scholarly journals Marketing Strategies in Equity Crowdfunding: A Comparative Study of Italian Platforms

2019 ◽  
Vol 11 (4) ◽  
pp. 16 ◽  
Author(s):  
Ciro Troise
Keyword(s):  
Exploratory Study ◽  
Communication Channels ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Product Price ◽  
Developed Country ◽  
Differentiation Strategy ◽  
Equity Crowdfunding ◽  
Significant Case ◽  
Italian Context

This paper explores equity crowdfunding platforms from a marketing perspective. The present exploratory study attempts to make a double contribution to the current literature on equity crowdfunding. Firstly, it analyzes the marketing strategies of the platforms by focusing on the well-known 4Ps marketing mix framework, i.e. product, price, promotion and placement. Each dimension presents three types of categories. Second, the study investigates the marketing strategies of both large platforms and small platforms, then the differences between these two types of platforms are examined in terms of campaigns’ outcomes, i.e. funding collected (in %), funding amount (in €) and number of investors. Platforms adopt a standardization strategy for pricing and placement, while a differentiation strategy is mainly adopted for promotion and products. Large platforms offer a wider range of services (in particular ongoing campaign services and post-campaign services) and promotional activities (in particular leverage many communication channels). The analyses disclose significant statistically differences between these two types of platforms. Projects posted on large platforms are more likely to get higher campaigns’ outcomes. In literature, little is known about marketing strategies in equity crowdfunding platforms, thus this study tries to fill this gap. The paper is the first to analyze the 4Ps of platforms and to conduct a comparative empirical study to determine the differences of campaigns’ outcomes between large and small platforms. The Italian context represents a significant case of developed country in theme of equity crowdfunding. The results are useful for platform managers, entrepreneurs, investors and authorities.

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.

scholarly journals Marketing strategies from the Islamic Perspective: Reviewing the relevance of elements of the marketing mix

2020 ◽  
Vol 8 (3) ◽  
pp. 84
Author(s):  
Nurul Farhana Nasir ◽  
Rosmimah Mohd Roslin ◽  
Muhammad Arif Nasir ◽  
Muhammad Nur Firdaus Nasir
Keyword(s):  
Marketing Mix ◽  
Marketing Strategies ◽  
Product Price ◽  
Islamic Perspective ◽  
Conceptual Paper ◽  
Business Framework

This conceptual paper addresses the relevance of the marketing mix elements in the context of the Islamic business framework. Using product, price, place of distribution, promotion and people as the bases of discussion, this article relates the implications of riba(interest), gharar(excessive uncertainty), and maisir (gambling) in the context of business. Additionally, the issues of halaland haramare given credence in addressing the implementations of the marketing mix elements. Using the Al-Quran and Sunnah as sources of  reference, this paper addresses the expected actions of marketers in establishing and executing their marketing strategies.  

scholarly journals Analisis Hubungan Bauran Pemasaran terhadap Keputusan Pembelian Smartphone Blackberry dan Samsung Android

2016 ◽  
Vol 13 (2) ◽  
pp. 687
Author(s):  
Alizar Hasan ◽  
Yumi Meuthia ◽  
Berry Yuliandra ◽  
Indah Desfita
Keyword(s):  
Operating System ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Purchasing Decisions ◽  
Product Price ◽  
Correlation Test ◽  
Technological Developments ◽  
Telephone Industry ◽  
Android Operating System

Technological developments lead to the entire company continues to enhance innovation in creating products derived from it, including the telephone industry.In a few years, the telephone industry introduced a variety of smartphone, including smartphones based on operating system RIM (Research in Motion) which produces branded Blackberry and smartphone based Android operating system with one of the companies that have joined with the operating system is Samsung Android. The research was conducted by measuring the consumer based marketing mix and should be able to explain what factors areas sociated with the sale of the two smartphones. Marketing mixis a set ofmarketing toolsused by companies to continuously achieve their marketing goals. The marketing tools are classified into four groups namely known 4Ps: product, price, place, and promotion. This research was conducted by distributing questionnaires to the respondents as many as 160 pieces and 160 pieces of Blackberry smartphones to the Samsung Android smartphone respondents. Tests performed with Kendall Tau correlation test using SPSS 15 software. The results showed that the variables of product, price and promotion has a significant correlation to the consumer buying decision on Blackberry smartphones. However, variable rates become very dominant variables related to consumer purchasing decisions for Blackberry smartphones. Meanwhile the Kendall Tau correlation test on the Samsung Android smartphones, only products have a price and a significant correlation on consumer purchasing decisions against Samsung's Android smartphones, and variable products become a dominant variables related to consumer purchasing decisions. Thus it can be done by both companies marketing strategies in order to achieve sales targets and products in accordance with marketing objectives.Keywords: Phones, smartphones, Blackberry, Samsung Android, marketing mix, purchasing decisionsAbstrakPerkembangan teknologi menyebabkan seluruh perusahaan terus meningkatkan inovasiinovasi dalam menciptakan produk yang dihasilkannya, termasuk pada industri telepon. Pada beberapa tahun belakangan ini industri telepon memperkenalkan teleponsmartphone yang beragam, diantaranya smartphone yang berbasis sistem operasi RIM (Research in Motion) yang memproduksi telepon bermerek Blackberry dan smartphone yang berbasis sistem operasi Android dengan salah satu perusahaan yang telah bergabung dengan sistem operasi tersebut adalah Samsung Android. Penelitian ini dilakukan dengan melakukan pengukuran kepada konsumen berdasarkan bauran pemasaran dan diharapkan mampu menjelaskan faktor-faktor apa saja yang berhubungan dengan penjualan di antara kedua smartphone ini. Bauran pemasaran (marketing mix) adalah seperangkat alat pemasaran yang digunakan perusahaan secara terus menerus untuk mencapai tujuan pemasarannya. Alat pemasaran tersebut di klasifikasikan menjadi empat kelompok yang dikenal 4P yaitu: produk, harga, tempat, dan promosi. Penelitian dilakukan dengan menyebarkan kuesioner sebanyak 160 buah kepada responden smartphone Blackberry dan 160 buah kepada responden smartphone Samsung Android. Pengujian dilakukan dengan uji korelasi Kendall Tau menggunakan software SPSS 15. Hasil penelitian menunjukkan bahwa variabel produk, harga dan promosi mempunyai korelasi yang signifikan terhadap keputusan pembelian konsumen terhadap smartphone Blackberry. Namun variabel harga menjadi variabel yang sangat dominan berhubungan dengan keputusan pembelian konsumen terhadap smartphone Blackberry. Sementara itu pada pengujian uji korelasi Kendall Tau pada smartphone Samsung Android, hanya variabel produk dan harga yang mempunyai korelasi yang signifikan terhadap keputusan pembelian konsumen terhadap smartphone Samsung Android, dan variabel produk menjadi variabel yang sangat dominan berhubungan dengan keputusan pembelian konsumen. Dengan demikian dapat dilakukan strategi pemasaran oleh kedua perusahaan agar target penjualan produk tercapai dan sesuai dengan tujuan pemasaran.Kata kunci: Telepon, smartphone, Blackberry, Samsung Android, bauran pemasaran, keputusan pembelian

scholarly journals Analisis SWOT Terhadap Strategi Pemasaran Usaha Mikro Kecil dan Menengah (UMKM) Sentra Industri Gitar dalam Menghadapi Covid-19

2021 ◽  
Vol 1 (1) ◽  
pp. 49-70
Author(s):  
Wahyu Broto Sekti ◽  
Rendra Armayana
Keyword(s):  
Research Methods ◽  
Swot Analysis ◽  
Analytical Data ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Basic Component ◽  
External Factors ◽  
Product Price ◽  
Industry Center ◽  
Internal And External Factors

The purpose of this research is to find the factors about the strength, weakness, opportunity, and treath of guitar industry centre UMKM Mancasan Village as well as knowing marketing strategies by used marketing mix involve 4P (Product, Price, Promotion, and Place). These papers used research methods of descriptive kualitative with analytical data technique used SWOT analysis. SWOT Analysis is done by identifying and analyzing the internal and external factors that influence the basic component of the guitar industry centre UMKM Mancasan Village. Guitars industry center UMKM Mancasan Village has'nt been maximal in implementing the marketing mix 4P accompanied by analysis SWOT. So that their application needs to be enhanced the marketing of industry centre UMKM Mancasan Village has been maximal.

Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davoud Nikbin ◽  
Mohammad Iranmanesh ◽  
Morteza Ghobakhloo ◽  
Behzad Foroughi
Keyword(s):  
Systematic Review ◽  
Design Methodology ◽  
Business Environment ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Product Price ◽  
Content Type ◽  
Scopus Database ◽  
Behaviour Changes ◽  
Marketing Budgets

PurposeThis study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world?Design/methodology/approachAs recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors systematically reviewed articles on marketing mix strategies during recessions. Out of 1,128 documents extracted from the Scopus database, 41 English-written articles were selected and analysed.FindingsThis study illustrates: (1) marketing budgets should not be cut during COVID-19 and (2) the marketing mix practices and strategies that firms should undertake during COVID-19 pandemic in terms of product, price, promotion, and place were explained.Originality/valueThe findings of this study advance the understanding of marketing strategies and practices that should be adopted and put into practice to deal with the impacts of COVID-19 on the business environment and shine in the post-COVID-19 world.

scholarly journals GREEN MARKETING: tendencies and perspectives

2016 ◽  
Vol 2016 (2) ◽  
pp. 55-60
Author(s):  
Дарья Зайцева ◽  
Daria Zaitseva ◽  
Инна Краковецкая ◽  
Inna Krakovetskaia
Keyword(s):  
Marketing Strategy ◽  
Environmentally Friendly ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Products ◽  
Product Price ◽  
Environmental Marketing ◽  
Traditional Marketing ◽  
New Strategies

This article is devoted to the study of new marketing strategies used in green marketing. Green marketing includes both green products and green oriented companies. Companies that seek to enter the new "green" niche need to rethink the 4 P’s (product, price, place and promotion) of traditional marketing and use these new strategies to promote environmentally friendly products. Research into this field has yielded four main strategies of ecological marketing: "Lean green", "Defensive green", "Shaded green" and "Extreme green". Each environmental marketing strategy presented in this article is directly connected with the concept of the marketing mix it is related to. Many companies do not want to use all parts of the 4 P strategies but instead choose to use only specific elements of each. This allows companies to choose a tailored "green" marketing strategy to achieve their goals. Green marketing strategies help companies to develop products that are environmentally friendly and satisfy the requirements of consumers.

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

ANALYSIS OF FACTORS THAT INFLUENCES THE STUDENTS DECISION IN CHOOSING PHARMACEUTICAL DIPLOMA III PROGRAM IN BUKITTINGGI THAT IS MEDIATED BY MOTIVATION VARIABLE

2019 ◽  
Vol 4 (3) ◽  
pp. 449
Author(s):  
Yonrizon Yonrizon
Keyword(s):  
Brand Image ◽  
Marketing Mix ◽  
Prospective Students ◽  
Product Price ◽  
Education Services ◽  
Price Process ◽  
Physical Evidence ◽  
The World ◽  
The Status ◽  
Target Set

<p>Competitive competition in the world of education services is influenced by the consequences of higher education that has the ability to compete that can survive and achieve the target set. Currently, the existing college are competing to develop their potential and ability to attract prospective students. Therefore, the college must create a Marketing Mix Services strategy that is the product, prices, location, promotion, people, process, physical evidence, and brand image mediated by motivation.The approach used is the survey, which is the activity of collecting data as much as possible about the facts that are supporters of the research, with a view to know the status, symptoms, determine the similarity of status by comparing with the standards that have been selected and or determined. (Arikunto &amp; Kusyati, 2015). This research was conducted to determine the effect of product, price, location, promotion, people, process, physical evidence, brand image, to student's motivation in making decision to choose college of Pharmacy in Bukittinggi. The result of research shows that product, price, process, brand image, have positive and significant effect to motivation, while location, promotion, person, physical proof have no significant effect to motivation and motivation have positive and significant influence to decision of vote</p><p> </p><p><em>Persaingan kompetitif dalam dunia layanan pendidikan dipengaruhi oleh konsekuensi pendidikan tinggi yang memiliki kemampuan bersaing yang dapat bertahan dan mencapai target yang ditetapkan. Saat ini, perguruan tinggi yang ada bersaing untuk mengembangkan potensi dan kemampuan mereka untuk menarik calon siswa. Oleh karena itu, perguruan tinggi harus membuat strategi Marketing Mix Services yaitu produk, harga, lokasi, promosi, orang, proses, bukti fisik, dan citra merek yang dimediasi oleh motivasi. Pendekatan yang digunakan adalah survei, yaitu kegiatan mengumpulkan data sebanyak mungkin tentang fakta-fakta yang menjadi pendukung penelitian, dengan maksud untuk mengetahui status, gejala, menentukan kesamaan status dengan membandingkan dengan standar yang dimiliki telah dipilih dan atau ditentukan. </em><em>(Arikunto &amp; Kusyati, 2015)</em><em>. Penelitian ini dilakukan untuk mengetahui pengaruh produk, harga, lokasi, promosi, orang, proses, bukti fisik, citra merek, terhadap motivasi siswa dalam mengambil keputusan memilih perguruan tinggi Farmasi di Bukittinggi. Hasil penelitian menunjukkan bahwa produk, harga, proses, citra merek, berpengaruh positif dan signifikan terhadap motivasi, sedangkan lokasi, promosi, orang, bukti fisik tidak berpengaruh signifikan terhadap motivasi dan motivasi berpengaruh positif dan signifikan terhadap keputusan pemilihan.</em></p>

The role of DMOs in tourism stakeholders systems. An empirical research in Italian context

2011 ◽  
pp. 105-125
Author(s):  
Luigi Cantone ◽  
Marcello Risitano
Keyword(s):  
Empirical Research ◽  
Business Models ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Destination Branding ◽  
Empirical Survey ◽  
Branding Strategies ◽  
External Relationships ◽  
Italian Context

Tourist destination (TD) is considered the most important unit of analysis in tourism industry and the amalgam of tourism products, which offers an integrated travel experience for the customer. In this paper is analyzed the role of Destination Marketing Organizations (DMOs), the key player in the tourism stakeholders systems which manage collaborative marketing strategies. Particularly, are recognized the destination branding strategies defined by DMOs, one of the most important organizational solution to manage internal and external relationships in tourism stakeholders systems. The theoretical assumptions of the paper are supported by an empirical research which analyzes, comparatively, the Italian DMOs of eight regional contexts. The goals of the empirical survey have been the following: a. to identify the main tourism players of regional stakeholders systems, deepening the nature and the intensity of marketing relationships in these networks; b. to define the main characteristics of the regional DMOs in Italy, in terms of business models and collective marketing strategies planned in the own networks; c. to categorize the destination branding strategies defined by DMOs in regional tourism stakeholders systems, valuating the main brand decisions carried out in these contexts.

The Influence of Marketing Mix Variables on Purchasing Decisions and Its Impact on Post-Purchase Customer Satisfaction of Royal Garden Residence Bali Housing (Study at PT Properti Bali Benoa)

2021 ◽  
Vol 4 (1) ◽  
pp. 157-172
Author(s):  
Edi Sugiono ◽  
Andini Nurwulandari ◽  
Christiani Junita
Keyword(s):  
Customer Satisfaction ◽  
Marketing Mix ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Online Questionnaire ◽  
Product Price ◽  
Average Value ◽  
Decision Variables ◽  
Post Purchase ◽  
The City

A B S T R A C TThe research objective is to determine the effect of: marketing mix variables(product, price, location and promotion) on purchasing decision variables,marketing mix variables on customer satisfaction variables, purchasing decisionvariables on customer satisfaction variables at Royal Garden Residence Balihousing with purchase decisions as a mediating variable. . This research wasconducted in the city of Bali, with the object of research being the residentialconsumers of Royal Garden Residence Bali as the population in this study, with asample size of 150 respondents and using random sampling techniques. The datacollection method is in the form of an online questionnaire via google form andwhatsaap due to the situation in Indonesia which is currently being hit by theCovid-19 pandemic. The results of this study indicate that respondents have a goodperception of the variable marketing mix, purchase decisions and post-purchasesatisfaction Royal Garden Residence Bali. This is because the average value for allresearch variables is greater than 4 on the Likert scale. The results showed that themarketing mix variable both simultaneously and partially had a positive andsignificant effect on housing purchase decisions and the marketing mix variablehad a positive and significant effect both simultaneously and partially on consumersatisfaction after purchasing Royal Garden Residence Bali housing, and purchasingdecisions had a positive and significant effect. significant on consumer satisfactionafter purchasing the Royal Garden Residence Bali housing. Then the research alsoproves that there is an indirect influence of the marketing mix variable on consumersatisfaction after purchasing the Royal Garden Residence Bali housing through thepurchase decision. Promotion is the most dominant variable in increasingconsumer purchasing decisions for Royal Garden Residence Bali housing.

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