scholarly journals To the Question of the Application of Generational Approach in the Management of Marketing Activities of Enterprises

2020 ◽  
Vol 9 (4) ◽  
pp. 53-62
Author(s):  
O. A. Mironova ◽  
G. I. Chekmareva
Keyword(s):  
Consumer Behavior ◽  
Generation X ◽  
Online Marketing ◽  
Baby Boomer Generation ◽  
Goods And Services ◽  
Effective Strategies ◽  
Wide Range ◽  
Generational Groups ◽  
Marketing Activities ◽  
Theoretical Foundations

The purpose of the study is to develop recommendations on the use of marketing tools for economically active generational groups taking into account their values, the specifics of their consumer behavior and determining the most effective marketing tools. The methodological basis of the study was the theoretical foundations of the theory of generations of N. Howe and W. Strauss, adapted to the Russian specifics of marketing. As a study result, it was found that in the practical marketing activities of companies for representatives of the baby boomer generation it is advisable to use the tools of traditional offline marketing; for generation X —  a combination of both online and offline marketing tools; generations Y and Z should be focused on a wide range Internet (online) marketing tools with an emphasis on impression marketing. The results of the study can be used by Russian companies in developing effective strategies for promoting goods and services.

scholarly journals Features of Marketing Activities of Companies in the Condition of the Coronavirus Pandemic

2020 ◽  
pp. 109-116
Author(s):  
Natalia BABKO ◽  
Tetiana KVIATKO ◽  
Viktoriia DUZKRIATCHENKO ◽  
Akradii MYKYTAS
Keyword(s):  
Consumer Behavior ◽  
Information Transfer ◽  
Business Processes ◽  
Sales Promotion ◽  
Online Marketing ◽  
Negative Consequences ◽  
Goods And Services ◽  
Market Participants ◽  
Strategic Approach ◽  
Marketing Activities

The article identifies the features of marketing in a coronavirus pandemic. The negative consequences of the coronary crisis for enterprises of different spheres of activity have been studied. The main indicators of the efficiency of companies, which showed their growth in the COVID-19 pandemic, as well as changes in marketing activities, which they had to make in order to adapt to the conditions of quarantine, were analyzed. Examples of practical marketing activities of the world's leading companies are given. The main results of activities in terms of sales of goods and services are presented. The tendencies of development of the leading companies for the period of pandemic are defined, the basic factors of influence on demand and adjustment of the offer in the corresponding markets are formed. Features and practical mechanisms of transition to online business are given, the basic components of tools of transition to online marketing are grouped. The influence of crisis phenomena on market activity of consumers is proved. Marketing tools and methods of influencing consumer behavior, which has undergone significant changes in quarantine are identified. Theoretical features of formation of marketing activity in the conditions of pandemic and directions of marketing transformations in business are worked out. Comparison of the existing theoretical principles and practices of leading companies, resulting in the need to move away from the classical theory of marketing to the introduction of a strategic approach, taking into account the conditions of uncertainty is conducted. The necessity of finding new systems and means of communication and sales promotion through changing the model of consumer behavior and customer demand, in general, is proved. It is determined that under the conditions of the pandemic, e-commerce received a significant development and increase in demand, which also affected the marketing model in terms of business processes between individual market participants. The directions of development of the marketing component in the field of media are outlined, the means of information transfer more popular in the conditions of a pandemic are presented. Examples of leading companies on the reorganization of their marketing activities with emphasis on certain streaming tools, which during this period were in greater demand among consumers are given. The structure of consumption in the field of media is analyzed and the results in the field of marketing policy of communications and advertising are formalized. Recommendations for marketing activities of companies in the conditions of forced transformation of their activities with a focus on total digital are developed.

scholarly journals The Most Effective Strategies and Approaches Towards Emerging Trends in Digital Marketing in India (With Special Reference to Bhopal Region)

2019 ◽  
Vol 13 (01) ◽  
Author(s):  
Kaustubh Jain ◽  
Jinendra Kumar Jain
Keyword(s):  
Digital Marketing ◽  
Exploratory Research ◽  
Indian Market ◽  
Effective Strategies ◽  
Emerging Trends ◽  
Wide Range ◽  
Current Scenario ◽  
Marketing Activities ◽  
High Level ◽  
Digital Channels

The massive Indian market is changing fast. The pace of change is rapid with digital channels and constantly growing with volume and strength perpetually. Digital Marketing is really the High buzz in current scenario. It is one of those sectors in the marketing industry which is considered to be an experience an exponential growth due to this it makes studying about digital really interesting. At a high level, digital marketing refers to advertising of brands delivered through Businesses leverage digital channels such as search engines, mobile applications, website sales, social media, various e-mails to connect with current and prospective customers digitally. The term digital covers a wide range of marketing activities in current era, all of which are still not universally agreed upon, the current research focuses on the most common types of research which is known as exploratory research towards Digital Marketing in India. This issue raised is rarely been addressed by the academicians and researchers in Bhopal. The study used digital marketing parameters to measure the awareness and effectiveness of digital marketing among marketing professionals in Bhopal.

The Social Embeddedness of Marketing

2019 ◽  
pp. 25-49
Author(s):  
Stefan Schwarzkopf
Keyword(s):  
Historical Case ◽  
Goods And Services ◽  
The Social ◽  
Wide Range ◽  
Consumption Practices ◽  
Marketing Activities ◽  
History Of ◽  
Key Driver ◽  
Cultural Intermediaries ◽  
New Consumer

In both premodern and modern capitalist societies, marketing emerged as a key driver behind consumption patterns and as a facilitator of new consumer goods and services. This chapter uses historical case studies to highlight how marketing and consumption practices co-developed over time and in response to socioeconomic and technological changes. The historical evidence shows that marketing activities have never followed a narrow economic and utilitarian calculus; instead, they have always existed within and helped to maintain a wide range of relations between businesses, consumers, cultural intermediaries, and lawmakers. A key tension that runs through the history of marketing and consumption is the coexistence of efforts to control consumer behavior and attempts to provide consumers with the space needed to create entirely new kinds of consumption experiences.

scholarly journals Online Marketing Strategies for Travel Agencies

2011 ◽  
Vol 4 (16) ◽  
pp. 590-599
Author(s):  
Martin Volek
Keyword(s):  
Final Section ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Travel Agency ◽  
Online Environment ◽  
Travel Agencies ◽  
Marketing Activities ◽  
The Right ◽  
Potential Customers ◽  
Theoretical Foundations

Online Marketing Strategies for Travel Agencies This paper describes the theoretical foundations of marketing in the online environment in which a travel agency may develop an effective strategy for selling their products. In the first part of the article the author is focusing on functions of online marketing as well as on its advantages over traditional marketing instruments. In the next section the author addresses the search engine optimization in order to improve the position of a travel agency when searching for potential customers. In the final section the author describes the key social media as well as the right method how a travel agency should enter them. The basics and experiences described in the paper can be used as a universal guide for all travel agencies intending to successfully manage their marketing activities in the online environment.

scholarly journals INTRODUCTION OF THE LATEST INSTRUMENTS OF MARKETING COMMUNICATION FOR FORMATION OF LOYAL CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Olha Semenda ◽  
Valentina Lementovska ◽  
Dmytro Podolinny
Keyword(s):  
Consumer Behavior ◽  
New Technologies ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Business Plans ◽  
Goods And Services ◽  
Adaptive Capabilities ◽  
Marketing Activities ◽  
Modern Economic ◽  
Fierce Competition

In the modern economic context is characterized by extremely fierce competition in attracting or retaining different segments of consumers. The coronavirus pandemic in early 2020 changed the whole model of the world we are used to, which was difficult to predict. In a pandemic, life has changed, ambitious business plans, communication and marketing strategies have lost their relevance. Business was faced with a choice - to stop or try to adapt to new conditions. These changes are irreversible, and to survive in the post-quarantine period and stay afloat, you need to accept the situation, be ready for change, become flexible and see the prospects in the circumstances. Many brands have significantly changed their approaches to marketing in general, and new trends have emerged in the field of digital communications. The digital environment lives by its own laws, it changes and shapes our reality. To gain a competitive advantage in this environment, you need to learn to constantly adapt to it. It's not as easy as it may seem at first glance, but without this skill it is now difficult to survive in the market. The efforts of marketers are updated through the introduction of technological tools of communication and sales and are the path to success in business. The most important part of marketing activities is considered to be marketing communication, the task of which is to attract the attention of suppliers and buyers. Providing information about goods and services facilitates the decision to purchase. The current situation has not only led to the intensive penetration of new technologies into our lives, but also radically changed the very values of marketing, making a priority aspect of safety and care for the health of the client, not just making a profit. In addition, the ensuing crisis has shown all market players how important it is to develop their adaptive capabilities and be prepared for new challenges in the future. The article highlights the main tools used in marketing communication to establish effective contacts with consumers. The ability to use the volume and composition of marketing communications, the array of information broadcast with their help, to correct consumer behavior in a favorable way for the company is extremely important in a competitive environment.

scholarly journals The analysis of graphic design platforms used in social media marketing

2020 ◽  
Author(s):  
Ksenija Mitrović ◽  
◽  
Anja Jakšić ◽  
Jelena Spajić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Graphic Design ◽  
Online Marketing ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Real Field ◽  
The Internet ◽  
Visual Content ◽  
Wide Range ◽  
Marketing Activities

Development of the internet conditioned the evolution of marketing. Nowadays, organizations have relocated their marketing activities on the internet, so digital marketing comes into focus, as the most influential branch of marketing. A progress of digital marketing activities established the appearance of different digital marketing elements, among which social media marketing becomes more prevalent. Social media marketing is an inevitable element of digital marketing strategy and nowadays business. In order to complement social media marketing activities, graphic design is used as a crucial part of a content strategy. This paper focuses on the importance of effective visual content for social media and the usage of different tools that can facilitate and improve its creation. Social media users interact with visual content. In order to achieve higher engagement, social media posts are enriched with compelling visuals. Social media have become a real field for competition in terms of creating competitive content and attracting more users’ attention. The aim of this paper is to analyze the effectiveness of online graphic design tools that are used for creating visual content adapted to the requirements of communication on social networks. Given the importance of visuals in social media marketing, an abundance of tools are created with different features in order to support content design. These online platforms offer complete customization options, a wide range of different editing tools and templates and diverse functionalities. Visual content, through social media platforms, boosts user awareness of existing brands and makes it easier for users to associate with the organization. Through a relevant literature review in the field of social media marketing, the importance of visual elements and graphic design in online marketing communication is emphasized. In addition, this paper provides a comparative analysis of the most commonly used online tools and platforms that provide graphic design solutions and increase the effectiveness of online marketing campaigns.

scholarly journals Old minds, new marketplaces: How evolved psychological mechanisms trigger mismatched food preferences

2021 ◽  
Author(s):  
Michal Folwarczny ◽  
Tobias Otterbring ◽  
Valdimar Sigurdsson ◽  
Lynn K. L. Tan ◽  
Norman Li
Keyword(s):  
Public Health ◽  
Consumer Behavior ◽  
Traditional Approach ◽  
Food Preferences ◽  
Food Choices ◽  
Grocery Stores ◽  
Unhealthy Food ◽  
Effective Strategies ◽  
Evolved Psychological Mechanisms ◽  
Marketing Activities

Principally due to unhealthy food choices that people make in grocery stores, almost half of adults worldwide are overweight and obese. Current food retail practices bear some responsibility for such public health issues. This paper argues that numerous attempts to promote healthy eating fail due to neglecting evolutionarily outdated food acquisition mechanisms. To understand underlying motives behind food choices, we distinguish proximate and ultimate explanations of consumer behavior, which complement the traditional approach to studying consumer behavior. Building on the evolutionary mismatch hypothesis and contrasting ancestral versus present-day foraging environments, we discuss how marketing activities exploit evolutionarily old food preferences and elicit unhealthy food choices. We conclude by explaining how to mitigate this harmful trend by applying the law of law’s leverage to facilitate effective strategies to increase healthy food choices. Notably, we show how evolutionary psychology principles can be used to reconcile competing interests between consumers, retailers, and decision-makers responsible for public health policies.

Generational Spillover in the Resistance to Trump

2018 ◽  
Author(s):  
Nancy Whittier
Keyword(s):  
Generation X ◽  
Mutual Influence ◽  
Organizational Structures ◽  
Wide Range ◽  
Political Generations ◽  
1960S And 1970S ◽  
The 1960S

The anti-Trump Resistance involves activists from an unusually wide range of political and chronological generations: movement veterans from the 1960s and 1970s, Generation X activists politicized in the 1980s and 1990s, Millennials who entered activism in the 2000s, and newcomers of all ages. Political generations differ in worldview based on both age and time of entry into activism. Generational spillover—the mutual influence, difference, and conflict among political generations—includes explicit attempts to teach organizing, and indirect influences on frames, organizational structures, tactics, ideologies, and goals. This chapter discusses generational spillover in the Resistance, including transmission and conflict.

The Success of Rosé Wine in France: The Millennial Revolution

2021 ◽  
pp. 193896552199313
Author(s):  
Thierry Lorey
Keyword(s):  
Millennial Generation ◽  
Social Representation ◽  
Point Of View ◽  
Predictive Capacity ◽  
Five Dimensions ◽  
Wine Consumption ◽  
Baby Boomer Generation ◽  
Sociocultural Model ◽  
Generational Groups ◽  
Rosé Wine

Rosé wine consumption in France has tripled since 1992 and, in 2020, accounts for a third of the total national consumption. The objective of our article is to analyze the revolutionary success of rosé wine in France in the Millennial Generation. We mobilize the concept of social representation, which constitutes an understanding of the social transformations in progress for a given social group. We carry out in-depth qualitative research based on conversations with millennial rosé wine consumers. Our results show that the representations of rosé wine for this group are based on five dimensions: (a) product quality and refusal of sophistication, (b) color of the rosé wine, (c) freedom, (d) immediate pleasure and sharing with friends, and (e) its feminine personality. This transgressive capital explains the consumption behaviors of the Millennial Generation reflecting the group’s will to break traditional wine codes familiar to previous generational groups. This sociocultural model differs from that of the Baby Boomer Generation, which was marked by the valorization of terroir and sophistication and based on masculine archetypes and red wine. Rosé wine thus marks a generational and sociological break in the representations of wine in France, which we can describe as a rosé wine revolution in the 21st century. The predictive capacity of the Millennial Generation suggests a growth in rosé wine consumption in the years to come. We recommend to rosé wine producers seven strategic axes, which reconcile the point of view of the producer and the consumer.

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