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THE ROLE OF RELATIONSHIP MARKETING ON INSURANCE MARKET DURING THE CRISIS PERIODS

Author(s): Cristinel Constantin / Language(s): English Issue: 1/2009

This paper is about a research regarding the implications of present economic crisis on a market created to cover various risks that could affect both individuals and companies. The main objective of the research was to establish the coordinates of the insurance market at the EU countries level in order to find solutions that insurance companies could use for avoiding the negative impact of the crisis and to re-launch the local insurance market. The outcomes of our research have shown a low development of Romanian insurance market, this one being among the lowest developed market in the European Union. Taking into consideration the psychological impact of the crashes recorded by the biggest worldwide insurers, the best solution for local companies is to use the tools of relationship marketing that could develop the confidence of customers in insurance services.

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THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT

Author(s): Ovidiu Ioan Moisescu / Language(s): English Issue: 1/2009

Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics. On the other hand, brand awareness can be depicted into at least two facets – unaided (brand recall) and aided (brand recognition) – each of the two facets having its more or less effective influence on buying decision and perceived risk assessment. This paper tries to reveal, on one hand, the importance of unaided brand awareness when it comes to consumers’ buying decision and, on the other hand, the importance of aided brand awareness when assessing the perceived risk associated with the purchase. The analysis is conducted in a comparative manner, considering the case of durable versus non-durable products, and with focus on urban Romanian consumers.

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A EVALUATION OF CONSUMER’S PREFERENCES IN THE CLUJ-NAPOCA RETAIL MARKET BASED ON A MULTINOMIAL LOGIT MODEL

Author(s): Ciprian Marcel Pop,Andrei Scridon,Dan-Cristian Dabija / Language(s): English Issue: 1/2009

A long period of time investors were interested in the Bucharest market, but the need for investment in the rest of the country, coupled with the high potential markets present there, resulted in increasingly more investors interested in Romania, switching to provincial cities. The application presented in this paper involves clients of several types of retail stores present in the commercial area of Cluj-Napoca. The results obtained in the study, through the multinomial logit model, show different aspects of the client’s behaviour from the Romanian retail market.

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THE BRAND – AN INCREASING FACTOR OF A TOURIST DESTINATION’S COMPETITIVENESS

Author(s): Laura Pănoiu,Iuliana Cebuc,Carmen Iordahe / Language(s): English Issue: 1/2009

The increase in external pressures upon competitiveness makes companies quickly adapt to the criteria of modern competition. One of these criteria is the brand which has proven in developed economies the main competitive advantage and it influences to a certain extent the demand for any service. In these circumstances, the concern for a brand is a need, not a custom. Yet, the decisive influence shall belong to consumers – as their new life style includes the right to choose and to be somehow cynical when being able to give up a brand as soon as it does not fulfil its duties. Accomplishing the task to increase an area’s competitiveness requires the improvement of actions meant to develop and promote an area as a tourist destination both nationally and internationally as well as to develop a sustainable tourist industry. The sustainable growth of tourist promotion, the design and promotion of a tourist brand are a basic constituent both to achieve at normal, best levels the image of an area as a well-customized tourist destination, different from other competitive destinations on the national and international market, and to attract investors and other strategic partners for the growth of tourist industry.

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MANAGERIAL CULTURE – “MENTAL EQUIPMENT” AT THE EMPLOYEES DISPOSAL IN THE TOURISM UNITS

Author(s): Constanţa Enea / Language(s): English Issue: 1/2009

Environmental adaptation and behavioral integration are two major problems the organization of this beginning of century is confronting with. Organizational culture is one of the solutions to solving these problems. This paper presents the characteristics of organizational culture and the degree of influence on it by the different levels of managers. The most important part of the paper presents how managers can change the culture of organizations through influencing the cultural web of it.

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SENIOR EMPLOYEES ON THE JOB MARKET OF EUROPEAN UNION

Author(s): László Gulyás / Language(s): English Issue: 1/2009

In the European countries life expectancy is growing, but people tend to retire earlier and earlier. The aim of our paper is to examine what measures the individual European countries take in order to keep senior citizens on their respective job markets as long as possible. Our essay consists of three parts. In the first part we examine the reform of the pension system. In the second part we survey the changing in-company employment policies. In the third part we examine the attempt of improvement of the employability of senior citizens themselves. The final conclusion of our paper can be summarised as follows: senior employees in general represent a significant group in human resources, the potentials of which ought to be and need to be utilized. Employers need to understand that the employment of senior people has its advantages. It is also very important to act accordingly.

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OPTIMISING PROCESSES OF IT ORGANISATION THROUGH SOFTWARE PRODUCTS’ CONFIGURATION MANAGEMENT

Author(s): Ion Buligiu,Sorin Popa,Ion Liviu Ciora / Language(s): English Issue: 1/2009

The present paper is focused on the efficiency of processes within IT firms which design software products, by finding optimum management solutions for these types of activities. In order to achieve this, we focus on software products configuration management, with specific objectives in documenting and ensuring visibility to the product’s configuration and of the stage of achieving its physical and functional characteristics. Through configuration management, technical and administrative rules are established and applied for designing, developing, producing and supporting the elements of the product’s configuration, in each stage of its lifecycle. The conclusions of this research are focused on evaluating economic effects obtained by implementing the quality management system, according to the ISO 9001:2000 quality standard, while developing software products, at the level of IT firm.

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THE ASSIMILATION OF MARKETING CONCEPT BY RETAIL COMPANIES IN ROMANIA

Author(s): Marius Bălăşescu / Language(s): English Issue: 1/2009

The present evolution on consumption goods market generates serious and complex issues to retail companies. Under the circumstances of serious competition, retail companies in Romania confront themselves with the need of finding solutions to different aspects regarding integration on the market, identifying solutions concerning competition issues, initializing and developing businesses or determining the profitability of every activity. More than this, having a relation with the market they act, retailers must know and follow permanently the needs and the requires on the market, phenomenon that implies marketing research, studies and analysis that allow a better understanding of the economic processes, and also social ones, cultural, demographical, and so on. These present realities (and even possible evolutions) that characterize the sector of retail have been the element that determined the initiation of the present scientific action. The retail company is the link within a value chain that comes in direct contact with the final consumer. Therefore, our intention is to determine the place, role and importance of marketing within the general policies of retail companies. Naturally, this generated the question: is distribution marketing a specialized domain that implies policies, strategies and specific techniques, or the assimilation of the classic concept is sufficient in solving marketing and management problems?

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