سبد خرید

استراتژی های بازاریابی تجاری چگونه است؟

آگاهی از اصول بازاریابی و فروش یکی از مهم ترین ابزارهایی است که هر مدیری برای انجام کسب و کارش به آن نیاز دارد است. در کل بازاریابی به معنای فروش است یک فرآیند اجتماعی است که به وسیله آن افراد و گروه‌ ها، چیزی که می‌ خواهند و نیاز دارند را با تولید و مبادله محصولات با دیگران، بدست می‌ آورند. در این میان واحد های مختلفی وجود دارند که می‌ توانند خودشان مشتری به‌حساب بیایند ولی مصرف‌کننده نباشند.

بازاریابی تجاری یا Trade Marketing از زمان قدیم وجود داشته و با مرور زمان با رشد و پیشرفت تجارت به مرور کامل تر شده است. این بازاریابی امروزه در همه جا دیده می شود از مؤسسات تبلیغاتی گرفته تا شرکت های بزرگ تجاری و مؤسسات روابط عمومی.

بازاریابی سازگارADAPTIVE MARKETING

بازاریابی سازگار رویکردی نوین در بازاریابی است که معنا و مفهوم ساده و کاربردی آن « بهپوئی و آمادگی برای پاسخگوئی به نیازها و نیازمندان در شرایط گوناگون محیطی و بازار است.» با این تعریف ،شاهد پدیده های جدیدی در رقابت خواهیم بود که شامل « قابلیت، صلاحیت و مزیت» سازگاری است. – « قابلیت» سازگاری شامل استعداد ،ظرفیت ومهارت همسوئی با تحولات است که هرکس به نوعی از آن برخوردار است. – « صلاحیت» سازگاری واجد شرایط کردن قابلیت، استعداد و ظرفیت سازگاری با نوع بازارها و مشتریان است. – « مزیت» سازگاری قدرت سازگاری ویژه و متمایز است که باعث برتری و سرتری نسبت به رقبا میشود. نگارنده بر این باور است که بازاریابی سازگار رویکردی انتخابی نیست بلکه رویکردی ضروری برای تداوم حضوردر صحنه رقابت و کسب و کارهای آینده است.

ISLAMIC MARKETING MIX: THE CRITICAL FACTORS

Islamic marketing (IM) is gaining momentum in the development of marketing knowledge and its practical to business and customer is undeniably significant. Thus, it has attracted considerable attentions among scholar and practitioners of business towards Islamic marketing (IM). Nevertheless, this area still remains understudied with limited empirical evidence, particularly, marketing mix decisions or four Ps (product, price, promotion and place) in line with Islamic principles. Therefore, this study attempts to identify critical factors in conducting Islamic marketing mix activities and their relative importance. Using combination of both qualitative and quantitative research method, this study proposed a set of 23-item instrument that measures Islamic marketing mix which has been empirically tested for its unidimensionality, reliability and validity through factorial analyses. Findings suggest that Muslim customers consider five critical factors that must be emphasized by businesses in conducting their marketing mix. In their order of importance using multiple regression analysis, the factors are ‘Conformity’, ‘Character’, ‘Commitment’, ‘Conscience’ and ‘Customer Centrism’. Hence, it is proposed that businesses can adopt the 5 Cs framework in engaging with Muslim customers through their marketing mix activities by consistently conforming to syariah rules and regulations, exhibiting distinctive character, being committed in instilling assurance, embedding morality and conscience and lastly embracing customer oriented approach.

Integrating AHP and data mining for product recommendation based on customer lifetime value

Product recommendation is a business activity that is critical in attracting customers. Accordingly, improving the quality of a recommendation to fulfill customers’ needs is important in fiercely competitive environments. Although various recommender systems have been proposed, few have addressed the lifetime value of a customer to a firm. Generally, customer lifetime value (CLV) is evaluated in terms of recency, frequency, monetary (RFM) variables. However, the relative importance among them varies with the characteristics of the product and industry. We developed a novel product recommendation methodology that combined group decision-making and data mining techniques. The analytic hierarchy process (AHP) was applied to determine the relative weights of RFM variables in evaluating customer lifetime value or loyalty. Clustering techniques were then employed to group customers according to the weighted RFM value. Finally, an association rule mining approach was implemented to provide product recommendations to each customer group. The experimental results demonstrated that the approach outperformed one with equally weighted RFM and a typical collaborative filtering (CF) method.

Excellent prospects for beautiful minds: marketing international education

Purpose – The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international business and technology programmes when attempting to appeal to prospective students and distinguish themselves from other institutions. Design/methodology/approach – The sample included admissions webpages of 68 bachelor’s and master’s programmes representing both Finnish universities and universities of applied sciences . The analysis method was a qualitative content analysis .Findings – The international programmes heavily accentuated their labour market relevance in their advertising and generated strong claims regarding the future career prospects of the graduates .In addition, the programmes emphasised their pedagogical methods and international atmosphere. References to non-academic life were not observed. Research limitations/implications – The analysis was only based on text and included two study fields. Practical implications – The results of this study can be used by marketers to critically examine their own marketing differentiation efforts and promises made to students. Social implications – Finnish business and technology programmes send an unequivocal marketing message that education has an instrumental value and students are considered consumers of education .Originality/value – This study is the first comprehensive study of the marketing communication practices of international higher education programmes in Finland. Moreover, this study contributes to the study of global international market mechanisms and research on marketing communication practised by higher education institutions.

Strategic Marketing Communication in Pilgrimage Tourism

The paper discusses the pilgrimage tourism as one of the oldest forms of tourism. Although it is often considered as marginal, the pilgrimage tourism is indeed one of the most widespread forms of tourism. Due to the historical context all the necessary prerequisites for the use of its potential are developed in Slovakia. There is a large amount of destinations and sites that are by their nature or historical value of interest for domestic and foreign visitors. Visitors from all over the world participating in significant pilgrimages bounded to these destinations. However deficiencies in marketing communication, infrastructure and other areas hinder the development of pilgrimage and religious tourism in Slovakia. To determine the current state of marketing communications in pilgrimage tourism questionnaire survey was conducted. In achieving the purpose of the research, two hypotheses were formulated. Because, the relationship between a dependent variable was examined, and the interval variable is one, Single Factor Analysis of Variance ANOVA was used. Homogeneity of variance was verified using Bartlett´s and Levene´s test. Recommendations for the development of communications strategy are formulated based on the results of the analysis.

What Is Business And Industrial Marketing?

There is no single, clear, specific definition ofbusiness or industrial marketing. Existing definitions are inconsistent and there has been a claim that there is no difference between industrial marketing and consumer marketing.1 It seems appropriatefor the inaugural issue of a journal on business and industrial marketing to examine this problem and to attempt to clear up the confusion.

What is ‘neuromarketing’? A discussion and agenda for future research

Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research – what has come to be called ‘neuromarketing’ – has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.

“Greening” the marketing mix: do firms do it and does it pay off?

Growing concern about the sustainability of the natural environment is rapidly transforming the competitive landscape and forcing companies to explore the costs and benefits of “greening” their marketing mix. We develop and test a theoretical model that predicts (1) the role of green marketing programs in influencing firm performance, (2) the impact of slack resources and top management risk aversion on the deployment of such programs, and (3) the conditioning effects that underpin these relationships. Our analyses show that green marketing programs are being implemented by firms, and we find evidence of significant performance payoffs. Specifically the results indicate that green product and distribution programs positively affect firms’ productmarket performance, while green pricing and promotion practices are directly positively related to firms’ return on assets. In addition, industry-level environmental reputation moderates the links between green marketing program components and firms’ product-market and financial performance. Finally, we find that slack resources and top management risk aversion are independently conducive to the adoption of green marketing programs—but operate as substitutes for each other.

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