How does the constant presence of music in modern life - on iPods, in shops and elevators, on television - affect the way we listen? In this title, the author investigates many sounds that surround ...us and argues that this ubiquity has led to different kinds of listening.
SuperShip Vietnam, a Joint Stock Company, founded in 2015, specializes in freight forwarding and express delivery services for e-commerce transactions in Vietnam. In 4 years, it has come a long way ...from a start-up with only five members and VNĐ 40 million (~US$1,800) as the capital. Difficulties and challenges faced by the firm were incredibly huge. Nevertheless, with slow but steady growth, the company utilized the quality of services as the foundation to build customer satisfaction and loyalty rather than taking the route of price-based competition. SuperShip has grown steadily to become a prestigious and well-established enterprise in the fast-moving freight forwarding market. SuperShip is not yet satisfied with its multiple accomplishments as there are still many peaks to conquer to achieve the company’s vision.
The case highlights as to how through participation in union-association and volunteering activities; implementing small business plans to earn extra money during college days can help in developing leadership, negotiation and interpersonal skills and hone the entrepreneurship trait.
Dilemma
For steady growth, should the company utilize the quality of services as the foundation to build customer satisfaction and loyalty or take the route of price-based competition.
Theory: Sustainability of a business in goods delivery sector
Type of the case: Experience-based applied single case study
Protagonist: The owner of the firm
Options
Copy the business model of the two large players in the existing market and offer similar services. Raise the benchmark of customer satisfaction and loyalty by designing and delivering superior quality of service with the help of well trained and empowered employees.
Discussions and Case Questions
For a training firm is it better to focus on a single service and performing it with excellence than offering many courses. How did SuperShip created its point of difference? How the firm can grow further while raising funds at a low cost? What is the next level of quality of service that the firm should target?
Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of ...publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance
Purpose of the study: This study aims to examine green marketing tools, eco-friendly labels, and green advertising influence on consumer purchase behavior in mineral water. This research elaborates ...on the Ades brand, which promotes eco-friendly image in Indonesia. Green marketing has become a trending issue in all consumer package goods industries in the past decades. The bottled water industry faces enormous challenges to produce an idiosyncratic product to win a highly competitive market.
Methodology: This study applies the partial least square analysis to examine the variable relationships. 115 respondents were involved in this study. Data collected using a questionnaire and processed by SmartPLS 3.0.
Main Findings: The analysis results show that eco-friendly Label and green advertising have a positive and significant relationship on the consumer purchase decision.
Applications of this study: The results provide valuable inputs for bottled water manufacturers to commence a green marketing campaign that fits regional and global markets to improve sales performance and overcome challenges.
Novelty/Originality of this study: Previous studies are rarely concern on consumer behavior in purchasing bottled water, therefore this research attempt to elaborate better understanding using the theory of planned behavior.
The paper aims to present commercialisation models for advanced technologies and services which can be applied in an R&D organisation. Against the background of the literature review on theoretical ...and practically verified commercialisation models, and marketing strategies and tools, the authors propose an original model, 7MWwBP, composed of several hybrid submodels. The model is intended to support commercialisation processes carried out at R&D organisations. The model is based on the input criteria (the type of innovation and the character of the innovation related to the market demand scale), and it indicates possible commercialisation paths (sale, licence, provision of a service, or a spin-off) and sets of dedicated marketing tools (BTL). The advantage of the model is that an R&D result (innovation) is its focal point, and the whole commercialisation process depends on it. The model aims to mitigate an empirical and research gap as regards commercialisation models suitable for R&D organisations. Furthermore, the model is distinguished by a holistic approach, which is not common for the commercialisation models described in the literature, as they do not comprehensively consider the relationship between the models and the type and character of a technological solution, commercialisation path, and the marketing tools used for commercialisation of R&D results. All the listed aspects are considered and included in the 7MWwBP model, which makes it suitable for the commercialisation of R&D results originating from research organisations, as presented in and substantiated by the example of an actual commercialisation process concerning R&D results in the field of optomechatronics.
The paper aims to present commercialisation models for advanced technologies and services which can be applied in an R&D organisation. Against the background of the literature review on theoretical ...and practically verified commercialisation models, and marketing strategies and tools, the authors propose an original model, 7MWwBP, composed of several hybrid submodels. The model is intended to support commercialisation processes carried out at R&D organisations. The model is based on the input criteria (the type of innovation and the character of the innovation related to the market demand scale), and it indicates possible commercialisation paths (sale, licence, provision of a service, or a spin-off) and sets of dedicated marketing tools (BTL). The advantage of the model is that an R&D result (innovation) is its focal point, and the whole commercialisation process depends on it. The model aims to mitigate an empirical and research gap as regards commercialisation models suitable for R&D organisations. Furthermore, the model is distinguished by a holistic approach, which is not common for the commercialisation models described in the literature, as they do not comprehensively consider the relationship between the models and the type and character of a technological solution, commercialisation path, and the marketing tools used for commercialisation of R&D results. All the listed aspects are considered and included in the 7MWwBP model, which makes it suitable for the commercialisation of R&D results originating from research organisations, as presented in and substantiated by the example of an actual commercialisation process concerning R&D results in the field of optomechatronics.
On their way towards assuring growth and long-term sustainability, many modern small and medium sized enterprises (SMEs) from the European Union have set building a stronger brand as one of their ...primary goals. To achieve this, an integrated framework for managing the continuous enhancement of their brand equity level by adopting digital marketing tools and techniques (DMTTs), has increasingly become a necessity for most of the modern SMEs. However, even if such an approach provides plenty of benefits, such as better audience targeting and reduction of traditional marketing expenses, implementing these complex processes in their business models poses a series of challenges like choosing the best selection of DMTTs. For this reason, a conceptual model is proposed in the first part of the paper, with the aim to highlight a framework that will help underline the links between DMTTs and other key elements that can provide an increase in brand equity of SMEs, thus contributing to growth and enhancing the sustainability level. Following the proposed model, research aimed at two main directions has been conducted in the second part. The first direction was to analyze the degree in which modern SMEs from the European Union located in Romania dedicate themselves toward embracing sustainability goals and principles. The second one represents an analysis using also the SPSS software solution on the most used selections of DMTTs mentioned in the presented conceptual model. The results obtained provide a starting point for those modern SMEs that choose to follow the path of sustainability by creating and enhancing their brand equity through DMTTs.
Purpose
This study aims to examine the effects of green marketing tools on tourists’ behavioural intention to buy green products by measuring individuals’ subjective norms, attitudes and perceived ...behavioural control.
Design/methodology/approach
A total of 421 international tourists from several tourist attractions in Malaysia, selected through convenience sampling, participated in a survey.
Findings
The analysis results using partial least squares structural equation modelling suggest that behavioural intention of international tourists is firmly influenced by attitude, perceived behavioural control, subjective norms and green marketing tools. However, the subjective norm does not work as a mediator.
Practical implications
The relationships established in this study provide insight into hoteliers’ knowledge for further implementation of green marketing strategies (eco-label, eco-brand, environmental advertising), which can enhance green attitudes and behavioural intention of purchasing green products in the hospitality industry.
Originality/value
This study expands the theory of planned behaviour by including green marketing tools to measure international tourists’ green buying tendency in Malaysia.
The study is devoted to the problems of the organization of the transition of the enterprise to the concept of performance-marketing, which allows to achieve stabilization of the financial stability ...of the enterprise in modern conditions. The purpose of the article is to investigate the essence of the concept of performance marketing and to develop a mechanism for the enterprise's transition to performance marketing as a condition for ensuring its financial stability. The article provides a description of the historical basis of the formation of domestic performance marketing and reveals its features and differences from other types of marketing. A definition of performance marketing and its basic principles is offered. Systematized performance marketing tools. The peculiarities of the company's transition to the performance concept are substantiated. The restraining factors of the development of the performance concept at the enterprise are analyzed. A system for evaluating the effectiveness of engagement channels has been developed. The proposed road map for the transition of the enterprise to performance marketing. A mechanism for transition to a performance approach in the company has been developed. The algorithm for building end-to-end analytics as the basis of performance marketing is described. The substantiation of the features of ensuring financial stability with performance-marketing tools has been carried out. The role of performance marketing at each stage of ensuring the financial stability of the enterprise is defined. In the article, it is proven that the implementation of performance marketing will provide an opportunity to increase the company's financial stability and to apply an exceptional strategy for optimizing the company's financial development, analyze and use the necessary financial parameters, based on the acceleration of the general economic development of the enterprise.
PDF
