This study deals with the issue of marketing control (the function that ties together the process of marketing management). More directly, we aim to provide a scientific reflection on the model presentation of the strategic level of such control. We present the views discussed in the literature on marketing control, which can be treated as its model conceptual and structural solutions. The main objective of the study was to define key factors in individual areas (the market area, the area of the customer’s value, the financial area) that are connected to business activities and show their interconnection. We further analyzed the relevance of marketing and business activities in connection to performance evaluation in three areas: market, customer, and financial performance. The empirical evidence of the study came from quantitative, firm-level data gathered through an email questionnaire, which yielded 708 qualified responses from companies in the Czech Republic. The analysis employed factor analysis on the way to identify the key marketing indicators supporting corporate strategy marketing in specific areas. Furthermore, Pearson’s chi-square test was used to find possible dependencies between observed factors. According to the obtained results and the application of the chosen statistic methods, we identified seven factors of which five factors were acceptable. For these five factors, we identified seven statistical dependencies. The obtained results show that companies primarily use financial indicators to monitor and check their activities in the marketing area. The usage of financial indicators in connection to the marketing area is based mainly on the traditional approach of companies in the measuring process. The whole control mechanism in the company requires continuous control of all corporate activities, with relevant changes in implementation, and a comparison of obtained results to competitors or a company’s results in previous years.
The article is involved in the application of knowledge management in marketing communication of small and medium-sized companies. The focus of presented article is given on communication of shops selling outdoor apparel in the territory of the Czech Republic. In consideration of popularity of outdoor apparel among Czech customers small and medium-sized producers and retailers should use their knowledge, should co-ordinate such knowledge purposefully, thus addressing their customers more precisely. The reason of our focus on small and medium-sized companies is also the fact that large store chains, selling sport clothing, represent a strong competition, liquidating both local producers and retailers. Manufacture and distribution of outdoor apparel does not concentrate on consumer market; industrial market represents a strong share, too. Therefore, monitoring of individual markets is rather important, as well as implementation of completely new approaches into the company processes. Based on this fact the authors focus on competitiveness of small and medium-sized companies, which are recommended to communicate with maximal use of knowledge management. Results of the marketing communication research with subsequent connection of the use of knowledge management principles add a new dimension to the area of this focus. Research carried-out in the area of customers in the outdoor apparel segment and knowledge management form the base for the elaboration of this article. The outputs of said article are based on the internal research of marketing communication of suppliers of apparel and retailers active in the outdoor apparel segment in the Czech Republic.
Purpose Behaviour in food purchasing is usually associated with personal identity. Vegetarian’s apologist has diverse attitude vis-à-vis animals and the environment, which affect global nature in the context of national agriculture production. According to comparison vegans with vegetarians, vegetarians are quite tolerant of other animal products except for meat products. Worldwide, vegans do not accept any animal products of animals. That approach should impact requirements on food offer and perception of potential customers. Methods There were employed questionnaire survey, where there were asked 1389 persons to participate in the primary research. From this amount we receive 395 questionnaires, what mean 28,44% returned forms. Findings According to respondents’ gender, there were participated in 212 women (53,67% of all participants) and 183 men (46,33% of all participants). For evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. The main objective of the paper is to find a connection between suggestions of vegetarianism and gender of target potential customers. From survey authors chose general opinions about vegetarianism, which represents feelings of participants: (1) is vegetarianism healthful; (2) does vegetarianism not include enough nutrients for humans, (3) is vegetarianism danger for child evolution, (4) is a human body adapted to meat consummation, (5) help vegetarians to reach higher age. All of these variables were put into evaluation of dependence with gender by Pearson’s chi-square test.
Research background: Marketing communication should catch the attention of target customers, who pay attention to advertisements to make an interest in product, service, brand, or company. Marketing communication can impact customers behaviour in food choice due to association with personal identity, which is important interpersonal communication to others. Purpose of the article: Customers purchase a lot of food with no matter the possibility of consumption. Therefore, a lot of foods are wasted or degraded for consumption, because of health risks. It is necessary to influence target customers and change their mind setup and their purchasing behaviour in global retail chains. Methods: As primary research, a questionnaire survey was used. For the survey was asked 1042 persons to participate. From asked persons, we receive 451 questionnaires, which mean 43,28 %. In the amount of returned questionnaires, we had to remove 23 lists as incomplete. The total complete forms were 428 (41,08 % of asked). For the evaluation of gained data, there was applied Pearson’s chi-square test for independence of variables. Findings & Value added: Customers behave according to the presented message in communication tools, which they believe. Therefore, it is possible to use communication tools on the way of recipient behaviour cultivation. The main objective of the paper is to find a connection between marketing communication tools and customer behaviour within food products after the declared consumption date. For evaluation, there were used five variables of customer behaviour with food, and seven chosen marketing communication tools. From 35 possible connections, we found out dependencies for ten relations.
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