scholarly journals MARKETING MONITORING OF COMPANY COMPETITIVE OPPORTUNITIES IN THE NON-FOOD MARKET

2021 ◽  
Author(s):  
Iryna Kovshova ◽  
Viktoriia Hlushchenko
Keyword(s):  
Direct Marketing ◽  
Consumer Loyalty ◽  
Competitive Capabilities ◽  
Monitoring Process ◽  
Food Market ◽  
Mystery Shoppers ◽  
High Level

The article describes the standardized process of marketing monitoring of the company's competitive opportunities in the non-food market of Ukraine. The concept of "marketing monitoring of the company's competitive capabilities" is defined, which specifies the areas of application and summarizes the main modern functions of the process. Moreover, trends in the development of the non-food market in Ukraine have been studied. The research determined by the problem of maintaining a high level of competitiveness in the company is one of the most important today, so this monitoring process satisfies the need for facilitation and standardization for non-food market representatives. The concepts of competitiveness, monitoring and their types analyzed by domestic and foreign scientists provided the basis for the development of a unified scheme of the monitoring process. Further research may be aimed at the introduction of this standardized process in the activities of firms representing the non-food market and analysis of the results that will be obtained after its development. The standardized process of marketing monitoring of the company's competitive opportunities has been tested on the example of Carlo Pazolini, which owns a network of shoe and accessory stores. The main stages of the process are described and the allocation of a separate subprocess for direct marketing monitoring of competitors with the involvement of company employees as mystery shoppers is substantiated. The developed process of marketing monitoring of the company's competitive capabilities allows: to increase the level of competitiveness due to a detailed study of the strengths and weaknesses of the company and major competitors; to introduce the best and most effective technologies and methods to increase consumer loyalty to the brand; clearly delineate the areas of responsibility of employees and monitor the implementation of the process; evaluate the company's performance compared to major competitors and increase the level of competitiveness. Prospects for further research are to develop a process of marketing monitoring of the company's competitive opportunities in the food market.

scholarly journals Administrative and legal supervision of the Veterinary Inspection over food safety in Poland – selected issues

2020 ◽  
Vol 31 ◽  
pp. 23-36
Author(s):  
Ewa Bonusiak ◽  
Keyword(s):  
Food Safety ◽  
Public Administration ◽  
Human Life ◽  
Animal Health ◽  
The European Union ◽  
Economic Interests ◽  
Protective Function ◽  
Health Quality ◽  
Food Market ◽  
High Level

Legal sciences, raising food safety as the subject of research, focus mainly on striving to ensure sufficiently effective legal regulations and the system of bodies controlling and supervising the food market that determine the correct health quality of food. One such body is the Veterinary Inspection. And while it focuses in its tasks mainly on the protection of animal health, it directly and indirectly affects the maintenance of food health requirements. Supervision exercised by the said Inspection plays an important role in ensuring a high level of protection of human life and health, and also protects the economic interests of the consumer. These two goals are basic. Additional objectives are protection of the reliability of commercial transactions, ensuring the free movement of food in the European Union, protection of animal health and living conditions and protection of the environment. They are of particular importance for determining acceptable limits of competences that can be entrusted to public administration bodies, including the said Inspection. The article presents the activities of the Veterinary Inspection to protect food safety and selected executive forms that it uses for this purpose. These types of entities are equipped with such forms of activity because they fulfill a protective function in the public administration system. However, this function implies the obligation to protect many different values desired individually, as well as maintain (ensure) objectively desired states of affairs, phenomena and processes.

scholarly journals New Market Opportunities and Consumer Heterogeneity in the U.S. Organic Food Market

2018 ◽  
Vol 10 (9) ◽  
pp. 3166 ◽  
Author(s):  
GwanSeon Kim ◽  
Jun Seok ◽  
Tyler Mark
Keyword(s):  
Low Income ◽  
Organic Food ◽  
Consumer Heterogeneity ◽  
Income Levels ◽  
Level Of Satisfaction ◽  
Potential Market ◽  
Market Opportunities ◽  
Food Market ◽  
Food Expenditure ◽  
High Level

This paper investigates what factors and characteristics of organic consumers affect annual organic food expenditure by using Nielsen’s consumer panel dataset from 2010 to 2014. To be specific, this paper explores new marketing opportunities by investigating organic consumer heterogeneity in different household income levels by utilizing the multilevel model. Findings in this study will contribute to the previous and existing literature in three-folds. First, we find that the organic consumers are more heterogeneous in the high-level of income groups (approximately above $60,000), as well as the low-income households between $35,000 and $45,000. This finding demonstrates that the income levels above $60,000 and around $40,000 have potential market segmentation. Second, we find that that annual organic expenditure is positively associated with consumers who consecutively repurchase organic food products compared to irregular organic consumers, supporting a different level of satisfaction. Third, we find that USDA organic labeling has a positive effect on annual organic expenditure compared to the organic labeling certified by private companies, implying the importance of credibility for the organic labeling.

scholarly journals Pengaruh strategi komunikasi pemasaran Starbucks Card terhadap loyalitas konsumen (Studi Pada Konsumen Berstatus Mahasiswa PT. Starbucks Coffee di Kota Bandung)

2019 ◽  
Vol 7 (2) ◽  
pp. 1
Author(s):  
Kartika Sari ◽  
Nurhayati I K
Keyword(s):  
College Student ◽  
Customer Loyalty ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Marketing Communications ◽  
Consumer Loyalty ◽  
Probability Sampling ◽  
A Company

Loyalitas memiliki peranan penting demi majunya suatu perusahaan khususnya dalam persaingan industri kedai kopi saat ini. Perusahaan menerapkan berbagai strategi komunikasi pemasaran demi mempertahankan konsumennya dalam menggunakan produk dan jasa. Penelitian ini dilakukan untuk menguji pengaruh strategi komunikasi pemasaran Starbucks Card terhadap loyalitas konsumen berstatus mahasiswa di kota Bandung. Penelitian ini melakukan teknik sampling yang akan digunakan yaitu dengan cara non-probability sampling dikarenakan tidak adanya data sekunder yang menjelaskan secara tepat jumlah konsumen yang menggunakan Starbucks Card sehingga jumlah sampel yang dimiliki yaitu 105 responden. Berdasarkan dari hasil data pengolahan, dapat dilihat bahwa sub variabel yang paling berpengaruh positif terhadap loyalitas konsumen yaitu promosi penjualan, personal selling serta direct marketing dan pemasaran via internet yang berada pada kategori baik. Strategi komunikasi pemasaran yang telah dilakukan oleh Starbucks Coffee guna meningkatkan loyalitas konsumen dalam menggunakan kartu member Starbucks telah berjalan dengan baik dan memiliki respon yang baik oleh para penggunanya sehingga saran yang dapat diberikan yaitu mempertahankan hal tersebut agar dapat mempertahankan konsumen yang loyal maupun untuk menarik konsumen baru.Kata Kunci: Loyalitas Konsumen, Strategi Komunikasi Pemasaran, Starbucks Card,� PT. Starbucks Coffee, Mahasiswa.��ABSTRACTLoyalty has an important role for the sake of growth in a company, especially in the competitive coffee industry nowadays. A company implements variety of marketing communications strategy in order to maintain their customers in using products and services. This research is conducted to examine the influence of the marketing communication strategy of Starbucks Card toward customer loyalty in college student in Bandung. This research's sampling technique uses non-probability sampling due to the lack of secondary data specifying exactly the number of consumers who use the Starbucks Card so the sample sizes are 105 respondents. Based on the results of data processing, it can be seen that the sub-variables that have the most positive effect on customer loyalty are sales promotion, personal selling, direct marketing and marketing via the internet which are among good categories..Marketing communications strategy that has been done by Starbucks Coffee to increase consumer loyalty in using Starbucks Card has gone well and has a good response by the users so the suggestion that can be given is to retain it in order to maintain loyal customers and to attract new customers.Keywords: Consumer Loyalty, Marketing Communications Strategy, Starbucks Card, PT. Starbucks Coffee, College Student.

scholarly journals FEATURES OF FORMATION OF MARKETING TRENDS

2021 ◽  
Author(s):  
Tatiana Belova ◽  
Maxim Dunin
Keyword(s):  
Direct Marketing ◽  
Electronic Devices ◽  
Digital Marketing ◽  
Brewing Industry ◽  
Face To Face ◽  
Goods And Services ◽  
Definition Of ◽  
High Level ◽  
Additional Value ◽  
Creativity And Innovation

The article is devoted to the peculiarities of the formation of marketing trends. The need to study the trend as a phenomenon is proved. Definitions of the concept of "trend" by various authors are given. The versatility of the problem under consideration is emphasized, as a single definition of the trend has not been formed. The types of marketing trends that are manifested at the global level are considered. Particular attention is paid to the consideration of Digital Marketing, as it is implemented through the use of digital technologies and electronic devices. The necessity of taking into account when forming a strategy of partnership relations with its clients (1-to-1 marketing), creativity and innovations, features of viral and partisan marketing, as well as additional value is substantiated. It is explained that 1-to-1 marketing is direct marketing, which involves communication between seller and consumer face to face. Creativity and innovation are shown to be a trend that correlates with Digital Marketing, as most innovation is in the IT sector. It is demonstrated that viral and guerrilla marketing is a trend whose popularity is growing due to sales through popular social networks and platforms. Peculiarities of formation and development of Ukrainian trends are outlined. The following features of Ukrainian trends are emphasized: omnichannel, increasing the importance of marketing for business, the transition to digital marketing, increasing competition for the consumer, a high level of concentration on quality content, promoting of promoting goods and services through the use of thoughts leaders. The reasons why Ukrainian companies are actively investing in the development of digital marketing are explained: the dynamics of Internet penetration into the lives of consumers increased from 12% in 2004 to 71% in 2019. The marketing trends inherent in the brewing industry of Ukraine are studied: deeper support of sales of premium products, changes in the structure of segments, mergers of enterprises, reduction of average retail value of sold products, growing popularity of PET packaging, reduction of production and sales.

scholarly journals Wprowadzanie nowej żywności na rynek unijny w świetle rozporządzenia nr 2015/2283

2018 ◽  
pp. 77-89
Author(s):  
Łukasz Mikołaj Sokołowski
Keyword(s):  
Economic Interests ◽  
Novel Foods ◽  
Food Market ◽  
High Level ◽  
The Eu

Until recently, the introduction of novel foods into the EU market has been primarily governed by Regulation (EC) No 258/97. The solutions provided for in this legislative act have been criticised. Consequently, as of 1 January 2018, this act has been replaced by Regulation No. 2015/2283. The aim of the deliberations presented in this article is to answer the question whether and to what extent the new solutions actually facilitate the placing of novel foods on the EU market while ensuring at the same time a high level of protection of consumers’ health, life and economic interests. In the author’s opinion, Regulation No. 2015/2283 introduces many amendments aimed at facilitating the introduction of novel foods to the EU market, which also satisfy the aboveconcerns. However, only the practice resulting from the application of the adopted solutions will determine the effectiveness of opening the EU food market to safe innovations.

INVESTMENT AND INNOVATION STRATEGIES OF BUSINESS ENTITIES OF THE «BELGOSPISCHEPROM» CONCERN FOR 2021-2027

2021 ◽  
Vol 14 (3(53)) ◽  
pp. 9-18
Author(s):  
Alexander Vladimirovich Gerasenko
Keyword(s):  
Food Production ◽  
Transnational Corporations ◽  
Investment Policy ◽  
Innovative Development ◽  
Food Market ◽  
Innovation Strategies ◽  
The Republic ◽  
Business Entities ◽  
High Level

The article is devoted to the directions of investment and innovative development of one of the largest holding structures of the Republic of Belarus - the Belarusian State Concern «Belgospischeprom» for the period up to 2027. The domestic food market in Belarus is characterized by a high level of presence of world transnational corporations, so the concern has to carry out constant and purposeful work to carry out in-depth modernization of existing production facilities, build new factories based on the introduction of the best technologies in the field of food production. In this regard, the role of an effective investment policy is increasing, which predetermines the investment and innovation strategies of the organizations that are part of the Belgospischeprom concern.

State support for the agri-food market: foreign and domestic practice

2020 ◽  
pp. 84-93
Author(s):  
A.V. Gyatov ◽  
A.Kh. Mambetov ◽  
A.A. Shardanov
Keyword(s):  
Crucial Role ◽  
State Regulation ◽  
Agricultural Products ◽  
State Support ◽  
Foreign Experience ◽  
Organization And Management ◽  
Food Market ◽  
Domestic Practice ◽  
High Level ◽  
Industry Needs

Agriculture plays a crucial role in the economy of any country. In this regard, the issue of state support for this industry is not in doubt. The experience and practice of the leading countries in the production and export of agricultural products has proved that this industry needs state regulation and support more than any other. This article discusses the most effective mechanisms and tools of state support used in countries with a high level of organization and management of agriculture. The article also considers the domestic practice of state regulation and support of the agri-food market and the possibility of applying foreign experience to Russian conditions.

The Role of Shared Values in Understanding Loyalty over Time

2016 ◽  
Vol 56 (4) ◽  
pp. 507-520 ◽  
Author(s):  
Damien Chaney ◽  
Drew Martin
Keyword(s):  
Cognitive Mapping ◽  
Shared Values ◽  
Cultural Dimensions ◽  
Consumer Loyalty ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Sociological Approach ◽  
New Perspective ◽  
High Level ◽  
Over Time

Tourism’s unique features limit the consumer behavior literature’s ability to explain consumer loyalty. More precisely, existing consumer loyalty models do not consider social and cultural dimensions highlighted by tourism literature. Using new institutional theory, this article proposes a new perspective to explain loyalty. This study of musical festival patrons and managers combines cognitive mapping and questionnaires. Findings demonstrate that shared values between managers and festival-goers influence the latter’s loyalty. More precisely, shared values impact attitudinal loyalty and word-of-mouth, but they do not affect behavioral loyalty. Results also show that festival-goer loyalty decreases more slowly over time when a high level of shared values exist. Beyond music festivals, this study highlights a more sociological approach to explain loyalty over time in tourism.

scholarly journals SUPERVISED CLASSIFICATION PROCESSES FOR THE CHARACTERIZATION OF HERITAGE ELEMENTS, CASE STUDY: CUENCA-ECUADOR

2017 ◽  
Vol IV-2/W2 ◽  
pp. 39-45
Author(s):  
J. C. Briones ◽  
V. Heras ◽  
C. Abril ◽  
E. Sinchi
Keyword(s):  
Kernel Functions ◽  
Aerial Images ◽  
Polynomial Kernel ◽  
Support Vector ◽  
Preventive Conservation ◽  
Heritage Sites ◽  
Monitoring Process ◽  
Vector Machines ◽  
Ideal Tool ◽  
High Level

The proper control of built heritage entails many challenges related to the complexity of heritage elements and the extent of the area to be managed, for which the available resources must be efficiently used. In this scenario, the preventive conservation approach, based on the concept that prevent is better than cure, emerges as a strategy to avoid the progressive and imminent loss of monuments and heritage sites. Regular monitoring appears as a key tool to identify timely changes in heritage assets. This research demonstrates that the supervised learning model (Support Vector Machines – SVM) is an ideal tool that supports the monitoring process detecting visible elements in aerial images such as roofs structures, vegetation and pavements. The linear, gaussian and polynomial kernel functions were tested; the lineal function provided better results over the other functions. It is important to mention that due to the high level of segmentation generated by the classification procedure, it was necessary to apply a generalization process through opening a mathematical morphological operation, which simplified the over classification for the monitored elements.

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