A modern consumer nowadays has availability of enormous variety of products and services to choose from when making purchasing decision. This leads to high competition, and companies have to seek new ways and more effective communication measures to successfully influence decision making process of consumers, as well as be creative to forecast consumer behaviour and increase market competitiveness. This is one of the reasons why behavioural research tools are important parts of management decision process. By being able to precisely define expected consumer activities, it is possible to forecast sales amounts, revenue, turnover, and also predict company development potential, especially in periods when sales hit high levels, for example, during holiday season. Consumer behaviour and actions are influenced not only by products, perception of brand values and effectiveness of marketing communication, but also by cultural, social, individual and psychological factors. Analyses of cross-interactions of these aspects allows to reveal which purchasing behavioural model is the most dominating one when buying goods or services. The aim of this research is to determine the most influencing factors of consumers in Latvia during holiday season, as well as evaluating effectiveness behind various holiday marketing solutions, in order to make argumented marketing decisions to increase competiveness of a company. The research results allow to indicate factors which affect consumption habits, and, based on that, proposals of upgrading marketing solutions for festive periods are revealed, including recommendations for improving marketing communication, appropriate methods of goods and services differentiation, methods of consumer segmentation and other aspects which sharpen competitive edge of a company.
Nowadays, due to ever-changing market conditions, increasingly global market place, and consumer empowerment, one of the main means of marketing accountability, assessment and communication of specific marketing and business objectives in companies are marketing metrics. The authors of this research attempt a critical evaluation of marketing measurement methods by elaborating a conceptual framework of marketing metrics, marketing efficiency, effectiveness, and performance from literature review, as well as implementation of marketing measurement tools in Latvian enterprises in order to gain an overview of current marketing management issue regarding practical marketing assessment. The research paper contains the results of research of the marketing measurement practice in Latvian companies, conducted under the authors' guidance in March, 2014. Keywords: marketing metrics, marketing efficiency, marketing effectiveness, marketing performance measurement, marketing measurement methods.Dėl nuolat kintančių pasaulinės rinkos sąlygų ir vartotojų išprusimo, viena pagrindinių šiandieninių priemonių, leidžiančių įvertinti įmonių pardavimo atskaitomybę, konkrečius prekybos ir verslo tikslus yra rinkodaros rodikliai. Šio tyrimo autoriai bando kritiškai įvertinti rinkodaros vertinimo metodus, remdamiesi literatūros apžvalga, siekia parengti rinkodaros rodiklių efektyvumo, veiksmingumo ir panaudojimo koncepcijos modelį, taip pat, tiriant rinkodaros vertinimo įrankius Latvijos įmonėse, siekia išanalizuoti praktinį rinkodaros vertinimą. Straipsnyje pateikiami praktinio rinkodaros vertinimo Latvijos įmonėse 2014 m. kovo mėnesį atlikto tyrimo rezultatai. Raktiniai žodžiai: rinkodaros rodikliai, rinkodaros efektyvumas, rinkodaros veiksmingumas, rinkodaros veiklos vertinimas, rinkodaros vertinimo metodai. Jeļena ŠAlKovSKA Elīna ogStA IntroductionThough increasingly more companies recognize the importance of marketing in successful business planning and progress, yet in many cases strategic marketing planning and implementation in business environment is endangered by myopic management (Jeffrey, 2010) or lack of deliberative planning and carefully chosen and tailored set of marketing activities or tools. Myopic management originates the demands for tangible assets and financial evaluation of marketing activities and fast return Jeļena ŠAlKovSKA, Elīna ogStA 92 on investment (ROI) or, more specifically, return on marketing investment (ROMI). Common viewpoint considers marketing as costs, although these expenses should be treated as medium-term and long-term investments; this aspect shows one of the main marketing problems -economic justification. Even if top management increases marketing investment, marketers keep struggling with delivery of tangible marketing results back to the board room. Nowadays marketers face many challenges in an increasingly complex marketplace and addressing the wide range of stakeholders -prospects, customers, shareholders, partners, and vendors (Gao, 2010). Therefore the scientific problem of this resear...
Nowadays customers increase using the Internet environment to make their purchases. It helps them not only to save time and money, but makes the whole process more efficient. However, marketing on the Internet and outside it has some similarities, and it interacts with customers.The authors of this article analyse communication with the customers on the Internet. The result is analysed and the key trends are highlighted that are currently outlined in communication with customers. In addition, the authors of the article look at the marketing communication on the Internet as part of their overall marketing strategy.The aim of the paper -to find out and analyse determinants of online shopping in order to increase marketing communication effectiveness on the Internet.Methods -theoretical analysis of literature, conducting customers' surveys and statistical analysis.The results showed the strong influence of social networks for marketing communications in the Internet environment, this is explained by the fact that in the Internet there is No traditional personal service. The results have theoretical as well as practical significance.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.