THE IDENTIFICATION OF THE ROMANIAN COMPANIES’ MARKETING NEEDS AND MEANS OF COMMUNICATION - A MARKETING RESEARCH -

The marketing needs of the Romanian companies are very diversified, commencingwith the research of the needs and demand on the target market, going down to the 4Ps (Product,Price, Promotion and Placement) and their components. The present marketing research was performed using 11 categories of information sources:specialised publications in marketing; specialised publications in economics; national officialstatistics; publications of professional associations; publications/web sites of NGOs; reports issuedby media institutions and web sites; information provided by specialised institutions in consultancyand marketing research; information provided by individual marketing specialists; informationprovided by advertising agencies; information provided by the economic sections of the dailynewspapers; job web sites.marketing needs, Romanian companies, secondary data

The impact of the future Free Trade Agreement between the European Union and South Korea on the European and Romanian economies – a marketing research

The signing of a Free Trade Agreement between South Korea and the European Union is one of the main goals of the General Affairs and External Relations Council of the EU. The FTA between the EU and South Korea will have a significant impact on the European economy with positive and negative consequences. The goal of this study is to determine the opportunities and possible threats for the European and Romanian economies. The most important effects of this Free Trade Agreement could be summarized in the increase of productivity and efficiency and spreading of innovation within a great number of industries.Free Trade Agreement, EU, South Korea.

Elemente de macromarketing vizate de Romania in cadrul negocierilor pentru Acordul de Liber Schimb UE - ASEAN

Macromarketingul reprezinta un aspect al marketingului al carui obiect central de studiu este interfata dintre politicile macro-economice si efectele acestora asupra societatii. In plus, acesta foloseste la studiul oportunitatilor asociate marketingului, a efectelor pozitive pe care le induce in societate si a efectelor adverse pe care le genereaza (neintentionat), incluzand astfel o viziune optimista, prin aceea ca incearca sa imbunatateasca sistemele si procesele de marketing, in beneficiul unui numar cat mai mare de persoane, la nivel global. Articolul de fata isi propune sa identifice conceptele de macromarketing ce vor fi implicate de aparitia Acordului de Liber Schimb dintre Romania si comunitatea ASEAN (tarile din Sud-Estul Asiei), de implicatiile acestui acord, in principal asupra Romaniei, ca si a elementelor ce ar trebui avute in vedere de tara noastra in procesul de negociere, ca membru deplin al Uniunii Europene.macromarketing, ASEAN, liber schimb, industrie, agricultura

Internet of Things (IoT) as an Instrument to Improve Business and Marketing Strategies. A Literature Review

Creative destruction used by German sociologist Werner Sombart in 1913, and later known as Schumpeter’s gale, could be considered the first conceptual stage of what happens nowadays in all industries “forced” to use the digital environment. First three industrial revolutions experienced by the humanity happened in over three centuries with tangible results that improved immensely the day-to-day life of people. The fourth one happened in decades, and it was characterized by the use of information and communication technology in various industries. As the literature review has revealed, Internet of Things (IoT) is part of Industry 4.0., linking industries and consumers in a smarter way through sensors and other devices, collecting valuable data and helping companies. This article proposes a navigation throughout the literature to demonstrate that IoT is a new and modern solution that has a big potential for development to help businesses to take smarter and swifter decisions from data gathered indirectly from consumers. Given that the papers analyzed are quite recent, we would say that this topic of IoT is only lightly investigated, and it opens many subjects of discussions, not only on the business and marketing side, but also economically, socially, and of course, technically. Various questions have arisen during the research: Is there a limitation in using this instrument in business and marketing strategies? Either technical or legal? The ethics of this process is under question and both companies and governments dedicated a lot of time to understand the implications of IoT in the future

Factors influencing student transition to online education in the COVID 19 pandemic lockdown: evidence from Romania

This study aims to identify factors influencing student transition to online education (STOE) during the COVID19 pandemic in Romania. Although Romania boasts high internet speed, accessibility and affordability, online education is in its infancy. Academic experience variables found in the literature were narrowed into five factors through exploratory factor analysis, and regressed together with online platform and demographic variables to measure their impact on STOE. 565 business students from all academic levels were surveyed. The study uncovered direct and inverse relationships between the five groups of factors, platform functionality, enrolment level and place of residence, and STOE. Findings are relevant to academics and university managers for improving online education

Modelling e-commerce customer reactions. Exploring online shopping carnivals in China

This research investigates customer reactions by exploring satisfaction(SAT), complaints(CC) and loyalty(CL) in an online shopping carnival(OSC) context in China. Expanding the American Customer Satisfaction Index(ACSI) model by including e-commerce corporate image(ECCI) next to customer expectations(CE), perceived quality(PQ), perceived value(PV), SAT was determined, while CC and CL were estimated based on SAT. For estimating CL, ECCI was added. 300 valid questionnaires were collected from Chinese shoppers with OSC experience. The research hypotheses were tested through Confirmatory Factor Analysis and Structural Equation Modelling. The results prompt five key paths influencing SAT and CL. No significant impact on and of CC was identified. ECCI significantly impacted on CC, SAT and CL. This study provides in the context of OSCs a new research perspective of customer reactions, centred on satisfaction, emphasising the role of image on expectations, satisfaction and loyalty, and incorporating customer complaints to quantify negative aspects of shopping experience in determining customer loyalty. E-commerce companies should deliver unforgettable customer experience through building a long-lasting image, offering consistent quality and delivering clearly-delineated value, as antecedents of satisfaction and loyalty. The model can be further expanded by exploring the consequences of customer loyalty on potential buying behaviour, focusing on purchasing intention and recommendations

Uncovering Market Positioning Coordinates Using In-Depth Interviews. Evidence from the Romanian Modern Retail

Market positioning is not anymore just an outcome of the marketing endeavour but actually the essence of it. Organisations must develop and implement proper market positioning plans if they want to pursue an enduring existence. In this direction, an organisation must perform a brand situation analysis, its results being the starting point of a successful market positioning. This analysis entails collecting data about the brand and its competitors being performed through various qualitative and quantitative research methods. The current study focuses on the use of in-depth interviews, a very important qualitative research instrument, in collecting data necessary to build a market position in the form of inconspicuous consumer behaviour factors, such as perceptions, attitudes and motivations. The peculiarities and advantages of this tool are detailed in an analysis of the Romanian modern retail. The findings through their richness made possible configuring market positions for several companies under study. There is no doubt about the effectiveness of this tool in collecting essential data for an effective market positioning. However, in some instances an organisation might need data of quantitative nature in making market positioning decisions, situations in which the use of the indepth interview should be complemented with a survey

Social and Technological Interactions in e-Societies

This Special Issue, Social and Technological Interactions in e-Societies, aims to attract the interest of academics and practitioners alike by identifying, exploring, and investigating the interactions inherent in the emergence of new technologies in our societies [...

Holistic Marketing Management EFFECTIVE MARKETING POLICY GUIDELINES FOR ROMANIAN INTERNET SERVICE PROVIDERS

Abstract: The ISP is the entity specialized in the provision of the Internet services. Usually, such an entity provides the entire range of Internet services, which can be divided into two major groups: data transmissions and web services. The ISP has a very important place in the marketing environment of the modern organization being found within the close-in environment of the organization amongst the providers of the other services. The modern company has a relationship with its ISP at least as important as the ones with its bank, transporters or insurance companies. Nowadays, the question is not whether the online technologies are necessary for the company but how these technologies are implemented by the company (Porter, 2001, pag. 62). To have a presentation web site and at least one e-mail address is something ordinary for any organization

MODELLING THE INFLUENCE OF ONLINE MARKETING COMMUNICATION ON BEHAVIOURAL INTENTIONS

The present study addresses the manners in which potential consumers react to and examine online marketing communication efforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model designed to integrate existing theories and a three-way study of online user behaviour in response to online marketing messages is defined and tested. The results of the study demonstrate that there are direct and positive links between the manner in which users perceive online marketing communication efforts, and direct and positive links between users’ attitudes towards online communication and their intention to either further inform themselves, forward the information obtained, or even become loyal to the company