scholarly journals MARKETING COMMUNICATION SYSTEM OF RETAIL ENTERPRISES

2018 ◽  
Vol 2018 (9) ◽  
pp. 139-152
Author(s):  
Olena LABURTSEVA ◽  
◽  
Halyna ALDANKOVA ◽  
Keyword(s):  
Consumer Satisfaction ◽  
Methodological Approach ◽  
Social Ethics ◽  
Retail Trade ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Electronic Communications ◽  
Actual Problem ◽  
Trade Networks ◽  
Communications System

The actual problem of marketing communications management of Ukrainian retailers from the point of view of the system approach is considered. It is shown that the specificity of these marketing communications is determined both by the goals they are aimed at, and by means of communication. The objectives of marketing communications are: formation of the brand image of retailer, attracting consumers to visit places of sale, incentive to make a purchase, promotion of consumer satisfaction and ensuring the consumer loyalty. The main types of marketing communications are advertising, sales promotion, public relations, direct marketing, integrated marketing communications at places of sale and personal sales. Within each type, subspecies of traditional and electronic communications are singled out. A systemic approach to managing marketing communications in the modern conditions should be based on the principles of purposefulness, customer focus, specificity, integration, interactivity, individualization, optimality and social ethics. At the same time, the success of communications is determined primarily by the extent to which they are convenient and useful to consumers. To implement these principles, it is proposed to implement in the process of managing the marketing communications system of retail enterprises such specific functions as marketing researches of consumer attitudes towards communications, adjustment of communications based on research results and forecasting the communicative effects. Approbation of the proposed methodological approach is made using data of enterprises of retail trade networks, which carry out sales of household electrical goods, information and communication equipment. It has been established that trade networks are now more intensively using less important for consumers types of communications, and vice versa. Changing the structure of the marketing communications system taking into account the benefits of consumers will improve the indicators of the communicative effects of marketing communications; this will enhance the competitiveness and economic efficiency of retail businesses in Ukraine.

scholarly journals Adaptation of the marketing communication policy of trade enterprises to the conditions of the COVID-19 pandemic

2021 ◽  
Author(s):  
Oleh Burdyak ◽  
Irуna Cherdantseva
Keyword(s):  
Retail Trade ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Retail Market ◽  
Purchasing Behavior ◽  
Communication Policy ◽  
Delivery Services ◽  
Key Indicators ◽  
The Cost

The article discovers the nature and significance of the complex of marketing communications in the market activities of trade retail enterprises of Ukraine and analyzes the features and key indicators of the development of the food retail market in recent years. Based on the results of a consumer survey and statistics on the cost of marketing communications of enterprises in 2020, individual changes in customer purchasing behavior caused by quarantine restrictions imposed due to the COVID-19 pandemic are characterized. Among these changes, attempts to reduce the number of visits and minimize the time spent in the store are highlighted, an increase in the volume of simultaneous purchases of "necessary" goods and a decrease in the number of spontaneous and unplanned purchases, a change in priorities regarding store formats and their remoteness, an increase in the popularity of online shopping and delivery services, and so on. The influence of the identified changes on the attitude of customers to marketing communications of retail trade entities is determined and possible directions for adapting the communication policy of enterprises to work in quarantine conditions are indicated. In particular, the possibilities of adapting individual advertising tools at the place of sale, advertising in social media and instant messengers, sales promotion measures, commercial propaganda and sponsorship are defined.

scholarly journals Black Friday Tool for Sales Promotion

2020 ◽  
Vol 4 (4) ◽  
pp. 52-61
Author(s):  
Iryna Ivanova ◽  
◽  
Tatiana Tatiana ◽  
Alona Rudenko ◽  
Tamila Zalozna ◽  
...  
Keyword(s):  
Online Shopping ◽  
Retail Trade ◽  
Sales Promotion ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Consumer Markets ◽  
Business To Consumer ◽  
Online Stores ◽  
Black Friday ◽  
Product Promotion

The article summarizes scientific views and defines the term of sales promotion. Features of promotion and sales promotion in B2C (Business-to-Consumer) markets are revealed. The use of digital marketing tools in the process of stimulating the sales of goods through digital channels, in particular through online stores, as well as the use of search engine optimization (SEO) and SMM-marketing is substantiated. Marketing communications and sales promotion elements used by retailers when preparing for seasonal sales are considered. The activity of consumers to retailers in the period of the preparation for grand sales, tools used by retail trade to influence the consumer and improve the activity of sales of goods is studied. The authors summarize and analyze statistic data of such online platforms as Black-friday.global, Picodi, Google Trends. The factors influencing the opportunities of online shopping and retail during Black Friday are explored and outlined. The peculiarities of trading platforms functioning, which provide online shopping space for various retail enterprises and offer marketing communications of retailers to increase the efficiency of product promotion on the Internet, are highlighted. Keywords: product promotion, sales promotion, Black Friday, marketing communications, digital marketing, retail, marketplace.

scholarly journals Reflecting on “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System”: understanding the big picture

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health Services Research ◽  
Health Services ◽  
Public Relations ◽  
Health System ◽  
Sales Promotion ◽  
Global Perspective ◽  
Marketing Communications ◽  
Services Research ◽  
Special Supplement ◽  
Big Picture

Abstract Background Willis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, public relations, sales promotion, and related communicative avenues, associated theory, and more. Across the supplement’s articles, insights from the institution’s experiences are presented, addressing the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications. Discussion As an understanding of the big picture is crucial in marketing communications, especially given that many of its components must be effected simultaneously, this particular article takes the insights provided in the supplement and presents them in an operational framework, demonstrating the marketing communications process. This framework concisely summarizes the facets profiled in the associated articles, permitting readers to see how these pieces work in concert with one another in health and medical settings, providing a basic communications structure which healthcare establishments can use to advance their patient engagement initiatives. Conclusions Health and medical providers must ensure that they possess a detailed understanding of core marketing communications facets, but as they acquire associated knowledge, they also must direct attention toward understanding the interrelationships between and among these facets, permitting a global perspective of communicative operations. This particular article summarizes insights from Willis-Knighton Health System’s special supplement in BMC Health Services Research, providing a pathway toward realizing big picture marketing communications perspectives.

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals ROLE OF MARKETING COMMUNICATIONS IN CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Viktoriia Bondarenko ◽  
Viktoriia Vasiuta ◽  
Kateryna Pisarenko
Keyword(s):  
Consumer Behavior ◽  
Correct Choice ◽  
Marketing Communications ◽  
Special Role ◽  
Integrated Marketing ◽  
Theoretical Substantiation ◽  
Definition Of ◽  
The Impact ◽  
Communications System

The article deals with the question of the influence of marketing communications on consumer behavior. Today, in order to increase sales, it is no longer enough for companies to just improve their product or service, improve its quality. Among all marketing tools, marketing communications play a special role. The relevance of the topic is due to the need for a theoretical substantiation of the influence of the marketing communication environment on consumer behavior. The purpose of the article is to study the role of marketing communications and their impact on consumer behavior. As a result of this study, the role of marketing communications in the formation of consumer behavior has been substantiated from the standpoint of the main theories and concepts that form the subject areas of marketing communications research. The effectiveness of marketing policy depends on the correct choice of communication tools. The tools of the communication complex are highlighted and characterized. It has been proved that marketing communications influence the formation of consumer behavior in three aspects: informational, emotional, and behavioral. The scientific approaches of scientists to the definition of the process of making a consumer’s decision to purchase are analyzed. The stages of the consumer’s decision-making process to purchase a product are highlighted. Today, integrated marketing communications are considered more effective. They represent the most complete marketing communications system that includes all elements from advertising to packaging. Special attention is paid to the issue of the effectiveness of the impact of marketing communications on consumer behavior. The sequence of determining the effectiveness of the impact of marketing communications on consumer behavior is indicated. It is noted that for effective promotion of goods, only the informational component of communications is not enough. When developing a marketing communications system, it is necessary to take into account personal values. This will increase the degree of influence on consumer behavior. The main goal of marketing communications is to motivate consumer behavior. The use of modern marketing communications through a variety of means can increase the effectiveness of influencing consumer behavior.

scholarly journals Study of Various Sales Promotion Tools Implemented by “Big Bazaar” and Its Impact on Consumer Satisfaction

2019 ◽  
pp. 23-29
Author(s):  
Dr. Samir Dubey
Keyword(s):  
Consumer Satisfaction ◽  
Demographic Variables ◽  
Purchase Intentions ◽  
Sales Promotion ◽  
Primary Research ◽  
Descriptive Research ◽  
Tools And Techniques ◽  
The Impact ◽  
Mobile Telecom ◽  
Structured Questionnaire

Consumer Satisfaction is the measure of the degree that companies tend to match and surpass with relation to their expectations. Retail Industry is a consumer centric Industry with a direct connect with the consumers round the year in various segments like food, apparel, pharmacy, mobile telecom, jewellery and many more verticals. Big Bazaar was the first to turn the picture of Hypermarket India, which introduced and serviced all these segments under one roof. Innovations and Initiatives have been their differentiators. The paper attempts to assess and reveal the sales promotion tools and techniques of Big Bazaar. The study is based on descriptive research design with a structured questionnaire furnishing information regarding behavioural characteristic and demographic variables. A Primary research was conducted with 400 consumers visiting Big Bazaar, through specifically designed personal interview process and analyses the impact of these promotional tools on purchase intentions.

EFFECTIVENESS OF USING THE ECOSYSTEM TO PROMOTE MULTI-PROFILE COMPANIES

2020 ◽  
Author(s):  
O. F. Belenko ◽  
V. G. G. Mironchuk
Keyword(s):  
Marketing Communications ◽  
Holding Company ◽  
Business Market ◽  
Communications System

The article discusses the experience of building a marketing communications system on the principles of an ecosystem. The advantages of this approach are revealed and an assessment of the effectiveness of using the ecosystem for promoting a holding company in the business market is given

Integrated Marketing Communications of Beekeeping Farms

2020 ◽  
Vol 12 (2) ◽  
Author(s):  
Lyubomir Lyubenov ◽  
◽  
◽  
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Added Value ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Media Environment ◽  
Know How ◽  
The One

The study finds that on the one hand beekeeping is difficult to implement integrated marketing communications due to more difficult application of communication tools – advertising, personal sales, and sales promotion. On the other hand, they also have less well-represented advertising constants. EU agricultural policy supports the implementation of integrated marketing communications from beekeeping farms through the formation of infrastructure and services, legislation, media environment and bee products with high added value. Beekeeping farms must invest primarily in public relations and direct marketing, and as advertising constants can use regional varieties, breeds, technologies, geographical indications, know-how, certification to a certain standard, as they represent the uniqueness of regional bee products.

Integration With Marketing

2020 ◽  
pp. 120-148
Keyword(s):  
Sales Management ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Sales Team ◽  
Consumer Durable ◽  
Trade Promotions ◽  
Trade Promotion ◽  
Selling Process

Sales promotion is an integral part of sales and marketing today. They are of two types – consumer promotion and trade promotion. Consumer promotion is run to entice consumers to the retail outlets and purchase the product. It also helps in building awareness and is normally run for a short period of time. Trade promotions are run to motivate the trade and the intermediaries to sell more of the product. It is a push strategy where the intermediaries try to sell more to the consumers. The downside of sales promotion is that when run repeatedly, or for a very long period of time, the brand image of the product is harmed. Sales promotions has to be run in synchronization with the integrated marketing communications plan of the brand or the product. These are normally high-profile events with lot of consumer attention through the media. More often than not, sales promotion is supported by media exposure and other communication methods, and hence, they have to be in sync with each other. The processes of buying and selling runs parallel and hence the integrated marketing communications along with sales promotion plans must take cognizance of the stage at which the product and the market is operating. While doing all these, the marketer as well as the sales team must keep in mind that there is a lot of difference between FMCG and consumer durable sales. The depth and width of distribution are completely different. The nature of intermediaries is completely different and hence the selling process also has to be quite different. International sales management is also a different cup of tea and this expertise comes over years of experience. One thing that has gained in importance in sales management and operations is ethics. This needs to be inculcated in the DNA of the sales team – right from the top to the bottom of the hierarchy.

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