This paper explores the impact of marketing mix instruments on the students’ satisfaction in faculties in the Republic of Serbia and Spain, with the aim of determining how significant the effects of each marketing mix tool and their combinations are in relation to satisfaction of students in Higher Education Institutions (HEIs). The detailed literature review is provided in the theoretical part, which contributes to a better understanding of terms like marketing in higher education, marketing mix instruments in higher education and students’ satisfaction. Data were collected from 896 respondents, who are all students at the faculties in Serbia and Spain, and were obtained using the questionnaire purposefully composed for this research. The methods used to highlight any gaps in this marketing mix practice and the relative customer–student satisfaction in HEIs are statistical analyses (descriptive analysis, correlation analysis, multiple regression analysis and t-independent samples tests), leading to the general conclusions regarding the following: by improving marketing mix instruments (service, distribution, human factor, physical evidence, service process) we can, and by improving (price, promotion) we cannot, improve students’ satisfaction in higher education institutions. The general conclusions clearly highlight what needs to be improved in practice in higher education institutions to improve students’ satisfaction, especially students’ loyalty, students’ choices, students’ satisfaction with the quality of the marketing mix instruments at the faculty, students’ satisfaction with expectation which they had upon enrolment and student satisfaction with the public image of the faculty, which is the main goal of these institutions.
Wine production in the Republic of Serbia has a long tradition and potential for improvement, given the agro-climatic and other conditions. The aim of this paper is to analyze the competitiveness factors of wineries in the Republic of Serbia. The findings show that the wine industry is developing, but its' competitiveness is at a relatively low level. In order to strengthen the competitiveness of the wine sector, it is necessary to define and implement a strategy, which will include activities such as modernization of grape processing technology, new investments and investment in human resources, marketing, winemakers' association and creating a stimulating business climate. Without state support, a significant increase in the competitiveness of wineries cannot be expected. Since interest in wine production has been recently growing, it is to be expected that the wine production, as well as its' export will increase, thus achieving significantly greater economic effects.
Održivi razvoj predstavlja složen i kompleksan koncept razvoja, u kome su povezani privredni, socijalni i kulturni razvoj, koji je usklađen sa potrebama i ograničenjima životne sredine. Održivi razvoj se ne bavi samo odnosom privrede i ekologije, on takođe usklađuje ekološki razvoj sa socijalnom politikom na globalnom nivou. Strategije održivog razvoja ukazuju na efekte dugoročnih trendova u oblasti održive proizvodnje i potrošnje. Turizam, kao jedan od najvećih pokretača razvoja svetske privrede, zahteva neophodnost uspostavljanja održivog i odgovornog razvoja, u cilju svih bitnih vrednosti okruženja, s obzirom na to da se današnje društvo susreće sa dva najvažnija problema, klimatskim promenama i siromaštvom. Održivi turizam je najbolji način da se podstakne turistički podsticaj i pospeši lokalni razvoj. Ljudski resursi predstavljaju jedan od osnovnih faktora sa primarnim značajem za organizovanje i razvoj, a na taj način su od velike važnosti i za razvoj preduzeća i organizacija, koje se bave poslovima turizma. Novčana, odnosno investiciona sredstva, čine takođe, jedan od osnovnih faktora u pokretanju razvoja svake delatnosti na nivou regije, a time i razvoju turizma. U fazi sveukupnih promena u ekonomskim odnosima, ali i zahtevima iz okruženja, nosioci privrednih i organizacionih funkcija, našli su se pred velikim iskušenjima. Preduzeća se moraju prestruktuirati, što podrazumeva i novu organizacionu strukturu i promene unutar njih samih. U procesu decentralizacije, sve veća potreba za razvojem, izražena je na lokalnom nivou. S obzirom da moderna i savremena država treba da ima određenu ulogu u podsticaju regionalnog razvoja, značaj i uticaj države je od velikog značaja za podupiranje utvrđene koncepcije razvoja. Kompanije treba da postave organizaciju na način da dostignu svoje ambicije održivosti i na taj način integrišu održivost u organizaciju, odnosno da formiraju višefunkcionalne timove, postavljaju jasne ciljeve i ključne pokazatelje rada. Pitanja održivosti moraju biti integrisana u operativno upravljanje i uzeti u obzir u svim aktivnostima, rutinama i procesima, kako bi se razvila održiva organizacija. Integrisanje održivosti na normativnom nivou mora biti prioritet kompanija. Cilj rada je analiza održivog turizma u funkciji privrednog razvoja, pri čemu pristup održivom razvoju ima značenje novog ekonomskog učenja, metode i politike društveno -ekonomskog razvoja u globalu i naročito je značajan za privredne oblasti.
The subject of the paper is to examine the importance of using the social network Instagram in women's entrepreneurship in order to encourage the development or improvement of existing businesses of women and women engaged in performing SMEs through the use of this modern interactive and marketing tool. A review of the latest literature seeks to point out the relevant views of authors who have conducted research on the use of social networks with an emphasis on the social network Instagram in the field of women's entrepreneurship to examine their correlation in order to strengthen women's entrepreneurship. The social network Instagram provides women entrepreneurs with greater visibility, the possibility of information as well as cooperation and interaction with other business partners in order to develop or improve their own business. The paper uses methods of analysis and synthesis, positivism and content analysis. The aim of this paper is to inform women entrepreneurs about the importance of use the social network Instagram in the development of their business, undertaking marketing and promotional activities and opportunities for cooperation, participation and interaction with various partners in their everyday business environment.
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