Doing business in international environment is not easy. Every internationally oriented enterprise must take care of factors in their environment. There are a lot of factors, yet in this paper five of them are especially treated and they are: geographical, demographical, economical social and political factors. They have one of the most important role in preparing strategy for every international marketing oriented enterprise. These factors are mutually connected and exert big influence at one another. Only by encompassing then together, the enterprise can perceive the real situation on foreign market.
Prosperitet vecine gradova danas u velikoj meri zavisi od sposobnosti da se zadrže postojeci i privuku novi stanovnici, posetioci, preduzetnici investitori. Radi se o aktivnostima koje planira, organizuje i sprovodi najcesce javni sektor, tj. gradske vlasti i razlicite agencije javnog karaktera, mada se te aktivnosti mogu javiti i kao deo privatne inicijative razlicitih udruženja. U pitanju je sve veca primena marketing pristupa u upravljanju rastom i razvojem gradova, kao resenja za nastale probleme sa kojima se gradovi suocavaju, kao sto su povecanje budžetskog deficita, pad aktivnosti kljucnih privrednih organizacija i delatnosti uopste, porast nezaposlenosti i niz drugih pratecih posledica. Na gradove se pocinje gledati kao na proizvode koji treba da zadovolje potrebe odgovarajucih ciljnih grupa korisnika.
The new technology is already calling into question the billions of dollars retailers have ploughed into bigger stores and the relationship between them and their suppliers. Competition form interactive shopping means that retailers will increasingly have to give consumers better reasons to visit their stores - mainly by making them more attractive and entertaining places. Shops that fail to turn an inviting place for customers will struggle to survive against interactive competition.
Direct marketing is a system of marketing that uses precision database targeting along with advertising and sales promotion to effect a measurable response and/or transaction. It is measurable, accountable and it relies heavily on databases - extensive computerized lists of information about prospects to personalize and individualize the marketing process. Direct-response marketing is a complete buying and selling process that requires the integration of previously separate marketing mix elements like targeting, distribution and marketing communications. It is different from direct mail, direct response advertising and sales promotion due to is aimed at building long-term relationships with customers. Also, it is a form of marketing in which the providers of product and services bypass all intermediary channels of distribution in reaching the buyer. In short, direct marketing consist of three components: direct response advertising which leads to the sale; the development of an effective customer database and the direct building of consumer relationships to increase sales and profit.
Determinant attribute analysis technique that isolates critical product attributes, can be useful marketing tool for organizations hoping to penetrate new markets. This paper uses restaurants in Hong Kong as an example. Whilst consumers say that food quality and food type are the critical variables for restaurant selection, once a choice set appropriate to the occasion and segment has been evoked, restaurants ambiance, location prestige, and other 'lesser' choice variables may be the deciding factors in the final restaurant choice. The four restaurant types which emerged from the study are; fine dining/gourmet; theme/atmosphere; family/popular; and convenience/fast-food restaurants. Occasional factors for dining-out were a celebration; social occasion; business need; and convenience or quick meal. The results indicate that customers perceptions and therefore their preferences of choice variables varied considerably by restaurant type dining-out occasion, age, and occupation. For example, segment groups 25-34 and 35-44 year olds showed clear preferences for ambiance or mood creating restaurants, whilst 45-55 year olds showed clear preferences for quality of food, as their determinate attributes in final restaurant selection. The study highlights that the importance of perceivably unimportant attributes can determine customers final restaurant choice. It is suggested therefore that the quality of food and type of food should not be the only attributes underpinning the restaurateurs marketing strategies in Hong Kong.
In response to the ever stronger competition at the air traffic market, more and more airlines have been adopting a marketing conception which conducts business policy. In this text representing one of the possible approaches to its application, three important issues for an airline's successful operation are particularly emphasized: 1. A marketing orientation which primarily represents a new approach of bringing two parties into clearly understood relation - an airline that provides the service and a passenger who uses it. 2. A strategic orientation which considers company's objectives and goes into two directions: - outwards, to the market, inwards, to all the employees. 3. An information system which is based on all relevant external factors and internal resources precisely defined and submitted to continuous research and updating.
Treba pozdraviti cinjenicu da se u ovoj oblasti prosperiteta privrede odbacuje nepotreban balast, dok supstanca marketinga ipak ostaje usmeravanje aktivnosti prema zahtevima tržista, politika prodaje orijentisana na kupca, efikasne metode istraživanja i stvaranja tržista. Ipak, vise nego do sada, danas je u prvom planu vrlo stedljiva primena sredstava. Tu sada zapocinje aktivnost kontrolor marketinga. Sta je kontrolor marketinga, koji su njegovi zadaci, kako je on odnosno njegova funkcija hijerarhijski svrstana u preduzecu.
In our paper, “Cross-Validating Regression Models in Marketing Research,” which appeared in the Vol. 12, No. 4, Fall 1993 issue of Marketing Science, pp. 415–427, we develop a formal statistical test for cross-validating regression models under the simple random splitting framework. The original publication neglected to present definitions for two of the parameters used. We present these in this Addendum.