Wyniki wyszukiwania - BazTech

1

Selected aspects of exhibitors’ marketing on the example of BioExpo Warsaw

Koreleska Ewa

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2024

|

z. 192

591--601

EN

Purpose: The main purpose of the survey was to provide assessment of selected marketing instruments used by exhibitors during a chosen trade event Design/methodology/approach: The survey was conducted during a trade event by the observation method and interviews with suppliers in the years 2021-2023. Secondary data was obtained from reports and domestic and foreign publications, among others, those registered in the Web of Science and Scopus Base. Findings: Promotions were found to be the weakest marketing instrument, whereas physical evidence was found to be the best prepared. Research limitations/implications: Relatively few scientific papers in the field of trade events were identified. Practical implications: The results can be used by producers as an indication for optimization of marketing activities. In the overall assessment promotion had the worst score as compared to other marketing instruments. The above result was largely affected by the score of supplemental promotion activities. It seems that at the relatively new market, ecological products especially: samples, tasting, or demonstrations are very important as they allow to get familiar with the products and break the barrier of distrust. Social implications: Effective marketing activity of exhibitors contributes to the promotion and increase of social awareness in relation to organic food. On average, more than 3000 visitors educated themselves in this area during each day of the fair. Originality/value: Lack of studies on trade events in reference to bio industry.

2

The importance of the Servqual method in the management process of an ecological enterprise in the aspect of the Covid-19 pandemic

Koreleska Ewa

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2022

|

z. 156

249--258

EN

Purpose: The aim of the publication was to determine the significance of the Servqual method in the management process of an ecological enterprise in the aspect of Covid-19 pandemic. Design/methodology/approach: The research was carried out in specialist stores with organic food using the mystery shopper method from July to September 2021. The scope of the research was nationwide. Findings: The calculated indicators of Servqual unweighted (SQnw) and weighted (SQww) show that the fully satisfactory condition was achieved for the customer. Research limitations/implications: Another important piece of information, which was obtained during the research, is that there is a large rotation of specialist organic stores and a problem with creating the database. Practical implications: The worst ranked, although positively assessed dimension, was „reacting”, and after taking into account the weight of dimensions - „empathy. These are the areas that can be further improved by entrepreneurs. Originality/value: The market of organic products in Poland is undergoing dynamic transformations in the era of the Covid 19 pandemic and the electronic economy of the 21st century. New participants enter the market and put traditional, specialist organic food stores, under increased pressure from competition. Hence, there is an even greater need to improve the services they provide through the use of modern methods and quality tools. In relation to the ecological industry, there are no scientific reports on use the Servqual method.

3

Selected aspects of marketing of specialist shops and their importance for the region

Koreleska Ewa

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

|

2019

|

z. 139

231--242

EN

The aim of the thesis is to present and assess some selected marketing aspects of specialist shops selling organic products as well as their significance for development of Kuyavian-Pomeranian Voivodeship. The study was performed in 2019 via the method of Mystery Shopping in the specialist shops of the region. The studies used the observation sheet instrument, which took into account selected marketing aspects according to the 7 Ps of marketing. The formulated research hypothesis was that in the majority of selected cities marketing performance is satisfying. It was identified for each of seven marketing instruments on the basis of selected criteria. Relying on the performed study, it was noted that the activities in the majority of the specialist stores in selected cities are satisfactory, what would confirm the research hypothesis. The most highly evaluated marketing tools were the procedures and staff that obtained high and very high ratings in more than 90% of specialist stores. It was observed that the shop assistants have proper qualifications and knowledge and these would enable them to help the customers in a professional manner. The weak points, however included promotion which received high and very high ratings in only every third shop. Although the personal sale was performed in a very good way, the other forms such as supplementary promotion and PR were considered to be weak factors. According to the above, the shops should show greater activeness on social media.