Internet i jego wykorzystanie w fazie przedzakupowej w Europie i Azji : zarządzanie działaniami marketingowymi

The online shopping cannot be considered to be an emerging trend because it became a standard way of doing business. The focus of online retailers’s interest should be aimed to the customer behavior during purchasing process. The aim of this paper is to describe and analyse use of the Internet in the pre-purchase stage in the selected countries from Europe and Asia. We found that there is a significant negative correlation between selected World Bank indicators (GDP per capita, The Internet users per 100 people) and use of the Internet in pre-purchase stage with use of Internet. Furthermore, there is a significant difference between European and Asian online consumers when using the Internet during pre-purchase stage in several observed activities.Zakupy online nie mogą być uważane za pojawiający się trend, ponieważ stanowią dziś standardowy sposób prowadzenia działalności gospodarczej. Centrum zainteresowania sprzedawców online powinno być skierowane na zachowanie klientów podczas procesu zakupu. Celem niniejszego artykułu jest opisanie i analiza wykorzystania Internetu w fazie przedzakupowej w wybranych krajach z Europy i Azji. Stwierdzono, że istnieje znaczna ujemna korelacja pomiędzy wybranymi wskaźnikami Banku Światowego (PKB na jednego mieszkańca, liczbą użytkowników Internetu na 100 osób) oraz korzystanie z Internetu w fazie przedzakupowej z wykorzystaniem Internetu. Co więcej, w kilku zaobserwowanych działaniach występuje znaczna różnica między europejskimi i azjatyckimi konsumentami internetowymi podczas korzystania z Internetu w fazie przedzakupowej

Исследование особенностей использования смартфонов в процессе осуществления покупок

The main aim of the study is to analyze the use of smartphones by customers in the purchasing process and provide recommendations for innovation in shopping experience. In order to analyze interdependencies by defining the basic attributes of user clusters and their comparisons, data obtained from a consumer survey conducted by Google - Consumer Barometer was used. Factor analysis and k-means cluster analysis was executed in order to analyze the data and divide users into homogenous groups of users. By executing so, we have identified spatial correlations as a side product of our analysis. Based on the results it was possible to identify the most popular activities in the pre-purchasing stage - finding ideas, getting a store location, finding where to buy the product. The results pointed out to 2 groups of active smartphone users in terms of purchase, and 2 more conservative clusters – mostly containing users from European countries. The results of our study will help e-commerce subjects to better understand the omnichannel behavior of users who are increasingly using mobile devices - smartphones - in the purchasing process.У статті досліджено особливості використання смартфонів споживачами в процесі здійснення покупок. Під час дослідження проаналізовано дані сервісу «Consumer Barometer» за допомогою факторного аналізу і кластера k-means. З точки зору здійснення покупок до уваги бралися дві групи активних і дві групи консервативних користувачів смартфонівВ статье исследованы особенности использования смартфонов в процессе осуществления покупок. Во время исследования проанализированы данные сервиса «Consumer Barometer» с помощью факторного анализа и кластера k-means. С точки зрения осуществления покупок брались в расчет две группы активных и две групп консервативных пользователей смартфонов

Чи має маркетинг WoM негативний вплив на репутацію бренду?

У статті досліджується вплив негативних відгуків споживачів, які передаються через "сарафанне радіо" (WoM), на репутацію бренду/продукту. Авторами встановлено, що «сарафанне радіо» являє собою вербальний комунікаційний процес між споживачами щодо якості продукту. Систематизація літературних джерел з досліджуваної тематики засвідчила, що поширення негативних відгуків може поставити під загрозу репутацію компанії та її існування. Таким чином, компанії змушені здійснювати значні фінансові вкладення для підтримки іміджу та залучення клієнтів. Це актуалізує питання аналізу суб’єктивних суджень споживачів щодо якості продуктів для уникнення поширення негативних відгуків. Метою роботи є оцінка впливу поширення негативних відгуків серед споживачів на репутацію компанії/продукту. Вихідні дані для дослідження було сформовано на основі аналізу 100000 відгуків, згрупованих за шести категоріями. Об’єктом дослідження є ринок Словаччини. У ході дослідження оцінено кількість позитивних та негативних відгуків, які передаються через сарафанне радіо. За результатами встановлено, що кількість позитивних відгуків у 15 разів перевищувала кількість негативних. На основі наявних наукових напрацювань, авторами запропоновано найкращий та найгірший сценарії можливого впливу негативних та позитивних відгуків на репутацію бренду компаній, що передаються через сарафанне радіо. Отримані результати дослідження свідчать про те, що пряме охоплення позитивними відгуками перевищує негативні. При цьому, в середньому, за найгіршого сценарію, пряме охоплення позитивними відгуками перевищує негативні в 3,93 раза, тоді як за найкращого сценарію – у 8,85 раза. Таким чином, встановлено, що поширення позитивних відгуків має сильніший вплив на збереження репутації бренду. Запропоновано менеджерам компаній рекомендовано залучати більше амбасадорів, задоволених брендом, для уникнення потенційної небезпеки щодо поширення негативу серед незадоволених споживачів.Companies invest large amounts of funds to support their image as an incentive to make customers purchase the company's products. This paper's main objective is to estimate the impact of negative word-of-mouth on brand/product sustainability. As word-of-mouth represents customers' conversation regarding the quality of the company's products, the customer's voice is often analyzed to avoid negative experience outreach. History has carried several cases in which outreach could endanger a company's bottom line or even existence. The purpose of our study was to find out if this assumption could be supported. Approximately 100000 product reviews were collected in six selected categories in the Slovak market. The quantity of positive and negative word-of-mouth (PWOM/NWOM) was analyzed. It was found that there are approximately 15 times more positive reviews than negative ones. Based on previous studies' results, worst- and best-case scenarios were modeled to determine the possible impact of both PWOM and NWOM. It was found that in both cases, the direct reach of PWOM is higher than that of NWOM. On average, in the worst-case scenario, the reach of PWOM is 3.93 times higher than the reach of NWOM. In the best-case scenario, the reach of PWOM is 8.85 times higher than the reach of NWOM. According to the results, brand managers should focus on getting more positive reviews and thus positive word-ofmouth as it may have a stronger effect on the brand's sustainability. In other words, getting more ambassadors from the pool of customers satisfied with the brand might seem a reasonable strategy to avoid the potential danger from customers who were not satisfied with the products and willing to spread the word about their dissatisfaction

Primary results from IMpassion131, a double-blind, placebo-controlled, randomised phase III trial of first-line paclitaxel with or without atezolizumab for unresectable locally advanced/metastatic triple-negative breast cancer

Background: In the phase III IMpassion130 trial, combining atezolizumab with first-line nanoparticle albumin-bound-paclitaxel for advanced triple-negative breast cancer (aTNBC) showed a statistically significant progression-free survival (PFS) benefit in the intention-to-treat (ITT) and programmed death-ligand 1 (PD-L1)-positive populations, and a clinically meaningful overall survival (OS) effect in PD-L1-positive aTNBC. The phase III KEYNOTE-355 trial adding pembrolizumab to chemotherapy for aTNBC showed similar PFS effects. IMpassion131 evaluated first-line atezolizumab\u2013paclitaxel in aTNBC. Patients and methods: Eligible patients [no prior systemic therapy or 6512 months since (neo)adjuvant chemotherapy] were randomised 2:1 to atezolizumab 840 mg or placebo (days 1, 15), both with paclitaxel 90 mg/m2 (days 1, 8, 15), every 28 days until disease progression or unacceptable toxicity. Stratification factors were tumour PD-L1 status, prior taxane, liver metastases and geographical region. The primary endpoint was investigator-assessed PFS, tested hierarchically first in the PD-L1-positive [immune cell expression 651%, VENTANA PD-L1 (SP142) assay] population, and then in the ITT population. OS was a secondary endpoint. Results: Of 651 randomised patients, 45% had PD-L1-positive aTNBC. At the primary PFS analysis, adding atezolizumab to paclitaxel did not improve investigator-assessed PFS in the PD-L1-positive population [hazard ratio (HR) 0.82, 95% confidence interval (CI) 0.60-1.12; P = 0.20; median PFS 6.0 months with atezolizumab\u2013paclitaxel versus 5.7 months with placebo\u2013paclitaxel]. In the PD-L1-positive population, atezolizumab\u2013paclitaxel was associated with more favourable unconfirmed best overall response rate (63% versus 55% with placebo\u2013paclitaxel) and median duration of response (7.2 versus 5.5 months, respectively). Final OS results showed no difference between arms (HR 1.11, 95% CI 0.76-1.64; median 22.1 months with atezolizumab\u2013paclitaxel versus 28.3 months with placebo\u2013paclitaxel in the PD-L1-positive population). Results in the ITT population were consistent with the PD-L1-positive population. The safety profile was consistent with known effects of each study drug. Conclusion: Combining atezolizumab with paclitaxel did not improve PFS or OS versus paclitaxel alone. ClinicalTrials.gov: NCT03125902

Neratinib after trastuzumab-based adjuvant therapy in HER2-positive breast cancer (ExteNET): 5-year analysis of a randomised, double-blind, placebo-controlled, phase 3 trial

Background: ExteNET showed that 1 year of neratinib, an irreversible pan-HER tyrosine kinase inhibitor, significantly improves 2-year invasive disease-free survival after trastuzumab-based adjuvant therapy in women with HER2-positive breast cancer. We report updated efficacy outcomes from a protocol-defined 5-year follow-up sensitivity analysis and long-term toxicity findings. Methods: In this ongoing randomised, double-blind, placebo-controlled, phase 3 trial, eligible women aged 18 years or older (≥20 years in Japan) with stage 1–3c (modified to stage 2–3c in February, 2010) operable breast cancer, who had completed neoadjuvant and adjuvant chemotherapy plus trastuzumab with no evidence of disease recurrence or metastatic disease at study entry. Patients who were eligible patients were randomly assigned (1:1) via permuted blocks stratified according to hormone receptor status (hormone receptor-positive vs hormone receptor-negative), nodal status (0 vs 1–3 vs or ≥4 positive nodes), and trastuzumab adjuvant regimen (given sequentially vs concurrently with chemotherapy), then implemented centrally via an interactive voice and web-response system, to receive 1 year of oral neratinib 240 mg/day or matching placebo. Treatment was given continuously for 1 year, unless disease recurrence or new breast cancer, intolerable adverse events, or consent withdrawal occurred. Patients, investigators, and trial funder were masked to treatment allocation. The predefined endpoint of the 5-year analysis was invasive disease-free survival, analysed by intention to treat. ExteNET is registered with ClinicalTrials.gov, number NCT00878709, and is closed to new participants. Findings: Between July 9, 2009, and Oct 24, 2011, 2840 eligible women with early HER2-positive breast cancer were recruited from community-based and academic institutions in 40 countries and randomly assigned to receive neratinib (n=1420) or placebo (n=1420). After a median follow-up of 5·2 years (IQR 2·1–5·3), patients in the neratinib group had significantly fewer invasive disease-free survival events than those in the placebo group (116 vs 163 events; stratified hazard ratio 0·73, 95% CI 0·57–0·92, p=0·0083). The 5-year invasive disease-free survival was 90·2% (95% CI 88·3–91·8) in the neratinib group and 87·7% (85·7–89·4) in the placebo group. Without diarrhoea prophylaxis, the most common grade 3–4 adverse events in the neratinib group, compared with the placebo group, were diarrhoea (561 [40%] grade 3 and one [<1%] grade 4 with neratinib vs 23 [2%] grade 3 with placebo), vomiting (grade 3: 47 [3%] vs five [<1%]), and nausea (grade 3: 26 [2%] vs two [<1%]). Treatment-emergent serious adverse events occurred in 103 (7%) women in the neratinib group and 85 (6%) women in the placebo group. No evidence of increased risk of long-term toxicity or long-term adverse consequences of neratinib-associated diarrhoea were identified with neratinib compared with placebo. Interpretation: At the 5-year follow-up, 1 year of extended adjuvant therapy with neratinib, administered after chemotherapy and trastuzumab, significantly reduced the proportion of clinically relevant breast cancer relapses—ie, those that might lead to death, such as distant and locoregional relapses outside the preserved breast—without increasing the risk of long-term toxicity. An analysis of overall survival is planned after 248 events