Retail Ready Packaging (RRP) has become a very common on today's retail shelves of fast moving consumer goods sector as a form of packaging that encompasses best characteristics of both secondary and ...primary packaging. Although greatest benefits enjoy retailers through more efficient in-store operations, manufacturers also seek for better RRP optimization. Therefore, retail (shelf) ready packaging requires great attention in all aspects of its creative and functional designing and implementation, which entails considerable costs, mostly for manufacturers. While significant attention was given in the literature to RRP benefits for retailers, this paper consider RRP from manufacturers ' point of view. The survey study among food manufacturers in Croatia was conducted in order to find out how demanding and comprehensive the RRP introduction was and what are the key benefits that can be recognized and utilized as marketing opportunities for manufacturers. Results suggest improvements in impulsive buying of a product and faster shelf replenishment as most valuable factor of RRP for food manufacturers. Additionally, RRP serves as a tool for manufacturer-retailer cooperation improvement. Finally, manufacturers usually implement RRP in up to 6 months' time frame, almost exclusively in cooperation with other supply chain members. Therefore manufacturers should utilize mentioned marketing functions of RRP in order to most effectively turn the inevitable RRP cost into increased retail sales of their products.
The goal of this paper was to understand aspects of connection between food product quality and brand loyalty process better and to explore how problems with negative quality inconsistency in ...different food categories can influence brand loyalty. An empirical research (on-line survey) was conducted to prove and explain the connection between food product quality and food brand loyalty. The research results shows that the main reasons for being loyal to a certain food brand or product are related mostly to positive brand experience, high and stabile product quality, and recognizable taste. In the context of these research results, it can be concluded that long term consumer satisfaction as a factor in food brand loyalty process depends on stabile product quality, so food manufacturers or food brand owners should be focused on preventing or minimizing the aspect of negative quality issues.
Svjedoci smo svakodnevnim očiglednim promjenama u marketinškoj komunikaciji kompanija i njihovih brandova. Tradicionalni mediji nezaustavljivo gube sve više udjela nauštrb novih medija koji su se ...razvili zahvaljujući suvremenim informacijskim tehnologijama. Širenjem Interneta na globalnom nivou otvorile su se nove, do tad nezamislive, mogućosti komuniciranja s potrošačima, počevši od blogova, foruma, chatova itd. sve do današnjeg ubrzanog razvoja društvenih mreža. Klasični komunikacijski alati doživjeli su preobrazbu, prilagodili se suvremenim medijima i postali interaktivni. Potrošači sve više sami kontroliraju svoja iskustva u okviru marketinških komunikacija koje su im namijenjene kao ciljanoj publici, što pred kompanije u ulozi oglašivača stavlja neke sasvim nove izazove s kojima se ranije nisu susretali. Internetske društvene mreže toliko su utjecale na suvremeni način poslovanja da su pokrenule transformaciju, ne samo komunikacijskih, nego i marketinških te poslovnih strategija. Investiranje u oglašavanje uz pomoć novih medija i internetskih društvenih mreža postalo je obavezni dio u raspodjeli komunikacijskih budžeta, a novi mediji nezaobilazni su dio medija miksa, kako malih tvrtki tako i velikih multinacionalnih kompanija.
OSOBNI MARKETING Ferenčić, Martina
Praktični menadžment,
06/2012, Letnik:
3, Številka:
1
Paper
Odprti dostop
Marketing kao filozofija, ali i kao način promišljanja o svijetu koji nas okružuje, može se primijeniti na promatranje gotovo svake stvari ili interesa kojima se ljudi svakodnevno bave. Od proizvoda ...i usluga koje upotrebljavaju, do političkih stranaka, dobrotvornih ustanova ili vjerskih zajednica čiji su članovi. Također, filozofija i procesi marketinga omogućuju promatranje i svake pojedine osobe s marketinškog aspekta. U suvremenom, modernom svijetu ubrzanog životnog ritma, uslijed problema izazvanih trenutnom globalnom gospodarskom krizom, nerijetko se suočavamo s teškoćama u ostvarivanju vlastitih životnih ciljeva, bilo u profesionalnom smislu, bilo nas kao pojedinaca. Promatrajući samog sebe kroz načela marketinga i kreirajući strategiju za brand „JA“ možemo si olakšati postizanje zacrtanih osobnih ciljeva.
Ambalaža spremna za maloprodaju (RRP) danas se redovito pojavljuje na policama u maloprodaji robe široke potrošnje kao oblik ambalaže koji sadrži najbolje karakteristike i sekundarne i primarne ...ambalaže. Premda najveću korist imaju maloprodajni lanci jer je rad u prodavaonicama učinkovitiji, proizvođači također traže način brže optimizacije RRP-a. Zbog toga ambalaža spremna za maloprodaju (police u trgovinama) traži posebnu pažnju u svim aspektima kreativnog i funkcionalnog dizajna i primjene, što nosi velik trošak, najviše proizvođačima. Premda se u literaturi značajna pažnja posvećuje RRP prednostima za maloprodajne lance, u ovom se radu RRP razmatra s gledišta proizvođača. Među hrvatskim proizvođačima hrane provedeno je istraživanje čiji je cilj bio saznati koliko je uvođenje RRP-a zahtjevno i složeno te koje su njegove ključne prednosti koje proizvođači mogu prepoznati i iskoristiti u marketinšku svrhu. Rezultati istraživanja upućuju na poticanje impulzivne kupovine proizvoda i brže ponovno punjenje polica kao RRP čimbenik od kojeg će proizvođači hrane imati najviše koristi. Osim toga, RRP služi kao alat za poboljšanje suradnje proizvođača i maloprodajnog lanca. Proizvođači obično primjenjuju RRP u roku šest mjeseci, skoro isključivo u suradnji s drugim sudionicima u lancu nabave. Zato bi proizvođači trebali koristiti spomenute marketinške funkcije RRP-a, kako bi što učinkovitije pretvorili neizbježni trošak RRP-a u povećanje prodaje svojih proizvoda u maloprodajnom lancu.
Smoking-associated chronic obstructive pulmonary disease is characterized by inflammation, changes affecting small airways, and development of emphysema. Various short- and long-term models have been ...introduced to investigate these processes. The aim of the present study was to identify markers of early epithelial injury/adaptation in a short-term animal model of cigarette smoke exposure. Initially, male BALB/c mice were exposed to smoke from one to five cigarettes and lung changes were assessed 4 and 24 hr after smoking cessation. Subsequently, animals were exposed to smoke from five cigarettes for 2 consecutive days and lungs investigated daily until the seventh postexposure day. Lung homogenates cytokines were determined, bronchioloalveolar fluid cells were counted, and lung tissue was analyzed by immunohistochemistry. Exposure to smoke from a single cigarette induced slight pulmonary neutrophilia. Smoke from two cigarettes additionally induced de novo expression of tight junction protein, claudin-3, by alveolar duct (AD) epithelial cells. Further increases in smoke exposure induced epithelial changes in airway progenitor regions. During the recovery period, the severity/frequency of epithelial reactions slowly decreased, coinciding with the switch from acute to a chronic inflammatory reaction. Claudin-3 and Clara cell 10 kDa protein were identified as possible markers of early tobacco smoke–induced epithelial injury along ADs.
Macrolide antibiotics, a class of potent antimicrobials, also possess immunomodulatory/anti-inflammatory properties. These properties are considered fundamental for the efficacy of macrolide ...antibiotics in the treatment of diffuse panbronchiolitis and cystic fibrosis. In patients with asthma, macrolide antibiotics have been reported to reduce airway hyperresponsiveness and improve pulmonary function. However, their beneficial actions in asthmatics possibly could be attributed to antimicrobial activity against atypical pathogens (e.g.
Chlamydia pneumoniae), corticosteroid-sparing effect (inhibition of exogenous corticosteroid metabolism), and/or their anti-inflammatory/immunomodulatory effects. In order to investigate whether efficacy of macrolide antibiotics in asthma results from their immunomodulatory/anti-inflammatory activity, the influence of clarithromycin pretreatment (2
h before challenge) was examined on ovalbumin-induced airway hyperresponsiveness and airway inflammation in the mouse. Clarithromycin treatment (200
mg/kg intraperitoneally) decreased IL-4, IL-5, IL-13, CXCL2 and CCL2 concentrations in bronchoalveolar lavage fluid and markedly reduced inflammatory cell accumulation in bronchoalveolar lavage fluid and into the lungs, as revealed by histopathological examination. Furthermore, clarithromycin-induced reduction in inflammation was accompanied by normalization of airway hyperresponsiveness. In summary, in ovalbumin-induced mouse models, clarithromycin efficiently inhibited two important pathological characteristics of asthma, airway hyperresponsiveness and inflammation. These data suggest that the efficacy of clarithromycin, as well as of other macrolide antibiotics, in asthmatic patients could be attributed to their anti-inflammatory/immunomodulatory properties, and not only to their antimicrobial activity or exogenous corticosteroid-sparing effects.
Macrolide antibacterials inhibit the production of various cytokines and the migration of inflammatory cells. These anti-inflammatory actions of macrolides may be beneficial in attenuating ...inflammatory processes involved in bacterial sepsis. Therefore, we investigated the ability of azithromycin to attenuate the deleterious effects of lipopolysaccharide (LPS), in three different LPS-induced inflammatory models. Our results show that azithromycin (10 and 100 mg/kg) significantly attenuated the intraperitoneal LPS-induced increase in plasma TNF-α concentration. It also increased survival rate in a septic shock model in mice challenged with intravenous LPS. Oral treatment with azithromycin (up to 300 mg/kg) was less effective in suppressing neutrophil infiltration into the lungs 24 h after intranasal LPS challenge, possibly because of a slower onset of action or inadequate dosing. In the same model, azithromycin given intraperitoneally significantly improved inflammatory markers (total cell number, neutrophil percentage and MIP-2 concentration) in bronchoalveolar lavage fluid. In conclusion, azithromycin exhibits significant anti-inflammatory properties but the potency of such effects varies depending on the experimental model and route of administration.
PDF
