Marketing Model in Global Companies : Designing and Management

• Autorzy: Zbigniew Malara , Yasmin Ziaeian

Warianty tytułu

Model marketingu w globalnych przedsiębiorstwach : projektowanie i zarządzanie

• Języki publikacji: EN

Abstrakty

EN

The goal of this research was to analyse if there is a significant difference between the marketing mix models of a single global company (Nestle) in different countries and in case if such difference exists, how the environmental and internal factors influence such changes in the marketing mix model. Based on the findings of this case study, it was tried to translate such differences in a generalized mathematical equation that can be used to quantitatively measure the effectiveness of each marketing mix component and to help global companies to increase the efficiency of their marketing mix strategy based on the location of their branch. This study showed that the Importance of various marketing mix components are different in branches of the same company in different countries and priority of marketing mix components is changing under the influence of external and internal factors. In order to be able to express a measureable marketing model, a mathematical equation is introduced by using the production function. This Equation had the ability to take into account the influencing factors, the weight of each marketing mix component and all other non-marketing variables that could have an impact on the amount of sale. (author's abstract)

Złożone społeczeństwo, w szczególności rosnąca konkurencja i spadek demograficzny wymagają poszukiwania nowych metod marketingowych i narzędzi wspierających zarządzanie globalnymi firmami. Warunki te oznaczają konieczność poszukiwania i podejmowania rozwiązań, które pozwolą firmom utrzymać wyższą pozycję rynkową w stosunku do konkurencji. Szczególnie istotne wydaje się poszukiwanie takiego modelu marketingowego, który umożliwiłby firmom podejmowanie działań zarządczych, skutecznych w procesie zaspokajania potrzeb i oczekiwań. W artykule (w oparciu o ustalenia z badań) opisano model marketingu w jednej z globalnych firm prowadzącej działalność w różnych krajach (Nestle). Przedstawiono również czynniki, które wpływają na wynikające z modelu działania marketingowe. Zaprezentowany model uwzględnia uwarunkowania istotne z punk-tu widzenia menedżerów wyższego szczebla opisywanej w artykule firmy. (abstrakt oryginalny)

Słowa kluczowe

EN

Marketing-mix; Enterprise modeling; Research results; Case study

PL

Marketing-mix; Modelowanie rozwoju przedsiębiorstwa; Wyniki badań; Studium przypadku

• Czasopismo: Przegląd Organizacji
• Rocznik: 2019
• Numer: nr 6
• Strony: 23--30

Twórcy

autor

Zbigniew Malara

• Wrocław University of Technology

autor

Yasmin Ziaeian

• Wrocław University of Technology, Poland

Bibliografia

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Identyfikatory

DOI

10.33141/po.2019.06.03