scholarly journals ANALISIS PENGARUH STRATEGI PEMASARAN TERHADAP PENJUALAN ANYAMAN BIDAI KERAJINAN TANGAN MASYARAKAT DESA JAGOI KECAMATAN JAGOI BABANG KABUPATEN BENGKAYANG

2021 ◽  
Vol 3 (1) ◽  
pp. 1-19
Author(s):  
Yuliana
Keyword(s):  
Differentiated Marketing

Penelitian ini terlaksana melalui proses wawancara dengan pemilik usaha kerajinan anyaman bidai di desa Jagoi Kecamatan Jagoi Babang, Kabupaten Bengkayang, karena produk kerajinan tangan anyaman bidai ini memiliki kualitas yang baik sehingga menarik untuk dikaji dan merupakan salah satu ciri khas produk kerajinan di Kabupaten Bengkayang. Tujuan dari penelitian ini adalah (1) Untuk mengetahui pengaruh strategi pemasaran terhadap penjualan anyaman bidai Desa Jagoi Kecamatan Jagoi Babang Kabupaten Bengkayang, (2) Untuk mengetahui apa saja kendala penjualan  yang dihadapi oleh pengrajin Anyaman Bidai Desa Jagoi Kecamatan Jagoi Babang Kabupaten Bengkayang. Subjek penelitian yang diambil yaitu tempat usaha kerajinan anyaman bidai di desa Jagoi. Metode pengumpulan data yang digunakan adalah metode dokumentasi, metode kuesioner, dan metode wawancara. Hasil penelitian menunjukkan bahwa F hitung sebesar 1.822 dengan signifikansi sebesar 0,018 karena signifikansi < alpha (0.05) maka H0  ditolak: artinya terdapat pengaruh yang signifikan antara strategi pemasaran terhadap penjualan anyaman bidai. Strategi pemasaran berpengaruh sangat kuat dan dominan  terhadap penjualan dengan angka sebesar 3.466 dengan signifikansi sebesar 0.018, artinya bahwa ada pengaruh secara signifikan antara strategi pemasaran dengan penjualan. Karena koefisien korelasi nilainya positif, maka berarti strategi pemasaran berpengaruh positif dan signifikan terhadap penjualan. Jadi dalam kasus ini dapat disimpulkan bahwa strategi pemasaran berpengaruh positif terhadap penjualan hasil kerajinan anyaman bidai.   Kata Kunci: Strategi Pemasaran (undifferentiated marketing, differentiated marketing, concentrated marketing) dan Penjualan  

Improving enterprise’s competitiveness on the basis of combined ABC/XYZ and cluster analyses of the commodity nomenclature

2021 ◽  
Vol 19 (9) ◽  
pp. 1789-1810
Author(s):  
Mariya S. BELYAEVA
Keyword(s):  
Methodological Approach ◽  
Wine Industry ◽  
Cluster Analyses ◽  
Marketing Activities ◽  
Differentiated Marketing ◽  
Enterprise Competitiveness ◽  
Business Structures ◽  
The Relationship ◽  
Enterprise's Competitiveness ◽  
Similar Dynamic

Subject. This article examines the relationship between marketing activities and the development of entrepreneurial structures in Russia. Objectives. The article aims to develop a methodological approach that helps optimize the product nomenclature and develop differentiated marketing strategies for managing sales in different segments. Methods. For the study, I used the methods of ABC/XYZ and cluster analyses. Results. The article offers a methodological approach to the analysis of the nomenclature of goods, tested on the data of one of the business structures of the Crimean wine industry. It identifies goods nomenclature clusters that have similar dynamic characteristics for changes in sales volumes and demand predictability, and provides recommendations for increasing sales, margins, and improving enterprise competitiveness. Conclusions. The developed methodological approach can be considered as an element of information and methodological support for the enterprise competitiveness management system.

scholarly journals Analysis of Marketing Innovation Under the New Retail Mode-Taking “Luckin coffee” as an Example

2021 ◽  
Vol 235 ◽  
pp. 01074
Author(s):  
Siyu Wei
Keyword(s):  
Big Data ◽  
Operation Mode ◽  
Marketing Strategies ◽  
Consumption Patterns ◽  
Service Process ◽  
Strong Impact ◽  
Fully Integrated ◽  
Marketing Innovation ◽  
Data Prediction ◽  
Differentiated Marketing

With the rise of high-end technologies such as artificial intelligence and big data, many new consumption patterns are constantly emerging, from offline retail to online e-commerce and then to a New Retail mode combining online e-commerce, offline and logistics. The New Retail mode not only brings a strong impact to the traditional retail industry, but also provides many enterprises with new operation and marketing ideas. The research object selected by the author is Luckin coffee, a representative enterprise of the New Retail mode, by analyzing the operation mode of “online APP+ offline store + logistics” used by Luckin coffee and the marketing method implemented under this mode, the innovation of Luckin coffee’s marketing method is concluded, including Viral social fission marketing, Innovation of service process, Big data differentiated marketing, Novel scene positioning, Omni-channel retail, which can provide some ideas such as Social fission, Big data prediction, differentiated marketing, Fully integrated channels and so on for other traditional retail enterprises to reform and new Retail enterprises to formulate marketing strategies.

scholarly journals The perceived benefits derived from visits to a super regional shopping centre: An exploratory study

1999 ◽  
Vol 30 (4) ◽  
pp. 141-146 ◽  
Author(s):  
Nic S. Terblanché
Keyword(s):  
Exploratory Study ◽  
Perceived Benefits ◽  
Shopping Centre ◽  
Shopping Centres ◽  
Differentiated Marketing

Studies that aim to identify shopper types typically attempt to identify a limited set of differentiated shopper types to which retailers can target differentiated marketing efforts. The identification of shopper segments patronising large shopping centres. have been surprisingly underresearched. This study investigated the perceived benefits of shopping at a large super regional shopping centre and three distinct benefit dimensions emerged.

scholarly journals BNI Marketing Strategy for Credit Cards in Dealing Global Competition in State Bank Indonesia (Persero) Tbk Banda Aceh Branch Office

2020 ◽  
Vol 3 (2) ◽  
pp. 1134-1146
Author(s):  
Erry Dianto ◽  
Saibul Anwar ◽  
Husnawati Husnawati ◽  
Zurnalis Zurnalis
Keyword(s):  
Marketing Strategy ◽  
Credit Card ◽  
Credit Cards ◽  
Secondary Data ◽  
Global Competition ◽  
Target Market ◽  
The Face ◽  
Differentiated Marketing ◽  
Branch Office ◽  
Banda Aceh

This study aims to analyze the marketing strategy of BNI Credit Cards in the face of global competition at PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. This study uses a qualitative approach with a descriptive type where the type of data used is secondary data sourced from various reports and documentation from PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. The results of this study indicate that in marketing BNI Banda Aceh Branch credit cards a strategy that can be used is a marketing strategy that differentiates the market (Differentiated marketing), which is to determine the target market segmentation in accordance with the target types of credit card products that are in accordance with the segmentation. The Banda Aceh BNI branch also uses a concentrated marketing strategy such as the marketing of BNI-Unsyiah affinity Credit Cards which is focused on alumni of Syiah Kuala University throughout Indonesia. Besides that, another strategy used by the Banda Aceh BNI branch in marketing BNI Credit Cards is by issuing pre aproval credit cards, where certain customers in accordance with applicable regulations are directly proposed to issue credit cards on behalf of these customers, if the customer agrees for card issuance, the card can be activated immediately. Furthermore, BNI provides the convenience of non-cash transactions through the YAP (Your All Payment) application as a payment tool for (cashless) and without showing the debit card or credit card (Cardless) through a smartphone. This YAP application is an advantage owned by BNI and the first in Indonesia.

scholarly journals Methods of Segmentation and Positioning in the Product Market with Access to a New Foreign Market

2020 ◽  
Author(s):  
Rana Mikailova
Keyword(s):  
Product Market ◽  
Foreign Market ◽  
Commodity Market ◽  
Marketing Tactics ◽  
Market Segments ◽  
Successful Development ◽  
Important Condition ◽  
Strategic Approach ◽  
Differentiated Marketing ◽  
Single Approach

Entering a new foreign market has always remained an urgent problem. The interrelation of the internal and external commodity market is an important condition for the successful development of the economy of any country. Foreign experience shows that various strategic approaches are used for this purpose. The basic basis of the strategic approach is the systematic coverage of the product market, which includes undifferentiated marketing, differentiated marketing and concentrated marketing. Below we will consider in more detail the above strategic approaches to coverage of the product market. In particular, it is considered when an enterprise refuses features and explores the entire market from the position of a single approach. Differentiated marketing tactics are not about identifying a single need, but a general one. These include the formation of a product and a marketing program that will be useful to a significant number of consumers. A distinctive feature of differentiated marketing is that the company operates in a number of market segments and forms a distinctive offer for them. This approach is based on offering different products to the market in order to increase sales and penetrate deeper into the development of product market segments. Finally, concentrated marketing provides an opportunity for businesses to discover an additional opportunity that is more attractive from a resource constraint perspective. It is manifested by the concentration of efforts on a small share of a large commodity market.

scholarly journals ORGANIZATIONAL AND ECONOMIC PRINCIPLES OF DESIGN, DEVELOPMENT AND IMPROVEMENT OF SUBURBAN WALKING TRAILS

2017 ◽  
Vol 11 (3) ◽  
pp. 62-76 ◽  
Author(s):  
Сергей Илькевич ◽  
Sergey Ilkevich
Keyword(s):  
Well Being ◽  
International Experience ◽  
Point Of View ◽  
Design Development ◽  
Passenger Rail ◽  
Russian Scientific ◽  
Differentiated Marketing ◽  
Volunteer Programs ◽  
Principles Of Design ◽  
Scientific Practical

The article presents an analysis and systematization of the central organizational and economic principles of design, development and improvement (arrangement) of suburban (neighborhood) walking trails, based primarily on international experience due to the very weak development of the suburban trail segment in Russia and almost complete absence of Russian scientific and practical studies in this field. The nearest concept to suburban trails, which received some attention (in terms of aspects) in the Russian scientific literature, is the "eco and local history trail", which is not sufficient from the point of view of the needs of practice. First of all, the work reveals in detail the multidimensional specificity of suburban walking trails, including such factors as thematic focus, tourist motivation, combination with suburban passenger rail transport, influence on local residents and other stakeholder groups, including through increases in the value of real estate, safety, importance for health and social well-being, correlation with other objectives of infrastructural development of suburbs. Further, the article highlights the role, significance and international experience in the arrangement and improvement of trails, including both road-engineering aspects and informatization. The next section illustrates international experience in route integration of suburban walking trails with suburban railway and bus transportation. The article also touches upon the aspects of economic justification and rationale for expanding the segment of suburban walking trails as a public good (primarily as a catalyst and multiplier of tourist activity in the region), as well as certain aspects of differentiated marketing strategies, along with the principles of sustainable development and a remarkable potential for implementing volunteer programs. In conclusion, the author suggests an extensive list of problems and thematic areas for prospective studies of suburban walking routes, emphasizing an extreme need to form a range pf scientific and scientific-practical works in order to conceptually and methodologically explore the segment of suburban walking trails in Russia.

scholarly journals Sectoral variations in market orientation and performance among small service firms in Botswana

2018 ◽  
Vol 13 (3) ◽  
pp. 1076-1088
Author(s):  
Olumide Jaiyeoba ◽  
Chux Gervase Iwu ◽  
Edward Marandu
Keyword(s):  
Market Orientation ◽  
Sub Saharan Africa ◽  
Transport Sector ◽  
Service Firms ◽  
Marketing Orientation ◽  
Differentiated Marketing ◽  
Service Sectors ◽  
Sub Saharan ◽  
And Performance ◽  
Two Sectors

Abstract The quest for the diversification of Botswana’s mineral-led economy necessitates an examination of other performing ones such as the Tourism-Transport and Finance-Consulting small service sectors which have been identified as also contributing immensely to its economy. So, this paper investigates variations in market orientation and performance among small service firms in Botswana. In more specific terms, it involves analysis of variations with regard to tourism-transport and finance-consulting firms. Set in Botswana, data were obtained, using a respondent-completed questionnaire from 54 managers in the tourism-transport sector and 121 managers in the finance-consulting sector. Despite the focus of the study on sectoral variations among service firms in Botswana, the study makes major contributions to our understanding of market orientation-performance link. First, the overall level of market orientation varied significantly between the two sectors. Secondly, two of the three components of market orientation, namely intelligence generation and intelligence responsiveness also displayed statistically significant differences between each component and the two sectors. Thirdly, organizational commitment, team spirit and customer satisfaction were significantly different between the two sectors. These findings suggest the need for a sustained and systematic study aimed at finding out the relative importance of market orientation in different sectors. Such a study may be helpful in suggesting differentiated marketing orientation emphases that may help firms optimize their marketing budget. Notwithstanding the several scholarly works on market orientation and firm performance, the value of market orientation in sub-Saharan Africa has only begun to receive attention in Africa. Research evidence is scanty in the case of Botswana.

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