The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia

Marketing strategies are critical to improve the performance of any small and medium-sized business in the world. The purpose of this study is to investigate the importance of marketing strategies for small and medium-sized enterprises in Johor, Malaysia, by focusing on the impact of different marketing strategies on firm performance. This thesis emphases on the views of managers and owners on marketing strategies and their impact on firm performance in furniture manufacturing SMEs. The researcher test a model that reflects the expected relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Based on a review of pertinent literature, this thesis develops a model that reflects relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Quantitative research approach using survey design was adopted. Data was collected using close-ended questionnaires systematically distributed to a sample of 250 potential managers and owners out of which 145 were received useful for the analysis. Both descriptive and inferential statistical tools such as factor analysis and Partial Least Square-Structural Equation Modeling (PLS-SEM) were used to analyse the data using SPSS 23 and SmartPLS 3 software. The study found that the effect of entrepreneurial marketing strategy on performance is not significant. As a result, the owner / manager of the furniture manufacturing SMEs using the guerrilla marketing strategy were found negative effect on the firm performance. Relationship marketing strategy is considered to be using this strategy, followed by niche marketing strategy is the most important determinant of marketing strategy. However, ambush marketing and viral marketing were found to have no significant impact on firm performance. This research contributes to the theoretical and practical knowledge systems by providing evidence of the relationship between niche marketing strategies and their impact on firm performance

Using library impact data to inform student marketing campaigns

This article uses an evidenced based approach using the finding of the Library Impact Data Project to help market library resources to students at the University of Huddersfield. Initiatives discussed include the roving librarian, desk-top visits and Lemontree (library game). Reading list software is also used to drive usage and the marketing of these services is also discussed. Finally, the paper looks at the use of a marketing placement student in the library

PERFORMANCE OF ALTERNATIVE COMPONENT PRICING SYSTEMS FOR PORK

One method of implementing value-based marketing is a component pricing system. This research develops and evaluates alternative component pricing systems for pork. Two electronic technologies for estimating carcass components (optical probe and electromagnetic scanner) were evaluated on two sets of data representing different populations. Model accuracy increased as additional components were added.Carcass merit, Component pricing, Electromagnetic scanning, Pork, Marketing,

Simulating tourists' behaviour using multi-agent modelling

We discuss who should be in charge of providing data relevant to marketing segmentation for the tourism industry. We describe the difficulties of using the most commonly found consumer behavioural models within an information system, and oppose them to a novel approach in marketing segmentation, based on outgoings analysis. We use agent-modelling techniques, based on cellular automaton rules and stochastic processes to implement our model and generate sales data. We then present our algorithm to identify similarly behaved tourists, showing that the commonly used “nationality” variable for segments discrimination is not efficient. We conclude with some test runs results discussion and possible further research tracks.Simulation; Stochastic processes; Cellular automata; Tourism; Business; Public Policy Issues; Management techniques; Marketing; Market segmentation; Customer behaviour model

Investigating the relationship of brand experience and loyalty: A study of luxury brand in Thailand

The concept of 'brand experience' has evolved as an imperative arena of study in the marketing discipline. Although the importance and the concept of experience have been adapted in marketing such as customer experience, consumption experience and so on, the explanations of brand experiences have remained vague and absent a thorough theoretical foundation. This research aims to understand the concept of 'brand experience' and its impact of consumer behaviour (loyalty) direct or indirect through brand personality, satisfaction or [and] brand trust in the luxury brand context (Thailand). This research is carried out in one stage 'quantitative'. Furthermore the research data will be collected based on distributing survey questionnaire. Among of 400 Thai citizen samples will be surveyed to measure a modify framework from (Brakus et al, 2009). The result will provide meaningful information in both academic research and marketing practice. Furthermore, it will be presented the prediction of consumer behaviour via brand experience. Moreover, it guides marketers to various marketing strategy option such as experiential marketing or traditional marketing

Understanding the Social Media Fandom of the Mr. Olympia Bodybuilding Show

The sport of bodybuilding has become one of the leading enterprises in using social media as the headlining avenue of marketing and promoting for the events they host. Social media marketing is used to reach marketing goals ranging from consumer care to advertising to commerce. The problem with this is that there is no knowledge about how the fans interact and engage with certain types of posts that are published throughout the Mr. Olympia show by the Mr. Olympia official Instagram account. This project gathered data on both what was posted through the official Mr. Olympia Instagram account and how fans interacted with these posts for a 3-week time period surrounding the Mr. Olympia competition. The data demonstrated that the engagement of fans changed based on the time of posting in relation to the event and as well as the in relation to the content of the post itself. The Mr. Olympia and other bodybuilding social media accounts should pay attention to the findings for they can create even stronger social media interaction and engagement from fans with the information provided

The impact of marketing oriented product development on new product performance = A marketing orientált termékfejlesztés hatása az új termék teljesítményre

In the new product innovation management literature a lot of empirical studies have supported the importance of marketing orientation as a key success factor of new products. The purpose of this paper is to examine on a Hungarian sample if there is a connection between marketing oriented product development and new product performance. Firms were clustered into two product performance categories. ANOVA analysis showed significant correlation between R&D/marketing interface and new product performance, while variables associated with costumer orientation were not significant. The study was based on data “In Global Competition 2004 – 2006” survey. This paper was presented at the INCODE conference (INCODE, 2008). = Számos felmérés bizonyítja, hogy az új termékek sikerét nagyban elősegíti a marketing orientált fejlesztési gyakorlat. A „Versenyben a világgal 2004-2006” felmérés adatbázisán ennek relevanciáját vizsgáltuk. A vonatkozó szakirodalomból kiindulva, a felmérés kérdőívéből kiválasztottuk azokat a változókat, amelyekkel a marketing orientált termékfejlesztés leginkább jellemezhető. Öt változóval írtuk le a fogyasztó orientációt, míg egy változónk volt a K+F/marketing együttműködésre. Eredményeink szerint azok a vállalatok, amelyeknél a K+F és a marketing részlegek szorosan együttműködnek, jobb termékfejlesztési teljesítményt érnek el. Ugyanakkor a fogyasztó orientáció és a termékfejlesztési teljesítmény között nem találtunk szignifikáns kapcsolatot. A tanulmány megjelent a pécsi INCODE konferencia kötetében (INCODE, 2008)

Food as Experience A Design and Evaluation Methodology

This research, conducted for Frito Lay-North America, Inc, demonstrates how new product designs, package designs, concepts, and prototypes can be created based on the social, emotional, cognitive, and sensory information gathered through a combined methodology based on activity theory, Kansei Engineering and the ZMET process. The study examines how activity theory can be used to observe situational settings mediated by products for the purpose of collecting significant social and behavioral data. It also examines how Kansei methods can be used to evaluate sensory experiences and how the ZMET process can be used to gather demographic and marketing data. The outcome of this research concludes that activity theory, Kansei engineering, and ZMET are each useful, however, none of these methods used in isolation are sufficient to inform all aspects of marketing, new product development, and package design decisions. However, as a combined design and evaluation methodology they can provide more useful data for these processes. Keywords: Experience Design, Kansei Assessment, Food, Activity Theory</p

Geographical co-location, social networks and inter-firm marketing co-operation : the case of the salmon industry

This study looks at the factors that influence the development of marketing co-operation among cluster-based firms. It examines data from SMEs operating within the salmon farming industry in two different regions: Scotland and Chile. Analyses indicate that informal social networks help explain the observed relationship between geographical proximity and inter-firm marketing co-operation, especially for firms located in peripheral rural communities. A theoretical model is proposed for further research in the field that, until recently, has been traditionally analysed only by economists. Practical implications are suggested for practitioners and policymaker