scholarly journals MODERN APPROACHES TO ENTREPRENEURIAL MARKETING

2021 ◽  
Vol 1 (1) ◽  
Author(s):  
Levan Lazviashvili
Keyword(s):  
Social Activity ◽  
Strategic Orientation ◽  
Marketing Management ◽  
Scientific Article ◽  
Communication Policy ◽  
Market Positioning ◽  
Entrepreneurial Marketing ◽  
Communication Links ◽  
Consumer Interests ◽  
Evaluation Mechanism

The scientific article presents practical approaches to modern marketing in the commercial field. Market-oriented management focuses on the development of social marketing, therefore, the paper reflects the model of market-social activity evaluation mechanism. Of particular importance in this paper are the commodity, pricing, key and communication policy factors that influence the formation of consumer value. Developing a marketing excellence program in entrepreneurship involves combining the principles that marketers need to focus on in a competitive environment. Marketing competence ensures the formation of a customer-oriented communication-behavioral climate in the company. Entrepreneurial facility marketing management is based on the concept of modern marketing, which involves the formation of new market thinking, the development of communication links between the company and the market. Marketing management can be considered as a set of measures for the organization of production-key activities, based on market forecasting and research to maximize profits at the expense of meeting customer needs. Marketing management in business is related to the agreement between the company's capabilities and the requirements of the market environment to achieve the desired result. The article focuses on the principles that determine the effectiveness of marketing management - mutual benefit (ensuring financial sustainability and competitive advantage in the company's view) and strategic orientation, strategic orientation. Ensuring the ratio), demand individualization (activation of social network development mechanism - the role of personal marketing in the development of a market option adapted to individual individuals), marketing integration and benchmarking. With priorities, since the overriding of consumer interests and their advantages Awareness ultimately leads to flexible market positioning and legitimacy - public recognition.

scholarly journals Marketing Management Effectiveness and Measurement of Implementation

2017 ◽  
Author(s):  
Burak Sarıçiçek ◽  
Erdoğan Taşkın
Keyword(s):  
Value Creation ◽  
Scoring System ◽  
Customer Value ◽  
Point Of View ◽  
Strategic Orientation ◽  
Marketing Management ◽  
Management Effectiveness ◽  
Management Structure ◽  
Effectiveness And Efficiency ◽  
Marketing Principles

Marketing audit is a tool inciting the development and the evaluation of marketing efforts of an enterprise. In addition to this, marketing audit is also an effort to evaluate the potential, the resources and the goals of an enterprise against the effectiveness and efficiency of its marketing principles and strategies. In this research, the effectiveness levels of different enterprises will be investigated and measured with the help of the scoring system used in determining the effectiveness of the marketing management, the strategic orientation, the marketing management structure, the market and the marketing knowledge, the customer value creation capacity and the efficiency in implementation of marketing policies of an enterprise, using Philip Kotler's Strategic Auditing Approach. The effectiveness of marketing management will be analyzed and commented from the point of view of practicing marketing managers in the area.

scholarly journals Port Pricing in the North Port of Split: A Comparative Analysis

2018 ◽  
Vol 7 (1) ◽  
pp. 59-70 ◽  
Author(s):  
Luka Vukić ◽  
Ivan Peronja ◽  
Merica Slišković
Keyword(s):  
Transportation Systems ◽  
Strategic Orientation ◽  
Market Positioning ◽  
The North ◽  
Crucial Problem ◽  
Port Competitiveness ◽  
Additional Charges ◽  
Total Price ◽  
Individual Service ◽  
Port Pricing

Pricing in ports is an important element of port competitiveness when it comes to the establishment of logistics and transportation systems, determining cargo flows, and developing optimum and quality service. This paper aims to examine the need to modify the port tariff in the North Port of Split through comparison of thetariff system in the main Croatian cargo ports for specific vessel categories and types of cargo. The results were also compared with the port tariffs in the ports of Koper and Trieste to identify shortcomings and suggest potential modifications of individual service prices. The analysis revealed a discrepancy in the segment of port charges, towage and light dues (which account for almost 75 % of the total price), with the latter indicated as a crucial problem in all Croatian ports. Tariff adjustment would eventually improve port competitiveness, with the possibility of expansion to new markets, extension of the gravitational area, and acquisition of additional cargo for the North Port. The inclusion of "environmental charge", with envisaged discounts or additional charges for environmental protection and sustainable development, is essential for the port’s strategic orientation and market positioning.

scholarly journals IMPROVEMENT OF MANAGEMENT OF MARKETING ACTIVITY OF POULTRY ENTERPRISES

2021 ◽  
Author(s):  
Viktoriia Zhmudenko
Keyword(s):  
Marketing Strategy ◽  
Fast Food ◽  
Policy Development ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Marketing Management ◽  
Communication Policy ◽  
Poultry Products ◽  
Theoretical Approaches

The article systematizes theoretical approaches to defining the essence and role of marketing poultry products. Emphasis is placed on ensuring the protection of the interests of domestic producers, as well as increasing food production and improving their quality. The experience of organizing the marketing of producers of poultry products and its use in domestic practice is summarized. Peculiarities of marketing management of poultry enterprises are determined. Marketing research has been conducted to identify the influence of factors on the formation of consumer preferences when buying turkey meat. The main tasks of selling poultry products are indicated, namely: determining the volume and quality of sold products; control over the implementation of supply plans and contractual obligations for the sale of products; control over product sales prices; calculation of the commercial cost of goods sold; determination of revenue and financial results from the sale of poultry products. It is noted that production volumes should be functionally dependent on consumer demand. The study identified the marketing strategy of the company, adapted to the market of poultry products and proved that the marketing of poultry products should provide not only the optimal volume and quality of products, but also its diversity and availability at affordable prices. Measures to increase the efficiency of marketing management are substantiated, namely: increasing the production of refrigerated products and entering directly into the consumer market - in retail chains, consumer cooperation and further expansion of branded stores; increase of deliveries of production to areas of area and diversification of business on a vertical; creation of own fast food network of this enterprise. It was found that the most effective and promising is a competitive marketing strategy, which aims to constantly increase the market share of enterprises and will include increasing sales by improving communication policy, development of sales network and expanding the range of poultry products. For poultry enterprises, this is an additional opportunity to increase margins and increase sales.

scholarly journals MODEL OF BRAND IMAGE AND PURCHASING: PRICE PERCEPTION AND PRODUCT QUALITY (LITERATURE REVIEW OF MARKETING MANAGEMENT)

2020 ◽  
Vol 1 (2) ◽  
pp. 275-285
Author(s):  
Wydyanto Wydyanto ◽  
Andri Yandi
Keyword(s):  
Product Quality ◽  
Brand Image ◽  
Marketing Management ◽  
Scientific Article ◽  
Literature Study ◽  
Relevant Research ◽  
Price Perception ◽  
Purchasing Decision ◽  
Quality Literature ◽  
The Relationship

Previous research or relevant research is very important in a research or scientific article. Previous research or relevant research serves to strengthen the theory and phenomenon of the relationship or influence between variables. This article reviews the factors that influence brand image and purchasing decision, namely: price perception and product quality, a Marketing Management Literature Study. The results of this research library are that: 1) Price perception has a relationship and affects the brand image; 2) Product quality has a relationship and affects the purchasing decision; 3) Price perception has a relationship and affects the brand image; 4) Product quality has a relationship and affects the purchasing decision, and 5) Brand image has a relationship and affects the purchasing decision.

scholarly journals Modern Marketing Strategies for Territorial Development: State and Municipal Level

2021 ◽  
Vol 93 ◽  
pp. 05014
Author(s):  
Tatyana Popova ◽  
Valentina Rudenko
Keyword(s):  
Practical Experience ◽  
Marketing Strategies ◽  
The State ◽  
Communication Policy ◽  
Territorial Development ◽  
Market Positioning ◽  
Territorial Marketing ◽  
Competitive Relations ◽  
Development State ◽  
Municipal Level

The article reveals the content of the “territorial marketing” concept. The paper's main attention is focused on the fact that nowadays the state and municipal sectors should adhere to key market principles more strictly regarding setting prices, building competitive relations, choosing a target audience, and conducting a communication policy. The idea is substantiated that public sector organizations should be familiar with such concepts as market segmentation and market positioning, the marketing mix and its tools, since even where there is no competition from the private sector, such organizations are forced to compete with each other. The article summarizes the practical experience of territory marketing management, which consists in collecting input data and feedback; monitoring market processes occurring within the state, region or municipality, developing an effective marketing strategy.

scholarly journals Social Media as an Object of Marketing Researches

2021 ◽  
pp. 102-113
Author(s):  
M. Zaitseva ◽  
H. Pshynka
Keyword(s):  
Social Media ◽  
Digital Technologies ◽  
Digital Marketing ◽  
Practical Significance ◽  
Scientific Article ◽  
Communication Policy ◽  
Marketing Practice ◽  
Targeted Advertising ◽  
Public Data ◽  
Consumer Marketing

The relevance of the study. The access to social media and digital marketing led to the discovery of plenty of data which marketers use in their work. However, there is a lack of professional rules as to the use of social media in marketing and there is a lacuna in understanding of the consumers’ comfort when marketers use public data of social media. In this regard a new category emerges — consumer marketing comfort. In this scientific article an attempt to analyze the level of comfort of the consumer’s perception of social media data of digital marketing has been made. But the dramatic development of digital technologies demands a constant reconsideration and analysis of this issue. Moreover, none of the authors has studied the problem of use of consumers’ data by digital technologies, consequently the issue of the consumer marketing comfort has never been researched. The purpose of the article is to define the role and the efficiency of digital technologies in marketing communication in the modern environment and the use of consumer data by digital marketing, and in this regard how comfortable it is for people when their data, which are publicly available in a social network, are used. The methodology. Creating the article we applied the theoretical and analytical methods of scientific research. The results. Marketing comfort is a new category which is significant for the future marketing research. Marketing comfort is the comfort of a person while using the information which was posted publicly in social a network for targeted advertising, relations with customers and generation of ideas. In the context of the category development it has been discovered that the targeted advertising is the strongest component and it contributes to the marketing comfort comparing to the two measures: generation of ideas and relations with customers. Taking into account the basis of consumer comfort, this new marketing practice suggests the research of strategies for marketers who can support and mitigate the situation of consumers’ concern in order to let consumers keep their confidence in digital practice of marketers. The scientific topicality. A new category of marketing comfort has been defined and consideration of marketing comfort as a mean of communication has been suggested. The practical significance. The material of this article can be used in the development of marketing strategies of organizations and their communication policy.

PROVIDING INFORMATION AND CONSULTING ACTIVITIES OF AGRICULTURAL COOPERATIVES IN THE REPUBLIC OF TATARSTAN

2020 ◽  
Vol 2 (11) ◽  
pp. 65-70
Author(s):  
Ya. F. NASHIRVANOVA ◽  
◽  
E. S. MAKAROVA ◽  
E. A. GATINA ◽  
◽  
...  
Keyword(s):  
Agricultural Cooperatives ◽  
Scientific Article ◽  
Information Flows ◽  
Logistics System ◽  
Lack Of Information ◽  
Effective Operation ◽  
Communication Links ◽  
Information And Communication ◽  
The Republic ◽  
Integrated Logistics

In the scientific article, the authors describe the means and methods of providing information and communication links in the functioning of agricultural cooperatives in the Republic of Tatarstan. The emphasis is placed on the lack of information to ensure the effective operation of cooperative organizations. In this connection, the integrated logistics system is considered as one of the effective methods of promoting material, financial and information flows in the activities of agricultural cooperatives.

About solution to the problem of social activity

10.12737/91 ◽  
2012 ◽  
Vol 1 (1) ◽  
pp. 0-0 ◽  
Author(s):  
Юлина ◽  
Galina Yulina
Keyword(s):  
Social Activity ◽  
Strategic Orientation ◽  
Principal Objective

This article focuses on the strategic orientation of higher school, the principal objective of education which serves as a cohesive identity.

scholarly journals The marketing audit: Its use by South African companies

1984 ◽  
Vol 15 (4) ◽  
pp. 225-228
Author(s):  
L. F. Pitt ◽  
P. G. Steyn ◽  
R. Abratt
Keyword(s):  
South African ◽  
Strategic Orientation ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Management Process ◽  
The South ◽  
Marketing Environment ◽  
Marketing Performance ◽  
Rightful Place ◽  
Periodic Examination

The use of marketing audits is regarded as an integral part of the strategic marketing management process. The marketing audit is a comprehensive, systematic, independent, and periodic examination of a company's marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance. This article reports the results of a study of marketing-audit practices in listed South African companies. More than half the respondents do not use the marketing audit and their reasons for not doing this are regarded as being indicative of a lack of strategic orientation. Independent auditors are used by the majority of companies utilizing the marketing audit, and objectivity and expertise are given as the main reasons for this. Those companies using the marketing audit generally regard it as important and as an integral tool of strategic marketing management. The conclusion is drawn that if the results of this study are indicative of the South African situation, the marketing audit has not been accorded its rightful place in business.

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