Using Marketing Mix Elasticities to Demonstrate Consumer and Producer Perspectives in Marketing Management Class

Makienko, Igor; Rixom, Jessica

doi:10.1016/j.ijme.2022.100689

Cited by 5 publications

(4 citation statements)

References 67 publications

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“…It simulates a normal conversation between people. In real time, it can communicate with a considerable number of users at once and with each one separately (Gajdosikova et al, 2022;Galabova, 2021;Makienko & Rixom, 2022). The chatbot helps site visitors answer their questions or select goods.…”

Section: Discussionmentioning

confidence: 99%

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Selected Aspects of the Marketing of Bus Transport Companies During Covid-19

Kicova,

Ponisciakova,

Rosnerova

2023

Business: Theory and Practice

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The COVID-19 pandemic has caused a significant worldwide decrease in the number of passengers using bus transport in recent years. This phenomenon was caused by travelers’ fears of this disease, and at the same time, people started working from home. The aim of the paper is to analyze the importance of marketing and marketing strategies for bus companies. From our point of view, marketing is a tool for making bus transport more attractive for passengers. For the purposes of this post, we focus on customer perceptions of marketing and marketing strategies. We found that customers prefer Internet advertising the most, and the second most preferred type of advertising is print advertising. Their proposals in the subject area are also based on other findings that we dealt with in the survey. We investigated the motivation of passengers to use public transport, their opinion about the transport company in the Zilina region, and whether they use modern tools such as e-shops, virtual cards, and similar. As part of the papers processing, we used the questionnaire survey method, conducted a statistical evaluation of established hypotheses, and conducted a structured interview with the management of the bus company. From our point of view, it is marketing based on managerial experience and customer preferences that can be beneficial for the overall attractiveness of bus transport and, at the same time, significantly contribute to increasing the competitiveness of these businesses.

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Section: Discussionmentioning

confidence: 99%

“…The difference between product marketing and service marketing is that while product marketing is about tangible goods that are physical, service marketing is about services. And those are intangibles (Kliestik et al, 2020;Makienko & Rixom, 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Selected Aspects of the Marketing of Bus Transport Companies During Covid-19

Kicova,

Ponisciakova,

Rosnerova

2023

Business: Theory and Practice

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“…Persepsi dan reaksi psikologis konsumen terhadap strategi manajemen pemasaran merupakan faktor penting bagi keberhasilan organisasi mana pun (Makienko & Rixom, 2022). Kualitas manajemen yang diberikan oleh organisasi mana pun menentukan nilai dan keluaran organisasi tersebut.…”

Section: Tinjauan Pustaka Manajemen Pemasaranunclassified

Pelatihan Manajemen Pemasaran Lembaga PAUD berbasis Web di TK Surakarta

Wahyuningsih

Rasmani²,

Nurjanah³

et al. 2022

DEDIKASI

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Pendidikan Anak Usia Dini merupakan pondasi yang penting untuk menopang pendidikan selanjutnya. Realita yang ada di lapangan banyak sekali lembaga yang memberikan layanan kepada anak usia dini baik dari swasta ataupun pemerintah. Akan tetapi, tidak semua lembaga tersebut dapat bersaing di tengah persaingan layanan PAUD di era digital. Banyak lembaga yang harus di merger dan bahkan tutup karena tidak memiliki anak didik apalagi ditambah adanya dampak selama covid 19 yang membuat para orang tua enggan untuk memasukkan anak didik mereka ke PAUD. Salah satu fenomena ini dialami oleh lembaga di TK LKMD Marsudisiwi Surakarta dan TK Aisyiah 20 Pajang Surakarta bahwa tidak bisa dipungkiri dampak selama pandemi covid-19 dan minimnya manajemen promosi berbasis digital membuat berkurangnya anak didik yang masuk di lembaga tersebut. Berdasarkan hasil FGD awal antara tim pengabdian dan pihak lembaga TK LKMD Marsudisiwi Surakarta dan TK Aisyiah 20 Pajang Surakarta diputuskan untuk mengadakan suatu pelatihan dalam optimasi manajemen pemasaran lembaga PAUD berbasis web. Hal ini bertujuan untuk mewadahi semua aktivitas dan keunggulan di TK LKMD Marsudisiwi Surakarta dan TK Aisyiah 20 Pajang Surakarta agar bisa diakses oleh khalayak umum. Pelaksanaan kegiatan pelatihan ini berlangsung dalam lima tahap yaitu 1) Tahap observasi awal; 2) Tahap Perencanaan; 3) Tahap Pelaksanaan; 4) Tahap Monitoring dan Evaluasi, dan 5) Tahap Rencana Tindak Lanjut. Hasil dari kegiatan ini berdampak pada adanya optimasi pemasaran lembaga di TK LKMD Marsudisiwi Surakarta dan TK Aisyiah 20 Pajang Surakarta melalui web.

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“…Factors that need to be communicated include, the advantages of the product, the location of the sale, the price of the product, the advantages of buying a product or promotion, how the product can be obtained, whether the product is in accordance with consumer needs. In marketing communication this factor is called the marketing mix [7]. In this case, it is possible to see that the marketing mix applied is different and unique, because the community base is their initial way of selling products.…”

Section: Introductionmentioning

confidence: 99%

Marketing Communication by Businesses in the Cerebral Palsy Community

Mutiah¹,

Utami²,

Tsuroyya³

et al. 2023

Advances in Social Science, Education and Humanities Research

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The cerebral palsy family community is a group of parents who have children with brain paralysis. In this community they have a variety of activities aimed at therapy so that it can stimulate their child's motor, sensory and cognitive abilities. Members of this community are very active in participating in every activity because not all parents are economically able to treat their children through medical services at the hospital. Most parents in this community also make efforts to increase their child's medical expenses. Even though they are small businesses, they are trying to do marketing to reach consumers. It is not easy to carry out marketing activities for the products or services they produce because they have to coincide with caring for children with cerebral palsy. Children with cerebral palsy need the attention and help of their parents in their daily activities. Therefore, this study aims to see how parents of children with cerebral palsy communicate the products and services they market to consumers. Then what is the role of the community in their marketing communication activities. Generally, marketing communication is always related to the 7P theory (product, place, promotion, price, process, people, physical environment) but in this case, of course it is unique because there are limitations and a community base that they use as a means to market their products and services. This research method is a case study with qualitative approach, and I collect data with interview and field observations, researchers interviewed five informants. The conclusion in this study is that the community becomes a means to market their products, community members work together to promote the efforts of their members because they feel the same fate. Meanwhile, the name of the community, namely "Cerebral Palsy Family" became a marketing communication brand to sell sympathetic stories that made consumers touched to make product purchases.

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Using Marketing Mix Elasticities to Demonstrate Consumer and Producer Perspectives in Marketing Management Class

Cited by 5 publications

References 67 publications

Selected Aspects of the Marketing of Bus Transport Companies During Covid-19

Selected Aspects of the Marketing of Bus Transport Companies During Covid-19

Pelatihan Manajemen Pemasaran Lembaga PAUD berbasis Web di TK Surakarta

Marketing Communication by Businesses in the Cerebral Palsy Community

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