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Each year the claims regarding the tourism services are growing in variety and expectance – fact that was observed in practice by the elite of the hospitality industry which is trying to do the best to satisfy each client. In the last few years, these trends were also present in Romania, just like the countries that have a strong tourism offer. For this reason, some of the foreign tourists, which want to accommodate in Romania will prefer a hotel that they already know and which they trust. Mostly, this hotel belongs to an international hotel chain, chain that offers similar services all over the world. These services provide comfort and physical safety for the tourists which are looking for such hotel accommodations. Starting with these premises, we have realized a focus group in which several actors attended, representing the entire Cluj-Napoca tourism market. With their help we have created the foundations of the urban tourism consumer profile, which chooses to accommodate into a hotel that belongs to an international hotel chain. This prototype is the first step taken in order to create the real profile of the tourism consumers in Romania
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Brand loyalty, a concept that has gone around the world and which is discussed for several decades by experts in the field, represents the subject of this brief theoretical analysis. The objective of this paper is to highlight different approaches of the concept of brand loyalty
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The purpose of this study is to examine how companies in the building materials industry of Romania are affected by the economic crises, to assess the effects of marketing strategies on company performance in the present conditions and to identify a pattern that can help companies to maintain successful performance despite the turbulences in the operational environment. Crisis come and go, it’s the decision to adapt the company’s strategy accordingly that makes a winner. A qualitative method was chosen for this research, and the empirical data was gathered from four companies in the Romania paint sector: Policolor, Fabryo, Deutek si Caparol. The findings show that the Romanian paint market as well the entire Romanian economy were affected by the present market conditions and have implemented several changes in their marketing strategies. This research can be useful for companies in the building materials industry, in order to help their management recognize the necessity of a proper business and marketing strategy that would support their activity along the development of the crisis and during the port-crisis situation. Conclusions and recommendations identify the strategic changes most likely to achieve that outcome, measured mainly in terms of sales, market share and profitability
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The retention process for most goods and services implies the deployment of complex resources within an exactly defined timeframe. Adapting a retention strategy will undoubtedly be carried out taking into account the characteristics of the product or service considered.The customer retention activity is maybe the most important barometer for the complexity and level of conceptualization for the organizational marketing strategy itself. No economic entity can evolve in its reference environment unless it benefits from a coherent strategy for creating and delivering value on it’s specific market.From this respect the present article using a qualitative type research – semi structured in depth interview among business type customers for noncarbonated beverages defines and investigates the concept of loyalty, variables regarding loyalization and the particular relationship between satisfaction and loyalty for the considered products. The conclusions of the authors proposed a new approach to the concept of loyalty based on variables that define it in different market contexts.For fully defining the loyalty concept a broad area of future research has to be done, especially regarding the Romanian market environment which is influenced by a continuous maturization process of the Romanian consumers
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Services are studied in detail since the 80’s; the idea of analyzing value of services through customer’s satisfaction is researched for a long time. The reason for which benchmarking studies have earned their right to be considered an effective method of this analysis of services is also the basis for this paper. This paper tries to transfer this process from SME’s to local authorities, because we believe they are no longer able to please citizen’s satisfaction regarding the given services, through their current policy strategies, which is why we believe it's time to identify effective solutions in solving problems such as environmental issues, waste management, economic competitiveness and more. The research method used in preparing the study is a method of data processing, statistical and mathematical method, named the actual ranking method. The importance of this method results from the mere fact that this kind of complex studies as benchmarking studies need both a hierarchy and a data collection and an accurate analysis in order not to leave room for interpretations and errors. Benchmarking exceed ideological approaches and contribute to finding rational solutions to adopt best practices in the world. The whole study is based on benchmarking process highlighting the importance of this method in terms of eco-efficiency
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Mobile Networking (mNet) is linked to Mobile Marketing (mMk) activities through a new technology - Web 2.0. mNet uses online resources and techniques such as: social networks, professional business networks, virtual communities, affiliate partnerships, newsletters/RSS, blogging, twittering, chat and messenger, e-groups and more. mN builds relations, develops new ideas and creates opportunities based on BUILD-SHARECONTRIBUTE concept, sharing and accessing data-information-knowledge, ideasinnovation- inventions, good-or-bad practices, communication-collaboration-comfort. As a low cost marketing form, mN takes 95% commitment and time, 5% money. We have designed Mobile Networking in 4 levels: junk networking (JN), passive networking (PN), multilevel networking (MLN), empathy networking (EN). They are based on the strategies and techniques used today and the overall vision of the MobiNet - mobile networker. Mobile Networking uses mobile profiles on multiple and versatile networks creating the unique and personal mobile professional, technical, academic composite image, which is the virtual identity card (vIC).
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Based upon GLOBE international research instruments, this empirical study aims at comparing the attitude towards organization‘s social responsibility values of Romanian middle managers and students. The sample consists of 523 middle managers from a large spectrum of business fields and 429 students (261 in engineering and 168 in business). The students‘ involvement in the research is based upon the assumption that most of them will hold middle management position in the near future. The data has been collected between 2001 and 2008 from managers and in 2009 from students, using a section of GLOBE III questionnaire, about the importance of CSR related values in critical decisions. The findings show significant differences (p<0.05) between the middle managers and students for ten out of fifteen values. The group of managers give significantly higher importance to cost control, decisions‘ effect on long term competitive ability of the organization, on relationships with serious important business partners, sales volume and on firm profitability. The students consider as more important (than managers) the organization‘s responsibility to economic welfare of the nation and local community, as well as the decisions‘ effect on environment, minority and female employees (negative gaps, showing the students‘ aspiration towards paying higher attention to these issues in adopting critical decisions)
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Online travel shopping has increased significantly over the years and the number of Internet travelers has been rapidly growing, while the traditional travel agencies face greater competition every day from the Internet. Still, although consumers recognize the benefits of the Internet, several perceived risks make them reluctant to online purchases. Nevertheless, these risks can be reduced by aspects among which brand awareness is essential. Therefore, we considered that a study investigating the role of brand awareness in reducing the perceived risk associated to online buying of tourism services is extremely relevant to nowadays literature, the purpose of this paper being to conceptualize and project an appropriate research methodology. The main idea of the proposed methodology is based on an experimental design in which the independent variables consisting in brand awareness and relative price generate several scenarios and experimental groups, the perceived risk being assessed and evaluated through depicting it into five facets: financial, performance, social, privacy/security, technical, and, respectively, overall risk.
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v-Market (Virtual Market) is composed by online platforms that allow companies to be present simultaneously on the Local - Regional - National Markets as well the EU Single Market - Global Market with differentiate products or services and marketing strategies, according to the specifics of each market. v-Markets are used to raise awareness and develop the markets, the products and services; the sell online (e-commerce/mobile business), the new techniques for market research and consumer behaviour analyzes, the more persuasive promotion methods, gathering automatically a huge quantity of information and extracting the knowledge from it. The combination of classical marketing techniques with online marketing creates new opportunities to the companies and makes them more innovative and competitive. Throughout 2008 and 2009 the authors realized 25 sector studies, analyzing more than 10.000 Romanian companies. The analysis had focused on the use of ICT–Information Communication Technologies in the marketing processes and the presence of the Romanian firms and products on the virtual market. They had gathered data, information and experiences, creating a databases and developing a database mining system in order to transform information into advance knowledge. The article consists in a synthesis of the last 3 years of work and represents the conclusion of the studies presenting the emarketing situation of Romanian companies from the most important economic sectors
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