1,720,963 research outputs found
SOME VIEWS ABOUT SALES AND RELATIONSHIP MARKETING
Full text linkCompanies today focus on existing and new customers. Thus, business makes calculations over the long run rather than the short run. Relationship marketing influences customer loyalty. Organizations are pooling their efforts to achieve this goal in terms of products, pricing, distribution, incentives and services. Relationship marketing is based on the idea that important customers for a company need constant and special attention. The task of finding and retaining a client becomes increasingly individual. In the face of competition, it is important to know and constantly study your client; Not only to discover its advantages, to guess the hidden desires, but also to understand the reasons why some clients go to competitors. Research on these issues is important at the modern stage. The author discusses the different views of researchers-scientists regarding the mentioned problem, and also makes conclusions. The article contains several recommendations of the author
BRAND AWARENESS AND SUCCESS IN THE MARKET
Full text linkSuccessful brand in the present-day conditions is not just well selected and original name or mark. Loyalty of consumers is connected to success of the brand in the market. It is very difficult for a brand to find success and then to maintain it. It requires constant attention, gathering of information, analysis and taking of right decisions. The difficulty is that the brand constitutes a set of different aspects and elements. The aim of the research was to study the attitude of consumers to Georgian brands at Tbilisi (the capital of Georgia) consumer market. Proceeding from the goal of this research the tasks of the study were: to determine consumer evaluations about Georgian brands and their separate components; to find out the attitude of consumers to the advantages of Georgian brands, associations of consumers concerning successful brands. As a result of the marketing research successful Georgian brands at Tbilisi consumer market were determined. In the process of their evaluation the several characteristics were taken into consideration. The research method was of exploratory and descriptive nature. In the conclusive part of the work are given research results, conclusions and recommendations
THE ROLE OF SALES PERSONNEL IN DEVELOPING RELATIONSHIPS WITH CUSTOMERS
Full text linkThe paper studies the role of sales personnel in order to promote developing relationships with customers. The main focus of the research is directed to study of the different views about the main challenges of sale. Personal communication has a great importance in selling. This is directed towards, that the seller should assist and convince potential customers to buy the product (service). Trading personnel practically helps people make the right choice. Nowadays customers\u27 attitude toward selling methods and trading personnel is very interesting issue. The consumers requirements were improved and developed in Georgia. It is very important to step forward aspects of relationships marketing by companies in trade field. Relationship Marketing means creation of customer loyalty. In this case, companies are making products, prices, distribution, stimulation and service in order to unite their efforts for achieving this goal. Relationship marketing is based on the idea that the company needs to pay considerable and special attention to the important customers for the company. The methodology of the paper is based on marketing research. The final part of the article presents the main results and recommendations
THE BENEFITS OF BUILDING STRONG RELATIONSHIPS WITH CUSTOMERS
Full text linkToday, it is quite difficult to create and maintain customer satisfaction in a competitive and dynamic market. In the 21st century, technological progress provides great opportunities, but it’s also characterized by difficult challenges. The development of relationship marketing increases customer loyalty and contributes to the growth of business revenues. The relevance of this approach lies in its ability to form relationships based on trust. The main objective of this study is to study the importance and positive results of customer relationship marketing. This marketing approach is a specific philosophy that focuses on customer orientation, their satisfaction and retention. This means helping them, being honest in their relationships, and taking actions aimed at solving their desires or problems
ABOUT CUSTOMERS ATTITUDE TOWARDS SERVICE IN RETAIL STORES
Full text linkCustomer service in retail stores is of great importance in creating customer satisfaction. The needs of Georgian consumers in the services offered in stores are changing. Today, consumers are often well informed. Customers want and expect to receive quality products, provide the right level of service and much more. Along with buying the products they need, consumers also expect the buying process to be enjoyable and convenient for them. Existing retail stores that compete with each other contribute to increasing consumer expectations. Personal communication is very important in sales. Sales staff practically helps people make the right choice. The aim of our research - to study the attitude of consumers to the services available in stores, to the sales methods and to the staff. Based on the results of the study, a number of shortcomings were identified. The final part of the article presents our main recommendations that will help retail stores improve their operations
ABOUT THE IMPORTANCE AND BENEFITS OF EVENT MARKETING
Full text linkIn today's environment, where consumers have a wide range of information available to them, it is important for companies to use more effective and flexible approaches to the market. Modern information technology helps the marketer to be closer to the buyer than in the past and to understand the customer's needs and desires well. In addition, marketers need to have a good understanding of the capabilities and benefits of different marketing communication tools and media channels. In today's competitive environment, it is becoming increasingly important for companies to use incentives that are better suited to today's targeted strategies. Effective marketing communications play an important role in a company's success in the marketplace. It is important in creating an impression of the company and its brands. Events help companies to achieve this goal. The purpose of this paper is to summarise and present the main benefits that companies can achieve through the intelligent use of events. Events are used by many companies to impress other people. And companies can gain their favour by making a great impression on the public. Thus, event marketing influences consumer attitudes towards different brands, consumer behaviour and stimulates purchases. An important question is when and how special events will be implemented. Their proper planning, organisation and execution will bring the company high recognition and economic benefits. Methodology. Secondary data was used in the course of writing this article. Modern scientific works of scientists and researchers were studied, and information was searched for using Internet sources. The paper examines modern forms of event marketing, individual approaches to work in this area and aspects of its development. Research results. Based on various reliable sources of information, a clear picture of the current situation in Georgia in this area was created. It has been found that companies do not use measures with the frequency that would bring them high results. They use only certain approaches. The paper examines the conceptual aspects of event marketing, analyses the definitions and opinions of various scientists and specialists in this area. Practical implications. The article discusses the risks and problems associated with the implementation of events, and presents a number of conclusions and recommendations to improve the efficiency of the use of events
SOME CONSIDERATIONS OF MARKETING PERSPECTIVES IN TOURISM (GEORGIAN CASE)
Full text linkCustomer satisfaction by organizations and enterprises existing in the tourism industry is available more effectively based on the use of marketing. People recreation helps them to be more productive in their activities and life. To achieve this good goal travel and tourism play a great role. Tourism and travel help people to spend their time on individual relaxation and recovery and includes many recreational activities. Georgia was widely known in terms of tourism in the past. During the existence of the Soviet Union many tourists arrived in Georgia. Currently Tourism is one of the priority directions of the development of the national economy of Georgia. Increasing interest of organizations and enterprises in this field is increasingly focused on the use of marketing principles. Which makes their activities more targeted. Marketing helps to understand the wishes of tourists, provide them with relevant products and ensure stimulating demand
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
HOME DELIVERY SERVICE - SOME ISSUES OF CUSTOMERS ATTITUDE
Full text linkThe service sector is one of the fastest growing industries in the world. It is of great importance in meeting the diverse needs of consumers. Technological shifts and digitalization processes in the world have led to changes in people\u27s daily lives and consumer behavior. A significant portion of consumers are increasingly trying to spend less time and energy on daily routine shopping. Part of the population is out of the habit to queuing to buy the desired product, going a long way to get services. The change in consumer behavior has led to an increase in the number of fast delivery companies in both the international and Georgian markets. Demand for this type of service has further increased in the context of the coronavirus pandemic. In this paper is presented study and analysis of the attitude of consumers towards the home delivery service on the example of Tbilisi (the capital of Georgia). The aim of the study is to identify problems in this area, as well as to study consumer attitudes about this service. The article analyzes the growing importance of on-site delivery service in meeting the diverse needs of customers. Our task is to identify the weaknesses that are observed when providing this service. The paper presents the results of a marketing survey of consumers \u27attitudes towards home delivery service and proposes the authors\u27 recommendations to better meet the needs of buyers with this type of service
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