Segmenti u marketingu na temelju percepcija značaja marketinških znanja i vještina

The purpose of this article is to define and empirically verify a range of knowledge and skills which are necessary in order to segment marketers, based on their perceptions of the importance of such marketing knowledge and skills. To empirically verify the importance of marketing knowledge and skills, a 28-item measurement instrument was developed. Responses from 235 marketing vice-presidents, marketing directors, sales directors or company presidents/owners in Slovenia were obtained (an 11.8% total response rate). The results reveal four clusters of marketers: marketing specialists, marketing generalists, non-marketers and marketing generals. General and leadership skills are highly evaluated, together with the knowledge and skills related to competition and the company’s market position. Consistent with the general prejudice about marketing people, creative thinking skills and imagination are very important, especially to marketing generalists in our survey. Yet, the knowledge and skills related to consumer behaviour and marketing communication are less important, especially to marketing generals and non-marketers. Certain implications for marketing education and practice arise from the survey.Svrha je ovog članka definirati i empirijski verificirati niz znanja i vještina kako bismo mogli segmentirati marketinške profesionalce na temelju njihove percepcije važnosti marketinških znanja i vještina. Za empirijsku potvrdu važnosti marketinških znanja i vještina razvijen je instrument s 28 varijabla. Uzorak uključuje 235 potpredsjednika marketinga, direktora marketinga i prodaje te predsjednika ili direktora/vlasnika poduzeća u Sloveniji (11,8% stopa odgovora). Rezultati otkrivaju četiri segmenta u marketingu: marketinški stručnjaci, marketinški "generalisti", "nemarketingaši" i marketinški "generali". Osnovne vještine rukovođenja ocijenjene su visoko, uz znanje i vještine vezane za konkurenciju i tržišnu poziciju poduzeća. U skladu s općim predrasudama o marketingu, vještina kreativnog razmišljanja vrlo je važna, posebice u segmentu marketinških "generalista". No, znanje i vještine vezane uz ponašanje potrošača i marketinška komunikacija manje su važni, pogotovo za marketinške generale i "nemarketingaše". Iz istraživanja proizlaze stanovite marketinške implikacije za obrazovanje i praksu

Modelling In-Store Consumer Behaviour Using Machine Learning and Digital Signage Audience Measurement Data

Audience adaptive digital signage is a new emerging tech- nology, where public broadcasting displays adapt their content to the audience demographic and temporal features. The collected audience measurement data can be used as a unique basis for statistical analysis of viewing patterns, interactive display applications and also for further research and observer modelling. Here, we use machine learning methods on real-world digital signage viewership data to predict consumer behav- iour in a retail environment, especially oriented towards the purchase decision process and the roles in purchasing situations. A case study is performed on data from a small retail shop where demographic and audience data of 1294 store customers were collected, manually verified and analysed. Among all customers, 246 store customers were involved in a buying process that resulted in an actual purchase. Comparison of different machine learning methods shows that by using support vector machines we can predict with 88.6 % classification accuracy whether a customer will actually make a purchase, which outperforms classification accuracy of a baseline (majority) classifier by 7.5%. A similar approach can also be used to predict the roles of an individual in the purchase decision process. We show that by extending the audience measurement dataset with additional heuristic features, the support vector machines classifier on average improves the classification accuracy of a baseline classifier by 15 %

Segments of marketers based on a perceived importance of marketing knowledge and skills

The purpose of this article is to define and empirically verify a range of knowledge and skills which are necessary in order to segment marketers, based on their perceptions of the importance of such marketing knowledge and skills. To empirically verify the importance of marketing knowledge and skills, a 28-item measurement instrument was developed. Responses from 235 marketing vice-presidents, marketing directors, sales directors or company presidents/owners in Slovenia were obtained (an 11.8% total response rate). The results reveal four clusters of marketers: marketing specialists, marketing generalists, non-marketers and marketing generals. General and leadership skills are highly evaluated, together with the knowledge and skills related to competition and the company’s market position. Consistent with the general prejudice about marketing people, creative thinking skills and imagination are very important, especially to marketing generalists in our survey. Yet, the knowledge and skills related to consumer behaviour and marketing communication are less important, especially to marketing generals and non-marketers. Certain implications for marketing education and practice arise from the survey

Preoblikovanje strategijskog odnosa sila i oružanih sukoba na kraju tisućljeća - novi istraživački izazovi

Prijevod rada izvorno objavljenog u zborniku: Malešić, Marjan (ur.) (1996.) Razvoj obramboslovne misli. Zbornik Fakulteta za družbene vede. Ljubljana: Katedra za obramboslovlje, Obramboslovni raziskovalni center, str. 33.-69

Učinci sudjelovanja vrhovnog menadžmenta u integriranoj marketinškoj komunikaciji

There is scarce empirical evidence in the academic literature of how top management involvement influences the degree of integrated marketing communications. At the same time, some authors believe that this relationship should be explored more extensively. In this paper we present one possible approach to investigating the relationship between top management involvement and the degree of integrated marketing communications. Our research established that a greater involvement of top management in marketing communications could be associated with a higher degree of IMC. Investigating the relationship between management and IMC is indeed at a very early stage. We suggest that this study has provided a basis for future research on the relationship between top management involvement in marketing communications and the degree of IMC.U literaturi nema mnogo empirijskih dokaza o tome kako sudjelovanje vrhovnog menadžmenta u marketinškoj komunikaciji utječe na stupanj integrirane marketinške komunikacije - IMC. Istovremeno, neki autori smatraju kako bi taj odnos trebalo više istražiti. U ovom radu predstavljamo jedan od mogućih pristupa istraživanju toga odnosa. Rezultati našega istraživanja pokazuju kako se veće sudjelovanje vrhovnog menadžmenta u marketinškoj komunikaciji može povezati s višem stupnjem IMC-a. Istraživanje odnosa menadžmenta i IMC-a u samome je začetku. Savjetujemo da se ovo istraživanje koristi kao podloga za buduća istraživanja o odnosu sudjelovanja vrhovnog menadžmenta u marketinškoj komunikaciji i stupnja IMC-a

Argument based machine learning

AbstractWe present a novel approach to machine learning, called ABML (argumentation based ML). This approach combines machine learning from examples with concepts from the field of argumentation. The idea is to provide expert's arguments, or reasons, for some of the learning examples. We require that the theory induced from the examples explains the examples in terms of the given reasons. Thus arguments constrain the combinatorial search among possible hypotheses, and also direct the search towards hypotheses that are more comprehensible in the light of expert's background knowledge. In this paper we realize the idea of ABML as rule learning. We implement ABCN2, an argument-based extension of the CN2 rule learning algorithm, conduct experiments and analyze its performance in comparison with the original CN2 algorithm

All in the Value: The Impact of Brand and Social Network Relationships on the Perceived Value of Customer Endorsed Facebook Advertising

Purpose: Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs. Methodology: Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity, and users’ relationships with the SNS (Facebook) on brands’ relationships and advertising value using a web-based survey. The total number of responses included in the analysis is 305. The data was analysed using SEM and LISREL 8.8. Findings: The findings show that the overall user experience on Facebook is based on three key areas: socializing with friends, the relationship with the social network itself, and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed Facebook advertising. Implications: The study discusses various significant implications for online platforms, brands and the success of online advertising within social network sites. Originality: This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself, and their relationships with the advertised brand, and examines how these three combined relationships impact the perceived value of the ads by users of FB

Exploring consumer reactions to the recession in Slovenia and Bosnia and Herzegovina

In order to analyze the impact of the current economic crisis on consumers of FMCG products in the Balkan region this paper investigates changes and trends in consumer values and attitudes between years 2007 and 2009 in Slovenia and Bosnia and Herzegovina. A comparison of value ranks and factor scores between the two years and two countries shows some significant differences and surprising findings in terms of changes in consumer values and attitudes, which were otherwise expected to be relatively stable over a short time period. In order to provide an insight into questions of if, why and how the crisis differently affected Slovene and Bosnian consumers, possible causes for identified differences are discussed from the theoretical and practical standpoint and several managerial implications are suggested