scholarly journals Tools of product policy as part of business marketing in the conditions of globalization

2021 ◽  
Vol 92 ◽  
pp. 02048
Author(s):  
Veronika Olexova ◽  
Darina Chlebikova
Keyword(s):  
Theoretical Basis ◽  
Value Added ◽  
Marketing Mix ◽  
Policy Tools ◽  
Literature Research ◽  
Product Policy ◽  
New Knowledge ◽  
Successful Business ◽  
The Right ◽  
The Impact

Research background: Marketing is one of the key process for a successful business, because it deals with gaining and retaining customers, without whom the business would not make sense. Effective marketing benefits not only the company, but also the customer, because it helps to find the product that customer needs at the right time, in the right place and at an acceptable price. The product is one of the basic tools of the marketing mix and it is anything that can company offer in the market to meet the needs. In relation to the product and the overall product policy of the company, the company and its management must make a lot of decisions. Globalization has had a significant impact on the company’s product policy as well as on the company’s overall activities in recent years. It is a process as a result of which markets and production in different countries become increasingly interdependent due to the dynamics of trade in goods, services and the mobility of capital and technology. Purpose of the article: The purpose of the paper is to point out the theoretical basis of product policy with emphasis on product policy tools. The paper also covers the impact of globalization on business marketing with an emphasis on product policy. Methods: Method of analysis, synthesis, comparison, induction and deduction. Findings & Value added: Literature research in the field of product policy and new knowledge in the field of product policy with emphasis on the impact of globalization.

scholarly journals The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy

2021 ◽  
Vol 129 ◽  
pp. 02020
Author(s):  
David Vrtana
Keyword(s):  
Marketing Strategy ◽  
External Environment ◽  
Value Added ◽  
Shopping Behavior ◽  
Behavioral Characteristics ◽  
Purchasing Behavior ◽  
Global Brand ◽  
Brand Marketing ◽  
The Right ◽  
The Impact

Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s. Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration. Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic. Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy.

Earning the Right to Indulge: Effort as a Determinant of Customer Preferences toward Frequency Program Rewards

2002 ◽  
Vol 39 (2) ◽  
pp. 155-170 ◽  
Author(s):  
Ran Kivetz ◽  
Itamar Simonson
Keyword(s):  
Alternative Explanation ◽  
Consumer Preferences ◽  
Marketing Mix ◽  
Customer Relationship ◽  
Customer Preferences ◽  
The Individual ◽  
The Right ◽  
The Impact ◽  
Level Of Effort ◽  
Practical Implications

Although frequency programs (FPs) have become ubiquitous in the marketplace and a key marketing-mix tool for promoting customer relationship and loyalty, little is known about the factors that determine how such programs are evaluated by consumers. The authors investigate the impact of the level of effort participants must invest to obtain the reward on the types of rewards they prefer and, consequently, on the decision to join the FP. In particular, the authors propose that higher required effort shifts consumer preferences from necessity to luxury rewards, because higher efforts reduce the guilt that is often associated with choosing luxuries over necessities. A series of studies with approximately 3100 consumers demonstrated that (1) higher program requirements shift preferences in favor of luxury rewards, (2) this effect is also observed when consumers choose between luxury and necessity rewards (of the same value) that they themselves proposed, and (3) the effect of program requirements on reward preferences is stronger among consumers who tend to feel guilty about luxury consumption and among those for whom the effort is invested in the context of work rather than pleasure. In addition, contrary to an alternative explanation based on the notion that higher requirements signal higher value of luxury rewards, the authors show that (1) when the program requirements are held constant but the individual consumer's effort is higher, the shift in preference toward luxuries is still observed and (2) increasing the monetary cost of participating in the FP decreases consumer preferences for luxury rewards. The authors discuss the theoretical implications of this research and the practical implications with respect to the design, targeting, and promotion of FPs.

scholarly journals Influence of group purchasing organizations on financial situation of Polish SMEs

2018 ◽  
Vol 9 (1) ◽  
pp. 87-104 ◽  
Author(s):  
Grzegorz Zimon
Keyword(s):  
Positive Impact ◽  
Value Added ◽  
Financial Situation ◽  
Balance Sheets ◽  
Progressive Development ◽  
Group Purchasing Organization ◽  
Group Purchasing Organizations ◽  
Debt Collection ◽  
The Right ◽  
The Impact

Research background: SMEs often operate in markets where they compete with large companies. A fight for a customer, payment backlogs, problems with debt collection and new branches cause that managers are looking for solutions that will influence positively on the situation of financial companies. Maintaining liquidity and generating income are the primary steps to build a competitive position and a progressive development of enterprises. One of the most popular methods that allows companies to do profitable business and increase their chances for safety is operation within group purchasing organizations. Currently in the Polish market there are many different types of GPOs (Group Purchasing Organizations). The choice of the right one is a chance to improve their financial situation. Purpose of the article: The aim of the article is to present an impact of  group purchasing organizations on the financial situation of enterprises. In the article the classification of groups is done and there are shown the benefits that commercial enterprises operating in them gain. The article presents some obstacles to join specific group purchasing organizations and difficulties faced by companies operating in them. Methods: The studies were carried out on the basis of 60 SMEs. These companies operated in five Polish GPOs. The groups were divided into branch and multi-branch ones. The study period covered the years 2013–2015. In order to analyze the impact of purchasing groups on the financial situation of enterprises, some selected groups of financial ratios were used. A preliminary analysis of financial balance sheets and profit and loss account was conducted. Findings & Value added: The analysis showed that the choice of an appropriate group purchasing organization had a large impact on financial situation of companies. Different opportunities can be offered by a branch purchasing group than by the multi-branch one. Research has shown that better results relate to dynamics of revenues, costs, liquidity and profitability that are effects of operation within the branch purchasing groups. The analysis conducted has also showed that functioning within purchasing groups allows to maintain safe financial liquidity, apart from obtaining a low price of purchased goods and materials, and has a positive impact on the effectiveness of managing receivables and short-term liabilities.

scholarly journals Evaluating Influence of Social Factors on Women Buying Behaviour of Smartphones in Delhi NCR (India)

2019 ◽  
Vol 8 (12) ◽  
pp. 1201-1208
Keyword(s):  
Social Factors ◽  
Working Women ◽  
Marketing Mix ◽  
National Capital Region ◽  
Buying Behavior ◽  
The Social ◽  
National Capital ◽  
Buying Behaviour ◽  
The Right ◽  
The Impact

The present study was performedexecuted to keep the objective in view to find out the influence of social factors on women buying behavior of Smartphones in National Capital region, INDIA. Survey research was carried out to develop an understanding about the impact of social factors on women behavior towards buying of Smartphone in Delhi NCR region. Questionnaire which was analyzed for its trustworthiness by applying Cronbach’s Alpha was employed to collect the responses of women in five major cities of NCR viz. Delhi, Gurgaon, Noida, Ghaziabad, Meerut. It was revealed from the study that social factors have no noteworthy influence on behavior of working women towards purchase of smartphone. However, social factors had a significant influence on behavior of non-working women towards purchase of smartphone. The outcomes of the study will enable the marketers to have a better knowledge of the women behavior of buying Smartphone and enable them to understand, how the social factors vizreference groups, family and status influence the buying behavior of women. Better understanding of the buying behavior enables marketers in proper segmentation of the market, targeting the chosen segment with the right set of marketing mix and in positioning its offering.om the websit.

scholarly journals Economic value added: A financial flexibility tool

2014 ◽  
Vol 12 (1) ◽  
pp. 703-708 ◽  
Author(s):  
Reeta Shah ◽  
Arunima Haldar ◽  
S.V.D. Nageswara Rao
Keyword(s):  
Financial Performance ◽  
Shareholder Value ◽  
Economic Value ◽  
Value Added ◽  
Performance Measure ◽  
Corporate Financial Performance ◽  
Economic Value Added ◽  
Financial Flexibility ◽  
The Right ◽  
The Impact

With increased emphasis on shareholder value addition, there has been an ongoing debate on choosing the right measure of corporate financial performance. There is need for a single measure of financial performance that not only measures corporate financial performance but also works as a financial flexibility tool. The financial performance measure employed by the firm measures the value generated by the firm. This necessitates the firms to choose the right performance tool which can reflect the accurate value added by the firm. We study the role and implications of Economic Value Added as a financial performance measure and further discuss its applicability as a tool for introducing financial flexibility. Flexibility is assessed by measuring the impact of organization’s competitiveness and performance. The findings reveal that EVA as a tool enables the corporate to differentiate between value-creating and value-destructing activities and helps managers in taking right decisions which enhances shareholder value. Thus, finally the research makes a case for managers to use EVA as a tool to provide additional information to investors. Interestingly, EVA can also be adapted as a corporate philosophy for motivating and educating employees

When and How Much Did the Green Line LRT Increase Single-Family Housing Values in St. Paul, Minnesota?

2017 ◽  
Vol 38 (4) ◽  
pp. 427-436 ◽  
Author(s):  
Xinyu (Jason) Cao ◽  
Shengnan Lou
Keyword(s):  
Value Added ◽  
Green Line ◽  
Single Family ◽  
Housing Values ◽  
Value Capture ◽  
Benefit Cost Analysis ◽  
Housing Value ◽  
Before And After ◽  
The Right ◽  
The Impact

Studies quantifying value added of transit often cannot differentiate whether the premiums are transit effects or location effects. Limited studies have examined the timing of value added. Using before and after data, this study explores the impact of the Green Line LRT on housing sales prices. Compared to the studied period before its funding announcement, its announcement increased housing values by $9.2/sq ft and its commencement increased sales prices by $13.7/sq ft. Further analyses show that housing value appreciation actually occurred after the announcement but before the commencement. Thus, using the right timing of value added is critical for value capture programs and benefit–cost analysis.

scholarly journals PENGARUH INTELLECTUAL CAPITAL TERHADAP KINERJA KEUANGAN PERBANKAN SYARI’AH DI INDONESIA

2017 ◽  
Vol 20 (3) ◽  
pp. 346
Author(s):  
Santi Dwie Lestari ◽  
Hadi Paramu ◽  
Hari Sukarno
Keyword(s):  
Financial Performance ◽  
Intellectual Capital ◽  
Descriptive Analysis ◽  
Value Added ◽  
Islamic Banking ◽  
Return On Assets ◽  
Operating Income ◽  
Independent Variable ◽  
The Right ◽  
The Impact

The purpose of this study is to test the impact of intellectual capital on corporate financial performance, the impact of intellectual capital a year before on company’s future financial performance on Indonesian islamic banking for the period 2009-2013. The selection of Islamic banking because of progression of sharia principles-based bank in Indonesia is now the middle of rapid progress. Islamic banking in Indonesia requires the right strategy in communicating Islamic banking products and services to the community. The methods used in this research is explanatory research. Variables used in the study consisted of the dependent variable and independent variable. The dependent variable in this study is financial performance as measured by Return on Assets (ROA), operational costs against operating income (BOPO), and Financing to Deposit Ratio (FDR). Independent variables from this research is the intellectual capital that is measured by the Value Added method with Intellectual Capital (VAICTM). The sample was selected using a purposive sampling method and sample as many as 18 members of syari’ah bank. Research data processed with descriptive analysis and analysis of two way ANOVA using SPSS. The results of this research indicate that intellectual capital affect the financial performance of the company, intellectual capital in the previous period to the next period of financial performance.

scholarly journals The impact of digitization on economy in the context of the Coronavirus pandemic

2021 ◽  
Vol 92 ◽  
pp. 01018
Author(s):  
Crina Ionescu ◽  
Mihaela Iordache ◽  
Emilia Țițan
Keyword(s):  
Quantitative Research ◽  
National Level ◽  
Value Added ◽  
The Novel ◽  
Negative Effects ◽  
Global Pandemic ◽  
The Face ◽  
Novel Coronavirus ◽  
The Right ◽  
The Impact

Research background: As COVID-19 is posing unprecedented challenges, the governments as well as the individuals have to adapt to the shift towards a new lifestyle. The preventing measures against the spread of the novel coronavirus has important consequences on economy sectors both at global and national level. In this regard, it is the right time to accelerate the development of the digital tools and technologies that can help neutralize or at least mitigate the negative effects of the COVID-19. Purpose of the article: Therefore, the aim of this paper is to evaluate the current situation of digitization, focusing on the main transformations in recent months. Methods: Throughout the paper, there can be distinguished both qualitative and quantitative approach. The methods used include a secondary research from official information and primary quantitative research obtained from a conducted survey that explains the importance and the impact of digitization on economy in the face of a global pandemic. Findings & Value added: The article highlights the impact of digitization on the economy by comparing the findings from Romanian economy with other EU countries. It is noted that in areas where the digitization was more developed or where the adaptation to the new conditions imposed by the crisis generated by COVID-19 has been faster, the impact was significantly lower as well.

scholarly journals Stimuli of global social networks and their influence on users’ shopping behavior

2021 ◽  
Vol 129 ◽  
pp. 02016
Author(s):  
Tomas Ric ◽  
Daniela Salkova
Keyword(s):  
Social Networks ◽  
Value Added ◽  
Shopping Behavior ◽  
Social Commerce ◽  
Structured Interviews ◽  
Content Quality ◽  
Ethical Marketing ◽  
Marketing Tool ◽  
The Right ◽  
The Impact

Research background: The paper addresses the business potential of social networks and the impact of incentives on the purchase behaviour of consumers. Social networks are the fastest growing marketing tool in the world with more than 4 billion users worldwide. These global platforms offer new tools, encourage interactivity, and allow consumers to participate in product marketing thanks to sharing their own content. Purpose of the article: The aim of the paper is a series of recommendations for small and micro businesses with a global audience. These recommendations are focused on the right choice of the marketing mix on social networks in order to optimize communication and sales activities. Methods: The paper is based on a qualitative methods of focus groups and semi-structured interviews in order to characterize the perception of marketing incentives by users of these networks. The respondents of the research are users aged 18-25, which is also the most numerous group of active participants in social commerce. Findings & Value added: The most significant incentives influencing customers' shopping behavior on social networks include interactivity (communicating with friends, commenting, and liking), content quality, content personalization, technological simplification of purchasing and reducing the number of steps required to purchase. An important component entering the decision-making process is social and ethical marketing, which is more transparent than ever.

The Political Economy of Personalization

2018 ◽  
pp. 38-61
Author(s):  
Matthew Hindman
Keyword(s):  
Detailed Examination ◽  
Online News ◽  
The Political ◽  
Web Traffic ◽  
News Stories ◽  
Systems Research ◽  
New Knowledge ◽  
Media Organizations ◽  
The Right ◽  
The Impact

This chapter offers both a more detailed examination of the principles behind the recommendation systems and examines the comparative impact of these technologies across media organizations. Recommender systems research has changed dramatically over the past decade, but little of this new knowledge has filtered into research on web traffic, online news, or the future of journalism. Scholarship to date has focused on the impact of these technologies for an individual web user or an adopting media firm. But there has been little exploration of the wholesale effects of these changes not only within news and media organizations, but also with regard to competition between them. In addition, this chapter takes a detailed look at the Netflix Prize—a contest with surprising lessons even for those who do not care about movies. As it turns out, the task of recommending the right movie is similar to recommending almost anything—predicting which songs users like, which ads they prefer, which news stories they engage with.

Sign in / Sign up

Export Citation Format

Share Document