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The Development of Business in Various Regions with the Use of Marketing Tools
63-70Views:102In present day Slovakia, a huge emphasis is put on the development of business in individual regions, by which employment and economic expansion is guaranteed. One of the methods how businessmen from stagnant regions can improve their economics is marketing and the appropriate use of marketing tools. In the given paper we present possibilities for development and improvement businesses in less developed regions by the means of marketing activities. The research was realised in chosen enterprises from the field of gastronomy and it concentrated on the use of marketing tools. In the end we propose the results of the research, suggestions and references out of which we consider the effective use of marketing tools to be the most important, especially marketing communication and also information-communication technologies that should be used more by managers.
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The Impact of Green Marketing Strategies on Employees Green Performance: An HRM Perspective
83-92Views:85The rising concerns of the influence of human actions on the environment has resulted in a growing focus in the field of management science, particularly Human Resource Management (HRM). The right direction of going green must be directly linked with Environmental, Economic, and social performance Also, the field of Green Marketing has recently gained significant interest from researchers and practitioners in the realm of consumer behavior. Marketing and HR are fundamental departments in any organization, and their collaboration is essential for the success and resilience of a business, especially if the focus on sustainable development. This research aim to identify the impact of GM on employees’ green performance (GP). Also, to enhance research efforts, and improve the search process for other researchers seeking relevant paper and future research. The research problem has been formulated with the question: Can green marketing impact employees’ green performance by adapting, implementing, and promoting environmentally conscious behavior and corporate sustainability. This article provides a systematic Literature Review of existing research as a methodology. This research found that business can use GM strategies to impact the employees GP. Therefore, promoting and encouraging environmentally conscious practices in the workplace and incorporating a “sustainable culture” will help employees feel healthier, more motivated to finish their work, easily communicating their ideas about best green practices, and more satisfied with the company.
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Examining the effectiveness of online marketing tools among anglers
68-82Views:58The use of online marketing tools has now become essential for businesses operating in the commercial sector. In order for businesses to increase their sales volume and brand value of their company, they need a continuous online presence while keeping up with current trends. High-quality, unique content captures the attention of consumers, who later become regular followers of the business not only online, but their personal presence can also be strengthened in physical stores. Using questionnaire research, I assessed the effectiveness of online marketing tools among anglers.
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Analysing of the health awareness of soft drinks among young adults using an eye camera test
Views:205The megatrend of striving for healthy nutrition is a constant and indisputable reality. In our pilot research, we investigated an essential but often overlooked area of nutrition for consumers, focusing on the well-known players in the hydration field: soft drinks. Our study involved a group of 30 high school graduates aged 18-19, who represent a real purchasing power in the food market, and therefore the understanding of the mechanisms behind their purchasing decisions is a key issue. Our primary research was structured along two main pillars, the first was to understand the internal unconscious influences, which we investigated using a fixed eye camera. The second pillar consisted of a questionnaire survey, in which we asked participants about their background, their individual preferences and questions about what they saw during the eye-camera study. Monitoring gaze tracking enabled us to examine what participants were focusing on when they looked at the front or information side of a beverage package. Our research also included an eye-camera analysis of promotional posts on social media platforms. We compared the data collected using the eye camera with the subjective health awareness of the participants and created groups. For each group, aggregated heat maps were created, which provide a visual representation of the distribution of gaze in each image.
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Investigation of consumer behavior in social media in the handball
55-65Views:54Social media exploded onto the scene roughly two decades ago, revolutionising the way we think about marketing communication and the way we think about information delivery. It has opened doors that were unprecedented. It can also be profitable for sports companies if they can deliver effective marketing communications to their existing and potential customers. To be effective in this environment, it is important to analyse consumer behaviour to identify the real needs of users and to meet those needs. We used an online questionnaire to assess the consumer needs of our respondents and the social media market from a marketing perspective. We conducted a handball specific research, excluding individuals who do not follow handball at any level from the study sample. We also looked at age differences, and device usage. Given our results, it can be stated that thorough market research is important for effective marketing communication by a handball club on different social media platforms.
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Research about marketing of public services including customer satisfaction, considering the appearing tendency of environment conscious consumers in the County of Jász-Nagykun-Szolnok
164-170Views:104Our research is targei ng the supplier companies operate in the County of Jász-Nagykun-Szolnok. The defi nii ons of public service and public ui lity service will be described in this ari cle. We examine how the County supplied with public ui lity services so we can have a bigger picture about how pleased or even unpleased are the people of the region about the services. Finally we discuss the subject mat er of markei ng aci vii es of public ui lity service companies. Is the sai sfaci on of customers an evidence for the assumpi on that there is limited contest between the ui lity service companies?
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Agricultural Insurance Market a New Solution of Marketing and Environment Protection
125-133Views:117The agricultural mitigation fund operating deficit expanded in 2012 to a price support for agricultural insurance business helped construct. (Figure 1). The legislai on aims to provide a wide range of farmers’ risk community to organize and strengthen the aff ected self-care responsibility. The new extended two-level agricultural risk management system in 2012 and 2013 were not used in the full amount. Further disseminai on of this 2014 novel possibility of a major issue in the insurance market. We have to examine how market pari cipants are informed and how to better disseminate of marketing solutions?
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GAMIFICATION, AS A NEW STRATEGIC TOOL FOR HR
Views:780Globalization changed employee preferences, advances in technology, changes that make organizations face new challenges. Existing human resource management systems need to be reviewed or even new ones need to be created. “My hobby is my job, my job is my hobby,” says the saying, but how is it possible to attract a potential workforce and keep it afterward? Gamification is one of the possible answers of HR to this issue. Generation X, Y, and Z employees show significant differences compared to their predecessors, therefore innovative solutions are needed to maintain a long-term, productive, and loyal working relationship and satisfaction. The aim of this study was to explore the history of the development of gamification, the increase in its popularity, and its causes. After describing the methods of gamification, it presents the field of application of gamification based on domestic and international literature. Based on the research results, it can be concluded that well-applied gaming can be an effective solution in the fields of health preservation, education, learning, motivation, business, marketing, and human resource management.
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Detailed analysis of the Szolnok Television reception opportunities and the habits of TV shows viewing
113-117Views:99The treatise deals with the the views and preferences after the changes of Szolnok Television reception opportunities. With the using of the survey’s results, it publish general result about the technical options of the Szolnok Television’s reception and about preferences and views of the visible programs by comparing the hungarian large commercial channels’ datas. Based on its own calculation methodology prepare a ranking of the discretion for the test channels and make
statements the Szolnok Television connected further development opportunities. -
CONSCIOUSNESS AND CONSUMER PROTECTION ON THE ONLINE MARKETS
31-38Views:187The consumer asserts that his or her decisions are consistent and rational. Basically, we must distinguish between real and presumed awareness. Real awareness is rooted in the knowledge of consumer rights, while presumed awareness exists only in the consumer’s belief in himself. The purpose of my research is to assess the level of consumer protection knowledge of the respondents and to draw conclusions about the consumers’ awareness, i.e. to measure awareness in terms of consumer protection on the online markets. I can state that the rules of the 14 day period of withdrawal without stating reasons when shopping
online and the VAT and customs duty obligations of foreign webshops are less known by online customers. -
Foreign trade possibilities of the Fruit – Vegetable sector in the future
102-112Views:90Hungary can be considered as a small, open economy, therefore the domestic market doesn’t provide enough possibility to sell the grown and produced agricultural products, exportation is vital. In the year of 2010 Hungary had trading activity on the field of agricultural products with 151 countries, which has grown to 164 countries by 2013. According to the Strategy of the Fruit- Vegetable Sector the production target is 3,5 million tons for the year of 2020. This target has already been reached in 1990, since then the average production is 2 – 2,5 million tons yearly. We can increase our foreign trade only if the properly classified, carefully packed products can be delivered in the requested quality on the contracted time. Perhaps this is the most sensitive territory where the Hungarian producers are falling back from the international trends. Due to the lack of cash and capital the technological and technical development of the is missing, the trade channels are getting more and more narrow, which will lead to loosing of the market. Nowadays the main problem of the Hungarian Vegetable-Fruit sector is the diminishing quantity of marketable goods, despite of the fact, that the sector could remain a net exporter. The presence of the black market is overwhelming in Hungary which makes the sector vulnerable and hard to regulate. Despite of several good examples and successful enterprises it is still true that the majority of the producers are lacking the needed technological, marketing, management and trade knowledge. They insist on using their obsolete methods, and not willing to learn and change. There is a problem in the forecast of the expected yield. The Vegetable-Fruit sector is the
most export driven part of the Hungarian agricultural sector as it is selling more than the 50% of all production abroad. In order to be sustain this share it would be fruitable to have a more favorable tax policy and the revision, cancellation of the „Primary producer” system. In each case the main problem is that there is no common base and trust between the trader, producer and management. This is why it might happen that a member of the TÉSZ is willing to sell his product outside the system, because this way he thinks to have safe income. As the organization doesn’t have a safe base of products for sale they can not develop the market and if they have no safe market, due to the missing trust there will be no safe base of products for sale, and the circle is closed and the whole problem starts again. -
The Effects of Product Placement of Commercial Television Channels on Hungarian Consumers
32-39Views:59Nowadays consumers can encounter a new adverti sing practi ce. The programmes of Hungarian television channels contain an increasing number of product placements perceived by consumers. Product placement is markedly different from the classical component of marketing-mix, so the opinions on product placement vary from country to country. In our present research we have observes the effects that encourage advertisers to use product placement in their advertising activity. Our goal is to provide a short overview of the influence of product placement on the buying habits of customers.
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DIFFERENTIAL SUPPLY MANAGEMENT IN TOURISM - HOTEL PRODUCTS FOR SENIORS
44-51Views:128Differential hotel product strategies include segment-specific programs. The senior age group has always been important for hotels. They have the off-season demand, predictable and well-known needs, their satisfaction is easily accessible. The research is looking for the answer to the question of whether the hotels have the opportunity of acquire the senior segment and what are the special features of the products recommended for them. Parts related to the topic of tourism marketing literature have been reduced to the accommodation services in the secondary information processing section of this paper. This is followed by the identification of the segment's booking and residence habits. Primary analysis of supply will be by observation of collecting and comparing the hotels' offerings to senior guests.
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Consumer etnocentrism in aspect of trade marks
80-93Views:240In the last few years a new tendency seems to stand out: Hungarian products are in vogue, more than ever. This tendency overwhelming the whole society so much, that it could not be unnoted. All type of products printed with kitschy Hungarian motives, even at the post office you are surrounded with “Hungarian products” when queuing. What is the reason for the popularity of Hungarian products? Why we are sticked to our nationality so much nowadays? It is just a drug for us or there much more behind the scenes? One thing is sure: the market reacting very intensively and fast to this “national” need. In our paper we try to find answers to all these questions. We examine the role of trademarks and try to segment the market by the ethnocentrism of consumers.
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Differential supply management by age in hotel tourism products
27-33Views:148In the development of hotel product strategies, the proportion of diversification and differentiation is a major decision that the hotel offers a wider range of services, which will help to find most suitable for guests, or narrows down its targeted segments and provides them with specific supply elements. One segmentation aspect could be the age of guests. The most prominent and identifiable age group in the supply is the senior, which has always been important for hotels. They have the off-season demand, predictable and well-known needs, their satisfaction is easily accessible. The research is looking for the answer to the question of whether the hotels have the opportunity of acquire the senior segment and what are the special features of the products recommended for them. Parts related to the topic of tourism marketing literature have been reduced to the accommodation services in the secondary information processing section of this paper. This is followed by the identification of the segment's booking and residence habits. Primary analysis of supply will be by observation of collecting and comparing the hotels' offerings to senior guests
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Access in the Systematic Approach of Customer Service
21-29Views:74The term 'customer service" can illustrate the basic activity: customer service = service for the customer. The most important features in one of the definitions of customer service are to satisfy the customers, market orientation, complexity, long term participation in the market and the double meaning (both activity and organization). To manage the relations and characteristic features of customer service into a system assist the effective operation and control of customer service : the customer service is a particular system (system part) to integrate and permanently coordinate the technological work to satisfy the customers. The dynamical interaction of the customer service and marketing is illustreted by the marketing - customer model (MV); which is suitable for the assessment of the effect of the customer service on the elements of the model.
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Branding Hungary as a Health Tourism Destination: Asynchrony Problems
68-72Views:124Branding a country as an attractive tourism destination is an extremely complex and long-term endeavour. There are several brand assessment systems using diverse methodology for creating brand indices for countries. In the Bloomberg brand indexing system Hungary is ranked 20th in Europe and by Future Brand 23rd in 2014. These placements are indicators of a relatively poor performance of Hungary as a nation brand and warrant an integrated image building effort
independent from the changing political power structure. There are certain basic principles to adhere to in branding a tourism destination be it settlement, regional or country level. One of the keys to succesful branding is synchronising marketing efforts on different levels. Asynchronous communication and strategies lead to confusion in image perception, hence the weakening of the brand. The present paper aims to examine some of the asynchronies in the branding of Hungary as a health tourism destination. -
The development of an agricultural trade portal and the marketing of the Social Media
122-126Views:90In conclusion, it can be said that with the rise of the Internet/Mobile Internet and the advent of smart devices, it is only possible to keep pace by being visible online. In my opinion, with the use of Social Media a sustainable sales growth can be achieved at minimum cost both short and long term. With the help of Google Analytics, we are always up to date with the success of the company's marketing campaign. Finally, I want to develop a mobile version, Facebook application or renew the web store.
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Product design with a marketing approach
264-272Views:103An engineer and creative artist of an industrial product – the designer – conveys significant added value into his object. Not only with respect to its appearance but concerning its functionality, technical and even economic, sales promoting content as well. In our paper we are investigating the nature of this process. We try to show that the promotional approach is one of the dominant features of design. It aims to create a product that is capable of selling itself. As the examples of the classics, H. Ford and R. Loevy had proved a hundred years ago, it does not render advertising superfluous but forces it to the background. A special feature of designer products is that they do not only formulate our angle but can be sold at extra profit. The modern attitude of „use it and discard it” is being replaced by more concerned consumer behaviour. It is creating a new quality. Just consider the environments (of V. Panton), the designer hotels, the „dream car designs” and today’s trends in vehicle design.
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WARRANTY IN THE MIND OF CONSUMERS
39-48Views:112Warranty is the essential tool in consumer protection. We can presume that consumers know the most important rules of warranty regulation because everyone is affected by it. I think if the consumer has no accurate information on the warranty in this case, consumer awareness can be questioned. According to my research (sample size is 2182 persons) the respondents are convinced that an obligatory guarantee shall be due on a HUF 4,999 technical product (hairdryer). Only 19.7% of the respondents knew this was not really the case. It is striking that only 56.3% of the respondents were able to say that the mandatory legal guarantee period for a technical product (television) was 12 months. All kinds of figures appeared in the responses relating to the warranty period (6, 18, 36, 60 months). We can state that the knowledge of consumer rights is very poor in Hungary.
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The Fat Tax in 2011 and in 2012
40-47Views:32Approximately 119 million of the US population, that is 64.5 percent of the adult US population are either overweight or obese. 17.5 million young, obese people live in the European Union. The proportion of overweight or obese people is higher than 60% in Hungary. It causes a dramatic increase in health expenditure. Possible solutions include the introduction of a fat tax. Hungary introduced the fat tax in 2011. The rate of fat tax has increased in 2012.
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The Design Respects of Engineers for Planning Agricultural Machines
110-122Views:30The present study acquaints the reader with the designer behaviour of product designer engineers, which is very useful for agro-technical, operati onal, and agro-marketi ng experts who strive for value-based purchases and is of novelty for industrial product developers and designers. The designer-engineer has an integrati ng personality. He gives a signifi cant added value to the product. He is responsible not only for the outer appearance of the product, but also for the harmony of functi on, form, and technical content. The purpose of the present study is to investi gate the following types of behaviour: industrial view, materialisti c view, systemic planning, eco-planning, ergonomic planning, bionic planning, communicati ve planning, marketi ng-centred planning, and formal planning.
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Empirical Research on Business Awareness Concerning Workplace Crèches
91-98Views:133Our objective with the empirical research was to learn about the opinion of business leaders about the new form of care, and to get an explanation why the opportunity to create a crèche in the workplace is not being used by today's companies, despite the facilitating state environment (financial funding for tender funds and favorable personal conditions). Our further goal was to formulate suggestions for business leaders to raise awareness of workplace crèches.
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Applicability of Financial and Management Accounting Methods in the Practice of Corporate Assessment
134-139Views:273Corporate assessment features as an independent professional fi eld which in its operai on employs and integrates accouni ng, fi nance and marketing knowledge. THe globalisai on of the economy justifies the adopi on of applied methods, too. Having studied the methodology presented in international trade literature we can conclude that the work extends to several areas and its depends on several external factors. Whether its is possible to defi ne the value of a corporation accurately remains an eternal quesi on. Naturally, the answer is no; we can only give an estimate and aim to get as close to accuracy as possible.
On the role of accountancy we can declare that Hungarian accouni ng methods are adequate to obtain the necessary fi gures; the data available in the system need only a minimum level of additional calculation. -
Born to Consume? Some Aspects of Consumer Socialization
99-104Views:152Are we born as consumers or we become that during our lifetime? However most of human behavior in developed societies regarded as consumer behavior, we do not born with that knowledge but we rather acquire it step by step during our life. Studying consumer socialization makes it possible to understand the most the process of becoming a consumer, the context how consumers live in the society, what are the facts that have an effect on this process.