Znaczenie Promocji W Dzia Alno Ci Marketingowej Przedsi Biorstwa
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Znaczenie Promocji W Dzia Alno Ci Marketingowej Przedsi Biorstwa
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Author : Marcin Paweł Murawski
language : pl
Publisher: Promotor
Release Date : 2015-12-01
Znaczenie Promocji W Dzia Alno Ci Marketingowej Przedsi Biorstwa written by Marcin Paweł Murawski and has been published by Promotor this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-01 with categories.
Obecnie funkcjonujące przedsiębiorstwo napotyka na szereg trudności, których przezwyciężenie częstokroć jest konieczne do sprawnego działania, ale zarazem niełatwe. Niezbędnym staje się umiejętne zastosowanie narzędzi marketingowych, wśród których znajduje się promocja. Posiada ona niebagatelny wpływ na kształtowanie wizerunku przedsiębiorstwa stojącego naprzeciw wyzwań początku dwudziestego pierwszego wieku. Nieustanny postęp gospodarczy, rozwój nowych technologii wraz ze wszechobecną konkurencją stanowią dla współczesnej firmy bodziec do permanentnego doskonalenia się w każdej dziedzinie. Jest to sytuacja korzystna dla konsumentów, ponieważ firmy wytwarzające dobra będące substytutami wciąż doskonalą swoje wyroby tak, by to one zostały zauważone i zakupione. Rynek jest dzisiaj turbulentny i podlega nieustannym zmianom. Pociąga to za sobą konieczność ciągłej zmiany polityki handlowej. Skuteczność podejmowanej przez firmę rywalizacji skorelowana jest ściśle z efektywnością wykorzystywanych źródeł informacji rynkowej, w szczególności zaś istotny wpływ na powodzenie wywiera odpowiedni dobór środków promocyjnych2. Promocja jest bowiem formą informacji, pomocnej przy podejmowaniu przez potencjalnego nabywcę decyzji o zakupie. Niniejsza publikacja udowadnia tezę, że dobre imię, nieskazitelny wizerunek oraz powszechne uznanie dla przedsiębiorstwa (oraz jego produktów) działającego w warunkach gospodarki rynkowej, mogą być wspomagane przez bardzo starannie zaplanowane i prowadzone działania promocyjne. Autor stara się udowodnić, że sama promocja musi być poparta wysoką jakością oferowanych produktów i w przeciwnym wypadku firma prędzej czy później stanie w obliczu długookresowych trudności w zdobyciu i utrzymaniu zaufania klientów. Nie jest też celowe stosowanie promocji wówczas, gdy poniesione na nią wydatki przekroczą poziom zysków osiągniętych dzięki wzrostowi sprzedaży. Pomocna staje się tu nieustanna obserwacja rynku oraz czujność przedsiębiorstwa. Istotne znaczenie ma uwzględnianie bieżącej sytuacji w jego otoczeniu, również poprzez przeprowadzanie badań marketingowych. Celem publikacji jest zaprezentowanie organizacji promocji w nowoczesnej firmie i pokazanie, kiedy jej użycie jest zasadne, a kiedy nie. Badanym obiektem jest Rolnicza Spółdzielnia Mleczarska ROLMLECZ w Radomiu, specjalizująca się w produkcji wyrobów mleczarskich. Przedsiębiorstwo posiada oddziały na terenie całego kraju, ale w pracy uwzględniono jedynie Zakład w Radomiu. W pracy pokazano, kiedy promocja jest dodatkową siłą napędową przedsiębiorstwa, a kiedy może okazać się niepotrzebnym generowaniem kosztów. Wykorzystano w tym celu dorobek naukowy (w tym najnowszy) w dziedzinie marketingu ogólnoświatowego, materiały zebrane we własnym zakresie (w tym przeprowadzoną ankietę) oraz dane udostępnione przez RSM ROLMLECZ. Książka posiada charakter opisowo-empiryczny. W części teoretycznej szczegółowo przedstawiono promocję na tle marketingu, którego jest elementem składowym. W części praktycznej przedstawiono badaną firmę wykorzystując zebrane z różnych źródeł informacje na jej temat. Przeprowadzono ankietę wśród odpowiednio dobranej grupy respondentów.
Marketing Classics
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Author : Ben M. Enis
language : en
Publisher: Allyn & Bacon
Release Date : 1995
Marketing Classics written by Ben M. Enis and has been published by Allyn & Bacon this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Marketing. categories.
This 25th-anniversary-edition of Marketing Classics represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion. Articles of enduring interest by noted marketing minds like Wroe Anderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster Jr, Sidney J. Levy, Jagdish Sheth and Philip Kotler are retained. The articles are divided into four parts: Marketing Philosophy; Buyer and Market Behaviour; Marketing Strategy; and Competitive Marketing Programmes.
Cultural Tourism In Europe
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Author : Greg Richards
language : en
Publisher: Greg Richards
Release Date : 1996
Cultural Tourism In Europe written by Greg Richards and has been published by Greg Richards this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.
Because few comparative data existed on European cultural tourism, when the European commission designated cultural tourism as a key area of tourism development in Europe, the European association for tourism and leisure education undertook a transnational study of European cultural tourism. The first five chapters address general themes (the scope and significance, the social context, the economic context and the political context of cultural tourism). The are followed by eleven chapters on individual countries from the European Union. Re-issued in 2005 in electronic format by ATLAS, the Association for Tourism and Leisure Education.
Retail Franchising
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Author :
language : en
Publisher:
Release Date : 2002
Retail Franchising written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Franchises (Retail trade) categories.
Wrecking A Region
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Author : Ray Hudson
language : en
Publisher:
Release Date : 1989
Wrecking A Region written by Ray Hudson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989 with Central-local government relations categories.
Transport Systems Policy And Planning
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Author : Rodney Tolley
language : en
Publisher: Routledge
Release Date : 2014-07-15
Transport Systems Policy And Planning written by Rodney Tolley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-15 with Political Science categories.
Provides a unique review of the major spatial aspects of transport systems, a detailed analysis of transport problems in urban and rural areas, an evaluation of social and environmental impacts, and a planning and policy overview. Divided into four parts, each considering a different aspect of transport geography. The first part outlines the basic geography of transport and examines transport and spatial structures, focusing upon the varying contributions made by transport to industrial, agricultural and urban development. Part two moves to consider specific transport systems at both national and international scales, drawing on studies from industrialised and developing nations and discussing the effects upon transport of the political changes in the former USSR and Eastern Europe. The third part examines some of the many problems of transport and urban and rural areas using specific examples to illustrate the contrasting difficulties and evaluate current urban transportation planning methods.
Fiscal Policy Rules
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Author : Mr.George Kopits
language : en
Publisher: International Monetary Fund
Release Date : 1998-07-22
Fiscal Policy Rules written by Mr.George Kopits and has been published by International Monetary Fund this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998-07-22 with Business & Economics categories.
What are fiscal policy rules? What are the principal benefits and drawbacks associated with various fiscal rules, particularly compared with alternative approaches to fiscal adjustment? Can fiscal rules contribute to long-run sustainability and welfare without sacrificing short-run stabilization? If so, what characteristics of fiscal rules make this contribution most effective? And in what circumstances and contexts, if any should the IMF encourage its member countries to adopt fiscal rules? This paper seeks to identify sensible fiscal policy rules that can succeed, if chosen by a member country, as an alternative to descretionary fiscal rules.
Introducing The Controlling Effectiveness Model
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Author : Agnieszka Bieńkowska
language : en
Publisher:
Release Date : 2021
Introducing The Controlling Effectiveness Model written by Agnieszka Bieńkowska and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with categories.
Focusing on the controlling management method, this book considers the conditions that must be met within a given organization in order for controlling to achieve the desired level of product quality, allowing it to enhance the performance of the organization as a whole. The book describes the influence of each identified group of conditions on the Controlling Effectiveness Model and includes empirical research, conducted at various organizations operating in Poland, that verifies its theoretical assumptions. In terms of analyzing the empirical data, description and statistical inference methods were used, such as students' t-test scores for independent samples, non-parametric r-Pearson correlation and linear regression analysis. Additionally, the book includes moderators and mediators executed using Process Macro for SPSS by Hayes, and multigroup path analysis executed using SPSS AMOS.
Handbook Of Human Factors Testing And Evaluation
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Author : Samuel G. Charlton
language : en
Publisher: CRC Press
Release Date : 2001-12-01
Handbook Of Human Factors Testing And Evaluation written by Samuel G. Charlton and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-12-01 with Technology & Engineering categories.
Like the first edition, the revision of this successful Handbook responds to the growing need for specific tools and methods for testing and evaluating human-system interfaces. Indications are that the market for information on these tools and applications will continue to grow in the 21st century. One of the goals of offering a second edition is to expand and emphasize the application chapters, providing contemporary examples of human factors test and evaluation (HFTE) enterprises across a range of systems and environments. Coverage of the standard tools and techniques used in HFTE have been updated as well. New features of the Handbook of Human Factors Testing and Evaluation include: *new chapters covering human performance testing, manufacturing ergonomics, anthropometry, generative design methods, and usability testing; *updated tools and techniques for modeling, simulation, embedded testing, training assessment, and psychophysiological measurement; *new applications chapters presenting human factors testing examples in aviation and avionics, forestry, road safety, and software systems; and *more examples, illustrations, graphics and tables have been added. The orientation of the current work has been toward breadth of coverage rather than in-depth treatment of a few issues or techniques. Experienced testers will find much that is familiar, as well as new tools, creative approaches, and a rekindled enthusiasm. Newcomers will discover the diversity of issues, methods, and creative approaches that make up the field. In addition, the book is written in such a way that individuals outside the profession should learn the intrinsic value and pleasure in ensuring safe, efficient, and effective operation, as well as increased user satisfaction through HFTE.
Business Marketing
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Author : F. Robert Dwyer
language : en
Publisher:
Release Date : 2002
Business Marketing written by F. Robert Dwyer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business planning categories.
This text is aimed at the undergraduate business marketing course. It introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers. It also includes comprehensive coverage of how marketing fits in and contibutes to every organization. Technology is emphasized throughout the text, as are customers - especially in chapters on marketing opportunities and developing and managing products.