Journal of Marketing and Market Studies 09/2023

In the technological environment, new tools and technical solutions appear, which are increasingly used by companies conducting marketing activities. Both the tools themselves and the ways of using them in marketing generate new names and terms, supplying the increasingly growing areas referred to as: Marketing Technology or MarTech. These concepts have many common parts and at the same time they have areas and uses that are clearly distinguishing them from each other. The multitude of new names and their various definitions can easily introduce conceptual chaos, which makes it difficult to conduct discourse and scientific research in the area of using modern technologies in marketing. Therefore, it seems important to search for the current definition and publication context of these terms. For this purpose, the authors conducted two quantitative analyses: a bibliometric analysis of scientific publications and an analysis of a set of information obtained from the Internet known as big data. The first analysis was carried out in 261 scientific publications with the term Marketing Technology and 62 publications with the term MarTech. For the second analysis, the refining method was used in over 2,600 sources and over 5,000 occurrences. As a result of both analyses, the authors identified common and separate areas of application of each of the concepts. Simultaneously, they also identified a increasing frequency of occurrence, both in scientific publications and in big data collections, of the concept of MarTech. The publication may be a starting point for further research and scientific analysis, the purpose of which will be to define specific areas and concepts in the field of technologies used in marketing.

Economic practice necessitates continuous focus on the needs of senior customers. On one hand, this situation is a consequence of the demographic situation; on the other hand, continuous changes in the market behaviour of seniors are evident, and consequently, the set of factors shaping these behaviours. Additionally, increasing importance is attributed to the ecological aspect of consumption. The aim of this study is to construct an ecosystem of factors determining the behaviour of senior female consumers in the market of ecofriendly cosmetic products and to determine the relationships between these factors. The ecosystem of factors encompasses a defined set of behaviours specific to the identified group of consumers. Structural analysis method was employed to create this ecosystem, serving as a tool to organize and analyse sets with a high number of various factors that interact with each other. Research results allowed for the construction of the ecosystem and the identification of five groups of factors within its structure (goal factors, outcome factors, auxiliary factors, regulatory factors, and external factors), as well as establishing relationships between them. An additional goal is to comprehend the essence and trends inherent in the behaviours of senior customers, considering the processes of ecological awareness.

The main aim of the article is to identify the directions of changes in the purchase decision-making process by purchasers of package holidays offers under the influence of the COVID-19 pandemic, with particular emphasis on their loyalty. The authors requested answers to the following research questions: 1. What changes have occurred in the process of making decisions regarding the purchase of package holidays during the COVID-19 pandemic? 2. Are package travel buyers loyal to travel agencies during the COVID-19 pandemic? For the purpose of achieving the research objective and obtaining answers to research questions, a literature search was conducted, as well as field research. In the case of secondary sources, the method of content analysis was used to study them, while data from primary sources (N = 1508), collected using the indirect survey technique (CAWI), was analysed using descriptive statistics methods, selected loyalty measurement methods, i.e. the Net Promoter Score and the TRI*M index, as well as methods of multidimensional statistical analysis (cluster analysis). The conducted research confirmed that in the face of the threat of the COVID-19 pandemic, the behaviour of travel agency customers changed significantly, particularly in terms of reducing the frequency of trips and limiting them to domestic trips. In addition, although during the pandemic buyers of tourist events showed loyalty to travel agencies, the results indicate that there is still a possibility to strengthen the position of the both in the area of loyalty and satisfaction of buyers of their offers. Customers on the travel agency market in Poland can be characterized as loyal, but moderately satisfied.

Consumers are currently paying increasing attention to environmental issues. At the same time, their awareness of the environmental and climate impact of their purchasing decisions is increasing. This trend is particularly evident among young consumers. The aim of this article is to present the determinants of purchasing decisions regarding green products and their conventional counterparts by young buyers. The article is empirical in nature. The empirical research was conducted in the form of a questionnaire survey on a group of 520 respondents. Based on the results of the analyses, two main factors were identified as important determinants of the purchase of green products by young final buyers – the attribute factor and the relational-promotional factor.

This article focuses on the issue of marketing activities conducted by public pharmacies, which are the last intermediate link on the way of a pharmaceutical product to the customer (patient). The aim of the article is to present the scope of marketing activity of public pharmacies in Poland, which is the result of the introduced legal restrictions in the field of advertising and the extended interpretation of the ban in question in the process of applying the law to other instruments of marketing communication. Various research methods were used to achieve the goal: the method of analysis and criticism of literature, the method of analysing legal acts, the method of examining documents and the method of diagnostic survey based on the use of a questionnaire and a modified comprehension and marketing application index. The results of the research were subjected to statistical analysis. The article attempts to answer the following questions: What is the scope of marketing activity of public pharmacies in Poland? How does the overinterpretation of the ban on pharmacy advertising and its activities by pharmaceutical supervision authorities affect the pharmacy's marketing communication? Is it possible to implement marketing orientation in the operational activity of public pharmacies? Are there differences in the "chain" pharmacies and "independent" ("non-chain") pharmacies? Prohibited and permitted forms of operating activity in the area of marketing were identified in detail, indicating the directions of changes in the marketing communication process.