IDENTIFYING MARKETING APPROACHES USED IN THE ROMANIAN MANDATORY CAR INSURANCE MARKET - A MARKETING RESEARCH -

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "IDENTIFYING MARKETING APPROACHES USED IN THE ROMANIAN MANDATORY CAR INSURANCE MARKET - A MARKETING RESEARCH -"

Transcription

1 [11] Dalotă Marius Dan, Successful Implementation of Knowledge Management in Small and Medium Enterprises, Rev. Romanian Economic and Business Review, Universitatea Româno-Americană, 2011, vol.6 nr.1 IDENTIFYING MARKETING APPROACHES USED IN THE ROMANIAN MANDATORY CAR INSURANCE MARKET - A MARKETING RESEARCH - Lecturer Tudor EDU, Ph.D Romanian American University 1B, Expoziției Avenue, Sector 1, Bucharest Lecturer Costel NEGRICEA Ph.D Romanian-American University 1B, Expoziţiei Avenue, Sector 1, Bucharest Abstract: The mandatory car insurance market is becoming a significant one in value and a highly competitive one. Every individual and organization owning a vehicle must pay the yearly mandatory car insurance. In this paper we aimed to identify marketing approaches used by companies offering mandatory car insurance services in Romania. The main conclusion of this study is that the mandatory car insurance companies which are active in Romania make use of a tremendous number of marketing strategies and tactics covering a broad spectrum of aspects beginning with the environment screening and ending with the company adaptation to the peculiarities of the market. Keywords: Marketing, secondary data, insurance companies, Romania JEL classification: M31 Introduction The size of the mandatory car insurance market is a significant one. The annual value of this market amounts up to several hundred millions EUR, in 2011 reaching approximately 500 mil EUR according to The competition on this market is a strong one with 17 insurance companies ( 2011) competing for a slice of this market and a significant number of brokers and intermediaries. These companies use different marketing approaches in order to gain clear competitive advantages. In this paper we aimed to identify marketing approaches pursued by the mandatory car insurance companies registered in Romania. 29

2 Being an exploratory research we considered applying a secondary data analysis as the appropriate method at this stage based on a model developed and adapted by the authors together with prof. Cătoiu through a series of studies performed beginning with 2009 (Cătoiu et al, 2002, Cătoiu & Edu, 2009, Cătoiu, Edu, Negricea, 2011, Edu & Negricea, 2011) Research methodology 1. Research purpose Identifying marketing approaches used by the mandatory car insurance companies registered in Romania. 2. Research objectives To identify: 2.1 marketing approaches in relation to the marketing environment 2.2 marketing approaches in relation to the determination of the buying behaviour on the market 2.3 marketing approaches in relation to the product policy 2.4 marketing approaches in relation to the price policy 2.5 marketing approaches in relation to the marketing communication 2.6 marketing approaches in relation to the distribution policy 2.7 marketing approaches in relation to the personnel policy 3. Research hypotheses 3.1 The mandatory car insurance companies gather information about the marketing environment related to: industry/market features and tendencies acquisitions and diversification market share suppliers and partners Corporate Social Responsibility endeavours 3.2 The mandatory car insurance companies collect information about the buying behaviour in relation to: brand perception (company and products) brand attitude (company and products) buying motives product satisfaction buying behaviour buying intentions segmentation studies target markets brand positioning fidelity tactics and consumer reactions 3.3 The mandatory car insurance companies marketing approaches in relation to the product policy can be found in one or more of the following categories: concept development and testing brand name generation and testing 30

3 3.3.3 a test market product portfolio analysis underperformed products products launched in cooperation with other financial institutions offer analysis on B2C, B2B, B2G product assortment personal insurance agent as a part of the offer transparency in offer presentations perception about insurance coverage perception about claiming procedures online applications used for client informing and persuading/ offer description/ product usage 3.4 The mandatory car insurance companies pursue marketing approaches for the price policy in the following areas: cost analysis for products/ services/ departments profit analysis for products/ services/ departments premium payment flexibility insurance excess demand analysis: market potential; sales potential; sales forecasting disclosure of costs to clients 3.5 The mandatory car insurance companies consider marketing communication approaches related to: motives which determine the choice for a means of communication mass communication means advertising message advertising effectiveness: before/after broadcasting events, fairs, exhibitions etc sponsorships promotional instruments such as special offers, prizes, coupons etc brands: awareness, trust, loyalty etc 3.6 The mandatory car insurance companies use distribution approaches which cover the following areas: channel performance: agents, partners, dealers channel coverage international cooperation and coverage distribution effectiveness in relation to organisations and individuals 3.7 The mandatory car insurance companies consider marketing approaches in relation to the personnel policy which could refer to: recruitment policy training and courses remuneration systems (flat wages, commissions etc.) 31

4 Marketing approaches procedures/ methods/ techniques used to interact with clients studies on staff satisfaction related to working conditions/ career development managerial processes and relations organisational culture and its forms 4. Research variables Table 1- Research variables Variable Definition Directions for this research Objectives, strategies and tactics used in order to create and deliver value to customers in order to gain value in return Objectives, strategies and tactics pertaining to: - business/ economic environment or company - buying behaviour - product - price - marketing communication - distribution - personnel Marketing environment Buying behaviour Product The sum of forces which act in a direct or indirect manner upon the organisation The sum of individual or group decisions directly connected to the acquiring and use of goods and services for the satisfaction of the current and future needs, including decision processes which precede and determine these acts The product, service, idea or combination of these with which the organisation is present - industry/market features and tendencies - acquisitions and diversification - market share - suppliers and partners - Corporate Social Responsibility endeavours - brand perception (company and products) - brand attitude (company and products) - buying motives - product satisfaction - buying behaviour - buying intentions - segmentation studies - target markets - brand positioning - fidelity tactics and consumer reactions - concept development and testing - brand name generation and testing - a test market 32

5 Price Marketing communication on the market The sum of money which must be paid by the buyer to the seller in order to acquire the offer The endeavours in which the prospect is informed about the organisation s offer and persuaded to purchase it - product portfolio analysis - underperformed products - products launched in cooperation with other -financial institutions - offer analysis on B2C, B2B, B2G - product assortment - personal insurance agent as a part of the offer - transparency in offer presentations - perception about insurance coverage - perception about claiming procedures - online applications used for client informing and persuading/ offer description/ product usage - cost analysis for products/ services/ departments - profit analysis for products/ services/ departments - premium payment flexibility - insurance excess - demand analysis: market potential; sales potential; sales forecasting - disclosure of costs to clients - motives which determine the choice for a means of communication - mass communication means - advertising message - advertising effectiveness: before/after broadcasting - events, fairs, exhibitions etc - sponsorships - promotional instruments such as special offers, prizes, coupons etc - brands: awareness, trust, loyalty etc Distribution The processes and routes through which an offer reaches a client - channel performance: agents, partners, dealers - channel coverage 33

6 - international cooperation and coverage - distribution effectiveness in relation to organisations and individuals Personnel The function and processes which handle recruitment, training and compensation of staff - recruitment policy - training and courses - remuneration systems (flat wages, commissions etc.) - procedures/ methods/ techniques used to interact with clients - studies on staff - satisfaction related to working conditions/ career development - managerial processes and relations - organisational culture and its forms 5. Population The researched population is represented by the Romania mandatory car insurance companies. 6. Secondary data study guide The study guide was designed in accordance with the research purpose and objectives. This guide was structured in the following chapters: business/economic or company buying behaviour product price marketing communication distribution personnel For each section, the study guide had the following structure: Table 2- Business/economic or company research Features of the industry/market and tendencies on it Acquisitions and diversification Market share Suppliers and partners 34

7 Corporate Social Responsibility endeavours Table 3.1- Buying behaviour research Brand perception (company and products) Brand attitude (company and products) Buying motives Product satisfaction Buying behaviour Buying intentions Segmentation studies Target markets Brand positioning Other Table 3.2- Buying behaviour research Buying behaviour- information about: Brand Fidelity tactics and positioning consumer reactions Table 4.1- Product research Concept development and testing Brand name generation and testing A test market Product portfolio analysis Underperformed products Products launched in cooperation with other financial institutions Offer analysis on B2C, B2B, B2G Product assortment Table 4.2- Product research 35

8 Personal insurance agent as a part of the offer Transparency in offer presentations Perception about insurance coverage Perception about claiming procedures Online applications used for client informing and persuading/ offer description/ product usage Table 5- Price research Cost analysis for products/ services/ departments Disclosure of costs to clients Profit analysis for products/ services/ departments Premium payment flexibility Insurance excess Demand analysis: market potential; sales potential; sales forecasting; price sensitivity Table 6.1- Marketing communication research Marketing communication- information about: Motives which Mass determine the choice Advertising communication for a means of message means communication Advertising effectiveness: before/after broadcasting Events: fairs, exhibitions etc Table 6.2- Marketing communication research Marketing communication- information about: Sponsorships Promotional instruments such as special offers, prizes, coupons etc Brands: awareness, trust, loyalty etc Distribution- information about: Table 7- Distribution research 36

9 Channel performance: agents, partners, dealers Channel coverage International cooperation Distribution effectiveness in relation to organisations and individuals Table 8.1- Personnel research Personnel- information about: Recruitment policy Trainings and courses Remuneration systems (flat wages, commissions etc) Procedures/ methods/ techniques used to interact with clients Studies on staff Personnel- information about: Table 8.2- Personnel research Satisfaction related to working conditions/ career development Managerial processes and relations Organisational culture and its forms 7. Sources of secondary data The secondary data sources were structured in several chapters to facilitate the study: 7.1 Web sites of insurance companies 7.2 Web sites of regulatory institutions 7.3 Reports and statistics issued by public and private institutions 7.4 News Web portals 7.5 Newspapers 7.6 Specialised publications in insurance 7.7 Specialised web sites in insurance 8. Research conclusions After analysing the secondary data sources, 247 relevant references were identified. These references were analysed using the subcategories of the study guide. In order to match these references with the research objectives, each objective was analysed considering on one hand the predefined subcategories and on the other hand the other subcategory. Objective no. 1- Identifying marketing approaches in relation to the marketing environment 37

10 After analysing the data it was concluded that this objective had been accomplished. In this regard it can be said that the mandatory car insurance companies gather information about the marketing environment related to: industry/market features and tendencies acquisitions and diversification market share suppliers and partners Corporate Social Responsibility endeavours The hypothesis formulated for this objective was partially confirmed because findings about regulatory issues had been found also. Objective no. 2- Identifying marketing approaches in relation to the determination of the buying behaviour on the market The analysis of the gathered data concluded the accomplishment of this objective. The mandatory car insurance companies collect data about the buying behaviour in relation to: brand perception (company and products) brand attitude (company and products) buying motives product satisfaction buying behaviour buying intentions segmentation studies target markets brand positioning fidelity tactics and consumer reactions The hypothesis formulated for this objective was entirely confirmed because the findings were within the pre-established boundaries. Objective no. 3- Identifying marketing approaches in relation to the product policy The analysis of the collected data concluded the accomplishment of this objective. The mandatory car insurance companies make product decisions which extend to the following categories: concept development and testing brand name generation and testing a test market product portfolio analysis underperformed products products launched in cooperation with other financial institutions offer analysis on B2C, B2B, B2G product assortment personal insurance agent as a part of the offer transparency in offer presentations perception about insurance coverage perception about claiming procedures online applications used for client informing and persuading/ offer description/ product usage 38

11 Other product-related marketing approaches were uncovered by the collected data, as follows: cross-selling with non-financial services, bundles with non-mandatory insurance policies. The hypothesis formulated for this objective was partially confirmed because other marketing approaches were found besides the ones asserted in this hypothesis. Objective no. 4- Identifying marketing approaches in relation to the price policy The analysis of the collected data concluded the accomplishment of the 4 th objective. The mandatory car insurance companies pursue price-related marketing approaches which cover the following areas: cost analysis for products/ services/ departments profit analysis for products/ services/ departments premium payment flexibility insurance excess demand analysis: market potential; sales potential; sales forecasting disclosure of costs to clients In accordance with the collected data in the other subcategory, the mandatory car insurance companies are also interested in analyses of claim levels and numbers. The hypothesis formulated for this objective was partially confirmed because the collected data displayed also marketing approaches which were not found in the preestablished subcategories. Objective no. 5- Identifying marketing approaches in relation to the marketing communication Based on the analysis of the collected data, the 6 th objective was accomplished. The collected data reflect that the mandatory car insurance companies pursue marketing approaches related to the marketing communications concerning: motives which determine the choice for a means of communication mass communication means advertising message advertising effectiveness: before/after broadcasting events, fairs, exhibitions etc. sponsorships promotional instruments such as special offers, prizes, coupons etc. brands: awareness, trust, loyalty etc. Other marketing approaches were identified in relation to the marketing communication, pertaining to the use of direct marketing approaches. The hypothesis formulated for this objective was partially confirmed because other marketing approaches were unveiled besides the ones mentioned in this hypothesis. Objective no. 6- Identifying marketing approaches in relation to the distribution policy Based on the analysis of the collected data, the 6 th objective was accomplished. The mandatory car insurance companies marketing approaches pertaining to distribution refer to: channel performance: agents, partners, dealers channel coverage international cooperation and coverage distribution effectiveness in relation to organisations and individuals 39

12 The hypothesis formulated for this objective was entirely confirmed, the collected data being allocated in the preset subcategories of the study guide. Objective no. 7- Identifying marketing approaches in relation to the personnel policy The analysis of the collected data concluded the accomplishment of the 7 th objective. The personnel-related marketing approaches of the mandatory car insurance company lie, mainly, within the categories mentioned below: recruitment policy training and courses remuneration systems (flat wages, commissions etc.) procedures/ methods/ techniques used to interact with clients studies on staff satisfaction related to working conditions/ career development managerial processes and relations organisational culture and its forms The collected data displayed also marketing approaches related to staff downsizing, job openings and staff churn rate. The hypothesis formulated for this objective was partially confirmed because other marketing approaches besides those ones already mentioned were identified. Conclusions The mandatory car insurance companies make use of a tremendous number of marketing strategies and tactics covering a broad spectrum of aspects beginning with the environment screening and ending with the company adaptation to the peculiarities of the market. These findings provide sufficient information for a deep understanding of the marketing approaches used by the mandatory car insurance companies and this model could be effectively used by parties with an interest in this industry. Bibliography: [1]. Cătoiu I. (et al.) (2002) Cercetări de marketing, Ed. Uranus [2]. Cătoiu, I.; Edu, T; (2009) The identification of the Romanian companies marketing needs and means of communication- a marketing research- paper published in the proceedings of the conference CHALLENGES OF CONTEMPORARY KNOWLEDGE-BASED ECONOMY (ICMEA)" - third edition, Alba Iulia, Romania, November 2009 [3]. Cătoiu, I.; Edu, T.; Negricea, I. C. (2011) The identification of the Marketing Approaches used by the Romanian Internet Service Providers- a Marketing Research, paper published in the proceedings of the conference IECS 2011 CRISES AFTER THE CRISIS. INQUIRIES FROM A NATIONAL, EUROPEAN AND GLOBAL PERSPECTIVE, Sibiu, 2011, ISBN [4]. Edu, T.; Negricea, I. C. (2011) The Identification of the Marketing Needs and Means of Communication of the Romanian Marketing Companies A Marketing Research, Romanian Economic and Business Review, Vol. 6, Issue 3, ISSN , Ed. Pro Universitaria [5]. 40

EFFECTIVE MARKETING POLICY GUIDELINES FOR ROMANIAN INTERNET SERVICE PROVIDERS

EFFECTIVE MARKETING POLICY GUIDELINES FOR ROMANIAN INTERNET SERVICE PROVIDERS EFFECTIVE MARKETING POLICY GUIDELINES FOR ROMANIAN INTERNET SERVICE PROVIDERS Lecturer Tudor EDU, Ph.D Romanian American University 1B, Expoziției Avenue, Sector 1, Bucharest tudoredu@yahoo.com Lecturer

More information

MARKETING COURSES Student Learning Outcomes 1

MARKETING COURSES Student Learning Outcomes 1 MARKETING COURSES Student Learning Outcomes 1 MKT 371: Consumer and Buyer Behavior 1. Compare and contrast different perspectives that characterize the study of consumer behavior (e.g. cognitive vs. behavioral).

More information

The conclusions of the marketing research projects planned and executed in Stage 1 are presented on the 3 specific objectives of this phase:

The conclusions of the marketing research projects planned and executed in Stage 1 are presented on the 3 specific objectives of this phase: Conclusions for Step 1 The conclusions of the marketing research projects planned and executed in Stage 1 are presented on the 3 specific objectives of this phase: Regarding the research of similar international

More information

Blackblot PMTK Marketing Review. <Comment: Replace the Blackblot logo with your company logo.>

Blackblot PMTK Marketing Review. <Comment: Replace the Blackblot logo with your company logo.> Company Name: Product Name: Date: Contact: Department: Location: Email: Telephone: Blackblot PMTK Marketing Review Document Revision History:

More information

THE PLANNING OF A CUSTOMER RELATIONSHIP MANAGEMENT PROJECT: REQUIREMENTS AND OPPORTUNITIES

THE PLANNING OF A CUSTOMER RELATIONSHIP MANAGEMENT PROJECT: REQUIREMENTS AND OPPORTUNITIES THE PLANNING OF A CUSTOMER RELATIONSHIP MANAGEMENT PROJECT: REQUIREMENTS AND OPPORTUNITIES Professor PhD Adriana OLARU Lecturer Alexandru CAPATINA Dunărea de Jos University of Galati, Romania Abstract:

More information

MARKETING INTERMEDIATE LEVEL

MARKETING INTERMEDIATE LEVEL Syllabus MARKETING INTERMEDIATE LEVEL Proposed for examinations sessions starting May 2017 INTERMEDIATE Level, Marketing, MATSEC 1 Syllabus objectives The syllabus is intended to encourage candidates to:

More information

LCCI International Qualifications. Level 3 Certificate in Selling and Sales Management. Extended Syllabus. Effective from 2007

LCCI International Qualifications. Level 3 Certificate in Selling and Sales Management. Extended Syllabus. Effective from 2007 LCCI International Qualifications Level 3 Certificate in Selling and Sales Management Extended Syllabus Effective from 2007 For further information contact us: Tel. +44 (0) 8707 202909 Email. enquiries@ediplc.com

More information

Contents. Part- I: Introduction to Services Marketing. Chapter 1 Understanding Services 3-22. Chapter 2 The Nature of Services Marketing 23-38

Contents. Part- I: Introduction to Services Marketing. Chapter 1 Understanding Services 3-22. Chapter 2 The Nature of Services Marketing 23-38 Contents Part- I: Introduction to Services Marketing Chapter 1 Understanding Services 3-22 Chapter 2 The Nature of Services Marketing 23-38 Part- II: The Customer Experience Chapter 3 Consumer Behavior

More information

THE PLACE OF MARKETING STRATEGIES IN THE CONSOLIDATION OF ROMANIAN BAKERY FIRMS

THE PLACE OF MARKETING STRATEGIES IN THE CONSOLIDATION OF ROMANIAN BAKERY FIRMS THE PLACE OF MARKETING STRATEGIES IN THE CONSOLIDATION OF ROMANIAN BAKERY FIRMS PhD Full, Professor Filimon Stremţan PhD Candidate, Lecturer Andreea Muntean 1Decembrie 1918 University Alba Iulia Abstract:

More information

THE CHALLENGES OF SMES IN MODERN MARKETING

THE CHALLENGES OF SMES IN MODERN MARKETING STUDIA UNIVERSITATIS BABES-BOLYAI, NEGOTIA, LIV, 4, 2009 THE CHALLENGES OF SMES IN MODERN MARKETING OANA PREDA 1, IULIA FURDUI 2 ABSTRACT. SME s are actually driving Romanian economy, especially after

More information

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES

CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES Chapter 1: Introduction to CRM Selected definitions of CRM 1 CRM is an information industry term for methodologies, software, and usually Internet

More information

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,

More information

UNDERSTANDING INTERNAL AND EXTERNAL ENVIRONMENT FOR A FLEXIBLE PRODUCTION APPROACH

UNDERSTANDING INTERNAL AND EXTERNAL ENVIRONMENT FOR A FLEXIBLE PRODUCTION APPROACH UNDERSTANDING INTERNAL AND EXTERNAL ENVIRONMENT FOR A FLEXIBLE PRODUCTION APPROACH Cătălin Cristian BABALÂC The Bucharest University of Economic Studies, Bucharest, Romania babalac.catalin@gmail.com Abstract

More information

ADVERTISING THROUGH TELEVISION

ADVERTISING THROUGH TELEVISION ADVERTISING THROUGH TELEVISION Lecturer Andreea BUDACIA Ph.D Romanian American University 1B, Ezpoziției Avenue, Sector 1, Bucharest andreeabudacia@yahoo.com Abstract: Enterprises promote their goods and

More information

AHMED BIN MOHAMED MILITARY COLLEGE DESCRIPTION OF THE COURSES OFFERED IN THE BACHELOR DEGREE IN THE BUSINESS ADMINISTRATION CURRICULUM

AHMED BIN MOHAMED MILITARY COLLEGE DESCRIPTION OF THE COURSES OFFERED IN THE BACHELOR DEGREE IN THE BUSINESS ADMINISTRATION CURRICULUM AHMED BIN MOHAMED MILITARY COLLEGE DESCRIPTION OF THE COURSES OFFERED IN THE BACHELOR DEGREE IN THE BUSINESS ADMINISTRATION CURRICULUM Course Code 2503101 Course Name Principles of Management Prerequisite

More information

STRATEGIES FOR ADAPTING AND REMODELING ACTIVITIES IN ROMANIAN INSURANCE COMPANIES

STRATEGIES FOR ADAPTING AND REMODELING ACTIVITIES IN ROMANIAN INSURANCE COMPANIES DIANA MIRUNA HANCU STRATEGIES FOR ADAPTING AND REMODELING ACTIVITIES IN ROMANIAN INSURANCE COMPANIES Ph.D. Thesis - SUMMARY - Ph.D. Coordinators: Prof. Dan CÂNDEA, Ph.D. Prof. Dumitru MATIŞ, Ph.D. 2009

More information

Diploma in Marketing

Diploma in Marketing Brentwood Open Learning College Diploma in Marketing (Level 4) Course Structure & Contents Diploma in Marketing Course Structure Contents Page 1 Unit 1 to Marketing The unit 1 covers the following topics:

More information

Innovative Analysis of a CRM Database using Online Analytical Processing (OLAP) Technique in Value Chain Management Approach

Innovative Analysis of a CRM Database using Online Analytical Processing (OLAP) Technique in Value Chain Management Approach Innovative Analysis of a CRM Database using Online Analytical Processing (OLAP) Technique in Value Chain Management Approach ADRIAN MICU, ANGELA-ELIZA MICU, ALEXANDRU CAPATINA Faculty of Economics, Dunărea

More information

DE 7090 DISTANCE EDUCATION. M.Com. (Marketing) DEGREE EXAMINATION, DECEMBER 2013. MANAGEMENT CONCEPTS. SECTION A (5 8 = 40 marks)

DE 7090 DISTANCE EDUCATION. M.Com. (Marketing) DEGREE EXAMINATION, DECEMBER 2013. MANAGEMENT CONCEPTS. SECTION A (5 8 = 40 marks) Ws 5 DE 7090 11 DISTANCE EDUCATION M.Com. (Marketing) DEGREE EXAMINATION, DECEMBER 2013. MANAGEMENT CONCEPTS Time : Three hours Maximum : 100 marks SECTION A (5 8 = 40 marks) Answer any FIVE questions.

More information

An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications Using IMC To Market Las Vegas 1 Creating a Unique Brand Identity for Las Vegas *Click outside of the video screen to advance to the next slide Taking

More information

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is

the combination of varying methods and strategies to get your into the minds and hands of prospective buyers. Marketing is Marketing for Growth Wayne Brass Art Mahoney Bill McKown Heather Bender the combination of varying methods and strategies to get your product or service into the minds and hands of prospective buyers.

More information

BUSINESS-TO-BUSINESS MARKETING 2014-2015

BUSINESS-TO-BUSINESS MARKETING 2014-2015 BUSINESS-TO-BUSINESS MARKETING 2014-2015 Published by Richard K. Miller & Associates (RKMA) February 2014 biennial 316 pages ISBN# 9781577831969 PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING

More information

THE INFLUENCE OF MARKETING INTELLIGENCE ON PERFORMANCES OF ROMANIAN RETAILERS. Adrian MICU 1 Angela-Eliza MICU 2 Nicoleta CRISTACHE 3 Edit LUKACS 4

THE INFLUENCE OF MARKETING INTELLIGENCE ON PERFORMANCES OF ROMANIAN RETAILERS. Adrian MICU 1 Angela-Eliza MICU 2 Nicoleta CRISTACHE 3 Edit LUKACS 4 THE INFLUENCE OF MARKETING INTELLIGENCE ON PERFORMANCES OF ROMANIAN RETAILERS Adrian MICU 1 Angela-Eliza MICU 2 Nicoleta CRISTACHE 3 Edit LUKACS 4 ABSTRACT The paper was dedicated to the assessment of

More information

Bingo glossary marketing mix

Bingo glossary marketing mix Bingo glossary marketing mix The management process which identifies customer wants, anticipates their future wants and then goes about satisfying them profitably. Where the market has been divided up

More information

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies

More information

Use of fixed income products within a company's portfolio

Use of fixed income products within a company's portfolio Theoretical and Applied Economics Volume XIX (2012), No. 10(575), pp. 5-14 Use of fixed income products within a company's portfolio Vasile DEDU The Bucharest University of Economic Studies vdedu03@yahoo.com

More information

Integrated Communication

Integrated Communication Integrated Communication Integrated Communication is a 15-credit mandatory module which sits within the suite of Level 4 modules. To gain the CIM Level 4 Certificate in Professional Marketing a pass in

More information

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process.

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process. LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.

More information

PLANNING A STRATEGY FOR KEEPING THE CUSTOMERS

PLANNING A STRATEGY FOR KEEPING THE CUSTOMERS PLANNING A STRATEGY FOR KEEPING THE CUSTOMERS Junior Teaching Assistant Ruxandra Radoviciu, 1 Decembrie 1918 University of Alba Iulia, e- mail: ruxandra_rdvc@yahoo.com ABSTRACT: For a company keeping the

More information

Eleven Steps for Successful Lead Generation Using Marketing PR and White Papers fo Generate Leads

Eleven Steps for Successful Lead Generation Using Marketing PR and White Papers fo Generate Leads Eleven Steps for Successful Lead Generation Using Marketing PR and White Papers fo Generate Leads Eleven Steps for Successful Lead Generation Using Marketing PR and White Papers to Generate Leads Results

More information

International Tourism Market Segmentation Based on Consumer Behavior

International Tourism Market Segmentation Based on Consumer Behavior International Tourism Market Segmentation Based on Consumer Behavior Luigi DUMITRESCU Lucian Blaga University, Faculty of Economics, Sibiu, Romania E-mail: dumitresculuigi@yahoo.com Telephone: +40 0724

More information

BUSINESS ADMINISTRATION (Non-EMBA) COURSES Student Learning Outcomes 1

BUSINESS ADMINISTRATION (Non-EMBA) COURSES Student Learning Outcomes 1 BUSINESS ADMINISTRATION (Non-EMBA) COURSES Student Learning Outcomes 1 BA 100: Exploration of Business 1. Explain the culture of higher education. 2. Undertake critical examination and self-reflection

More information

PARTICULARITY OF SELLING INSURANCE FOR ROMANIAN INSURANCE COMPANIES

PARTICULARITY OF SELLING INSURANCE FOR ROMANIAN INSURANCE COMPANIES 264 PARTICULARITY OF SELLING INSURANCE FOR ROMANIAN INSURANCE COMPANIES, Ph.D. Faculty of Business Babes Bolyai University Cluj-Napoca, Romania Abstract: It is already known that marketing has a very important

More information

BSBMKG508A Plan direct marketing activities

BSBMKG508A Plan direct marketing activities BSBMKG508A Plan direct marketing activities Revision Number: 1 BSBMKG508A Plan direct marketing activities Modification History Not applicable. Unit Descriptor Unit descriptor This unit describes the performance

More information

Marketing (Marketing Principles)

Marketing (Marketing Principles) Marketing (Marketing Principles) Main Aim(s) of the Unit: To provide students with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the

More information

Marketing the benefits of your energy efficient business. Gill Hutchinson, Federation of Small Businesses

Marketing the benefits of your energy efficient business. Gill Hutchinson, Federation of Small Businesses Marketing the benefits of your energy efficient business Gill Hutchinson, Federation of Small Businesses Marketing - what s it all about? Some Definitions Marketing (n) A loose assortment of fluffy activities

More information

MARKETING COMMUNICATIONS

MARKETING COMMUNICATIONS MARKETING COMMUNICATIONS Equivalent QCF level: Level 5 Credit Value: 30 Learning time (hours): 300 UNIT PURPOSE This unit provides the learner with an understanding of marketing communications in both

More information

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs

Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Marketing Plan Development 101: The Importance of Developing a Marketing Plan for Public Transit Agencies & Commuter Assistance Programs Mark Glein, PhD, Marketing Florida State University Marketing Plan

More information

CHAPTER V PROMOTING AND MARKETING TRADE INSURANCE - THE MALAYSIAN APPROACH

CHAPTER V PROMOTING AND MARKETING TRADE INSURANCE - THE MALAYSIAN APPROACH CHAPTER V SYNOPSIS PROMOTING AND MARKETING TRADE INSURANCE - THE MALAYSIAN APPROACH Difference Between Selling and Marketing Concept Selling Concept Emphasis is on the product Company first makes the product

More information

MASTER OF BUSINESS ADMINISTRATION (MBA) 800 Series

MASTER OF BUSINESS ADMINISTRATION (MBA) 800 Series MASTER OF BUSINESS ADMINISTRATION (MBA) 800 Series BBA 820: Managerial Functions Natural and scope of management of organizations operations. Systems approach to organizations. The management process planning,

More information

Rexjournal ISSN 2321-1067 Renewable Research Journal

Rexjournal ISSN 2321-1067 Renewable Research Journal Digital Marketing: Opportunities and Threats Rima Dinesh Puri Abstract Internet has become part of our daily lives. It plays role in various fields, may be to make friend or let friendship last, watching

More information

WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY

WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY WORKSHOP #4 CUSTOMER TARGETING (MARKETING) STRATEGY THE FUNDAMENTAL ELEMENTS OF THE DEFINITION OF A CUSTOMER TARGETING (MARKETING) STRATEGY Corporate Strategy Mission of the firm Strategic thrusts and

More information

DISCUSSION PAPER SUBJECT: TYING AND BUNDLING INSURANCE POLICIES WITH OTHER SERVICES AND GOODS

DISCUSSION PAPER SUBJECT: TYING AND BUNDLING INSURANCE POLICIES WITH OTHER SERVICES AND GOODS 1 P a g e INSURANCE REGULATORY AND DEVELOPMENT AUTHORITY DISCUSSION PAPER SUBJECT: TYING AND BUNDLING INSURANCE POLICIES WITH OTHER SERVICES AND GOODS I. Objective: This paper seeks to discuss issues relating

More information

CONTRIBUTIONS TO OPTIMIZE QUALITY COSTS IN THE AUTOMOTIVE INDUSTRY

CONTRIBUTIONS TO OPTIMIZE QUALITY COSTS IN THE AUTOMOTIVE INDUSTRY CONTRIBUTIONS TO OPTIMIZE QUALITY COSTS IN THE AUTOMOTIVE INDUSTRY Prof. Ion Ionescu Ph. D University of Craiova Faculty of Economics and Business Administration Craiova, Romania Abstract: The main goal

More information

INSURANCE CONSULTANTS ATTITUDE TOWARDS RELATIONSHIP MARKETING ELEMENTS

INSURANCE CONSULTANTS ATTITUDE TOWARDS RELATIONSHIP MARKETING ELEMENTS INSURANCE CONSULTANTS ATTITUDE TOWARDS RELATIONSHIP MARKETING ELEMENTS Grigoraş Elena University Alexandru Ioan Cuza, Iaşi Faculty of Economics and Business Administration Stofor Ovidiu University Alexandru

More information

Marketing Management

Marketing Management Marketing Management Theocharis Katranis Fall Semester 2014 1 Today s Lecture 1. We will discuss the competitive forces in a market 2. We will identify and analyse competitors 3. We will elaborate different

More information

Unit 4: Marketing Principles

Unit 4: Marketing Principles Unit 4: Marketing Principles Unit code: F/601/0556 QCF level: 4 Credit value: 15 credits Aim This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles

More information

Chapter Four. The Advertising Agency Structure & Functions. 3. Have an overview of the structure and functions of ad agencies

Chapter Four. The Advertising Agency Structure & Functions. 3. Have an overview of the structure and functions of ad agencies Chapter Four The Advertising Agency Structure & Functions Learning Objectives: 1. Understand the business of advertising 2. Know about evolution of advertising agencies 3. Have an overview of the structure

More information

a. motor third liability insurance, which offers payment for damage resulting from car accidents, including the transporter s responsibility (MPTL);

a. motor third liability insurance, which offers payment for damage resulting from car accidents, including the transporter s responsibility (MPTL); MOTOR THIRD PARTY LIABILITY INSURANCE IN ROMANIA DănuleŃiu Dan-Constantin Decembrie 98 University of Alba Iulia, e-mail: danuletiu.dan@gmail.com The existence of third party allows the third party who

More information

THE EUROPEAN CONSUMER PERSPECTIVE - MAJOR TRENDS

THE EUROPEAN CONSUMER PERSPECTIVE - MAJOR TRENDS THE EUROPEAN CONSUMER PERSPECTIVE - MAJOR TRENDS Malgorzata WIECKO-TULOWIECKA Andreea COSMA Alexandru CIUNCAN June 24, 2014 AGENDA I. INTRODUCTION MAIN CONSUMER CHALLENGES II. MOTOR CLAIMS PRACTICES IN

More information

Level 3 Certificate in Advertising

Level 3 Certificate in Advertising LCCI International Qualifications Level 3 Certificate in Advertising Syllabus Effective from: September 2009 First examinations to be held in Series 3, 2010 For further information contact us: Tel. +44

More information

Improving Dealership Operations With the DCM Dealer Capabilities Model

Improving Dealership Operations With the DCM Dealer Capabilities Model QMA/AMI Management LLC Automotive Retail & Distribution Business Advisory Services Improving Dealership Operations With the DCM Dealer Capabilities Model What do we do first? How do we stay focused? WHAT

More information

Chapter 11: Campaign Management

Chapter 11: Campaign Management Chapter 11: Campaign Management Overview Topics discussed: Campaign Management Process Campaign Planning and Development Campaign Execution Analysis & Control Campaign Feedback 2 Campaign A series of interconnected

More information

BUSINESS-TO-BUSINESS MARKETING 2016-2017

BUSINESS-TO-BUSINESS MARKETING 2016-2017 BUSINESS-TO-BUSINESS MARKETING 2016-2017 September 2015 335 pages ISBN# 9781577832300 Published by Richard K. Miller & Associates (RKMA) PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING 1.1 B2B

More information

Graduate Diploma in. Management. (Grad.Dip.Mgmt)

Graduate Diploma in. Management. (Grad.Dip.Mgmt) cmi-ireland.com T: 01 492 7070 Graduate Diploma in Management (Grad.Dip.Mgmt) CMI Page 1 Graduate Diploma in Management About the Course CMI have teamed up with the ICM Institute of Commercial Management

More information

Department of Marketing 3 rd Year Classes 2013/14

Department of Marketing 3 rd Year Classes 2013/14 3 rd Year Classes 2013/14 Core Classes: MK317 Marketing Communications MK318 Strategic Marketing Elective Classes: MK320 Management of Sales Operations MK324 Retail Management MK325 Essentials of International

More information

Management and Marketing Course Descriptions

Management and Marketing Course Descriptions Management and Marketing Course Descriptions Management Course Descriptions HRM 301 Human Resources Management (3-0-3) Covers all activities and processes of the human resources function that include recruitment,

More information

MARKETING COURSES Student Learning Outcomes 1

MARKETING COURSES Student Learning Outcomes 1 MARKETING COURSES Student Learning Outcomes 1 MKT 370: Marketing 1. Define and apply knowledge of the following key marketing concepts: the marketing concept market segmentation target marketing positioning

More information

INTEGRATED MARKETING COMMUNICATION AND ITS ROLE IN INCREASING THE EFFICIENCY OF THE APPROACHES IN COMMUNICATION

INTEGRATED MARKETING COMMUNICATION AND ITS ROLE IN INCREASING THE EFFICIENCY OF THE APPROACHES IN COMMUNICATION INTEGRATED MARKETING COMMUNICATION AND ITS ROLE IN INCREASING THE EFFICIENCY OF THE APPROACHES IN COMMUNICATION OLIMPIA OANCEA, AMALIA PANDELICĂ UNIVERSITY OF PITESTI, FACULTY OF ECONOMICS, REPUBLICII

More information

MBA with specialisation in Marketing - LM501

MBA with specialisation in Marketing - LM501 MBA with specialisation in Marketing - LM501 1. Objectives The objectives of the MBA Programme are as follows: (i) (ii) (iii) (iv) to impart professional education and training in Modern Management Techniques

More information

Question bank relating to each chapter

Question bank relating to each chapter Question bank relating to each chapter Chapter 1 Development of a strategic approach to marketing its culture; internal macro- and external micro-environmental issues 1. What factors have given rise to

More information

Marketing Projects Manager (Business Birmingham) (Fixed term contract to run until 31 March 2015) This post is funded by the European Union.

Marketing Projects Manager (Business Birmingham) (Fixed term contract to run until 31 March 2015) This post is funded by the European Union. Job profile Title: Marketing Projects Manager (Business Birmingham) Salary: circa 30,000-35,000 (Fixed term contract to run until 31 March 2015) This post is funded by the European Union. Job Purpose:

More information

Implementing a CRM System in the Context of Internet Technologies

Implementing a CRM System in the Context of Internet Technologies Implementing a CRM System in the Context of Internet Technologies Senior Lecturer Alexandru Gavrilă, PhD Academy of Economic Studies, Bucharest galex@ase.ro Senior Lecturer Delia Băbeanu, PhD Academy of

More information

The Role of Market Analysis in Developing Efficient Marketing Audit

The Role of Market Analysis in Developing Efficient Marketing Audit Abstract The Role of Market Analysis in Developing Efficient Marketing Audit Violeta Radulescu Lecture, PhD, Academy of Economic Studies, Bucharest E-mail: vio.radulescu@yahoo.com Marketing Audit is an

More information

Department of Marketing 2 nd Year Classes 2013/14

Department of Marketing 2 nd Year Classes 2013/14 2 nd Year Classes 2013/14 Core Classes: MK206 Consumer Behaviour MK207 Marketing Research Elective Classes: MK320 Management of Sales Operations MK324 Retail Management MK325 Essentials of International

More information

MILESTONES FOR AN EFFECTIVE DIRECT COMMUNICATION WITH THE CONSUMERS: EMPIRICAL EVIDENCES FROM ROMANIA

MILESTONES FOR AN EFFECTIVE DIRECT COMMUNICATION WITH THE CONSUMERS: EMPIRICAL EVIDENCES FROM ROMANIA MILESTONES FOR AN EFFECTIVE DIRECT COMMUNICATION WITH THE CONSUMERS: EMPIRICAL EVIDENCES FROM ROMANIA Călin-Petrică Vegheș, Prof., PhD, Bucharest University of Economic Studies Abstract: The recent years

More information

What is the marketing mix?

What is the marketing mix? Marketing and Sales What is the marketing mix? The marketing mix The marketing mix is another tool used by organisations Each leisure and tourism business will have their own marketing mix which works

More information

Multi-Stage Marketing: How to Approach the Customers Customers in B2B Markets

Multi-Stage Marketing: How to Approach the Customers Customers in B2B Markets Institute for Market-Oriented Management Competence in Research & Management Prof. Dr. Dr. h.c. mult. Christian Homburg, Prof. Dr. Sabine Kuester IMU Research Insights # 014 Multi-Stage Marketing: How

More information

St. Joseph s College of Commerce (Autonomous) Lesson plan 2015-2016 Even Semester M1 15 202: Marketing Management

St. Joseph s College of Commerce (Autonomous) Lesson plan 2015-2016 Even Semester M1 15 202: Marketing Management St. Joseph s College of Commerce (Autonomous) Lesson plan 2015-2016 Even Semester M1 15 202: Management Prepared by: Tina P Singh & Fr. Roshan Objectives of the subject: To familiarize the student with

More information

a. Languages: English will be the primary language of the collection. b. Chronological Guidelines: Current and recent topics are of major interest.

a. Languages: English will be the primary language of the collection. b. Chronological Guidelines: Current and recent topics are of major interest. Georgia State University University Library Collection Development Policy Department of Marketing Purpose: To provide guidance in the selection of library materials to support the curriculum for the program

More information

A guide to B2B Marketing Planning

A guide to B2B Marketing Planning A guide to B2B Marketing Planning Whether you run your own business, you are a managing director or you are a senior marketer in a large corporation, planning is a fundamental part of a successful business.

More information

Final Examination Semester 1 / Year 2010

Final Examination Semester 1 / Year 2010 Southern College Kolej Selatan 南 方 学 院 Final Examination Semester 1 / Year 2010 COURSE : MARKETING PRINCIPLES AND PRACTICE COURSE CODE : ADAD 2062 TIME : 2 1/2 HOURS DEPARTMENT : ART AND DESIGN LECTURER

More information

2015 Retail Competition Review Approach Paper

2015 Retail Competition Review Approach Paper AGL Energy Limited ABN: 74 115 061 375 Level 22, 101 Miller St North Sydney NSW 2060 Locked Bag 1837 St Leonards NSW 2065 T: 02 9921 2999 F: 02 9921 2552 www.agl.com.au 19 February 2015 Australian Energy

More information

e-business Management the particular form of management

e-business Management the particular form of management MPRA Munich Personal RePEc Archive e-business Management the particular form of management Marinela Lazarica University Constantin Brâncoveanu, Braila, Romania April 2008 Online at http://mpra.ub.uni-muenchen.de/15557/

More information

Relationship Marketing. SHSMD Luncheon October 5, 2007 Leean Kravitz Mudhouse Advertising

Relationship Marketing. SHSMD Luncheon October 5, 2007 Leean Kravitz Mudhouse Advertising Relationship Marketing SHSMD Luncheon October 5, 2007 Leean Kravitz Mudhouse Advertising What is relationship marketing? Marketing designed to create, maintain, and enhance strong relationships with customers

More information

Customer Experience Management

Customer Experience Management Customer Experience Management Best Practices for Voice of the Customer (VoC) Programmes Jörg Höhner Senior Vice President Global Head of Automotive SPA Future Thinking The Evolution of Customer Satisfaction

More information

over-the-counter selling personal selling field selling network marketing telemarketing outbound telemarketing inbound telemarketing inside selling

over-the-counter selling personal selling field selling network marketing telemarketing outbound telemarketing inbound telemarketing inside selling personal selling over-the-counter selling field selling network marketing outbound telemarketing telemarketing inbound telemarketing inside selling relationship selling consultative selling cross-selling

More information

Marketing: Advertising and Sales Promotion

Marketing: Advertising and Sales Promotion Marketing: Advertising and Sales Promotion Food Communication II Section F Integrated Marketing Communications Introduction All of the information has been adapted from: Kotler P. Armstrong, G., 2004.

More information

Bachelor of Business Specialist

Bachelor of Business Specialist Bachelor of Business Specialist Detailed Course Requirements The 2016 Monash University Handbook will be available from October 2015. This document contains interim 2016 course requirements information.

More information

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits)

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) This unit aims to provide candidates with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational

More information

Design of a Customer-Centric Balanced Scorecard Support for a Research on CRM Strategies of Romanian Companies from FMCG Sector

Design of a Customer-Centric Balanced Scorecard Support for a Research on CRM Strategies of Romanian Companies from FMCG Sector Design of a Customer-Centric Balanced Scorecard Support for a Research on CRM Strategies of Romanian Companies from FMCG Sector MICU ADRIAN MICU ANGELA ELIZA CAPATINA ALEXANDRU NISTOR COSTEL Management-Marketing

More information

Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise.

Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise. Principles of Marketing Lecture 13a: al Mix Decisions: Advertising and Sales Target Market Product Place Price Personal Selling Mass Selling Sales Advertising Publicity The Traditional Communication Model

More information

THE ROLE OF THE COMMUNICATIONAL POLICY IN THE MARKETING ACTIVITY OF CONSTRUCTION ORGANIZATIONS

THE ROLE OF THE COMMUNICATIONAL POLICY IN THE MARKETING ACTIVITY OF CONSTRUCTION ORGANIZATIONS THE ROLE OF THE COMMUNICATIONAL POLICY IN THE MARKETING ACTIVITY OF CONSTRUCTION ORGANIZATIONS Iulian Patriche, Ph.D., ipatsib89@yahoo.com Central Office of State for Special Issues Abstract: The specific

More information

Customer Database. A strong foundation to build a successful organization. www.spanglobalservices.com

Customer Database. A strong foundation to build a successful organization. www.spanglobalservices.com Customer Database A strong foundation to build a successful organization Index: Introduction How to Build a Customer Database Accumulate Data In-house Deploy External Suppliers How to Manage Customer Databases

More information

Marketing: Promotion Basics

Marketing: Promotion Basics Name: Class: Date Taken: Total Possible Marks: 39 Marketing: Promotion Basics Complete the following questions in the time allowed by your teacher Write a short, accurate definition for each of the following

More information

1. The competition in the Romanian market of marketing higher education

1. The competition in the Romanian market of marketing higher education Marketing Communication Strategies Focused on High School Graduates. Case Study: The School of Marketing of the Academy of Economic Studies from Bucharest Abstract: The major goal of the paper consists

More information

Effectiveness of Customer Relationship Management Programs

Effectiveness of Customer Relationship Management Programs Evgeni Stanimirov * Summary: Customer relationship management (CRM) has been among the most widely debated topics in the field of marketing during the last decade. Regardless of the significant interest

More information

ROMANIAN - AMERICAN UNIVERSITY. School of Domestic and International Business, Banking and Finance

ROMANIAN - AMERICAN UNIVERSITY. School of Domestic and International Business, Banking and Finance Invest in People! Project co-financed by European Social Fund through the Sectoral Operational Programme Human Resource Development 2007 2013 Priority Axis: 1. Education and training in support for growth

More information

ANALYSIS OF THE HUMAN RESOURCES MOTIVATION WITHIN A COMMERCIAL COMPANY

ANALYSIS OF THE HUMAN RESOURCES MOTIVATION WITHIN A COMMERCIAL COMPANY Scientific Bulletin Economic Sciences, Volume 13/ Issue 2 ANALYSIS OF THE HUMAN RESOURCES MOTIVATION WITHIN A COMMERCIAL COMPANY Nicoleta ISAC 1, Eliza ANTONIU 2 1 Faculty of Economics, University of Pitesti,

More information

Marketing Automation with Microsoft Dynamics

Marketing Automation with Microsoft Dynamics Marketing Automation with Microsoft Dynamics Deliver impactful marketing campaigns and consistent communications with Microsoft Dynamics CRM for Marketing Provide marketing professionals with robust data

More information

Research Design. Recap. Problem Formulation and Approach. Step 3: Specify the Research Design

Research Design. Recap. Problem Formulation and Approach. Step 3: Specify the Research Design Recap Step 1: Identify and define the Problem or Opportunity Step 2: Define the Marketing Problem Management Problem Focus on symptoms Action oriented Marketing Problems Focus on causes Data oriented Problem

More information

The Oxford Handbook of

The Oxford Handbook of The Oxford Handbook of Edited by David W. Cravens, Kenneth Le Meunier-Fitzhugh, Nigel E. Piercy Oxford University Press (2011) ISBN-10: 0199569452, 595 pages Theme of the Book The competitive and rapidly

More information

Lead Management & Marketing System

Lead Management &  Marketing System Lead Management & Email Marketing System 2007-2010 Anagha Group www.leadpro247.com Last Updated May 3, 2010 Enhance Email Marketing and Leads Processing Capabilities of your team! Maximize Sales and Marketing

More information

How marketers can respond to recession and turbulence 1

How marketers can respond to recession and turbulence 1 JOURNAL OF CUSTOMER BEHAVIOUR How marketers can respond to recession and turbulence 1 Philip Kotler, Kellogg School of Management, Northwestern University, USA * John A. Caslione, GCS Business Capital

More information

NEED FOR A SYSTEMATIC PROCESS OF MARKETING PLANNING IN ROMANIAN SMALL AND MEDIUM ENTERPRISES

NEED FOR A SYSTEMATIC PROCESS OF MARKETING PLANNING IN ROMANIAN SMALL AND MEDIUM ENTERPRISES 144 Need for a systematic process of marketing planning in Romanian small and medium enterprises NEED FOR A SYSTEMATIC PROCESS OF MARKETING PLANNING IN ROMANIAN SMALL AND MEDIUM ENTERPRISES Iliuță Costel

More information

The Point of Market Research Is Making Better Business Decisions

The Point of Market Research Is Making Better Business Decisions The Point of Market Research Is Making Better Business Decisions White Paper May 2004 www.knowledgepointresearch.com The Point of Market Research Is Making Better Business Decisions Market research is

More information

Chapter3: Literature Review: Marketing and Marketing Mix

Chapter3: Literature Review: Marketing and Marketing Mix Chapter3: Literature Review: Marketing and Marketing Mix 3.1: Marketing 3.2: Promotion 3.3: Sales Promotion 17 Chapter 3.1: Marketing 1. Introduction 2. Elements of Marketing Mix 3. Promotion or Marketing

More information

Detailed Syllabus of POST GRADUATE DIPLOMA IN RETAIL MANAGEMENT (SEMESTER SYSTEM)

Detailed Syllabus of POST GRADUATE DIPLOMA IN RETAIL MANAGEMENT (SEMESTER SYSTEM) Detailed Syllabus of POST GRADUATE DIPLOMA IN RETAIL MANAGEMENT (SEMESTER SYSTEM) 1 COURSE TITLE: POST GRADUATE DIPLOMA IN RETAIL MANAGEMENT DURATION : 1 YEAR (Semester System) TOTAL DIPLOMA MARKS : 900

More information

Direct Marketing & Other promotional mix Methods

Direct Marketing & Other promotional mix Methods Direct Marketing & Other promotional mix Methods Uni.Vie.Marketing Group9:Feraldi Zahir Ilka Djajakusuma Tanja Tratting Wei Huang The Meaning of direct Marketing Definition Covers a wide array of methods

More information