marketing and business developmentabstracts of the 1st international conference marketing and...
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Abstracts of the 1st International Conference
Marketing and Business Development
November 21-24, 2013
Bucharest, Romania
Scientific editors:
Professor Ionel Dumitru, PhD
Senior Lecturer Mihaela Constantinescu, PhD
Senior Lecturer Ștefan Claudiu Căescu, PhD
Edition prepared by:
Senior Lecturer Alina Filip, PhD
Senior Lecturer Andreea Mihaela Barbu, PhD
Lecturer Alin Valentin Angheluță, PhD
Lecturer Cristian Ionuț Tatu, PhD
Lucian-Florin Onișor, PhDc
Organized under the patronage of
Marketing Faculty, Bucharest University of Economic Studies
Marketing Zoom Expert Ltd.
International Conference “Marketing and Business Development”, Bucharest 2013 www.marketingevents.ro/mbd.ro
Bucharest University of Economic Studies Publishing House
ISSN: 2344-5130
ISSN-L: 2344-5130
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
This volume comprises the abstracts of the scientific papers accepted by the Scientific Committee
of the 1st Edition of the International Conference ―Marketing and Business Development‖ MBD 2013,
November 21-24, 2013, Bucharest, Romania
The publication of the papers in the International Journal of Economic Practices and Theories Vol
4, 2014, ISSN: 2247 – 7225 (online) will be made after Conference participation. To increase objectivity
of evaluation a double-blinded review procedure will be applied by the editorial advisory board of the
journal. JEPT is an open access journal that is listed/indexed (partial or total) in the following academic
databases/directories and document sharing platforms: Index Copernicus, WorldCat, RePEc, Open J-
Gate, EconPapers, Journal TOCs, New Jour, IDEAS, Cabell’s Directories, EBSCO, Open Archives,
Science Central, OCLC, BASE, PDF Cast, Scribd, ISeeK, Academic Index, PKP Open Archives
Harvester, Microsoft Academic Search and Google Scholar. More information is available on the journal
web page www.ijept.org
The papers published in this volume are exclusively engaging authors.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Conference Chairperson
Professor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania
Scientific Committee
Professor Carmen Bălan, PhD, Bucharest University of Economic Studies, Romania
Professor Daniel Șerbanică, PhD, Bucharest University of Economic Studies, Romania
Professor Calin PetricăVegheș, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Diana Maria Vrânceanu, PhD, Bucharest University of Economic Studies, Romania
Professor Luigi Dumitrescu, PhD, Lucian Blaga University of Sibiu, Romania
Professor Gabriel Brătucu, PhD, Transilvania University of Brașov, Romania
Professor Gheorghe Epuran, PhD, Vasile Alecsandri University of Bacău, Romania
Professor Normand Turgeon, PhD, HEC Montréal, Canada
Senior Lecturer Anca Francisca Cruceru, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Mihaela Constantinescu, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Ștefan Claudiu Căescu, PhD, Bucharest University of Economic Studies, Romania
Organization Committee
Chairpersons:
Professor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Mihaela Constantinescu, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Ștefan Claudiu Căescu, PhD, Bucharest University of Economic Studies, Romania
Members:
Senior Lecturer Alina Filip, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Andreea Mihaela Barbu, PhD, Bucharest University of Economic Studies, Romania
Lecturer Alin Valentin Angheluță, PhD, Bucharest University of Economic Studies, Romania
Lecturer Cristian Ionuț Tatu, PhD, Bucharest University of Economic Studies, Romania
Economist Lucian Onișor, PhDc, Bucharest University of Economic Studies, Romania
Lecturer Mara Gabriela Ploeșteanu, PhD, Bucharest University of Economic Studies, Romania
Assistant Daniela Ioniță, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Mihai Orzan, PhD, Bucharest University of Economic Studies, Romania
Senior Lecturer Alin Stancu, PhD, Bucharest University of Economic Studies, Romania
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
1st International Conference on
Marketing and Business Development
Conference Program
21-24 November, 2013
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Bucharest, Romania
Thursday, 21st of November 2013
09:00-10:00 Registration
10:00-11:40 Opening Ceremony and Keynote Speakers
Prof. Călin Petrică Vegheș – Dean of Marketing Faculty
Alina Șerbanică – ESOMAR Representative for Romania
Dan & Marius Ştefan – Autonom
Dragoș Cîrneci – Synergon Consulting
11:40-12:00 Coffee Break
12:00-13:30 Parallel Sessions (I & II)
13:30-15:00 Lunch
15:00-18:00 Parallel Sessions (III & IV)
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session I- 12:00-13:30 - Schumann Room
Chairpersons:
Mihai Orzan
Ionel Dumitru
Paper
ID Authors Paper Title
105
Normand Turgeon,
Mai Thi Thanh Thai
Gheorghe Epuran
OSH Start-ups’ Business Development
Challenges: The Case of SENSORICA from a
Total Integrated Marketing Perspective
117 Hanifi Murat Mutlu
Hasan Aksoy
Strategic Orientations, Firm Capabilities, and
Export Performance: An Empirical Analysis in
Turkey
124 Timea Demeter
Gabriel Brătucu
Modern Heating Systems - Population's View
and Perspectives
130 Liliana Duguleană
Constantin Duguleană
Analysing the Economic Potential of Romanian
Administrative Regions
141
Mete Sezgin
Osman Unuvar
Murat Gumus
Projections on Investment Guidelines for the
City of Karaman (TURKEY) with the Purpose
of Tourism Marketing
145
Gheorghe Orzan
Ana-Maria Radu
Mihai Orzan
Online Tourism Marketing: Changes and
Challenges of the Information Society
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session II- 12:00-13:30 - Victor Slăvescu Room
Chairpersons:
Alin Stancu
Mihaela Constantinescu
Paper
ID Authors Paper Title
104 Zhihong Gao
Elaine A. Scorpio
The Priming Effects of News about Asia on Attitudes toward
Advertisements with Asian Models
108
Jurgita
Stravinskiene
Ieva Dauksaite
Aiste Dovaliene
Country Image Formation in the Online Media: The Case of
United Kingdom in the Lithuanian Online Media
143
Ştefan Boboc
Valerică Olteanu
Alin Stancu
Social Responsibility on the Electricity Market. A Semantic
Analysis
128 Andreea Orîndaru Building University Brand through Specific Marketing
Instruments
121 Alexandru Lucian
Mihai
Classical Media Relations and Social Media Relations in
Sport
114
Daniel Moise
Anca Francisca
Cruceru
The Use of Gamification in Events Marketing
147 Ramona Groapa
Ștefan Căescu
Brand Marketing upon Generations: the Why of Who Reacts
with Yes?
135 Valerică Olteanu
Cătălin Curmei
Relationship Strategy - Marketing Programmes Within Small
And Medium-Sized Enterprises
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session III - 15:00- 18:00 - Schumann Room
Chairpersons:
Mara Gabriela Ploeșteanu
Andreea Mihaela Barbu
Paper
ID Authors Paper Title
102
Azhar Ahmad
Sallehuddin Mohd Noor
Che Aniza Che Wel
Factors Influencing Consumers’ Purchase
Decision of Private Label Brand Products
112 Mădălina-Alexandra
Coțiu
Consumer Satisfaction in the Healthcare
Sector. A Critical Review of Some Empirical
Studies
142 Elisabeta Ioanăș
Ivona Stoica
Social Media and its Impact on Consumers
Behavior
152 Ionel Dumitru
Diana Maria Vrânceanu
Legal And Ethical Marketing. Theoretical And
Practical Issues
133 Elena-Irina Petrică
The Adjustment of Supply to Educational
Institutions of Higher Education in Romania to
Labour Market Requirements
151
Stere Stamule
Mara Ploeșteanu
Cristian Tatu
Consumer Education Using Social Marketing
132
Eva-Cristina Petrescu
Maria Ioncică
Diana Ioncică
Perception of Natural Risks in Romania
149 Dragoș Cîrneci
Alin Valentin Angheluță
The Use of Neuromarketing in the Study of
Brand Salience. Case Study – Romanian Food
Brands
148 Ramona Groapa
Ștefan Căescu
Blink Marketing: Managing the Seconds before
Buying a Product
150 Mihaela Constantinescu Segmentation in Sports – Analysing the
Behavior of the Sport’s Consumer
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session IV - 15:00-18:00 - Victor Slăvescu Room
Chairpersons:
Daniela Ioniță
Ștefan Claudiu Căescu
Paper
ID Authors Paper Title
103 Romina
Cheraghalizadeh
The Role of Marketing in Tourism and Hospitality
Development: Case Study: Mazandaran-Iran
109 Iulia Roșoiu
Andreea Roșoiu
The Relation between Unemployment Rate and
Economic Growth in USA
110 Andreea Roşoiu
Iulia Roşoiu
Monetary Policy Transmission Mechanism in Romania
- a Bayesian VAR Approach
115
Drago Cvijanovic
Branko Mihailovic
Aleksandra Nikolic
Market Research and Marketing Information Systems
116 Ghassan Shakhshir The Positioning Analysis of Premium Food Brands in
the Romanian Market
113
Anca Francisca
Cruceru
Daniel Moise
Competitive and Anti-Competitive Behavior of
Organizations from a Marketing Perspective
118 Irina Albăstroiu
Mihai Felea
The Implications of User-Generated Content Websites
for Tourism Marketing
146 Lucian-Florin Onișor
Doina Drăniceanu
Marketing and Innovation: The Inventor’s Point of
View
129 Marco Pister ITC Analysts & Analyst Relations
127
Vanessa L. Christie
Lawrence R. Slade
Tiffany S. Ho
The Case for Small Business to Small Business
(SB2SB) Consulting in Romania: An Innovative
Approach to Assisting Emerging Businesses
144 Michael Welch
Factors of Food Security and Consumer-Based Brand
Equity: Charoen Pokphand Foods PCL (C.P. Foods),
Thailand
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
TABLE OF CONTENTS
OSH START-UPS’ BUSINESS DEVELOPMENT CHALLENGES: THE CASE OF SENSORICA FROM A TOTAL
INTEGRATED MARKETING PERSPECTIVE .............................................................................................................. 14
NORMAND TURGEON .............................................................................................................................................................. 14
MAI THI THANH THAI ............................................................................................................................................................ 14
GHEORGHE EPURAN ............................................................................................................................................................... 14
STRATEGIC ORIENTATIONS, FIRM CAPABILITIES, AND EXPORT PERFORMANCE: AN EMPIRICAL
ANALYSIS IN TURKEY ................................................................................................................................................... 15
HANIFI MURAT MUTLU .......................................................................................................................................................... 15
HASAN AKSOY ......................................................................................................................................................................... 15
MODERN HEATING SYSTEMS - POPULATION'S VIEW AND PERSPECTIVES .................................................... 16
TIMEA DEMETER..................................................................................................................................................................... 16
GABRIEL BRĂTUCU ................................................................................................................................................................. 16
ANALYZING THE ECONOMIC POTENTIAL OF ROMANIAN ADMINISTRATIVE REGIONS ............................ 17
LILIANA DUGULEANĂ ............................................................................................................................................................. 17
CONSTANTIN DUGULEANĂ ...................................................................................................................................................... 17
PROJECTIONS ON INVESTMENT GUIDELINES FOR THE CITY OF KARAMAN (TURKEY) WITH THE
PURPOSE OF TOURISM MARKETING ........................................................................................................................ 18
METE SEZGIN ....................................................................................................................................................................... 18
OSMAN UNUVAR ................................................................................................................................................................... 18
MURAT GUMUS ..................................................................................................................................................................... 18
ONLINE TOURISM MARKETING: CHANGES AND CHALLENGES OF THE INFORMATION SOCIETY .......... 19
ORZAN GHEORGHE ................................................................................................................................................................. 19
RADU ANA-MARIA .................................................................................................................................................................. 19
ORZAN MIHAI ......................................................................................................................................................................... 19
THE PRIMING EFFECTS OF NEWS ABOUT ASIA ON ATTITUDES TOWARD ADVERTISEMENTS WITH
ASIAN MODELS ............................................................................................................................................................... 20
ZHIHONG GAO......................................................................................................................................................................... 20
ELAINE A. SCORPIO ................................................................................................................................................................ 20
COUNTRY IMAGE FORMATION IN THE ONLINE MEDIA: THE CASE OF UNITED KINGDOM IN THE
LITHUANIAN ONLINE MEDIA ...................................................................................................................................... 21
JURGITA STRAVINSKIENE ....................................................................................................................................................... 21
IEVA DAUKSAITE ..................................................................................................................................................................... 21
AISTE DOVALIENE................................................................................................................................................................... 21
SOCIAL RESPONSIBILITY ON THE ELECTRICITY MARKET. A SEMANTIC ANALYSIS .................................. 22
ŞTEFAN BOBOC ....................................................................................................................................................................... 22
VALERICĂ OLTEANU ............................................................................................................................................................... 22
ALIN STANCU .......................................................................................................................................................................... 22
BUILDING UNIVERSITY BRAND THROUGH SPECIFIC MARKETING INSTRUMENTS ..................................... 23
ANDREEA ORÎNDARU .............................................................................................................................................................. 23
CLASSICAL MEDIA RELATIONS AND SOCIAL MEDIA RELATIONS IN SPORT ................................................. 24
ALEXANDRU LUCIAN MIHAI ................................................................................................................................................. 24
International Conference ―Marketing and Business Development‖, Bucharest 2013
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THE USE OF GAMIFICATION IN EVENTS MARKETING ......................................................................................... 25
DANIEL MOISE ........................................................................................................................................................................ 25
ANCA FRANCISCA CRUCERU .................................................................................................................................................. 25
BRAND MARKETING UPON GENERATIONS:THE WHY OF WHO REACTS WITH YES? .................................. 26
RAMONA GROAPA ................................................................................................................................................................ 26
ȘTEFAN CLAUDIU CĂESCU ................................................................................................................................................... 26
RELATIONSHIP STRATEGY - MARKETING PROGRAMMES WITHIN SMALL AND MEDIUM-SIZED
ENTERPRISES .................................................................................................................................................................. 27
VALERICĂ OLTEANU ........................................................................................................................................................... 27
CĂTĂLIN VALERIU CURMEI ................................................................................................................................................. 27
FACTORS INFLUENCING CONSUMERS’ PURCHASE DECISION OF PRIVATE LABEL BRAND PRODUCTS 28
AZHAR AHMAD ....................................................................................................................................................................... 28
SALLEHUDDIN MOHD NOOR ................................................................................................................................................... 28
CHE ANIZA CHE WEL ............................................................................................................................................................. 28
CONSUMER SATISFACTION IN THE HEALTHCARE SECTOR. A CRITICAL REVIEW OF SOME EMPIRICAL
STUDIES ............................................................................................................................................................................ 29
MĂDĂLINA-ALEXANDRA COȚIU ............................................................................................................................................. 29
SOCIAL MEDIA AND ITS IMPACT ON CONSUMERS BEHAVIOR .......................................................................... 30
ELISABETA IOANĂȘ ................................................................................................................................................................. 30
IVONA STOICA ......................................................................................................................................................................... 30
LEGAL AND ETHICAL MARKETING. THEORETICAL AND PRACTICAL ISSUES .............................................. 31
DUMITRU IONEL ...................................................................................................................................................................... 31
DIANA MARIA VRÂNCEANU .................................................................................................................................................... 31
THE ADJUSTMENT OF SUPPLY TO EDUCATIONAL INSTITUTIONS OF HIGHER EDUCATION IN
ROMANIA TO LABOUR MARKET REQUIREMENTS ................................................................................................ 32
PETRICĂ ELENA-IRINA ........................................................................................................................................................ 32
CONSUMER EDUCATION USING SOCIAL MARKETING ......................................................................................... 33
STERE STAMULE ..................................................................................................................................................................... 33
MARA PLOIEȘTEANU ............................................................................................................................................................... 33
CRISTIAN TATU ....................................................................................................................................................................... 33
PERCEPTION OF NATURAL RISKS IN ROMANIA .................................................................................................... 34
PETRESCU EVA-CRISTINA ................................................................................................................................................... 34
IONCICĂ MARIA ................................................................................................................................................................... 34
IONCICĂ DIANA .................................................................................................................................................................... 34
THE USE OF NEUROMARKETING IN THE STUDY OF BRAND SALIENCE. CASE STUDY – ROMANIAN
FOOD BRANDS ................................................................................................................................................................. 35
DRAGOS CÎRNECI .................................................................................................................................................................... 35
ALIN VALENTIN ANGHELUȚĂ ................................................................................................................................................. 35
BLINK MARKETING: MANAGING THE SECONDS BEFORE BUYING A PRODUCT ........................................... 36
ȘTEFAN CLAUDIU CĂESCU ................................................................................................................................................... 36
RAMONA GROAPA ................................................................................................................................................................ 36
SEGMENTATION IN SPORTS – ANALYZING THE BEHAVIOR OF THE SPORT’S CONSUMER ........................ 37
CONSTANTINESCU MIHAELA .................................................................................................................................................. 37
PAPER TITLE: THE ROLE OF MARKETING IN TOURISM AND HOSPITALITY DEVELOPMENT: CASE
International Conference ―Marketing and Business Development‖, Bucharest 2013
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STUDY: MAZANDARAN-IRAN ...................................................................................................................................... 38
ROMINA CHERAGHALIZADEH ................................................................................................................................................ 38
THE RELATION BETWEEN UNEMPLOYMENT RATE AND ECONOMIC GROWTH IN USA ............................. 39
IULIA ROȘOIU .......................................................................................................................................................................... 39
ANDREEA ROȘOIU ................................................................................................................................................................... 39
MONETARY POLICY TRANSMISSION MECHANISM IN ROMANIA - A BAYESIAN VAR APPROACH ............ 40
ANDREEA ROȘOIU ................................................................................................................................................................... 40
IULIA ROȘOIU .......................................................................................................................................................................... 40
MARKET RESEARCH AND MARKETING INFORMATION SYSTEMS ................................................................... 41
DRAGO CVIJANOVIC ............................................................................................................................................................... 41
BRANKO MIHAILOVIC ............................................................................................................................................................. 41
ALEKSANDRA NIKOLIC ........................................................................................................................................................... 41
THE POSITIONING ANALYSIS OF PREMIUM FOOD BRANDS IN THE ROMANIAN MARKET ........................ 42
GHASSAN SHAKHSHIR ............................................................................................................................................................. 42
COMPETITIVE AND ANTI-COMPETITIVE BEHAVIOR OF ORGANIZATIONS FROM A MARKETING
PERSPECTIVE .................................................................................................................................................................. 43
ANCA FRANCISCA CRUCERU .................................................................................................................................................. 43
DANIEL MOISE ........................................................................................................................................................................ 43
THE IMPLICATIONS OF USER-GENERATED CONTENT WEBSITES FOR TOURISM MARKETING ............... 44
IRINA ALBĂSTROIU ................................................................................................................................................................. 44
MIHAI FELEA .......................................................................................................................................................................... 44
MARKETING AND INNOVATION: THE INVENTOR’S POINT OF VIEW ............................................................... 45
LUCIAN-FLORIN ONIȘOR ........................................................................................................................................................ 45
DOINA DRĂNICEANU ............................................................................................................................................................... 45
ITC ANALYSTS & ANALYST RELATIONS .................................................................................................................. 46
MARCO PISTER ....................................................................................................................................................................... 46
THE CASE FOR SMALL BUSINESS TO SMALL BUSINESS (SB2SB) CONSULTING IN ROMANIA: AN
INNOVATIVE APPROACH TO ASSISTING EMERGING BUSINESSES ................................................................... 47
VANESSA L. CHRISTIE............................................................................................................................................................. 47
LAWRENCE R. SLADE.............................................................................................................................................................. 47
TIFFANY S. HO ........................................................................................................................................................................ 47
FACTORS OF FOOD SECURITY AND CONSUMER-BASED BRAND EQUITY: CHAROEN POKPHAND FOODS
PCL (C.P. FOODS), THAILAND ...................................................................................................................................... 48
MICHAEL WELCH ................................................................................................................................................................... 48
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session I
OSH Start-ups’ Business Development Challenges: The Case of SENSORICA from a
Total Integrated Marketing Perspective
Normand Turgeon
HEC Montréal
Mai Thi Thanh Thai
HEC Montréal
Gheorghe Epuran
―Transilvania‖ University of Brasov
Key words: open source hardware, open enterprise, total integrated marketing, growth strategy, business
development, interface management.
JEL classification: M13, M31.
While open-source software (OSS) networks have been part of the business landscape for some time, most
open source hardware (OSH) organisations are still in the development stage, and marketing for OSH is still poorly
understood. This paper presents a case study of SENSORICA, an award-winning Canadian OSH production
network in the bio-medical research instruments market, to illustrate the challenges that OSH businesses face in
developing their business. Normative results of this case study highlight the relevance of total integrated marketing
(TIM) in OSH business development. In this article, we explain TIM and how it can help OSH business
development relative to the four functional interfaces in marketing: Marketing-Accounting/Finance, Marketing-
Human Resources, Marketing-Customer Service, and Marketing-Sales. On the Marketing-Human Resources
interface, the success of OSH is dependent on both the quantity and quality of active members in the network. The
Marketing-Accounting/Finance interface is important in activities related to financing, reporting, and member
compensation evaluation. The Marketing-Customer Service interface is important in developing long-term
satisfaction and loyalty. Finally, on the Marketing-Sales interface, members must limit rivalry between functions
and focus on building linkages and delivering results.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Strategic Orientations, Firm Capabilities, and Export Performance: An Empirical
Analysis in Turkey
Hanifi Murat Mutlu
Gaziantep University, Department of International Trade and Logistics
Hasan Aksoy
Gaziantep University, Department of International Trade and Logistics
Key words: Customer Orientation, Entrepreneurial Orientation, Brand Orientation, Export Performance, Turkish
Gold Jewellery Sector.
JEL classification: M31.
According to ―Gold Jewellery Sector Reports 2012‖ which was made by Republic of Turkey-Ministry of
Economy, Turkey is one of the global leaders in gold jewellery production and in gold jewellery exports. Turkey
has approximately 500 exporter firms. In 2011, gold jewellery export sales was 1.8 billion dollars, import was
349.6 million dollars in Turkey. Main aim of this study is to investigate the relationships between strategic
orientations (customer, entrepreneurial, and brand) and export performance in Turkish jewellery exporter firms. In
addition we study the effects of firm capability (customer relationship capability and brand capability) on export
performance. Therefore, the study tested the hypotheses and investigated both direct and indirect effects among the
research variables. For testing our hypotheses, questionnaires were given to jewellery exporter firms by e-mail. We
used convenience sampling method. The research hypotheses were tested by correlation and regression analyses.
The results indicated that there were strong relationships among the research variables. Finally, theoretical and
managerial implications of the study findings are discussed.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Modern Heating Systems - Population's View and Perspectives
Timea Demeter
Transilvania University from Brașov, Romania
Gabriel Brătucu
Transilvania University from Brașov, Romania
gabriel.bră[email protected]
Key words: district heating, floor heating, heating panels, , micro thermal plant, modern heating systems.
JEL classification: M30, M31, M37.
Due to large changes in the extensive district heating networks in Romania, around the year 2000, the
market for heating systems, presented new opportunities for private companies to start their activities in this field.
The mainly demanded products were the micro thermal plants, due to their cost efficiency and the independence
they provided, but with the disadvantages of high acquisition and installation prices, together with increased level
of pollution. This determined buyers to focus their attention toward more modern solutions, such as, floor heating
and radiant heating panels. Although these systems have been on the market for 5 years now, the majority of the
population is still sceptical when it comes to using one. Based on this, the aim of the paper is to determine the view
Brasov’s population has on these modern heating systems, also providing a perspective for companies operating in
this field. In order to determine this, a quantitative research was conducted, on 300 households. Because modern
heating systems entered the market just 5 years ago, a very small number of studies were carried out in this field,
providing this research a high level of innovation. The results present the heating systems most frequently used by
the population, the main criteria taken into consideration when purchasing, the amount of money people are willing
to spend on it, together with the level of awareness of the population regarding modern heating systems, and the
reasons for which they are reserved when it comes to buying one.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Analyzing the Economic Potential of Romanian Administrative Regions
Liliana Duguleană
Faculty of Economic Sciences and Business Administration
Constantin Duguleană
Faculty of Economic Sciences and Business Administration
Key words: administrative regions, counties, economic potential, principal components analysis, regionalization.
JEL classification: O11, R11, R15.
This paper proposes a scientific approach of regionalization activity in Romania. The approach consists of
applying the Principal Components Analysis (PCA), a complex multivariate method for marketing data analysis,
implemented in SPSS, for some instantaneous statistical series of economic indicators available in the Statistical
Yearbook, at the level of one year, here, 2010, collected for all the counties of Romania. After identifying the
significant factors of economic development at the national level, they are combined in two principal components,
depending on the socio-economic meaning of the most correlated variables. Then the PCA is applied for the
counties of each region, using the same socio-economic variables identified as principal features of the economic
policies undertaken at national level, for all counties, in 2010. In this way there are emphasized the socio-economic
differences between the counties of a region, but also there can be seen the differences between the development
level of regions, depending on the relative positions of their counties, on the same map of the considered economic
coordinates. In this way it can be appreciated the different impact of the economic policies, at national level, and at
regional level. The approach can be repeated for the following years, to see any dynamic changes, as consequences
of the economic policies. The methodology used in this paper can be used to better manage the economy of
Romanian regions and to establish macroeconomic marketing policies to stimulate different regional activities
depending on the economic targets.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
PROJECTIONS on INVESTMENT GUIDELINES for the CITY of KARAMAN
(TURKEY) with the PURPOSE of TOURISM MARKETING
Mete SEZGIN
Selcuk University
Osman UNUVAR
Necmettin Erbakan University
Murat GUMUS
Selcuk University
Key words: Marketing, Tourism, Aggregate Investment.
JEL classification: M310, L830, E220.
Investigations for Karaman’s tourism marketing would be such an important beginning. Research activities
to enlarge capacity of tourism are very important for developing employment and revenues in the area. General
aims of the research are; to improve competitiveness of area, prepare the Karamans’ tourism investment guide and
to improve awareness of tourism entrepreneurship of city of Karaman. There is a need to rational and feasible
projects in Karaman zone according to touristic investment. For tourism the rule that each offer crates its own
demand is valid. In addition to this it is important that tourism sector is to be run according to modern tourism and
increasing capacity of bed. Karaman has important feature in respect to the footprint in the central Anatolia region.
It is thought that the existence of the sort of alternative tourism. Especially in the presence of alternative tourism
potential of the region and hence the resources, evaluation of these resources workability opportunities, as a result
of economic feasibility of the investment areas will create significant employment opportunities in the new route
will be useful in determining the potential entrepreneurs.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Online Tourism Marketing: Changes and Challenges of the Information Society
Orzan Gheorghe
Academia de Studii Economice din București
Radu Ana-Maria
Academia de Studii Economice din București
Orzan Mihai
Academia de Studii Economice din București
Key words: infomediaries,online marketing, tourism marketing, marketing strategy.
JEL classification: M31.
The advent of Internet technology hasbrought about profound changes to virtually all business practices
and socialinteractions and touristic services are at the forefront of these changes. Thenumber of bricks-and-mortar
travel agencies dropped by more than 50% in thelast decade, as more people gather information about potential
business andentertainment destinations through online word-of-mouth, customer-centric onlineportals and peer
reviewing. Thus, in order to recover lost business generatedby the recent economic recession, travel agencies need
to adapt their marketingstrategies to the ever changing demands of the online consumers, employingtechniques
such as social media marketing, mobile applications, relationshipmarketing and face the des-intermediation and re-
intermediation of thedistribution channels brought about by the all-powerful touristic onlineportals.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session II
The Priming Effects of News about Asia on Attitudes toward Advertisements with
Asian Models
Zhihong Gao
Department of Marketing, Advertising & Legal Studies, Rider University
Elaine A. Scorpio
Department of Psychology, Rider University
Key words: Priming effects, Asian model, advertising, news context, experiments.
JEL classification: M31.
Advertisements frequently interact with editorial content, so that the editorial context functions as primes
on the reading of advertisements. This is especially true in the case of online advertising, where advertisers have
less control over where their ads will appear due to the inherent nature of online advertising buying. To investigate
the effects of the editorial context on advertisements, this paper reports the results of two experiments that
investigated the priming effects of news about Asia on attitudes toward advertisements with Asian models. The
first experiment manipulated types of negative news about China as primes and compared their effects on an
advertisement with either an Asian or a white model and found that model ethnicity influenced ad and brand
attitudes. Negative news items about China produced priming effects, and the outcomes were both contrastive and
assimilative. The second experiment used both positive and negative social news about China and Japan as primes.
There were no country effects; rather positive and negative news about Asian countries had similar priming effects
on advertisements with Asian models.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Country Image Formation in the Online Media: The Case of United Kingdom in the
Lithuanian Online Media
Jurgita Stravinskiene
Kaunas University of Technology, Lithuania
Ieva Dauksaite
Kaunas University of Technology, Lithuania
Aiste Dovaliene
Kaunas University of Technology, Lithuania
Key words: country image, Lithuania, online media, the role of online media, United Kingdom.
JEL classification: M31.
It is noticed that country image is being formed mainly by international TV and radio broadcasting, articles
in international newspapers and journals, exchange programs of students (or employees), sport events, however the
most effective way to disseminate information about country is the use of online media. Despite the actuality of this
topic the studies in this field are still fragmented. There is lack of comprehensive analysis of online media and its
role in forming a country image from social, economic, political and cultural perspectives. So the research problem
could be stated as follows: How do the online media contribute to the formation of the society’s opinion about the
country image? The aim of the article is to develop a conceptual model for country image formation in the online
media and test it empirically. The case of United Kingdom in the Lithuanian online media was chosen for
qualitative research. Content analysis and focus group study methods were applied. The content analysis revealed
that a socio-cultural influence is the most dominant aspect of the online media for country image formation.
However after eliminating news about sports events no dominant aspects of online media were found. Nonetheless
after focus group study it was found out that the majority of respondents excluded economical influence as the
dominant aspect of online media in country image formation. In summary, research results revealed that the role of
online media in country image formation should be analysed from the economical perspective.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Social Responsibility on the Electricity Market. A Semantic Analysis
Ştefan Boboc
Bucharest University of Economic Studies, Romania
Valerică Olteanu
Bucharest University of Economic Studies, Romania
Alin Stancu
Bucharest University of Economic Studies, Romania
Key words: Social responsibility, electricity, stakeholders, semantic analysis.
JEL classification: M31.
Many companies are starting to increase their actions regarding social responsibility on the Romanian
market. This also needs to be accompanied by an increased effort of communication that can be translated in CSR
reports, dedicated web sites, dedicated pages on the company’s site, or even on the social media. This article
presents how semantic analysis can be used in order to gain a deeper understanding of the communication of
companies. Data was presented using word clouds, word tree and phrase net. For a better understanding of the
method we used as a case study the electricity market and the way company’s are taking about CSR. The electricity
market is crucial for the development of a country. On this regard people acknowledge that electricity is important
for their current life, but also they are expecting from those companies to take some social responsibilities.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Building University Brand through Specific Marketing Instruments
Andreea Orîndaru
The Bucharest University of Economic Studies, Romania
Key words: marketing, higher education, university brand.
JEL classification: M31.
In the age of massive competition in every area of human activity, universities are not making any
exceptions since they constantly have to deal with competitors aiming for the same potential students or the same
funding options. Given this perspective, using marketing as means of innovative approach to the educational
market and consumer needs is proving to be a viable solution for alleviating the competitors’ burden. One of the
main aims of marketing instruments usage in the higher education institutions is to build a strong university brand
with a range of emotional and rational characteristics that define the institution. The educational field with its
special features is offering a specific way of building and capitalizing a university brand: the university shop.
Testing the impact of this instrument among students for the university brand was possible through a quantitative
research based on an online survey. Main findings of this research refer to students’ readiness to visit a university
shop and even their interest in buying products displaying the university logo. Additionally, this research revealed
that most frequently students identify themselves with university logo, the element that carries most of the
university brand values.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Classical Media Relations and Social Media Relations in Sport
Alexandru Lucian MIHAI
The Doctoral School of The Bucharest University of Economic Studies, Romania
Key words: media relations, public relations, social media, social networks, sport marketing.
JEL classification: M31.
The explosion of media outlets bodes well for the future of public relations in sports. Sports PR experts
coordinate the flow of information from teams to the press, and feed the public hunger for sports news items, team
data and player information. They also play an important "promotional" role in generating public interest,
increasing teams' visibility and filling stadiums with fans. Media relations mean maintenance of networks and
positive relationships with people in the media to obtain positive media exposure for a sport product (informal and
formal information sessions with media representatives). Because of the pervasive influence the media has on
marketing success, sport marketers must make concerted efforts to create a positive relationship between their sport
event and the media. They may accomplish this by providing the media with press releases, having news
conferences, having media-day events (in which the media are invited to interact with the players, coaches, and
administrators), providing media guides for the respective sport events and so on. Each of these activities promotes
active involvement from the media, which will subsequently contribute to relationship building with the
community.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
The Use of Gamification in Events Marketing
Daniel Moise
The Bucharest University of Economic Studies, Romania
Anca Francisca Cruceru
The Bucharest University of Economic Studies, Romania
Key words: gamificatiom, events marketing, social media networks.
JEL classification: M31.
Marketers have not only the task to attract stakeholders to participate in the events that they organize, but
also make them adopt the behavior that the company wants. In order to achieve this, a new form of strategy is used,
that is gamification. Gamification can be used both in the management of motivating the employees and on
customers, partners such as distributors and suppliers, in order to increase the involvement of the attendees at
different kinds of events, whether we talk about pre event, during or post event, only to attract the attention and
retention of the participants, to generate the desired behavior, at the same time to reach the objectives set for the
events. Through this article we want to show the benefits of using gamification in events marketing and also to
establish what specific strategies of gamification should be used according to the type of event, to reach the
maximum potential of these strategies by taking into account the participants’ structure and profile.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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BRAND MARKETING UPON GENERATIONS:THE WHY OF WHO REACTS
WITH YES?
Ramona GROAPA
Management Faculty, Bucharest University of Economic Studies. Romania
Ștefan Claudiu CĂESCU
Marketing Faculty, Bucharest University of Economic Studies. Romania
Key words: customer, success, marketing, generation.
JEL classification: M3, M31.
This paper work looks from different points of view at a challenging question regarding customers’ attitude
and buying decision making through the perspective of generational model: what are the selling arguments?
Researches reveal that over time it has been a switch for staying in line: from customers to companies. What is
different now when companies stay in line for customers from times when customers were staying in line for
companies and their goods/ services? What is being revealed by this article is the approach to the buying decision
as interconnected with the type of customer and its’ generation. How do marketing strategies and campaigns care
about the variety of their customers? Who reacts with a yes on what? More than before companies strive to be
different and attract the line to them yet the highly dynamic environment allows no guarantee of any sort of stable
success. Is it innovation a characteristic of new generation? Current successes show that being able to connect with
the variety of new markets yet staying focused on old customers drive performance. It is not about moving the
target but enlarging the view and the tools for empowering future customers to connect starting from now. The
customers are more than ever the people and not the numbers so that innovative marketing should approach them
with a collaborative manner and work together for achieving business success. Brands are now build and buried in
short time periods and new generation seems less attached to well-known brands.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Relationship Strategy - Marketing Programmes within Small and Medium-Sized
Enterprises
Valerică OLTEANU
The Bucharest University of Economic Studies, Romania
Cătălin Valeriu CURMEI
The Bucharest University of Economic Studies, Romania
Key words: marketing management, SME, planning, strategy, marketing programs.
JEL classification: M31.
In the current economic context, strategy appears to be one of the essential elements in the adoption and
implementation of the marketing philosophy (optics) within SMEs. This paper comes in support of this idea by
providing experts concerned with this field a starting point for understanding and proper use of this valuable tool of
marketing planning. This work highlights a number of features of the relationship between strategy and marketing
programs in SMEs to be taken into account by the marketers, in small and medium-sized enterprises in the local
area. Strategy features stand out within small and medium enterprises that aim primarily at how these types of
organizations through their current business model adapt the general strategy model. The drafting of the strategy is
a process in which the consistency of company-specific processes and relationships with future changes of the
external environment is being achieved. The use of strategy as management tool proves its utility regardless of the
features of the external environment. This situation poses a challenge for managers of small and medium
enterprises, who need to take such strategic decisions under varying degrees and types of uncertainty.
Understanding and proper use of the strategy allows the achievement of an efficient coordination of the goals
undertaken by SMEs and the results hoped to be obtained by them. In the current practice of marketing within
small and medium-sized enterprises, there is often the idea that they use a strategy for immediate needs relating to
the market and less attention is paid to the medium- and long-term plans. Thus, this approach contrasts with the
marketing activity within large companies, which is considered as formal, planned and well structured.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session III
Factors Influencing Consumers’ Purchase Decision of Private Label Brand Products
Azhar Ahmad
Universiti Kebangsaan Malaysia (National University of Malaysia)
Sallehuddin Mohd Noor
Universiti Kebangsaan Malaysia (National University of Malaysia)
Che Aniza Che Wel
Universiti Kebangsaan Malaysia (National University of Malaysia)
Key words: Private label brands, purchase decision, brand image, perceived quality and retailer.
JEL classification: M31.
Private label brand products have increasingly becoming popular since consumers’ loyalty toward store is
higher than their loyalty to brands. Consumers also perceived private label brand products as value purchase and
the quality level of these products have improved. Hence, this study investigates the factors influencing the
purchase of store brand products in Malaysia. The factors include; perceived quality, perceived price, brand image,
and promotion. All four factors have shown positive relationship with purchase decision among the respondents.
Brand image is found to have the strongest correlation while promotion depicted weakest link with purchase
decision. Socio-economic variables are also included in this study. In the findings, household income shows
significant differences in the price perception towards TESCO store brand products. In addition, level of education
is significantly difference towards the perceived quality of store brand products. Several implications could be
derived from the study. TESCO should improve the quality of its store brand products and reposition itself as a
retailer that also promotes quality products. The store could improve the perceived price of its private brands by
increasing the benefits of the products to enhance consumers’ value.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Consumer Satisfaction in the Healthcare Sector. A Critical Review of Some
Empirical Studies
Mădălina-Alexandra Coțiu
Babeș-Bolyai University, Cluj-Napoca, Romania
Key words: patient satisfaction, healthcare, marketing.
JEL classification: I11, M31.
Consumer satisfaction represents one of the guiding principles of marketing as organisations survive and
prosper only by meeting the needs of their customers. A multitude of studies exist as to the definitions and
determinants of consumer satisfaction. Yet, the subject of patient satisfaction with healthcare services has been less
researched although its importance cannot be questioned. Consumer satisfaction in this area is particularly
important in order to achieve greater involvement of the consumer in the healthcare process, patient compliance or
avoiding that dissatisfied patients decide to receive their healthcare treatments from elsewhere. The issue is also a
very complex one due to the particular nature of healthcare as a highly complex professional service which cannot
always present a clear outcome. This makes it difficult for the actual competence of those providing medical care
or the effectiveness of the treatment to be judged. Furthermore, a consensus in the literature as to what is and what
determines patient satisfaction with healthcare services is still far from being reached. This article takes on the
challenge and aims to critically analyse several empirical studies conducted on patient satisfaction in order to
identify and discuss definitions and determinants of patient satisfaction while at the same time suggest areas for
further research. Results show that although a considerable number of determinants have been identified, the lack
of a commonly agreed theoretical framework demands further research and conceptualisation in order to ensure
future development in the field.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Social Media and its Impact on Consumers Behavior
Elisabeta Ioanăș
Bucharest University of Economic Studies
Ivona Stoica
Romanian American University in Bucharest
Key words: social network, online buying, consumer behavior.
JEL classification: M31, L86, N34.
Technology gives consumer the power to investigate products to label them and criticize them in equal
measure, and more. Therefore many companies today have pages on social networks to complement the
information held about products, held by the feedback of consumers about products and tend to relate more to a
company after reading various reviews. The paper is related to the impact of social media on consumer behavior,
therefore it has been made a quantitative research. The sample counted 116 respondents and from the statistical
perspective, the conclusions were established in terms of the univariate and bivariate analysis. Following the
analysis of the research variables we can make a consumer profile that uses social networks. Likewise, after doing
the complex statistical analysis using SPSS and the analysis offered by the online platform the host of
questionnaire, it can be seen how much it is influenced and the real impact of social media reflected in the behavior
changes.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Legal And Ethical Marketing. Theoretical And Practical Issues
Dumitru Ionel
Bucharest University of Economic Studies
Diana Maria Vrânceanu
Bucharest University of Economic Studies
Key words: ethical marketing, segmentation.
JEL classification: M31.
Legal frame of marketing includes all legal regulations concerning the marketing activities of the
organization and is an element of macroenvironment namely the institutional environment. At the international
level, differences in national legislation relating to the field of marketing are significant. Legal insurance of product
includes all the laws under which the product is guaranteed the rights of intellectual and industrial property.
Deceptive marketing techniques as well as using legal but unfair marketing techniques can create a unfavorable
image of the entire field of marketing and for organisations and represent a ethical problem for the society.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
The Adjustment of Supply to Educational Institutions of Higher Education in
Romania to Labour Market Requirements
PETRICĂ Elena-Irina
Universitatea Transilvania din Braşov
Key words: higher education, university, educational offer, request, demand, labor market.
JEL classification: M31.
In any economy, the labour market performance would depend largely on the linking of education and
initial vocational training with labour market needs. Proactive connection to higher education to the labor market is
a sine qua non for the development of human capital in terms of economic performance and competitiveness of a
country. Studies highlight a double determination relationship of the level of economic and social development,
and hence the structure of the labour market, the structure of the educational system. The changes occurring in
modern advertising companies redefining the roles of education and diversifying its functions in the context of the
impact of information technology and its effects upon knowledge. The role of education in the contemporary stage
is definitive for the prosperity of society, but also to ensure the conditions so that every individual would have the
opportunity to succeed and to affirm itself in a world in constant change.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Consumer Education Using Social Marketing
Stere Stamule
Bucharest University of Economic Studies
Mara Ploieșteanu
Bucharest University of Economic Studies
Cristian Tatu
Bucharest University of Economic Studies
Key words: Irrational consumption, social marketing, 4Ps, sustainable development.
JEL classification: M31.
In the context of the new knowledge-based economy aims this article to present the ways in which social
marketing can help society with of the correction of irrational consumption and sustainable development. The
emergence of this discipline is due to several factors such as the excesses of classical marketing, irrational consume
exacerbations and false advertising. Deviations are today a central topic in current social and economic conditions,
with lower income for consumers and companies. Thus, it is necessary to further investigate the conditions that
enabled these, and with the help of various research techniques to understand consumers today, to find ways to
reduce (the irrational) consume for a simpler life, the healthier and sustainable.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Perception of natural risks in Romania
PETRESCU Eva-Cristina
The Bucharest University of Economic Studies, Romania
eva_petrescu @yahoo.com
IONCICĂ Maria
The Bucharest University of Economic Studies, Romania
IONCICĂ Diana
The Bucharest University of Economic Studies, Romania
Key words: perception of risk, consumer behavior, natural catastrophe, climate change, insurance, direct market
research.
JEL classification: M31.
In the last years, there is a rise in climatic disasters: extreme weather events, including storms, floods,
droughts, heat waves, sea waves, heavy rainfall, wet ground slides. The average number of natural disasters
worldwide has increased from about 30 per year in the 1950s to more than 400 since 2000. At the same time the
economic loss increased. Romania has also faced climate change and large areas in Romania are exposed to floods,
which lead to events with disastrous consequences for the population. In this paper we are studying using direct
market research the perception of natural risks in Romania, the perception of tools for protection against natural
risk, main reasons why people choose not to insure.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
The use of neuromarketing in the study of brand salience. Case study – Romanian
food brands
Dragos Cîrneci
Synergon Consulting
Alin Valentin Angheluță
Bucharest University of Economic Studies
Key words: Neuromarketing, brand salience, Romanian food brands.
JEL classification: D87, D03, D12.
Neuromarketing tools give insights into how consumers are reacting to a specific product or advertising —
at subconscious level. Synergon Consulting, one of the pioneering European companies in the field of
neuromarketing, recently conducted a study using functional MRI corroborated with classic focus group insights
investigating in what extent various logos and packages belonging to several food companies manage to capture
attention and to trigger emotions in consumers’ brain. The study has identified that there is an association between
the preference to consume a specific product and the effects this preference has on brain regions associated with
attention and emotion when the consumers see the package of that product. Hence, specific products triggered
activations in the brain areas for emotion and attention only for consumers of those specific products, while this
effect was absent for non-consumers. The top package design selection identified in the focus group correlated with
activation observed in fMRI in the brain’s areas of attention and emotion. An interesting distinction appears
between the traditional and the innovator style of a brand logo, the study identifying higher activations in attention-
related brain structures for new logo as opposed to old brand logo associated with the same company. By contrast,
the top two most familiar brands in our study triggered significant activity in the ―brand region‖ of the brain, as
opposed to other brands, regarded as less familiar. As a result of the research, the Synergon team developed an
online neuromarketing research tool that allows the measurement of consumer attitudes.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Blink Marketing: Managing the Seconds Before Buying a Product
Ștefan Claudiu CĂESCU
Marketing Faculty, Bucharest University of Economic Studies. Romania
Ramona GROAPA
Management Faculty, Bucharest University of Economic Studies. Romania
Key words: purchase, marketing, customer, decision.
JEL classification: M3, M31.
The article aims at challenging the question of what is happening in the very seconds before making a
purchase? (or not) through the perspective of people behavior and previous influence of information, image,
recommendations, own research or any other. Companies manage the business, invest in marketing campaigns and
allocate resources for being able to understand how to attract more customers who at the end will pay for their
products and/or services. From this perspective companies put a lot of effort during time so that at the moment of
purchase the customer says yes and spends the money. On the other hand researches show that in any aspect of
people’s lives there are just a few seconds that ―tell‖ them what to do, a like or unlike over a new. This article is
showing the interconnection between this type of behavior and the moment of making a purchase. Is it that the
blink of an eye is enough for telling us what to do? Do different people analyze same factors in making a decision?
What is it that companies should care about essentially in their marketing investments? It’s a new reality we are
living in where information is everywhere and technology gives birth to new features and smart products every
second. But technology is not what makes people or companies smarter but more a prerequisite of current reality.
What makes the difference is the way the companies are able to translate and incorporate them within high value
added solutions for customers.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Segmentation in Sports – Analyzing the Behavior of the Sport’s Consumer
Constantinescu Mihaela
Bucharest University of Economic Studies, Marketing Faculty
Key words: sports marketing, sport’s consumer, sport events, segmentation.
JEL classification: M31.
Sport is a multifarious domain that can range from 100% involvement as a player to buying sports
equipment for everyday life activities. Although when we think about sport we think about movement, the sport’s
consumer can have an active involvement (practicing a sport) or a passive one (taking part in sports as a spectator
or watching sport on TV), therefore a segmentation is necessary in order to better target the individual with the
right marketing tools. This paper presents the results of a marketing research on the Romanian market that analyses
the behavior of the sport’s consumer, his involvement in the sports industry and the way sports influences his life
decisions. The main conclusion of this research is that Romania is far from the European statistics when talking
about doing sport (only a third of the population practices at least once a week), but the is a much higher interest in
watching sports on TV, especially the football events. These results can be used first of all in a national strategy for
promoting sport activities, but also in marketing strategies for sport and non-sport companies (especially for those
who what to use sport as a promotional environment and who must know the characteristics of those individuals
that attend or follow a sport event).
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Session IV
Paper Title: The Role of Marketing in Tourism and Hospitality Development: Case
Study: Mazandaran-Iran
Romina Cheraghalizadeh
Department of Business Administration, Eastern Mediterranean University, Gazimagusa, Turkish
Republic of Northern Cyprus
Key words: Macroeconomic policy, Infrastructure, Tourism and Hospitality, Regulation strategies.
JEL classification: M31.
Despite of Iran's capabilities in the field of tourism and hospitality, unfortunately there are lots of problems
to achieving proper position in this industry. Among the factors that could improve the development of the tourism
industry, applying effective marketing tools and parameters are very important. This study concerned the role of
marketing in the tourism industry in state of Mazandaran. This study has examined five factors that seem they are
related to development of tourism industry in Mazandaran such as the major policy adjustment of country,
Infrastructure development, concerning to tourism attractions, commercial activities and set of strategies based on
the adsorbent distribution. After gathering information and identifying different aspects through interview with
experts, managers and pundits in tourism and hospitality and library studies five hypotheses were developed. The
study population is consisting of managers, experts and scholars in the field of tourism and hospitality including
300 people Sample size according to Morgan was estimated 169 people. Moreover, they were selected using
random sampling. In order to data collecting from the researcher made questionnaires with 48 five index option that
its reliability is calculated via Cronbach's alpha and it is 0.83. The results showed that all factors have been
considered in this study Influence on the development of tourism in the province.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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The Relation between Unemployment Rate and Economic Growth in USA
Iulia Roșoiu
The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock
Exchanges, Romania
Andreea Roșoiu
The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock
Exchanges, Romania
Key words: economic growth, Okun's Law, regression analysis, unemployment rate, United States of America.
JEL classification: E23, E24, O51.
The relation between unemployment rate and gross domestic product for the economy of United States of
America is important to be analyzed, especially in the context of the current financial crisis. The relation between
these two variables is known in the economic literature as Okun's Law. According to this law, during recession
periods, the unemployment rate has a stronger reaction to a certain variation in gross domestic product evolution.
On the other hand, the unemployment rate keeps its value around a natural level during economic upswings
periods. The results obtained from the regression between unemployment rate and economic growth over the period
1977-2011 show that these variables respect the relation described by Okun's Law. Moreover, the evolution of the
unemployment rate is also influenced by other factors which are not included in the analysis.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Monetary Policy Transmission Mechanism in Romania - a Bayesian VAR Approach
Andreea Roșoiu
The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock
Exchanges, Romania
Iulia Roșoiu
The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock
Exchanges, Romania
Key words: Bayesian VAR approach, Gibbs Sampler, monetary policy, Monte Carlo integration, Romania.
JEL classification: E52, C11, C82.
The transmission of monetary policy to the economy is a subject of major importance for central banks and
without a good knowledge of it, central banks cannot achieve the goal of high and sustainable economic growth in
the long run. For this reason, an analysis of the monetary policy transmission mechanism in Romania is undergone,
by using Bayesian VAR approach with multiple types of priors, over the period 1998Q1-2012Q3. Based on the
priors used, both analytical and Gibbs sampler results are obtained. The shape of the impulse responses functions
vary depending on the type of prior being used and even though the response to shocks is not high, they do not
exhibit puzzles and reflect the high volatility given by the current economic crisis.
International Conference ―Marketing and Business Development‖, Bucharest 2013
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Market Research and Marketing Information Systems
Drago Cvijanovic
Institute of Agricultural Economics Belgrade, 11060 Belgrade, Volgina 15 street, Serbia
Branko Mihailovic
Institute of Agricultural Economics Belgrade, 11060 Belgrade, Volgina 15 street, Serbia
Aleksandra Nikolic
University Business Academy Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
Key words: market research, marketing information systems, consumers, marketing ethics.
JEL classification: M 31.
In modern business terms almost all management decisions base on adequate and timely market
information, which provides exactly the market research. The information which assures the market researches help
the management-decision-makers to adjust to the market risks and to realize optimal business results
simultaneously. In the market economy, the enterprise cannot act ignorantly toward the market research results.
What makes the market research necessary is a fact that the risk cannot be ever completely eliminated from the
market economy system, but providing the adequate information, the risk in business decision-making becomes
less, and in certain cases even eliminates. One of the most efficient ways of the risk reduction is exactly the market
research, because the most of the risk comes out from the conditions changes on the market. The market research
product is the information, necessary for making the optimal decisions regarding a tactics and a strategy. The
market research projects should serve as an analytical-documentation and analytical-projection material for
evaluation of some business venture's market propulsion. Consequentially, the primary goals of the market research
are: condition analysis of supply and demand on domestic market, determination of consumption assortment
structure, over viewing the foreign trade exchange courses, identification of consumers’ basic segments,
determination of used distribution channels, determination of sales possibilities. In such conditions, the emphasis is
on information technology, which changes faster and faster a way in which the firms recognize a significance of the
market information systems. New business models represent challenges and new opportunities, because the
organizations, in search for the competitive advantage, tend to adopt the „electronic trade―methodology. This
pressure is also strong in the marketing sector, where the information technology comes in contact with a consumer
and is becoming a key for making greater consumer value.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
The Positioning Analysis of Premium Food Brands in the Romanian Market
Ghassan Shakhshir
University of Babeș-Bolyai
Key words: positioning, premium, food products, Romania, canned food.
JEL classification: M31.
This study presents a literature review supported by a recent empirical research on the positioning of
premium food products in the Romanian market, how these brands are seen by Romanian consumers, what is the
effect of the economic crisis on the consumers' positioning perceptions and the trends of retailers in developing
premium private labels. Romania is now at the beginning of its opening towards the external markets compared to
the other western countries, whether in the European Union or North America. Therefore the consumer has only
recently come in contact with different types of brands for the same product situated on different positioning levels.
The article aims to track the positioning perception developments towards premium food brands. In order to reach
this aim I will start my study by analyzing the literary support on premium food products around the world and
comparing it with the trends in Europe and finally with the Romanian perspective. I then continue by examining
the declaration and communication strategy of premium food brands in the Romanian market and lastly analyze the
development of premium private labels on the local scale. The main results will show that, following the economic
crisis, consumers tend to buy brands situated on a stable positioning level, but are constantly looking for
promotions for premium brands. Another result is the promotion and the orientation towards premium retailer
private labels.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Competitive and Anti-Competitive Behavior of Organizations from a Marketing
Perspective
Anca Francisca Cruceru
The Bucharest University of Economic Studies, Romania
Daniel Moise
The Bucharest University of Economic Studies, Romania
Key words: competitive and anti-competitive behavior, competitive rivalry, marketing capabilities, marketing
strategy.
JEL classification: M31.
Managers of organizations have always sought the best decisions to achieve positive results in their
activity. From a marketing perspective, the adoption of managerial decisions requires careful analysis of the target
market to discover and capitalize on opportunities, and knowledge of direct competitors that operate within that
field of activity. Directly or indirectly, consciously or unconsciously, organizations develop competitive behavior
caused by the use of a range of methods, techniques and marketing strategies. It is desirable that this market-
oriented behavior be adopted consciously focused on achieving performance targets and aiming at finally getting a
competitive position on the relevant market. Through the implementation of marketing strategies can be achieved
marketing objectives of the organization. But at the same time, increasing competition causes a strong competitive
rivalry between these organizations and as a result, some of them will resort to anti-competitive behavior from a
desire to gain market supremacy. These anti-competitive behavior seriously affects the competitive environment
and consumers. This article, based on the literature in the field, shows the types of competitive and anti-competitive
behavior and proposes a set of recommendations for the implementation of marketing strategies which will position
the organization among the best performing competitors on the market.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
The Implications of User-Generated Content Websites for Tourism Marketing
Irina Albăstroiu
The Bucharest University of Economic Studies
Mihai Felea
The Bucharest University of Economic Studies
Key words: user-generated content (UGC), web 2.0, social media, tourism marketing, travel planning.
JEL classification: L83, M31.
User-generated content (UGC) is the basis for information sharing and collaboration over the Internet and
these Web 2.0 tools have changed the ways that travelers search for, view and evaluate travel information. In
marketing terms, UGC sites are effectively a form of ―consumer to consumer marketing‖. Consumer trust is a
critical factor in marketing and for this reason, leveraging the thoughts, words, and images of real human being,
with their permission, through user-generated content websites, can make brand, even tourism brand and
destination, trustworthy. In this context, our paper focuses on the implications of travelers’ use of these websites for
the marketing of tourism services and destinations. First of all, a literature review was performed to illustrate the
impact of UGC travel-related websites for tourism marketing. Then, a quantitative study was conducted for
exploring consumers’ views on UGC in relation to travel planning. The aim of this web-based survey was to
investigate how UGC websites are being used by Romanian young people and the impact that these websites are
having on the information search and travel behavior of the Romanian tourists. In the end, our paper explains the
impact of user-generated content on the travel decision-making behavior of the Romanian travelers, provides
recommendations on how the travel and tourism industry from Romania may respond to the UGC phenomena to
effectively meet the needs of the tourists and proposes ways in wich UGC features can be integrated into Romanian
travel websites for promoting our country as a tourism destination.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Marketing and Innovation: The Inventor’s Point of View
Lucian-Florin Onișor
The Bucharest University of Economic Studies, Romania
Doina Drăniceanu
Chief department Romanian Court of Accounts
Key words: business, development, innovation, inventors, marketing.
JEL classification: M31, O31, D83.
This paper discusses, interms of marketing, the entire process of bringing new discoveries to market,
identifying the problems is facing an inventor today. The aim is to identifyhow to improve the methods for
introduction of innovative products on themarket, without disfavoring none of the parties involved: inventors,
certification bodies, manufacturers, distributors and consumers. The objectiveis to investigate the problems of the
moment inventors are facing. Increasingthe speed of information exchange leads to shortening waiting times,
studiesthat are more recent draw attention to the need of changing the way business arenowadays being done.
Qualitative research method through in-depth interviewswas chosen to understand specific problems facing
inventors from a wide area ofactivity. Interpretation of in-depth interviews conducted with inventors,
representativesof patent offices and engineering academic researchers, is carried out based oncontent analysis. The
results radiographs current issues that appear in thesequence of steps to be followed after the appearance of the
idea, itsrealization in practice, certification, production and commercialization, dueto intensification of information
exchange and the exponential growth of thenumber of original inventions. On the basis of these results it can be
optimizedthe entire process of bringing innovations to market by removing identified obstaclesand designing of
new methods for elevating the level ofsocio-economic-political of the entire human society. The benefit of the
workis given by the advanced marketing vision approach of the process since itsorigin, i.e. from the emergence of
the idea and not the application of specificmethods of marketing only in the final phase of the commercialization
ofproducts. The link between marketing and innovation is thus treated as thebasis from which begins the
development of any new product.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
ITC Analysts & Analyst Relations
Marco Pister
Faculty of Economics and Management – Slovak University of Agriculture in Nitra
Key words: ITC Analysts, Analyst Relations, IT, Analysts, B2B, Business-to-Business.
JEL classification: M10, M15, M31.
If you read Management or IT-Magazines, from time to time you come across analysts like Gartner,
Forrester, AMR, IDC and many others. Such analysts publish comparative studies of providers (Gartner Magic
Quadrant, Forester Wave, …) or analysis of special IT or telecommunication topics on a regular basis. At least
once a year analysts publish also the latest ITC (ITC = IT & Telecommunication) or business trends like the
Gartner with the ―Hype Cycle‖. Maybe not every topic will become a hype like forecasted, but analysts have a
decisive influence of the press. Analysts are seen as a neutral instance and therefore more and more enterprises
which are due to make a purchasing decision for complex or business crucial TIC topic´s, use analyst as a
consultant to make the right decision and to minimize the risk for the organization. During such a decision making
process analysts bring the buy side and the sell side together. Technology providers receive direct feedback and
have the chance to improve or extends there products. The relationship to analysts can be an advantage for
technology providers by receiving the direct briefings, market trends, competitive information and much more.
Such information are important for the strategy process. However the technology providers need to understand that
they need to invest into such relationship with analysts.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
The Case for Small Business to Small Business (SB2SB) Consulting in Romania: An
Innovative Approach to Assisting Emerging Businesses
Vanessa L. Christie
Prevailance, Inc.
Lawrence R. Slade
Prevailance, Inc.
Tiffany S. Ho
Yale University
Key words: small business, emerging, consulting.
JEL classification: M10, M13, M16.
The aim of this Paper is to analyze the potential role of small business to small business consulting in
Romania’s emerging market. Evidence suggests that the emerging marketplace is expanding as the number and
variety of start-up companies grows. These companies face growing challenges, including lack of business acumen
and a highly competitive global marketplace, and would benefit from cost-effective and focused consulting
services; small business consulting firms are best suited to operate on this scale. The context of this paper,
therefore, is the postulation of an innovative change in business consulting services whereby small companies
provide expert consulting services to small companies. The main methods of this investigation include an extensive
literature review and original evidence. Specifically, this paper will: 1. Describe the market landscape in
Romania vis-à-vis small and emerging businesses. 2. Assess the potential of SB2SB consulting services in
Romania using Porter’s 5-Forces model. 3. Identify key aspects of the SB2SB relationship with lessons
learned from Prevailance, Inc.
International Conference ―Marketing and Business Development‖, Bucharest 2013
www.marketingevents.ro/mbd.ro
Factors of Food Security and Consumer-Based Brand Equity: Charoen Pokphand
Foods PCL (C.P. Foods), Thailand
Michael Welch
Assumption University, Bangkok, Thailand
Key words: Food Security, Brand Equity, Marketing.
JEL classification: Q18, M30, M31.
The focal point of this study was to find the relationships between the factors of food security, the
dimensions of brand equity and the creation of consumer-based brand equity relating to individual consumers of CP
Foods products in Bangkok, Thailand. Methodology/Approach - The study sampled 345 respondents, 80 in each of
the five most populated districts of Bangkok at the largest Tesco Lotus shopping centers, by using a 5-point Likert
Scale questionnaire. Findings - The results of the study showed that the four factors of food security are correlated
with, and have statistically significant relationships with the dimensions of brand equity. The findings further
concluded that brand loyalty was the most influential dimension of brand equity in this study, and that the
dimension of perceived quality was statistically insignificant. Practical Implications - This research proved the
existence of relationships between the factors of food security and the dimensions of brand equity. The importance
of operating as a 'good neighbor,' and the need to operate from both a corporate and social perspective, suggests
food industry firms should analyze the most efficient ways of employing the factors of food security when
positioning their products towards consumers to help establish the requisite foundations for long term success.
Originality / Value - This study contributes evidence to suggest that as the global population rises and resources
become more limited, the topic of food security will rise in importance and corporations in the food industry
wishing to remain competitive will benefit from internally examining and addressing their strategic food security
plans. The study also deepens literature on brand equity by identifying additional external factors that contribute as
influential sources to each of its dimensions.