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Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, 2013 |
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Kádeková Z., Kretter A. ECO MARKETING IN AGRICULTURE AND BARRIERS TO ORGANIC FOOD SALES
| Autor | Zdenka Kádeková, Anton Kretter |
| Tytuł | ECO MARKETING IN AGRICULTURE AND BARRIERS TO ORGANIC FOOD SALES |
| Title | |
| Słowa kluczowe | |
| Key words | Eco-Agriculture, Eco Marketing Barriers to Consumption, Organic Food |
| Abstrakt | |
| Abstract | Eco-agriculture is based on the biological approach, in which nature is a unified whole. Its aim is sustainable and ecologically balanced agricultural system producing quality food, protecting and using natural resources and landscapes in a sustainable manner. Market output of eco-agriculture is organic food. Its successful application in the market is distorted by the action of the barriers to their consumption and barriers to quality, price, situational, habit, motivation, information and trust barriers. To overcome these barriers contributes active using of eco marketing tools. |
| Cytowanie | Kádeková Z., Kretter A. (2013) ECO MARKETING IN AGRICULTURE AND BARRIERS TO ORGANIC FOOD SALES.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 10(59): 394-401 |
| HTML | wersja html |
| Pełny tekst | PEFIM_2013_n59_s394.pdf |
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| 2. |
Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, 2012 |
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Kádeková Z., Kretter A. Marketing of Direct Selling of Agricultural Products
| Autor | Zdenka Kádeková, Anton Kretter |
| Tytuł | Marketing of Direct Selling of Agricultural Products |
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| Słowa kluczowe | |
| Key words | |
| Abstrakt | |
| Abstract | Direct selling of agricultural products means selling of products directly to consumers away from a fixed retail location without using any other organization or company. The success of direct selling is determined by the factors such as distance of the company from the homes of customers, important is also transportation network, readiness of the company for this type of selling as well as following the given rules and legislation together with respecting market potential and marketing approach of the company. Extending the activities of the company in this direction is strongly connected with utilization of marketing tools within marketing conception. Success of this activity is influenced by recognition of motivation as well as other conditions for direct selling of agricultural products from original producer. Paper points at importance of direct selling of agricultural products based on own questionnaire research. To get as close as possible to final consumers with fresh products and selling these products directly to consumers away from a fixed retail location are the most important points. Producers are constantly looking for adequate distribution channels for their produce which would satisfied requirements of customers and obtain a reasonable effect for producers as well. Direct selling of agricultural products is a form of sales, which does not appear so frequently in the practice because of urgent need for industrial treatment of most agricultural products. Despite this fact, direct selling of agricultural products has its own unique economic, commercial and non-productive substantiation. For direct selling is the most important to use the tools of product policy . The direct selling of agricultural products is concentrated mainly on traditional agricultural products or their processed food products - dominant is quality of sold product. Quality of the product influences directly image of the product as well as the groups of customers of direct selling. Direct selling from the farms in the Slovak Republic contributes to the total revenues for the agricultural production capacity from 6% to 7%. Direct selling is more intensive in the companies selling fruit and vegetables, where the volume of direct sales reaches 10% to 15% share of sales. Although direct selling is the just additional distribution way, it is appropriate to choose a strategy that respects the manufacturing offer of the company and the economy of the sales. Within direct selling of agricultural products, there is also a need to use the tools of communication policy, such as advertising, sales promotion and public relations to get closer to the target customer. |
| Cytowanie | Kádeková Z., Kretter A. (2012) Marketing of Direct Selling of Agricultural Products.Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 7(56): 38-44 |
| HTML | wersja html |
| Pełny tekst | PEFIM_2012_n56_s38.pdf |
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| 3. |
Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, 2011 |
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Kádeková Z., Kretter A. Advertising and Public Relations Efficiency Measurement and Control
| Autor | Zdenka Kádeková, Anton Kretter |
| Tytuł | Advertising and Public Relations Efficiency Measurement and Control |
| Title | Advertising and Public Relations Efficiency Measurement and Control |
| Słowa kluczowe | |
| Key words | |
| Abstrakt | |
| Abstract | Public relations and advertising are important tools of marketing activities in meeting the business objectives, contributing the building of reputation and image of the enterprise and the customer´s awareness about the products. PR and advertising help to activate the customer´s interest in buying the product. Implementation of advertising and PR is a cost item for the enterprise. The amount of funds entered into advertising and PR is based on a comparison between actual and desired effect. Monitoring the efficiency of advertising and PR should be oriented primarily on measuring of microeconomic effects. Through this communicative effects in conjunction with other tools of marketing mix can be measured impact on sales (though not exactly) because the ultimate goal is obviously the economic impact of business activities. |
| Cytowanie | Kádeková Z., Kretter A. (2011) .Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing [t.], nr 5(54): 71-77 |
| HTML | wersja html |
| Pełny tekst | PEFIM_2011_n54_s71.pdf |
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