We have compiled articles and tutorials on the share market basics. Pdf effect of customerdriven marketing strategy on market. It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. American journal of business education june 2011 volume 4. Impact of marketing strategy on business performance a study. Effects of global market conditions on brand image. Mar 26, 2015 building a positive brand image is a must for companies that want an edge over the competition.
The market price of such a share is expected to come down in future and hence. This study employs a combination of time series and new empirical industrial organization approaches to testing market power. The purpose of this article to understand the marketing mix of the smartphone from consumers point of view, that is consumers expectations from a smartphone. A firm that floods the market avoids being outflanked by competitors. Also included here explanation of stock market terms and jargon used by people involved in trading stocks and shares. Reten tion rate is seen to be the most important component of market share, and it is driven by customer satisfaction. Marketing strategies and their impact on marketing.
International journal of research in marketing elsevier. Gillette, bleeding market share, cuts prices of razors top brand also plans to add focus on its cheaper products as pressure mounts from online startups. Pdf the business performance and economic profit of the firm may be. New insights from canadian data peter yannopoulos, faculty of business, brock university, canada abstract this paper examines the relationship between market share and profitability in light of evidence that market. An empirical study on sales capability and marketing implementation capability of smes in india and their impact on market share. The framework enables managers to determine which customer satisfaction elements have the greatest impact, and how much money should be spent to improve particular customer satisfaction elements. The recommendations here include marketing investment to increase market share. A framework for understanding and altering participation in commercial sharing systems, journal of marketing, 76 4. Welcome to the journal of business market management. It is the premier outlet for substantive research in. The section will maintain the high quality of marketing science, but allow for calculated risk taking to accelerate entry of new ideas. Using the boston consulting group portfolio matrix to analyze. An analysis of the market share profitabilit y relationship journal of marketing, 57 3, 1 18. In order to do this, the business should choose the profile of people that matches its target segment and communicate with them accordingly.
Rust the role of marketing as marketing gains increasing prominence as an orientation that everyone in the organization shares and as a. Pdf reexamining the market share customer satisfaction. Ugbam department of management university of nigeria enugu campus. This study using a survey method and proportionateclusters samplingmethod. The savings in offensive marketing are often high enough to offset the additional costs associated with compensating complaining customers, even if compensation exceeds the products profit margin. Market area analysis for retail and service locations with mci. A theoretical analysis firms improve sales and market shares in a variety of. What strategies do companies employ to increase market share. Understanding the marketing mix of smartphone market from. It is the premier outlet for substantive research in marketing.
How small businesses master the art of competition through. This study examined the relationship between market share and profitability of. Proper market research, foresighted approaches are very important factors to locate target markets. When the product eventually evolves into the mature stage of the product life cycle low growth it will possess high market share and move into the cash cow category. The findings also establish the impact of clutter and familiarity on market share, advertising efficacy, and ceilings and thresholds. Impact of marketing strategy on business performance a. The journal of marketing jm develops and disseminates knowledge about realworld marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. Results highlight the interaction between current market share and advertising efficacy. Pdf the impact of market share on financial firm performance is one. The uncovered mediated and asymmetrically moderated results offer important implications for marketing theory and practice. The importance of market research in implementing marketing. Market share and customer satisfaction are often used to assess marketing performance. Notably, the authors find that in firms with low innovativeness capability, csr actually reduces customer satisfaction levels and, through the lowered satisfaction, harms market value. Before investing in a market before investing, it is always wise to learn the basics of stock market.
In this interpretation, market share is considered as an intermediate performance outcome, with financial performance being the ultimate effect. Finally by examining the relationship between market orientation, business performance and marketing planning, we seek to make a contribution to the literature on marketing planning. Findings suggest that the allocation of expenditure among media types is subject to threshold phenomena. Pdf effect of customerdriven marketing strategy on. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially. This paper examines the relationship between market share and profitability in. Pdf in the 21st century, sustainable improvement of business faces various challenges for the global economic competition. Among competing theories of the market share effect, journal of marketing, 52 october, 6880. Marketing then at the journal of marketing research. Pdf journal of marketing management share and discover. International journal of business, humanities and technology vol.
Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. This paper assessed the impact of customerdriven marketing strategy on market share of mtn nig plc. Market analysis is an important component of analytical system in retail companies to determine the sales for different segments of customers to improve customer satisfaction and to increase profit of the company which has different channels and regions. We provide a mathematical framework for assessing the value of customer satisfaction. Competitororiented objectives are advocated in textbooks. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a. On the other hand, there are also allegations that large food retailers exercise market power as they aggressively expand and increase. Despite the widespread assumption of a positive relationship between.
The most downloaded articles from international journal of research in marketing in the last 90 days. The type of research is descriptive method and used a method of causality by using path analysis. Sultan the marchapril 1974 issue of hbr carried an article that reported on phases 1 and it of a project sponsored. Pdf effects of market share on the banks profitability. Create a link to share a read only version of this article with your colleagues and friends. Specific objectives are to examine the effect of customerdriven marketing strategy on customer retention and to find out the impact of. Pdf the influence of marketing strategy elements on market. On the contrary, when the market price of a share is higher than its intrinsic value, it is perceived to be overpriced. Market share is treated in the latter way in the current studyas evidence of the effectiveness of marketing efforts. Corporate social responsibility, customer satisfaction.
This framework is based on the relatively new, defensive marketing view of market share, discussed earlier by fomell and wemerfelt. Defensive marketing strategy by customer complaint management. Market analysis high impact list of articles ppts journals 2019. Frontiers will be a new section in marketing science that publishes innovative and potentially highimpact papers with an emphasis on timely publication.
Market segmentation and its impact on customer satisfaction with especial reference to commercial bank of ceylon plc puwanenthiren premkanth abstract in this competitive commercial world, an organization has to satisfy the needs and wants of the customers, and has to attract new customers, and hence. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint. Manuscriptandsubmissionguidelines marketingmanagementjournal january2010. Customer satisfaction, customer retention, and market share. An empirical study on sales capability and marketing. Market area analysis for retail and service locations with mci by thomas wieland abstract in retail location analysis, marketing research and spatial planning, the market areas of stores andor locations are a frequent subject. The impact of advertising on market share the journal of.
Relationship marketing orientation is a refinement of the marketing concept. International journal of business and social science vol. I am planning to start investing in share marketing but realy fearing what are the basic things which we have to take care in. Advertising in journals and tv channels influence on british managers. Learn about the many strategies companies use to increase the market share of their. Market area analyses consist of empirical observations. Pdf the influence of marketing strategy on market share. Dec 01, 2017 market share is treated in the latter way in the current studyas evidence of the effectiveness of marketing efforts. How do brand image and marketing affect market share. Journal of global economics is an internationally reputed academic and scholarly open. Corporate social responsibility and marketing performance.
The results show that 1 although managers consider some cultural and socioeconomic conditions of foreign countries in forming their international brand image strategies, and 2 those conditions moderate the market share effects of their brand image strategies, 3 managers can enhance brand performance by broadening the information they. International journal of marketing, financial services. If a program has a good market share in a growth industry, it is classified as a star. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional. Defensive marketing strategy by customer complaint. Satisfaction is a core concept in the american marketing associations official definition of marketing. The figures shown are average market shares for the. Unfurling the cultural value of street art experiences amelia green, steffen gray. Bressler southeastern oklahoma state university abstract identifying and developing sustainable competitive advantage could be considered one of. Market share responds to elements of marketing strategy and one of the important. Thus, in the new view of market share, customer satisfaction is a central issue. A companys market share is the percentage it controls of the total market for its products and services. Building a positive brand image is a must for companies that want an edge over the competition.
Marketing planning, market orientation and business performance. Analysis of toyotas marketing strategy in the uk market. Learn how marketing and branding can increase sales and market share. Using the boston consulting group portfolio matrix to. Article information, pdf download for when does market share matter. Moreover, it focuses on strategies to increase market share, which shall be generated from, and. We study atthemarket atm equity offerings, which are direct share issuances sold in the secondary market that forgo underwriters and dribbleout shares over time rather than raising them all at once. The impact of market share on financial firm performance is one of the.
Moreover, it focuses on strategies to increase market share, which shall be generated from, and are applicable to businesstobusiness markets. Jul 07, 2019 a companys market share is the percentage it controls of the total market for its products and services. Journal of marketing research, vol 12, no 2, may 1975, pp 6141. The journal solicits research contributions of the economists of emeritus status, scholars and researchers of the economic policies, policy makers, experts of the trade, business, commerce and industry, stock and share marketing consultants, and students. The purpose of this paper is to begin unfurling the cultural value of street art experiences by opening up an audiencecentred research stream sensitive to the nuances of. Advertising in journals and television channels influence on increasing the. Sivakumar, aruna, polak, john 2014, a new approach to predict the market and impacts of roundtrip and pointtopoint. On the other hand, there are also allegations that large food retailers exercise market power as they aggressively expand and increase market share in the retail food industry. This paper is reprinted with permission from the journal of marketing.
Advertising, market share and profitability in the. Customer satisfaction, market share, and profitability. International journal of science and research ijsr issn online. Referring to a decree of the minister of sea transportation no. Goi 2005 define marketing strategy as the set of the marketing tools that firms use to pursue their marketing objectives in the target market. International journal of business, economics and management, 2016, 38. March 2017 1 a strategic study of the nigerian pharmaceutical sector. The objective of the study was to majorly identify the marketing strategies for safaricoms growing market share and profitability. Rather the correlation between market share and profitability is more logically interpreted as. Gillette, bleeding market share, cuts prices of razors wsj.
There are allegations that poultry integrators in the philippines exercise both buying and selling power as concentration ratio is relatively high, few brands exist, and operations are highly integrated from production to marketing. The results show that 1 although managers consider some cultural and socioeconomic conditions of foreign countries in forming their international brand image strategies, and 2 those conditions moderate the market share effects of their brand image strategies, 3 managers can enhance brand performance by broadening the information they use. The market share of each business is simply its dollar sales in a given time period, expressed as a percentage of the total market sales volume. Market sharea key to profitability an ongoing study of 57 companies reveals a link between roi and market sharethe bigger the better robert d. A strategic study of the nigerian pharmaceutical sector. Customer satisfaction, market share, and profitability 53. Understanding the marketing mix of smartphone market from the consumer point of view rahul kumar singh, abhishek mittal, anvay pandey abstract. Organizational leadership, marketshare, and competitive performance dr.
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