Strategic Planning of Marketing Communications in the Digital Age: An Empirical Study of Small and Medium Freight Transport Companies

Small and medium transport companies play an important role in creating jobs and wealth of economy.Being related with the consumption of other products,transport companies should build marketing communication strategies.However,strategic planning of marketing communication might have specific challenges in this industry as recent innovations in the field of marketing communication(chatbots,groups in social networks,etc.)gain a considerable appreciation.Prior research has almost neglected specificity of marketing communication challenges faced by small and medium transport companies.Thus,the present research explored strategic planning of marketing communications in aforementioned industry.A qualitative research approach was adopted in order to collect information about peculiarities of strategic planning of marketing communication in transport industry.Interviews with marketing managers showed that their knowledge in the field of strategic planning of marketing communications is insufficient.Gaps in the stages of market analysis,mission statement,and measurement were identified.The lack of compatibility between mission statements and measures used for the evaluation of marketing communication results let authors to conclude that transport companies should pay more attention in ensuring the integration of marketing communication.

The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists： Case Study of KohYoh, Songkhla Province, Thailand

Tourism is the significant hospitality industry of Thailand in terms of economic development and social development. According to the statistics, the number of tourists is increasing every year. In 2012, Thailand gained 5,515.94 million Baht from domestic tourists that increased 30.79% from the previous year＇s income at the same period. This research is survey and cross-sectional study aimed to find the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourists in KohYoh, Songkhla Province. The purpose of this study is to study the factors of marketing promotion affecting push and pull motivations of domestic tourists. The researcher applied structured questionnaire based on 5-level rating scale. The sample was selected by convenience sampling and calculated by Yamane＇s （1967） Formula as 400 samples. The data collection consumed six months between July and December 2013. The data are analyzed by descriptive statistics, Pearson＇s Product Moment Coefficients and Multiple Regression to describe the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourist. The result found that： （1） factors of marketing promotion affecting push motivation of domestic tourists at statistical significance of 0.01 are sales promotion （t = 13.534, sig. = 0.000） and public relations （t = 3.426, sig. = 0.001）, which influenced the prediction power at 36.9% and std. error of the estimate = 0.559; （2） factors of marketing promotion related to pull motivation of domestic tourists at statistical significance of 0.01 are public relations （t = 15.299, sig. = 0.000）, promotion （t = 5.293, sig. = 0.000）, and advertising （t = 2.709, sig. = 0.007）, which influenced the prediction power at 45.8% and std. error of the estimate = 0.429.

The Relationship Between the Real Estate Market and the Stock Market and Its Impact on the Strategic Planning Process in the Jordanian Organizations

This study aims at the relationship between the real estate market and Amman Stock Exchange, through the impact of three macroeconomic factors （GDP, inflation rate, and the population growth rate） and another three factors from the microeconomic indicators （interest rate, remittances of Jordanian expatriates, and the loans provided by the Jordanian banks）. The results show that the stock market is more sensitive to the microeconomic indicators than the real estate market, and responds more rapidly than the real estate market for the changes in the microeconomic indicators. The study presents some recommendations for the Jordanian companies who own or manage any investment portfolio to be aware for the existing relationship between the two markets, and to reflect this awareness in their strategic Plans, Particularly in the regression atmosphere that causes by global crisis.

From Inside Out:Internal Marketing as an Engine for Service Promotion-A Secondary Publication

Focusing on“from inside out”means understanding that the driving force behind a successful service promotion campaign lies in a deep connection with the internal team,turning it into the engine that propels a positive brand perception.The University of Panama faces challenges in the effective implementation of strategies involving its internal staff,impacting the coherence and strength of its promotional messages.The research aimed to determine internal marketing strategies as an engine for service promotion at the Central Campus and CRUSAM.The applied study was descriptive,non-experimental field research,and cross-sectional.The sample consisted of 80 individuals using a quota sampling method to measure and quantify the expression of a construct or variable that is not directly observable.A selfadministered questionnaire was used to collect information,measuring variables in their various dimensions.Content validity of the questionnaire was ensured through the evaluation of three experts,and the reliability of the Likert-type instrument was assessed using Cronbach’s α coefficient,which was found to be very high(0.918).The results led to the conclusion that establishing internal marketing strategies is necessary for the transformation and innovation process in the university through service promotion.

Marketing Strategy and Planning of Wahaha

本文介绍了娃哈哈的发展在我国的营销战略。以及娃哈哈市场战略分析公司的内部和外部环境。然后用深入的战略和情况分析娃哈哈有限公司的业务发展协调机构，包括情况分析内部和外部企业以及SWOT分析。特殊产品战略；制作不同的价格策略，不同的客户和消费者；使地方战略主要集中在大城市；制作丰富多彩的宣传。然后通过建立有效的市场策略，娃哈哈将在大连成功发展。本论文就研究和分析市场营销策略其对象是国家协调机构（非碳酸饮料，比如果汁，茶，水等）的业务的娃哈哈公司。分析了现有的贸易地位的饮料在华业务引入了市场规模，主要的企业和发展趋势的市场份额。

Marketing Strategies for Reading Promotion Activities in Academic Libraries:A Case Study of the University of Shanghai for Science and Technology

In the contemporary digital age,traditional reading habits have been compromised by digital media,a situation that has forced academic libraries to adopt proactive marketing approaches to promote reading among students and faculty.This article investigates the implementation of marketing strategies in promoting reading activities within academic libraries,taking the University of Shanghai for Science and Technology as a case study.The paper explores various marketing strategies employed by academic libraries,including market segmentation,utilization of new media platforms,and the creation of personalized content for readers.Drawing from an extensive literature review and real-world examples,the study establishes a framework for marketing reading promotion activities tailored to academic libraries.These findings underscore how effective marketing strategies can enhance user participation,expand library influence,and optimize resource utilization.

A Novel Model Calculated Distribution Systems Planning Intergrated Distribution Generators for Competitive Electricity Markets

Recently, the distributed generator (DG) has been successfully studied and applied in distribution system at many countries around the world. Many planning models of the DG integrated distribution system have been proposed. These models can choose the optimization locations, capacities and technologies of DG with the objective function minimizing power loss, investment costs or total life cycle costs of the investment project. However, capacity of DG that uses renewable energy resources is natural variability according to primary energy. This study proposed a planning model of optimized distribution system that integrates DG in the competitive electricity market. Model can determine equipment sizing and timeframe requiring for upgrading equipment of distribution system as well as select DG technologies with power variable constraints of DG. The objective function is minimizing total life cycle cost of the investment project. The proposed model is calculated and tested for a 48-bus radial distribution system in the GAMS programming language.

Market-Based Transmission Expansion Planning

The paper presents the main features of transmission expansion problem (TEP). In accord with review the aims and influencing factors are defined. The competitive behaviors of market participants, transmission losses, discrete investment costs, various operating conditions are considered in the model. The model is a mixed-integer linear programming formulation for a static TEP in the competitive environment. The presented methodology is applied to six-node system. In order to point out efficiency of the model the results obtained are compared with traditional problem solution.

Market Regulation and Fiscal Replenishment: An Analytical Framework for the Space Control Intensity for Regulatory Detailed Planning

Regulatory detailed planning is the most direct management tool for urban development and construction activities. Through theoretical deduction, this paper demonstrated the elastic relationship between the land-transferring price and the floor area ratio(FAR) of residential land, which represented the space control intensity for regulatory detailed planning. Based on the two dimensions of market regulation and fiscal replenishment, this paper also established an analytical framework for the space control intensity for regulatory detailed planning. The results showed that the space control intensity for regulatory detailed planning decreased with the expansion of urban scale and that the weaker the market regulation and the stronger the land finance dependence, the weaker the space control intensity for regulatory detailed planning. Based on this, this paper proposed that local governments should strengthen the scientificity and openness of regulatory detailed planning, institutionally resolve the predicament due to fiscal decentralization, and reduce the dependence on land transfer income.

Antibiotics/antibacterial drug use, their marketing and promotion during the post-antibiotic golden age and their role in emergence of bacterial resistance

During the post-antibiotic golden age, it has seen a massive antibiotic/antibacterial production and an increase in irrational use of these few existing drugs in the medical and veterinary practice, food industries, tissue cultures, agriculture and commercial ethanol production globally. The irrational drug use has been further exacerbated by the increased marketing and promotion of these drugs by the pharmaceutical companies thus increasing their accessibility in the public and hence their improper use. The lack of production and introduction of the newer and effective antibiotic/antibacterial drugs in clinical practice in the post-antibiotic golden age has seen an increase in the emergence of the resistant pathogenic bacterial infections creating a significant problem in the global health of humankind. The massive productions of the antibiotic/antibacterial drugs have contributed to the poor disposal of these drugs and hence many of them are discharged in various water bodies contributing to the environmental antibiotic/antibacterial drug pollution. In the environment, these drugs exert pressure on the environmental bacteria by destroying useful bacteria that are responsible for the recycling of the organic matter and as well as promoting the selection of the resistant pathogenic bacteria that can spread in human and animal population thus causing an increase in the observed bacterial disease burden and hence a significant global public health problem. The resistant bacterial diseases lead to the high cost, increased occurrence of adverse drug reactions, prolonged hospitalization, the exposure to the second- and third-line drugs like in MDR-TB and XDR-TB that leads to toxicity and deaths as well as the increased poor production in agriculture and animal industry and commercial ethanol production.

Marketing in the Function of Promotion of Tourism and Hunting Tourism Potentials in Rural Regions

This paper presents the importance of the development of Serbian rural regions, and analyzes their marketing management potentials. Thus the paper aims to examine rural tourism and hunting tourism in particular in order to evaluate their development as a lucrative type of investment, while considering the including promotional activities. Certain disadvantages and problems that Serbian hunting tourism has been facing as well as the directions for their solution are addressed in the paper.

Market Positioning Analysis of CJ Brand Fitness Equipment

CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.

Pandemic influenza: A global challenge for social marketing marketing

Recent years have seen increased attention and concern regarding the potential for pandemic influenza, following large-scale outbreaks of swine flu and bird flu. Governments and health agencies have time to develop social marketing strategies and specific messages that have the potential to minimize fear, refute or inoculate against misinformation that the public may encounter, and enhance the likelihood of the public taking the recommended preventive and remedial actions should these become necessary. This paper presents an overview of how social marketing can be used to tackle the global challenge of pandemic influenza. The potential pandemic influenza poses a major challenge for social marketers (along with governments, health services, and businesses). There are a number of critical factors about a potential pandemic influenza that make it fundamentally different to the majority of issues to which social marketing has previously been applied. The underlying principles of social marketing are equally applicable to a global infectious disease outbreak (such as pandemic influenza). Even if the current strains do not become pandemic, social marketers should use this impetus to develop the skills and resources to address future communicable disease outbreaks. This paper applies the concepts of social marketing to a unique health issue which has the potential to become one of the largest global public health crises in history, but which can be tackled with effective global social marketing.

An Analysis of the Value and Strategies of Microblog Marketing

Microblog marketing is that the enterprise uses the platform of Sina microblog to carry out its own marketing activities.Every fan and even every netizen are potential business participants.With microblog marketing,the enterprise intends to create a good image for the company and products and achieve marketing goals by means of communicating with customers by updating daily content or publishing topics that may be of interest to customers.

Expanding Cross-Training Shoes of Descente Into Singapore Market

The initial segment of this paper scrutinizes Descente’s promotional strategy for its training shoes in the Singapore market.Subsequently,the introduction section provides a brief overview on Descente’s products,emphasizing the age demographic of the product’s consumer base in Singapore,preferred purchasing channels and consumer behavior tendencies.This serves as a precursor to the main body of the article.Within the main body,the paper delves into an analysis of the primary marketing strategies,along with a detailed examination of specific operational implementation.Finally,the article concludes by summarizing key insights and evaluating their impact within the marketing domain.

PRODUCT COMPETITIVE ADVANTAGES ANALYSIS IN MARKET PERSPECTIVE

Voices of Customer” (VOC) is a driving force for new product development.The macro viewpoint of market perspective,a more global aspect of VOC,can reflect the overall situation of the state of art of market competition,by means of competitors status analysis,market opportunities seeking,and then provide a quantitative guidelines and assessment for the development of new products.In this paper,a systematic approach for the planning of new products,which is established on the macro viewpoint of market perspective,is proposed.A set of enabling techniques is also developed to overcome difficulties and to meet challenging involved in the planning.A typical engineering case study for a new vehicle program development is used to demonstrate the feasibility and effectiveness.

Green Drug Supply Chain Investigation by Time-Market Balance and Risk

The quality of pharmaceutical products plays a crucial role in healthcare systems such as hospitals for better patient services. Drug Supply Chain Management requires approaches to uncertainty and risk consideration. This study is a comprehensive multi-objective mathematical model considering the uncertainties and potential reserves in supply and medicine. The proposed model includes three general objective functions that minimize total production costs, including the costs of transportation, maintenance, breakdown, collection, and disposal of waste. The model also maximizes the quality of potential storage. The results show the proposed method has a high quality to solve the model and leads to the optimization of the results to provide the drug supply chain for the proposed example. We have identified three important risks and uncertainties in addressing drug supply planning: the indefinite duration of the licensing process, the risk of a forced brand change, and indefinite repayment levels that lead to varied demand diversification. The results of comparison with other multi-objective optimization methods in existing articles also show better performance of the proposed model. A significant cost reduction results from implementing our model instead of using the over-storage role to estimate the volume of active drug elements, as seen in today’s industry.