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Конкуренция и конкурентоспособность на рынке электронной коммерции

Конкуренция и конкурентоспособность на рынке электронной коммерции
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Цель работы -разработка модели конкурентоспособности для рынка электронной коммерции и выбор на ее основе стратегии развития объекта исследования в долгосрочной перспективе. Работа состоит из 3 разделов. Первый раздел был посвящен изучению теоретических основ конкурентного анализа.Во втором разделе был проведен анализ рынка электронной коммерции детских товаров по состоянию на 1 половину 2012 года. Кроме этого, были определены ближайшие конкуренты объекта исследования на данном рынке с точки зрения бенчмаркинга. В третьем разделе, используя рассмотренные методы и инструменты, был проведен комплексный стратегический анализ объекта исследования. Основываясь на его результатах, были сформулированы выводы о текущем положении интернет-магазина относительно ближайших конкурентов, определены возможные стратегии развития проекта и выбрана оптимальная для его долгосрочного развития. Была произведена оценка затрат на реализацию стратегии, произведена оценка эффекта от реализации и проведен анализ рисков при реализации выбранной стратегии.В работе использованы 50 таблиц, 31 рисунок, а также 6 приложений.

Вес: 501
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Количество страниц: 136
Год выпуска: 2013
Автор на обложке: Константин Курпаяниди
ISBN: 9783659318269
Язык издания: Русский
Издательство: LAP Lambert Academic Publishing

Quality, Satisfaction and Repurchase Intention

Quality, Satisfaction and Repurchase Intention
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Leather shoe industry, in Ethiopia, is both large and competitive. Therefore, designing and implementing effective strategies targeting to market acceptance/purchase of local leather shoes is crucial to firm’s success and survival. Moreover, while offering better quality, organizations in the industry may draw profitability through fetching new customers and retaining the existing ones. However, there seems little research being done on consumer behavior in Ethiopian leather shoes industry. Therefore, the study is an attempt to see the relationship of quality perceptions, satisfaction, and repurchase intentions of the consumers of leather shoes. The results of the study may help leather shoes manufacturers (marketers, decision makers) in understanding product quality perceptions of their consumers, provides guides to in framing their marketing strategies and marketing mixes. It may also serve as a benchmark for consumer behavior researchers interested in exploring the areas of perceived product quality, consumer satisfaction, and repurchase intention.

Вес: 501
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Количество страниц: 84
Год выпуска: 2012
Автор на обложке: Temesgen Gebregziabher
ISBN: 9783846517925
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Sustainability and B2B marketing in Postmoderrn Context

Sustainability and B2B marketing in Postmoderrn Context
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The study critically reviews literature on postmodernity and its implication on marketing, business-to-business marketing approaches and implications of postmodernity on it, sustainability and processes of entering market. The study is limited to engineering and manufacturing industry in South Wales region. The data reveals the continuum of value co-creation opportunities based upon the nature of customer. The most significant finding is the reflection of effectual process in B2B environment. In addition, the findings also exhibit the notions of postmodernity in B2B that reinforces literature.

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Количество страниц: 124
Год выпуска: 2012
Автор на обложке: Srikrishna Katari
ISBN: 9783659254505
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

SALES EXCELLENCE THROUGH SELF-MONITORING

SALES EXCELLENCE THROUGH SELF-MONITORING
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Self-Monitoring as a personality variable gains premium ahead of other postulates of personality research. It refers to a person''s conceptualization or awareness of a social situation, his notion of the proper response and the manner in which he actually responds to be socially accepted. It is aimed to focus on the cross industry perspectives to derive strategies needed to unveil the secrets of Sales Excellence through Self-Monitoring. Global business ventures transformed industry, commerce and the foreign trade. There is a paradigm shift in orientation. West is looking towards east and is focusing on the oriental expertise and integration of approaches to build success. The whole world is looking at India and China as the emerging nations for the years to come. As U.S President "Barak Obama” in his visit to India declared, - “India has already emerged”. This book provides a series of recommendations based on the empirical outcome to set up channels; identify, deploy and motivate sales force in an emerging market economy like India. The high self monitors and high sales performance is underlined using the empirical approach to the problem at hand.

Вес: 501
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Количество страниц: 132
Год выпуска: 2011
Автор на обложке: ASSISSI MENACHERY and R. VENKATAPATHY
ISBN: 9783843377188
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Color as a Method of Influence on Consumers

Color as a Method of Influence on Consumers
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The main focus of this book is the use of color in advertising. The theoretical base of this research has been built upon perspectives forwarded by Kandinsky, Scriabin and Elkin who tried to correlate color to music. The research explores whether color music theory developed by psychotherapist Dr. Elkin has an effect in advertising. The study has revealed that the color-music correspondence theory proposed by Dr. Elkin can be modified due to variables in cultural perception and can find application to advertiisng field.

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Количество страниц: 72
Год выпуска: 2011
Автор на обложке: Gulnara Z. Karimova
ISBN: 9783844382662
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Beneath the Veil lies a Hidden Secret

Beneath the Veil lies a Hidden Secret
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In the Postmodern era, the rules used to measure, define and predict consumption patterns and behaviour have been rendered ineffective. Such consumers, especially in the realm of hyperreality, exhibit the kind of individuality that is hard to measure using traditional marketing and research tools. The unpredictability of their behaviour and their tendency to value the symbolic meaning of brands more than the utilitarian make it difficult to group them using conventional demographic variables. Within the domain of hyperreality, users are subjected to various influencing factors, which ultimately help to evolve their self concept. Over the course of the study, different themes emerged from the analysis of the primary data. The themes are discussed in detail and recommendations have been given, which focus on identifying gaps and relating the different ways marketers can fill them, such as by providing different options and services to meet the needs of the evolved self-concept of the post-modern consumer.

Вес: 501
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Количество страниц: 196
Год выпуска: 2012
Автор на обложке: Maha Hasan
ISBN: 9783659144004
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Environmental Friendliness: Profitable Marketing Strategy in Recession

Environmental Friendliness: Profitable Marketing Strategy in Recession
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During the current recession, studies show that consumers willingness to pay more for the green but expensive products has decreased as compared to the past decade. However, despite having an understanding of this changing consumer attitude, food retailers in Sweden insist on their marketing strategy as environmentally friendly. When maximizing profits is considered the major corporate goal of every business, investigating the managements’ point of view on environmental friendliness as profitable marketing strategy during the current recession period becomes an interesting topic for research. The aim of this research is to explore the green marketing strategy as a profitable endeavor even in recessions when competition is high and survival is at stake. How management see their commitment to environment in hard times as yielding favorable opportunities or unfavorable hurdles, is investigated here. The findings are not only beneficial to students in marketing but also the business entities who would like to contribute to the environment without compromising profitability.

Вес: 501
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Количество страниц: 76
Год выпуска: 2012
Автор на обложке: Aamer Shahzad and Syed Nadeem Hussain Shah
ISBN: 9783659286032
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Social Media Marketing's Impact on Brand Perception

Social Media Marketing's Impact on Brand Perception
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Through the innovation in social media, marketing communication has become interesting, social, precise, interactive and personal. As compared to traditional media advertising consumers are now attracted by the communications through social networking sites. The main aim of the research is to investigate the impact of social media on consumer brand perception. For the purpose of research accomplishment case of KFC is taken. The results of the study proved that the social media has great influence on the perceptions of consumers regarding the brand and also social media marketing is effective in promoting brands. Also, social media marketing improves the image of brand, brand loyalty, brand commitment and brand awareness and ultimately results in creating positive perception regarding the brands on consumers mind. It is the author’s hope that marketing managers and professionals who work on this area will find this study informative and useful with managerial implications in it.

Вес: 501
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Количество страниц: 120
Год выпуска: 2013
Автор на обложке: Mufit Aydin
ISBN: 9783659478291
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Marketing and Public Relations: Partners in Spin or Value Drivers?

Marketing and Public Relations: Partners in Spin or Value Drivers?
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In recent times consumers worldwide are feeling the pinch of unethical organizational practices. This book asks whether public relations has become the willing spin doctor of organizations using persuasive techniques to extract maximum profit from customers. It examines the relationship between marketing and public relations and finds that public relations is a discipline in trouble: one that is unsure of its real role in the organization. This could lead to a situation where the two-way communication between consumer and company is damaged, to the detriment of consumers. It suggests that this situation might be avoided if public relations repositions itself in the organization's value chain, and acts as an ethical conscience to the organization, as well as an active partner in the marketing process.

Вес: 501
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Количество страниц: 332
Год выпуска: 2012
Автор на обложке: Ben-Piet Venter
ISBN: 9783843368872
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Social Media for Businesses

Social Media for Businesses
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To reach 50 million of users; for the radio; it took 38 years, for the TV; took 13 years, for the internet it is only 3 years. For the most popular social networking site Facebook it took 9 months to reach 100 million users. Those numbers show that the huge growth of the social media. No one can underestimate the power of social media any more. Social Media has an enormous growth in the past few years. Most of the internet users have profiles on the networking sites. We are living in a very dynamic world now. Any internet user can create content or write a review in a few seconds very easily. Protecting online reputation is very important. From corporate perspective, businesses are creating Fan Pages on social media sites to engage with their customers. Companies are generating different types of media; such as videos and presentations. Traditional media and traditional marketing is changing now. Communication is now in two-way, not in one-way anymore as in traditional media. This book is for businesses who wants to survive in Social Media World

Вес: 501
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Количество страниц: 104
Год выпуска: 2011
Автор на обложке: Engin Bodur
ISBN: 9783844385076
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

An empirical study on accent lighting

An empirical study on accent lighting
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This study analyzed the influence of accent lighting, one of store atmosphere components, on consumer shopping behavior and experience. Lighting effect has been tested on a sample of 200 consumers of a pharmacy department in a hypermarket, under two lighting conditions (accent lighting vs. general lighting). Data has been collected through an ad-hoc structured questionnaire composed by a set of information on shopping behavior (number of handled items, time spent in the store, impulse purchases, return intention) and shopping experience, related to the experienced comfort during the buying process, the perceived ambient temperature and the overall department evaluation. Data has been statistically processed through a univariate analysis over the sample of 200 consumers, then comparisons were performed using bivariate statistical analysis, testing linear dependency between items and between items and lighting effect. Significant results observed have been then deepen using a multivariate linear model (logistic regression model). Dependent variables related to shopping behavior resulted to be non- significant, while accent lighting showed a significant effect on shopping experience.

Вес: 501
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Количество страниц: 104
Год выпуска: 2011
Автор на обложке: Veronica Peronace
ISBN: 9783845472744
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Event as the Promotional Tool of Place Marketing

Event as the Promotional Tool of Place Marketing
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This book presents two concepts – place marketing and event marketing. Theoretical knowledge within these concepts is not widely spread, they are usually examined separately but not together. A lot of companies use event marketing in order to promote their products or services. But what about cities? Can they use events in order to attract more tourists, residents, investors and industries? Can the event be one of the tools for communicating a city image? As an example, this work examines the Finnish city of Mikkeli. Year by year Finnish cities become more and more popular among Russian tourists, investors, universities and employees. Mikkeli is among these cities. But it needs to increase its awareness among Russians and find new ways of attracting them. An event can be one of these ways. The purpose of this work is to get a better understanding of place marketing; how events are used as a promotional tool of place marketing; and, based on the developed theoretical framework, to evaluate the value of place marketing practices to position the city more favorably compared to its rivals, to probe the interests of the potential customers and find the ways of how to attract them.

Вес: 501
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Количество страниц: 88
Год выпуска: 2012
Автор на обложке: Anna Shishenina
ISBN: 9783847330271
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

The Little Blue Book of Marketing

The Little Blue Book of Marketing
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The Little Blue Book of Marketing

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Год выпуска: 2015
ISBN: 9781591843054
Язык издания: Английский

The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High??“Growth Digital Advertising Platforms

The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High??“Growth Digital Advertising Platforms
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Praise for SUCCESS AND SUCCESSION "My team takes pride in helping firms identify transition needs and plan for optimal results. Hearing perspectives and insights about how to avoid pitfalls and maximize positive outcomes directly from advisors like Eric,

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Год выпуска: 2015
Автор на обложке: Craig Dempster,John Lee
ISBN: 978-1-119-05972-1

Service marketing of Moldavian travel agencies

Service marketing of Moldavian travel agencies
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The study examined the different components involved in the formation of expectation and service delivery process, as well as the impact of expectations and service delivery process over consumer satisfaction level. The study analyzes the tourist industry and more specifically the travel agency sector in Republic of Moldova. Using a conceptual model of customer satisfaction generator factors a questionnaire with a Likert-type scale was developed. The results illustrated generator factor of customer satisfaction level from a customer perspective and from the perspective of travel agencies management. There were some differences between those two: customers would prefer some elements to other, while management of travel agencies would take into account all elements without allocating priority to certain elements. From a customer perspective the service delivery process is the main generator factor of the satisfaction level.

Вес: 501
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Количество страниц: 80
Год выпуска: 2011
ISBN: 9783639365948
Язык издания: Английский

Managing efficiency and innovation in continuous product development

Managing efficiency and innovation in continuous product development
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Customers demand ever more rapidly innovative products with high quality and at low prices: A combination of innovation and efficiency that seems to be paradoxical. This research looks for a product development (PD) process that covers both, explorative and exploitative capabilities. Thus, the terminology of continuous product development (CPD) has been brought to life. The basic concept of CPD is a continuous cycle of Plan, Do, Check, and Act (PDCA) activities varying existing products since their first physical appearance. New features are mostly driven by incremental changes due to time, quality and price. However, what happens, if a new idea arises that is driven by exploration? Lean Product Development (LPD) has been a buzzword for efficiency and cost cutting. This research found that LPD follows the concept of CPD with strong impetus for the customer’s voice and continuous improvement. Moreover, LPD designs and deploys a system that interrelates and guides people and their behavior. This research shows possible solutions for influencing people, in PD mostly engineers, in a way that they positively contribute to a combination of innovative and efficient PD.

Вес: 501
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ISBN: 9783838122649
Год выпуска: 2011
Количество страниц: 320
Язык издания: Английский

Perception of the interrelationship of marketing and sales departments

Perception of the interrelationship of marketing and sales departments
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In today’s competitive environment it is essential to be ahead of the rest or, put differently, to be ahead of the first. In the past years in Kosovo, there has been a development of banking and telecom industry along with an increase in competitiveness and greater service offerings from these companies. With increased marketing communication and expenditure as well as an increased sales force in order to better serve the client, there is an ample need to study the interrelationship of these departments affecting business performance. This research studies the relationship between marketing and sales departments in the banking and telecom industry in Kosovo and the impact of this relationship on business performance.

Вес: 501
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Количество страниц: 140
Год выпуска: 2016
ISBN: 9783659869297
Язык издания: Английский

Маркетинговое исследование мебельного рынка России

Маркетинговое исследование мебельного рынка России
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Маркетинговые исследования представляют собой комплекс мероприятий, ставящих целью исследование таких вопросов, как: изучение потребителя; исследование мотивов его поведения на рынке; анализ собственно рынка предприятия; исследование продукта (изделия или вида услуг); анализ форм и каналов сбыта; анализ объема товарооборота предприятия; изучение конкурентов, определение форм и уровня конкуренции; исследование рекламной деятельности; определение наиболее эффективных способов продвижения товаров на рынке; изучение «ниши» рынка и другие аспекты. Целью нашего исследования является проведение описательного маркетингового исследования рынка мебели для Компании “АЛФ Интернэшнл Групп”, которое в свою очередь занимается дистрибьюцией полного спектра мебельных комплектующих и фурнитуры для мебельных производств (рынок B2B), а соответственно деятельность компании напрямую зависит от ситуации, тенденций и развития мебельного рынка России.

Вес: 130
Ширина упаковки: 150
Высота упаковки: 10
Глубина упаковки: 230
Количество страниц: 88
Год выпуска: 2014
Автор на обложке: Виталий Жигарев
ISBN: 9783659592898
Язык издания: Русский
Издательство: LAP Lambert Academic Publishing

The contribution of ‘soft Ps’ to retained revenue in retailing

The contribution of ‘soft Ps’ to retained revenue in retailing
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Traditionally, people, physical evidence and process (3Ps) have gained widespread acceptance in the services marketing literature. The soft Ps (3Ps) together represent the service and provide the evidence that makes services more tangible. However, these unique soft Ps of services marketing are argued to be within the control of the retail businesses that offer physical products as well. They influence the customer’s initial decision to purchase a product, customer’s level of satisfaction and repurchase decisions. Retailers are encouraged to rely heavily upon servicescapes, dramaturgy and blueprinting to enhance the provision of product quality to acquire and retain their customers for more revenue.

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Количество страниц: 56
Год выпуска: 2012
Автор на обложке: Jilson Zimuto
ISBN: 9783659302084
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Математические методы и модели управления стимулированием покупателей

Математические методы и модели управления стимулированием покупателей
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Стимулирование конечных покупателей – предложение покупателю дополнительного стимула (бонуса) сверх стандартного предложения товара и цены с целью ускорения им покупки в ограниченный промежуток времени, повышения и углубления уровня знания товара и бренда и получения конкурентного преимущества. Промоушн-акции, бесплатные образцы, конкурсы, лотереи и скидки вытесняют имиджевую и товарную рекламу. В книге рассмотрены методы и модели планирования и оценки эффективности мероприятий по стимулированию, большинство из них - математические. В первой главе рассмотрено место стимулирования в комплексе интегрированных маркетинговых коммуникаций. Предложена концепция предмета коммуникации. Во второй главе сформулированы понятия эффекта и эффективности стимулирования, предложены показатели и формулы их расчетов, приведены примеры расчета показателей. Третья глава посвящена вопросам планирования. Как выбирать бонусы и назначать скидки? Как прогнозировать объемы продаж и рассчитать бюджет на стимулирование? Что влияет на принятие решений о покупке? Книга предназначена предпринимателям, специалистам в области рекламы и маркетинга, студентам и аспирантам соответствующих специальностей.

Вес: 501
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Количество страниц: 184
Год выпуска: 2011
Автор на обложке: Анастасий Климин
ISBN: 9783843310321
Язык издания: Русский
Издательство: LAP Lambert Academic Publishing
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