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SETSCI - Volume (2018)
ISAS 2018 - Ist International Symposium on Innovative Approaches in Scientific Studies, Kemer-Antalya, Turkey, Apr 11, 2018

MARKETING STRATEGY CREATIVITY, MARKETING EFFECTIVENESS, AND BUSINESS PERFORMANCE RELATIONSHIPS: A RESEARCH ON THE FURNITURE SECTOR (ISAS 2018_143)
Ebru Sönmez Karapınar1*
1İnsan Kaynakları Yönetimi/Uygulamalı Bilimler Yüksekokulu, Erciyes Üniversitesi, Kayseri, Turkey
* Corresponding author: ebrusonmez@erciyes.edu.tr
Published Date: 2018-06-23   |   Page (s): 158-160   |    64     9

ABSTRACT The marketing strategy is concerned with the creation of the target market selection and necessary marketing mix in order for the businesses to achieve their marketing objectives. Marketing creativity includes creative applications in solving marketing problems, in delivery methods, in promotion activities as well as expressing the degree of market success of a product that has a significant difference within the current product category of the business and is put on market. Strategic innovation is an important factor in maintaining sustainability and achieving success by businesses and their managers against scarce resources. An innovative and creative strategy helps businesses to position themselves in a unique and challenging manner to be imitated by their competitors. It also provides better performance for businesses, better use of organizational resources and skills, and a source of competitive advantage. Creative marketing strategies can benefit from innovative value propositions, new pricing models, customer-focused supply networks, or "touching" ways and tools that respond to specific preferences and interests of customers (Varadarajan and Clark, 1994; Andrews and Smith, 1996; Slater, Hult and Olson, 2010; Hassan et al., 2013). The first condition of effective marketing is that key managers realize the priority of examining markets, distinguishing market opportunities, choosing the best parts of the market to serve, and trying to deliver superior value to selected customers in terms of their needs and desires. Secondly, the enterprise should have the ability to work in such a way that can perform marketing analysis, planning, implementation, and control. Thirdly, effective marketing requires managers to have sufficient knowledge to plan and allocate resources appropriately to different markets, products, regions, and marketing tools. Marketing effectiveness also depends on whether or not management will design a profitable strategy. Finally, in order to achieve the desired results, marketing plans should be carried out efficiently at various stages of the organization. The point to be taken into consideration is that marketing effectiveness does not have the same meaning as profitability. Prerequisite is the return rate sales, investment etc. depending on marketing effectiveness (Kotler, 1977, 70, Osland and Yaprak, 1994, 61; Webster, 1995, 8; Cizmar and Weber, 2000, 229). Kotler (1977), who contributed to the conceptualization of marketing effectiveness, stated that the marketing effectiveness of an enterprise, a department, or a product line depends on the
combination of five dimensions:(1) Customer philosophy (2) Integrated marketing organization (3) Adequate marketing information (4) Strategic orientation (5) Operational effectiveness (Kotler, 1977,72; Webster, 1995, 10; Leisen, Lilly and Winsor, 2002, 204). Performance is the degree to which businesses achieve their goals. Businesses can use various criteria to measure the effectiveness of their activities. The most frequently used criteria are financial measures such as profitability, sales volume, contribution share, criteria for customer satisfaction, and criteria such as market and market growth in current studies (Ambler and Xiucun, 2003; Ambler, Kokkinaki and Puntoni, 2004; Eusebio, Llonch and Belbeze, 2006). Performance emerges as an important element in the measurement of creative marketing strategies and marketing effectiveness (Lusch and Laczniak, 1987; Osland and Yaprak, 1995; Woodside, Sullivan and Trappey, 1999; Hassan et al., 2013). The study will be conducted by the managers of the enterprises in the furniture sector operating in Kayseri. This study will examine the relations among businesses' marketing strategy creativity (MSC), marketing effectiveness (ME), and business performance (BP). Three models were created to achieve this purpose. The relationships between marketing strategy creativity and business performance in the first model, the relationships between marketing performance and marketing effectiveness in the second model, and possible relationships between marketing effectiveness and business performance in the last model will be examined by correlation and simple regression analysis. In the literature, there has been no study investigating these three concepts together. For this reason, the results to be obtained as a result of the study will provide important results for both the academicians and the practitioners.  
KEYWORDS Marketing strategy creativity, Marketing Effectiveness, Performance
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