Importance of Marketing Activities in a Company: the Management Perspective

Urbonavičius, Sigitas; Dikčius, Vytautas

doi:10.15388/ekon.2008.17672

Cited by 8 publications

(10 citation statements)

References 24 publications

(12 reference statements)

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“…The findings of this study are in line with the statement of previous scholars who stated that the function of marketing capabilities is crucial to a business (Fejza & Asllani, 2013;Urbonavicius et al, 2007;Urbonavicius & Dikcius, 2008).This study considers the views from the previous researchers on the function and importance of marketing capabilities on the performance of any business organisations. Marketing capabilities have been proven able to improve co-operative performance and maintain a competitive advantage.…”

Section: Discussionsupporting

confidence: 90%

The Link Between Marketing Capabilities and Co-Operative Performance in Malaysia

et.al¹

2021

TURCOMAT

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Co-operative is a business entity established with voluntary participation to enhance the economic status of members, communities, and the country. As the third significant contributor to the nation's economic, due attention is essential in addressing some issues related to co-operative performance. Among these issues was the inability to meet the goals of the National Co-operative Policy II (2011-2020) as well as the low level of contribution to the country's GDP, despite various support provided by the government. Based on the literature, marketing capabilities are predicted to enhance co-operative performance, but less research has been conducted on this relationship, particularly in the Malaysia.Thus, 500 questionnaires were distributed to randomly selected co-operatives in Malaysia. In all, 133 sets of questionnaires were successfully collected, which showed a 27 percent response rate. This study utilises SPSS software to perform the required statistical analysis of the data survey. This study uses a simple random sampling method to select a sample based on a list of registered co-operatives from the Malaysian Co-operative Commission. Thus, this study found the marketing capabilities has positive and significant relationship with co-operative performance. The evidence from this study suggests that the co-operative needs to develop the marketing capabilities in order to enhance performance.The findings of this study will help the government to streamline the co-operative sector in Malaysia with the strategic planning and policies so that the co-operative sector would be stronger, competitive, and able to improve performance and contribution to economic as well as GDP of the country.

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Section: Discussionsupporting

confidence: 90%

The Link Between Marketing Capabilities and Co-Operative Performance in Malaysia

et.al¹

2021

TURCOMAT

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“…In many studies, this internal strategy has proven to be successful in increasing product marketing effectiveness (Kartawinata & Wardhana, 2013). Thus, implementing the right system will help the company succeed (Urbonavičius & Dikčius, 2008). In addition, based on the results of research conducted by Badi, it was also found that various marketing strategies in terms of products, services, and prices will increase companies' competitiveness (Al Badi, 2018).…”

Section: Internal Strategymentioning

confidence: 99%

Marketing Strategy of Umrah Travel Agent and Religious Attitude in Indonesia

Nurohman¹,

Sari²,

Himmati³

et al. 2023

int.jour.sci.res.mana.

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Religious tourism has become a trend nowadays. In Indonesia, religious tourism is dominated by Hajj and Umrah departures. Every year, the increasing demand for Hajj and Umrah services makes Hajj and Umrah travel agents emerge, both legal and illegal, and compete. Several strategies are implemented to capture this huge market opportunity. This has implications for the blurring of the spiritual dimension of worship itself. This paper reveals how the religious travel industry influences society and its impact on people's religious attitude. This study explores data through in-depth interviews with travel agency managers, KBIHU (Hajj & Umrah Guidance Group), and pilgrims and conducting document studies from these institutions in direct written form or through electronic media. This study finds that the travel agents’ ways of business in attracting the pilgrims are through internal strategies such as package and price variations, and also by external methods to establish partnerships with KBIHU, individual agents, and public figures. Practical implications and Originality/value-These ways of business impact the religious attitude of Muslims, which are consumptive and profane. This research results can be used as material for evaluating the implementation of Hajj and Umrah trips, both by the government, travel agencies, and prospective pilgrims. This is a pioneer empirical study that focuses on religious tourism and religious attitude of Indonesian muslims.

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“…Business success depends on marketing and advertising, through which companies can improve brand awareness, highlight product enhancements, and increase sales growth (1). Effective advertising targets both conscious and subconscious decision making in consumers, and as research in the marketing field expands, new techniques are being investigated to increase its reach and effectiveness (2).…”

Section: Introductionmentioning

confidence: 99%

Determining the Effects of Voice Pitch on Adolescent Perception, Subconscious Bias, and Marketing Success Using Electroencephalography

Guan,

Monroe,

Roche

et al. 2021

J Emerg Invest

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A company’s success largely depends on marketing; however, implicit biases may impact the perception and potency of advertisements. Voice pitch affects perceived authoritativeness, competency, and leadership capacity. Pitch also correlates with greater popularity in online influencers. This study employed neuromarketing techniques to quantify effects of bias caused by differences in voice pitch using affordable electroencephalogram (EEG). To determine the influence of voice pitch on marketing success, we collected subjective perception ratings (confidence, trustworthiness, and willingness to try) while subjects (n = 26) listened to sets of recordings of male-voiced and female-voiced advertisements with varying pitches. Subjects gave significantly higher ratings for male-voiced advertisements of low pitch and female-voiced advertisements of mid and low pitch. Additionally, we used EEG to measure levels of three brain wave frequency bands: theta, alpha, and beta bands. We found significant correlations between higher ratings and high levels of theta and alpha absolute power. We also found correlations between higher ratings and lower magnitude of frontal asymmetry, which measures difference in activity between the left and right prefrontal cortex. These findings suggest that examining certain measures of brain activity collected using an affordable EEG could predict advertising effectiveness, which may be invaluable in future neuromarketing research. Understanding voice pitch and other factors that cause implicit bias may allow significant advances in marketing, facilitating business success.

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Importance of Marketing Activities in a Company: the Management Perspective

Cited by 8 publications

References 24 publications

The Link Between Marketing Capabilities and Co-Operative Performance in Malaysia

The Link Between Marketing Capabilities and Co-Operative Performance in Malaysia

Marketing Strategy of Umrah Travel Agent and Religious Attitude in Indonesia

Determining the Effects of Voice Pitch on Adolescent Perception, Subconscious Bias, and Marketing Success Using Electroencephalography

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