This research aims at exploring the relationship between a firm's strategic orientation, marketing management in terms of marketing mix tactics, and innovation performance. We examine three types of ...strategic orientations: customer, technology, and combined customer/technology orientation. We analyze their direct effect on innovation performance as well as the moderating effect of marketing management in terms of the marketing mix on this relationship. We test our hypotheses on a sample of 1603 French manufacturing firms and show that organizations with a combined customer/technology orientation outperform those with a customer or technology orientation alone. We also show that the moderating effect of marketing management in boosting innovation success is positive for all orientations, but greatest for organizations with a technology orientation. Finally, we find that the moderating effect of marketing management on the relationship between orientation and performance increases as more elements of the marketing mix are deployed simultaneously.
In modern conditions, when market factors have gained even more influence, and the behavior of business structures has become less predictable, companies have to rethink their activities and focus on ...using the concept of marketing as a management tool. The growth of competition has created conditions for the active use of a marketing approach in order to solve management and sales tasks and increase competitive advantages. The chronology of the development of marketing, which includes 6 main stages, was studied. The main approaches to the interpretation of the concept of “marketing” are analyzed, among which the following are distinguished: philosophical, managerial, organizational, functional, essential, valuable and institutional. Marketing is an activity aimed to generate demand, promote the company’s products/services, attract the attention of consumers and satisfy their needs through the purchase process. The main elements of the marketing strategy were characterized, namely: analysis of the promotion market, research of the target audience, definition of competitors, analysis of the current state of the company, definition of development goals, positioning and development of advertising promotion. The object of the study was the IT company “Uvik Software”, which has been operating on the market since 2013 and specializes in IT services. The current state of marketing activities of the IT company “Uvik Software” was analyzed. A marketing strategy was developed for the IT company “Uvik Software”, in particular, a market analysis was carried out, an analysis of competitors and their products, an analysis of the target audience (a portrait of the target audience was drawn up according to the following parameters: industry, location, financial condition, number of employees and necessary services), carried out SWOT analysis of the company, development goals (business goals, marketing goals, communication goals and media goals), positioning and advertising promotion advice are given. A content plan of publications for the company under study has been created.
Investor demand has promoted share repurchases to the dominating payout instrument for U.S. firms. However, critics worry that the repurchase boom leads to firms neglecting long-term investments. ...Even worse, scholars have shown that investor pressure also motivates firms to cut marketing investments with the aim of boosting short-term income, a practice called myopic marketing management. Extant theory still lacks an understanding of whether and how the cooccurrence of share repurchases and myopic marketing affects firm stakeholders such as investors and consumers. Using a large-scale cross-industry sample, the authors reveal that there is a higher share of firms cutting marketing investments among repurchasing firms than among nonrepurchasing firms. Furthermore, investors immediately respond negatively to myopic firms that also repurchase shares. Finally, repurchases and myopic marketing are also associated with an increase in product recalls. This first study to assess share repurchases through a marketing lens hence reveals negative effects on both the stock and the consumer markets.
The Faces of Success Peng, Ling; Cui, Geng; Chung, Yuho ...
Journal of marketing,
07/2020, Letnik:
84, Številka:
4
Journal Article
Recenzirano
Given the positive bias toward attractive people in society, online sellers are justifiably apprehensive about perceptions of their profile pictures. Although the existing literature emphasizes the ...“beauty premium” and the “ugliness penalty,” the current studies of seller profile pictures on customer-to-customer e-commerce platforms find a U-shaped relationship between facial attractiveness and product sales (i.e., both beauty and ugliness premiums and, thus, a “plainness penalty”). By analyzing two large data sets, the authors find that both attractive and unattractive people sell significantly more than plain-looking people. Two online experiments reveal that attractive sellers enjoy greater source credibility due to perceived sociability and competence, whereas unattractive sellers are considered more believable on the basis of their perceived competence. While a beauty premium is apparent for appearance-relevant products, an ugliness premium is more pronounced for expertise-relevant products and for female consumers evaluating male sellers. These findings highlight the influence of facial appearance as a key vehicle for impression formation in online platforms and its complex effects in e-commerce and marketing.
Marketing management is the key to the continuity of an organization’s business so that it runs according to its function. The development of financial institutions, both banks, and non-banks, will ...encourage financial institutions always to optimize their marketing activities. Analyzing the market and its environment to find out how big the opportunity is to seize the market and how big the threat is that must be faced. This article aims to find out how marketing management is in improving products at the BMT NU Mlandingan branch. This study uses a descriptive qualitative method by conducting structured interviews in the form of questions related to obtaining relevant informants from customers and employees of the BMT NU Mlandingan Branch. Marketing management process by doing market segmentation, target market, determination, positioning, and differentiation. Savings and financing products are good and increasing from the intensity of increasing the number of customers with the reason that customers are easier and understand the advantages of savings and financing products at the malandingan branch of BMT NU. The findings in this study indicate that promotions can increase the number of customers in a faster time and reach a wider audience using existing media. Keywords: Marketing management, Products, BMT
The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or ...external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizing marketing-mix spending in a data-rich environment, (2) analytics for personalization, and (3) analytics in the context of customers' privacy and data security. They review the implications for organizations that intend to implement big data analytics. Finally, tuming to the future, the authors identify trends that will shape marketing analytics as a discipline as well as marketing analytics education.
•Augmented reality marketing (ARM) is a novel perspective.•It embeds and embodies marketing content in customers’ environments.•Its affordances integrate with digital marketing technologies.•The ARM ...affordances lead to customer experiences of situated cognition.•The ARM framework organises future research directions.
Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and practice – what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM as a customer-facing interface for the application of digital marketing technologies in physical settings. Rooted in a class of ‘situated cognition’ theories from social psychology, we identify a unique set of digital affordances which ARM offers beyond extant marketing approaches in traditional media. By drawing on the key conceptual building blocks of situated cognition theory, we develop a framework of ARM experiences to synthesize current research and applications, and to suggest directions for future research.
增强现实 (AR) 技术的最新进展使得人们对其在营销策略和实践中的应用越来越感兴趣——我们称之为增强现实营销 (ARM). 然而, 尽管关于这一主题的出版物不断涌现, 管理人员和学者们仍难以阐明 ARM 是如何以一种不同于其他营销方法的方式, 为客户提供有价值的体验的. 在本文中, 我们回顾了新兴的文献, 并将 ARM 定义为在物理环境中应用数字营销技术的面向客户的交互. 植根于社会心理学中的一类“情境认知”理论, 我们确定了 ARM 提供的一套独特的数字启示, 它超出了传统媒体中现有的营销方法. 基于情境认知理论的几个关键理论构架, 我们发展了一个 ARM 的框架, 以综合目前的研究和应用, 并建议未来的研究方向.
Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer ...experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.
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