Hasil untuk "Marketing. Distribution of products"

P. Kotler

W. Keegan

R. Hofstetter, Emanuel de Bellis, Leif Brandes et al.

In this article, we argue that non-fungible tokens (NFTs) challenge established marketing understanding of digital ownership, uniqueness, and value; authenticity, status, and sharing; and branding and distribution. We propose a set of preliminary research questions rooted in these areas, in hopes of offering entry points to future programmatic investigation of the broader field of “crypto-marketing.” This emerging subdiscipline offers opportunities to expand our understanding of consumer behavior, pricing, and product design and may be crucial in predicting the future of our discipline as NFTs further evolve.

Sruthi S

The fast development of digital technologies transformed customer relationship management (CRM) in the industry, including network marketing, where individual interaction and distributor-customer relationships are the key factors of business sustainability. The paper analyses the implementation and effects of AI-enhanced CRM tools in a network marketing organization, in terms of automation, data analytics, and predictive modelling effects on the distributor performance, customer satisfaction and operational performance. Based on the available literature and industry reports, the paper will discuss how AI-based systems can be used to facilitate lead scoring, behavioural segmentation, follow-up automation, and personalized product recommendations. The authors emphasize that distributors who employ AI-based CRM systems are more precise when predicting the presence of high-potential prospects and are more consistent in their ability to stay in touch with customers. Moreover, AI-supported insights enable distributors to comprehend the buying habits and customize the communication plan to achieve a better customer loyalty and recurrent purchases. The factors related to the organization which determine the adoption are also present in the research like technological readiness, quality of training, and perceived usefulness. The findings reveal that companies who offer structured online training and accessible CRM dashboard are characterized by a high level of adoption of the distribution. Even with obvious advantages, there are still problems including data privacy issues, uneven digital literacy, and the unwillingness to substitute the traditional relationship-based selling technique with digital techniques. The paper presents the argument that to be successful in its implementation, there should be a balance in terms of technological capability and human interaction since personal trust still remains a characteristic attribute of network marketing relationships. In general, the research finds that AI-enhanced CRM tools are highly effective to enhance strategic decision-making and workloads of distributors, which eventually lead to better sales outcomes and customer relations. Nevertheless, the long-term effect is based on the constant technological adjustment and ethical data management and the desire to help distributors to build digital competencies. The results provide some useful information to network marketing firms that aim at applying AI in their CRM practices in a responsible and effective manner.

Politeknik Pratama, Porwokerto, M. Yusuf et al.

Tea Powder is a delicious beverage powder in Bandung. In developing the business, the company will expand the sales area in each sub-district. The company chooses the low end segment, which is considered to be at low cost, and determines product positioning only in the sweet bread market. Management has conducted the marketing mix strategy. But, the effectiveness is still being debated, especially regarding the problems of the expansion of sales area. Thus, the scientifically conducted study is needed to measure the marketing mix and its influence on the decision, statistics, and the loyalty of customers. The results of the study showed that the overall hypothesis was acceptable and there were significant influences of the product, distribution and promotion on consumers' decisions; there were significant influences of product and price on consumers' satisfaction; there were significant influences of consumers' decision on consumers' satisfaction and loyalty, and there was a significant influence of consumers' satisfaction on consumers' loyalty.

Brad Bell, Mujinga Tshimanga

Purpose. This two-part literature review aims to synthesize and analyze the complex relationship between women directors and their impact on corporate boards and companies. Part 1 establishes the theoretical, definitional, and mechanistic foundations necessary to understand this relationship, focusing on the antecedents and processes of influence. Design. It employs a comprehensive narrative literature review methodology, synthesizing global theoretical and empirical research. Findings. The impact of women directors is not direct but mediated through specific boardroom mechanisms, such as enhanced monitoring, reduced groupthink, and improved stakeholder orientation, and moderated by contextual factors like critical mass, national culture, and policy type. Achieving a meaningful critical mass (typically three women or ~30%) is essential to move beyond tokenism and enable substantive influence. The global policy landscape reveals a dichotomy between mandatory quotas and voluntary targets, each with distinct implications for the pace of change and legitimacy of appointments. Theoretical Implications. The review integrates multiple theoretical frameworks, including Critical Mass Theory, Agency Theory, Resource Dependence Theory, and Social Role Theory, to explain the nuanced pathways of influence. It affirms the centrality of Critical Mass Theory while highlighting that its effectiveness is contingent on institutional and cultural moderators. Practical Implications. Practitioners should promote inclusive board cultures and merit-based appointments, considering contextual moderators like industry and national institutions. Originality/Value. It provides a structured, mechanism-based framework to clarify mixed empirical findings and opens the "black box" of boardroom dynamics. Research Limitations/Future Research. Findings are context-dependent; future research should employ longitudinal designs and explore the interplay of diversity dimensions and informal board norms. JEL Classification: G14, J16, M14

E. Sánchez-Amboage, Verónica Crespo-Pereira, Matías Membiela-Pollán et al.

The aim of this research is to investigate tourist marketing within the embryonic context of the metaverse in order to comprehend the building blocks and the primary technologies employed in the sector. A systematic literature review (SLR) was conducted on 386 articles, with an overall qualitative approach that included 86 references, all of which dealt with the topic of the metaverse and had direct or potential implications for the tourism sector (hotels, restaurants, means of transport, leisure activities and destination itself). The articles are taken from: Science Direct, Taylor & Francis, Emerald, Springer and Google Scholar. The SLR was carried out according to the PRISMA search protocol. The results indicate the technologies that have been most thoroughly studied at the confluence of marketing, tourism, and the metaverse (AI, virtual reality, augmented reality, mixed reality, blockchain, tokens (NFTs) and digital twins). Moreover, they establish the foundational components of tourism marketing in the metaverse for the first time (tourism products, the metaverse as a distribution and branding channel for tourism and, tourist customer as protagonist). Finally, the study exposes research gaps and recommends future directions for exploration (monetization of products in the metaverse, promotion and marketing strategies in the metaverse, new profiles for marketing professionals, policy development that regulates commercial activity in the metaverse).

Tammo H. A. Bijmolt, M. Broekhuis, S. de Leeuw et al.

Abstract To compete in today’s omni-channel business context, it is essential for firms to co-ordinate their activities across channels and across different stages of the customer journey and the product flow. This requires firms to adopt an integrative approach, addressing each omni-channel design decision from a dual demand-side (marketing) and supply-side (operations) perspective. However, both in practice and in academic research, such an integrative approach is still in an immature stage. In this article, a framework is developed with the following key decision areas: (i) assortment & inventory, (ii) distribution & delivery and (iii) returns. These affect both the customer journey and the product flow. As a consequence of the resulting interdependencies between the firm’s functions, addressing the issues that arise in the three decision areas requires an integrated marketing and operations perspective. For each of the areas, the key decisions that affect or involve both the customer journey and product flow are identified first. Next, for each decision, the marketing and operational goals and the tensions that arise when these goals are not perfectly aligned are described. The opportunities for relieving these tensions are also discussed and possible directions for future research aimed at addressing these tensions and opportunities are presented.

Hruday Ballav Behera, Pranabesh Ghosh, Jyotirmoy Koley Wbes et al.

The role of women in rural marketing is increasingly recognized as vital for fostering economic development and social empowerment in rural communities. This study investigates the empowerment pathways, economic contributions, challenges, and future directions of women in rural marketing, aiming to provide insights for policymakers, practitioners, and stakeholders seeking to promote gender equality and inclusive development. Rural marketing encompasses the promotion and distribution of goods and services in rural areas, where women play diverse roles across the value chain. Despite their significant contributions, women in rural marketing face various challenges and barriers that hinder their full participation and empowerment. Addressing these challenges requires holistic interventions that promote gender equality, enhance access to resources, and empower women to participate fully in economic activities. Women's participation in rural marketing serves as a catalyst for empowerment across multiple dimensions. Economically, women's engagement in market-related activities provides them with opportunities for financial independence, income generation, and asset accumulation. Socially, women's involvement in market cooperatives and entrepreneurial ventures enhances their social capital, decision-making autonomy, and leadership skills. Politically, participation in market-based organizations empowers women to advocate for their rights and interests at the local and regional levels, contributing to more inclusive governance systems. The study quantifies the significant economic contributions of women in rural marketing through income generation assessments and value chain analysis. Women-led enterprises, such as agro-processing units and handicrafts cooperatives, generate substantial income streams and employment opportunities. Moreover, women's involvement in adding value to agricultural products enhances market linkages and profitability, thereby contributing to poverty alleviation and sustainable livelihoods. Despite their contributions, women in rural marketing face challenges such as limited access to resources, social norms, and infrastructure deficiencies. Addressing these challenges requires policy interventions that promote gender equality, enhance access to resources, and strengthen market infrastructure. Future research and initiatives should focus on enhancing women's access to resources, promoting gender-responsive policies, and fostering collaboration among stakeholders to harness the full potential of women in rural marketing. The study highlights the transformative potential of women in rural marketing for fostering economic development and social empowerment. By recognizing and addressing the challenges women face, policymakers, practitioners, and stakeholders can promote gender equality and inclusive development, thereby contributing to sustainable rural livelihoods and resilient communities.

Henrik Gillström

Electrifying road freight transport can heavily reduce the sector’s climate impact; however, there exist many uncertainties for making a large-scale transition, especially for logistics companies. In response, the purpose of this article is to identify and describe barriers to transition, but also strategies for how the barriers can be managed. To address the purpose, an interview study was carried out together with two complementary workshops to capture the views of relevant actors. Barriers to electrification are clustered into four separate areas: practical and technological barriers, financial barriers, institutional barriers, and social and cultural barriers. Low cost and high logistics performance are viewed as logistics companies’ competitive advantages, but they are expected to be challenged when making the transition. The current structure of the transport chain also further complicates things: it is transaction-based and risks and benefits can occur in its different parts. This is an issue, since the actor that is forced to take risks is not always the actor that benefits the most. One way to manage this is for actors to form more long-term commitments through collaborations. Moreover, it can be advantageous to start electrifying subsystems that can be described as ‘closed’ and ‘static’, i.e. predictable and easy to control, such as transport between terminals. At the other end of the spectrum, subsystems that are ‘open’ and ‘dynamic’ are the ones that are most difficult to electrify.

D. Heryadi, Iain Pontianak, Ita Nurcholifah et al.

Large-scale social restrictions (PSBB) cause conventional marketing of company products to be limited. The purpose of this study was to examine the impact of the marketing approach during the Covid-19 pandemic on the performance of MSMEs with technology as a moderator variable with the research subject being Kripik "Ma Icih" MSME customers. MSMEs during the pandemic must be able to carry out product marketing using social media applications. A sample of 100 respondents became the sample of this study. The data collection approach has been tested for validity and reliability by reporting, interviews, and questionnaires. The results showed that: (1) With a value of 0.767 and a P-value of 0.0033, the effect of production on MSME performance is positive and significant. (2) With a result of 0.000<0.05, technology moderates the impact of production on MSME performance in a positive and significant way. (3) Production on MSME performance is positive and significant with a value of 0.468 and a P-Value of 0.042 (4) The positive and significant distribution of MSME performance moderated by technology shows a result of 0.030 <0.05 (5) There is a positive and significant difference between direct marketing and MSME performance with a value of 0.265 and a P-Value of 0.000. (6) the positive and significant effect of direct marketing on the performance of MSMEs moderated by technology shows a result of 0.000 <0.05.

Al Braik, Yahya Saleh, Ayham A. M. Jaaron

ABSTRACT Although literature investigating role of Green Marketing (GM) in enhancing firm’s performance is voluminous, there is a scarcity of studies exploring effects of GM on organizational sustainable performance in developing countries context. This study explores the impact of implementing GM on organizational sustainable performance in Palestinian food industries. To this end, GM practices and organizational sustainable performance-related data were collected through a questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show a modest, unstructured quasi-GM strategy. More specifically, both green product and green placement and distribution contribute to enhancing the firm’s environmental performance (EP), while green promotion enhances the economic performance (EcP). Also, the social performance (SP) is affected by the green placement and distribution. However, green pricing has no significant effect on the organizational sustainable performance. This study is among few studies exploring impacts of GM on firm’s organizational sustainable performance in developing countries context, thus adding significant value to the literature by attempting to counter sustainable performance issues in current complex business environments.

H. Duh, O. Pwaka

PurposeDespite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained performances needed examination. Guided by self-congruity theory and integrating three models, the authors examined how much the retailer's brand performances (brand loyalty, equity, preference and repurchase intentions) were emanating from brand personalities and marketing offerings. The mediating roles of brand loyalty and equity were tested.Design/methodology/approachCross-sectional data was collected from 480 frequent customers using an online questionnaire posted on the researchers' social media pages. Factor analysis was conducted to identify the dimension that best describes the grocery retailer. Partial least square–structural equation modelling (PLS-SEM) was used to test a conceptual model.FindingsFactor analysis results show that brand sincerity (28.582% variance-explained; M = 4.1) was top (factor 1), followed by excitement (20.336% variance-explained; M = 3.9) and then trustworthiness (18.854% variance-explained; M = 3.87). PLS-SEM results revealed that two brand personalities (brand excitement and trustworthiness) and marketing offerings (price, place, product, promotion) impacted loyalty found to be a strong driver of brand equity. Repurchase intention and brand preference were influenced by brand equity. Brand loyalty mediated most of the relationships between brand personality dimensions, marketing offerings and brand equity. Brand equity also significantly mediated the relationships between brand loyalty, preference and repurchase intentions. The integrated model produced high explanatory powers with brand equity (67.8%), brand preference (71.7%), brand loyalty (63.2%) and repurchase intentions (54.2%).Originality/valueThe study extends a brand personality-loyalty model through integrating two other models that provided marketing offerings and brand equity outcomes. It demonstrates that a stream of profitable customers' responses awaits a retailer who holds both brand and customer mindsets by building admired brand personalities while providing desired marketing offerings.

O. AlQudah

Purpose: The purpose of this empirical research article is to investigate the association between e-marketing mix strategy (EMMS) and organizational performance (OP) in Jordanian SMEs.   Theoretical framework: The study used a quantitative research methodology to explore the impact of EMMS factors on OP indicators, such as product development, pricing strategies, promotional activities, and online distribution channels.   Design/methodology/approach: The study's data is gathered using a survey questionnaire issued to 250 Jordanian SMEs. The dependent variables include OP indicators such as financial performance, customer happiness, market share, and innovation, whereas the independent variables are EMMS factors. Control factors including business size, firm age, and industry type are also taken into account. To evaluate the hypothesized correlations, the obtained data is analyzed using the PLS-SEM (PLS 4.0) technique.   Findings: The results of this study show that in the Jordanian context, all e-marketing techniques, including product development, price strategies, promotional activities, and online distribution channels, have a significant positive impact on OP metrics   Research implications: The findings of this study demonstrate the value of e-marketing and the necessity of sound e-marketing tactics for fostering the expansion and competitiveness of SMEs in the digital era.   Practical and social implications: The study underscores the significance of implementing e-marketing strategies for SMEs in Jordan, as they contribute to enhancing OP. Policymakers can utilize these findings to develop supportive measures for SMEs, while practitioners can gain insights into the value of e-marketing strategies in achieving growth and competitiveness.   Originality/value: This study adds to the current literature by investigating the association between EMMS and OP in Jordanian SMEs. The study adds to the field's knowledge base by providing empirical evidence and insights on the impact of various e-marketing methods on OP measures.

Abdelkader SAHED, Hacene KAHOUI

Forecasting electricity consumption is necessary for electric grid operation and utility resource planning, as well as to improve energy security and grid resilience. Thus, this research aims to investigate the prediction performance of the ARIMA and LSTM neural network model using electricity consumption data during the period 1990 to 2020. The time series for electricity consumption is divided into 70% for training data and 30% for test data. The results showed that the LSTM model provided improved forecasting accuracy than the ARIMA model.

Hasan Al-Banna Mohamed, Hishamuddin Mohd Som, Norashikin Sahol Hamid et al.

This study examines the relationship between career planning and job satisfaction of Armed Forces personnel in Malaysia. It determines the mediating effect of career development on the relationship between career planning and job satisfaction. This study was conducted because there is negligible attention given to the effects of career planning and career development on job satisfaction, mainly in the Malaysian Armed Forces context. The IBM Social Science Statistical Package (IBM SPSS) application was used in the data analysis using descriptive and inferential analysis. The outcomes displayed three important findings: First, the significant relationship between career planning and job satisfaction. Second, the relationship between career development and job satisfaction was significant. Third, the result statistically confirms that the effect of career planning on job satisfaction is indirectly affected by career development in the organisational sample. Further, the study discusses the contributions and recommendations based on the significant findings. In conclusion, the career planning among Malaysian Armed Forces personnel should be explained and aligned with their career development since it will affect their job satisfaction and increase their work performance in national defence and security. 

Otmani Mohammed Lamine, Ahmed Mahmodi

تهدف هذه الدراسة الى معرفة مدى تأثير الابتكار في عناصر المزيج التسويقي على  تفضيلات المستهلكين الجزائريين للهواتف الذكية المحلية والأجنبية، منطلقا من نموذج مفترض يأخذ طبيعة العلاقة بين الابتكار في عناصر المزيج التسويقي وتفضيل المستهلك للهاتف الذكي الهاتف الذكي المحلي والأجنبي، وتم بناء فرضيتين أساسيتين تنبثق منها مجموعة من الفرضيات الفرعية، وتحقيقا لهدف البحث واكمال متطلباته باشرنا بإعداد إطار نظري وتطبيقي يعالج متغيرات الدراسة، ولمعالجة البيانات والمعطيات الواردة من مئتي مستعمل للهواتف الذكية قد وزعت استبانة عليهم استخدمنا بعض الأساليب الاحصائية باستخدام البرنامج الاحصائي  spss 26لإعطاء نتائج أكثر دقة وتأكيد ثم تحليل النتائج واختبار الفرضيات، ومنه توصلنا إلى أن هناك علاقة ارتباط قوية وأثر بين الابتكار في عناصر المزيج التسويقي وتفضيلات المستهلكين للهواتف الذكية ، وتوصلنا إلى مجموعة من الاستنتاجات والتوصيات التي تبرز أهمية الابتكار في عناصر المزيج التسويقي  لبناء قاعدة تفضيلية، انطلاقا من عينة هذه الدراسة وصولا إلى مجتمع الدراسة وهو السوق الجزائري و توظيف جميع عناصره للوصول بالمنتج المحلي لأكبر شريحة سوقية ممكنة.

Didit Darmawan, Elodie Grenier

The marketing mix is one of the most important aspects of marketing activities and plays an important role in creating value and satisfaction to meet customer expectations. The concept of the marketing mix serves as a tool used by an organization to survive in a competitive environment. This concept is controlled by the organization and consists of four main components namely product, price, distribution and promotion. For bids in the form of services, the marketing mix develops into seven components according to the characteristics of the service offer. Three additional components are the service provider, process, physical evidence. The service marketing mix is a formulation of a competitive advantage strategy for organizations. The human factor directly involved in the exchange process makes human resources an important figure of strategic application. Customer-oriented competitive advantage should be implemented by service providers with the appropriate formulation of the marketing mix. Marketing mix and competitive advantage are strategic relationships that are very important for the survival of the company.

A. Aliahmadi, Hamed Nozari, Javid Ghahremani-Nahr

In today's world, huge amounts of information affect all aspects of our lives and play an important role in our decisions. The importance of big data in business, like other key processes in the organization, has not hidden from experts. Access to big data can play an important role in understanding audience behavior, planning advertising campaigns, deciding on a marketing mix such as changing a product and selecting its distribution channels, implementing e-marketing strategies, content production strategies, and many other micro and macro decisions. The Internet of Things as a transformative technology is one of the most important sources of big data production. The use of social networks and online platforms in marketing, allows companies to interact with consumers in a targeted manner and provide the required information as soon as possible. In addition to high volume, IoT data also has high accuracy and purity, based on performance. Despite all the positive features of IoT-based smart marketing and the presence of big data, the disclosure of private information is the main problem. Therefore, it is necessary to pay attention to methods, approaches and technologies that can help eliminate this complication. It seems that blockchain technology with features such as tracking, transparency and security enhancement, can help to eliminate this problem and improve the performance of the digital marketing industry. For this reason, this chapter of the book provides a conceptual framework for demonstrating the causal relationships of the elements that make up an intelligent marketing system based on these evolving technologies. Understanding this framework will help implement a smart and capable marketing system.

Xiaoxia Chen, Xiaofeng Su, Zhongbin Li et al.

The relationship between collaborative marketing and customer loyalty has attracted attention in retail practice. However, in omni-channel retail, the impact mechanism of the two needs to be further defined academically. Based on the theoretical analysis of the stimulus-organism-response (SOR) framework, this paper systematically creates a research model of the impact of omni-channel collaborative marketing on new customer loyalty. It leads an empirical study using structural equation modeling with survey data from 550 agri-fresh produce omni-channel customers. The samples obtained this time is more appropriate to the overall characteristics of fresh omni-channel customers. The structural equation modeling (SEM) research model was developed on the impact of omnichannel collaborative marketing on new customer loyalty. The results show that both dimensions, i.e., price coordination and service and distribution coordination of omni-channel collaborative marketing strategy, positively affect omni-channel shopping experience and customer loyalty. Moreover, product and sales promotion coordination do not directly affect customer loyalty but through the mediating effects of the omni-channel shopping experience. Omni-channel shopping experience plays a mediating role in the relationship between omni-channel collaborative marketing and customer loyalty.