Browsing by Author "Ondondo, Rosslynne Anyango"

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    From Traditional to Digital: The Evolution of the Business Environment – A Case of Marketing Dynamics
    (International Journal of Recent Advances in Multidisciplinary Topics, 2023-12) Ondondo, Rosslynne Anyango; Kyongo, Joanes Kaleli
    Abstract: The business environment has shifted over the last few years. Indeed, more consumers of various products and services are utilizing online resources for answers to their needs. Products and services including entertainment and consumer products are increasingly being sought through online sources. This was evident in the surge of the use of social networks to gather information on products and services, interact with reviews on the same to ultimately make the decision on whether to purchase or subscribe to the said products and services. With further evolution of the internet, consumers of products and services started to utilize the online space for answers to needs. The year 2019 brought a global pandemic and this came with closure of face-to-face business interactions in several industries. With the effect of the macro environment and further, the digital evolution, businesses have had to cope with a shift on how to present their proposals to the users they seek to target, and this has led to a definite change from the use of traditional to use of digital approaches by businesses. This paper seeks to discuss the shift from traditional to digital. The paper intends to highlight discussions on the requirement for various businesses to adapt to the current prominent digital landscape presenting various cases in different industries that showcase this agility. The paper further seeks to highlight the marketing mix and the implication of this model to businesses in a digital context. The paper will then connect this to the postmodernism theory of globalization presenting the connection between the postmodern era and the marketing mix.
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    The Role of Advertising as a Strategy to Provide Return on Investment: A Case Study of Total Kenya
    (School Business and Economics, Daystar University, 2013-05) Ondondo, Rosslynne Anyango
    This document seeks to investigate whether advertising provides return on investment to the organizations employing it as a strategy. In chapter one we see that advertising is a method that is used to communicate about a certain product offering that an organization has and that there are a lot of funds that go into carrying out advertising. In chapter two we introduce the Bayesian Theory of decision making under uncertainty and tie this in with our study where the researcher seeks to explain the fact that the decision to advertise is made without being certain of the results thereof. The empirical framework in this same chapter enables the researcher to show that there are scholars who studied advertising as a strategy and also to explain what their thoughts were towards this strategy. The conceptual framework in this same chapter shows the relationship between the dependent and independent variables related to advertising and the provision of return on investment. Chapter three shows the methodology which was used for this study which is a case study where the organization being studied is Total Kenya. We also see the sampling technique and the collection of data being questionnaires as well as the methods of analysis of the same data which is the use of Stata. Chapter four shows the presentation of the findings where we are able to see that advertising has been carried out and the results of the same. Total Kenya employees were the focus of the study and they provided information as to how this was carried out and the results of the same. Chapter five shows that there was return on investment through increase in sales of the products being advertised.
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    The Role of Advertising as a Strategy to Provide Return on Investment: A Case Study of Total Kenya
    (Daystar University, 2013) Ondondo, Rosslynne Anyango
    This document seeks to investigate whether advertising provides return on investment to the organizations employing it as a strategy. In chapter one we see that advertising is a method that is used to communicate about a certain product offering that an organization has and that there are a lot of funds that go into carrying out advertising. In chapter two we introduce the Bayesian Theory of decision making under uncertainty and tie this in with our study where the researcher seeks to explain the fact that the decision to advertise is made without being certain of the results thereof. The empirical framework in this same chapter enables the researcher to show that there are scholars who studied advertising as a strategy and also to explain what their thoughts were towards this strategy. The conceptual framework in this same chapter shows the relationship between the dependent and independent variables related to advertising and the provision of return on investment. Chapter three shows the methodology which was used for this study which is a case study where the organization being studied is Total Kenya. We also see the sampling technique and the collection of data being questionnaires as well as the methods of analysis of the same data which is the use of Stata. Chapter four shows the presentation of the findings where we are able to see that advertising has been carried out and the results of the same. Total Kenya employees were the focus of the study and they provided information as to how this was carried out and the results of the same. Chapter five shows that there was return on investment through increase in sales of the products being advertised.