scholarly journals Conducting marketing research of new products of the company

2020 ◽  
Vol 159 ◽  
pp. 03001
Author(s):  
Aigul Baimbetova ◽  
Madina Duisemaliyeva ◽  
Ainash Kurbanbayeva ◽  
Raigyl Esenzhigitova
Keyword(s):  
Information Needs ◽  
Marketing Research ◽  
Competitive Advantages ◽  
Product Price ◽  
Marketing Environment ◽  
Goods And Services ◽  
Economic Entity ◽  
Marketing Activities ◽  
Real State

The main principle of marketing is the slogan “production of the product being sold, not sale of the product being produced”. Therefore, planning and evaluating the effectiveness of marketing activities should be carried out as a result of marketing research in order to determine the degree of customer satisfaction with the quality of goods and services. .Marketing research is a systematic and objective process of identification, collection, analysis and dissemination of information aimed at increasing efficiency in identifying and solving a marketing problem. The main goal is to create an information and analytical base for reducing the level of uncertainty and making marketing decisions [1]. The task of marketing research is to provide objective, reliable, justified, timely information and assessment of the information needs of the business entity, reflecting the real state of the business entity [5]. Such research includes marketing activities in the market, as well as market processes that have any links to it. The object of the study is the economic entity itself, the marketing environment of its sphere of activity, the market that represents competitive advantages, as well as marketing advantages in the areas of product, price, communication and sales activities [2].

scholarly journals IMMERSIVE TECHNOLOGIES AS A TOOL OF INNOVATIVE MARKETING IN THE FIELD OF BUSINESS ORGANIZATION

2021 ◽  
Author(s):  
Valentyna Fostolovych ◽  
Tetiana Botsian
Keyword(s):  
Human Life ◽  
Digital Technologies ◽  
Digital Transformation ◽  
Competitive Advantages ◽  
Marketing Activities ◽  
Marketing Tool ◽  
The Cost ◽  
The Impact ◽  
Immersive Technologies

The permeability of all spheres of both economic activity and human life with digital technologies encourages the search for new marketing ideas necessary for the implementation of the product (goods, works and services).  Today's consumer has become more demanding both to the product itself and to the ways of presenting it.  Immersive technologies are becoming one of the tools that contribute to the formation of competitive advantages, especially the organization of business in the field of entertainment, as one of the areas of additional income in the field of hotel and restaurant services and marketing activities of enterprises.  Digital transformation leads to the search for new initiatives that will be a tool to meet customer needs and a way to reach wider market segments.  The process of digitalization must first be integrated into the economy of the whole state and the enterprise as a whole, and in all processes of production of goods, works and services.  Digital-transformation of domestic enterprises will help to obtain additional competitive advantages both in the domestic market and in the international market.  The formation of competitive advantages is associated not only with the maximum involvement of digital technologies in business.  It is important to choose such technologies that will be most effective in the implementation of a particular type of enterprise, under certain conditions and in a particular environment. The expediency of using immersive technologies as a marketing tool is undeniable.  However, in addition to tools, immersive technologies are important as a means of education, a separate milestone in the field of entertainment, a means of psychological influence and more.  That is, the impact of this tool on the level of competitiveness of the enterprise in the environment of the demanding consumer is manifested: in the form of reducing the cost of attracting the client; active covert promotion through their use; improving the quality of the presented product (goods, works, services); ensuring the elasticity of the enterprise to the needs and requirements of consumers; the transition of the enterprise to an innovative type of development and active digitalization.

Innovative marketing in the performing arts

2021 ◽  
Vol 13 (62) (SI) ◽  
pp. 123-130
Author(s):  
Traian ICHIM
Keyword(s):  
Performing Arts ◽  
Decision Makers ◽  
Marketing Environment ◽  
Cultural Field ◽  
Market Requirements ◽  
Marketing Activities ◽  
Cultural Sphere ◽  
Special Approach ◽  
Cultural Marketing

Marketing in the cultural sphere has its own characteristics due to certain market requirements in this field of activity. It is distinguished by a special approach to traditional categories of marketing activities, thus defining the content of its functions. The key point of the management process in the cultural field is the study and evaluation of the marketing environment of a cultural institution. The marketing environment consists of macro and micro factors, which influence the activities of the institution. Research in the field of cultural marketing will be the concrete and realistic basis of future cultural projects. At the same time, the results of research will account for several political decision-makers. The use by cultural institutions of the whole complex of marketing technologies will not only improve the quality of services provided by a given institution in a certain market segment, but will also give the opportunity to move to a new stage of evolution of the whole market of sociocultural services, which corresponds to the requirements (needs) of consumers to a greater extent.

scholarly journals Forming the enterprises strategy of focusing as a method of achieving its competitive advantages

2020 ◽  
pp. 16-19
Author(s):  
Oleksandra ROZHENKO
Keyword(s):  
Competitive Advantage ◽  
Competitive Advantages ◽  
Sustainable Competitive Advantage ◽  
Enterprise Development ◽  
Product Price ◽  
Market Growth ◽  
Focus Strategy ◽  
Competitive Forces

The article deepens the theoretical and methodological foundations of strategic management of determining and achieving competitive advantages of the enterprise. To objectify the evaluation parameters of competitive advantages, a technique of competitive advantage analysis is proposed, which includes the following sequence of stages: determination of the basic strategy of enterprise development by the Thompson-Strickland model, determination of the competitive strategy of enterprise development by the Porter model, analysis of the competitive forces of the enterprise by the Porter model, systematization of components strategic potential of the enterprise according to the Borden-McCarry model; and determination of sustainable competitive advantage of the enterprise. According to the proposed method of analysis of competitive advantages of the enterprise, the following components of strategic potential are attributed to the directions of its strategic focus: product, price, promotion, place, people, process, physical environment. Most focus is on sustainable competitive advantage. According to the results of strategic analysis of a subsidiary's enterprise, its stable competitive advantage is formed. The method of analysis of competitive advantages of the enterprise is described. The essence of forming a focus strategy as a way of achieving competitive advantages of the enterprise is revealed. The disclosure of formation of competitive advantages of the investigated enterprise is improved. The technique of the analysis of competitive advantages of the enterprise through the mechanism of focusing on them is offered. The strategy of focusing the enterprise as a way to achieve its competitive advantages has been formed. The strategy of focusing of the conditional enterprise as a way of achieving its competitive advantages is formed. It is determined that the conditional enterprise has a strong competitive position and slow market growth. A competitive product focus strategy means leading the niche in the services provided, focusing all of the conditional enterprise's efforts on the quality of the services provided.

scholarly journals Features of the choice of indicators in marketing research of the consumer market for publishing products

2020 ◽  
Vol 11 (4) ◽  
pp. 90-96
Author(s):  
Alexander A. Nechitaylo ◽  
Tatiana Yu. Deptsova ◽  
Anna A. Gnutova ◽  
Natalia V. Priadilnikova
Keyword(s):  
Latent Variables ◽  
Marketing Research ◽  
Survey Method ◽  
Consumer Market ◽  
Goods And Services ◽  
Number Of Factors ◽  
Scientific World ◽  
The Media ◽  
Search And Selection

In the scientific world, there has long been a debate about which of the methods of collecting primary information is the most flexible and reliable, but all attempts to reduce the assessment of the quality of the survey on average to a specific technique for collecting information, a research plan, the type of data analysis or the nature of the use of the information obtained did not justify themselves. The authors consider the survey method of J. Gallup, who was one of the first to use customer surveys specifically for market research. The Gallup method has certain advantages over other methods and has been continued within the framework of the theory of latent variables. The article describes two types of models with latent variables: models with effect indicators and models with cause indicators, which are used to effectively promote goods and services based on a survey of a certain sample of potential consumers. The rules for the search and selection of indicators are described when conducting marketing research in general, and, in particular, in the publishing market, taking into account the specifics of media products presented in this market. The authors highlighted a number of factors that must be taken into account when conducting marketing research on the publishing market and the media market.

scholarly journals MARKETING MANAGEMENT OF COMPETITIVENESS OF ENTERPRISE PRODUCTS

2019 ◽  
pp. 123-131
Author(s):  
Vitalii Nianko ◽  
Vitalii Karpenko ◽  
Oleksandr Nezdorovin
Keyword(s):  
Effective Means ◽  
Marketing Research ◽  
Marketing Management ◽  
Enterprise Management ◽  
Scientific Publications ◽  
Marketing Environment ◽  
Goods And Services ◽  
Theoretical Generalization ◽  
Market Needs ◽  
Classification Of Varieties

Introduction. In the conditions of globalization of Ukraine, there is a need to increase the effectiveness of marketing management of the formation and development of competitive advantages of economic systems at different levels of management, creation of a modern institutional base to ensure favourable conditions for increasing the competitiveness of domestic producers in the domestic and foreign markets. Today, the development of the economy depends on the viability and creativity of the marketing system, which is an effective means for solving the problem of quality management and competitiveness of goods and services. Methods. The methods of theoretical and creative understanding of the selected topic were used in the study. The theoretical and methodological basis of the study is the position of economic theory, scientific works of domestic and foreign scientists on marketing. The following research methods were used: monograph – in studying the essence of marketing at the enterprise, dialectical method of cognition – in the study of planning and substantiation of the concept of marketing; theoretical generalization and comparison – for the development of the conceptual apparatus and the study of marketing support; abstract and logical – in the theoretical generalization of the essence and mechanisms of marketing management. Monographic works and scientific publications on its subject were the informative basis of the research. Results. The essence and content of the concept of marketing are revealed. It is substantiated that the development of marketing support is a complex dialectical process of interaction of environmental factors and purposeful influence of factors related to the production of competitive products that satisfy certain market needs. The essence, tasks, basic tools and principles of marketing support are considered and substantiated. Organizational components of innovative marketing of enterprises are developed and scientifically substantiated on the basis of ensuring coordinated interaction of their innovation and marketing activities. The essence and content of the term “innovative marketing” are defined. The classification of varieties of innovative marketing depending on their functionality is offered. Discussion. In the future, an effective mechanism of rational marketing functioning for various situational and market fluctuations in the conditions of market volatility will be developed. Keywords: marketing, marketing support, marketing environment, enterprise management, marketing research, competitiveness.

scholarly journals Internet Marketing as a Modern Enterprise Communication Tool

2020 ◽  
pp. 97-102
Author(s):  
I. Fomichenko ◽  
◽  
S. Barkova ◽  
A. Dykan ◽  
K. Kosik ◽  
...  
Keyword(s):  
Marketing Research ◽  
Internet Marketing ◽  
Marketing Communications ◽  
The Internet ◽  
Communication Policy ◽  
Communication Tool ◽  
Goods And Services ◽  
Modern Enterprise ◽  
Marketing Activities ◽  
Use Of Internet

The article identifies the need for the use of Internet marketing technologies to promote goods and services in a modern domestic enterprise. Based on the analysis, the need to improve the marketing, sales and communication policy of domestic enterprises using the Internet is substantiated. The main marketing processes that are implemented using Internet marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet. The main types of Internet marketing at a modern enterprise are studied. Current trends in Internet marketing communications are identified. The advantages of the use of Internet technologies in the marketing activities of enterprises are substantiated, which also affect the efficiency (or empowerment) not only in marketing activities, but also in other areas of the enterprise.

scholarly journals METHODOLOGY AND ORGANIZATION OF MARKETING AUDIT RISK ASSESSMENT IN THE INTERNATIONAL TRADING ENVIRONMENT

2021 ◽  
Author(s):  
Viktoriia Umanska ◽  
◽  
Yuliia Radzikhovska ◽  
Keyword(s):  
Risk Assessment ◽  
Marketing Strategy ◽  
Probabilistic Methods ◽  
Controlled Environment ◽  
Audit Process ◽  
Product Price ◽  
Marketing Environment ◽  
Leading Role ◽  
International Environment ◽  
Marketing Activities

The company’s marketing activities require constant audit, as the company’s results cannot be directly attributed to marketing activities. It is because of the indirect nature of the results of marketing activities in the process of its implementation there are many sources of risk, which in turn lead to loss of profits and losses of the enterprise. Therefore, the organization and methodology of risk assessment of marketing audit requires more detailed research, study and analysis. At the same time, it is in the international environment that the audit process becomes more complicated, and the number of risks increases due to the company’s activities in the new uncertain environment. The analysis of risks of marketing audit in the international marketing environment allowed to reveal such its main directions, as: audit of environment, both macro, and micro; marketing goals and strategies; the main components of the marketing complex according to the scheme 4 P (product, price, place, promotion); as well as the organization of the marketing structure of the company. Depending on these areas, possible risks are classified and methods for their assessment are determined. The study proposes to identify them according to the characteristics of the elements of the main directions of marketing audit and the distribution of controlled, partially controlled and uncontrolled. Accordingly, risk assessment methods are proposed that combine both statistical and marketing approaches. Controlled elements of marketing audit can be assessed by calculation and analytical methods, factors of a partially controlled environment by statistical and probabilistic methods, and factors of a fully controlled environment – only by expert methods. When implementing a marketing strategy, it is advisable to assess the risks at all stages of its development, which will immediately minimize both the number and probability of individual risks. At the same time, it is in the international environment that the sales process, that is the implementation of the tactical implementation of the marketing strategy, will play a leading role. In this case, the company is recommended to conduct a separate audit of sales tools for the effectiveness of its use in a particular environment.

scholarly journals Marketing Technologies as an Instrument to Activate the Development of Domestic Enterprises

2020 ◽  
Vol 11 (514) ◽  
pp. 467-472
Author(s):  
M. Y. Serpukhov ◽  
◽  
A. O. Nesterenko ◽  
Keyword(s):  
Practical Knowledge ◽  
Marketing Research ◽  
Viral Marketing ◽  
The Novel ◽  
Marketing Environment ◽  
Event Marketing ◽  
Economic Entity ◽  
Positioning Analysis ◽  
Sustainable Competitive Advantages ◽  
Competitive Rivalry

The modern Ukrainian marketing environment at the present stage undergoes both changes and introduction of new practical knowledge. But one of the necessary conditions for the effective functioning of any economic entity is the active use of marketing instruments to achieve its own socio-economic goals. The revival of the activation of domestic firms in international markets is a complex process that requires systematic marketing research, determination of potential and creation of sustainable competitive advantages. Therefore, the shortest and fastest way to launch this process is to introduce marketing technologies. This topic is relevant because currently our market does not pay enough attention to the promotion of the latest technologies for Ukrainian enterprises and uses their classic list without observing the stages. The article is aimed at exploring the possibilities of using marketing technologies to activate the development of domestic enterprises. Statistics on the use of marketing technologies in Ukraine are analyzed. Both the classical and the novel marketing technologies are examined, the classic ones being: segmentation, targeting, positioning, analysis, forecasting; the novel being: viral marketing, event marketing, Internet marketing. The concept and essence of these technologies are disclosed in view of practical content. The advantages of modern marketing technologies in competitive rivalry are determined; it is specified, why more and more enterprises prefer marketing technologies when creating new products. The main factors that facilitate the introduction of marketing technologies for Ukrainian enterprises are allocated and systematized. The advantages of each proposed marketing technology are outlined. The stages of introduction of technologies into the market of Ukrainian enterprises are characterized, recommendations on improving approaches to their implementation are provided.

scholarly journals METHODICAL AND METHODOLOGICAL BASIS FOR THE FORMATION OF COMPLEX MARKETING RESEARCH OF TRANSPORT SYSTEM: INSTITUTIONAL AND INFRASTRUCTURE ASPECT

2018 ◽  
pp. 98-109
Author(s):  
Nikolay Vasilyevich Mordovchenkov
Keyword(s):  
Marketing Research ◽  
Theoretical Concept ◽  
Competitive Advantages ◽  
Transport Service ◽  
Social Efficiency ◽  
Service Market ◽  
Volga River ◽  
River Transport ◽  
Market Infrastructure

The lack of the complex methodology of marketing research available for practical functioning of the transport service market in Russia is an urgent problem. The article highlights the experience and prospects of conducting marketing research in transport. Determining the existing competitive advantages of a transport enterprise and positioning these advantages in those market segments where they can be realized in the best way is a special feature of marketing research in the transport service market. A methodological-theoretical concept of a complex-system marketing research has been proposed, taking into account the identification of reserves and possibilities for increasing the economic and social efficiency of river transport. The author's approach to the questionnaire survey of passengers, residents of riverside areas (the Volga River, the Oka River), excursionists, holidaymakers in boarding houses, tourist and sports facilities has been developed. According to the conducted time-study of the technological process of passenger getting on/off (e.g. on board a motorvessel), there has been recommended the more secure and faster innovation technology for the excursionists. There have been suggested the variants of organizing the fleet operation, improving the quality of transportation at rush hours in cities (river taxis), opening of new tourist and excursion routes on the main rivers, the Gorky reservoir, small and side rivers in accordance with the identified tourist resources and recreational and health-improving potential. It has been considered expedient to attract other types of public transport to the river transport conveyor: railway, automobile and air transport. There has been developed algorithm of calculating unsatisfied demand for express tours in correlation with calculating the effectiveness of advertising on river transport. The particular attention has been paid to the procedure of writing the report, the degree of responsibility and professionalism of the researcher-innovator who is able to formulate and retransmit the philosophy of fundamental marketing research in transport in the conditions of modern market infrastructure, and in the formation of the competitive institutional economy of agglomeration (region). A graphic model of express report on complex marketing research on the river transport has been given as an example.

scholarly journals PECULIARITIES OF MARKETING ACTIVITY OF «PRIVATBANK»

2021 ◽  
Author(s):  
Dmitriy Kretov
Keyword(s):  
Online Community ◽  
Direct Marketing ◽  
Banking System ◽  
Product Line ◽  
Competitive Advantages ◽  
Marketing Activity ◽  
Product Price ◽  
Pricing Policy ◽  
Social Events ◽  
Marketing Activities

The current situation in the modern banking market is characterized by intensified competition, the growing role of customer relations, further diversification of products, increasing the influence of distribution channels of banking services and products. To solve the problems that arise, they intensify marketing activities in the following areas: improving banking products and services, developing new products, expanding customer development programs, monitoring the activities of competitors, creating a marketing culture in the organization. The article is devoted to the review of marketing activity of «PRIVATBANK». The study allowed to determine the main competitive advantages of «PRIVATBANK» and the problematic aspects in which the bank is desirable to adjust its marketing policy. It is determined that «PRIVATBANK» is a universal bank with a focus on the retail segment and a selective presence in the corporate segment. It can be called a leader in terms of assets, equity, profit and other indicators of activity among Ukrainian banks. Almost half of the clients of the banking system of Ukraine use the bank's products and services. Such achievements in «PRIVATBANK» were made, among other things, due to well-established marketing activities. The main marketing tools in «PRIVATBANK» include: work with the product; price determination; distribution; communications; creation and participation in social events, sponsorship and charity; dissemination of positive information about the bank; constant contacts with clients; use of direct marketing measures. «PRIVATBANK» constantly adapts its product line to modern market requirements, providing a number of competitive advantages both through unique innovative products and services, and through the introduction of bonus programs and the formation of an online community through social networks. It is substantiated that «PRIVATBANK» can improve its results by changing the pricing policy, its flexibility and differentiation, trying to get into the price range set by competing banks, as well as by improving the system of integrated marketing communications in the marketing strategy of the bank.

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