DEVELOPMENT OF THE MARKETING COMMUNICATIONS OF COMMERCIAL BANKS THROUGH A SEGMENT-ORIENTED APPROACH

In the conditions of fierce competition in the market of banking products, commercial banks should develop measures to attract attention of customers and to develop their loyalty to the banking institution, the develop its brand and to increase its capital. It has been established on the basis of the analysis of secondary marketing information that the bank’s marketing communications play a significant role in this, but it is important to ensure the growth of their efficiency. This can be achieved using a segment-oriented approach to their development. The goal of the present article is to establish the preferences in different segments of the banking product market as far as certain marketing policy tools of the banking institution’s communications are concerned as well as to identify the features of the banking product market segmentation that reflect the difference in such preferences. The results of the collection and processing of the primary marketing information obtained from customer surveys and processed using the criterion allowed to establish the dependence of the impact of marketing communications tools of commercial banks on customers depending on their age and the actual absence depending on the customer gender. During information collection and processing all respondents were divided into three groups: of 18—35, 36—60, and above 60, depending on their age. Taking into account the results of the survey, the recommended structure of marketing communication components for banking institutions depending on the affiliation of customers to a certain market segment was developed, the means of dissemination of information appeals, recommended measures aimed at dissemination and their main content were identified. The analysis revealed that some tools of marketing communications of banking institutions affect customers belonging to different market segments. Here we primarily speak about personal sale and consulting customers during personal sale, implementation of the bank’s measures aimed at environmental protection, increased rates for deposit products. At the same time, it has been established that other bank marketing communication tools have an impact only on a certain target customer group. In particular, advertising on television and radio can be important for providing information to people above 60, and information on bank websites — to younger people. Public relations measures also differ in terms of the efficiency of their impact on respondents of different age. To be more specific, health care funding measures are more important for the elderly people, while assistance provision to the needy is more important for young and middle-aged people. Keywords: marketing communication policy, commercial bank, segment-oriented approach, advertising, personal sale, public relations, sales promotion measures. JEL Classification G20, G21, M31, M39 Formulas: 0; fig. 1; tabl. 7; bibl.: 14.

Can the six dimensions of Marketing Promotion enhance performance in the international shipbuilding industry?

The objective of this research is to analyse the degree of implementation of the six dimensions of Marketing Promotion in shipbuilding sector and the relationship between this degree and performance. The combined analysis of all Marketing Promotion dimensions identifies an improvement in performance of the companies that have made the greatest effort in terms of Promotion, being this influence mainly notable among Asian competitors. The specific study of each dimension detects similar efforts conducted by shipyards in terms of Personal sale, Sales promotion and Sponsorship, while it reveals differences in the use of Advertising, Public Relations and Direct Marketing techniques.

Pengaruh Biaya Promosi terhadap Profitabilitas pada PT. Simpatik Cabang Gowa

The aims of the research are 1) To analyze the influence of cost promotion consisted of advertisement, sale promotion, Personal Sale and the publicity of the profitability of Simpatik in Gowa branch, and 2) To analyze the influence of the most dominant variable on the profitability of Simpatik in Gowa branch. The research was conducted by the same of population and sample taken from three years lately included thirty-six months by financing corporation data in Gowa branch. The method used was analyzes of classic method and doubled linear regression by using SPSS. 20. The result research through simultaneous testing showed that advertisement, sale promotion, personal sale and publicity variable gave the positive and significant influenced toward the profitability. Testing by partial way, the promotion and sale personality variable created negative influence and gave return equivalent toward the corporation of sale of Simpatik in Gowa branch. Next, in partial way, advertisement variable showed the most dominant influence toward profitability on the three of the others independent variable.

THE FORMATION OF A POSITIVE IMAGE OF THE ORGANIZATION THROUGH MARKETING COMMUNICATIONS

Promotion of goods, including advertising, sales promotion, personal sale and the formation of public opinion, including a positive image – is an important part of the complex of marketing activities, information access to the consumer. The object of the article is the image of a commercial organization, its reputation in the market of goods and services. The subject of the research is the process of forming a positive image.

MODEL KEPUTUSAN PEMBELIAN MELALUI IMPLEMENTASI STRATEGI BAURAN PROMOSI PADA BISNIS ONLINE (STUDI KASUS: PADA TRANSPORTASI PT GOJEK INDONESIA)

The goals of the research are to divulge the implementation of promotion mix strategy and its impact on the purchase decision towards the Go-jek online transportation service. The research-er uses a quantitative approach, descriptive and verified design, and survey method. As much as 100 respondents have been drawn using the purposive approach from the population of the Go-jek consumers. The data collection employs questionnaire and the path analysis procedure has been used as the data analysis technique. The findings of this research are as follows: the varia-bles of advertising, sales promotion, personal sale, publicity and community relationship fall into moderate – good category; moreover both partially and simultaneously the variables of advertis-ing, sales promotion, personal sale, publicity and community relationship, as well as direct mar-keting affect the purchase decision.

STRATEGI PEMASARAN BATIK LABAKO UD. BINTANG TIMUR DI DESA SUMBERPAKEM KECAMATAN SUMBERJAMBE KABUPATEN JEMBER

This study aims to describe how the marketing strategy of batako labako done UD. Bintang Timur in Sumberpakem village Sumberjambe district Jember district. The type of research used in this study is qualitative. Place of study is determined by purposive area, that is Sumberpakem village Sumberjambe Sub district Jember. Informants used in this study are owners and employees. The Eastern Star will provide the information needed by the researcher. Furthermore, the additional informant in this research is the buyer or customer or agent of UD. Bintang Timur. The data in this study were obtained by document, interview and observation. Data analysis used in this research is data reduction, data presentation, and withdrawal conclusion done interactively and continuously. The end result of this research can be concluded that in selling or marketing its products, this company uses marketing strategy by focusing on promotion or promotion, in which related to advertising, sales promotion, and personal selling. First on the process of advertising is used two kinds of media that is, using the brochure media in spread or given to the community for free, and through the media business cards given to buyers or prospective buyers directly ditoko UD. Bintang Timur. Both sales promotions are made by this company through trade shows, product displays, purchase pieces. And the third personal sale is done by displaying his batik products neatly in a storefront located in UD Bintang Timur.

Right to privacy and some methods of direct marketing

Promotion constitutes part of the marketing mix which consists of advertising, sales support, public relations, personal sale and direct marketing. It may be stated that the law delimits boundaries to all these elements of the communication mix. In the following contribution I will only focus on some methods of direct marketing and I intend to investigate the “purposeful appeal to purchase and consumer behaviour of clients” as viewed by the present Czech law. These communications often disturb the privacy of individuals, harass in an inappropriate time, marketing companies often illegally collect and share customers’ personal information. My target is to list legal limits instituted in the sphere of direct marketing for the individual marketing practices by the Czech law.