Socially Responsible Target Marketing and Marketing Communications – Concerns and Initiatives

Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt advertising campaigns for social causes, socially responsible sales promotion, and personal selling. Companies should ensure consumer privacy, safety, and security. Various stakeholders want to be assured that businesses care about their welfare. Businesses should ensure consumer welfare and welfare of the society at large. This will allow them to achieve business excellence and stay ahead in the competition.

ANALISIS MOTIVASI DALAM MENINGKATKAN PRODUKTIVITAS KERJA KARYAWAN DI BANK SYARIAH INDONESIA KANTOR CABANG PEMBANTU MAGETAN MT HARYONO 01

Abstrak: Terdapat dua metode motivasi diantaranya motivasi langsung (direct motivation) dan motivasi tidak langsung (indirect motivation). Penerapan motivasi yang diterapkan terhadap karyawan di Bank Syariah Indonesia KCP Magetan MT Haryono 01 sudah berjalan dengan baik akan tetapi dalam hal produktivitas kerja karyawan dalam menentukan target marketing sangat rendah bahkan dalam kurun waktu 6 bulan mengalami penurunan. Jenis penelitian yang digunakan peneliti adalah penelitian lapangan (field research) dengan menggunakan pendekatan kualitatif. Teknik pengumpulan data yang digunakan oleh peneliti adalah wawancara dan observasi. Hasil penelitian ini adalah pemberian motivasi langsung yang ada di Bank Syariah Indonesi Kantor Cabang Pembantu Magetan MT Haryono 01 dalam pemberian bonus sudah sesuai, dalam hal pemberian jenjang karir sudah sesuai, keakraban dengan pimmpinan sudah sesuai, tetapi dalam hal pemberian pelatihan belum dijalankan oleh perusahaan. Pemberian motivasi tidak langsung sudah diterapkan dengan baik oleh perusahaan. Dengan tidak diberikan pelatihan terhadap karyawan khususnya bagian marketing maka membuat kerja karyawan menjadi tidak produktif sehingga membuat target dalam pembiayaan mengalami penurunan.

How Does Audio Marketing Work?

Audio marketing is an important part of new media marketing. Its estimated market size increases by 44 times within seven years, and the growth trend of the industry is explosive. However, within a decade of development, there are still many problems to be solved. The purpose of this paper is to verify the significance, problems and countermeasures of audio marketing. Data was collected by literature retrieval and induction method was employed for analysis and interpretation. Findings show that the main problems of audio marketing are focused on audio content production (audio products/services) and platform management, and there is a relative lack of discussion on audio market analysis and target marketing analysis. Finally, it is suggested that future research should start from these two directions and give recommendations on audio marketing.

MODERN MANAGEMENT TECHNOLOGIES IN THE HOSPITALITY INDUSTRY

The hospitality industry is currently one of the dynamic areas of the developing economy which stimulates the development of various sectors of the modern economy. The current challenges posed by the next economic crisis and the effects of pandemic constraints require the formation of new mechanisms for managing the hospitality sector. The main purpose of the research is to create modern management tools for the development of the investment potential of the hospitality industry. The subject of the research includes Ukrainian hospitality enterprises, their financial condition and management in a pandemic. The process of systematization of literary sources has identified the main modern problems of the hospitality industry, which include hotels, restaurants, entertainment, sporting events, and other services related to tourism. However, this specific area has a unique set of problematic aspects that need to be solved immediately. Understanding the importance of the management system in the hospitality industry and its adaptation to modern changes will help increase the competitiveness of such enterprises in the market. Research methodology: the article uses the funds of empirical studies of the essence of the hospitality industry, as well as statistical analysis of the modern market of hotel services. Also, the investment market in the sector of tourism was studied with the help of mathematical tools. Modern management in the hospitality industry is aimed at deviating from the typical and traditional tools to meet customer needs, which is caused not only by social change but also by the development of various financial instruments. The study proves that the successful development of the hospitality industry is impossible without the use of modern management tools based on the principles of marketing. Analyzing the market of hospitality services, in the process of development and implementation of innovative services, it is advisable to focus on the study of a competitive environment and the needs of potential customers. Conclusions. The results of the study prove the importance of this area and the feasibility of developing and implementing effective management tools. The research substantiates and offers promising areas for attracting investment resources in the hospitality industry. Also, according to the results of the study, the authors propose the stages of implementation of target marketing as an effective tool for the development of hospitality in Ukraine. The concept of development of innovative services in the field of hospitality on the basis of the formed strategy of target marketing is developed.

Identifying customer priority for new products in target marketing: Using RFM model and TextRank

Target marketing is a key strategy used to increase the revenue. Among many methods that identify prospective customers, the recency, frequency, monetary value (RFM) model is considered the most accurate. However, no RFM study has focused on prospects for new product launches. This study addresses this gap by using website access data to identify prospects for new products, thereby extending RFM models to include website-specific weights. An RF model, built using frequency and recency information from website access data of customers, and an RwF model, built by adding website weights to frequency of access, were developed. A TextRank algorithm was used to analyze weights for each website based on the access frequency, thus defining the weights in the RwF model. South Korean mobile users’ website access data between May 1 and July 31, 2020 were used to validate the models. Through a significant lift curve, the results indicate that the models are highly effective in prioritizing customers for target marketing of new products. In particular, the RwF model, reflecting website-specific weights, showed a customer response rate of more than 30% among the top 10% customers. The findings extend the RFM literature beyond purchase history and enable practitioners to find target customers without a purchase history.

Risk perception and visit intention on Olympic destination: Symmetric and asymmetric approaches

Tourists’ risk perceptions have been studied extensively in tourism literature and are considered an important factor influencing destination choice. However, despite the extensive research, many earlier studies using symmetric approaches have not adequately succeeded in addressing the contrarian case – high visit intention despite having negative perceptions. Therefore, this study utilised both symmetric and asymmetric approaches to address the effects of tourists’ perceptions (i.e. risk perception, image, and attitude) and demographic factors on their visit intention. While the symmetric approach showed that Zika-related perceptions did not have an impact on destination visits, in the asymmetric approach, these same perceptions significantly influenced both high and low visit intentions. This study contributes to the existing knowledge of risk perceptions by highlighting the differences between the two methodological approaches. Destination marketers could utilise these findings to develop both mass marketing and target marketing strategies.

Demand analysis of peanuts and tree nuts in the United States: a micro-perspective

This paper examines household purchases of peanuts and tree nuts in the United States using the Nielsen Homescan Panel for calendar year 2015. Households located in different regions and from different races and ethnicities along with seasonality were important factors affecting the propensities to purchase and actual quantities purchased. The demand for pecans, almonds, and walnuts was sensitive to price changes. The reverse was true regarding the demands for cashews, macadamia nuts, pistachios, mixed nuts, and peanuts. All nuts were identified as necessities. Findings of this research provide insights for stakeholders in the nut industry, in terms of target marketing, product positioning, and pricing strategies. Moreover, we contribute to the literature by providing a micro-perspective investigation concerning the demand for nut products in the United States. In addition, we provide a more up-to-date analysis concerning factors affecting not only the likelihood of purchasing nuts but also the quantities purchased.

Users’ Perception on Their Experience with FamPay

The objective of this paper is to determine customer satisfaction with FamPay. Since marketing strategies are positively associated with customer satisfaction, organizations need to design customer-value driven marketing strategies to satisfy customer’s needs. Thus, several organizations, such as FamPay, have moved away from mass marketing and toward target marketing. The study used a quantitative method with questionnaires to collect data from respondents. The findings indicated that marketing strategies have impact on the customer satisfaction.

Linking creative tourism products to markets: target marketing, promotion, commercialization, and market readiness.

This chapter presents a tourism industry perspective about key aspects of market thinking and provides tips and strategies for building a strategic marketing plan for a creative tourism initiative. The visitor profile is examined, not so much as demographic or psychographic (i.e. not what they are, which is explored earlier in this book), but to provide a collection of tools to pinpoint where they are. Market segmentation, the product/market match, and product evolution and lifecycle are then explored. Building on this, four strategies to build business opportunities through partnerships and networks are outlined. Next, key elements of the structure and requirements of the major marketing elements of the tourism industry are discussed, including the issue of market readiness and pricing structures. Bringing these elements together, the chapter closes with guidance about market planning.