Hasil untuk "Marketing. Distribution of products"

P. Kotler, J. Bowen, J. Makens

R. Peterson, S. Balasubramanian, Bart J. Bronnenberg

R. Araújo, R. M. Rodríguez-Jasso, H. Ruiz et al.

Abstract Background Avocado (Persea americana Mill.) is a tropical and subtropical fruit that is native to Mexico and Central America; avocado is gaining increasing worldwide acceptance and has received extensive marketing and a wide distribution due to its relevant nutritional benefits for human health. Mexico harvests more than 30% of avocados worldwide, representing the main producer and exporter of avocado, which has become a crop of high interest and has great economic impact on Mexico. Scope and approach In this paper, we describe relevant information on the production, composition and application of avocado, with an emphasis on its by-products, focusing on the proper use of waste and the possibility of monetizing waste for nutritional and environmental purposes. The entire avocado is rich in biocompounds (pulp, seed and peel) and has many health benefits, such as antimicrobial, antioxidant and anticancer activities, as well as dermatological uses and others. In this paper, we demonstrate the current panorama of production, exportation and uses of avocado in Mexico. Key findings and conclusions Several food grade ingredients can be obtained from avocado wastes, particularly premium-grade fats or extracts with a high functional power. Studies should continue to identify the profiles and phytochemicals available to the business sector, which can also be implemented to valorize the nutritional and functional potential of avocado seeds and peels.

Khoo Terh Jing, Chin Yee Ha , Mohd Wira Mohd Shafiei et al.

This research explores the current green site management practices (GSMPs) commonly practiced by contractors. While the construction industry has contributed significantly to Malaysia’s development, it has also raised various environmental concerns. GSMPs are gaining attention as a solution to these issues. Nevertheless, their implementation faces various challenges, such as financial concerns and a lack of knowledge. A qualitative approach was adopted to focus on contractors’ experiences with green practices. Five contractors were randomly selected from the construction sites in Malaysia using the convenience sampling method. These respondents, all at the management level, were well-positioned to provide insights. Data collection continued until no new issues emerged from the interviews. The findings revealed that GSMPs are becoming a current trend within the industry. Contractors are beginning to integrate green practices in their construction activities, focusing on construction site waste management, workforce management, best regulatory practices, site establishment and administration, and site facilities. However, there is a notable lack of awareness and knowledge about these green practices among contractors. The study offers practical implications for the future of GSMPs, highlighting the need for increased understanding and adoption. By elaborating on available practices and their implications, this study aims to encourage broader implementation of GSMPs in construction sites.

Sanchari Ganguly, Pritha Das, Manoranjan Maiti

Cap-and-trade regulation is a strategy to reduce carbon emissions (CEs). During production, CEs are reduced by green technology. In a dual-channel supply chain (DCSC), customers try a product at an offline store but purchase it online (showrooming effect). Additionally, using internet information services, some customers purchase offline (ropo effect). Due to demand uncertainty, neutrosophic fuzzy sets are used to appropriately express a parameter’s impreciseness. We develop a game-theoretic model where a manufacturer produces non-green and green products using carbon reduction technology, sells the products through a traditional retailer (offline), and owns an online channel for imprecise market demands. Customers free-ride from both the channels. The CE from transportation and the non-green products are considered. For carbon costs, a cap and trade policy is adopted. The neutrosophic fuzzy variables indicate the impreciseness of the demand, bidirectional free-riding, and product greenness. These variables determine channel members’ truth, indeterminacy, and falsity degrees. Different models with some prices (inconsistent and consistent) and service efforts as decision variables are analyzed using the Stackelberg game approach. After the derivation of the corresponding equilibrium equations, numerical experiments are presented to verify the validity of our conclusions. The findings show that although free-riding is detrimental to the retailer, it becomes advantageous if its direction is altered. The profit of the retailer with consistent prices is higher than the inconsistent one. Opposite outcomes are observed for the manufacturer. The channel members’ profits are more under the neutrosophic fuzzy environment than deterministic/fuzzy. Some managerial insights and conclusions are presented.

A. Dudziak, M. Stoma, Emilia Osmólska

Background: Researchers and marketing specialists study consumer behaviour in the market because it is an important part of economics. There is a growing trend among consumers to buy local products. Consumers know that buying local products is seen to support local producers and entrepreneurs and protect the domestic economy. Methods: A diagnostic survey analysis was conducted among 404 respondents from Eastern Poland in 2022 to achieve the research objectives. The aim was to present the specifics of the phenomenon of consumer behaviour in relation to the place of purchase of food products, with particular emphasis on local products, according to the qualitative approach adopted. An attempt was made to identify and evaluate the attitudes and declarations of individual consumers in this area. A questionnaire was used as the research tool, and its distribution was carried out entirely electronically via the Internet. Results: The study showed that shopping habits vary by location and age, with hypermarkets and local stores popular among both men and women, while online shopping and wholesale options were also common. Conclusions: Understanding how consumers make decisions is a complex task, as it involves various factors such as thoughts, emotions and actions that lead to product selection and purchase. These factors can vary based on demographic characteristics, such as gender, age, and location. Studies have shown that Polish consumers are more likely to buy local products from large chain stores than from smaller manufacturer-owned stores, and prefer domestically produced goods, which is reflected in an ethnocentric attitude toward the local market.

Given the significant role that banks play in the global economy and the inherent risks they encounter in their day-to-day operations, studying operational risk management in banks is crucial. The purpose of this research is to comprehend the operational risk management challenges in banks, mainly focusing on human errors and management response to them, as human factors often play an important role in operational failures. The aim of this paper is to investigate the governance cultures and operational risk management strategies of banks, to identify the gaps in risk mitigation activities and controls and to determine the improvements needed to minimize human errors. This research aims to provide prospective operational risk management solutions for banks by gathering and analysing survey data from finance sector employees worldwide as well as empirical information, making the topic practical. Factors influencing operational risk management form the basis of the qualitative method used in this study. The main findings indicate that management’s attitude towards human errors and the role of risk governance structures, such as risk committees and internal control functions, have significant relationships with the reasons for human errors in banks and thus have an impact on operational risk management in banks. Banks need to examine their risk management frameworks; evaluate the standard reactions of bank management to human error, such as root cause analysis, incident investigation, and planning for corrective action; strengthen their working policies; integrate more lessons learned from sessions and training; re-evaluate their internal controls; and analyse their escalation procedures. Studying management response to human errors and key controls in banks has several practical implications for organizations. First, insights from this research can help banks enhance their risk management practices, identify their weaknesses, improve their internal controls, and put preventive measures in place to reduce the possibility and consequences of human errors. Second, a positive safety culture can be promoted by encouraging open collaboration, accountability and learning from mistakes. Third, enhancing employee improvement and training can be achieved by understanding the needs of employee development based on the insights from this study. Finally, studying management responses to human errors can help banks oversee compliance with regulatory reporting standards, investigation protocols, and corrective measure specifications.

Mellania Indah Puspadewi, Dyah Sugandini

Celebrity endorsers are an important part of a product's promotional strategy and marketing campaign. The hope is that the image or quality of the celebrity will be transferred to the product and stimulate sales to increase the Purchase Behavior of consumers. The purpose of this study is to determine the effect of celebrity endorsers and green perceived value on purchase behavior mediated by the green trust by consumers at Easy Peasy Salad Bar & Healthy Catering. The method used in this study was causative correlational research involving 175 samples. The questionnaire became an instrument in this study using 19 indicators from each variable. The results of this study show the influence of Celebrity Endorsers and Green Perceived Value positively and significantly; Green trust is directly stated to have an influence and significance in mediating the influence of Celebrity Endorsers and Green Perceived Value on Purchase Behavior, as well as green trust have a positive and significant influence on Purchase Behavior in consumers at Easy Peasy Salad Bar &; Healthy Catering.

Aisyah Fitri Pasaribu, Tri Inda Fadhila Rahma, B. Dharma

Abstract : This study aims to determine the effect of Content Marketing, Viral Marketing and Influencers on Buying Interest in Students. This type of research is quantitative with a questionnaire distribution method. Respondents in this study were 100 students from the Faculty of Economics and Islamic Business, State Islamic University of North Sumatra. The technique used is purposive sampling. The method used in this research is variance-based Structural Equation Modeling (SEM) analysis, namely Patrial Least Square (PLS). The results of this study indicate the influence of Viral Marketing on Buying Interest in Skincare Products. While the Content Marketing and Influencer Variables show no influence on the Interest in Buying Skincare Products in Students.

Ofiana Ulandari

In the development of BUMDes Sumber Rejeki Samir experienced ups and downs in sales volume as in September-December 2022. So that researchers are interested in studying the marketing mix carried out by BUMDes Sumber Rejeki in increasing sales. The purpose of this study is to determine the effectiveness of the 4P marketing mix strategy (product, price, place, promotion). This type of research uses a qualitative descriptive approach. Data types and sources are primary and secondary data, data collection techniques are carried out by means of interviews and observations. Based on the results of the research conducted that: Product: the strategy used is to maintain the quantity and quality of products from year to year. Price: by providing a fairly affordable price. Place: a strategic location and direct and indirect distribution so that it is easy to reach. Promotion: promotional activities are carried out through social media, holding bonuses and discounts, and bundling products. The effectiveness of the marketing mix on sales can also be measured through the effectiveness ratio by calculating the percentage of achievement and sales volume targets. Therefore, it can be concluded in this study shows that the 4P marketing mix is very effective in the sales volume of BUMDes Sumber Rejeki.

Jun Kang, Zihe Diao, M. Zanini

Purpose: This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis Design/methodology/approach: A review of business-to-business marketing responses to the COVID-19 crisis in China was conducted Findings: Nine marketing responses built on core business processes were classified into three categories: (1) embedded in product development management process (stretching product lines to meet urgent needs, expanding product lines to meet urgent needs and adjusting products proactively for emerging needs), (2) built on supply chain management process (coordinating suppliers to meet surging demand, migrating to digital distribution channels and solidarity with supply chain members) and (3) related to customer relationship management process (investing in advertising and promotion, cross-selling to existing customers and supporting customers) Originality/value: This study contributes to the literature of marketing responses to COVID-19 by examining the cash flows effects of various marketing responses It also contributes to the business processes based on marketing strategy framework by extending it to the crisis management context In addition, it provides five practical suggestions for business-to-business firms to cope with the COVID-19 crisis © 2020, Emerald Publishing Limited

S. K. Deb, Nandita Mallik

Social media has transformed the tourism industry, shifting it from its conventional model into an extreme knowledge pattern. This study focuses on the use of social media for tourism marketing to enhance tourist satisfaction through user-generated content. A mixed research method was employed, with an exploratory approach used to identify the critical success factors of social media user-generated content (UGC) for marketing tourism products. Purposive sampling was utilized, and data were collected from 200 respondents. To analyze the data, frequency distribution, multiple regression, and hypothesis testing were employed for user-generated content on social media for tourism marketing. The results of the study reveal that people spend an average of one to six hours daily on social media platforms. Graduate students aged 21-30 and employed individuals are more likely to use social media for travel purposes. The study also indicates that factors such as advocacy, a positive brand impression, travel inspiration, and careful content development are crucial for social media in tourism marketing. The travel industry provides visitors with personalized services, offering a social media network that systematically shares users' and like-minded people's experiences, allowing users to customize their anonymity and add value to their personal details.

Rambabu Lavuri, Dimple Kaul, Geetha Mohan et al.

PurposeThis study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.Design/methodology/approachThe data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.FindingsConsumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.Practical implicationsAs a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.Originality/valueThis study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.

Tianqin Shi, Dilip Chhajed, Zhixi Wan et al.

We consider a firm consisting of two divisions, one responsible for designing and manufacturing new products and the other responsible for remanufacturing operations. The firm will sell these new and remanufactured products either directly to the consumer (direct selling) or through an independent retailer (indirect selling). Our study demonstrates that a firm’s organizational structure can affect its marketing decisions. Specifically, a decentralized firm with separate manufacturing and remanufacturing divisions can benefit from indirect selling with higher firm profit, supply chain profit, and total consumer demand than direct selling. Moreover, this structure also induces a remanufacturable product design. In contrast, a centralized firm in which the manufacturing and remanufacturing divisions are consolidated is intuitively better off by choosing direct selling than indirect selling. Furthermore, we show that, surprisingly, when the focal firm sells through an independent retailer, a decentralized internal structure can result in higher supply chain profit than a centralized internal structure. We further investigate the case of dual dedicated channels and conclude that, while direct selling of remanufactured products and indirect selling of new products can better induce a remanufacturable product design and higher supply chain profit, it is not in the best interest of the firm in terms of total sales and firm profit.

G. Abuselidze, Mikola Talavyria, Bogdana Vyshnivska et al.

The consumer market, the production process is focused on the target group of end consumers, which contributes to a freer choice of the marketing strategy of the enterprise. It is proved that the economic mechanism of the formation of distribution systems of enterprises is a system of interaction of sets of factors of an economic and organizational nature, subjects of mediation of their actions and means of influence, taking into account signs of belonging to the internal or external environment, directly influencing or participating in the process of forming a distribution system of products. The optimal management system of a modern enterprise in the food market should be based on a symbiosis of marketing strategic and financial planning. This will allow solving simultaneously a number of tasks of the company's management, namely, adequate and prompt response to changes in the external environment. The authors have identified the means of influencing the formation of marketing, commercial and logistics components of enterprise product distribution systems can be quite deeply differentiated, because the practical implementation of management decisions requires the involvement of a wide range of production and sales tools, which means that they can be specified only for the conditions of a particular enterprise.

Sayudin Sayudin, Widia Ningsih, Isma Elan Maulani et al.

Small and medium industries (SMIs) are an important sector in the Indonesian economy. However, SMIs often experience difficulties in marketing their products due to limited resources and limited market access. Therefore, an appropriate marketing strategy is needed to help SMIs increase sales and expand the market. This study aims to analyze the product marketing strategy of SMIs, especially in terms of determining the right market segment, selecting effective distribution channels, and setting appropriate prices. This research uses a qualitative descriptive method, using case studies on three SMIs in the Jabodetabek area. Data were obtained through literature study and interviews with owners and managers of SMIs, as well as direct observation of products and marketing processes. Data were collected through interviews with owners and managers of SMIs, as well as direct observation of products and marketing processes. Interviews were conducted using structured interview guidelines, while observations were made by observing the product marketing process and its distribution channels. Data were analyzed using qualitative descriptive analysis techniques, namely by collecting data, reducing data, displaying data, and drawing conclusions. The results showed that the three SMIs that became the object of research have different marketing strategies. However, there are similarities in terms of determining the right market segment and selecting effective distribution channels. In addition, appropriate pricing is also an important factor in the product marketing strategy of SMIs. In conclusion, the right marketing strategy can help SMIs increase sales and expand the market

Amina BADREDDINE

The main objective of this paper is to analyze the environment in which the Algerian Start-ups have been confronted since their creation, together with the main actors and mechanisms made available to these groups. Besides, we have firstly provided definition to the conceptual framework of the Start-up in Algeria in terms of legal and economic regulations with everything pertaining to the labeling and creation of Start-ups. Afterwards, we dared to establish a diagnosis of the environment in which they evolve, throughout analyzing the strengths and weaknesses of the main actors and mechanisms dedicated to Start-ups. In virtue of which, we noted the awareness of the Algerian public authorities of the limits of the existing mechanisms dedicated to promoting entrepreneurship in Algeria. As consequence, we advocated the need to adapt the regulatory framework by implementing specific tools for the creation and support of Start-ups, in respect such as incubation and acceleration structures along with the financing formulas and means that are better adapted to the increased needs of Start-ups.

Leslie Lang, Abhishek Behl, Francisco Guzmán et al.

PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

Rati Dhillon, Bhawna Agarwal, N. Rajput

Isabel Eichinger, M. Schreier, S. V. Osselaer

Consumption can provide a feeling of groundedness or being emotionally rooted. This can occur when products connect consumers to their physical (place), social (people), and historic (past) environment. We introduce the concept of groundedness to the literature and show that it increases consumer choice, increases happiness, and increases feelings of safety, strength, and stability. Following these consequential outcomes, we demonstrate how marketers can provide consumers with a feeling of groundedness through product designs, distribution channels, and marketing communications. We also show how they might segment the market using observable proxies for consumers? need for groundedness, such as high computer use, high socio-economic status, or life changes brought on by the COVID-19 pandemic. Taken together, we argue that groundedness is a powerful concept providing a comprehensive explanation for a variety of consumer trends, including the popularity of local, artisanal, and nostalgic products. It seems that in times of digitization, urbanization, and global challenges, the need to feel grounded has become particularly acute.