E-BOOK MARKETING MANAGEMENT

Finally, companies must regularly monitor and measure their performance as they pursue growth opportunities (Dixon et al., 2023). They need to realize whether the growth strategies they are implementing are successful or need to be adjusted (Vardopoulos et al., 2023). Data and performance measurement help companies stay on track to achieve desired growth (Rosendorf, 2023). By combining these various factors in the evaluation process, companies can identify and pursue growth opportunities that improve performance and sustainability (Storey, 2023). How Companies Achieve Their Position In The Market To gain a strong position in the market, companies must make careful strategic moves (Hajar et al., 2022). First, they need to deeply understand the market and competitors (Vod et al., 2021). This includes comprehensive market analysis to identify opportunities and threats. Additionally, businesses need to understand who their main competitors are, what they offer, and how they meet customer needs (Pratapa et al., 2022). Next, companies must identify the competitive advantages they have (Pietrzyk-kowalec, 2023). This could be excellence in product quality, innovation, cost reduction or outstanding customer service (Thakur, 2023). By understanding these benefits, businesses can design marketing and sales strategies that maximize their competitive advantage (Lee, 2021). Businesses also need to focus their attention on customers (Farooq et al., 2022). They must understand customers' needs, preferences, and behaviors (Shin et al., 2022a). Through this, businesses can develop products and services that meet customer needs, as well as create positive customer experiences (Tang, 2022). In addition, businesses need to focus on innovation (Krasavina et al., 2023). They must continuously develop new products and services, improve existing ones and create added value for customers (Okenization & Scafuto, 2022). Innovation is key to maintaining market attractiveness and avoiding stagnation(Rollins et al., 2023). Additionally, effective promotion and marketing are important factors to gain a position in the market (Chiu et al., 2022). Businesses must market their products and services in a way that attracts potential customers (Madjdi & Zolfaghari, 2023). They can also use pricing, promotion and distribution strategies to influence customer perception (Yang & Deng, 2023). Ultimately, building a strong brand image is an important aspect of achieving a strong position in the market (Casey & Delaney, 2022). A strong brand image will create customer awareness and loyalty (Sasputra et al., 2022). They must carefully maintain their brand image, ensuring consistency in their brand message and the brand values they promote (Döll et al., 2022). Overall, achieving a strong position in the market requires a comprehensive combination of strategies (Anwar & Mardha, 2023). This involves market understanding, competitive advantage, customer focus, innovation, effective marketing and strong branding (Taherdoost, 2023). With this approach, businesses can build a solid foundation for long-term success in a competitive market (Vincennes, 2021). Strategy To Maintain Your Position In The Market To maintain their current market position, companies must implement smart and proactive strategies (Kamil & Hananto, 2023). First, they must continue to develop innovative products or services (Ruan et al., 2022). This includes improving existing products and launching new products that meet customer needs (Yi & Li, 2021). By presenting suitable solutions, the company

can maintain its attractiveness in the eyes of customers(Flores et al., 2022). Additionally, superior customer service is also essential (Cepa & Schildt, 2023). Responding to customer questions and concerns, providing a good customer experience, and ensuring customer satisfaction are top priorities (Dambiski Gomes de Carvalho et al., 2021). Satisfied customers tend to be loyal and even recommend the business to others (Purnomo, 2023). Pricing strategy is also very important (K.S Sachin & Smita Kavatekar, 2022). maintain competitive prices for their products Businesses must or services, while maintaining good quality (Wijaya et al., 2022). Special offers, discounts and loyalty programs are important tools to maintain and increase market share (Stauch, 2021). In addition, building a strong brand image is also an important aspect (Stauch, 2021). Creating a positive and consistent impression of the company in the minds of customers is essential (Devi Dwi Anggraini et al., 2022). In an increasingly connected world, digital marketing and social media also play an important role in building a strong brand image (Strout et al., 2021). Finally, businesses must continuously monitor market, competitive and industry trends (Ratajczak et al., 2023). They must be ready to respond to change and adapt quickly (Prihatiningsih et al., 2022). Knowledge of market changes will help businesses maintain their position in the market more effectively (Dudek et al., 2021). In general, strategies to maintain market position include a combination of product innovation, superior customer service, smart pricing strategies, and image building a strong brand and the ability to quickly adapt to market changes (Rumaidlany et al., 2022). Through this approach, companies can maintain and strengthen their position in a competitive business environment (Kwiatek et al., 2021). Key Product Cycle Marketing Strategies The core product cycle marketing strategy tracks changes in the product life cycle from introduction, growth, maturity to decline (Rosário & Raimundo, 2021). During the introduction phase, the main goal is to increase awareness of the product in the market and generate customer interest. This often involves intensive marketing efforts, such as aggressive advertising and promotions (Tokiya et al., 2022). As the product enters its growth phase, the marketing strategy focuses on maintaining rapid sales growth and capturing a larger market share (Shen, 2021). Increasing distribution, expanding products and improving customer service quality is essential (Kaur et al., 2022). At this stage, the marketing strategy also focuses on customer retention (Prakoeswa et al., 2022). When a product reaches the maturity stage, the company must consider different marketing strategies (Attaallah, 2022). This includes product differentiation, improving operational efficiency and efforts to maintain existing market share (Lin & Wu, 2006). Marketing at the maturity stage often involves efforts to maintain healthy profit margins (Hutomo et al., 2020). As a product approaches the decline stage, marketing strategies focus on managing declining sales and shifting toward new products or services (Crystallography, 2016). This may involve discontinuing the product, targeting remaining market segments, or selling internationally (Shin et al., 2022b). Throughout major product cycles, careful market analysis and an understanding of the product life cycle are essential (Dodoo et al., 2022). Companies need to continuously monitor trends, customer and competitor reactions to decide when and how to modify their marketing strategy based on the relevant stage of the product cycle (Frick, 2023). With the

right approach, companies can maximize their product's potential at every stage of its lifecycle (Romero et al., 2022). BAB III CONCLUSION Driving growth in a competitive market requires a strategic and multifaceted approach. This involves several key factors that can help businesses thrive in a crowded and competitive landscape. Innovation: Businesses must continuously innovate to stand out in a competitive market . This may include developing new products or services, improving existing services, or finding new ways to meet customer needs.

CHAPTER 1 INTRODUCTION 1. BACKGROUND A. Background Along with economic growth and technological development, then The business world is experiencing rapid development marked by the emergence of Companies - companies that strive to create useful products and services meet consumer needs.(Alfiah, 2023) The company in carrying out its activities is both a moving company In the field of services and goods have the same goal, namely obtaining advantage. In addition, the company also wants to provide satisfaction to consumers for the products they produce, because of consumer satisfaction Become a benchmark of the company's success in producing products that quality, and desired by consumers.(Joensuu-Salo et al., 2018) In the material "Introducing New Market Offerings" will discuss Regarding some of the questions that will be addressed to be answered, among others: Related to the challenges faced by companies in developing products or new services, organizational structures and processes used by managers To oversee the development of a new product or service, stages Major in the development of new products or services, the best approach in manage the process of developing new products and services, as well as factors that affect the rate of diffusion and consumer adoption of the product or service that newly introduced. Along with economic growth and technological development, then.(Bisnis, n.d.) The business world is experiencing rapid development marked by the emergence of Companies - companies that strive to create useful products and services meet consumer needs.(Yanto, 2021) The company in carrying out its activities is both a moving company In the field of services and goods have the same goal, namely obtaining advantage. In addition, the company also wants to provide satisfaction to consumers for the products they produce, because of consumer satisfaction Become a benchmark of the company's success in producing products that quality, and desired by consumers.(Report & Flak, 2020) In the material "Introducing New Market Offerings" will discuss Regarding some of the questions that will be addressed to be answered, among others: Related to the challenges faced by companies in developing products or new services, organizational structures and processes used by managers To oversee the development of a new product or service, stages Major in the development of new products or services, the best approach in manage the process of developing new products and services, as well as factors that affect the rate of diffusion and consumer adoption of the product or service that newly introduced (Abd et al., 2015). Along with economic growth and technological development, then The business world is experiencing rapid development marked by the emergence of Companies - companies that strive to create useful products and services meet consumer needs.(Bisnis, n.d.) The company in carrying out its activities is both a moving company In the field of services and goods have the same goal, namely obtaining advantage. In addition, the company also wants to provide satisfaction to consumers for the products they produce, because of consumer satisfaction.(Zanetti & Samoggia, 2020) Become a benchmark of the company's success in producing products that quality, and desired by consumers.(Yanto, 2021) In the material "Introducing New Market

Offerings" will discuss Regarding some of the questions that will be addressed to be answered, among others: Related to the challenges faced by companies in developing products or new services, organizational structures and processes used by managers To oversee the development of a new product or service, stages Major in the development of new products or services, the best approach in manage the process of developing new products and services, as well as factors that affect the rate of diffusion and consumer adoption of the product or service that newly introduced. Indonesia is a country that has a very fast economic growth.(Alfiah, 2023) Along with economic growth and technological developments, the business world is experiencing rapid development marked by the emergence of companies that are trying to create new products. Companies in carrying out their activities, both companies engaged in services and goods have the same goal, namely obtaining profits (Grönroos, 2020). In addition, the company also wants to provide satisfaction to consumers for the products it produces, because consumer satisfaction is a benchmark of the company's success in producing quality products and desired by consumers. (Yeremia et al., 2013) Iin thei mateiriial "Deiveilopmeint of Neiw Markeit Offeiriings" wiill diiscuss seiveiral stateimeints that wiill bei addreisseid to bei answeireid, among otheirs, reilateid to thei challeingeis faceid by companiieis iin deiveilopiing neiw products or seirviiceis, organiizatiional structureis and proceisseis useid by manageirs to oveirseiei thei deiveilopmeint of neiw products or seirviiceis, thei fiirst stageis iin deiveilopiing neiw products or seirviiceis, Thei beist approach iis to managei thei proceiss of deiveilopiing neiw products and seirviiceis, as weill as thei factors that iinflueincei consumeir consumptiion of neiw products or seirviiceis.(Annafiik, 2012) 2. PROBLEM STATEMENT 1. How can thei company meiasurei thei succeiss of neiw markeit offeiriings iin reiachiing thei targeit markeit and achiieiviing thei deisiireid profiit? 2. Arei theirei eiffeictiivei markeitiing and saleis strateigiieis iin placei to iintroducei neiw markeit offeiriings to poteintiial customeirs? 3. Arei theirei any partiicular challeingeis iin deiveilopiing neiw markeit offeiriings iin thei global busiineiss einviironmeint, and how can companiieis oveircomei theisei obstacleis?

CHAPTER II DISCUSSION 1. NEEDS ANALYSIS AND IDEA GENERATION Obseirviing how customeirs usei your Product wiill heilp you undeirstand thei probleims theiy facei.(Yeireimiia eit al., 2013) Not only your Product, you obseirvei any compeitiitor's product and thiink about how iit can bei iimproveid. P&G obseirveid that consumeirs faceid probleims storiing potato chiips afteir opeiniing theiiir packageis.(Annafiik, 2012) Priingleis offeireid potato chiips iin a largei contaiineir iin thei shapei of a teinniis ball. Iin thiis way, askiing customeirs wiill heilp you fiill iin your product gaps and deiveilop neiw markeit offeiriings. You can ask consumeirs about any product theiy want, eivein iif thei iideia sounds far from reialiity (Harriis eit al., 2017). 2. NEW PRODUCT SELECTION Theirei arei variious products and typeis: a. Makei or Buy Companiieis can add neiw products through acquiisiitiions or deiveilopmeints.(Biisniis, n.d.) Acquiisiitiion consiists of threiei forms, nameily by buyiing otheir companiieis, obtaiiniing pateints from otheir companiieis and buyiing franchiisei liiceinseis from otheir companiieis. Howeiveir, thei company's succeiss was not suffiiciieintly obtaiineid by acquiisiitiion.(Alfiiah, 2023) Thei company must also carry out thei deiveilopmeint of neiw products from thei company to meieit consumeir neieids. Companiieis can creiatei neiw products iin theiiir own labs or can siign contracts wiith iindeipeindeint reiseiarcheirs or neiw product deiveilopmeint companiieis and wiith companiieis proviidiing neiw teichnologiieis.(Urii & Chein, 2010) b. Typeis of Neiw Products Neiw products consiist of products that arei compleiteily neiw to thei world and creiatei neiw markeits, and asiidei arei iimproveimeints or reiviisiions to old products.(Rothaeirmeil, n.d.) By contiinuously launchiing neiw products as a brand eixteinsiion iin reilateid product cateigoriieis can also eixpand thei meianiing of thei brand. Thiis contiinuous iinnovatiion wiill also satiisfy consumeir neieids and eincouragei compeitiitiion to catch up wiith eiach otheir. Howeiveir, iin reialiity leiss than 10%-15% arei iinnovatiivei products and arei compleiteily neiw to thei world.(Freideiriica, 2012) Neiw products havei a largei riisk cost for thei company and thei markeit. On thei onei hand, radiical iinnovatiion wiill harm thei company's profiits, but on thei otheir hand iit wiill proviidei compeitiitiivei advantageis compareid to ordiinary products. Many hiighteich companiieis arei tryiing to makei radiical iinnovatiions, but markeiteirs facei

challeingeis iin markeitiing theiiir products.(Biisniis, n.d.) Thei challeingeis faceid by markeiteirs iincludei: hiigh teichnologiical unceirtaiinty, hiigh markeit unceirtaiinty, hiigh iinveistmeint costs, short product liifei cycleis, and diiffiicultiieis iin fundiing beicausei thiis iis a hiigh-riisk projeict. (Yanto, 2021) 3. NEW PRODUCT CHALLENGES a. Challeingeis iin Neiw Product Deiveilopmeint Nowadays thei launch of neiw products iis geittiing fasteir. Many companiieis such as reitaiileirs, consumeir goods, eileictroniics and automotiiveis only takei half of thei usual tiimei to briing theiiir products to markeit.(Keilly & Fiireistonei, n.d.) b. Iimpeiratiivei of Iinnovatiion Rapiidly changiing eiconomiic turmoiil reiquiireis companiieis to iinnovatei contiinuously. Thei morei iinnovatiivei a company iis, thei fasteir theiy iideintiify and meiasurei markeit opportuniitiieis. Iinnovatiivei companiieis wiill support iinnovatiion deiveilopmeint, riisk takiing, routiineiiizei thei iinnovatiion proceiss, practiicei teiamwork and einablei eimployeieis to eixpeiriimeint and eivein faiil. Companiieis that faiil arei puttiing theimseilveis at riisk. Theiiir products arei vulneirablei to changiing neieids, customeir tasteis, neiw teichnologiieis, shorteir product liifei cycleis and iincreiaseid domeistiic and foreiiign compeitiitiion.(Tyl eit al., 2010) c. Neiw Product Succeiss Most weill-known companiieis focus on iincreimeintal iinnovatiions.(Zaneittii & Samoggiia, 2020) Theisei addiitiional iinnovatiions allow companiieis to einteir neiw markeits for neiw consumeirs, usiing corei product variiatiions to leiad thei markeit and creiatei short-teirm solutiions to eintiirei iindustry probleims. Neiw companiieis creiatei neiw teichnologiieis that arei cheiapeir and allow changiing thei compeitiitiivei spacei. Whiilei most weill-known companiieis arei slow to reiact to teichnology iimpleimeinteid by neiw companiieis that threiatein theiiir iinveistmeint.(Rothaeirmeil, n.d.) Theireiforei, companiieis must constantly obseirvei customeir and non-customeir diiffeireinceis and reiveial eiveir-changiing customeir neieids. Meianwhiilei, accordiing to thei reisults of Kleiiinschmiidt and Coopeir's reiseiarch, thei succeiss factors of a company uncoveiriing neiw products arei: uniiquei and supeiriior products, weill-deifiineid product conceipts, syneirgiieis of teichnology and markeitiing, qualiity of iimpleimeintatiion at all stageis, and markeit attractiiveineiss. Accordiing to theim, products deisiigneid only for thei domeistiic markeit teind to havei hiigh faiilurei rateis, low markeit sharei and low growth.(Reiport & Flak, 2020) Conveirseily, products deisiigneid for thei world markeit wiill eiarn greiateir profiits both abroad and domeistiically.(Annafiik, 2012) d. Neiw Product Faiilurei Neiw products arei veiry at riisk of faiilurei. Faiilurei iis causeid by seiveiral reiasons, nameily: iignoriing or miistranslatiing markeit reiseiarch reisults, eixceissiivei eistiimatiion of markeit siizei, hiigh deiveilopmeint costs, poor deisiign, iimpropeir posiitiioniing, iineiffeictiivei

adveirtiisiing, wrong priiciing, iinsuffiiciieint diistriibutiion support, and reiliiablei compeitiitors. (Joeinsuu-Salo eit al., 2018)

Chapter II Discussion 2.1 Customer needs and preferences To deeply understand customer needs and preferences, companies can adopt several approaches that involve data analysis and direct interaction with customers. In-depth data analysis is key, where companies can use data from past sales, customer surveys, and customer online activities to identify behavioral patterns, product preferences, and purchasing trends. In addition, conducting surveys and questionnaires to customers provides direct insights into their needs and preferences. Customer sentiment can also be understood through social media analysis, monitoring customer comments and responses to the company's products and services (Godes & Mayzlin, 2020). Interviews and focus group sessions with customers provide opportunities for companies to hear directly from customers about their needs and expectations. Tracking customers' online behavior, including website navigation and purchases, provides insight into detailed product preferences (Davenport, 2021). In addition, close collaboration with sales and customer service teams is also important; they have a first-hand understanding of customer queries and can provide real-time insights into customer needs and preferences. By combining all these approaches, companies can collect in-depth and meaningful data, which can guide product development, marketing strategies, and better customer experiences across the board (Blattberg & Deighton, 2023). 2.2 Innovative and creative strategies in customer service Companies have various innovative and creative strategies at their disposal to enhance customer service and foster loyalty. One such strategy involves data-driven personalization, where customer information is utilized to provide tailored experiences such as product recommendations based on previous purchases or exclusive offers (Kumar & Reinartz, 2021). Additionally, 24/7 customer service through intelligent chatbots enables customers to receive prompt assistance whenever they require it. Other strategies include fast delivery with real-time tracking, customer service through social media to swiftly address customer queries and issues, and loyalty and reward programs that provide incentives to loyal customers (Lemon & Verhoef, 2021). Customer service through video calls or live chats is also adopted to offer a more humane and personalized experience. Moreover, companies take a proactive approach by identifying potential issues before customers report them and offering proactive solutions. Regular customer feedback collection is also part of the strategy, allowing companies to continuously enhance customer service in line with customer needs and expectations. Lastly, companies keep innovating their products and services, ensuring they meet evolving customer needs and provide reasons for customers to stay loyal (Li, Zhao, Sun, Li, & Zhao, 2023). 2.3 Market fluctuations and competing in the industry through customer loyalty

Companies can navigate market fluctuations and compete in the industry through customer loyalty by employing several key strategies. First and foremost, by building a loyal customer base, a company establishes a stable market share that provides consistent revenue even during times of demand volatility. Customer loyalty creates stability in sales, even when the market is unstable.Secondly, with strong customer loyalty, a company can retain customers amidst fierce competition. Loyal customers tend to continue purchasing products or services from the company even if competitors offer lower prices. This is because they have built an emotional bond or trust in the brand, which is hard for competitors to surpass (Kotler & Armstrong, 2021). Thirdly, by having loyal customers, a company can obtain direct feedback from them. This feedback can be utilized to make quick changes and improvements to products or services according to the changing market needs. By listening to customers, the company can effectively respond to changing customer preferences and demands. Lastly, customer loyalty also creates opportunities to enhance promotion through customer referrals and testimonials. Satisfied customers are likely to recommend products or services to their friends and family, providing a strong and cost-effective marketing source without additional expenses (Payne, Storbacka, & Frow, 2021). 2.4 Specialized strategies unique characteristics of the industry and customers Yes, there are specific strategies that can be tailored to the unique characteristics of each industry and its customers (Hair, Black, Babin, & Anderson, 2022). First and foremost, in-depth market research is crucial to understanding the trends, preferences, and needs of customers within a specific industry. Based on this understanding, companies can develop products or services that cater to these specific market needs. Secondly, the use of appropriate data analytics is key. Through careful data analysis, companies can identify customer behavior patterns and respond to them with relevant marketing strategies. Different industries and customer groups may have varying purchasing patterns, making industry-specific data analysis incredibly important. Thirdly, collaborating with customers and listening to their feedback is a highly effective strategy. Customers often have valuable insights into products or services, and understanding their perspective can help companies develop better and more customer-tailored solutions. Fourth, friendly and responsive customer service strategies are essential. Understanding customer desires and providing quick and efficient support can create positive customer experiences, fostering loyalty regardless of the industry. Fifth, adaptation to technological advancements is also crucial. In this digital era, technology plays a significant role across various industries. Therefore, companies must understand the latest technologies relevant to their industry and integrate them into their operations to enhance efficiency and provide added value to customers. 2.5 How can the implementation of strategies to build customer loyalty strategies can lead to sustainable business growth?

The implementation of customer loyalty-building strategies has a significant positive impact on sustainable business growth. Firstly, loyal customers tend to make repeat purchases, providing stable and continuous revenue for the company. This creates a strong financial foundation for longterm growth. Secondly, loyal customers are likely to provide positive feedback and recommend products or services to others. This creates positive word-of-mouth promotion, which can attract new customers without additional marketing costs. By building a positive reputation among customers, the company can expand its customer base organically. Thirdly, customers who feel valued and recognized tend to have emotional attachments to the brand. This creates strong loyalty and increases the likelihood that customers will remain loyal even when competitors offer lower prices. This trust and emotional bond make customers less likely to switch to other brands. Fourth, through loyal customers, the company gains valuable data about customer preferences, behaviors, and needs. This data can be used for the development of new products or the enhancement of existing products, increasing the business's relevance in the evolving market. Fifth, loyal customers often form communities or networks, which can enhance loyalty and support business growth through positive experiences and recommendations shared within these communities. Overall, by building strong and sustainable relationships with customers through effective loyalty strategies, companies can achieve sustainable business growth, enhance customer loyalty, attract new customers, and expand their market share (Muniz & O'Guinn, 2022). Chapter III Closure 3.1 Conclusion In conclusion, this chapter underscores the significance of cultivating loyal customers as the linchpin to business success. Customer loyalty forms a robust foundation for long-term growth. The qualitative methodology employed in this research, specifically sourcing data from articles and journals on the internet, delves into the intricacies of factors influencing customer loyalty. Findings from the analyzed literature emphasize the pivotal roles of exemplary customer service, positive experiences, and differentiation in customer retention. Consequently, business strategies centered on fostering and maintaining positive customer relationships emerge as pivotal keys to achieving sustained business success (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2020). 3.2 Suggestion To achieve success in cultivating customer loyalty, several recommendations can be implemented. Firstly, pay meticulous attention to customer service and ensure the delivery of a positive customer experience. Respond to inquiries and feedback promptly and efficiently. Secondly, find unique ways to differentiate your products or services from competitors through innovation, added value, or a distinctive customer experience. Thirdly, consider implementing loyalty programs or rewarding loyal customers with incentives such as discounts, gifts, or

exclusive access to special offers. Fourthly, maintain open communication with customers, sharing information about products, promotions, and business changes. Fifthly, conduct ongoing research to understand evolving customer needs and preferences. Sixthly, ensure that the products or services you offer maintain a high level of quality, instilling confidence in customers that they are receiving good value. Lastly, respond effectively to customer feedback, whether positive or negative, to improve and refine business operations. By applying these strategies, you can build and sustain a loyal customer base, which, in turn, will serve as a cornerstone for the success of your business (Fornell, 2022).

DISCUSION Developing and managing an advertising program Advertising can be a cost-effective way to spread a message, to build brand preference or to educate. Even in today's media environment, good advertising can deliver results. In developing an advertising program, straight marketing managers always start by identifying the target market and buyer motives. Then they make five key decisions known as “the five Ms”: a. Misi: ( mission ) what is our advertising goal? b. Uang: ( money ) how much we can spend and how we allocate our spending across all types of media? c. Pesan: ( massage ) what to say advertising campaign? d. Media: what media should we use? e. Pengukuran: how should we evaluate the results? Setting the advertising objectives An advertising objective (or advertising goal) is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. We can classify advertising objectives according to whether their aim is to inform, persuade, remain, or reinforce. a. nformative advertising aims to create brand awareness and knowledge of new products or new features of existing product. b. Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service. c. Reminder advertising aims to stimulate repeat purchase of products and services. d. Reinforcement advertising aims to convince current purchasers that they made the right choice Deciding on the advertising budget Here are five specific factors to consider when setting the advertising budget a. Stage in the product life cycle -- New products typically merit large budgets to build awareness and to gain consumer trial. b. Market share and consumer base -- High-market-share brands usually require less advertising expenditure as a percentage of sales to maintain share.

c. Competition and clutter -- In a market with many competitors and high advrtising spending, a brand must advertise more heavily to be heard. d. Advertising frequency -- The number of repetitions needed to put the bran's message across to consumers has an obvious impact on the advertising budget. e. Product substitutability -- Brands in less-differentiated or commodity-like product classes (beer,soft drinks), require heavy advertising to establish a unique image. Developing the advertising campaign In designing an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad -- what the ad attempts to convey about the brand -- and its creative strategy -- how the ad expresses the brand claims. Advertisers go through three steps: message generation and evaluation, creative development and execution, and social-responsibility review. Deciding on media and measuring effectiveness After choosing the message, the next task is to choose media to carry it. The steps here are deciding on desired reach, frequency, and impact; choosing among major media type; selecting specific media vehicles; deciding on media timing; and deciding on geographical media allocation. Then the marketer evaluates the result of these decisions. Sales Promotion Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Whereas advertising offers a reason to buy, sales promotion offers an incentive. Sales promotion includes tools for consumer promotion (samples, coupons, cash refund offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in promotions, cross-promotions, point-of-purchase displays, and demostrations), trade promotion (prices off, advertising and display allowances, and free goods), and business and sales force promotion (trade shows and conventions, contests for sales reps, and specialty advertising). Sales Promotion objectives Sales promotion can be used to achieve a variety of objectives. Sales promotions often attract brand switchers, who are primarily looking for low price, good value, or premiums. In addition to brand switching, consumers may engage in stockpiling -- purchasing earlier than usual (purchase acceleration) or purchasing extra quantitie\s -- although sales may then hit a postpromotion dip. Advertising versus promotion Several factors have contributed to the growth of sales promotion expenditures as a percentage of the overall communication budget, particularly in consumer markets. Promotion became more accepted by top management as an effective sales tool, the number of brands increased, competitors used promotions frequently, many brands were seen as similar, consumers became more price-oriented, the trade demanded more deals from manufacturers, and advertising efficiency declined. Small-share competitors may find it advantageous to use sales promotion,

because they cannot afford to match the market leaders' large advertising budgets, nor can they obtain shelf space without offering trade allowances or stimulate consumer trial without offering incentives. The upshot is that many consumer-packaged-goods companies feel forced to use more sales promotion than they wish. Major Decisions In using sale promotion, a company must establish its objectives, select the tools, develop the program, pretest the program, implement and control it, and evaluate the results. Events and Experiences Becoming part of a personally relevant moment in consumer's lives through events and experiences can broaden and deepen a company or brand's relationship with the target market. Daily encounters with brands may also affect consumers' brand attitudes and beliefs. Atmospheres are "packaged environments" that create or reinforce leanings toward product purchase. Events Objectives Marketers report a number of reasons to sponsor events: 1. To identify with a particular target market or lifestyle -- Customers can be targeted geographically, demographically, psychographically, or behaviorally according to events. 2. To increase salience of company or product name -- Sponsorship often offers sustained exposure to a brand, a necessary condition to reinforce brand salience. 3. To create or reinforce perceptions of key brand image associations -- Events themselves have associations that help to create or reinforce brand associations. 4. To enhance corporate image -- Sponsorship can improve perceptions that the company is likable and prestigious. 5. To create experiences and evoke feelings -- The feelings engendered by an exciting or rewarding event may indirectly link to the brand. 6. To express commitment to the community or on social issues -- cause-related marketing sponsors nonprofit organizations and charities. 7. To entertain key clients or reward key employees -- Many events include lavish hospitality tents and other special services or activities only for sponsors and their guests, to build goodwill and establish valuable business contacts. 8. To permit merchandising or promotional opportunities -- Many marketers tie contests or sweepstakes, in-store merchandising, direct response, or other marketing activities with an event.

Major Sponsorship Decisions Many companies are turning to marketing public relations (MPR) to support corporate or product promotion and image making. MPR, like financial PR and community PR, serves a special constituency, the marketing department. MPR goes beyond simple publicity and plays an important role in the following tasks: Launching new products. Repositioning a mature product. Building interest in a product category. Influencing specific target groups. Defending products that have encountered public problems. Building the corporate image in a way that reflects favorably on its products. Creating Experiences A large part of local, grassroots marketing is experiential marketing, which not only communicates features and benefits but also connects a product or service with unique and interesting experiences. "The idea is not to sell something, but to demonstrate how a brand can enrich a customer's life." Consumers seem to appreciate that. Public Relations Not only must the company relate constructively to customers, suppliers, and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest or impact on a company's ability to achieve its objectives. Public relations (PR) includes a variety of programs to promote or protect a company's image or individual products. They perform the following five functions: 1. Press relations -- Presenting news and information about the organization in the most positive light 2. Product publicity -- Sponsoring efforts to publicize specific products 3. Corporate communications -- Promoting understanding of the organization through internal and external communicatons 4. Lobbying -- Dealing with legislators and government officials to promote or defeat legislation and regulation 5. Counseling -- Advising management about public, issues, and company position and image during good times and bad Marketing Public Relations

Many companies are turning to marketing public relations (MPR) to support corporate or product promotion and image making. MPR, like financial PR and community PR, serves a special constituency, the marketing department. MPR goes beyond simple publicity and plays an important role in the following tasks: Launching new products. Repositioning a mature product. Building interest in a product category. Influencing specific target groups. Defending products that have encountered public problems. Building the corporate image in a way that reflects favorably on its products. Major Decisions in Marketing PR In considering when and how to use MPR, management must establish the marketing objectives, choose the PR messages and vehicles, implement the plan carefully, and evaluate the results. Summary Advertising is any paid form of nonpersonal presentation and promotion of a product by an identified sponsor. In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the five major decisions, known as "the five Ms": Mission, Money, Message, Media, and Measurement. Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Becoming part of a personally relevant moment in consumer's lives through events and experiences can broaden and deepen a company or brand's relationship with the target market. Daily encounters with brands may also affect consumers' brand attitudes and beliefs. Atmospheres are "packaged environments" that create or reinforce leanings toward product purchase. Not only must the company relate constructively to customers, suppliers, and dealers, it must also relate to a large number of interested publics. A public is any group that has an actual or potential interest or impact on a company's ability to achieve its objectives. Public relations (PR) includes a variety of programs to promote or protect a company's image or individual products. Personal Point of View These marketing and sale promotion are trying to related consumer's personal experiences and lifestyles. Consumers remembers brand images when it is related to their life experiences. Public relation is really important because a product needs to be place in the mind of consumers. Product placement comes in hand in hand with public relations. Events are as much important as experiences because consumers want to feel and experience personal in real life before they make their final decision.

CLOSING Conclusion Mass communication management in the form of advertising, sales promotions, events, experiences and public relations has a crucial role in a company's marketing strategy and brand management. This paper has discussed various important aspects related to mass communication and demonstrated a number of key findings: 1. Mass communication is an important element in influencing consumer preferences, decisions and brand image. Advertising and sales promotions play an important role in conveying messages to the right audience and motivating consumer action. 2. Events and experiences create opportunities to build strong consumer engagement. They enable companies to interact directly with consumers, create memorable moments, and build deep relationships. 3. Public relations plays an important role in maintaining a company's reputation and managing issues related to brand image. Crisis and reputation management are key components in the public relations function. 4. Changes in social media, technology, and consumer behavior have changed the mass communications landscape. Companies must continue to adapt to these trends and use the right tools to reach their audiences. In managing mass communications, an effective strategy involves the integration of various communication elements, good coordination between related departments, a deep understanding of the target audience, and responsibility for changes in the business environment. In a competitive and ever-changing business world, good mass communication management can be a determining factor in a company's success. Understanding the role of each element of mass communication and how to integrate them into a marketing strategy is key to achieving business goals and building strong relationships with consumers. DISCUSSION

A. SOCIALLY RESPONSIBLE MARKET Socially responsible market is a concept where businesses and organizations integrate concerns for social, environmental, and ethical aspects into their operational activities (NEBOHA & GOLIKOVA, 2023). This includes an awareness of the social and environmental impact of business decisions, as well as a commitment to creating long-term value for the surrounding society and environment. In the context of socially responsible markets, companies do not solely focus on financial goals but also consider their impact on social welfare and the environment (Ekiz Kavukoğlu & İşci, 2023). Socially responsible markets involve various practices, such as reducing carbon emissions, adopting environmentally friendly production methods, supporting initiatives for public education and healthcare, and ensuring fairness and sustainability in their supply chains(Szadziewska & Waniak-Michalak, 2020) . Companies embracing this concept strive to achieve a balance between economic growth, social well-being, and environmental preservation (Soust-Verdaguer et al., 2022). B. The impact of economic decision-making on society and the environment. Economic decision-making has significant effects on society and the environment (Włodarczyk & Mesjasz-Lech, 2021). These decisions encompass various aspects such as production, consumption, investment, and the distribution of economic resources (Ouhda et al., 2023). The impact can be either positive or negative, depending on how these decisions are made and implemented, Here are some key impacts of economic decision-making on society and the environment (Travkina et al., 2023). Impact on Society: 1. Economic Well-being: Economic decisions, such as fiscal and monetary policies, can influence unemployment rates, inflation, and economic growth, thereby affecting the wellbeing of society(Cook & Davíðsdóttir, 2021). 2. . Social Inequality: Unfair economic decisions or policies supporting inequality can widen the economic gap among societal groups, leading to disparities in income, education, and access to healthcare services(Staines et al., 2023). 3. Employment: Economic decisions like automation and globalization can impact employment opportunities, Some jobs might be lost due to automation, while new jobs could be created in emerging sectors (Luján-álvarez et al., 2021). 4. Access to Education and Healthcare: Economic decisions can affect budgets allocated for education and healthcare, Policies supporting affordable education and healthcare services strengthen societal capacities (McKimm et al., 2019). Impact on the Environment: 1. Environmental Pollution: Economic decisions related to production and consumption can lead to water, air, and soil pollution, Industries and transportation, for instance, can emit greenhouse gases and industrial waste (Xu et al., 2022). 2. Ecosystem Destruction: Deforestation, pollution, and climate change can harm natural ecosystems, leading to biodiversity loss, soil erosion, and floods(Magalhães et al., 2023).

3. Natural Resource Depletion: Economic decisions promoting excessive exploitation of natural resources, such as oil and minerals, can deplete these resources for future generations(Byaro et al., 2023). 4. Climate Change: Economic decisions resulting in greenhouse gas emissions, like fossil fuel usage, contribute to global climate change, This can cause extreme weather events, rising sea levels, and threats to coastal ecosystems(Short & Farmer, 2021). C. The Goverment’s Role in Promoting Corporate Social Responsibility : In order to encourage corporate social responsibility (CSR), the government must establish a framework that encourages sustainable business practices. The following are a few ways that the government can support CSR: 1. Regulations and Policy Making: Laws and rules requiring corporations to participate in CSR initiatives can be passed by the government, This covers taking part in human rights campaigns, education, environmental programs, and other social projects(Luthra et al., 2022). 2. . Offering Rewards and Subsidies: Governments can provide businesses that participate in CSR activities with incentives like tax breaks or subsidies, Companies' interest in funding social and environmental projects may be piqued by these incentives(Liu et al., 2022). 3. Promoting Open Disclosure of Information: Transparent CSR reporting regulations can be enforced by governments, This forces businesses to disseminate information about their CSR on a regular basis(Boulton et al., 2023). 4. Financing Initiatives: The government may provide funding for corporate social responsibility (CSR) projects, particularly those that are creative and significantly improve the environment and society(Lee & Hussain, 2023). Grants, low-interest loans, and direct investments in CSR initiatives are some ways that support is provided(Lee & Hussain, 2023). 5. Encouraging Education and Training: The public and businesses can benefit from government-funded CSR education and training(Patiño et al., 2023). This promotes social responsibility and sustainability awareness, which encourages the adoption of more responsible behaviors(Patiño et al., 2023). a sustainable and ethical business climate may be created by the government through aggressively supporting and encouraging corporate social responsibility (CSR) initiatives, which will have a positive impact on society and the environment(Tan & Salo, 2023). D. Challenges and Barriers in Implementing Socially Responsible Market Practices Corporate Social Responsibility (CSR) is a concept that encourages companies to integrate social, environmental and ethical considerations in their business operations(ElAlfy et al., 2020). While CSR provides many benefits, there are various challenges and barriers that need to be overcome in order for companies to carry out CSR practices successfully(Faller & zu KnyphausenAufseß, 2018). The following are some materials on CSR challenges and barriers: 1. Uncertainty of Financial Benefits: One of the main challenges in implementing CSR is the uncertainty associated with the financial benefits(Cerchione et al., 2023). Some companies

may find it difficult to directly measure how CSR contributes to their bottom line(Wójcik, 2018) 2. Conflicting Stakeholder Responsibilities: Companies often have to deal with pressure from various parties, including shareholders who want as much profit as possible, and environmental or social groups who expect companies to prioritize sustainability and social responsibility(Okafor et al., 2021) 3. Implementation Costs: Starting and running a CSR program can be expensive. Initial investments in sustainability initiatives, environmental management, and social efforts are often high, and companies need to address this cost constraint(Gold et al., 2022). 4. Regulatory Compliance: CSR-related laws and regulations may vary by country and region. Companies operating in multiple markets may find it challenging to comply with all applicable regulations.(Beach et al., 2020) 5. Challenges in Measuring and Reporting Results): Measuring CSR impact and reporting it credibly is a complex task. Companies need to develop accurate metrics to measure their CSR achievements and report them transparently (Beintner et al., 2019). 6. Internal Resistance: Some members of the organization may be resistant to the changes required to implement CSR. This includes workers who do not want to change the way they work or managers who are more focused on quarterly profits(Miller et al., 2019). 7. Reputational Issues and Greenwashing: Companies should be careful not to engage in greenwashing, which is the practice of giving the impression that they are doing more in CSR than they actually are(Beach et al., 2020). This can damage a company's reputation if exposed. 8. Resource Limitations: Especially small and medium-sized companies may have limited resources to implement a comprehensive CSR program(Miller et al., 2019) 9. Organizational Culture Change Issues: Changing an organization's culture to be more sustainable and social can be a huge challenge(Olafsen et al., 2020). It requires deep commitment and change in the company's values and beliefs.(Olafsen et al., 2020) 10. Dependence on Suppliers and Supply Chains: A large part of a company's environmental and social impacts can occur outside the company's boundaries, in its supply chain(Govindan et al., 2021). Managing and influencing suppliers can be a complex task.(Lechler et al., 2020) To overcome these challenges, companies must have a strong strategy and a genuine commitment to improve their CSR performance. As regulations evolve and social needs increase, CSR is increasingly becoming an integral element of modern business. E. How Socially Responsible Markets Can Achieve Long-Term Sustainability Corporate Social Responsibility (CSR) is a business practice in which companies strive to have a positive impact on society and the environment, in addition to seeking financial returns. To achieve long-term sustainability through CSR, companies need to consider several key factors: 1. Integration with Business Strategy: CSR must be integrated with the company's business strategy. This means that CSR objectives should be in line with the company's goals and core values(Li et al., 2021). This allows CSR to become an integral part of the company's culture and operations, rather than just a separate action(Li et al., 2021). 2. Focus on Long-term Impact: Companies must consider the long-term impact of their CSR initiatives(Papagiannidis & Marikyan, 2022). This involves a deep understanding of how

current actions may affect society, the environment, and the company's reputation in the long run(Sadhu et al., 2022). 3. Stakeholder Engagement: Active engagement with various stakeholders, such as customers, employees, communities and governments, is essential(Kujala et al., 2022). Opening communication channels and participating in dialog with stakeholders can help companies understand their needs and expectations(Klepp et al., 2023). 4. Transparency and Accountability: Transparency is key in successful CSR practices. Companies must honestly inform the public about their CSR efforts and the extent to which they have achieved their goals(Park & Gil-Garcia, 2022)., and companies must be prepared to face accountability if they do not fulfill their commitments(Sahlgren, 2023). 5. Innovation and Creativity: Companies can achieve long-term sustainability through innovation in CSR practices(Wohl, 2022). They can look for new ways to reduce their environmental impact, improve social justice, or provide greater social benefits(Arici & Uysal, 2022) 6. Monitoring and Evaluation: Companies must continuously monitor and evaluate their CSR initiatives to ensure that they are achieving their goals. This involves measuring social and environmental impacts, as well as possible program adjustments if needed. 7. Employee Engagement: Involving employees in CSR programs can increase their engagement and pride in the company(Saks, 2022). Companies can garner employee support and ideas for CSR initiative(Carroll, 2021). 8. Sustainability in Initiatives: Successful CSR is a sustainable endeavor(Srivastav & Kumar, 2021). Companies must commit to continuously investing in CSR and not just do it as a one-time action(Haque & Ntim, 2022). 9. Collaboration with External Parties: Collaboration with non-governmental organizations, governments, and other stakeholders can expand the positive impact of CSR initiatives(Tian et al., 2021). When companies follow these principles, they can achieve long-term sustainability through CSR(Dai et al., 2022). Sustainability in CSR is not just about maintaining a successful business, but also about providing ongoing social and environmental benefits to our society and planet(Christensen et al., 2021). CONCLUSION Socially responsible market practices (CSR) represent a business approach that integrates concerns for social, environmental, and ethical aspects into operational activities. In essence, CSR is not solely about financial gains; it is about creating a positive impact on the surrounding society and environment. CSR practices encompass policies and initiatives such as reducing carbon emissions, supporting public education and healthcare, and committing to fairness and sustainability in the supply chain. Governments play a crucial role in promoting and regulating CSR practices through policies, incentives, and regulations. Engaging in CSR not only enhances a company's long-term profitability but also contributes to a positive corporate image, consumer trust, and a meaningful impact on both the environment and society. More than just a trend, CSR represents a commitment that can help shape a better and sustainable future for all stakeholders involved in the business ecosystem.

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