Wyniki wyszukiwania - Biblioteka Nauki

1

The Susceptibility of Clients to Product Sales Promotion

100%

Makowski M.

Pieniądze i Więź

|

2005

|

tom 8

|

nr 2(27)

38-47

EN

The growing poverty of households forces them to economise by choosing cheaper products, maximum delay of shopping, reducing the shopping volume or resigning from purchase. To counteract the falling tendency in clients' purchasing activity the producers use a number of activities meant to induce or accelerate the decision of purchase of offered goods or trademarks. Everyday the clients are surprised by incredibly good buys offered by producers and sellers. Exploiting the clients' naivete and their subconscious desire to posses the product is usually equipped in additional bonuses above its usual value. The new quality added to the product must be important enough to ensure large increase in sales in a short period of time. The promotion of sales plays an important role in marketing communication between the producer and buyers and therefore increases the number of buyers that are induced to accept the offer. The impulses used by producers both suggest special bonus for the regular loyal buyers and lure occasional buyers to buy more and more often. The sales promotion means help the producers to find buyers looking for promotions and to find clients that shun monotonous consumption and often change brands. The overexploiting of promotion as marketing instrument by enterprises and treating it as a magic cure in the deregulated marketing concept may reduce its effectiveness.

2

MARKETING CONCEPT, MARKETING ORIENTATION OR MARKET ORIENTATION? ABOUT THESE AND OTHER MISUNDERSTANDINGS AROUND KEY MARKETING TERMS (Polish title - below)

80%

Escher I.

Pieniądze i Więź

|

2009

|

tom 12

|

nr 4(45)

177-185

EN

(Title in Polish -'Marketingowa koncepcja, marketingowa orientacja czy rynkowa orientacja? O tych i innych nieporozumieniach wokól kluczowych terminów marketingowych'). Considerable diversity of interpretation of fundamental marketing terms (such as marketing, marketing concept, marketing management, marketing and market orientation), which nowadays can be found in the marketing literature and in practice, shows that in the area of their definition the marketing theorists and investigators have yet much to do. A lack of precise, clear settlements in this area increases misunderstandings, and impedes the realization of research conducted by different investigators and makes it difficult to compare the results obtained by them. The proposal of defining mentioned terms which is offered in this article is the attempt of synthesis and systematization of different available interpretations in the marketing literature.

3

Conflicting Messages: The Visual Rhetoric of Slow Food

80%

Garner B.

Communication Today

|

2015

|

tom 6

|

nr 2

112–119

EN

This research provides a rhetorical analysis of the visual communication of the Slow Food International website to consider how Slow Food communicates messages to its audience via photographs on its website. Using a visual communication perspective combined with Perelman’s notion of “rhetorical presence” as a theoretical framework, I argue that Slow Food’s visual communication (photographs and website content) conflict with their creed stating that good food should be available to people of all incomes and backgrounds. I explore how the visual messages of two representative photographs evoke compelling imagery of travel, gourmet food, cooking, and fine dining. However, I contend that these images fail to overcome rhetorical barriers of time, money, and skill that would be needed to get more lower- and middle-class people and home cooks to implement Slow Food objectives. Thus, the Slow Food photographs alienate those with less income, leisure time, or cooking skill and reinforce the view of Slow Food as an elitist social movement.

4

'WE'RE BUILDING A NEW HOME... ' ('Budujemy nowy dom...')

80%

Balus W.

Konteksty - Polska Sztuka Ludowa

|

2010

|

tom 64

|

nr 2-3(289-290)

227-232

EN

The presented text demonstrates an unprecedented phenomenon that started to function on an increasing scale since the 1980s: corporations had rendered art a business venture, treating it as one of the most effective marketing instruments. The intentional pursuit of art has become a new form of financial investment, accompanied by a marketing strategy of creating a new image. The appearance of a private corporation sector in a domain that in Europe had been almost exclusively public has become a feature of a novel artistic awareness. Moreover, the widely delineated and effective application of marketing by the corporations has affected the approach towards marketing on the part of the temples of art - the museums. Corporation models of institutional activity and management became increasingly often models of functioning for museums. The article discusses factors that influence the transformation of traditional art museums into cultural malls as well as the increased number of renowned museums (so-called super stars) and their expansion across the world. The author analyses a process in which commercial organisations, on the one hand, develop their own forms and strategies of a cultural policy (e. g. by creating art collections) in order to retain and expand the sphere of influence while, on the other had, art institutions adopt and modify corporation strategies so as guarantee public recognition and financial stabilisation. New forms of cultural promotion and mediation have developed as a result of those concurrent interests. Both the corporations and the art institutions seek legitimisation and acceptance, at the same time emphasising the benefits enjoyed by the public/clients from establishing inter-institutional relations. By gradually taking over impact over the museums, the corporations significantly alter the functioning of those institutions and art itself, and by displaying art in their interiors they re-define the discourse, especially the one dealing with contemporary art.

5

THE CREATION OF MEDIA BRANDS' VALUE (Kreowanie wartosci marek medialnych)

80%

Zabinski R.

Nauki o Zarządzaniu

|

2011

|

nr 6

115-130

EN

The article presents issues concerning the creation of brand on the media market. The management of brand should be considered in all marketing actions of a particular company. The article presents the analysis of those media owners' marketing actions which can have the strongest impact on the creation of brand value. It also presents the classification of the most valuable brands on the Polish media market and factors that intensely influence their market position.

6

INTERNET INFORMATION SPACE OF THE POLISH EDITION OF 'HISTORIES INEDITES DU PETIT NICHOLAS' (Internetowa przestrzen informacyjna wokól polskiej edycji Nieznanych przygód Mikolajka)

80%

Rogoz M.

Zagadnienia Informacji Naukowej

|

2010

|

nr 1(95)

71-83

EN

The article comprises of quantitative and qualitative analysis of the Internet contents regarding the Polish edition of the 'Histories Inedites du Petit Nicholas' by J.J. Sempé and R. Goscinny, published in 2009. This is the closing tome of the cultic stories' collections which have been published in Poland for more than 40 years. The analysis concerned either ranking of pages searched with popular browsers (searched phrase: 'Histories Inedites du Petit Nicholas' -– in Polish 'Nieznane przygody Mikolajka') or their contents and relations to the book itself. The highest positions belonged to the websites of the book sellers. The 'Znak' Publishing House has used a number of different forms of advertising - either advertainment or relation-building social portals. Audiobook fragments, text fragments, drawings, and short advertising films, with famous Polish actors have been presented. An important part of the Internet information space belongs to the reviews published on commercial websites and independent services. 'Histories Inedites du Petit Nicholas' have been present on the websites of the most important media entities, like digital editions of popular newspapers and journals, radio and TV websites, information portals. It should be assumed, that a purely commercial part of this space will decrease on the benefit of a reading reflection.

7

PROFITABITITY OF THE SMALL AND MEDIUM SIZED ENTERPRISES SEGMENT AS A FUNCTION OF CUSTOMER RELATIONS MANAGEMENT (CRM)

80%

Kulawczuk P.

Pieniądze i Więź

|

2005

|

tom 8

|

nr 1(26)

107-117

EN

One of the most significant problems of Polish banking sector at the beginning of the 21st century is implementation of Customer Relationship Management (CRM) systems in the segment of small and medium-sized enterprises (SME) based on current profitability of customers. The main thesis of the publication is that such systems ignore both: up to date experience in collaboration with customers and potential profitability that could be developed in the whole lifecycle of customers' firms. To illustrate how this concept works in Polish conditions, two opposite behavioural models of SME bank financing were constructed. The first concept is based on current profitability criterion in CRM operation. Based on Polish examples it can be admitted that this model creates unfavourable tensions both on clients and on the bank management and significantly reduces benefits that would be available when more flexible approach could be adopted. Opposite to this model is a concept of CRM systems based on customer's firms lifecycle relations. This concept is analysed using Polish examples of co-operative banks, credit unions and very few commercial banks that had just implemented elements of this approach. The main conclusion of the article is that SME's customers prefer lifecycle approach to CRM systems and this system seems to be much more effective than current profitability approach.

8

Postawy polskich eksporterów wobec marketingu w świetle wyników badania empirycznego

80%

Kuziak M.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2012

|

nr 896

97-120

EN

A survey on a sample of Polish companies shows that the attitude among Polish exporters towards marketing is generally positive. Most exporters recognise that marketing is needed and it is good for consumers. However, there is also only narrow understanding among companies of marketing as a tool that can increase sales. The attitude towards marketing is better at a general level than it is towards more specific areas of evaluation. The marketing activities companies employ are indeed perceived as effective, but also as aggressive, intrusive, annoying and to invade consumers’ privacy. Exporters critically assess both the level of education of marketers, as well as the competence of persons engaged in marketing. Generally, the attitude of Polish exporters towards marketing does not differ significantly from the attitudes of companies operating mainly in the domestic market.

9

Cele i środki public relations banków

80%

Gmurkowska J.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2012

|

nr 890

181-195

EN

The article presents empirical research on public relations in banks. The research was conducted in August 2009 by the management staff in a number of Krakow’s banks. The investigation included task groups in public relations, means of action, and target groups at which public relations are aimed, together with the importance of such campaigns. The results showed that the biggest and most often used task area for public relations by Kraków’s banks is cooperating with the media. However, the respondents recognised phone and mail contact as being among the most important means of public relations as well. All of the banks’ clients comprised the target group to which public relations campaigns were directed. Interest aimed at investors and, to a small extent, educational institutions, was considered insufficient. The high degree of recognition of public relations campaigns by the management of banks in Krakow should be taken as a positive sign.

10

Marketing Barriers to E-Health in The Podlaskie Province

80%

Widelska U.

Optimum. Studia Ekonomiczne

|

2013

|

nr 5(65)

116-125

EN

The article undertakes the problem of a marketing scope of e-health, combined with the use of ICT in the health care system. The study focuses on the needs of patients - the main consumers of medical services. The purpose of the article is to identify marketing barriers to e-health services from the perspective of patients and the medical community. To analyze the problem an example of the Podlaskie Province was used.

11

Zróżnicowanie czynników demograficznych i ekonomicznych w krajach Unii Europejskiej jako determinanta działań marketingowych

80%

Żbikowska A.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2012

|

nr 896

81-96

EN

The European Union and its unquestionably greatest achievement – the single market – suggest that EU member states make up a separate region which may be treated by companies as a single market. It may seem, therefore, that marketing activities and the use of uniform tools within the EU’s single market should be relatively simple. Nevertheless, apart from the obvious cultural differences between the particular European countries, due attention should be given to their social and economic diversity. The objective of the paper is to identify selected demographic and economic factors at work in EU member states and to determine the extent to which the EU represents a uniform area from the point of view of marketing. Such issues are of vital importance in the light of the fact that the EU has as many as 501 million consumers. The analysis of demographic and economic factors illustrates that the EU’s single market may be divided into countries with different characteristics. The existing differences may hinder the standardisation of marketing tools.

12

ART AT HOME IN THE NEW SERVICE-COMMERCIAL SPACE (Zadomowienie sie sztuki w nowej przestrzeni uslugowo-handlowej)

80%

Rogozinska A.

Konteksty - Polska Sztuka Ludowa

|

2010

|

tom 64

|

nr 2-3(289-290)

227-232

EN

The presented text demonstrates an unprecedented phenomenon that started to function on an increasing scale since the 1980s: corporations had rendered art a business venture, treating it as one of the most effective marketing instruments. The intentional pursuit of art has become a new form of financial investment, accompanied by a marketing strategy of creating a new image. The appearance of a private corporation sector in a domain that in Europe had been almost exclusively public has become a feature of a novel artistic awareness. Moreover, the widely delineated and effective application of marketing by the corporations has affected the approach towards marketing on the part of the temples of art - the museums. Corporation models of institutional activity and management became increasingly often models of functioning for museums. The article discusses factors that influence the transformation of traditional art museums into cultural malls as well as the increased number of renowned museums (so-called super stars) and their expansion across the world. The author analyses a process in which commercial organisations, on the one hand, develop their own forms and strategies of a cultural policy (e. g. by creating art collections) in order to retain and expand the sphere of influence while, on the other had, art institutions adopt and modify corporation strategies so as guarantee public recognition and financial stabilisation. New forms of cultural promotion and mediation have developed as a result of those concurrent interests. Both the corporations and the art institutions seek legitimisation and acceptance, at the same time emphasising the benefits enjoyed by the public/clients from establishing inter-institutional relations. By gradually taking over impact over the museums, the corporations significantly alter the functioning of those institutions and art itself, and by displaying art in their interiors they re-define the discourse, especially the one dealing with contemporary art.

13

Prawne uwarunkowania działalności reklamowej w Polsce w kontekście regulacji Unii Europejskiej

80%

Dołhasz M.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

|

2012

|

nr 890

53-72

EN

The increasing importance of one factor conditioning contemporary enterprises operating on international markets cannot be overlooked. That factor is the study of all the different types of legal regulations in the European Union, as they determine the framework of business activity. These legal regulations have a significant influence on the final shape of marketing strategy which can be perfectly visible in marketing communication activity and the putting into practice of various instruments on the international market.These legal conditions are among those changing the most in the European Union’s markets, and in Poland as well. This article is a contribution to the analyses of changes in the regulation of advertisement implemented on the Polish and European markets.

14

SPORTS CONTEXT OF PROMOTONAL ACTIVITIES (Sportowy kontekst dzialan promocyjnych)

80%

Makowski M.

Pieniądze i Więź

|

2009

|

tom 12

|

nr 1(42)

211-221

EN

Sporting rivalry has caused fans, who react very emotionally to the contest of sportsmen, to gather for centuries. Huge interest in sports among the public and media attention were recognized by many companies which have decided to use sport as part of promotional content. This article's aim is to present spectacular sports events' impact on promotional activities. In this context opportunities and risks of sports events, which will be hosted by Poland in the near future, were pointed out. Considering the numerous examples of promotional campaigns relating to both commercial and social activities, the validity of the sports' and well known sportsmen' use in promotional campaigns was analyzed.

15

Public relations jako zarzadzanie zaufaniem. Prolegomena

70%

Kaczmarczyk M.

Communication Today

|

2012

|

tom 3

|

nr 1

20-29

EN

Trust management is a complex approach to internal and external relations within an organization, and to identification of strategic areas that govern such relations. Trust management operations are performed in various areas of managerial practice and form a sphere of activity that is related to human resource, knowledge and quality management. However, trust management is specifically related to public relations of an organization. Trust management and PR are linked with each other through a number of functions and goals, as well as deployment tools. This paper attempts to present public relations as trust management. Such approach to PR reveals its essence. Contrary to an instrumental marketing approach, PR is not a set of promotional activities or activities that support promotion. It is an art of building and maintaining trust-based understanding between an organization and its surrounding environment.

16

IMPROVEMENT PREMISES IN COMPETITIVENESS OF AGRICULTURAL FOOD COMMODITIES IN POLAND UNDER CONDITIONS OF APPLYING EU COMMON AGRICULTURE POLICY

70%

Danilczuk-Zembrzyska J.

Olsztyn Economic Journal

|

2009

|

tom 4

|

nr 2

241-251

EN

The objective of the study is a presentation of the bases for improvement of competitiveness of agricultural food products made in Poland with consideration taken into the influence of the Common Agriculture Policy of the European Union. In connection with the processes of globalization which started in 90s of the last century and with the fact of accessing Poland to the EU, what resulted in entering the European structures and functioning in a deep competitive environment, the analysis concerning possibilities of achieving an appropriate level of competitiveness became a priority. It is not a simple task to achieve because, regarding the variety of approaches to this issue, no homogenous method exists for the analysis of this phenomenon.

17

Mereni atributu marketingovych informaci

70%

Kupec V. , Kretter A.

Communication Today

|

2013

|

tom 4

|

nr 1

106-117

EN

Marketing data are important part of the empirical marketing. That is the reason why we need to measure and analyze these data precisely. The results of the traditional information chain (data – information – knowledge) can be used as source materials for marketing management. The aim of this study is to analyze selected marketing data attributes and to propose possible approach to their measurement. The methodology of this study is to analyze the recent theories as well as the observation and modelling of behaviour of the selected marketing data such as opportuneness, accuracy and value. Among the findings of this article we can include the data opportuneness which prefers actual information, and also the accuracy which is derived from factors that create and transmit the data. We cannot forget the value of the data which takes into account mainly the time phase and the final user in comparison with the price measurements. This study also finds the possibilities of further processing of this topic mainly in the relation to the data persistence. In conclusion, we would like to state that the analyzed and measured marketing data are useful source materials for the marketing strategy of users or marketing management. JEL classification: M31.

18

TRADITIONAL PERSONAL SELLING IN THE LIGHT OF CUSTOMERS' OPINIONS (ON THE EXAMPLE OF AVON) (Tradycyjna sprzedaz osobista w swietle opinii klientow (na przykladzie firmy Avon))

70%

Rynkiewicz M. , Oczachowska A.

Nauki o Zarządzaniu

|

2011

|

nr 6

173-181

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.

19

Fluktuace a vztahy s verejnosti

70%

Kupec V.

Communication Today

|

2010

|

tom 1

|

nr 1

133-142

EN

The paper deals with connections between the fluctuation rate and public relations and the aim is to analyze them thoroughly. After the preliminary theoretical analysis of these problems and with contribution of knowledge not only from the field of management, psychology, personnel management and marketing, the main interest lies in fulfilling the setting. That is to record concrete facts which take place in relationship chain: management, employees and external environment, with the help of specialized methods intended for observing of ongoing in-house processes in the company. The collated information were summarized and presented as the results of this study, adverting to definite interconnection between fluctuation and relationships with public. To be specific, the results explain the processes where employees and their loyalty to their employers might be one of the main communication channels in PR companies. Moreover, in practice, the described findings have fundamental influence on final economic achievement of particular companies. In its conclusion, the article offers a recommendation showing the necessity to use appropriate management access when dealing with these problems, because the fluctuation rate goes far beyond the internal environment of the company.

20

THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR

70%

Melnyk V.

Mekhanizm Rehuluvannya Economiky

|

2011

|

tom 4 (54)

58-63

EN

This article develops a theoretical framework for the effects of gender on customer behaviour. The article contrasts recent findings from multiple streams of literature, in particular, psychology, marketing and sociology, to develop a conceptual framework for the influence of gender on multiple areas of customer behaviour (e.g., customer decision making, customer loyalty, response to the advertising). Direction for the future research and managerial implications are discussed.