scholarly journals Evaluation of marketing effectiveness as a basis for the development of a marketing program of a manufacturing enterprise

2021 ◽  
Author(s):  
A.O. Shavernev ◽  
Keyword(s):  
Integrated Approach ◽  
Industrial Enterprise ◽  
Economic Indicators ◽  
Manufacturing Enterprise ◽  
Marketing Program ◽  
Marketing Effectiveness ◽  
Marketing Policy ◽  
Marketing Activities

The article analyzes various methods for evaluating the effectiveness of marketing. The author justifies the need for an integrated approach to assessing the effectiveness of the marketing activities of an industrial enterprise, taking into account both internal and external economic indicators. In addition, the article shows that assessing the effectiveness of marketing activities is a necessary basis for developing the company's marketing policy, its strategy and tactics, as well as a specific marketing program.

scholarly journals Place of Transport in the Sales Policy of the Industrial Enterprise

2021 ◽  
pp. 5-11
Author(s):  
О. A Hodoskina ◽  
О. Y Moiseienkova
Keyword(s):  
Continuous Process ◽  
Industrial Enterprise ◽  
Production Structure ◽  
Functional Dependencies ◽  
Advantages And Disadvantages ◽  
Marketing Policy ◽  
Different Types ◽  
Marketing Activities ◽  
Weak Points ◽  
Mode Of Transport

Purpose. Currently, the organization of sales at the enterprise is the main and continuous process that provides the enterprise with its economic efficiency and bringing the goods to the consumer. The purpose of this work is to analyze and compare modes of transport and its role in the marketing of products by an enterprise. Methodology. To build a model for the marketing activity of an enterprise, as well as when modeling the mechanism of functioning of its organizational, economic and production structure and the place of transport in the structure of an industrial enterprise, elements of economic and mathematical modeling were used. Analysis of the data obtained allows you to choose the best method of transportation, which is extremely important to ensure that the needs of the enterprise, as well as the needs of consumers, are met. Findings. Marketing and logistics services of the enterprise need, having studied all the advantages and disadvantages of all types of transport, to choose the most optimal mode of transport when transporting goods. For the sale of its products, the enterprise should take into account that over time, the costs of different types of transport may change, and the transportation schemes should be revised. The paper compares the modes of transport and the structure of freight turnover by mode of transport (as a percentage of the total). Originality. The use of a mathematical apparatus in the construction of functional dependencies that make up a general economic and mathematical model that characterizes the organization of the marketing activities of an enterprise will allow not only to identify «weak» points, but also to adjust the marketing policy of the enterprise accordingly, relying not on abstract conclusions, but on the obtained clear dependencies. Practical value. The result is, first of all, a reduction in costs in the marketing policy of the enterprise and an increase in competitiveness, an increase in profits and maximum satisfaction of consumer requirements.

STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa
Keyword(s):  
Marketing Strategy ◽  
Tourism Destination ◽  
Short Term ◽  
Marketing Program ◽  
Marketing Function ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Selling Process ◽  
Target Markets

Tourism destination marketing activities begin by selecting target markets, and these activities are referred to as the segmenting and targeting process. Meanwhile, activities to acquire, maintain and develop target markets are called the selling process. And the last thing is creating, delivering and communicating the destination offering is called the positioning process. The process of tourism activities can be in the form of long-term decisions or strategic levels which include the branding, segmenting, targeting, selling and positioning processes. Meanwhile, the short-term activity process or the tactical level is usually called a marketing program in the form of various maneuvers so that the predetermined marketing strategy can run well. Meanwhile, tactical activities, which are usually called marketing programs, are short-term processes aimed at making the marketing strategy run as determined. Activities that are tactical in this marketing program are decisions about the marketing mix. Competition for tourism destinations can be carried out through strategies that optimize the functions of tourism destinations. Like other industries, the function of a tourism destination can be in the form of an operational function and a marketing function. Keywords: Marketing Strategy, Competitive Strategy, Tourism Destination

scholarly journals OPTIMALISASI PLATFORM ONLINE INTERNET MARKETING UNTUK SME LITTLE ROSE BANDUNG

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Budi Harto ◽  
Rita Komalasari
Keyword(s):  
Social Media ◽  
Search Engines ◽  
Internet Marketing ◽  
Online Marketing ◽  
Internet Search ◽  
Further Training ◽  
Marketing Program ◽  
Keywords Internet ◽  
Marketing Activities ◽  
New Jobs

Almost everyone now has been searching for anything through internet search engines such as Google, e-commerce sites / buying and selling sites, and social media. This online internet marketing program can be started by SMEs easily, several ways that can be applied are by making Google My Business, Google Website, E-Commerce Shopee, and Social media such as Facebook and Instagram. Little Rose as an Indonesian SME that manufactures various kinds of fabric crafts made from fabric makes it has a lot of opportunities to become a marketable product, unfortunately the lack of marketing activities makes it still not widely known. Little Rose needs a new market in order to increase revenue, expand businesses, and create new jobs. After this training, the Little Rose team can still be given further training on the platforms that have been provided. In the future if there is already a budget for marketing, it would be better to create a website with a better appearance, e-commerce sites can be upgraded to become paid if there are already many products, and use social media ads to advertise Little Rose even further Keywords: Internet Marketing, Online Marketing, UMKM, SME

scholarly journals FEATURES OF FUNCTIONING OF CERTAIN TYPES OF ENTERPRISE IN THE FIELD OF SERVICES IN THE CONDITIONS OF QUARANTINE RESTRICTIONS

2021 ◽  
Vol 26 (3(88)) ◽  
Author(s):  
Karyna Borblik
Keyword(s):  
Financial Services ◽  
Service Sector ◽  
Integrated Approach ◽  
Entrepreneurial Activity ◽  
Service Market ◽  
Provision Of Services ◽  
Marketing Activities ◽  
Low Efficiency ◽  
State Financing ◽  
Theoretical Foundations

The article analyzes the theoretical foundations of the functioning of small and medium-sized enterprises in the service sector. Difficult economic conditions have been identified for the functioning of certain types of business in the service sector associated with the consequences of the coronavirus disease COVID-19. An innovative approach is proposed (creation of an innovative product aimed at the external market) in shaping the development of the service sector, the transition to instruments of state financing of innovations – a system of public-private partnership. The features of the functioning of small and medium-sized enterprises in the provision of services in the context of a pandemic have been studied. The direction of business activity in the service sector is considered, an integrated approach is used in the field of business and marketing activities. The main functions of entrepreneurship in the service sector are determined. The current issues of the formation of the features of the service market during the period of COVID-19 quarantine restrictions are analyzed. The functional directions of resource provision of certain types of entrepreneurship have been substantiated and their separate influence on the service sector in a pandemic has been revealed. The analysis of indicators of the economic development of the service sector in the total volume of commercial enterprises, as well as an analysis of the low efficiency of services in the field of business in the context of the COVID-19 coronavirus pandemic. The main problems and obstacles for the development of small and medium-sized enterprises in the provision of services under quarantine restrictions have been identified. According to the results of a survey of the business sector, the most profitable financial services were identified, which tend to increase economic indicators, which, in turn, will contribute to an increase in financial revenues to the country's budget. Trends in the development of entrepreneurial activity on the scale considered are identified and ways to increase the competitiveness of certain types of business in the service sector in the context of a pandemic are proposed.

scholarly journals Trends and stages of development of marketing approaches in the management of agricultural production

2019 ◽  
Author(s):  
Olga G. Chirva ◽  
Maksym.V. Boyko
Keyword(s):  
Production Management ◽  
Economic Security ◽  
The State ◽  
Industrial Complex ◽  
Product Policy ◽  
Agricultural Enterprises ◽  
Marketing Policy ◽  
Study Results ◽  
Marketing Activities ◽  
The Impact

The aim of the study. The purpose of the article is to analyze the current state and trends in the marketing activities of enterprises of the agro-industrial complex of Ukraine. Methodology. In the study of the state and trends of marketing activities of agricultural enterprises of Ukraine used a graphical method and systematic analysis; in the study of the impact of threats on the state of marketing activities of agricultural enterprises in Ukraine - the causal method and the method of scientific generalization - in forming the conclusions of the study. Results. Theoretical aspects of the conditions for the formation of marketing policy of agricultural enterprises are analyzed, we consider it appropriate to summarize the results in accordance with the constituent elements of marketing product policy. It is established that such components of marketing product policy are the development of a new product or economically justified improvement of existing ones; maintenance of goods (transportation, service, storage); withdrawal of goods from production, diversification, elimination. According to the results of the research, the tendencies of development of marketing approaches in production management of agricultural enterprises are analyzed. In the context of marketing policy analysis, a preliminary definition of the content of specific categories that are closely related to agricultural policy is identified.  The practical significance of the study is that the main conclusions and suggestions can be used by domestic enterprises to form an effective management system for marketing activities of agricultural enterprises. Prospects for further research. It is determined that in the long run for agricultural enterprises in developing marketing policy as a tool for economic security and for making sound management decisions and in the interests of consumers of agricultural products in the region it is necessary to form strategic and tactical goals based on the proposed tools.

Marketing Policy Based Service Composition Model for Supplier Selection in Network Manufacturing

2012 ◽  
Vol 472-475 ◽  
pp. 2600-2603
Author(s):  
Tao Zhou
Keyword(s):  
Service Composition ◽  
Manufacturing Process ◽  
Supplier Selection ◽  
Critical Factor ◽  
Selection Problem ◽  
Manufacturing Enterprise ◽  
Marketing Policy ◽  
Supplier Selection Problem

Supplier selection, which is the first step of the network manufacturing, is evaluated as a critical factor for the manufacturing enterprise desiring to be successful in nowadays competition conditions. In network manufacturing, we first construct manufacturing process, and then select suitable suppliers. No matter suppliers provide components or services, we can unified consider they are all some types of manufacturing services. It’s very familiar with service composition, so we introduce marketing policy based service composition model to resolve supplier selection problem in network manufacturing. With the scope of this paper, we categorize manufacturing supplier selection constraints into three groups based on QoS, and propose a simple business constraint service composition model of marketing policy for supplier selection, which means that purchasers can get better manufacturing services from this model by choosing most suitable suppliers.

scholarly journals PEMANFAATAN SOCIAL MEDIA ANALYTICS PADA INSTAGRAM DALAM PENINGKATAN

2019 ◽  
Vol 8 (1) ◽  
pp. 34
Author(s):  
Muhamad Fitra Alfajri ◽  
Viranda Adhiazni ◽  
Qurrotul Aini
Keyword(s):  
Social Media ◽  
Data Visualization ◽  
Sampling Technique ◽  
Social Media Analytics ◽  
Purposive Sampling ◽  
Marketing Effectiveness ◽  
Marketing Activities ◽  
Qualitative Descriptive ◽  
Use Of Social Media

Currently Instagram is not only a means of communication and information, but has plagued several sectors, especially marketing. One marketing that often happens on Instagram is sales, advertising, branding, and service. To support marketing activities, it needs to be done not only through conventional or old ways, but also should use social media to better reach all the desired consumers. This study aims to find out the focus on the use of Social Media Analytics tools on Instagram as a medium in increasing marketing effectiveness. This research is qualitative descriptive by using purposive sampling technique. Social Media Analytics that is implemented by Instagram in helping users of business profiles is by providing Insight features in which there are three functions, namely activity, audience and content provided in the form of data visualization. The utilization of the insight feature on Instagram has an important role in helping business users in increasing the effectiveness of marketing their products and services.

scholarly journals Improvements of Football Clubs’ Marketing Strategies in Russian Reality

2021 ◽  
Vol 2 (16) ◽  
Author(s):  
Dmitry Panferov ◽  
Alexander Averin
Keyword(s):  
Marketing Strategy ◽  
External Environment ◽  
Integrated Approach ◽  
Well Being ◽  
Information Modeling ◽  
Or Efficiency ◽  
Football Club ◽  
Main Research ◽  
Football Clubs ◽  
Marketing Activities

Relevance and novelty. The article examines the issues related to the marketing activities of Russian football clubs in order to identify patterns in this process, as well as assessing the prospects for an integrated approach to evaluating such strategies in modern conditions, in particular, solving the issue of maximizing the effectiveness or efficiency and increasing the attractiveness of Russian football clubs in the international arena. Justification for the study. Therefore, it is the actions of specific specialists that largely determine how exactly a football club positions itself in the external environment, and also with the help of which tools it solves the problems of increasing the brand’s popularity and attracting fans to stadiums, which directly contribute to the increase in sales of related products to clubs. Marketing management in a football club as well as in companies of other industries should be based on a marketing strategy that should solve a number of specific issues and ensure that the football club is stable in the external environment even in times of crisis. In this regard, the relevance of theoretical and practical research of this problem cannot be questionable. The purpose of this study was to investigate how Russian football clubs deal with marketing activities in the new reality and consider the ways of optimizing their work. Methods. The main research methods were literary review, analysis and synthesis of information, modeling and statistical analysis. Results. As a result of the work, it was concluded that a marketing strategy is necessary for every football club, since it can be used not only to generate new ways of interacting with stakeholders, but also to create a good idea of the brand and ensure its promotion with much lower costs and problems. and also evaluate the effectiveness of brand communications. Realizing that organizational efficiency and effectiveness to a large extent depends not only on titles won, but also on financial performance, fan base growth, as well as the number of followers in social networks, which then turn into loyal fans, we can conclude that for a correct and adequate assessment of the club's marketing strategy and its overall activities requires a system that will consider these, as well as unnamed, but no less important, indicators. Conclusion. Based on the research, it is necessary to understand that the marketing strategy of a football club can significantly facilitate its task of increasing material well-being, as well as provide audience growth in the stands and brand recognition not only in the territory of a particular country, but also beyond its borders. Keywords: football, marketing, integrated approach.  

scholarly journals MARKETING TECHNOLOGIES FOR SEGMENTATION AND REBRANDING

2019 ◽  
pp. 61-69
Author(s):  
L. Drozdovich
Keyword(s):  
Integrated Approach ◽  
Marketing Program

The article discusses the main trends in the development of modern marketing based on the integrated approach, identifies the causes and factors of the transition to a new marketing paradigm. Some technologies and tools for segmenting markets and their levels, as well as tools for studying needs and selecting target segments in the context of digitalization, are considered. The stages and their contents of rebranding are determined on the basis of the formation of an anti-crisis marketing program.

scholarly journals POSSIBILITY OF USE OF MARKETING TECHNOLOGIES IN ATTRACTING SPECIALISTS TO EDUCATIONAL INSTITUTIONS

2019 ◽  
Author(s):  
Olena Tymchyk
Keyword(s):  
Educational Institution ◽  
Educational Institutions ◽  
Educational Services ◽  
Skilled Workers ◽  
Public And Private ◽  
Qualified Teachers ◽  
Marketing Program ◽  
Lack Of Information ◽  
Long Time ◽  
Marketing Activities

Modern educational institutions require qualified teachers who can provide the educational services of proper level. The problem of providing educational institutions with pedagogical staff has been relevant for a long time, till nowadays. It can be solved by a consecutive marketing program, elements of which can be found on the school websites. The author carried out a general analysis of the websites of Ukrainian schools (both public and private ones) and concluded that there is a solid lack of information, which should be aimed specifically for young graduates. The author believes that during the process of development of marketing program, the governance of schools ought to orientate it not only based on necessities of consumers of educational services, but also made it suitable for teachers who in future can apply for work in these institutions. According to the author, the pages of websites devoted to the personnel policy of schools should also contain the requirements to the possible candidates for vacant places in these institutions. It is also important to place the information about working conditions - material and technical support of the educational institution. This will allow young specialists to make conclusions about the possibility of realizing their knowledge and practical skills. The author believes that young specialists are interested in the information concerning the projects in which an educational institution is involved. Such information indicates the level of development of the institution and possible perspectives for its employees. The author suggests the use of the "reverse" orientation of the marketing activities of the school regarding employees, which will encourage its attractiveness for young professionals, and will also help the educational sphere in its competition for highly skilled workers.

Sign in / Sign up

Export Citation Format

Share Document