Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-a-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the developmen...

Antecedents and consequences of strategic green marketing orientation

The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO and BP relationship.,Nine hundred small and medium-sized enterprises (SMEs) owners/managers operating in Jammu District, North India, are contacted during October 2013 to February 2014.,The study identifies and confirms MO (marketing strategy, customer philosophy, operational efficiency and integrated marketing) and SO (defensive, proactive, analytical and risk-averse) as multi-dimensional constructs. Although both orientations have positive impact on SMEs performance, however, their synergistic impact is weak. In addition, the study also reveals that MO has direct and indirect impact (through SO) on BP. Lastly, there exists moderating role of entrepreneurial qualification between MO and SO.,The major limitation of the study is the focus on SMEs. Based on the strength of the relationships among the dimensions and sub-dimensions of the MO, SO and BP, replication and validation of research in service sector across the country and globe is required to generalise the results and to develop stronger theory.,This is the first empirical study to investigate the synergistic impact of two well-established notions – MO and SO. It provides empirical evidence for the claim that synergistic impact of marketing and SO on BP is weak, unlike their respective strong impact on BP. This study also clarifies roles of entrepreneurial qualification and SO in MO and BP relationship.

Marketing orientation, strategic orientation and their synergistic impact on business performance: A case of SMEs in emerging context (India)

http://pjitm.com/Doc/jan-july2017/PAPER5.pdf

Attrition Among Y-Generation Employees in Hotel Industry

http://pjitm.com/Doc/jan-july2017/PAPER6.pdf

Relative Positioning of The Life Insurance Brands - A Study Using Correspondence Analysis

1. Background of the StudyGlobal meltdown provided some challenges to the Indian mark et. However, the huge potential of Life Insurance scenario in India is flourishing day by day. It is based on the demo graphic profile (young population), growth rate of premium, insurance penetration (4% of GDP) and as an investment destinatio n.1 India is one o f the fastest growing markets in the world map and its share has been rapidly growing over the years except the marginal decline in 2008. The life insurance scenario of India has immense scope in the world map as only twenty percent of total insurable population is covered in various life insurance schemes. Moreover, a study of Kerala's life insurance landscape is relevant since it has a significant position in adult literacy in Indian sub continent with an appreciable rate of 100 percent. According to 2001 census record o f the Government o f Kerala, the state has a population of around 319 millions (31,838,619) people which is approximately 3.44 per cent of the India's total p opulation. The density o f population in Kerala is 819 persons per square kilo meter which is three times higher than the national average of India. 2 Further, considering a holistic picture of Indian market, a study on understand the marketing orientation of life insurance marketers in Kerala.The annual report (2008-2009) of Insurance Regulatory Authority (IRDA) states insurance density of India as USD 47.4. The insurance penetration (insurance premium as per cent of Gross Domestic Product) signifies the level of insurance activity related to the size of the economy. As the GDP per capita raises, it is anticipated that the ind ividuals may be able to buy more insurance. The latest S wiss Re report reveals that the insurance penetratio n in India was 4.6 per cent in 2008 consisting of 4.0 per cent in life business and 0.6 per cent from non- life business, unchanged from 2007. 32. Holis tic M a rke ting Orie ntationA holistic marketing orientation of life insurance products captures the customer value proposition. The holistic marketing view is consolidating of value exp loration, value creation and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders. Life insurance marketers strive to provide high level of product quality, service and speed. In this process they achieve profitable growth b y expanding customer share and constructing customer loyalty. A holistic marketing framework shows how the interaction between relevant actors, customers, company and collaborators and value based activities (value exploration, value creation and value delivery) helps to create, maintain and renew customer value. Highlighting this view, holistic marketers in life insurance industry in Kerala may succeed by managing a superior va lue chain that delivers a high leve l of product quality, service and speed. Additiona lly, an expansion of customer share, building customer loya lty, and capturing customer lifetime value are achieved by profitable growth.The holistic marketing framework is designed to address three key management questions:Value exploration - How can a company identify new value opportunities?Value creation - How can a company efficiently create more promising new value offerings?Value delivery - How can a company use its capabilities and infrastr ucture to deliver the new va lue o ffe rings more e ffic ie ntly?2.1. Value Explo rationIndian life insurance market, especially the market of Kerala is dynamic and competitive where different players search for opportunities that flow within and across market. Life Insurance Corporation o f India (LIC), the go vernmental giant is still in an unbeatable positio n in terms o f market share and penetration. However, due to the entry of various p rivate players in which majority operates with foreign collaboration has s ignificantly trying to capture the market share of LIC thro ugh well-defined strategies for value exploration. …

An Empirical Study on Marketing Orientation Employed by Life Insurance Companies in Kerala, India

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An Empirical Study on Marketing Orientation Employed by Life Insurance Companies in Kerala, India