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 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 ESC guidance for the diagnosis and management of cardiovascular disease during the COVID-19 pandemic: part 2—care pathways, treatment, and follow-up

2021 ◽  
Author(s):  
◽  
Colin Baigent ◽  
Stephan Windecker ◽  
Daniele Andreini ◽  
Elena Arbelo ◽  
...  
Keyword(s):  
Practical Knowledge ◽  
Current Knowledge ◽  
Healthcare Providers ◽  
Care Pathways ◽  
The Novel ◽  
Treatment Pathways ◽  
Diagnosis And Management ◽  
Narrative Literature ◽  
Narrative Literature Review ◽  
Cv Disease

Abstract Aims Since its emergence in early 2020, the novel severe acute respiratory syndrome coronavirus 2 causing coronavirus disease 2019 (COVID-19) has reached pandemic levels, and there have been repeated outbreaks across the globe. The aim of this two part series is to provide practical knowledge and guidance to aid clinicians in the diagnosis and management of cardiovascular (CV) disease in association with COVID-19. Methods and results A narrative literature review of the available evidence has been performed, and the resulting information has been organized into two parts. The first, which was reported previously, focused on the epidemiology, pathophysiology, and diagnosis of CV conditions that may be manifest in patients with COVID-19. This second part addresses the topics of: care pathways and triage systems and management and treatment pathways, both of the most commonly encountered CV conditions and of COVID-19; and information that may be considered useful to help patients with CV disease (CVD) to avoid exposure to COVID-19. Conclusion This comprehensive review is not a formal guideline but rather a document that provides a summary of current knowledge and guidance to practicing clinicians managing patients with CVD and COVID-19. The recommendations are mainly the result of observations and personal experience from healthcare providers. Therefore, the information provided here may be subject to change with increasing knowledge, evidence from prospective studies, and changes in the pandemic. Likewise, the guidance provided in the document should not interfere with recommendations provided by local and national healthcare authorities.

scholarly journals Influence of dimensions of viral marketing on customer’s satisfaction in fast food restaurants in Jordan

2020 ◽  
Vol 6 (2) ◽  
Author(s):  
Akaileh Mustafa
Keyword(s):  
Fast Food ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
The Internet ◽  
Brand Association ◽  
The Social ◽  
Long Time ◽  
Fast Food Restaurants ◽  
The Relationship

Viral marketing is becoming a key instrument in marketing strategies now days, used by a lot of firms to achieve these goals, due to the wide spread  of the internet among all people now days, and the tendency of people from deferent ages to spend more time on the internet to use the social media, customer’s satisfaction have received a great attention in marketing research since a long time ago, whereas academic literature in the viral marketing is still sparse, particularly the dimention that influencing customer’s satisfaction in fast food restaurants in Jordan. Therefore, this paper attempts to fill this gap by examining the relationship between promotion, Brand awareness, Trust, and Brand association on customer’s satisfaction to address the inconsistent findings in the previous studies.

scholarly journals THE ROLE OF EVENT ATTENDEES’ KNOWLEDGE, ENTHUSIASMS, AND ACTIVENESS ON COMMUNITY INVOLVEMENT

2015 ◽  
Vol 12 (1) ◽  
Author(s):  
Christina Rahardja Honantha
Keyword(s):  
Community Involvement ◽  
Leisure Time ◽  
Specific Activity ◽  
Marketing Research ◽  
Marketing Manager ◽  
Public Events ◽  
Event Marketing

Today, events are central to our culture as perhaps never before. Increases in leisure time anddiscretionary spending have led to a proliferation of public events, celebrations andentertainment. The event marketing manager must then examine the objectives of these majorplayers – what each of them expects to gain from the event, and what forces acting on them arelikely to affect their response to the event. This study to examine the relationships among eventattendees' knowledge of an event sponsor's products and activeness and enthusiasm related to thearea of the event for a sponsor’s community involvement. This approach assumes that marketers,by adopting a consumer focus, respond only to the expressed needs of event visitors. In reality,sound marketing research can unveil the latent needs of consumers that only innovative eventscan satisfy. Event marketing is defined as the "practice of promoting the interests of anorganization and its brands by associating the organization with a specific activity" (Shimp,1993; Van Heerden, 2001). Data with 200 respondents are analyzed with multiple linierregressions, and hypotheses are also tested for significant influences. The result shows that eventattendees' knowledge of the sponsor, enthusiasm, and activeness positively influence their desirethat a sponsor be involved with the community, which can make the event special, and contributeto its imagery and branding.Saat ini event menjadi tema sentral dalam budaya manusia. Peningkatan waktu luang danpengeluaran telah mendorong munculnya berbagai macam event publik, perayaan dan hiburan.Manajer event marketing harus mempelajari tujuan dari berbagai macam pemeran dalamperayaan tersebut, apa yang diharapkan dari suatu peristiwa serta hal apa yang mendorongkonsumen menyukai suatu event. Penelitian ini memeriksa hubungan antara pengetahuan pesertaevent akan event yang didanai produk sponsor, dan tingkat keaktifan serta antusiasme terkaitdengan keterlibatan komunitas tertentu. Pendekatan ini memiliki asumsi bahwa pemasar akamerespon kebutuhan yang tampak dari pengunjung event. Dalam kenyataan, dengan risetpemasaran yang kuat maka dapat ditemukan kebutuhan tersembunyi dari konsumen. Eventmarketing didefinisikan sebagai kegiatan praktik promosi kepentingan organisasi dan merekdikaitkan dengan event/peristiwa tertentu (Shimp, 1993; Van Heerden, 2001). Data diperolehdari 200 responden dan diolah dengan regresi linear. Hasil penelitian menunjukan pengetahuanpengunjung akan sponsor, antusiasme, dan tingkat keaktifan berpengaruh positif terhadapkeinginan agar sponsor terlibat dengan komunitas tertentu, sehingga event dapat menjadi lebihmenarik dan berpengaruh pada branding dan citra merek.

scholarly journals A. F. Pisemsky and Joint-Stock Companies in the Middle of 19th Century: Economic Processes and Literary Commentary (On the Basis of the Novel The Turbulent Sea)

2021 ◽  
Vol 20 (2) ◽  
pp. 110-119
Author(s):  
Anastasia A. Ponomareva
Keyword(s):  
Detailed Analysis ◽  
19Th Century ◽  
Coal Mine ◽  
Practical Knowledge ◽  
Russian Society ◽  
The Novel ◽  
Saint Petersburg ◽  
Economic Process ◽  
Wide Scale ◽  
Post War

In the following article, we analyze the trends in literary depiction of an important economic process in the post-war times (late 1850s), namely joint-stock companies, in A. F. Pisemsky’s novel The Turbulent Sea (1863). We detect and offer commentary on the parallels between descriptions of the ‘joint-stock fever’ depicted in the novel, and the materials on private enterpreneurship published in late 1850s. We offer a detailed analysis on the references to polemics between members of the Russian Society of Steamship Companies and Trade, one of the most influential joint-stock companies of the time, and N. P. Perosio, a journalist and economist, as well as the creator of The Reading Library and The Saint-Petersburg Bulletin. Our research is based on N. P. Perosio’s works, namely Notes on the Report by the Russian Society of Steamship Companies and Trade, The Protest, as well as Tondi’s The Reply to Sir Perosio’s Notes on the Report by the Russian Society of Steamship Companies and Trade, and V. Shultz’s A Dispute Between Sirs Perosio and Smirnov, The Response of Administrator Director of the Russian Society of Steamship Companies and Trade N. A. Novoselsky to Articles Criticizing Company Management, Notes and Projects of Establishment of a Coal Mine on Don, etc. We conclude that the analysis of strategies of depiction of economic processes in the novel offers a clearer understanding of A. F. Pisemsky’s perception of the ‘era of great reforms’. The novel shows that the idea expressed by the new government (development of private enterpreneurship) resulted in the emergence of unskilled enactors: the joint-stock companies were joined by people who lacked practical knowledge and did not wish to learn it, which, in its turn, resulted in wide-scale frauds performed by directors.

scholarly journals Marketing research in positioning and launching of yoghurt with a balanced chemical composition

2016 ◽  
Vol 10 (4) ◽  
Author(s):  
M. Mardar ◽  
N. Tkachenko ◽  
A. Lilishentseva ◽  
H. Burlaka
Keyword(s):  
Chemical Composition ◽  
Consumer Preferences ◽  
Marketing Research ◽  
New Product ◽  
Elevated Concentration ◽  
Probiotic Properties ◽  
Consumer Market ◽  
Marketing Environment ◽  
Major Nutrients ◽  
Swot Analyses

Annotation. This article presents the analysis of marketing environment of the enterprises that produce yogurt products in Ukraine. In order to carry out a deeper analysis of the marketing environment of the new yoghurt drinks with a balanced composition of the major nutrients in food and increased probiotic properties, PEST and SWOT-analyses were conducted, they identified environmental factors that have favorable and adverse effects as well as internal strengths and weaknesses of the new product. Based on the results of marketing research of consumer preferences, the core audience of new yoghurt drink with a balanced chemical composition and the elevated concentration of Bifidobacteria were defined. The received results led to justification of the expediency of elaboration of new yoghurt drinks with probiotic properties and balanced composition of basic food nutrients as well as to formulation of a strategy of new product promotion on the consumer market of Ukraine.

scholarly journals The Role of Viral Marketing in Social Media on Brand Recognition and Preference

2021 ◽  
Vol 5 (6) ◽  
pp. 855-867
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Quantitative Research ◽  
Potential Effect ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
The Novel ◽  
Brand Preference ◽  
Brand Recognition ◽  
Novel Concept

Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF

scholarly journals A consumption timecycle: contextually situated and temporally recurring experiences

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Toni Ryynänen ◽  
Visa Heinonen
Keyword(s):  
Design Methodology ◽  
Current Knowledge ◽  
Marketing Research ◽  
The Novel ◽  
Content Type ◽  
Video Recordings ◽  
Interpretive Approach ◽  
Or Practice ◽  
Novel Concept ◽  
Trade Shows

Purpose Temporal consumption experiences have been conceptualised as universal, subjective or practice-based experiences. Little research, though, addresses such experiences in conjunction with the repeated and situational consumption events that bring them about. The purpose of this paper is to extend current knowledge by examining how the temporal and situational intertwine during consumption events. For this purpose, the concept of a consumption timecycle based on the research data is constructed. Design/methodology/approach The paper takes a longitudinal and researcher-led approach to study temporal consumption experiences. The data was collected through participant observations, video recordings and personal subjective introspections during three consecutive annual Nordic motorcycle consumer trade shows (2014–2016). The data was analysed using an interpretive approach. Findings The results demonstrate five temporalities that characterise a consumption timecycle as follows: emerging, core, intensifying, fading and idle-time temporalities. The features of these temporal experiences are presented in the conclusions section of the paper. Research limitations/implications Recalled temporal experiences are mediated experiences and they differ from lived experiences. The transferability or generalisability of the results might be limited, as the case is situated in the Nordic context. Originality/value The paper presents the novel concept of a consumption timecycle that extends current debates about consumer time. The consumption timecycle is contrasted with established temporal concepts in consumer and marketing research.

An Investigation of the Evaluation of the Viral Marketing Research

2015 ◽  
pp. 201-227
Author(s):  
Antonius Raghubansie ◽  
Hatem El-Gohary ◽  
Chandrani Samaradivakara
Keyword(s):  
Word Of Mouth ◽  
Marketing Research ◽  
Research Literature ◽  
Viral Marketing ◽  
Future Research ◽  
Research Areas ◽  
Qualitative Approaches ◽  
Buzz Marketing ◽  
Work Done ◽  
Analytical Approaches

This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its related electronic word of mouth (eWOM) context and to present a taxonomic classification for future research. The review uses the paradigm funnel to examine the development of VM, key research contributions and categorises the published literature according to their objectives, analytical approaches and their contributions to theory. The literature addresses many subjects of study (e.g. E-Marketing, E-Word of Mouth, Social Media, Peer-to-Peer Communications, Viral Marketing, Buzz Marketing, Stealth Marketing, Viral Advertising, Viral Videos and other aligned research areas). The findings illustrated that there are various gaps in the literature that require further investigation. Based on the findings, it is evident that the existing frameworks arising from the literature should be enhanced by the adoption of qualitative approaches that explore how general observations respond to contingent factors.

Event-Marketing As a Key Tool of the Complex Progress in the Service Sector

2019 ◽  
Vol 8 (2) ◽  
pp. 10-18
Author(s):  
Галина Резник ◽  
Galina Reznik ◽  
Т. Соколкова ◽  
T. Sokolkova
Keyword(s):  
Service Sector ◽  
Leisure Activities ◽  
Marketing Research ◽  
Improvement Program ◽  
Communication Services ◽  
Event Marketing ◽  
Federal Program ◽  
Sport Events ◽  
Graphic Methods

Introduction: the article deals with the essence of event-marketing as a popular tool for promotion in the market, the place of event-marketing in the complex of marketing communications is determined. A study on the development of the Park of culture and recreation “Olympic” based on the use of event-marketing tools is carried out. The results of the study of existing tools to promote the Park are given, the motives and preferences of potential guests of the Park on the basis of a survey are identified, recommendations for its development are given. Materials and methods: the article uses the publications of well-known scientists, methods of abstract-logical, systematic, economic and statistical, comparative analysis, graphic, methods of sociological and marketing research (in the survey of consumers of the Park of culture and recreation “Olympic”). The results of the study: the analysis of existing ways to promote the services of the Park of culture and recreation “Olympic” showed that the Park is not enough and not often held various event-events. In addition, the events are not diverse, which indicates the lack of use of event-marketing tools in the Park. In this regard, a variety of events was offered, within the framework of the implementation of such areas as sport events, exhibitions and art creativity, leisure activities for young people, romantic events, catering, opening and restoration of the existing Playground, modernization of the roller rink and art cafe, opening of the Park of extreme species, improvement of the Park and the opening of the school with clubs for the implementation of creative directions. Discussion and conclusion: Improvement program Park development using the tools of event marketing will contribute to the implementation of the Federal program “Formation of a comfortable urban environment for 2018–2022.g.”, to increase the customer traffic, to improve the visitor traffic, average check, increase the quality of life of the population. For organizations in the sphere of communication services, Event-marketing is the most effective direction of direct communication and is one of the most popular and progressively developing tools.

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