Wyniki wyszukiwania - BazTech

1

Building consumer engagement and loyalty while traversing the customer journey in the online space

Bajak Maria, Spendel Łukasz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 160

39--52

EN

Purpose: The overriding goal of the considerations is to recognize the phenomena occurring when the buyer traverses the customer journey in the online space and their importance in building his commitment and loyalty. Design/methodology/approach: Dynamic technological progress significantly influences the course of consumer's decision-making processes. Brands are looking for more and more touchpoints on the customer's journey in order to be able to smoothly surround the recipient with messages. As part of the considerations, it was examined how the forms and tools of marketing communication can support marketing activities at individual stages of the customer journey. Findings: The presented publication classifies online marketing communication tools and indicates their links with the various stages of purchasing, the 5A model and building an active consumer attitude towards the brand. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The right choice of forms and tools of marketing communication not only determines the purchase, but also builds the commitment and loyalty of the buyer, who may ultimately become a brand advocate. Therefore, it is particularly important to have a holistic approach to the dialogue with the consumer and to understand the mechanisms influencing his decisions. Originality/value: Although the topic of e-commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between online customer journey, the 5A model and the promotion mix tools.

2

Beacons as the touchpoints on the customer journey

Bajak Maria

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 155

17--29

EN

Purpose: The overriding goal of the presented considerations is to discuss beacons as consumer-brand touchpoints. In addition, the possibilities of using these sensors at various stages of the customer journey to implement the assumptions of the 5A model and build a lasting relationship with the buyer were indicated. Design/methodology/approach: In order to build a lasting relationship with the consumer, it is necessary to conduct multidimensional marketing communication based on numerous touchpoints. This interaction is assisted by mobile devices and many different technological solutions. One of them may be beacons, supporting consumer service at every stage of the customer journey. As part of the considerations, it was examined how the sensors can support marketing activities at individual stages of the customer journey. Findings: As part of the research, it was determined what role beacons can play at every stage of the customer journey, as well as their connections with promotion-mix elements. An attempt has been also made to indicate how these devices can create a holistic experience leading to buyer satisfaction and ultimately their loyalty. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The article can help businesses to better realize the potential of beacons as a tool to support consumers during the shopping experience. It shows practical ways of using devices as part of individual promotional mix elements, which allows for their optimal use at all stages of the customer journey. Originality/value: Although the topic of beacons in commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between sensors, the 5A model and the promotion mix tools.

3

The use of advertising instruments in the arms and military equipment market

Skulski Przemysław

Wiedza Obronna

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2022

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nr 3

345--362

EN

The specificity of the market of arms and military equipment, and above all its dependence on the political, legal, technological, economic and cultural conditions, impact on the way of conducting activities related to market communication, as well as the hierarchy of the employed instruments of promotion. The greatest use is made of direct communication, and a lesser role is played by instruments of mass communication such as advertising. Even though advertisements used in the arms market do not directly influence customer behaviour and purchasing decisions, yet they are crucial from the viewpoint of image and information, for example they enable showing the company and its products in a desirable light, or draw attention to some aspects of the functioning of the armaments sector (ensuring national/international security, obtaining advantages from international cooperation, creating employment, and technological development). The aim of the article was to establish the importance of adverts in the arms and military equipment market, as well as to identify the media and advertising styles used in them.

4

Proces komunikacji na rynku B2B

Wronka A.

Problemy Jakości

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2015

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R. 47, nr 9

24--33

PL

Coraz częściej umiejętność sformułowania i wdrożenia skutecznej strategii komunikacji przedsiębiorstwa z otoczeniem, przesądza o pozycji firmy. Proces komunikacji stanowi bowiem integralny element oferty, w szczególności tej skierowanej na rynek dóbr przemysłowych. Specyfika relacji, zachodzących na rynku B2B, wymaga starannego doboru narzędzi i kanałów komunikacji, zarówno spośród tych tradycyjnych, stosowanych w ramach promotion-mix, jak i innowacyjnych technologii mobilnych. Wyniki prowadzonych badań oraz obserwacje zachowań podmiotów gospodarczych, wskazują, iż przedsiębiorstwa coraz częściej sięgają po hybrydowe rozwiązania, które usprawniają wymianę informacji.

EN

Modern economy can't function properly without effective marketing communication, which is now a crucial element in the strategy of most companies. Particular importance is attributed to communication processes in the B2B market, where the ability to adapt to the needs and expectations of industrial clients is a prerequisite for the effective functioning of economic entities. The article presents the main assumptions of marketing communication process, and also defined the key stages of communication strategies. In addition, the Author gives examples of marketing communication tools, used in the process of information about the offer, targeting the market of industrial goods (B2B).

5

Uwarunkowania zarządzania logistycznego, a proces komunikacji rynkowej w sektorze mleczarskim

Krajewski K.

Logistyka

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2012

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nr 4

PL

Z perspektywy procesów zarządzania logistycznego istotne jest poznanie zasad zarządzania i komunikacji rynkowej w kanałach dystrybucji produktów mleczarskich, na tle specyfiki tych procesów pomiędzy uczestnikami łańcuchów dostaw tych produktów. Praca ma charakter studium teoretycznego i stanowi próbę syntezy problemu uwarunkowań procesów zarządzania logistycznego w kontekście potrzeb procesów komunikacji rynkowej. Opiera się na wynikach prowadzonych od lat badan empirycznych oraz doświadczeń w zakresie wdrażania tych procesów, na tle studiów literatury przedmiotu. Wskazano na ECR jako koncepcje łącząca potrzeby skutecznej komunikacji i efektywnego zarządzania logistycznego.

EN

From the perspective of logistics management processes, it is important to know the principles of management and market communication in the distribution channels of dairy products, on the background characteristics of these processes between the participants in the supply chains of these products. Work is a desk study and an attempt of synthesis conditions of the problem of logistics management processes in the context of the needs of the market communications processes. It is based on the findings of years of empirical research and experience in the implementation of these processes, the background studies literature.

6

Manipulacja w komunikacji rynkowej na linii sprzedawca-klient

Glinkowska B.

Logistyka

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2012

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nr 5

PL

W artykule zaprezentowano najbardziej typowe modele zachowań konsumentów i niektóre, wyrafinowane techniki manipulacji, prowadzące do zwiększania sprzedaży, na przykład manipulowanie ceną, czy słowem nowość. Jednakże, Autorka, jako obserwator uczestniczący i badacz, jest przekonana, że zakup świadomy jest podstawą zadowolenia klienta i jego powrotu do tego samego producenta, czy usługodawcy.

EN

The article presents the most typical models of consumer behavior and some sophisticated techniques of manipulation leading to the increase in sales, for example manipulate the price or the word novelty. But as an observer, a participant and a researcher, the author is convinced that conscious purchasing is a key to customer contentment and his or hers later return to the same manufacturer or the same provider.

7

Manipulacja w komunikacji rynkowej, czyli jak „upolować” klienta

Glinkowska B.

Logistyka

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2012

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nr 5

PL

Możliwość tzw. nieograniczonego kupowania jest uznawana za powszechne dobrodziejstwo i niejednokrotnie kojarzona z dobrobytem. W artykule zaprezentowano najbardziej wyrafinowane techniki manipulacji, prowadzące do zwiększania sprzedaży. W świecie zalewania rynku tandetą, produktami wątpliwego pochodzenia i o wątpliwej jakości, przy jednoczesnym wzroście ilości technik manipulacyjnych, sztuką staje się zakup kontrolowany, czyli taki, który nie podlega wpływom manipulacyjnym. Autorka jest przekonana, że zakup świadomy jest podstawą zadowolenia klienta i jego powrotu do tego samego producenta, czy usługodawcy.

EN

The article presents the most sophisticated techniques of manipulation leading to the increase in sales. Knowing and understanding those techniques is essential to every ordinary person for this is the only way to control one's purchasing behavior. As an observer, a participant and a researcher, the author is convinced that conscious purchasing is a key to customer contentment and his or hers later return to the same manufacturer or the same provider. The term manipulation in this article is used in reference to the category in psychology.

8

Spór o znaczenie reklamy w życiu społecznym i gospodarczym

Mazur B.

Zeszyty Naukowe Politechniki Białostockiej. Ekonomia i Zarządzanie

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2001

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Z.6

233-239

PL

Celem artykułu jest przedstawienie stanowisk w kwestii oceny roli reklamy w życiu społecznym. Artykuł dzieli się na dwie części. W części pierwszej zaprezentowane zostały poglądy teoretyków reklamy na temat znaczenia reklamy dla społeczeństwa, w drugiej zaś stanowiska przyjęte przez samych reklamodawców i przedstawione w konkretnych kampaniach reklamowych. Obie części zawierają

EN

The article presents different approaches to the role of advertising in social life. The article consists of two parts the first of which contains views of the most eminent theorists of advertising on the role of it for society. The other gives opinions of advertisers themselves which are shown in particular campaigns. The parts presents both the opinions of defenders and those of opponents.