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.

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 MARKETING-LOGISTICS-ORIENTED MANAGEMENT OF ECOLOGICAL INNOVATIVE ENTERPRISES

2021 ◽  
Vol 5 (1) ◽  
pp. 170-186
Author(s):  
M. Odrekhivskyі ◽  
◽  
U. Kohut ◽  
D. Zhyla ◽  
◽  
...  
Keyword(s):  
Information System ◽  
Systematic Approach ◽  
Methodological Approach ◽  
Material Flows ◽  
Logistics System ◽  
Goods And Services ◽  
Marketing Activities ◽  
Innovative Enterprise ◽  
Marketing Information ◽  
The Right

Purpose. The study aims to develop a scientific and methodological approach of organizing a marketing-logistics-oriented management system for ecological, innovative enterprises (EIE) to ensure effective implementation and use of environmental innovations for the greening of material flows at the enterprise. Design/methodology/approach. The obtained scientific results are based on using a systematic approach, logical analysis, and synthesis to develop literature sources to determine methods to solving the problem of marketing-logistics-oriented management of the EIE. On the study of literary sources, the core and advantages of marketing and logistics management from the standpoint of the enterprise's efficiency and the functioning of marketing and logistics activities were identified. Also, domestic and foreign authors’ views about the interaction of marketing as a concept of management that is oriented on the market and logistics as a flow-oriented management were studied. This creates opportunities to increase commodity and information utility and value of goods. Findings. To confirm the article’s hypothesis, the scientific and systematic approach to the organization of the system “suppliers – ecologically innovative enterprise – marketing – consumers” for ecological optimization of material flows at the enterprise was offered. In particular, the research provides the use of matrix organizational management structure in organizing the activities of logistics and marketing services. In this case, such matrix structure ensures a rapid response of both systems to complex problems in supply and marketing and, at the same time, allows you to avoid duplication of functions of services and preserve cost-effective management of them. Originality/value. The necessity of transition from price competition for environmental goods and services to match for certain advertising activities aimed at stimulating ecological processes and a healthy lifestyle causes the formation of a marketing information system in an environmentally innovative enterprise. This system is intended to collect, accumulate, transmit, process, and analyze the information necessary for use by the marketing service to upgrade the planning and forecasting of marketing activities, improve demand for goods and services, and monitor the implementation of marketing activities. For effective marketing management of the EIE, it is necessary to monitor the environment’s condition based on marketing research constantly, always using modern marketing information systems and the latest information technologies. The purpose of the logistics system of an ecological, innovative enterprise is to ensure the availability of the necessary environmentally innovative products, goods, and services in the required quantity and range, of the specified quality, in the right place and at the right time. The functions of the logistics system of innovative ecological enterprises are determined to endow their viable work. The suggested scientific and methodological approach to marketing-logistics-oriented management of the EIE is based on constructing an optimal model of the EIE logistics system and the appropriate method of marketing information. Such attitude can be widely used in the design, creation, development, and research of EIE, regional, and national environmental innovation systems. It is directed at optimizing the movement of material flows on the system “suppliers – EIE – marketing – consumers” and managing these flows. Practical implications. A conceptual model of interaction of the marketing information system with the external environment for the rationalization of marketing activities and management processes of the EIE is constructed. The logistics system of ecological, innovative enterprises, which was formed in this paper, will improve the implementation processes of environmental innovations in the design “supplier – consumer” to green the enterprise and the region’s activities effectively.

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 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.

Using Social Media as a Concept and Tool for Teaching Marketing Information Systems

2013 ◽  
pp. 24-44 ◽  
Author(s):  
Theodosios Tsiakis
Keyword(s):  
Social Media ◽  
Information System ◽  
Information Systems ◽  
Information Technologies ◽  
Teaching Tool ◽  
Course Structure ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Marketing Information ◽  
The One

Teachers use social media in order to have instant, comfortable and effective way to communicate and transact with students. Online classrooms also are becoming more and more social. So why not use these methods that are already in wide use as a teaching tool? Social media began as an entertainment tool, then became a marketing phenomenon, and now is seen as a new pedagogical tool. The Marketing Information System course aims in offering students (the tomorrow marketers) an in-depth view and understanding of information systems that support an effective way the marketing activities. MIS is the process of connecting people, processes, and technology. The use of ICT has changed the way marketing decisions are made. On the one hand, using information technologies supports achievement of a current marketing strategy while on the other hand these technologies set new marketing rules, and social media is the technology that represents a unique way of transmitting information in all directions. So with one concept (social media), we can achieve multiple benefits. This chapter (1) provides a literature review (overview) of the current use and benefits of Web 2.0 or so-called social media tools in the support of teaching or pedagogical process, (2) offers a systematic way of understanding and conceptualizing online social media as a teaching tool, and (3) suggests the framework in which social media tools can be applied and used in the Marketing Information System (MkIS) course both as part in the course structure and as a mean to teach MkIS.

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.

Using Social Media as a Concept and Tool for Teaching Marketing Information Systems

2015 ◽  
pp. 829-850
Author(s):  
Theodosios Tsiakis
Keyword(s):  
Social Media ◽  
Information System ◽  
Information Systems ◽  
Information Technologies ◽  
Teaching Tool ◽  
Course Structure ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Marketing Information ◽  
The One

Teachers use social media in order to have instant, comfortable and effective way to communicate and transact with students. Online classrooms also are becoming more and more social. So why not use these methods that are already in wide use as a teaching tool? Social media began as an entertainment tool, then became a marketing phenomenon, and now is seen as a new pedagogical tool. The Marketing Information System course aims in offering students (the tomorrow marketers) an in-depth view and understanding of information systems that support an effective way the marketing activities. MIS is the process of connecting people, processes, and technology. The use of ICT has changed the way marketing decisions are made. On the one hand, using information technologies supports achievement of a current marketing strategy while on the other hand these technologies set new marketing rules, and social media is the technology that represents a unique way of transmitting information in all directions. So with one concept (social media), we can achieve multiple benefits. This chapter (1) provides a literature review (overview) of the current use and benefits of Web 2.0 or so-called social media tools in the support of teaching or pedagogical process, (2) offers a systematic way of understanding and conceptualizing online social media as a teaching tool, and (3) suggests the framework in which social media tools can be applied and used in the Marketing Information System (MkIS) course both as part in the course structure and as a mean to teach MkIS.

scholarly journals PRACTICAL IMPLEMENTATION OF GEOGRAPHIC INFORMATION SYSTEM WITH SUPPORT FOR MODELING THE EFFECTS OF DANGEROUS NATURAL AND MAN-MADE PROCESSES

2018 ◽  
Author(s):  
Д.А. Мельков ◽  
А.С. Кануков
Keyword(s):  
Information System ◽  
Geographic Information System ◽  
Seismic Risk ◽  
Functional Model ◽  
Geographic Information ◽  
Economic Losses ◽  
Soil Conditions ◽  
Practical Implementation ◽  
The Republic ◽  
North Ossetia

На основе современных технологий разработана структурно-функциональная модель «Информационная система обеспечения градостроительной деятельности». Данная модель использована в качестве основы для создания моделирующей геоинформационной системы. При этом в виде отдельного структурного элемента в систему интегрирована информационная база данных о сейсмичности и сейсмических рисках, включающая в себя карты детального сейсмического районирования (ДСР) Республики Северная Осетия-Алания и карты сейсмического микрорайонирования территории населенных пунктов – административных центров Республики Северная Осетия-Алания. Рассмотрены методы оценки возможных социальных и экономических потерь от возможных землетрясений различной интенсивности и разработана методика оценки сейсмического риска. На их основе, предложен алгоритм «внедрения» (введения) методики оценки сейсмического риска в информационные системы обеспечения градостроительной деятельности. Использование разработанной методики оценки сейсмического риска территории позволяет непосредственно рассчитать рейтинг грунтов и сейсмический риск территории. На территории г. Владикавказа выделены участки с различными грунтовыми условиями. На основе имеющихся данных создан ГИС-проект «База данных геологической информации территории г. Владикавказа», включающий информацию о пробуренных на территории города скважинах и составе соответствующих грунтов. Данная база интегрирована во вновь разработанную систему, что позволяет использовать её в качестве одного из основных источников информации в задачах моделирования ожидаемых последствий опасных природно-техногенных процессов On the basis of modern technologies developed structural-functional model « Information system for urban planning». This model is used as a basis for creating a modeling geographic information system. At the same time, an information database on seismicity and seismic risks is integrated into the system as a separate structural element, includes maps of detailed seismic zoning (DSR) of the Republic of North Ossetia-Alania and maps of seismic micro – zoning of the territory of settlements-administrative centers of the Republic of North Ossetia-Alania. The methods of estimation of possible social and economic losses from possible earthquakes of different intensity are considered and the method of seismic risk assessment is developed. On their basis, the algorithm of "introduction" of a technique of an assessment of seismic risk in information systems of providing town-planning activity is offered. The use of the developed methodology for assessing the seismic risk of the territory allows you to directly calculate the soil rating and seismic risk of the territory. On the territory of Vladikavkaz allocated areas with different soil conditions. Based on available data created the GIS project "Database of geological information of the Vladikavkaz city territory ", which includes information about wells drilled on the city territory and the composition of the respective soils. This database is integrated into the newly developed system, which allows to use it as one of the main sources of information in the problems of modeling the expected consequences of dangerous natural and man-made processes.

scholarly journals SUBSTANTIATION OF INFORMATION COMPONENTS OF THE REGULATORY REFERENCE DATABASE OF THE AUTOMATED INFORMATION SYSTEM OF ARMAMENT AND MLITARY EQUIPMENT TEST SUPPORT

2021 ◽  
pp. 29-39
Author(s):  
S. Korniienko ◽  
I. Korniienko ◽  
S. Kaznachey ◽  
O. Zhyrna ◽  
V. Kravchenko
Keyword(s):  
Information System ◽  
Information Content ◽  
Information Structure ◽  
Information Support ◽  
Reference Database ◽  
Practical Implementation ◽  
Special Equipment ◽  
Military Equipment ◽  
Time Expenditures

The creation of an information system to support the testing of armament and military (special) equipment is aimed at improving the efficiency of the test organization. This is possible due to the operational information support of all test processes, establishing information communication between departments of the organization, improving the quality of test estimations, reducing time for manual work and, accordingly, increasing the capacity of the test organization, automation of organizational management processes. The authors cover the approaches to the design and practical implementation of the information system for supporting the testing of armament and military (special) equipment. The issue of detailed description of the information content of the regulatory-reference database of the information system is considered. Based on the analysis of the processes that take place at different stages of testing specimens of armament and military equipment, the needs for thematic information are determined. The authors propose structural and functional schemes of information interaction of the components of the regulatory-reference database and the main software modules, which are offered for use in the information system to support tests. As a result of aggregation of the developed structural and functional schemes the generalized information structure of regulatory-reference database is offered. Possible ways to fill the database are determined. Based on the defined components of the database it is possible to perform further information-logical designing of the information system to support the testing, development of the components structure of the regulatory- reference database and their normalization. It is expected that the proposed information content of the regulatory- reference database will help increase the efficiency of the planning and testing of specimens of armament and military equipment, improve the quality of test results and reduce time expenditures.

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.

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