This study discusses the marketing strategy of the savings product Tabungan and how the marketing strategy can have an impact on the level of company reputation and the level of customer trust in BSI ...Probolinggo . This study aims to (1) understand and find out more about the marketing strategy used by BSI Probolinggo , in maeting its Tabungan savings product. (2) describe the efforts of BSI Probolinggo in marketing its products to continue to maintain the existence of the products they have and overcome the marketing problems they face. (3) to determine the impact of the marketing strategy on the level of reputation and customer trust in the company. Using this type of qualitative research with direct observation and interview methods. From the observations made by the author, the results of the study are as follows: (1) Tabungan savings is a savings product that is most in demand by customers with a percentage of 36.5% of the use of a total of 6 fundraising products offered with 5fivesavings products and 1-time deposit producWorship (2) the use of an effective sales strategy turns out to have an impact on the level of company reputation and the trust given by customers, the more products sold indicate that the public has interest and trust in the product, and automatically increases the reputation of the company (3) the marketing strategy used by the company BSI Probolinggo is still traditional, with direct marketing methods by Customer Service. (4) the lack of use of digital technology in marketing Tabungan savings products. (5) To maintain customer loyalty, usually, BSI Probolinggo gives gifts to customers, shopping discounts and other direct prizes.
Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited ...research considers the costs of influencer marketing when evaluating these campaigns’ effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how factors related to the sender of a message (influencer), the receiver of the message (influencer's followers), and the message itself (influencer's posts) determine influencer marketing effectiveness. The findings show that influencer originality, follower size, and sponsor salience enhance effectiveness, and posts that announce new product launches diminish it. Several tensions arise when firms select influencers and manage content: Influencer activity, follower–brand fit, and post positivity all exert inverted U-shaped moderating effects on influencer marketing effectiveness, suggesting that firms that adopt a balanced approach along these dimensions can achieve greater effectiveness. These novel insights offer important implications for marketers designing influencer marketing campaigns.
In response to initial voices that put the customer experience (management) (CX(M)) movement into question, this article aims to introduce a formal nomenclature to push the CX(M) field toward a more ...mature state. First, drawing from an inductive analysis of 143 CX(M) papers, the authors identify 12 basic CX components that aggregate into three overarching building blocks—touchpoints (T, i.e., points of interaction between the customer and brand/firm), context (C, i.e., situationally available resources internal and/or external to the customer), and qualities (Q, i.e., attributes that reflect the nature of customer responses and reactions to interactions with the brand/firm). The TCQ nomenclature offers a language to make CX actionable, moving beyond the breadth of the current definition and frameworks by disentangling CX into small bite-sized chunks (i.e., the CX components) that any academic and practitioner, regardless of their discipline, may understand and use to discuss and manage CX. Second, using the TCQ nomenclature, the authors assess the current state of the CX(M) literature and identify mature (e.g., firm-controlled touchpoints and cognitive and emotional qualities associated with CX) and underdeveloped (e.g., nonfirm controlled touchpoints and the market and environmental context in which CX emerges) areas ripe for future research. In addition, they also provide a set of recommendations to strengthen the methodological rigor of the field. Third, the TCQ nomenclature may support managers in auditing their current CXM practices and/or serve as a basis for CX design and innovation.
This study focuses on four key new-age technologies – the Internet of Things, Artificial Intelligence, Machine Learning, and Blockchain – and their respective roles in marketing. Specifically, the ...study examines each of these four technologies in depth, to understand their key elements, the domains in which they operate, and current use cases pertaining to these technologies. The adoption of these new-age technologies is expected to have an impact on the outcomes for firms and customers. However, these are dynamically evolving technologies that have not yet been completely explored and whose full potential has yet to be uncovered. This study presents some research questions that are pertinent to key entities (firms, customers, intermediaries, developers, and regulators), and which merit deeper investigation in the future. This study also highlights major areas that need managerial focus in the adoption of these new-age technologies.
Many companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a ...business‐to‐consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business‐to‐business setting. Hypotheses were tested with survey data from 148 Dutch professional purchasers in the cleaning industry. The results emphasize the impact and importance of product quality, product price and corporate image. The most notable and strong impact on satisfaction and loyalty was found for the salesperson expertise.
The article points out that without a developed and functioning marketing strategy, an enterprise engaged in the production of any goods or services will not be able to withstand competition, to act ...effectively in accordance with market requirements. Creating a new business, merging and acquiring, developing a new market niche, narrowing or expanding the product line, choosing suppliers and partners – all these and many other decisions are made within the marketing strategy. Marketing itself is defined as the management of development, production and sale of goods and services demanded by society carries a systematic approach to solving problems of obtaining the maximum effect from sales with minimal and commercial risks. It is also stated that one of the most common methods is matrix analysis of the business portfolio. In order to assess the the company’s competitiveness, the author used the McKinsey matrix. The matrix built by the consulting firm for General Electric is considered in part. The characteristic and marketing alternatives of strategic zones on the given matrix are given. Formation peculiarities of competitive positions at researched enterprises in the kitchen market with the help of marketing strategies are revealed. As a result of the scientific researches problem’s analysis the author has come to a conclusion that both investigated firms-competitors are in a zone of selective development. While choosing a marketing strategy, it is necessary to focus on the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; the market orientation of activity (in relation to consumers and competitors) is defined, and also on need of the further scientific researches of a problem.
Upper echelons research in marketing Whitler, Kimberly A.; Lee, Ben; Krause, Ryan ...
Journal of the Academy of Marketing Science,
2021/1, Volume:
49, Issue:
1
Journal Article
Peer reviewed
Open access
Marketing scholars have recently embraced the study of the corporate upper echelons—the executives and board members atop the organizational hierarchy. However, management scholars have researched ...the upper echelons for decades, with frequent forays into the marketing strategy domain. As a result of progressing in two separate disciplines, the literature on marketing strategy and the upper echelons is fragmented and disjointed. We develop an organizing framework to review extant research and assess and synthesize the knowledge in the upper echelons marketing strategy domain. Our review covers the 14 most influential marketing and management journals from 1984 through February, 2020. Given the relative newness of this research within marketing, we develop a conceptual model fusing existing theory in the upper echelons and marketing strategy literatures, and use this to identify key blind spots and underdeveloped areas of knowledge caused by the two fields’ independent evolutions. Finally, we also examine challenges associated with conducting research in this area and provide recommendations to help researchers and reviewers navigate these challenges to advance theory and practice.
Coffeeshop Boy's is one of the cafes that has survived the Large-Scale Social Restrictions (LSSR) and Enforcement of Restrictions on Community Activities (ERCA) policies during the pandemic. The ...power of investors and the quality of coffee are the reasons the Coffeeshop Boy's stay afloat. Coffee is a refreshing ingredient that comes from annual plantations. In Indonesia, farmers cultivate Robusta coffee and Arabica coffee, the difference between these two types of coffee can certainly be known from the taste. This research uses the descriptive qualitative method. Coffeeshop Boy's was originally a bottled coffee company that later turned into a home cafe. The LSSR and ERCA policies make this business must implement the right marketing strategy with the SWOT analysis method to find out the appropriate marketing strategy for this business in maintaining its business in the midst of a pandemic. The results of the SWOT analysis have shown that the total score of the IFAS matrix for strength items is 3.956 while for weakness items are 1.678. The results of the SWOT analysis have shown that the total score of the EFAS matrix for opportunity items is 3.241 while for threats items are 3.359. Based on the coordinates of the IFAS and EFAS matrices, Coffeeshop boy's is in quadrant 2 (ST Strategy) with a product diversification strategy. This has shown that Coffeeshop boy's can face the various threats that exist by taking advantage of the strengths they have. The ST strategy that needs to be implemented is to create new product innovations, provide special offers for new consumers, consumers who are having birthdays, or booking meetings, extend operational time, and create events to strengthen Coffeeshop Boy's branding.
Endogeneity in survey research Sande, Jon Bingen; Ghosh, Mrinal
International journal of research in marketing,
06/2018, Volume:
35, Issue:
2
Journal Article
Peer reviewed
Endogeneity is a crucial problem in survey-based empirical research on marketing strategy (MS) and inter-organizational relationships (IORs); if not addressed, it can cause researchers to arrive at ...flawed conclusions and to offer poor advice to practitioners. Although the field is increasingly cognizant of endogeneity-related issues, many authors fail to properly address it, particularly in survey-based research. Emphasizing the role of essential heterogeneity, this article develops an overarching framework to help improve the understanding of endogeneity problems and how to tackle them when researchers use cross-sectional survey-based data. The authors provide explanations of and advice for how MS and IOR researchers can address six “painful” and sometimes hidden decisions: 1) Do you have an endogeneity problem? 2) What technique/estimator is appropriate? 3) What instrumental variables (IVs) should be chosen? 4) How should IVs be evaluated empirically? 5) How should the results be interpreted and evaluated? and 6) What results should you report? The authors provide a practical flowchart to guide researchers in their efforts to address endogeneity-related concerns.
•We provide advice for handling six “painful” decisions when facing endogeneity:•Do you have an endogeneity problem? What technique/estimator is appropriate?•What instrumental variables (IVs) should be chosen?•How should IVs be evaluated empirically?•How should you interpret and evaluate the results? What results should you report?
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