Pub Date : 2022-06-30DOI: 10.46286/msi.2022.17.2.1
M. Diedrich
The manufactory is a full production organization of consumer goods, technical goods or food – in any case physical products. In contrast to handicraft businesses, the manufactory produces products in series, which means that they can be purchased several times over a longer period of time. They result in an assortment of this manufacturer. The products of the manufactory are characterized by a high level of vertical integration – usually from the raw material through the entire production process to the finished product under one roof for retailers or customers. Manufactured products are inherently sustainable because they are designed for long-term use. Manufactories are usually family-run companies that work in an economically sustainable manner. But what about the other dimensions of sustainability, i.e. ecological and social? Is sustainability anchored in the company's strategy? Is sustainability seen as a competitive advantage and conveyed in corporate communications?
{"title":"Sustainability – integration and communication in German manufacturers","authors":"M. Diedrich","doi":"10.46286/msi.2022.17.2.1","DOIUrl":"https://doi.org/10.46286/msi.2022.17.2.1","url":null,"abstract":"The manufactory is a full production organization of consumer goods, technical goods or food – in any case physical products. In contrast to handicraft businesses, the manufactory produces products in series, which means that they can be purchased several times over a longer period of time. They result in an assortment of this manufacturer. The products of the manufactory are characterized by a high level of vertical integration – usually from the raw material through the entire production process to the finished product under one roof for retailers or customers. Manufactured products are inherently sustainable because they are designed for long-term use. Manufactories are usually family-run companies that work in an economically sustainable manner. But what about the other dimensions of sustainability, i.e. ecological and social? Is sustainability anchored in the company's strategy? Is sustainability seen as a competitive advantage and conveyed in corporate communications?","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123735715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-30DOI: 10.46286/msi.2022.17.1.1
Sidi Sahel, Yasmine Kadi, Mehdi Bouchetara, Sidi Khelladi
Visually impaired or blind person faces many challenges in their daily activities, including purchasing medicines. To overcome this limitation; there is an innovative braille reading and writing system that has been introduced in the labelling of the packaging of pharmaceutical products. The aim of this research is to measure the impact of innovative Braille-labelled pharmaceutical packaging on the attitudes and purchase intention of visually impaired and blind consumers. We adopted quantitative and qualitative approaches. The quantitative research aims to obtain measurable data in relation to the attitudes and purchase intention of visually impaired and blind consumers, on a sample of 72 visually impaired and blind people. Whereas, the qualitative research allowed us to investigate the opinions leaders: doctors in chemist, in relation to the current situation of visually impaired and blind consumers, in the field semi-structured interviews with 6 pharmacy doctors, exploring the importance of Braille labelling of packaging for pharmaceuticals product. The results allowed us to validate the hypotheses; Packaging for pharmaceutical products labelled in the Braille system has a positive effect on the attitudes of visually impaired and blind consumers. Packaging for pharmaceutical products labelled in Braille has a positive effect on the purchase intention of visually impaired and blind consumers. Attitudes have a positive effect on the purchase intention of visually impaired and blind consumers. The results allowed us to highlight the views of doctors in chemists regarding the importance of introducing Braille labelling into the design of pharmaceutical packaging.
{"title":"Impact of innovative packaging on the attitudes and purchase intention of visually impaired and blind consumers: The case of Algeria","authors":"Sidi Sahel, Yasmine Kadi, Mehdi Bouchetara, Sidi Khelladi","doi":"10.46286/msi.2022.17.1.1","DOIUrl":"https://doi.org/10.46286/msi.2022.17.1.1","url":null,"abstract":"Visually impaired or blind person faces many challenges in their daily activities, including purchasing medicines. To overcome this limitation; there is an innovative braille reading and writing system that has been introduced in the labelling of the packaging of pharmaceutical products. The aim of this research is to measure the impact of innovative Braille-labelled pharmaceutical packaging on the attitudes and purchase intention of visually impaired and blind consumers. We adopted quantitative and qualitative approaches. The quantitative research aims to obtain measurable data in relation to the attitudes and purchase intention of visually impaired and blind consumers, on a sample of 72 visually impaired and blind people. Whereas, the qualitative research allowed us to investigate the opinions leaders: doctors in chemist, in relation to the current situation of visually impaired and blind consumers, in the field semi-structured interviews with 6 pharmacy doctors, exploring the importance of Braille labelling of packaging for pharmaceuticals product. The results allowed us to validate the hypotheses; Packaging for pharmaceutical products labelled in the Braille system has a positive effect on the attitudes of visually impaired and blind consumers. Packaging for pharmaceutical products labelled in Braille has a positive effect on the purchase intention of visually impaired and blind consumers. Attitudes have a positive effect on the purchase intention of visually impaired and blind consumers. The results allowed us to highlight the views of doctors in chemists regarding the importance of introducing Braille labelling into the design of pharmaceutical packaging.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"84 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126220755","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-30DOI: 10.46286/msi.2022.17.1.2
Juraj Litomerický
The author, based on many years of his own experience and through a questionnaire survey, proposes the principles of selecting appropriate music as a marketing tool aimed at increasing footfall and sales in retail and service outlets, taking into account the nature of the outlet, client segments, allocation of operations and other facts. The author points out the frequently occurring mistakes and recommends solutions for selecting appropriate music to make the clients' stay in the outlets more pleasant and thus become a prerequisite for increasing their traffic and sales.
{"title":"Hudba ako marketingový nástroj na zvýšenie návštevnosti a tržieb","authors":"Juraj Litomerický","doi":"10.46286/msi.2022.17.1.2","DOIUrl":"https://doi.org/10.46286/msi.2022.17.1.2","url":null,"abstract":"The author, based on many years of his own experience and through a questionnaire survey, proposes the principles of selecting appropriate music as a marketing tool aimed at increasing footfall and sales in retail and service outlets, taking into account the nature of the outlet, client segments, allocation of operations and other facts. The author points out the frequently occurring mistakes and recommends solutions for selecting appropriate music to make the clients' stay in the outlets more pleasant and thus become a prerequisite for increasing their traffic and sales.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114637979","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-30DOI: 10.46286/msi.2022.17.1.4
B. Krah, Andrej Miklošík
For companies, the top priority always lies in selling their products and keeping expanding the market to make them competitive. There are many ways to expand and discover new markets, which companies would be able to sustain long-term. Marketing communication within and outside the company is an important way to achieve this. Communities are the key factor for successful companies because they are the communicative bridge to their (potential) customers and employees. Community building can be one of the approaches of discovering and entering new markets. Until now, most companies have communicated in the direction of the customer, like a monologue. In such an approach to marketing communication, the company talks about its product and advertises it to the customer. In order to not lag behind and remain competitive, companies should change marketing communication to a so-called multilogue. This means that customers and interested parties talk to each other about the product and the company. The company only serves as an initiator of new topics and as a moderator. In this way, a community can be established that builds sustainable relationships between the target group and the company. In contrast to mass media, the internet is particularly well suited for dialogue, but also for multilogue. Communication can take place in all directions: between the provider and the consumer, between the consumer and the provider or directly from one consumer to another. The main aim of this paper is to identify the different approaches and platforms that can lead to success and the obstacles that can arise. In the end, we will present a case study of a young company that implements a similar approach and has been very successful so far, measured in terms of turnover and the number of customers.
{"title":"Creating communities: A way of entering foreign markets in 2022","authors":"B. Krah, Andrej Miklošík","doi":"10.46286/msi.2022.17.1.4","DOIUrl":"https://doi.org/10.46286/msi.2022.17.1.4","url":null,"abstract":"For companies, the top priority always lies in selling their products and keeping expanding the market to make them competitive. There are many ways to expand and discover new markets, which companies would be able to sustain long-term. Marketing communication within and outside the company is an important way to achieve this. Communities are the key factor for successful companies because they are the communicative bridge to their (potential) customers and employees. Community building can be one of the approaches of discovering and entering new markets. Until now, most companies have communicated in the direction of the customer, like a monologue. In such an approach to marketing communication, the company talks about its product and advertises it to the customer. In order to not lag behind and remain competitive, companies should change marketing communication to a so-called multilogue. This means that customers and interested parties talk to each other about the product and the company. The company only serves as an initiator of new topics and as a moderator. In this way, a community can be established that builds sustainable relationships between the target group and the company. In contrast to mass media, the internet is particularly well suited for dialogue, but also for multilogue. Communication can take place in all directions: between the provider and the consumer, between the consumer and the provider or directly from one consumer to another. The main aim of this paper is to identify the different approaches and platforms that can lead to success and the obstacles that can arise. In the end, we will present a case study of a young company that implements a similar approach and has been very successful so far, measured in terms of turnover and the number of customers.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115358481","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-30DOI: 10.46286/msi.2022.17.1.3
Eva Jaderná
Sustainability in retail is one of the most important parts in strategic management decision making. Retailers want to be socially responsible, or to have the label „sustainable retailer”. Important is the macro area, represented by official statement. The micro area – daily sustainable activities, or decisions – is crucial, too. Stakeholders compare the statement, and a true behavior to customers, employees, society. One aspect of retailers´ sustainability is an offer of sustainable products. Listed sustainable products mean a true interest in an environmental, social, and economic development. Consumers tend to buy sustainable products, search for information about sustainability of a retailer. Sustainability is the aspect, supporting consumers´ better feeling by different products´ consumption. Pricing of many sustainable products is similar to pricing of usual assortment. Therefore, sustainable offer is interesting for more consumers. This paper aims to present results from marketing research in 2021. It was focused on perception of sustainable products, and interest in sustainability by different kinds of products. Which aspects are important in confirmation of sustainable products? Which kinds of products is sustainability crucial for?
{"title":"Retail products´ sustainability from the point of Czech consumers´ view","authors":"Eva Jaderná","doi":"10.46286/msi.2022.17.1.3","DOIUrl":"https://doi.org/10.46286/msi.2022.17.1.3","url":null,"abstract":"Sustainability in retail is one of the most important parts in strategic management decision making. Retailers want to be socially responsible, or to have the label „sustainable retailer”. Important is the macro area, represented by official statement. The micro area – daily sustainable activities, or decisions – is crucial, too. Stakeholders compare the statement, and a true behavior to customers, employees, society. One aspect of retailers´ sustainability is an offer of sustainable products. Listed sustainable products mean a true interest in an environmental, social, and economic development. Consumers tend to buy sustainable products, search for information about sustainability of a retailer. Sustainability is the aspect, supporting consumers´ better feeling by different products´ consumption. Pricing of many sustainable products is similar to pricing of usual assortment. Therefore, sustainable offer is interesting for more consumers. This paper aims to present results from marketing research in 2021. It was focused on perception of sustainable products, and interest in sustainability by different kinds of products. Which aspects are important in confirmation of sustainable products? Which kinds of products is sustainability crucial for?","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130226796","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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