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... Marketing literature suggests that consumers usually go through five steps while making a purchase decision. In the first step, a customer recognises the problem, the second step is the search of information, in the third step the customer evaluates the alternatives, the customer takes the product purchase decision in the fourth phase and the fifth step is the post-purchase behaviour [4], [5]. Therefore, a customer's purchase decision can be defined as the purchase intention of a product and loyalty to the product in the post-purchase behaviour. ...

... In each of the consumer decision-making process, digital media and information influence significantly to the process of purchase [7], [4], where customers start with their intention to purchase a product. In contrast, it is natural that loyal customers eliminate competitors from their consideration while making a purchase decision. ...

... This has been further expanded in terms of specific skills and domains needed according to organisation needs. Kotler (2010), defines competence in the marketing field as areas of special technical and production expertise. Lambert et al. (2014) summarises that the competence needed in business entity revolves around a set of skills, behaviours and attitudes that is performed competently and can be measured within a set of parameters. ...

  • Ilangko Subramaniam Ilangko Subramaniam
  • Paramaswari Jaganathan

The shift from knowledge-based curriculum to a competence-based curriculum for Marketing course undergraduates is crucial in producing work-ready talents. The study focuses on the comparison of Self-Management and Task Management domain attained by final-year marketing students in 5 different higher learning institutions in Malaysia. A survey questionnaire consisting 25 items was distributed to compare the competencies in the Self-Management and Task Management domains among 289 undergraduates. The data was analysed using one-way ANOVA on SPSS program version 26.0. The results indicated a significant difference among the undergraduates' competency in Self-Management domain between the different groups of HEIs. However, there was no significant difference in the Task Management domain. The Public university and Distance Learning university displayed a high Self-Management competencies with a mean score of 4.04 and 4.02 respectively. The competencies attainment for Task Management domains were moderate. All the universities in this study recorded a high score for the knowledge and skills competencies in the Self-Management domain. This comparative study indicates the emphasis of knowledge and skills in their Marketing courses compared to other competencies. This study is significant to identify instructional improvement to enhance competency based learning to produce work-ready marketing undergraduates. Keywords: Competency, Higher Education, Marketing, Self-Management, Task-Management

... Since there are demands from the clients, or the wedding couples, EO as the seller will provide or fulfill all the demands from the clients, including the rituals. It is supported by Philip Kotler's concept of marketing, which he stated in his book, Marketing Management (2000), "The social marketing concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than the competitors" (Kotler, 2000) From this quotation, we can say that in this system, whatever the customers or the couples demand there would always be, EO, as the seller who will fulfill the demands. It means that everything can be sold as a commodity, including the rituals, depending on the customers' needs, wants, and interests. ...

  • Clarence Finlay Limantara

Nowadays, Chinese-Indonesians have already been modernized and many of them do not understand what rituals they have to undergo on their wedding day. It becomes a good opportunity for event organizers (EO) to do their businesses in arranging weddings. In this research, I am interested in finding out about the roles of event organizers in arranging Chinese-Indonesian wedding rituals. This study focuses on the roles of EO in running their business and arranging Chinese wedding rituals using the theory of consumerism. In consumerism, Chinese-Indonesian wedding rituals as a part of culture, can also be regarded as a product to be bought and sold. The data collected are from interviews with some EOs in Surabaya to find out the roles of EO in arranging Chinese-Indonesian wedding rituals. There are three different roles of EO, which are informant, organizer, and seller. Moreover, EO has the responsibility in succeeding the client's wedding day.Keywords: Commodity, Consumerism, Event Organizer, Chinese-Indonesian, Wedding Ritual.

... Highly promoted premium brands can thus have high prices; similarly, medium-quality brands with strong advertising support can charge slightly more for their products (Faris and Rebstein, 1979); alternatively, the message in an advertising campaign can meet that of the sales team (Urban and Hauser, 1993). Finally, while the consideration of (strategic and tactical) duality within the concept of competitive intensity appears to be relevant, the instruments included in each dimension may be different, depending on the type of market and product: B to B, B to C, sustainable or non-sustainable, technological or non-technological (Kotler, 2000). Other studies could analyse and determine the variables to be taken into account in each dimension. ...

... The word promotion was defined variously, the meaning of promotion is to suits on our envionment more properly, refered by Kotler (2000), defined the word promotion that it is the strategy of attention to people and association intentions which include arranging, doing the thoughts, dissemination of thoughts, merchandise, promotion which bring about such a trade that would fulfill information needs to concerned people. Berry, (1995) inferred that the idea of promotion of services and resources is taken to enhance the utilization of services and resources of libraries and non-profit institutions. ...

This research aimed to identify how libraries promote their services and resources for awareness among library patrons about information services and resources. The study was undertaken through a questionnaire-based survey. The data collection procedure was completed in two phases. In the first round, the data were collected from 13 in-charge librarians/ marketing officers, and in the second round, data were collected from 243 library users. Data were analyzed using SPSS. Results demonstrate that planning and implementing promotional activities provide a chance to evaluate the utilization of information resources and services. Promotional activities not only create awareness but also justify the budget spent on the acquisition of information resources.

Mobile apps are emerging as the new phenomenon of smartphones. This paper aims to explore the factors influencing user satisfaction when downloading mobile apps through examining the mediating role of user awareness while in the process. The research utilizes Innovation Diffusion Theory (IDT) and the Theory of Reasoned Action (TRA) to predict mobile users' satisfaction when downloading mobile apps. Questionnaire survey was administered to 350 conveniently selected smart phone users in Jordan. A dataset of 337 valid responses was considered for data analysis. Structural equation modeling with AMOS 21 was used as an analytical methodology. Results indicated that perceived security, information technology awareness, and subjective norm are major predictors of mobile users' awareness, thereby, their satisfaction towards the mobile apps. Furthermore, user awareness when downloading mobile apps plays a significant mediating impact on the path linking each ofinformation technology awareness and subjective norm to user satisfaction. We conclude this work with findings'discussion, research limitations, and future work agenda.

  • Valeri Marco Valeri Marco

The development of the discipline of business organization dealt with in the previous chapters has proved how studying an organizational system is a fascinating and demanding task. Organizations, as we have seen, are complex phenomena, which cannot be traced back to a single interpretative paradigm. Starting from the rational and scientific vision proposed by the classical school, based on the contribution of disciplines such as engineering, law, and economics, the organizational phenomenon and its theoretical foundation develop, enriching themselves with the contribution of more human sciences such as psychology and sociology, and less of scientific ones (Baldwin, 2012; Burton, 2013).

Finding solutions for the careful management of our natural heritage is fundamental to sustaining humanity on the planet. In this sense, nature-based solutions (NBS), which are useful initiatives aimed at addressing socio-environmental challenges to achieve a relatively more natural environment, can be a fundamental tool for reaching this goal in an urban context. However, there is no evidence that having NBS in urban cities could attract the young generations. The present study investigates Generation Z's interest in NBS and explores the possibility of them considering a city that offers NBS as a possible tourism destination. This study uses different NBS initiatives implemented in the metropolitan area of Turin. Using quantitative approaches to qualitative responses, that is, multiple correspondence analysis and hierarchical cluster analysis, a hierarchical cluster structure was designed and gradually explored to identify main groups of respondents and subsequently deeper partitions. The results show that Generation Z perceives NBS initiatives as important for safeguarding and enhancing the cultural and natural heritage of the urban areas involved, which can improve their touristic and leisure value. This study is particularly relevant since it can help institutions to consider a new approach to stimulating proximity tourism in urban cities and their surroundings, by valorizing NBS as a possible attraction for Generation Z.

"Rural Tourism Marketing in context to Indian Tourism Industry" - a study presented by Kuldeep Singh & Arnab Gantait, in the 6th India International Hotel Travel & Tourism Research Conference & 7th Indian Hospitality Congress Annual Conference organized by Banarsidas Chandiwala Institute of Hotel Management and Catering Technology in 2016; revealed the practices in promoting Rural Tourism in India in order for Tourism acceleration and highlighted the challenges faced in the rural scenario.

The Fishbein-Ajzen behavioral-intentions model is designed to represent the effect of attitudes and subjective norms on behavioral intentions. The model has been used in a variety of contexts, and evidence for its validity flows largely from its generally good performance in predicting behavioral intentions. However, the manner in which these concepts are defined and operationalized appears to make it inappropriate for those seeking to distinguish between personal and normative reasons for engaging in a behavior. Additional problems were found in the hypothesized relationship between the more global normative construct and its underlying components.

  • Priscilla A. LaBarbera
  • David Mazursky

A simplified cognitive model is proposed to assess the dynamic aspect of consumer satisfaction/dissatisfaction in consecutive purchase behavior. Satisfaction is found to have a significant role in mediating intentions and actual behavior for five product classes that were analyzed in the context of a three-stage longitudinal field study. The asymmetric effect found demonstrates that repurchase of a given brand is affected by lagged intention whereas switching behavior is more sensitive to dissatisfaction with brand consumption. An attempt to predict repurchase behavior on the basis of the investigated cognitive variables yielded weak results. However, repurchase predictions were improved when the model was extended to a multipurchase setting in which prior experience with the brand was taken into account.