Wyniki wyszukiwania - BazTech

1

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

Koreleska Ewa

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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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

Religious products – the perception of their value

Olejnik Iwona, Lewicki Marcin, Mikołajczyk Jan, Dobski Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

249--269

EN

Purpose: The main objective of the paper is to identify the attributes of the value of religious products. Specific objectives include: conceptualization of the notion and perception of religious products from the perspective of an individual, determining the impact of secularization on consumer behaviour in the field of religious products, exploring and defining research areas that will constitute the basis for planned quantitative research, enabling the quantification of the analyzed variables and verification of research hypotheses generated during qualitative research. Design/methodology/approach: Qualitative research (N = 21) on the perception of the value of religious products was conducted among Polish Catholics. Additionally, the understanding of the essence of religious products was examined. Findings: The research shows that a religious product is defined and perceived by the respondents in various ways - there is no uniform approach in this respect. Considering the approach proposed by Sheth et al. (1991), the respondents perceive the existence of all five values in religious products, among which the relatively greatest importance is assigned to functional and emotional values. Research limitations/implications: The research carried out is of a qualitative nature and is burdened with the disadvantages of this type of research. It is not a representative study and can only provide a partial picture of the research problem. Practical implications: The paper has interdisciplinary and exploratory character, covering not only the issues in the area of religion and culture, but also economic, ethnographic and psychological aspects of human behaviour. The conclusions from the conducted research may provide guidance for enterprises offering religious products on the market. Originality/value: The original value of the article is the conducted own research, addressed to both consumers and enterprises operating in the researched industry. An additional value is also the approach to the research problem; so far, this type of research has not been undertaken in relation to religious products.

3

Marketing activities of enterprises to increase customer value

Krzepicka Alicja Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 192

673--680

EN

Purpose: The purpose of the article is to present, based on source materials and market observations, what marketing activities companies implement to increase customer value. This is because today having a product or service desired by customers does not guarantee success. Marketing practitioners must identify the right media and messages through which to convey to customers what they want to know about them. Mass marketing practitioners especially need to identify well a target market that is both worthy of entry (from the point of view of sales volume and profits) and vulnerable (from the point of view of communication). Design/methodology/approach: The purpose of the article was realized based on the analysis of literature sources and market observations. Findings: Good customer relations are a company's most important potential. An important task is to identify profitable customers and use them effectively. For future development, it is important to establish in the company such a way of determining customer value that takes into account all relevant factors from the point of view of customer value. Practical implications: The topics described in the article can be a source of valuable inspiration for companies interested in building customer value through appropriate selection and alignment of marketing activities. Originality/value: The author draws attention to current and important issues occurring in the process of building customer value.

4

Implementation of an integrating robot platform as an opportunity to achieve better digital maturity of Polish enterprises

Golik-Górecka Grażyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 192

295--311

EN

Purpose: The aim of the article is to evaluate an innovative product - the implementation of a platform that integrates and at the same time increases the digital maturity of enterprises. Relationships with system integrators are important for maintaining and increasing manufacturers' competitive advantage. Methodology. The research method includes a review of previous analyzes and assessments of digitization according to various studies, and a case study analysis - implementation of the DBR77 integration platform. Such a case study will allow for the introduction of digital solutions, which in turn will affect the level of digital maturity of both the supplier and the recipient.The example of a case study brings a lot to solving the problems of practice of companies interested in digitization, as well as an example for students. The following research questions can be posed here: RQ1. What is the role of digitalization in modern enterprises in the light of current research results in Poland? RQ2. What are the methods used to evaluate digitalization and innovation for industry? RQ3. Does implementing an integration platform help achieve better digital maturity? Findings: The Digi and Desi digital maturity methods presented in the article can be used to assess the level of digitization of an enterprise, and the case study can be a model for companies to use the robotics platform. Research limitations/implications: The research was limited by access to data due to its nature - it was sensitive data. Specific benefits could not be quantified because the company did not agree to this due to the sensitivity of the data. In addition, limitations arising from the requirements of the volume of the work do not allow for a broader analysis of platform systems. Practical implications: The study conducted can be useful fora good example for students and a model that researchers can set for didactic purposes to deepen their knowledge, as well as for enterprises interested in the digitization of modern organizations. Social implications: The integration platform is an excellent example of implementing innovative models and technologies for industrial companies as well as a model for operating in the cloud. It is an example both for enterprises operating in the cloud and for industrial startups - integrator companies. Originality/value: This case study is also a good example for students and a model that researchers can set for didactic purposes to deepen their knowledge, as well as for enterprises interested in the digitization of modern organizations. It may also be the beginning of further research in this area. So it is a contribution to the development of science. It may be worthwhile to include in further research a set of case studies covering all the major solutions that are being implemented in the factory of the future.

5

Evaluation of Problems While Marketing Clothing on Instagram with the Pythagorean Fuzzy AHP Method

Özbek Ahmet

Fibres & Textiles in Eastern Europe

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2024

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Vol. 32, no. 1

8--16

EN

Due to the fierce international competition in today’s clothing market, businesses have started to pay more attention to marketing activities. One of the most popular of these marketing activities is Instagram marketing. For this reason, the aim of this study was to identify the problems faced by clothing businesses that perform garment marketing on Instagram, to rank them in order of importance and to develop solutions to the most important problems. Within the scope of the research, firstly, the problems encountered by businesses while marketing clothing on Instagram were determined through data obtained from 14 businesses through a designed questionnaire. The problems identified are technical problems, cargo-related problems, difficulty in increasing the number of followers, and various other issues. Secondly, all the problems identified in the research were ranked by the Pythagoras Fuzzy AHP Method according to the degree of importance; increasing the number of followers, technical problems, lack of trust and others. In the last stage of the research, expert opinion from Instagram marketing experts of 14 businesses was used to develop solutions to the three most important problems previously identified. The solution suggestions developed are as follows: to increase the number of followers of businesses, to increase the number and variety of advertisements and to make advertising campaigns continuous; for technical problems - to share purchase links to customers, to keep the programs used constantly updated, to get professional support and to focus more on story ads instead of post ads; and for the problem of lack of trust - honesty, phenomenon support, product photo shoots within the business.

6

Influencer marketing in brand competitiveness building (case of Baltic Natur Park)

Włodarczyk Katarzyna, Górska Agata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 174

403--416

EN

Purpose: The objective of the paper is to assess the role of influencer marketing in effectively building and increasing brand competitiveness. Design/methodology/approach: The paper was written on the basis of an analysis of the literature of the subject and it presents the case of Baltic Natur Park based in Niechorze, which employed the tools of influencer marketing to build the company’s image and develop its brand on the market of tourist services in the coastal region, and which simultaneously managed to increase the competitiveness of its operations. Findings: The implementation of influencer marketing in Baltic Natur Park has significantly affected brand development by increasing the quality and quantity of the orders the brand fulfilled. The results achieved by Baltic Natur Park demonstrate explicitly a positive assessment of influencer marketing in brand promotion. Research limitations/implications: The analysis conducted further provides evidence that influencer marketing may constitute promotion not only of a brand itself, but also, when used in a broader scope, it may improve a region’s competitiveness. Practical implications: The study results are also a signal for all institutions and individuals, including managers, individuals managing a brand and a region, that the use of contemporary marketing tools for brand promotion, such as, inter alia influencer marketing, is an option worth considering. Originality/value: The article presents a case study and can be an example and inspiration for other companies when taking innovative actions to build a competitive brand on the market. In addition, it can be used by scientists, business practitioners and students.

7

Activity of Society 5.0 on social media vs self-esteem. Empirical study based on Instagram

Gwiaździński Emilian, Olejniczak Aneta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

211--226

EN

Purpose: The purpose of the article is to attempt to identify the relation between social media activity and self-esteem. Design/methodology/approach: To achieve the purpose of the article, the study was carried out in the form of an online survey technique supported by an online questionnaire, created in the Microsoft Forms environment, on a sample of 300 individuals who possessed the characteristics of representatives of society 5.0. Findings: The conducted study indicated that there is a significant negative correlation of low strength between self-esteem measured by the RSES scale and activity on the Instagram app. In addition, we found that self-esteem depends on gender (men have significantly higher levels of self-esteem than women), while activity on the Instagram app depends on gender (women spend significantly more time on the Instagram app than men) and age. Research limitations/implications: The limitations of the survey conducted are the nonrandom sampling of individuals and the size of the study sample, which make it impossible to relate the results to the general population as a whole. In addition, the study was conducted taking into account only one social network, which was Instagram. This type of study makes it impossible to relate the results to the general population of various sites, or even social media. Future research should focus on taking into account the differences in activity between the available social networks, and should also take into account other determinants that may affect it in some direct or indirect way. Practical implications: The study conducted can be useful for brands communicating with users and promoting their products via social media. Companies can pay attention to the differences in the use of Instagram by young users and, based on this knowledge, create and then publish advertising content on the said platform. Social implications: The results of the study can make social media users - both viewers and creators - aware that showing an ideal life on the Instagram platform, can decrease the selfesteem of the recipients of these messages. Having this kind of information, it is worth considering whether online activity significantly alters behavior and lowers well-being, and whether the actions of creators are carried out in a sustainable manner. Originality/value: While most of the studies covering the topic covered focus on the Facebook platform or social media in general, this article focuses on the Instagram platform.

8

The market and quality perspective of CSR and crisis management - a literature review

Zapłata Sławomir, Kwiatek Paweł

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 162

755--775

EN

Purpose: The study provides a concise overview of the CSR concept in the literature regarding two market’s aspects - quality and marketing. The aim of the study is to analyse to what extent a CSR maps to crisis management phases. Design/methodology/approach: The article entails a literature review of 352 articles published in the years 2006-2021 supported by machine learning. Findings: 15 thematic groups were identified. It is impossible to point to unambiguous thematic trends in relation to the topics in the analysed articles. CSR as a field includes three main elements (economic, environmental, social), but this concept can be considered in many areas and a wide range of organizational activities, which was shown in the article in individual thematic groups. Research limitations/implications: As every literature review serves as a snapshot of a particular period, the results of the study are limited. Future research may also concern the qualitative research (e.g., case-studies in individual companies) and quantitative research (e.g., focusing on specific aspects and/or dedicated samples). Practical implications: The CSR implementation is not a single and short-term organization’s project, but an element of a long-term strategy and market trends. It is an important practical information for all organizations undertaking activities in corporate social responsibility. Social implications: The results of the presented research help the reader to see a broader perspective of CSR activities. Microeconomic activities within the CSR triad influence the macroeconomic scale - the global increase in awareness of business responsibility towards society. Originality/value: This is the first paper containing the literature review results on CSR considering the aspects of quality and marketing. The crisis management perspective was also considered as an issue related to the intensity of organizational activities in CSR.

9

The challenges of digital marketing of food products towards the behavior of young consumers

Kawęcki Norbert

Nowoczesne Systemy Zarządzania

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2022

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T. 17, nr 2

47--58

EN

This article provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred, focusing in particular on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s digital privacy. The aim of the article is to summarize the evidence on children’s exposure to food marketing in digital media and the persuasive power of that exposure’ overview international and national literature as well as to answer on questions regarding to frequency of using social media by children, methods used to track online and offline, influence of marketing on children exposure, impact of food marketing in social media for children and counter it and policies which should be implemented to protect children by food marketing.

PL

Artykuł zawiera aktualne informacje na temat marketingu żywności i napojów bezalkoholowych wśród dzieci oraz zmian, które zaszły, ze szczególnym uwzględnieniem istotnego przejścia na marketing cyfrowy. Pokazuje trendy w korzystaniu z mediów przez dzieci, metody marketingowe w nowym krajobrazie mediów cyfrowych oraz zaangażowanie dzieci w tenże marketing. Uwzględnia również wpływ na dzieci i ich zdolność do przeciwdziałania marketingowi, a także konsekwencje dla prywatności cyfrowej u dzieci. Celem artykułu jest podsumowanie danych na temat narażenia dzieci na marketing żywności w mediach cyfrowych oraz siły perswazyjnej tego narażenia, przegląd literatury krajowej i międzynarodowej, jak także udzielenie odpowiedzi na pytania o częstotliwości używania mediów socjalnych przez dzieci, metod do ich śledzenia zdalnie i niezdalnie, wpływu marketingu na ekspozycję dzieci, jak także marketingu jedzenia w mediach społecznościowych i przeciwstawianiu się temu zjawisku przez dzieci. Jaki ostatni problem artykułu są działania podejmowane w celu kreowania regulacji i przepisów wdrażanych by chronić dzieci przed marketingiem jedzenia.

10

Rynek płytek ceramicznych w Polsce

Krawczyk Justyna

Nowoczesne Systemy Zarządzania

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2022

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T. 17, nr 3

25--36

PL

Głównym walorem estetycznym w ukończonych obiektach i budynkach mieszkalnych stały się praktyczne, ale także nowoczesne i designerskie koncepcje związane z wykorzystaniem płytek ceramicznych. Na rynku budowlanym obserwuje się obecnie określone potrzeby i oczekiwania potencjalnych klientów. Stąd też celem rozważań jest analiza rynku płytek ceramicznych w Polsce. Na początku dokonano analizy procesów zachodzących na rynku budowlanym oraz scharakteryzowano produkt, jakim jest płytka ceramiczna oraz jakim obróbkom została poddana, aby zwiększyć efektywność sprzedaży. Przedstawiono zagadnienia związane z korzyściami importu i eksportu ceramiki budowlanej. Na zakończenie analizy przybliżono wartości sprzedaży detalicznej. Posiadana wiedza i duże zaangażowanie menadżerskie powoduje wzrost zainteresowania płytkami ceramicznymi na rodzimym rynku i mimo pandemii zauważalny jest wzrost sprzedaży ceramiki użytkowej. Celem artykułu jest ukazanie zainteresowania klientów w sektorze ceramiki budowlanej w ciągu ostatnich kilku lat. Praca przedstawia najważniejsze aspekty designerskie na rynku budowlanym w Polsce. Artykuł zawiera charakterystykę polskiego rynku płytek ceramicznych zarówno od strony podażowej, jak i popytowej oraz ukazuje zmiany, jakie się dokonały w tym sektorze i jakie w znacznym stopniu miały wpływ na poprawę sytuacji rodzimych producentów. W publikacji uwzględniono również wpływ pandemii COVID-19 na sprzedaż płytek ceramicznych w Polsce oraz przedstawiono segmentację rynku w tym zakresie. Założenia metodologiczne pracy obejmowały głównie pośrednie metody badawcze oparte na krytycznej analizie literatury przedmiotu oraz danych statystycznych pochodzących z Głównego Urzędu Statystycznego oraz z Euromonitora International. Pozyskanie szczegółowych informacji na badany temat i przedstawienie analizowanych danych przełożyły się na poszerzenie istniejącej wiedzy na temat rynku ceramicznego w Polsce. W pracy postawiono następujące pytania badawcze: czy rynek płytek ceramicznych w Polsce zmienił się w ostatnich latach? Którzy producenci ceramiki budowlanej w Polce się wyróżniają?

EN

The practical and modern designer solution associated with the use of ceramic tiles has become the main estethic value in the completed facilities and residential buildings. Currently, there are specific needs and expectations of prospects in the construction market. Therefore, the purpose of this discussion is to analyze the ceramic tiles market in Poland. At the beginning, the processes taking place in the construction market were analyzed and the product, which is a ceramic tile, was characterized along with the treatments executed to increase sales efficiency. Issues related to the benefits of import and export of construction ceramics were then presented. At the end of the analysis, the values of retail sales were approximated. The knowledge and high managerial commitment increase interest in ceramic tiles on the domestic market, and despite the pandemic, an increase in the sale of utility ceramics is noticeable. The purpose of the article is to show the interest of customers in the construction ceramics sector in the last few years. The paper presents the most important designer aspects in the construction market in Poland. It also demonstrates the characteristics of the Polish ceramic tile market, both in terms of supply and demand, and shows the changes that occurred in this sector and significantly improved the situation of domestic producers. The impact of the COVID-19 pandemic on the ceramic tiles sales in Poland and market segmentation in this scope were taken into account. The methodological assumptions of this paper included mainly indirect research methods based on a critical analysis of the source literature and statistical data from Statistics Poland and Euromonitor International. The acquirement of detailed information on the topic under consideration and presentation of the analyzed data translated into broadening the extant knowledge about the ceramics market in Poland. The paper inquires the following research questions: Has the ceramic tile market in Poland changed in recent years? Which producers of construction ceramics in Poland are prominent?

11

Twoje dane o półce nie są wiarygodne… Chyba że pomaga Ci sztuczna inteligencja!

Majsiej Paweł Jakub

Logistyka

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2022

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nr 6

50--55

PL

Nowoczesna sprzedaż to obszar biznesu coraz silniej opierający się na danych. W świecie, w którym niemal wszystko daje się zmierzyć i policzyć, kurczy sie obszar pozostawiony subiektywnej ocenie. O ile w tworzeniu biznesowych wizji element emocji, ryzyka czy szaleństwa jest nawet wskazany, o tyle w egzekucji, realizacji koncepcji biznesowych - powinno być ich jak najmniej.

12

Znajomość wykorzystania internetowych metod promocji firmy przez studentów jako przyszłych przedsiębiorców

Pawlak Jakub

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2021

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Nr 83

143--153

PL

Pandemia oraz wynikające z niej ograniczenia, w tym praca realizowana przez pracowników przez Internet w ramach tzw. home office, odmieniły charakter pracy wielu pracowników, jak i ich sposób korzystania z Internetu. W konsekwencji osoby odpowiedzialne w przedsiębiorstwach za promocję zauważyły, że fokus marketingowy przesuwa się zdecydowanie w stronę internautów. W tym celu dokonano analizy, czy i w jaki sposób studenci jako aktywni i potencjalni przedsiębiorcy potrafią sobie radzić w warunkach wolnego rynku, na którym coraz większe znaczenie zdobywa umiejętność identyfikacji obiecujących narzędzi promocji internetowej i ich skutecznego wykorzystania. Przeprowadzone badania wskazują jednoznacznie na wzrastającą znajomość dostępnych narzędzi cyfrowych wspomagających procesy marketingowe wśród studentów – potencjalnych i aktywnych przedsiębiorców. Przytaczane przez nich argumenty przemawiające za posługiwaniem się witryną internetową jako punktem wyjścia do wszelkich działań marketingowych – tudzież jej całkowitym porzuceniem lub zrezygnowaniem na rzecz innych metod promocji internetowej – wskazują na umiejętność dostosowania się do potrzeb konsumentów zgodnie z charakterem wykonywanej działalności.

EN

The pandemic and the resulting limitations, including work carried out by employees over the Internet as part of the so-called home office, changed the nature of work of many employees and their way of using the Internet. As a consequence, people responsible for promotion in enterprises noticed that the marketing focus shifted significantly towards Internet users. The article analyzes whether and how students, as active and potential entrepreneurs, are able to cope in the conditions of the free market, where the ability to identify promising tools of Internet promotion and their effective use is becoming increasingly important. The conducted research clearly shows a growing awareness of the available digital tools supporting marketing processes among students, the potential and active entrepreneurs. The arguments cited by them in favor of using the website as a starting point for any marketing activities – as well as abandoning it completely or giving up other methods of Internet promotion – indicate the ability to adapt to the needs of consumers in accordance with the nature of the activity performed.

13

The use of analytical marketing as an opportunity for business development. A case study

Więcek-Janka Ewa, Szewczuk Sandra

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2021

|

Nr 84

177--199

EN

Analytical marketing is increasingly a topic of research for scholars because it plays an important role in building the competitiveness of companies. Nowadays, it is difficult to strike a balance between maintaining satisfactory financial results and number of clients, and at the same time taking care of the company’s image. The purpose of the study is to prove that the use of specific research tools, continuous measurement and analysis of selected parameters of the company’s functioning in marketing terms and the presentation of a real reference state, is an opportunity for the company’s development. The case study presented in this article concerns a family company with many years of experience, operating in the sports industry, both i n terms of trade and services. In the research process, the most relevant parameters for the analysis of the marketing activity were extracted: the takings, the margin, the number of units sold, the inputs, the conversion rate and the UPT. As a result of the analysis, conclusions were drawn and solutions regarding analytical marketing and general functioning were suggested. These solutions can directly influence the company’s financial results and the effectiveness of reaching the target group of recipients and improve the company’s image. By using information on the value of the studied parameters, it is possible to significantly improve the condition of the company.

PL

Marketing analityczny jest coraz częściej tematem badań naukowców, ponieważ odgrywa ważną rolę w budowaniu konkurencyjności przedsiębiorstw. Obecnie trudno jest znaleźć złoty środek pozwalający na utrzymanie na satysfakcjonującym poziomie wyniku finansowego i liczby klientów, dbając jednocześnie o wizerunek firmy. Celem opracowania jest udowodnienie, że korzystanie z określonych narzędzi badawczych, nieustanny pomiar i analiza wybranych parametrów funkcjonowania firmy w ujęciu marketingowym oraz przedstawienie realnego stanu odniesienia są dla przedsiębiorstwa szansą na rozwój. Przedstawiona w artykule analiza przypadku (case study) dotyczy firmy rodzinnej z wieloletnim doświadczeniem, działającej w branży sportowej zarówno w zakresie handlowym, jak i usługowym. W procesie badawczym wyodrębniono najistotniejsze parametry dla analizy działalności marketingowej, takie jak utarg, marża, liczba sprzedanych sztuk, wejścia, konwersja i UPT. Po analizie wyciągnięto wnioski i zaproponowano rozwiązania z zakresu marketingu analitycznego i ogólnego funkcjonowania przedsiębiorstwa, które nie były dotąd stosowane, a mogą bezpośrednio wpłynąć na podwyższenie wyniku finansowego, skuteczność trafienia do grupy docelowych odbiorców i poprawę wizerunku. Wykazano, że wykorzystując informacje o wartości badanych parametrów, można znacznie poprawić kondycję przedsiębiorstwa.

14

The agricultural sector marketing policy in Tanzania: the value added to economic growth

Bamwenda Emilia

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 151

9--30

EN

Purpose: The aim of the article is to analyze the existing marketing policies of the agricultural sector and their impact on economic growth. The author will attempt to answer the following questions: What marketing strategies have been used in the Tanzanian agricultural sector? Can effective marketing strategies create greater added value for agricultural products? And are the developed marketing strategies for trade in agricultural products able to accelerate economic growth? Design/methodology/approach: The author bases this article on the institutional and legal method. Analysis of selected government documents and existing studies will allow to obtain answers to the research questions and to describe descriptively the initiatives taken by the government. The above method is complemented by direct and indirect observations in the public sector and non-governmental centers in the regions of Bukoba, Kilimanjaro, Arusha, Mwanza, Dar es Salaam and Iringa, which the author conducted during two study trips in 2016 and 2017. The analysis of literature in this paper reveals that Tanzania has an extensive set of policies, strategies and programs designed to support agricultural marketing. Findings: Public policy aimed at strengthening agricultural marketing can have a positive impact on farmers' activities by creating opportunities to develop a system for efficient sourcing of inputs, high yielding production, harvesting and warehousing and trade of agricultural products, or developing "instructions" for the marketing process. The study shows that political declarations and goals contained in national development frameworks are compatible with each other. The problem arises during the implementation of developed policies and resourcing the implementation process, which in its assumptions are aimed at improving society's quality of life and wellbeing of people in rural areas. Practical implications: There is also a potential risk that the developed policy may have a negative impact and create impediments to the functioning of trade in agricultural products shaping various types of restrictions for farmers in the sphere of freedom to sell their goods in the form that customers expect from them (e.g. stunting of local food crops market activities, flexibility of a farmer where to sell his goods).

15

Reasons and directions for market reorientation of research institutes in Poland

Stańczak Lilianna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 153

457--472

EN

Purpose: Regulations related to the activities of research institutes, the regulations specifying the criteria and procedure for awarding a scientific category to research institutes and the principles of financing science, as well as the economic policy of the European Union in terms of increasing innovation and reforming the R&D sphere force the need to restructure marketing in the research sector. The aim of this article is to present solutions used by research institutes in marketing communication, leading to the development of cooperation with various market participants. Design/methodology/approach: This is a review article. For this purpose, a review of Polish and foreign literature was carried out to synthetically show the solutions currently used by research institutes. Additionally, to show the challenges facing the institutes, a few words were devoted to new technologies. Findings: Offers of research institutes are specific and require the use of special solutions in marketing, and the new economic conditions, in which the research institutes currently operate, force them to introduce innovative solutions and implement new directions in the field of marketing activities. Research institutes should react and intensify marketing activities to strengthen their image and maintain the current one, as well as to acquire new markets for the offered products, including R&D projects results. Originality/value: The review of available literature enables to draw conclusions of a general character which can be a sort of guidelines for the management of the research institutes. The efficiency state-of-the-art marketing tools differs as regards innovative solutions, so it seems to be useful to analyze different possibilities in this scope. As the Author of this article has been involved in marketing activities of the KOMAG Institute for several years, it is interesting to be acquainted with her first hand professional experience.

16

Aktywność innowacyjna przedsiębiorstw chemicznych województwa kujawsko-pomorskiego

Zastempowski Maciej, Cyfert Szymon

Przemysł Chemiczny

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2021

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T. 100, nr 4

382--385

PL

Przeprowadzono badania, w formie standaryzowanego wywiadu osobistego wspomaganego komputerowo (metoda CAPI), na reprezentatywnej próbie 2427 podmiotów prowadzących działalność w województwie kujawsko-pomorskim. Uzyskano odpowiedzi od 435 przedsiębiorstw przemysłowych (w tym 70 przedsiębiorstw przemysłu chemicznego). Stwierdzono, że działalność innowacyjna przedsiębiorstw przemysłu chemicznego była przeciętna i wyniosła 28,57% dla innowacji procesowych, 30% dla innowacji organizacyjnych i produktowych oraz 31,42% dla innowacji marketingowych. Przedsiębiorstwa przemysłu chemicznego województwa kujawsko-pomorskiego charakteryzowały się nieco wyższym poziomem działalności innowacyjnej niż cała grupa przedsiębiorstw przemysłowych w tym województwie.

EN

On a representative sample of 2,427 entities operating in the Kuyavian-Pomeranian Voivodeship, a research procedure was carried out in the form of a standardized computer-assisted personal interview. Responses were obtained from 435 industrial enterprises (including 70 chem. industry enterprises). The innovative activity of chem. industry enterprises was av. and amounted to 28.57% for process innovations, 30% for both organizational and product innovations and 31,42% for marketing innovations. The chem. industry enterprises showed a slightly higher level of innovative activity than the level of innovation of the entire group of industrial enterprises.

17

Marketing i pseudonauka w technice dachowej

Patoka Krzysztof

Materiały Budowlane

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2021

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nr 6

32--33

18

Overview of Social Media Marketing and Starbucks' Social Media Marketing Strategy

Thi Hong Nguyen

Annals of Computer Science and Information Systems

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2021

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Vol. 28

29--34

EN

The article is published to study some last research about social media marketing and its conceptualization. Besides, this study categorizes social media and social media marketing. Likewise, the article also studies the methods were applied social media marketing in Starbucks coffee. Therefore, the paper identifies gaps in previous studies so that the authors can continue to expand their study on this field in the next research projects.

19

Wpływ struktury graficznej prostych ulotek reklamowych na preferencje potencjalnych klientów – badanie okulograficzne

Michalski Rafał, Ogar Angelika

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2020

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Nr 82

173--197

PL

Zagadnienie sposobu projektowania przekazu marketingowego jest niezwykle ważne zarówno dla teoretyków, jak i dla praktyków zarządzania. Projekty charakteryzujące się wysoką jakością użytkową mogą mieć bezpośredni wpływ na skuteczność kampanii reklamowych. W przedstawionej pracy badano wpływ czynników graficznych projektu ulotki reklamowej na preferencje potencjalnych klientów. Zaprojektowano cztery warianty ulotki, które różniły się położeniem podanych informacji oraz sposobem zgrupowania poszczególnych jej zawartości. Badane warianty struktur przekazu marketingowego były oceniane za pomocą binarnej wersji porównań parami. W trakcie oceny preferencji aktywność wzrokowa uczestników była rejestrowana za pomocą eye-trackera. W badaniu wykorzystano dane uzyskane od prawie pięćdziesięciu osób, w przypadku których jakość wskaźników eye-trackingowych była satysfakcjonująca. Wiek osób uczestniczących w eksperymencie mieścił się w przedziale od 19 do 31 lat. Uzyskane rezultaty – zarówno oceny subiektywne, jak i parametry okulograficzne zostały formalnie przeanalizowane za pomocą odpowiednich procedur statystycznych. Wyniki badań pokazują generalnie wyższy poziom preferencji w przypadku układów z białymi odstępami i z ceną umieszczoną na górze, a z uzyskanych w wyniku analiz okulograficznych map cieplnych wynika, że badani najdłużej skupiali wzrok na środkowych częściach ulotek. Większość uczestników najpierw analizowała ulotkę górną, a potem dolną.

EN

The issue of how to design a marketing message is extremely important for both management theorists and practitioners. Projects characterized by a high utility quality may have a direct impact on the effectiveness of advertising campaigns. The presented work examines the influence of graphic elements of the flyer design on the preferences of potential customers. For the purpose of the experiment, four variants of the leaflet were designed. They differed in the location of specific information components and graphical grouping of the leaflet content. The variants of the marketing message structures were assessed by means of binary pairwise comparisons. While evaluating the preferences of the examined layouts, the participants' visual activity was recorded using an eye tracker. The study used data collected from almost fifty people for whom the quality of eye tracking indicators was satisfactory. The age of the people participating in the experiment ranged from 19 to 31 years. Results obtained both for subjective assessments and for oculometric parameters were formally analyzed by the appropriate statistical procedures. The results of the research show generally higher preferences for layouts with white spaces and the price placed on top, while the heat maps obtained from eye tracking analyses indicate that the subjects focused their eyesight on the middle parts of the leaflets for the longest time. Most of the participants looked at the top leaflet first, then the bottom leaflet.

20

Rola orientacji ulotki i wyróżnienia czcionki w odbiorze przekazu reklamowego

Michalski Rafał, Biazik Małgorzata

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2020

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Nr 81

159--179

PL

Głównym celem poznawczym przedstawionych badań jest określenie preferencji potencjalnych klientów w zakresie prostego przekazu reklamowego prezentowanego w postaci cyfrowych wersji ulotek. Dodatkowo ukazano od strony metodycznej możliwości i zasady wykorzystania badania okulograficznego do pomiaru reakcji wizualnej na prosty przekaz reklamowy. Wykorzystano w tym celu eksperyment wewnątrzgrupowy z dwiema zmiennymi. Zaprezentowana tematyka ma potencjalnie duże znaczenie również w przypadku innych marketingowych układów graficznych, takich jak strony internetowe, dokumenty elektroniczne, banery, ogłoszenia czy opakowania. Eksperyment obejmował cztery graficzne wersje układów informacji, które różniły się między sobą konfiguracją (pionową lub poziomą) i stylem zastosowanej czcionki (pogrubienie lub brak pogrubienia). Subiektywne oceny badanych zestawów graficznych uzyskano za pomocą zero-jedynkowych porównań parami. Zgromadzone dane poddano zarówno ocenie jakościowej, jak i formalnej analizie statystycznej. Na podstawie analizy rezultatów porównań parami wykazano istotność badanych czynników w kształtowaniu się preferencji potencjalnych odbiorców. Uzyskana hierarchia ocen wskazuje na lepszy odbiór ulotek z pogrubioną czcionką i zorientowanych poziomo. Zgromadzone dane okulometryczne przedstawione w postaci map cieplnych świadczą o tym, że badani najwięcej uwagi poświęcają górnej części ulotki pionowej i lewej stronie układów poziomych. Analizy ilościowe potwierdziły te obserwacje jakościowe i pozwoliły na wskazanie szczegółowych, statystycznie istotnych różnic między badanymi czynnikami i między ich poziomami. Przedstawione wyniki zwiększają znajomość kształtowania się preferencji potencjalnych odbiorców i pozwalają lepiej zrozumieć ich aktywność wzrokową w trakcie przetwarzania prostych komunikatów marketingowych.

EN

The main cognitive goal of the presented research is to determine the preferences of potential customers in relation to a simple advertising message presented in the form of digital versions of leaflets. In addition, from the methodical point of view, the possibilities and principles of using eye tracking research to measure the visual reaction to a simple advertising message are shown. A within-group experiment with two factors was used for this purpose. The presented subject matter is potentially important also for other marketing graphic layouts, such as websites, electronic documents, banners, advertisements or packaging. The experiment included four versions of marketing messages that differed in the layout orientation (vertical or horizontal) and a heading style – bolded or not bolded font types. Subjective evaluations of the studied graphical layouts were obtained by means of binary pairwise comparisons. The data collected were subjected both to qualitative assessment and to statistical formal analysis. The obtained hierarchy of preferences indicates a better perception of horizontally oriented leaflets with bold captions. The collected oculometric data presented in the form of heat maps show that the subjects pay the most attention to the upper part of the vertical leaflet and the left side of the horizontal layouts. Quantitative analyses confirmed these qualitative observations and allowed for the identification of detailed, statistically significant differences between the examined factors and their levels. The presented results increase the knowledge of shaping potential recipients’ preferences and allow for a better understanding of their visual activity while processing simple marketing messages.