Brand Positioning

Authors:

Pages: 80-84

Abstract:

In the contemporary global market patterns competition is one of the biggest challenges that merchants meet. Consumers live in a world with saturated markets where everything is available to everyone and in great quantities. The importance of brands is increasing more and more in the choice of goods, and almost every market chain have its own brands. Brands promote increased sales in merchant outlets and contribute for customer loyalty. The purpose of this paper is to increase the potential customers’ awareness regarding brand positioning. To achieve this author provides brand concepts, reveals their advantages from merchants’ point of view, and also from the point of view of end customers.

Keywords:

brands, brand concepts, reveals from merchants‘ point of view, reveals from the point of view of end customers.

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Specifics of Direct Marketing in Modern Business

Authors:

Pages: 85-90

Abstract:

Functions of direct marketing are typical of promotional components but its main advantage is emphasizing a personalized approach towards consumers and ensuring opportune feedback, making it an important tool of the so-called interconnection marketing. The individualized approach is related to information about individual preferences and personal data regarding customers. The main purpose of the paper is to demonstrate the main specifics of direct marketing and to outline its main applied forms. The use of direct marketing in the common system of marketing communications will be strengthened as well as the development of models and the gaining of consumer loyalty to established trade marks.

Keywords:

direct marketing, personalized approach, loyal consumers.

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