base from which sales can be achieved is one of the most challenging aspects of selling, especially for a new salesperson. Prospecting involves contacting potential customers for the purpose of creating new sales for the salesperson. Prospecting is as old as the profession of selling and has always been an important method of obtaining new customers.However, while prospecting is a good way to increase sales, it is also one of the most difficult. One reasonwhy prospecting is often avoided is its high failure rate; it is a struggle to be motivated to prospect when it seems to be met with constant failure. This paper will focus on three keys to successful prospecting: overcoming barriers to prospecting, making effective use of prospecting time, and creating interest. This is EDIS document SN012, a publication of the Department of Food and Resource Economics, Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences, University of Florida, Gainesville, FL. Published May 2003. SN012/SN012: Using Prospecting to Expand Your Customer Base (ufl.edu)

scholarly journals E-marketing Practice in Bangladesh: An Empirical Study on Trend of Use and Expansion in Business

2020 ◽  
pp. 12-23 ◽  
Keyword(s):  
Business Owners ◽  
Online Marketing ◽  
Published Data ◽  
Target Market ◽  
Marketing Practice ◽  
Use Of The Internet ◽  
Secondary Methods ◽  
Tools And Techniques ◽  
Business Sectors ◽  
Potential Customers

E-Marketing is considered to be a process of exploring, creating, and delivering value to satisfy the needs and wants of a target market at a profit electronically. The widespread use of the internet has had an effect on much traditional marketing in Bangladesh, by prompting levels of competition amongst businesses and changing established marketing structures. This paper addresses the intension of the use of E-marketing strategies in business in Bangladesh. A total of 100 business owners were selected on a random sampling basis from Dhaka city in Bangladesh. A structured questionnaire was used to collect the required data. In analyzing data descriptive statistics were applied. The author has studied the published data to conceptualize the current scene of e-marketing progress in Bangladesh. They gathered data and information by using the primary and secondary methods. The study shows that in Bangladesh a praiseworthy rate of business owners have attained in online marketing and operating E-marketing tools for attracting qualified potential customers. The results also indicate that the policy implication to improve overall e-marketing and future prospects in the arena of E-marketing in Bangladesh. By developing and implementing E-marketing tools and techniques in business sectors in Bangladesh can take part in the implementation of the dream of digital Bangladesh.

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