Pub Date : 2015-12-01DOI: 10.5455/IJOMR.2015200938
J. Olotewo
The market structure and pricing are two business aspects that work collaboratively to determine profitability. From the manufacturer and retailer’s point of view, the goal of setting prices is to maximize profits. Manufacturers are top-most market participants that produce goods and services, hence highly influence the market structure. Whether or not two or more manufacturers operate in the same market is largely influenced by the nature of business activity. This paper, therefore, investigates the influences of manufacturing and retail practices on market structure and pricing. In essence, manufacturers determine market elements such as barrier to entry, uniqueness of products and scale economy, all of which are determinants of market structures. Using a quantitative approach, this research analyzes a host of literature to determine pricing strategies by manufacturers and retailers. Furthermore, research examines the four main market structures to determine how retailers and manufacturers affect their formation. The major finding, however, is that manufacturers determine and influence pricing in various ways, most notably by viewing price as a ‘four layer cake’, which includes four main elements: direct costs, manufacturing overheads, nonmanufacturing overheads, and profit. Apparently, both manufacturers and retailers use different pricing strategies, with the former affected by manufacturer suggested retail prices.
{"title":"Manufacturers and Retailers Influence On Market Structure and Pricing","authors":"J. Olotewo","doi":"10.5455/IJOMR.2015200938","DOIUrl":"https://doi.org/10.5455/IJOMR.2015200938","url":null,"abstract":"The market structure and pricing are two business aspects that work collaboratively to determine profitability. From the manufacturer and retailer’s point of view, the goal of setting prices is to maximize profits. Manufacturers are top-most market participants that produce goods and services, hence highly influence the market structure. Whether or not two or more manufacturers operate in the same market is largely influenced by the nature of business activity. This paper, therefore, investigates the influences of manufacturing and retail practices on market structure and pricing. In essence, manufacturers determine market elements such as barrier to entry, uniqueness of products and scale economy, all of which are determinants of market structures. Using a quantitative approach, this research analyzes a host of literature to determine pricing strategies by manufacturers and retailers. Furthermore, research examines the four main market structures to determine how retailers and manufacturers affect their formation. The major finding, however, is that manufacturers determine and influence pricing in various ways, most notably by viewing price as a ‘four layer cake’, which includes four main elements: direct costs, manufacturing overheads, nonmanufacturing overheads, and profit. Apparently, both manufacturers and retailers use different pricing strategies, with the former affected by manufacturer suggested retail prices.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"86 1","pages":"1-7"},"PeriodicalIF":1.1,"publicationDate":"2015-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76195676","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 : 2015-12-01DOI: 10.5455/ijomr.2015201333
J. Olotewo
The purpose of this paper is to examine how firms can integrate both marketing and logistics functions for better performance. The paper will also highlight whether the strategy is a long run or a short run approach. It will also create a model on how manufacturing firms can integrate both marketing and logistics function for better performance. The paper has developed a long-term strategy for integrating marketing and logistics in a manufacturing company. The model is based on four levels of integration, including corporate integration, strategic customer integration, strategic supplier integration, and marketing and logistics strategy integration. The corporate level integration involves the development of corporate and business strategies that are aimed at creating customer and shareholder value. The strategic customer integration is an internal process that involves the alignment of the needs of the customers with the value propositions of a company. The strategic supplier creates an alignment between the suppliers and customers. This level provides the integration between the customer co-creation value and the supplier value creation. The model provides a coordinated approach that can allow managers in the marketing and logistics to make more informed decisions.
{"title":"Marketing and Logistics Strategy: The Integration Process","authors":"J. Olotewo","doi":"10.5455/ijomr.2015201333","DOIUrl":"https://doi.org/10.5455/ijomr.2015201333","url":null,"abstract":"The purpose of this paper is to examine how firms can integrate both marketing and logistics functions for better performance. The paper will also highlight whether the strategy is a long run or a short run approach. It will also create a model on how manufacturing firms can integrate both marketing and logistics function for better performance. The paper has developed a long-term strategy for integrating marketing and logistics in a manufacturing company. The model is based on four levels of integration, including corporate integration, strategic customer integration, strategic supplier integration, and marketing and logistics strategy integration. The corporate level integration involves the development of corporate and business strategies that are aimed at creating customer and shareholder value. The strategic customer integration is an internal process that involves the alignment of the needs of the customers with the value propositions of a company. The strategic supplier creates an alignment between the suppliers and customers. This level provides the integration between the customer co-creation value and the supplier value creation. The model provides a coordinated approach that can allow managers in the marketing and logistics to make more informed decisions.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"66 1","pages":"8-13"},"PeriodicalIF":1.1,"publicationDate":"2015-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80132824","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 : 2015-12-01DOI: 10.5455/IJOMR.2015201627
A. Akinwande, J. Olotewo
The energy sector is one of the most the most important components of Nigeria’s economy because of the endowment of the country a wealth of energy resources such as coal and oil. The discovery of oil occurred in the year 1958. The earlier portion of the 1970s was notable for the dominance of oil on the country’s economy. Currently, Nigeria stands out as one of the largest producers of oil in the sub-Saharan part of Africa with estimated production volumes amounting to 2.413 million barrels daily, which makes it the sixth most significant producer. Since the year 1960, Nigeria has managed to reap an estimated six hundred billion dollars in revenues from oil. Despite the vast number of its wealth in oil, Nigeria highlights the highest number of people living in poverty-stricken conditions. With per capita incomes averaging around three hundred and fifty dollars, estimates indicate about seventy million Nigerians as living on less than a dollar daily. The fluctuation of prices, which has been synonymous with the oil industry, does little to provide comfort especially for the long term. From a short-term perspective, Nigeria has been able to establish an increasing albeit volatile growth owing to the high prices of oil on the global scale. From a long-term perspective, a combination of low prices and an undiversified production base will eventually take its toll on the economy, thus resulting in a wide range of negative effects. The high level of dependency for the Nigerian economy on oil implies that volatility of the oils sector have an enhanced impact on government revenue and the determination of financial policy.
{"title":"The Negative Effects of Low Oil Prices on Nigerian Economy","authors":"A. Akinwande, J. Olotewo","doi":"10.5455/IJOMR.2015201627","DOIUrl":"https://doi.org/10.5455/IJOMR.2015201627","url":null,"abstract":"The energy sector is one of the most the most important components of Nigeria’s economy because of the endowment of the country a wealth of energy resources such as coal and oil. The discovery of oil occurred in the year 1958. The earlier portion of the 1970s was notable for the dominance of oil on the country’s economy. Currently, Nigeria stands out as one of the largest producers of oil in the sub-Saharan part of Africa with estimated production volumes amounting to 2.413 million barrels daily, which makes it the sixth most significant producer. Since the year 1960, Nigeria has managed to reap an estimated six hundred billion dollars in revenues from oil. Despite the vast number of its wealth in oil, Nigeria highlights the highest number of people living in poverty-stricken conditions. With per capita incomes averaging around three hundred and fifty dollars, estimates indicate about seventy million Nigerians as living on less than a dollar daily. The fluctuation of prices, which has been synonymous with the oil industry, does little to provide comfort especially for the long term. From a short-term perspective, Nigeria has been able to establish an increasing albeit volatile growth owing to the high prices of oil on the global scale. From a long-term perspective, a combination of low prices and an undiversified production base will eventually take its toll on the economy, thus resulting in a wide range of negative effects. The high level of dependency for the Nigerian economy on oil implies that volatility of the oils sector have an enhanced impact on government revenue and the determination of financial policy.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"8 1","pages":"25-30"},"PeriodicalIF":1.1,"publicationDate":"2015-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77043724","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 : 2015-12-01DOI: 10.5455/IJOMR.2015203225
Victoria Toyin Ayofadipe
Is traditional marketing dead? Written in response to Bill Lee’s article “Marketing is Dead”, the following details why traditional dead is not dead. This includes a look at current statistics regarding the effectiveness of traditional marketing, as well as exploring the effectiveness of online marketing. It also provides the results of an informal poll completed by marketers before delving into how traditional marketing is evolving and the contribution it has had on digital and online marketing. Finally, it examines how traditional marketing and internet marketing can be effectively used together.
{"title":"Traditional Marketing is Alive","authors":"Victoria Toyin Ayofadipe","doi":"10.5455/IJOMR.2015203225","DOIUrl":"https://doi.org/10.5455/IJOMR.2015203225","url":null,"abstract":"Is traditional marketing dead? Written in response to Bill Lee’s article “Marketing is Dead”, the following details why traditional dead is not dead. This includes a look at current statistics regarding the effectiveness of traditional marketing, as well as exploring the effectiveness of online marketing. It also provides the results of an informal poll completed by marketers before delving into how traditional marketing is evolving and the contribution it has had on digital and online marketing. Finally, it examines how traditional marketing and internet marketing can be effectively used together.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"71 1","pages":"31-39"},"PeriodicalIF":1.1,"publicationDate":"2015-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83177130","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 : 2015-12-01DOI: 10.5455/IJOMR.2015201695
I. Dumitru
Trecerea de la stadiul in care marketingul era considerat un simplu instrument de crestere a vanzarilor bunurilor de larg consum, prin utilizarea unor tehnici agresive de cucerire a pietelor existente, avand o puternica orientare spre productie si spre distributie, pana la actualul stadiu de evolutie, in care marketingul este privit ca un proces social si managerial prin care indivizi si grupuri de indivizi obtin ceea ce le este necesar si doresc – prin crearea, oferirea si schimbul de produse avand o anumita valoare, reprezinta un lung proces de dezvoltari extensive si intensive in domeniul marketingului.
{"title":"The Effect of Marketing Communications on Customer Based Brand Equity","authors":"I. Dumitru","doi":"10.5455/IJOMR.2015201695","DOIUrl":"https://doi.org/10.5455/IJOMR.2015201695","url":null,"abstract":"Trecerea de la stadiul in care marketingul era considerat un simplu instrument de crestere a vanzarilor bunurilor de larg consum, prin utilizarea unor tehnici agresive de cucerire a pietelor existente, avand o puternica orientare spre productie si spre distributie, pana la actualul stadiu de evolutie, in care marketingul este privit ca un proces social si managerial prin care indivizi si grupuri de indivizi obtin ceea ce le este necesar si doresc – prin crearea, oferirea si schimbul de produse avand o anumita valoare, reprezinta un lung proces de dezvoltari extensive si intensive in domeniul marketingului.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"44 4 1","pages":"13-18"},"PeriodicalIF":1.1,"publicationDate":"2015-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78836102","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}
Structural equations are extensively used in studies dealing with abstract variables. The authors can choose between first and higher-order constructs but some researchers omit to pursue a rigorous...
{"title":"Second-Order Constructs in Structural Equations","authors":"KhadraouiManel, GharbiJamel-Eddine","doi":"10.5555/2465079.2465081","DOIUrl":"https://doi.org/10.5555/2465079.2465081","url":null,"abstract":"Structural equations are extensively used in studies dealing with abstract variables. The authors can choose between first and higher-order constructs but some researchers omit to pursue a rigorous...","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"156 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2012-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86326698","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}
Online social network is any electronic tool or application that provides information, allowing collaboration, interaction, and sharing information among users. The social network can be utilized as an e-marketing tool with low-cost and effective source of medium for marketers to identify market needs, customer experiences, competitive movements, and trends. The purpose of this paper is to study the significance of online social networks based on web 2.0 technologies on e-marketing promotion and potential challenging issue as well as needs of ethical standards. The paper adopts a broad literature review relating to e-marketing on online social networks and ethics. This study examines that the ethical issues such as acts, regulations and policies that govern privacy, the collection of personal information and the protection of a user's identity are crucial when using social network for e-marketing and business promotion. As a communication tool the online social networks play a key role to reach initial product adopters and maintain interaction and collaboration with customers for market promotion.
{"title":"E-Marketing on Online Social Networks and Ethical Issues","authors":"Gajendra Sharma, Liu Baoku","doi":"10.4018/IJOM.2012100101","DOIUrl":"https://doi.org/10.4018/IJOM.2012100101","url":null,"abstract":"Online social network is any electronic tool or application that provides information, allowing collaboration, interaction, and sharing information among users. The social network can be utilized as an e-marketing tool with low-cost and effective source of medium for marketers to identify market needs, customer experiences, competitive movements, and trends. The purpose of this paper is to study the significance of online social networks based on web 2.0 technologies on e-marketing promotion and potential challenging issue as well as needs of ethical standards. The paper adopts a broad literature review relating to e-marketing on online social networks and ethics. This study examines that the ethical issues such as acts, regulations and policies that govern privacy, the collection of personal information and the protection of a user's identity are crucial when using social network for e-marketing and business promotion. As a communication tool the online social networks play a key role to reach initial product adopters and maintain interaction and collaboration with customers for market promotion.","PeriodicalId":42858,"journal":{"name":"International Journal of Online Marketing","volume":"20 1","pages":"1-14"},"PeriodicalIF":1.1,"publicationDate":"2012-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76791731","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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