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Znaczenie działań marketingowych stosowanych przez usługodawców w podejmowaniu decyzji konsumenckich na rynku komercyjnych usług edukacyjnych

100%
Andruszkiewicz K.
Zeszyty Studenckie Wydziału Ekonomicznego „Nasze Studia”
|
2015
|
issue 7
119-128
EN
In the days of market commercialization, high competition and wide variety of offers in the field of educational services, providers of such services employ ever more modern and sophisticated marketing tools to achieve their sales goals and gain new customers. Apart from the classical methods of business promotion, the providers reach out to their clients through highly innovative methods of client-customer communication such as: personal branding, content marketing and various Internet-based methods of event promotion. Due to the increasing number of means through which the business can reach the customer, the question of the degree to which these tools are effective seems to be of crucial importance. The purpose of this article is to show the impact of the particular marketing strategies on the purchase decision of the clients in the field of commercial training services. In the first part of the article such marketing techniques and practices are listed and described in a great detail. In the second part of this paper these tools are weighted against the author's empirical study. Such a comparison allows to conclude which marketing strategies are highly effective and what exactly determines client's decision to purchase educational service.
2

Indywidualizacja oferty dla konsumentów dzięki zastosowaniu big data

63%
Andruszkiewicz K., Betcher T.
International Business and Global Economy
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2015
|
vol. Volume 34
90–100
EN
The development of modern technologies used in the analysis of customer information allows not only for the collection of past data on buyers’ preferences, but also makes it possible to analyse consumer behaviour on the Internet, online payments, social media and other real-time sources. The aim of the paper is to present the possibilities of using big data in the process of customizing the offer in the context of buyer behaviour. The paper analyses the process of collecting and processing data for the purposes of customizing the offer and identifies practical examples of using big data in the international business practice. It has been stated that the ability to meet the individual needs of buyers has become the basis of modern competitiveness. The real-time acquisition of non-structural data and the ability to analyse it are a condition of successful operation for businesses in technologically developed economies. To build market position, companies need to use big data analysis capabilities, anticipating future customer behaviour and customize not only the product but also all the components of the marketing mix.
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