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The success of a business venture in marketing the products offered can be influenced by marketing strategy planning. Planning the right marketing strategy can help business actors to achieve sales targets. The purpose of this research is to find out, provide, and implement a new marketing strategy recommendation for bread X Bakery Balikpapan. So that the sales results increased by 5% from the implementation of  implementation of the new marketing strategy. This study uses a questionnaire target of 70 respondents who come from the owners of bread X Bakery Balikpapan, distributors of bread X Bakery Balikpapan, and consumers of bread X Bakery Balikpapan. The analysis used is the Analytical Hierarchy Process (AHP) analysis. Promotion Mix is used as a method to analyze the marketing components that will be used as a new marketing strategy. Meanwhile, AHP is used as a decision-making method in selecting a new marketing strategy. Promotion Mix components used as criteria are advertising (0.314), sales promotion (0.302), personal selling (0.195), and public relations (0.189). Each Promotion Mix criteria has its own sub-criteria. The alternatives used are bread marketing through the distribution of brochures (0.147) and bread marketing through social media (0.853). The new marketing strategy for bread X Bakery Balikpapan is based on the Promotion Mix priority component with the highest weight value, namely the marketing of bread through social media (Instagram).

As one of the prominent Mahayana Buddhist institutions from Taiwan, Fo guang Shan (FgS) entered the religious market of Thailand as early as the 1990s. Its influence has grown tremendously among the local Chinese communities and Thai society. Despite this, there is a dearth of scholarship dedicated to FgS’s mar-ket expansion in Theravada-dominated Thailand. Through a SWOT analysis, this paper explores FgS’s marketing strategy for the Thai religious market. The findings suggest that FgS bears certain strengths, such as its appealing humanistic Budd-hist doctrine, gift-giving networking skills and its strong emotional bonds with the Chinese communities in Thailand. These strengths have brought and will conti-nuously provide FgS with opportunities for further expansion. However, FgS’s weakness is always there and obvious, given its foreign and non-mainstream na-ture and questionable legitimacy of existing as a Buddhist institution (or temple) in Thailand. All this has already caused threats to FgS’s missionary clergies and sanctuaries, mainly based in the Bangkok area, not to mention the growingly fierce competition from its Thai Theravada and local-born Mahayana counterparts. Fo guang Shan (FgS) je kot ena od vidnejših tajvanskih ustanov za mahajanski budizem vstopila na tajsko religijsko tržišče že v 90. letih prejšnjega stoletja. Njen vpliv med lokalnimi kitajskimi skupnostmi in v tajski družbi je odtlej strmo nara-sel, vendar je kljub temu še vedno zelo malo akademskih raziskav, ki bi se posvečale njeni širitvi na tajskem tržišču, na katerem prevladuje teravadski budizem. S SWOT analizo avtorja v prispevku preučujeta trženjsko strategijo, ki jo je organizacija FgS izdelala za tajsko religijsko tržišče. Ugotavljata, da ima FgS nekaj močnih točk ‒ kot so privlačna humanistična budistična doktrina, uspešnost vzpostavljanja mrež obda-rovanja ter trdne čustvene vezi s kitajskimi skupnostmi na Tajskem ‒, ki ustvarjajo priložnosti za nadaljnje širjenje te organizacije v državi. Vendar pa so hkrati vedno prisotne in očitne tudi šibke točke organizacije FgS, namreč njena tujost in njen 'nemainstremovski' značaj ter vprašljiva legitimnost njenega obstoja kot budistične inštitucije (ali templja) na Tajskem. Te so tudi že spodbudile grožnje misijonarjem in svetiščem organizacije Fo guang Shan, ki se večinoma nahajajo na območju Bangko-ka, občutiti pa je tudi vse močnejše rivalstvo s teravadskimi budističnimi ustanovami kot tudi z domačimi mahajanskimi budstičnimi organizacijami.

Indonesia is a country that has various kinds of wealth, not only from nature but also from processed foods and crafts. Indonesian specialties, especially in food and beverage products, are well managed by industries in Indonesia. Not only the Indonesian industry, UMKM’s also take part in producing processed food and specialty drinks with their innovations and creations. One of them is through the existence of business development activities from banana ingredients, which is one of the efforts to increase the selling value of local products which will have a direct impact on the income of local UMKM’s. One of the UMKM’s where KKNT-MBKM students serve, namely in Probolinggo City, has problems in product development and marketing factors. Therefore, the purpose of this service activity is to plan marketing strategies for these UMKM’s to launch their business activities. The method used is qualitative with the type of data collection through observation, interviews and documentation of activities for UMKM person. The results this service activity for UMKM products have developed and the marketing aspects are going well.

The purpose of this writing is to find out what strategies are used by KISI companies in attracting people to invest in their companies. The research method used is qualitative descriptive which aims to describe the marketing strategy carried out by securities companies to attract public interest in investing in PT. Korea Investment and Sekuritas Indonesia (KISI) with literature studies or literature reviews and interviews as the source of this research data. The result of this writing is that KISI uses differentiation strategies and marketing mix to promote their company.

Indonesia is a rich, unique, and diverse country. Each region certainly its has own uniqueness or characteristics. One of characteristic in each region in general is in processed foods and drinks, can be in the form of heavy food such as pecel or snack suck as banana chips. Home-scale food of beverage sellers are usually called MSME. MSMEs are built by a person or a group, but with a small production scale or only for the business location area. Every MSMEs must have its own obtacles, ranging form raw materials, equipment, to marketing. One of the MSMEs accompanied by Group 10 KKNT-MBKM located in Jombang Regency, more precisely in Ngrimbi Village, Bareng District has problems in the product packaging process and marketing factors. Therefore, the purpose of this service is to plan marketing strategies for MSME actors so that their business runs smoothly and develops, and helps solve the obstacles experienced by MSMEs. The method used is a qualitative method with the type of data collection through observation, interviews, focus group discussions, and documentation on the activities of MSME actors. The result of the dedication that has been carried out is that the obstacles experienced by MSMEs in the product packaging process have been resolved and the marketing aspect is running well.

Indonesia has unlimited biological wealth and is widely spread throughout the country. Each region in Indonesia has a wide variety of flora and fauna, some of which are food commodities in each region. In its development, regions producing a food commodity will sell it in processed form. The city of Blitar has many MSMEs engaged in the production of typical food and beverages. Such as, traditional food, souvenir products, and others. These MSMEs faces similar obstacles when managing their business. The lack of branding skills in introducing products to consumers is the main reason why MSME actors experience difficulties in building brand awareness.

Aquest article estudia la innovació tecnològica i les noves estratègies de màrqueting que han permès les empreses d’indústries tradicionals continuar la seva existència en un entorn disruptiu. Com a estudi de cas, seguim un enfocament des de la història empresarial clàssica i els estudis de la indústria, centrant-nos en la indústria japonesa del te per analitzar com ha innovat per sobreviure en un entorn que ha canviat ràpidament durant les darreres cinc dècades. Basat en diversos recursos (dades oficials de l'Associació de la Indústria del Te, dades de patents i marques registrades, informes, entrevistes, etc.), aquest article emfatitza tres estratègies de màrqueting que van donar suport a la seva supervivència: desenvolupament de productes basat en la innovació tecnològica (transformació de la veritable naturalesa del te verd d'un producte bàsic a un producte de marca), gestió de marca (reposicionament d'alguns tes específics al creixent mercat de luxe) i internacionalització (expansió en mercats estrangers a través d'exportacions). Aquesta investigació també emfatitza el paper principal que juguen les grans companyies per donar suport a la transformació industrial., This paper studies the technological innovation and new marketing strategies that enabled firms from traditional industries to pursue their existence in a disruptive environment. As a case study, we follow an approach from classical business history and industry studies, focusing on the Japanese tea industry to analyse how it has innovated to survive in a fast-changing environment over the last five decades. Based on various resources (official data from Tea Industry Association, patents and trademark data, reports, interviews, etc.), this paper emphasises three marketing strategies that supported its survival: product development based on technological innovation (transformation of the true nature of green tea from a commodity to a branded good), brand management (repositioning of some specific teas in the growing luxury market) and internationalisation (expansion in foreign markets through exports). This research also emphasises the major role played by large corporations to support industrial transformation., Este artículo estudia la innovación tecnológica y las nuevas estrategias de marketing que han permitido a las empresas de industrias tradicionales continuar su existencia en un entorno disruptivo. Como estudio de caso, seguimos un enfoque desde la historia empresarial clásica y los estudios de la industria, centrándonos en la industria japonesa del té para analizar cómo ha innovado para sobrevivir en un entorno que ha cambiado rápidamente durante las últimas cinco décadas. Basado en varios recursos (datos oficiales de la Asociación de la Industria del Té, datos de patentes y marcas registradas, informes, entrevistas, etc.), este artículo enfatiza tres estrategias de marketing que respaldaron su supervivencia: desarrollo de productos basado en la innovación tecnológica (transformación de la verdadera naturaleza del té verde de un producto básico a un producto de marca), gestión de marca (reposicionamiento de algunos tés específicos en el creciente mercado de lujo) e internacionalización (expansión en mercados extranjeros a través de exportaciones). Esta investigación también enfatiza el papel principal que juegan las grandes compañías para apoyar la transformación industrial.

This study analyses the marketing strategy implemented in SMEs. A case study is carried out with eight Colombian manufacturing companies with more than ten years of creation and more than fifty employees. The results show that these companies do not follow traditional marketing models, nor do they have formal and structured processes. Instead, their marketing strategy is based on understanding their customers, with whom they have a close relationship, by developing innovative products that meet their needs, structuring their costs to offer a competitive price, and constantly communicating the value they generate to the market. This article concludes that these companies follow a marketing strategy that allows them to be sustainable and competitive with the available resources. JEL classification: M30; M31. Resumen Este estudio analiza la estrategia de mercadeo implementada en las PYMES, para esto, se adelanta un estudio de casos con ocho empresas manufactureras colombianas, con más de diez años de creación y más de cincuenta empleados. Los resultados evidencian que estas empresas no siguen los modelos tradicionales de mercadeo ni cuentan con procesos formales y estructurados. La estrategia de mercadeo obedece a comprender a sus clientes, con quienes tienen mucha cercanía, al desarrollo de productos innovadores que satisfagan las necesidades de los mismos, a la estructuración de sus costos para ofrecer un precio competitivo y a una comunicación constante del valor que generan al mercado. Se concluye que estas empresas siguen una estrategia de mercadeo que les permite su sostenibilidad y competitividad acorde con la disponibilidad de sus recursos. Resumo Este estudo analisa a estratégia de marketing implementada nas PMEs, por isso, foi realizado um estudo de caso com oito empresas manufatureiras colombianas, com mais de dez anos de criação e mais de cinquenta funcionários. Os resultados mostram que essas empresas não seguem os modelos tradicionais de marketing sem ter processos formais e estruturados. A estratégia de marketing deve-se a conhecer a seus clientes, com os quais está muito próximo, desenvolver produtos inovadores que atendam suas necessidades, estruturar seus custos para oferecer um preço competitivo e comunicação constante do valor que produz ao mercado. Conclui-se que estas empresas seguem uma estratégia de marketing que permite a sua sustentabilidade e competitividade de acordo com a disponibilidade dos seus recursos.

The article analyses the influence of technological development of transport enterprises on marketing strategies in the light of academic literature which highlights the importance of technological development tools. Technological development of enterprises in the transport sector is necessary in order to adapt to technological, economic, and market changes. The article presents major technological developments which are considered significant according experts. The most important technological development tools which influence marketing strategies of transport enterprises are presented. In order to examine the tools of transport development, a qualitative analysis was performed, and the method of statistical analysis was applied. The research results can be applied in planning marketing strategies of transport enterprises. Keywords: transport enterprises, information transport systems, marketing strategy, technological development, digitization, internal markets, virtual reality modelling systems, installation of new software.

The increasing number of pandemic cases in early 2021, has made online trading (marketplace) more widespread, making competition for marketplace companies getting tighter. Marketing strategy competition can be tested with a game theory approach. This study aims to determine the optimum marketing strategy in the marketplace so as to increase market share. From the data processing on the payoff matrix, there is no saddle point where the maximum value is not the same as the minimum value so that the pure strategy is not the optimum strategy. Furthermore, the data is processed using the POM-QM program to determine the value of the most optimum marketing strategy for each marketplace. Get games between marketplaces using a mixed strategy. In the Shopee and Tokopedia games, the optimal game value is 9%. In the second game, Shopee and Lazada, the optimal game value is 10%. In Shopee and Bukalapak games, the optimal game value is 8%. In the Shopee and Blibli games, the optimal game value is 16%. In the Tokopedia and Lazada games, the optimal game value is 10%. In the Tokopedia and Bukalapak games, the optimal game value is 9%. In the Tokopedia and Blibli games, the optimal game value is 9%. In the Lazada and Bukalapak games, the optimal game value is 11%. In the Lazada and Blibli games, the optimal game value is 13%. In the last game, Bukalapak and Blibli, the optimal game value was 14%.

The author conducts a pilot study to investigate whether the benefits of global marketing and the purported liberal policies of the Government of India have percolated to the Indian middle-class since the year 2014, when the present government came to power. The author collects data through online surveys from Indian citizens, and then conducts a qualitative analysis of the same to test six propositions based on Maslow’s Hierarchy of Needs Model and the Theory of Reasoned Action. The author finds moderate to strong support for five of his propositions and sets the stage for a more robust research study that the author is planning to conduct on this highly relevant topic. Keywords: globalization, consumer experience, marketing strategy, political marketing

There are many companiesi that are engagedi the field ofin Passenger transportation services in Bandar Lampung whichi becomei competitors for. POPuspa Jaya Group of course .- strategies business theseThe survey is aimed at identifying the Strengths, Weaknesses, Opportunities and Threats of the OD business. Puspa Jaya Group. The survey method used is descriptive using qualitative data types. Data collection was carried out using library and field studies with techniques data, and documentation. In the survey analysis was used and the SWOT matrix was used to formulate and determine OD business development tactics. Puspa Jaya Group in Bandar Lampung. The assessment of weighti, ratingi and scorei fori strategy factorcani result in 3 andi scorei for external strategy. 1.3&nbsp

Purpose: The purpose of this study is to investigate the impact of number of endorsers on consumers' attitudes regarding advertisements and brands, as well as their decisions to make purchases. Theoretical framework: This article examines the literature from a broad perspective, identifying the gap between the effectiveness of celebrity-endorsed commercials. To narrate the wide range of celebrity endorsements used in actual advertising campaigns, a holistic theory-inclusive framework is required. Design/methodology/approach: Survey method has been utilized to analyze the hypothesis and objective of the research. A total of 260 samples were received through various online sources using google forms. The data in this study was investigated using SPSS version 20.0 and Smart-PLS version 3.0. Findings: The findings indicated that there is no direct relationship between the endorsers and the intention to make a purchase; however, attitudes toward ads, attitudes towards brands, and purchase intentions have a positive relationship with a single celebrity endorsement, attitude towards advertisement and purchase intention have a positive relationship with both single and multiple celebrity endorsement. Research, Practical & Social implications: The study focused upon the effective form of celebrity endorsement which has a wider impact in future scope. Originality/value: This article builds value on the articles and past research works that gives a brief explanation on the effective form of celebrity endorsement which has a wider impact in future scope.

The relevance of studying the use of digital technologies in developing marketing strategies for agricultural enterprises lies in the growing importance of digital transformation in the farming sector. The article aims to study and analyse the use of digital technologies in developing marketing strategies for agricultural enterprises. The research hypothesis is that using digital technologies in developing marketing strategies for agricultural enterprises contributes to increasing the efficiency of marketing activities, improving communication with consumers and increasing the industry's competitiveness.This article examines modern digital technologies that can be used to develop marketing strategies for agricultural enterprises. The author provides examples of how social media platforms can attract consumers, showcase products, interact with customers and build a brand. It also describes using digital channels, such as email, content marketing, website advertising and search engine marketing, to attract new customers and improve sales. Data analytics and IoT technologies are considered tools for collecting and analysing market and customer information, which helps businesses improve their marketing strategies. In addition, the author highlights the use of virtual and augmented reality to present products and production processes to attract attention and create a positive brand image.The article discusses in detail the advantages of digital technologies in agriculture, such as attracting a larger audience, increasing brand awareness, improving the effectiveness of advertising, analysing data to improve strategies, and interacting with consumers. However, the author highlights disadvantages, such as technological dependence, competition and oversaturation, trust issues, human resource requirements, and costs. The use of digital technologies in developing marketing strategies for agricultural enterprises is an important area. They help agricultural enterprises attract more customers and improve analytics and data management. However, challenges related to infrastructure availability, consumer confidence, and the need for skilled staff must be considered. Overcoming these challenges can contribute to successfully implementing digital marketing strategies in agriculture., Актуальність дослідження використання цифрових технологій при розробці маркетингових стратегій сільськогосподарських підприємств полягає у зростаючому значенні цифрової трансформації в аграрному секторі. Метою статті є вивчення та аналіз використання цифрових технологій при розробці маркетингових стратегій сільськогосподарських підприємств. Гіпотеза дослідження: використання цифрових технологій при розробці маркетингових стратегій сільськогосподарських підприємств сприяє підвищенню ефективності маркетингових дій, покращенню комунікації зі споживачами та збільшенню конкурентоспроможності галузі.Ця стаття розглядає сучасні цифрові технології, які можуть бути застосовані при розробці маркетингових стратегій сільськогосподарських підприємств. Автор наводить приклади використання платформ соціальних медіа для залучення споживачів, показу продукції, взаємодії з клієнтами та побудови бренду. Також описується використання цифрових каналів, таких як електронна пошта, контент-маркетинг, реклама на сайтах та пошуковий маркетинг, для привернення нових клієнтів та покращення продажів. Аналітика даних та IoT-технології розглядаються як засоби для збору та аналізу інформації про ринок та споживачів, що допомагає підприємствам удосконалювати свої маркетингові стратегії. Крім того, автор виділяє використання віртуальної та доповненої реальності для презентації продукції та процесів виробництва з метою привернення уваги та створення позитивного іміджу бренду.У статті детально розглядаються переваги цифрових технологій у сільському господарстві, такі як залучення більшої аудиторії, збільшення свідомості про бренд, підвищення ефективності реклами, аналіз даних для удосконалення стратегій, взаємодія зі споживачами. Однак, автор також звертає увагу на деякі недоліки, такі як залежність від технологій, конкуренція та перенасиченість, проблеми з довірою, вимоги до кадрів, витрати. Використання цифрових технологій при розробці маркетингових стратегій сільськогосподарських підприємств є важливим напрямом. Вони допомагають сільськогосподарським підприємствам залучати більше клієнтів, поліпшувати аналітику та управління даними. Однак, необхідно враховувати виклики, пов'язані з доступністю інфраструктури, довірою споживачів та необхідністю кваліфікованого персоналу. Подолання цих викликів може сприяти успішному впровадженню цифрових маркетингових стратегій у сільському господарстві.

The traditional method of marketing a product has limitations, which is the reason digital marketing has become popular. Digital marketing is a means of marketing a product through the internet, and as a result, mukbang has grown in popularity. Mukbang are recordings of individuals eating food in front of a camera. In this study, which was done among DLSU-D hotel management students, it was discovered using the survey that watching mukbang is likely to influence its viewers. The results of their daily social media use revealed that the majority of them get exposure to mukbang once a week. As a result, viewers are interested in what they see on their screens, and mukbang is one of the ways to reach its potential customers. Keywords: Mukbang, Digital Marketing, Social Media Influencer, Mukbanger, Marketing Strategy, Marketing Tool. Title: The Impact of Mukbang on Food Interest of Hospitality Management Students at De La Salle University – Dasmariñas (DLSU-D) Author: Julia Marie A. Cadungog, Klint Earl F. Dy, Matthew C. Paual, Mr. Mario Luis Jamoralin International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 11, Issue 1, April 2023 - September 2023 Page No: 132-143 Research Publish Journals Website: www.researchpublish.com Published Date: 29-May-2023 DOI: https://doi.org/10.5281/zenodo.7981446 Paper Download Link (Source) https://www.researchpublish.com/papers/the-impact-of-mukbang-on-food-interest-of-hospitality-management-students-at-de-la-salle-university--dasmarias-dlsu-d, International Journal of Management and Commerce Innovations, ISSN 2348-7585 (Online), Research Publish Journals, Website: www.researchpublish.com

Practitioners and academics have long discussed strategies for brand sales growth. A recent example is an industry debate in which different brand growth strategies were argued: https://www.mmaglobal.com/thegreatdebate (MMA Global & Neustarr, 2021). A central question in this arena is whether a brand should focus on its heavy, light, or non-buyers in its efforts to grow its sales. This study contributes to our knowledge about how sales growth can occur by investigating the potential contribution these three buyer groups can make to any sales gain. Using both, a simulation study and an empirical study of purchases of approximately 12,400 households in the UK, across different brands and categories, we show that almost any brand’s headroom growth potential lies mostly in light or non-buyers of that brand. Even for large brands with high penetration the growth potential of light brand buyers eclipses heavy brand buyers.

In the contemporary technological era, the significance of marketing for educational institutions has experienced a significant surge. The effective execution of marketing tactics can aid in the recruitment of prospective students and concurrently elevate the standing of the institution. Marketing initiatives should be carried out prudently and in accordance with the technological progressions that occur. The objective of this study is to furnish insights for early childhood education institutions in formulating efficacious marketing tactics that align with contemporary demands. The primary emphasis of this investigation is on qualitative analysis. Methods for gathering information include paying close attention and taking detailed notes, with subsequent analysis including data reduction, visualisation, and conclusions. The results of this study show that to develop marketing strategies in the digital era, schools need to consider factors such as market characteristics and needs, the use of social media and online platforms, data security, the quality of educators, and the needs of students. Therefore, they should consider the needs and characteristics of the market and develop educational content that is relevant and appealing to prospective students and parents, which implies that by optimising technology and online platforms and considering the needs and characteristics of the market, schools can improve the reputation and quality of education offered and help increase parental and community involvement in promoting education.

This paper aims to address the marketing strategy performed by a mid-range Islamic hotel in Indonesia which distinguishes it from other non-sharia hotels by analyzing its marketing strategy using the SWOT analysis approach. This research was a field study that incorporated the qualitative method and descriptive-qualitative approach as well. Data of the research were obtained through observation and interview in Multazam sharia hotel. To analyze the data, SWOT (Strength, Opportunity, Weakness, Threats) analysis was performed. The findings of the study showed that the marketing strategy undertaken by Multazam Sharia Hotel was different compared to non-sharia hotels due to feature distinctions. This hotel applied Islamic principles in carrying out its marketing strategies to avoid immoral acts and fraud and also the facilities and services provided were different that made it distinct from non-sharia hotels. Regarding the results of the SWOT analysis, in SO strategy, the hotel should use its strength to make use of the opportunity to achieve the goals of the hotel. In WO, the hotel was expected to maximize the opportunity by minimizing the weakness. ST strategy analysis revealed that this hotel needed to move fast in dealing with threats and minimize the unexpected consequence of the threat. The last, the WT strategy, Multazam sharia hotel must be careful with the weaknesses and threats it faced. If the hotel cannot make improvements in facilities and services, the hotel may be displaced by the times.

Purpose: The aim of this study is to examine marketing strategies in building brand image and strengthening Islamic banking foundations. Theoretical framework: The research focuses on Marketing Strategy by using the theory of (Kotler & Armstrong, 2008) that Marketing as a process by which companies create value for customers and build strong relationships with customers, with the aim of capturing value from customers in return And the marketing mix concept (Product, Price, Place, Promotion, People, Process, Physical Evidence) so that the marketing strategy that is carried out certainly builds the brand. Design/methodology/approach: The research method used is a qualitative grounded theory approach. Data collection techniques are interviews, questionnaires, literature studies and documentation with the SWOT analysis technique. Findings: The results of the study show that the strength factors are greater than the weaknesses and the opportunity factors are smaller than the threats, so that Islamic Banks have the potential to grow and develop, the strategy that can be implemented is the Diversification Strategy. Research, Practical & Social implications: The study of this research offers a strategy for Islamic banks to be able to build a brand image and build a foundation for Islamic banks. Originality/value: The value of the study this research provides and offers academic contributions regarding Islamic marketing strategies in building brand images and Islamic bank foundations.

В статье рассмотрен вопрос деловой репутации вуза как обязательного элемента повышения конкурентоспособности. Описаны основные задачи и цели PR-деятельности вуза., A good business reputation of a university is an important factor that increases the value of everything it offers. On the other hand, a bad reputation can reduce the cost of all university products and services and attract negative attention, such as rumors, gossip and negative reviews. The article is devoted to the analysis of the main tasks and goals of the PR activities of the university, as well as the problems of business reputation. In the process of writing the work, some research methods were used. First of all, theoretical methods (the system method, as well as generalization), general logical methods (analogy, analysis) were involved. The results of the study allow us to develop appropriate recommendations aimed at managing business reputation to improve the competitiveness of higher education institutions.

The medical field is in dire need of more qualified medical laboratory scientists (MLS) and medical laboratory technicians (MLT). Medical laboratory educational programs are diminishing, and medical staff in hospitals are unaware of the unequivocal value trained lab scientists bring to the quality of their patients’ lab results. The national need for more qualified laboratory testing personnel is outpacing the supply. A survey to determine current marketing trends and methods was sent out to 469 program directors of MLS and/or MLT programs, with a 35% response rate. Responses were compared with proven marketing methods to give marketing suggestions relevant to the MLS field. This paper describes the research in how MLS programs currently market themselves. Explanations of marketing techniques are discussed with the intent to help simplify marketing efforts for a more effective marketing strategy. This study showed that medical and clinical laboratory educational programs nationwide should increase marketing and promote the MLS value to local communities.

Medicinal and aromatic plants (MAPs) products became more popular during and after the Covid-19 pandemic. MAPs production and marketing could be accepted as a niche business. The purpose of this study is to examine the marketing strategies of a MAPs producing company from Türkiye. Using case study, data is gathered via interviews, observations and secondary sources. Findings showed that the company succeeded a prudent progress in various market segments basing on its market orientation culture and use of different market distribution channels. Every distribution channel had a different market segment as well as a different structure. The company learned from its market experiences and orientation. They had been organizing to enter the USA market as well as exporting to several other countries. The findings point out that in our today’s world of high competition, companies focus on various market segments, follow different pricing and branding strategies simultaneously so that they can survive in a complex environment with a persistent competitive advantage.

[EN] During the last 15 years, the number of test training institutions whose main target are students studying abroad has increased six times in China. AAA Group is a top overseas educational counseling services group in China. In Shenzhen, it has an exam preparation training institution for 9 years that includes mainstream international test training, such as IELTS, TOEFL, basic English, SAT, SSAT, ACT, Interview tutorial, AE (Academic English) and so on. The pandemia of COVID-19 in 2020 has caused an impact on the whole study abroad industry and the examination and training industry, in particular. These institutions need to be resilient, having the ability to adapt to the needs of market and customers and, also, adjust them internally. Therefore, through the combination of theoretical discussion and case analysis, we analyse a specific Chinese institution in Shenzhen that is adapting its marketing strategy to the current situation, with a user centred approach. Tools such as benchmarking, focus groups and in-depth interviews would help to better review the service and re-positioning it., [ES] Durante los últimos 15 años, el número de instituciones de preparación de exámenes cuyo principal objetivo son los estudiantes que estudian en el extranjero se ha multiplicado por seis en China. AAA Group es uno de los principales grupos de servicios de asesoramiento educativo en el extranjero en China. En Shenzhen, tiene una institución de preparación de exámenes que durante 9 años ha ofertado la capacitación para exámenes internacionales convencionales, como IELTS, TOEFL, inglés básico, SAT, SSAT, ACT, tutoría de entrevistas, AE (inglés académico), etc. La pandemia de COVID-19 en 2020 ha causado un impacto en toda la industria de estudios en el extranjero y en la industria de exámenes y capacitación, en particular. Estas instituciones necesitan ser resilientes, tener la capacidad de adaptarse a las necesidades del mercado y de los clientes y, además, ajustarse internamente. Por lo tanto, a través de la combinación de discusión teórica y análisis de casos, analizamos una institución china específica en Shenzhen que está adaptando su estrategia de marketing a la situación actual, con un enfoque centrado en el usuario. Herramientas como la evaluación comparativa, las entrevistas en grupo y las entrevistas en profundidad ayudarían a revisar mejor el servicio y a reposicionarlo.

Ideja ove teme proizlazi iz želje za pokretanjem vlastite e-commerce agencije fokusirajući se primarno na dropshipping metodu prodaje. U radu se razrađuje kompletan postupak pokretanja agencije od samoga starta do plasiranja konačnog proizvoda na tržište te prodaje istoga. Kroz temeljito istraživanje tržišta razrađuje se proizvod koji će se prodavati, ciljna skupina kojoj se proizvod nudi te na koji način. Rad obuhvaća elemente istraživanja tržišta, izradu kompletne i funkcionalne online trgovine s odgovarajućim profilima na društvenim mrežama te prihvaćenost proizvoda kod ciljne skupine budućih kupaca. Nedostaci i mane dropshipping modela poslovanja su prikazane kao i najbolji način za iskoristiti prednosti, odnosno izbjeći nedostatke kao i pratiti aktualne trendove u poslovnom okruženju. Krajnji cilj je ostvariti dugoročno profitabilnu agenciju koja kroz određeno vrijeme postaje zaseban brend. Cilj se ostvaruje s temeljenim metodama istraživanja uz pomoć adekvatne literature te stečenih znanja autora. The idea of this topic stems from a desire to launch a self-owned e-commerce agency, focusing primarily on the dropshipping sales method. The paper elaborates on the entire process of starting the agency from scratch to launching the final product on the market and selling it. The product to be sold is developed through thorough market research, just as its target audience and ways to offer that product. The paper covers elements of market research, creating a complete and functional online store with appropriate profiles on social media, and the acceptance of the product among the target audience of future buyers. The disadvantages and drawbacks of the dropshipping business model are presented, as well as the best way to capitalize on its benefits, avoid its limitations, and stay up-to-date with current business trends. The ultimate goal is to achieve a long-term profitable agency that becomes a distinct brand over time. The goal is achieved through sound research methods, adequate literature, and the author's acquired knowledge.

We study optimal advertising and entry timing decisions for a new product being sold in two-segment markets in which followers are positively influenced by elites, whereas elites are either unaffected or repulsed by product popularity among followers. Key decisions in such markets are not only how much to advertise in each segment over time but also when to enter the follower segment. We develop a continuous-time optimal control model to examine these issues. Analysis yields two sets of two-point boundary value problems where one set has an unknown boundary value condition that satisfies an algebraic equation. A fast solution methodology is proposed. Two main insights emerge. First, the optimal advertising strategy can be U-shaped, that is, decreasing at first to free-ride peer influence but increasing later on to thwart the repulsion influence of overpopularity causing disadoption. Second, in markets where cross-segment repulsion triggers disadoption, advertising is only moderately effective, and entry costs are high, managing both advertising and entry timing can result in significantly higher profits than managing only one of these levers. In markets without disadoption, with high advertising effectiveness or with low entry costs, in contrast, delaying entry may add little value if one already manages advertising optimally. This implies that purveyors of prestige or cool products need not deny followers access to their products in order to protect their profits, and can use advertising to speed up the democratization of consumption profitably. This paper was accepted by Juanjuan Zhang, marketing.

Sales or marketing as an important part of the company in realizing the goals and objectives to be achieved. The main goal of the company's sales and marketing is that the company can survive and improve in the midst of the current pandemic. PT Oxyplast Indonesia is a company that produces powder coatings that meet the needs of customers in Indonesia. To increase sales which automatically increase profits, it is necessary to take steps and determine sales and marketing strategies in the midst of this pandemic. Companies have to get through the storm and have to get through it with their heads held high because almost all companies go through the same thing. From various kinds of obstacles, both internal and external, the research dissects the problem using SWOT analysis. Why is a SWOT analysis used because it can identify factors or steps in determining accurate and appropriate sales and marketing strategies. If the SWOT method is described in terms of sales and marketing, it is expected to make it easier to achieve company goals, then the next step is to use the MCDM (multi-criteria decision-making) method. If it is known the next step is to use factor identification by using the TOPSIS method used to conduct alternative marketing strategies that are ideal and best.Penjualan atau pemasaran sebagai bagian penting dalam perusahaan dalam mewujudkan tujuan maupun sasaran yang akan dicapai. Tujuan utama penjualan maupun pemasaran perusahaan adalah perusahaan bisa bertahan dan meningkat di tengan pandemi yang sedang melanda seperti sekarang ini. PT Oxyplast Indonesia adalah perusahaan yang memproduksi powder Coating yang memenuhi kebutuhan pelanggan di Indonesia. Untuk meningkatkan penjualan yang secara otomatis peningkatan profit perlu dilakukan langkah – langkah maupun penentuan strategi penjulan maupun pemasaran ditengah pandemi ini. Perusahan harus bisa melewati badai dan harus bisa melewatinya dengan kepala tegak karena hampir semua perusahaan mengalami hal serupa. Dari berbagai macam rintangan baik yang dari internal maupun eksternal penelitian membedah masalah tersebut dengan menggunakan analisis SWOT. Kenapa analisis SWOT yang digunakan karena bisa mengidentifikasi faktor – faktor atau langkah – langkah dalam menentukan strategi penjualan dan pemasaran yang jitu dan tepat. Apabila metode SWOT ini dijabarkan dalam hal penjulaan maupun pemasaran diharapkan memudah untuk mencapai tujuan perusahaan maka langka selanjutnya menggunakan metode MCDM (multi criteria decision- making) Apabila sudah diketahui langkah selanjutnya menggunakan identifikasi faktor dengan menggunakan metode TOPSIS yang digunakan untuk melakukan perangkingan alternatif strategi pemasaran yang ideal dan terbaik.

This paper aimed to study 1) marketing strategies towards hostel business success in chiang mai,thailand With the quantitative method, the questionnaire covered 400 samples of hostel operators from chiang mai, thailand with non-probability and accidental sampling. Then, the data were analyzed with descriptive statistics for the respondent's information and with the correlation and multiple regression to find out any concordances between the strategies and the hostels' success. The research indicated that 1) for the whole of the strategies, Price (X2) (β =0.305, α < .01) and Promotion (X3) (β =0.419, α < .05) had a statistically significant effect on the hostels' success, respectively., {"references":["Chitiphan Srikasikorn (2015). Tourist accommodation. Bangkok: Super Green Studio","Chatkul, N. (2014). Tourism Industry. (6thed). Bangkok: Chula Press.","Chantima Rak Muncharoen. (2015). Factors affecting the decision of accommodation selection Types of hotels and resorts for Thai tourists In the economic area of Mae Sai District Chiang Rai Province. Master of Business Administration Thesis. Bangkok: Faculty of Commerce and Accountancy Thammasat University","Tregoe, B. B., & Zimmerman, J. W. (1980). Top management strategy: What it is and how to Make it work. New York: Simon and","World Tourism Organization. (2018). UNWTO Annual Report 2017. Madrid Spain: World Tourism Organization","Lancaster, M. (2007). Hotel Marketing. (2nd ed.). Bangkok: Dhurakij Pundit University Press.","Paul, J. (2003). E-business and organizational change. Journal of Organizational Change. 16(5), 563-572."]}

This paper aimed to study 1) marketing strategies towards hotel business success in Thailand With the quantitative method, the questionnaire covered 400 samples of 4-star and 5-star hotel operators from Thailand with non-probability and accidental sampling. Then, the data were analyzed with descriptive statistics for the respondent's information and with the correlation and multiple regression to find out any concordances between the strategies and the hotels' success. The research indicated that 1) for the whole of the strategies, Price (X2) (β =0.205, α < .01) and Promotion (X3) (β =0.517, α < .05) had a statistically significant effect on the hotels' success, respectively., {"references":["World Tourism Organization. (2018). UNWTO Annual Report 2017. Madrid Spain: World Tourism Organization.","Chatkul, N. (2014). Tourism Industry. (6thed). Bangkok: Chula Press.","Srithanaanan, N. (2006). Principle of Hotel. Bangkok: Dhurakij Pundit University Pres","Tregoe, B. B., & Zimmerman, J. W. (1980). Top management strategy: What it is and how to Make it work. New York: Simon and Schuster","Kotler, P. (2000). Marketing Management and Consumer Behavior.13th Edition. New Jersey: Prentice-Hall","Lancaster, M. (2007). Hotel Marketing. (2nd ed.). Bangkok: Dhurakij Pundit University Press"]}

Virtualne persone sve su prisutnija pojava na društvenim mrežama te je vidljiva njihova implementacija unutar marketinških strategija i kanala. Virtualna persona koja se također naziva virtualni influencer ili virtualni model, računalno je generiran izmišljeni lik koji se koristi u marketingu na društvenim medijima kao zamjena za ljudskog influencera. Većinu virtualnih utjecajnih osoba dizajnirali su 3D umjetnici i koriste računalnu grafiku i tehnologiju snimanja pokreta kako bi nalikovali stvarnim ljudima u stvarnim situacijama. Rad uključuje opisivanje i raščlambu virtualnih persona, opis procesa izrade te implementacija samih za klijenta „twnty-twnty“. Za potrebe rada izrađene su virtualne persone različitih stilskih smjerova kako bi se obuhvatio spektar različitih stilova unutar računalne grafike te su implementirane unutar web trgovine navedenog branda. Za svaki oblik virtualne persone izrađena je posebna stranica i poseban upitnik kako bi ispitali utisak određenih persona bez utjecaja drugih stilova virtualnih persona na dojam ispitanika. Rezultati rada ukazuju na potencijal korištenja virtualnih persona kao glavnih alata marketinških komunikacije te prednosti korištenja navedenih strategija naspram tradicionalnih strategija. Virtual personas are an increasingly present phenomenon on social networks, and their implementation within marketing strategies and channels is common among brands. A virtual persona, also called a virtual influencer or virtual model, is a computer-generated fictional character used in social media marketing as a substitute for a human influencer. Most virtual influencers are designed by 3D artists and use computer graphics and motion capture technology to resemble real people in real situations. The work includes the description and analysis of virtual personas, the description of the creation process and the implementation of them for the "twnty-twnty" client. For the purposes of the work, virtual personas of different stylistic directions were created in order to cover the spectrum of different styles within computer graphics and were implemented within the web store of the mentioned brand. For each form of virtual persona, a separate page and a separate questionnaire were created in order to examine the impression of certain personas without the influence of other styles of virtual personas on the impression of respondents. The results of the work indicate the potential of using virtual personas as the main tools of marketing communication and the advantages of using the mentioned strategies compared to traditional strategies.

The number of PAUD institutions has increased very significantly. This makes each institution have to compete and devise a strategy to win the hearts of parents of prospective students. This study aims to analyze the marketing strategy of educational services carried out by PAUD institutions to parents of prospective students. The research used a descriptive qualitative approach, the researchers conducted observations and interviews with teachers, parents, and community leaders in 3 PAUD institutions in Tulungagung Regency. The respondents in this study were selected using a purposive sampling technique based on the criteria set by the researcher. The results of the study show that PAUD institutions are aware of the urgency of marketing management. Various elements such as teachers, student guardians and stakeholders synergize in marketing educational services. Among the implications of this research is the importance of resources in educational institutions having the ability to manage the marketing of educational services. This ability will increase competitiveness, sustainability of institutions and the quality of graduates.

The purpose of this research study was to determine if green hotels actually benefited from undertaking environmental practices and integrating these practices into their marketing strategy. After looking at sustainable communications and marketing literature, a total of 2,248 structured surveys were administered to hotels across North America. Responses from 247 hotels (11% response rate) were analyzed using frequencies, t-tests, and regression analysis to examine significant differences. The results show that the extent to which hotels perceive they benefitted from marketing sustainability practices through guest visits, guest length of stay, guest satisfaction, revenue, profit, and average daily rate can be predicted by examining the extent to which a hotel believes that green marketing has been incorporated into a hotels green marketing strategy. Findings also show that hotels that are a part of the Green Key certification program have a higher perceived probability of attracting new customers and retaining old ones. This study provides support that there is a benefit to sustainability marketing and this study is the first to examine how perceived hotel sustainability management and marketing inform one another and could be beneficial to hotels in how they utilize this information to inform marketing decisions.

This study investigated the marketing best practices, strategies, and compliance of multipurpose cooperatives in the Philippines which were CDA-Gawad Parangal Awardees from the years 2015-to 2019 selected from the Large Millionaire and Billionaire category. It extracted from literature from a broad range of international and local views to distinctly construct a congruous conceptual framework, expounding marketing strategy and its key components, marketing performance, management, and compliance with regulatory provisions. The descriptive-comparative design was gathered simultaneously from interviews and survey data with the secondary data, analyzed using a Convergent Mixed Method. Results showed that the majority have an existing marketing department. However, only less than half of the respondents have a Chief Marketing Officer and Marketing Manager. In terms of Marketing performance, the majority achieved monthly and annual targets; generally employed product development programs; almost all have an online facility and 99% have contingency measures to cope with the current pandemic. In terms of profitability, the highest registered 53.36% in 2017, 60.56% in 2018, and 62.51% in 2019, the lowest registered 6.32% in 2018 while the rest registered a GPR between 6.61 to 19%; generally, all cooperatives are profitable. Overall, all cooperatives indicated they are compliant with regulatory provisions., {"references":["Tremblay, E., Hupper, A., Waring, T.M. (2019). Co-operatives Exhibit Greater Behavioral Cooperation Than Comparable businesses: Experimental Evidence,Journal of Co-operative Organization and Management. Vol. 7, Issue 2.","attaglia, F., Farina, V., Fiordelisi, F., Ricci, O. (2010). The Efficiency of Cooperative Banks: The Impact of Environmental Economic Conditions","Benavides, A. F. C., V., Ehrenhard, M. (2015). A Systematic Literature Review of Cooperatives/ Nikos, University of Twente. programme.exordo.com/ica201","Masuku, T.A.; M.B. Masuku (2016). Performance of Multi-Purpose Cooperative in the Shiselweni Region of Swaziland, DOI","Sumalde, S. M.; Quilloy, K. P. (2015). Improving Marketing Efficiency Through Agricultural Cooperatives: Successful Cases in the Philippines, ap.fftc.agnet.org","Quilloy, K. P. & Pabuayon (forthcoming)., 2015). Performance of the Sorosoro Ibaba Development and Subasta Integrated Farmers Multi-Purpose Cooperative, Phils. / Institute of Cooperatives and Bio-Enterprise, U.P 2015","Lakew T. B., Gebru, M. A. (2014). A Study on Financial Performance of Multi-Purpose Cooperative Unions of Tigrai Region, Ethiopia","Gupta, J. and Jain, S. (2012). A Study on Cooperative Banks in India with Special Reference to Lending Practices / International Journal of Scientific Research Publications"]}

This document summarises the composition, objectives and action plan for PLATOON Community Portal. It also resumes the information (trends, news, events, technology news, funding opportunities), inspiration (exclusive content curated by experts and interlocutors: live chats, Q&As…), support (experts will advise, but members can also create synergies and build partnerships) and connections (by networking with people interested in the digitisation of the energy sector domain) given by the community portal to the project.

This document summarises the composition, objectives and action plan for PLATOON Community Portal. It also resumes the information (trends, news, events, technology news, funding opportunities), inspiration (exclusive content curated by experts and interlocutors: live chats, Q&As…), support (experts will advise, but members can also create synergies and build partnerships) and connections (by networking with people interested in the digitisation of the energy sector domain) given by the community portal to the project.

THE OPPORTUNITY OF LEVERAGING FRANCHISING BUSINESS IN THE HOSPITALITY INDUSTRY OF THE REPUBLIC OF MOLDOVA The benefits of operating a franchise system in the Republic of Moldova include cheap labour and low advertising costs. At the same time, there is a low level of purchasing power, as well as low quality of services on the market, since a large part of the goods and services offered by companies representing foreign firms and aimed at middle- and high-income customers, depend to a large extent on the economic situation of the country and the increase in purchasing power of the population., {"references":["1. CODUL CIVIL al Republicii Moldova. Cartea a treia. OBLIGAŢIILE. Legea nr. 1107-XV din 06.06.2002. Republicat: Monitorul Oficial al R.Moldova nr.66-75/132 din 01.03.2019","2. LEGEA cu privire la franchising Nr.1335-XIII din 01.10.97. Monitorul Oficial al R.Moldova nr.82-83/669 din 11.12.1997","3.\tGheorghiu Gh. Operaţiunile de franciză. Bucureşti: Editura Lumina Lex, 2002, p. 7","4. Guide to International Master Franchise Arrangements, Second Edition, Rome, International Institute for the Unification of Private Law (UNIDROIT). 2007","5.\tIanoş I., Dinamica urbană: aplicaţii la oraşul şi sistemul urban românesc. Bucureşti: Editura Tehnică, 2014, p. 62","6.\tCosmescu I. Turismul hotelier. Bucureşti: Editura Economica, 2008, p. 17","7.\tDanciu, V. Marketing Internațional. Bucureşti: Editura Economică, 2019, p. 34","8. Demerji M., Demerji I. Drepturl Uniunii Europene. Curs Universitar. Chişinău: ASEM, 2017, p. 66"]}

Дана характеристика особенностей социально значимых благ, описаны особенности маркетинговой стратегии на рынке образовательных услуг. The characteristics of the features of socially significant benefits are given, the features of the marketing strategy in the market of educational services are described.

This research is focused on the shipbuilding and ship repair industries in Latvia. The main purpose of this manuscript is to investigate all possible options to further develop the shipbuilding and ship repair industries in Latvia Initially, a brief overview of Baltics and of Latvia, with its biggest shipbuilding companies and its possibilities, are depicted in detail. The analysis is developed with the help of SWOT analysis and a Risk assessment matrix to find Latvia’s strengths, weaknesses, opportunities, and threats, then to identify all possible risks in order to identify potential issues that could negatively impact key business initiatives or critical projects, and to develop a marketing strategy. It is concluded that Latvian shipbuilding can be benefited by i) its strategic location in Baltics, ii) the highly qualified workforce employed in Latvian shipyards, iii) the certified naval expertise of the shipbuilding facilities. At the same time, the external environment and the regional competition is harsh and some points are suggested for Latvian shipbuilding to survive and possibly flourish over the next years, such as: i) repair the technologically obsolete equipment and facilities to be able to satisfy the present market trends, ii) incorporate and utilize new materials and technologies, iii) give incentives to qualified natives that went abroad for employment to similar facilities to return to Latvia and utilize their accumulated experience, thus solving the issue of the declining workforce on the sector and iv) specialize in some aspects of shipbuilding, such as luxury ships and ice class, to secure a more specialised and dedicated market.

El presente proyecto investigativo busca identificar los factores principales que influyen en la baja demanda de matriculados en la Especialización Estratégica de Mercado virtual de la Universidad ECCI, por medio de una investigación mixta que integra tanto la investigación cuantitativa a través del muestreo y tabulación, por otro lado, cualitativa de carácter documental permitiendo una aproximación a la situación del comportamiento del mercado. INTRODUCCIÓN 2 ÍNDICE TABLAS 6 ÍNDICE DE GRÁFICOS 13 RESUMEN 14 SUMMARY 15 PALABRAS CLAVE 16 KEYWORDS 17 1. Plan Estratégico de Marketing para el Programa Virtual, Especialización en Gerencia Estratégica de Mercadeo de la Universidad ECCI 17 2. PROBLEMA DE INVESTIGACIÓN 17 2.1 Descripción del Problema. 17 2.2 Formulación del Problema 19 3. OBJETIVOS 20 3.1 Objetivo General 20 3.2 Objetivos Específicos 20 4. JUSTIFICACIÓN 21 5. MARCO REFERENCIAL 22 5 Plan Estratégico de Marketing para un programa virtual de la Universidad ECCI. 5.1 Estado del Arte 22 5.2 Marco Teórico. 37 5.3 Marco Legal 68 6. MARCO METODOLÓGICO DE LA INVESTIGACIÓN 69 6.1 Recolección de la Información (Parte 1): 70 6.2 Análisis De Información (Parte 1) 99 6.3 Recolección de la Información (Benchmarking Parte 2) 101 6.4 Análisis De Información (Benchmarking Parte 2) 117 7. RESULTADOS 136 7.1 Discusión 136 7.2 Propuesta de Solución 139 8. ANALISIS FINANCIERO 149 8.1 Presupuesto: 149 9. CONCLUSIONES 156 10. REFERENCIAS 160 Especialización Especialista en Gerencia Estratégica de Mercadeo - Virtual Especialización en Gerencia Estratégica de Mercadeo - Virtual

Bakgrund: När idrotten kommersialiserades så blev markandsföringsverktyget sponsring en central strategi för att kommunicera med marknaden. Idag används strategin av företagen för att nå målsättningar som ligger utanför den dagliga verksamheten. De flesta företag har målsättningar med sponsring, även om målen skiljer sig åt. Problematiken ligger i att företagen anser att effektmätning av sponsring är komplicerat och kostsamt. Således är det problematiskt för företagen att veta om deras sponsringsinvesteringar ger önskat resultat. Syfte: Syftet med denna studie är att skapa en fördjupad förståelse kring varför företag väljer att sponsra idrottsföreningar och i vilken utsträckning företag utvärderar effekten av sina sponsringssamarbeten. Teori: Vi har använt oss av relevanta teorier för att kunna besvara studiens syfte. Metod: Studien utfördes genom en kvalitativ metod. Intervjuer har genomförts av en semi-strukturerad karaktär, där frågorna ställdes med hjälp av en intervjuguide. Vidare är urvalet baserat på ett bekvämlighetsurval. Slutsats: Samtliga företag vill ha ett rättvist utbyte av sina sponsringsinvesteringar. De mest återkommande målsättningarna med sponsringen är samhällsansvar och varumärkesbyggande. Gällande effektmätningen så handlar det om enklare utvärderingar eller en känsla av att göra gott, snarare än effektmätningar i nyckeltal. Background: The Commercialization of sport led to that the marketing toolsponsorship became a central strategy for communicating with the market. Today, the strategy is used by companies to achieve goals that are outside of daily operations. All companies have objectives with sponsorship, even if the objectives differ. The problem lies in the fact that the companies believe that measuring the effect of sponsorship is complicated and costly. Thus, it is problematic for companies to know whether their sponsorship investments are producing the desired results. Purpose: The purpose of this study is to create a deeper understanding of why companies choose to sponsor sports associations and to what extent companiese valuate the effect of their sponsorship collaborations. Theory: We have used relevant theories to be able to answer the purpose of the study. Method: The study was carried out through a qualitative method. Interviews were conducted of a semi-structured nature, where the questions were asked following an interview guide. Furthermore, the selection is based on a convenience sample. Findings: The companies that sponsor all want some form of fair exchange. The most recurring objectives that the companies have with the sponsorship are social responsibility and brand building. Regarding the measurement, it is about simple revaluations or a feeling of doing good, rather than measuring the effect in pure keyfigures.

Las entidades públicas en Colombia tienen una baja percepción en la calidad de sus servicios y productos, conforme a la información entregada por el Departamento Nacional de Planeación, esta tendencia de percepción en la ciudadanía ha ido mejorando notablemente el estudio realizado en el 2018, indica que los ciudadanos han notado una mejora en cuanto agilidad y rapidez en los procesos de atención mejoró sustancialmente en los últimos dos años. Central de Inversiones S.A.- CISA es una de estas entidades que han mejorado sus indicadores de gestión en cuanto atención al público en general. En consecuencia de lo anterior las empresas públicas están enfocadas a mejorar su percepción de marca a la ciudadanía, por eso sus esfuerzos se enfocan en mejorar las utilidades producto de los servicios de la entidad lo que permite el cumplimiento de las metas, planes estratégicos y objetivos de cada organización, el término de marketing digital no simplemente se evidencia en el ámbito empresarial, pero este también es empleado en diferentes sectores económicos las aplicaciones del marketing a las organizaciones hoy son más sociales, por los cambios que se están presentando como la globalización o a las revoluciones industriales que estamos evidenciando. Las instituciones públicas han entendido y comprendido que los ciudadanos son más que clientes, ya que el objetivo de éstas es crear valor al país, podríamos entender que el marketing público principalmente se basa en atraer y mejorar la imagen de la entidad, que en el momento que un ciudadano requiera de un producto o servicio piense primero en las entidades estatales, es por eso que las estrategias de marketing se convierte en la herramienta principal y necesaria para optimizar los recursos públicos y mejorar la efectividad de los servicios que se prestan en la entidad, es esta la situación que se plantea en el poco reconocimiento de la marca de Central Inversiones S.A - CISA. 1. Título. 7 2. Problema de investigación . 7 2.1 Descripción del Problema 7 3. Formulación del problema . 9 4. Objetivos. 9 4.1 Objetivo General . 9 4.2 Objetivos específicos 10 5. Justificación . 10 6. Marco Referencial 13 6.1 Estado del arte . 13 7. Marco Teórico .22 7.1 El concepto de Marketing . 22 7.1.1 Procesos del Marketing . 23 7.2 Marketing Digital como Apoyo Estratégico. 24 7.3 Estrategia de Comunicación Digital. 28 7.4 Posicionamiento de Marca. 30 7.5 Subastas Electrónicas. 33 7.5.1 Tipos de Subastas Electrónicas..35 8. Marco Legal. 37 9. Marco Metodológico. 40 9.1 Diseño de la Investigación. 41 9.2 Enfoque de la Investigación . 43 9.3 Paradigma de la Investigación. 45 9.4 Métodos de Investigación.46 9.4.1 Método Inductivo . 46 9.4.2 Método Deductivo . 47 9.4.3 Método Analítico. 47 9.5 Población .48 9.5.1 Muestra poblacional. 48 9.6 Técnicas para la Recolección de Datos.49 6. Análisis de los resultados. 60 10. Análisis Financiero (costo-beneficio). 81 11. Conclusiones y recomendaciones. 89 10. Bibliografía. 96 11. Anexos . 100 12. Anexo 1. Contenidos digitales de CISA . 100 13. Anexo 2. Contenido digital para la Ley “Borrón y Cuenta Nueva” . 117 14. Anexo 3. Instrumento 1 “Encuesta”. Especialización Especialista en Gerencia Estratégica de Mercadeo - Virtual Especialización en Gerencia Estratégica de Mercadeo - Virtual

In the precision marketing of a new product, it is a challenge to allocate limited resources to the target customer groups with different characteristics. We presented a framework using the distance-based algorithm, K-nearest neighbors, and support vector machine to capture customers’ preferences toward promotion channels. Additionally, online learning programming was combined with machine learning strategies to fit a dynamic environment, evaluating its performance through a parsimonious model of minimum regret. A resource optimization model was proposed using classification results as input. In particular, we collected data from an institution that provides financial credit products to capital-constrained small businesses. Our sample contained 525,919 customers who will be introduced to a new product. By simulating different scenarios between resources and demand, we showed an up to 22.42% increase in the number of expected borrowers when KNN was performed with an optimal resource allocation strategy. Our results also show that KNN is the most stable method to perform classification and that the distance-based algorithm has the most efficient adoption with online learning.

This study develops an analytical model based on the evolutionary game theory to analytically investigate the pricing and credit time strategies of a population of pharma-distributors towards demand promotion in the long term. This study determines the evolutionary stable strategy for the pharma-distributors’ population, and finds which marketing strategy of the pharma-distributors will ultimately be adopted by the majority of them. We investigate a supply chain (SC), including one pharma-manufacturer and a population of pharma-distributors where the pharma-distributors can either offer a credit time scheme or adopt a pricing strategy for customers’ convenience, using an evolutionary game theory approach. The uncertainty of customer default risk is incorporated into the pharma-distributors’ and pharma-manufacturer's payoffs. Both numerical and parametric sensitivity analyses are provided to give insights into the way SC managers use towards demand promotion. The results reveal that the credit time option considering the uncertain default risk is the evolutionary stable strategy for the pharma-distributors in the long term. Moreover, the findings demonstrate that under intense competition on the pricing strategy, the credit time scheme will be preferred by the majority of the population of pharma-distributors. However, under intense competition on the credit time scheme, the pricing policy will be employed by the majority of the pharma-distributors.

The purpose of the study is to determine the degree of deterioration in marketing activities in Syrian hotels during and after war. It was found that the territorial electronic marketing programmes followed by the state and hotels after the war resulted in higher hotel occupancy and higher revenues. However, there is still a large gap between the modern marketing methods used around the world and the marketing approach used in Syrian hotels today. The article analyses the effectiveness of 4 and 5 star hotels of the Syrian Ministry of Tourism. The marketing techniques, which were used over the past 5 years to meet customer needs, occupancy and revenue, are defined. The model and recommendations, which will have helped to Syrian hotels to use better modern electronic territorial marketing method are presented. It will have affected the hotel’s overall performance.

New Media in Communication Strategies of Polish Museums. From Facebook to TikTok The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

Small food and beverage business is considered highly contributing to the economy as it has a close linkage with local micro and small businesses, both upstream and downstream. However, this business group faces challenges; many of them are unable to survive, grow, and compete with large ones. This study is intended to analyze internal factors affecting the performance of small food and beverage businesses in Indonesia. With the use of 100 samples of small businesses, the study applied OLS multiple regression to examine the four internal factors, which are entrepreneurial characteristics, marketing strategies, business capital, and innovation activity. The study results show that marketing strategies, business capital, and innovation activities have a positive and significant effect on the performance of small food and beverage businesses. These findings indicate that small businesses depend mostly on those three factors with different levels of intensity for different business locations. Businesses located in universities and hospital areas are likely to have low intensity compared to those located in office areas or crowded places. Differently, entrepreneurial characteristics do not affect performance. Likely, small entrepreneurs did not have a strong business interest, still expecting to work in government organizations and companies. They established a business due to family encouragement and economic needs. AcknowledgmentThe study on the small businesses in food and beverage sector is part of a research grant project from Hasanuddin University conducted by LP2M (Institute for Research and Community Services Institute of Hasanuddin University). In carrying out this study, the involvement of a number of agencies cannot be ignored: Cooperatives and Small and Medium Size Regional Office of South Sulawesi Province and Cooperatives and Small and Medium Size Regional Office of Makassar City.

The presence of the Covid-19 pandemic outbreak makes consumer behavior in shopping began to change. Especially when the enactment of large-scale social restrictions (PSBB) regulations. Providing food service in this place cannot be expected to return. So, the divisions will not think of out of the house just eating in restaurants or eating places. One marketing strategy in the current era offers a message of delivery, this strategy can help remain to comply with regulations that apply during the Pandemic Covid-19. This study aims to obtain the results of the analysis that influences the level of public interest in the purchase of online-based foods, namely by (Food Delivery). This study uses the K-means method and uses the name, age, income, number of orders, order intensity, and satisfaction. This study uses several data collection techniques questionnaire. The subjects of this study are buyers who are members of the Food Delivery Instagram (Bellyboys.id) forum.

Vannamei shrimp (Litopenaeus vanname) is one of the most popular export fishery commodities in the world market. South Sulawesi, which is one of the exporting regions of vaname shrimp in Indonesia, has experienced an increase in exports in recent years, but is still experiencing several obstacles including the lack of raw materials for processing, unfulfilled regulations, and dependence on importing countries. This study aims to analyze marketing strategies and priority strategies that can be carried out for the export of vaname shrimp in the future. This research uses SWOT and QSPM analysis. The results showed that there are 12 vaname shrimp export marketing strategies that can be carried out in the future, where the priority strategies that can be carried out are expanding vaname shrimp market share, increasing the export quality of vaname shrimp to meet destination country regulations, increasing vaname shrimp production by utilizing aquaculture technology. to meet the supply of raw materials, to increase the value-added export vaname shrimp products, and to utilize the facilities and infrastructure from the government in carrying out export activities.

Life in the current era of technology is almost every line connected to the internet, as well as when doing business. Website is a container used for business development and improvement. One form of this is to create an attractive website display as a strategy to increase product quality and quantity. This research aims to; 1) The creation of a marketing information system facility with the application of CRM using the web-based React.JS framework as the main purpose of the research, and 2) Understanding and describing the benefits of implementing a Marketing Information System with CRM Applications using the web-based React.JS framework as a marketing strategy to improve quality and product quantity. To implement this research, the researcher uses the Agile method. A website-based marketing system with the implementation of Customer Relationship Management (CRM) at Reswara Digital printing produces structured and detailed data storage and the delivery of product information to consumers can be carried out optimally.