Klaipėdos universitetas

This paper studies the concept of neuromarketing in consumer behaviour, emphasising the fact that consumers are not entirely rational

Straipsnyje analizuojama rinkodaros partnerysčių specifika: pateikiama rinkodaros partnerystės apibrėžtis ir pristatoma nauda, nagrinėjami rinkodaros partnerysčių tipai, aptartas rinkodaros partnerysčių kūrimas ir pagrindiniai jo etapai, sudarytas ir ištestuotas sėkmingos rinkodaros partnerystės kūrimo modelis. Tyrimo tikslas – išanalizavus rinkodaros partnerysčių specifiką sudaryti sėkmingos rinkodaros partnerystės kūrimo modelį. Sudarytas modelis leidžia visoms organizacijoms, besidominčioms rinkodaros partnerystėmis, įvertinti veiksnius, kurie užtikrina sėkmingą partnerystę, ir taip išvengti nesėkmių rinkodaros partnerysčių kūrimo procese.

Due to growing environmental concerns, green marketing has become increasingly important in meeting consumer demand and improving a brand’s image and reputation. Green marketing follows the same principles as traditional marketing, but focuses on using eco-friendly materials, production methods, packaging, pricing, distribution channels, and promotion. By incorporating green marketing into a branding strategy, companies can benefit by creating a solid brand image and strengthening their position in a highly competitive market. This paper is based on a review of literature, and aims to summarise and classify extant research on green marketing. The paper reviews green marketing as a new way of creating a sustainable competitive advantage. The literature review establishes the difference between traditional competitive advantage and sustainable competitive advantage. Finally, it introduces a conceptual framework for the development of sustainable competitive advantage, including relationship marketing, green marketing, and the components of traditional competitive advantage. 

The research was made to identify how the retail strategy of a specialized regional chain should be reshaped in order to meet consumer requirements and satisfy their needs, compete against different store formats and maximize business efficiency. The analysis was made to identify alcoholic beverages consumption and buying habits, reasons and choice criteria of stores, perception, image and expectations of a specialized alcohol store. Also several business development ideas were tested, such as change of the assortment and evaluation of new concept of a retail chain. Sampled respondents were from 18 to 60 years old, who have bought alcoholic beverages last three months. Survey revealed that that consumer’s choice criteria of a retailer format differs considering different buying occasions and several dominant ‘must-haves’ were identified for a specialized retail store, such as location, assortment, price level of a best sellers and image of a store.

The purpose of this paper is to provide an overview of the most current problems and issues in marketing management. As all enterprises deal with various difficulties in their business planning, implementation and control, these issues and problems have to be recognized, dealt with, and solved. Most of the business strains will have a lot to do with diverse marketing aspects, as marketing is the main link between enterprises and their markets and customers; strategically mappedand implemented marketing helps to create competitive advantage and pave the way for success, but different problems can endanger firms’ marketing process, thus in today’s volatile business environment marketing executives have to bear in mind and deal with various facets of the marketing in rapidly changing world.

Creation of strong brand and increment of brand’s equity in the market is main goal of business. Usage of brand equity concept allows brand owners to sell branded products at higher price, gain greater market share, better promote products in the market, penetrate in market more easily, acquire more loyal consumers, improve effectiveness of marketing communications and enlarge product lines more successfully. Therefore for last 20 years brand’s equity conception, that consists from financial and consumer perceived brand’s equity, has become increasingly actual. It is also important task for brands in Latvian cosmetics market, because market itself is strongly saturated, highly competitive, and brand communication is very active, and therefore this kind of market requires brands to create their own unique approach, so they could stand out and successfully compete with other brands.

The article contains the analysis of features of marketing communications of companies in the conditions of economic crisis, when, from one side, the financial capabilities of companies are limited, but, from the other side, this is also the period when the necessity of retaining the market share and changing the strategies of companies’ marketing communication increases. The article contains the analysis of the changes in consumers’ behaviour in the conditions of crisis. The results of interrogation of representatives of Latvian companies, conducted under the guidance of the author of the article in order to reveal the directions of changes in their marketing strategies in the conditions of crisis, are also analysed in the article.

Recent developments of information technologies have supported fast development of Internet shopping worldwide and also using mobile devices. Internet shopping creates convenience for customers, bigger selection of goods and services from one side, but also creates several challenges for companies as well as some problems for companies and customers from the other side. Active research on different aspects is done by businesses, academic researchers alone and in co-operation of business and academic researchers. The aim of research is to find recent ideas of customers on Internet shops and problems raised in Internet shopping using mobile devices and to compare the results with other countries. The authors used the research methods such as: scientific publications’ studies, analysis of statistics on Internet shopping development, a survey realised in Latvia at the end of 2017 and the beginning of 2018 on Internet shopping in co-operation with the company iMarketing, University of Latvia, and Chamber of Trade and Commerce of Latvia. The main results and findings of the study, theoretical and practical implications are the following: the response rate of respondents was very high in comparison with other surveys, respondents have also expressed their suggestions and improvements for Internet shopping using mobile devices. The main conclusions of research: increase in Internet shopping in Latvia using mobile devices is not so fast as in other countries, mobile devices for shopping on the Internet are used not so often as in other countries; several local brands already having experience on Internet shopping encounter big challenges in development of Internet marketing; customers highly evaluate previous personal experience and good references of relatives and friends (word of mouth) in use of a respective brand for Internet shopping, but does not want to leave personal information (bank card information, personal code, etc.).

The article defines theoretical aspects of the concept of attitude phenomenon, discusses the theoretical aspects in attitude formation,

Vietnam is an emerging market country in South East Asia. Like many countries in the region Vietnam hasadopted a strategy of export lead growth. Recently Vietnam became a lower middle income country but its goal eventually is to reach high income status. Vietnam is a large food producer and exporter. To reach a higher income level Vietnam needs to increase the value added of its products and export more to high income countries. Is it feasible for producers of advanced food processing solutions, including from Europe, to market their products in Vietnam? This article analyses and assesses the seafood and livestock markets. The conclusions show that there are real opportunities for advanced processing solution providers to sell their products in both fisheries and livestock sectors. Growth potential for these providers in the short run seem to be in fisheries sector, while the medium or long term potential, seems to be in the livestock sector.