Gamification in Marketing

Advances in digital marketing technologies and the experience and value they provide to consumers have become important factors in market success. Therefore, businesses are focusing much more on the use of innovative technologies such as gamification. Gamification is the use of game design elements and mechanisms in non-game environments to increase the motivation of users to guide their behavior. Gamification elements used in marketing activities have an impact on the attitudes and behaviors of consumers towards brands, products, and services by increasing experience and value for them. Accordingly, this chapter is aimed at evaluating the gamified marketing activities from the perspective of customer value. In this context, the concepts of customer value and gamification are examined, and gamification techniques used in marketing and their effects on consumer value are evaluated. Also, the case study of Starbucks' gamified mobile application is presented from the perspective of customer value.

The Adoption of Blue Ocean Strategy to Sustain Competitive Advantage in the Syrian Food Industry

This study aims to detect the extent of adoption of the Blue Ocean Strategy in the Syrian ‎food industry companies and its role in improving its competitive advantage. Syrian ‎Companies need to shape their blue ocean strategy in accordance with consumer value, ‎price, cost, and adoption. This permits them to construct a feasible business model and ‎ensure that profits from the blue ocean is created. The study used descriptive-analytical ‎approach. The data were composed of a questionnaire distributed to 293 personnel ‎working in 85 Syrian food companies. Statistical Package for Social Science (SPSS 22) were ‎applied to analyze the data. The result showed there are a substantial interest by Syrian ‎food companies to adopt Blue Ocean strategy indicators in its operations. Also, there was ‎a significant relationship between the adoption of Blue Ocean Strategy and the ‎improvement of sustainable competitive advantage for the investigated companies. The ‎researchers suggested that Syrian companies should emphasize on the importance of the ‎innovation indicator and its role in producing new brands and creating markets free of ‎competition which sequentially contributes to increase in the company's market share. The ‎study achieves a qualitative benefit for both researchers and academics about the concept ‎of BOS because it is the first study that introduces the BOS and its impact on sustainable ‎competitive advantage in Syrian‎.

Automobility and its development prospects in a modern city

The car continues to play an important role in urban mobility, providing comfort, speed and flexibility. The concept of «mobility as a service», which is increasingly developing in modern megacities, changes the consumer value of the car and offers new models of automobility based on the distributed economy. The article systematizes the basic concepts of automobility and describes modern models of "automobility as a service".

Pengaruh Nilai Konsumen dan Kepuasan Konsumen terhadap Loyalitas Nasabah Bank Rakyat Indonesia

This study aims to determine the effect of consumer value and customer satisfaction on customer loyalty at Bank BRI Unit Balai Selasa, Painan Branch. The sample studied in this study were 98 respondents who were customers of Bank BRI Unit Balai Selasa, Painan Branch. Based on the statistical t test conducted, it can be concluded that the consumer value variable has a positive and significant effect on customer loyalty, which is indicated by a significance value of 0.048 < alpha 0.05. Based on the statistical t test conducted, it can be concluded that customer satisfaction has a positive and significant effect on customer loyalty, which is indicated by a significance value of 0.000 < alpha 0.05. Based on the simultaneous f-test, a significance value of 0.000 <0.05 was obtained, it can be concluded that consumer value and overall customer satisfaction have a significant effect on customer loyalty at the BRI Bank Office Unit Balai Selasa, Painan Branch. The magnitude of the influence of the independent variable on the dependent variable is 79.3%, the remaining 20.7% is influenced by other variables that are not included in the research model.Keyword: Consumer Value, Consumer Satisfaction and Customer Loyalty.

Formation of the demand for contraceptives using the Van Westendorp method based on establishing consumer value

One of the main indicators of the consumer value of a product is the price. Its controversial idealistic and materialistic basis is aimed at securing the interests of two opposites: producer-seller and buyer. Correctly made pricing decisions, taking into account the requirements of both players in the pharmaceutical market, will effectively regulate the processes of the pharmaceutical business and the supply system. The aim: approbation of the Van Westendorp method on the example of contraceptives; establishing their consumer value for further rational decision-making regarding the improvement of the system for providing contraceptives to Ukrainian female consumers. Materials and methods. The research used the marketing Van Westendorp method based on surveying a quota sample of women of reproductive age from one of the Ukrainian regions. The main calculations were performed with MS Excel 2010 software. Results. The survey of 420 women enabled to set the maximum range of readiness to pay (the point of maximum cheapness and high cost) for the most advanced pharmaceutical types of contraception (hormonal, non-hormonal and medical products) in the age and income quotas. It was established that the price sensitivity depends on social and economic indicators. Conclusions. The established maximal ranges of willingness to pay are well below market prices for contraceptives. The exception is cheap and widespread contraception (aerosol and male condom), which confirms the need to use marketing research methods to meet the needs of the female consumer.