Wyniki wyszukiwania - Biblioteka Nauki

1

Działania marketingowe przedsiębiorstw wobec instytucji publicznych

100%

Sekściński A.

Studia Politologiczne

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2010

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tom 16

90-116

EN

Nowadays most companies operating in public environment decide on long – term marketing activities towards public institutions. Entrepreneurs associate in employers and branch organizations which represent them towards high officials and other decision makers. There are two basic elements of marketing activities towards public institutions: Public Relations and Public Affairs. Those two complete each other by practicing various communication techniques. It becomes also more popular for the companies to involve professional lobby agents who represent them towards high officials and decision makers.

2

Segmentation of cosmetic services market in the Republic of Kazakhstan

86%

Dyussegaliyeva S.

Journal of Modern Science

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2018

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nr 3(38)

281-293

EN

In this article, the author considers market segmentation as a process of dividing the market into separate parts – segments that differ from each other with different sales opportunities of the manufacture’s products. The author demonstrates such segment of the consumer market as the market of cosmetic services. Principle scheme of segmentation of the cosmetic services market is shown. Criteria and characteristics (principles) of segmentation necessary for forming market segment are singled out. The article also focuses on the sequence of creating a market segment. The author reveals two principal approaches to marketing segmentation used in world practice. The basic principles of segmentation of the consumer market are described. Distribution of income by population groups, % in 2015-2017, is analyzed. (for April month), on the basis of which the possibility of breaking up potential consumers into stable segmental groups was considered, segmentation of the population on the basis of income can serve, when the entire population is divided into five 20% of groups. The author distinguishes and describes the characteristic features of the methodology, segmentation which consists of successive stages. The point of view of modern world marketing is to first see the market segments, and then the country. The issue is not so much about the market potential of Kazakhstan, but about the potential among all consumers of cosmetic services. The main companies now describe the segments of the world market and the niches that cross national borders. They can be achieved physically, using a variety of means of communication and distribution channels, but the psychological target orientation is realized similarly. These segments are identified on the basis of adherence to similar concepts of the ideal product. This allows the company to develop the same product range for such segments, and the product is sold to the same target segments for benefits in numerous countries. Goal: Purpose of this article is to consider the cosmetic services market segmentation as one of the most important marketing tools. Also consider market segmentation as a process of dividing the market into separate parts – segments that differ from each other with different sales opportunities of the manufacturer’s products. Identify such a segment of the consumer market as the market of cosmetic services. Analyze features of the distribution of income by population groups,% in 2015-2017 (for the month of April), also to break down potential consumers into stable segmented groups based on income, when the entire population is broken down into five 20% of the groups, to consider enterprises segmentation by the size of trade turnover and areas of activity. Methods: Methods of document analysis (translation of primary and especially secondary data into targeted information), analysis of methodological and educational literature, observation (the method of collecting primary marketing information about the studied, by monitoring selected groups, customers, employees of the enterprise) are used as methodological tools. Results: In this article, market segmentation as a process of dividing the market into separate parts is considered – segments that differ from each other with different sales opportunities of the manufacturer’s products. Also there considered such segment of the consumer market as the market of cosmetic services. Features of income distribution by population groups,% in 2015-2017, are analyzed (for the month of April), a breakdown of potential consumers into stable segmented groups based on income was also carried out, when the entire population is divided into five 20% of the groups, the segmentation of the enterprise according to the size of trade turnover and spheres of activity was considered.

3

W jakim zakresie marketing polityczny może czerpać z marketingu ekonomicznego? Próba porównania marketingu politycznego z marketingiem ekonomicznym

51%

Zajdowski K.

Studia Politologiczne

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2010

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tom 16

208-233

EN

The aim of the article is to compare the discipline of political marketing with the commercial marketing. It is also an attempt to outline the domain of political marketing. It is argued that despite some essential differences, the area of interest of the political marketing is very similar to the field of economical marketing. Nevertheless the elements of the marketing mix shell be understood differently. There is no price ascribed to the political product. Neither the placement/ distribution nor the product can be perceived in the same way as in commercial marketing.