Issue 3/2017

Analysis of the perception of marketing channels in the context of Slovak mobile operators

Corresponding author:

Ľudovít Nastišin
Ľudovít Nastišin, Richard Fedorko, Veronika Sucháčová

Abstract:

The subject of this article is the analysis of the perception of marketing channels of telecommunication companies operating on the Slovak market. In the introduction, the basic theoretical concepts are defined and the following analysis presents the data obtained through a questionnaire survey on the sample of respondents who use the services of these operators. The findings show how respondents perceive the various marketing channels used by operators and, on the basis of these findings, we also discuss the topic.

Key words:

mobile operator, marketing, communication

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Analysis of user behaviour focusing on mobile marketing and the use of mobile devices in Visegrad Group countries

Corresponding author:

Radovan Bačík
Radovan Bačík, Richard Fedorko, Jakub Horváth

Abstract:

The aim of the article is to describe the state of the art mobile user behaviour, focusing on individual mobile devices within the V4 countries. The article focuses on the theoretical background of mobile marketing. When describing the current state of the problem. We followed the following areas: types of device usage, devices used most often, weekly online activities. We describe the current state and the most important areas in the V4 markets. The aim of the article is to evaluate and point out the possible future direction of this area of marketing in the respective markets of the Visegrad square.

Key words:

Mobile marketing, Mobile devices, Device usage, V4

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Customer satisfaction analysis of the selected company based on the CRM information system

Corresponding author:

Radovan Bačík
Radovan Bačík, Igor Fedorko, Pavel Hagyari, Petra Hudáková

Abstract:

The main goal of the article is to analyze customer satisfaction in the selected company. The role of the partial goals of the research was to determine whether product prices affect satisfaction with their offer. Furthermore, if the satisfaction with the employees is influenced by the recommendations made by acquaintances. As part of the methodology, we used frequency analysis, reliability testing, and we used statistical dependence to meet the goals of the study. The study works with data from the CRM information system and data collected for the purpose of the questionnaire survey.

Key words:

Marketing. Customer. Satisfaction. Loyalty. CRM.

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Identify the significance of the selected mobile marketing tools

Corresponding author:

Igor Fedorko
Igor Fedorko, Pavel Hagyari

Abstract:

The aim of the present article is to identify the most important mobile marketing tools in the application of a sample of respondents. The first part deals with the definition of the basic concepts related to the theory of mobile marketing, m-commerce, mobile applications and trends in the area of mobile marketing. The empirical part of the article includes a survey which focuses on the views and preferences of the respondents for downloading and buying mobile apps on selected platforms for mobile app distribution and other mobile marketing tools. The main objective of the research section is to identify the most important mobile marketing tools. The study also focuses on recommendations for new trends in the use of mobile devices for marketing purposes.

Key words:

mobile marketing, m-commerce, marketing communication

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Performance and competitiveness of Slovak businesses

Corresponding author:

Martina Mokrišová
Martina Mokrišová, Jarmila Horváthová

Abstract:

Nowadays business competitiveness and the ways of its quantification are frequently discussed issue. In this paper we focused on the calculation of business competitiveness with the application of selected methods. We based our analysis on the assumption that business which performance is high is also competitive. The aim of the paper was to calculate performance and subsequently competitiveness of the analysed sample of businesses. To achieve a goal the data of businesses operating in Slovak heat industry were used. In order to calculate business competitiveness we applied method for the calculation of potential sales and we compared them with real sales. We quantified business performance with the use of the EVA indicator. Then we compared the results of performance and competitiveness and we formulated the outcomes. The benefit of the contribution was the finding that we should add other more complex indicators to the sales to measure business competitiveness more precisely. This methodology could be beneficial in increasing business competitiveness.

Key words:

business; competitiveness; performance; sales

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The use of marketing tools in the gaming industry and their effectiveness towards consumers in the given field

Corresponding author:

Ľudovít Nastišin
Ľudovít Nastišin, Richard Fedorko, Petra Lubelanová

Abstract:

The research is devoted to marketing tools used in the gaming industry. The main goal is to highlight the extent to which people are influenced by marketing tools in this area. To obtain the necessary data, a questionnaire survey was used to find out to what extent the interviewed participants are in the gaming industry. Based on the results found, suggestions were generated for the given area and the possibilities that this area could grow even more in our conditions.

Key words:

marketing, games, IT,

Link:

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