Frequent Flyer Cost Estimation

The marketing activity of a modern airline is quite diverse. Under the conditions of an oligopoly, airlines develop their business in competition for a passenger.In modern conditions in Russia, the use of dumping methods of the early 1990s is very ineffective. There are no weak airlines left on the long-distance air transportation market, and in regional markets large companies lose to small regional carriers due to the high cost of performing flights on large-capacity aircrafts of the airline’s fleet.Generally, non-price methods of competition come out on top. Flexible tariff policy, advertising, and high service in servicing passengers remain leading traditional methods of competing for a passenger.This article is devoted to the study of another marketing method for attracting passengers, or rather retaining passengers on the airline’s flights, which is development of bonus programs, frequent flyer programs. PJSC Russian Airlines (Aeroflot) was chosen as the object for the study. The subject of the research is the «Aeroflot Bonus» program.The objective of the study is to study the cost of the program. For research purposes, this is the value of the frequent flyer program point. The problem proposed to be solved is to determine the amount of expenses for implementation of the bonus program of frequent flyers. When solving the problem in its staging part, the assessment is not limited to direct costs associated with the costs of marketing efforts in the form of costs for organising a special advertising department, issuing bonus cards, software, and wages. The estimation refers also to indirect costs in the form of unreceived proceeds from free bonus tickets. Besides, a rough estimate has been made of the airline’s hidden costs due to an unpaid seat on the plane. The study conclusions indicate that hidden costs will be taken into account in calculating the cost of a flight and the bonus program has a right to exist.

Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention

Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.

INFORMATION ANALYSIS OF EXPERIENTIAL MARKETING ACTIVITY PERFORMED BY ROMANIAN MARKETING AGENCIES

One of the main objectives of today’s marketing strategy is to create holistic experiences that approach multisensory techniques, a goal that was accomplished due to the appearance of experiential marketing strategy. Despite its advantages, in Romania, this relatively new concept is not yet very popular among companies or marketing agencies. Therefore, qualitative marketing research was conducted to identify experiential marketing activities, the technology used, and marketing effectiveness metrics applied by six marketing agencies. The results have shown that experiential marketing is becoming quintessential as a modern-day communication arsenal, amplifying the customer's direct contact with a brand.

Application of the ontology toolkit in the management of marketing activity of higher educational institutions in Bryansk Oblast

В данной статье рассматривается проблема применения инструментария онтологии в процессе управления маркетинговой деятельностью высших учебных заведений. Актуальность исследования обусловлена наличием множества вызовов и факторов внешней среды, влияющих на сферу высшего образования: сложная демографическая ситуация, снижение уровня реальных доходов населения, спад заинтересованности молодежи в получении высшего образования, возрастающая конкуренция среди российских вузов. Проводится обзор литературы, посвященной применению методов и средств онтологического анализа для управления образовательной деятельностью, использованию онтологий в образовательных процессах. Приводится трактовка понятия «онтология». Выделяются потенциальные направления использования онтологий, а именно в вычислительном и экономическом плане. Рассмотрены и проанализированы способы использования онтологий в образовательных процессах: моделирование и управление учебной программой, описание данных учащегося, описание предметных областей различных дисциплин, для оценки учебника. Отмечены особенности каждой из них. Исследование направлено на решение проблемы эффективного распределения финансов между выбранными вузом методами привлечения абитуриентов. Авторами был предложен новый способ использования онтологий – для управления маркетинговой деятельностью высших учебных заведений. Была разработана онтологическая модель управления маркетинговой деятельностью высших учебных заведений, которая является основой для разработки архитектуры данных будущего цифрового сервиса в рамках информационной системы университета. The article discusses the problem of using ontology tools in the process of managing marketing activities of higher educational institutions. The relevance of the study is due to the presence of many challenges and environmental factors affecting the field of higher education: a difficult demographic situation, a decreased level of real incomes of the population, a declined interest of young people in higher education, increasing competition among Russian universities. There is a review of the literature devoted to the application of methods and tools of the ontological analysis for the management of educational activities, the use of ontologies in educational processes. The interpretation of the concept of “ontology” is given. The potential directions of using ontologies are highlighted, namely in computational and economic terms. The ways of using ontologies in educational processes are considered and analyzed: modeling and management of the curriculum, description of student data, description of subject areas of various disciplines, for textbook evaluation. The features of each of them are noted. The research is aimed at solving the problem of effective distribution of finances between the methods of attracting applicants chosen by the university. The authors proposed a new way of using ontologies: to manage the marketing activities of higher educational institutions. An ontological model of marketing activity management at higher educational institutions was has been developed, which is the basis for the development of the data architecture of the future digital service within the university information system.

Implementation of Marketing Mix and Relationship Marketing on PD Karya Bearing Motor, Bekasi

Companies in doing marketing need proper strategy so as to be firms operating in the fields of services of non-services develop and occupying a position is best to maximize resources. Marketing mix is marketing strategy used by PD Karya Bearing Motor in developing their business, covering product, price, place and promotion. The implementation of marketing mix and relationship marketing activity can support the development of each other all of the company business. In its implementation PD Karya Bearing Motor has implemented the mix marketing strategy in the marketing of spareparts motor vehicle although there are still not maximum such as the implementation of the high promotion only rely on word of mouth and system users online that has not yet been optimized used. In their relation marketing PD Karya Bearing Motor to provide the best service and supplies, the factors that must be taken care of by the company in relationship marketing is the belief, commitment, communication and the handling of conflict. These factors have applied. PD Karya Bearing Motor in enhancing good relations with customers. This methodology applied qualitative research methodology approach a case study. The purpose of this research is wanting to know how the implementation of marketing mix and relationship marketing at PD Karya Bearing Motor. The result is PD Karya Bearing Motor marketing continue to grow as proven from customers using the product PD Karya Bearing Motor already reached to Sulawesi, PD Karya Bearing Motor to provide Products and services tried to satisfy customers, In the hope of PD Karya Bearing Motor product can serve or reach the whole country and international.

Accounting for marketing promotion tools distributed over time

Subject. This article discusses up-to-date promotional marketing activities designed to attract customers and increase sales. Objectives. The article aims to develop a methodology for accounting for marketing tools to stimulate sales, which helps improve the quality of assessing the financial position of an organization. Methods. For the study, we used the methods of analysis, comparison, generalization, grouping, and systematization. Results. The article proposes an accounting methodology for marketing tools to stimulate sales distributed over time and certain recommendations for calculating the value of the accounting object Obligation to Customer. Conclusions and Relevance. The current Belarusian and Russian regulatory legal acts governing the accounting procedure for marketing tools to stimulate sales are covering just some issues related to marketing activity accounting. There is no differentiation between accounting for sales transactions using marketing promotion tools distributed over time and the one for sales transactions using marketing promotion tools not distributed over time. This necessitates further scientific research in the field of accounting for marketing promotion tools distributed over time. The results of the study can be useful in practical activities of enterprises, certain provisions of the legislation in the field of accounting for marketing, and educational activities in terms of methods of accounting for marketing tools to stimulate sales.

Electronic commerce of the endemic plants of northern Morocco (Mediterranean coast-Rif) and Tunisia over the internet

Background: Internet trade popularize the ornamental interest of plants but can also threaten species’ wild populations, if this activity is performed in uncontrolled and unauthorised ways. Questions: What endemic plants of Morocco and Tunisia are traded over the Internet by whom and at what prices? Studied species: 94 endemic plants of northern Morocco and 83 of Tunisia. Study site and dates: Tunisia and northern Morocco (Mediterranean coast and Rif region); internet survey between September 2018 and December 2019. Methods: To understand the extent of this new form of trade, We recorded the type of plant material sold over the Internet for the studied taxa, their prices and suppliers using online platforms. Results: Four northern Moroccan taxa (4.25 % of the total local endemics) were found as marketed by 18 nurseries in Europe, North America, Australia and New Zealand, while no marketing activity was detected for Tunisian endemic plants. The nurseries involved offer for sale and distribution living individuals of Abies marocana at €12.00-259.50, Rhodanthemum hosmariense at €0.35-19.5, Salvia interrupta subsp. paui at €6.23-8.90, and bulbs of Acis tangitana at €1.05-3.95. Although these taxa are classified as endangered, they are traded worldwide without permit of the Moroccan authorities. The source and origin of the plant material are not clearly indicated, and only some nurseries report that their marketed material comes from own cultivated stocks. Conclusions: The implementation of protection laws/regulations and the monitoring of nurseries’ websites are recommended to control the illegal trade of wild plant material.