Guerrilla marketing tools in financial service organizations

The article analyzes the concepts of guerrilla marketing, guerrilla marketing advantages and disadvantages, the guerrilla marketing tools, and marketing in financial institutions. The purpose of the article is to evaluate the tools of guerrilla marketing in financial institutions. Guerrilla marketing is a powerful tool to influence consumer behavior, stimulate sales, do non-traditional advertising, promote competition, meet consumer needs, raise awareness of a product or service, and creative advertising for which a certain budget is required. Guerrilla marketing is based on creativity. Guerrilla marketing is a quick way to promote a brand. Guerrilla marketing doesn't require a lot of investment in an effective marketing campaign when imagination, energy, creativity, time and information suffice. Guerrilla marketing benefits small businesses. Guerrilla marketing requires a small investment to reach the target audience. During guerrilla marketing, people are involved in, or become participants in, guerrilla marketing. Information will be available in a short time. Guerrilla marketing builds strong customer relationships. It is shown that the benefit comes to the consumer, not the business. Guerrilla marketing usually promotes an unusual way of remembering a company’s brand, product, or service deep in customers ’minds. Guerrilla marketing is one of the most innovative practices that can be used to effectively educate consumers about a brand and its benefits. It uses the least amount of money to reach customers, emphasizes creativity and a long-term vision to make a lasting impact on consumers. The article examines guerrilla marketing, which has several key tools for market exposure: a one-on-one offer, which is one of the oldest ways to increase sales - just a casual person trying to sell a product, this method is effective and beneficial in that you can interact with potential customers about their needs and approach to the product; another tool used is a business card, which we can use as a promotional tool, because on the second side of the business card you can briefly describe the services provided, product benefits and other useful information, the next step is to write personal letters to offer and provide your services, and letters or calls should be as individual as possible; the last step could be simply advertising, as there are many online advertising portals where you can place ads for free, so you should take advantage of that. It is emphasized that such tools can be effective because people who read such ads are usually already looking for a similar product. The aim of the research is to investigate the methods and practice of using guerrilla marketing tools in financial services organizations. The paper is based on analysis of scientific literature and case studies. The study includes an analysis of the theoretical literature as well as a case study and comparative analysis. Therefore the key to guerrilla marketing is to become an effective tool in a highly competitive environment where consumer behavior is rapidly changing as a by-product of technological advances and the contemporary internet media. Moreover guerrilla marketing in the financial sector is a marketing technique that creates enthusiasm and engagement with the target audience. Financial guerrilla marketing really sets it apart from traditional forms of marketing - it focuses on a smaller market segment and the smaller budgets needed to run a successful campaign. In addition, advertisements for guerrilla financial services are acceptable. Random outdoor marketing is non-standard outdoor advertising. Ambient advertising is placed on street manhole covers, cranes, pizza boxes, free postcards in bars and elsewhere. All of this is somewhat unusual

Social intelligence at work and its implication for organizational identification:: a sectoral comparison

Since organizational identification is an important phenomenon for efficiency and productivity of the organization, its relationship with many variables has been examined. However, there is no study in the literature examining the relationship between organizational identification and social intelligence. Grounded in the Strong Ties Approach the object of study is to explore the relationship between social intelligence and organizational identification. Besides, the study aimed to determine whether the level of social intelligence and organizational identification vary or not according to the sector type. The study was designed with a quantitative research pattern and correlational research design. The sample is consisting of 306 public and private sector employees. The survey technique with a convenience sampling method was used to collect the data. The obtained data were investigated through statistical analysis software. Social intelligence has been studied both as a whole and with its dimensions named as social information processing, social skills, and social awareness. According to the regression analysis results; social intelligence as a whole and social skills have a significant and positive contribution to predicting organizational identification. However, the effect of social information processing and social awareness on organizational identification is not significant. Moreover, independent samples t-test suggests that the social intelligence and social skills levels of private-sector employees are higher than the same factor levels of the public sector. However, the level of employees' social information processing, social awareness, and organizational identification does not differ according to the sector type. The research also offers several theoretical and practical implications

Theory of Planned Behavior (TPB) approach: reading intention of food label composition

Food product labels have a crucial role as they provide the main source of information about the products. The purpose of this study is to analyze the difference and the influence of knowledge, perception, attitude, subjective norms, and behavioral control toward the intention of reading the composition labels using the Theory of Planned Behavior. This study used a survey method with a total of 400 respondents selected using multistage random sampling. The statistical analyses used were independent t-test and logistic regression. The findings showed that most respondents did not have the intention to read the composition labels. Knowledge, perception, and the subjective norms of the female respondents regarding the composition labels were better than that of the male respondents and were statistically different at p<0.05. However, attitudes toward behavior, behavioral control, and intention in reading the composition label tended to be similar for both genders. Intention was influenced by perception (p<0.05), behavioral control (p<0.01) and subjective norms (p<0.01). The better the perception, behavioral control, and subjective norms, the greater the intention of reading the composition label. The results revealed that the three components could be used to predict a person’s intention toward an object and also composition labels reading behavior

Determination of internal service quality in a sport organization: the case of "Kaunas Žalgiris" football club

The internal service quality in an organization is a particularly important factor that determines not only the internal users (employee) satisfaction, but also their loyalty to the organization and their performance. The aim of the study is to determine the internal service quality in "Kaunas Žalgiris" football club. Methods: A qualitative methodological approach, semi-structured indepth interviews (non-probabilistic targeting). The study showed that different recipients of internal services receive services of different quality. Coaches, men's football team players, administration and service staff receive the highest quality internal services. The lowest quality internal services are received by those who do not generate income for the club - women's and youth football teams. The club should ensure that all resources are available to all football teams belonging to the club. Although "Kaunas Žalgiris" football club has created an entire pyramid for the education of young footballers, it faces a lack of loyalty from them due to quality problems of internal services provided. It is recommended that "Kaunas Žalgiris" football club solve the problems of internal service quality and develop a strategy aimed at promoting the loyalty and pride of youth teams in belonging to "Kaunas Žalgiris" organization

Case method in quasi-professional training of prospective teachers

In the study, the technology of work with cases in quasi-professional training of prospective teachers was designed and the results of academic progress were monitored. The designed technology of work on cases was based on the principles of the competent education. The diagnostic methods were chosen in accordance with the goals of the study experiment that allowed monitoring the dynamics of the researched qualities. The expert evaluation was based on the developed scale of 10 in accordance with the cognitive levels: knowledge, understanding, application, analysis, synthesis and evaluation. The experiment has proved that forming and control the competencies with the help of designed technology are more productive that allows making a conclusion about its productivity as well as the effectiveness of created pedagogical conditions. The technology of work with cases in quasi-professional training of prospective teachers includes methods and forms of studying, the description of students’ and teacher’s activity, and has the following components: a target, tasks, the organizational and pedagogical conditions, the informative component, the diagnostics and control, the structure of interaction, the technological component, and the effectiveness. The realization of case technology can be presented at three stages: the preparatory stage, the executive stage, the reflexive stages, which are described by the target, methods and forms, the students’ activity, forming competencies, the teacher’s activity, and control of results. The experimental study of implementing technology of using the case method in the educational process was conducted on the basis of Vinnytsia Mykhailo Kotsiubynsky State Pedagogical University among pre-service teachers (96 participants) during two semesters while studying the course of Pedagogics

Experimental research of a shared memory subsystem with limited queue length for specialized reconfigurable multiprocessor systems

Recently, reconfigurable systems based on field programmable logic devices (FPLDs) have been widely used in high-performance computing. The paper discusses issues related to the experimental research of a shared memory subsystem with a limited queue length of specialized reconfigurable multiprocessor systems using the developed mathematical modelling method. The paper presents the results of the method proposed by the authors for modelling multiprocessor systems based on open queuing networks with limited queue lengths. Based on these conditions, as well as the architectural features of the investigated processor-memory subsystem, expressions are calculated to estimate the exchange time and the resulting delays at each exchange stage. During the research, the main attention was paid to the dependence of the increase in the number of processor nodes in the processor-memory subsystem. As a result, the data obtained showed that the processor growth significantly affects the exchange time, creating a significant load on the common bus, as well as increasing delays at the stages when request transfer operation from the processor to the memory is performed. At the same time, the inadequate behaviour of experimental results and inaccuracy of their values when using the basic modelling method are explicitly tracked, which is reflected in the obtained graphs. Computational experiments were carried out to calculate the probabilistic-temporal characteristics of the "processor-memory" subsystem using the developed mathematical modelling methods. Based on the experimental results, it was determined that the delays occurring in subsystem's nodes and the time of exchange between the processor and memory modules depend on the query parameters and the processor-memory subsystem’s architectural characteristics

Effective management of a learning organization: creating opportunities for informal learning

Changes in innovation and technology, globalization processes, increasing competition determine changes in the activities of learning organizations (educational institutions). Effective management helps manage these changes and meet emerging challenges. The concept of learning organizations is closely related to future perspectives, perceptions of an institution that is constantly evolving and changing. Those changes affect not only the institution itself but also its employees who need to change, improve, and meet the challenges that arise with it. In order to overcome such changes, not only the purposeful lifelong learning is important, but also the self-directed learning. In both cases, this can only be achieved with innovative and focused leadership that facilitates a variety of forms of employee learning. The essence of effective management in learning organizations is related to the goals pursued jointly both by the organization itself and its employees because otherwise it will be difficult to improve and change. With this in mind, the aim of the article is to identify effective management solutions that help to improve the self-learning of employees in this case the teachers. To achieve the goal, the tasks are formulated to discuss the concepts of effective management and learning organization, to describe the theoretical aspects of self-learning; to reveal the self-learning strategies of the learning organization which is the school. Thus, the research highlighted the opportunities provided by the effective management of learning organizations, reflected in self-learning, for the development of employees so that their skills and knowledge are constantly updated. Emphasized self-learning strategies - practical work, observation, communication and collaboration, reflection, reading - are preliminary guidelines for creating a suitable learning environment within the organization

Factors Influencing marketing activities of consumer goods retailers in the context of the 4.0 industrial revolution: Evidence from Vietnam

In the era of e-commerce and atomization, the expectations of customers have increased multi-fold. The customers want virtual displays of the products, automatic billings, electronic customer relationship management and much more. They want to be informed about the offers and benefits available at the store timely. However, at the same time they are not compromising with the quality and price. The basic consumer behaviour in the time of technology driven businesses is still same. The present paper is about checking out and impact of all these customer expectations on purchase intention in the form of marketing strategies by the consumer goods retailers in Vietnam. The present study is exploratory cum descriptive in nature. The dependent variable in the study is purchase intention and the independent variables are ‘ease and convenience’, ‘price and discounts’, ‘product quality’ and ‘use of Technology’. Retailers have been characterized by the respondents in the light of four independent variables stated above and then a relationship of these variables has been established with customers' intent to purchase. The sample size of this study is 408 respondents who used to purchase from the retailers in Vietnam. Structured questionnaire was distributed to all the respondents for collecting their responses. Total 550 questionnaires for distributed out of which 408 questionnaires for found fit for analysis. Statistical tools such as ‘confirmatory factor analysis’ and ‘structural equation modeling’ have been used to analyze the data. It was found from the results that all the four independent variables have significant impact on the Purchase intention of consumers. This reflects that the consumer goods retailers in Vietnam have to maintain with the Expectations of consumers for better sales performance

A Customer complaint from a telecommunication company: a Bayesian data analysis

This study considers a customer complaint dataset due to the technical services provided by a telecommunications company collected for 134 consecutive weeks from the first week of January 2018 up to the year 2019. The total count of weekly complaints is the sum of different causes, which characterizes compositional data. The data was analyzed assuming a Poisson regression model for the weekly total complaint count data in presence of a random factor and compositional models both under a Bayesian approach using existing MCMC (Monte Carlo Markov Chain) to get the posterior summaries of interest. The obtained results are of great importance to improve the service quality of the company

Analysis of sector-specific operational performance metrics affecting stock prices of traditional Airlines

Factors such as the country's economic situation, future prospects and the efficiency of businesses are very significant in determining the stock price, along with the demand-supply effect. In this regard, it is intended to investigate the relationship between airlines' operational performance metrics and their stock prices. Quarterly operational data of 5 traditional airlines between the period 2005-2017 were researched by panel data analysis method and operational factors (RPK, CASK, LF and OPL) determining stock prices were determined. According to the inferences from the analysis, It has been concluded that the revenue passenger kilometres (RPK) has a positive effect on the stock price. It was found that aircraft load factor (LF) variable has a negative effect on stock price. Cost per available seat kilometers (CASK) variable seems to have a negative effect on the stock price. Finally, it was found that the OPL variable positively affects the stock price. According to the results, airlines should increase operational revenue and demand to boost their stock values, besides increase aircraft load factors. Along with the increase in revenue and load factor, the decrease in unit cost and break-even load factor increase profitability and stock value of airlines