Achieving market segmentation from B2B sectorisation

Purpose – The creation of a target market strategy is integral to developing an effective business strategy. The concept of market segmentation is often cited as pivotal to establishing a target market strategy, yet all too often business-to-business marketers utilise little more than trade sectors or product groups as the basis for their groupings of customers, rather than customers' characteristics and buying behaviour. The purpose of this paper is to offer a solution for managers, focusing on customer purchasing behaviour, which evolves from the organisation's existing criteria used for grouping its customers. Design/methodology/approach – One of the underlying reasons managers fail to embrace best practice market segmentation is their inability to manage the transition from how target markets in an organisation are currently described to how they might look when based on customer characteristics, needs, purchasing behaviour and decision-making. Any attempt to develop market segments should reflect the inability of organisations to ignore their existing customer group classification schemes and associated customer-facing operational practices, such as distribution channels and sales force allocations. Findings – A straightforward process has been derived and applied, enabling organisations to practice market segmentation in an evolutionary manner, facilitating the transition to customer-led target market segments. This process also ensures commitment from the managers responsible for implementing the eventual segmentation scheme. This paper outlines the six stages of this process and presents an illustrative example from the agrichemicals sector, supported by other cases. Research implications – The process presented in this paper for embarking on market segmentation focuses on customer purchasing behaviour rather than business sectors or product group classifications - which is true to the concept of market segmentation - but in a manner that participating managers find non-threatening. The resulting market segments have their basis in the organisation's existing customer classification schemes and are an iteration to which most managers readily buy-in. Originality/value – Despite the size of the market segmentation literature, very few papers offer step-by-step guidance for developing customer-focused market segments in business-to-business marketing. The analytical tool for assessing customer purchasing deployed in this paper originally was created to assist in marketing planning programmes, but has since proved its worth as the foundation for creating segmentation schemes in business marketing, as described in this paper.

Conversations on Twitter: structure, pace, balance

Twitter is both a micro-blogging service and a platform for public conversation. Direct conversation is facilitated in Twitter through the use of @’s (mentions) and replies. While the conversational element of Twitter is of particular interest to the marketing sector, relatively few data-mining studies have focused on this area. We analyse conversations associated with reciprocated mentions that take place in a data-set consisting of approximately 4 million tweets collected over a period of 28 days that contain at least one mention. We ignore tweet content and instead use the mention network structure and its dynamical properties to identify and characterise Twitter conversations between pairs of users and within larger groups. We consider conversational balance, meaning the fraction of content contributed by each party. The goal of this work is to draw out some of the mechanisms driving conversation in Twitter, with the potential aim of developing conversational models.

Utvärdering av programvaror för variabeldata till Lugnetgymnasiets färgskrivare,Ricoh AFC 6513.

The Lugnetgymnasium in Falun has a graphic education that supplies a color printer, which is availablefor the students in their hall. The printer is a Ricoh AFC 6513 and it is a model that can handlevariable data. It was bought in the autumn of 2002. The teachers of the graphic education want to makeuse of the variable data function and procure a variable data software. The purpose of this project is toevaluate variable data software’s, so that the most suitable choice of software can be made for the graphiceducation. To be able to make this choice, criterions has been made what the variable data softwarewill fulfil. Different software’s of variable data has been examined and a summary was made whichtells what software that fulfils all the criterions. The software’s that seemed appropriate for the graphiceducation were PrintShop Mail and Personalizer-X. Adecision which one of these software’s thatwill be purchase was made by the teachers on the graphic education. Tests and a more detailed studyon the software’s have been done. The information has later been presented for the teachers. They madea decision, which were Personalizer-X. After this decision, an easier manual for Personalizer-X wasmade. The purpose with the manual is that the students on the graphic education, quickly and easy canget started with the use of variable data.

Co-creation in hospitality industry: a case study on the drivers of traveler-generated content

User-generated content in travel industry is the phenomenon studied in this research, which aims to fill the literature gap on the drivers to write reviews on TripAdvisor. The object of study is relevant from a managerial standpoint since the motivators that drive users to co-create can shape strategies and be turned into external leverages that generate value for brands through content production. From an academic perspective, the goal is to enhance literature on the field, and fill a gap on adherence of local culture to UGC given industry structure specificities. The business’ impact of UGC is supported by the fact that it increases e-commerce conversion rates since research undertaken by Ye, Law, Gu and Chen (2009) states each 10% in traveler review ratings boosts online booking in more than 5%. The literature review builds a theoretical framework on required concepts to support the TripAdvisor case study methodology. Quantitative and qualitative data compound the methodological approach through literature review, desk research, executive interview, and user survey which are analyzed under factor and cluster analysis to group users with similar drivers towards UGC. Additionally, cultural and country-specific aspects impact user behavior. Since hospitality industry in Brazil is concentrated on long tail – 92% of hotels in Brazil are independent ones (Jones Lang LaSalle, 2015, p. 7) – and lesser known hotels take better advantage of reviews – according to Luca (2011) each one Yelp-star increase in rating, increases in 9% independent restaurant revenue whereas in chain restaurants the reviews have no effect – , this dissertation sought to understand UGC in the context of travelers from São Paulo (Brazil) and adopted the case of TripAdvisor to describe what are the incentives that drives user’s co-creation among targeted travelers. It has an outcome of 4 different clusters with different drivers for UGC that enables to design marketing strategies, and it also concludes there’s a big potential to convert current content consumers into producers, the remaining importance of friends and family referrals and the role played by incentives. Among the conclusions, this study lead us to an exploration of positive feedback and network effect concepts, a reinforcement of the UGC relevance for long tail hotels, the interdependence across content production, consumption and participation; and the role played by technology allied with behavioral analysis to take effective decisions. The adherence of UGC to hospitality industry, also outlines the formulation of the concept present in the dissertation title of “Traveler-Generated Content”.

Processamento mínimo de figo-da-índia: formas de preparo, associadas a diferentes embalagens e temperaturas

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Posibilidades de cultivo de nuevas especies marinas en el área mediterránea

La acuicultura, el cultivo y cría de animales y plantas acuáticas, representa en la actualidad una fuente esencial de proteína animal y vegetal altamente saludable y nutritiva, proporcionando un sistema de vida y de ingresos en todo el mundo. La acuicultura además de ser un motor para el desarrollo social y económico de las áreas costeras marinas y fluviales mundiales, supone en muchas regiones subdesarrolladas una garantía de alimento de alta calidad y es clave en la seguridad alimentaria de sus poblaciones. El desarrollo de la acuicultura se ha realizado fundamentalmente en los últimos 50 años, y ha sido sobre todo en la década de los años 80, cuando la acuicultura ha experimentado un fuerte crecimiento con tasas anuales que superan el 6%. Con el estancamiento de la producción pesquera y el incremento de la población mundial, la acuicultura se presenta como la única fuente posible de suministro de proteínas (vegetales y animales) de alta calidad, ricas en aceites omega 3 (EPA y DHA) de origen acuático. En la actualidad la producción procedente de la acuicultura supera los 95 millones de toneladas anuales, siendo ligeramente superior a los 94 millones de toneladas anuales provenientes de la pesca extractiva. De este total mundial acuícola, la producción asiática representa el 89%, mientras que la europea el 4,2% Aunque el 46% de la producción mundial acuícola se concentra únicamente en solo 10 especies, una de las principales características de la acuicultura es la gran diversidad de especies cultivadas, más de 500, realizándose su cría bajo diferentes tecnologías y sistemas productivos. El ámbito de esta tesis, es únicamente la acuicultura marina que se desarrolla en las aguas del mar mediterráneo, indistintamente de los sistemas y tecnología de producción utilizados. Los principales grupos de cultivo que se realizan en las aguas del Mediterráneo son los moluscos y los peces, siendo muy escasos los cultivos de otros grupos como crustáceos y macroalgas. La piscicultura marina mediterránea está dominada por el cultivo en jaulas flotantes de dos especies, la dorada (Sparus auratus) y la lubina (Dicentrarchus labrax). Estas dos especies y tras 30 años de experiencia de cultivo, mantienen todavía una ineficiencia productiva alta (reducida selección genética, lento crecimiento hasta talla comercial, alto factor de conversón del pienso…) y además ocupan un estrecho nicho de mercado, ya que prácticamente toda la comercialización de la dorada y lubina se realiza en fresco y sin elaborar ni transformar, a una talla media de 500 g. Para dar respuesta desde la acuicultura mediterránea al alto consumo y a la creciente demanda que en la Unión Europea existe de los productos acuícolas, y en especial los productos elaborados y transformados, es necesario de manera urgente, un aumento de la producción de las especies ya cultivadas (dorada y lubina) mediante la mejora de su eficiencia productiva, al mismo tiempo que se debe iniciar la producción industrial de nuevas especies piscícolas, mediante la diversificación de los cultivos. Para llevar a cabo esta diversificación, se hace necesario el establecimiento de una metodología clara, que asegure una selección de especies apropiadas y rentables para la industria acuícola mediterránea, cuyo cultivo sostenible debiera cumplir con los desafíos que el sector tiene. Nuevas especies que complementen y cubran las demandas actuales y futuras del mercado Europeo e Internacional de productos acuícolas. Nuevas especies con parámetros productivos eficientes, que garanticen unos costes productivos competitivos. Nuevas especies que puedan ser cultivadas utilizando como base la tecnología de producción ya existente en el sector. El objetivo de esta tesis es la definición y desarrollo de una metodología sencilla para la selección de nuevas especies piscícolas marinas para su cultivo eficiente y sostenible Y bajo la aplicación de esta metodología, la selección de un grupo de especies piscícolas para su cultivo rentable a corto y medio plazo (6-8 años) en el Mediterráneo. Para ello se ha definido y aplicado una metodología con la que se han evaluado diez especies candidatas, previamente escogidas de una serie de listas previas originadas en los distintos estudios y trabajos de diversificación realizados con anterioridad por otros equipos de investigación. Estas especies candidatas han sido: Seriola dumerili. (Seriola) , Argyrosomus regius (Corvina), Polyprion americanus (Cherna), Ephinephelus marginatus (Mero), Dentex dentex (Dentón), Pagrus pagrus (Pargo), Solea senegalensis (Lenguado del Senegal), Thunnus thynnus (Atún rojo), Mugil cephalus (Lisa), Coryphaena hippurus (Lampuga). El conjunto de estas especies ocupa un amplio y variado espectro dentro de las distintas áreas de mercado, productiva, tecnológica, y medioambiental . Y en todas ellas existe una experiencia mínima en sus diferentes fases de cultivo. En el desarrollo de la metodología de selección, en esta tesis se han definido diversos parámetros de evaluación, considerados como los más significativos y sencillos de aplicar. Los parámetros se han agrupado en tres bloques, el comercial, el productivo y el medioambiental. El Bloque de Mercado, comprende aquellos criterios que están relacionados con la comercialización de la especie. Calidad de la carne del pescado. Competencia con otras especies en el mercado. Potencial de Transformado. Precio de venta del pescado. El bloque Medioambiental incluye criterios del grado de idoneidad de la especie en la región y del grado de impacto ambiental de su cultivo. Rango de temperaturas del agua óptimo para el cultivo. Potencial impacto ambiental de su cultivo. Eslabón trófico de la especie.. El bloque Productivo, engloba los criterios y parámetros relacionados con el nivel de conocimiento y control que sobre su cultivo existen ( larvario, engorde, tecnología) Grado de control de la fase larvaria. Disponibilidad de alevines en el sector Crecimiento. Factor de conversión Aprovechamiento de la capacidad productiva instalada, Coste de inversión. Previa a la evaluación se han descrito las principales características de las especies candidatas en función del estado y experiencia actual sus cultivos. En la aplicación de estos criterios se han establecido matrices de evaluación y a cada criterio se le ha asignado un valor diferente en función de sus características y propiedades selectivas. Los resultados obtenidos mediante la aplicación de la metodología de evaluación propuesta, han señalado la seriola y la corvina como especies más recomendadas para su puesta en cultivo en el Mediterráneo a corto y medio plazo. Las otras dos especies seleccionadas han sido la lisa y la lampuga. Como conclusión final podemos señalar que el cultivo de nuevas especies es fundamentalmente para el desarrollo sostenible de la acuicultura mediterránea. Esta diversificación debe basarse en la aplicación de una metodología sencilla y práctica, que garantice una selección de especies cuyo cultivo sea rentable y abarquen nuevos segmentos de mercado. ABSTRACT Aquaculture, the cultivation and breeding of aquatic animals and plants, currently represents an essential source of highly nutritious and healthy protein that provides a way of life and income all over the world. Apart from being a social and economic driver in coastal and marine areas, it also entails a guaranteed high quality nourishment in many undeveloped areas being key to the alimentary safety of their population. Aquaculture has developed mainly in the last 50 years and experienced a high growth especially during the Eighties when the annual rates were above 6%. With fishing production stagnating and the global population increasing, aquaculture emerges as the only possible animal and vegetable protein source of aquatic origin, high in quality and omega 3 oils (EPA and DHA). Here and now, aquaculture production is over 95 million tons per year, which is slightly higher than the 94 million tons per year that come from extractive fisheries. From this aquaculture total, Asiatic production represents 89% while Europe´s is only 4.2%. Even though 46% of the global aquaculture production focuses just on 10 species, one of the main characteristics of aquaculture is the wide diversity of cultivated species –over 500– using different technologies and production systems. This PhD’s scope is only marine aquaculture in Mediterranean water, regardless of the technology or systems used. The main crop groups in the Mediterranean sea are molluscs and finfish, while crustacean and macroalgae cultivations are very limited. Mediterranean fish culture is dominated by the cultivation in floating cages of two species: Bream (Sparus auratus) and Bass (Dicentrarchus labrax). After 30 years of farming, these two species still keep a high productive inefficiency –reduced genetic selection, slow growth to marketable size, high feed conversion rate– and fill a narrow niche market as practically all bream and bass is sold fresh and whole, unprocessed and untransformed, with an average size of 500 grams. To meet the high consumption and growing demand of aquaculture products, in the European Union (especially those prepared and transformed), Mediterranean aquaculture needs to urgently increase the production of the species already under cultivation (Bass and Bream) by means of improving its productive efficiency and at the same time begin initiating industrial production of new species by diversifying the cultivation. To carry out this diversification it is necessary to establish a clear methodology that ensures the selection of adapted and profitable species for the Mediterranean aquaculture industry. The sustainable farming of these new species needs to meet the challenges this sector faces: New species that complement and meet the current and future needs of the European and International markets for aquaculture products. New species with efficient production parameters that ensure competitive production costs. New species that can be cultivated using already existing production technologies. The aim of this PhD is to define and develop a simple methodology for the selection of new marine fish species for their efficient and sustainable cultivation. And by applying this methodology, to select a group of fish species for its profitable crop in the short and medium term (6-8 years) in the Mediterranean. For this, a methodology has been defined and applied evaluating ten candidate species selected from a series of lists originated from different studies and from diversification works previously conducted by other research teams. These candidate species are: Seriola dumerili. (Greater amberjack), Argyrosomus regius (Meagre), Polyprion americanus (Wreckfish), Ephinephelus marginatus (Dusky grouper), Dentex dentex (Common dentex), Pagrus pagrus (Red porgy), Solea senegalensis (Senegal sole), Thunnus thynnus (Bluefin tuna), Mugil cephalus (Grey mullet), Coryphaena hippurus (Dolphinfish). All these species occupy a broad and varied spectrum within different productive, technological and environmental market areas. There is minimal experience in their different stages of cultivation for all of them. While developing the selection methodology several evaluation parameters have been defined in this PhD, considered the most significant and simple to apply. The parameters are grouped in three blocks: commercial, productivity and environmental. Market block comprises criteria related to the marketing of the species. Quality of the fish meatCompetition with other species in the marketTransformation potentialFish selling price Environment block includes criteria related to the degree of suitability of the species in the region and the degree of environmental impact of their cultivation. Optimal water temperature range for cultivationPotential environmental impact of their cultivationTrophic chain level. Productivity block includes criteria and parameters related to the level of knowledge and control over their cultivation (larval, ongrowing, technology) Degree of control of the larval stageAvailability of alevin in the sector GrowthFeed conversion rate. Exploitation of installed capacityInvestment cost Prior to the evaluation, the main characteristics of the candidate species have been described based on the current status and experience of their cultivations. When applying these criteria evaluation matrices have been established assigning to each criteria a different value depending on their characteristics and selective properties. The results obtained by applying the proposed assessment methodology have identified the Greater Amberjack and Meagre as the most recommended species for farming in the Mediterranean in the short and medium term. The other two selected species were the Grey Mullet and the Dolphinfish. In conclusion, the cultivation of new species is crucial for the sustainable development of Mediterranean aquaculture. This diversification has to be based on the application of a simple and practical methodology that guarantees a selection of species whose cultivation is profitable and covers new market segments.

Customer response to media in marketing promotion: print versus online

Il lavoro di tesi, che si compone di tre articoli di ricerca, analizza, nel contesto della marketing promotion, la risposta del consumatore ai media in termini di ricordo, intenzione di acquisto, comportamento di acquisto e preferenza per il medium. Il lavoro, in particolare, mette a confronto due tipologie di media, carta e online, nell’ambito della price e loyalty promotion, utilizzando due disegni di ricerca sperimentali ed uno correlazionale. I risultati del lavoro mostrano che la risposta del consumatore alla comunicazione promozionale e ai media è eterogenea: segmenti di clienti diversi rispondono in maniera differente sia alla comunicazione promozionale che a carta e digitale. Online e carta hanno in media la stessa efficacia sui comportamenti di acquisto dei clienti, ma differiscono rispetto all’effetto su ricordo e atteggiamento e rispetto alla preferenza per il medium espressa dalla clientela. Lo spostamento delle risorse di marketing dalla carta al digitale permetterebbe quindi di ridurre i costi mantenendo lo stesso livello di efficacia. Inoltre, il presente lavoro mostra come sia possibile aumentare la risposta dei consumatori ai media attraverso un approccio di segmentazione della clientela.

FATORES DETERMINANTES DA MORTALIDADE DE MICRO E PEQUENAS FARMÁCIAS DA BAIXADA SANTISTA: sob o olhar do farmacista

Esse trabalho estudou o segmento farmacêutico de micro e pequenas farmácias da região da Baixada Santista, em relação aos fatores determinantes da mortalidade no segmento, sob o olhar dos proprietários e gestores das farmácias, visto que nos últimos anos o segmento vêm sofrendo um encolhimento, além da migração das farmácias de micro e pequeno porte para as zonas mais periféricas das cidades da região da Baixada Santista. A metodologia utilizada para a pesquisa foi qualitativa, através de uma pesquisa exploratória e bibliográfica, tendo como instrumento de coleta de dados entrevistas, com roteiro semi-estruturado, aplicado a gestores e proprietários de sete farmácias na região da Baixada Santista. Cinco delas em atividade e duas fechadas, nos municípios de Santos, São Vicente, Guarujá e Praia grande. A análise dos dados foi feita com base em categorias analíticas criadas a partir da literatura que embasa esse estudo, chegando a dois blocos de análise: um relacionado diretamente aos fatores mercadológicos das farmácias, e outro relacionado a fatores administrativos e de custo. A análise dos dados comprovou existir fatores determinantes para a mortalidade das micro e pequenas farmácias da região, separados em dois blocos. No bloco mercadológico, estão relacionados os fatores determinantes que afetam diretamente a parte comercial das micro e pequenas farmácias, como o crescimento das grandes redes de farmácias, programa Farmácia Popular e falta de poder de compra por parte das farmácias. No bloco administrativo e de custos, estão relacionados a deficiência na gestão empresarial, custos operacionais, tributação e problemas pessoais. Através dessa pesquisa se conclui que esses fatores determinantes têm enfraquecido o segmento de micro e pequenas farmácias, ocasionando a mortalidade de diversas farmácias, não poupando nem mesmo as tradicionais da região da Baixada Santista.

Exploratory database visualisation: the application and assessment of data and dimensionality reduction

This thesis describes the development of a complete data visualisation system for large tabular databases, such as those commonly found in a business environment. A state-of-the-art 'cyberspace cell' data visualisation technique was investigated and a powerful visualisation system using it was implemented. Although allowing databases to be explored and conclusions drawn, it had several drawbacks, the majority of which were due to the three-dimensional nature of the visualisation. A novel two-dimensional generic visualisation system, known as MADEN, was then developed and implemented, based upon a 2-D matrix of 'density plots'. MADEN allows an entire high-dimensional database to be visualised in one window, while permitting close analysis in 'enlargement' windows. Selections of records can be made and examined, and dependencies between fields can be investigated in detail. MADEN was used as a tool for investigating and assessing many data processing algorithms, firstly data-reducing (clustering) methods, then dimensionality-reducing techniques. These included a new 'directed' form of principal components analysis, several novel applications of artificial neural networks, and discriminant analysis techniques which illustrated how groups within a database can be separated. To illustrate the power of the system, MADEN was used to explore customer databases from two financial institutions, resulting in a number of discoveries which would be of interest to a marketing manager. Finally, the database of results from the 1992 UK Research Assessment Exercise was analysed. Using MADEN allowed both universities and disciplines to be graphically compared, and supplied some startling revelations, including empirical evidence of the 'Oxbridge factor'.

Improving marketing's contribution to new product development

In many firms, the marketing department plays a minor role in new product development (NPD). However, recent research demonstrates that marketing capabilities more strongly influence firm performance than other areas such as research and development. This finding underscores the importance of identifying relevant capabilities that can improve the position of marketing within the NPD process as part of the quest to improve innovation performance. However, thus far, it has remained unclear precisely how the marketing department can increase its influence on NPD to enhance a firm's innovation performance. The results of this study demonstrate that the relationship between marketing capabilities and innovation performance is generally mediated by the decision influence of marketing on NPD. In particular, both marketing research quality and the ability to translate customer needs into product characteristics serve to increase marketing's influence on NPD. This increased influence, in turn, positively contributes to overall firm innovation performance. Hence, these results show that in addition to having the appropriate marketing capabilities, the marketing department must achieve a status in which these capabilities can translate into performance implications.

Editorial

The year so far has been a slow start for many businesses, but at least we have not seen the collapse of as many businesses that we were seeing around two years ago. We are, however, still well and truly in the midst of a global recession. Interest rates are still at an all time low, UK house prices seem to be showing little signs of increase (except in London where everyone still seems to want to live!) and for the ardent shopper there are bargains to be had everywhere. It seems strange that prices on the high street do not seem to have increased in over ten years. Mobile phones, DVD players even furniture seems to be cheaper than they used to be. Whist much of this is down to cheaper manufacturing and the rest could probably be explained by competition within the market place. Does this mean that quality suffered too? Now that we live in a world when if a television is not working it is thrown away and replaced. There was a time when you would take it to some odd looking man that your father would know who could fix it for you. (I remember our local television fix-it man, with his thick rimmed bifocal spectacles and a poor comb-over; he had cardboard boxes full of resistors and electrical wires on the floor of his front room that smelt of soldering irons!) Is this consumerism at an extreme or has this move to disposability made us a better society? Before you think these are just ramblings there is a point to this. According to latest global figures of contact lens sales the vast majority of contact lenses fitted around the world are daily, fortnightly or monthly disposable hydrogel lenses. Certainly in the UK over 90% of lenses are disposable (with daily disposables being the most popular, having a market share of over 50%). This begs the question – is this a good thing? Maybe more importantly, do our patients benefit? I think it is worth reminding ourselves why we went down the disposability route with contact lenses in the first place, and unlike electrical goods it was not just so we did not have to take them for repair! There are the obvious advantages of overcoming problems of breakage and tearing of lenses and the lens deterioration with age. The lenses are less likely to be contaminated and the disinfection is either easier or not required at all (in the case of daily disposable lenses). Probably the landmark paper in the field was the work more commonly known as the ‘Gothenburg Study’. The paper, entitled ‘Strategies for minimizing the Ocular Effects of Extended Contact Lens Wear’ published in the American Journal of Optometry in 1987 (volume 64, pages 781-789) by Holden, B.A., Swarbrick, H.A., Sweeney, D.F., Ho, A., Efron, N., Vannas, A., Nilsson, K.T. They suggested that contact lens induced ocular effects were minimised by: •More frequently removed contact lenses •More regularly replaced contact lenses •A lens that was more mobile on the eye (to allow better removal of debris) •Better flow of oxygen through the lens All of these issues seem to be solved with disposability, except the oxygen issue which has been solved with the advent of silicone hydrogel materials. Newer issues have arisen and most can be solved in practice by the eye care practitioner. The emphasis now seems to be on making lenses more comfortable. The problems of contact lens related dry eyes symptoms seem to be ever present and maybe this would explain why in the UK we have a pretty constant contact lens wearing population of just over three million but every year we have over a million dropouts! That means we must be attracting a million new wearers every year (well done to the marketing departments!) but we are also losing a million wearers every year. We certainly are not losing them all to the refractive surgery clinics. We know that almost anyone can now wear a contact lens and we know that some lenses will solve problems of sharper vision, some will aid comfort, and some will be useful for patients with dry eyes. So if we still have so many dropouts then we must be doing something wrong! I think the take home message has to be ‘must try harder’! I must end with an apology for two errors in my editorial of issue 1 earlier this year. Firstly there was a typo in the first sentence; I meant to state that it was 40 years not 30 years since the first commercial soft lens was available in the UK. The second error was one that I was unaware of until colleagues Geoff Wilson (Birmingham, UK) and Tim Bowden (London, UK) wrote to me to explain that soft lenses were actually available in the UK before 1971 (please see their ‘Letters to the Editor’ in this issue). I am grateful to both of them for correcting the mistake.

A vállalatok árképzési gyakorlata a versenyképesség szolgálatában (The pricing practice of corporates and the competitiveness)

A marketing-szakirodalom szerint az ár az egyik legfontosabb marketingeszköz, és a vállalati versenyképesség értelmezésében is meghatározó szerepe van. A megfelelő árképzés kialakítása ugyanakkor összetett folyamat, amely önmagában is külön képességnek tekinthető, és kell befektetést igényel. A szerző az elemzés során így arra volt kíváncsi, hogy a vezető, azaz a versenyképes vállalatok árazási gyakorlata mutat-e eltéréseket, és, ha igen, melyek azok a területek, amelyek leginkább összefüggnek az eredményességükkel. A háromszáz hazai vállalatra kiterjedő kutatás során azt találta, hogy a vezető vállalatok valamelyest másképp tekintenek az ár szerepére és szignifikánsan magasabb árszínvonalon értékesítenek. Ez nagyobb mozgásteret enged számukra, a versenytársak árkihívásaira így könnyebben tudnak árakciókkal válaszolni. Árképzési céljaikban azonban kevésbé mutatkoznak különbségek, mert számukra is kihívást jelent a válság, és nekik is több szempontnak kell egyszerre megfelelniük. Az árak meghatározásánál azonban több tényezőt vesznek figyelembe és jobban támaszkodnak a vevőkről szerzett információkra. ______________ According to the marketing literature the price is one of the most important marketing tools and it plays a dominant role in the interpretation of corporate competitiveness, as well. The appropriate pricing, however, a complex process that can be regarded as a distinct capability and it requires sufficient investment itself. In this analysis the author enquired if the pricing practice of the leading, that is, the most competitive companies has a different profile, and if yes, which areas are associated with the success of them. Based on the survey of 300 domestic organisations he found that the leading companies consider the role of price in a slightly different way and they price their products or services significantly higherthan the others. This let them some space to manoeuvre and they can react with price promotions when the competitors challenge them with price activities. Regarding the pricing objectives the author couldn’t identify differences. The leading companies are also affected by the economic crisis and they have to match many expectations at the same time but they take more factors into consideration when they set their prices and more likely use customer information.

Mobile digital technology : emerging issues for marketing

The growth of direct marketing has been attributed to rapid advances in techn ology and the changing market context. The fundamental ability of direct marketers to communicate with consumers and to elicit a response, combined with the ubiquitous nature and power of mobile digital technology, provides a synergy that will increase the potential for the success of direct marketing. The aim of this paper is to provide an analytical framework identifying the developments in the digital environment from e-marketing to m-marketing, and to alert direct marketers to the enhanced capabilities available to them.

The IMC concept meets political marketing : building brand relationships

There is a need to take a fresh look at the traditional application of the marketing concept to political marketing. As many businesses have learned, Integrated Marketing Communications (IMC) practices and principles will help them to build customer relationships and profitable brands. Political marketing must also change with the times and implement IMC practices toward building and nourishing brand relationships with voters and other important stakeholders. The nature of the contribution of this paper is the identification of a gap in the political marketing literature - the stagnation of political marketing at the 4P's marketing concept, and to play a role in the future development of political marketing. In recent developments, it is seen that there is a gradual movement away from this traditional marketing theory. There are a growing number of academics who have approached very closely to the IMC concept or aspects of it, but have not however embraced or have been reluctant to, the prospect of applying it to political marketing. IMC is a practical, logical and ultimately inevitable future for political marketing.