Annals of Marketing Management and Economics 2017 3 (1)

Autor	Julia Galchynska,
Tytuł	Methodogical frameworks of marketing research in the bioenergy market
Title	Methodogical frameworks of marketing research in the bioenergy market
Słowa kluczowe
Key words	marketing research, methods, SWOT analysis, PEST analysis, bioenergy
Abstrakt
Abstract	The paper summarises and analyzes the methodological bases of marketing research of the bioenergy market. One of the key elements of such research is the study of the environment in which the biofuel manufacturer operates. The article examines SWOT andPEST analyses as marketing research methods and tools of Ukraine’s bioenergy market. The process of implementing marketing research in the biofuels market is investigated, and the impact of macro factors on the results of current and future activities of the industry is considered and evaluated.environment in which the biofuel manufacturer operates. The article examines SWOT andPEST analyses as marketing research methods and tools of Ukraine’s bioenergy market.The process of implementing marketing research in the biofuels market is investigated, andthe impact of macro factors on the results of current and future activities of the industry isconsidered and evaluated.
Cytowanie	Galchynska J.
Pełny tekst	AMME_2017_n1_s5.pdf
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DOI	10.22630/AMME.2017.3.1.1

Autor	Balázs Gyenge, Ádám Horváth,
Tytuł	Movie consumption among Hungarian university students
Title	Movie consumption among Hungarian university students
Słowa kluczowe
Key words	consumer behaviour, culture consumption, decision making, movie download
Abstrakt
Abstract	In recent years, movie theatres have again found their footing, managing to grow audiences with exciting releases and new technologies. However, uncertainty remains as to how consumers obtain information and make decisions (be it the choice of a particulartitle or by what means it’s watched). While thwarting piracy still proves a great challenge, the issue could be approached from a different point of view: as a service problem to be solved by offering better alternatives. Following a brief look at some of the relevant literature,this paper analyzes a pilot study conducted with university students, who were asked about their movie consumption habits, focusing on the various influences and sources of information that have an effect on their decisions.
Cytowanie	Gyenge B., Horváth Á.
Pełny tekst	AMME_2017_n1_s13.pdf
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DOI	10.22630/AMME.2017.3.1.2

Autor	Sylwester Kozak,
Tytuł	Changes in the level of risk in investment funds in Poland
Title	Changes in the level of risk in investment funds in Poland
Słowa kluczowe
Key words	capital market, investment funds, investment risk
Abstrakt
Abstract	The paper analyzes changes in risk of investment fund portfolios in different phases of the macroeconomic cycle. Twenty nine equity investment funds operating during the period of 2005–2015 were examined. The risk was assessed by the standard deviationof rates of return on funds and the β coefficient. The research indicates that the exposure of fund portfolios to risk changed in response to macroeconomic conditions and the situation on the capital market. Risk hit its highest level during the financial crisis years (2008–2011),followed by the dynamic macroeconomic growth years (2005–2007). The moderate growth years (2012–2015) exposed funds to the lowest risk. For the entire period the average and the median funds and the market were exposed to a similar amount of investment risk.
Cytowanie	Kozak S.
Pełny tekst	AMME_2017_n1_s23.pdf
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DOI	10.22630/AMME.2017.3.1.3

Autor	Yaroslava Larina,
Tytuł	Innovation and marketing strategies of enterprises on the innovative food products market
Title	Innovation and marketing strategies of enterprises on the innovative food products market
Słowa kluczowe
Key words	innovation, innovative product, innovative food product, innovative strategy, FMCG sector
Abstrakt
Abstract	The purpose of the present paper is to identify the particular use of marketing strategies for innovative products and to define the features thereof. Innovative food products can be defined as those made of unconventional materials, with the use of the latest technologies and new methods of processing and storage, and/or innovative tools of marketing promotion. In the paper I show that innovative strategy is a leading functional strategy of high-tech enterprises. It involves producing a comprehensive set of measures for improving technological aspects of the production process, changes in the company’s organisational structure, and the implementation of modern management technologies. The strategy requires companies to act consistently, which allows them to position themselves in the market. A change in strategy is a response to changing external conditions. Innovative food products belong to the FMCG market, which is characterised by tough competition and oversupply. Forming effective strategies, creating successful brands and profitable business activity in this market requires an approach tailored to this market. Strategies of leading brands in the FMCG sector include seeking out prospects in emerging markets, acquiring leaders in profitable and attractive segments and forming alliances with competitors.
Cytowanie	Larina Y.
Pełny tekst	AMME_2017_n1_s33.pdf
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DOI	10.22630/AMME.2017.3.1.4

Autor	Eugeniusz Michalski,
Tytuł	Enterprise branding strategies
Title	Enterprise branding strategies
Słowa kluczowe
Key words	strategy, market, brand extension, brand portfolio, brand equity
Abstrakt
Abstract	Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy,set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.
Cytowanie	Michalski E.
Pełny tekst	AMME_2017_n1_s49.pdf
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DOI	10.22630/AMME.2017.3.1.5

Autor	Emil Ochnio,
Tytuł	Changes in the profitability of investment funds in Poland in the period 2005-2016
Title	Changes in the profitability of investment funds in Poland in the period 2005-2016
Słowa kluczowe
Key words	financial sector, investment funds, profitability
Abstrakt
Abstract	The paper examines the rates of return of three main types of investment funds in the period of from 2005 to June 2016. The analysis covers 120 equity, 55 bond and 60 mixed funds and is based on data taken from www.bossa.pl, www.analizy.pl and www.izfa.pl. The results of analysis indicate that macroeconomic conditions significantly shape fund returns, though the impact is diversified by fund type. Better stock market conditions benefit equity and mixed funds, and the periods of economic slowdown are favorable for safer funds, including bond and money market funds. For the entire period, equity funds achieved the highest returns, but with the highest risk. The opposite situation concerned bond funds. The average returns of every type of fund were higher than deposit rates – more than 50% of the funds outgained them.
Cytowanie	Ochnio E.
Pełny tekst	AMME_2017_n1_s59.pdf
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DOI	10.22630/AMME.2017.3.1.6

Autor	Benedykt Bober, Marcin Olkiewicz,
Tytuł	Managing the safety of clinical nutrition as an important element of comprehensive health satisfaction
Title	Managing the safety of clinical nutrition as an important element of comprehensive health satisfaction
Słowa kluczowe
Key words	quality, management, clinical nutrition, food safety
Abstrakt
Abstract	The health of society treated as a set of potential consumers requires effective action and a multidisciplinary approach. For the paper, a survey (a proprietary questionnaire) was used to determine the impact of quality and the factors determining it. Excessiveconsumption of high-energy food is the cause of diet-related diseases, aggravating both household budgets and the healthcare system. Healthy eating habits and the elements of food production safety should be monitored by a food security system. Such a system should be based on permanent control of nutritional, health-related characteristics and the presence of harmful substances to minimise the risk of disease. The process of improving threat detection systems is based on scientific risk analysis, the results of which form the basis for comprehensive risk management in clinical nutrition. Understanding patients’ opinions about the importance of quality nutrition in public hospitals may be among the determinants for improved multidirectional activities and increase the effectiveness of safe clinical nutrition. This aspect plays an important role in health education.
Cytowanie	Bober B., Olkiewicz M.
Pełny tekst	AMME_2017_n1_s69.pdf
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DOI	10.22630/AMME.2017.3.1.7

Autor	Oleh Ożarowski,
Tytuł	Advantages and threats of the Transatlantic Trade and Investment Partnership (TTIP)
Title	Advantages and threats of the Transatlantic Trade and Investment Partnership (TTIP)
Słowa kluczowe
Key words	Transatlantic Trade and Investment Partnership (TTIP), non-tariff trade barriers,export, import
Abstrakt
Abstract	The Transatlantic Trade and Investment Partnership (TTIP) is a major trade pact created to further integration of the EU and US economies. In today’s low-tariff reality, the agreement concentrates on eliminating nontariff trade barriers between the states, such as the differing standards in the European union and in the United States for given consumer goods and services. Unfortunately, a number of barriers threaten ratification. The agreement remains far from implementation and it is hard to measure how the two sides would benefit from it equally.
Cytowanie	Ożarowski O.
Pełny tekst	AMME_2017_n1_s81.pdf
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DOI	10.22630/AMME.2017.3.1.8

Autor	Joanna Chudzian, Mariana Prynko,
Tytuł	The features of marketing mix for non-profit organisations
Title	The features of marketing mix for non-profit organisations
Słowa kluczowe
Key words	marketing, marketing mix, non-profit organisations, NGOs
Abstrakt
Abstract	This article examines the concept of marketing mix for non-profit organisations. The authors suggest the use of “4Cs+people”, the elements of which include: consumer solution (mission, sphere of influence, role within the sphere of influence, representing common interests and advocacy, values for target audiences within the sphere of influence, goods and services offered for members, recipients and groups in the wider society), consumer cost (for members, volunteers, clients – service recipients, people and companies making individual financial and in-kind donations, organisations’ own employees, the mass media and legislators, employees of large international foundations and society in general), convenience (the place and means by which events are conducted), communication (advertisement, PR, communication strategy, communication style, how easily information can be found) and people (professionalism, attitude to people and job). We believe that this concept represents special features of the service sphere in general and of non-profit organisation operations in particular.
Cytowanie	Chudzian J., Prynko M.
Pełny tekst	AMME_2017_n1_s89.pdf
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DOI	10.22630/AMME.2017.3.1.9

Autor	Mateusz Rak,
Tytuł	Corporate Social Resposibility activities undertaken by enterprises
Title	Corporate Social Resposibility activities undertaken by enterprises
Słowa kluczowe
Key words	corporate philanthropy, CSR, strategy, corporate foundation
Abstrakt
Abstract	The paper shows areas of CSR included in corporate strategy, including particularly philanthropy, which may be pursued by an external organisation. It also presents areas of corporate social responsibility, providing a background for the results of the analysis of secondary data concerning the importance of CSR for enterprise. The procedure for creating a CSR strategy is explained and the possibilities of pursuing philanthropic tasks by an external organisation are shown. Using own research (the analysis of websites of 125 corporate foundations in Poland in 2015 and the results of the survey of 46 managers from corporate foundations), author present ways of delegating philanthropic tasks to corporate foundations and how the tasks are accomplished. This article is intended for researchers studying CSR and also for company managers who think about philanthropy.
Cytowanie	Rak M.
Pełny tekst	AMME_2017_n1_s109.pdf
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DOI	10.22630/AMME.2017.3.1.10

Autor	Kateryna Zavalniuk,
Tytuł	Diversification as a modern growth strategy in agriculture
Title	Diversification as a modern growth strategy in agriculture
Słowa kluczowe
Key words	strategy, marketing strategy, diversification, agrarian groups, agricultural enterprises
Abstrakt
Abstract	The aim of the article is to examine the theoretical foundations of diversification strategy and identify the characteristics of its application in agriculture. The relevance of diversification strategy research is that its implementation allows additional income to be made, ensures financial stability for enterprise when demand for basic products fluctuates, and strengthens the competitive position in chosen markets. The importance for enterprise of implementing growth strategy is discussed, as is the economic essence of “marketing strategy”. Dynamic changes in the market force producers to review their activity and seek a more optimum development strategy. Diversification can be the optimal strategy when market conditions are uncertain. The article analyzes the essence and types of diversification along with the benefits and disadvantages of diversification strategy. As a result of the research, features of diversification strategy for the agricultural sector were analysed, the essence of which may be found in the unification of agricultural products with other kinds of activity. This is done to decrease the risk arising from receding demand for main agricultural products. The study found that the most effective and least risky strategy is vertical diversification, which involves obtaining a synergistic effect and reducing transaction costs (through the use of a single production chain from field to consumer).
Cytowanie	Zavalniuk K.
Pełny tekst	AMME_2017_n1_s123.pdf
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DOI	10.22630/AMME.2017.3.1.11

Autor	Patryk Zwierzyński,
Tytuł	The determinants of consumer behaviours in the furniture market
Title	The determinants of consumer behaviours in the furniture market
Słowa kluczowe
Key words	furniture sector, determinants of consumers’ behaviours
Abstrakt
Abstract	The article presents analysis of the determinants of consumer behaviours in the furniture market. Given the numerous factors that influence consumer behaviours, the author has decided to focus on the most important determinants affecting furniture purchasers’ attitudes in the Polish furniture market. The determinants are divided into indirect factors (economic, demographic and marketing) and direct ones. The he characteristics of furniture are also described. The publication is based on the literature and research conducted in the furniture market in previous years.
Cytowanie	Zwierzyński P.
Pełny tekst	AMME_2017_n1_s131.pdf
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DOI	10.22630/AMME.2017.3.1.12