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7. Google. 2014. The Customer Journey to Online Purchase. Retrieved from http://www.google.com/think/tools/customer-journey-to-online-purchase.html (accessed on 5th Jan.2016) 8. Gruzd, A, Wellman, B. Sc Takhteyev, Y. (2011) Imagining Twitter as an imagined community.American Behavioral Scientist, 55, 10, 1294-1318. 9. Hanna, R., Rohm, A. & Crittenden, V., (2011). We’re all connected: The power of the social media ecosystem,Business Horizons, 54, 265-273. 10. Hacıefendioğlu,Ş. (2011),“ReklamOrtamıOlarakSosyalPaylaşımSiteleriveBirAraştırma”, BilgiEkonomisiveYönetimiDergisi, 11 (1):107-115. 11. Kahraman, M. (2010) . Sosyal Medya 101, Mediacat, 1.Baskı. İstanbul 12. Kaplan, A. M., & Haenlein, M. (2010). Uers of the world, unit! The challenges and opportunities of social media. Business Horizons, 53, p59-68. 13. Microblogging. Retrieved from http://www.merriam-webster.com/dictionary/microblogging (accessed on 12th Jan 2016) 14. Miller R, & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 11, 1-9. 15. Mayfield .A (2008), What is Social Media? V. 1.4 Retrieved from http://www.icrossing.com/uk/sites/default/files_uk/insight_pdf_files/What%20is%20Social%20Media_iCr ossing_ebook.pdf 16. Nigam, A. (2014). Seeds Of Apple's New Growth In Mobile Payments, 800 Million iTune Accounts Retrieved from http://www.forbes.com/sites/nigamarora/2014/04/24/seeds-of-apples-new-growth-inmobile-payments-800-million-itune-accounts/#3a3769921e58 (accessed on 7 th Jan. 2016) 17. Networking, Merriam Webster Dictionary. Retrieved from http://www.merriamwebster.com/dictionary/networking(accessed on 5th Jan. 2016) 18. Oxford dictionary, Social Media, Retrieved from http://www.oxforddictionaries.com/definition/english/social-media?q=social+media (accessed on 5 th Jan. 2016) 19. Parson, A. (2013). How Does Social Media Influence the Buying Behavior of Consumers? [Online]. Business & Entrepreneurship. Retrieved from: http://yourbusiness.azcentral.com/social-media-influence-buying-behavior-consumers- 17017.html (accessed on 10 th Jan. 2016) 20. Pookulangara, S. & Koesler, K. (2011). Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions. Journal of Retailing and Consumer Services, 18, 348-354. 21. Ridings, C.M. ßc Gefen, D. (2004) Virtual community attraction: why people hang out online.journal of Computer-Mediated Communication, 10, 1, 1-10. 22. Senecal, S. & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80, 2, 159-169. 23. Social Media Comparison Infographic, Leverage, September 2015, https://leveragenewagemedia.com/blog/social-media-infographic/ (accessed on 10 th Jan. 2016) 24. Thomson, S. H. T. (2005). “Usage and effectiveness of online marketing tools among Business-to- Consumer”, B2C ,firms in Singapore, International Journal of Information Management, 25, 203-213. 25. Tuten, T.L., and Solomon M.R. (2015). Social Media Marketing, 2nd Edition, SAGE publications ltd, 5-25. 26. Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. Sebastopol, CA: O’Reilly Media Inc. 27. Wikipedia, Neutral point of view. Retrieved from https://en.wikipedia.org/wiki/Wikipedia:Neutral_point_of_view (accessed on 20 th Dec 2015) 28. World Bank, Internet users, 2014, Retrieved from: http://data.worldbank.org/indicator/IT.NET.USER.P2 (accessed on 10th Dec. 2015) 29. YouTube statistics, Retrieved from https://www.youtube.com/yt/press/en-GB/statistics.html (accessed on 20th Jan.2016) 181
ASSESSMENT OF DIFFERENT GENERATION NEEDS FOR STRATEGIC MARKETING Babulia (Dodo) MGHEBRISHVILI Iv. Javakhishvili Tbilisi State University, Goergia. Abstract Generations represent people of different ages, but their different behavior in the market doesn’t depend only on their age. Buying behavior of representatives of different generations is affected also by other factors, and among them employment situation and incomes are especially important. In our opinion, nowadays, in Georgia, from the point of view of marketing, the following generations should be singled out: Confused generation. We call them so because their representatives didn’t properly comprehend the essence of market economy. They are over 60 years of age. Disappointed generation. Despite of their middle age this generation is basically unemployed or selfemployed. Their age is between 45 and 60. New Georgians. The representatives of this generation today in the country are employed in public institutions as well as in private business. Their age is between 20 and 44. Teenagers. They are 15-19 year olds; most of them are pupils or college or university students. Although they don’t have their own income; they are a very active segment of the market using their parents’ incomes. Preschool and school age children (0-14 years of age). Matching the needs of different generations is one of the most important ways for any business to succeed. Therefore, we think that in developing their marketing strategies companies should pay great attention to studies of the generation (or generations) consuming their products. Keywords: generations marketing, customer, buying behavior. Introduction Different generation use the same products in different ways. Fathers, their children, grandchildren and grand – grandchildren differ with their needs regarding usage of particular products. This factor causes different influences on the development of different industries. It is especially clear when discussing great changes in technologies. This is why we got interested in the theory of generations and generations’ marketing. We also aim at using practices used in other countries in Georgian reality. First of all we decided to divide Georgian’s population into generations on the basis of the marketing approach. Generations, in the marketing context, are composed of the customers of different ages but their behavior at market is not determined by their age only. Buying behavior of the representatives of one or another generation is impacted by the other factors as well and among them, primarily, we consider employment and incomes. Results of the research Generational theory was developed in the nineties of the past century in USA. Its founders are Neil Howe, the economist and demographer and William Strauss, the historian, author 182
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PROCEEDINGS OF The International Bu
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Proceedings of the International Bu
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Costs and Benefits of Marketing Com
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Sources of Competitive Advantage in
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INNOVATIVE THINKING AS A REQUIREMEN
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The participants of the conducted s
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thinking: nature, specific traits,
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4. The training programs aimed at t
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second reason lies in the specifics
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Conclusions To sum up, it should be
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the impact of the macro-environment
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Creativity Figure 2. The structure
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Boden (2004) distinguishes two broa
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consists of factors and trends oper
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Druzhinin, 1999 Gebert, 2002 Krause
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Table 4. Details of the respondents
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Figure 5. Distribution of expectati
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climate, which obstructs the expres
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Simonton, D. K. (2003). Scientific
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Unlocking and diffusing environment
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11. Aping: a copy cat is possible b
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finding tours, network sessions, id
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Conclusions Although this research
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THE INTERFACE BETWEEN THE STUDENTS
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135 (47.4 percent) students, the re
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and agreeableness. Most researchers
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individuals with strongly expressed
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of statistics were identified in th
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When analysing the data of the Crea
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Childishness 5.77 1.79 5.46 1.66 1.
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Generalizing the obtained results i
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openness to experience in students
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the third year students, as well as
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Wang, N., Jome, L. M., Haase, R. F.
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Csikszentmihalyi (1991) concurs and
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Pictures, imaging, perception and m
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participants had given their consen
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Kirkpatrick D. (1994) cited Rigg &
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the ability to transform the existi
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Almost 70 percent of the students i
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The respondents studying at the Fac
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with other faculties who are willin
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INNOVATIVE AND CREATIVE ICT SOLUTIO
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The author suggests that the proces
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activity (e.g. between two and thre
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characteristics of innovative ICT s
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Innovative and creative business so
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type of projector. Its type and cap
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Badzioska, E. (2016). The Concept o
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BUILDING RESILIENT ORGANIZATIONS AN
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Even though open innovation is most
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Most of the wood construction -rela
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MEE (Finnish Ministry of Employment
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the concept. Conceptual layer is co
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It is important to indicate the acc
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elationship can have the impact on
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THE USE OF TIME-DRIVEN ACTIVITY BAS
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The term of time consuming includes
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Table 1. The time equation of purch
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In the classical approach of accoun
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COSTS AND BENEFITS OF MARKETING COM
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Marketing experts A total of 13 mar
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No common rules, but facilitators D
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For radio spots and TV ads, adverti
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interviewed companies were locally
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Page 133 and 134: Table 7. Correlation of interest in
Page 135 and 136: selected by companies amid various
Page 137 and 138: Exhibit 1). This shows a clear conn
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Page 141 and 142: celebration, victory and the epitom
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Page 145 and 146: 2014). This worked to increase awar
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Page 149 and 150: McDonald, Colin. (1991). Sponsorshi
Page 151 and 152: products dedicated to older consume
Page 153 and 154: The study was conducted in November
Page 155 and 156: The study was conducted by question
Page 157 and 158: The research results also showed th
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Page 163 and 164: company's innovation culture. For e
Page 165 and 166: Conclusions Reviewing the definitio
Page 167 and 168: ONE DOWNTOWN STREET. ONE DOWNTOWN P
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Page 173 and 174: After carrying out of this inquiry,
Page 175 and 176: SOCIAL MEDIA AND ITS INFLUENCES ON
Page 177 and 178: Social Media Definition of social m
Page 179 and 180: Forums Perhaps the forums came befo
Page 181: find 80% their prefer shops online
Page 185 and 186: Table 1. Generations of Georgian po
Page 187 and 188: FOOD-RELATED LIFESTYLE AS AN INNOVA
Page 189 and 190: The eco-moderate food consumer, Th
Page 191 and 192: Source: author’s elaboration. Fig
Page 193 and 194: Cholewa-Wójcik, A., & Świda, J. (
Page 195 and 196: The aim of work is to analyze diffe
Page 197 and 198: The results of empirical research c
Page 199 and 200: Legal framework According Hattori a
Page 201 and 202: on companies as it’s a key elemen
Page 203 and 204: Figure 5. Opinion about false adver
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Page 209 and 210: Figure 2. Review of Cargo handling
Page 211 and 212: Air pollution passes into other sph
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Page 215 and 216: Figure 8. Principle of dust suppres
Page 217 and 218: WHEN SHARED VALUE MEETS CREATIVITY:
Page 219 and 220: Figure 1. Value creation framework
Page 221 and 222: in private people who are oriented
Page 223 and 224: “Creative thinking led to Nobel P
Page 225 and 226: offer the machine, for free. Then t
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Page 229 and 230: Clearly declarative character, mani
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of companies do not see the need to
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Figure 6. Problems noticed in enter
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epresentatives of SMEs have a right
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practitioners have developed their
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Table 2. Industrial state problems
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Acting boldly without being limited
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SOCIAL STAKEHOLDERS APPROACH TO TRA
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Assessing Vilniaus kolegija/Univers
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graduates were useful for their ins
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S. Pogosian and I. Dzemyda (2012) n
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European policies toward flexible w
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the “Law on Temporary Agency Empl
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where staff where engaged in tempor
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Edquist C. & Hommen L. Comparing na
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In 1997, this ‘overly constricted
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Figure 1. Major themes identified d
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Given that SMEs were shaped by thei
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approached in the recent study by J
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Foreman-Peck, J., & Nicholls, T. (2
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unemployment? Journal of Business V
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Business related innovation phenome
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Schumpeter was one of the foremost
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from OECD member countries (OECD, 2
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Marketing innovation Organisational
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Figure 1. The rate of innovation-ac
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to promote and foster involvement o
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ASSESSING FINANCIAL INCLUSION OF EN
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positive relationships in different
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120% 100% 80% 60% 40% 20% 0% All co
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The highest percentage of firms wit
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Puri M., Rocholl J. Steffen S. (201
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committees. The analysis of advanta
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getting in turn their board represe
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limit of involvement in an investme
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and relatively save. However in the
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A separate investment bank, without
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Zielioski T. (2013), "Zarażenie fi
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encompasses economic, political, so
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management model existing in Great
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Individualism-collectivism dimensio
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The lowest indicator is obtained in
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The power distance indicator in Lit
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After performing a comparative anal
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INNOVATION, ECONOMIC GROWTH, AND IN
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citizens and gain popularity in abr
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eduction of state and private inves
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In 2013 were finished negotiations
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THE PERCEPTIONS OF PARTNERS’ TRUS
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small and medium sized and represen
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Figure 2. Conceptual map of the Rus
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Miles, M.B. & Huberman, A. M. (1994
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Will to discuss issues Issues can b
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Competent in Russian business Trans
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Appendix 3. Trustworthiness cluster
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SOURCES OF COMPETITIVE ADVANTAGE IN
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for sources of competitive advantag
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The competitive advantage of compan
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discrepancy of responses was slight
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Budzyoska-Biernat A. (2015). Strate
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the economy of European countries m
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Scientific literature emphasizes th
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The European Parliament and the Cou
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No. Competence Score Group No. Comp
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When generalizing the research resu
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SUSTAINABLE TOURISM AND SOCIAL TOUR
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organizations and institutions resp
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Municipalities were chosen in a way
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On the other hand the highest mean
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A major contribution of this resear
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Shin, Y. (2010). Residents' Percept
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Hence, Georgia has made a big succe
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driving forces for massive employme
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Figure 3. Credit (ECTs) distributio
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There are provided good organizatio
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Academic representatives to receive
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total exports. Travel & Tourism inv
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trends in the development of touris
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philosopher Arsene Ikaltoeli taught
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Terms of fierce competition in the
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PROMOTING INNOVATION IN THE HOTEL I
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Leadership in Energy and Environmen
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Conclusions This article reviewed i
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ISBN Ba Proceedings of the Internat
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