scholarly journals СТРУКТУРНІ МОДЕЛІ ОРГАНІЗАЦІЇ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ НА ПІДПРИЄМСТВІ

2021 ◽  
pp. 82-90
Author(s):  
Тетяна Іванівна Бондарєва ◽  
Катерина Володимирівна Баришева ◽  
Карина Володимирівна Коломієць
Keyword(s):  
Organizational Structure ◽  
Systems Analysis ◽  
Management System ◽  
Process Model ◽  
High Efficiency ◽  
Structural Models ◽  
Process Models ◽  
Marketing Management ◽  
Marketing Department ◽  
Marketing Activities

Formulation of the problem. Questions concerning designing of organizational structure of management of marketing activity of the enterprise are considered. The purpose of the article is to consider the theoretical foundations of construction of marketing management structures and the development of structural models of marketing activities of the enterprise using the theory of systems analysis. The methodological basis of the study were logical methods of information processing, methods of systems analysis and modeling of systems, abstract-logical method for formulating conclusions. The main hypothesis of the study is that to build an effective organizational structure for managing the marketing activities of the enterprise, you can use methods of systems analysis, including process and system approach. Presenting main material. Theoretical and methodological bases of construction of marketing organizational structures are considered. The changes that have taken place in the approaches to the management of marketing activities of the enterprise are analyzed. Flexibility, adaptability, stability of the management system, as well as the consistency of the behavior of all its elements, ensuring high efficiency of marketing management depend on the organizational structure of marketing management of the enterprise. A set of interdependent structural models of the marketing management system of the enterprise is proposed, the use of which will increase the efficiency of the organization of marketing activities of the enterprise. The originality and practical significance of the study is confirmed by the possibility of using the proposed set of structural models as a practical tool for designing the organizational structure of marketing activities of any type of enterprise. The proposed developments can be used as an element of practical guidance for the implementation of marketing management projects in the enterprise. Conclusions and prospects for further research. The proposed rules and a set of appropriate structural models can be used to build a process model that shows the sequence of works to implement the functions of the marketing department of the enterprise. Then, with the help of a matrix projection between the functional and process models, it is possible to analyze the processes of the management system of marketing activities of the enterprise.

scholarly journals Organization of Marketing Activities of Industrial Enterprises in Modern Business Conditions

2020 ◽  
pp. 139-145
Author(s):  
I. Fomichenko ◽  
◽  
O. Kondratenko ◽  
T. Rudenko ◽  
M. Brant ◽  
...  
Keyword(s):  
Management System ◽  
Systematic Approach ◽  
Marketing Management ◽  
Management Process ◽  
Marketing Activity ◽  
Industrial Enterprises ◽  
Modern Business ◽  
Marketing Activities ◽  
Innovative Tool ◽  
Business Conditions

The article considers topical issues of organization of marketing activities at industrial enterprises. The reasons for the need to implement and use methods and tools of modern marketing are indicated. The components and separate functional tasks of marketing activity at industrial enterprises are given. The stages of formation of the marketing management system of the enterprise are revealed. It is noted that a systematic approach to marketing management of the enterprise involves the use of marketing tools in the management process. The main elements of the marketing management system of the enterprise are investigated. Peculiarities and forms of manifestation of peculiarities of marketing activity organization at industrial enterprises in modern market conditions are revealed. 3D-marketing as an innovative tool of marketing activity is singled out, the spheres of its application, advantages of use, and also characteristic differences from traditional marketing are resulted.

scholarly journals MODERN MARKETING MANAGEMENT OF ENTREPRENEURSHIP

2021 ◽  
Author(s):  
Lyubov Striy
Keyword(s):  
Organizational Structure ◽  
Competitive Advantage ◽  
Marketing Management ◽  
Entrepreneurial Activity ◽  
Organizational Forms ◽  
Stages Of Development ◽  
Economic Management ◽  
Management Tools ◽  
Innovative Methods ◽  
Marketing Activities

The article examines the modern conditions and directions of development of marketing management of entrepreneurial activity. It is proved that in recent years, measures have been taken to improve the functional organizational structure of management and increase the efficiency of using modern marketing management tools to ensure a competitive advantage. The main evolutionary stages of development and formation of marketing management are revealed. The essence of the concept of “marketing management” is determined according to four conceptual approaches. The main evolutionary stages of development and formation of marketing management are formulated. It has been established that the organizational forms of marketing management due to changes in the tasks and functions they perform, the emergence of innovative methods of economic management and the evolution of the market have changed significantly. The diagram of the evolution of marketing management is presented. Five stages of the evolution of organizational forms of marketing management are allocated. It has been proven that marketing management allows the implementation of all marketing activities to be coordinated with a common management system, which makes it possible to organically merge marketing and management.

scholarly journals METHODOLOGY FOR DEVELOPING MECHANISMS AND TOOLS IN THE MARKETING MANAGEMENT SYSTEM

2020 ◽  
Author(s):  
Cinara Kocarieva
Keyword(s):  
Change Management ◽  
Management System ◽  
Systematic Approach ◽  
External Environment ◽  
Marketing Management ◽  
Business Systems ◽  
Market Conditions ◽  
Resource Potential ◽  
Managerial Decisions ◽  
Marketing Activities

In practice, a systematic approach is needed that allows you to combine the assessment and further changes in marketing activities. Such an approach should take into account the adoption of managerial decisions regarding improving the efficiency of marketing based on a system of assessment indicators, both marketing activities and the business as a whole, and provide for a program of coordinated changes in business and marketing, which allows to improve these indicators. taking into account the characteristics of the external environment and the resource potential of the enterprise. The result of using this approach is a more efficient state of marketing and business systems, ensuring their interconnection and coordination, taking into account market conditions. The development and implementation of a systematic approach contributes to the application of the theory and methodology of change management in the context of increasing the effectiveness of marketing activities.

scholarly journals The Theoretical and Conceptual Basis for Managing the Marketing Activities of a Network of Restaurant Business Enterprises

2021 ◽  
Vol 8 (523) ◽  
pp. 203-210
Author(s):  
O. V. Kosar ◽  
Keyword(s):  
Economic Activity ◽  
Management System ◽  
Marketing Management ◽  
Conceptual Basis ◽  
Marketing Activity ◽  
Business Network ◽  
Marketing Activities ◽  
The Subject ◽  
Methodological Principles ◽  
Key Aspects

The article is aimed at forming and substantiating the theoretical and conceptual basis for managing the marketing activities of a network of enterprises according to the proposed elements with the possibility of determining parametric characterizations and their implementation in the practical activities of enterprises, including restaurant business establishments. As a result of thorough research of works of domestic and foreign scholars on the theoretical and methodological principles of formation and development of management of marketing activity, the subject, object and main tasks for the network of enterprises are determined. The defined tasks are proposed to be divided into three blocks, for each of them are distinguished key aspects that the network of enterprises should take into account when managing marketing activities. The theoretical and conceptual basis for managing the marketing activities of a network of enterprises, including restaurant business establishments, is developed, which will strengthen the fundamental foundations of marketing as a science and increase the adaptability of the implementation of management of marketing activities of enterprises to the current conditions of their functioning in the market. As a result of the formed theoretical and conceptual basis, the parameters of marketing management for a network of enterprises that can be implemented in the activities of enterprises of most spheres and types of economic activity, including restaurant business establishments, are determined. Further scientific researches will be concerned with the formation of structured methodological principles for improving the efficiency of the management system of marketing activities of the restaurant business network.

scholarly journals FUNCTIONAL MODEL OF INFORMATION SUPPORT OF MARKETING ACTIVITY OF TRADE ENTERPRISE

2020 ◽  
pp. 58-64
Author(s):  
Kostiantyn Zhadko ◽  
Dmytro Samoilenko
Keyword(s):  
Information System ◽  
Management System ◽  
Methodological Approach ◽  
Functional Model ◽  
Marketing Management ◽  
Information Support ◽  
Practical Implementation ◽  
Marketing Activity ◽  
Marketing Activities ◽  
Marketing Information

Purpose. The aim of the article is formation of the model of information support of the marketing management system of a trade enterprise on the basis of the IDEF0 methodology. Methodology of research. The works of domestic and foreign scientists on information support of marketing activities of the enterprise are the theoretical and methodological basis of the study. The tasks set in the work are solved with the help of methods: analysis and generalization – in the analysis of models of marketing information system; system approach, abstract and logical – in the development of a model of information support of marketing activities of the enterprise. Findings. The main elements of the process of information management of marketing activities on the basis of IDEF0 methodology are systematized. The main existing models of marketing information system in the economic literature are considered. The parameters of "benefits" which should be provided by an effective model of information support of the marketing management system to the enterprise at its realization are singled out. The approach to the formation of the optimal model of information support of marketing activities is substantiated, which creates an opportunity to optimize the process of sales management and product promotion to the end consumer, which increases the level of consumer loyalty and competitiveness of trade. Originality. The proposed scientific and methodological approach to the formation of a model of information support for marketing activities of trade, in contrast to existing ones, creates an opportunity to respond quickly and timely to changes in the environment, behaviour, requirements and consumer demands, allows you to analyse and communicate relevant marketing information marketing decisions. Practical value. Practical implementation of the proposed model of information support of marketing activities of a trading enterprise solves the problem of maintaining long-term relationships with partners by creating and maintaining communication between the trading company and consumers, creating mutual value, which provides significant benefits in a highly competitive consumer market. Key words: information, information support, marketing activity, trade enterprise, integrated functional model.

An overview of integrated management systems for sustainable livestock production

2001 ◽  
Vol 28 ◽  
pp. 45-50 ◽  
Author(s):  
A. R. Frost
Keyword(s):  
Management System ◽  
Process Model ◽  
Integrated Management ◽  
Animal Health ◽  
Livestock Production ◽  
Process Models ◽  
Pollutant Emissions ◽  
Sensor Technology ◽  
Integrated Management System ◽  
Essential Components

AbstractLivestock systems are comprised of sets of complex interconnected processes each with their own outputs eg growth, yield, animal health, welfare and environmental emissions. Livestock management decisions are currently based almost entirely on the judgement and experience of the stockman who has to estimate or guess the likely effects of any control action.An integrated management system for a livestock production enterprise would be one which controlled all relevant processes. For example if the purpose of the system was to regulate nutritional input in order to control animal growth and pollutant emissions, the controller would calculate input values which would enable growth and emissions criteria to be satisfied simultaneously.The essential components of an integrated management system are sensors and models. Developments in sensor technology will make available increasing amounts of information relevant to monitoring animals and their environment. Model-based control systems are particularly appropriate for accommodating the variability of most livestock production processes. Models exist for most of the economically important and scientifically interesting processes in livestock production. However the requirements of a process model that is to be incorporated into a controller are different from those of a model which is aimed at demonstrating understanding of the process. Areas where process models are lacking include those involving interactions between production and environmental factors.

scholarly journals ЗАСТОСУВАННЯ СИСТЕМНОГО ПІДХОДУ ДЛЯ ПОБУДОВИ ОРГАНІЗАЦІЙНОЇ СТРУКТУРИ УПРАВЛІННЯ ПІДПРИЄМСТВОМ

2021 ◽  
pp. 85-91
Author(s):  
Тетяна Іванівна Бондарєва
Keyword(s):  
Organizational Structure ◽  
Systems Analysis ◽  
Management System ◽  
Organizational Structures ◽  
Operating Conditions ◽  
Enterprise Management ◽  
Basic Material ◽  
Enterprise Restructuring ◽  
Enterprise Management System ◽  
Basic Hypothesis

Formulation of the problem. The issues of designing the organizational structure of enterprise management in the process of its restructuring are considered. The aim of the article is to consider the essence of enterprise restructuring as one of the reasons for the need for organizational change in the company and to develop practical recommendations for applying the theory of systems analysis to build a rational organizational structure of enterprise management. The methodological basis of the study were logical methods of information processing, methods of systems analysis and modeling of systems, abstract-logical method for formulating conclusions. The basic hypothesis of research is that to build an effective organizational structure of enterprise management, you can use methods of systems analysis, including process and system approach. Exposition of basic material. The essence and reasons of necessity of structural transformations in the organization are considered. It is revealed that the activity of any organization is influenced by the constantly changing internal and external environment. This requires the company's management to respond quickly and adapt to new operating conditions. Flexibility, adaptability, stability of the management system, as well as the consistency of the behavior of all its elements, ensuring a rational combination of centralization and decentralization of management depend on the organizational structure of enterprise management. A set of interdependent models of the enterprise management system is proposed, the use of which will allow to design an organizational structure capable of taking into account certain requirements. Originality and practical meaningfulness of research is confirmed by the possibility of using the proposed set of models as a practical tool for designing the organizational structure of any type of enterprise. The proposed developments can be used as an element of practical guidance for the implementation of enterprise restructuring projects. Conclusions and prospects of further researches. The proposed rules and a set of appropriate models can be used to develop information technology for designing organizational systems using simulation methods. This will allow you to generate a variety of options for organizational structures, determine the interdependencies between their elements and choose the most appropriate criteria

scholarly journals Complex systems of management of marketing activity of meat farming enterprises

2018 ◽  
pp. 67-77
Author(s):  
S. Shupyk
Keyword(s):  
Supply Chain ◽  
Marketing Strategy ◽  
Market Orientation ◽  
Management System ◽  
External Environment ◽  
Marketing Management ◽  
Management Process ◽  
Marketing Activity ◽  
Marketing Activities ◽  
The Creation

The components of marketing management are systematized and definitions of th econcept of marketing management in the Ukrainian and foreign scientific literature are generalized. The components of marketing management at three levels of the organization a structure represented. The components of the marketing management process are presented: the mission of the enter prise; establishment of marketing objectives; collection, analysis and processing ofi nformation for the purpose of analyzing market opportunities (4C: company, context, client, competitors); identification of strengths and weaknesses, opportunities and threats enterprise; development of marketing strategy; realization of marketing strategy; periodic monitoring of marketing efforts and making necessary changes; development of strategic marketing programs for specific situations, assessment of marketing performance and staff motivation. Most marketing professionals consider managing a marketing process at three levels of organizational structure: on a corporate, business unit and functional and core activities –analysis, planning, implementation, and control. The process of marketing management is to implement functions, each of which is a set of analytical and appraisal tasks and strategic, tactical planning. When introducing marketing in to the enterprise management system, it is necessary to ensure the creation of marketing services with such functions as, studying markets, determining the market capacity, identifying buyers requirements for the product, ensuring product competitiveness, organizing product promotion on the market, for ming supply chain for high value added products, the processing of by-products and waste products. In order to ensure the high performance of the marketing unit at the enterprise it is expedient to form close relationships with other management departments and orient the management system to meet the needs of consumers in quality, price and other consumer properties. Features of the environment of functioning of domestic producers of poultry meat characterized by a high level of monopolization, increased uncertainty as factors of the internal and external environment of the supply chain, stable dynamics of growth in production volumes are considered. This situation is conditioned by the peculiarity of meat poultry farming, where the peculiarity of the technological process determines the rapid return on invested capital and the high investment attractiveness of the industry, which resulted in the construction of innovative poultry farms, mostly of a vertically integrated type. It was established that the basis for the creation of specialized divisions in the field of marketing were sales and supply departments, which in previous years functioned at these enter prises and performed a wide range of functions, including analytical ones. The basic requirements, which are presented to the structure of management of marketing activity are systematized: flexibility, efficiency, optimality, efficiency, reliability, stability. The structure of management of marketing activities of thee nterpriseis, in the most general form, the subordination of managerial links between objects and management entities, which characterizes the information communications of units that have hierarchical subordination and are endowed with certa in rights and responsibilities. In order to improve the management process of marketing activities of meat poultry enterprises, the flexible orientation of the final results of their activities to the requirements of consumers, approaches to assess the effectiveness of marketing activities areproposed. Effectiveness of the management process of the enterprise should be conducted on the basis of assessment of the factors of market orientation of the highest level of management of the enterprise, market orientation of staff, the establishment of interaction between staff and senior management, the level of openness of the external environment of the management system.The main factors restraining the management of the company in full implementation of the principles of the modern marketing concept are systematized, namely: a narrow unde rstanding of the essence of marketing, monopolization of the market, the lack of qualified specialists in the field of marketing, lack of financing of marketing activities. Key words: marketing management, marketing activity management system, marketing structure, meat poultry enterprises.

Politikvermittlung an der Schnittstelle von Unterhaltung und Information : Political communication at the interface of entertainment and information

SPIEL ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 121-145
Author(s):  
Larissa Leonhard ◽  
Anne Bartsch ◽  
Frank M. Schneider
Keyword(s):  
Information Processing ◽  
Political Participation ◽  
Knowledge Acquisition ◽  
Political Communication ◽  
Information Seeking ◽  
Process Model ◽  
Political Information ◽  
Process Models ◽  
Dual Process ◽  
Dual Process Model

This article presents an extended dual-process model of entertainment effects on political information processing and engagement. We suggest that entertainment consumption can either be driven by hedonic, escapist motivations that are associated with a superficial mode of information processing, or by eudaimonic, truth-seeking motivations that prompt more elaborate forms of information processing. This framework offers substantial extensions to existing dual-process models of entertainment by conceptualizing the effects of entertainment on active and reflective forms of information seeking, knowledge acquisition and political participation.

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