Professional Documents
Culture Documents
Effectiveness is a buzzword.
There is a growing demand for quantifing business processes including
marketing activities.
Marketing in practice
While the theory of marketing is widely researched,
scientific papers on marketing in practice can rarely be
found in the literature.
Hungary
Although a conference dealing with new tendencies in
marketing in Hungary was organized in 2012, and the
conference proceedings was also published, but it contained
analyses from the academic point of view (Jzsa, 2012).
Research methodology
Design and implementation of the survey research
by Marketing Institute, University of Miskolc.
In total
Duration
Data cleaning
Respondents who did reply dont know to at least half of the questions in the
questionnaire have been excluded from further investigations.
50,0%
40,0%
30,0%
19,8%
20,0%
17,9%
10,0%
0,0%
Small Enterprises
Medium-sized enterprises
Large Enterprises
70,0%
60,0%
50,0%
40,0%
30,0%
20,0%
10,1%
9,2%
10,0%
3,7%
2,8%
1,8%
Southern
Transdanubia
2,8%
0,0%
Northern Hungary
Central Hungary
Central Transdanubia
Western
Transdanubia
80,0%
70,0%
60,0%
50,0%
40,0%
30,0%
20,6%
20,0%
10,0%
0,0%
Foreign
Hungarian
70,0%
60,0%
50,0%
40,0%
31,1%
30,0%
20,0%
10,0%
0,0%
Part of a group
Independent
Revenue
35,0%
30,0%
29,4%
28,4%
25,0%
20,0%
15,7%
15,0%
10,8%
9,8%
10,0%
5,9%
5,0%
0,0%
Less than 50M HUF
50-100 M HUF
100-250 M HUF
250-500 M HUF
500-1000 M HUF
25,9%
Only one or more persons are doing marketing, but not in an organized way
22,3%
17,9%
33,9%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
low
10%
important
26%
average
29%
7%
7%
25%
34%
27%
average
significant
13,1%
12,0%
11,1%
10,1%
10,0%
8,0%
6,0%
4,0%
4,0%
4,0%
4,0%
4,0%
4,0%
4,0%
2,0%
1,0%
1,0%
6%
7%
1,0%
1,0%
11%
12%
1,0%
1,0%
25%
28%
1,0%
0,0%
0%
1%
2%
3%
4%
5%
8%
10%
15%
20%
30%
60%
2,5
Price management
3,28
3,28
3,36
CSR
3,41
3,42
Sales (trade)
3,47
3,51
Sponsorship
Online
marketing is
reported to be
the most
typical
marketing
activity.
3,75
3,76
3,82
Relationship marketing
3,83
Sales Promotion
3,86
3,94
4,15
4,15
4,33
Content marketing
4,69
Image building
4,72
Advertising
4,79
Brand building
4,87
4,93
1,5
2,5
3,5
4,5
2,96
3,05
Taking steps in the market to which the competitors are usually react
Concentrating on the marketing of current products to avoid high R&D costs
3,06
3,07
3,12
3,23
3,26
3,54
3,7
3,7
3,96
3,98
4,05
Keeping deadlines
4,09
4,16
4,33
4,35
4,54
1,5
2,5
3,5
4,5
1,89
1,98
2,31
2,32
2,35
Competitors
2,35
2,6
2,92
2,95
3,65
Suppliers
Customers
1,5
2,5
3,5
4,5
60%
50%
3,5
3
40%
2,5
30%
2
1,5
20%
1
10%
0,5
0
0%
Increasing access to
data and insights
Greater ability to
reduce costs in
various business
processes thorough
technology
Emergence of new
business models
and new revenue
streams
Greater use of
analytical tools and
models in decision
making
3,55
3,45
3,44
3,34
2,94
25%
39%
25%
24%
24%
Ability to interact
with and/or serve
customers in a new
manner
Ability to reach
new customer
segments
Increasing pace of
change in the
marketplace
HU2014
4,12
3,71
GLOBAL2012
56%
30%
* Methodology and GLOBAL2012 data were adapted from Leeflang, Verhoef, Dahlstrm, Freundt (2014)
To what extent do you agree with this statement? "The main objective of CSR is to be responsible
for and to support..."
(1 not at all ... 5 a great deal)
5
4,5
4
3,5
3,26
3,07
2,99
2,86
2,86
suppliers
2,5
2
1,5
1
customers
employees
the environment
0,203
Sales-promotion
0,204
Marketing-research
0,245
Content marketing
0,249
Image building
0,31
Sponsorship
0,317
Advertising
0,327
0,343
0,388
0,403
0
0,05
0,1
0,15
0,2
0,25
0,3
0,35
0,4
0,45
Variable
Correlation strength
0,317
0,272
0,242
0,213
0,731
Ownership
-0,507
-0,432
Sales orientation
0,283
Conclusions
If marketing effectiveness is defined in terms of
financial results, effective companies in Hungary are
building strong brands,
frequent participants of fairs, commercial events & trade
shows
good at online marketing, advertising and sponsorship.
Refrences
Feit, E. M., Wang, P., Bradlow, E. T., & Fader, P. S. (2013). Fusing aggregate and
disaggregate data with an application to multiplatform media consumption.
Journal of Marketing Research, 50(3), 348364.
Jzsa Lszl (ed.): A Marketing j tendencii - A Szchenyi Istvn Egyetem Kautz
Gyula Gazdasgtudomnyi Kar s a Regionlis- s Gazdasgtudomnyi Doktori
Iskola szervezsben megrendezsre kerl konferencia kiadvnya, Gyr, 2012,
Fszerkeszt: Prof. Dr. Jzsa Lszl. Szerkeszt: Konczosn Dr. Szombathelyi
Mrta s Dr. Huszka Pter, ISBN: 978-963-7175-75-6
Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein: Marketing
Metrics: 50+ Metrics Every Executive Should Master, 2006, Wharton School
Publishing
Peter S.H. Leeflang , Peter C. Verhoef , Peter Dahlstrm , Tjark Freundt:
Challenges and solutions for marketing in a digital era, European Management
Journal, Volume 32, Issue 1, 2014, 1 - 12
Tirunillai, S., & Tellis, G. J. (2012). Does chatter really matter? Dynamics of
usergenerated content and stock performance. Marketing Science, 31(2), 198
215.
Academia
https://uni-miskolc.academia.edu/SzabolcsNagyDrPhD
Researchgate
https://www.researchgate.net/profile/Szabolcs_Nagy3