Marketing

Leveraging social media advantageously in marketing is one of the important innovative strategies that has made it easier for business managers to enhance consumers engagement and exploit purchase intentions. The lack of social media marketing (SMM) strategies to engage consumers has generally impeded small business manager effectiveness (SBMs) to compete and increase sales. SBMs and owners who fail to reach, engage consumers, increase sales, and remain competitive in the market are at a higher risk of failure. Rooted in the theory of diffusion of innovation (DOI), the purpose of this qualitative exploratory multiple case study was to explore the strategies that SBMs use to develop and effectively implement SMM strategies to improve consumers' engagement. The specific study population comprised six business managers of six successful small businesses in Maryland who effectively used social media marketing strategies to engage consumers for at least 5 years. Data were collected via semi-structured interviews and a review of the companies’ documents. A thematic assessment grounded in DOI helped in identifying the major theme of content design and engineering. SBMs might benefit from this study's findings by increasing their knowledge of the SMM strategies that are most beneficial in developing consumers' desired SMM content, selecting the very appropriate social media platforms, and developing highly effective customer reach and engagement strategies. The implications for positive social change could include the potential for business leaders to increase business success, which bodes well for increased social and community welfare and prosperity.

The purposes of this research were to study the influence of social media on customer’s perception, case study PTT Public Company Limited (PTT) in order to measure the performance and propose the development approach. The sample were 400 customers living in major provinces around Thailand, aged over 18 years old and used social media in daily basis. Both quantitative and qualitative research methods were conducted. For quantitative method, data was collected by simple random sampling through questionnaires. Frequency, percentage and chi-square test were applied as statistical analysis tools. Statistical significance levels were set at .01 and .05. For Qualitative method, both in-depth interview and content analysis of online news about PTT were conducted by descriptive method. The study indicated that PTT's social media had the potential to provide relatively positive information at a moderately high level. This was good for the image and business. (products and services) of PTT both In terms of public relations and clarification. As for the suggestions for improvement included: 1. It was new media that did not cover all users. Therefore, it should be used in conjunction with traditional media. 2. It should be organized collected and integrated to be convenient to use. 3. There should be strategies to present it in a timely manner and be able to create a sense of togetherness. And 4. There should be a good content creation process to increase the positive impact and reduce the negative impact in order to enhance the customers to get good value from PTT.

Internal Marketing (IM) by definition distinguished between an organization and its environment and focuses only on intra organizational affaires. However, globalization and a knowledge-driven environment have produced a global networked economy with blurred boundaries between global companies and their requirements. This research assumed its paramount important in being a maiden attempt to unearth the nuances, antecedents, factors and consequences of ‘Internal Marketing strategy for competitive advantage’. Micro, Small and Medium Enterprise (MSME) sector is the growth engine of Indian economy. Present research in order to investigate factors internal marketing behaviors internal customers (Employees) in private motor pump industries, domestic marketing as the reason for confidence-building, job satisfaction and loyalty of employees examine and test. The research questionnaire of literature and research questionnaire derived from the standard. This study reveals that the pump manufacturing units of the city has adopted a systematic global marketing strategy and follows uninterrupted logistic and supply chain system. This study also highlights certain marketing issues which are related to pump manufacturing units. The research indicates: Internal marketing and the trust managers, job satisfaction and loyalty internal customers’ positive relationship and meaningful.

Customer Value is a topic of growing interest to managers and researchers in business marketing. Traditionally, research on Value in business markets have been oriented towards the assessment of how suppliers create value for their customers and how customers perceive superior value in a suppliers offering compared to competition (the buyers perspective) Anderson & Narus (1999), Ulaga and chacour (2001). In recent years both academics and managers have increasingly emphasized the need to consider customers as a key asset of the firm Rust & Lemon (2000).

The Indian retail sector is going through a transformation and this emerging market is witnessing a significant change in its growth and investment pattern. Both existing and new players are experimenting with new retail formats. The growth and potential of the sector is being widely acknowledged both in the domestic as well as international forums. India topped AT Kearney’s Global Retail Development Index 2009 for the third consecutive year, retaining its position in the global market as the most preferred retail destination amongst emerging markets. Consumer dynamics in India is changing and the retailers need to take note of this and formulate their strategies and tactics to deliver value to the consumer. This paper investigates impact of emergence of modern retail formats on Indian consumers in organized and unorganized sector.

Globalization has caused dramatic changes to business practices around the world. Globalization is an interesting phenomenon since it is obvious that the world has been going through this process of change towards increasing economic, financial, social, cultural, political, market, and environmental interdependence among nations. Virtually, everyone is affected by this process because globalization brings about a borderless world. This study investigated how sustainable global market uncertainty, global market opportunities and global competitive threat affect the performance of bankers in Nigeria which can lead to a competitive advantage and an enhancement of industrial development that can bring about global partnership for development which is one of the pivotal goals of the Millennium Development Goals (MDGs). Subjects for this study were three hundred and one bankers in Lagos, Nigeria. Two hypotheses were tested and the findings of the study revealed that that there was a significant relationship between performance of operators and global market opportunities. The result also revealed that global market uncertainty, global market opportunities and global competitive threat significantly jointly predicted performance of operators. Conclusively, the findings from this study support the argument that globalization not only benefits firms in terms of increasing opportunities, but also hurts business performance due to higher competitive threats. This study also confirms that globalization is a universal phenomenon and that firms are inevitably affected either positively or negatively. While global market opportunities are likely to enhance firm performance, global competitive threats tend to worsen it. Therefore, managers must be aware of such double-edged effects, and try to capitalize on opportunities while converting threats into opportunities. Appropriate strategies, such as developing networking relationships with other firms, must be carefully designed and implemented in order to take advantage of global market opportunities and minimize the threats from increasing competitive intensity.

If the Business Model is a central concept in traditional entrepreneurship research, it constitutes also an emergent concept and a subject of many pioneer investigations in the context of social entrepreneurship. Indeed, assuring a sufficient and sustainable financing of social activities is one of the most critical issues facing the social entrepreneurship. This paper introduces the concept of Social Business Model and present its specificities compared to the Traditional Business Model. By transposing the traditional business model literature, we will present a framework able to apprehend the specificity of social activities.

Factors affecting customer loyalty have immense weightage in order to identify the reasons or the factors which are accountable to create loyalty among customers for a fastidious brand. The purpose of the study is to classify the role of customer loyalty in terms of sustaining continuous organizational growth in highly competitive Pakistani market and factor affecting customer loyalty and their impact on organization growth. The most recent and relevant studies contained by the literature have been included and summated in this paper. All results are based on the overview of previous studies.The review of previous studies and some research work about the factor affecting customer loyalty and their impact on organization growth and development. In these researches different service providers were embattled as the population whereas customer services and Price Fairness were taken as predicting variables towards criterion variable which is customer’s loyalty. The outcomes conclude that both the factors considerably contributed to explain customer’s satisfaction and loyalty but relatively price fairness had the bigger impact on customer loyalty than customer’s services and organizational growth. Results and implications of the study are also discussed based on the analysis and findings.

In the resent world, various study based on overall development of women such as their social status, social benefits, their constitutional rights and their education provided by modern scholar proved that, their status in modern society is totally different from traditional society. Establishment of democratic society like in India pays especial attention for women development. While the presence of gender discrimination in traditional society influence the mentality of the today’s people, due to this in many rural areas of India women are still behind the bar. The structural behaviour of ancient society proved that women were always dominated by the male members. They are mainly concentrating on domestic work only. In this study researcher try to examine the participation of women in vegetable market as a seller along with their problems during market time, their socio-economic condition and the factors which influence their participation on vegetable market as seller. It is true that women are participating in various sectors and their number is also increasing but at the same time they are not free to exercise their power. They work under pressure of various factors such as unhealthy working environment, social security, public pressure and family pressure. Thus, central and the state Government gives high priority for the social empowerment of women in their policies.

Hair colour is on a high, accounting for major part of the sale of hair care products and spurring new launches. Hair colour today doesn’t necessarily cover strands of gray. A shade of bright burgundy or golden chocolate could well be a fashion statement and colouring hair is definitely a range among urban youth and account for 20 percent growth. The Indian cosmetics market is one segment where the traditional hair treatments sell as much as newer category hairstyling and hair care products. Traditional herbal powders and hair oils for hair conditioning share the same shell with high-end products. The traditional hair care and hair styling methods are changing, which means that buyers are now ready to accept newer product categories. Hence an attempt has been made to study the hair colouring user, their brand preference, whether male or female users more, source of awareness, base of hair colour.