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Cena jako narzędzie do zdobywania przewagi konkurencyjnejna przykładzie usług finansowych

100%
Bęben R.
Zarządzanie i Finanse
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2012
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vol. 2
|
issue 2
25-42
EN
One of crucial elements of marketing strategy is pricing policy. Implementation of this policy includes the pricing of products and determinants of their role and position in relation to other marketing tools. To be effective in pricing, it is necessary to understand what the price is and what factors affect the price level and its consumer perception. Assuming that the price is the cost for consumer, the article presents the notion and elements of the price. Another discussed issue was a time considered as a factor influencing of costs, financial terms of the transaction as well as price perception. By using the example of leasing offers it has been shown the possible impact of terms of payment on financial parameters of the offer. The article also points to several options of price discrimination which justifies the use of different prices for the same type of products. Finally it also identifies the advantages resulting from the adoption of discussed solutions.
2

Wykorzystanie technologii informacyjnych w procesie zarządzania marketingowego przedsiębiorstw funkcjonujących na rynku krajowym i międzynarodowym

100%
Kapera K.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
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2012
|
issue 885
69-81
EN
The paper presents a general overview of marketing information systems applied by international companies as compared with businesses which mainly operate on their home markets. I describe the evolution of marketing information systems and present the results of empirical studies on the extent to which information technologies are applied to support marketing activities. The publication is based on the results of a Polish national survey with the use of electronic questionnaires, conducted by the Marketing Department of Cracow University of Economics from 4 July to 5 September 2008 on a random sample of 1,128 companies with Internet access.
3
Content available remote

Zero Moment of Truth – nowe wyzwanie dla zarządzania marketingowego

88%
Miętkiewicz M., Meller D.
Zarządzanie i Finanse
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2012
|
vol. 2
|
issue 2
135-149
EN
Article presents basic concepts on consumers shopping habits, groups of conditions stimulating purchase and determinants of behavior. It presents literature studies concerning First Moment of Truth and Second Moment of Truth from perspective of information society. In second part article covers subject of Zero Moment of Truth that has been developed from traditional shopping models and expanded by elements of social shopping. Article presents research about consumer information sources, product information presentation strategies and utilization of online information in order to make use of synergy of parallel actions in different parts of Internet.
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