Marketing Strategies

When it comes to business prospects, all organizations try to implement effective marketing mix strategies to ensure consistent operations. While these strategic approaches help a business sustain product development procedures, it also inflicts a humongous impact on issues concerning product development and promotion. In terms of global marketing, most multinational companies and retail firms aim to implement sustainable marketing mix strategies to build and expand their products or services to grab a considerable portion of foreign market share. This not only helps them to generate the desired revenues but also helps a business to enhance its customer base in the target market. This in turn escalates the eminence of the organizational reputation in the host market. However, this paper aims to examine the implications of marketing mix strategies on the product development issues in MNCs and/or retail industries. Through extensive literature mining from previous studies, this paper ...

The effectiveness estimation of positioning strategies perceived by consumers is a challenge for marketers and confusion is still there in their minds, at the same time in the mind of strategy makers that which strategy is more successful.Successful positioning and its well established perception on consumer side are the symptoms of company’s long run progress and product’s success. Empirical, the relative effectiveness of taken positioning strategies is measured. A multidimensional scale is used to measure the effectiveness. The scale is constituted by the four dimensions including dissimilarity, uniqueness, favorability and credibility. Each dimension is assessed by the associated elements that are seventeen in total. Practically, three print advertisements from cellular industry are selected with the
experts’opinion. Each advertisement represents the given positioning strategy. Quantitative data were gathered by showing these advertisements to the 100 consumers that are selected via purposive sampling technique.The statistical technique, ANCOVA is applied herein the study.The results showed both benefit
positioning strategy and surrogate strategy received the much higher and significant score against the three dimensions of positioning effectiveness (i.e., favorability, dissimilarity and uniqueness) whereas results are not significant for credibility dimension.

This study aims to investigate common electronic commerce (e-commerce) models and strategies
for small and medium-sized enterprises (SME) in luxury goods, to offer best-practice strategies
for luxury goods SMEs entering the Chinese e-commerce market. Because the Chinese ecommerce
market is dominated for 80 percent of its share by Alibaba and Jingdong Mall, this study
explores the extent to which common e-commerce models and strategies hold for entering online
markets, which are dominated by online marketplaces.
Due to specific needs and characteristics of luxury goods SMEs to gain a sustainable competitive
advantage, they may especially need to strategize differently when entering the Chinese ecommerce
market. Therefore, this study poses the hypothesis that common e-commerce models
and strategies hold to a limited extent when considering luxury goods SMEs, and need to be updated
in order for retailers to enter, compete and grow successfully in the Chinese e-commerce market.
To find support for this hypothesis, secondary data is collected through a literature review of the
Rise of the Global Market Places study (Ecommerce Foundation, 2015). Furthermore, primary
qualitative data was gained through interviews with specialists in (Chinese) e-commerce and case
studies of Burberry, a large international luxury brand, and Flinders, a Dutch luxury SME retailer of
European designer furniture. Analysis and alignment of secondary and primary data resulted in bestpractice
strategies for Dutch luxury goods SMEs entering the Chinese e-commerce market, which are
presented in a roadmap called ‘The Yellow Click Road to China for Dutch Luxury Goods SMEs’.

This research aims to determine the implementation level of relationship marketing strategies in north upper Egypt hotels in the cities of Fayoum, Beni Suef, Minia, and Assiut. Random cluster samples include 517 questionnaires were distributed to customers of North Upper Egypt hotels. The results revealed that the average of the implementation level of relationship marketing is high equivalent to 81.2% (4.06 out of 5), and the standard deviation is 0.171. In addition, most customers (96.3 %) stated that there is continuous communication with the hotel, about 95 % of them evaluated the relationship marketing as a successful strategy, and customer motivations in dealing with hotels are special treatment, quality of service, confidence, appropriate prices, proximity to the site, speed of service, diversity of services and global reputation, respectively. Moreover, the level of hotel performance ranges from high to very high, in terms of the level of relationship satisfaction (81.2%), t...

About the journal: Communication Today is a scientific journal from the mass media and marketing communication field. The journal contains professional scientific reflections on the media, media competence; it also offers academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing including their types and specifics, psychology and sociology of marketing communication, as well as new knowledge about the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion in these pages. Communication Today is indexed in citation databases as follows: Cabell’s Directories, CEJSH, EBSCO, CEEOL, ProQuest, Ulrich’s Periodicals Directory, Index Copernicus, ERIH PLUS, SCOPUS and Emerging Sources Citation Index (ESCI) – Web of Science Core Collection. Content of the issue: THEORETICAL STUDIES
The Personalistic Aspect of Truth and Dialogue in the Context of Karol Wojtyła’s Philosophy: John Paul II’s
Ethics of Media, Arkadiusz Modrzejewski................................................................................................. 4
Controversial Themes in Advertisements: On Manipulating the Emotions of Audiences and Extending
the Boundaries of the Social ‘Taboo’, Małgorzata Koszembar-Wiklik......................................................... 18
Media Education of Children and Youth as a Path to Media Literacy, Božena Šupšáková..............................32
The Beginnings of Market Research and Measurement of Market Advertising Effectiveness, Dušan Pavlů .....52
RESEARCH STUDIES
Ambient Marketing Practices in the United States: A Professional View, Amiee J. Shelton -
Łukasz P. Wojciechowski - Jamie Warner ................................................................................................66
Search Engine Optimisation and Google Answer Box, Andrej Miklošík - Ferdinand Daňo ...........................82
Execution of Advertising and Celebrity Endorsement, Peter Mikuláš - Jaroslav Světlík ................................92
Czech Local Press Content: When More is Actually Less, Lenka Waschková Císařová.............................. 104
INTERVIEW
Some Notes on the Translation as an Interpretative Art and Communication as well. Interview
with Juraj Vojtek, Ján Višňovský - Jana Radošinská ................................................................................118
REVIEWS
Handbook of Brand Semiotics, Pavol Minár .......................................................................................... 128
Current Issues of the Journalistic Theory and Practice in the Era of the Internet, Lenka Rusňáková ........... 129
The New Rules of Sales and Customer Service, Alena Kusá .................................................................... 133
Speech Communication, Dominika Rašová .......................................................................................... 134
TODAY
“Back to the Future” sci-fi at (KO)Media, Katarína Fichnová ................................................................. 137
Umberto Eco (1932 - 2016), Ladislav Volko ........................................................................................ 138
Igor Ševčík (1951 - 2003), Ladislav Volko ........................................................................................... 140

Purpose
The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about emerging markets focus only on defining suitable strategies related to large consumer goods corporations.

Design/methodology/approach
The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation.

Findings
Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997).

Research limitations/implications
The study is based on the analysis of five case studies of companies operating in specific emerging markets, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results.

Practical implications
The study shows that the main institutional void affecting business-to-business companies entering emerging markets (EEc) is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs.

Originality/value
The study analyzes emerging markets opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

Бойко-Гагарін А.С. Застосування соціальних мереж у музейному маркетингу / А.С. Бойко-Гагарін // Матеріали міжнародної науково-практичної конференції, присвяченої 75-річчю Ізмаїльського державного гуманітарного університету ["Дунайські наукові читання: європейський вимір і регіональний контекст"] (м. Ізмаїл, 15-17 жовтня 2015 р.). – Том. ІІ "Філологія. Мистецтвознавство". – Ізмаїл, 2015. – С. 183-185.

Various marketing strategies characterize the cosmetic industries over India. It is based on the ability to initiate rapid product innovation into the market without any delay. This strategy assists various cosmetic industries in deciding for segmentation, positioning, and targeting product sales. Developing a plan for marketing strategies includes a goal, business vision, and selling proposition. The ultimate goal of this work is to analyze the marketing strategies of cosmetic companies to launch various innovative ideas that boost product sales. The problem related to cosmetic industries has to ensure, "How successfully the cosmetic industries plan for marketing the products over the market?" This work concentrates on analyzing the various factors related to recent trends adopted in cosmetic industries. The analysis is performed with SWOT (Strength, Weakness, Opportunities, and Threats) and 4P's (Product, Price, Promotion, and Place) variables. This strategic analysis is performed using both primary and secondary sources.

n last twenty years business literature has been fundamentally enriched by different studies that prove clearly the variety of value creation indicators. Traditional measurement has been largely criticized as being focused only on financial measures and functional level performance. The goal of every enterprise is the rational value creation and thus this paper offers some new tools for measuring the value creation with the accent on qualitative approach. A brief overview of the possible non-financial measures, methodologies, frameworks and models that could be employed as the secondary measures in the firms. The paper suggests several hypotheses for further research. The hypothesis would correlate the traditional-financial measurement and secondary- non-financial measurement in order to depict the nature of their relation.

Tak terasa kita sudah separuh jalan mengarungi tahun 2020 ini. Walaupun keadaan sedang tak menentu, masih belum terlambat bagi anda yang ingin mengembangkan bisnis dengan belajar cara meningkatkan omset penjualan. Seperti diketahui, besaran omset adalah salah satu parameter penting yang harus diketahui oleh para pemilik bisnis. Mengetahui hal in secara akurat dalam waktu yang berkala dapat membantu anda memikirkan cara meningkatkan omset penjualan anda secara tepat, terukur dan terarah. Salah satu kunci dasar cara untuk meningkatkan omset penjualan, adalah dengan memperbanyak jumlah produk yang terjual, dan atau menaikkan harga produk yang dijual. Namun untuk melakukan dua hal di atas, perlu adanya strategi khusus. Apalagi bila menyangkut hal yang sensitif seperti harga jual. Menaikkan harga tanpa persiapan, bisa jadi bumerang yang malah mengurangi omset kita. Pelajari poin-poin berikut baik-baik sebagai cara meningkatkan omset penjualan anda. 1. Memperkuat Brand Survei dari Neilsen pernah mengungkapkan fakta bahwa lebih dari 60% konsumen lebih memilih membeli produk baru dari brand yang terkenal. Hal ini menunjukkan betapa pentingnya brand dalam sebuah bisnis. Tanpa brand atau yang biasa disebut dengan 'merk', persaingan nantinya bakal berujung di perang harga belaka. Namun dengan brand yang kuat, adalah cara meningkatkan omset penjualan yang ampuh dan dapat diandalkan, 2. Social Media Marketing (SMM) Di jaman dimana sosial media bagai suatu keharusan bahkan menjadi kebutuhan dasar bagi masyarakat, adalah suatu langkah yang tepat bila kita memasarkan produk kita dengan metode SMM sebagai cara untuk meningkatkan omset penjualan. Apalagi dengan tren yang berkembang, dimana pembeli mencari jalan yang praktis untuk membeli barang. Sangat sayang bila peluang ini lewat begitu saja. Salah satu MMS yang banyak dipergunakan adalah Facebook Ads. Hubungi kami jika anda ingin mempelajari Facebook Ads dan SMM yang lain sebagai cara meningkatkan omset penjualan anda. 3. Strategi Bundling Ini adalah strategi pemasaran yang menjual dua atau lebih produk dalam satu paket dengan harga yang lebih ekonomis. Tujuannya adalh meningkatkan jumlah produk yang terjual. Strategi ini sekaligus memberikan kemudahan pembelian, penghematan waktu, memperkecil biaya promosi dan memberikan nilai tambah yang lebih kepada konsumen.

"Tamil Nadu is the pioneering state in so much as it has varied genotypes from diversified geographical areas, as well as introductions from Sir Lanka. Farmers found that growing moringa crops during summer season was remunerative. Thus, moringa gained a foothold as a summer vegetable. Its unique flavour and aroma became very popular. For South Indian any meal without moringa and pulses is considered incomplete. The demand for the moringa pod also increased due to increased urban settlements and migration of people to urban colonies. Based on the significance of moringa in the human diet this study might more viable with the specific objectives of to assessing the marketing strategies for promotion Periyakulam annual moringa in Tamil Nadu.This study revealed that the price fluctuation in moringa is to the extent of ten times. The moringa production is scattered. The commercial pure crop cultivation is practiced only in selected areas in Tamil Nadu. Being perishable in nature, the produce has to be sold within a short period. Thus in the market, farmers are price takers and are in risk at disadvantages. Group monopsony behaviour of few well established trades indicated that the price made for moringa trade is unfavourable to farming community. Hence, supply chain management has to be effectively arranged for getting due share in the consumer price. Dr Rajendran T""Economic Analysis of Moringa in Tamil Nadu"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-4 , June 2017, URL: http://www.ijtsrd.com/papers/ijtsrd126.pdf
Article URL: http://www.ijtsrd.com/economics/other/126/economic-analysis-of-moringa-in-tamil-nadu/dr-rajendran-t"

This white paper discusses the coming changes educational institutions will face or may already be facing. It then describes how educational institutions can leverage their data and specific marketing channels to create a holistic marketing plan to capitalize on coming opportunities. The schools caught stargazing in wonderment about the way things have always been are in danger of falling victim to the changing times. Players in the US higher education system need to stop looking backward and begin thinking about the future.

Segmenting markets is a foundation for superior performance. Understanding how buy-ers' needs and wants vary is essential to designing effective marketing strategies. Effective approaches to segmenting markets may be one of the most critical factors in developing and implementing market-driven strategy. The need to improve an organization's understanding of buyers is escalating because of buyers' demands for uniqueness and the growing array of technology available to generate products to satisfy these demands. Companies are responding to the opportunities to provide unique customer value with products ranging from customized phone pagers for business users to self-designed, individualized greeting cards for consumers. Indeed, McKinsey research underlines the weakness of thinking about markets only in general terms—talking of market trends, growth markets, mass markets, declining markets , and so on—and collecting information that describes only broad trends, where differences within markets are averaged-out. They point to the identifi cation of opportunities from a deeper understanding of markets at a " granular " level. Market fragmentation and increasing granularity characterize a growing number of markets. The compelling logic of market granularity is that effective strategy can emerge only from a much fi ner understanding of market segments, their needs, and the capabilities required to serve them.

Globalization is certainly a widely debated topic nowadays. To the large expansion of the concept contributed the multitude of perspectives which can be addressed on the topic. This paper focuses on the economic perspective on globalization, looking to explain how the process of globalization has influenced the strategies related to the marketing mix, and also the design and the use of specific tools of marketing research. Moreover, by analyzing a series of practical examples, the paper seeks to provide some answers to the dilemma of internationalization versus globalization in marketing activities.

Pegadaian sharia is an institution that lends money to small communities who need loans. The pupose of this institution is to be able to help solve the problems experienced by small communities. And the problem is 1) What are the products contained in the sharia pawn? 2) what is the sharia marketing strategy in marketing sharia pawn products?. This research was conducted by looking for references to problems on the internet regarding the marketing strategy of sharia pawn products. So this research was only taken from research from journals on the internet. First there is ar-Rahn (sharia pawn). Second there is ar-Rahn (ar-Rahn for small micro enterprises). The third is called the ARRUM scheme. Sharia marketing strategy is a design activity that is made and compiled by the company for smooth running of the business. With the marketing strategy to attract more interest that consumers out there. The company carries out this marketing strategy as well to further improve the company and keep abreast of developments in the market competition. The company makes the marketing strategy to maintain the state of the company and be able to compete with other companies.

""ABSTRACT:
Innovation brings with itself a new set of challenges. The E-Retailing form of market was fairly something unheard of to the Indian consumer in 2007. Flipkart which has carved a niche for itself in terms of market share, goodwill and popularity in the online market to the extent that retailers are coming under threat because of its discounts and smooth operations. Started with an initial capital of four lakhs it now aims for annual turnover of around Rs. 4500 crores. It started off with books and later on started diversifying its market into apparel, electronics, softwares, music, etc. With over seventeen and a half million book titles listed, eighteen different categories, more than four million registered users and sale of fifty-five thousand items a day it’s quite a sensation in today’s online market. Moreover with such a large area to cover distribution and operational challenges crop up. Another challenge was online payment which the consumers were hesitant to make. Flipkart came up with their unique policy of Cash-On-Delivery.This case study aims to understand the functioning of Flipkart, its methods of operations, distribution, warehousing and delivery systems. The ascent of Flipkart to capture the online market in India in just four years,the strategies implemented by it to create online business,its ability to stand out among numerous E-Retail sites. What has Flipkart got that makes its model so robust? It aims to predict the future road map and also aims to find significant threats to Flipkart in the near future.

Key Words: E-Retailing; Flipkart; Online Market; Marketing Strategies""

Strategic market planning means consistent process in which strategic decisions are made and implemented while assessing their effectiveness over time. In this work I concentrated on creating a one year strategic marketing plan for Nigerian Breweries Plc. Internal situation analysis was conducted to determine the strengths and weaknesses of NB Plc. It was also used to determine the current market position of the company. The external situation analysis was undertaken to isolate the uncontrollable environmental factors and opportunities available externally. The PEST and porters Five forces framework were used to establish the competitive position of the company. The SWOT analysis was carried out to show the strengths, weaknesses, opportunities and threats of NB Plc. Both corporate and marketing objectives and strategies were stated. Segmentation targeting and positioning were examined to determine the bases of market segmentation of NB Plc, its target markets and present positioning. The competitors of the company were Guinness Nigeria Plc, Sona Breweries Plc, Intafact Breverages Ltd, Consolidated Breweries Plc etc. The communication theme is Finest Lager Beer that is good for you. To achieve the objectives earlier stated in the work, marketing mix elements of promotion, price, distribution and product were adopted.

Il lavoro si pone l'obiettivo di affrontare, con opportuni e quanto più validi strumenti, il mutare delle strategie e dei rapporti consumer-producer nel settore editoriale con l'affermarsi del new media internet ¿ e collaterali quali social, blog, store on-line di libri cartacei ed e-book ¿ e delle nuove tecnologie, fornendo una panoramica esaustiva delle coordinate economiche e sociali del periodo. Nella prima parte viene descritta la filiera editoriale con le sue peculiarità, partendo dal bene librario, dalla domanda per arrivare produzione e alla distribuzione. Si passa, nel secondo capitolo, ad approfondire gli aspetti di novità e cambiamento apportati da internet, i cambiamenti tecnologici accettati dai consumatori, le nuove forme di comunicazione tra consumatori e produttori/distributori. Nel terzo capitolo si fornisce una descrizione della situazione attuale del mercato editoriale internazionale, focalizzando quindi l'attenzione sul panorama nazionale. Nell'ultima parte si analizzano, quindi, alcuni esempi di strategie di mercato in Italia, di innovazioni e cambiamenti nella fruizione e nel consumo dei prodotti dell'editoria, esaminando, ove rintracciabili, le dinamiche user-producer.



The aim of this work is to examine the transformation of consumer-producer's strategies and intercourses whithin the book publishing industry, during the achievement of internet ¿ with its collaterals, such as socials, blogs, on-line book-stores ¿ and of new tecnologies, providing an exhaustive overview of social and economic coordinates of the framework. The first part describes the publishing network with its peculiarities, starting from the book and the demand and reaching the production and the distribution. The second part proceeds to an in-depth analysis of innovations generated by internet, of technological changes received by consumers, of new communication forms between consumers and producers/suppliers. The third part provides a description of the contemporary and international publishing market situation, focusing on national framework. Later, the dissertation highlights some examples of marketing strategies, innovations and changes in the use and consumption of book-publishing products, inspecting the user-producer dynamics, where founded.

The main aim of this research is to determine the factors affecting industrial good buying decision-making in a manufacturing company. Specifically, this research is conducted to analyze the significant factors affecting the products purchased and supplier selection, the marketing strategies of the suppliers and the influencers involved in product buying decision-making. The study also intends to assess the satisfaction levels of the manufacturing company on their current products and suppliers. The analysis is carried out based on new task buying and modified re-buy situations. The respondents consist of engineers with vast experiences in industrial good buying. Data is collected based on a set of self-reporting questionnaire developed and analyzed using the Statistical Package for Social Sciences (SPSS) software. One sample T-Test was used to perform mean score analysis for each of the variables while the analysis of variance (ANOVA) was used to identify a significant difference within the variables. The results from the present study indicate that in product selection, the most significant item for both new task buying and modified re-buy situations are product performance, while product test run availability is the most significant item in supplier selection for both buying situations. The most significant marketing strategies in a new task buying situation on the other hand comprise of product demonstration and test run availability, while the ability of sales representative to convince engineers of the more value provided by a new product or service is the most significant marketing strategy in a modified re-buy situation. The engineering team is dominating the influencer’s role both in product and supplier selection in the two buying situations. There appears to be a high satisfaction level among the respondents in terms of the current products purchased and towards their current suppliers. As such, there is a low intention to change the current products used and their suppliers.