MARKETING IN UKRAINE – PROSPECTS AND DEVELOPMENT PROBLEMS

The current state of the Ukrainian economy is characterized. The peculiarities of marketing activity of organizations are determined. Emphasis is placed on the economic trends in 2017–2021. The dynamics of business processes in the Ukrainian market is determined. The emphasis is placed on the peculiarities of consumer behavior before and during quarantine restrictions. The peculiarities of the foundation of PR-strategy, which determined the effectiveness of companies in a crisis, are noted. The importance of increasing technological costs to achieve current goals is noted. The formation of a new movement «League of Green Brands», which brought together responsible performers, is pointed at as an important marketing trend. The economic, social, ecological, political advantages of ecological marketing are characterized. The current trends of environmental marketing are identified: digitalization, video marketing, chatbots, augmented reality, the shift of communications towards Generation Z. The evolution of the market of the marketing services during 2017–2021 is considered through such parameters as loyalty marketing, consumer marketing, event marketing and sponsorship. Based on the presented indicators, the most affected by the pandemic types of marketing and prospects for overcoming the crisis with the least economic losses are determined. The Event segment was singled out as the most problematic in the conditions of quarantine restrictions. The results of the marketing sphere in 2019–2021 are summarized. The hopes for improvement of the situation and the emergence of new opportunities for the implementation of full-fledged marketing projects are indicated. It is recommended to take into account the following presented proposals in the future: to know search trends, to create timely and up-to-date content, to strengthen one’s digital content, to start working online, to optimize content, to use search marketing for branding and crisis communications, to use search marketing to manage reputation and trust, to be ahead of competitors and focus on long-term strategy and not use the cheap version of SEO.

Fresh Fruit Time based on STP analysis and statistics method (Changchun) Word-of-mouth marketing strategy research

At this stage, the beverage market has become the Red Sea. HEYTEA, Naixue’s Tea at the top, and Michelle Ice City, which occupies third- and fourth-tier cities, account for most of the total market. How to gain a competitive advantage in the beverage market where competition is fierce and marketing methods tend to be consistent is a problem that Fresh Fruit Time (Changchun) needs to solve. This paper analyzes the existing marketing mix of Fresh Fruit Time (Changchun) and finds that it has shortcomings in word-of-mouth marketing. With the help of STP analysis and statistics method, combined with Fresh Fruit Time’s product characteristics and business philosophy, it identifies young white- collar women as the target market, positioning a healthy and comfortable buying environment, and proposing word-of-mouth marketing suggestions for creating topical events through related media, viral communication and search marketing optimization. The combination of STP and statistics method is an innovation, making statistical methods more realistic.

Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search

Rob Griffin, senior vice president and U.S. director of search for Media Contacts, a communications consulting firm, is faced with the task of optimizing search engine marketing (SEM) for Air France. At the time of the case, SEM had become an advertising phenomenon, with North American advertisers spending $9.4 billion in the SEM channel, up 62% from 2005. Moving forward, Griffin wants to ensure that the team keeps its leading edge and delivers the results Air France requires for optimal Internet sales growth. The case centers upon Air France's and Media Contacts' efforts to find the ideal SEM campaign to provide an optimal amount of ticket sales in response to advertising dollars spent. This optimal search marketing campaign is based on choosing effective allocation of ad dollars across the various search engines, as well as selecting appropriate keywords and bid strategies for placement on the search result page for Internet users.In determining the optimal strategy, the case presents background information on the airline industry as well as the Internet search options available at the time, including Google, Microsoft MSN, Yahoo!, and Kayak. Additionally, background information is provided on SEM and its associated costs and means of measuring the successfulness of each marketing effort. The case illustrates how one must first determine the key performance indicators for the project to guide analysis and enable comparison of various SEM campaigns. Cost per click and probability to produce a sale differ among publishers. Therefore, using a portfolio application model's quadrant positions can be used to determine optimal publisher strategies. Additionally, pivot tables help illustrate campaigns and strategies that have historically been most successful in meeting Air France's target Internet sales. Multiple recommendations on how Media Contacts can assist Air France in improving its SEM strategy can be derived from the data provided.Students learn how to optimally leverage the Internet in generating customer sales in a cost-effective manner. Students will analyze and manipulate a variety of data using pivot tables to determine optimal strategies for obtaining maximum total online bookings through the various online channels available. Using a portfolio application model, students can determine an optimal publisher strategy and complete copy improvement analysis.

INTERNET MARKETING TOOLS

The article examinesthe content and tools of Internet marketing. In studying the theoretical foundations of Internet marketing, the semantics of the concept of «Internet marketing» was considered, its purpose was determined, the main advantages of Internet marketing in comparison with the classical concept of marketing and described the tools of Internet marketing. Because of the study of the semantics of the concept of «Internet marketing», it is determined that many scientists who have both common and distinctive features study the content of Internet marketing. In view of this, it is proposed to consider the process of application of Internet information technologies during internet research, development of a marketing complex for maximum satisfaction of consumer needs under Internet marketing. It is established that the main purpose of Internet marketing is to convert visitors to the site or page of the company into buyers (customers) and increase the level of profitability. The main advantages of Internet marketing are substantiated, which significantly distinguish it from classical marketing: interactivity; targeting; web analytics. In accordance with the defined purpose and content of the studied concept, the main tools of Internet marketing were considered and characterized: search marketing, social media marketing, viral marketing, video marketing, analytical marketing, e-mail marketing and Internet advertising.

RELEVANCE OF APPLICATION OF CONTENT MARKETING AS A TOOL OF INTERNET-MARKETING

The article considers methods of attracting the target audience with the help of information in the form of pictures, videos, text and infographics. The specifics of content marketing tools and its connection with the perception of customers, as well as the complexity and duration of creation are determined. The article also considers an outdated type of content marketing - e-mail marketing and given ways to resuscitate it. The main pros and cons of promotion through content marketing are considered. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. There are six main categories of areas: search marketing, social media promotion, direct or direct marketing, public relations, video marketing and web analytics. These categories are analyzed from positions that are of interest to the company. The analysis concluded that the need to use Internet marketing as a tool for business development. The potential of Internet marketing is huge, and the opportunities that open up to companies when using it deserve a comprehensive expert assessment and active use. Comprehensive Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase site traffic and sales growth. Internet marketing in principle consists of 6 categories: search marketing; promotion on social networks; direct or direct marketing; PR (public relations); video marketing; web analytics. All types of Internet marketing have their own goals, methods and principles of work, but, in the end, the ultimate goal is still to raise business to a new level, increase business profits. The article pays special attention to the blogosphere as the most effective way to advance in the long run in terms of expert component and SEO- optimization.

MARKETING MARGIN ACCOUNT BETWEEN THE PRODUCER AND CONSUMER PRICE OF SOME VEGETABLE CROPS IN THE PROVINCE OF BAGHDAD AND THE PRICE OF THE AGRICULTURAL SEASON FOR SUMMER 2014

This research aims to, analyze and estimate marketing margins and the relative importance of some vegetable crops in the province of Baghdad and then estimate the product share and wholesaler and retailer of consumer Iraqi dinars spent boil vegetable crops studied Results of the study showed that the margin catalog crops fresh vegetables varies from time to harvest as it was about 316 dinars Tomato and 315 for the option of water and 421.3 dinars eggplant and 448.5 dinars potato and 425.5 dinars onions dry. How much the product share of consumer spending was about %58.3 and tomatoes %59.7 of the option and water %52.3 of the eggplant and %56.2 and potatoes 49.8% of dry onions. The share of the wholesale of consumer spending about 12% and tomatoes %13.5 of the option and water %11.2 of the eggplant and %9.5 and potato %9.2 onion dry. What share of the retailer of consumer spending about % 29.7 and tomatoes 23.3% of the option and water (36.4%) of the eggplant and 34.2% and potatoes 41.0% of dry onions. The relative importance of the terms of marketing margin for vegetable crops school came first prize profit retailer as it drew %42.6, and came in second place transportation as the percentage %18.8. And the third place came the profits of the wholesaler as the percentage %17.7, And it was ranked fourth marketing operations costs as the percentage %10.1 it ranked fifth packing costs amounting to % 9.2 . It came sixth rank as loading costs amounted to %1.3. And that the margin between the search marketing is relatively high despite the decline in its absolute value, to the short distance between the producer and the consumer on the one hand and the lack of marketing tasks on the other hand care. Find recommendations came out of perhaps the most important work to raise marketing efficiency by changing market performance so that leads to lower costs functionality without modifying or reducing benefits or increasing the marketing benefits of marketing services without increasing marketing costs or achieve both.

Digital Marketing Insights and Opportunities in Kosovo

In recent decades, we have witnessed an ever increasing concentration of companies towards the consumer. This has come as a result of various factors, of which an important one has been the digital revolution, which has empowered consumers by giving them access to information and access to one another on a global scale. In an attempt by companies to adapt to this customer empowerment in order to achieve a greater profitability by better serving customers, digital marketing was born. Digital marketing includes various methods of achieving marketing goals by using digital tools, including: search marketing, social media marketing, email marketing, mobile marketing, content marketing, etc. While digital marketing has proven to be very successful in developed countries around the world, in Kosovo it does not have a significant presence. Either way, the development opportunities of this field in Kosovo are plenty. In Kosovo, the percentage of internet users is quite large. This means that there is an almost unexploited market online. The main reasons why digital marketing can succeed in Kosovo are: low cost compared to traditional marketing (TV, radio, billboard, etc.), a positive attitude of businesses towards digitalization, a large number of potential customers, and an emphasized need for professionals in this field.