Issue 2/2018

Analysis of customer preferences at Camea Car in terms of e-commerce

Corresponding author:

Radovan Bačík
Radovan Bačík, Jakub Horváth

Abstract:

Nowadays, e-commerce plays an important role in the world of trading. Online shopping is famous among customers these days. These customers are the potential buyers of different businesses. The expansion of e-commerce is mainly because today's consumers everyday use the internet, they like to experiment with new things, brands and products, but they are also comfortable and modern. What is important for today's customers is that they can purchase online, which is no longer a problem, because nowadays people can connect to the Internet anywhere.

Key words:

customers; marketing; preferences

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Identifying user preferences from the point of view of using selected social networks

Corresponding author:

Mária Oleárová
Mária Oleárová

Abstract:

Marketing is an indispensable part of social media. Social media have essentially been created for marketing purposes because social media makers do not profit from the use of these media but, in particular, from the promotion of companies that pay for them. Social media provide multiple forms of promotion through their services, depending on a particular type of social media and one of them is the popular social network. Their potential in business is obvious, but often it happens that businesses try to get as many customers as possible, which means taking a step in the wrong direction. Choosing a suitable social network should therefore be a relevant component of the marketing plan of any organization that has decided to pursue its business activities where its potential customers are. Knowing the opportunities offered by these networks leads to well-set strategies and consequently to the effective achievement of business goals.

Key words:

Marketing, YouTube, Communication Platforms, Social Networks

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Relational study of the perception of frequency and the attributed credibility of selected types of advertising

Corresponding author:

Richard Fedorko
Richard Fedorko, Martin Rigelský

Abstract:

The most popular ad becomes the most trusted. The extent to which this claim is true has become the resource for this study, which, for its primary purpose, has determined the correlation between the frequency and credibility of individual types of ads. Based on two questions we have analysed this objective and it was the output of primary research. These were questions at the nominal level of data, where we surveyed the type of advertising (TV commercial, radio advertising, social network advertising, print advertising, billboards) what respondents perceive as the most favoured and trusted. The predicted relationship was analysed by Cramer's V. In addition to the relational analysis, the study also shows a frequency analysis which points out that TV advertising and social media advertising are trusted and have a high frequency. On the other hand, there is print advertising, which respondents consider to be quite trusted, but they do not meet with it often. The above-mentioned correlation has been confirmed, i.e. there is a significant correlation between the frequency of ads and the credibility with a CV output of 0.299. Limitations of output are understood mainly in the possibility of occurrence of hidden variables determining the relationship, i.e. partial correlations. In addition, the data collection was geographically relatively specific.

Key words:

Advertising, advertising traffic, advertising credibility, correlation

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The Conceptual Framework of Business Ethics

Corresponding author:

Terézia Horná

Abstract:

The importance of business ethics in organizing has been pursued for several years from a variety of perspectives. Nowadays managers consider introducing ethical programs into their organizations as very powerful activities that are socially rewarding. However, examples from the business community indicate that organizations that stakeholders consider ethical create several competitive advantages. These benefits include a higher level of transaction efficiency, higher engagement and employee loyalty, a higher level of perceived quality of products and services, a higher level of loyalty and customer retention and better financial performance. This article analyzes the schematic model of business ethics, which is based on three main components that are interconnected by five subcomponents. The introduced model contributes to the creation of a conceptual framework for business ethics and provides opportunities for further research in the field of business ethics

Key words:

business ethics, the framework of business ethics,

Link:

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Use of selected communication policy tools in the field of services

Corresponding author:

Jaroslava Gburová
Jaroslava Gburová

Abstract:

In the field of tangible goods, organizations and service enterprises are trying to achieve the most optimal results. Nowadays, service production is one of the most important areas of economically developing countries. Services are produced to meet the needs of customers as well as their producers. Marketing communication identifies the means by which companies try to inform and persuade consumers to remind them of the products and brands they sell.

Key words:

communication, internet, personal sales, marketing, sales support

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