Abstract: Colour choice has become a common strategy and
correlates highly with marketing. Three broad functions can be
identified for colour in a building context especially applied in
marketing communications, which are its role as an important
parameter in illumination designs, its capacity to influence the visual
appearance of a building in a predictable manner and as an aesthetic
function. The review of literatures shows that colour has an impact on
online marketing communications, and relations between colour, web
and marketing communications.
Abstract: Healthcare providers sometimes use the power of
humor as a treatment and therapy for buffering mental health or easing
mental disorders because humor can provide relief from distress and
conflict. Humor is also very suitable for advertising because of similar
benefits. This study carefully examines humor's widespread use in
advertising and identifies relationships among humor mechanisms,
female depictions, and product types. The purpose is to conceptualize
how humor theories can be used not only to successfully define a
product as fitting within one of four color categories of the product
color matrix, but also to identify compelling contemporary female
depictions through humor in ads. The results can offer an idealization
for marketing managers and consumers to help them understand how
female role depictions can be effectively used with humor in ads. The
four propositions developed herein are derived from related literature,
through the identification of marketing strategy formulations that
achieve product memory enhancement by adopting humor
mechanisms properly matched with female role depictions.
Abstract: The Master-s of Public Health (MPH) degree is
growing in popularity among a number of higher education
institutions throughout the world as a distance education graduate
program. This paper offers an overview of program design and
development strategies that promote successful distance delivery of
MPH programs. Design and development challenges are discussed in
terms of type of distance delivery, accreditation, student demand,
faculty development, user needs, course content, and marketing
strategies. The ongoing development of a distance education MPH
program at Utah State University will be used to highlight and
consider various aspects of this important but challenging process.
Abstract: The main objective of the paper has been represented
by the identification of the changes that occurred in the competitive
environment and their impact on the strategic marketing management
of companies in B2B market. At Romania-s level there has not yet
been done a similar research that studies change management in
crises on business to business field. In order to answer to the paper-s
objectives, a qualitative marketing research (in-depth structured
interview) was conducted, within the top management of 27
companies in Romanian business to business field. The main results
of the research highlight the necessity of a management of change, as
a result of the crises, as follows: changes in the corporate objectives
(from development objectives to maintaining objectives), changes
market segmentation and in competitive advantages, changes at the
level of market strategies and of the marketing mix.
Abstract: In this paper, we present the information life cycle, and analyze the importance of managing the corporate application portfolio across this life cycle. The approach presented here does not correspond just to the extension of the traditional information system development life cycle. This approach is based in the generic life cycle employed in other contexts like manufacturing or marketing. In this paper it is proposed a model of an information system life cycle, supported in the assumption that a system has a limited life. But, this limited life may be extended. This model is also applied in several cases; being reported here two examples of the framework application in a construction enterprise, and in a manufacturing enterprise.
Abstract: The concept of privacy, seen in connection to the consumer's private space and personalization, has recently gained a higher importance as a consequence of the increasing marketing efforts of the organizations based on the capturing, processing and usage of consumer-s personal data.Paper intends to provide a definition of the consumer-s private space based on the types of personal data the consumer is willing to disclose, to assess the attitude toward personalization and to identify the means preferred by consumers to control their personal data and defend their private space. Several implications generated through the definition of the consumer-s private space are identified and weighted from both the consumers- and organizations- perspectives.
Abstract: Many Thai movies have been very popular
domestically and internationally. Some movies were box office hits
and receiving awards. However, there has not yet been research
about how Thai movies can sell in international markets
The objectives of the research were 1) To analyze the
characteristics of Thai movies that can sell to world audiences; 2) To
investigate the factors making Thai movies into foreign markets. Thai
film professionals were interviewed. Their ideas were analyzed to
find out what factors contributing to Thai movies widely seen in
worldwide markets. Nine foreign audiences were also interviewed to
reveal what characteristics of Thai movies would be well accepted by
the markets.
The results showed that major characteristics of Thai movies
proving successful worldwide were cultural and exotic Thai movies,
outstanding genres, well-known actors, music and songs. Factors
contributing to global market were marketing, qualities of Thai
movies, and financial support from the government.
Abstract: Modeling product configurations needs large amounts of knowledge about technical and marketing restrictions on the product. Previous attempts to automate product configurations concentrate on representations and management of the knowledge for specific domains in fixed and isolated computing environments. Since the knowledge about product configurations is subject to continuous change and hard to express, these attempts often failed to efficiently manage and exchange the knowledge in collaborative product development. In this paper, XML Topic Map (XTM) is introduced to represent and exchange the knowledge about product configurations in collaborative product development. A product configuration model based on XTM along with its merger and inference facilities enables configuration engineers in collaborative product development to manage and exchange their knowledge efficiently. A prototype implementation is also presented to demonstrate the proposed model can be applied to engineering information systems to exchange the product configuration knowledge.
Abstract: This study investigates CO2 mitigation by methanol
synthesis from flue gas CO2 and H2 generation through water
electrolysis. Electrolytic hydrogen generation is viable provided that
the required electrical power is supplied from renewable energy
resources; whereby power generation from renewable resources is yet
commercial challenging. This approach contribute to zero-emission,
moreover it produce oxygen which could be used as feedstock for
chemical process. At ZPC, however, oxygen would be utilized
through partial oxidation of methane in autothermal reactor (ATR);
this makes ease the difficulties of O2 delivery and marketing. On the
other hand, onboard hydrogen storage and consumption; in methanol
plant; make the project economically more competitive.
Abstract: Text data mining is a process of exploratory data
analysis. Classification maps data into predefined groups or classes.
It is often referred to as supervised learning because the classes are
determined before examining the data. This paper describes proposed
radial basis function Classifier that performs comparative crossvalidation
for existing radial basis function Classifier. The feasibility
and the benefits of the proposed approach are demonstrated by means
of data mining problem: direct Marketing. Direct marketing has
become an important application field of data mining. Comparative
Cross-validation involves estimation of accuracy by either stratified
k-fold cross-validation or equivalent repeated random subsampling.
While the proposed method may have high bias; its performance
(accuracy estimation in our case) may be poor due to high variance.
Thus the accuracy with proposed radial basis function Classifier was
less than with the existing radial basis function Classifier. However
there is smaller the improvement in runtime and larger improvement
in precision and recall. In the proposed method Classification
accuracy and prediction accuracy are determined where the
prediction accuracy is comparatively high.
Abstract: Due to the fast development of technology, the
competition of technological products is turbulent; therefore, it is
important to understand the market trend, consumers- demand and
preferences. As the smartphones are prevalent, the main purpose of
this paper is to utilize Analytic Hierarchy Process (AHP) to analyze
consumer-s purchase evaluation factors of smartphones. Through the
AHP expert questionnaire, the smartphones- main functions are
classified as “user interface", “mobile commerce functions",
“hardware and software specifications", “entertainment functions" and
“appearance and design", five aspects to analyze the weights. Then
four evaluation criteria are evaluated under each aspect to rank the
weights. Based on an analysis of data shows that consumers consider
when purchase factors are “hardware and software specifications",
“user interface", “appearance and design", “mobile commerce
functions" and “entertainment functions" in sequence. The “hardware
and software specifications" aspect obtains the weight of 33.18%; it is
the most important factor that consumers are taken into account. In
addition, the most important evaluation criteria are central processing
unit, operating system, touch screen, and battery function in sequence.
The results of the study can be adopted as reference data for mobile
phone manufacturers in the future on the design and marketing
strategy to satisfy the voice of customer.
Abstract: This paper compares the search engine marketing
strategies adopted in China and the Western countries through two illustrative cases, namely, Google and Baidu. Marketers in the West
use search engine optimization (SEO) to rank their sites higher for
queries in Google. Baidu, however, offers paid search placement, or the selling of engine results for particular keywords to the higher
bidders. Whereas Google has been providing innovative services ranging from Google Map to Google Blog, Baidu remains focused on
search services – the one that it does best. The challenges and
opportunities of the Chinese Internet market offered to global entrepreneurs are also discussed in the paper
Abstract: Recently, the design is becoming important in product development. The technology which is a strong point of Japan is immediately caught up by the foreign countries, and the price competition begins. Therefore companies tend to plan differentiation of products by the design or a color. The purpose of my work was to consider the optimal color for using by product development. We needed to clarify the thing leading to color preference for this purpose. Two kinds of investigations were made. By the first investigation, we found out that a geographical factor difference existed in color preference. Then, investigation which regarded the difference as latitude was conducted. However, the result expected from the difference in latitude was not obtained. It seems that it is necessary to set up difference of latitude a little more greatly, or to reexamine by other geographical factors.
Abstract: "Bazaar" is a Persian word from the language of Iranians of 2500 years ago which has entered the languages of other countries. “Bazaar", the trading or marketing place with the architectural principles and concerns, was formed in Iran because of the long experience of marketing. This has become a valuable inheritance of Islamic ideological civilization and Iranian advanced architecture and a model of Islamic-marketing places with spectacular elements and parts, and the place for economical, social and cultural exchanges. “Bazaars" are found in cities of Iran and many Islamic countries in west of Asia and north of Africa. With the stable structure and function as a symbol of social values, this place has become the economic center and the illustration of stable architecture and advanced principles. “Bazaars" as the heart of Iranian cities economy with several major and minor rows of shops, in closed and open areas, along a fixed line or branches with beautiful arcs, patios, and frameworks are among the main national inheritance of Iran and one of the important Iranian architectural treasures because of its Iranian nobility.
Abstract: The ARMrayan Multimedia Mobile CMS (Content
Management System) is the first mobile CMS that gives the
opportunity to users for creating multimedia J2ME mobile
applications with their desired content, design and logo; simply,
without any need for writing even a line of code. The low-level
programming and compatibility problems of the J2ME, along with
UI designing difficulties, makes it hard for most people –even
programmers- to broadcast their content to the widespread mobile
phones used by nearly all people. This system provides user-friendly,
PC-based tools for creating a tree index of pages and inserting
multiple multimedia contents (e.g. sound, video and picture) in each
page for creating a J2ME mobile application. The output is a standalone
Java mobile application that has a user interface, shows texts
and pictures and plays music and videos regardless of the type of
devices used as long as the devices support the J2ME platform.
Bitmap fonts have also been used thus Middle Eastern languages can
be easily supported on all mobile phone devices. We omitted
programming concepts for users in order to simplify multimedia
content-oriented mobile applictaion designing for use in educational,
cultural or marketing centers. Ordinary operators can now create a
variety of multimedia mobile applications such as tutorials,
catalogues, books, and guides in minutes rather than months.
Simplicity and power has been the goal of this CMS. In this paper,
we present the software engineered-designed concepts of the
ARMrayan MCMS along with the implementation challenges faces
and solutions adapted.
Abstract: In general, small-scale vegetables farmers experience
problems in improving the safety and quality of vegetables supplied
to high-class consumers in modern retailers. They also lack of
information to access market. The farmers group and/or cooperative
(FGC) should be able to assist its members by providing training in
handling and packing vegetables and enhancing marketing
capabilities to sell commodities to the modern retailers. This study
proposes an agri-food supply chain (ASC) model that involves the
corporate social responsibility (CSR) activities to cultivate the
capabilities of farmers to access market. Multi period ASC model is
formulated as Weighted Goal Programming (WGP) to analyze the
impacts of CSR programs to empower the FGCs in managing the
small-scale vegetables farmers. The results show that the proposed
model can be used to determine the priority of programs in order to
maximize the four goals to be achieved in the CSR programs.
Abstract: Innovation is being view from four areas of
innovation, product, service, technology, and marketing. Whereas
customer loyalty is composed of customer expectation, perceived
quality, perceived value, corporate image, customer satisfaction,
customer trust/confidence, customer commitment, customer
complaint, and customer loyalty. This study aimed to investigate the
influence of innovation factors to customer loyalty to GSM in the
telecom companies where use of products and services. Structural
Equation Modeling (SEM) using to analyze innovation factors. It was
found the factor of innovation have significant influence on customer
loyalty.
Abstract: Mobile marketing through mobile messaging service
has highly impressive growth as it enables e-business firms to
communicate with their customers effectively. Educational
institutions hence start using this service to enhance communication
with their students. Previous studies, however, have limited
understanding of applying mobile messaging service in education.
This study proposes a theoretical model to understand the drivers of
students- intentions to use the university-s mobile messaging service.
The model indicates that social influence, perceived control and
attitudes affect students- intention to use the university-s mobile
messaging service. It also provides five antecedents of students-
attitudes–perceived utility (information utility, entertainment utility,
and social utility), innovativeness, information seeking, transaction
specificity (content specificity, sender specificity, and time
specificity) and privacy concern. The proposed model enables
universities to understand what students concern about the use of a
mobile messaging service in universities and handle the service more
effectively. The paper discusses the model development and
concludes with limitations and implications of the proposed model.
Abstract: Service quality has become a centerpiece for airline companies in vying with one another and keeps their image in the minds of passengers. Many airlines have pushed service quality through service personalization which includes both ground and on board especially from the viewpoint of retaining satisfied passengers and attracting new ones. Besides those, in-flight meals/food service is another important aspect of the airline operation. The in flight meals/food services now are seen as part of marketing strategies in attracting business or leisure travelers. This study reports the outcomes of the investigation on in-flight meals/food attributes toward passengers- level of satisfaction and re-flying intention. Taste, freshness, appearance of in-flight meals/food served and menu choices are important to the airlines passengers especially for the long haul flight. Food not only contributes to the prediction of the airline passengers- levels of satisfaction but besides other factors slightly influence passengers- re- flying intention. Airline companies therefore should not ignore this element but take the opportunity to create more attractive and acceptable in-flight meals/food along with other matter as marketing tools in attracting passengers to re-flying with them.
Abstract: Marketing is an essential issue to the survival of any
real estate company in Turkey. There are some factors which are
constraining the achievements of the marketing and sales strategies in
the Turkey real estate industry. This study aims to identify and
prioritise the most significant constraints to marketing in real estate
sector and new strategies based on those constraints. This study is
based on survey method, where the respondents such as credit
counsellors, real estate investors, consultants, academicians and
marketing representatives in Turkey were asked to rank forty seven
sub-factors according to their levels of impact. The results of Multiattribute
analytical technique indicated that the main subcomponents
having impact on marketing in real estate sector are interest rates, real
estate credit availability, accessibility, company image and consumer
real income, respectively. The identified constraints are expected to
guide the marketing team in a sales-effective way.