Search results for: marketing trend

Authors: Michiko Miyamoto

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The market for "functional foods" and "foods with functional claims" that are effective in maintaining and improving health, has expanded year by year due to the entry of major food and beverage manufacturers following the introduction of the specified health food system in 1991 in Japan. To bring health claims related products or services to the market, it is necessary to let consumers to learn about these products or services; an effective marketing through advertising are important. This research proposes a framework for an effective advertisement medium for the food supplement industry by using survey data of 2,500 people.

Keywords: Functional foods, dietary supplements, marketing strategy, structural equation modeling.

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Authors: Yuki Hara

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Entrepreneurs are welcomed to the landscaping industry, conserving practically and theoretically biological diversity in landscaping construction, although there are limited reports on corporative trials making a market with a new logistics system of native plants (NP) between landscaping companies and nurserymen. This paper explores the entrepreneurial process of a landscaping company, “5byMidori” for NP marketing. This paper employs a case study design. Data are collected in interviews with the manager and designer of 5byMidori, 2 scientists, 1 organization, and 18 nurserymen, fieldworks at two nurseries, observations of marketing activities in three years, and texts from published documents about the business concept and marketing strategy with NP. These data are analyzed by qualitative methods. The results show that NP is suitable for the vision of 5byMidori improving urban desertified environment with closer urban-rural linkage. Professional landscaping team changes a forestry organization into NP producers conserving a large nursery of a mountain. Multifaceted PR based on the entrepreneurial context and personal background of a landscaping venture can foster team members' businesses and help customers and users to understand the biodiversity value of the product. Wider partnerships with existing nurserymen at other sites in many regions need socio-economic incentives and environmental reliability. In conclusion, the entrepreneurial marketing of a landscaping company needs to add more meanings and a variety of merits in terms of ecosystem services, as NP tends to be in academic definition and independent from the cultures like nurseryman and forestry.

Keywords: Biological diversity, landscaping industry, marketing, native plants.

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Authors: M.Jalali Azizpour, S.Norouzi, , H.Mohammadi Majd, D.Sajedipour , R.Mohammadi Sadr, M.Derakhshan Mehr, S.A Shoabi, R.Mohammadi

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In this paper, the techniques for estimating the residual stress in high velocity oxy fuel thermal spray coatings have been discussed and compared. The development trend and the last investigation have been studied. It is seemed that the there is not effective study on the effect of the peening action in HVOF analytically and numerically.

Keywords: HVOF, WC-Co, Residual stress, Compressive stress

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Authors: Rabindra K. Panda, Gurjeet Singh

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The major objective of this study was to analyze the trend and variability of rainfall in the middle Mahandi river basin located in eastern India. The trend of variation of extreme rainfall events has predominant effect on agricultural water management and extreme hydrological events such as floods and droughts. Mahanadi river basin is one of the major river basins of India having an area of 1,41,589 km² and divided into three regions: Upper, middle and delta region. The middle region of Mahanadi river basin has an area of 48,700 km² and it is mostly dominated by agricultural land, where agriculture is mostly rainfed. The study region has five Agro-climatic zones namely: East and South Eastern Coastal Plain, North Eastern Ghat, Western Undulating Zone, Western Central Table Land and Mid Central Table Land, which were numbered as zones 1 to 5 respectively for convenience in reporting. In the present study, analysis of variability and trends of annual, seasonal, and monthly rainfall was carried out, using the daily rainfall data collected from the Indian Meteorological Department (IMD) for 35 years (1979-2013) for the 5 agro-climatic zones. The long term variability of rainfall was investigated by evaluating the mean, standard deviation and coefficient of variation. The long term trend of rainfall was analyzed using the Mann-Kendall test on monthly, seasonal and annual time scales. It was found that there is a decreasing trend in the rainfall during the winter and pre monsoon seasons for zones 2, 3 and 4; whereas in the monsoon (rainy) season there is an increasing trend for zones 1, 4 and 5 with a level of significance ranging between 90-95%. On the other hand, the mean annual rainfall has an increasing trend at 99% significance level. The estimated seasonality index showed that the rainfall distribution is asymmetric and distributed over 3-4 months period. The study will help to understand the spatio-temporal variation of rainfall and to determine the correlation between the current rainfall trend and climate change scenario of the study region for multifarious use.

Keywords: Eastern India, long-term variability and trends, Mann-Kendall test, seasonality index, spatio-temporal variation.

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Authors: Irena Durdová

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Most people know through experience and intuition what the word „sport“ means. Sport includes a combination of these configurations when it involves team competitions, tournaments, or matches in dual sports or individual sports. Sport management - it is an area of professional endeavor in which a variety of sport-related managerial careers exist and it is also an area of academic professional preparation. Exists three unique aspects of sport management: sport marketing, sport enterprise financial structures and sport industry career paths. The aim of the paper was to highlight the growing importance of sport in contemporary society, especially to emphasize its socio-economic benefits and refer to the development of sport management and marketing. The article has shown that sport contributes 2-3% to gross domestic product in the Czech Republic and that the demand for experts, specialists educated for the sports manager profession is growing.

Keywords: management, sport, sport management, marketing

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Authors: Pisit Potjanajaruwit

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The objectives of the study were to determine the marketing mix factors that influencing tourist’s destination decision making for cultural tourism in the Chonburi province. Both quantitative and qualitative data were applied in this study. The samples of 400 cases for quantitative analysis were tourists (both Thai and foreign) who were interested in cultural tourism in the Chonburi province, and traveled to cultural sites in Chonburi and 14 representatives from provincial tourism committee of Chonburi and local tourism experts. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. The study found that Thai and foreign tourists are influenced by different important marketing mix factors. The important factors for Thai respondents were physical evidence, price, people, and place at high importance level. For foreign respondents, physical evidence, price, people, and process were high importance level, whereas, product, place and promotion were moderate importance level.

Keywords: Chonburi Province, Decision Making for cultural tourism, Marketing Mixed.

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Authors: Toan Vu Duc, Son Ha Viet

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An evaluation of the PCBs residues in the surface soils from Bacninh, Vietnam was carried out. Sixty representative soil samples were collected from the centre of Bacninh and three surrounding districts. The analyzed results indicated the wide extent of contamination of total PCBs in Bacninh. In industrial and urban zones, total PCBs concentrations ranged from ranged from <0.02 to 32.68ng g-1 (mean 19.89 ±15.64ng g-1) dry weight, while those in agricultural zones ranged from <0.02 to 13.26ng g-1 (mean 8.14 ± 4.89ng g-1) dry weight. The mean percentages of PCB28, PCB52, PCB101, PCB138, PCB153 and PCB180 compared with Σ6PCBs in the analyzed soil samples are 3.1%, 13.9%, 21.7%, 30.7%, 25.8% and 4.8%, respectively. These values can be explained by the chemical properties as well as the compositions of PCBs mixture which probably escaped from dielectric oil. An increasing trend and the long-time release of PCBs are observed.

Keywords: Contamination, PCBs, soil, temporal trend.

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Authors: Norazah Mohd Suki, Norbayah Mohd Suki

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Online shopping enables consumers to search for information and purchase products or services through direct interaction with online store. This study aims to examine the effect of Internet marketing environment, product characteristics, familiarity and confidence, and promotional offers on consumer online shopping behavior. 200 questionnaires were distributed to the respondents, who are students and staff at a public university in the Federal Territory of Labuan, Malaysia, following simple random sampling as a means of data collection. Multiple regression analysis was used as a statistical measure to determine the strength of the relationship between one dependent variable and a series of other independent variables. Results revealed that familiarity and confidence was found to greatly influence consumer online shopping behavior followed by promotional offers. A clear understanding of consumer online shopping behavior can help marketing managers predict the online shopping rate and evaluate the future growth of online commerce.

Keywords: Internet Marketing Environment, Product Characteristics, Multiple Regression Analysis, Malaysia.

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Authors: Tahseen A. Jilani, Aqil S. Burney, C. Ardil

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Time series models have been used to make predictions of academic enrollments, weather, road accident, casualties and stock prices, etc. Based on the concepts of quartile regression models, we have developed a simple time variant quantile based fuzzy time series forecasting method. The proposed method bases the forecast using prediction of future trend of the data. In place of actual quantiles of the data at each point, we have converted the statistical concept into fuzzy concept by using fuzzy quantiles using fuzzy membership function ensemble. We have given a fuzzy metric to use the trend forecast and calculate the future value. The proposed model is applied for TAIFEX forecasting. It is shown that proposed method work best as compared to other models when compared with respect to model complexity and forecasting accuracy.

Keywords: Quantile Regression, Fuzzy time series, fuzzy logicalrelationship groups, heuristic trend prediction.

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Authors: Amir Gandomkar, Tahereh Soltani Gord faramarzi, Parisa Safaripour Chafi, Abdol-Reza Amani

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Temperature, humidity and precipitation in an area, are parameters proved influential in the climate of that area, and one should recognize them so that he can determine the climate of that area. Climate changes are of primary importance in climatology, and in recent years, have been of great concern to researchers and even politicians and organizations, for they can play an important role in social, political and economic activities. Even though the real cause of climate changes or their stability is not yet fully recognized, they are a matter of concern to researchers and their importance for countries has prompted them to investigate climate changes in different levels, especially in regional, national and continental level. This issue has less been investigated in our country. However, in recent years, there have been some researches and conferences on climate changes. This study is also in line with such researches and tries to investigate and analyze the trends of climate changes (temperature and precipitation) in Sefid-roud (the name of a river) basin. Three parameters of mean annual precipitation, temperature, and maximum and minimum temperatures in 36 synoptic and climatology stations in a statistical period of 49 years (1956-2005) in the stations of Sefid-roud basin were analyzed by Mann-Kendall test. The results obtained by data analysis show that climate changes are short term and have a trend. The analysis of mean temperature revealed that changes have a significantly rising trend, besides the precipitation has a significantly falling trend.

Keywords: Trend, Climate changes, Sefid-roud, Mann-Kendall

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Authors: Maciej Mitręga

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This paper contributes to our knowledge about buyerseller relations by identifying barriers and conflict situations associated with maintaining and developing durable business relationships by small companies. The contribution of prior studies with regard to negative aspects of marketing relationships is presented in the first section. The international research results are discussed with regard to the existing conceptualizations and main research implications identified at the end.

Keywords: Relationship marketing, barriers, conflict, SME, international research.

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Authors: S. A. A. Korori, H. Valipour K., S. Shabestani, A. shirvany, M. Matinizadeh

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Tehran, one of the heavily-populated capitals, is severely suffering from increasing air pollution. To show a documented trend of such pollutants during last years, plane tree species (Platanus orientalis) were suited to be studied as indicators, for the species have been planted throughout the city many years ago. Two areas (Saadatabad and Narmak districts) allotting different contents of crowed and highly-traffic routs but the same ecological characteristics were selected. Twelve sample individuals were cored twice perpendicularly in each area. Tree-rings of each core were measured by a binocular microscope and separated annually for the last 25 years. Two heavy metals including Cd and Pb accompanied by a mineral element (Ca) were analyzed using Hatch method. Treerings analysis of the two areas showed different groups in term of physiologically ability as the growths were plunged during the last 10 years in Saadatabad district and showed a slight decrease in the same period for another studying area. In direct contrast to decreasing growth trend in Saadatabad, all three mentioned elements increased sharply during last 25 years in the same area. When it came to Narmak district, the trend was completely different with Saadatabad. There were some fluctuations in absorbing trace elements like tree-rings widths were, yet calcium showed an upward trend all the last 25 years. The results of the study proved the possibility of using tree species of each region to monitor its air pollution trends of the past, hence to depict a pollution assessment of a populated city for last years and then to make appropriate decisions for the future as it is well-known what the trend is. On the other hand, risen values of calcium (as the stress-indicator element) accompanied by increased trace elements suggests non-sustainable state of the trees.

Keywords: Air pollution, Platanus orientalis, Tehran, Traceelements, Tree rings.

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Authors: A. Otjen, S. Keller

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A Montana university has used applied consumer research in experiential learning with non-profit clients for over a decade. Through trial and error, a successful protocol has been established from problem statement through formative research to integrated marketing campaign execution. In this paper, we describe the protocol and its applications. Analysis was completed to determine the effectiveness of the campaigns and the results of how pre- and post-consumer research mark societal change because of media.

Keywords: Marketing, experiential learning, consumer behavior, community partner.

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Authors: Siri-Orn Champatong

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This research paper was aimed to examine the relationship between visitors’ attitude towards the service marketing mix and visitors’ frequency of visit to Bangpu Recreation Centre. Based on a large and uncalculated population, the number of samples was calculated according to the formula to obtain a total of 385 samples. In collecting the samples, systematic random sampling was applied and by using of a Likert five-scale questionnaire for, a total of 21 days to collect the needed information. Mean, Standard Deviation, and Pearson’s basic statistical correlations were utilized in analyzing the data. This study discovered a high level of visitors’ attitude product and service of Bangpu Recreation Centre, price, place, promotional activities, people who provided service and physical evidence of the centre. The attitude towards process of service was discovered to be at a medium level. Additionally, the finding of an examination of a relationship between visitors’ attitude towards service marketing mix and visitors’ frequency of visit to Bangpu Recreation Centre presented that product and service, people, physical evidence and process of service provision showed a relationship with the visitors’ frequency of visit to the centre per year.

Keywords: Frequency of Visit, Visitor, Service Marketing Mix, Bangpu Recreation Centre.

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Authors: Maia Seturi

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One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.

Keywords: Marketing research, brand, branding principles, brand awareness, brand originality.

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Authors: A. Gandomkar, R. Dehghani

Abstract:

Climate change is a phenomenon has been based on the available evidence from a very long time ago and now its existence is very probable. The speed and nature of climate parameters changes at the middle of twentieth century has been different and its quickness more than the before and its trend changed to some extent comparing to the past. Climate change issue now regarded as not only one of the most common scientific topic but also a social political one, is not a new issue. Climate change is a complicated atmospheric oceanic phenomenon on a global scale and long-term. Precipitation pattern change, fast decrease of snowcovered resources and its rapid melting, increased evaporation, the occurrence of destroying floods, water shortage crisis, severe reduction at the rate of harvesting agricultural products and, so on are all the significant of climate change. To cope with this phenomenon, its consequences and events in which public instruction is the most important but it may be climate that no significant cant and effective action has been done so far. The present article is included a part of one surrey about climate change in Fars. The study area having annually mean temperature 14 and precipitation 320 mm .23 stations inside the basin with a common 37 year statistical period have been applied to the meteorology data (1974-2010). Man-kendal and change factor methods are two statistical methods, applying them, the trend of changes and the annual mean average temperature and the annual minimum mean temperature were studied by using them. Based on time series for each parameter, the annual mean average temperature and the mean of annual maximum temperature have a rising trend so that this trend is clearer to the mean of annual maximum temperature.

Keywords: Climate change, Coefficient Variation, Fars province, Man-Kendal method.

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Authors: Shu-Ning Liou

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The main purpose of this study was to establish Professional Competency Contents for International Marketer in Taiwan. To establish these contents a set of interviews with international marketing managers and three rounds of Delphi Technique surveys were employed. Five international marketing managers were interviewed for discussions on definitions, framework, and items of international marketing competency. A questionnaire for the " Delphi Technique Survey " was developed based on the results acquired from the interviews. The resulting questionnaire was distributed to another group of 30 international marketer of trading companies in Taiwan. After three rounds of Delphi Technique Survey with these participants, the "Contents of Professional Competency for International Marketer " was established. Five dimensions and thirty indicators were identified. It is hoped that the proposed contents could be served as a self-evaluation tool for international marketer as well as the basis for staffing and training programs for international marketer in Taiwan.

Keywords: Professional competency, International marketer, Delphi technique

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Authors: Randhir Singh Baghel, Govind Prasad Sahu

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An individual seasonality index is used to study the seasonality of rainfall over India. The seasonality indicator is examined for two time periods: early (1901-1970) and recent (1971-2015). In some regions of India throughout the recent time (1971-2015), trend analysis using linear regression during these two periods reveals a downward trend in the seasonality index (i.e., decreasing values of the index), which implies shorter dry spells resulting in more consistent rainfall throughout the year.

Keywords: Individual seasonality index, rainfall distribution, seasonality index, climate.

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Authors: Kamand Bagherian, Nariman Niknejad

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A vibration isolation technology for precise position control of a rotary system powered by two permanent magnet DC (PMDC) motors is proposed, where this system is mounted on an oscillatory frame. To achieve vibration isolation for this system, active damping and disturbance rejection (ADDR) technology is presented which introduces a cooperation of a main and an auxiliary PMDC, controlled by discrete-time sliding mode control (DTSMC) based schemes. The controller of the main actuator tracks a desired position and the auxiliary actuator simultaneously isolates the induced vibration, as its controller follows a torque trend. To determine this torque trend, a combination of two algorithms is introduced by the ADDR technology. The first torque-trend producing algorithm rejects the disturbance by counteracting the perturbation, estimated using a model-based observer. The second torque trend applies active variable damping to minimize the oscillation of the output shaft. In this practice, the presented technology is implemented on a rotary system with a pendulum attached, mounted on a linear actuator simulating an oscillation-transmitting structure. In addition, the obtained results illustrate the functionality of the proposed technology.

Keywords: Vibration isolation, position control, discrete-time nonlinear controller, active damping, disturbance tracking algorithm, oscillation transmitting support, stability robustness.

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Authors: O. Bouhlel, N. Mzoughi, D. Hadiji, I. Ben Slimane

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This research assesses the value of the brand personality and its influence on consumer-s decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence the brand trust as well as the attachment and commitment. The levels of sensitivity and involvement have an impact on the brand personality and the related variables to it.

Keywords: Attachment, Brand personality, Commitment, Involvement, Mobile marketing, Purchase intention, Sensitivity, Trust.

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Authors: Weishou Shen, Dong Liu, Di Ji, Haoyun Shen, Naifeng Lin

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Based on the field investigation and long term remote sensing data, the dynamics of the alpine wetland in the river basin and their response to climate change were studied. Results showed the alpine wetlands accounted for 3.73% of total basin in 2010. Lake and river appeared an increasing trend in the past 30 years, with an increase of 34.36 % and 24.57%. However, swamp exhibited a tendency of decreasing with 233.74 km2. Annual average temperature, maximum temperature, minimum temperature and precipitation in the river basin all exhibited an increasing trend, whereas relative humidity exhibited a decreasing trend. Ice and snow melting are main reasons of lake and river area enhancement and swamp area descend. There existed 91.78%-97.86% of reduced swamp converted into lakes on the basis of remote sensing image interpretation. China-s government policy of implementing development in the river basin is the major driving force of artificial wetland growth.

Keywords: alpine wetland dynamics, climate change, Yarlung Zangbo River basin

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Authors: P. Vel, H. Mubarak, M. A. Malak

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The elements for success in the service industry for many organizations have been studied and quantified. They range from effective performance evaluation and management to adequately implementing seven P’s. However, the success story of every organization is unique. What might work for one organization might not for another as every company is inherently distinctive. In this paper, the strategic framework behind the success of Liberty Automobiles Dubai is captured. The primary data necessary for this paper was collected through in-depth interviews with the managers for sales, service and marketing as well as the group general manager. Subsequently, the key areas that led to the success of Liberty Autos will be discussed in this paper.

Keywords: Services marketing, automotive retailing, and retailer success.

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Authors: Han-yuh Liu, Chia-yen Wu

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Truly successful bloggers, navigating the public to know them, often use their blogs as a way to better communicate with customers. Integrating with marketing tools, storytelling can be regarded as one of the most effective ways that businesses can follow to gain competitive edge. Even though the literature on marketing contains much discussion of traditional vehicles, the issue of business blogs applying storytelling has, as yet, received little attention. In the exploration stage, this paper identifies four storytelling disciplines and then presents a road map to business blogging. This paper also provides a two-path framework for blog storytelling and initiates an issue for further study.

Keywords: Storytelling, business blog, blog content, blog position, blog navigation.

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Authors: Sittichai Charoensettasilp, Chong Wu

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This study employs sampling of 400 Thai people who live in Bangkok and have used air transportation to travel. A random convenience sampling technique is used to collect data. The results found that at 0.05 significance level the differences of means of Thai consumers’ expectations (before) and satisfaction (after) receiving services in the service marketing mix, the results of all aspects are different both in general and for each aspect of the service marketing mix. Average levels of expectations before receiving services are higher than satisfaction after receiving services in all aspects, as well. When analyzing further to the correlation between average means, the means of expectations before receiving services are higher than those of satisfaction after receiving services in general. As in all aspects of the service marketing mix, any aspect that has a big difference between expectations before receiving services and satisfaction after receiving services has low correlation.

Keywords: Domestic Low-Cost Airlines, Expectation Before Receiving Services, Relationship, Satisfaction After Receiving Services, Thai Consumers.

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Authors: A. A. Mustafayeva, G. E. Nadirova, Sh. S. Kaliyeva, B. Zh. Aktaulova

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all of religions free towards society in Kazakhstan. Considering that Islam is more widespread religion in the region, Islamic industry is developing sector of Economy. There are some new sectors of Halal (Islamic) industry, which have importance for state developing on the whole. One of the youngest sectors of Halal industry is Islamic tourism, which became an object of disputes and led to dilemma, such as Islamic tourism is a result of a Religious revival and Islamic tourism is a new trend of Tourism. The paper was written under the research project “Islam in modern Kazakhstan: the nature and outcome of the religious revival".

Keywords: Halal industry, Islamic tourism, pillars, pilgrims.

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Authors: Hilmi Rafet Yüncü

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Today Internet has very important role to promote products and services all over the world. Companies and destinations in tourism industry use Internet to sell and to promote their core products to directly potential tourists. Internet technologies have redefined the relationships between tourists, tourism companies, and travel agents. The new relationship allows for accessing and tapping tourism information and services. Internet technologies ensure new opportunities to available for the tourism industry, including travel accommodation, and tourist destination organizations. Websites are important devices to the marketing of a destination. Most people make a research about the destination before arriving via internet. Governments have a considerable role in the process of marketing tourism destinations. Governments make policies and regulations; furthermore, they help to market destinations to potential tourists. Governments have a comprehensive overview of the sector to see changes in tourism market and design better policies, programs and marketing plans. At the same time, governments support developing of alternative tourism in the country with regulations and marketing tools. The aim of this study is to analyse of an Internet website of governmental tourism portal in Turkey to determine effectiveness about gastronomy tourism. The Turkish government has established a culture portal for foreign and local tourists. The Portal provides local and general information about tourism attractions of cities and Turkey. There are 81 official cities in Turkey and all these cities are conducted to analyse to determine how effective marketing is done by Turkish Government in the manner of gastronomy tourism. A content analysis will be conducted to Internet website of the portal with food content, recipes and gastronomic feature of cities.

Keywords: Content analysis, culture portal, gastronomy tourism, Turkey.

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Authors: Sanjay Kumar Srivastava, Anu Rani Sharma, Kamna Sachdeva

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The aim of the paper is to analyze the characteristics of winter fog in terms of its trend and spatial-temporal variability over Indo-Gangetic plains. The study reveals that during last four and half decades (1971-2015), an alarming increasing trend in fog frequency has been observed during the winter months of December and January over the study area. The frequency of fog has increased by 118.4% during the peak winter months of December and January. It has also been observed that on an average central part of IGP has 66.29% fog days followed by west IGP with 41.94% fog days. Further, Empirical Orthogonal Function (EOF) decomposition and Mann-Kendall variation analysis are used to analyze the spatial and temporal patterns of winter fog. The findings have significant implications for the further research of fog over IGP and formulate robust strategies to adapt the fog variability and mitigate its effects. The decision by Delhi Government to implement odd-even scheme to restrict the use of private vehicles in order to reduce pollution and improve quality of air may result in increasing the alarming increasing trend of fog over Delhi and its surrounding areas regions of IGP.

Keywords: Fog, climatology, spatial variability, temporal variability, empirical orthogonal function, visibility, Mann-Kendall test, variation point.

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Authors: Emmanuel Selase Asamoah, Miloslava Chovancová

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When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, proactive and result oriented analysis that will help fast food firms augment their strategies in the international fast food markets. The proposed framework will enable managers understand the intricacies involved in branding in the global fast food industry and decrease the use of 'trial and error' when entering into unfamiliar markets.

Keywords: culture, branding strategy, marketing mix, mass customization, standardization

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Authors: Min Li, Tao Li

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This paper constructs a four factors theoretical model of Chinese small and medium enterprises based on the “cartoon characters- reputation - enterprise marketing and management capabilities – protection of the cartoon image - institutional environment" by literature research, case studies and investigation. The empirical study show that the greatest impact on current merchandising rights income is the institutional environment friendliness, followed by marketing and management capabilities, input of character image protection and Cartoon characters- reputation through the real-time grey relational analysis, and the greatest impact on post-merchandising rights profit is Cartoon characters reputation, followed by the institutional environment friendliness, then marketing and management ability and input of character image protection through the time-delay grey relational analysis.

Keywords: Cartoon characters, merchandising rights, influencefactors, grey relational analysis

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Authors: Aneta Oblouková, Eva Vítková

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The article deals with the issue of water and sewerage charge rate prices in the Czech Republic. The research is specifically focused on the analysis of the development of the average prices of water and sewerage charge rate in the Czech Republic in 1994-2021 and on the validation of the chosen methodology relevant for the prediction of the development of the average prices of water and sewerage charge rate in the Czech Republic. The research is based on data collection. The data for this research were obtained from the Czech Statistical Office. The aim of the paper is to validate the relevance of the mathematical linear trend estimate technique for the calculation of the predicted average prices of water and sewerage charge rates. The real values of the average prices of water and sewerage charge rates in the Czech Republic in 1994-2018 were obtained from the Czech Statistical Office and were converted into a mathematical equation. The same type of real data was obtained from the Czech Statistical Office for 2019-2021. Prediction of the average prices of water and sewerage charge rates in the Czech Republic in 2019-2021 was also calculated using a chosen method – a linear trend estimation technique. The values obtained from the Czech Statistical Office and the values calculated using the chosen methodology were subsequently compared. The research result is a validation of the chosen mathematical technique to be a suitable technique for this research.

Keywords: Czech Republic, linear trend estimation, price prediction, water and sewerage charge rate.

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