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Autor	Ewa Jaska, Agnieszka Werenowska
Tytuł	Komunikacja polskich miast z otoczeniemspołeczno-gospodarczym w nowych mediach
Title
Słowa kluczowe	nowe media, marketing terytorialny, komunikacja, informacja
Key words
Abstrakt	Celem artykułu jest przedstawienie możliwości wykorzystania nowych medióww marketingu terytorialnym miast i poziomu zainteresowania społecznego ich ofertą w tychkanałach komunikacji. W części teoretycznej scharakteryzowano komunikację z wykorzystaniemnowych mediów z perspektywy marketingu terytorialnego. W części empirycznej zdefiniowanom.in. preferowane cechy informacji zamieszczanych przez polskie miasta w mediachspołecznościowych i na oficjalnych stronach internetowych, wskazując na ich aktualność, czytelnośći użyteczność. Jak wynika z przeprowadzonych analiz, polskie miasta prowadzą aktywnymarketing terytorialny z wykorzystaniem nowym mediów. Jednak tylko przemyślane, umiejętniei odpowiedzialnie prowadzone serwisy przyciągają relatywnie większą grupę odbiorców.
Abstract
Cytowanie	Jaska E., Werenowska A.
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Pełny tekst	TIRR_2021_n15_s129.pdf

Autor	S.H. Pushpa Malkanthi, S.D. Dilini Rathnachandra, W.A. Ruwani N. Weerasinghe
Tytuł	Consumers’ Awareness on Organic Food: Case of Urban Sri Lanka
Title	Consumers’ Awareness on Organic Food: Case of Urban Sri Lanka
Słowa kluczowe	consumers’ awareness, organic food, regression analysis, urban consumer, Sri Lanka
Key words	consumers’ awareness, organic food, regression analysis, urban consumer, Sri Lanka
Abstrakt	The organic food market is rapidly expanding all over the world with the recent rise of concern in food safety and environmental protection. Thus, examining information about consumers’ awareness on organic food is one of the inspiring areas for producers and marketers to capture a greater market share successfully. Therefore, this study aimed at analyzing the consumer awareness towards organic food products while addressing socio-demographic factors affecting consumer awareness on organic food, knowledge of consumers about organic food, and their purchasing pattern. A sample of 600 consumers was selected from the main cities of six urban districts in Sri Lanka for the study. Data were collected via a consumer survey using a pre-tested questionnaire, from November 2018 to May 2019. The data analysis was carried out using frequencies, percentages, and multiple linear regression analysis. According to the results, the majority of the respondents were married females. The results revealed that Sri Lankan consumers have a better awareness on organic food. The results of the regression analysis highlighted that the consumers’ awareness is significantly affected by factors such as gender, marital status, education, and monthly income. Although most respondents have a good level of awareness on organic food, their buying trend is at a lower level. The findings of the study play an important role in promoting the organic food market and are essential for food marketing planners, researchers, and policymakers to enhance the organic food industry in the country in the future.
Abstract	The organic food market is rapidly expanding all over the world with the recent rise of concern in food safety and environmental protection. Thus, examining information about consumers’ awareness on organic food is one of the inspiring areas for producers and marketers to capture a greater market share successfully. Therefore, this study aimed at analyzing the consumer awareness towards organic food products while addressing socio-demographic factors affecting consumer awareness on organic food, knowledge of consumers about organic food, and their purchasing pattern. A sample of 600 consumers was selected from the main cities of six urban districts in Sri Lanka for the study. Data were collected via a consumer survey using a pre-tested questionnaire, from November 2018 to May 2019. The data analysis was carried out using frequencies, percentages, and multiple linear regression analysis. According to the results, the majority of the respondents were married females. The results revealed that Sri Lankan consumers have a better awareness on organic food. The results of the regression analysis highlighted that the consumers’ awareness is significantly affected by factors such as gender, marital status, education, and monthly income. Although most respondents have a good level of awareness on organic food, their buying trend is at a lower level. The findings of the study play an important role in promoting the organic food market and are essential for food marketing planners, researchers, and policymakers to enhance the organic food industry in the country in the future.
Cytowanie	Malkanthi S., Rathnachandra S., Weerasinghe W. (2021) Consumers’ Awareness on Organic Food: Case of Urban Sri Lanka.Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego, t. 21(36), z. 4: 25-36
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Pełny tekst	PRS_2021_T21(36)_n4_s25.pdf

Autor	S.H. Pushpa Malkanthi
Tytuł	Outlook of Present Organic Agriculture Policies and Future Needs in Sri Lanka
Title	Outlook of Present Organic Agriculture Policies and Future Needs in Sri Lanka
Słowa kluczowe	conventional agriculture, organic agriculture, organic farming policies, Sri Lanka
Key words	conventional agriculture, organic agriculture, organic farming policies, Sri Lanka
Abstrakt	Many countries are formulating organic agriculture or organic farming policies aimed at sustainable agricultural development. Therefore, the objectives of this study were: to understand the present situation of organic agriculture policies in Sri Lanka and also in other countries where successful organic agriculture is operating; identify problems in the organic agriculture sector; and suggest potential policy measures to be implemented in Sri Lanka in future. The research was conducted in two stages. In the first stage, a thorough literature review was conducted to study the suitable policies available in other countries and also in Sri Lanka at present. In the second stage, two field surveys were carried out using pre-tested questionnaires, from December 2019 to May 2020, in order to gather farmers’ and extension officers’ information related to organic farming policy suggestions. According to the findings of the literature review, organic systems in some countries are more integrated with national strategic plans and visions. Those governments are more involved in new initiatives and farmers are encouraged to go organic through reliable and feasible policies. Although Sri Lanka has a high potential for organic agriculture, at present it is at an initial stage. While most organic products in Sri Lanka go to the export market, a small portion is kept at local markets. Demand for organic products in export as well as domestic markets is increasing. Even though there are seven international food certification agencies operating in the country as external inspection and certification bodies, a limited number of accredited certifications exist for products on the domestic market. Results of the farmers’ survey showed that even if farmers have a significant level of knowledge, few of them practice organic farming due to several existing problems. Moreover, extension officers have also identified similar types of problems that are faced by the farmers related to organic farming. Evaluation of Strengths, Weaknesses, Opportunities and Threats (SWOT) related to organic agriculture in the country helped to identify key problems facing policy-makers when balancing the supply and demand sides of organic products. Also, in developing organic agriculture, an effective linkage and coordination among government and private participants is crucial. Therefore, in Sri Lanka in this context, strategic focus on policy support for organic agriculture is needed. Current organic farming programs need to be revised in order to formulate policies covering all areas related to production, handling, processing, certification, labeling and marketing, in order to bring the benefits of organic agriculture to farmers, marketers and consumers in a fair manner.
Abstract	Many countries are formulating organic agriculture or organic farming policies aimed at sustainable agricultural development. Therefore, the objectives of this study were: to understand the present situation of organic agriculture policies in Sri Lanka and also in other countries where successful organic agriculture is operating; identify problems in the organic agriculture sector; and suggest potential policy measures to be implemented in Sri Lanka in future. The research was conducted in two stages. In the first stage, a thorough literature review was conducted to study the suitable policies available in other countries and also in Sri Lanka at present. In the second stage, two field surveys were carried out using pre-tested questionnaires, from December 2019 to May 2020, in order to gather farmers’ and extension officers’ information related to organic farming policy suggestions. According to the findings of the literature review, organic systems in some countries are more integrated with national strategic plans and visions. Those governments are more involved in new initiatives and farmers are encouraged to go organic through reliable and feasible policies. Although Sri Lanka has a high potential for organic agriculture, at present it is at an initial stage. While most organic products in Sri Lanka go to the export market, a small portion is kept at local markets. Demand for organic products in export as well as domestic markets is increasing. Even though there are seven international food certification agencies operating in the country as external inspection and certification bodies, a limited number of accredited certifications exist for products on the domestic market. Results of the farmers’ survey showed that even if farmers have a significant level of knowledge, few of them practice organic farming due to several existing problems. Moreover, extension officers have also identified similar types of problems that are faced by the farmers related to organic farming. Evaluation of Strengths, Weaknesses, Opportunities and Threats (SWOT) related to organic agriculture in the country helped to identify key problems facing policy-makers when balancing the supply and demand sides of organic products. Also, in developing organic agriculture, an effective linkage and coordination among government and private participants is crucial. Therefore, in Sri Lanka in this context, strategic focus on policy support for organic agriculture is needed. Current organic farming programs need to be revised in order to formulate policies covering all areas related to production, handling, processing, certification, labeling and marketing, in order to bring the benefits of organic agriculture to farmers, marketers and consumers in a fair manner.
Cytowanie	Malkanthi S. (2021) Outlook of Present Organic Agriculture Policies and Future Needs in Sri Lanka.Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego, t. 21(36), z. 3: 55-72
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Pełny tekst	PRS_2021_T21(36)_n3_s55.pdf

Autor	Ewa Jaska, Paulina Stolarska, Agnieszka Werenowska
Tytuł	Kompetencje komunikacyjne sprzedawcy – determinantaskutecznej sprzedaży bezpośredniej
Title
Słowa kluczowe	sprzedaż bezpośrednia, promocja, sprzedawca, komunikacja interpersonalna
Key words
Abstrakt	Kompetencje komunikacyjne sprzedawcy są niezbędne w sprzedaży bezpośredniej,chociaż konieczne jest równoległe prowadzenie na odpowiednim poziomie także innychdziałań z zakresu szeroko rozumianej komunikacji marketingowej. Ciągły rozwój rynku i wzrostkonkurencji wymuszają coraz częściej na przedsiębiorcach tworzenie nierozerwalnych, długookresowychi stałych relacji z klientami. Jednym z takich narzędzi, w szczególności w branżyhandlowej, jest sprzedaż bezpośrednia. Celem artykułu jest przedstawienie znaczenia kompetencjikomunikacyjnych jako jednego z czynników skutecznej sprzedaży bezpośredniej. Chcączrealizować tak zdefiniowany cel, przeprowadzono analizę literatury przedmiotu i zastosowanometodę sondażu diagnostycznego. Jak wynika z przeprowadzonego badania, w budowaniu pozytywnychrelacji z klientem bardzo ważna jest wiedza sprzedawcy i doświadczenie, umiejętnośćfinalizowania sprzedaży, zdolność do słuchania, formułowanie rzeczowych wypowiedzi,a także znajomość i zwracanie uwagi na komunikaty niewerbalne.
Abstract
Cytowanie	Jaska E., Stolarska P., Werenowska A.
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Pełny tekst	TIRR_2020_n14_s115.pdf

Autor	Marzena Lemanowicz
Tytuł	INDICATIONS OF CONSUMERS’ PROSUMER BEHAVIOUR ON THE FOOD MARKET
Title	Przejawy zachowań prosumpcyjnych konsumentów na rynku żywności
Słowa kluczowe	prosumption, prosumer behaviour, consumer trends, food market
Key words	prosumpcja, zachowania prosumpcyjne, trendy konsumenckie, rynek żywności.
Abstrakt	The objective of this article was to identify examples of prosumer behaviour in the food market, to examine the degree of customer involvement and to measure the attitudes (opinions) of respondents regarding customer engagement in creation/improvement of a product. The most popular activities undertaken by consumers in the field of prosumption were selected and consumer involvement in various types of marketing campaigns organized by producers was determined. The survey was conducted among 320 respondents. The conducted research indicates consumer activity in the field of prosumption; however, respondents mainly manifest behaviour that do not require them to be very active. Sharing opinions on purchased food products is one of the manifestations of prosumer behaviour and these actions are undertaken with great frequency and willingness. The study also identified consumer participation in creating new products and improving existing ones. Over half of the respondents (64.4%) declared that they participated in these activities, however their participation is rare or very rare. In addition, consumers express positive opinions about the organization of such activities by companies and most of them believe that there are too few such activities on the market.
Abstract	Celem artykułu było zidentyfikowanie przykładów zachowań prosumpcyjnych na rynku żywności, określenie stopnia zaangażowania konsumentów w te działania i pomiar postaw (opinii) respondentów dotyczących zaangażowania klienta w tworzenie/ulepszanie produktów. Na podstawie przeprowadzonych badań wyłoniono najbardziej popularne działania podejmowane przez konsumentów z zakresu prosumpcji, określono zaangażowanie konsumentów w różnego rodzaju akcje marketingowe organizowane przez producentów. Badanie ankietowe przeprowadzono w grupie 320 respondentów. Wyniki przeprowadzonych badań wskazują, że wyrażanie opinii na temat zakupionych produktów spożywczych jest jednym z przejawów zachowań prosumpcyjnych i działania te podejmowane są z dużą częstotliwością i chęcią. W badaniu zidentyfikowano również uczestnictwo konsumentów w kreowaniu nowych produktów i ulepszaniu już istniejących. Ponad połowa respondentów (64,4%, 206 osób) zadeklarowała, ze uczestniczy w tych działaniach, jednakże udział ten jest rzadki bądź bardzo rzadki. Przeprowadzone badania wskazują na aktywność konsumentów w zakresie prosumpcji, jednakże respondenci przejawiają głównie zachowania nie wymagające od nich dużej aktywności. Ponadto konsumenci wyrażają pozytywne opinie na temat organizowania tego typu działań przez firmy i większość z nich uważa, że na rynku jest ich za mało.
Cytowanie	Lemanowicz M. (2020) INDICATIONS OF CONSUMERS’ PROSUMER BEHAVIOUR ON THE FOOD MARKET.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 24(73): 81-91
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Pełny tekst	PEFIM_2020_n73_s81.pdf

Autor	Magdalena Kowalska
Tytuł	THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH
Title	Blog jako narzędzie komunikacji w ocenie młodych konsumentów – wyniki badań empirycznych
Słowa kluczowe	blog, generation Y, blogosphere, online communication, influencer marketing
Key words	blog, generation Y, blogospfara, online communication, influencer marketing.
Abstrakt	The aim of the article is to explore the attitudes of young people towards the use of company blogs as a communication tool between the company and clients and source of information about products and/or the company. In the first part of the article, based on the analysis of secondary sources, the history of the development of modern blogs is presented. This part also discusses the classification of blogs and the potential of the blogosphere as a virtual community as well as the numerous benefits resulting from running a corporate blog. The second part of the study presents the results of the primary research carried out among a representative sample of young people (aged 15-24), whose aim was to recognize their attitudes towards the use of corporate blogs in marketing communication.
Abstract	Celem artykułu jest eksploracja przekonań i postaw młodych osób wobec wykorzystania blogów firmowych jako narzędzia komunikacji pomiędzy przedsiębiorstwem a klientami oraz źródła informacji o produktach i/lub firmie. W pierwszej części artykułu w oparciu o analizę źródeł wtórnych zaprezentowano historię powstania współczesnych blogów, omówiono ich klasyfikację, wskazano na potencjał blogosfery jako wirtualnej społeczności, a także omówiono liczne korzyści wynikające z prowadzenie bloga korporacyjnego. W drugiej części opracowania zaprezentowano wyniki badań pierwotnych, przeprowadzonych wśród przedstawicieli młodych osób (w wieku 15-24 lat), których celem było poznanie ich postaw względem wykorzystanie blogów korporacyjnych w komunikacji marketingowej
Cytowanie	Kowalska M. (2020) THE BLOG AS A COMMUNICATION TOOL IN THE ASSESSMENT OF YOUNG CONSUMERS - THE RESULTS OF EMPIRICAL RESEARCH.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 23(72): 57-67
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Pełny tekst	PEFIM_2020_n72_s57.pdf

Autor	Agnieszka Baruk
Tytuł	PROSUMERIC ACTIVITY OF CONTEMPORARY FINAL PURCHASERS VS. THEIR RELATIONSHIPS WITH OFFERORS
Title	Aktywność prosumpcyjna współczesnych nabywców finalnych a relacje łączące ich z oferentami
Słowa kluczowe	final purchaser, relationships, offeror, prosumption
Key words	nabywca finalny, relacje, oferent, prosumpcja
Abstrakt	The article is of a theoretical and empirical nature. To prepare the theoretical part the available literature on marketing and consumer behaviour was cognitively and critically analysed. The results of the analysis allowed for identifying a knowledge gap and a research gap in this area. So far, purchaser activity in the context of relationships and image has not been analysed, especially in relation to offerors perceived as the initiators of communication and creation behaviours of purchasers. Therefore, the aim of the article was to define the significance of mutual relationships between purchasers and offerors in relation to the activity of final purchasers. A research hypothesis was verified: that the perception of offerors as the initiators of the activity of final purchasers differentiates the range of this activity. In order to achieve the goal and check the formulated hypothesis, a nationwide empirical research was conducted. The research involved a questionnaire for collecting primary data, which was afterwards statistically analysed by means of cluster analysis and the Kruskal-Wallis test. The results revealed that good relationships were important or very important for the majority of respondents. The perception of offerors was significant as far as the form of marketing activity for purchasers are concerned. However, it is possible to note statistically significant differentiation in the case of two forms of purchaser activity. So, the research hypothesis turned out to be valid only for these two forms.
Abstract	Artykuł ma character opracowania teoretyczno-empirycznego. Do przygotowania części teoretycznej wykorzystano metodę analizy poznawczo-krytycznej światowej literatury przedmiotu z zakresu marketingu i zachowań konsumenckich. Wyniki tej analizy pozwoliły na zidentyfikowanie luki wiedzy i luki badawczej. Dotychczas bowiem nie analizowano zakresu aktywności nabywców w kontekście relacyjno-wizerunkowym, zwłaszcza w odniesieniu do sposobu postrzegania oferentów jako inicjatorów komunikacyjnych i kreatywnych zachowań nabywców. Dlatego też, celem artykułu było określenie znaczenia, jakie mają wzajemne relacje między nabywcami, a oferentami w odniesieniu do zakresu aktywności nabywców finalnych. Weryfikacji poddano hipotezę badawczą mówiącą, iż sposób postrzegania oferentów jako inicjatorów aktywności nabywców finalnych różnicuje jej zakres. Dążąc do osiągnięcia wymienionego celu oraz sprawdzenia sformułowanej hipotezy przeprowadzono ogólnopolskie badania empiryczne, podczas których do zebrania danych pierwotnych wykorzystano metodę badania ankietowego. Zebrane dane pierwotne poddano analizie statystycznej, w trakcie której zastosowano metodę analizy skupień oraz test Kruskala-Wallisa. Okazało się, że dla większości ankietowanych dobre relacje z oferentami były ważne lub wręcz bardzo ważne. Sposób postrzegania oferentów miał znaczenie, jeśli chodzi o zakres form aktywności marketingowej nabywców. Jednak o zróżnicowaniu statystycznie istotnym można mówić w przypadku dwóch form aktywności. Tym samym więc stwierdzenie zawarte w hipotezie badawczej w przypadku respondentów okazało się prawdziwe tylko dla nich.
Cytowanie	Baruk A. (2020) PROSUMERIC ACTIVITY OF CONTEMPORARY FINAL PURCHASERS VS. THEIR RELATIONSHIPS WITH OFFERORS.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 24(73): 7-19
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Pełny tekst	PEFIM_2020_n73_s7.pdf

Autor	Aleksandra Górecka, Paulina Zborowska
Tytuł	The factors influencing the growth in dropshipping orders during the COVID-19 pandemic
Title	Czynniki wpływające na wzrost liczby zamówień w modelu dropshipping w czasie pandemii COVID-19
Słowa kluczowe	dropshipping, Polish market, COVID-19
Key words	dropshipping, polski rynek, COVID-19
Abstrakt	The paper aimed to investigate the most significant factors influencing the growth in orders in the dropshipping model in Poland. The research was conducted during the pandemic time and was compared with the results in the levels in orders in 2019. The main factors that have impacts on the growth in the level of orders were introduced out of B2B and B2C variables. The results present that apart from the product type, the payment method, marketing by supplier entity, and the number of suppliers is crucial for a dropshipping business model.
Abstract	Celem artykułu było zbadanie najważniejszych czynników wpływających na wzrost zamówień w modelu dropshipping w Polsce. Badania przeprowadzono w okresie pandemii COVID-19 i porównano z wynikami w zakresie poziomów zamówień w 2019 roku. Czynniki mające wpływ na wzrost poziomu zamówień (zmienne) podzielono na dwie grupy: B2B i B2C. Wyniki wskazują, że poza rodzajem produktu kluczowe dla wzrostu zamówień w modelu biznesowym dropshipping były: dostępne sposoby płatności, rozwiązania marketingowe, dostawcy oraz liczba dostawców sklepu.
Cytowanie	Górecka A., Zborowska P.
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Pełny tekst	EIOL_2020_T5_n3_s65.pdf

Autor	Vicky Katsoni, Tilemachos Koliopoulos
Tytuł	Innovative Airport Designs’ Infrastructures to supportan Integrated Sustainable Tourism Policy for SustainableDevelopment and Public Health Protection
Title
Słowa kluczowe	Sustainable tourism, ICTs – Technological innovation in airports, public healthprotection, sustainable designs in tourism, tourism marketing management, renewableresources
Key words
Abstrakt	In this paper are investigated actions for public health protection in airports’tourism facilities and actions that promote innovation at Airports’ sustainable constructioninfrastructures to minimize associated pollution threats. An integrated framework ispresented based on a comprehensive and analysis of the community airport tourism centersand sustainable design facilities in sustainable construction infrastructures in transportationrelated to waste management facilities and energy recovery from landfill emissions thatare produced at nearby places at airports. Research in Sustainable Airport Designs andInfrastructures is necessary to solve common operating problems, to adapt appropriate usefulinformation technologies, and to introduce innovations into the airport tourism industry. Thestudy reveals sustainability dimensions that are lagging or require much greater attention,such as sustainable designs, environmental management, monitoring, safety and public healthprotection of tourists at airport facilities. In this study are presented useful solutions forsustainable airport designs that promote sustainability supporting an Integrated SustainableTourism Policy for Public Health Protection and Sustainable Development within associatedinfrastructures and airport facilities. Useful conclusions are made for the airport tourismindustry, sustainable infrastructures, environmental technologies, renewable resources,sanitary facilities and associative infrastructures developing innovative near-term solutions tomeet demands placed on it.
Abstract
Cytowanie	Katsoni V., Koliopoulos T.
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Pełny tekst	TIRR_2020_n13_s43.pdf

Autor	Alexandra-Maria Chirilas, Diana Foris
Tytuł	DEVELOPMENT OF AGRITOURISM THROUGH THE CONCEPT OF LOCAL GASTRONOMY POINTS
Title
Słowa kluczowe	agritourism, rural areas, local gastronomy
Key words
Abstrakt	This paper addresses issues regarding the new government initiative Local Gastronomic Points to develop rural areas with agritourism potential in Romania by highlighting the local gastronomy. The main objective of this research is to identify how the concept of Local Gastronomic Points is perceived in terms of the opinion of the owners who manage such businesses and to identify the implications of this concept in the development of agritourism. In this respect, qualitative marketing research based on the semi-structured interview method was conducted at the level of the rural tourist destination Vama Buzaului, Romania. The main conclusion of the study is that the Local Gastronomic Points is an initiative that demonstrates that it can generate horizontal development of the rural areas and the development of agritourism. The research results revealed that this concept enhances the local community and gastronomy. Starting from these results, we propose to design a unitary Gastro Local concept at the county level, which should include specific requirements regarding the culinary preparations and services, the standardization of the marking and signalling of these Points, and intense activity of information and tourist promotion. The results of the study are conclusive and relevant for stakeholders in agritourism, for the responsible public authorities in the field of tourism, to develop competitive rural tourist destinations. The paper also offers future research directions.
Abstract
Cytowanie	Chirilas A., Foris D.
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Pełny tekst	ESARE_2020_n4_s43.pdf

Autor	Heorhiy Cherevko, Iryna Cherevko
Tytuł	Efficiency of Niche Agriculture in Ukraine
Title	Efficiency of Niche Agriculture in Ukraine
Słowa kluczowe	niche agriculture, efficiency, prospects and barriers to development
Key words	niche agriculture, efficiency, prospects and barriers to development
Abstrakt	The deepening of the dualization of Ukraine's agriculture into "large" and "small" producers force the latters to search opportunities for competitive opposition to the firsts by intensive development of niche agriculture. The purpose of the study is to present the efficiency of niche agriculture in Ukraine, describing the main features of this branch and anticipating prospects and barriers to stable development. There are few scientific publications on this topic so far, so their use in the study was quite limited. Materials of specialized scientific conferences and publications of materials of practitioners are more widely used. The research methodology includes general methods (monographic, induction and deduction, analysis and synthesis, scientific generalization and abstraction) as well as economic research methods (comparisons, indexes). The results show, that niche agriculture in Ukraine is especially relevant for small farms, which can increase profitability not because of the number of products, but because of its niche character. Niche agriculture has advantages and disadvantages, so there is no reason to absolutize it as a panacea for all the problems of the small producers. The barriers to develop niche agriculture in Ukraine: the lack of the culture of consumption, of technology and of knowledge of niche products marketing.
Abstract	The deepening of the dualization of Ukraine's agriculture into "large" and "small" producers force the latters to search opportunities for competitive opposition to the firsts by intensive development of niche agriculture. The purpose of the study is to present the efficiency of niche agriculture in Ukraine, describing the main features of this branch and anticipating prospects and barriers to stable development. There are few scientific publications on this topic so far, so their use in the study was quite limited. Materials of specialized scientific conferences and publications of materials of practitioners are more widely used. The research methodology includes general methods (monographic, induction and deduction, analysis and synthesis, scientific generalization and abstraction) as well as economic research methods (comparisons, indexes). The results show, that niche agriculture in Ukraine is especially relevant for small farms, which can increase profitability not because of the number of products, but because of its niche character. Niche agriculture has advantages and disadvantages, so there is no reason to absolutize it as a panacea for all the problems of the small producers. The barriers to develop niche agriculture in Ukraine: the lack of the culture of consumption, of technology and of knowledge of niche products marketing.
Cytowanie	Cherevko H., Cherevko I. (2020) Efficiency of Niche Agriculture in Ukraine.Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego, t. 20(35), z. 4: 18-28
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Pełny tekst	PRS_2020_T20(35)_n4_s18.pdf

Autor	Bartosz Gomoła, Ewa Jaska, Agnieszka Werenowska
Tytuł	Wykorzystanie influencer marketingu w kreowaniu wizerunku marki
Title	THE USE OF INFLUENCER MARKETING IN CREATING THE BRAND IMAGE
Słowa kluczowe	influencer marketing, marka, influencer, wizerunek, ambasador marki
Key words	influencer marketing, brand, influencer, image, brand ambassador
Abstrakt	Celem artykułu jest zdefiniowanie influencer marketingu i jego wykorzystania w procesie kreowania wizerunku marki oraz podejmowania decyzji zakupowych. Scharakteryzowano pojęcie influencera, zastosowanie Facebooka i Instagramu w tym zakresie. Wykorzystując przykłady 4 marek ( Żywiec Zdrój, Huawei, Daniel Wellington, NA-KD) opisano udział ambasadorów i influencerów w procesie kreowania wizerunku marek oraz promocji ich produktów. Przeprowadzono badanie ankietowe aby zweryfikować założenie badawcze dotyczące wpływu influencerów na rozpoznawalność i wizerunek marki oraz podejmowanie decyzji zakupowych. Marki Daniel Wellington oraz NA-KD wykorzystano do zilustrowania potencjału istniejącego w twórcach posiadających małe zasięgi na platformach społecznościowych, a marki Żywiec Zdrój i Huawei współpracowały z rozpoznawalnymi influencerami będącymi równocześnie ich ambasadorami (M. Wojciechowska i K. Wojewódzki). Jak wynika z przeprowadzonego badania ambasadorowie marek a zarazem influencerzy zwiększają rozpoznawalność marki i wpływają na jej wizerunek wśród konsumentów. Z kolei polecenie influencera ma większy wpływ na podejmowanie decyzji zakupowych niż ambasadorzy marek. Przeprowadzono analizę literatury przedmiotu i materiałów źródłowych, wykorzystano metodę studium przypadku i sondażu diagnostycznego.
Abstract	The study aims to explore the phenomenon of influencer marketing and determine the influence of ambassadors and influencers on brand recognisability and creating a brand image. The paper defines the term influencer and investigates the use of Facebook and Instagram to propel a brand. The study uses the examples of 4 brands (Żywiec Zdrój, Huawei, Daniel Wellington and NA-KD) to describe the contribution of ambassadors and influencers to the brand image and product promotion. The study involved a questionnaire carried out to verify the research assumption regarding the impact of influencers on brand recognition and image, as well as consumers’ purchasing decisions. The brands Daniel Wellington and NA-KD were helpful in illustrating the potential existing in influencers with limited number of followers on social platforms while brands like Żywiec Zdrój and Huawei cooperated with widely recognized influencers who are also their ambassadors (Martyna Wojciechowska and Kuba Wojewódzki). The conducted research showed that brand ambassadors and influencers increase brand recognition and influence its image as perceived by consumers. The influencer's recommendation has a greater impact on purchasing decisions than brand ambassadors. The study involved the review of literature and source materials, the case study method and the diagnostic survey.
Cytowanie	Gomoła B., Jaska E., Werenowska A. (2019) Wykorzystanie influencer marketingu w kreowaniu wizerunku marki.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 21(70): 56-67
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Pełny tekst	PEFIM_2019_n70_s56.pdf

Autor	Ewa Jaska, Agnieszka Werenowska
Tytuł	USING CHATBOTS IN MARKETING COMMUNICATION
Title
Słowa kluczowe	marketing, chatbot, communication
Key words
Abstrakt	The e-commerce industry is constantly growing and becoming a strong competition for stationary outlets.More and more e-stores are deciding to use new communication solutions. Many of them use so-called bots.The article presents the possibilities of using virtual assistants, the analysis of the literature on the subject andthe results of conducted surveys on the use and familiarity of chatbots among recipients and managers.In the application of virtual assistants, managers see a chance to increase the possibility of effective communicationwith simultaneous reduction of the costs of carrying out this process. The benefits of this solutionsupport the intensive and versatile use of it. At the same time, customers opt for direct contact with a consultant.That is why the perfect combination is to have both a chatbot and a real consultant.
Abstract
Cytowanie	Jaska E., Werenowska A.
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Pełny tekst	ESARE_2019_n3_s153.pdf

Autor	Agnieszka Werenowska
Tytuł	Social media marketing (SMM) jako narzędzie komunikacji przedsiębiorstwaz grupami otoczenia
Title	Social media marketing (SMM) as a tool for communiacation between an enterprise and environmental groups
Słowa kluczowe	social media, komunikacja, przedsiębiorstwo, grupy otoczenia
Key words	social media, communication, eterprise, environment groups
Abstrakt	Media społecznościowe są miejscem, które pozwala na realizację potrzeb biznesowych. Przedsiębiorstwa nieustannie poszukują nowych rozwiązań mających na celu poprawę komunikacji z klientami. W artykule przedstawiono możliwości wykorzystania social media w celach komunikacyjnych przedsiębiorstwa z użytkownikami. Szczególną uwagę zwrócono na portal Facebook jako popularny instrument komunikacji.
Abstract	Social media are a place that allows you to meet your business needs. Companies are constantly looking for new solutions to improve their communikcation with customers. That article presents the possibilities of using social media for communication between the company and its users. Special attention was paid to Facebook as a popular communication tool.
Cytowanie	Werenowska A.
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Pełny tekst	TIRR_2019_n12_s95.pdf

Autor	Justyna Góral, Włodzimierz Rembisz
Tytuł	Marże marketingowe i wartości dodane w łańcuchu dostaw żywności w Polsce
Title	Marketing Margins and Added Value in the Food Supply Chain in Poland
Słowa kluczowe	marża marketingowa, wartość dodana, łańcuch dostaw żywności
Key words	marketing margin, added value, food supply chain
Abstrakt	Zagadnienie udziału producenta rolnego w finalnej cenie żywności budzi zainteresowanie naukowców oraz polityków. Komisja Europejska (2014, 2016) podjęła działania mające na celu wzmocnienie sektora rolnego w ramach łańcucha dostaw żywności. W Polsce zintensyfikowano promocję sprzedaży bezpośredniej. Działanie te mają na celu skrócenie łańcucha dostaw żywności oraz poprawę siły rynkowej producentów rolnych. Siła rynkowa oznacza zdolność przedsiębiorstwa do podniesienia ceny własnego produktu bez obniżenia poziomu sprzedaży na rzecz konkurentów. Celem badań było wskazanie tendencji w zakresie kształtowania się marż marketingowych oraz wartości dodanych w łańcuchu dostaw żywności. Pomiar ten służył poszukiwaniu odpowiedzi – które grupy produktów cechuje najwyższy poziom wartości dodanej i największa zdolność poprawy dochodów producentów rolnych? Szacowanie wartości dodanej obrazuje - gdzie trafia „złotówka żywnościowa” finalnego konsumenta?
Abstract	The issue of agricultural producer participation in the final food price is of interest to scientists and politicians. The European Commission (2014, 2016) commissioned the preparation of expertise in this area, as a result of which actions were taken to strengthen the agricultural sector. In Poland, for example, the promotion of direct sales has been intensified. These activities are aimed at shortening the food supply chain and improving the market power of agricultural producers. Market power means the ability of an enterprise to increase the price of its own product without reducing the level of sales to competitors. The aim of the research was to indicate trends in the area of marketing margins and added value in the food supply chain. This measurement served the search for the answer - which product groups have the highest level of added value and the greatest ability to improve the income of agricultural producers? The estimation of the value added illustrates - where does the "food zloty" of the final consumer go?
Cytowanie	Góral J., Rembisz W. (2019) Marże marketingowe i wartości dodane w łańcuchu dostaw żywności w Polsce.Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego, t. 19(34), z. 4: 47-57
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Pełny tekst	PRS_2019_T19(34)_n4_s47.pdf

Autor	Paweł Jankowski, Agnieszka Tul-Krzyszczuk
Tytuł	The Impact of Innovation on the Global Competitiveness of Polish Meat and Dairy Enterprises
Title	The Impact of Innovation on the Global Competitiveness of Polish Meat and Dairy Enterprises
Słowa kluczowe	innovation, competitiveness, meat, dairy, enterprise, global market, Poland
Key words	innovation, competitiveness, meat, dairy, enterprise, global market, Poland
Abstrakt	The aim of the study was to analyse innovations implemented in the milk and meat industries, and their impact on increasing competitiveness. The study showed that the 2010-12 period saw the most product and process innovations being introduced. On the other hand, innovations in marketing were found to be more popular in 2013. Three groups of similar innovations were distinguished. The milk industry stood out when it comes to the extent of innovations implemented. Fewer innovations were found in the poultry meat industry. Beef and pork meat processing was the least innovative. The innovativeness of enterprises is greater with larger numbers of employees and the increase in scope of their field of operation. The implementation of innovations resulted in: improvement of the quality of goods (services), increase in stock, productive capabilities and revenues from sales, emergence of new markets, increase in competitiveness and prestige of the firm. Those are confirmed by the very good performance of foreign trade and better competitiveness rates of Polish meat producers.
Abstract	The aim of the study was to analyse innovations implemented in the milk and meat industries, and their impact on increasing competitiveness. The study showed that the 2010-12 period saw the most product and process innovations being introduced. On the other hand, innovations in marketing were found to be more popular in 2013. Three groups of similar innovations were distinguished. The milk industry stood out when it comes to the extent of innovations implemented. Fewer innovations were found in the poultry meat industry. Beef and pork meat processing was the least innovative. The innovativeness of enterprises is greater with larger numbers of employees and the increase in scope of their field of operation. The implementation of innovations resulted in: improvement of the quality of goods (services), increase in stock, productive capabilities and revenues from sales, emergence of new markets, increase in competitiveness and prestige of the firm. Those are confirmed by the very good performance of foreign trade and better competitiveness rates of Polish meat producers.
Cytowanie	Jankowski P., Tul-Krzyszczuk A. (2019) The Impact of Innovation on the Global Competitiveness of Polish Meat and Dairy Enterprises.Zeszyty Naukowe SGGW w Warszawie - Problemy Rolnictwa Światowego, t. 19(34), z. 1: 120-132
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Pełny tekst	PRS_2019_T19(34)_n1_s120.pdf

Autor	Tatiana Bludova, Oleksiy Kudenko, Volodymyr Tokar, Natalia Wasilewska
Tytuł	EVALUATION OF TARGET MARKET SEGMENTS FOR ENTERPRISES
Title
Słowa kluczowe	market segmentation, psychographic factors, relevant factors, questionnaires, respondents.
Key words
Abstrakt	The purpose of the article is to substantiate the emergence of new – and the development of existing – factors and segmentation criteria for meeting consumer needs and increasing the efficiency of marketing activities for Ukrainian enterprises under modern market conditions. The object of the research is to analyze the process of development and any increases in the effectiveness of marketing segmentation. The subject of research is the theoretical, methodical and practical provisions of the formation of targeted marketing segmentation for the markets of Ukrainian enterprises. The goal of the research is to evaluate the direction and type of market segmentation that determines future target segments for enterprises and their share of existing markets. We present the characteristics of enterprises that work on market relations for the production and sale of computer devices that provide network connections. Our method was to estimate the direction and type of market segmentation in order to determine the prospective segments for such enterprises and their share of the existing market. In order to evaluate the attractiveness of target segments for Ukrainian enterprises, a survey was conducted to validate customer reactions. The analyzed variables included: the length of time a person uses his/her computer device; the reasons for possible changes and important settings when choosing a computer device; the timeframe for buying a computer device. The results of the questionnaire are separated by gender, social and geographic factors, as well as by family composition and age of respondents, taking into account the stages of their life cycle, as well as their educational level and professions – for three enterprises. Particular attention was paid to the psychographic factors of occupation and social class. The questionnaire also contained a self-assessment section on the psychological qualities of the consumer and on their psychography, which we analyzed. The hypotheses presented by individual factors and the consumer segment, separated by the results of the survey, and the analysis of the respondents' answers, are presented. Confirmation of the hypotheses and isolation of the consumer segment are given.
Abstract
Cytowanie	Bludova T., Kudenko O., Tokar V., Wasilewska N. (2019) EVALUATION OF TARGET MARKET SEGMENTS FOR ENTERPRISES.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 22(71): 223-237
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Pełny tekst	PEFIM_2019_n71_s223.pdf

Autor	Piotr Hadrian
Tytuł	PRACTICAL CONSIDERATIONS FOR THE IMPLEMENTATION OF MARKETING AUDIT AS STRATEGIC CONTROL
Title	Praktyczne uwarunkowania implementacji strategicznej kontroli marketingu w formie audytu
Słowa kluczowe	marketing management, strategic marketing control, marketing audit
Key words	zarządzanie marketingiem, strategiczna kontrola marketingu, audyt marketingu
Abstrakt	The article discusses the problems of marketing control, understood as a function which tops the management cycle. The immediate aim of this article is to present the results of research on the use of marketing audit as a form of strategic marketing control, in particular, the indicated factors that affect the limitation of its use. Considerations on the theoretical aspect, as well as the analysis of empirical material of a secondary and primary nature, were conducted using the literature studies method and qualitative research methods. I presented the results of several studies directly devoted to the problems of implementing marketing audit against the background of analyzing the place of audit in the structure of marketing control. The research, although conducted at different times, in different markets and using different methods, undertook similar research topics, which allows, to some extent, a qualitative comparative analysis of their results. The presented results show that the degree of the use of marketing audit in economic practice still should be assessed as weak. Limiting factors for the use of marketing audit in enterprises include, first and foremost: restricting access to information necessary in the process of auditing, unawareness of the benefits resulting from the implementation of marketing audit, the unclear nature of marketing activities undertaken, and the fear of excessive organizational and financial burden.
Abstract	Artykuł poświęcony jest problematyce kontroli marketingu rozumianej jako funkcja wieńcząca cykl procesu zarządzania. Bezpośrednim celem artykułu jest zaprezentowanie wyników badań dotyczących wykorzystywania audytu marketingu jako formy strategicznej kontroli marketingu, a w szczególności wskazywanych czynników, które wpływają na ograniczenie jego wykorzystania. Rozważania w części teoretycznej, jak i analizie materiału empirycznego o charakterze wtórnym i pierwotnym, prowadzone były z wykorzystaniem metody studiów literaturowych oraz metod badań jakościowych.Na tle rozważań poświęconych usytuowaniu audytu w strukturze kontroli marketingu, dokonano prezentacji wyników kilku badań, poświęconych bezpośrednio problemom implementacji audytu marketingu. Badania, choć prowadzone w odmiennym czasie, na różnych rynkach i różnymi metodami, podejmowały podobne zagadnienia badawcze, co umożliwia w pewnym zakresie dokonanie jakościowej analizy porównawczej ich wyników. Z zaprezentowanych wyników wynika, że stopień wykorzystywania audytu marketingu w praktyce gospodarczej, niezmiennie należy ocenić jako słaby. Za czynniki ograniczające wykorzystanie audytu marketingu w przedsiębiorstwach, należy uznać przede wszystkim ograniczenie dostępu do informacji niezbędnych w procesie realizacji audytu, nieświadomość korzyści wynikających z realizacji audytu marketingu, nieklarowny charakter podejmowanych działań marketingowych oraz obawy przed nadmiernymi obciążeniami natury organizacyjnej i finansowej.
Cytowanie	Hadrian P. (2019) PRACTICAL CONSIDERATIONS FOR THE IMPLEMENTATION OF MARKETING AUDIT AS STRATEGIC CONTROL.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 22(71): 65-76
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Autor	Wioletta Krawiec
Tytuł	BUILDING A BRAND FOR THE CITY OF LODZ: MOTIVATING AND DEMOTIVATING FACTORS FOR MANAGERS OF CULTURAL INSTITUTIONS
Title	Czynniki motywujące i demotywujące menedżerów instytucji kultury w obszarze budowania marki miasta Łodzi – wyniki badań
Słowa kluczowe	city brand, manager, grounded theory, cultural institutions, motivators, de-motivators
Key words	marka miasta, menedżer, teoria ugruntowana, instytucje kultury, motywatory, demotywatory
Abstrakt	The article aims to identify areas/factors that may motivate or discourage managers of cultural institutions from getting actively involved in the process of building the Lodz brand for cultural resources. The article describes the manager profile of cultural institutions and presents an ordered list of factors (stimuli) that have a positive or negative impact on the activities of managers of cultural institutions in the area of creating the city brand. The empirical basis of the article is interviews with managers and promotion employees in the city's cultural institutions in Lodz. Data analysis was carried out by the principles of grounded theory methodology. The research has been carried out since December 2017 within the Department of Marketing and the Department of City and Region Management of the Faculty of Management at the University of Lodz as part of the project: "Cooperation of public administration with cultural institutions in the context of building a city brand".
Abstract	Celem artykułu jest zidentyfikowanie obszarów/ czynników, które mogą motywować lub też zniechęcać menedżerów instytucji kultury do aktywnego zaangażowania się w proces budowania marki Łodzi o zasoby kultury. W artykule opisano profil menedżera instytucji kultury oraz zaprezentowano uporządkowaną lisy czynników (bodźców), które mają pozytywny bądź negatywny wpływ na działania menedżerów instytucji kultury w obszarze kreowania marki miasta. Podstawę empiryczną artykułu stanowią wywiady przeprowadzone z menedżerami i pracownikami ds. promocji w miejskich instytucjach kultury w Łodzi. Analiza danych została przeprowadzona zgodnie z zasadami metodologii teorii ugruntowanej. Badania te są prowadzone od grudnia 2017 r. w obrębie Katedry Marketingu oraz Katedry Zarządzania Miastem i Regionem Wydziału Zarządzania Uniwersytetu Łódzkiego w ramach projektu: „Współpraca administracji publicznej z instytucjami kultury w kontekście budowania marki miasta”.
Cytowanie	Krawiec W. (2019) BUILDING A BRAND FOR THE CITY OF LODZ: MOTIVATING AND DEMOTIVATING FACTORS FOR MANAGERS OF CULTURAL INSTITUTIONS .Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 22(71): 90-105
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Pełny tekst	PEFIM_2019_n71_s90.pdf

Autor	Iwona Lupa-Wójcik
Tytuł	STUDENT ATTITUDES TOWARD THE USE OF CHATBOTS IN CUSTOMER SERVICE
Title
Słowa kluczowe	chatbots, customer service, social media, marketing automation, helpline, Messenger
Key words
Abstrakt	The article addresses an important and current problem related to the use of chatbots in customer service, according to students. The aim of the research was to recognize the attitude of respondents to chatbots in the context of customer service and to determine the development prospects for their use in this area. The research examined the recognizability of chatbots among respondents, the frequency of contact between respondents and chatbots, as well as the impression (feeling) of respondents using chatbots. As a research method, student survey was used. Research has shown that chatbots are still a new tool for respondents, however they have great potential in customer service, as they are user-friendly and are very useful in the area of customer service. Research has shown that the role of chatbots in this area should increase. This can have a good effect on the image of the brand / company.
Abstract
Cytowanie	Lupa-Wójcik I. (2019) STUDENT ATTITUDES TOWARD THE USE OF CHATBOTS IN CUSTOMER SERVICE.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 22(71): 120-131
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Pełny tekst	PEFIM_2019_n71_s120.pdf