Markting

Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.

Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.

Un Ejecutivo Norteamericano, Vice-Presidente responsable de la región Latinoamericana de HIT, Mr. Leonard Getzler, experto en MDI con el cual me correspondió trabajar por bastante tiempo, me dijo en cierta ocasión, que "un negocio pequeño no es precisamente una corporación de pequeñas dimensiones". Trataba de hacerme comprender, que las unidades independientes que estábamos abriendo en países del área, debían administrarse de una forma diferente, adaptándonos al medio y circunstancias.

Gerir -Guias práticos de suporte à gestão Fazer um plano de marketing A coerência e articulação das diferentes políticas da empresa ou produto(s) é responsável em grande parte pelo seu sucesso ou insucesso. O plano de marketing assume aqui um papel preponderante, visando a antecipação, formalização e a articulação das principais decisões a serem tomadas.

Drawing on the strategy implementation approach and the resource-based view of the firm, this study examines the relationships among competitive strategies (differentiation and cost leadership), responsive market orientation (RMO), proactive market orientation (PMO), learning orientation (LO) and organizational performance (OP). The study used questionnaire survey of senior managers of 264 manufacturing and service companies in Jordan. The study employed partial least squares to test the hypotheses. Moderate but significant relationships are evident in the links between cost leadership and LO, and RMO and organizational performance. Strong and significant relationships are exhibited in the links between differentiation and RMO; differentiation and PMO; differentiation and LO and between LO and organizational performance. The results show that differentiation strategy is more important than cost leadership strategy and that LO is the most important factor for better organizational performance.

المستخلص :
أن ثورة المعلومات منذ عشرة أعوام خلقت متغيرات جديدة في عالم الأعمال, فرضت على المؤسسات التغيير, أو على الأقل التكيف مع التغيير الحاصل في كثير من الأسس, من ضمن هذه المتغيرات الجديدة, انتشار شبكة الانترنيت وكثير من أدواتها, لاسيما مواقع التواصل الاجتماعي التي باتت تشغل حيزا مهما في خيال ثلاثين بالمئة من سكان العالم, لذا تحتّم على الباحثين الخوض في غمار هذه التقنيات الحديثة, ودراسة تأثيرها على سياسة الشركات, وسلوك الزبائن , والهدف واحد هو إشباع الحاجات وتعظيم المبيعات, ومما تقدم انطلق الباحث لتشخيص مشكلة فهم دور مواقع التواصل الاجتماعي في بناء الخطط التسويقية, مستخدمين الاستبيان لمعرفة آراء المتخصصين في التسويق, بالاعتماد على جملة من المعايير الإحصائية, وتم الوصول إلى نتائج كان من أهمها, أن لمواقع التواصل الاجتماعي تأثيرا على قرارات الترويج, لكنه تأثير نسبي, وممكن أن تدعم الزبون في حدود معينة تخدم الإدارة العليا, لكن بشروط محددة أهمها درجة المصداقية التي يتمتع بها الزبون, وتبعا للبيئة المحيطة, ونتيجة نهائية أن مواقع التواصل وسيلة إعلانية وأداة انتشار لا بأس بها, ووسيلة دعم للخدمات والمنتجات. 
Abstract
Social media, which running an important place in imagination of thirty percent of the world's population, so it makes it imperative for researchers to go into the midst of these new technologies, and study its impact on corporate policy, customers behavior , which provide to the researcher for diagnose a problem understanding the role of social media in build marketing plans, using the questionnaire to get feedback from marketing specialists, depending on a number of statistical standards, was access to the results was the most important, social media impact on decisions of promotion, but the effect of a relative, and possible to support the customer within certain limits serve the senior management, the most important conditions for a specific degree of credibility enjoyed by customer, depending on surrounding environment, final result that networking sites and advertising medium and tool spread not too bad, and as a means of supporting services and products.

Investigates the relationship between consumer ethnocentrism and consumer attitudes toward foreign manufactured products in product categories in which domestic alternatives are not available. Such decision situations (i.e. product choice in categories with no domestic alternative) are common for consumers in many smaller countries throughout Europe, and thus important for marketing managers to understand. It was hypothesised that individuals with high levels of consumer ethnocentrism would have more favourable attitudes toward products from culturally similar countries in comparison to products from culturally dissimilar countries. The values classification of culture proposed by Schwartz was used to establish cultural similarity, and the attitudes of a representative sample of New Zealand consumers were assessed using a nation-wide mail survey. Our results suggest that cultural similarity is an important consideration for highly ethnocentric consumers in the evaluation of foreign products. A number of theoretical and managerial implications are discussed.

The global market of microspheres has seen a steady growth rate in double digits in the last decade due to their use in healthcare, personal care, and in many specialty research and development applications.  The increasing demand for microspheres in the medical industry for delivering the drug will drive this market at a higher growth rate. The discovery of new applications of microspheres in oil and gas, and life sciences are the major opportunities.  The main restraint for this industry would be the approval from FDA or other bio-safety organizations for microspheres’ use in medical applications. There are different types of microspheres with respect to their chemical composition, including glass, ceramic, and polymer microspheres, and are segmented based on applications in different industries into paints and coating, oil and gas, cosmetics and personal care, biotechnology and life sciences, and medicine and medical devices.

Customer value is the difference between customer’s perceived benefits and customer’s
perceived sacrifices. Zeithaml (1988) defined customer value as overall assessment of the utility
of a product based on the perception of what is received and what is given. Day (1990) addresses
the issues in analyzing customer value and proposes that it can be expressed in a ‘value
equation’: ‘Customer’s Perceived BenefitsCustomer's Perceived Costs = Perceived Customer
Value’. The key dimensions of customer’s value are defined in terms of ‘get’ (benefits) and
‘give’ (sacrifices) components or in other words, what is Received and what is given. Perceived
benefits are Quality Value, Emotional Value, Epistemic Value, Social Value and Conditional
Value. Perceived sacrifices are Monetary Cost, Time and Effort Cost and Health Risk Cost.
Keywords: Customer value, Quality Value, Emotional Value, Epistemic Value, Social Value
and Conditional Value,Monetary Cost, Time and Effort Cost and Health Risk Cost.

Atrial septal defects of the ostium secundum variety are typically asymptomatic in infancy and early childhood. Congestive heart failure (CHF) may occur in the presence of significant mitral valve disease, pulmonary artery hypertension, or other diseases that lead to elevated filling pressures of the ventricles. Atrial standstill, a rare disease, was the probable cause of CHF in the 3-year-old child discussed in this report.

The purpose of this paper is to identify and exam the main elements of entrepreneurial marketing mix in entrepreneurial enterprises. Our focus in this study is on Iran's top small and medium-size business entrepreneurs in 2007, which possess a brilliant experience about entrepreneurial marketing practices. Accordingly, we aim to identify how these enterprises use their previous knowledge and experience to extract elements of marketing mix, which are adjusted in entrepreneurial marketing. As its research framework, this study has used the Quality – Exploratory approach specifically case study according to Ghauri framework. Data were collected from 17 entrepreneurial enterprises. Different methods including in depth and semi-structured interviews, along with open questions from entrepreneurs and marketing managers were employed in gathering information. Finally, Content analysis method also inductive inference used for data analysis. Results indicate that the Entrepreneurial Mar...

The objective of this article is to study the environment and event-commerce to implement an innovative company in this segment. The act of performing see increasing internet shopping. There is a change in consumption habits of consumers. People  are increasingly using the internet to make their purchases, according to data obtained through surveys. This paper is an analysis of the Internet, consumer profile, among other market. Through analysis and research you realize that consumers are increasingly concerned with convenience and speed.
Some social changes occurred regarding social life, on the one hand there is an increase in life expectancy of people and women are out in the job market. There is also another interesting fact that can be noted that the internet is that it was to reach a young audience, has increased growth in the number of seniors using all virtual applications. The internet is also used as a form of communication, reduced loneliness and increased practicality. Another curious fact is the increasing number of users of the class C (midle class), using the internet. There is also something we can not help but comment that is to consult users on the internet to purchase decision, the friends and family appear first  and second the decision are followed by the internet.

Key Word: E-commerce internet, event, technological, and innovation.

The paper summarizes the problems running through corporate website construction, identifies and
analyzes the causes of the problems, provides suggestions corporate could adopt to solve problems, and
offers user’s demand-oriented concept and experiential marketing theory for the corporations to build
their websites. Meanwhile, enterprises should also notice two points. First point is that these methods
are easily replicated by competitors. The other point is that failing to provide new experience will cause
users dissatisfied. Websites should always provide new experience to users in order to attract them and
foster their loyalty.

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