The impact of promotional mix on profit in the B2B sector

Siddhanta, Somroop; Banerjee, Neelotpaul

doi:10.1108/mip-05-2013-0074

Cited by 4 publications

(3 citation statements)

References 18 publications

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“…Some studies assess the effect of each marketing activity on product sales over time, by separating short and long term effects (Ataman, Van Heerde, & Mela, 2010;Jandaghi, Amiri, Amini, & Darani, 2011), and others investigate the dynamic effect of these activities on revenue, profitability, and value in the financial market (Feng, Morgan, & Rego, 2015;Lima & Porto, 2012;Mizik, 2014;Siddhanta & Banerjee, 2014).…”

Section: Marketing Dynamics and The Financial Performance Of Small Enmentioning

confidence: 99%

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

Porto¹,

Costa²,

Watanabe³

2017

RBGN

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Purpose -This study dynamically assessed the effectiveness of marketing activities in the generation of product sales, revenue, and profitability in a micro-enterprise, a context that lacks research in marketing.Design/methodology/approach -A longitudinal multilevel study was conducted using daily panel data for 5,800 products sold and monthly time series on the business level, involving 26 months of commercial and financial records for a micro-enterprise (a drugstore). Panel and time series regressions were performed.Findings -The research shows that (1) marketing activities, in particular price elasticity, quite accurately generate product sales, (2) the aggregated estimate of total marketing activities predicts monthly company revenue and profitability, and (3) in the investigated company, if marketing activities are intensified in the same proportion to increase costs in products and goods, they are not efficient in generating profit.Originality/value -This research supports investigations concerning micro→macro level analysis relationships with commercial and financial data in order to merge marketing decisions to finance.

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Section: Marketing Dynamics and The Financial Performance Of Small Enmentioning

confidence: 99%

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

Porto¹,

Costa²,

Watanabe³

2017

RBGN

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“…VAR analysis often leads to the estimation of IRFs and FEVDs which are essential parts of the VAR method. We followed the example of [ 79 , 80 ] for setting the IRFs and FEVDs for a 10-year horizon.…”

Section: Introductionmentioning

confidence: 99%

Food insecurity and water management shocks in Saudi Arabia: Bayesian VAR analysis

Elzaki,

Al-Mahish

2024

PLoS ONE

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The existing conditions of domestic agricultural production and the resulting products will not be able to fruitfully address the increasing food demand due to the limited fertile land and water resources in Saudi Arabia. Moreover, the escalating threat of a hotter climate, the deterioration in precipitation, and harsh droughts in Saudi Arabia have reduced the predictability of water management efficiency and resulted in the exhaustion of water bodies and serious degradation of ecosystems that have directly affected agricultural systems and indirectly, food security. This study also aims to assess the impact of water efficiency on food insecurity in Saudi Arabia. The study applied the Bayesian Vector Autoregressive (BVAR) model for the reference period for the data extended from 2000–2020. Likewise, we used both impulse response functions (IRFs) and forecasting variance error decomposition (FVED) through 1000 Monte Carlo simulations according to the BVAR model to examine both the response of food insecurity to the shocks on water management efficiency used for various purposes and the decomposition of error variance in food insecurity. The results show that food insecurity was not observed throughout this study. The results of the BVAR analysis indicate that in the short run, the coefficients of water use efficiency are significant based on the Food Insecurity Multidimensional Index (FIMI). Also, the BVAR model provides a better forecast with an interdependence on water use efficiency for agricultural purposes and FIMI. Moreover, the results obtained from IRFs have shown a significant effect of water efficiency on FIMI. Water use efficiency for agriculture and industrial purposes reduces food insecurity while increasing water for services use increases food insecurity. Water use efficiency is the key factor affecting food insecurity in the short run. The results reveal that the water use efficiency shocks will decrease food insecurity. The shocks experienced by food insecurity can be predicted as self-shock over a span of ten years. Emphasis is given to the task of water management that may support food security in Saudi Arabia through implementing and enhancing the water use efficiency as an integral part of achieving the SDGs in Saudi Arabia.

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“…Promotional tools and strategies aiming to attract the public should be properly and systematically planned to ensure that marketing activities are effective and productive (Masa'deh et al, 2018). Past studies indicated the prominent role of promotion for a product, service, or idea (Qian et al, 2019;Siddhanta & Banerjee, 2014;Untari et al, 2019). Undeniably, promotion is an excellent way to market a product, service, or idea.…”

Section: Introductionmentioning

confidence: 99%

Applying a Promotional Mix In Promoting Bujang Valley: A Perspective From Tourists

Pong

Chin

2020

Tour & Susble. Dev. Rev. Jour.

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Archaeological tourism received minimal attention from the Malaysian government although many archaeological sites in Malaysia have the potential to attract tourists. The number of tourists to these sites is still not promising. Hence, this study aimed to explore the tourist's perspective on how to promote Bujang Valley as an archaeological destination to stay competitive with other archaeological sites in the region to attract more tourists. 20 visitors were approached through convenience sampling for a semi-structured interview. Each interview session took approximately 30 minutes. Consent was obtained from each visitor before the interview was conducted. The findings showed that the promotion of Bujang Valley is inadequate. Publicity, advertising, and personal selling were among the suggested ways to promote the destination. Also, informants suggested promoting Bujang Valley through ambassador and World Heritage Site status. The research findings were expected to provide suggestions to the federal and local government, travel, and tourism practitioners in marketing communication efforts to attract more local and international tourists. Promotional efforts can be costly, strategic plan on the expenses is necessary to ensure the allocated budget for the promotional efforts is spent optimally to reach the varied audience and create awareness about archaeological sites among different target segment.

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The impact of promotional mix on profit in the B2B sector

Cited by 4 publications

References 18 publications

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

Food insecurity and water management shocks in Saudi Arabia: Bayesian VAR analysis

Applying a Promotional Mix In Promoting Bujang Valley: A Perspective From Tourists

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