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Research of influence of chosen tools of marketing mix on behaviour of customer when choosing the furniture

100%

Kusa A. , Olsiakova M.

Intercathedra

2009

tom 25

New market surrounding, that is the result of the transforming society, the knowledge and information allowing understanding the purchasing decision-making and mental processes of this decision-making, are inevitable for producers and salesmen of the furniture commodities and their future development. Only the knowledge of their customers and their expectations will help the producers and sellers to react elastically on their needs and wants in constantly changing surroundings that brings plenty of opportunities. Only those entrepreneurs achieve prosperity who try to get the most complex information about the market, customers and through the own supply they help them to obtain the needful product, in right time, on right place ad for the right price. The success of the marketing program depends on the understanding and knowledge the consumer, his attitudes and values and finding the new ways of consumers’ orientation.

Evaluation of the efficiency and effectiveness of CRM in the selected furniture company

80%

Miklencicova R. , Olsiakova M. , Kusa A.

Intercathedra

2010

tom 26

In order to achieve customer satisfaction enterprises must manage their own value chains and the whole system of providing the value with focusing on customers. The companies´ aim is not only gaining the customers but mainly keeping them. Customer relationship management deals with this issue. How to measure the level of customer relationship management (CRM)? This is the main idea of this paper.