Price promotions and bundling have been two of the most widely used marketing tools in industry practice. Past literature has assumed that firms respond to price promotions by promoting a product i...
The aim of this paper is the analysis of different forms of PR implementation and research its relation with ethics in practice. 'Public relations' is the every-day term that represents the job that is widely used in all aspects of life and work in today's society. Public relations represent a specific form of communication that has a particular application in society. Public relations involve focusing on a public aspect of organization with the aim of building a positive attitude and image. Image of public relations as a profession is often unfairly negative, and the reason for this is unprofessional and unethical relation of individuals towards their profession. In practice ethics in public relations is often considered to be an oxymoron. Ethical thinking of experts in public relations goes from Biblical attitude 'all you want people to do to you, do even so to them' (Matthew 7:12)to professional loyalty to organization they work for. Because of unethical appearance it is important to set the rules, in the form of codex by which the public relations professionals will set their behaviors. .
Subjects present in the market tend to achieve synergetic effect by well-established partnerships more often. Cause related marketing based on the direct partnership between companies and nonprofit organizations and indirect partnership between the company and the customer, in order to support a social cause, is as such the subject of this analysis. Cause-related marketing is a manifestation of social-cause marketing and the adaptation of commercial marketing tailored for the programs that influence the voluntary behavior of customers, which will enhance well-being of society. The aim of this analysis is to present cause-related marketing as a win-win situation for all participants in the exchange and in the community. The outcome of the analysis are benefits realized by means of Liste Read phonetically cause-related marketing campaigns. .
Non profit organizations represent very heterogenus group of organizations which can be determined by the fact that they are being used as forums for creation and distribution of new ideas. Their aim is to raise public awareness on the purpose they promote and get the reply for their initiatives for gaining support in form of monetary sources for charities, vote for political candidate or achieving a communicational goal. Non governmental organizations, as the dominant form of non profit organizations, are being founded with mission to raise public awareness on some issue or provide help to certain marginalized group. The direct marketing instruments and techniques are considered to be very useful for achieving mission formulated that way. They are, by their nature, precisely targeted and objective-oriented and require direct reply. Apart from that, direct marketing activities are cost-efficient, costs that they generate can be shown in financial reports, and results of undertaken initiatives are directly measurable. All the mentioned lead to conclusion that direct marketing is, for additional reasons, even more appropriate for NPOs having in mind that they usually have limited available resources. In the relevant literature two main roles of direct marketing in non profit organizations are mentioned - managing relations with representatives of stakeholder groups and fundraising. In this paper, therefore, after the facts referring functioning of NPOs, direct marketing strategies used for mentioned purposes will be presented consequently.
Corporate Social Responsibility is today frequently used concept, as companies to a larger extent are held accountable for what is happening in the society. In their effort to make a contribution on the solution of various societal problems, the companies engage in different corporative social initiatives. To enjoy multiple benefits arising from implementation of CSR practices companies should reaffirm their commitment to issues of wide public interests as well as promote all the activities pursued in diminishing and solving different social and environmental problems. It is very important to make company's social involvement as transparent as possible, which can be, aparat from other ways, enhanced by proper and up-to-date use of the web site. Through the web site company can inform wide public (all relevant stakeholders) about its CSR activities - programs, undertaken initiatives, partners involved, results achieved and future plans and goals in CSR domain. Placing these informating represents an efficient way of promoting company's CSR profile. Aparat from that, company can regulary place announcements on its web site about all other ways of promoting its CSR engagement.
Consumers' attitudes have always had a central place in marketing theory and practice. There is a great number of different problems, difficulties and dilemmas, which come from different sources and have different content, and which very often arise as a stumbling block in researching consumers' attitudes. Part of them is already contained in different views on term attitudes itself. The second part lies in an unsolved puzzle of consumers' attitudes and behaviour relation. The third part is of methodological nature in research. The fourth is in usage of different, numerous techniques that researchers have at their disposal when researching attitudes. It might sound unbelievable, but since the 1960s till today, very few researchers have understood, and knew real nature of the term, essence and meaning of attitudes in marketing. There is even less of them who know how to examine attitudes and generally use adequately and productively. Attitudes belong to the most complex psychical processes. The complexity of attitudes is manifesting during the research. It is not a rarity to become convinced that important contents, such as: determining dimensions, components, sources of emerging and stability of researched attitudes are not present in attitudes' examination and research. In most cases, research results of consumers' attitudes are actually nothing more than statements about the existence of positive and negative attitudes. There is still no complex method that can be used in research. Different, essentially partial methods are being used instead, usually to investigate particular components and dimensions of consumers' attitudes. There are more groups of problems that appear in consumers' attitudes examination. For this occasion, we point out three: problems that result from lack of knowledge and not adequate understanding of attitudes; problems related to level of examinee's (consumer's) consciousness of his attitude; problems emerging from neglectful use of methodology of researching consumers' attitudes. In this work, we took into consideration three methods most often used in researching consumers' attitudes: semantic differential, Likert scale and psychodrama. Construction demands and the technique of constructing semantic scales is a difficult, complex, long-term and demanding work. Besides, interdisciplinary approach is needed, but almost always expensive and unacceptable in terms of costs. Psychodrama, as a contemporary and modern technique in researching consumers' attitudes, will certainly become more and more popular, in spite of its evident weaknesses, defects and limits. In all probability it will be more and more represented in practice of marketing research.
The study presented in this paper makes a constituent part of another study dedicated to the development of food consumer science in the Western Balkans. The paper presents a part of the most relevant findings that the authors have obtained and analyzed from thirty in-depth interviews conducted with fruit consumers in Serbia. Main motives and barriers for consumption of fruit among urban and rural as well as male and female respondents are explored and elaborated. Additionally, existence of particular stereotypes of fruit consumers and non-consumers revealed through implemented projective technique is also discussed in this paper. The findings presented support general theoretical knowledge obtained from various food consumer studies previously conducted in more developed economies.
This paper presents the authors' rejoinder to Zeithammer and Adams [Zeithammer, R., C. Adams. 2010. The sealed-bid abstraction in online auctions. Marketing Sci. 29(6) 964–987]. This rejoinder clarifies and qualifies conclusions of the original paper and makes suggestions for fruitful areas of future research. In particular, the original paper shows that bidding style can make a big difference in managerial decisions, but a structural model would be necessary to make confident predictions under different reserve prices. The rejoinder also clarifies the interpretation of feedback as a measure of bidder experience, and the relationship between bidder experience and bidding style.
Whereas a growing body of research has examined the consumer-related implications of deceptive advertising, the stock market consequences stemming from the regulatory exposure of such infractions r...