Marketing Science & Inspirations
Divya Mohite
Article no 1 – Personalize packing
In this article, we investigate consumers’ attitudes toward the marketing use of shipping packaging. With the growing importance of e-commerce, retailers are looking for new ways to engage consumers. Consumer packaging has long been known and described for its important marketing role, but shipping packages also need to be understood in terms of their design and function. To examine differences in the personalization of shipping packaging for different age cohorts and to identify critical characteristics of shipping packages, we conducted qualitative research (combination of experiment and interview). The research demonstrated the real potential of personalization. It is therefore possible to observe changes in consumer behaviour that result in increased satisfaction, repeat purchases, or willingness to pay more when packaging is customized.
(Hana Volfova et al.,2022)
Article no 2 – Music marketing
A questionnaire survey and many years of experience have led the author to propose some principles for selecting appropriate music as a marketing tool aimed at increasing footfall and sales in retail and service outlets. The principles include taking into account the outlet’s nature, segments of its clients, allocation of operations, and others. In his article, the author points out the most frequently made mistakes and suggests solutions for selecting music that will increase client traffic and sales at the outlets. (Juraj Litomericky et al., 2022)
Article no 3 – Mobile commerce
Mobile commerce is increasingly attracting global attention, indicating that consumer preferences and behaviour are urgently in need of deeper understanding. For successful management and development of mobile shopping channels, it is crucial to understand the interests and values of the mobile user. Using secondary data from research companies and statistical portals, the paper aims to describe the state of mobile commerce and its development trends worldwide. After analyzing secondary data, the paper examines m-commerce business strategies and their possibilities for optimization. (Maria Olearova et al., 2021)
Article no 4 – Real estate marketing
In the last twenty years, the real estate marketing industry has undergone a fundamental change, largely due to the development of digital technologies. As online platforms have become more prominent as intermediary websites, the complexity of relationships between providers, demanders, and agents has increased. Cologne/Bergisch-Gladbach is used as an example market to show the potential of digital channels to reach and intensify real estate marketing from the perspective of real estate agents. In addition to being challenged technologically, real estate agencies now have access to more marketing channels and options for presenting their properties. Property marketing will further be revolutionized by social media and video streaming platforms in the near future, offering opportunities to proactive providers, particularly in the area of international sales and property branding. (Jorg Petermann., 2021)
Article no – 5 Digital influencers on Instagram
In this paper, we examine how users of Instagram perceive digital influencers. We analyse the motivations for following influencers through a quantitative analytical approach, as well as the perceived impact on Instagram users’ shopping behaviour in terms of cultural, social, personal, and psychological elements, as well as in terms of particular products. We describe how followers view the marketing initiatives of influencers as well. In this article we discuss the penetration of research findings in the area of social marketing and raising the critical-thinking and engagement levels of today’s young consumers are the topics we cover in this essay. (Dominika Relovska et al., 2021)
Article no – 6 online shopping within B2C e-commerce
In recent years, online shopping has become increasingly popular. Using the Visegrad Four as an example, this article evaluates and compares online shopping in Slovakia, the Czech Republic, Poland, and Hungary. A theoretical overview of the concept of online shopping is presented, along with an assessment of the current state of online shopping in the EU market and a description of the main products and services that can be purchased online. According to the Eurostat database, the article provides an overview of online shopping in the years 2011 to 2019, the share of online purchases in the EU market, and online purchases of goods and services within the V4 countries. It was found that online shopping increased in all countries over the study period, with the Czech Republic recording the largest increase. Another EU country that recorded the largest increase in online purchases was Hungary. A year-on-year decline has been recorded in Slovakia for online services purchases over the past two years.(Stefan Kra et al., 2021)
Article no – 7 CRM in a Telecommunication
Telecom companies must consider a downward trend in revenue and customer base as a result of new technologies and technological trends. There has been a streamlined process among companies, and new product lines have been introduced. It is crucial to success to identify a particular client, respond appropriately to their needs, and positively impact business performance via Customer Relationship Marketing. The purpose of the article was to determine how customer behaviour changed with the implementation of customer relationship marketing in 2014 and then again in 2018 with a focus on gender. The research findings were followed by observations of the beneficial adjustments in strategy brought about by the application of customer relationship marketing. Answers varied depending on the respondents’ gender. (Milos Hitka et al., 2019)
Article no – 8 Retro-designed packaging
In an effort to draw customers, retailers provide conventional goods in packaging with a vintage aesthetic. Retro marketing and packaging are currently popular, and they tend to come and go at regular intervals over time. This article examines customer responses to the promotion of goods in packaging with a retro aesthetic (such as noticing and locating). The promotion of products in packaging with a retro aesthetic by the Lidl retail chain is further discussed. It will be adopted by the Czech market as a best practise. (Iveta Brouckova et al., 2019)
Article no – 9 IMC Retailer
The purpose of the article is to draw attention to alternate ways of using various communication technologies as a component of integrated marketing communication, as demonstrated by the example of the selected Slovakian retailing company, COOP Jednota, s. d. This results from the market research on marketing communications that should come before implementing integrated marketing communication. The primary goal of COOP Jednota, s. d. Slovakia’s marketing communications is to keep in touch with potential customers over the long term and solicit their feedback. The article presents a few communication strategies that are increasingly being used to engage customers in interactive discourse. The research project VEGA/0376/17 that produced the paper is called VEGA. (Vanda Lieskovska et al., 2018)
Article no – 10 Code of conduct in retail
The article discusses the crucial position that problem-solving plays in retail when it comes to social, environmental, and customer protection. These issues are addressed by a code of conduct that states that ethical issues will be dealt with pro-actively. Some retail chains use the Corporate Social Responsibility (CSR) strategy in response to social concerns. These tactics play a significant role in the development of the corporate identity in retail. (Eva Jaderna et al., 2017)
Article no – 11 Conclusion
To examine differences in the personalization of shipping packaging for different age cohorts and to identify critical characteristics of shipping packages, we conducted qualitative research (combination of experiment and interview). The research demonstrated the real potential of personalization. A questionnaire survey and many years of experience have led the author to propose some principles for selecting appropriate music as a marketing tool aimed at increasing footfall and sales in retail and service outlets. The principles include taking into account the outlet’s nature, segments of its clients, allocation of operations, and others. For successful management and development of mobile shopping channels, it is crucial to understand the interests and values of the mobile user. Using secondary data from research companies and statistical portals, the paper aims to describe the state of mobile commerce and its development trends worldwide. In the last twenty years, the real estate marketing industry has undergone a fundamental change, largely due to the development of digital technologies. In this paper, we examine how users of Instagram perceive digital influencers. Using the Visegrad Four as an example, this article evaluates and compares online shopping in Slovakia, the Czech Republic, Poland, and Hungary. Another EU country that recorded the largest increase in online purchases was Hungary. It is crucial to success to identify a particular client, respond appropriately to their needs, and positively impact business performance via Customer Relationship Marketing. The purpose of the article was to determine how customer behaviour changed with the implementation of customer relationship marketing in 2014 and then again in 2018 with a focus on gender. In an effort to draw customers, retailers provide conventional goods in packaging with a vintage aesthetic. The purpose of the article is to draw attention to alternate ways of using various communication technologies as a component of integrated marketing communication, as demonstrated by the example of the selected Slovakian retailing company, COOP Jednota, s. The research project VEGA/0376/17 that produced the paper is called VEGA. The article discusses the crucial position that problem-solving plays in retail when it comes to social, environmental, and customer protection.
Reference: –
Dominika Relovska & Edita Strbova, 2021. “Perception of the digital influencer on Instagram and its impact on shopping behaviour,” Marketing Science & Inspirations, vol. 16(3),2021, Comenius University in Bratislava.
Eva Jaderna & Martina Beranek, 2017. “Code of conduct in retail,” Marketing Science & Inspirations, vol. 12(3), 20117, Comenius University in Bratislava.
Hana Volfova & Eliska Svobodova & Jana Pechova, 2022. “The marketing potential of personalisation of shipping packaging,” Marketing Science & Inspirations, vol.17(2), 2022, Comenius University in Bratislava.
Iveta Brouckova & Eva Jaderna & Alena Srbova, 2019. “Promotion of products in retro-designed packaging,” Marketing Science & Inspirations, vol. 14(1), 2019, Comenius University in Bratislava.
Jorg Petermann, 2021. “Development of real estate marketing – trends for the future,” Marketing Science & Inspirations, vol. 16(4), 2021,Comenius University in Bratislava.
Juraj Litomericky, 2022. “Music as a marketing tool to increase traffic and sales,” Marketing Science & Inspirations, vol. 17(1), 2022, Comenius University in Bratislava.
Maria Olearova & Radovan Bacik & Richard Fedorko , 2021. “Overview of current trends in mobile commerce: global perspectives,” Marketing Science & Inspirations, vol. 16(4), 2021, Comenius University in Bratislava.
Milos Hitka & Andrej Pinak & Silvia Lorincova, 2019. “CRM in a telecommunication company. Part II,” Marketing Science & Inspirations, vol. 14(4), 2019, Comenius University in Bratislava.
Stefan Kra & Richard Fedorko, 2021. “Development of online shopping within B2C e-commerce in the Visegrad Four countries,” Marketing Science & Inspirations, vol. 16(3), 2021, Comenius University in Bratislava.
Vanda Lieskovska & Katarina Petrocikova, 2018. “Integrated marketing communication: Example on the selected retailer,” Marketing Science & Inspirations, vol. 13(2), 2018, Comenius University in Bratislava.