Marketing & Menedzsment最新文献

{"title":"A fűtéstechnikai termékek marketingsajátosságai, avagy minőségértékelési jellegzetességek a vásárlási döntési folyamatban","authors":"Noémi Munkácsi, Budapesti Műszaki és Gazdaságtudományi Egyetem Gazdaság és T Kar","doi":"10.15170/MM.2019.53.01.04","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.04","url":null,"abstract":"THE AIMS OF THE PAPER \u0000End customers make their investment-like purchase decisions with heating products for 15-20 years’ time. The goal of the paper is to reveal the special marketing characteristics of the decision-making process by identifying the perceived quality attributes and brands at the diverse stages of the purchase process. Furthermore, the goal of the paper is to validate the results of a former research conducted with installers and service technicians about end customers’ quality and brand perceptions. \u0000METHODOLOGY \u0000A 2-step empirical research (1. Focus group interviews, 2. Quantitative online questionnaire) was conducted with end customers in Hungary in December 2013. \u0000MOST IMPORTANT RESULTS \u0000End customers perceive quality attributes at the diverse stages of the purchase process analog to both industrial and residential market characteristics. End customers find price-performance ratio the deciding quality attribute by the final decision, which supports the assumption of the previous research and contradicts the opinion of service technicians about the end customers’ preference. \u0000RECOMMENDATIONS \u0000Based on the research results, manufacturers of heating products should optimize their sales- and marketing strategy towards both installers and end customers.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114684667","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A mesterséges intelligencia árazásbeli alkalmazásának várható hatásai","authors":"Pál Danyi, B. Tanszék","doi":"10.15170/MM.2019.53.01.02","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.02","url":null,"abstract":"THE AIMS OF THE PAPER \u0000Technology and tools of Artificial Intelligence (AI) will disseminate in more and more business areas in the near future, including marketing and pricing. Our aim is to present how data driven techniques will impact on pricing and change the pricing practices of enterprises. \u0000METHODOLOGY \u0000In this conceptual study I analyzed the expected impact of AI methods, based on the detailed research I carried out earlier. My study inspects the most important process steps of pricing. \u0000MOST IMPORTANT RESULTS \u0000I prove in my research that data driven technologies supported by AI tools will bring fundamental changes in pricing in the next decade. I developed a potential AI-based process of establishing optimal prices. I offer a proposal to expand the one dimensional price of a product into three dimensions including time and customer.  \u0000RECOMMENDATIONS \u0000Value-based and dynamic pricing will spread widely due to AI. Reservation price, price elasticity, and optimal price are those theoretical concepts that will gain practical relevance with the usage of AI: all companies will be able to calculate those values by which profit can be increased significantly.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"84 10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123124365","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Gábor Rekettye, Jonathan Liu (2018) Pricing – The New Frontier","authors":"János Fojtik, Pécsi Tudományegyetem Közgazdaságtudományi Kar","doi":"10.15170/MM.2019.53.01.08","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.08","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131445736","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Egyetemi promóció optimalizálás dinamikus programozással","authors":"Csilla Konyha Molnárné","doi":"10.15170/MM.2019.53.01.07","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.07","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"77 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127343682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A magyarországi meleg férfiak ruházati márkákkal kapcsolatos attitűdjei","authors":"Boglárka Balassa Eisingerné, Széchenyi István Egyetem, Ferenc Bakó","doi":"10.15170/MM.2019.53.01.05","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.05","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134137388","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Új média és digitális marketing: szinergia-modellek és ajánlások a két szakterület közelítéséhez","authors":"K. Fehér, Budapesti Gazdasági Egyetem","doi":"10.15170/MM.2019.53.01.01","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.01","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"05 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128848048","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A Fault in Our Stars: Competitiveness among Michelin-star Restaurants","authors":"I. Miklós, Budapesti Corvinus Egyetem Gazdálkodástudományi Kar","doi":"10.15170/MM.2019.53.01.03","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.03","url":null,"abstract":"THE AIMS OF THE PAPER \u0000Hospitality is a creative industry. A national cuisine may contribute to a country’s competitiveness by considering the various elements of sustainability in a region, stimulating economical development, and improving the national image. In Europe, the Michelin Star system is the most respected ranking system for high-quality or haute cuisine restaurants. This research is based on whether the characters of Hungarian cuisine can be identified by domestic fine-dining representatives. \u0000METHODOLOGY \u0000Using qualitative research and content analysis methodology, the paper explores whether fine-dining professionals and Michelin Star restaurants can identify local gastro culinary in the public dialogue. \u0000MOST IMPORTANT RESULTS \u0000Prizing a Michelin Star could be an innovative or sustainable business strategy, meeting as it does the gastronomic expectations of tourists. Providing a theoretical framework of the relevant literature on the role of innovation within the gastronomy industry, this paper analyses interviews collected from an online media platform. Although not all are covered in this paper, location, co-working, wellbeing and existential balance, inspiration, and burnout are factors identified during the research, factors that could drive Hungarian cuisine in a different direction than others in the international field.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"177 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114854757","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Felhasználóközpontú szempontok különböző módú megjelenése a szoftverfejlesztésben: Kvalitatív kutatás a hazai cégek gyakorlatáról","authors":"Bálint Szabó, Budapesti Műszaki és Gazdaságtudományi Egyetem Gazdaság és T Kar","doi":"10.15170/MM.2019.53.01.06","DOIUrl":"https://doi.org/10.15170/MM.2019.53.01.06","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The aim of the research is to deepen the knowledge on the production process of various software product types, including the detailed examination of how user-centered aspects are applied in software development practice. Therefore, the research aims to explore the role of the usability and User eXperience (UX) factors in the practical implementations of software development models. \u0000METHODOLOGY \u0000The current practice of software companies can be explored through interview series. A research performed on a sample of 15–20 professional leaders is a good starting point to learn the practice of companies and the attitude of the respondents toward the topic. This paper presents the research questions and preliminary results of this larger research through the qualitative summaries of six very different interviews. \u0000MOST IMPORTANT RESULTS \u0000Preliminary results show that there are significant differences in software development processes. They are implemented various ways, with the use of several tools, so that users can be involved at different points, using different methods. Developments in most cases are agile, althought, feedback was less than expected. Although in most companies the developments are already agile, but this factor does not seem to determine the UX maturity level of organizations. UX maturity is higher in companies where the user-centered approach activities have been extended throughout the organization. Besides, based on the results, it seems that medium and large enterprises using empirical methods have implemented the UX processes more consciously and successfully, regardless of their size. Based on the results, it can be stated that, according to organizational size and corporate classification, small businesses below 50 employees are those that can only apply the implementation of user-centred approaches under certain limits. \u0000RECOMMENDATIONS \u0000Overview and synthesis of the various UX practices are useful for future decision-makers of different companies, and a systematic overview of the methodologies used in the software market is also novel from a scientific point of view.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122903296","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A játékosítás (gamification) mint a digitális oktatási innováció egyik eszköze - A SimBrand szoftver esete","authors":"Szabolcs Nagy, Miskolci Egyétém, Csilla Konyha Molnárné","doi":"10.15170/mm.2019.53.02.05","DOIUrl":"https://doi.org/10.15170/mm.2019.53.02.05","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124312584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Turisták szállásfoglalási preferenciái - Hagyományos kereskedelmi szálláshelyek vagy Airbnb?","authors":"Gabriella Buda, Szent István Egyetem Gazdaság és Társadalomtudományi Kar, József Lehota","doi":"10.15170/mm.2019.53.02.07","DOIUrl":"https://doi.org/10.15170/mm.2019.53.02.07","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"116 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124060691","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}