Search

Search Results

• The Marketing Concept, Market Orientation and Marketing Competencies: How are they Adopted in Small and Medium-sized Firms?

  104-117

  Eniko Kontor

  Views:

  135

  The aim of this paper is to review the literature dealing with the marketing concept, its implementation, i.e., market orientation, marketing competencies and their effects on performance with special emphasis on small and medium-sized enterprises (SME). A large number of studies have shown that, on the one hand, the lack of a conceptual marketing approach is one of the most serious problems owner-managers face in business operations and, on the other hand, marketing is recognised as one of the most important business activities essential to the survival and growth of the enterprise. According to the literature,
  the adoption of the marketing concept/market orientation in SME-s is limited, due to limited resources in finance, time and marketing competencies.

  JEL classification: L26, M14, M31

• The relationship between audiovisual and musical characteristics in television commercials

  72-91.

  Dániel Róbert Szabó

  Views:

  208

  Television commercials are a popular tool of marketing communication. The music that accompanies them is able to attract and maintain the viewers’ attention. Their role and potential impacts have been shown by various research papers; however, the literature of this topic can be characterized as having rather varied focal points and is generally considered to be fragmented. In this study, which is of an exploratory nature, commercials for brands with the highest brand value are analyzed. The study seeks to understand what kind of relationship can be found between music and visual events in commercials, and between these events and the main characteristics of the music used? Based on the results, we can claim that the strength of the visual-sound linkage in the commercials and the intensity of the main characteristics of the music used typically show a positive correlation.

  Journal of Economic Literature (JEL) codes: M31, M37

• Data mining through a business window (Part II.)

  108-130

  Attila Harmati

  Views:

  155

  This article demonstrates the real world applications of the technology of data mining by way of a data mining project. This project was created by the author and the analyzed database was provided by a real company. The aim of the analysis was to create a classification model for this firm. To achieve this we applied logistic regression models, a decision tree and a neural network. The best model can help the company to consciously establish which customers will probably respond positively to a personal letter in a direct marketing campaign. In this way potentially favourable customers are reached more efficiently than in the case of randomized selection. This increases the efficiency of the company, and the generalization of results can confirm several advantages of data mining as used in business life.

  JEL classification: C25, C44, C45, C49, C88

• Are business relationships institutions?

  Tibor Mandjak

  Views:

  126

  The question is simple; the answer could be quite complicated. Inter-organisational marketing researchers define business relationships as interactive exchanges between two organisations. Does this mean anything for institutional economists? A business relationship is created by weaving actor bonds, resource ties and activity links. Business relationships exist and change through time. The establishment, development, maintenance, as well as termination of a business relationship all require investments from the participating parties. A business relationship does not exist in an isolated manner, but other market and non-market actors can equally influence it. In reality, numerous other relationships and actors affect business relationships. As a result, these actors indirectly influence business relationships through the change in behaviour of one of the parties within the business relationship. These directly and indirectly affected relationships create a business network. For an organisation business relationships have different functions. External resources needed
  for operation and value creation are fed by them. Value creation for the customer and value sharing with the customer take place in business relationships. They are forms of an organisation’s interdependence. A business relationship is a special form of governance of the partners’ mutual efforts. A business relationship has its own value for each organisation. Each organisation has several business relationships, each with different value. In business markets,
  where buyers are always organisations, the business relationship portfolio is the market itself. Inter-organisational marketing researchers use very different theoretical foundations to study business relationships. Modern contract law based research distinguishes about a dozen norms of behaviour in business relationships. Institutional economic-rooted studies argue that we should use the plural-forms approach (price, authority and trust must be employed together) to explain these very complex phenomena. Research using communication theory concluded that multiple periods of business negotiations were required to develop even primitive norms. The paper concludes with some elements of a possible answer to the title question.

• Ecological marketing strategy and futurology

  169-188

  Maria Szolnoki Gyozone Karkus

  Views:

  220

  For both branches of futurology - prognostics and the creation of a picture of the future - the natural environment is an important element. Both economics and environmental economics try to influence the actions of economic actors by painting alarming or attractive pictures of future developments. The concept of sustainable development attempts to achieve the realization of those concepts which harmonize present and future economic, environmental and social interests. To this end a preventive environmental policy is necessary, as is the introduction of a value system in which in the course of economic decisions, environmental interests are accorded at least equal status with economic interests. Among the various concepts, eco-marketing is an appropriate method of harmonizing the often contradictory goals and interests of companies. The first part of the study deals with the relationship between research into the future and the environment, the second introduces the concept of eco-marketing, and systematizes ecological marketing strategies.

• Price transmission on the Hungarian pork meat market in the presence of structural breaks

  24-36

  Zoltan Bakucs L.

  Views:

  112

  The study of marketing margins and price transmission on various commodity markets has been a popular research topic of the past decades (see MEYER, VON CRAMON-TAUBADEL, 2004, for a present survey). However with a few exceptions these studies focused on developed economies. This paper examines the above phenomena on the Hungarian pork market. The Johansen (maximum likelihood, 1988) or Engle and Granger (two step, 1987) cointegration tests do not reject the no-cointegration null hypothesis between the Hungarian pork producer and retail price series. Therefore, we applied the Gregory and Hansen (1996) procedure with recursively estimated breakpoints and ADF statistics, and found that the prices are cointegrated with a structural break occurring in April 1996. Exogeneity tests reveal the causality running from producer to retail prices both in the long and short run. Homogeneity tests are rejected, suggesting mark-up pricing strategy. Price transmission modelling suggests that price transmission on the Hungarian pork meat market is symmetric in the long, but asymmetric in the short-run, i.e. processors, wholesalers or retailers might take temporary advantage, should price changes occur.

  Journal of Econmic Literature (JEL) classification: Q13, D12, D4

• The macroeconomic possibilities of biosimilars in developed countries

  3-18

  Peter Halmosi

  Views:

  213

  Biosimilars have been used for the treatment of chronic diseases since 2006 in the EU but only since 2015 in the U.S. Despite high market potentials and presumed positive macroeconomic effects in the health care sector, widespread usage is strongly confronted with the opposition of physicians and pharmacists. However, biosimilars are supposed to reform health care financing, alter market positions of pharmaceutical companies and amend informational triangle among physicians, patients and insurance companies in the near future. The use of biosimilars is supposed by experts to reach extra health related savings even if doctors and pharmacists are averse to offer these products to patients in a certain therapeutic area. Governments have currently found no unique way of regulating the marketing, substitution and price regulation of biosimilars. The aim of this study is to discuss the macroeconomic possibilities and barriers incarnated in the usage of biosimilars in developed countries.

  Journal of Economic Literature (JEL) codes: H51, I11, I12, J18

• The achievement of market orientation in SME’s – results of a cluster analysis

  22-45

  Enikő Kontor

  Balázs Nyul

  Views:

  165

  The aim of this study is to examine to what extent Hungarian SMEs adopt market orientation and what effect it has on their performance. The results of the examination show that the great proportion of SMEs do not adopt a market orientated approach. Among those that do, the effect of market orientation cannot be shown directly through objective indicators of their performance. At the same time it does have an indirect effect on efficiency, which can be observed over the long term. According to our results, the extent to which small and medium-sized firms adopt market orientation plays a significant role in owner-managers’ subjective estimations of performance. Consequently, emerging market consolidation occurring as the result of efficient operation can lead to a satisfactory outcome.

  Journal of Economic Literature (JEL) codes: L20, M31

• Consumers' and producers' evaluation of quality

  157-168

  Balazs Siklos

  Views:

  94

  Quality concepts of consumers and producers are different. This leads to a significant loss in efficiency, because producers plan their marketing activity based on an estimated consumers' quality concept, which is mostly incorrect. This study argues that instead of merely mapping the consumers' quality concept, producers should actively form it, while taking into account the limitations of the consumer's information processing system.

• Két éves a Tanszéki esték a Menedzsment és Marketing Tanszéken c. rendezvénysorozat

  157-161

  Andras Kun

  Views:

  51