Abstract: This research aimed to investigate the relationship
between attitude towards marketing mix, brand image and consumer
behavior of the passengers of low-cost airlines service. This study
employed by quantitative research and the questionnaire was used to
collect the data from 400 sampled of the passengers who have ever
used the low-cost airline services based in Bangkok, Thailand. The
descriptive statistics and Pearson’s correlation analysis were used to
analyze data. The research results revealed that the attitude of the marketing mix
of the low-cost airline services including product, price, place,
promotion and process had related to the consumer behavior on the
aspects of duration of service and frequency of service. While, the
brand image of the low cost airline including the characteristics of
organization, service quality and company identity had related to the
consumer behavior on duration of service, frequency of service and
cost of service at the significant statistically acceptable levels.
Abstract: 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.
Abstract: The main objective of the paper has been represented
by the identification of the changes that occurred in the competitive
environment and their impact on the strategic marketing management
of companies in B2B market. At Romania-s level there has not yet
been done a similar research that studies change management in
crises on business to business field. In order to answer to the paper-s
objectives, a qualitative marketing research (in-depth structured
interview) was conducted, within the top management of 27
companies in Romanian business to business field. The main results
of the research highlight the necessity of a management of change, as
a result of the crises, as follows: changes in the corporate objectives
(from development objectives to maintaining objectives), changes
market segmentation and in competitive advantages, changes at the
level of market strategies and of the marketing mix.