Hedonic needs refer to the emotional and psychological needs of the various consumers (eg fantasies, ambitions, aspirations)”. This exchange will only take place if there is trust and value between the two parties to the exchange.
Segmenting business markets (B2B)
However, the purchase motives for a business customer are likely to differ from those of the individual end user (consumer). Conversely, a private consumer may be more interested in camera quality and media speakers than in the criteria listed by business customers.
International markets
This approach takes into account income levels or economic well-being and the overall level of economic development of the country and its potential consumers. A good example of the impact of political unrest or crises on sales is in the field of international tourism [28, 29].
Segmenting online markets
This e-mail word-of-mouth (eWOM or word-of-mouth) is very valuable to marketers because these shared links add credibility and trust to the message and extend the reach and impact of a company's marketing communications [56]. According to KTG [59], “access to information, the ability to compare easily, the convenience of not having to go to the mall, and the use of well-known brands – drive e-commerce” (p. 156).
Targeting specific segments
- Targeting to optimize market share and profitability
- Implementing MSP: tests for effective segmentation
- Targeting and positioning for sustainable competitive advantage
- Positioning, unique value propositions and perceptual maps
- Implementing MSP: monitors and controls of segments
Share of Wallet % (SoW) The company's share of addressables used by customers in the segment. Checks must also determine whether all of the company's efforts in the marketing mix support the MSP and the positioning strategy (and vice versa).
Conclusion
Below are some of the measures that are important to determine if a target segment is viable and likely to generate profitable business in the long run. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/ . by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided that the original work is cited as must. . A selection of our books indexed in the Web of Science™ Core Collection Book Citation Index (BKCI).
TOP 1%
Introduction
In many PR books, PR is defined as a backbone for the companies that creates mutual understanding with stakeholders; if so, why don't companies in developing countries see PR as a backbone of their institutions? The biggest confusion is that managers think that PR only cares about customer relations and receiving the customers with smiling faces, so there is no need to specialize in that area as it only depends on personal skills. PR professionals are the ones who plan the entire company's strategic communications while trying to communicate to the public in the long run.
They are the ones who solve crises; they are the ones who create the corporate reputation and brand image in accordance with their strategic communication plan. For this context, the main roles, functions and tactics of PR help to understand the field of PR.
A hierarchy of PR’s primary roles, functions, and tactics
PR professional importance in the sector
When managing corporate communication, a PR specialist must build precise strategic communication with care for the company's identity. Since each company has a different identity, it is different from other companies, and the identity is created by a combination of the company's mission, vision, values and elements of the organizational culture (Figure 1). . Constraints: People who reduce or impair the success of the company, such as competitors, adversaries, and hostile forces.
Enablers: The people who influence the company's success in the marketplace, such as media, allies, opinion leaders, and regulators ([2], p. 59). To formulate effective and accurate objectives, a PR professional must conduct a SWOT analysis of the company in a realistic manner. According to the objectives and situations, PR professional has a role; they do both proactive PR and reactive PR in the company.
The main objective of proactive PR is to build a credible reputation for the company's brand among the public.
Four models of PR called as Grunig and hunt model
Two-way symmetry: The goal is mutual understanding used for communication to negotiate with the public. It formally conducts research as two-way asymmetric, but in this model, there is a balanced way in the nature of communication, and the message focuses on the evaluation of the audience's understanding. The developing world uses PR as a press agent/publicity and public information in the context of Grunig and Hunt's model.
The managers have a decision-making power to establish a kind of PR in the context and frame it in accordance with the organization's expectations.
Conclusion
In our chapter, we bring an overview of what happens if we suddenly have to face the problem of building and maintaining a good reputation in the virtual world of the Internet. Thus, the objective of this chapter is to summarize and present the state of the art in the field of reputation; it consists of the definition of basic terminology and then offers the well-ordered theoretical determination of the reputation problem in both the traditional mortar and virtual worlds. In the eighteenth century, Benjamin Franklin, a wise man known today only as the face of the hundred dollar bill, or an inventor of the lightning rod, described the process of building a reputation as an extremely fragile system.
The rapid rise of mass media communication in the second half of the twentieth century fundamentally changed the established principles of business practice in many areas. Before the advent of the media age, the reputation of business entities, or even individuals, was not only difficult to build, but also well guarded. The availability of information in combination with the interactivity of the environment offers countless opportunities to influence reputation; of course it's not just about influencing in a positive way.
With the advent of the Internet, the flow of information has accelerated enormously, one could say that a few mouse clicks are enough to destroy a good reputation today.
Definition of basic terms
- Image
- Trust
- Reputation
We can now move on to another key area in the review of theoretical sources, namely the issue of trust and, consequently, reputation itself. From the very essence of the concept, the verbal basis - belief - is immediately obvious. In the context of the definition of the concept, we return again to the concept that presents trust as a kind of bet.
With the theoretical development of the issue of trust and, consequently, its relationship to the issue of reputation, we can continue with the definition of reputation itself. Let us see how reputation is defined within the available literature. An interesting view of management on the issue of reputation is the assertion [23] that reputation can also affect activities that are not directly related to the fulfillment of the company's goals.
Social responsibility: how important is the company's social engagement and how responsibly it behaves towards its environment.
Reputation management
- Reputation from the perspective of traditional world
- Reputation from the perspective of the Internet
- Selected methodologies of measuring reputation in online environment To provide a complete view of the issue, it is necessary to summarize available
- Sustainable development of reputation management
These are nothing more than reputational issues in the internet environment; at the same time, this statement could also be called the simplest definition of the term. Another author [47] notes that the concept of online reputation covers a wide range of aspects of business presentation in the Internet environment. The very structure of the Internet multiplies the effort required to actively manage a company's reputation.
From the point of view of tools, this is simple data, numerical series of ones and zeros. System members must cooperate and share responsibility for reputation management. Another important reputation quantification model is the ReGreT model, presented by Sabater and Sierra [18].
The sequence of the reputation measurement process starts with defining a representative of the studied segment and its competitors in the industry.
Conclusions
Integration of the main platforms presented by virtual social networks and media will ensure active feedback as well as active content control. Not to mention the invaluable source of relevant data in the form of real-time feedback. Finally, it is important to pay attention to the construction of consumer tribes; without a developed and motivated user base, it is not possible to predict any significant results for any of the activities described.
Corporate credibility's role in consumer attitudes and purchase intentions when a high versus a low credibility endorser is used in the add-on. Selected approaches to sustainable development of corporate reputation-empirical study of online reputation management of the best Adriatic coast hotels. Multifactor analysis of online reputation as a tool to improve competitiveness of subjects from the automotive industry.
Detailing: Keyways for Successful Implementation
- Methods
- Overview of the pharmaceutical industry
- Pharmaceutical marketing
- Traditional (face-to-face) visits
- Electronic visits (e-detailing)
- Definition
- Development
- Types
- Factors defining the development of e-detailing
- Potential advantages
- Challenges
- When would e-detailing be most effective?
- Physicians’ adoption of pharmaceutical e-detailing
- Conclusion
Marketing efforts within the pharmaceutical industry vary depending on the recipient in question; they are not directed at the product (medicine) user—the patient—but at the medical professional prescribing therapy. One characteristic of pharmaceutical marketing is that in most cases it is not directed at the end user of the product - the patients. In the United States, the cost of visits accounts for somewhere between 45 and 70% of the marketing budget.
They differ mainly in the relationship between medical specialists and the pharmaceutical company's sales representative. The main communication channels in use now—the Internet (accessible through personal computers or mobile devices), interactive digital television, telephone conversations, and face-to-face meetings—differ significantly in their mode of communication, distribution among customers, and ability to present information. . Convenience has many dimensions - using and accessing an e-visit is easier [14], meetings with sales representatives take less time [23], and making appointments for visits fits medical doctors' times, and the overall time saving aspect is significant [21].
Therefore, e-retailing will not lead to a decrease in pharmaceutical companies' promotional expenses [8]. The payment and support models for doctors used in the US cannot be replicated in the EU. Another aspect explored in the study is the correlation between e-detailing adoption rates and access restrictions for physicians.
