Education is one of the most important aspects of human life. Education requires good management, because in it there are other individuals with different types of traits, characters and thoughts, ...who are both in the process of achieving the same ultimate goal, namely organizational goals. In fact, the goals of educational institution organizations are competing to become superior educational institutions. To achieve this goal, an initial strategy is needed in promoting the institution which is called marketing of educational services. Educational institutions compete in designing excellent programs that are very diverse in order to attract customers to send their children to these institutions. This study intends to reveal the strategy used by Raudhatul Athfal Cimaung in marketing educational services using descriptive qualitative research methods through the stages of data collection by observing, interviewing interested parties and analyzing institutional documents. The results of the study show that Raudhatul Athfal Al-Muqoddasah Cimaung has a superior program that instills good morals in early childhood. Where this age is the golden age of children where brain and physical growth and development grow and develop optimally. Furthermore, this study presents strategic management in the marketing of educational services according to the concept of the marketing mix, abbreviated as 7P, which includes Product, Price, Place, Promotion, People, Physical Evidence, and Process.
Emphasizing customer satisfaction as a strategic lever for enhancing business performance is a widespread business practice. However, just over 25 years of empirical studies by academic researchers ...has produced evidence that is sometimes contradictory. Hence, greater academic clarity and improved managerial understanding could result from a meta-analysis of the customer satisfaction-business performance relationship. To that end, the authors analyzed 251 correlations from 96 studies published between 1991 and 2017. While the satisfaction-performance relationship is positive and statistically significant on average (
r
= .101), more meaningful insights emerge from the explication of moderating and mediating relationships. Illustrative of these insights is the finding that satisfaction is more appropriately depicted as mediating the effects of selected marketing strategy variables on firm performance outcomes. Moreover, when satisfaction is viewed in the right setting using the right satisfaction and performance measures, a most favorable contingencies (MFC) perspective, the estimated correlation is reasonably strong (
r
= .349).
The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept ...remains poorly understood and implemented; relatively little research on this topic has been published, considering the vast breadth of investigations of the value concept. In response, this article offers a comprehensive review of fragmented CVP literature, highlighting the lack of a strong theoretical foundation; distinguishes CVPs from related concepts; proposes a conceptual model of the CVP that includes antecedents, consequences, and moderators, together with several research propositions; illustrates the application of the CVP concept to four contrasting companies; and advances a compelling agenda for research.
There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory-based explanations of firm performance. This growing research ...interest in marketing capabilities has also been reflected in the international marketing literature. However, it is unclear whether and how thinking and research about international marketing capabilities differs from that of marketing capabilities in a domestic market context. To explore this question, the authors conducta review of studies of marketing capabilities in the most influential journals publishing research in international marketing. They supplement this with insights from interviews with executives in firms engaged to varying degrees in international marketing. The study suggests that there remain numerous important unanswered questions in conceptualizing and empirically researching international marketing capabilities.
Toward a theory of customer engagement marketing Harmeling, Colleen M.; Moffett, Jordan W.; Arnold, Mark J. ...
Journal of the Academy of Marketing Science,
05/2017, Volume:
45, Issue:
3
Journal Article
Peer reviewed
Customer engagement marketing—defined as a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions—marks a shift in marketing research and business ...practice. After defining and differentiating engagement marketing, the authors present a typology of its two primary forms and offer tenets that link specific strategic elements to customer outcomes and thereby firm performance, theorizing that the effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transformation. The authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet of engagement marketing.
The discourse of advertising has provided a fertile ground for scholars with keen interest in the effects persuasive rhetoric has on both the emotional and the psychological dispositions of people. ...This study focused on one particular type of advertisement, the billboard advertisement. The aim of the study is two-fold: first, to explore the linguistic and nonlinguistic devices used as persuasive artifacts in billboard advertisements; and second, to find out how ideology was projected by the billboard advertisements. The study is qualitative research. Data collection was done in the Cape Coast metropolis. A total of fifteen billboards were collected. Of these, five were sampled for analysis. The sample was a mixture of billboards that advertised institutions, services, products, or people. The analysis reveals that linguistic devices such as nominals, participles, etc., images, and multiple colours are employed in billboard advertisements to persuade consumers to patronize some product or service. Secondly, billboard advertisements make use of the technique of positive self-representation and negative other-representation in an attempt to manipulate the perceptions of their target consumers. Significantly, the study contributes to existing scholarship on the discourse of manipulation.
The right cowhide chips marketing strategy during the COVID-19 pandemic is a marketing strategy with a digital or Android-based marketing concept which is considered to be able to provide benefits ...for the continuity and development of the Suka Mandiri business group as the target group for the Halu Oleo University Internal Community Service Program (PKMI-Internal). UHO). The objectives of implementing the PKM-I UHO program in 2020 are to introduce packaging and labeling techniques and to introduce Android-based marketing techniques to the Suka Mandiri group in the cowhide processing business. The method of implementing this program is counseling activities and technical guidance regarding Android-based marketing strategies for processed cowhide chips. The result of the implementation of this program is that the partner group understands the packaging and labeling techniques of cowhide chip products, digital, and marketing system by utilizing social media and marketplaces through Facebook and Instagram, and cowhide products produced by the Suka Mandiri business group as a local industry can be marketed in a fairly wide range.
In the modern business environment, consumers are increasingly influenced by megatrends involving marketplace, technology, socioeconomics, geopolitics, and natural environment. Simultaneously, the ...data and insights that can inform consumer attitudes and behaviors often reside outside of firms' direct control. Consciously incorporating these interdependent factors into firms' decision-making is essential for adaptability and sustainable profitability.
Building on the “outside-in” perspective, we propose that firm strategies should be informed through the lens of the marketing ecosystem that considers the interrelated and dynamic megatrends. By leveraging advances in data and technology, firms can sense-make the marketplace by extracting insights from massive amounts of diverse consumer data with modern-day analytics. By mapping out the megatrends with marketing analytics, firms can 1) more accurately predict consumers' changing preferences and formulate appropriate strategies to engage with them; and 2) become more market-adaptable and competitive in the present and the future.
To deliver sustainably compelling value to customers, firms should adopt an ecosystem mindset and cooperate with various stakeholders. A broad-thinking, agile, and humble firm culture can enable the development of more robust outside-in capabilities. We elaborate on the megatrends in the interconnected world of the marketing ecosystem, and propose emerging research directions in each area.
•Strategy should be informed by megatrends in marketplace, technology, socioeconomics, geopolitics, and the environment.•The marketing ecosystem is a broadened outside-in view, consisted of interrelated trends that shape consumer behaviors.•Firms can sense-make the marketplace using diverse consumer data in the ecosystem and modern analytics technologies.•Megatrends are changing market dynamism, privacy, inequality, international protectionism, and resource sustainability.•The ecosystem view promotes a broad-thinking, agile, and humble culture that can enable superior outside-in capabilities.
This research examines the interplay between Business Intelligence tools and digital marketing strategy optimization, with a focus on the moderating role of customer orientation. Utilizing a ...quantitative research design, the study explores how BI tools enhance digital marketing strategies and how customer orientation amplifies this effect among 207 respondents from the Jordanian telecommunications sector, reflecting a diverse range of experiences and perceptions within the industry. Through Structural Equation Modeling - Partial Least Squares (SEM-PLS), based on a stratified sample of these employees, the results confirmed that BI tools positively influence digital marketing strategy optimization. Additionally, customer orientation was found to significantly moderate this relationship, highlighting the importance of aligning technological capabilities with a customer-centric approach. The findings contribute valuable insights to marketing and business intelligence fields, suggesting strategies for organizations to enhance their market competitiveness and customer satisfaction, underpinned by a substantial engagement rate from the targeted demographic.
Marketing strategy is the right step to face increasingly fierce competition in promoting a product in the era of globalization. Several analyzes can be done to determine the marketing strategy used ...by a company. Marketing strategies are useful for formulating company goals, such as increasing the number of customers at BMT Eka Mandiri Muntilan Branch. This research adopts a descriptive method with a qualitative approach. The 4P theory (product, price, place, promotion) is also applied in this study by analyzing customer responses using the AIDCA concept (Attention, Interest, Desire, Conviction, Action). The focus of the research is to understand the marketing strategy of wadiah savings at BMT Eka Mandiri Muntilan Branch and analyze its impact on saving interest. The results showed that BMT Eka Mandiri uses a 4P strategy that successfully creates aspects of buying interest, encouraging potential customers to buy and use wadiah savings products. This research is expected to provide information and become a reading material for the readers regarding the marketing strategies and the analysis conducted.
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