A marketing tevekenyseg es az uzleti teljesitmeny kapscolata nemzetkozi osszehasonlitasban

A marketing szakirodalomban napjainkban kevés figyelmet kap a marketingen belüli szakterületek összekapcsolása. A stratégiai menedzsment és a modern piacelméletek egyaránt hangsúlyozzák az üzleti (ezen belül a marketing) tevékenységek és a vállalati teljesítmény közötti kapcsolatot. Cikkünk ezen a területen szeretne hiánypótló szerepet játszani, részben azáltal, hogy szinergiájában vizsgálja a vállalat marketing erõfeszítéseit és ezek összefüggéseit, másrészt, hogy ezeket a tevékenységeket a vállalati teljesítmény szemszögébol elemzi. Írásunk során rávilágítunk arra, hogy a BKÁE Marketing Tanszéke által végzett országos szervezeti kutatás eredményei milyen tanulságokat hordoznak a vállalatok marketing és kommunikációs szakemberei, illetve a marketing funkció szélesköruségébol adódóan az egész vállalat számára. Eredményeink ismertetése során magyarázatot keresünk arra, hogy miért kap kiemelt szerepet a kapcsolati marketing, míg viszonylag háttérbe szorul a kommunikáció a nemzetközi gyakorlatban is. Az angol és az új-zélandi vállalatok tapasztalatainak és eredményeinek a hazai helyzettel való összehasonlítása lehetoséget teremt a gazdasági fejlettség terén meglévo elmaradás és a marketing kapcsolatának értelmezésére.

Remote sensing applied to slope stability in mountainous roads in Iran

The Alborz Mountain range separates the northern part of Iran from the southern part. It also isolates a narrow coastal strip to the south of the Caspian Sea from the Central Iran plateau. Communication between the south and north until the 1950's was via two roads and one rail link. In 1963 work was completed on a major access road via the Haraz Valley (the most physically hostile area in the region). From the beginning the road was plagued by accidents resulting from unstable slopes on either side of the valley. Heavy casualties persuaded the government to undertake major engineering works to eliminate ''black spots" and make the road safe. However, despite substantial and prolonged expenditure the problems were not solved and casualties increased steadily due to the increase in traffic using the road. Another road was built to bypass the Haraz road and opened to traffic in 1983. But closure of the Haraz road was still impossible because of the growth of settlements along the route and the need for access to other installations such as the Lar Dam. The aim of this research was to explore the possibility of applying Landsat MSS imagery to locating black spots along the road and the instability problems. Landsat data had not previously been applied to highway engineering problems in the study area. Aerial photographs are better in general than satellite images for detailed mapping, but Landsat images are superior for reconnaissance and adequate for mapping at the 1 :250,000 scale. The broad overview and lack of distortion in the Landsat imagery make the images ideal for structural interpretation. The results of Landsat digital image analysis showed that certain rock types and structural features can be delineated and mapped. The most unstable areas comprising steep slopes, free of vegetation cover can be identified using image processing techniques. Structural lineaments revealed from the image analysis led to improved results (delineation of unstable features). Damavand Quaternary volcanics were found to be the dominant rock type along a 40 km stretch of the road. These rock types are inherently unstable and partly responsible for the difficulties along the road. For more detailed geological and morphological interpretation a sample of small subscenes was selected and analysed. A special developed image analysis package was designed at Aston for use on a non specialized computing system. Using this package a new and unique method for image classification was developed, allowing accurate delineation of the critical features of the study area.

The impact on agriculture of the drawdown of shallow watertables

The promoters of the large groundwater developments implemented in the 1970's paid little attention to the effects of pumping on soil moisture. A field study, conducted in 1979 in the Tern Area of the Shropshire Groundwater Scheme, revealed that significant quantities of the available moisture could be removed from the root zone of vegetation when drawdown of shallow watertables occurred. Arguments to this effect, supported by the field study evidence, were successfully presented at the Shropshire Groundwater Scheme public inquiry. The aim of this study has been to expand the work which was undertaken in connection with the Shropshire Groundwater Scheme, and to develop a method whereby the effects of groundwater pumping on vegetation can be assessed, and hence the impacts minimised. Two concepts, the critical height and the soil sensitivity depth, formulated during the initial work are at the core of the Environmental Impact Assessment method whose development is described. A programme of laboratory experiments on soil columns is described, as is the derivation of relationships for determining critical heights and field capacity moisture profiles. These relationships are subsequently employed in evaluating the effects of groundwater drawdown. In employing the environmental assessment technique, digitised maps of relevant features of the Tern Area are combined to produce composite maps delineating the extent of the areas which are potentially sensitive to groundwater drawdown. A series of crop yield/moisture loss functions are then employed to estimate the impact of simulated pumping events on the agricultural community of the Tern Area. Finally, guidelines, based on experience gained through evaluation of the Tern Area case study, are presented for use in the design of soil moisture monitoring systems and in the siting of boreholes. In addition recommendations are made for development of the EIA technique, and further research needs are identified.