Marketing

Organizaciq, specializiruüschaqsq na proizwodstwe gedonisticheskih potrebitel'skih towarow, udelqet bol'shoe wnimanie ämocional'noj swqzi swoih produktow ili uslug s klientami. Uspeh ätoj swqzi w formirowanii dolgosrochnyh otnoshenij i, sledowatel'no, pribyli dlq kompanii horosho izwesten. Odnako, poskol'ku ämocii neosqzaemy i menqütsq so wremenem, kompaniq dolzhna razrabotat' strategiü brendinga, kotoraq w perwuü ochered' budet priwlekat' pokupatelej za schet sensornoj swqzi, a ne za schet harakteristik produkta. Jeto pomogaet kompanii sfokusirowat'sq na loql'nosti k brendu i associacii s nim dlq powysheniq blagopriqtnogo wospriqtiq brenda. Jeto pomozhet rukowodstwu kompanii sozdat' doweritel'nye otnosheniq so swoimi klientami. Schitaetsq, chto ämocii legche perenosqt granicy, chem informaciq. Hotq ispol'zowanie ämocij w reklame, wozmozhno, i ne ubezhdaet pokupatelej kupit' towar, ono pomogaet sozdat' imidzh brenda. Bylo obnaruzheno, chto potrebitelej pobuzhdaüt k pokupke produkta ne tol'ko ämocii.

Une organisation spécialisée dans les biens de consommation hédoniques accorde une grande importance au lien émotionnel entre ses produits ou services et ses clients. Le succès de cette association dans l'établissement de relations à long terme et donc de bénéfices pour l'entreprise est bien connu. Toutefois, comme les émotions sont intangibles et évoluent avec le temps, l'entreprise devrait élaborer une stratégie de marque qui permette de gagner des clients par le biais d'un lien sensoriel plutôt que par les caractéristiques du produit. Cela aide une entreprise à se concentrer sur la fidélité et l'association à la marque afin d 'accroître la perception favorable de la marque. Cela pourrait aider la direction à créer des liens de confiance avec ses clients. On pense que lesémotions traversent les frontières plus facilement que l'information. Si l'utilisation des émotions dans la publicité ne persuade pas nécessairement les clients d'acheter un produit, elle contribue à établir une image de marque. On a découvert que les consommateurs n'étaient pas seulement motivés par leurs émotions.

This original exploratory study was to examine the impact of select independent variables and demographic variables on Perceived Quality, Customer Satisfaction and Trustworthiness of Brand. As per ACMA May 2017 data, top four brands, namely Hero, Bajaj, Honda, and TVS were selected for the study and 600 two-wheeler consumers¿ samples collected, using random sampling in Hyderabad. The data were analyzed with descriptive statistics, and non-parametric tests, to know the impact of independent and demographic variables on Perceived Quality, Customer Satisfaction and Trustworthiness of Brand and found no impact, further given various implications.

Cette étude cherche à mieux comprendre la relation bancaire et la protection des consommateurs en Afrique centrale depuis les années 90. La méthodologie utilisée est hypothético-déductive pour expliquer le comportement des consommateurs dans une relation bancaire. Les résultats montrent un faible niveau d'éducation financière des consommateurs et une perception négative de la gestion des réclamations, favorisant l'approche transactionnelle. Contrairement aux études jusque-là menées, Il existe une relation négative entre l'engagement calculé et le niveau d'éducation financière des consommateurs au Cameroun, expliquée par l'ignorance des notions de l'éducation financière et la perception négative de la gestion des réclamations. La théorie de la justice a permis d'établir que l'accessibilité aux voies de recours influence positivement l'engagement calculé dans une relation bancaire durable. En somme, l'éducation financière et la gestion des réclamations sont essentielles pour gérer efficacement une relation bancaire aux bénéfices mutuels.

Un'organizzazione specializzata in beni di consumo edonici pone una forte enfasi sul collegamento emotivo dei propri prodotti o servizi con i clienti. È noto il successo di questa associazione nel creare relazioni a lungo termine e quindi guadagni per l'azienda. Tuttavia, poiché le emozioni sono intangibili e cambiano nel tempo, l'azienda dovrebbe sviluppare una strategia di branding che acquisisca i clienti principalmente attraverso il legame sensoriale piuttosto che attraverso le caratteristiche del prodotto. Questo aiuta l'azienda a concentrarsi sulla fedeltà e sull'associazione al marchio, al fine di aumentarne la percezione favorevole. Questo potrebbe aiutare il management a creare legami di fiducia con i clienti. Si ritiene che leemozioni viaggino più facilmente delle informazioni. Anche se l'uso delle emozioni nella pubblicità non può persuadere i clienti ad acquistare un prodotto, aiuta a stabilire un'immagine del marchio. Si è scoperto che i consumatori sono motivati all'acquisto del prodotto non solo dalle emozioni.

Retargeting campaigns are an essential part of any successful online marketing strategy, allowing businesses to reach customers who have already shown interest in their products or services. In this book, you will learn how to master the art of retargeting and drive sales with effective online strategies.Starting with the basics, you will gain an understanding of how retargeting works and how to set up a strong foundation for your campaign. You will then learn how to identify your ideal customer and target them with personalized ads that speak to their interests and behavior.Next, you will discover how to maximize your ad spend by developing effective budgeting and bidding strategies. You will learn how to craft compelling ad copy and design, and how to conduct A/B testing to optimize your campaigns for maximum conversions.In addition, you will explore the power of video in retargeting campaigns and how to incorporate it into your strategy. You will also learn how to use retargeting on social media platforms such as Facebook and Instagram, as well as on the Google Display Network and through personalized email campaigns.Furthermore, you will delve into strategies for retargeting for e-commerce, B2B, local businesses, events, and mobile users. You will also discover how to increase revenue with repeat customers and customer lifetime value.Finally, you will explore advanced retargeting tactics such as cross-device retargeting and lookalike audiences. You will also learn how to analyze your campaign performance and optimize your strategy for success.With this comprehensive guide to retargeting mastery, you will learn how to effectively use retargeting campaigns to win sales and grow your business online.

In an era where digital innovation drives the pulse of every industry, mastering the art of marketing is no longer a choice - it's a necessity. "Marketing in a Digital World" is your comprehensive and accessible guide to navigating the complex landscape of modern marketing. Whether you're a seasoned professional or a curious beginner, this book equips you with the tools and knowledge needed to thrive in the ever-evolving digital realm.Delve into the core principles that underpin successful digital marketing strategies, from search engine optimization and content creation to social media engagement, email campaigns, and beyond. Gain invaluable insights into crafting compelling narratives that resonate with your target audience and drive meaningful results. Learn how to harness the power of data-driven decision-making and automation, while maintaining a strong focus on ethical considerations.Uncover the secrets of effective customer relationship management (CRM) and event marketing to build lasting connections and drive loyalty. Dive into the world of video marketing, seize the potential of mobile marketing, and explore the intriguing realm of neuromarketing to understand the psychological nuances that influence consumer behavior.Highlights of "Marketing In a Digital World" include:A comprehensive exploration of modern marketing tactics and strategies.Practical insights into creating a strong online presence and optimizing your brand's visibility.Step-by-step guides to crafting engaging content and maximizing social media impact.Proven techniques for driving conversions through email campaigns and search engine optimization.Real-world case studies that provide actionable insights and inspiration.Ethical considerations and responsible practices for a sustainable and impactful marketing approach.Embark on a transformative journey that will empower you to excel in the world of digital marketing. "Marketing in a Digital World" is your ultimate companion for unlocking the potential of modern marketing and achieving remarkable success, regardless of your level of expertise. From entrepreneurs to marketing professionals and business owners, this book is your passport to thriving in the digital age.

Studienarbeit aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, IU Internationale Hochschule (Marketing), Veranstaltung: Online-Marketing, Sprache: Deutsch, Abstract: Da (Online-)Marketing ein wichtiger Bestandteil der Unternehmenskommunikation geworden ist, widmet sich diese Hausarbeit der folgenden Fragestellung: Wie wirkt der Onlineauftritt eines Unternehmens, der Rösterei Schwarzwild, und gibt es Möglichkeiten, den Auftritt zu optimieren? Im ersten Schritt wird Online-Kommunikation anhand des Sender-Empfänger-Modells beschrieben und die Eigenschaften der Online-Kommunikation dargestellt. Es wird außerdem dargelegt, wie sich der Kommunikationsprozess durch die Möglichkeiten des Internets verändert hat. Da im Rahmen der Online-Kommunikation verschiedene Eigenschaften zum Kommunikationsprozess hinzugekommen sind, werden diese einzeln dargestellt.Danach werden die Grundlagen für Inhalte von Corporate Websites vorgestellt und es erfolgt eine kurze Vorstellung der Rösterei Schwarzwild sowie eine Analyse und Bewertung der Corporate Website des genannten Unternehmens. Im Weiteren wird der Social-Media-Auftritt der Rösterei Schwarzwild analysiert und bewertet. Es werden Möglichkeiten aufgezeigt, wie dieser optimiert werden könnte. Abschließend werden die Chancen dargelegt, die ein Gesamtmarketingkonzept bieten können. Ferner wird dargelegt, wie die Online- und Social Media-Auftritte lebendig gehalten werden.Online-Marketing ist ein fester Bestandteil der Marketing-Strategie von Unternehmen. So zeigt eine weitere Statistik, dass im Jahr 2021 insgesamt 5,12 Milliarden Euro im Bereich der digitalen Werbung umgesetzt wurden (Statista, 2023b). Alleine die Firma Zalando gab im Jahr 2022 einen Betrag in Höhe von 794,5 Millionen Euro für Marketing aus (Statista, 2023e). Trotz dieser enormen Ausgaben, hat Zalando im Jahr 2022 einen Gewinn von 16,8 Millionen Euro ausgewiesen (Statista, 2023d). Hieraus wird deutlich, dass es für Unternehmen ratsam ist, sich mit Marketing zu beschäftigen. Dies beinhaltet auch den eigenen Internetauftritt, der immer wieder an die neuesten Entwicklungen und Trends anzupassen ist, um möglichst viele Menschen zu erreichen und die Vorteile optimal ausnutzen zu können.

From the desk of a Highly Rated UDEMY Instructor Unlock the transformative power of Customer Relationship Management (CRM) with "Customer Relationship Management: The Art of Persuasion Techniques in Modern CRM for Nurturing Profitable Relationships." In this insightful guide, you will:Explore the psychology of persuasion, gaining a deep understanding of cognitive biases that influence decision-making and learning how to craft compelling messages.Discover essential techniques for engaging and resonating with customers, including personalization, storytelling, social proof, and trust-building.Navigate the world of multi-channel persuasion, seamlessly integrating digital platforms to create cohesive and impactful customer journeys.Embrace the potential of AI, automation, and futuristic trends to enhance customer engagement and align with their desires.Learn ethical strategies for cultivating sustainable, profitable relationships, grounded in transparency, respect for privacy, and shared values.Gain insights into leveraging persuasive techniques for both business success and enriching personal relationships.Whether you're a business professional, entrepreneur, or individual seeking to enhance your interpersonal connections, this guide empowers you to navigate the ever-evolving landscape of modern commerce with authenticity, empathy, and lasting impact. Join us in weaving the fabric of meaningful interactions, one persuasion at a time. Get your copy of "Customer Relationship Management: The Art of Persuasion Techniques in Modern CRM for Nurturing Profitable Relationships" and embark on a journey of understanding, trust, and profitable relationships today.

This book provides a better understanding of the concept of Brand Personality and how it impacts consumer choices. The book iterates upon the marketing concept of Brand Personality and discusses its evolution and omnipresence in a world of consumerism. It further deliberates upon the mechanism of self concept and self congruity. It is interesting to note how the mechanism of congruity works accross a variety of product categories if a fit is established between consumers' self concept and products' brand personality. This assists the consumer in the decision making process and helps the marketer in developing loyal customers, who tend to consider the brands as part of their own ideal self.

Modern Healthcare Marketing in the Digital Era, edited by Kakhaber Djakeli from the International Black Sea University, Georgia, is a comprehensive guide that addresses the critical challenge of transforming healthcare marketing strategies in the dynamic landscape of the digital era. With innovative technologies like artificial intelligence, augmented reality, blockchain, and mobile applications reshaping the healthcare industry, this book offers practical insights and innovative methodologies to create a consumer-centric health culture. Healthcare professionals, policymakers, and marketers will find valuable guidance in bridging the gap between technology and marketing, enabling them to thrive in this ever-evolving landscape. Through its exploration of historical developments, the status, and the evolution of needs and demands in healthcare markets, the book equips readers with the tools they need to navigate the complexities of modern healthcare marketing. It covers essential topics such as patient segmentation, customer relationship management, and the integration of virtual and augmented reality in healthcare marketing and sales. By providing real-world examples and empirical research findings, Modern Healthcare Marketing in the Digital Era serves as a practical roadmap for transforming healthcare services, fostering patient-clinic partnerships, and enhancing health literacy through effective marketing efforts. With its valuable insights, this book is a vital resource for students, educators, healthcare professionals, policymakers, and researchers, empowering them to embrace digital innovations and cultivate a consumer-centric health culture for superior patient care and satisfaction.

This book provides insights into recent trends, issues and challenges in embracing these practices while promoting growth and innovation in business.

Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications plays in creating social media messaging campaigns designed to engage in digital activism.

Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications plays in creating social media messaging campaigns designed to engage in digital activism.

This book develops "organizing eating" as an organizational communication-centered framework for understanding how communication and power combine to actively shape eating and working in the U.S. food system.

Questo progetto è stato realizzato con l'obiettivo di individuare l'effetto delle strategie di marketing utilizzate dai supermercati compatti, o supermercati di quartiere come vengono chiamati, nel processo di conquista e fidelizzazione dei clienti. La metodologia utilizzata si compone di una ricerca esplorativa, attraverso una variegata bibliografia di riferimento, e di una ricerca sul campo, con l'applicazione di questionari ai direttori dei supermercati e ai consumatori. Le conclusioni tratte da questo studio rispondono in modo soddisfacente agli obiettivi del lavoro, poiché è stato possibile conoscere gli strumenti di marketing appropriati e l'impatto delle azioni impiegate nella conquista e nel mantenimento dei clienti nei negozi di supermercati vicini. Questo dimostra che sono in grado di conquistare il cliente, portandolo nel negozio, anche se non raggiungono la fedeltà desiderata.

Este proyecto fue realizado con el objetivo de identificar el efecto de las estrategias de marketing utilizadas por los supermercados compactos, o supermercados de barrio como están siendo denominados, en el proceso de conquista y retención de clientes. La metodología utilizada se compone de investigación exploratoria, a través de una variada referencia bibliográfica, e investigación de campo, con la aplicación de cuestionarios con gestores de supermercados y consumidores. Las conclusiones extraídas de este estudio responden satisfactoriamente a los objetivos del trabajo, ya que fue posible conocer las herramientas de marketing adecuadas y el impacto de las acciones empleadas en la conquista y mantenimiento de clientes en las tiendas de supermercados vecinos. Esto demuestra que son capaces de conquistar al cliente, llevándolo a la tienda, aunque no consiguen la fidelización deseada.

Dieses Projekt wurde mit dem Ziel durchgeführt, die Auswirkungen der von kompakten Supermärkten oder so genannten Nachbarschaftssupermärkten angewandten Marketingstrategien bei der Gewinnung und Bindung von Kunden zu ermitteln. Die angewandte Methodik besteht aus einer explorativen Forschung, die sich auf eine Vielzahl von Literaturhinweisen stützt, und einer Feldforschung, bei der Fragebögen mit Supermarktmanagern und Verbrauchern eingesetzt werden. Die aus dieser Studie gezogenen Schlussfolgerungen entsprechen den Zielen der Arbeit in zufriedenstellender Weise, da es möglich war, die geeigneten Marketinginstrumente und die Auswirkungen der Maßnahmen zu kennen, die bei der Eroberung und Bindung von Kunden in den Geschäften der benachbarten Supermärkte eingesetzt werden. Dies zeigt, dass sie in der Lage sind, den Kunden zu gewinnen und ihn in das Geschäft zu bringen, obwohl sie nicht die gewünschte Loyalität erreichen.

Dannyj proekt byl wypolnen s cel'ü wyqwleniq wliqniq marketingowyh strategij, ispol'zuemyh kompaktnymi supermarketami, ili, kak ih esche nazywaüt, "supermarketami u doma", na process priwlecheniq i uderzhaniq pokupatelej. Ispol'zuemaq metodologiq sostoit iz razwedywatel'nogo issledowaniq s ispol'zowaniem raznoobraznoj bibliograficheskoj literatury i polewogo issledowaniq s primeneniem anketirowaniq menedzherow supermarketow i potrebitelej. Vywody, poluchennye w rezul'tate issledowaniq, udowletworitel'no otwechaüt celqm raboty, poskol'ku udalos' wyqsnit' sootwetstwuüschie marketingowye instrumenty i wliqnie dejstwij, primenqemyh dlq zawoewaniq i uderzhaniq pokupatelej w magazinah sosednih supermarketow. Jeto swidetel'stwuet o tom, chto im udaetsq zawoewat' pokupatelq, priwesti ego w magazin, hotq oni i ne dobiwaütsq zhelaemoj loql'nosti.

This project was carried out with the objective of identifying the effect of the marketing strategies used by compact supermarkets, or neighborhood supermarkets as they are being called, in the process of winning and retaining customers. The methodology used is composed of exploratory research, through a varied bibliographic reference, and field research, with the application of questionnaires with supermarket managers and consumers. The conclusions drawn from this study respond satisfactorily to the objectives of the work, since it was possible to know the appropriate marketing tools and the impact of the actions employed in the conquest and maintenance of customers in the stores of neighboring supermarkets. This shows that they are able to win the customer, taking him into the store, although they do not achieve the much desired loyalty.

In the process of the economic reforms in Uzbekistan much attention is drawn to the development of the textile industry and its sewing-knitting sector. In this regard, this paper deals with organization of regional cotton-textile clusters, production of products in accordance with international quality standards, as well as marketing research for their export, the importance of prospective choice of markets by segmenting them in the effective implementation of tasks in this field. The monograph provides the findings and conclusions of the scientific research on the development of a marketing strategy for the export of sewn and knitwear products, as well as the increase of its efficiency.

Mettre en place une stratégie de marketing digital de qualité pour augmenter les ventes et améliorer la notoriété de la marque n'est plus une option en 2023. Avec plus consommateurs découvrant de nouvelles entreprises, produits et services via leurs smartphones, l'expérience utilisateur devient de plus en plus importante. Les modes de consommation changent, les algorithmes aussi. Vous avez à votre disposition des outils et des contenus pour attirer, convertir et engager votre audience, selon où elle se situe dans le cycle d'achat. Une stratégie numérique efficace est considérée comme cohérente avec la stratégie marketing globale d'une marque et consiste en des activités de marketing entrant et sortant. Le premier est basé sur une stratégie de contenu qui donne des résultats à moyen et long terme et qui est rentable. La seconde est d'agir plus directement. Plus c'est cher, plus vite vous verrez les résultats. Que votre stratégie numérique fasse partie de votre stratégie de marketing physique ou soit votre seul canal de communication de choix, elle doit passer par sept phases clés pour se concrétiser.

Ce projet a été réalisé dans le but d'identifier l'effet des stratégies de marketing utilisées par les supermarchés compacts, ou supermarchés de quartier comme on les appelle, dans le processus de conquête et de fidélisation des clients. La méthodologie utilisée se compose d'une recherche exploratoire, par le biais d'une référence bibliographique variée, et d'une recherche sur le terrain, avec l'application de questionnaires auprès des directeurs de supermarchés et des consommateurs. Les conclusions tirées de cette étude répondent de manière satisfaisante aux objectifs du travail, puisqu'il a été possible de connaître les outils marketing appropriés et l'impact des actions employées dans la conquête et le maintien de la clientèle dans les magasins des supermarchés voisins. Cela montre qu'ils sont capables de gagner le client, de l'emmener dans le magasin, bien qu'ils n'atteignent pas la fidélisation souhaitée.

At a time when the media are facing a severe loss of trust, what is needed above all is education. How does media work? What are the economic dependencies? How is media content created and how is it consumed? What challenges does digitization bring, and why is it more important today than ever to understand the world of media? It is questions of this nature that this book addresses, with the aim of helping interested readers understand how the media works. Especially in relation to social media and digitalization, knowing how it works is important - to be able to distinguish which media are trustworthy and to understand why independent journalism is so important. This book is suitable for anyone who wants to understand media, and that's exactly how it's laid out: Readable for everyone and explained in an understandable way.