-
Ivanka Tsoneva
“Black" or Negative PR as Competition Tools
Summary:
Negative PR-technologies are not obvious. Some of them are the result of careless talking, writing, creating slogans and trade-marks. One second group results from destroy someone’s public reputation. The less transparent third group concerns strongly negative methods applied to create awareness, sympathy, and complicated part of dealing with efforts to technologies are the les from the current practice illustrate the recommended methods.
-
Pavlina Peeva
Effects of the Consumer Positioning of Life Insurance Companies in Bulgaria
Summary:
Life insurance has become a contemporary topic in specialized literature, which is attracting the interest of practitioners and scientists. The life insurance market in most EU countries has been growing over the years. Despite the growth of 600% in 2017, compared to 2003, only 3% of the Bulgarian population owns life insurance, which opposes the European trends. A Western European citizen usually spends 1,188 EUR a month on life insurance products compared to a Bulgarian, who spends an average of 33.4 BGN (about 17 EUR). In this regard, the purpose of this study is to present the effects of consumer attitudes on the demand for life insurance products and on the positioning of life insurance companies in Varna. For this purpose, data were gathered using a questionnaire survey of life insurance in Varna and it was analyzed using descriptive and deductive statistical methods. The results obtained show that the demand for life insurance products is influenced by economic, psychological and socio-demographic factors, and each of these groups has specific effects on the development of life insurance products trade.
-
Dimitar Trendafilov
Legislation On Ensuring Fair Competition in Trademarks
Summary:
The purpose of developing trademarks as a tool in economic activity and in marketing practice, in particular, is to establish a distinction for the products of its owner, serving both his/her interests and those of consumers as concerns to the absence of delusions and unambiguous awareness of the origin of goods and services. However, how this differentiation is achieved and protected in a regulated way against deliberate or apparently good faith encroachments is the subject of legislation that does not always manage to set clear criteria and at least needs several points of view and interpretations. In this context, the article derives and interprets selected texts from the most important national and international normative acts (such as the Paris Convention, the EU Regulation and the local competition law), and at the end points out an exemplary litigation that arose on the basis of "similarity" to a well-known brand, considered unfair competition.
-
Nikolinka Dimitrova Ignatova
Study of Competitive Advantages of Residential Properties
Summary:
The study analyzes and compares the indicators characterizing the competitive advantages of residential properties in two regions of the country – the north and south-central region. The main criteria for the selection of the two regions are the average living area per occupant, the structure of the buildings, the location of both regions and the number of counties therein. Subject of analysis are the residential properties in the northern and southern central region and the counties therein – Veliko Tarnovo, Gabrovo, Razgrad, Ruse, Silistra, Kardzhali, Pazardzhik, Plovdiv, Smolyan, and Haskovo. The study is focused on following indicators: price and quality (range) of residential properties, characterizing their competitive advantages. The time period of the study is from 2010 to 2014. The study analyzes the impact of individual factors of micro and macroenvironment on the market and the competitive advantages of residential property.
-
Dimitar Trendafilov
Clusters and Communication: Marketing Aspects of Argicultural Practice in Bulgaria
Summary:
This paper focuses on the agricultural business in Bulgaria and the perspectives for its successful development and promotion in the context of global competition and positive aspects of cluster organizations. In the first place, it scrutinizes the problems that the sector has been experiencing since the political and economical changes in 1989 and the new challenges it faces nowadays such as competitive improvement, value added and communication as well as internal business environment and country’s EU membership. Some crucial theoretical points in cluster formation are outlined in order to answer the question why such collaboration is useful and even necessary for the growth of local economy and resources optimization. The second part examines several examples exposed in connection with the local practices in clustering, social responsibility, the so called “cause marketing”, the benefits of active communication as well as cultural and wine tourism development which has been gaining popularity especially among the young generation of consumers.
-
Dimitar Trendafilov
Communication properties of brand
Summary:
The article is dedicated to brand as a communication device in marketing practice and, thence, it attempts to define in clearer manner why and how brand serves to companies’ sale objectives, and how could be used more successfully as a tool. The main thesis is that brand deserves the whole responsibility and attention of the management since in the contemporary business environment it is superb, but not one and only, instrument for taking hard-to-copy competitive advantages and it provides the much needed dialogue with consumer, who on her/his side has more and more opportunities to influence brand’s life in the market. Also the most important tasks of brand in terms of communication are listed, and by means of two diagrams its main elements and their functions are illustrated in different perspectives.
-
Dimitar Trendafilov
Meme, Brand and Pop-Culture
Summary:
Being a social animal human demonstrates unusual aptitude to imitation which is peculiar to his/her ‘natural’ roots but rather, in a large extend, it is a result of the ‘cultural’ submersion. For that reason the following text makes brief review of the R. Dawkins’ theory of memes in order to apply it later to the contemporary market context and especially in terms of brands. Several examples are given concerning prominent brands as Apple, Doc Martens and some others since they build the argumentation in favor of the thesis that, in principal, brands are among the strongest memes we could encounter in culture and nowadays they take advantage of the highly intensive global communication flow via Internet. Given ideas, behavior and practices of consumption are greatly transferable at least between the limits of certain subculture networks if only there is available powerful enough mechanism to put the meme in motion.
-
Borislav Atanasov
Providing of Consumer Value Through the Price
Summary:
The price is an element which is present in every sale-trade. It is a source of information for the price offering of goods from the same or similar commodity groups, and it is a criterion when the different alternatives are compared and chosen. Therefore it participates in the process of creating and providing of consumer value. Different approaches of providing of value through the price, published in the literature and applicable to the retail trade are presented in the article. Based on that, the differentiated value through the price for every approach derived from the end users in the purchase process is also brought out.
-
Nadezhda Dimova
Contemporary Aspects of Sustainable Design of the Food Supply Chain
Summary:
The rapid development of technology and digitalisation pose a number of problems for food supply chains. Sustainability in itself is a challenge that enters all areas and in particular in business. In this sense, a special challenge is the modern aspects of sustainable design of the food supply chain, which makes managers make quick, flexible and adequate decisions. Digitalization, in turn, provides excellent conditions for the realization of the sustainable design of the food supply chain.
The article highlights and presents the modern aspects of the sustainable design of the food supply chain. The hypothesis of the need to comply with modern changes, which require the construction of a sustainable design of the food supply chain, has been proven.
-
Spas Dimitrov
Theoretical Foundations of Logistics
Summary:
The purpose of this paper is to make a brief overview of the definition of logistics beginning with its militaristic and economic origins. The word of logistics originates from the ancient Greece. Logistics as a business concept evolved only in the 1950s. This was mainly due to the increasing complexity of supplying one’s business with materials and shipping out products in an increasingly globalized supply chain, calling for experts in the field who are called Supply Chain Logisticians. Logistics is “the process of planning, implementing, and controlling procedures for the efficient and effective transportation and storage of goods including services, and related information from the point of origin to the point of consumption for the purpose of conforming to customer requirements. This definition includes inbound, outbound, internal, and external movements1”. The logistics is defined as a science with its object.
-
Spas Dimitrov
Theoretical Foundations of Logistics. 2. Methodology of Logistics
Summary:
Logistics is the science of management the flow of goods, energy, information and other resources like products, services, and people, from the source of production to the marketplace. The brief representation to the paradigm of the logistics is done. They are showed the science methods of the logistics and the concretely systems analysis. The main codes of behavior of the logistics are individualized. The point of the cardinal sites of the model in the logistics is stripped. The ELA introduced a set of Standards in logistics management, which form the foundation for the European Certification Board for Logistics (ECBL) to certify individuals who meet these Standards.
-
Spas Dimitrov
Theoretical Foundations of Logistics. 3. Terminology of Logistics
Summary:
The study is a linguistic investigation of the terms of the logistics. The most interesting and the most important terms are chosen from the above-mentioned branch and on the basis of their analysis a comparatively detailed characteristic is presented of the logistical terminology. Some basic problems treats in the first part, connected with the notion “term”. A structural characteristic is done of the logistic terms. Is treats the term formation in logistic. It is done in the three different ways: lexico-morphological, lexico-syntactical and lexico-semantical. Is done the analysis in the formation the terms of the logistic. The last part treats the problems of the logistical terminological system.
-
Dimitar Kolev, Elizar Aleksiev Stanev
Facebook Usage for Marketing Meàsurements (by the Example of Meat Industry Organizations in Bulgaria)
Summary:
The significance of social networks for the business as a part of marketing instruments is constantly growing, which requires constant observations and studies of different opportunities for conducting marketing researches. In this article some of the methods for marketing research in Facebook’s fan pages for key meat industry producers in Bulgaria have been shown. A comparison between the selected fan pages and other leading Facebook fan pages from Bulgaria has been made. On the basis of that analysis some key prepositions have been presented.
-
Borislav Atanasov
Fragmentary Analysis of the Market of Fast-Moving Consumer Goods in Bulgaria
Summary:
For its purpose, the fast-moving consumer goods satisfy mainly the basic needs, and unlike the consumer durables, distinguish with relatively high frequency of consumption. Based on data of the National Statistical Institute, the change of retail sales for the period 2010-2018, the average expenditures of the households for purchasing of foods, the change of number of retail sales premises - for the country and statistical regions, the change of number of retail sales premises of the leading trade chains selling fast-moving consumer goods are presented in the article. On the basis of the author’s own researches of the consumer’s behaviour when they purchase fast-moving consumer goods, a comparative analysis through one-dimensional frequency distributions is made and trends of consumers’ behaviour during the purchase are brought out.
