Marketing

In the world of FMCG and soft drink market, importance of Trade marketing cannot be ignored; different companies are spending a huge budget on different trade marketing activities, which ultimately affect the annual sales volume. The purpose of this study is to explain the relationship between trade marketing activities and the annual sales volume of soft drink retail in Pakistan, soft drink is the industry which is investing the most on trade marketing activities It is hoped that this study has served the purpose of providing an overview of soft drink industry and trade marketing and relationship between different trade marketing variables and annual sales volume. Primary data is collected from 300 retailers through a field survey and after this survey I have analyzed this data by using SPSS, and for better understanding of Trade marketing strategies lot of information about different trade marketing strategies used by Coca-Cola is gathered through detailed sessions with Coca-Cola Trade marketing manager and Sales Training manger.

Kalamkari work is an art form of textile tradition, using modrants and natural dyes. Kalamkari started off during the Mughal dynasty and presently Andhra Pradesh is the largest producer of Kalamkari fabric. With the emergence of high quality machine looms and acceptance for printed textiles, Kalamkari art came on the verge of extinction. However, printed Kalamkari is a new craze among the current generation as it is a combination of traditional and modern trends. Present study is to analyse the perception of customers towards kalamkari products with respect to four marketing mix elements. Statements related to product, price, promotion and place were offered to customer and their responses, further analysed to summarise and draw inferences.

This study aims to clarify the implication of customer relationship management. Researches show contradictory findings of their studies from existing reality in relationship model domain. That is why researchers also suggested adding some more variables in trust-commitment model. This study is an effort to fill that gap by affixing some variables in different stages in trust-commitment model. Data analyzed by testing its validity through CFA. Proposed model analyzed using structural equation modeling technique on two different stages. The result has no contradiction between the findings and existing fact of customers. Satisfaction and communication influences the trust-commitment model and findings are realistic. That if customers properly communicated about the service in time, than satisfaction increases and relationship model gets strength. Moreover, positive result enhances the chances of more usage of the same service, which is expansion. First, this study unfolds a complete holistic trust-commitment model. Secondly, proposed and proved holistic model is simple and implementable in banking industry for the expansion of business. Thirdly, items of all variable validated in this region through latest technique confirmatory factor analysis.

This research proposal is to investigate the role of Customer Satisfaction on Customer Retention in the Kenyan Insurance Industry. Customers? retention is a valuable asset for an Insurance industry and therefore must be achieved optimally for efficient and effective achievement of stated objectives and for smooth continuation of business. Most of the customer satisfaction attributes to the role of customer expectation, customers loyalty, customers trust and customer commitment in the customer retention in the Kenyan Insurance Industry.Problem overview will be given in chapter one as it tries to address the role of Customer Satisfaction on Customer Retention in the Insurance Industry. This research will basically address some of the issues of Customer Satisfaction that may influence Customer Retention in the Kenyan Insurance Industry. The researcher will also address the statement of the problem which gives the basis of the study, objectives, research questions and the scope of the study. The researcher will attempt to look at the relationships between various variables identified, critical review and the research gaps of conceptual framework in chapter two. Research methodology in chapter three will give an overview which attempts to achieve the objectives of the study, which will involve data collection methods used, research design, target population, data analysis and presentation. A descriptive study will be adopted and research carried out using survey method. The study will focus on a target population of 120 which will comprise of the Insurance customers. A convenient sample of 120 customers is considered for this study taking into account of all locations of Insurance Companies Branches in Mombasa County. The data analysis will employ use of SPSS version 20. The Researcher will then present the data findings collected from the population target using tables and charts.

Ethiopia is one of the leading producers and exporters of coffee. Ethiopia is the fifth largest exporter of coffee among the coffee producing and exporting countries. Majority of the coffee producers in Ethiopia consist of small farmers and many of them depend mainly on coffee for their livelihood. In several parts of Oromiya and SNNP regions of Ethiopia, especially in Jimma and Sidamo zones, primary cooperatives and cooperative unions have been organized exclusively for the coffee producers to market and provide service and supplies to them. Present study is undertaken to know the marketing strategies followed by the cooperative unions, especially with reference to export marketing. As these cooperatives are contributing to the foreign exchange of the country, the study gains relevance to today’s economic situation of the country. The specific objectives of the study are: To study the internal and external marketing practices followed by the sample cooperative unions. To examine the type of competition that exists in export business and the strategies followed to meet such competition, and to analyse the problems faced by the cooperatives in export marketing and to offer suggestions to them. The study was conducted on two cooperative unions, which are better performing in export trade and were purposively selected. The sample Cooperative Unions are Oromia Coffee Farmers Cooperative Union and Yirgachefe Coffee Cooperative Union. For deeper study the most successful Cooperative Union, namely Oromia Coffee Farmers Cooperative Union and two primary cooperatives affiliated to it were selected. The major findings of the study were: In their export marketing the unions have to face stiff international competition. They are able to withstand such competition and come out successfully by means of improving the quality of coffee, going for fair trade practices and by keeping better rapport with all the stakeholders involved in export trade. As fair trade coffee brings better price and dividend price, the primary cooperatives are educating the farmers to go for such practices continuously. To give value addition, numbers of processing activities are added by the unions. Some times when production is high, the unions are unable to procure the entire produces. During such seasons primaries sell coffee to the private merchants.

The economies of many countries in the Middle East and North Africa (MENA) region are largely oil based. Steep declines in oil and gas prices in 2014 by 50% or more led some governments in MENA region to decrease healthcare budgets by more than 30%. The purpose of this qualitative multiple case study was to explore the marketing strategies that managers of international pharmaceutical companies have successfully implemented in the MENA region to sustain profitability despite the decreases in the healthcare budgets, consequent to the 2014 declines in oil and gas prices. The study involved data collection using semistructured interviews of 6 middle and executive managers working in 2 international pharmaceutical companies located in Dubai, the United Arab Emirates. The strategic flexibility theory underpinned the study in furthering the exploration of challenges associated with implementing marketing strategies by international pharmaceutical companies in the MENA region. Study participants selected to partake in this research had a minimum of 5 years of experience in planning and implementing marketing strategies in the region. The findings from the data analysis led to the identification of major marketing strategies, which have helped to maintain business sustainability of pharmaceutical companies, despite difficulties with the reduction in healthcare budgets in the MENA region. The important themes emerging from this study included: (a) product launch strategy and operating model, (b) transformation of leaders by vision and guidance. The results of the study may contribute to positive social change as pharmaceutical and healthcare knowledge benefits human health and may also serve to influence positive job creation and enrichment of the economies of the region.

Customer’s satisfaction is identify as the most essential concept of marketing with solid evidence of strategic links between physical evidences (interior and exterior design) and customer satisfaction (Bitner, 1992). The spirit of innumerable researches in diverse industries endorse that the service provider pay greater attention to satisfy their customers. Malaysian government is serious in making the country as a hub for tourism. Unfortunately, until recently, number of complaints on physical evidences of the hotels and resorts keep increasing upward. Accordingly, this current study looks for the impact of physical evidences on the customer’s satisfaction in hotels and resorts sector of Lumut. Data was collected through survey questionnaire. A convenience sampling was employed to select the respondents. The results provide a basis from which within industries benchmarking and the identification of best practices can be captured and used by practitioners.Therefore, recognition of significant determinants of customer’s satisfaction may facilitate the higher management in adopting and implementing efficient and effective customers’ focus strategies.

Industrialization is a path taken by many developing countries to increase national welfare; Industrialization process is various between countries inherently depending on policy options applied by respective government. As industrialization proceeds, the natural resources diminishes and labor wage increases, while at the same time lately industrializing countries emerge, new approaches are required to reshape the competitiveness of Indian industries Economic, and industrial clusters have become in the last years the object of a new economic theory that has proved important for regional and even national (porter, 1990) development. This paper outlines a methodology, characteristics that are derived from the special features of Safety Match industry (SMI) clusters. The paper described the process that is behind the creation, the continuous development and the success of the Safety Match industry clusters and aims to emphasize those particular features which define and Match industry clusters and separate it from another type of industrial cluster.

One of the most cited concepts in marketing literature is customer loyalty. many researchers have investigated different aspects of this concept and there is a rich marketing literature in influential factors on customers loyalty. the aim of this study is to probe a new dimension of this concept and to see the effect of relationship marketing on it.This research assesses impact of relationship marketing strategies including commitment, trust, communications, and conflict management on the loyalty of Bank Keshavarzi and Saman Bank’s customers. Research methodology, in terms of research purpose, is of applied type, and in terms of data gathering, of descriptive-survey type. Statistical population of this research includes 260 customers of the private bank Saman Bank and the state-owned bank Bank Keshavarzi within the city of Tehran. The sample, using random sampling methods, was selected. The constituents were prepared based on Likert’s 5-optional Scale. The constituents’ validity was calculated based on content validity and its reliability was calculated based on Cronbach Alpha, and the data were analyzed using T-test. Research results indicate a direct and significant relationship of commitment, trust, communication, and conflict management with customers’ loyalty in the both banks (p < 0.000). In addition, the research findings suggest that the variable communications with both banks is ranked in the first place and is of a high importance, and in the state banks, the variables conflict management, commitment and trust are respectively ranked next. In the private bank Saman Bank, the variables affecting customers’ loyalty are prioritized as follows: communication, commitment, conflict management, and trust.

The objective of this paper is to propose a framework on the Customer RelationshipManagement (CRM) practices among banks. The conceptual framework is design based on two marketing theories: (i) Relationship Marketing Theory; and (ii) Customer Relationship Management Theory. In this study, the concept of CRM is based on six important dimensions. These dimensions are (i) customer acquisition, (ii) customer response, (iii) customer knowledge, (iv) customer information system, (v) customer value evaluation and (vi) customer information process. Review of the past literatures will be done to enable us to establish the theory and finally propose the conceptual framework to be used in this study.