Increasing the competitiveness of enterprises based on the use of marketing management tools

Purpose. The purpose of the article is to substantiate the need to use marketing management tools to increase the competitiveness of the enterprise and create a model of interaction of tools in the implementation of marketing strategies. Methodology / approach. The research was conducted on the base of sociological methods by means of statistical questioning of 200 respondent-entrepreneurs, owners, or runners of small business in the Western Region of Ukraine. Using the analysis of variance, the authors of the article studied variation of the results of the sociological investigation on marketing management tools, used for implementation of different strategies of business development. The factorial analysis was used to describe the factor structure of the marketing management tools. The calculations are made with application of the software Statistica 8. Results. Substantiation of the use of marketing tools to increase the competitive advantage of enterprises based on the results of the conducted sociological interviewing of 200 respondent-entrepreneurs, owners or managers of small and medium-sized businesses. Referring to the results of the factorial analysis of marketing management tools, used for implementation of different strategies of business development, the researchers specify three factors. Originality / scientific novelty. For the first time, the model of interaction of marketing management tools in the context of implementation of marketing strategies is formed, and it is investigated a structure of marketing tools at implementation of various strategies of business development to increase competitiveness of the enterprises. Practical value / implications. The main purpose of using marketing management tools is determined, which will allow enterprises to coordinate their marketing activities, optimally allocate resources at all its stages and, as a result, will directly influence the formation and increase the level of competitiveness. The research results can be applied at enterprises of the Western region of Ukraine to provide substantiation of management decisions regarding improving competitiveness on the basis of marketing management.

Download Full-text

MODERN MARKETING MANAGEMENT OF ENTREPRENEURSHIP

Market Infrastructure ◽

10.32843/infrastruct57-5 ◽

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.

Download Full-text

Insecta Neuroptera of the Galician National Park

Proceedings of the State Natural History Museum Vol. 33 - Proceedings of the State Natural History Museum ◽

10.36885/nzdpm.2019.35.119-124 ◽

2019 ◽

pp. 119-124

Author(s):

H. Serediuk

Keyword(s):

National Park ◽

Western Region ◽

Present Stage ◽

Carpathian Region ◽

The Western Region ◽

First Time

At the present stage of the study of the fauna of the Neuroptera Galician National Park, there are 11 species belonging to seven genera, three families. The species Chrysopa commata Kis & Ujhelyi was marked for the western region of Ukraine for the first time as well as the species Chrysopa hungarica Klap for the pre-Carpathian region.

Download Full-text

The Use of Marketing Management Tools in E-commerce

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis ◽

10.11118/actaun201563010303 ◽

2015 ◽

Vol 63 (1) ◽

pp. 303-312

Author(s):

Veronika Svatošová

Keyword(s):

Theory And Practice ◽

Marketing Management ◽

Management Tools ◽

Chi Square ◽

Current State ◽

Chi Square Test ◽

Marketing Activities ◽

Management Concept ◽

Important Position ◽

Internet Companies

Marketing management increasingly occupies an important position in the world of business as well as in the sphere of e-commerce. However, some companies underestimate the importance of marketing support. This paper focuses on the e-commerce marketing management and its importance that is currently in theory and practice underestimated. Based on the analysis of the current state, synthesis of knowledge are literature research, quantitative survey was conducted using questionnaires, which aims to determine the use of marketing management tools, weaknesses and effectiveness of the marketing management concept among Internet companies, focusing on online retailing. The results of the survey reject or not reject the hypotheses (by the Pearson’s χ2-test of independence, the Chi-square test, Friedman test, Nemenyi test of multiple comparisons and the Wilcoxon matched pairs test). The results of the survey show that the concept of e-commerce marketing management is not used effectively as well as marketing management tools. The survey founded out that the analysis phase, compared to other phases, the e-commerce marketing management is significantly undervalued. The survey also showed that the e-commerce marketing management concept is used at the tactical level, strategic tools are used to a limited extent. However, marketing management concept in e-commerce is not used in most cases (53.84%). The survey also has confirmed that the marketing activities of Internet companies are limited to Internet marketing, which is controlled only at the tactical level.

Download Full-text

The Impacts of Rip Curl Pro, Surf Competition, in Peniche (Portugal)

Journal of Maritime & Transportation Science ◽

10.18048/2018.00.09 ◽

2018 ◽

Vol 55 (1) ◽

pp. 129-141

Author(s):

Rosa Nunes ◽

Mónica Brito

Keyword(s):

Early Development ◽

Western Region ◽

Sports Events ◽

Sport Practice ◽

The Western Region ◽

First Time

Deeply connected to the sea, its greatest resource, Peniche, from its early development has become over the years one of the main references in nautical tourism, with surf being its main sport practice. In fact, nowadays, surf is the main source of income of the municipality. The popularity of this destination as a standard for nautical sports has gained such a dimension that has attracted the attention of one of the world’s leading nautical sports events, the Rip Curl Pro. Since 2009 (the first time this event took place in that city) to the present day, the impacts of this event have not been only felt in the Western region but also throughout the country.

Download Full-text

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

Indonesian Journal of Economics Application ◽

10.32546/ijea.v1i1.193 ◽

2018 ◽

Vol 1 (1) ◽

pp. 67-73

Author(s):

Zelivieska Bintang Maharani ◽

Ratna Pratiwi ◽

Qory Anissa ◽

Dwi Ratnasari ◽

Sugeng Waluyo ◽

...

Keyword(s):

Marketing Strategy ◽

Word Of Mouth ◽

Marketing Strategies ◽

Technology Utilization ◽

Marketing Activities ◽

Home Industries ◽

Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

Download Full-text