Marketing i Rynek

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STATUS AND DEVELOPMENT OF MARKETING IN COMPANIES LOCATED IN POLAND (Stan i rozwój marketingu w przedsiebiorstwach funkcjonujacych na terenie Polski)

Dawid Szostek

Marketing i Rynek > 2012 > 19 > 1 > 2-9

Today's dynamic business environment forces a change in the marketing. Evidence of this are the new concepts in the area of marketing. Generally, there is a consensus about the fact that today's enterprise, to be able to survive on the market, is forced to implement the marketing approach. Meanwhile, many organizations that operate on Polish territory, seems to be oblivious to this relationship. This...

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EXTERNAL ENVIRONMENT AS A SOURCE OF RISKS TO THE PARTICIPANTS OF SUPPLY CHAINS (Otoczenie zewnetrzne jako zrodlo ryzyka dla uczestnikow lancuchow dostaw)

Grazyna Wieteska

Marketing i Rynek > 2012 > 19 > 1 > 17-27

Observed in recent years disturbances influencing supply chain determines analysis of risk and its impact on the effectiveness of business processes. The article presents a problem of threats coming from the environment. Especially global changing conditions are the specific source of uncertainty for supply chains. The article presents the results of research on environmental risk factors identified...

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ENTERPRISE ETHICS VS. CONSUMER ETHICS (Etyka dzialalnosci przedsiebiorstw a etyka postepowania konsumentów)

Anna Dabrowska, Miroslawa Janos-Kreslo

Marketing i Rynek > 2012 > 19 > 1 > 10-16

The issues that are discussed more widely in the recent years, such as environmental protection or quality of life, brought about the increase in expectations as to the role of enterprises in respect of social effects of their operations. Consumer ethics, which is the subject of this article, has been addressed less frequently. The following issues have been elaborated: ethical consumption and ethical...

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TEENAGERS' GO SHOPPING (Nastolatki na zakupach)

Aleksandra Jasielska, Renata Maksymiuk

Marketing i Rynek > 2012 > 19 > 1 > 32-37

The young people are increasingly the target of advertising and marketing because of the amount of money they can spend. One of the key characteristic of the adolescence is conformity to peers, so very often it is assumed that parents' influence is rather marginal in many areas (e.g. in consumer decision making). On the other hand some data show opposite tendency. The aim of the survey study was to...

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QUALITY OF INFORMATION DELIVERED BY CUSTOMER CONTACT CENTERS (Jakosc informacji dostarczanych przez centra kontaktu z klientem)

Aleksander Lotko

Marketing i Rynek > 2012 > 19 > 1 > 28-32

Modern marketing communication encompasses, among other, the interchange of information between organization and its customers with the use of distant, telecommunication contact channels, integrated by customer contact centers. In the article, results of the empirical research on the perceived quality of information obtained during interactions with customer contact centers are discussed.

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Kulturowa sylwetka chińskiego konsumenta. Praktyczne implikacje dla marketingu

Maciej Meyer

Marketing i Rynek > 2012 > 19 > 2 > 9-15

Marketing activity in China may be very challenging. This article deals with the cultural aspects of the Chinese consumer and discusses topics on the national character of the Chinese and the profile of the Chinese consumer itself. There are also some suggestions of real-life implications to be used in marketing. The author’s thesis is that cultural values affect the behaviour of the Chinese consumer...

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Stan świadomości społecznej w zakresie praw konsumenckich

Marzena Ucherek

Marketing i Rynek > 2012 > 19 > 2 > 30-35

The aim of the discussion was to learn the state of consumer awareness of their rights in the market. Moreover study intension was to determine the level of knowledge of institutions and organizations dealing with consumer protection, sources of information on consumer rights as well as awareness programs and campaigns on the rights of the consumer. Important element of studies was also investigation...

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Stan i kierunki rozwoju inwestycji w sferze handlu wewnętrznego w Polsce

Urszula Kłosiewicz-Górecka

Marketing i Rynek > 2012 > 19 > 2 > 36-41

In her article, the author presents the volume and structure of investment in internal trade against the background of total investment in Poland’s economy. She carries out an analysis by the type of trade (retail and wholesale) and object (outlays on buildings and constructions, machinery and equipment and transport means). A particular attention is paid to investment of foreign commercial enterprises,...

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O „Niektórych problemach dystrybucji rynkowej” A.W. Shawa w setną rocznicę pierwszego naukowego opracowania na temat marketingu

Jacek Kamiński

Marketing i Rynek > 2012 > 19 > 2 > 2-8

In connection with the hundredth anniversary falling his year of the publication of the first scientific marketing elaboration, article by A.W. Shaw “Some Problems in Market Distribution” describes the main contents of this elaboration. This served as an opportunity to formulate some general comments about current condition of the academic marketing.

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Strony internetowe jako element komunikowania tożsamości. Przypadek banków

Tomasz J. Dąbrowski

Marketing i Rynek > 2012 > 19 > 2 > 16-23

Companies designed corporate websites in order to reach different goals. One of them is to communicate their identity. The article investigates how commercial banks operating in Poland use company websites to present some elements related to corporate identity such as logo, corporate story and corporate values.

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Skalowanie wielowymiarowe i klasyfikacja danych symbolicznych w ocenie pozycji produktów na rynku

Marcin Pełka

Marketing i Rynek > 2012 > 19 > 3 > 21-26

The article presents application of multidimensional scaling and clustering of symbolic interval-valued data for car market data. In the paper such terms as product positioning, symbolic variable and symbolic data are explained. Also the main aspects of multidimensional scaling and clustering for this kind of data are presented. In the empirical part results of product positioning are presented.

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Kultura organizacyjna w konkurowaniu przedsiębiorstw handlu detalicznego

Grażyna Śmigielska

Marketing i Rynek > 2012 > 19 > 3

The aim of the paper is to show the importance of organizational culture and its main features for service organizations; how it could foster the competitive strategies of retailers but also indicate that, if it do not allow the organizations to adjust to environmental changes it could become the barrier to their further development. The cases of three very successful retailers are shortly analyzed...

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Obawy i wątpliwości konsumentów w procesie nabywania zaawansowanej elektroniki użytkowej

Jakub Jasiczak, Jacek Kall

Marketing i Rynek > 2012 > 19 > 3 > 27-33

The scale and pace of development of the consumer electronics market makes the purchase of this product category challenging. It can be accompanied by consumer fears and doubts about the validity of the selection. Continual decline in prices and the emergence of new generation devices can cause post purchase cognitive dissonance. The article discusses the results of research, whose aim was to determine...

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Wideografia jako metoda badań zachowań konsumenckich

Jolanta Tkaczyk

Marketing i Rynek > 2012 > 19 > 3 > 14-20

The main aim of the paper is to present a videography as a new method in consumer research. This paper examines the role of videography, gives insight in techniques and tools and varieties of videography. Videography is the qualitative research method based on using video to conduct and present research..

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Wpływ strategii co-brandingu na kapitał marki

Magdalena Grębosz

Marketing i Rynek > 2012 > 19 > 3 > 7-13

The changing environment is forcing companies to find the new sources of competitive advantage beyond their own organization. Today, the companies often use the relationships with partners to build their competitive advantage. The range of possible forms of cooperation between companies is large and includes cooperation in the area of brand management. Consequently, co-branding becomes popular cooperation...

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Priorytety promocji polskich miast na prawach powiatu w kontekście realizacji działań promocyjnych i wykorzystania governance w samorządzie

Monika Kaczmarek-Śliwińska

Marketing i Rynek > 2012 > 19 > 4 > 24-31

Promotion of towns (as the research topic presented in the article) has become in recent years a key element of management. Analysis of towns’ promotion covers usually the following issues: the prestige of the city, its attractiveness for inhabitants and touristic and a cultural potential. In this context often the term ‘city brand is used. It should be implemented based on coherent promotion strategy...

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Wykorzystywanie marketingu w celach społecznych na przykładzie kampanii społecznej „Rozwód? Przemyśl to”

Dawid Szostek

Marketing i Rynek > 2012 > 19 > 4 > 12-17

The article presents the definition, genesis and nature of social marketing, that should be understood as the use of commercial marketing for the social purposes, including, in particular, disease and injury prevention, environmental protection and community involvement. In the article were analyzed the most important drawbacks associated with using of the social marketing in practice. The author...

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Ekonomiczny wymiar relacji między dostawcą a nabywcą na rynku B2B. Uwagi metodologiczne dla badań empirycznych

Ryszard Kłeczek

Marketing i Rynek > 2012 > 19 > 4 > 2-6

When we will take the assumption that the goal of the firm is its value creation, we need to state that: (1) relation between supplier and buyer in B2B market is not the final goal of the firms, but the mean to increase values if both partners and (2) both supplier and buyer use economic criteria (long term influence of the supplier’s offer on the buyer’s value drivers and the long term influence...

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Opakowanie produktu istotnym elementem w realizacji polityki ochrony konsumenta

Marzena Ucherek

Marketing i Rynek > 2012 > 19 > 4 > 32-38

Product packaging perceived by the consumer with the utility, commercial and socio-cultural perspective, is an essential object of pro-consumer. As part of its consumer packaging occurs in varying degrees in the direction of the action taken, such as: creating a safe and friendly to the consumer market, promotion of social dialogue for consumer protection and self-regulatory mechanisms, creation of...

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Strategie produktu na rynku seniorów

Ewa Frąckiewicz

Marketing i Rynek > 2012 > 19 > 4 > 7-11

In the developed countries one can observe intensification of ageing process of society. It has its reflection in economic politics of given countries, as well as it constitutes important challenge for strategy of enterprises. In the paper against a background of general features of seniors market one has presented guidelines for construction of marketing tools aimed at this group of purchasers with...

INFONA - science communication portal

Marketing i Rynek

STATUS AND DEVELOPMENT OF MARKETING IN COMPANIES LOCATED IN POLAND (Stan i rozwój marketingu w przedsiebiorstwach funkcjonujacych na terenie Polski)

EXTERNAL ENVIRONMENT AS A SOURCE OF RISKS TO THE PARTICIPANTS OF SUPPLY CHAINS (Otoczenie zewnetrzne jako zrodlo ryzyka dla uczestnikow lancuchow dostaw)

ENTERPRISE ETHICS VS. CONSUMER ETHICS (Etyka dzialalnosci przedsiebiorstw a etyka postepowania konsumentów)

TEENAGERS' GO SHOPPING (Nastolatki na zakupach)

QUALITY OF INFORMATION DELIVERED BY CUSTOMER CONTACT CENTERS (Jakosc informacji dostarczanych przez centra kontaktu z klientem)

Kulturowa sylwetka chińskiego konsumenta. Praktyczne implikacje dla marketingu

Stan świadomości społecznej w zakresie praw konsumenckich

Stan i kierunki rozwoju inwestycji w sferze handlu wewnętrznego w Polsce

O „Niektórych problemach dystrybucji rynkowej” A.W. Shawa w setną rocznicę pierwszego naukowego opracowania na temat marketingu

Strony internetowe jako element komunikowania tożsamości. Przypadek banków

Skalowanie wielowymiarowe i klasyfikacja danych symbolicznych w ocenie pozycji produktów na rynku

Kultura organizacyjna w konkurowaniu przedsiębiorstw handlu detalicznego

Obawy i wątpliwości konsumentów w procesie nabywania zaawansowanej elektroniki użytkowej

Wideografia jako metoda badań zachowań konsumenckich

Wpływ strategii co-brandingu na kapitał marki

Priorytety promocji polskich miast na prawach powiatu w kontekście realizacji działań promocyjnych i wykorzystania governance w samorządzie

Wykorzystywanie marketingu w celach społecznych na przykładzie kampanii społecznej „Rozwód? Przemyśl to”

Ekonomiczny wymiar relacji między dostawcą a nabywcą na rynku B2B. Uwagi metodologiczne dla badań empirycznych

Opakowanie produktu istotnym elementem w realizacji polityki ochrony konsumenta

Strategie produktu na rynku seniorów

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Marketing i Rynek

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