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EN
Dynamically changing global social and economic climate influenced market to initiate a new marketing concept to promote and assure competitive ability for many enterprises in times of digital and information revolution. Today the concept of scientific managerial discipline is characterized and recognized as CRM (Customer Relationship Management)). This new concept represents a dynamic and integrated strategic system focused on a customer and on the improvement of customer relationship with the goal to create mutual values. Authors of this article intended to integrate up-to-date theoretical a practical knowledge into a new view and understanding of certain parts of this subject. Subsequently to promote introduction and development of marketing theory as the foundation of its successful application into business practices of most companies in Slovakia.
EN
For many small and medium companies trade credit availability is a factor which determines their existence. Financial meaning of trade credit increases with freedom of its granting or taking. Trade credit is the most convenient way of financing activity, that's why stipulating terms and conditions of its granting to borrowers is a significant element of credit policy. The policy adopted by a company should indicate directions and sales barriers so that the firm can maintain and improve its market position. In order to evaluate customer's creditworthiness, to specify repayment period, credit amount, rate of interest and repayment schedule (installments) it is indispensable to establish an appropriate system. The key to success in granting a trade credit is selection of appropriate business partners. The system of customers verification should give an answer to the question whether the company with which we do business or we intend to do so in the future is creditworthy and the decision about allowing a trade credit should be a result of well thought out credit policy. The author of present article indicates basic methods and tools of contractor creditworthiness evaluation, and she also proposed a payer's creditworthiness evaluation sheet, which can be applied to build such a system.
EN
This article presents the process of managing the product category of fast-moving (FMCG) in the example of tobacco products. Assumptions discussed the process developed by two companies working together. The presented results show that the process of category management is an extremely important activity in achieving the company sales and response for consumer needs. As a result of the implementation of category management process of tobacco products has been increasing the number of customers visiting outlets, increasing the number of marketed products, and ultimately increase the company's profit.
EN
Receiving the customer is in today's market realities top marketing companies. The build a sustainable partnership relation between the seller and the buyer is decide on businesses, takings and profit potential. Increasingly, therefore, perpetuates the view that create lasting relationships is an essential factor in improving the effectiveness of marketing activities conducted by modern businesses. The paper presents the implementation costs of loyalty programmes in pharmacies. These costs are presented based on a study of one of the largest pharmacy loyalty programmes in Poland: 'I care for health'.
EN
The article presents basic functioning aims of the Competitions and Customers Protection Office in Poland. The main goal of its functioning is simplification of economy development and increasing the economic freedom. The article presents also the main rules of functioning the Protection Office and competence of its chairman.
EN
Industrial market, created by companies, which buy and sell goods which are not directly for consumption, but are used in production process, communicates with the environment in a specific way. Many industrial companies supply only the customers of non consumption goods market and hence they do not enter into direct contact with a final consumer. In such cases recognizing the customers' needs is even more difficult. Such environment requires efficiently functioning and planned communication of the company with the market. This study presents methods and strategies of marketing communication really used in industrial companies. While analyzing marketing strategies of industrial companies, the author draws the attention to the fact that even though there was system transformation, the state still has significant impact on functioning and development of industry and that in a way directs and created barriers in companies functioning. Such conditions force even more active marketing communication as well as searching new solutions. As there are more and more sophisticated marketing techniques related to digital media, there is also a growing demand for strategic solutions in marketing communication. Digital media, first of all the Internet, provide so far unavailable possibilities of researching consumers' behaviors and ways of using media. They also give a chance to follow the behavior of smaller, unique and often social groups of consumers.
EN
The first part of the research was aimed at identifying the attitude of customers of Avon towards personal selling. The second part (observation) concentrated on learning to what extent Avon consultants apply known selling techniques in their daily work. The attitude of customers of AVON towards personal selling (understood as the contact between a seller and a customer) is rather neutral as compared to other forms of selling. Shopping is often treated by customers as an antidepressant. Customers do not criticize importunate or improper behaviour of a seller nor do they believe in being manipulated in order to buy unimportant goods. As for consultants of Avon, their appearance is perfect and thus professional, and their selling skills are developed with the help of intuition and willingness to assist other people. Selected techniques are applied intuitively. Consultants are convinced that they do their job properly and honestly.
EN
The paper explores the various typologies of confidence indices and barometers that have been developed by audit and consultancy firms, research centres or banking associations with the purpose to assist banks in better understanding customers’ needs, perceptions and expectations. The study gravitates around the European banking sector, by relying on the customer experience index developments during 2011 – 2015. We follow a twofold statistical approach, meant to investigate whether the index dynamics may be significantly determined by changes in several broad coverage variables, and respectively the presence of a two-way causality between the index and variables included in the sample. The findings obtained are of interest not only for banks, but also for public authorities and financial regulators, as the customers’ confidence index used in the study appears to drive subsequent changes in the level of several macroeconomic, financial and institutional variables.
EN
Within the context of reverse logistics (RL), only a few studies have focused on the management characteristics that lead to effectively implementing RL. From the myriad of potential factors of effective RL, the paper focuses on the role of knowledge management, 1st-tier integration and the extent of RL planning, as these factors and their mutual relations have been neglected by empirical research to date. The paper develops a theoretical model to fill this gap and tests it using structural equation modelling on primary data. The findings based on 146 cases support that knowledge management, the extent of RL planning and the level of integration with the 1st-tier supply chain members are the factors related to the effectiveness of RL. The study underpins the importance of long-term RL planning and deeper integration and collaboration with customers and suppliers for effective RL and so to reduce the negative impact of product returns.
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