Tourism Destination Marketing: A Case Study of Puri Sea Beach in Odisha, India

Author(s): MOHANTY P.P.,ROUT H.B. / Language(s): English Issue: 02 (14)/2016

The greatest attraction of Odisha is the Puri sea beach which is acclaimed to be one of the best seabeaches of the world. Puri is one of the most marvelous city of Odisha which lies in the seashore of Bay ofBengal. The Puri sea beach is dotted with wonderful temples, ponds, lakes, heritage palaces, culture, art andcrafts and many more.The magnificent and culturally enriched city has bountiful of natural as well as architectural beauty and wonders that always allures the tourists and travellers from all corners of the world. In lieu of many futureprospect and potentialities, the tourism of this place did not prosper to the larger extent. It can be rightly saidthat this particular destination is some how neglected by Odisha people and the panoramic beauty of this place is yet to be explored properly by domestic and international tourists.The purpose of this research was to discuss the present scenario of Puri sea beach including all tourismfacilities, expectations, and demand of the tourist’s concern edges. Moreover, the significance of destination marketing of Puri sea beach as a tourists’ destination and what kinds of marketing methods and strategy can beused to attract more tourists to Puri sea beach, was also discussed here.

Development Prospects of the Brand of Tomsk

Author(s): Olga Sergeevna KEKSEL,Ivchik Alena Aleksandrovna,SHTANKO Marina Aleksandrovna,Svetlana Valerievna AZAROVA,Elena Valerievna SUKHUSHINA / Language(s): English Issue: 02 (14)/2016

The importance of territory branding is connected with the necessity of elaboration of new strategic approaches to brand creation of a country, a region, a city, along with the restatement of existent types of territory positioning in a view of harden competition between the cities for attracting of investments, opportunities and tourists. Creation of a strong, sustainable brand which can represent the city not only in Russia, but also abroad becomes topical. The modern reality is such that economic and demographic crisis reduces the amount ofavailable financial and human capital assets. Under such conditions, the territories compete severely for any available resources. The winner of the competition is the one which can adapt to the changing situation and apply maximum tools for it. The territory branding is the main instrument for visitors’ attraction and most significantly for investors’ attraction as well as it is an important way of people’s loyalty forming. An increasing number of countries, regions and cities use territory branding. This way of attractiveness forming is especially developedabroad, but Russian cities and regions are mastering actively the territory branding. They don’t always succeed.The efficiency of this marketing instrument depends on many factors. The main issue the brand developers faceis that they are mistaken in the understanding of territory brand as a beautiful image for tourist attraction. Tomsk is one of those cities which have enough peculiarities to be distinguished from others by means of creation of a strong and sustainable brand for representing the city outside it.

Realization of Breakthrough Positioning Strategy for Agritourist Objects

Author(s): PASHKUS Vadim Yu.,PASHKUS Natalie A.,Tatiana S. Krasnikova,PASHKUS Margaret V. / Language(s): English Issue: 03 (15)/2016

The importance of marketing research for the competitiveness of small enterprises in Republic of Macedonia

Author(s): Tatjana Petkovska Mircevska,Natasha Daniloska,Katerina Hadzi-Naumova Mihajlovska,German Filkov / Language(s): English Issue: 3/2017

Meeting the global needs of consumers by applying a marketing concept is one of the key factors for competitive success and is a basis for positioning of enterprises, regardless of the nature of their activity or size. All enterprisess need a marketing concept, regardless of their size and business activity. Even though small enterprises, in terms of their size and flexibility have many specifics and differences, marketing is a universal concept in terms of fullfilling numberous factors of competitiveness. To achieve sustainable growth and competitive position, small enterprises should be oriented towards exploring the factors of the immediate and more wider environment and should identify approaches and strategies for market positioning accoding to the needs and demands of consumers. In this paper, a theoretical and emperical review has been made on the application of marketing research in small enterprises in Republic of Macedonia, in relation to several factors of their competitiveness. The analysis of the current situation of the use of marketing research, in terms of improving competitiveness, shows that small enterprises in the country do not sufficiently apply the marketing concept and marketing research for improving their competitiveness and their successfull positioning in the global market.

Development and promotion of new product in small enterprises in the Republic of Macedonia

Author(s): Tatjana Petkovska Mircevska,Natasha Daniloska,Diana Boshkovska,Vladimir Petkovski / Language(s): English Issue: 1-2/2018

The dynamic changes in the market are the result of technological and competitive changes, as well as the change in customer preferences. In conditions of rapid market changes, in order to ensure successful market positioning, companies must constantly revise the design of the products in their production program. Generally speaking, design and development of a new product should be considered as a crucial factor for the survival of every company on the market. Compared to the big enterprises, flexibility to market changes is a certain advantage for small enterprises. Namely, small enterprises are able to implement activities for introducing, modifying and promoting new products for a shorter period of time. In this paper, a theoretical and empirical review of the introduction and promotion of new products in small enterprises has been made, as an important factor for intensifying their market activities. The results of the empirical research show that basic weaknesses in the implementation of this concept in the Republic of Macedonia are primarily connected with the specifics and limited resources in the operation of small enterprises.

Application of marketing research in small enterprises in the Republic of Macedonia

Author(s): Tatjana Petkovska Mircevska,Zoran Janevski,Irina Majovski,Marija Takovska / Language(s): English Issue: 1-2/2018

Marketing is a universal concept of the operation of enterprises regardless of their size. However, small enterprises in terms of their size and market flexibility have a number of characteristics in relation to large enterprises, which are also reflected upon the application of marketing and marketing research. In order to achieve sustainable growth and a competitive position, small enterprises need to be oriented towards the research of the environment in order to identify market positioning approaches and strategies based on consumers needs and requirements. This paper presents a theoretical and empirical review of the application of marketing research in small enterprises in the Republic of Macedonia. The empirical research has identified main drawbacks in the implementation of this concept that arise from Macedonian context. Identification of the main drawbacks can be a direction for proper application and use of marketing research information in the marketing decision-making process in small enterprises in the country.

ОСОБЕНОСТИ В УПРАВЛЕНИЕТО НА ТРАНСПОРТНИЯ МАРКЕТИНГ

Author(s): Svetla Tzvetkova / Language(s): Bulgarian Issue: 1/2018

Transport marketing is a system for organizing and managing the activity of transport and transport-forwarding enterprises, companies and firms for providing transport services based on a complex study of the transport market and consumer demand for transport production in order to create the best conditions for its realization. Transport marketing has its specificity due to the fact that marketing activities in transport manifest themselves in an overly dynamic environment and that the manufacturing and consumption of transport services coincide in terms of place and time. This complicates the goal of transport marketing for maximum analysis and recognition of consumer interests and the market’s conjuncture, forecasting the trends for its development, designing and realizing the marketing program.

ПРИЛАГОЂАВАЊЕ ПОСЛОВНОГ МОДЕЛА - УСЛОВ ОДРЖИВОСТИ ОРГАНИЗАЦИЈЕ НА ТРЖИШТУ

Author(s): Sonja Becić,Miloš Stojanović,Milena Nikolić / Language(s): English Issue: 3/2018

Modern technologies offer many opportunities to companies everywhere in the world. Marketing’s and manager’s job is to get to know all those possibilities, to know their posivite and negative side, put it in context and use it in marketing strategy in order to upgrade business of the company, improve sales effectiveness, and finally, raise revenues and value for all stakeholders. This paper contains data on using social networks and technology in advance in company actions, so informations are firstly collected using Facebook, Twitter, Instagram, Google+, Pinterest, LinkedIn, and other social platforms, and the same networks are used to spread informations about business and products, along with feedback used to correct future actions. Informations gathered can be extremely useful, but some can be recognized as unneeded. The main goal of this paper is to show how social networks influence modern businesses and how they can be used as a part of marketing mix in order to improve business effectiveness.

Research on the Influence Integrated Marketing Communications at Enterprises Business in the Republic of Serbia

Author(s): Maja C. Cogoljevic,Ljiljana Dimitrijević,Vladan Cogoljević / Language(s): English Issue: 02/2017

The aim at this paper is to point out to basic advantages of the strategic approach and functioning of the Integrated marketing communications (IMC) concept in companies on the territory of the Republic of Serbia. In research works, the concept of IMC is used to provide synergy effects while achieving a strong and unique product and company image that would drive consumers into action. The IMC concept was assessed on a sample databases using the survey method. Estimated results based on 42 samples indicate that the strategic approach to IMK concept lead to positive impact on companies' businesses, but on the other hand, a large number of companies in Serbia continue to rely more on traditional forms of marketing communication. Actually the identified low level of implementation of IMC concept opens space for further scientific research and empirical implementation of IMC in companies in Republic of Serbia as well as abandonment of traditional forms of communication. In addition, recommendations have been given for implementation and further improvement of IMC concept in order to overcome the current, traditional ways of communication.

Gender Differences in Perception of Advertising in the Context of Expectations of Advertising

Author(s): Zuzana Birknerová,Miroslav Frankovsky,Lucia Zbihlejová,Valéria Parová / Language(s): English Issue: 52/2017

Effects of advertising are conditioned by several factors. The presented report focuses on specification of the links between expectations of advertising and perception of advertising with emphasis on gender differences and age correlations. Conceptualization of the studied issue is based on the fact that, both in the context of expectations and the context of perception of advertising, every person creates their subjective cognitive image of these advertisement attributes. The report presents result of an analysis of data acquired from the sample of 206 respondents aged between 18 and 83 years, out of which 93 were men and 113 were women. Significant correlations between the selected attributes of expectations of advertising and the factors of subjective perception of advertising were specified. The research results also confirmed the significant differences in perception of advertising and expectations of advertising between men and women. Women pay more attention to the music and visuals of the advertisement and appreciate the humorous aspects in advertising. The have also greater expectations of advertising – they expect it to be memorable, informative, intelligent, genuine and visually stunning.

Wybrane algorytmy machine learning w marketingu

Author(s): Maciej Pondel,Jerzy Korczak / Language(s): Polish Issue: 526/2018

W artykule zaprezentowano wybrane metody i narzędzia machine learning, wykorzystujące najnowsze technologie informacyjno-komunikacyjne, które mogą być używane przez podmioty prowadzące działalność handlową w modelu omnichannel w celu osiągnięcia przewagi konkurencyjnej na trudnym i turbulentnym rynku internetowym. Opisane zostaną metody pracy użytkownika platformy Real-Time Omnichannel Marketing (menedżera, analityka marketingu), poszukującego nietrywialnej, nowej i użytecznej wiedzy, którą będzie mógł wykorzystać w procesie podejmowania decyzji. Pokazano kilka przykładów zastosowań algorytmów machine learning. W szczególności opisano metody poszukiwania wzorców zachowań klienta, które zilustrowano eksperymentami wykonanymi na rzeczywistych danych. Pozyskana wiedza może być użyta w sposób automatyczny w procesach komunikacji z klientem m.in. do zwiększenia szansy zakupu, polepszenia satysfakcji klienta, zmniejszenia ryzyka odejścia klienta czy optymalizacji marży na produkcie.

FAST-FOOD ÜRÜNLERİNİN TERCİH EDİLME NEDENLERİNİN TESPİTİ: SİVAS CUMHURİYET ÜNİVERSİTESİ ÖĞRENCİLERİ ÜZERİNE BİR UYGULAMA

Author(s): Mualla Akçadağ,Tuba Ahiskali Bozkurt / Language(s): Turkish Issue: 4/2019

In order to facilitate almost all aspects of life worldwide, the emergence of alternatives to practicality has led to the evolution of eating habits. As a result of the researches, it is seen that a great transition has been made from the traditional eating habits to the way of eating fast food. There is a big target group that the way of eating fast-food, a significant part of this mass is composed of young people; especially students. The aim of this study was to determine the reasons why Sivas Cumhuriyet University students prefer fast food products and to understand whether there is a difference with the demographic characteristics of the students. The aim of this study was to determine the reasons why the students of Sivas Cumhuriyet University prefer fast food products. The sample of the study consisted of students studying at Sivas Cumhuriyet University. Data of the study Simple random sampling method was collected. Öncü et al. (2007) used the scale. The scale consists of 6 dimensions and the dimensions are measured with 19 expressions in total. In the second part of the survey, there are statements that determine the demographic characteristics of the students. Among the findings of the study, the freshness of food sub-dimension, which is the product feature dimension, is one of the most important reasons why students prefer fast food.

MARKA KİMLİĞİNİN BELİRLENMESİNE YÖNELİK BİR ÇALIŞMA: ÖZEL EĞİTİM KURUMUNDA BİR ARAŞTIRMA

Author(s): Pınar KAYIKÇI,Kudret Armağan,Nil Esra Dal / Language(s): Turkish Issue: 44/2019

The concept of brand has been a subject that has been extensively researched by researchers since the time it was proposed. In this respect, the need for explaining how many concepts closely related to the brand such as brand image, brand loyalty, brand equity, brand positioning, brand recognition and brand identity have been felt. The research was conducted on Burdur Bahçeşehir College, the only private school in Burdur. In the study, the perception of the brand identity of the parents for Burdur Bahçeşehir College was investigated. For this purpose, brand identity characteristics were adapted to Turkish by using brand identity scale. Online survey method was used in the study and the research was conducted with the participation of 403 parents. The results were evaluated with SPSS 18 package program and the results were interpreted. The data were found to be suitable for normal distribution and data analysis; factor analysis, reliability analysis, T-test and correlation analysis were used. As a result of the research, Burdur Bahçeşehir College has three brand identity dimensions; management and training staff, campus infrastructure and sales promotion efforts and marketing communication activities. When Burdur Bahçeşehir College's perceived brand identity levels are analyzed and the factor dimensions are considered to be above average, the factor of 'Campus infrastructure and Sales Promotion Efforts' is the highest and this factor is the highest. ‘Management and Training Staff’ and ‘Marketing Communication Activities’ are followed by the factor. In the context of these results, it can be concluded that the most important identity factor explaining Burdur Bahçeşehir College is the strength of the management and education staff and the strong attitude it exhibits in sales promotion efforts.

Tüketicilerin Online Marka Topluluklarına Katılımları Üzerinde Öz Benlik Uyumunun Rolü

Author(s): Sertaç Çİfçi,RUZİYE COP,Ezgi GÖNENİR / Language(s): Turkish Issue: 3/2019

Aim: In order to provide the better communication with their consumers, firms have given more importance to brand communities, especially online brand communities. Successful firms use their brand communities to establish long-term relationships with both existing and potential customers thanks to relationship marketing approach. Relationship marketing provides a better understanding of business and consumer interaction in consumer engagement and brand relationships. Ensuring the participation of consumers in brand communities has been becoming very important for businesses day to day. Besides, in order to understand the market better, identifying the factors that affecting consumer participation is becoming the strategic tool for firms. In literature, many researchers handled the factors that affecting consumer participation. However, there is no study to examine the effect of self-congruence which is becoming more important in the marketing literature on the consumers’ participation in online brand communities. The self-concept is defined as how consumers actually see themselves and consumers tend to prefer the brand that they see closely their self-concept. Self-congruence is the similarity between how consumer sees himself and perceived of the image of the business. The aim of this study is to investigate the effect of self-congruence on consumer participation in online brand communities.Method: For this purpose, quantitative research method was selected and the data obtained from 283 participants by the convenient sampling method. We used exploratory, confirmatory factor analyses and structural equation model to test our model and hypotheses. In this research, online brand communities and firms that have the Instagram page are discussed. We aimed to collect data from 350 people. Research data were collected in December 2018 in Ankara. The questionnaire was applied to the participants who followed the pages of brands in Instagram and volunteered to complete the survey. A pre-test was conducted with 15 people and the deficiencies in understanding the questions are solved. In the questionnaire form, there are two main demographic variables questions: gender and age. Likert-type scale was used to measure the main structures. A total of 350 questionnaires were distributed and after some controls, 283 useful questionnaires were analysed. Looking at the demographic structure of the participants, 46% were female (131) and 54% were male (152). The participants’ mean age was 28.32 years. The SPSS and LISREL software programs were used for data analysis.Findings: Approaches of Hair et al. (2006) and Fornel and Larcker (1981) have been adopted as the methods to be used in the evaluation of the research models and hypotheses. It was noted that the variance ratio explained in the results of each explanatory factor analysis for the structures was greater than 50% and the eigenvalue was greater than 1. The calculated values indicated that the structures in the research model were measured reliably. After the explanatory factor analysis, within the framework of Fornel and Larcker's (1981) approach, confirmatory factor analysis was applied in order to evaluate the convergent and discriminant validity of all structures under the title of construct validity. As a result of confirmatory factor analysis, goodness of fit values were as follows: Chi-square: 129.86; DF: 44; Chi-square / DF: 2.95; RMSEA: 0.083; Normed Fit Index (NFI): 0.97; Non-Normed Fit Index (NNFI): 0.97; Comparative Fit Index (CFI): 0.98; Incremental Fit Index (IFI): 0.98; Relative Fit Index (RFI): 0.96; Goodness of Fit Index (GFI): 0.93; Adjusted Goodness of Fit Index (AGFI): 0.87 and Standardized RMR: 0.028. It is seen that the goodness of fit values are quite good. Correlation values, correlation squares, AVE and CR values of the structures were calculated in order to evaluate the structures in terms of validity of discrimination. Structural equation model analysis was used to evaluate the research models and hypotheses. Goodness of fit values obtained as a result of structural equation model are as follows: Chi-square: 144,39; DF: 49; Chi-square / DF: 2.94; RMSEA: 0.083; Normed Fit Index (NFI): 0.97; Non-Normed Fit Index (NNFI): 0.97; Comparative Fit Index (CFI): 0.98; Incremental Fit Index (IFI): 0.98; Relative Fit Index (RFI): 0.96; Goodness of Fit Index (GFI): 0.92; Adjusted Goodness of Fit Index (AGFI): 0.87 and Standardized RMR: 0.049. According to structural equation model results, self-congruence has a positive effect on participation for helping (β = 0.67, t value = 10.62). Self-congruence also has an effect on the participation of consumers due to the importance of brand (β = 0.73, t value = 11.94). Helping has a positive effect on both the hedonistic (β = 0.46, t value = 6.91) and the utilitarian (β = 0.53, t value = 8.94) participation of consumers. Finally, the effect of brand passion on hedonistic participation was determined (β = 0.19, t value = 2.93).Results: According to the findings of the research, self-congruence positively affects the consumers’ participation in online brand communities for helping. Self-congruence also has an impact on participation in online brand communities as a result of consumers' caring or loving the brand, which is expressed as brand passion. In this point, firms should be aware of how they are seen on consumers’ eyes and how it is importance of this fit on their marketing strategies. The effect of receiving helping on both hedonistic and utilitarian participation is also seen in the analysis results. Brand passion also affects participation for entertainment purposes. In short, self-congruence positively affects participation in brand communities both for helping and brand passion. This study has two main contributions for the marketing literature. Firstly, Baldus et al., (2015) stated that all the factors of consumers’ participation in online brand community in their study cannot be handled together and there are cause-effect relations among themselves. In short, there are two main reasons why consumers participate in online brand communities: getting help and brand passion. Hedonic and utilitarian participation comes later as a secondary effect. The second contribution is to reveal the effect of self-congruence on consumer participation in brand communities. Self-congruence and consumer engagement are seen as a valuable predictor of future business performance, both providing and maintaining a competitive advantage. In future studies, it will be beneficial to handle customer participation from a different point of view in terms of consumer behaviour. Especially, examining the socio-psychological factors of consumers as well as self-congruence may contribute.

Düşük Maliyetli Havayolu İşletmelerinde Bilet Fiyatlarına Etki Eden Rekabetçi Unsurların Değerlendirilmesi

Author(s): Mehmet Diyaddin Yaşar / Language(s): Turkish Issue: 3/2019

Aim: This study was designed to determine the competitive elements that are thought to have an impact on the ticket prices of low-cost airlines.Method: Using ticket prices from routes in which Pegasus Airlines operates, a model was formed to examine the relationship between ticket prices and a variety of variables including the monthly frequency of the routes, the monthly available seats, the market share on the route, whether it is a monopoly on the route or not, the number of airlines operating on that route, whether there is another low-cost carrier on that route as well as the level of concentration on the route. Linear regression analysis and T-Test were used to test the model and reveal the levels of difference.Findings: The study found that market share, the number of flights on the route and route concentration values had a significant positive effect on the ticket prices. On the other hand, the presence of another low-cost airline on the route has a negative effect on ticket prices. In addition, ticket prices were found to be higher in monopoly markets and in markets with only one low-cost airline.Results: The research is important in terms of examining competitive effects on ticket prices.

Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing

Author(s): Javier F. de la Ballina,Isabel de la Ballina / Language(s): English Issue: 2/2019

Purpose – Marketing literature considers scarcity a mechanism that increases the desirability of the offer and an inherent attribute of luxury products. This market needs to capture the millennial segment. The objective of this paper is to develop a proper scarcity strategy to be used when connecting luxury brands to millennials. Design/methodology/approach – An empirical study based on an experimental design was carried out to test the effect of each of the strategies (second line, my luxury, or exclusive selection of cheaper products) on different dimensions of how millennials perceive luxury brands (refinement, elitism, and hedonism), looking for causality relationships. Findings – The hedonism factor, closely connected with purchase experience, seems to be the most valuable for millennials and best encouraged by the second line strategy. In this way, luxury brands draw millennials into their market in a natural way, through an accessible price. But the second line strategy could imply a process of brand devaluation for the traditional customer base. Limitations – The difference in the results obtained using the “current shopping intention” and “future shopping intention” variables deserves more attention. Different ways of measuring future shopping intention could be applied to test the effects on the results. Originality/value – A different methodology, that is, an experimental study is presented to compare marketing strategies in the luxury market. In this way, a better relationship between exclusivity and the needs of millennials can be established as regards their attraction to luxury brands.

PLS Modelling of Factors Affecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms

Author(s): Gabor Hetenyi,Magdolna Szilasi,Attila Lengyel / Language(s): English Issue: 2/2019

Purpose – This paper aims to explore the manner in which cooperation between sales and marketing in pharmaceutical manufacturing companies (PMC) (n=16) and non-pharmaceutical manufacturing companies (NPMC) (n=31) is aff ected by selected indicators. It also attempts to demonstrate how the Partial Least Square (PLS) path modelling technique can reveal latent mechanisms in the interplay of the examined factors aff ecting SM cooperation. Design/methodology/approach – Data collection was carried out in the form of an online questionnaire. The rating scale data gathered was analyzed using PLS path modelling. Findings – Management culture (information exchange, coordination, vision, and communication) as the superblock of the model accounts for a high variance in SM cooperation in both PMCs (R 2=0.619) and NPMCs (R2=0.741). Out of the three variables determining management culture, in PMCs it is coordination (R2%=44), while in NPMCs it is information exchange (R2%=57) that accounts for most of the variance. The results clearly demonstrate that there are factors aff ecting SM cooperation that work diff erently in PMCs and NPMCs. Limitations – As the analysis in this research study was based on a convenience sample, its result should be interpreted with caution and cannot be generalized. Originality/value – This is the fi rst time that the SM interface mechanisms were compared in PMCs and NPMCs using PLS path modelling. PLS revealed latent relationships and mechanisms that play an important role in optimising SM cooperation.

Editorial preface

Author(s): Đurđana Ozretić Došen / Language(s): English,Croatian Issue: 2/2019

Znaczenie wizerunku rodziny dla promocji firmy rodzinnej

Author(s): Grzegorz Ignatowski / Language(s): Polish Issue: 7.3/2015

: Many small and medium sized family businesses have regular customers who are happy with the services they get. However, in order to survive on the market these businesses need to use advertising. The analysis of family business advertising indicates that such companies most often inform their clients about their products, perfect services and highly qualified staff. Family character of business is becoming a part of the advertising message more and more frequently. It is an effective advertising activity as families are still perceived as stable and trustworthy institutions. This implies that goods produced by family businesses will be well and honestly made, durable and multifunctional. The conviction of high quality service is strengthened by placing owners’ surnames in the name of the company and application of images from everyday family life

Продуктовий консалтинг: сутність, основні послуги та технології

Author(s): O. O. Nabatova / Language(s): Ukrainian Issue: 39/2019

The article defines the content of product consulting and its basic services. The features of the analytical toolkit of marketing consulting on issues of development and improvement of product policy of the client organization are considered. Special attention is paid to the formation of marketing understanding of a product of the firm and its product matrix. The methods of analysis and ways of optimization of the firm’s product portfolio are summarized.