Coherence of Marketing Imperatives for Managing the Development of Socio-Economic Systems

At present, there is a reorientation of the current model of the market economy towards the principles of sustainable development. The process is accompanied by the implication of the marketing concept of managing socio-economic systems, the technology of which provides reasoning of the determined guidelines that must be adhered to. In this context, the coherence of marketing imperatives is a determinant of ensuring the development of socio-economic systems, whereas the marketing-imperative approach should be considered one of the levers of sustainable economic development. Therefore, the purpose of the study is a complex substantiation of the theoretical and methodological content of marketing imperatives, the interpretation of their coherent influence on the management of socio-economic systems. The methodological basis of the study is an integrated combination of general scientific methods of systematic cognition and possibilities of application of specific methodological approaches to solving problems and verification of the formulated study hypothesis; the methods include monographic, hypothetical prediction, abstract-logical, induction and deduction, historical and economic, structural-functional analysis, abstraction and content analysis, construction of concepts and categories, graphical and tabular. The study provides insights into the special features of the evolution of the etymological essence of the imperative in the context of transformations of socio-economic systems; the essence of marketing imperatives in view of marketing ideology is substantiated; the mechanism of transformation of objectives into imperatives in achieving the goal of socio-economic system is developed; the necessity of the implication of the marketing-imperative approach in sustainable economic development is proved. The practical value of the study consists in the scientific substantiation of the theoretical and methodological content of marketing imperatives, the specification of their coherent impact on the management of socio-economic systems. Further studies are aimed at developing criteria for measurement, assessment, and interpretation of the effect after the implementation of marketing imperatives with subsequent testing of results

Library Experiential Marketing Strategy as a Means of Increasing Library Satisfaction in the Use of E-Resources During the Covid-19 Pandemic

This study aims to analyze the effects of library experiential marketing strategies on user satisfaction levels during the Covid-19 pandemic, using a quantitative approach. Data were collected through observation, questionnaires, and reviews of related literature. Based on the results obtained, experiential marketing is a suitable marketing concept for libraries. This strategy is bound to aid libraries in providing pleasant and unforgettable services. The priority of experiential marketing strategy during the Covid-19 pandemic is to observe the responses of users by testing the variables of sense, feel, think, act, and relate/linkage. These five independent variables have a positive and significant effect on user satisfaction, indicating the potential for libraries to improve user experience by connecting through real-life users. In conclusion, experiential marketing strategies can provide positive experiences for users and, consequently, improve the interest in optimizing the use of electronic information resources, even during the Covid-19 pandemic.

Tinjauan Etika Bisnis Islam terhadap Praktik Pemasaran Busana Muslim Studi pada Almeera Moslem Store Bogor

In Islamic economy, the market has important values, because it must have morality or ethics which is one of the responsibilities of every economic agents. Ethics in business must be realized personally which aims for every business person who trades to seek the maximum profit, in Islamic trade it is not just looking for a profit but looking for a blessing. This research explains how the application of Islamic business ethics in marketing Muslim clothing at Almeera Moslem Store Bogor and how the concept of Islamic marketing in Muslim business at Almeera Moslem Store Bogor. This research uses a descriptive qualitative approach, which means to describe some information in the field with data collection techniques used in this study in the form of interviews, and documentation. The results of this study indicate that the application of Islamic business ethics in the marketing practice of Muslim clothing at Almeera Muslim Store Bogor has fully implemented the principles of justice, the principle of justice, the principle of free will, the principle of responsibility, and the principle of truth. In the implementation of the marketing concept at the Almeera Moslem Store Bogor in the form of product marketing, prices, and transactions, but there is one thing, namely product satisfaction which is a problem for which there is no solution. The general solution is to negotiate. Almeera Moslem Store Bogor is always friendly and courteous to consumers in service and marketing as has been implemented in Islamic law.

A Review of Brand Anthropomorphism Marketing Research

Brand anthropomorphism extends and develops the special relationship between consumers and brands by injecting human characteristics, motives, subjective intentions, behaviors and emotions into specific brands. Brand anthropomorphism, as a brand marketing strategy, plays a very important role in brand building and communication. Therefore, the current theoretical circle of brand anthropomorphic marketing is gradually heating up. In this paper, the literature of anthropomorphic brand marketing at home and abroad, the brand personified and anthropomorphic marketing concept, the brand personified the composition of the dimension and measurement, the brand personified as related variables, etc on the existing research results, and on this basis in the field of the future research direction was prospected.

PELATIHAN KONSEP PEMASARAN DALAM RANGKA OPTIMALISASI PEMASARAN PRODUK KHAS TAMIYANG

Community service is one of the three principles of higher education that has an impact on improving the quality of the people it serves. Maranatha Christian University is one of the universities that seeks to be able to provide the widest possible way to improve the quality of society in community service activities. We lecturers of Entrepreneurshipand Marketing Major as part of Maranatha Christian University make this happen through community service activities at GKP Tamiyang Indramayu. The community service activities discuss the marketing conceptdan its implication towards marketing of Tamiyang's unique products. The method of implementing PKM activities is carried out by training, in the form of exposure to marketing concepts and several things that can be applied in marketing of Tamiyang’s unique product. With this marketing concept training, it is hoped that they can find market potential and increase the knowledge of potential consumers on Tamiyang's unique products, so that it can become a strategy in marketing optimization of Tamiyang's unique products. Pengabdian kepada masyarakat adalah salah satu tridharma perguruan tinggi yang memberikan dampak kepada peningkatan kualitas masyarakat yang dilayani. Universitas Kristen Maranatha adalah salah satu perguruan tinggi berupaya untuk dapat memberikan seluas-luasnya bagi peningkatan kualitas masyarakat dalam kegiatan pengabdian kepada masyarakatnya. Kami para dosen KBK Kewirausahaan dan KBK Pemasaran sebagai salah satu bagian dari Universitas Kristen Maranatha mewujudkan hal tersebut melalui kegiatan pengabdian kepada masyarakat di GKP Tamiyang Indramayu. Adapun kegiatan pengabdian masyarakatnya membahas tentang konsep pemasaran dan implikasinya terhadap pemasaran produk khas Tamiyang. Metode pelaksanaan kegiatan PKM dilakukan dengan pelatihan, berupa pemaparan mengenai konsep pemasaran dan beberapa hal yang dapat diaplikasikan dalam pemasaran produk khas Tamiyang. Dengan pelatihan konsep pemasaran ini diharapkan dapat menemukan potensi pasar dan meningkatkan pengetahuan konsumen potensial terhadap produk khas Tamiyang, sehingga dapat menjadi suatu strategi dalam optimalisasi pemasaran produk khas Tamiyang.

Entrepreneurial Marketing dan Jejaring Sosial dalam Usaha Kecil: Studi Kasus tentang Bisnis Petshop di Kabupaten Bandung

This article aims to examine how small entrepreneurs use social networks to develop and implement marketing strategies. The type of small business studied is the Petshop business. The research method used is qualitative by conducting in-depth interviews and analysis with Petshop entrepreneurs through an entrepreneurial marketing perspective. Ultimately, we found that Petshop entrepreneurs are using social connections through market intelligence, new customer acquisition, and current customer retention to create and deliver more value to customers. Entrepreneurs take steps to build emotional attachments and carry out marketing activities through giving gifts or by approaching customers through the community, and most of the entrepreneurs in the Petshop business in Bandung Regency do marketing through physical (offline) stores and online shops. The majority of entrepreneurs stated that the application of the entrepreneurial marketing concept and strengthening social networks were important in the continuity of the Petshop business, only one Petshop entrepreneur had contradictory statements, especially in the aspect of searching for market information.

Marketing Orientation and Export Performance in the New Zealand Manufacturing Industry

<p>Much has been said and written about the marketing concept. In brief, the marketing concept stresses customer satisfaction as a means of attaining high performance. Past studies have shown that there has been a considerable interest in the marketing concept both in academic circles and in the business world. In spite of its popularity, little effort has been devoted to examining the validity of the marketing concept, i.e., to testing the proposition that the adoption and implementation of the marketing concept will lead to high performance, be it in domestic or export operations. Previous studies of the marketing concept were mainly focused on whether or not firms have adopted and implemented it. A handful of studies has examined the more fundamental question of the link between the marketing concept and corporate performance. However, for different reasons, the findings of these studies are limited. Given this background, the objective of this study was twofold: to develop and empirically test a model of marketing orientation and export performance that can be applied in many settings, and then to identify which aspects of marketing orientation correlate with export performance. The New Zealand manufacturing industry was selected as the empirical setting. A single industry was chosen so as to have a control over industrial differences. Specifically, the manufacturing industry was chosen because of its increased importance to the New Zealand economy as evidenced by the industry's contribution in areas such as export earnings, Gross Domestic Product (GDP) and employment. A model of marketing orientation and export performance was developed. It contained three major components: the measures of marketing orientation, of export performance, and the control variables. It was hypothesized that marketing orientation would be positively related to export performance. The data were collected through a mail survey of 356 manufacturing firms throughout New Zealand. The survey produced a net response rate of 47.6 percent. Scales were developed to measure each of the three components of the model. Cronbach alpha and factor analysis were used to test the internal consistency of the measures. The measures were also subjected to convergent, discriminant, nomological and predictive validity tests. The results showed that the measures employed in this research are both reliable and valid. Furthermore, a test for normality was administered on the dependent variable (export performance) and the results showed that the dependent variable is normally distributed. It is therefore suitable for parametric statistical analyses. Multiple regression techniques were employed to analyse the data The analysis was done at two main levels. At the first level the relationship between marketing orientation and export performance was explored without controlling the exogenous variables. At the second level, the same process was repeated but the exogenous variables were controlled. At both levels of analysis the results gave support to the hypothesis that there is a positive relationship between marketing orientation and export performance.</p>

Marketing Orientation and Export Performance in the New Zealand Manufacturing Industry

<p>Much has been said and written about the marketing concept. In brief, the marketing concept stresses customer satisfaction as a means of attaining high performance. Past studies have shown that there has been a considerable interest in the marketing concept both in academic circles and in the business world. In spite of its popularity, little effort has been devoted to examining the validity of the marketing concept, i.e., to testing the proposition that the adoption and implementation of the marketing concept will lead to high performance, be it in domestic or export operations. Previous studies of the marketing concept were mainly focused on whether or not firms have adopted and implemented it. A handful of studies has examined the more fundamental question of the link between the marketing concept and corporate performance. However, for different reasons, the findings of these studies are limited. Given this background, the objective of this study was twofold: to develop and empirically test a model of marketing orientation and export performance that can be applied in many settings, and then to identify which aspects of marketing orientation correlate with export performance. The New Zealand manufacturing industry was selected as the empirical setting. A single industry was chosen so as to have a control over industrial differences. Specifically, the manufacturing industry was chosen because of its increased importance to the New Zealand economy as evidenced by the industry's contribution in areas such as export earnings, Gross Domestic Product (GDP) and employment. A model of marketing orientation and export performance was developed. It contained three major components: the measures of marketing orientation, of export performance, and the control variables. It was hypothesized that marketing orientation would be positively related to export performance. The data were collected through a mail survey of 356 manufacturing firms throughout New Zealand. The survey produced a net response rate of 47.6 percent. Scales were developed to measure each of the three components of the model. Cronbach alpha and factor analysis were used to test the internal consistency of the measures. The measures were also subjected to convergent, discriminant, nomological and predictive validity tests. The results showed that the measures employed in this research are both reliable and valid. Furthermore, a test for normality was administered on the dependent variable (export performance) and the results showed that the dependent variable is normally distributed. It is therefore suitable for parametric statistical analyses. Multiple regression techniques were employed to analyse the data The analysis was done at two main levels. At the first level the relationship between marketing orientation and export performance was explored without controlling the exogenous variables. At the second level, the same process was repeated but the exogenous variables were controlled. At both levels of analysis the results gave support to the hypothesis that there is a positive relationship between marketing orientation and export performance.</p>

Perlindungan Hukum Terhadap Penerima Hak dalam Perjanjian Waralaba di Indonesia

Franchising is a marketing concept in order to expand the business to support the economy, in this case there are often problems related to the agreement that has been set. Therefore, a legal protection is needed for the recipient of the right. The purpose of this study is to reveal the choice of agreement in the implementation of franchise agreements in Indonesia and the form of legal protection for franchisees in Indonesia. The research method in this study is normative research focusing on the behavior of the legal community and through legal science book references. Sources of data used are primary data by examining regulations related to franchises and secondary data by examining literature, books, papers and journals. Data collection techniques by classifying primary legal materials with secondary legal materials as a support. Analysis of Legal Materials obtained by qualitative analysis. The results of the study reveal that the franchise business in Indonesia has been regulated in the provisions of PP No. 42 of 2007 concerning franchising, for the legal requirements for the establishment of a franchise business, it must meet the provisions in Article 1320 of the Civil Code, and the form of legal protection for franchisees is contained in Article 7 of the Regulation of the Minister of Trade Number 12/ MDAG/Per/3/2006 so the franchisor cannot terminate the agreement at any time or at any time.