The effect of marketing expenditures during financial crisis: the case of Turkey

Candemir, Aykan; Zalluhoğlu, Ali Erhan

doi:10.1016/j.sbspro.2011.09.105

Cited by 15 publications

(13 citation statements)

References 23 publications

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“…Especially during crises, a company's competitiveness is dependent on its ability to change and adapt to the new reality (Papanond, 2007), and hospitality organisations are facing increasingly competitive pressures due to recent changes (Gomes, Yasin, & Lisboa, 2007). Current research has shown that, during and after recession, companies that increased or focused on marketing activities achieved improved sales, income, and market share (Candemir & Zalluhoglu, 2011;Koksal & Osgul, 2007), even though most tried to control costs and reduce marketing expenses (Lilien & Srinivasan, 2010). Still, the management of crises usually varies since stakeholders and managers may have different objectives and priorities, and may not perceive a crisis in the same way (Campiranon & Scott, 2007).…”

Section: The Proposed Modelmentioning

confidence: 99%

“…Greek hospitality companies should maintain and if possible increase their marketing initiative, especially when introducing new products and services, strengthening customer loyalty through innovative promotional campaigns and seeking new market segments that can give a financial boost through the recession. As Candemir and Zalluhoglu (2011) suggest, core business marketing activities are clearly the major determinant of profitability. That is why marketing needs to be aggressive, whilst the crisis itself has to be seen as an opportunity and not only as a condition that jeopardises the organisation's survival.…”

Section: N Pappasmentioning

confidence: 99%

“…Unfortunately, however, it is not immune from crises (Wang & Ritchie, 2012). Many strategies have been suggested by researchers to help companies to survive recessions, amongst them, increasing marketing expenditures (Candemir & Zalluhoglu, 2011). Several studies have shown that those increasing marketing activities will increase sales, income, and market share, since businesses that increased their marketing budgets during recessions gained market share more quickly than those which did not (Koksal & Ozgul, 2007).…”

Section: Introductionmentioning

confidence: 99%

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Marketing Hospitality Industry in an Era of Crisis

Παππάς

2014

Tourism Planning & Development

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The article examines and evaluates Greek hotels' marketing strategies during recession. It focuses on the investigation of hospitality practices during crisis, marketing strategies and innovation, development of competitive advantage, use of information technology (IT) for marketing, and the influential links between them. It also examines the impacts of accommodation category and geographical type of hotel. The research is based on a nationwide e-mail survey to hospitality managers/owners (N = 914). The results reveal the significant effort put into production cost minimisation, the direct effect of this on marketing strategies, the strong enterprising focus on marketing innovation, and the impact of the use of IT for marketing purposes, whilst the accommodation category has a greater impact on the examined constructs than does geographical type. The conceptualisation adopted provides recommendations for hospitality owners and managers along with a better understanding of the aspects contributing to hospitality marketing in a period of recession and political instability.

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Section: The Proposed Modelmentioning

confidence: 99%

Section: N Pappasmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Marketing Hospitality Industry in an Era of Crisis

Παππάς

2014

Tourism Planning & Development

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“…Veri zarflama analizinde çıktı değişkenlerinden biri olarak brüt kar marjının kullanıldığı çalışmamızın sonuçları reklam-pazarlama-dağıtım giderlerinin brüt kar marjı üzerinde pozitif etkiye sahip olduğunu gösteren (Çiftçi, 2014) ile de uyumludur. Sonuçlar ayrıca, pazarlama giderleri ile net satışlar arasında pozitif anlamlı ilişkiler bulan (Candemir and Zalluhoğlu, 2011) ile benzerlik taşı-maktadır.…”

Section: Veri̇ Seti̇unclassified

Pazarlama Yatırımlarının Finansal Performans Üzerindeki Etkisi ve Borsa İstanbul KOBİ Sanayi Endeksi Firmalarının Etkinliklerinin Değerlendirilmesi

Çıtak¹

2015

ERÜ İİBF DERGİSİ

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ÖZBu çalışmada Borsa İstanbul KOBİ Sanayi Endeksi'nde (XKOBI) yer alan firmaların pazarlama yatırımlarının etkinlikleri analiz edilmektedir. KOBİ'lerin pazarlama yatırımları bakımından birbirleri ile göreli etkinlikleri 2012-2013 yıllarına ait veriler kullanılarak üç etkinlik türü üzerinden analiz edilmektedir. Pazarlama yoğunluğunun tek girdi, vergi öncesi kar marjı ve piyasa değerinin çıktılar olduğu CCR ve BCC veri zarflama modelleri kullanılmıştır. Toplam aktifler tutarı bakımın-dan iki gruba ayrılan KOBİ'lerin etkinlik puanları arasında farklılık olup olmadığı da parametrik veya parametrik olmayan ortalama testleri ile araştırılmıştır. KOBİ'lerin pazarlama yatırımlarının etkinliklerinin genel olarak düşük olduğu ve çoğunun ölçeğe göre artan getiride faaliyet gösterdiği çalışmanın temel bulgusudur. Ayrıca, aktif büyüklüğü daha düşük olan firmalara kıyasla aktif bü-yüklüğü daha yüksek olan firmaların ölçek etkinliğinin daha fazla olduğu ortaya çıkmıştır. Firmaların pazarlama yatırımlarını artırarak optimal ölçek büyüklüğüne yaklaşıp faaliyet etkinliklerini (toplam teknik etkinlik) de artırabilecekleri söylenebilir.Anahtar Kavramlar: KOBİ'ler, Pazarlama Yatırımları, Finansal Performans, Aktif Büyük-lüğü, Veri Zarflama Analizi, Etkinlik. THE EFFECT OF MARKETING INVESTMENTS ON FINANCIAL PERFORMANCE AND EVALUATION OF THE EFFICIENCIES OF FIRMS INCLUDED IN BORSA ISTANBUL SME INDUSTRIAL INDEX ABSTRACTThis paper analyzes efficiencies of marketing investments of firms included in Borsa İstanbul SME Industrial Index. Based on 2012-2013 data, the relative efficiencies of SMEs, in terms of their marketing investments, are analyzed on the basis of three efficiency types. CCR, as well as BCC data envelopment models are used, where marketing intensity is the only input and pre-tax margin and market capitalization are the two outputs. SMEs are broken down into two groups with respect to their asset size, and whether or not their efficiency scores are different is investigated through parametric or non-parametric tests. The major finding of the paper is that in general SMEs have low efficiency scores and most of them operate at increasing returns to scale. SMEs that have higher asset size are found to have higher scale efficiency scores than SMEs that have lower asset size. SMEs may be expected to increase their operating efficiency (total technical efficiency) by approaching optimal scale size through increased level of marketing investments.

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“…Vieni tyrėjai (taip pat ir praktikai) linkę apsiriboti tik tiesioginėmis sąnaudomis, kiti vertina ir netiesiogines. Net ir tarp pastarųjų nėra bendros nuomonės dėl šios rinkodaros sąnaudų grupės sudėties (Candemira, Zalluhoglu 2008;Sundararajan et al 2011). Su netiesioginėmis rinkodaros sąnaudomis siejamas ir kitas neapibrėžtumo niuansas -jų paskirstymo principas.…”

Section: Rinkodaros Sąnaudų Nustatymo Metodinės Prielaidosunclassified

Rinkodaros programų optimizavimo metodinių prielaidų analizė

Daukševičiūtė

Bivainis

2013

Business: Theory and Practice

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The effect of marketing expenditures during financial crisis: the case of Turkey

Cited by 15 publications

References 23 publications

Marketing Hospitality Industry in an Era of Crisis

Marketing Hospitality Industry in an Era of Crisis

Pazarlama Yatırımlarının Finansal Performans Üzerindeki Etkisi ve Borsa İstanbul KOBİ Sanayi Endeksi Firmalarının Etkinliklerinin Değerlendirilmesi

Rinkodaros programų optimizavimo metodinių prielaidų analizė

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