Big Data Precision Marketing Approach under IoT Cloud Platform Information Mining

In this article, an in-depth study and analysis of the precision marketing approach are carried out by building an IoT cloud platform and then using the technology of big data information mining. The cloud platform uses the MySQL database combined with the MongoDB database to store the cloud platform data to ensure the correct storage of data as well as to improve the access speed of data. The storage method of IoT temporal data is optimized, and the way of storing data in time slots is used to improve the efficiency of reading large amounts of data. For the scalability of the IoT data storage system, a MongoDB database clustering scheme is designed to ensure the scalability of data storage and disaster recovery capability. The relevant theories of big data marketing are reviewed and analyzed; secondly, based on the relevant theories, combined with the author’s work experience and relevant information, a comprehensive analysis and research on the current situation of big data marketing are conducted, focusing on its macro-, micro-, and industry environment. The service model combines the types of user needs, encapsulates the resources obtained by the alliance through data mining for service products, and publishes and delivers them in the form of data products. From the perspective of the development of the telecommunications industry, in terms of technology, the telecommunications industry has seen the development trend of mobile replacing fixed networks and triple play. The development of emerging technologies represented by the Internet of Things and cloud computing has also led to technological changes in the telecommunications industry. Operators are facing new development opportunities and challenges. It also divides the service mode into self-service and consulting service mode according to the different degrees of users’ cognition and understanding of the service, as well as proposes standardized data mining service guarantee from two aspects: after-sales service and operation supervision. A customized data mining service is a kind of data mining service for users’ personalized needs. And the intelligent data mining service guarantee is proposed from two aspects of multicase experience integration and group intelligence. In the empirical research part, the big data alliance in Big Data Industry Alliance, which provides data mining service as the main business, is selected as the research object, and the data mining service model of the big data alliance proposed in this article is applied to the actual alliance to verify the scientific and rationality of the data mining service model and improve the data mining service model management system.

A theoretical framework for identifying appropriate marketing approaches across the product development life cycle for biomedical science SMEs

PurposeAn investigation of the marketing approaches for biomedical science small- and medium-sized enterprises (SMEs) and organisations in the United Kingdom (UK) was carried out; the research question is as follows: Should the marketing approaches for biomedical science SMEs change as their product or service moves along the development life cycle?Design/methodology/approachAn online questionnaire was used, which petitioned biomedical science SMEs and organisations in the UK to investigate the marketing tactics or approaches used for the different products and services they offered; the results were analysed by comparing the results to recognised marketing approaches in the literature and by mapping those approaches against the established technology readiness levels (TRLs).FindingsA direct relationship was seen between the status of a product or service in relation to its development life cycle, and therefore the relevant TRL of the product and service, and the appropriate marketing approach for that product or service.Originality/valueThis paper offers a contribution to the literature, in which a theoretical framework is proposed for determining the appropriate marketing approach for biomedical science SMEs by understanding the maturity of the products offered by a company using the established TRL. The theoretical framework maps the TRL against known marketing approaches; this framework should be used as a guide for biomedical science SMEs as a tool to refine and evolve their overall marketing approach as the product portfolio matures along the TRL.

The role of innovative marketing in ensuring the competitiveness and economic security of the enterprise

In modern conditions the role of innovation as a leading tool for ensuring the competitiveness of the enterprise and its products is constantly growing. Enterprises are looking for new ways to ensure economic security in the market, so it was decided to consider and describe the role of innovative marketing strategy in the management of an enterprise engaged in innovative activities. Innovation marketing contributes to the identification of the real, future and new market opportunities and research into customer needs. Properly constructed scheme for concept of innovative marketing implementation in the enterprise and it execute allows the company to rise to a higher level, especially in a market where innovation can be a commodity. The role and place of marketing in the innovation sphere is analyzed in the article. Peculiarities of using the marketing approach to innovative activity of enterprises are revealed. The marketing of innovations complex is considered and described. The main stages of its introduction are given. In constantly changing economic conditions, the use of traditional methods does not always give decisive advantages to enterprises. That is why it is necessary to try new approaches and apply innovation marketing to reasonable reorganization. This is the relevance of this paper.

قياس أثر الأساليب الترويحية لمصانع الألبان بالتطبيق على معدلات الاستهلاك

قياس أثر الأساليب الترويحية لمصانع الألبان بالتطبيق على معدلات الاستهلاك This study aimed at analyzing the promotional efforts of some of the Dairy plants in Khartoum state to measure their effect on the consumption rate, in an effort to pursue quality and development in the field of promotion in the Sudan. To achieve such aims a number of hypothesis were tested through analysis of data collected from final consumers and retailers in Khartoum state. Different statistical methods were implemented. Several results were withdrawn of which were: 1. Strength of the promotional methods affects increasing consumer demand for Sudanese dairy products. 2. The sale’s man marketing approach affects the marketing process. 3. Weakness of the promotional methods used by the Sudanese factories engaged in manufacturing dairy products

Analysis of Business Decisions that caused Nokia to drop its Legacy and its Rebirth in 2017 using Nostalgic Marketing Approach: A Case Study

Purpose: This article will investigate the causes for Nokia’s failure to stay afloat in the market, as well as how the company resurrected in 2017 by employing a nostalgic or sentimental marketing strategy. Technology management on a strategic level at Nokia Corporation is thoroughly examined and analyzed in this study. Nokia used to be the market’s dominant corporation, leader, and pacesetter until it had a massive market disaster. We inferred that the problem at Nokia was not the absenteeism of advancement, but in its place, it was due to a lack of innovation estimation and a misunderstanding that the requirements in the mobile phone market were not only about displaying a cell phone that makes verdicts, sends messages, and connects to the internet, but also the stage that connects all of these volumes together. Finally, this article describes how Nokia’s revival was achieved through the use of a nostalgic or sentimental marketing strategy. Objectives: We aim to present the reasons behind the failure of Nokia and its return using Nostalgic marketing approach to do a comparison analysis with its competitors and make recommendations to improve the company based on the findings Design/Methodology/Approach: Journals, as well as a variety of internet resources such as websites and blogs, were used to conduct this company analysis. A SWOC Analysis was used to analyses the Nokia corporation. Findings/Result: Till 2008 Nokia was the pioneer in the mobile phone market. Based on the study done it’s clear that Nokia failed to acquire smart phone market because Nokia couldn’t recognize the customer needs, didn’t Analyze the Market Accurately and also lack of implementing innovative technology in its product which customer needs. Nokia was focusing on implementing traditional Symbian operating system to its smart phone but Samsung choose android as its operating systems for its smartphone at the right time, which met the customer requirements. In 2017 Nokia came with nostalgic marketing approach by re-creating its old Nokia 3310 handset with modern features such Bluetooth, GPS, Wifi. Originality/Value: Based on data from secondary sources, this article investigates the reasons why Nokia failed to gain access to the smartphone market, and explores its comeback through nostalgic marketing strategies. Paper Type: Research Case Study.

Procedure for applying the concept of marketing planning at the company

Introduction. During the period of instability and crisis, there is an increased risk and increased competition in the market. For the company, marketing is the mechanism by which it can seize new opportunities to survive and grow. Marketing planning is essential in terms of usefulness and importance, as the needs of society have no boundaries, while the company resources are often limited. The proper organization of marketing activities can give the company the desired profit, as well as conquer new markets and build a positive reputation. The purpose of the paper is to determine the essence of marketing planning, to analyze its systems and methods within the various concepts of marketing. Results. Marketing planning is aimed at fulfilling tasks which aim at achieving the desired level of exchange with target markets. There are five concepts under which companies plan marketing activities: production improvement planning, improvement marketing planning of the final product, intensification of the commercial efforts, generalized marketing approach and socio-ethical marketing. Marketing planning of the company is based on the usage of its three main systems: forecasting; current planning; operational planning. Each of these marketing planning systems has a certain period and its own forms of results implementations. The use of the described systems and methods of marketing planning allows the company to increase its efficiency of marketing activity and to provide its purposefulness. Conclusion. The rapid development of consumer demand is inextricably linked with the growing demands of a company to increase its market competitiveness. The activities of the companies are often carried out in different markets and therefore the enhancing of the marketing planning efficiency is becoming increasingly more important. Marketing planning should become a continuous process, the vector of which will be focused on the actions of the company operating at the flux market conditions, and through it ensure the stable profit growth and strong market positions.

Four-Stage Model of Value Creation for Sustainability-Oriented Marketing: En Route to Participatory Marketing

Hitherto, the pure marketing concept has focused on creating value for firms and their customers in a manner consistent with the Dominant Social Paradigm (DSP). Nevertheless, as the sustainability paradigm established stronger roots over the last few decades, the marketing discipline may benefit by creating value from a broader perspective to stimulate shared prosperity and wealth for society at large. This paper proposes a four-stage model of value creation that classifies sustainability-oriented marketing approaches guided by different economic paradigms and different levels of involvement. This commentary provides a framework for organizations to reframe their marketing approach. The goal is to gravitate from a firm-centric approach to a society-centric approach to enhance societal well-being.