scholarly journals Um estudo de marketing aplicado ao setor madeireiro de Rio Branco, Estado do Acre

FLORESTA ◽  
1999 ◽  
Vol 29 (12) ◽  
Author(s):  
ZENOBIO A. G. P. DA GAMA E SILVA ◽  
JOÃO CARLOS GARZEL LEODORO DA SILVA
Keyword(s):  
Forest Management ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Target Market ◽  
Marketing Environment ◽  
Construction Firms ◽  
Marketing Program ◽  
Local Construction ◽  
Marketing Principles

Este trabalho apresenta uma análise sobre a prática dos princípios de marketing adotados em 1995 pelo setor madeireiro em Rio Branco, no Estado do Acre. Esta pesquisa investigou 39 serrarias, 43 indústrias de móveis e 16 depósitos revendedores de madeira serrada localizados nesta cidade. Os principais aspectos considerados na análise foram: (1) ambiente de marketing; (2) composto de marketing; (3) mercados alvo e (4) estratégia de marketing. Algumas das conclusões obtidas foram: esforços de marketing, junto às firmas de construção civil locais, devem ser implementados para assegurar uma demanda para o produto madeireiro acreano; o setor madeireiro local necessita de medidas administrativas, técnicas-operacionais e políticas para o sucesso de um programa de marketing em suas firmas e a falta de uma prática do manejo florestal, pelas firmas madeireiras locais, pode ser um obstáculo de mercado às serrarias de Rio Branco. A marketing study applied to the wooden sector of Rio Branco, State of Acre-Brazil, 1995 Abstract This paper presents an analysis on the practice of marketing principles adopted, in 1995, by the timber sector in Rio Branco (Capital of State of Acre, located in western Amazon-Brazil). The study covered 39 sawmills, 43 furniture manufacturers and 16 timber retailers located in this city. The main aspects considered in the analysis were: (1) marketing environment; (2) marketing mix; (3) target market and (4) marketing strategies. Some of the conclusions obtained were: Practices of marketing, between local construction firms and sawmill must be established in order to develop a demand for Acrean wooden product; local timber sector needs some management, technical and policies actions in order to generate a good marketing program for their sawmills and the non use of forest management by local sawmills cam became a constraint for local timber firms as trade with consumers abroad of Acre.

Intersections in Marketing Practice and Marketing Education

2021 ◽  
pp. 1351-1369
Author(s):  
Mary Beth McCabe
Keyword(s):  
Best Practices ◽  
Practical Experience ◽  
Marketing Strategies ◽  
Academic Programs ◽  
Expert Interviews ◽  
Marketing Practice ◽  
Marketing Environment ◽  
Practical Applications ◽  
Marketing Education ◽  
Marketing Principles

This chapter will describe the value of bridging the gaps between marketing practice and marketing education. The objective is to improve students' academic and practical experience after they complete a marketing degree program. This focus is on how professors can become better educators by targeting what students need to know before they complete academic programs. The chapter provides insights via expert interviews and analysis, using examples of the intersections and the gaps between theoretical marketing principles and practical applications of marketing strategies. The goal is to illustrate best practices and narrow the gaps to maintain relevance in a fast-changing marketing environment.

scholarly journals Marketing principles for Industry 4.0 — a conceptual framework

2019 ◽  
Vol 11 (3) ◽  
pp. 9-20 ◽  
Author(s):  
Katarzyna Nosalska ◽  
Grzegorz Mazurek
Keyword(s):  
Conceptual Framework ◽  
Industry 4.0 ◽  
Industrial Revolution ◽  
Holistic Approach ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
New Approach ◽  
Fourth Industrial Revolution ◽  
Industrial Markets ◽  
Marketing Principles

Abstract The holistic approach to Industry 4.0 requires a broader look at the changes taking place in the area of marketing. Therefore, this article mainly aims to present an outline of changes in marketing for companies implementing the concept of Industry 4.0 in the context of Design Principles of Industry 4.0. The authors propose a conceptual framework for Marketing in Industry 4.0, deriving from the guidelines for designing strategies to implement Industry 4.0. The paper allows a better understanding of the Industry 4.0 phenomenon in the context of changes in the area of marketing in general and in industrial markets in particular. The conceptual framework presented in the article suggests a need for a new approach to shaping marketing strategies and the marketing mix in the Fourth Industrial Revolution and helps in identifying the key areas for the marketing mix according to the Industry 4.0 concept.

scholarly journals Value Creation Strategy in Tourism : An Islamic Perspective

2017 ◽  
Vol 1 (1) ◽  
pp. 68-80
Author(s):  
Fani Firmansyah
Keyword(s):  
Customer Value ◽  
Critical Role ◽  
Initial Step ◽  
Marketing Mix ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Target Market ◽  
Economic Returns ◽  
Tourism Management ◽  
A Company

The international tourism industry now is becoming an increasingly competitive marketplace. Understanding the needs, interests and behaviors of different tourist markets plays a critical role in support them to destinations. Given the fast growth in the number of tourists and despite the great Muslim population worldwide. It is important to develop appropriate marketing strategies. To develop tourism prospects sharia government could use such a marketing strategy, marketing for instance, marketing mix and segmenting, targeting and positioning (STP). The marketing mix is a set of marketing tools used by a state or a company to continue achieving its marketing objectives in target market. STP is the most important initial step in identifying customer value. It is expected from the use of this strategy could make sharia tourism as a market leader in the field of tourism and also could attract more tourists to visit and increase economic returns of state.  Keywords: Value, Strategic, Tourism, Management, Islamic, Marketing Mix

Understanding Consumer Sentiments Towards Marketing: An Investigation in Indian Context

2021 ◽  
pp. 097226292110273
Author(s):  
Sanjay K. Jain ◽  
Parul Goel ◽  
Sonali Jain
Keyword(s):  
Business Performance ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Consumer Perceptions ◽  
Marketing Environment ◽  
Indian Context ◽  
Business Philosophy

Consumers constitute one of the most important elements of marketing environment. Understanding their sentiments towards marketing practices is a sine qua non for the development of effective marketing strategies, thus garnering their patronage, and attaining improved business performance. Based on Gaski and Etzel’s (1986) framework, the present study attempts to investigate consumer sentiments towards marketing in India and compare the results with those of consumers in select other countries. Analysis of the data collected through a survey of consumers located in Delhi and the NCR region reveals consumers to be holding moderately favourable opinion that business firms pursue customer-oriented business philosophy. As regards marketing mix elements, retailing/selling emerges as the element towards which consumers have expressed the most positive sentiments. Practices in relation to advertising and product come next in order of favourability in consumer perceptions. Pricing is the variable for which consumers appear holding the least favourable opinion. In overall terms, though the consumer sentiments towards marketing in India are found only moderately favourable, these turn out to be relatively much more favourable when compared with those of consumers in other countries.

Intersections in Marketing Practice and Marketing Education

2019 ◽  
pp. 117-142
Author(s):  
Mary Beth McCabe
Keyword(s):  
Best Practices ◽  
Practical Experience ◽  
Marketing Strategies ◽  
Academic Programs ◽  
Expert Interviews ◽  
Marketing Practice ◽  
Marketing Environment ◽  
Practical Applications ◽  
Marketing Education ◽  
Marketing Principles

This chapter will describe the value of bridging the gaps between marketing practice and marketing education. The objective is to improve students' academic and practical experience after they complete a marketing degree program. This focus is on how professors can become better educators by targeting what students need to know before they complete academic programs. The chapter provides insights via expert interviews and analysis, using examples of the intersections and the gaps between theoretical marketing principles and practical applications of marketing strategies. The goal is to illustrate best practices and narrow the gaps to maintain relevance in a fast-changing marketing environment.

scholarly journals Strategi Pemasaran Itik Alabio sebagai Produk Unggulan Daerah Kalimantan Selatan

2021 ◽  
Vol 16 (2) ◽  
pp. 165-179
Author(s):  
Siska Fitriyanti ◽  
Herry Pradana
Keyword(s):  
Marketing Strategy ◽  
Urban Areas ◽  
Distribution Channels ◽  
Marketing Mix ◽  
Qualitative Approach ◽  
Marketing Strategies ◽  
Target Market ◽  
Digital Platforms ◽  
Purposive Sampling

Alabio Ducks are native poultry and a featured product of South Kalimantan. However, the ducks have not yet contributed economically to the farmers or region. Culinary business in urban areas opens opportunities for the development of the Alabio Duck. The purpose of this study was to analyze the upstream and downstream sectors of the Alabio Ducks to be used as the basis for preparing the marketing strategies. This study uses a qualitative approach. Data were taken through observation and interviews with informants selected by purposive sampling, analyzed using STP and marketing mix analysis. The results of this study indicate that the segment and target market are middle-upper people in urban areas. Expansion of the market can be done through the supply of cold meat for the hotel, restaurant, and modern markets. The marketing strategy is to pay attention to the advantages of texture, taste, and color of the meat, determine competitive selling prices according to quality, add online distribution channels, and increase promotions on digital platforms. Abstrak Itik Alabio merupakan rumpun unggas lokal dengan sebaran geografis asli Kalimantan Selatan dan salah satu Produk Unggulan Daerah (PUD). Akan tetapi, sektor peternakan Itik Alabio selama ini belum menunjukkan kontribusi yang signifikan terhadap perekonomian peternak maupun daerah. Perkembangan bisnis kuliner di daerah perkotaan membuka peluang terhadap pengembangan Itik Alabio di Kalimantan Selatan. Tujuan penelitian ini adalah untuk menganalisis sektor hulu hingga hilir Itik Alabio untuk digunakan sebagai dasar penyusunan strategi pemasarannya. Penelitian ini menggunakan pendekatan kualitatif. Data primer diambil melalui observasi dan  wawancara dengan informan yang dipilih secara purposive sampling. Data dianalisis menggunakan analisis penetapan  nilai (STP analysis) dan analisis bauran pemasaran (marketing mix analysis). Hasil penelitian ini menunjukkan bahwa segmen dan target pasar adalah masyarakat daerah perkotaan yang memiliki kemampuan ekonomi menengah ke atas. Perluasan jangkauan pasar melalui suplai cold meat untuk pangsa pasar perhotelan, restoran, dan pasar modern. Strategi pemasaran adalah dengan memperhatikan keunggulan tekstur, rasa, dan warna daging Itik Alabio sebagai daya jual, menentukan harga jual yang bersaing dengan kompetitor tanpa menurunkan kualitas, menambah jalur distribusi secara daring, dan meningkatkan promosi di platform digital.

scholarly journals Marketing Strategies Of Small Craft Producers In South Africa: Practices And Challenges

2016 ◽  
Vol 32 (3) ◽  
pp. 663-680 ◽  
Author(s):  
KM Makhitha
Keyword(s):  
South Africa ◽  
Marketing Strategy ◽  
New Products ◽  
Research Paper ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Target Market ◽  
Small Craft

The purpose of this research paper was to investigate the practices and challenges of marketing strategies of craft producers in Gauteng, South Africa (SA). As craft producers lack access to market they are unable to market their products successfully and face major challenges in marketing their products. A survey was conducted among 244 craft producers in Gauteng, South Africa (SA) to determine the marketing strategy practices and the challenges they face when marketing their products. The findings have shown that craft producers introduce new products from time to time and constantly improve existing products. Craft producers believe that their products are unique and of higher quality. They face challenges with the lack of demand for their products and the fact that it is not easy for them to identify customers that want their products. Craft producers need to decide on who they want to target with their products, determine the needs and then formulate an appropriate marketing mix element strategy to reach the chosen target market. 

Constraints and opportunities facing construction organization in post-conflict condition in Afghanistan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Qais Amarkhil ◽  
Emad Elwakil
Keyword(s):  
Matrix Analysis ◽  
Content Type ◽  
Construction Firms ◽  
Construction Companies ◽  
Post Conflict ◽  
Conflict Condition ◽  
Local Construction ◽  
And Performance ◽  
Construction Organization ◽  
Critical Constraints

Purpose Although there are many challenges and constraints for construction organization operation and performance in a post-conflict condition, there is insufficient construction project management literature. Therefore, the purpose of this paper is to identify a framework to understand and determine critical constraints and opportunities in a post-conflict condition facing local construction firms in Afghanistan. The proposed framework is composed of three major steps: identify and determine key performance indicators; identify challenges impacting organization operation and performance in post-conflict condition; determine critical constraints and opportunities based on prioritized performance measures; and organizational strength and weakness factors. Design/methodology/approach The strength, weakness, opportunities and threat matrix analysis has been used to determine post-conflict condition constraints and opportunities. Then the analytical hierarchy process has been used to prioritize the measures and identify the constraints and opportunities facing construction companies in a post-conflict situation. The mix-research method is applied to this study to analyse qualitative variables and quantitative variables obtained from the experts’ opinions and 51 filled questioners. Findings The study shows that there are a total of 11 critical constraints and three essential opportunities for construction companies that industry practitioners and policymakers should take into account while formulating the organizational strategy. Practical implications The developed framework will benefit construction companies in improving their performance and operation in after-conflict conditions. Originality/value This paper is the first to provide a comprehensive conceptualization of the challenges and constraints for construction organization operation and performance in a post-conflict condition. It also offers a novel conceptual framework to understand and determine critical constraints and opportunities in a post-conflict condition facing local construction firms in Afghanistan.

scholarly journals Promoting Advanced Traveler Information Systems Among Cellular and Land-Line Phone Users: SmarTraveler Experience in Boston

1997 ◽  
Vol 1588 (1) ◽  
pp. 63-69 ◽  
Author(s):  
Larry S. Englisher ◽  
Susan Bregman ◽  
Stephen Pepin ◽  
Alicia Powell Wilson
Keyword(s):  
Target Market ◽  
Service Usage ◽  
Cellular Telephone ◽  
Evaluation Team ◽  
Traveler Information ◽  
The Third ◽  
Marketing Program ◽  
Operational Test ◽  
Promotional Efforts ◽  
Evaluation And Monitoring

In 1993 the SmarTraveler advanced traveler information system (ATIS) was introduced to travelers in the greater Boston area as part of an operational test jointly funded by FHWA and the Massachusetts Executive Office of Transportation and Construction. The service offers real-time, route-specific travel information by phone for major highways and public transit. During the 3-year test period from January 1993 to January 1996, service usage grew to nearly 60,000 calls per week, made by an average of more than 20,000 users. To achieve this growth, SmarTraveler was marketed to both cellular and land-line phone users using a variety of strategies over the course of the test. Evaluation and monitoring studies were commissioned to examine the degree to which users responded to SmarTraveler and the marketing program. The evaluation included extensive surveys of users and nonusers as well as tracking of calls and call frequency. The findings of the independent evaluation team on the success of various promotional efforts associated with the SmarTraveler operational test are presented. Overall, the marketing program aimed at the broad target market during the first 2 years appears to have been only partly successful in increasing the public’s level of awareness of SmarTraveler, in convincing its target market of SmarTraveler’s superiority to radio and TV travel reports, and in inducing trials. As a result of the second-year evaluation, changes were made to marketing and pricing during the third year of operation to target cellular telephone users. Further surveys were conducted to examine cellular telephone user response to these changes. SmarTraveler experienced a large increase in calls and users in the third year, especially in the cellular telephone market. Among the survey findings was that this market is quite price sensitive.

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

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