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PAVLISHYNA, Nina, and Valeriia RIEZANTSEVA. "MARKETING STRATEGY IN SMALL BUSINESS ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (January 2022): 185–88. http://dx.doi.org/10.31891/2307-5740-2022-302-1-31.
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The article analyzes the features of marketing activities of enterprises related to small business Defines the criteria by which enterprises are classified in one way or another. It is noted that the use of only quantitative characteristics, such as the number of staff or turnover indicators can not fully characterize the peculiarities of small businesses. After all, a small enterprise is a specific subject of market relations, which has fundamentally new qualitative characteristics, namely: the union in one person owner and entrepreneur (and often half of the functions), focus on innovation, simplified communication and information systems, work in conditions of fierce competition. The characteristic features inherent in the marketing strategy of an enterprise of any size are identified and specific features inherent exclusively in small businesses are given. Based on the selected features, marketing strategies that can be used by small businesses are summarized. Having a well-thought-out formalized marketing strategy, its adaptation to the conditions of the enterprise, allows to use such strategic advantages of a small enterprise as flexibility, maneuverability, adaptability and reduce the dependence on big business and competition in the market. A number of obstacles that hinder the full implementation of marketing strategy in the activities of small businesses are outlined. In particular, the most important of them are: intuition of marketing activities, lack of consistency between marketing strategy and other strategies in the enterprise, the lack of a separate specialist who would deal professionally with marketing issues and interaction with the target segment. Prospects for further research in this area are outlined, taking into account the requirements of the virtual environment and the focus of the market economy on digitalization.
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Shatalov, Danil Sergeevich. "Strategy development marketing commercial enterprise." Interactive science, no. 2 (April 19, 2016): 155–57. http://dx.doi.org/10.21661/r-18895.
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Berezhna, Y. H. "Marketing Strategy of Agricultural Enterprise." BULLETIN OF KHARKIV NATION AGRARIAN UNIVERSITY NAMED AFTER V.V.DOKUCHAYEVA. SERIES "ECONOMIC SCIENCES", no. 3 (2018): 53–60. http://dx.doi.org/10.31359/2312-3427-2018-3-53.
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POIASNYK, Heorhii. "Methodology for ensuring the formation of marketing strategy of enterprise development." Economics. Finances. Law, no. 10 (October 29, 2021): 13–15. http://dx.doi.org/10.37634/efp.2021.10.3.
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Introduction. Market conditions pose new problems for economic entities. Currently, Ukrainian enterprises develop a plan of their market activity on the long and short term scopes on their own, meaning that all the enterprises independently choose the raw materials suppliers, range and volume of production, consumers, profits range, and the order of profits distribution. Therefore, the important part in the activities of an enterprise is the development and the implementation of the enterprise strategy. The purpose of the paper is to increase the theoretical and methodological basis for the formation of marketing strategy for enterprise development. Results. The article analyzes the issues during the formation of marketing strategy for enterprise development, where it can be used for the decision-making on the resources distribution with a goal to achieve the competitive advantages in selected product markets. Enterprises should have a system of constant discussion and reviewing of their own general objectives, but should avoid the frequent and significant changes in the main field of their activities. The process of selection and substantiation for the formation of marketing strategy for the enterprises was studied; which resulted in developing the following stages: evaluation of the existing strategy, formation of the basic strategy, market analysis, choice of strategic alternatives. The principle of choosing the most efficient marketing strategies is to use the different methods, namely: field tests, mathematical analysis, simulation. Conclusion. It is very important to choose the right marketing strategy, which will choose the main focal point in the enterprise development in today's economic system. Each strategy is characterized by consistency, execution time and efficiency in order to achieve the goals of the enterprise. The analysis of the modern methodological base gives us the chance to offer efficient methods for formation of marketing strategy for enterprise growth. Thus, the purpose of the process of selection and justification of the strategy of marketing-oriented enterprises development is to achieve the competitive advantages which will provide the company with the high profitability and the long-term operation potential in today's market conditions.
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GORETA, LIUBOV. "MARKETING STRATEGIC ANALYSIS AS A MEANS OF ENERGY SAVING MEASURES FORMATION AT INDUSTRIAL ENTERPRISES OF UKRAINE." Herald of Khmelnytskyi National University 292, no. 2 (May 2021): 54–59. http://dx.doi.org/10.31891/2307-5740-2021-292-2-9.
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The article proposes the using of a marketing strategic analysis tool ‒ the GE / McKinsey matrix. The matrix is based on two factors: «enterprise competitiveness» and «market attractiveness». The proposals were tested at the machine-building enterprise of Public JSC NASOSENERGOMASH (Sumy, Ukraine). The enterprise`s strategic state is determined; the marketing strategy of the enterprise development is proposed and a set of energy saving measures is formed. For formations of the marketing strategy of Ukrainian industrial enterprises it is necessary to conduct a strategic analysis of the market situation, determine marketing goals, develop a marketing plan aimed at effective strategy`s implementation. Energy saving measures of industrial enterprises should be aimed at: improving their energy security; reduction of harmful ecological action of production; increase their level of competitiveness. The mechanism for implementing the industrial enterprises marketing strategy should be able to refine (change) measures at all stages of its implementation (with further adjustment or development of a new marketing strategy). Therefore, in the strategy’s formation of an important step is to monitor its implementation in order to study the effectiveness of the choice of the chosen marketing strategy. The strategic matrix models the system of relations between the given enterprise`s marketing factors and indicators of market attractiveness. The obtained results allow to form a enterprises marketing strategy. The GE/McKinsey matrix allowed to determine the strategic position of Public JSC NASOSENERGOMASH on ratings of its potential competitiveness (horizontal axis) and market attractiveness (vertical axis). Competitiveness indicator is a list of the enterprise competitive positions (internal resources). The market attractiveness considers the absolute size of the market, its growth rate, capacity, pricing mechanism, competitive forces, etc. The paper uses a quantitative evaluation method (scoring method) and a modelling method (matrix method). The methods are common, easy to use and relevant. Their comprehensive use allowed to solve the research tasks. The work`s results for Ukrainian industrial enterprises are: the strategic actions formation to increase their competitiveness; providing recommendations on the organization of an efficient system of their energy saving.
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Shevchenko, Anna, and Olena Borysenko. "MARKETING APPROACH TO THE FORMATION OF MANAGEMENT SYSTEM FOR ENTERPRISE STRATEGIC DEVELOPMENT IN THE CONTEXT OF GLOBALISATION." Journal of International Legal Communication 1 (June 29, 2021): 186–96. http://dx.doi.org/10.32612/uw.27201643.2021.1.pp.186-196.
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In the context of global consumer and financial market formation, international economic institutions, taking into account special aspects of the present stage in economic development in Ukraine, it becomes necessary to focus enterprises on their own goods competitiveness not only in the domestic, but, moreover, at the foreign markets. In order to achieve objectives in view the enterprise should make maximum use of its internal resources, explore the market environment, predict its development and demands, using all tools of the strategic marketing. Special attention should be paid to the development of marketing strategies since they determine the enterprise course of action and they are aimed at achieving stated targets. Marketing strategy formation is one the most important and essential marketing stages at the enterprise. Marketing strategy is one of the main long-term plans of the enterprise marketing activity, aimed at choosing target consumer segments. It combines elements of marketing complex, basing on which the enterprise creates its effective marketing events targeted to the marketing goals achieving. Successfully chosen and effectively implemented strategy provides enterprise the opportunity to gain competitive advantage not only in the domestic market, but additionally meet demands of international consumers. Based on research of the issue the article highlights the main features of the management system in the strategic development of marketing strategy at the enterprise. The article substantiates the necessity of using marketing approach to the management of enterprises and the finding the new ways in the formation of appropriate organisational structures. Marketing approach to the management of enterprise characterises it as a complex system that allows to link the capabilities of this economic entity with the needs of the market and gain advantages over competitors. It was defined the main factors influencing the organisation of marketing activities of enterprises (external and internal) and factors influencing the behaviour of their end users (social, informational and consumer attitudes).
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PRAVDIUK, Nataliia. "ACCOUNTING SUPPORT OF THE MARKETING STRATEGY MANAGEMENT OF AN ENTERPRISE." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 2 (42) (February 2019): 100–115. http://dx.doi.org/10.37128/2411-4413-2019-2-9.
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The article substantiates and develops organizational and economic mechanism for the formation of accounting support for the marketing strategy management at the enterprise. The methodological basis of the research is the historical and logical method used to study the essence of the marketing strategy and its constituent elements in the overall hierarchy of enterprise development strategies. The dialectical method and comparative analysis are used to study the information support of the marketing strategy management at the enterprise and current practice of representing the costs of marketing activities of the enterprise in the accounting. The methods of scientific abstraction, induction and deduction, analysis and synthesis are used to improve the plan of accounts and financial reporting in terms of cost accounting for the marketing activities. The structure of the information support of marketing strategy management, which includes information resources generated by the external and internal environment of the enterprise, is investigated based on the substantiation of the importance of developing and implementing the marketing strategy of the enterprise under conditions of modern business environment. It is established that the basis of information support of the marketing strategy management at the enterprise is the accounting system of the enterprise. To form a qualitative accounting and information support of the marketing strategy management at the enterprise, the classification of expenses for the marketing activity and the procedure of their documentary registration are generalized, and guidelines on the display of accounting information in the accounts and financial statements are provided, which will enable to assess the efficiency and cost effectiveness of implementation of the marketing strategy by the business entity, as well as to estimate the level of achievement of the target parameters of the activity. Elements of scientific novelty consists in the organizational and methodical mechanism of formation of the accounting and information support of the marketing strategy management at the enterprise in accordance with the components of the marketing complex (commodity, sales, price and communication policy), which enables to generate information flows in necessary analytical terms according to the needs and specifics of management, is suggested. Proposals on the cost accounting of marketing activities of the enterprise are suggested, which meet the requirements of the current legislation, which regulates accounting and financial reporting in Ukraine, and they may be used in the accounting practice of domestic enterprises.
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Korzh, Maryna, Andriy Gaievskyi, and Karyna Hurdzhyian. "Assessment of the enterprise marketing performance." Problems and Perspectives in Management 15, no. 4 (December 12, 2017): 1–16. http://dx.doi.org/10.21511/ppm.15(4).2017.01.
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Nowadays, the Ukrainian economic system is facing difficulties because of country’s integration into the world globalization processes, and crisis phenomena create uncertainty and lack of stability to entrepreneurship that results in the increase in risk of international business processes. Therefore, assessing the marketing performance of a domestic enterprise under the instability is of particular interest. This requires for quantitative and qualitative system-based and situational reasoning of its marketing development plan. The main objective of the paper is to determine the methodological approaches to assessing both the quantitative and qualitative results of an enterprise’s marketing performance. It is determined that in the current context of the national economic system, the operation of business must include the actions directed to mutually agreed economic, image-building, informational, environmental, and social goals. In this regard, the concept of marketing strategy of an enterprise’s functioning and development in a volatile environment based on the system-based and situational approach is developed, and the assessment tools to evaluate marketing strategy performance are proposed (marketing performance evaluation model based on sales revenue index; forecasting the amount of profit from participation in international business processes; plan of actions in cases of forecasting the profit from participation in international business processes taking into account the effectiveness of marketing strategies realization; PSR-FM method that allows to integrate evaluation results of customers’ perceptual and transactional loyalty). The approaches to assessing the effectiveness of the enterprise’s marketing strategy development allow to analyze both the marketing performance of an enterprise at large and the specific marketing initiative regardless of area of economic activity.
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Amelnytska, Olena, Olena Mizina, and Maryia Amelnytska. "IMPROVEMENT OF MARKETING STRATEGIC MANAGEMENT AT THE INDUSTRIAL ENTERPRISE." Economical 1, no. 1(22) (2020): 5–17. http://dx.doi.org/10.31474/1680-0044-2020-1(22)-5-17.
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Purpose. Development of theoretical foundations and development of methodological recommendations for the formation and improvement of marketing management strategies in industrial enterprises, taking into account the specifics of their industry affiliation. Method. The study of the essence and components of strategic marketing management is based on the methods of systems analysis and synthesis. The analysis of the stages of formation of strategic marketing management at an industrial enterprise is carried out on the basis of structural and logical methods. Results. The approaches of different scientific schools to the formation of concepts of strategic management of marketing activities are analyzed. It is found out that strategic management of marketing activity uses methods of development of the general strategy which is a basis of certain functional strategies (marketing, production, financial, personnel, innovative), and mechanisms of their realization for the purpose of achievement of conformity of mission, the purposes and internal potential of the enterprise. external environment. The directions of formation of marketing management strategy at the coal mining enterprise on the basis of the carried-out researches are substantiated: definition of mission, the purposes and tasks of marketing at all levels of marketing management; substantiation of the strategy of partnership interaction. The stages of formation of marketing management strategy at the coal mining enterprise are offered. On the basis of the collected quantitative and qualitative data, with the use of the information received at filling in of the questionnaire and the analytical information the SWOT-analysis of marketing activity of mine is carried out. Based on the generalization of the analysis, it is appropriate to propose a general sequence of interaction strategy using the allocation of the integrator as a sequence of stages of strategy planning in the supply and marketing channels based on marketing partnerships. Scientific novelty. The stages of formation of marketing management strategy at an industrial enterprise are substantiated taking into account the specifics of its branch affiliation and strategy of interaction on the basis of allocation of the integrator enterprise and formation of marketing of partnership relations. Practical significance. The obtained results of the research determine the general directions of improvement of marketing strategic management at the industrial enterprise by definition of strategy formation stages of marketing and marketing of partner relations
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Gogol, Inna. "MAIN FACTORS OF FORMATION AND METHODS OF IMPLEMENTATION OF MARKETING STRATEGY OF AGRICULTURAL ENTERPRISES." Economic discourse, no. 4 (December 30, 2020): 27–33. http://dx.doi.org/10.36742/2410-0919-2020-4-3.
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Introduction. The marketing strategy of the enterprise is outlined as a way to achieve the goals and a scientific way to manage the actions of economic entities in order to achieve the goal. For a successful solution the problems of development of any agricultural enterprise it is needed to develop marketing strategies based on increasing the efficiency of their activities and improving it in the future. The method of marketing strategy formation differs from each other, because enterprises are different in size and capabilities. It is necessary to choose different development strategies for each type of economic entity depending on the type of production and the specifics of agricultural production, and only after conducting an in-depth analysis and verifying all mechanisms for implementing this strategy will we be able to achieve positive results in the future. Methods. The following main methods of the research are used during the research and performance of the tasks: generalization (for the formation of theoretical definitions and conclusions); monographic (to study the peculiarities of the marketing strategy formation of enterprises); comparison (to assess the state of marketing activities of enterprises); expert assessments (to determine the main directions of marketing strategy development) and others. Results. The essence and expediency of use marketing strategies are considered, and developed an algorithm for their formation for increase the competitiveness of agricultural enterprises on the basis on joint and collaborative interaction of all structural units of enterprise. An idea of the basic alternative strategies is formed and the main ways of their formation and implementation are determined. Discussion. Prospects for further research will focus on conducting an analysis of the activity of agricultural enterprises, which focus on marketing based on the algorithm of marketing strategies, maintaining a balance between short-term effect and long-term profitability and efficiency. Keywords: marketing, strategy, enterprises, formation, factors, methods.
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Huang, Dongmei. "Innovative Application of Big Data Combined with Machine Learning in Education and Training Product Marketing." Mobile Information Systems 2022 (May 9, 2022): 1–18. http://dx.doi.org/10.1155/2022/9169871.
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Education and training (EAT) enterprise C is taken as an example to enable EAT enterprises to choose appropriate marketing strategies according to their own characteristics to improve their competitiveness. The marketing of its EAT products is taken as the research object to analyze its marketing philosophy and marketing behavior. Initially, the marketing environment of EAT products is analyzed from macro aspects such as political environment, economic environment, and internal environment of enterprises and micro aspects such as peer competition, alternative competition, and bargaining power of buyers. Then, the main problems existing in the marketing of EAT products of enterprise C are analyzed through a questionnaire survey. Afterward, the model analyzes the effectiveness of marketing revenue and output of enterprise C. The result shows that 48% of the teachers are dissatisfied with the EAT products of enterprise C, 59% of the students dislike the training courses of enterprise C, and only 11% of the students express their willingness to continue studying the training courses of enterprise C. To solve the above problems, enterprise C can increase investment in EAT products or develop new EAT products to optimize the product marketing strategy. Additionally, it can develop agent channels rationally and adopt multichannel integration to improve the efficiency of channel strategy. Meanwhile, the new media platform can broaden marketing channels to push targeted content to users according to big data analysis results, thereby improving user experience. The marketing model provided here has referencing value as well as important theoretical and practical significance for the development of EAT enterprises.
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Song, Jing Qing. "Tourism Marketing Strategy Based on Network - Take Microblog for Example." Applied Mechanics and Materials 651-653 (September 2014): 1685–90. http://dx.doi.org/10.4028/www.scientific.net/amm.651-653.1685.
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Tourism as an emerging industry achieves rapid development in our country and the competition becomes more and more intensive. With the deepening of informationization in our country, microblog gradually becomes the broadest information platform. In the background of new media, microblog marketing, a new kind of network marketing means was born. And more and more tourism enterprise enters the team of microblog marketing. This paper systematically studied application of microblog marketing in tourism enterprise in aspects of follower number, following number, comment number, forward number and content through collection of 3876 microblog messages from users of 128 different types’ tourism enterprises. More and more tourism enterprises join in team of microblog marketing while most of them have less interaction with followers, less number of effective followers and low utilization rate of microblog group. They can not realize utility maximization by full use of microblog. Microblog has large promotion space.
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Komleva, N. S. "DEVELOPMENT OF A MARKETING STRATEGY FOR AN INDUSTRIAL ENTERPRISE AND ASSESSMENT OF ITS EFFECTIVENESS." Scientific Review: Theory and Practice 10, no. 9 (September 30, 2020): 2036–46. http://dx.doi.org/10.35679/2226-0226-2020-10-9-2036-2046.
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A well-formed strategy allows any enterprise to have a more stable position in the market and make decisions with confidence in various situations. The efficiency of the enterprise depends on the process of forming a marketing strategy, its justification and implementation. This is due to the fact that it is the strategy that implies the setting of long-term goals and objectives for their implementation, the strategy sets the direction of activities and determines the tools for business development. The article presents the systematization of theoretical and practical approaches to the development and assessment of the marketing strategy of an enterprise. The process of developing a marketing strategy in an enterprise does not always have a clearly defined scheme and sequence, however, it includes a number of actions and stages: analysis of market capacity, research of the activities of the main competitors, studying consumer behavior and preferences, setting marketing goals for the enterprise, developing and choosing strategic alternatives and implementing the chosen one. An enterprise marketing strategy is implemented through the use of marketing tools such as product, price, sales and promotion. To assess the effectiveness of developing a marketing strategy, the article uses a quantitative method, analyzes the volume of sales of products, the ratio of costs for its promotion and the volume of net profit. In the course of the study, modern general scientific and special methods were used: methods of retrospective analysis, comparison, generalization, expert assessment, analysis and synthesis. The theoretical and practical significance of the study lies in the fact that the presented theoretical provisions for developing a marketing strategy can be used in the activities of enterprises and organizations.
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Лукина, Е., and E. Lukina. "Methodical Approach to Developing a Marketing Strategy." Scientific Research and Development. Economics of the Firm 7, no. 1 (May 14, 2018): 26–36. http://dx.doi.org/10.12737/article_5ad9de218ee196.90014341.
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The dominant paradigm of strategic marketing is increasingly becoming the object of criticism and stimulates alternative approaches to selection or creation of the reference strategy. First of all, it is connected with the development of the resource concept of competitive advantages of enterprises and the new dominant logic of marketing, in which offers an innovative paradigm for managing development of business entities and promoting their products to target markets. The methodical approach for marketing strategy of a company formation, a concept of innovation potential of the company that distinguishes from the known fact that reflects not just the availability of the necessary resources for the implementation of innovation, and indicates the ability either to generate different types of innovation within the enterprise, or to borrow them from the outside is set out in this article. The reference to types of innovation is the author’s proposal; an advanced algorithm of marketing strategy formation, the author’s matrix of choice for marketing strategies and methods of evaluation of innovative potential of the enterprise as the basis of strategy selection is the part of it.
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Kyryku, Maryna. "THE FORMATION MODEL OF ENTERPRISE MARKETING STRATEGY." Scientific Journal of Polonia University 23, no. 4 (March 7, 2017): 93–101. http://dx.doi.org/10.23856/2311.
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Gavrilenko, A. V. "Mechanisms of formation and implementation of operational strategies in the agricultural enterprises activities." Actual problems of innovative economy, no. 2 (2019): 43–48. http://dx.doi.org/10.36887/2524-0455-2019-2-7.
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Introduction. The volatility of the market environment requires agrarian enterprises to change existing ap-proaches to management. Increasing the competitiveness of such enterprises is possible through the development and implementation of appropriate strategies. Particular attention should be paid to marketing activities. The enterprise's operational strategy must be based on an effective production plan. The purpose of the article is to create mechanisms for generating and implementing operational strategies of ag-ricultural enterprises. Results. The importance of a comprehensive approach to the production plan formation of agrarian enterprise is substantiated in unstable economic conditions. There is no correlation between the strategic approaches evaluation and mathematical methods. Approaches to production planning in the process of agrarian enterprise activity are generalized. The objective functions of linear and nonlinear mathematical programming for operational management evaluation are determined. The importance of competitive strategy of agrarian enterprise for maintaining its position in the market has been noted. The factors of a competitive strategy formation of agrarian enterprise are given. The algorithm of strategies modeling of agrarian organization operational activity is developed. The stages of the strategic management system of agrarian enterprise operational activity have been presented and characterized. Alternatives to the production program optimization are offered. The methods of production planning in different market structures are systematized. Conclusions. The proposed algorithm design strategies for agrarian enterprise operational activity facilitate reasonable choice of strategy considering market conditions. Taking into account the specifics of consumer demand for-mation and factors of competitive reaction in the market will allow to determine the optimal ratio of prices and volumes of products. This will help coordinate local plans and optimize revenue. Keywords: operating strategy, strategic management, agrarian enterprise, economic activity, results of activity, production plan, marketing activity.
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Temchenko, Hanna, Kateryna Astafieva, and Olga Bondarchuk. "The strategy of marketing as a tool of competitiveness management." Herald of Ternopil National Economic University, no. 1(95) (March 5, 2020): 126–33. http://dx.doi.org/10.35774/visnyk2020.01.126.
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Introduction. Efficient management is the necessary component of improving the efficiency and production competitiveness, creation, development and realization of competitive advantages of enterprises in the market conditions. In order to exist the enterprise must clearly define and perform its mission. Competition encourages the enterprise to think of effective means to accomplish its mission and its competitive status. The main task of marketing strategy isthe competitive advantageformation. Thus, definite mission, competitive status and competitive advantage, the principles, rules, norms andthe firm’sobjectivesgive a stable basis for making any decisions in the organization and development of the strategy integrity that is acceptable for the external and the internal enterprise environment. Purpose. The purpose of the article is to find the strategic basis of marketing to manage the competitiveness of the enterpriseeffectively. Methods. The methods of abstraction, analysis, idealization, systematization, institutional analysis are used in the research work. Results. The mathematical model of the indicator which characterizes the economic return from the rational formation and the application of the marketing mechanism in combination with the material-resource potential and real potential capabilities of the organization are proposed for consideration. The application of the proposed model allows to calculate the parameters of the organization competitiveness in the following sequence: product competitiveness, enterprise competitiveness, industry competitiveness. Perspectives. It is necessary to find and approve new ways of enterprises’ competitivenessenhancement that consider the sectoral and regional peculiarities of the developmentin the current situation. In our opinion, it is necessary to implementthe positive experience of foreign countries in improving the competitiveness of the economy, in particular, cluster theory of the economic development.
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Straková, Jarmila, and Jan Váchal. "The Significance of Internal Enterprise Resources from the Perspective of the Opinion Level of Top Managers of Czech Enterprises Operating in Service Sector." SHS Web of Conferences 61 (2019): 01024. http://dx.doi.org/10.1051/shsconf/20196101024.
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This contribution focuses on the issue of internal enterprise resources in the service sector. The level of opinion in top managers is being observed, respectively what significance is being attached by top managers of enterprises operating in service sector to internal enterprise resources from the perspective of their current and future situation. Statistically significant differences between the meaning of internal resources nowadays and in the future are being analysed and indicated via the pair Wilcoxon test on a testing set consisting of 255 enterprises within the service sector from the whole of the Czech Republic. Within the evaluation of the current situation top managers assign a high importance mainly to employee standards, financial resources, the name of the enterprise, management quality, service and marketing portfolio. Evaluating prediction of enterprise internal resources and their importance's future development has pointed to a relatively high growth of significance in enterprise strategy, enterprise education, marketing, and information and communication systems. Statistically significant differences from Wilcoxon test have been proven in employee education, enterprise strategy, information and communication systems and marketing standards. Indicated internal resources will gain greater dominance in the future, and they may significantly influence the existence of enterprises operating in service sector.
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Ginevičius, Romualdas, Valentinas Podvezko, and Adomas Ginevičius. "QUANTITATIVE EVALUATION OF ENTERPRISE MARKETING ACTIVITIES." Journal of Business Economics and Management 14, no. 1 (February 22, 2013): 200–212. http://dx.doi.org/10.3846/16111699.2012.731143.
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The growing competition on the international markets means that the importance of enterprise marketing activities is increasing. However, the attention paid to theoretical and practical marketing problems by enterprises is insufficient. This particularly refers to the analysis of marketing strategy effectiveness. It is not clear how marketing affects enterprise performance. To perform this analysis, the quantitative evaluation of enterprise marketing activities is required. Enterprise marketing is a complex multi-faceted phenomenon. Its various aspects are described by multidimensional and often oppositely directed criteria. Therefore, in this case, multicriteria evaluation methods can be successfully used for analysis. The state of the enterprise marketing system is described by sets of criteria. Therefore, the problem of adequate evaluation of their weights arises. Sometimes, it is possible to reduce the number of evaluation criteria by developing their hierarchical system. However, the question arises how the transformation of a single-level system of criteria into the respective multi-level system affects the calculation results.
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KRFSNIAK, Olena, and Sergey AMONS. "CONCEPTUAL APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF THE BEAUTY SUGAR COMPANY ENTERPRISES." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 9 (49) (September 25, 2019): 60–69. http://dx.doi.org/10.37128/2411-4413-2019-9-7.
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The conceptual bases of development and realization of marketing strategy of enterprises of beet sugar subcomplex are considered in the article; stages of strategy formation are characterized; the complex of economic and organizational problems of realization of strategic marketing approach in the market of agricultural products is revealed. It is established that the domestic sugar processing industry remains one of the strategically important directions of the agroindustrial complex and today it preserves the prospects of stabilization despite certain problematic aspects in the development of the enterprises of the sugar processing industry as a whole. The basic aspects of forming of marketing strategy of processing enterprises are presented; describes the relationship between the phases of food marketing development and the level of application of the food marketing strategy. Based on this research, a set of conceptual approaches of the enterprise marketing strategy was developed, the application of which should contribute to providing a systematic approach to its planning, implementation and control. The results of the conducted research show that the commodity policy of the sugar beet subcomplex enterprises of Ukraine should be focused on continuous improvement of the quality of production - as one of the priority areas of activity of the sugar plant, which provides its competitive advantages in the agricultural market. The assortment component implies the integrated application of diversification of commodity production by improving the existing assortment and processing of by-products. On the basis of the analysis of the works devoted to the peculiarities of forming the marketing strategy of the processing enterprise, the authors propose their own integrated model of marketing strategy of the sugar beet subcomplex enterprises, which combines commodity, price, communication and organizational policy.
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Tanasiichuk, Alona, Olha Hromova, Svetlana Kovalchuk, Iryna Perevozova, and Oleg Khmelevskyi. "Scientific and Methodological Approaches to the Evaluation of Marketing Management of Enterprises in the Context of International Diversification." European Journal of Sustainable Development 9, no. 3 (October 1, 2020): 349. http://dx.doi.org/10.14207/ejsd.2020.v9n3p349.
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Marketing management of business activities in the context of international diversification involves the construction of an appropriate system of information gathering, study of foreign markets, planning, implementation and control of the marketing program, risk and profit assessment, effectiveness of marketing decisions, development of marketing strategy of the enterprise, which allows obtaining the maximum positive result with minimal marketing costs. In this study, further development of scientific and methodological approaches to determining the state of marketing management of the activities of agricultural enterprises of Ukraine under the conditions of international diversification, consisting in the identification of problematic issues arising in the course of international business diversification; quantitative and qualitative assessment and determination of the degree of diversification of the enterprise in different markets, as well as conducting market research of the most important business segments of consumers in foreign markets and selecting the optimal exit strategy of a diversified international markets.
Keywords: marketing management, concept of marketing management, international diversification, effectiveness of marketing management, planning, organization and control of enterprise marketing management, evaluation of the degree of diversification of activities, diversified company
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Cui, He Rui, and Zhao Wei Xuan. "Research of Evaluation Indicators about Electric Power Enterprise Marketing." Advanced Materials Research 121-122 (June 2010): 512–18. http://dx.doi.org/10.4028/www.scientific.net/amr.121-122.512.
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Along with the deepening reform in power system, Electric Power Enterprise Marketing Management becomes an important management tool to ensure the effective operation of power enterprises. In this paper, on the basis of relevant principles, we have developed a market economy to adapt to the current situation of the development, marketing, and service sectors of the Power Marketing Strategy. At the same time, we designed to power enterprise marketing performance evaluation index system. And we introduced the quantitative analysis of power marketing effectiveness: AHP, according to the power of quantitative analysis method to evaluate and analyze marketing results.
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Belikova, O., O. Burtseva, and V. Khoroshykh. "The Influence of the Life Cycle of Industrial Enterprise Goods Formation of its Innovative Strategy." Economic Herald of the Donbas, no. 3 (61) (2020): 131–38. http://dx.doi.org/10.12958/1817-3772-2020-3(61)-131-138.
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The article deals with strategic directions of entrepreneurial strategies development in accordance with the product life cycle concept. The approaches of scientists before the formation of stages of the enterprise goods life cycle are considered. On the basis of the analysis of scientific researches the basic characteristics of marketing depending on a stage of life cycle of the goods are generalized. It is found out that at different stages of the life cycle of goods the enterprise makes managerial decisions concerning the main directions of its activity. The directions of the enterprise activity are generalized in accordance with the stages of the product life cycle on such criteria as key strategy, management system, technical development, production, personnel, economics and finance, marketing. The strategic policy of the enterprise in accordance with the product life cycle is studied and generalized. It has been proved that the innovative orientation of the company's activity, which is characterized by innovation, production and marketing potential, is decisive in the development of the company's strategy. The article contains an ABC analysis of the industrial enterprise's activity and draws conclusions about the use of the enterprise's commodity resources. Based on this analysis and the degree to which the enterprise is ready to innovate at different stages of the TLI, conclusions were drawn on the strategic behavior options of the enterprise.
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Kirk‐Smith, Michael, and William Gault. "MARKETING LOCAL ENTERPRISE AGENCIES." Journal of Small Business and Enterprise Development 2, no. 3 (March 1995): 142–48. http://dx.doi.org/10.1108/eb020956.
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Wen, Weisheng, Qiongwei Luo, and Quansi Wen. "The Construction of New Business Format Marketing Strategy and Price Strategy Model." Journal of Management and Strategy 9, no. 4 (September 11, 2018): 62. http://dx.doi.org/10.5430/jms.v9n4p62.
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Under the background of Internet plus in contemporary China, new retail format of Online To Offline (O2O) has become the new engine of China's economic innovation and development. The new format marketing strategy has become the new focus of the market. A strategic model that can be applied to the pricing of online and offline products is an indispensable element of the corporate marketing strategy. This paper takes the O2O new retail format price strategies of Dama and Yongsheng as the research background and re-examines the influencing factors in the western price theory system. Based on the pricing model applicable to commercial enterprises, this paper discusses the theory of the construction of the price strategy model with the O2O new retail format. Through the high participation of enterprises, and the discussion and test of the theoretical model with the enterprise, the theoretical models are given higher value.
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S, Suliyanto. "Mimicry Marketing Strategy on Marketing Performance of Small and Medium Enterprise." TRIKONOMIKA 14, no. 2 (December 25, 2015): 96. http://dx.doi.org/10.23969/trikonomika.v14i2.400.
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The background of this research is the failure of the marketing orientation concept and the unprepared consumers to accept the societal marketing concept. There needs orientation phase that are between the marketing orientation phase and societal marketing phase. The orientation phase is Adaptive Marketing Orientation (AMO).One of the applications of adaptive marketing orientation is Mimicry Marketing Strategy (MMS). The purpose of this study is to analyze the effect of MMS to competitors, MMS to consumers, MMS to suppliers, MMS to intermediarieson the quality of relationship with partners and innovation as well as to analyze the influence of the quality of relationship with partners and innovation to the marketing performance. Samples are 100 SMEs in Banyumas; data analysis tool used is Path Analysis. The results of this study found that the effect of MMS to consumers and MMS to competitors have positive effect on innovation and the quality of relationship with partners, while MMS to suppliers, and MMS to intermediarie shave no positive effect on innovation and the quality of relationship with partners, and the quality of relationship with partners and innovations have positive effect toward marketing performance.
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Іerko, Iryna, and Anastasia Rudyk. "ECOLOGICAL MARKETING AS A TOOL OF STRATEGY OF HOTEL BUSINESS AND TOURISM DEVELOPMENT." Economic journal of Lesia Ukrainka Eastern European National University 3, no. 23 (September 29, 2020): 77–83. http://dx.doi.org/10.29038/2411-4014-2020-03-77-83.
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The essence of the concept of ecological marketing is considered. Different approaches and views on the essence of the concept of "environmental marketing" are clarified. The role of ecological marketing for the development of hotel enterprises around the world is proved. The understanding of ecological marketing in relation to the tools of its application is outlined and their differences are established. The definition of ecological marketing of the hotel enterprise is given. An overview of the application of environmental marketing in the largest hotel chains in the world. Problems of ecological marketing and business development are analyzed.
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Gladka, Olena, and Victoria Fedorova. "Defining personnel marketing strategies." Business: Theory and Practice 20 (March 15, 2019): 146–57. http://dx.doi.org/10.3846/btp.2019.14.
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The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise’s external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming enterprise’s internal attractiveness as an employer. The choice of strategy is based on the Matrix determining the generalized level of enterprise’s attractiveness as an employer. This Matrix allows identifying nine types of personnel marketing strategies. The content of each type of personnel marketing strategy was substantiated. The main actions contributing to the improvement of level of enterprise’s attractiveness as an employer internally and externally were developed based on the 7Ps personnel marketing mix. Results of this study have theoretical and practical significance. They can be used as basis for further studies, while developed recommendations can be used by a management team for implementation within an enterprise that seeks to develop its employer attractiveness.
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Шкардун, V. Shkardun, Афанасьев, and Valentin Afanasev. "Marketing Priority of Strategic Planning." Administration 2, no. 3 (September 17, 2014): 46–52. http://dx.doi.org/10.12737/5636.
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Systemological bases of marketing approach use to the strategic planning are considered in this paper. A
complex of techniques for determining the enterprise’s strategy level, based on preliminary assessment of
enterprise managers’ readiness to work in strategic planning conditions has been marked. A concept of
business objectives’ identification and classification based on consideration of influence groups’ interests
has been proposed. A conceptual model related to interaction between market subjects and enterprise’s
units during strategic planning information and analytical support has been described. A methodical
approach to marketing information system setting on strategic planning’s analytical problems resolution has
been Justified.
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ANTSEV, Vitalii Yu, Leonid A. VASIN, Elena B. CHACHINA, and Natal'ya I. KOROVKINA. "A model of industrial enterprise's market orientation on the basis of marketing strategy choice." Economic Analysis: Theory and Practice 20, no. 8 (August 30, 2021): 1462–77. http://dx.doi.org/10.24891/ea.20.8.1462.
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Subject. The article investigates the process of market orientation of enterprise functioning based on a marketing strategy. Objectives. We focus on building a model of market orientation of enterprise functioning, enabling to choose a development strategy and increase production efficiency. Methods. The study rests on developments, concepts and hypotheses that are justified and reflected in the works on the problems of economic theory, economic growth, and development. Results. We present a model of market orientation of enterprise functioning, which is based on a marketing strategy. Conclusions. The proposed mechanism for assessing a market orientation model at the enterprise enables to create a universal criterion that takes into account both financial and non-financial indicators of evaluating a marketing strategy, namely, an integrated indicator of customer value satisfaction. A special feature of the model is the ability to compare integrated indicators of customer value satisfaction for each developed marketing strategy at the enterprise. As a result of such a comparison, it is possible to choose the most effective strategy for the analyzed enterprise.
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Olefirenko, Oleg. "Methodic tools to optimize marketing expenses of the innovatively active industrial enterprises in Ukraine." Problems and Perspectives in Management 14, no. 1 (March 2, 2016): 44–50. http://dx.doi.org/10.21511/ppm.14(1).2016.05.
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The efficient sales policy of the machine building innovatively active enterprises is connected with its rational process financing. Optimal determination of innovative production distribution expenses is top-priority element to increase economic subject’s activity profitability and to increase its competitive positions at the market. Thus, planning of costs for innovatively active machine building enterprises sales has to be based on economic and rationally adaptive mathematic tools to industrial enterprises activity specific. Practical implementation of the mentioned task is possible owing to economic and mathematic model to plan costs for innovatively active enterprises production, which preconditions urgency of the given research. Besides the tools investigation is also urgent and it allows to foresee future expenses amounts for sales, demand for production and profit of the innovatively active industrial enterprise, behavior in future depending on market situation. The article deals with scientific and methodic approach to optimize distribution expenses of the innovatively active industrial enterprises in Ukraine. Economic and mathematic modeling methods allowed to formalize models to plan distribution expenses of innovatively active enterprise, demand and profits, that is prerequisite to form prognostications by proper directions. Practical implementation of the suggested scientific and methodic approach on the example of machine building enterprise in Ukraine results in confirmation of models correspondence and establishment of inefficiency to distinguish expenses. It gives evidence about necessity to optimize expenses of enterprise and to introduce active managerial decisions concerning its activity profitability growth
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Balanovska, Т. I., and V. V. Voskolupov. "Marketing management in the activity of agricultural enterprises." Bioeconomics and Agrarian Business 11, no. 1 (May 29, 2020): 5–15. http://dx.doi.org/10.31548/bioeconomy2020.01.005.
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The article studies the role of marketing management in the activity of agricultural enterprises. The agricultural sector is one of the key sectors of the Ukrainian economy, the core component of which is agricultural production. The findings of the article show the fact that a significant number of agricultural enterprises are unprofitable, with their share in the total number of enterprises accounting for 13.3%. Their performance largely depends on the impact of the extremely complex, dynamic and uncertain environment. The article suggests that only the businesses possessing the ability of adequate adjustment to the environment with taking precautions against negative effects timely and using opportunities the fullest ensure their competitiveness and profitability of their activity in the long run. The article determines marketing management tools to be relevant for ensuring successful operation of agricultural enterprises under modern conditions, for there is a need to find new approaches to managing enterprise activities. The article reveals the essence of marketing management; offers the interpretations of the concepts of "marketing management" and "management of marketing" given by the Ukrainian scientists and foreign researchers; and studies the difference between them. The article suggests that marketing management is a broader concept than management of marketing due to the fact that it is management of all general and individual functions of enterprise, as well as all divisions of enterprise on the basis of marketing. Marketing management considers marketing and management inseparably - they also mutually penetrate and complement each other. The main goal of marketing management is to increase profitability of enterprise by achieving maximum customer satisfaction. Based on the generalization of different views of scientists, the main stages of a marketing management process at agricultural enterprise are identified and characterized, including analysis of internal and external environment, selection of target market segments, marketing strategy formation, marketing complex development, organizational structure construction, marketing management program formation and marketing management control and analysis. The process of marketing management at agricultural enterprise contains a number of specific procedures aimed at research and formation of the demand of target consumers and comprehensive satisfaction of their needs. The findings of the research prove that the use of marketing management tools will help ensure the market orientation of agricultural enterprise, which provides a focus on success, timely adaptation to the environment, gaining a leading position in the market, providing competitive advantage.
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Bao, Huai Qian, Chang Tian Wang, and Ning Zhang. "Different Management Goal of the Coal Enterprise Marketing Strategy." Advanced Materials Research 295-297 (July 2011): 1843–46. http://dx.doi.org/10.4028/www.scientific.net/amr.295-297.1843.
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The demands of the consumers’ have always been diverse, and such different needs have attracted business-to-product updates desire. Thus the difference needs of enterprise product to meet the objective requirements of consumer demand. Only accurately identify the objective requirements can they established the right marketing strategy to seek competitive advantage and long-term interests for the company.
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Птащенко, О. В., and В. А. Вовк. "Tourist enterprise marketing complex: international and national aspect." ВІСНИК СХІДНОУКРАЇНСЬКОГО НАЦІОНАЛЬНОГО УНІВЕРСИТЕТУ імені Володимира Даля, no. 3 (267) (April 10, 2021): 124–27. http://dx.doi.org/10.33216/1998-7927-2021-267-3-124-127.
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The main features of the marketing complex for the enterprises of the tourist branch are considered in the article.
In a market economy, the concept of marketing, as part of improving enterprise management, becomes an integral part of its activities. With the help of a number of controlled marketing variables, business entities can influence customers, stimulate them, encouraging them to certain, desirable for the company actions in the market until the purchase.
One of the elements of the marketing complex is the brand. Increasingly, it is important to use it as one of the most important marketing factors that can ensure the success of the company in the market. To a large extent, this success is due to choosing the right branding strategy. This choice, as well as the positioning and development strategy of the brand directly depend on the chosen variety.
In addition, it should be noted that the purpose of marketing is not only to benefit companies, but also to build long-term relationships with consumers, meet their demands, improve the quality of goods and services, improve the conditions of their acquisition.
It should also be noted that the formation of marketing activities at the enterprise today is impossible without a focus on modern technology. Such technologies include Internet marketing as a modern way of building a business.
Principles of tourism marketing: constant search and maximum respect for the consumer, focus on his needs and requirements, which provide the market is not goods and services, and ways to solve consumer problems; flexibility in achieving the set goal by adapting to the requirements of the market with a simultaneous targeted impact on it; a comprehensive approach to the development of marketing plans, which involves the use not of individual marketing activities, and a set of marketing, a combination of individual elements which allows you to achieve a certain goal; focus on the long-term prospects of the enterprise.
Thus, the main purpose of each enterprise is to achieve profitability and stability of services. Today it is possible to achieve only through the introduction of basic principles of marketing and the formation of a comprehensive mechanism of marketing activities. At the same time, the high cost of enterprises, for example, machine-building industry, agricultural machinery enterprises should be compensated by the introduction of modern advanced production technologies, rational use of fundamentally new materials, introduction of modern technological policy, including marketing and work aimed at improving skills. All this once again confirms the importance of marketing management today and as a consequence of the constant introduction of the latest marketing tools.
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CHYRKOVA, Yuliia, and Lesia BILETS. "The strategy of the combined sales as the modern instrument for enhancing the product distribution planning of enterprises on foreign markets." Economics. Finances. Law, no. 10/1 (October 29, 2021): 45–48. http://dx.doi.org/10.37634/efp.2021.10(1).9.
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Nowadays, sales activities are a determining component of the competitiveness of almost every enterprise engaged in foreign economic activities. In modern economic conditions and the strengthening of the world globalization process, more and more attention is paid to the distribution of export-oriented products as the main component of the enterprise marketing activities. To implement efficient distribution of products, first of all, it must be well planned. It's considered that it is exactly planning, which is the most important condition for the effective implementation of the marketing activities of the exporting enterprise. The aim of the work is to determine the essence of the combined sales strategy as an up-to-date tool for improving the planning of the products distribution at enterprises in the context of the intensification of activities in foreign markets. The analysis of the latest research and publications has been carried out. The “products distribution” concept is presented as the main component of the enterprise marketing activities. In general, product distribution is an enterprise's activity aimed at overcoming the spatial, temporal and quantitative commodity differences between the production and consumer spheres, which also includes the transfer of ownership of products to meet the needs of consumers and achieve the company's goals in target markets. Meanwhile, the combined marketing implies a combination of direct and indirect methods of the commodities promotion, that is, a manufacturer can form his own sales network, but at the same time does not refuse the services of intermediaries. The advantages and disadvantages of using this method for manufacturing companies were listed. It also describes the conditions under which it is advisable to use the strategy of combined sales, especially it concerns the companies in the conditions of export activation. The factors influencing the implementation of the combined sales strategy by the enterprise in the context of the intensification of activities in foreign markets are presented.
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Matviiets, Olha, and Yuliia Krevnik. "The role of innovative marketing in ensuring the competitiveness and economic security of the enterprise." VUZF Review 6, no. 4 (December 27, 2021): 98–102. http://dx.doi.org/10.38188/2534-9228.21.4.11.
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In modern conditions the role of innovation as a leading tool for ensuring the competitiveness of the enterprise and its products is constantly growing. Enterprises are looking for new ways to ensure economic security in the market, so it was decided to consider and describe the role of innovative marketing strategy in the management of an enterprise engaged in innovative activities. Innovation marketing contributes to the identification of the real, future and new market opportunities and research into customer needs. Properly constructed scheme for concept of innovative marketing implementation in the enterprise and it execute allows the company to rise to a higher level, especially in a market where innovation can be a commodity. The role and place of marketing in the innovation sphere is analyzed in the article. Peculiarities of using the marketing approach to innovative activity of enterprises are revealed. The marketing of innovations complex is considered and described. The main stages of its introduction are given. In constantly changing economic conditions, the use of traditional methods does not always give decisive advantages to enterprises. That is why it is necessary to try new approaches and apply innovation marketing to reasonable reorganization. This is the relevance of this paper.
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Qiu, Yi Ming. "Research on Marketing Strategy of Microblog “Point Praise”." Applied Mechanics and Materials 687-691 (November 2014): 4537–40. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.4537.
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Enterprise Microblog marketing becomes increasingly prevalent due to the rise of microblog. This paper introduces the concept and characteristic of Microblog marketing, and analyzes the popular “point praise” at the moment. The most important part is to discuss different microblog marketing strategies according to the characteristic of Microblog marketing, such as endorsement marketing strategy, the individuation marketing strategy and emotional marketing strategy.
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Bandyopadhyay, Chinmoy, and Subhasis Ray. "Social enterprise marketing: review of literature and future research agenda." Marketing Intelligence & Planning 38, no. 1 (August 7, 2019): 121–35. http://dx.doi.org/10.1108/mip-02-2019-0079.
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Purpose The purpose of this paper is to review existing literature on marketing in social enterprises (SEs). It identifies major trends and issues and highlights gaps in the existing knowledge base on social enterprise marketing (SEM). Design/methodology/approach Relevant articles on SEM were searched, following the PRISMA framework, in online databases using keywords and phrases like “marketing in social enterprises,” “marketing strategy/practice in social enterprises,” “social enterprise marketing” and “business practices in social enterprises.” After screening and checking for eligibility, 47 significant articles published in 21 peer-reviewed journals during 1995–2018 were selected for review. Findings The findings suggest that marketing in SEs has different issues and challenges when compared to marketing practices adopted by conventional business organizations. They are forced to address the varied expectations of the stakeholders in a resource-constrained situation, which creates problems for them. The review also highlights the fact that resource constraints, legacy mindset, and lack of marketing skills limit the impact of marketing practices in SEs. To address these issues, many social entrepreneurs survive through cost-effective marketing techniques. Originality/value To the authors’ knowledge, this is the first effort to identify and analyze extant literature in SEM. The resultant themes and research gaps highlight the current status of SEM literature. The paper can help SEs to understand and plan their marketing activities for better impact and profitability. Future research can draw on the findings of this review.
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Kwilinski, Aleksy. "Mechanism of formation of industrial enterprise development strategy in the information economy." Virtual Economics 1, no. 1 (October 17, 2018): 7–25. http://dx.doi.org/10.34021/ve.2018.01.01(1).
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The article establishes that under the conditions of the information economy, industrial enterprises need a development strategy that takes into account the peculiarities of world changes in the spheres of production, marketing, management, etc. To solve this problem, a mechanism has been developed for forming a strategy for the development of an industrial enterprise in the information economy, based on the model of harmonization of specialized business processes with business process management, integration of management systems of specialized business processes into the general system of management of an industrial enterprise, as well as informatization and automation of business process management of the enterprise. Implementation of the developed mechanism into the practice of managing the development of an industrial enterprise provides an opportunity to increase its competitiveness, increase sales and reduce the cost of production.
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Svyatokho, Natalya. "THE ENTERPRISE`S STRATEGY OF SALES ACTIVITY: ESSENCE, TYPES, PRINCIPLES OF FORMATION AND MANAGEMENT." Scientific Bulletin: finance, banking, investment., no. 1 (54) (2022): 152–61. http://dx.doi.org/10.37279/2312-5330-2021-1-152-161.
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The need for strategic management of the economic activity of the enterprise as a whole and its individual types, including sales, is due to the desire of any economic entity to ensure the stability and continuity of its functioning in the long term, as well as to take a strong position in the market. The global goal of market actors in a dynamically developing external business environment should be not so much to obtain and maximize profits, but to a greater extent to create a reliable basis for realizing the existing potential, as a result of which the company will be able to continuously develop. Currently, the national economy of the Russian Federation is experiencing a stage that can be called a stage of rethinking the approaches and principles to the organization of enterprises and organizations. Its peculiarity is that the «wild» ways and methods of doing business are replaced by a scientific approach and the desire to use the best practices of domestic and foreign companies. The importance of strategic management began to be understood not only by the heads of large enterprises, but also by representatives of small and medium-sized businesses. The article examines the essence of the strategy of sales activity of the enterprise. The approaches to the interpretation of the concept of «sales activity of the enterprise» are analyzed. The management of the sales activity of the enterprise and the features of the strategic approach to this process are characterized. The principles of strategic management of the sales activity of the enterprise are considered. A generalized system of marketing strategies that can be developed at the enterprise is presented. The principles of the development of the marketing strategy of the enterprise, taking into account its characteristic features, are identified and characterized
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O. Kalinin. "Financial Indicators as a Factor of Investment Marketing of Diversified Enterprises." Herald of the Economic Sciences of Ukraine, no. 2(37) (December 23, 2019): 179–84. http://dx.doi.org/10.37405/1729-7206.2019.2(37).179-184.
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The global tendencies of the world’s largest diversified enterprises financial indicators development in recent years were investigated. The directions of development that demonstrate modern diversified enterprises in their relations with investors were identified. Factors that have a significant impact on the investment attractiveness of these enterprises were analyzed. A portrait of investors considering investing in differentiated enterprises as part of their strategy was described. It was analyzed that the introduction of investor’s portrait analysis as well as marketing strategy contributes to the effective capital rising of the enterprise and enhances its competitive position both in its operations and in the field of financial management. Keywords diversified enterprises, investment marketing, investor portrait, competitiveness.
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SHVYDENKO, N. V., and A. I. GUSKOV. "FORMATION OF A STRATEGY MARKETING MANAGEMENT OF A CONSTRUCTION ENTERPRISE IN THE CONTEXT OF ITS SUSTAINABLE DEVELOPMENT." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 4, no. 5 (2021): 82–88. http://dx.doi.org/10.36871/ek.up.p.r.2021.05.04.010.
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Based on the tendencies of sustainable development of construction, the article presents the specifics of the formation of the marketing management strategy of a construction company. In the course of the study, general approaches to the concept of sustainable development were considered, the primary goals of ensur-ing the sustainability of the construction industry, the advantages of sustainable development for individual participants in the investment and construction complex were formulated, the features of the category "mar-keting management" were identified to the strategy of sustainable development of a construction enterprise. The authors substantiated the priority position of marketing activities in the formation of the marketing man-agement strategy of an enterprise, especially to the stages of the life cycle of an enterprise and construction products. The comprehensive diagnostics of a construction enterprise is disclosed in detail based on an anal-ysis of internal and external factors, a mechanism for integrating a sustainable development strategy of a construction enterprise and a marketing management system based on the harmonization of interaction with stakeholders is proposed.
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Zhang, Xiao. "Evaluation for Enterprise Marketing Performance Based on Analytic Hierarchy Process." Advanced Materials Research 433-440 (January 2012): 2109–13. http://dx.doi.org/10.4028/www.scientific.net/amr.433-440.2109.
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Evaluation of enterprise marketing performance has a great importance for enterprise to formulate marketing strategy and carry out marketing activity.Evaluation for enterprise marketing performance based on analytic hierarchy process is proposed in the paper.Analytic hierarchy process is used to perform multi-criteria decision analysis in order to determine the relative importance in the decision matrix.The pairwise comparison matrix by using the pairwise comparison of the indexes in same layer is established.Local weight and global weight are computated by using the pairwise comparison matrix. Marketing condition of a certain enterprise is applied to evaluate for enterprise marketing performance. It can be seen that enterprise marketing performance based on analytic hierarchy process is effective.
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Qin, Xiao Hong, and Wei Ge. "Pinning Control of Enterprise Marketing Network Based on Complex Network Theory." Applied Mechanics and Materials 533 (February 2014): 491–94. http://dx.doi.org/10.4028/www.scientific.net/amm.533.491.
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Complex enterprise marketing network is typical scale-free network. Based on the non-uniformity of enterprise marketing network topology, we select pinning control strategy. There are network members for selection a certain percentage to exercise control, to use of virtual control action associated with the coupling between network members, making large-scale enterprise marketing network reaches a steady state. Paper showed that pinning control is effectiveness to control of enterprise marketing for network.
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Xiangyuan, Ao, and Ong Tzesan. "The Impact of Environmental Corporate Social Responsibility on Enterprise Performance——Implications for Sustainable Development Strategy." E3S Web of Conferences 251 (2021): 02072. http://dx.doi.org/10.1051/e3sconf/202125102072.
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This paper selected 119 listed companies from 2008 to 2018 in mainland China as samples, aiming to further explore the different impacts of environmental corporate social responsibility (ECSR) on corporate performance in the long and short term, and explore the mediating role of corporate green marketing performance. The results show that CSR has a significant impact on the return on assets and enterprise value in the short term. In the long-term, the adoption of green marketing innovation has a positive impact on enterprise performance. In general, the results of this paper are of great significance for managers and external investors to implement decisions. In addition, the research results can help enterprises improve their environmental responsibility and green innovation in order to improve their competitiveness.
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Ni, Ran, and Shi Ying Shi. "Network Marketing Strategy Analysis Based on SEO." Applied Mechanics and Materials 411-414 (September 2013): 2271–75. http://dx.doi.org/10.4028/www.scientific.net/amm.411-414.2271.
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This paper analyzes the effects of SEO on marketing website ranking. Then according to the SEO strategy, the paper gives the difference analysis of first cosmetics site and 100th site in Google, puts forward the adjustment and optimization strategy from the website structure, content and keyword, the chain etc. Finally the paper gives the overall planning and design for the enterprise network marketing.
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Shi, Qian, and Wei Bao. "Low Carbon Marketing Strategy of Enterprise under the Condition of Low Carbon Economy." Advanced Materials Research 1073-1076 (December 2014): 2549–52. http://dx.doi.org/10.4028/www.scientific.net/amr.1073-1076.2549.
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Under the background of low carbon economy,low carbon marketing become the only way for enterprises to keep up with the development of The Times and remain competitive in our country.Enterprises which want to carry out low carbon marketing successfully should understand the connotation of low carbon marketing and take scientific and effective low carbon marketing strategy,including four aspects：low carbon products strategy,low carbon prices strategy,low carbon channel strategy and low carbon promotion strategy,in order to realize the sustainable development of enterprises.
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Tanasiichuk, Alona, Olha Hromova, Anastasiia Abdullaieva, Yulia Holovchuk, and Kateryna Sokoliuk. "Influence of Transformational Economic Processes on Marketing Management by an International Diversified Conglomerate Enterprise." European Journal of Sustainable Development 8, no. 3 (October 1, 2019): 448. http://dx.doi.org/10.14207/ejsd.2019.v8n3p448.
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In this article it is substantiated the necessity of radical changes study in the practice of domestic agricultural enterprises managing, creation of a new functional and organizational structure that will maximally facilitate the marketing strategy of business diversification by the agrarian enterprise of Ukraine. It is analyzed agrarian enterprises efficiency of activity under the conditions of the transformation processes, it is determined that the leaders of the domestic and world markets of agrarian products are agroholdings with a rigid management structure, and their marketing goals are a decisive factor while making choice of markets under the conditions of diversification activities. It is substantiated that the formation of an international diversified company of agrarian business provides equally to participating enterprises the use of common resources, redistribution of resources between structural units operating on one financial result, the possible loss of one enterprise is compensated by the profit of the group as a whole. Reformation of agrarian enterprises of Ukraine process is analyzed; in particular, in the case of farms in the context of international business diversification; it is determined the necessity of creating a new organizational structure of management by the agrarian enterprise. It is grounded the creation of a functional and organizational mechanism for an international diversified conglomerate enterprise activity in order to ensure the stability of its functioning under the conditions of the transformation processes.It is proposed a new structure of functional and organizational management an international diversified conglomerate company on the basis of the developed marketing mechanism of enterprise management under the conditions of international diversification. It is substantiated that in Ukraine, the formation of such new international diversified conglomerate enterprises from small enterprises, by grouping farms (which by their number in Ukraine is most) will provide a positive result from overcoming the grinding of domestic agrarian business, consolidation of the agrarian sector and creating the opportunity to benefit from the budget of Ukraine from international diversified conglomerate business structures. Keywords: transformational economic processes, international marketing, globalization, marketing management, international diversified conglomerate enterprise, business consolidation.
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Pazemov, I. M. "CREATION OF A SUSTAINABLE BRAND AND SUPPORTING MARKETING IN THE ACTIVITIES OF A TOURISM ENTERPRISE." Business Strategies 9, no. 7 (June 29, 2021): 207–9. http://dx.doi.org/10.17747/2311-7184-2021-7-207-209.
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This article is devoted to the problems of marketing strategy and activities of a tourism enterprise. In the context of the coronavirus pandemic, the tourism sector of the economy is undergoing significant changes. Adequate response of tourism enterprises to these changes is possible thanks to marketing tools, the key of which in these conditions are the creation of a sustainable brand and the use of supportive marketing tools. The article analyzes the relationship between these issues.
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Kannampuzha, Merie Joseph, and Mari Suoranta. "Bricolage in the marketing efforts of a social enterprise." Journal of Research in Marketing and Entrepreneurship 18, no. 2 (October 17, 2016): 176–96. http://dx.doi.org/10.1108/jrme-07-2015-0039.
Full textAbstract:
Purpose The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise. Design/methodology/approach The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for the research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports. Findings The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address resource constraints in the early stage of the development of a social enterprise. Further studies need to be conducted to test the applicability of network bricolage among a variety of small and medium-sized enterprises and start-ups. Bricolage could be explored in more detail as an alternative to resource leveraging to understand the marketing activities of social businesses in their initial stages. Research limitations/implications Network bricolage is a type of bricolage in which an entrepreneur utilizes existing personal and professional networks as a resource at hand. Although networking and resource leveraging imply that the founders of an organization pursue resources from previously unknown people, network bricolage involves already known contacts of the entrepreneur. Practical implications Another type of bricolage that observed by the authors was entrepreneurship education bricolage. A combination of students, business mentors and university resources such as faculty members was utilized as an ingenuity mechanism to develop creative solutions for a shortage of marketing resources. Originality/value The theoretical framework of entrepreneurial bricolage is applied in the context of the marketing of a social enterprise.