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The sea is an important part and is a natural resource that drives economic growth. Apart from that, the sea is also an asset for Indonesia. Currently the Indonesian government is fully concentrating on maritime development and wishes to become the world's maritime axis. However, it should be realized that maritime development issues are not as easy as one might think. Various complicated problems that arise from the internal and external environment are obstacles and must be resolved first. To solve this problem the government needs to build a maritime management system, so that the sea is no longer just a name or symbol for Indonesia as a maritime country but also as one of the economic sectors that present products or services where the results can encourage people's welfare. [ABSTRACT FROM AUTHOR]

This research aims to decode brand meanings from the logos of two multinational companies and to encode their social categories. The companies chosen for this study are in the technology field. To analyze this issue, a qualitative-descriptive method was used to define the message contained in the logo and express the logo's social categories in a cultural context. A semiotic approach was used to analyze the specified company's logo; results showed that the logo's meaning was conveyed through four dominant colors representing Innovation, Dominance, Variation, and Sophistication. These findings suggest that the companies attempted to achieve higher social categories, implying that they aim to have exclusive control of their products. In conclusion, companies can use its social category to create a new concept for another logo as part of a potential marketing strategy. Later, these findings can be used to create a future marketing strategy. [ABSTRACT FROM AUTHOR]

This research reports on a cross-country based investigation of the floating middle class in Africa demonstrating how their behavior and structure influences the design of marketing mix strategies used by marketers. Questionnaires were used to collect data in ten African cities. Key findings include the importance of branding and core drivers for purchase such as durability, origin, popularity, affordability, and a unique circle of quality variables. Innovative adaptations for pricing, distribution and marketing communications are outlined to assist marketers develop appropriate context relevant strategies to target the floating middle class. The discussion also outlines theoretical and practical implications. [ABSTRACT FROM AUTHOR]

As emerging markets gain significance in the global economy, understanding the middle-class customers within these dynamic economies becomes even more critical for international marketers. This article contributes to the limited but growing literature on this topic. International marketing scholars and practitioners should be better informed about this megatrend. What does the "middle class" really mean? What are the theoretical underpinnings for the middle-class phenomenon? What are the implications for international marketing? To address these pressing questions, the authors explore the middle-class phenomenon in emerging markets. Through an examination of conceptual underpinnings and empirical observations, they present a conceptualization and several theoretical propositions. Finally, they provide managerial and scholarly implications of the middle-class phenomenon and offer suggestions for further research. [ABSTRACT FROM AUTHOR]

Using a quantitative survey approach, cluster analysis is used to assess the relevant target segments of a wildlife trust to develop a consumer‐focused marketing strategy. Using environmental identity and stages of change, the paper identifies and examines a number of clusters for both members and non‐members and segments the trust's target audience, providing valuable insights into the character and behaviour of each segment and their openness to different activities. It provides practical recommendations as to which specific groups would be most valuable to target for the trust as well as the potential messages and marketing strategies which be most successful in engaging these groups. [ABSTRACT FROM AUTHOR]

Rural-urban linkages are vital elements in a sustainable food system. As the COVID-19 pandemic unfolded, supply chains were disrupted and fear of infection impacted food shopping decisions, pushing consumers to seek local and safer options for procuring fresh produce. Direct marketing arose as a promising alternative for both consumers and producers. We undertook a study in Bengaluru, India, in order to understand what direct marketing activities have unfolded with the COVID-19 pandemic. Media reports highlighted the plight of farmers struggling to market their harvest during lockdown as well as the farm to fork initiatives and lockdown farmers markets that have been created as a response. We see this moment as an opportunity to develop Bengaluru's food system to be more sustainable, specifically through the City Region Food System framework. This study conducted online and telephone surveys with both consumers and producers in Bengaluru to explore the elements of supply and demand that have fostered and hindered direct marketing schemes. We found that consumers are interested in sourcing fruits and vegetables directly from farmers, but communication and logistics between consumers and producers are major hindrances. Although producers are diversifying their marketing strategies, they need to be implemented at economically viable scales to ensure long-term success. We find that the role of technology, specifically messaging apps, can streamline direct marketing activities and remove the barriers that currently hamper ruralurban linkages. Furthermore, existing community and farmer organizations have the size and scale to make direct marketing schemes a worthy endeavor for both consumers and producers. [ABSTRACT FROM AUTHOR]

While recognizing the marketing potential of a company's underdog status, existing research on underdog businesses has typically focused on how to effectively communicate about the underdog story. This study departs from prior research by formulating a theoretical framework to guide managers on systematically building and strengthening the underdog consumption experience as well as communicating about it. Recent research on motivational bases of consumers' underdog affection shows that drivers for underdog affection are much more than empathy and they also include feelings of dissatisfaction with dominant industry players, need for market balance maintenance, desire to be different and need for unique consumption experiences, admiration for perseverance, hope for hard-earned triumphs, and extension of oneself also as an underdog. Guided by the contingency framework of strategic decision-making, we apply the above notable findings to key areas of a company's marketing strategy, specifically translating the motivational bases identified in existing research into pertinent company actions, which will in turn generate rewarding customer benefits. By formulating a series of innovative perspectives to guide underdog businesses on building as well as selling a compelling underdog consumption experience, this current article represents a significant addition to past research on underdog businesses. [ABSTRACT FROM AUTHOR]

The rise of Indonesian local fashion brands could be seen from the phenomenon that is happening in the last few years. Kapferer and Schuiling (2016), mentioned that companies have the tendency to focus on the expansion of global brands that then affect to the disadvantage of local brands. While it is quite the contrary of what happens in Indonesia based on Deloitte (2016) findings that most Indonesians are still preferred to buy local fashion brands instead of global fashion brands, the only Indonesian category that prefers to buy global fashion brands are people with monthly income above IDR 10 millions. Thus, even that Indonesia is a compelling market potential for both international and local companies, it is an amusing phenomenon to be the subject of the study to find Indonesian purchasing behavior towards its local brands. This study aims to uncover the purchase behavior of Indonesian towards its local brands. Given several variables regarding to prior studies, The study will be conducted through online survey that is limited to people age 18 - 49 that domiciled in Jakarta, Bandung, and Surabaya. The survey outcome will be processed using multi linear regression (MLR) method to see which variables that most influence the purchase intention towards Indonesian local fashion brands. The output of this study will be used to recommend the right marketing strategy for Indonesian local fashion brands. [ABSTRACT FROM AUTHOR]

Research has identified that after 40 years of discussion the use of the salesforce as a source of market information is relatively widespread in business-to-business organisations, but that the majority of organisations do not always gather, store or disseminate this information effectively. The research highlights that the salesforce should be set clear objectives and incentives and, most importantly, be included in the dissemination of market intelligence for the organisation to gain maximum benefit. Unless sales personnel are able to understand how their information contributes to the organisation's activities and feel that their participation is valued, they will be unable to provide timely and pertinent information to the organisation. Further, the research suggests that organisations that do not effectively disseminate market information across functional boundaries may be ignoring a potential source of competitive advantage. This paper provides a review of the current situation, a literature review, a discussion of management implications and suggestions for further research. [ABSTRACT FROM AUTHOR]

In spite of the growing interest in sustainable advantages, there has been little effort by strategy researchers to investigate market dominance. In this paper, the extent of dominance by leading firms is linked to the ability to develop and exploit their reputation as a key resource. Results from a wide spectrum of consumer product markets indicate that the advantages that stem from reputation are typically tied to specific industry characteristics. In particular, dominance is more likely to be observed in industries that offer consumer products that are purchased frequently and have lower prices. [ABSTRACT FROM AUTHOR]

Any company can learn to compete more effectively with stronger rivals by mastering the concept of balance in the face of attack. Balance is a judo strategy principle that emphasizes the importance of retaining the initiative and shaping the competition in ways that make it easier to win. Rather than get thrown on the defensive, successful judo strategists learn to engage with powerful opponents by mastering three techniques: grip your opponent, avoid tit-for-tat, and push when pulled. These techniques are illustrated with a variety of examples drawn from both new- and old-economy companies. INSETS: Judo Economics: A Simple Example;Grip Your Opponent;Avoid Tit-For-Tat;Push When Pulled, Pull When Pushed [ABSTRACT FROM AUTHOR]

Product innovation is increasingly valued as a key component of the sustainable success of a business's operations. As a result, there has been a noticeable increase in the number of studies directed at explicating the drivers of new product success. To help managers and researchers synthesize this growing body of evidence, the authors conduct a meta-analysis of the new product performance literature. Of the 24 predictors of new product performance investigated, product advantage, market potential, meeting customer needs, predevelopment task proficiencies, and dedicated resources, on average, have the most significant impact on new product performance. The authors also find that the predictor-performance relationships can vary by measurement factor (e.g., the use of multi-item scales, subjective versus objective measures of performance, senior versus project management reporting, time elapsed since product introduction) or contextual factor (e.g., services versus goods, Asian versus North American markets, competition in high-technology versus low-technology markets). They discuss the implications of these findings and offer directions for further research. [ABSTRACT FROM AUTHOR]

Prior research has been equivocal on the role that competitive environment plays in moderating the relationship between market orientation and a firm's business performance, even though such a moderating effect is conceptually quite plausible (Slater and Narver 1994). In this article, the authors empirically examine the role of business strategy type as an alternative, potential moderator of the market orientation-performance relationship. By using an improved version of Kohli and Jaworski's market orientation scale (Jaworski and Kohli 1993; Kohli, Jaworski, and Kumar 1993), the authors find evidence that supports the moderating effects of business strategy type on the strength of the relationship between market orientation and business performance. The authors also offer implications and future research questions based on the findings. [ABSTRACT FROM AUTHOR]

The authors develop and test a model of innovation in which the generative process of innovation is fostered by a balance of three forces: market motives, distinctive capabilities, and domestic inertia. The authors distinguish between potential and realized competition and, focusing on interinnovation duration as the dependent variable, develop hypotheses to capture the effects of competition, feedback from the marketplace, and product characteristics on innovation dynamics. Weekly diffusion and innovation data for 11 computer software products available on the Internet, involving more than 100 new versions in the period 1991 to 1994, are used to test the hypotheses. Model comparison tests provide strong support for the hybrid model over models based on restricted conceptualizations. Domestic inertia considerations explain 45% of the variance in interinnovation duration, and market motives and distinctive capabilities explain 33% and 22%, respectively. The authors support the expectation of a U-shaped effect of potential competition and find that realized competition increases interinnovation duration. Products that are more customer-driven witness faster innovation, and the diffusion rate of a current innovation plays a significant role in future innovative activities: It moderates the effect of potential competition and interacts with product bundling to delay innovation. Furthermore, the authors find that product bundling per se does not influence innovation activities and that, when a product is enjoying a high rate of diffusion, competition does not hasten the arrival of innovations. [ABSTRACT FROM AUTHOR]

Despite the relatively small number of Innovators in a potential market for a new product, they are often the main target of a firm's marketing efforts. Because the Innovators tend to influence the remaining potential adopters, that is, the Majority, firms tend to allocate more marketing efforts and resources toward the Innovators than toward the Majority. Using a two-stage game model with a diffusion effect, the authors analytically investigate whether this is always an optimal strategy. They identify several market and competitive conditions in which it might be optimal for firms to target the Majority rather than the Innovators. The managerial implications of these conditions for new product launch are discussed. [ABSTRACT FROM AUTHOR]

Typical characteristics of agricultural products cause the complexity of supply chain problems to increase. This research aims to analyse and map chain distribution and marketing of chilli in Subosukowonosraten. This research used descriptive quantitative research design. Data processing methods used Producer Share, Margin and Profit Margin Ratio (PMR). The results show that supply chain of chill consisted of four types of chilli: red chilli type A, red chili type B, green chilli pepper, and red chilli pepper. The biggest chilli selling centre in the region of Surakarta ex-residency is Legi market. The biggest suppliers were from Boyolali, Klaten, Wonogiri, Sukoharjo and Karanganyar. In addition, suppliers outside of Surakarta were from Lumajang, Mojokerto, Pemekasan, Sumenep, Pare, Madura, Banyuwangi. Distribution chain of chilli trading in the region of Surakarta ex-residency consisted of farmers, collectors, big traders, wholesalers, retailers, and final consumers spread across seven regions including Sragen Regency, Wonogiri, Karanganyar, Sukoharjo, Klaten and Boyolali. Based on the analysis of producer share, the mean of market share was very good seen from farmer's side. Market margin at each level of business actor shows that the highest market margin for red pepper was at direct selling from farmers to final consumers by the mean of market margin was Rp 12.000,00. The highest marke margin for red bird's eye chilli pepper commodity was Rp 9.000,00 through marketing channel from collectors to small traders. The mean of the highest market margin was at collector level by Rp 4.000/kg. The highest profit margin ratio was at collector level by 1.58. [ABSTRACT FROM AUTHOR]

The article presents a methodology of researching markets for existing goods in the less populated areas of emerging countries. The article relates the implications of this kind of research--gaining the best position for facilities, franchises, and gaining leverage against incoming competition. The article discusses the Macrosurvey or measure of community growth by number, size, and diversity of institutions, discusses the development of a Macrosurvey, and presents an example of a Macrosurvey that was conducted in Thailand in the late 1960s. The article presents several illustrations of the methodology in practice, illustrated through scales of institutional development. An analysis of the scales is presented, as is a discussion of the use of the Macrosurvey to assess market potential.

The article discusses a business model for sales territory development. The U.S. capital goods manufacturer FMC Corp.'s Machinery Group's plan is highlighted. The company utilized a report-generating program to aid its salesmen in establishing a list of estimated product potential by state, county, and individual plants. Using industry coverage and market potential numbers the firm developed sales territories. The steps used to identify territories included obtaining consumption statistics for existing territories, identifying shortcomings, and developing better sales territories based on market potential.

Although pioneers outsell late movers in many markets, in some cases innovative late entry has produced some remarkably successful brands that outsell pioneers. The mechanisms through which innovative late movers outsell pioneers are unclear. To identify these mechanisms, the authors develop a brand-level model in which brand sales are decomposed into trials and repeat purchases. The model captures diffusion and marketing mix effects on brand trials and includes the differential impacts of innovative and noninnovative competitors' diffusion on these effects. The authors develop hypotheses on how the diffusion and marketing mix parameters of the brands differ by market entry strategy (pioneering, innovative late entry, and noninnovative late entry). The authors test these hypotheses using data from 13 brands in two pharmaceutical product categories. The results show that an innovative late mover can create a sustainable advantage by enjoying a higher market potential and a higher repeat purchase rate than either the pioneer or noninnovative late movers, growing faster than the pioneer, slowing the pioneer's diffusion, and reducing the pioneer's marketing spending effectiveness. Innovative late movers are advantaged asymmetrically in that their diffusion can hurt the sales of other brands, but their sales are not affected by competitors' diffusion. In contrast, noninnovative late movers face smaller potential markets, lower repeat rates, and less marketing effectiveness compared with the pioneer. [ABSTRACT FROM AUTHOR]

Overall evaluation of market segmentation often is based on variance-explained measures, such as R2. However, variance explained measures can be misleading if applied to the managerial problem of selecting target segments. Richness curves are proposed as an alternative way of evaluating market segmentation. Statistical considerations (bias and stability) are addressed. [ABSTRACT FROM AUTHOR]

In a broad cross-section of industrial goods businesses, market pioneers tend to have substantially higher market shares than late entrants. A stronger product in relation to competitors' products and certain industry characteristics help explain these pioneer share advantages. Though pioneering a new industrial market is not easy, the findings indicate that many pioneers develop important and sustainable competitive advantages. [ABSTRACT FROM AUTHOR]

Trading area and market penetration maps are used extensively in retail chares for the evaluation of existing and potential retail locations Mapping procedures are many and vaned, but most depend upon rather a sample of consumers [1] or a measurement of store characteristics [8] for their input Procedures based upon the sampling of consumers are more direct, but their application has not proceeded far beyond the subjective blending of descriptive statistics and managerial intuition. Development of models based upon store characteristics is more advanced, but their empirical reliability is questionable.[2] Finally, there is the problem of statistical evaluation A visual analysis of the market penetration and trading area maps by management is still the best determinant of the success of the procedure. It is possible to have very different maps which have the same degree of statistical success by simply changing the trend surface model. The quadratic polynomial used here seems to work the best for single store locations Going to higher order polynomials usually results in only minor changes Evaluating multiple stores is more complex With multiple stores there are a number of viable models to choose from Outcomes of different models can be substantial. Results of the one store model so far are promising, but more is needed m both methodological development and empirical application before the proposed techniques can be extended to more complex situations. [ABSTRACT FROM AUTHOR]

The authors focus on their 1990 model (B&K; see Balasubramanian and Kumar 1990), which indicates that market share, market growth, and their interaction are important predictors of the ratio of advertising and promotional costs to sales (A&P/S). In sharp contrast, Ailawadi, Farris, and Parry's (1994; AFP) subsequent replication attempt asserts that market share and market growth are not good predictors of A&P/S. The authors' research documents serious problems in AFP's study, including erroneous model estimates caused by incorrect execution of the SAS TSCSREG procedure, pooling data for analysis in ways that cannot be justified statistically, data preparation errors, and inappropriate operationalizations of market share and market growth. With regard to analyses of Profit Impact of Market Strategy and brand-level data reported by AFP, the authors again find that AFP have analyzed data in inappropriate ways, given the conceptual framework of the B&K model. Because these problems provide compelling evidence to disregard AFP's results, the authors conclude that the criticisms advanced by AFP against the B&K model are not valid. [ABSTRACT FROM AUTHOR]

This paper illustrates how the Rosen (1974) model of consumer choice can be used to estimate demand and supply functions for product characteristics; in this case, for six characteristics of automobiles. We also show how the demand functions for characteristics can be used to recover consumer preference functions. [ABSTRACT FROM AUTHOR]

Hostile markets have low returns due to low market pricing. Most companies will eventually face a hostile market and would benefit from the experiences of managements who have successfully coped with hostility. In a nine-year effort, encompassing several hundred companies in more than forty industries, Windermere Associates has studied the strategies of companies who have performed well in this environment. All these companies pursued five basic strategies: they focused on large customers, but accepted others; they differentiated themselves from their competition in terms of reliability; they covered a broad spectrum of price points; they turned price into a commodity; and they emphasized high resource utilization. However, the successful companies were notably different from one another in how they implemented these themes. The differences related to their size. Gold competitors, one of the top two industry competitors, exploited their size--but with great discipline. Meanwhile, the smaller Silver competitors, ranked third or below in market share, succeeded with finesse and focus. [ABSTRACT FROM AUTHOR]

Business writers such as Charter in 1992 predict that addressing the environmental consciousness of consumers will be one of the most important issues industry will face in the 1990s, and was seen by Ottmann in 1992 as the marketing trend of the decade. In 1993 Coddington judged much of green consumer potential to be latent as the environmental concern expressed in surveys was not clearly visible in current consumer behaviour. How best to respond to this new challenge and exploit the potential market is still causing confusion amongst marketers. However, it is a practical business concern as consumers may become more explicit in their demand and use their purchase power as an economic vote to effect social and environmental change. It is argued that marketing conclusions can only be drawn from a thorough understanding of the phenomenon. In this paper, the value-attitude-system model of Vinson et al. in 1977 is applied and extended to provide an insight into the complex phenomena affecting environmentally-conscious purchase behaviour by integrating the underlying influences from the individual belief system. [ABSTRACT FROM AUTHOR]

The article presents an analytical approach for evaluating the performance of sales territories. According to the author, the approach presented provides a systematic process for creating benchmarks effective in aiding decisions concerning budgets, compensation and motivation of sales personnel, allocation of resources and the disignation of sales territories. The author notes that by implementing this regression model, sales managers can use the resulting data to set future sales quotas, determine the boundaries of sales territories and forecast the sales in each territory.

Even where marketing statistics are available by 4-digit Standard Industrial Classification, their usefulness as an indicator of market potential is limited until the relationship between a special company market and the SIC has been clearly defined. A useful approach to the problem of defining this relationship is to begin with the product, as shown in this article. [ABSTRACT FROM AUTHOR]

The jewelry business is vulnerable because of the image of jewelry as a luxury. And the jewelry industry must constantly be on the alert to meet competitive threats to its traditional supremacy in the gift markets. Since jewelry of one kind or another plays some role in the life of nearly all of us, the potential market is enormous. However, the author points out that constant changes in the style of modern life have tremendous repercussions on the jewelry industry. [ABSTRACT FROM AUTHOR]

Vast growth of consumer markets in the 1960s is now clearly seen, but what special risks and opportunities face the marketing man? How fast will he have to run just to stay even with his competition? And what new competitive forces will he meet? Mr. Keener, President of The B. F. Goodrich Company, suggests that complacent expectation of a steadily expanding economy is not enough. Profitable operation during the next decade will depend on how a company meets a specific list of challenges, and the author discusses these challenges. [ABSTRACT FROM AUTHOR]

Sales forecasting in underdeveloped countries is quite different than in countries with more mature economies. The keys to forecasting in developing countries are an understanding (1) of the phases of economic development that these countries pass through; and (2) of the impact that each phase has upon demand for various classes of products. The author describes how these phases can be identified and how they affect demand. [ABSTRACT FROM AUTHOR]

The article discusses the marketing aspects of the machine tool industry. The author discusses the marketing strategy of the Bryant Chucking Grinder Company in establishing market potential for its machine tools. To establish market potential, Bryant lists each machine that can be manufactured from each of their machines. They next collect information on the number and size of plants using the equipment they manufacture, new business enterprises that will need machinery, businesses that will need replacement equipment, and different firms' funds allocated for new production equipment. Using a single index, Bryant attaches weights to each industry to determine usage. Finally, Bryant calculates the market index for each state in the United States.

The article discusses floating populations in the United States, including tourists and persons with seasonal employment. The author believes they are important to the markets of tourist states. He says the number of transients is hard to establish, as the population in those areas fluctuates so rapidly from week to week. Some methods for tracking transients are presented. One such method involves investigating arrival and departure data from air lines, railroads, bus companies, and road traffic along with information about hotel occupancy. Another method checks for changes in bread purchases, newspaper distribution, and long distance phone calls. The author believes the best way to investigate the market potential of the traveling population is to look at changes in consumption at the point of sale.

To summarize, the practical problem of most firms is to determine the degree of cyclical fluctuation that should be permitted in advertising. Measurement of advertising effects provides an important benchmark for approaching this problem, but econometric estimates must be supplemented by sophisticated judgment on the nature of the product. Product characteristics that favor extreme cyclical fluctuations are: large shifts in the marginal efficiency of advertising; high income elasticity of demand; sharp constriction of margin over production cost and intensified price competition in depression; the absence of dramatic product improvement in depression; a low proportion of investment-type advertising and a short response lag; and the lack of strong growth in the potential market. Converse conditions favor cyclical stability in the advertising appropriation. [ABSTRACT FROM AUTHOR]

The article discusses the marketing research involving in creating a new magazine. The editors of Curtis Publishing Company have decided to introduce "Holiday" magazine. The formation of a 'postwar planning committee' to evaluate the present and future market conditions is reported. The group's goal was to monitor market possibilities, the editorial formula, circulation possibilities and the physical requirements of a new product. The major work of the research department is described; it includes evaluating the recreation and travel markets.

The article reports on the interpretation of statistical procedures used in the field of marketing. The author focuses on an analysis of a statistical correlation procedure that can be used for sales forecasting and the determination of market potential in specific geographical locations. A multiple correlation method recommended by Lyndon O. Brown in his book "Market Research and Analysis," which can be used to establish sales quotas, is critiqued. A linear regression equation that can be used to estimate a product's average annual sales in a certain geographical location is compared to the direct data method. The relationship between marketing expendatures and sales is also examined.

Abstract: Conventional wisdom holds that in markets with positive feedbacks being first to market can matter more than product quality. In this paper, we test that intuition within a generalized Pólya urn model. We find that if we assume constant feedbacks, in the long run, higher quality products dominate the market regardless of initial market shares, contradicting the common wisdom. However, when we allow for variable feedbacks, initial advantages persist almost indefinitely. Thus, the choice of whether to rush to market or focus on quality depends on market characteristics such as whether the positive feedbacks result from more consistent returns to scale or from more variable social influences. [ABSTRACT FROM AUTHOR]

As marketing companies practice traditional marketing techniques of product Life cycle, market segmentation and marketing mixes to market their products resulting into the failure of a lot of new products among consumer sovereign markets. The following article focuses on such innovative applications of products life cycle that can generate empirical evidences followed by the quantitative methods in the proposed models. This study aims to create the new markets for new products rather than products battling with the substitutes in a saturated market. The learning curve applications are used effectively to check the sales growth respective of the phases changing in the process of the Product Life Cycle. Further continued the research paper directs the marketing companies to change their views about the traditional methods of marketing. Decision Sciences is one of the better areas where a lot of research has to be carried out for studying the consumer behavior. [ABSTRACT FROM AUTHOR]