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Abstracts of the 1st International Conference

Marketing and Business Development


November 21-24, 2013 Bucharest, Romania

Scientific editors: Professor Ionel Dumitru, PhD Senior Lecturer Mihaela Constantinescu, PhD Senior Lecturer tefan Claudiu Cescu, PhD Edition prepared by: Senior Lecturer Alina Filip, PhD Senior Lecturer Andreea Mihaela Barbu, PhD Lecturer Alin Valentin Anghelu, PhD Lecturer Cristian Ionu Tatu, PhD Lucian-Florin Onior, PhDc

Organized under the patronage of Marketing Faculty, Bucharest University of Economic Studies Marketing Zoom Expert Ltd.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Bucharest University of Economic Studies Publishing House ISSN: 2344-5130 ISSN-L: 2344-5130

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

This volume comprises the abstracts of the scientific papers accepted by the Scientific Committee of the 1st Edition of the International Conference Marketing and Business Development MBD 2013, November 21-24, 2013, Bucharest, Romania The publication of the papers in the International Journal of Economic Practices and Theories Vol 4, 2014, ISSN: 2247 7225 (online) will be made after Conference participation. To increase objectivity of evaluation a double-blinded review procedure will be applied by the editorial advisory board of the journal. JEPT is an open access journal that is listed/indexed (partial or total) in the following academic databases/directories and document sharing platforms: Index Copernicus, WorldCat, RePEc, Open JGate, EconPapers, Journal TOCs, New Jour, IDEAS, Cabells Directories, EBSCO, Open Archives, Science Central, OCLC, BASE, PDF Cast, Scribd, ISeeK, Academic Index, PKP Open Archives Harvester, Microsoft Academic Search and Google Scholar. More information is available on the journal web page www.ijept.org The papers published in this volume are exclusively engaging authors.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Conference Chairperson
Professor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania

Scientific Committee
Professor Carmen Blan, PhD, Bucharest University of Economic Studies, Romania Professor Daniel erbanic, PhD, Bucharest University of Economic Studies, Romania Professor Calin PetricVeghe, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer Diana Maria Vrnceanu, PhD, Bucharest University of Economic Studies, Romania Professor Luigi Dumitrescu, PhD, Lucian Blaga University of Sibiu, Romania Professor Gabriel Brtucu, PhD, Transilvania University of Braov, Romania Professor Gheorghe Epuran, PhD, Vasile Alecsandri University of Bacu, Romania Professor Normand Turgeon, PhD, HEC Montral, Canada Senior Lecturer Anca Francisca Cruceru, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer Mihaela Constantinescu, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer tefan Claudiu Cescu, PhD, Bucharest University of Economic Studies, Romania

Organization Committee

Chairpersons:
Professor Ionel Dumitru, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer Mihaela Constantinescu, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer tefan Claudiu Cescu, PhD, Bucharest University of Economic Studies, Romania

Members:
Senior Lecturer Alina Filip, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer Andreea Mihaela Barbu, PhD, Bucharest University of Economic Studies, Romania Lecturer Alin Valentin Anghelu, PhD, Bucharest University of Economic Studies, Romania Lecturer Cristian Ionu Tatu, PhD, Bucharest University of Economic Studies, Romania Economist Lucian Onior, PhDc, Bucharest University of Economic Studies, Romania Lecturer Mara Gabriela Ploeteanu, PhD, Bucharest University of Economic Studies, Romania Assistant Daniela Ioni, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer Mihai Orzan, PhD, Bucharest University of Economic Studies, Romania Senior Lecturer Alin Stancu, PhD, Bucharest University of Economic Studies, Romania

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

1st International Conference on Marketing and Business Development

Conference Program

21-24 November, 2013

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Bucharest, Romania

Thursday, 21st of November 2013


09:00-10:00 10:00-11:40 Registration Opening Ceremony and Keynote Speakers Prof. Clin Petric Veghe Dean of Marketing Faculty Alina erbanic ESOMAR Representative for Romania Dan & Marius tefan Autonom Drago Crneci Synergon Consulting 11:40-12:00 12:00-13:30 13:30-15:00 15:00-18:00 Coffee Break Parallel Sessions (I & II) Lunch Parallel Sessions (III & IV)

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session I- 12:00-13:30 - Schumann Room Chairpersons: Mihai Orzan Ionel Dumitru


Paper ID

Authors Normand Turgeon, Mai Thi Thanh Thai Gheorghe Epuran Hanifi Murat Mutlu Hasan Aksoy Timea Demeter Gabriel Brtucu Liliana Dugulean Constantin Dugulean Mete Sezgin Osman Unuvar Murat Gumus Gheorghe Orzan Ana-Maria Radu Mihai Orzan

Paper Title OSH Start-ups Business Development Challenges: The Case of SENSORICA from a Total Integrated Marketing Perspective Strategic Orientations, Firm Capabilities, and Export Performance: An Empirical Analysis in Turkey Modern Heating Systems - Population's View and Perspectives Analysing the Economic Potential of Romanian Administrative Regions Projections on Investment Guidelines for the City of Karaman (TURKEY) with the Purpose of Tourism Marketing Online Tourism Marketing: Changes and Challenges of the Information Society

105

117

124

130

141

145

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session II- 12:00-13:30 - Victor Slvescu Room Chairpersons: Alin Stancu Mihaela Constantinescu
Paper ID 104

Authors Zhihong Gao Elaine A. Scorpio Jurgita Stravinskiene Ieva Dauksaite Aiste Dovaliene tefan Boboc Valeric Olteanu Alin Stancu Andreea Orndaru Alexandru Lucian Mihai Daniel Moise Anca Francisca Cruceru Ramona Groapa tefan Cescu Valeric Olteanu Ctlin Curmei

Paper Title The Priming Effects of News about Asia on Attitudes toward Advertisements with Asian Models Country Image Formation in the Online Media: The Case of United Kingdom in the Lithuanian Online Media

108

143

Social Responsibility on the Electricity Market. A Semantic Analysis Building University Brand through Specific Marketing Instruments Classical Media Relations and Social Media Relations in Sport The Use of Gamification in Events Marketing Brand Marketing upon Generations: the Why of Who Reacts with Yes? Relationship Strategy - Marketing Programmes Within Small And Medium-Sized Enterprises

128 121

114

147 135

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session III - 15:00- 18:00 - Schumann Room Chairpersons: Mara Gabriela Ploeteanu Andreea Mihaela Barbu
Paper ID Authors Paper Title

102

Azhar Ahmad Sallehuddin Mohd Noor Che Aniza Che Wel Mdlina-Alexandra Coiu Elisabeta Ioan Ivona Stoica Ionel Dumitru Diana Maria Vrnceanu Elena-Irina Petric Stere Stamule Mara Ploeteanu Cristian Tatu Eva-Cristina Petrescu Maria Ioncic Diana Ioncic Drago Crneci Alin Valentin Anghelu Ramona Groapa tefan Cescu Mihaela Constantinescu

Factors Influencing Consumers Purchase Decision of Private Label Brand Products Consumer Satisfaction in the Healthcare Sector. A Critical Review of Some Empirical Studies Social Media and its Impact on Consumers Behavior Legal And Ethical Marketing. Theoretical And Practical Issues The Adjustment of Supply to Educational Institutions of Higher Education in Romania to Labour Market Requirements Consumer Education Using Social Marketing

112

142 152

133

151

132

Perception of Natural Risks in Romania The Use of Neuromarketing in the Study of Brand Salience. Case Study Romanian Food Brands Blink Marketing: Managing the Seconds before Buying a Product Segmentation in Sports Analysing the Behavior of the Sports Consumer

149 148 150

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session IV - 15:00-18:00 - Victor Slvescu Room Chairpersons: Daniela Ioni tefan Claudiu Cescu
Paper ID Authors Paper Title

103 109 110

Romina Cheraghalizadeh Iulia Rooiu Andreea Rooiu Andreea Rooiu Iulia Rooiu Drago Cvijanovic Branko Mihailovic Aleksandra Nikolic Ghassan Shakhshir Anca Francisca Cruceru Daniel Moise Irina Albstroiu Mihai Felea Lucian-Florin Onior Doina Drniceanu Marco Pister Vanessa L. Christie Lawrence R. Slade Tiffany S. Ho Michael Welch

The Role of Marketing in Tourism and Hospitality Development: Case Study: Mazandaran-Iran The Relation between Unemployment Rate and Economic Growth in USA Monetary Policy Transmission Mechanism in Romania - a Bayesian VAR Approach Market Research and Marketing Information Systems The Positioning Analysis of Premium Food Brands in the Romanian Market Competitive and Anti-Competitive Behavior of Organizations from a Marketing Perspective The Implications of User-Generated Content Websites for Tourism Marketing Marketing and Innovation: The Inventors Point of View ITC Analysts & Analyst Relations The Case for Small Business to Small Business (SB2SB) Consulting in Romania: An Innovative Approach to Assisting Emerging Businesses Factors of Food Security and Consumer-Based Brand Equity: Charoen Pokphand Foods PCL (C.P. Foods), Thailand

115

116

113

118 146 129 127

144

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

TABLE OF CONTENTS
OSH START-UPS BUSINESS DEVELOPMENT CHALLENGES: THE CASE OF SENSORICA FROM A TOTAL INTEGRATED MARKETING PERSPECTIVE .............................................................................................................. 14 NORMAND TURGEON .............................................................................................................................................................. 14 MAI THI THANH THAI ............................................................................................................................................................ 14 GHEORGHE EPURAN ............................................................................................................................................................... 14 STRATEGIC ORIENTATIONS, FIRM CAPABILITIES, AND EXPORT PERFORMANCE: AN EMPIRICAL ANALYSIS IN TURKEY ................................................................................................................................................... 15 HANIFI MURAT MUTLU .......................................................................................................................................................... 15 HASAN AKSOY ......................................................................................................................................................................... 15 MODERN HEATING SYSTEMS - POPULATION'S VIEW AND PERSPECTIVES .................................................... 16 TIMEA DEMETER..................................................................................................................................................................... 16 GABRIEL BRTUCU ................................................................................................................................................................. 16 ANALYZING THE ECONOMIC POTENTIAL OF ROMANIAN ADMINISTRATIVE REGIONS ............................ 17 LILIANA DUGULEAN ............................................................................................................................................................. 17 CONSTANTIN DUGULEAN...................................................................................................................................................... 17 PROJECTIONS ON INVESTMENT GUIDELINES FOR THE CITY OF KARAMAN (TURKEY) WITH THE PURPOSE OF TOURISM MARKETING ........................................................................................................................ 18 METE SEZGIN ....................................................................................................................................................................... 18 OSMAN UNUVAR ................................................................................................................................................................... 18 MURAT GUMUS ..................................................................................................................................................................... 18 ONLINE TOURISM MARKETING: CHANGES AND CHALLENGES OF THE INFORMATION SOCIETY .......... 19 ORZAN GHEORGHE ................................................................................................................................................................. 19 RADU ANA-MARIA .................................................................................................................................................................. 19 ORZAN MIHAI ......................................................................................................................................................................... 19 THE PRIMING EFFECTS OF NEWS ABOUT ASIA ON ATTITUDES TOWARD ADVERTISEMENTS WITH ASIAN MODELS ............................................................................................................................................................... 20 ZHIHONG GAO......................................................................................................................................................................... 20 ELAINE A. SCORPIO ................................................................................................................................................................ 20 COUNTRY IMAGE FORMATION IN THE ONLINE MEDIA: THE CASE OF UNITED KINGDOM IN THE LITHUANIAN ONLINE MEDIA ...................................................................................................................................... 21 JURGITA STRAVINSKIENE ....................................................................................................................................................... 21 IEVA DAUKSAITE ..................................................................................................................................................................... 21 AISTE DOVALIENE................................................................................................................................................................... 21 SOCIAL RESPONSIBILITY ON THE ELECTRICITY MARKET. A SEMANTIC ANALYSIS.................................. 22 TEFAN BOBOC ....................................................................................................................................................................... 22 VALERIC OLTEANU............................................................................................................................................................... 22 ALIN STANCU .......................................................................................................................................................................... 22 BUILDING UNIVERSITY BRAND THROUGH SPECIFIC MARKETING INSTRUMENTS ..................................... 23 ANDREEA ORNDARU .............................................................................................................................................................. 23 CLASSICAL MEDIA RELATIONS AND SOCIAL MEDIA RELATIONS IN SPORT ................................................. 24 ALEXANDRU LUCIAN MIHAI ................................................................................................................................................. 24

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro


THE USE OF GAMIFICATION IN EVENTS MARKETING ......................................................................................... 25 DANIEL MOISE ........................................................................................................................................................................ 25 ANCA FRANCISCA CRUCERU .................................................................................................................................................. 25 BRAND MARKETING UPON GENERATIONS:THE WHY OF WHO REACTS WITH YES? .................................. 26 RAMONA GROAPA ................................................................................................................................................................ 26 TEFAN CLAUDIU CESCU ................................................................................................................................................... 26 RELATIONSHIP STRATEGY - MARKETING PROGRAMMES WITHIN SMALL AND MEDIUM-SIZED ENTERPRISES .................................................................................................................................................................. 27 VALERIC OLTEANU ........................................................................................................................................................... 27 CTLIN VALERIU CURMEI ................................................................................................................................................. 27 FACTORS INFLUENCING CONSUMERS PURCHASE DECISION OF PRIVATE LABEL BRAND PRODUCTS 28 AZHAR AHMAD ....................................................................................................................................................................... 28 SALLEHUDDIN MOHD NOOR ................................................................................................................................................... 28 CHE ANIZA CHE WEL ............................................................................................................................................................. 28 CONSUMER SATISFACTION IN THE HEALTHCARE SECTOR. A CRITICAL REVIEW OF SOME EMPIRICAL STUDIES ............................................................................................................................................................................ 29 MDLINA-ALEXANDRA COIU ............................................................................................................................................. 29 SOCIAL MEDIA AND ITS IMPACT ON CONSUMERS BEHAVIOR .......................................................................... 30 ELISABETA IOAN ................................................................................................................................................................. 30 IVONA STOICA ......................................................................................................................................................................... 30 LEGAL AND ETHICAL MARKETING. THEORETICAL AND PRACTICAL ISSUES .............................................. 31 DUMITRU IONEL ...................................................................................................................................................................... 31 DIANA MARIA VRNCEANU .................................................................................................................................................... 31 THE ADJUSTMENT OF SUPPLY TO EDUCATIONAL INSTITUTIONS OF HIGHER EDUCATION IN ROMANIA TO LABOUR MARKET REQUIREMENTS ................................................................................................ 32 PETRIC ELENA-IRINA ........................................................................................................................................................ 32 CONSUMER EDUCATION USING SOCIAL MARKETING ......................................................................................... 33 STERE STAMULE ..................................................................................................................................................................... 33 MARA PLOIETEANU............................................................................................................................................................... 33 CRISTIAN TATU ....................................................................................................................................................................... 33 PERCEPTION OF NATURAL RISKS IN ROMANIA .................................................................................................... 34 PETRESCU EVA-CRISTINA ................................................................................................................................................... 34 IONCIC MARIA ................................................................................................................................................................... 34 IONCIC DIANA .................................................................................................................................................................... 34 THE USE OF NEUROMARKETING IN THE STUDY OF BRAND SALIENCE. CASE STUDY ROMANIAN FOOD BRANDS ................................................................................................................................................................. 35 DRAGOS CRNECI .................................................................................................................................................................... 35 ALIN VALENTIN ANGHELU ................................................................................................................................................. 35 BLINK MARKETING: MANAGING THE SECONDS BEFORE BUYING A PRODUCT ........................................... 36 TEFAN CLAUDIU CESCU ................................................................................................................................................... 36 RAMONA GROAPA ................................................................................................................................................................ 36 SEGMENTATION IN SPORTS ANALYZING THE BEHAVIOR OF THE SPORTS CONSUMER ........................ 37 CONSTANTINESCU MIHAELA .................................................................................................................................................. 37 PAPER TITLE: THE ROLE OF MARKETING IN TOURISM AND HOSPITALITY DEVELOPMENT: CASE

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro


STUDY: MAZANDARAN-IRAN ...................................................................................................................................... 38 ROMINA CHERAGHALIZADEH ................................................................................................................................................ 38 THE RELATION BETWEEN UNEMPLOYMENT RATE AND ECONOMIC GROWTH IN USA ............................. 39 IULIA ROOIU .......................................................................................................................................................................... 39 ANDREEA ROOIU ................................................................................................................................................................... 39 MONETARY POLICY TRANSMISSION MECHANISM IN ROMANIA - A BAYESIAN VAR APPROACH............ 40 ANDREEA ROOIU ................................................................................................................................................................... 40 IULIA ROOIU .......................................................................................................................................................................... 40 MARKET RESEARCH AND MARKETING INFORMATION SYSTEMS ................................................................... 41 DRAGO CVIJANOVIC ............................................................................................................................................................... 41 BRANKO MIHAILOVIC............................................................................................................................................................. 41 ALEKSANDRA NIKOLIC ........................................................................................................................................................... 41 THE POSITIONING ANALYSIS OF PREMIUM FOOD BRANDS IN THE ROMANIAN MARKET ........................ 42 GHASSAN SHAKHSHIR ............................................................................................................................................................. 42 COMPETITIVE AND ANTI-COMPETITIVE BEHAVIOR OF ORGANIZATIONS FROM A MARKETING PERSPECTIVE .................................................................................................................................................................. 43 ANCA FRANCISCA CRUCERU .................................................................................................................................................. 43 DANIEL MOISE ........................................................................................................................................................................ 43 THE IMPLICATIONS OF USER-GENERATED CONTENT WEBSITES FOR TOURISM MARKETING ............... 44 IRINA ALBSTROIU ................................................................................................................................................................. 44 MIHAI FELEA .......................................................................................................................................................................... 44 MARKETING AND INNOVATION: THE INVENTORS POINT OF VIEW ............................................................... 45 LUCIAN-FLORIN ONIOR ........................................................................................................................................................ 45 DOINA DRNICEANU ............................................................................................................................................................... 45 ITC ANALYSTS & ANALYST RELATIONS .................................................................................................................. 46 MARCO PISTER ....................................................................................................................................................................... 46 THE CASE FOR SMALL BUSINESS TO SMALL BUSINESS (SB2SB) CONSULTING IN ROMANIA: AN INNOVATIVE APPROACH TO ASSISTING EMERGING BUSINESSES ................................................................... 47 VANESSA L. CHRISTIE............................................................................................................................................................. 47 LAWRENCE R. SLADE.............................................................................................................................................................. 47 TIFFANY S. HO ........................................................................................................................................................................ 47 FACTORS OF FOOD SECURITY AND CONSUMER-BASED BRAND EQUITY: CHAROEN POKPHAND FOODS PCL (C.P. FOODS), THAILAND ...................................................................................................................................... 48 MICHAEL WELCH ................................................................................................................................................................... 48

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session I

OSH Start-ups Business Development Challenges: The Case of SENSORICA from a Total Integrated Marketing Perspective
Normand Turgeon HEC Montral normand.turgeon@hec.ca Mai Thi Thanh Thai HEC Montral mai.thai@hec.ca Gheorghe Epuran Transilvania University of Brasov gheorghe.epuran@yahoo.fr

Key words: open source hardware, open enterprise, total integrated marketing, growth strategy, business development, interface management. JEL classification: M13, M31.

While open-source software (OSS) networks have been part of the business landscape for some time, most open source hardware (OSH) organisations are still in the development stage, and marketing for OSH is still poorly understood. This paper presents a case study of SENSORICA, an award-winning Canadian OSH production network in the bio-medical research instruments market, to illustrate the challenges that OSH businesses face in developing their business. Normative results of this case study highlight the relevance of total integrated marketing (TIM) in OSH business development. In this article, we explain TIM and how it can help OSH business development relative to the four functional interfaces in marketing: Marketing-Accounting/Finance, MarketingHuman Resources, Marketing-Customer Service, and Marketing-Sales. On the Marketing-Human Resources interface, the success of OSH is dependent on both the quantity and quality of active members in the network. The Marketing-Accounting/Finance interface is important in activities related to financing, reporting, and member compensation evaluation. The Marketing-Customer Service interface is important in developing long-term satisfaction and loyalty. Finally, on the Marketing-Sales interface, members must limit rivalry between functions and focus on building linkages and delivering results.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Strategic Orientations, Firm Capabilities, and Export Performance: An Empirical Analysis in Turkey
Hanifi Murat Mutlu Gaziantep University, Department of International Trade and Logistics mmutlu@gantep.edu.tr Hasan Aksoy Gaziantep University, Department of International Trade and Logistics haksoy@gantep.edu.tr
Key words: Customer Orientation, Entrepreneurial Orientation, Brand Orientation, Export Performance, Turkish Gold Jewellery Sector. JEL classification: M31.

According to Gold Jewellery Sector Reports 2012 which was made by Republic of Turkey-Ministry of Economy, Turkey is one of the global leaders in gold jewellery production and in gold jewellery exports. Turkey has approximately 500 exporter firms. In 2011, gold jewellery export sales was 1.8 billion dollars, import was 349.6 million dollars in Turkey. Main aim of this study is to investigate the relationships between strategic orientations (customer, entrepreneurial, and brand) and export performance in Turkish jewellery exporter firms. In addition we study the effects of firm capability (customer relationship capability and brand capability) on export performance. Therefore, the study tested the hypotheses and investigated both direct and indirect effects among the research variables. For testing our hypotheses, questionnaires were given to jewellery exporter firms by e-mail. We used convenience sampling method. The research hypotheses were tested by correlation and regression analyses. The results indicated that there were strong relationships among the research variables. Finally, theoretical and managerial implications of the study findings are discussed.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Modern Heating Systems - Population's View and Perspectives


Timea Demeter Transilvania University from Braov, Romania timea.demeter@unitbv.ro Gabriel Brtucu Transilvania University from Braov, Romania gabriel.brtucu@unitbv.ro

Key words: district heating, floor heating, heating panels, , micro thermal plant, modern heating systems. JEL classification: M30, M31, M37.

Due to large changes in the extensive district heating networks in Romania, around the year 2000, the market for heating systems, presented new opportunities for private companies to start their activities in this field. The mainly demanded products were the micro thermal plants, due to their cost efficiency and the independence they provided, but with the disadvantages of high acquisition and installation prices, together with increased level of pollution. This determined buyers to focus their attention toward more modern solutions, such as, floor heating and radiant heating panels. Although these systems have been on the market for 5 years now, the majority of the population is still sceptical when it comes to using one. Based on this, the aim of the paper is to determine the view Brasovs population has on these modern heating systems, also providing a perspective for companies operating in this field. In order to determine this, a quantitative research was conducted, on 300 households. Because modern heating systems entered the market just 5 years ago, a very small number of studies were carried out in this field, providing this research a high level of innovation. The results present the heating systems most frequently used by the population, the main criteria taken into consideration when purchasing, the amount of money people are willing to spend on it, together with the level of awareness of the population regarding modern heating systems, and the reasons for which they are reserved when it comes to buying one.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Analyzing the Economic Potential of Romanian Administrative Regions


Liliana Dugulean Faculty of Economic Sciences and Business Administration ldugul@unitbv.ro Constantin Dugulean Faculty of Economic Sciences and Business Administration cduguleana@unitbv.ro

Key words: administrative regions, counties, economic potential, principal components analysis, regionalization. JEL classification: O11, R11, R15.

This paper proposes a scientific approach of regionalization activity in Romania. The approach consists of applying the Principal Components Analysis (PCA), a complex multivariate method for marketing data analysis, implemented in SPSS, for some instantaneous statistical series of economic indicators available in the Statistical Yearbook, at the level of one year, here, 2010, collected for all the counties of Romania. After identifying the significant factors of economic development at the national level, they are combined in two principal components, depending on the socio-economic meaning of the most correlated variables. Then the PCA is applied for the counties of each region, using the same socio-economic variables identified as principal features of the economic policies undertaken at national level, for all counties, in 2010. In this way there are emphasized the socio-economic differences between the counties of a region, but also there can be seen the differences between the development level of regions, depending on the relative positions of their counties, on the same map of the considered economic coordinates. In this way it can be appreciated the different impact of the economic policies, at national level, and at regional level. The approach can be repeated for the following years, to see any dynamic changes, as consequences of the economic policies. The methodology used in this paper can be used to better manage the economy of Romanian regions and to establish macroeconomic marketing policies to stimulate different regional activities depending on the economic targets.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

PROJECTIONS on INVESTMENT GUIDELINES for the CITY of KARAMAN (TURKEY) with the PURPOSE of TOURISM MARKETING
Mete SEZGIN Selcuk University metesezgin@hotmail.com Osman UNUVAR Necmettin Erbakan University gumus.murat@gmail.com Murat GUMUS Selcuk University osmanunuvar@konya.edu.tr

Key words: Marketing, Tourism, Aggregate Investment. JEL classification: M310, L830, E220.

Investigations for Karamans tourism marketing would be such an important beginning. Research activities to enlarge capacity of tourism are very important for developing employment and revenues in the area. General aims of the research are; to improve competitiveness of area, prepare the Karamans tourism investment guide and to improve awareness of tourism entrepreneurship of city of Karaman. There is a need to rational and feasible projects in Karaman zone according to touristic investment. For tourism the rule that each offer crates its own demand is valid. In addition to this it is important that tourism sector is to be run according to modern tourism and increasing capacity of bed. Karaman has important feature in respect to the footprint in the central Anatolia region. It is thought that the existence of the sort of alternative tourism. Especially in the presence of alternative tourism potential of the region and hence the resources, evaluation of these resources workability opportunities, as a result of economic feasibility of the investment areas will create significant employment opportunities in the new route will be useful in determining the potential entrepreneurs.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Online Tourism Marketing: Changes and Challenges of the Information Society


Orzan Gheorghe Academia de Studii Economice din Bucureti orzang@ase.ro Radu Ana-Maria Academia de Studii Economice din Bucureti anamaria_radu15@yahoo.com Orzan Mihai Academia de Studii Economice din Bucureti mihai.orzan@ase.ro

Key words: infomediaries,online marketing, tourism marketing, marketing strategy. JEL classification: M31.

The advent of Internet technology hasbrought about profound changes to virtually all business practices and socialinteractions and touristic services are at the forefront of these changes. Thenumber of bricks-and-mortar travel agencies dropped by more than 50% in thelast decade, as more people gather information about potential business andentertainment destinations through online word-of-mouth, customer-centric onlineportals and peer reviewing. Thus, in order to recover lost business generatedby the recent economic recession, travel agencies need to adapt their marketingstrategies to the ever changing demands of the online consumers, employingtechniques such as social media marketing, mobile applications, relationshipmarketing and face the des-intermediation and reintermediation of thedistribution channels brought about by the all-powerful touristic onlineportals.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session II
The Priming Effects of News about Asia on Attitudes toward Advertisements with Asian Models
Zhihong Gao Department of Marketing, Advertising & Legal Studies, Rider University zgao@rider.edu Elaine A. Scorpio Department of Psychology, Rider University escorpio@rider.edu

Key words: Priming effects, Asian model, advertising, news context, experiments. JEL classification: M31.

Advertisements frequently interact with editorial content, so that the editorial context functions as primes on the reading of advertisements. This is especially true in the case of online advertising, where advertisers have less control over where their ads will appear due to the inherent nature of online advertising buying. To investigate the effects of the editorial context on advertisements, this paper reports the results of two experiments that investigated the priming effects of news about Asia on attitudes toward advertisements with Asian models. The first experiment manipulated types of negative news about China as primes and compared their effects on an advertisement with either an Asian or a white model and found that model ethnicity influenced ad and brand attitudes. Negative news items about China produced priming effects, and the outcomes were both contrastive and assimilative. The second experiment used both positive and negative social news about China and Japan as primes. There were no country effects; rather positive and negative news about Asian countries had similar priming effects on advertisements with Asian models.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Country Image Formation in the Online Media: The Case of United Kingdom in the Lithuanian Online Media
Jurgita Stravinskiene Kaunas University of Technology, Lithuania jurgita.stravinskiene@ktu.lt Ieva Dauksaite Kaunas University of Technology, Lithuania ieva.dauksaite@gmail.com Aiste Dovaliene Kaunas University of Technology, Lithuania aiste.dovaliene@ktu.lt

Key words: country image, Lithuania, online media, the role of online media, United Kingdom. JEL classification: M31.

It is noticed that country image is being formed mainly by international TV and radio broadcasting, articles in international newspapers and journals, exchange programs of students (or employees), sport events, however the most effective way to disseminate information about country is the use of online media. Despite the actuality of this topic the studies in this field are still fragmented. There is lack of comprehensive analysis of online media and its role in forming a country image from social, economic, political and cultural perspectives. So the research problem could be stated as follows: How do the online media contribute to the formation of the societys opinion about the country image? The aim of the article is to develop a conceptual model for country image formation in the online media and test it empirically. The case of United Kingdom in the Lithuanian online media was chosen for qualitative research. Content analysis and focus group study methods were applied. The content analysis revealed that a socio-cultural influence is the most dominant aspect of the online media for country image formation. However after eliminating news about sports events no dominant aspects of online media were found. Nonetheless after focus group study it was found out that the majority of respondents excluded economical influence as the dominant aspect of online media in country image formation. In summary, research results revealed that the role of online media in country image formation should be analysed from the economical perspective.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Social Responsibility on the Electricity Market. A Semantic Analysis


tefan Boboc Bucharest University of Economic Studies, Romania stefanboboc@yahoo.com Valeric Olteanu Bucharest University of Economic Studies, Romania valericaolteanu@mk.ase.ro Alin Stancu Bucharest University of Economic Studies, Romania alinstancu@gmail.com

Key words: Social responsibility, electricity, stakeholders, semantic analysis. JEL classification: M31.

Many companies are starting to increase their actions regarding social responsibility on the Romanian market. This also needs to be accompanied by an increased effort of communication that can be translated in CSR reports, dedicated web sites, dedicated pages on the companys site, or even on the social media. This article presents how semantic analysis can be used in order to gain a deeper understanding of the communication of companies. Data was presented using word clouds, word tree and phrase net. For a better understanding of the method we used as a case study the electricity market and the way companys are taking about CSR. The electricity market is crucial for the development of a country. On this regard people acknowledge that electricity is important for their current life, but also they are expecting from those companies to take some social responsibilities.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Building University Brand through Specific Marketing Instruments


Andreea Orndaru The Bucharest University of Economic Studies, Romania orindaruandreea08@stud.ase.ro

Key words: marketing, higher education, university brand. JEL classification: M31.

In the age of massive competition in every area of human activity, universities are not making any exceptions since they constantly have to deal with competitors aiming for the same potential students or the same funding options. Given this perspective, using marketing as means of innovative approach to the educational market and consumer needs is proving to be a viable solution for alleviating the competitors burden. One of the main aims of marketing instruments usage in the higher education institutions is to build a strong university brand with a range of emotional and rational characteristics that define the institution. The educational field with its special features is offering a specific way of building and capitalizing a university brand: the university shop. Testing the impact of this instrument among students for the university brand was possible through a quantitative research based on an online survey. Main findings of this research refer to students readiness to visit a university shop and even their interest in buying products displaying the university logo. Additionally, this research revealed that most frequently students identify themselves with university logo, the element that carries most of the university brand values.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Classical Media Relations and Social Media Relations in Sport


Alexandru Lucian MIHAI The Doctoral School of The Bucharest University of Economic Studies, Romania alexandru.lucian_mihai@yahoo.com

Key words: media relations, public relations, social media, social networks, sport marketing. JEL classification: M31.

The explosion of media outlets bodes well for the future of public relations in sports. Sports PR experts coordinate the flow of information from teams to the press, and feed the public hunger for sports news items, team data and player information. They also play an important "promotional" role in generating public interest, increasing teams' visibility and filling stadiums with fans. Media relations mean maintenance of networks and positive relationships with people in the media to obtain positive media exposure for a sport product (informal and formal information sessions with media representatives). Because of the pervasive influence the media has on marketing success, sport marketers must make concerted efforts to create a positive relationship between their sport event and the media. They may accomplish this by providing the media with press releases, having news conferences, having media-day events (in which the media are invited to interact with the players, coaches, and administrators), providing media guides for the respective sport events and so on. Each of these activities promotes active involvement from the media, which will subsequently contribute to relationship building with the community.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

The Use of Gamification in Events Marketing


Daniel Moise The Bucharest University of Economic Studies, Romania moisedaniel@gmail.com Anca Francisca Cruceru The Bucharest University of Economic Studies, Romania ancacruceru1@gmail.com

Key words: gamificatiom, events marketing, social media networks. JEL classification: M31.

Marketers have not only the task to attract stakeholders to participate in the events that they organize, but also make them adopt the behavior that the company wants. In order to achieve this, a new form of strategy is used, that is gamification. Gamification can be used both in the management of motivating the employees and on customers, partners such as distributors and suppliers, in order to increase the involvement of the attendees at different kinds of events, whether we talk about pre event, during or post event, only to attract the attention and retention of the participants, to generate the desired behavior, at the same time to reach the objectives set for the events. Through this article we want to show the benefits of using gamification in events marketing and also to establish what specific strategies of gamification should be used according to the type of event, to reach the maximum potential of these strategies by taking into account the participants structure and profile.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

BRAND MARKETING UPON GENERATIONS:THE WHY OF WHO REACTS WITH YES?


Ramona GROAPA Management Faculty, Bucharest University of Economic Studies. Romania ramonagroapa@yahoo.com tefan Claudiu CESCU Marketing Faculty, Bucharest University of Economic Studies. Romania stefan.caescu@gmail.com

Key words: customer, success, marketing, generation. JEL classification: M3, M31.

This paper work looks from different points of view at a challenging question regarding customers attitude and buying decision making through the perspective of generational model: what are the selling arguments? Researches reveal that over time it has been a switch for staying in line: from customers to companies. What is different now when companies stay in line for customers from times when customers were staying in line for companies and their goods/ services? What is being revealed by this article is the approach to the buying decision as interconnected with the type of customer and its generation. How do marketing strategies and campaigns care about the variety of their customers? Who reacts with a yes on what? More than before companies strive to be different and attract the line to them yet the highly dynamic environment allows no guarantee of any sort of stable success. Is it innovation a characteristic of new generation? Current successes show that being able to connect with the variety of new markets yet staying focused on old customers drive performance. It is not about moving the target but enlarging the view and the tools for empowering future customers to connect starting from now. The customers are more than ever the people and not the numbers so that innovative marketing should approach them with a collaborative manner and work together for achieving business success. Brands are now build and buried in short time periods and new generation seems less attached to well-known brands.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Relationship Strategy - Marketing Programmes within Small and Medium-Sized Enterprises


Valeric OLTEANU The Bucharest University of Economic Studies, Romania Ctlin Valeriu CURMEI The Bucharest University of Economic Studies, Romania catalin.curmei@mk.ase.ro

Key words: marketing management, SME, planning, strategy, marketing programs. JEL classification: M31.

In the current economic context, strategy appears to be one of the essential elements in the adoption and implementation of the marketing philosophy (optics) within SMEs. This paper comes in support of this idea by providing experts concerned with this field a starting point for understanding and proper use of this valuable tool of marketing planning. This work highlights a number of features of the relationship between strategy and marketing programs in SMEs to be taken into account by the marketers, in small and medium-sized enterprises in the local area. Strategy features stand out within small and medium enterprises that aim primarily at how these types of organizations through their current business model adapt the general strategy model. The drafting of the strategy is a process in which the consistency of company-specific processes and relationships with future changes of the external environment is being achieved. The use of strategy as management tool proves its utility regardless of the features of the external environment. This situation poses a challenge for managers of small and medium enterprises, who need to take such strategic decisions under varying degrees and types of uncertainty. Understanding and proper use of the strategy allows the achievement of an efficient coordination of the goals undertaken by SMEs and the results hoped to be obtained by them. In the current practice of marketing within small and medium-sized enterprises, there is often the idea that they use a strategy for immediate needs relating to the market and less attention is paid to the medium- and long-term plans. Thus, this approach contrasts with the marketing activity within large companies, which is considered as formal, planned and well structured.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session III
Factors Influencing Consumers Purchase Decision of Private Label Brand Products
Azhar Ahmad Universiti Kebangsaan Malaysia (National University of Malaysia) azah@ukm.my Sallehuddin Mohd Noor Universiti Kebangsaan Malaysia (National University of Malaysia) smn@ukm.my Che Aniza Che Wel Universiti Kebangsaan Malaysia (National University of Malaysia) aniza@ukm.my

Key words: Private label brands, purchase decision, brand image, perceived quality and retailer. JEL classification: M31.

Private label brand products have increasingly becoming popular since consumers loyalty toward store is higher than their loyalty to brands. Consumers also perceived private label brand products as value purchase and the quality level of these products have improved. Hence, this study investigates the factors influencing the purchase of store brand products in Malaysia. The factors include; perceived quality, perceived price, brand image, and promotion. All four factors have shown positive relationship with purchase decision among the respondents. Brand image is found to have the strongest correlation while promotion depicted weakest link with purchase decision. Socio-economic variables are also included in this study. In the findings, household income shows significant differences in the price perception towards TESCO store brand products. In addition, level of education is significantly difference towards the perceived quality of store brand products. Several implications could be derived from the study. TESCO should improve the quality of its store brand products and reposition itself as a retailer that also promotes quality products. The store could improve the perceived price of its private brands by increasing the benefits of the products to enhance consumers value.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Consumer Satisfaction in the Healthcare Sector. A Critical Review of Some Empirical Studies
Mdlina-Alexandra Coiu Babe-Bolyai University, Cluj-Napoca, Romania madalina.cotiu@gmail.com

Key words: patient satisfaction, healthcare, marketing. JEL classification: I11, M31.

Consumer satisfaction represents one of the guiding principles of marketing as organisations survive and prosper only by meeting the needs of their customers. A multitude of studies exist as to the definitions and determinants of consumer satisfaction. Yet, the subject of patient satisfaction with healthcare services has been less researched although its importance cannot be questioned. Consumer satisfaction in this area is particularly important in order to achieve greater involvement of the consumer in the healthcare process, patient compliance or avoiding that dissatisfied patients decide to receive their healthcare treatments from elsewhere. The issue is also a very complex one due to the particular nature of healthcare as a highly complex professional service which cannot always present a clear outcome. This makes it difficult for the actual competence of those providing medical care or the effectiveness of the treatment to be judged. Furthermore, a consensus in the literature as to what is and what determines patient satisfaction with healthcare services is still far from being reached. This article takes on the challenge and aims to critically analyse several empirical studies conducted on patient satisfaction in order to identify and discuss definitions and determinants of patient satisfaction while at the same time suggest areas for further research. Results show that although a considerable number of determinants have been identified, the lack of a commonly agreed theoretical framework demands further research and conceptualisation in order to ensure future development in the field.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Social Media and its Impact on Consumers Behavior


Elisabeta Ioan Bucharest University of Economic Studies maria.ioanas@mk.ase.ro Ivona Stoica Romanian American University in Bucharest ivonas@ase.ro

Key words: social network, online buying, consumer behavior. JEL classification: M31, L86, N34.

Technology gives consumer the power to investigate products to label them and criticize them in equal measure, and more. Therefore many companies today have pages on social networks to complement the information held about products, held by the feedback of consumers about products and tend to relate more to a company after reading various reviews. The paper is related to the impact of social media on consumer behavior, therefore it has been made a quantitative research. The sample counted 116 respondents and from the statistical perspective, the conclusions were established in terms of the univariate and bivariate analysis. Following the analysis of the research variables we can make a consumer profile that uses social networks. Likewise, after doing the complex statistical analysis using SPSS and the analysis offered by the online platform the host of questionnaire, it can be seen how much it is influenced and the real impact of social media reflected in the behavior changes.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Legal And Ethical Marketing. Theoretical And Practical Issues


Dumitru Ionel Bucharest University of Economic Studies ionel.dumitru@gmail.com Diana Maria Vrnceanu Bucharest University of Economic Studies dvranceanu@yahoo.com

Key words: ethical marketing, segmentation. JEL classification: M31.

Legal frame of marketing includes all legal regulations concerning the marketing activities of the organization and is an element of macroenvironment namely the institutional environment. At the international level, differences in national legislation relating to the field of marketing are significant. Legal insurance of product includes all the laws under which the product is guaranteed the rights of intellectual and industrial property. Deceptive marketing techniques as well as using legal but unfair marketing techniques can create a unfavorable image of the entire field of marketing and for organisations and represent a ethical problem for the society.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

The Adjustment of Supply to Educational Institutions of Higher Education in Romania to Labour Market Requirements
PETRIC Elena-Irina Universitatea Transilvania din Braov irina.petrica@uamsibiu.ro

Key words: higher education, university, educational offer, request, demand, labor market. JEL classification: M31.

In any economy, the labour market performance would depend largely on the linking of education and initial vocational training with labour market needs. Proactive connection to higher education to the labor market is a sine qua non for the development of human capital in terms of economic performance and competitiveness of a country. Studies highlight a double determination relationship of the level of economic and social development, and hence the structure of the labour market, the structure of the educational system. The changes occurring in modern advertising companies redefining the roles of education and diversifying its functions in the context of the impact of information technology and its effects upon knowledge. The role of education in the contemporary stage is definitive for the prosperity of society, but also to ensure the conditions so that every individual would have the opportunity to succeed and to affirm itself in a world in constant change.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Consumer Education Using Social Marketing


Stere Stamule Bucharest University of Economic Studies stere_stamule@yahoo.com Mara Ploieteanu Bucharest University of Economic Studies timcomara@yahoo.com Cristian Tatu Bucharest University of Economic Studies tatuci@gmail.com

Key words: Irrational consumption, social marketing, 4Ps, sustainable development. JEL classification: M31.

In the context of the new knowledge-based economy aims this article to present the ways in which social marketing can help society with of the correction of irrational consumption and sustainable development. The emergence of this discipline is due to several factors such as the excesses of classical marketing, irrational consume exacerbations and false advertising. Deviations are today a central topic in current social and economic conditions, with lower income for consumers and companies. Thus, it is necessary to further investigate the conditions that enabled these, and with the help of various research techniques to understand consumers today, to find ways to reduce (the irrational) consume for a simpler life, the healthier and sustainable.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Perception of natural risks in Romania


PETRESCU Eva-Cristina The Bucharest University of Economic Studies, Romania eva_petrescu @yahoo.com IONCIC Maria The Bucharest University of Economic Studies, Romania IONCIC Diana The Bucharest University of Economic Studies, Romania

Key words: perception of risk, consumer behavior, natural catastrophe, climate change, insurance, direct market research. JEL classification: M31.

In the last years, there is a rise in climatic disasters: extreme weather events, including storms, floods, droughts, heat waves, sea waves, heavy rainfall, wet ground slides. The average number of natural disasters worldwide has increased from about 30 per year in the 1950s to more than 400 since 2000. At the same time the economic loss increased. Romania has also faced climate change and large areas in Romania are exposed to floods, which lead to events with disastrous consequences for the population. In this paper we are studying using direct market research the perception of natural risks in Romania, the perception of tools for protection against natural risk, main reasons why people choose not to insure.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

The use of neuromarketing in the study of brand salience. Case study Romanian food brands
Dragos Crneci Synergon Consulting dragos.cirneci@brainperform.ro Alin Valentin Anghelu Bucharest University of Economic Studies alin.angheluta@gmail.com

Key words: Neuromarketing, brand salience, Romanian food brands. JEL classification: D87, D03, D12.

Neuromarketing tools give insights into how consumers are reacting to a specific product or advertising at subconscious level. Synergon Consulting, one of the pioneering European companies in the field of neuromarketing, recently conducted a study using functional MRI corroborated with classic focus group insights investigating in what extent various logos and packages belonging to several food companies manage to capture attention and to trigger emotions in consumers brain. The study has identified that there is an association between the preference to consume a specific product and the effects this preference has on brain regions associated with attention and emotion when the consumers see the package of that product. Hence, specific products triggered activations in the brain areas for emotion and attention only for consumers of those specific products, while this effect was absent for non-consumers. The top package design selection identified in the focus group correlated with activation observed in fMRI in the brains areas of attention and emotion. An interesting distinction appears between the traditional and the innovator style of a brand logo, the study identifying higher activations in attentionrelated brain structures for new logo as opposed to old brand logo associated with the same company. By contrast, the top two most familiar brands in our study triggered significant activity in the brand region of the brain, as opposed to other brands, regarded as less familiar. As a result of the research, the Synergon team developed an online neuromarketing research tool that allows the measurement of consumer attitudes.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Blink Marketing: Managing the Seconds Before Buying a Product


tefan Claudiu CESCU Marketing Faculty, Bucharest University of Economic Studies. Romania stefan.caescu@gmail.com Ramona GROAPA Management Faculty, Bucharest University of Economic Studies. Romania ramonagroapa@yahoo.com

Key words: purchase, marketing, customer, decision. JEL classification: M3, M31.

The article aims at challenging the question of what is happening in the very seconds before making a purchase? (or not) through the perspective of people behavior and previous influence of information, image, recommendations, own research or any other. Companies manage the business, invest in marketing campaigns and allocate resources for being able to understand how to attract more customers who at the end will pay for their products and/or services. From this perspective companies put a lot of effort during time so that at the moment of purchase the customer says yes and spends the money. On the other hand researches show that in any aspect of peoples lives there are just a few seconds that tell them what to do, a like or unlike over a new. This article is showing the interconnection between this type of behavior and the moment of making a purchase. Is it that the blink of an eye is enough for telling us what to do? Do different people analyze same factors in making a decision? What is it that companies should care about essentially in their marketing investments? Its a new reality we are living in where information is everywhere and technology gives birth to new features and smart products every second. But technology is not what makes people or companies smarter but more a prerequisite of current reality. What makes the difference is the way the companies are able to translate and incorporate them within high value added solutions for customers.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Segmentation in Sports Analyzing the Behavior of the Sports Consumer


Constantinescu Mihaela Bucharest University of Economic Studies, Marketing Faculty mihaela.co@gmail.com
Key words: sports marketing, sports consumer, sport events, segmentation. JEL classification: M31.

Sport is a multifarious domain that can range from 100% involvement as a player to buying sports equipment for everyday life activities. Although when we think about sport we think about movement, the sports consumer can have an active involvement (practicing a sport) or a passive one (taking part in sports as a spectator or watching sport on TV), therefore a segmentation is necessary in order to better target the individual with the right marketing tools. This paper presents the results of a marketing research on the Romanian market that analyses the behavior of the sports consumer, his involvement in the sports industry and the way sports influences his life decisions. The main conclusion of this research is that Romania is far from the European statistics when talking about doing sport (only a third of the population practices at least once a week), but the is a much higher interest in watching sports on TV, especially the football events. These results can be used first of all in a national strategy for promoting sport activities, but also in marketing strategies for sport and non-sport companies (especially for those who what to use sport as a promotional environment and who must know the characteristics of those individuals that attend or follow a sport event).

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Session IV
Paper Title: The Role of Marketing in Tourism and Hospitality Development: Case Study: Mazandaran-Iran
Romina Cheraghalizadeh Department of Business Administration, Eastern Mediterranean University, Gazimagusa, Turkish Republic of Northern Cyprus r.cheraghalizadeh@yahoo.com

Key words: Macroeconomic policy, Infrastructure, Tourism and Hospitality, Regulation strategies. JEL classification: M31.

Despite of Iran's capabilities in the field of tourism and hospitality, unfortunately there are lots of problems to achieving proper position in this industry. Among the factors that could improve the development of the tourism industry, applying effective marketing tools and parameters are very important. This study concerned the role of marketing in the tourism industry in state of Mazandaran. This study has examined five factors that seem they are related to development of tourism industry in Mazandaran such as the major policy adjustment of country, Infrastructure development, concerning to tourism attractions, commercial activities and set of strategies based on the adsorbent distribution. After gathering information and identifying different aspects through interview with experts, managers and pundits in tourism and hospitality and library studies five hypotheses were developed. The study population is consisting of managers, experts and scholars in the field of tourism and hospitality including 300 people Sample size according to Morgan was estimated 169 people. Moreover, they were selected using random sampling. In order to data collecting from the researcher made questionnaires with 48 five index option that its reliability is calculated via Cronbach's alpha and it is 0.83. The results showed that all factors have been considered in this study Influence on the development of tourism in the province.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

The Relation between Unemployment Rate and Economic Growth in USA


Iulia Rooiu The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock Exchanges, Romania iulia.rosoiu@yahoo.com Andreea Rooiu The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock Exchanges, Romania andreea.rosoiu@yahoo.com

Key words: economic growth, Okun's Law, regression analysis, unemployment rate, United States of America. JEL classification: E23, E24, O51.

The relation between unemployment rate and gross domestic product for the economy of United States of America is important to be analyzed, especially in the context of the current financial crisis. The relation between these two variables is known in the economic literature as Okun's Law. According to this law, during recession periods, the unemployment rate has a stronger reaction to a certain variation in gross domestic product evolution. On the other hand, the unemployment rate keeps its value around a natural level during economic upswings periods. The results obtained from the regression between unemployment rate and economic growth over the period 1977-2011 show that these variables respect the relation described by Okun's Law. Moreover, the evolution of the unemployment rate is also influenced by other factors which are not included in the analysis.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Monetary Policy Transmission Mechanism in Romania - a Bayesian VAR Approach


Andreea Rooiu The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock Exchanges, Romania andreea.rosoiu@yahoo.com Iulia Rooiu The Bucharest University of Economic Studies, Faculty of Finance, Insurance, Banks and Stock Exchanges, Romania iulia.rosoiu@yahoo.com

Key words: Bayesian VAR approach, Gibbs Sampler, monetary policy, Monte Carlo integration, Romania. JEL classification: E52, C11, C82.

The transmission of monetary policy to the economy is a subject of major importance for central banks and without a good knowledge of it, central banks cannot achieve the goal of high and sustainable economic growth in the long run. For this reason, an analysis of the monetary policy transmission mechanism in Romania is undergone, by using Bayesian VAR approach with multiple types of priors, over the period 1998Q1-2012Q3. Based on the priors used, both analytical and Gibbs sampler results are obtained. The shape of the impulse responses functions vary depending on the type of prior being used and even though the response to shocks is not high, they do not exhibit puzzles and reflect the high volatility given by the current economic crisis.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Market Research and Marketing Information Systems


Drago Cvijanovic Institute of Agricultural Economics Belgrade, 11060 Belgrade, Volgina 15 street, Serbia drago_c@iep.bg.ac.rs Branko Mihailovic Institute of Agricultural Economics Belgrade, 11060 Belgrade, Volgina 15 street, Serbia brankomih@neobee.net Aleksandra Nikolic University Business Academy Novi Sad, Cvearska 2, 21000 Novi Sad, Serbia aleksandranikolic.fimek@gmail.com

Key words: market research, marketing information systems, consumers, marketing ethics. JEL classification: M 31.

In modern business terms almost all management decisions base on adequate and timely market information, which provides exactly the market research. The information which assures the market researches help the management-decision-makers to adjust to the market risks and to realize optimal business results simultaneously. In the market economy, the enterprise cannot act ignorantly toward the market research results. What makes the market research necessary is a fact that the risk cannot be ever completely eliminated from the market economy system, but providing the adequate information, the risk in business decision-making becomes less, and in certain cases even eliminates. One of the most efficient ways of the risk reduction is exactly the market research, because the most of the risk comes out from the conditions changes on the market. The market research product is the information, necessary for making the optimal decisions regarding a tactics and a strategy. The market research projects should serve as an analytical-documentation and analytical-projection material for evaluation of some business venture's market propulsion. Consequentially, the primary goals of the market research are: condition analysis of supply and demand on domestic market, determination of consumption assortment structure, over viewing the foreign trade exchange courses, identification of consumers basic segments, determination of used distribution channels, determination of sales possibilities. In such conditions, the emphasis is on information technology, which changes faster and faster a way in which the firms recognize a significance of the market information systems. New business models represent challenges and new opportunities, because the organizations, in search for the competitive advantage, tend to adopt the electronic trademethodology. This pressure is also strong in the marketing sector, where the information technology comes in contact with a consumer and is becoming a key for making greater consumer value.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

The Positioning Analysis of Premium Food Brands in the Romanian Market


Ghassan Shakhshir University of Babe-Bolyai ghassan_shakhshir@yahoo.com

Key words: positioning, premium, food products, Romania, canned food. JEL classification: M31.

This study presents a literature review supported by a recent empirical research on the positioning of premium food products in the Romanian market, how these brands are seen by Romanian consumers, what is the effect of the economic crisis on the consumers' positioning perceptions and the trends of retailers in developing premium private labels. Romania is now at the beginning of its opening towards the external markets compared to the other western countries, whether in the European Union or North America. Therefore the consumer has only recently come in contact with different types of brands for the same product situated on different positioning levels. The article aims to track the positioning perception developments towards premium food brands. In order to reach this aim I will start my study by analyzing the literary support on premium food products around the world and comparing it with the trends in Europe and finally with the Romanian perspective. I then continue by examining the declaration and communication strategy of premium food brands in the Romanian market and lastly analyze the development of premium private labels on the local scale. The main results will show that, following the economic crisis, consumers tend to buy brands situated on a stable positioning level, but are constantly looking for promotions for premium brands. Another result is the promotion and the orientation towards premium retailer private labels.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Competitive and Anti-Competitive Behavior of Organizations from a Marketing Perspective


Anca Francisca Cruceru The Bucharest University of Economic Studies, Romania ancacruceru1@gmail.com Daniel Moise The Bucharest University of Economic Studies, Romania moisedaniel@gmail.com

Key words: competitive and anti-competitive behavior, competitive rivalry, marketing capabilities, marketing strategy. JEL classification: M31.

Managers of organizations have always sought the best decisions to achieve positive results in their activity. From a marketing perspective, the adoption of managerial decisions requires careful analysis of the target market to discover and capitalize on opportunities, and knowledge of direct competitors that operate within that field of activity. Directly or indirectly, consciously or unconsciously, organizations develop competitive behavior caused by the use of a range of methods, techniques and marketing strategies. It is desirable that this marketoriented behavior be adopted consciously focused on achieving performance targets and aiming at finally getting a competitive position on the relevant market. Through the implementation of marketing strategies can be achieved marketing objectives of the organization. But at the same time, increasing competition causes a strong competitive rivalry between these organizations and as a result, some of them will resort to anti-competitive behavior from a desire to gain market supremacy. These anti-competitive behavior seriously affects the competitive environment and consumers. This article, based on the literature in the field, shows the types of competitive and anti-competitive behavior and proposes a set of recommendations for the implementation of marketing strategies which will position the organization among the best performing competitors on the market.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

The Implications of User-Generated Content Websites for Tourism Marketing


Irina Albstroiu The Bucharest University of Economic Studies irina.albastroiu@com.ase.ro Mihai Felea The Bucharest University of Economic Studies mihai.felea@com.ase.ro

Key words: user-generated content (UGC), web 2.0, social media, tourism marketing, travel planning. JEL classification: L83, M31.

User-generated content (UGC) is the basis for information sharing and collaboration over the Internet and these Web 2.0 tools have changed the ways that travelers search for, view and evaluate travel information. In marketing terms, UGC sites are effectively a form of consumer to consumer marketing. Consumer trust is a critical factor in marketing and for this reason, leveraging the thoughts, words, and images of real human being, with their permission, through user-generated content websites, can make brand, even tourism brand and destination, trustworthy. In this context, our paper focuses on the implications of travelers use of these websites for the marketing of tourism services and destinations. First of all, a literature review was performed to illustrate the impact of UGC travel-related websites for tourism marketing. Then, a quantitative study was conducted for exploring consumers views on UGC in relation to travel planning. The aim of this web -based survey was to investigate how UGC websites are being used by Romanian young people and the impact that these websites are having on the information search and travel behavior of the Romanian tourists. In the end, our paper explains the impact of user-generated content on the travel decision-making behavior of the Romanian travelers, provides recommendations on how the travel and tourism industry from Romania may respond to the UGC phenomena to effectively meet the needs of the tourists and proposes ways in wich UGC features can be integrated into Romanian travel websites for promoting our country as a tourism destination.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Marketing and Innovation: The Inventors Point of View


Lucian-Florin Onior The Bucharest University of Economic Studies, Romania luciano@ase.ro Doina Drniceanu Chief department Romanian Court of Accounts doina.draniceanu@rcc.ro

Key words: business, development, innovation, inventors, marketing. JEL classification: M31, O31, D83.

This paper discusses, interms of marketing, the entire process of bringing new discoveries to market, identifying the problems is facing an inventor today. The aim is to identifyhow to improve the methods for introduction of innovative products on themarket, without disfavoring none of the parties involved: inventors, certification bodies, manufacturers, distributors and consumers. The objectiveis to investigate the problems of the moment inventors are facing. Increasingthe speed of information exchange leads to shortening waiting times, studiesthat are more recent draw attention to the need of changing the way business arenowadays being done. Qualitative research method through in-depth interviewswas chosen to understand specific problems facing inventors from a wide area ofactivity. Interpretation of in-depth interviews conducted with inventors, representativesof patent offices and engineering academic researchers, is carried out based oncontent analysis. The results radiographs current issues that appear in thesequence of steps to be followed after the appearance of the idea, itsrealization in practice, certification, production and commercialization, dueto intensification of information exchange and the exponential growth of thenumber of original inventions. On the basis of these results it can be optimizedthe entire process of bringing innovations to market by removing identified obstaclesand designing of new methods for elevating the level ofsocio-economic-political of the entire human society. The benefit of the workis given by the advanced marketing vision approach of the process since itsorigin, i.e. from the emergence of the idea and not the application of specificmethods of marketing only in the final phase of the commercialization ofproducts. The link between marketing and innovation is thus treated as thebasis from which begins the development of any new product.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

ITC Analysts & Analyst Relations


Marco Pister Faculty of Economics and Management Slovak University of Agriculture in Nitra marco.pister@web.de

Key words: ITC Analysts, Analyst Relations, IT, Analysts, B2B, Business-to-Business. JEL classification: M10, M15, M31.

If you read Management or IT-Magazines, from time to time you come across analysts like Gartner, Forrester, AMR, IDC and many others. Such analysts publish comparative studies of providers (Gartner Magic Quadrant, Forester Wave, ) or analysis of special IT or telecommunication topics on a regular basis. At least once a year analysts publish also the latest ITC (ITC = IT & Telecommunication) or business trends like the Gartner with the Hype Cycle. Maybe not every topic will become a hype like forecasted, but analysts have a decisive influence of the press. Analysts are seen as a neutral instance and therefore more and more enterprises which are due to make a purchasing decision for complex or business crucial TIC topics, use analyst as a consultant to make the right decision and to minimize the risk for the organization. During such a decision making process analysts bring the buy side and the sell side together. Technology providers receive direct feedback and have the chance to improve or extends there products. The relationship to analysts can be an advantage for technology providers by receiving the direct briefings, market trends, competitive information and much more. Such information are important for the strategy process. However the technology providers need to understand that they need to invest into such relationship with analysts.

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

The Case for Small Business to Small Business (SB2SB) Consulting in Romania: An Innovative Approach to Assisting Emerging Businesses
Vanessa L. Christie Prevailance, Inc. vanessa.christie@prevailance.com Lawrence R. Slade Prevailance, Inc. larry.slade@prevailance.com Tiffany S. Ho Yale University tiffany.s.ho@yale.edu

Key words: small business, emerging, consulting. JEL classification: M10, M13, M16.

The aim of this Paper is to analyze the potential role of small business to small business consulting in Romanias emerging market. Evidence suggests that the emerging marketplace is expanding as the number and variety of start-up companies grows. These companies face growing challenges, including lack of business acumen and a highly competitive global marketplace, and would benefit from cost-effective and focused consulting services; small business consulting firms are best suited to operate on this scale. The context of this paper, therefore, is the postulation of an innovative change in business consulting services whereby small companies provide expert consulting services to small companies. The main methods of this investigation include an extensive literature review and original evidence. Specifically, this paper will: 1. Romania vis--vis small and emerging businesses. 2. Romania using Porters 5-Forces model. 3. learned from Prevailance, Inc. Describe the market landscape in

Assess the potential of SB2SB consulting services in

Identify key aspects of the SB2SB relationship with lessons

International Conference Marketing and Business Development, Bucharest 2013 www.marketingevents.ro/mbd.ro

Factors of Food Security and Consumer-Based Brand Equity: Charoen Pokphand Foods PCL (C.P. Foods), Thailand
Michael Welch Assumption University, Bangkok, Thailand michaelwelch21@gmail.com

Key words: Food Security, Brand Equity, Marketing. JEL classification: Q18, M30, M31.

The focal point of this study was to find the relationships between the factors of food security, the dimensions of brand equity and the creation of consumer-based brand equity relating to individual consumers of CP Foods products in Bangkok, Thailand. Methodology/Approach - The study sampled 345 respondents, 80 in each of the five most populated districts of Bangkok at the largest Tesco Lotus shopping centers, by using a 5-point Likert Scale questionnaire. Findings - The results of the study showed that the four factors of food security are correlated with, and have statistically significant relationships with the dimensions of brand equity. The findings further concluded that brand loyalty was the most influential dimension of brand equity in this study, and that the dimension of perceived quality was statistically insignificant. Practical Implications - This research proved the existence of relationships between the factors of food security and the dimensions of brand equity. The importance of operating as a 'good neighbor,' and the need to operate from both a corporate and social perspective, suggests food industry firms should analyze the most efficient ways of employing the factors of food security when positioning their products towards consumers to help establish the requisite foundations for long term success. Originality / Value - This study contributes evidence to suggest that as the global population rises and resources become more limited, the topic of food security will rise in importance and corporations in the food industry wishing to remain competitive will benefit from internally examining and addressing their strategic food security plans. The study also deepens literature on brand equity by identifying additional external factors that contribute as influential sources to each of its dimensions.