Journal of Research in Marketing (JORM - Techmind Research, Canada)
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Logistics, Marketing and Purchasing: Which Interfaces to Improve the Value Creation Process?
Full text linkProcesses for creating customer offerings, and, more broadly, processes for value creation, systematically lead to underline the importance of collective inter-firm action, particularly from a supply chain perspective. Without questioning the relevance of these approaches, the paper highlights that the management of intra-organizational interfaces should now be precisely understood to support inter-organizational approaches. More precisely, it strives to fill in a gap in supply chain research by developing the role of intra-organizational coordination of marketing, logistics and purchasing to improve the customer value. An exploratory research is done on relationships that link logistics, marketing and purchasing. The nature and difficulties of interfaces are analysed in order to identify key factors of improvement
Service Value Assessment in Emerging Chain Restaurants in Nairobi Kenya
Full text linkTraditionally, Kenya’s restaurants have in the past largely depended on international tourists for the main stay of their business. With the earlier steady growth of Tourism in the 1980s, these restaurants registered very good business, also supported by the fact that there were only a handful of restaurants that could be considered as ‘tourist class’. However, tourist arrivals in Kenya began to face serious challenges in the 1990s. Simultaneously, more serious restaurant ventures made market entry, especially within the capital city of Nairobi. It has been acclaimed that the prices charged for local hospitality services have not worked well to support it. As this takes place, questions have been asked as to whether these new investments have introduced product and service quality that is worth the price that they charge for the same. It was against the argument that is developing above that this study carried out a value assessment amongst the emerging chain restaurants in Nairobi city. The study sought to establish the part played by restaurants in building destination competitiveness through quality service offer and value pricing. A series of chain restaurants operating in Nairobi were identified all together with the specific unit and outlets that they operate. The customers in these restaurants were conveniently sampled and interviewed to inform this study of their perceptual judgment of service and value. The data was then be analyzed and interpreted to establish the extent to which these customers approve of service and value and how this can influence Kenya’s destination competitiveness, both for domestic and international tourists. The assessment of customer expectation and perception resulted in a four factor construct. An assessment of service quality led to the identification of the critical latent variables that leads to customer attraction and satisfaction in restaurants. An evaluation of prices charged indicated that price is a critical component in value assessment amongst customers
Material Effect on Entrepreneurship Learning towards Interest in Entrepreneurship Activities of Students
Full text linkThis paper starts from the fact that, even though entrepreneurship learning materials (enterpreunorships) has been taught in the lecture material at IAIN Imam Bonjol Padang. But the number of students interested in entrepreneurship spirit is still limited. Further research using quantitative methods, with data analysis techniques are Linear regression analyzes were processed with SPSS version 20 .0 for windows. The independent variables in this study is a matter of entrepreneurship courses and the dependent variable interest in entrepreneurship. The population in this study students Propagation Department of Management Faculty of Da'wa and Communication Studies IAIN Imam Bonjol Padang Force 2013, which amounted to 52 people. Sampling research using techniques total sampling. Data collection techniques used in this Research has pe is a psychological scale, which is based on the Likert scale models, this study used two psychological scale. Based on the analysis of experimental data showed a simple linear regression with t> t table (2.967 ≥ 2.009) then hipot esis work (H a) is accepted, means that the material influences of entrepreneurship courses to student interest in entrepreneurship Propagation Department of Management Faculty of Da'wa and Communication Studies IAIN Imam Bonjol Padang. 
The Impact of Female Empowerment in Advertising (Femvertising)
Full text linkIn recent years, there has been an influx of marketing campaigns that feature female empowerment messaging (“Femvertising”), such as Dove’s “Real Beauty” campaign. While these advertisements are commonly discussed in the media, there is little research evaluating the effectiveness of Femvertising from a marketing perspective. In an online study using a between-subjects experimental design, female participants were randomly exposed to either a traditional television advertisement or Femvertising advertisement for the same brand, and then completed a questionnaire. The analysis found that Femvertising has a positive impact on ad and brand opinions, purchase intentions, and emotional connection to brands
Effect of Integrated Marketing Communications on Consumer Buying Decision of Internet Service (An Empirical Study of Mobilink in Multan City)
Full text linkThe study finds how IMC influence the consumer decision to buy internet services; which include (internet marketing, public relations, advertising, sales promotion, direct marketing). Questionnaire were used for data collection and 435 questionnaires were distributed among Mobilink service users. The results showed that internet marketing, public relations, advertising, sales promotion and direct marketing positively influence consumer buying decision. The paper recommended that Mobilink should focus more on public relations with related parties to create a positive image about Mobilink which will enhance their buying decision of internet service
Integrated Marketing Communications in web 2.0 environment: Challenges and Opportunities of online presence
Full text linkIn today’s digital world, it is impossible to achieve wide scale marketing goals without using modern methodology of integrated marketing communications management. Companies experience increasing influence of consumer-generated content and online reviews. Therefore, the need for specific tools and methodology of integrated marketing communications management increases in parallel with expanding Web 2.0 community. The features of Web 2.0 environment eliminate effectiveness of “traditional” marketing methods and creates the need for implementing modern approaches. However, the gap between “traditional” and “modern” marketing has faded away. Today, integrated marketing communications management is a complex and ubiquitous array of activities. The process of integrated marketing communications management in Web 2.0 environment contains challenges, alongside with numerous opportunities. The paper aims at identifying risks, threats, opportunities and reviews management methodology of integrated marketing communications in Web 2.0 environment. The introduction represents general overview of the issue, followed by literature review, discussion and conclusion. The main goal of the author is to present personal vision of the issue through own observation and literature study
Demystifying the "Sunk Cost Fallacy": When Considering Fixed Cost in Decision-Making is Reasonable
Full text linkEconomic theory explains that when making decisions, historical costs should be irrelevant. When people are influenced by sunk costs in their decision-making, they are said to be committing the “sunk cost fallacy”, summarized by Kelly (2004) as the conjunction of two claims: (1) Individuals often do give weight to sunk costs in their decision-making, and (2) it is irrational for them to do so. Based on three studies both aspects are investigated (Amazons loyalty program Prime, German railways discount card BahnCard and decisions to use the own car when making long-haul trips). There are strong indicators that in all three examples fixed costs play a crucial role when consumers make decisions; and doing so is not necessarily irrational
The Effects of Marketing Mix (4P) on Companies’ Profitability: A Case Study of Automotive Industry in France
Full text linkThe goal of this research is to investigate the impact of marketing mix strategies on companies’ profitability in the automotive industry in France. Therefore we will be able, by establishing the relationship between the efforts of the implementation of marketing mix strategies and their actual outcomes on that specific area, to obtain marketing mix determinants and demonstrate the interaction among related variables. All these will provide a better understanding of the sector and find points where improvements may be necessary. Data used were secondary data and where taken from papers and reports concerning the automotive industry in the world and in France. The product corresponds to the number of models belonging to each car makers which are listed among the 100 favourite vehicles at a given year. The average price of passenger cars by brands is used to estimate the price. The number of primary dealerships in France is used to estimate the place and the advertisement expenditures for the promotion. Findings demonstrate that the product, price and promotion are the most important factors that car makers have to take into account and that place must be carefully investigate before taking decisions
Does Sales Promotion practices promote Customer Retention in the Oil Marketing Industry? A case of Goil Ghana Limited Dome-Kwabenya
Full text linkThe rationale behind this study was to establish whether sales promotion to any extent retains customers and to identity the perception of consumers on the benefits associated with sales promotion in the oil marketing industry. Staffs and customers of Goil Ghana Limited constituted the population of the study. A descriptive research design was employed and purposive and accidental sampling to select sixty-six (66) respondents.
The result from the study discovered that sales promotion is capable of retaining customers in an oil marketing industry through sales promotional incentives. It was found that sales promotion encourages competition among oil and gas companies thereby compelling the players in the industry to provide quality service to customers resulting in a greater benefit for the consumer.
This study concludes that if Goil Ghana Limited wants to enjoy good profits globally and Ghana in particular, it should work hard to increase customer retention through customer satisfaction and strong sales promotional activities. 
Market analysis for Rice Bran Milk: A study of consumer preference towards alternative dairy beverages in Sri Lanka
Full text linkConsumption of alternative dairy beverages is on the rise in many parts of the world including a developing nation like Sri Lanka. During the last few decades there has been an increase of demand for healthy plant based dairy alternatives, particularly with low fat. Hence, producing alternative dairy beverages has a great opportunity for success in the current market as it is least likely to cause allergies and is great for people with lactose intolerance. "Rice Bran Milk” is one such alternative beverage which is aimed for the people who prefer products similar to dairy beverages. For success of any product, it is necessary to forecast the market demand prior to its commercial manufacturing. Therefore, a market analysis was carried out to examine the consumer preferences of dairy beverage amongst Sri Lankans as it is believed that people who consume dairy beverages are likely to consume an alternative like Rice Bran Milk. A questionnaire survey method was used to collect primary data and random sampling method was adopted to represent the population. Data was collected from respondents representing the whole country except Northern Province. Parametric tests (one population proportion) and Non parametric tests (chi square test) were used to determine preferred product characteristics and relationship between the products attributes respectively. Product price, nutritional value, appearance of packaging, environmental impact and health benefits of the alternative dairy beverage are determined as significant drivers affecting the demand for dairy beverages. This paper investigates consumer’s preference towards dairy beverages and its implications towards dairy alternative beverages in Sri Lankan market.