Abstract: Global economy today is full of sophistication. All
over the world, business and marketing practices are undergoing
unprecedented transformation. In realization of this fact, the federal
government of Nigeria has put in place a robust transformation
agenda in order to put Nigeria in a better position to be a competitive
player and in the process transform all sectors of its economy. New
technologies, especially the Internet, are the driving force behind this
transformation. However, technology has inadvertently affected the
way businesses are done thus necessitating the acquisition of new
skills. In developing countries like Nigeria, citizens are still battling
with effective application of those technologies. Obviously, students
of business education need to acquire relevant business knowledge to
be able to transit into the world of work on graduation from school
and compete favorably in the labor market. Therefore, effective
utilization of social media by both teachers and students can help
extensively in empowering students with the needed skills. Social
media which is a group of Internet-based applications built on the
ideological foundations of Web 2.0, that allow the creation and
exchange of user generated content, and if incorporated into the
classroom experience may be the needed answer to unemployment
and poverty in Nigeria as beneficiaries can easily connect with
existing and potential enterprises and customers, engage with them
and reinforce mutual business benefits. Challenges and benefits of
social media use in education in Nigeria universities were revealed in
this study.
Abstract: This research aimed to investigate the relationship
between attitude towards marketing mix, brand image and consumer
behavior of the passengers of low-cost airlines service. This study
employed by quantitative research and the questionnaire was used to
collect the data from 400 sampled of the passengers who have ever
used the low-cost airline services based in Bangkok, Thailand. The
descriptive statistics and Pearson’s correlation analysis were used to
analyze data. The research results revealed that the attitude of the marketing mix
of the low-cost airline services including product, price, place,
promotion and process had related to the consumer behavior on the
aspects of duration of service and frequency of service. While, the
brand image of the low cost airline including the characteristics of
organization, service quality and company identity had related to the
consumer behavior on duration of service, frequency of service and
cost of service at the significant statistically acceptable levels.
Abstract: Selling has changed. Selling has taken on aspects of
relationship marketing and sales force play a critical role in
developing long-term relationships between buyers and sellers which
is seen to serve the company’s targets and create success for a long
run. The purpose of this study was to examine what really matters in
buyer-seller encounters and determine what expectations business
buyers have. We studied 17 business buyers by a qualitative
interview. We found that buyers appreciate encounters where the
salesperson face the buyer as a way he or she is as a person, map the
real needs to improve buyers’ business and build up cooperation for
long-term relationship. This study show that personality matters are a
key elements when satisfying business buyers’ expectations.
Abstract: Given the increase in the number of e-commerce sites,
the number of competitors has become very important. This means
that companies have to take appropriate decisions in order to meet the
expectations of their customers and satisfy their needs. In this paper,
we present a case study of applying LRFM (length, recency,
frequency and monetary) model and clustering techniques in the
sector of electronic commerce with a view to evaluating customers’
values of the Moroccan e-commerce websites and then developing
effective marketing strategies. To achieve these objectives, we adopt
LRFM model by applying a two-stage clustering method. In the first
stage, the self-organizing maps method is used to determine the best
number of clusters and the initial centroid. In the second stage, kmeans
method is applied to segment 730 customers into nine clusters
according to their L, R, F and M values. The results show that the
cluster 6 is the most important cluster because the average values of
L, R, F and M are higher than the overall average value. In addition,
this study has considered another variable that describes the mode of
payment used by customers to improve and strengthen clusters’
analysis. The clusters’ analysis demonstrates that the payment method is
one of the key indicators of a new index which allows to assess the
level of customers’ confidence in the company's Website.
Abstract: The purpose of this research is to investigate the
marketing mix that is perceived to be important for the small sized
hotels in Pattaya. This research provides insights through a review of
the marketing activities performed by the small sized hotels. Nine
owners & marketing manager of small sized hotels and resorts, all
local Chonburi people, were selected for an in-depth interview. The
research suggests that seven marketing mixes (e.g. Product, Price,
Place, Promotion, People, Physical Evidence and Process) were
commonly used by these hotels, however, three types – People, Price
and Physical Evidence were considered most important by the
owners.
Abstract: Sub-Saharan Africa is described as the second fastest
growing in mobile phone penetration in the world more than in the
United States or the European Union. Mobile phones have been used
to provide a lot of opportunities to improve people’s lives in the
region such as in banking, marketing, entertainment, and paying for
various bills such as water, TV, and electricity. However, the
potential of mobile phones to enhance teaching and learning has not
been explored. This study presents an experience of developing and
delivering SMS based quiz questions used to assess mastery of
subject content knowledge of science and mathematics secondary
school teachers in Tanzania. The SMS quizzes were used as a follow
up support mechanism to 500 teachers who participated in a project
to upgrade subject content knowledge of teachers in science and
mathematics subjects in Tanzania. Quizzes of 10-15 questions were
sent to teachers each week for 8 weeks and the results were analyzed
using SPSS. Results show that teachers who participated in chemistry
and biology subjects have better performance compared to those who
participated in mathematics and physics subjects. Teachers reported
some challenges that led to poor performance, This research has
several practical implications for those who are implementing or
planning to use mobile phones in teaching and learning especially in
rural secondary schools in sub-Saharan Africa.
Abstract: The Portuguese footwear industry had in the last five years a remarkable performance in the exportation values, the trade balance and others economic indicators. After a long period of difficulties and with a strong reduction of companies and employees since 1994 until 2009, the Portuguese footwear industry changed the strategy and is now a success case between the international players of footwear. Only the Italian industry sells footwear with a higher value than the Portuguese and the distance between them is decreasing year by year. This paper analyses how the Portuguese footwear companies innovate and make innovation, according the classification proposed by the Oslo Manual. Also, analyses the strategy follow in the innovation process and shows the linkage between the type of innovation and the strategy of innovation. The research methodology was qualitative and the strategy for data collection was the case study. The qualitative data will be analyzed with the MAXQDA software. The economic results of the footwear companies studied shows differences between all of them and these differences are related with the innovation strategy adopted. The companies focused in product and marketing innovation, oriented to their target market, have higher ratios “turnover per worker” than the companies focused in process innovation. However, all the footwear companies in this “low-tech” industry create value and contribute to a positive foreign trade of 1.310 million euros in 2013. The growth strategies implemented has the participation of the sectorial organizations in several innovative projects. And it’s obvious that cooperation between all of them is a critical element to the performance achieved by the companies and the innovation observed. The Portuguese footwear sector has in the last years an excellent performance (economic results, exportation values, trade balance, brands and international image) and his performance is strongly related with the strategy in innovation followed, the type of innovation and the networks in the cluster. A simplified model, called “Ace of Diamonds”, is proposed by the authors and explains the way how this performance was reached by the seven companies that participate in the study (two of them are the leaders in the setor), and if this model can be used in others traditional and “low-tech” industries.
Abstract: Experiential marketing is one of the marketing
approaches that offer an exceptional framework to integrate elements
of experience and entertainment in a product or service. Experiential
marketing is defined as a memorable experience that goes deeply into
the customer’s mind. Besides that, customer satisfaction is defined as
an emotional response to the experiences provided by and associated
with particular products or services purchased. Thus, experiential
marketing activities can affect the level of customer satisfaction and
loyalty. In this context, the research aims to explore the relationship
among experiential marketing, customer satisfaction and customer
loyalty among the cosmetic products customers in Konya. The partial
least squares (PLS) method is used to analyze the survey data.
Findings of the present study revealed that experiential marketing has
been a significant predictor of customer satisfaction and customer
loyalty, and also experiential marketing has a significantly positive
effect on customer satisfaction and customer loyalty.
Abstract: The growth of organic farming practices in the last
few decades is continuing to stimulate the international debate about
this alternative food market. As a part of a PhD project research
about embeddedness in Alternative Food Networks (AFNs), this
paper focuses on the promotional aspects of organic farms websites
from the Madrid region. As a theoretical tool, some knowledge
categories drawn on the geographic studies literature are used to
classify the many ideas expressed in the web pages. By analysing
texts and pictures of 30 websites, the study aims to question how and
to what extent actors from organic world communicate to the
potential customers their personal beliefs about farming practices,
products qualities, and ecological and social benefits. Moreover, the
paper raises the question of whether organic farming laws and
regulations lack of completeness about the social and cultural aspects
of food.
Abstract: Market is an important factor for start-ups to look into
during decision-making in product development and related areas.
Emerging country markets are more uncertain in terms of information
availability and institutional supports. The literature review of market
uncertainty reveals the need for identifying factors representing the
market uncertainty. This paper identifies factors for market
uncertainty using Exploratory Factor Analysis (EFA) and confirmed
the number of factor retention using an alternative factor retention
criterion ‘Parallel Analysis’. 500 entrepreneurs, engaged in start-ups
from all over India participated in the study. This paper concludes
with the factor structure of ‘market uncertainty’ having dimensions of
uncertainty in industry orientation, uncertainty in customer
orientation and uncertainty in marketing orientation.
Abstract: In this study, one of the tools of Islamic financing
known as “Sukuk” a non-interest bearing investment which has
started to be implemented in Turkey and the world as a whole is
discussed. In order to increase the vitality and efficiency of the
economy, by taking lessons from the recent economic crisis new
developments in the banking and investment sector are being
expanded. The purpose of all investors is to obtain more revenue
through the use of capital. The inability of traditional investment
tools to meet the expectations of investors and the interest based
financial system where one investor benefits at the expense of
another there has been the need for a different, reliable and noninterest
bearing financial market that is consistent with the Islamic
rule. As a result an alternative and more reliable interest free
financing tool “Sukuk” rental certificates covering people who are
sensitive to Islamic rules, appeal to all segments, hidden remaining
capital that contributes to the economy, reduce disparities in income
distribution, common risk sharing system of profit and loss sharing
has emerged. Today, for the structural countries by examining the
state of the world market economy the applicability, enactment and
future issues associated with this attractive kind of Islamic finance
namely the “Sukuk” market has been explained.
Abstract: Authenticity in advertising is the cornerstone of
modern marketing. Despite research advances related to the role of
authenticity in marketing, it remains unclear why customers respond to
authentic brand stories. The results show that different personality
traits will moderate the influence of different authenticity on the levels
of emotion. Whether indexically authentic or iconically authentic
advertisements were shown to extroverts, open people and agreeable
people, they will evoke more positive emotions. When neurotic people
and conscientious people see the iconically authentic advertising
rather than the indexically authentic advertising, they will produce
more negative emotions. In addition, the emotion evoked by
advertising had significant positive impact on brand attitude evoked by
advertising had significant negative impact on brand attitude. These
findings provide some managerial implications and directions for
further research.
Abstract: With the flourishing development of online shopping,
an increasing number of customers see online shopping as an
entertaining experience. Because the online consumer has a double
identity as a shopper and an Internet user, online shopping should offer
hedonic values of shopping and Internet usage. The purpose of this
study is to investigate hedonic online shopping motivations from the
perspectives of traditional hedonic value and flow theory.
The study adopted a focus group interview method, including two
online and two offline interviews. Four focus groups of shoppers
consisted of online professionals, online college students, offline
professionals and offline college students. The results of the study
indicate that traditional hedonic values and dimensions of flow theory
exist in the online shopping environment. The study indicated that
online shoppers seem to appreciate being able to learn things and grow
to become competitive achievers online. Comparisons of online
hedonic motivations between groups are conducted. This study serves
as a basis for the future growth of Internet marketing.
Abstract: This paper deals with various questions related to
functionality and providing banking services in the European union
on the Internet. Due to the fact that we live in the information
technologies era, the Internet become a new space for doing
economic and business activities in all areas, and especially important
in banking. Accepting the busy tempo of life, in the past several years
electronic banking has become necessity and a must for most users of
banking services. On a sample of 300 web sites of the banks
operating in European Union (EU) we conduct the research on the
functionality of e-banking services offered through banks web sites
with the key objective to reveal to what extent the information
technologies are used in their business operations. Characteristics of
EU banks websites will be examined and compared to the basic
groups of business activities on the web. Also some
recommendations for the successful bank web sites will be provided.
Abstract: The objective of the article was to identify the impacts of gamification on customers' behaviour. The most important applications of games in marketing and mechanisms of gamification are presented in the article. A detailed analysis of the influence of gamification on customers using two brands, Foursquare and Nike, was also presented. Research studies using auditory survey methods were carried out among 176 young respondents, who are potential targets of gamification. The studies confirmed a huge participation of young people in customer loyalty programs with relatively low participation in other gamificationbased marketing activities. The research findings clearly indicate that gamification mechanisms are the most attractive.
Abstract: The thermal performance of a solar water heating with
1.00 m2 flat plate collectors in Cascavel - PR, is which presented in
this article, paper presents the solution to leverage the marketing of
solar heating systems through detailed constituent materials of the
solar collector studies, these abundant materials in construction, such
as expanded polyethylene, PVC, aluminum and glass tubes, mixing
them with new materials to minimize loss of efficiency while
decreasing its cost. The system was tested during months and the
collector obtained maximum recorded temperature of outlet fluid of
55°C, while the maximum temperature of the water at the bottom of
the hot water tank was 35°C. The average daily energy collected was
19.6 MJ/d; the energy supplied by the solar plate was 16.2 MJ/d; the
loss in the feed pipe was 3.2 MJ/d; the solar fraction was 32.2%, the
efficiency of the collector was 45.6% and the efficiency of the system
was 37.8%.
Abstract: This paper is focusing on the attitude of Georgian
consumers toward social media, influence of social media on
consumer buying behavior. The purpose of this paper is to explore
the usage of social media marketing for small business companies of
Georgia. The result of marketing research has revealed that social
webs are mostly used by Georgian consumers, but they have little
impact on the buying decision. The research method was exploratory
and descriptive. Conclusions summarize the research results and
offers insight to provide better understandings of consumers demand
and implementation of marketing strategy through social media in
Georgia.
Abstract: The objectives of the study were to determine the
marketing mix factors that influencing tourist’s destination decision
making for cultural tourism in the Chonburi province. Both
quantitative and qualitative data were applied in this study. The
samples of 400 cases for quantitative analysis were tourists (both
Thai and foreign) who were interested in cultural tourism in the
Chonburi province, and traveled to cultural sites in Chonburi and 14
representatives from provincial tourism committee of Chonburi and
local tourism experts. Statistics utilized in this research included
frequency, percentage, mean, standard deviation, and multiple
regression analysis. The study found that Thai and foreign tourists
are influenced by different important marketing mix factors. The
important factors for Thai respondents were physical evidence, price,
people, and place at high importance level. For foreign respondents,
physical evidence, price, people, and process were high importance
level, whereas, product, place and promotion were moderate
importance level.
Abstract: The paper deals with behaviour of the segment 50+ in
the financial market in the Czech Republic. This segment could be
said as the strong market power and it can be a crucial business
potential for financial business units. The main defined objective of
this paper is analysis of the customers´ behaviour of the segment 50-
60 years in the financial market in the Czech Republic and proposal
making of the suitable marketing approach to satisfy their demands in
the area of product, price, distribution and marketing communication
policy. This paper is based on data from one part of primary
marketing research. Paper determinates the basic problem areas as
well as definition of financial services marketing, defining the
primary research problem, hypothesis and primary research
methodology. Finally suitable marketing approach to selected sub
segment at age of 50-60 years is proposed according to marketing
research findings.
Abstract: This paper examines international marketing in
business practice of Czech exporting small and medium-sized
enterprises (SMEs) with regard to the strategic perspectives.
Research was focused on Czech exporting SMEs from Moravian-
Silesia region and their behavior on international markets. For
purpose of collecting data, a questionnaire was given to 262 SMEs
involved in international business. Statistics utilized in this research
included frequency, mean, percentage, and chi-square test. Data were
analyzed by Statistical Package for the Social Sciences software. The
research analysis disclosed that there is certain space for
improvement in strategic marketing especially in a marketing
research, perception of cultural and social differences, product
adaptation and usage of marketing communication tools.