Pub Date : 2020-07-08DOI: 10.5772/intechopen.89988
R. D. Villiers, P. Tipgomut, Drew Franklin
In this chapter we will discuss the different approaches to market segmentation and selection and explore how the selection process influences the company's culture, its brand positioning, and how it is impacted upon by the overall marketing and communication strategy and vice versa. Some questions this chapter considers and discusses are: Which segments should firms' international marketing activities (including financial, human resources, and the firm's capabilities) focus on? How do multinationals decide if segmentation efforts are effective? Finally, we will explore how organizations1 can monitor and control the various activities and outcomes, in order to ensure sustainable competitive advantage(s) in a highly competitive marketplace and online marketspace.
{"title":"International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits","authors":"R. D. Villiers, P. Tipgomut, Drew Franklin","doi":"10.5772/intechopen.89988","DOIUrl":"https://doi.org/10.5772/intechopen.89988","url":null,"abstract":"In this chapter we will discuss the different approaches to market segmentation and selection and explore how the selection process influences the company's culture, its brand positioning, and how it is impacted upon by the overall marketing and communication strategy and vice versa. Some questions this chapter considers and discusses are: Which segments should firms' international marketing activities (including financial, human resources, and the firm's capabilities) focus on? How do multinationals decide if segmentation efforts are effective? Finally, we will explore how organizations1 can monitor and control the various activities and outcomes, in order to ensure sustainable competitive advantage(s) in a highly competitive marketplace and online marketspace.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122405903","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-08DOI: 10.5772/intechopen.89282
František Pollák, Peter Dorčák, P. Markovič
{"title":"Reputation Management","authors":"František Pollák, Peter Dorčák, P. Markovič","doi":"10.5772/intechopen.89282","DOIUrl":"https://doi.org/10.5772/intechopen.89282","url":null,"abstract":"","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"78 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131565257","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-02DOI: 10.5772/intechopen.92329
C. Mishra
With the onset of Internet reform and economic growth of country, consumer expectation and need have formed a shape where comfort and delight service has become vital criteria for product selection. Several brands in market keep working to evaluate the changing need of consumers, developing suitable product and finding market place to reach the right customer. This digital reform has paved a new marketplace on Internet where everything and anything is available to explore and review and have a virtual feel. India is a growing economy country and has been considered in the article to brief the concept and scenario of different trends of digital marketing. The article will bring insights into the scope of different digital trends and future scope. In the 2019 summit of United Nations, leaders spoke about borderless economy reforms connecting new business players to invest in growing economy country. Here, to bring borderless and seamless economy, digital platform will play a major role for entry player as well as big MNCs evaluated in the need section of digital marketing. This article has referred collective researches and survey inputs from various sources and used secondary data mixed methods, keeping it unique and best suited for students to capture many new terminologies of digital marketing and bring utmost clarity on future trends of digitalisation. Agricultural segment has been studied in brief in correlation with digital marketing. This article refers to study on digital marketing suiting current need of people limited to its optimum and safe usage of Internet, considered as one of basic rights of human kind in twenty-first century.
{"title":"Digital Marketing: Scope Opportunities and Challenges","authors":"C. Mishra","doi":"10.5772/intechopen.92329","DOIUrl":"https://doi.org/10.5772/intechopen.92329","url":null,"abstract":"With the onset of Internet reform and economic growth of country, consumer expectation and need have formed a shape where comfort and delight service has become vital criteria for product selection. Several brands in market keep working to evaluate the changing need of consumers, developing suitable product and finding market place to reach the right customer. This digital reform has paved a new marketplace on Internet where everything and anything is available to explore and review and have a virtual feel. India is a growing economy country and has been considered in the article to brief the concept and scenario of different trends of digital marketing. The article will bring insights into the scope of different digital trends and future scope. In the 2019 summit of United Nations, leaders spoke about borderless economy reforms connecting new business players to invest in growing economy country. Here, to bring borderless and seamless economy, digital platform will play a major role for entry player as well as big MNCs evaluated in the need section of digital marketing. This article has referred collective researches and survey inputs from various sources and used secondary data mixed methods, keeping it unique and best suited for students to capture many new terminologies of digital marketing and bring utmost clarity on future trends of digitalisation. Agricultural segment has been studied in brief in correlation with digital marketing. This article refers to study on digital marketing suiting current need of people limited to its optimum and safe usage of Internet, considered as one of basic rights of human kind in twenty-first century.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122779803","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-20DOI: 10.5772/intechopen.91656
A. Ekiyor, Fatih Altan
Marketing communication in the health sector is the communication of the products or services produced by health organizations to the potential users and convincing them about the benefits to be provided. Although the use of the concept of health services and promotion is controversial, promotional activities in health services are different from promotion activities in other sectors. Public relations (PRs) rather than advertising are in the forefront of promotion activities in the health sector. Health institutions, especially hospitals, are highly complex systems both in terms of services provided and organizational structure. The aim of this study is to reveal the importance of promotion activities in health care and their different aspects from other sectors. In this context, the international literature on health marketing was searched, and this content was created. As a result, the aim of promotion in health services is not to direct the patient unnecessarily to consumption but to inform patients, to convince them about benefits of the services, and to facilitate their service delivery by increasing their participation in the service process. If promotion tools are used correctly in health care, they can help in early diagnosis of many diseases.
{"title":"Marketing Communication and Promotion in Health Services","authors":"A. Ekiyor, Fatih Altan","doi":"10.5772/intechopen.91656","DOIUrl":"https://doi.org/10.5772/intechopen.91656","url":null,"abstract":"Marketing communication in the health sector is the communication of the products or services produced by health organizations to the potential users and convincing them about the benefits to be provided. Although the use of the concept of health services and promotion is controversial, promotional activities in health services are different from promotion activities in other sectors. Public relations (PRs) rather than advertising are in the forefront of promotion activities in the health sector. Health institutions, especially hospitals, are highly complex systems both in terms of services provided and organizational structure. The aim of this study is to reveal the importance of promotion activities in health care and their different aspects from other sectors. In this context, the international literature on health marketing was searched, and this content was created. As a result, the aim of promotion in health services is not to direct the patient unnecessarily to consumption but to inform patients, to convince them about benefits of the services, and to facilitate their service delivery by increasing their participation in the service process. If promotion tools are used correctly in health care, they can help in early diagnosis of many diseases.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132181042","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-12-13DOI: 10.5772/intechopen.89635
S. Sarkum
The importance of a psychographic approach is to find out what underlies the lifestyle of people in Indonesia as consumers of various product brands and services circulating in traditional and modern markets. Pattern forming the consumers' insight needs to be known and seen from the activities, desires, and opinions expressed through their shopping styles. Basically, this perception is a way to show others around them that they have different ways of getting what they want. This insight continues to develop along with technological developments that provide convenience in facilitating products and services. This chapter will discuss the consumers' typologies based on their psychographic segment in Indonesia and the influence of technology trends in higher aspiration purchases within online and offline markets.
{"title":"Dissecting Changes in Consumer Characteristics through Psychographics","authors":"S. Sarkum","doi":"10.5772/intechopen.89635","DOIUrl":"https://doi.org/10.5772/intechopen.89635","url":null,"abstract":"The importance of a psychographic approach is to find out what underlies the lifestyle of people in Indonesia as consumers of various product brands and services circulating in traditional and modern markets. Pattern forming the consumers' insight needs to be known and seen from the activities, desires, and opinions expressed through their shopping styles. Basically, this perception is a way to show others around them that they have different ways of getting what they want. This insight continues to develop along with technological developments that provide convenience in facilitating products and services. This chapter will discuss the consumers' typologies based on their psychographic segment in Indonesia and the influence of technology trends in higher aspiration purchases within online and offline markets.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121352746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-12-13DOI: 10.5772/intechopen.89541
Carlos Gonzalo-Penela, Noelia Jiménez-Asenjo, Diana A. Filipescu
In this chapter, we apply qualitative and quantitative analysis techniques with the aim of measuring the visibility of websites in searches for Spanish cava or sparkling wine made using the UK version of Google. Using the Google Ads Keyword Planner, we retrieved a group of searches in the semantic field of 'sparkling wines' and monitored the results. Extraction and also cybermetric analysis of Search Engine Result Pages (SERPs) using SEO techniques were used to calculate the visibility of Spanish cava brands via their own websites and e-commerce websites, whereupon we were able to establish rankings of media, social networks, wine sites and e-commerce websites as well as recommendations for content optimization.
{"title":"Cheers in UK: How Visible Are Spanish Sparkling Wines on Google.co.uk?","authors":"Carlos Gonzalo-Penela, Noelia Jiménez-Asenjo, Diana A. Filipescu","doi":"10.5772/intechopen.89541","DOIUrl":"https://doi.org/10.5772/intechopen.89541","url":null,"abstract":"In this chapter, we apply qualitative and quantitative analysis techniques with the aim of measuring the visibility of websites in searches for Spanish cava or sparkling wine made using the UK version of Google. Using the Google Ads Keyword Planner, we retrieved a group of searches in the semantic field of 'sparkling wines' and monitored the results. Extraction and also cybermetric analysis of Search Engine Result Pages (SERPs) using SEO techniques were used to calculate the visibility of Spanish cava brands via their own websites and e-commerce websites, whereupon we were able to establish rankings of media, social networks, wine sites and e-commerce websites as well as recommendations for content optimization.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"468 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125623546","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-11-05DOI: 10.5772/INTECHOPEN.89980
A. Kaya, U. Ayman
There is a big question in the market whether companies are giving a real equity for public relations (PR) field in developing countries. In developing countries, unfortunately, managers are not giving full support for PR professional in their institutions. Companies apply some of the marketing communication (MC) elements while trying to reach their target market and focus on the elements that can show performance in a short term, mostly because they want to return their investment in a short term. Advertising and sales promotion activities are measur-able in a short run, and PR and sales force performance are measured in a long run; hence, companies prefer to allocate their budget more for their shortterm activities than long ‐ term activities because they perceive all as extra cost, which is not true. Thus, managers have to believe that MC campaign is not an extra cost and that it is a type of communication investment for good corporate image and reputation for the public. This chapter is emphasizing what PR professionals are doing in their fields will be dis cussed in detail. Thus, this chapter is important because it is guiding the companies that have operations in developing countries about what they will expect from their PR professional when they build on their strategic communication.
{"title":"Repositioning of PR Field in Developing Countries","authors":"A. Kaya, U. Ayman","doi":"10.5772/INTECHOPEN.89980","DOIUrl":"https://doi.org/10.5772/INTECHOPEN.89980","url":null,"abstract":"There is a big question in the market whether companies are giving a real equity for public relations (PR) field in developing countries. In developing countries, unfortunately, managers are not giving full support for PR professional in their institutions. Companies apply some of the marketing communication (MC) elements while trying to reach their target market and focus on the elements that can show performance in a short term, mostly because they want to return their investment in a short term. Advertising and sales promotion activities are measur-able in a short run, and PR and sales force performance are measured in a long run; hence, companies prefer to allocate their budget more for their shortterm activities than long ‐ term activities because they perceive all as extra cost, which is not true. Thus, managers have to believe that MC campaign is not an extra cost and that it is a type of communication investment for good corporate image and reputation for the public. This chapter is emphasizing what PR professionals are doing in their fields will be dis cussed in detail. Thus, this chapter is important because it is guiding the companies that have operations in developing countries about what they will expect from their PR professional when they build on their strategic communication.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129939088","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-09-20DOI: 10.5772/intechopen.89249
Stefan Balkanski, I. Getov
E-detailing describes the use of IT tools for promotional activities—delivering information for pharmaceutical products to customers (health professionals, medical personnel, and patients). It includes using electronic channels to interact with customers, as well as electronic support for sales reps in their everyday work. It is a strong and potential tool in the pharmaceutical marketing. This chapter describes the advantages and the challenges in the use of e-detailing.
{"title":"E-Detailing: Keyways for Successful Implementation of Digital Technologies in the Pharmaceutical Marketing","authors":"Stefan Balkanski, I. Getov","doi":"10.5772/intechopen.89249","DOIUrl":"https://doi.org/10.5772/intechopen.89249","url":null,"abstract":"E-detailing describes the use of IT tools for promotional activities—delivering information for pharmaceutical products to customers (health professionals, medical personnel, and patients). It includes using electronic channels to interact with customers, as well as electronic support for sales reps in their everyday work. It is a strong and potential tool in the pharmaceutical marketing. This chapter describes the advantages and the challenges in the use of e-detailing.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132543550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-09-16DOI: 10.5772/intechopen.89239
A. Rashid
The media ‘effect’ on consumer behaviour has long been of interest to many researchers. In part, this has been related to how movies, magazines and television programmes portrayed thinness in the nineteenth and twentieth century, a concept which has been consistently emphasised and promoted to women, thus resulting in increased body dissatisfaction. Prior to the existence of media, a curvaceous body was considered as a sign of wealth and an ideal body image. More recently, with the emergence of the Internet, there has been increasing debate over portraying a healthier body image. However, no research to date has addressed the implications of manifesting a maintainable body image in the context of the global fashion industry. Thus, to fill this gap, qualitative ethnographic approach (netnography) of studying online behaviour and consumer perception was undertaken. The chapter briefly outlines the relevance of clothing and the evolution of the ideal body image over the last decade, indicating how the ideal body image has changed, but also shows how different media channels have had an effect using television and social media examples.
{"title":"The Media Effect: Implications for Manifesting Maintainable Body Image in the Context of Global Fashion Industry","authors":"A. Rashid","doi":"10.5772/intechopen.89239","DOIUrl":"https://doi.org/10.5772/intechopen.89239","url":null,"abstract":"The media ‘effect’ on consumer behaviour has long been of interest to many researchers. In part, this has been related to how movies, magazines and television programmes portrayed thinness in the nineteenth and twentieth century, a concept which has been consistently emphasised and promoted to women, thus resulting in increased body dissatisfaction. Prior to the existence of media, a curvaceous body was considered as a sign of wealth and an ideal body image. More recently, with the emergence of the Internet, there has been increasing debate over portraying a healthier body image. However, no research to date has addressed the implications of manifesting a maintainable body image in the context of the global fashion industry. Thus, to fill this gap, qualitative ethnographic approach (netnography) of studying online behaviour and consumer perception was undertaken. The chapter briefly outlines the relevance of clothing and the evolution of the ideal body image over the last decade, indicating how the ideal body image has changed, but also shows how different media channels have had an effect using television and social media examples.","PeriodicalId":348052,"journal":{"name":"Promotion and Marketing Communications","volume":"145 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121294896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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